[{"ID":122912,"post_author":"79","post_date":"2024-04-16 07:56:38","post_date_gmt":"2024-04-16 14:56:38","post_content":"<p>Journeys are automated sequences of actions (including messages) in Iterable. They\u2019re a key component to creating a personalized, responsive experience for your users based on their unique attributes and behavior. Journeys can get very complex, and, therefore, it\u2019s important to review them carefully before launching to ensure everything works the way you planned.<\/p>\r\n\r\n[caption id=\"attachment_122915\" align=\"alignnone\" width=\"1284\"]<img class=\"size-full wp-image-122915\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Screen-Shot-2024-04-16-at-10.43.25-AM.png\" alt=\"A screenshot of the Iterable platform showing Workflow Studio.\" width=\"1284\" height=\"1258\" \/> <em>An example of a welcome journey built in Iterable Studio. Source:<a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/6027159030804-Building-Journeys\" target=\"_blank\" rel=\"noopener\">\u00a0Studio Support<\/a>.<\/em>[\/caption]\r\n\r\n<h3>A Checklist for QAing Journeys<\/h3>\r\n<p>As much as I wish I could build a new journey every day, launching a new one happens just infrequently enough that I have to re-collect my processes every time to make sure I\u2019ve properly reviewed everything. So to do \u201cFuture Jeanette\u201d and my colleagues a favor\u2014and to be able to confidently hit that little green \u201cpublish\u201d button\u2014I pulled together this checklist template to help QA a journey before it goes live.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Journey-QA-Checklist-ITERABLE-TEMPLATE.pdf\" target=\"_blank\" rel=\"noopener\">Download the full PDF template<\/a> before you QA your next Journey.<\/em><\/p>\r\n<h4>Journey Details<\/h4>\r\n<p>We have a QA template we use that we copy, fill out, and review for each item (in this case, journeys). At the top, we have all the key info about the journey, including:<\/p>\r\n<ul>\r\n\t<li>Journey link and name (so you know you\u2019re all looking at the same thing!)<\/li>\r\n\t<li>Key details about how it works, such as audience and trigger, and when you plan to have it start running<\/li>\r\n\t<li>Link to any docs you used for content planning as a reference point<\/li>\r\n<\/ul>\r\n<h4>Triggers<\/h4>\r\n<p>Your trigger is what you use to make sure the right users enter your journey at the right time. Some key elements to consider:<\/p>\r\n<ul>\r\n\t<li>Did you test the trigger? How did you test it?<\/li>\r\n\t<li>Maximum entries settings<\/li>\r\n\t<li>Simultaneous entry settings<\/li>\r\n\t<li>Did you check the parameters on the trigger? (Including within a scheduled list, if that\u2019s the type of trigger you\u2019re using)<\/li>\r\n\t<li style=\"font-weight: 400;\" aria-checked=\"false\" aria-level=\"1\"><span style=\"font-weight: 400;\">End date sendings (or set to never if you don\u2019t want it to end)<\/span><\/li>\r\n<\/ul>\r\n<h4>Journey Operations<\/h4>\r\n<ul>\r\n\t<li>Are all your tiles connected?<\/li>\r\n\t<li>Have you set your exit rules to correctly manage your audience?<\/li>\r\n\t<li>Have you included any suppression lists in either (or both!) the trigger and\/or as an exit rule?<\/li>\r\n<\/ul>\r\n<h4>Messages<\/h4>\r\n<ul>\r\n\t<li>Are all messages from the content source-of-truth accounted for?<\/li>\r\n\t<li>Have you QAed them according to whatever your QA process is for each message?<\/li>\r\n\t<li>Does the message type fit the audience entering your journey?<\/li>\r\n\t<li>Have you turned on conversion tracking, Send Time Optimization (STO), and quiet hours where it makes sense to do so?<\/li>\r\n<\/ul>\r\n<h3>The Checklist, Explained<\/h3>\r\n<p>The list speaks for itself (and everyone will have different things they add or subtract over time), but there are certain items on the template I think it\u2019s important to emphasize or explain further.<\/p>\r\n<h4>Reviewing the Journey<\/h4>\r\n<p>We make a point of having a person that\u2019s not the builder review the journey, but recognize that option is not always available. If you\u2019re a team of one, I\u2019d suggest adding a step where you verbally walk through each piece of the journey for a friend, your pet, or another captive audience member.<\/p>\r\n<h4>Keeping Notes<\/h4>\r\n<p>Labeling is key, as is our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/6027159030804-Building-Journeys#notes\" target=\"_blank\" rel=\"noopener\">Notes<\/a> feature. I often use one note to keep an abridged change log for the journey, and notes within specific tiles carry info about everything from quirks of the segmentation in a Yes\/No tile, to ideas we\u2019d like to test in a future email.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_122921\" align=\"alignnone\" width=\"1696\"]<img class=\"size-full wp-image-122921\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Screen-Shot-2024-04-16-at-10.47.04-AM.png\" alt=\"Screenshot of a note example in the Iterable platform.\" width=\"1696\" height=\"404\" \/> <em> Example of a note that can be attached to a Tile within Iterable Studio.<\/em>[\/caption]\r\n\r\n<p>With the <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115004989743-Adding-Labels-to-a-Campaign\" target=\"_blank\" rel=\"noopener\">Labels<\/a> and other info provided in each tile, whoever is serving as the pre-launch QA reviewer should be able to understand your journey without you needing to verbally tell them exactly what each tile is doing. (Think of Notes and Labels as a favor to Future You. With them, you won\u2019t have to open each and every tile looking for the one Yes\/No segment to which you need to make a teensy adjustment.)<\/p>\r\n<h4>Considering Individual Campaigns<\/h4>\r\n<p>The message-related items in this checklist are focused on what you can manipulate on the journey level, without opening the campaign. Our email QA process is separate from this, but I cannot emphasize enough that each message (whether it\u2019s email or another channel) should also go through a rigorous process that includes sending a proof to multiple people, who will look at it on multiple devices, and click all the links.<\/p>\r\n<h4>Come Back for Seconds<\/h4>\r\n<p>It\u2019s easy to forget this invisible checklist item. Make sure you set time to go back and review your journey. This is important so you can check on how it\u2019s performing and also see if there\u2019s anyone going somewhere they shouldn\u2019t. The first time you check up on it should be as soon as possible after you expect the first users to enter.\u00a0<\/p>\r\n<p>I can\u2019t speak to our entire customer base, but personally I think the most common mistake I\u2019ve made with journeys is accidentally blocking everyone from entering the journey!<\/p>\r\n<h4>Adding Experimentation<\/h4>\r\n<p>The lack of mention of experiments in this checklist is deliberate. You are free to choose your own adventure, but when launching something new, I prefer to keep it clean of experiments. That way, if something isn\u2019t happening quite as expected, I\u2019ll have an easier time troubleshooting without the additional \u201cnoise\u201d of an experiment. The initial goal of journey building is to establish a performance baseline to help measure success against.<\/p>\r\n<p>If you\u2019re nervous about launching a journey, however, you can always add an A\/B split tile just after the trigger, and adjust the percentage feeding into the actual journey before you turn it on.\u00a0<\/p>\r\n<p>Go one extra step to add a \u201cSubscribe to List\u201d tile to capture whoever doesn\u2019t enter the rest of the journey, and now you\u2019ve got a holdout group you can track performance against to show your journey\u2019s impact!<\/p>\r\n<p>In the journey below, you can see I\u2019ve adjusted the A\/B split tile so that only 10% of the audience will be fed into the actual journey. The remaining 90% is tracked by getting added to a list. As you can see, this lowers the risk of launch while also providing a method for us to see the lift this journey can create with your audience. I\u2019ve also left a clear note as to when the split tile should be removed so that the full audience can go through the entire journey.<\/p>\r\n\r\n[caption id=\"attachment_122927\" align=\"alignnone\" width=\"1116\"]<img class=\"size-full wp-image-122927\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Screen-Shot-2024-04-16-at-10.49.06-AM.png\" alt=\"Screenshot of a workflow with a built-in A\/B experiment.\" width=\"1116\" height=\"974\" \/> <em>Journey showing A\/B split tile with 10% of the audience being fed into the actual journey. <\/em>[\/caption]\r\n\r\n<h3>Get Out of Your Own Way<\/h3>\r\n<p>Don\u2019t let the perfect journey in your head prevent you from launching the good-enough journey in your project. Sure, maybe it would be better if you could get a different event built, or maybe you want to do fancier emails than you have right now. But if you have something that works, get it going so you can gather more info while you fine-tune...and, dare I say, iterate.<\/p>\r\n<p><em>To learn more about Iterable Studio, reach out to your CSM. Or, if you\u2019re not yet an Iterable user, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"Creating an Iterable Journey Pre-Flight Checklist","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"creating-an-iterable-journey-pre-flight-checklist","to_ping":"","pinged":"","post_modified":"2024-04-16 07:56:38","post_modified_gmt":"2024-04-16 14:56:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122912","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 16, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/04\/041024_Preflight-Checklist_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Purple background with green circle in the center. In the circle is a white icon showing a workflow.\" decoding=\"async\" fetchpriority=\"high\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/041024_Preflight-Checklist_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/041024_Preflight-Checklist_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/041024_Preflight-Checklist_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/creating-an-iterable-journey-pre-flight-checklist\/"},{"ID":122694,"post_author":"79","post_date":"2024-04-11 09:53:44","post_date_gmt":"2024-04-11 16:53:44","post_content":"<p>Yes, it\u2019s still awards season. While awards season may traditionally fall between November and February, Iterable\u2019s awards season happens in April and May. That\u2019s right, you guessed it, it\u2019s time for the 2024 Iterable Expie Awards.<\/p>\r\n<p>The Expies recognize and celebrate Iterable customers and partners who are leveraging Iterable to deliver joyful experiences with harmonized, individualized, and dynamic communications at scale.<\/p>\r\n<p>Like we\u2019ve said before, \u201cbusinesses often strive to sell. Make sales, close deals, generate leads\u2014you know the drill. But making sales would be close to impossible without the support from the marketers behind the scenes. If sales are the fire, marketing is the coal, fueling success.<\/p>\r\n<p>The Expies celebrate those marketers and marketing teams that go above and beyond. They ignite the flame of inspiration and spark thoughtful, innovative ways to drive growth and build customer relationships.\u201d<\/p>\r\n<h3>The Iterable Expie Awards<\/h3>\r\n<p>The Expies were designed to showcase customers and partners that leverage Iterable to power world-class communication. From extraordinary customer experiences to authentic, emotional connections, Expie Award nominees and winners raise the bar for marketers all over the world.<\/p>\r\n<p>We received countless applications for the 2024 Iterable Expie Awards, but could only choose a select few as our finalists. They\u2019re the best of the best. The fuel behind the fire.<\/p>\r\n<h3>The 2024 Expie Award Finalists<\/h3>\r\n<p>The Iterable Expie award finalist list includes individuals and brands from around the world: <a href=\"https:\/\/www.guild.com\/\" target=\"_blank\" rel=\"noopener\">Guild<\/a>, <a href=\"https:\/\/www.peets.com\/\" target=\"_blank\" rel=\"noopener\">Peet\u2019s Coffee<\/a>, <a href=\"https:\/\/www.dotdashmeredith.com\/\" target=\"_blank\" rel=\"noopener\">Dotdash Meredith<\/a>, <a href=\"https:\/\/www.pga.com\/\" target=\"_blank\" rel=\"noopener\">PGA of America<\/a>, <a href=\"https:\/\/www.rover.com\/\" target=\"_blank\" rel=\"noopener\">Rover<\/a>, <a href=\"https:\/\/fender.com\/\" target=\"_blank\" rel=\"noopener\">Fender<\/a>, <a href=\"https:\/\/www.redbubble.com\/\" target=\"_blank\" rel=\"noopener\">Redbubble<\/a>, <a href=\"https:\/\/wolt.com\/en\" target=\"_blank\" rel=\"noopener\">Wolt<\/a>, <a href=\"https:\/\/www.redfin.com\/\" target=\"_blank\" rel=\"noopener\">Redfin<\/a>, <a href=\"https:\/\/booksy.com\/en-us\/#\" target=\"_blank\" rel=\"noopener\">Booksy<\/a>, <a href=\"https:\/\/www.ipsy.com\/\" target=\"_blank\" rel=\"noopener\">IPSY<\/a>, <a href=\"http:\/\/Care.com\" target=\"_blank\" rel=\"noopener\">Care.com<\/a>.<\/p>\r\n<p>This year we\u2019re also introducing our <strong>Next-Gen Innovators Award<\/strong>, which is given to marketers who are embracing change, pushing boundaries, and turning ideas into impactful realities. With multiple winners, we aren\u2019t announcing finalists ahead of time, but stay tuned!<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-122826\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/2024-Expies-Promos_Finalists-Infographic-2.png\" alt=\"Graphic with all finalists in six expie catgories. Finalist logos are on the right, a description of an award on the left.\" width=\"1001\" height=\"3032\" \/><\/h3>\r\n<h4>Best AI-Powered Customer Experience<\/h4>\r\n<p>AI is making the lives of marketers not only easier but more efficient. Gone are the days of being worried about being replaced by robots. Top marketers are embracing the benefits <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Suite<\/a> has to offer. The Best AI-Powered Customer Experience award recognizes those marketers who have grabbed AI by the horns and used tools like Iterable\u2019s Brand Affinity\u2122 , Send Time Optimization (STO), Copy Assist, and more\u2014throughout the entire customer journey.<\/p>\r\n<h4>Most Inspiring Switch to Iterable<\/h4>\r\n<p>Have you switched to Iterable from another platform in the past year? This award celebrates the team that embraced adaptation, revision, and change by making the switch to Iterable. This team hit the ground running and has a success story that will inspire and excite others looking to do the same.<\/p>\r\n<h4>Best Use of Cross-Channel Marketing<\/h4>\r\n<p>Consumer messaging is, more often than not, inconsistent across channels. Many consumers receive a fragmented experience as they engage with a brand across multiple channels. That\u2019s what makes individualization and cross-channel communication essential in today\u2019s market.<\/p>\r\n<p>The Best Use of Cross-Channel Marketing award celebrates Iterable customers who are making every interaction part of a holistic cross-channel experience by leveraging multiple channels throughout the customer journey, such as SMS, push, in-app, embedded messaging, and more, to enhance their brand\u2019s reach and engagement.<\/p>\r\n<h4>Most Individualized Customer Experience<\/h4>\r\n<p>Marketers today have access to more data than ever before but also have to stand out amidst hundreds of messages for each consumer every day.<\/p>\r\n<p>The Most Individualized Customer Experience award celebrates the brands that are able to activate their data in unique ways that drive individualized experiences for customers at scale.<\/p>\r\n<h3>Winners Coming Soon\u2026<\/h3>\r\n<p>The anticipation is killing us! If you\u2019re feeling the same way, don\u2019t fret\u2014we\u2019ll be announcing the winners of the Iterable Expies at our signature conference, Activate Summit, and, with that, the winners of our <strong>Next-Gen Innovators Award<\/strong> and partner awards: <strong>Agency Partner of the Year<\/strong> and <strong>Technology Partner of the Year<\/strong>.<\/p>\r\n<p>We hope this lights a fire under you and your team to get out there and continue executing some world-class marketing strategies.<\/p>\r\n<p><em>If you want to see who wins and you\u2019re looking for even more marketing inspiration, be sure to <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit<\/a>, coming to you live in San Jose, April 30-May 2.<\/em><\/p>","post_title":"Announcing the 2024 Iterable Expies Finalists","post_excerpt":"Hear the winners of the Expie Awards at Activate Summit, and, with that, the winners of our Next-Gen Innovators Award and partner awards.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"announcing-the-2024-iterable-expies-finalists","to_ping":"","pinged":"","post_modified":"2024-04-12 07:47:43","post_modified_gmt":"2024-04-12 14:47:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122694","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 11, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/04\/2024-Expies-Promos_Finalists-Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Expies logo on the left, with red, blue, yellow, purple, and green nodes creating an &quot;E.&quot; The blog title is on the right.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/2024-Expies-Promos_Finalists-Blog-Header.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/2024-Expies-Promos_Finalists-Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/2024-Expies-Promos_Finalists-Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/announcing-the-2024-iterable-expies-finalists\/"},{"ID":122666,"post_author":"79","post_date":"2024-04-09 13:35:41","post_date_gmt":"2024-04-09 20:35:41","post_content":"<p>Email marketing automation is a powerful business tool to streamline communication efforts, nurture leads, and drive conversions. Over the years, email marketing has evolved from simple one-off promotional emails to sophisticated, personalized communication journeys, tailored to individual customer behaviors and preferences.<\/p>\r\n<p>With automation, marketers can set up sequences of emails triggered by specific actions subscribers take or time intervals, allowing for targeted and timely engagement with their audience. Whether you're a small startup or a large enterprise, mastering email marketing automation can significantly enhance your marketing efforts and increase your return on investment (ROI).<\/p>\r\n<p>This article will discuss the various aspects of email marketing automation, how to use it, its benefits, and the steps for building your own automation. Keep reading to learn more about email automation and how to set up a workflow.<\/p>\r\n<ul>\r\n\t<li><a href=\"#whatIsEmailMarketing\" rel=\"noopener\">What is Email Marketing Automation?<\/a><\/li>\r\n\t<li><a href=\"#howToUse\" rel=\"noopener\">How to Use Automation in Email Marketing<\/a><\/li>\r\n\t<li><a href=\"#whatAreBenefits\" rel=\"noopener\">What Are the Benefits of Email Automation?<\/a><\/li>\r\n\t<li><a href=\"#howToBuild\" rel=\"noopener\">How to Build Automated Email Campaigns<\/a><\/li>\r\n\t<li><a href=\"#tips\" rel=\"noopener\">Email Marketing Automation Tips<\/a><\/li>\r\n\t<li><a href=\"#revolutionize\" rel=\"noopener\">Revolutionize Your Email Marketing<\/a><\/li>\r\n<\/ul>\r\n<h3 id=\"whatIsEmailMarketing\">What is Email Marketing Automation?<\/h3>\r\n<p>Email marketing automation involves the automated delivery of tailored and individualized emails to subscribers or customers triggered by predefined actions, events, or timing parameters.<\/p>\r\n<p>Automated email marketing allows marketers to create dynamic and highly relevant campaigns that engage recipients at the right moment with the right content, enhancing the customer experience, driving conversions, and improving the effectiveness of their email marketing.<\/p>\r\n<p>Simply put, email marketing automation allows marketers to set up sequences of emails that are automatically sent to subscribers based on specific criteria or user interactions. These criteria can include signing up for a newsletter, making a purchase, abandoning a shopping cart, clicking on a particular link, and more.<\/p>\r\n<h3 id=\"howToUse\">How to Use Automation in Email Marketing<\/h3>\r\n<p>So, <a href=\"https:\/\/iterable.com\/blog\/3-things-you-can-do-with-email-marketing-automation\/\" target=\"_blank\" rel=\"noopener\">what can you do<\/a> with email marketing automation? Here are several ways you can use it in your marketing strategy:<\/p>\r\n<ul>\r\n\t<li><strong>Abandoned cart reminders<\/strong>: Abandoned cart emails are triggered when customers add items to their cart but fail to complete the purchase. Automation allows you to send timely reminders to encourage them to return and complete their transaction. These dynamic emails often include details of the items left in the cart, compelling visuals, and a clear call-to-action (CTA) to prompt the customer to revisit the website and finalize their purchase.<\/li>\r\n\t<li><strong>Re-engagement campaigns<\/strong>: Over time, subscribers may become disengaged or inactive. Re-engagement campaigns can help rekindle their interest and bring them back into the fold. Automated emails may offer incentives, exclusive promotions, or valuable content to reignite their interest and encourage them to interact with your brand again after a set period of no or little interaction.<\/li>\r\n\t<li><strong>Onboarding workflows<\/strong>: Onboarding workflows are automated communications that introduce new subscribers to your business, set expectations, and guide them through onboarding. Automated emails, for example, could be triggered when someone subscribes to your email list.<\/li>\r\n\t<li><strong>Drip campaigns<\/strong>: Drip campaigns can use automated emails to nurture leads, guiding them through the sales funnel over time. By segmenting your audience based on their interests, behaviors, or demographics, you can use automation to deliver targeted content and offers at each stage of their journey.<\/li>\r\n<\/ul>\r\n<h3 id=\"whatAreBenefits\">What are the Benefits of Email Automation?<\/h3>\r\n<p>While one-off promotional emails can be effective at delivering specific messages or offers to your audience, email automation offers several distinct advantages. By automating your email marketing efforts, you can achieve greater efficiency, consistency, and personalization in your marketing strategy. Here's a breakdown of some key advantages of automating emails:<\/p>\r\n<ul>\r\n\t<li><strong>Increase efficiency<\/strong>: Automation eliminates manual tasks associated with email marketing, such as individually crafting and sending emails, managing subscriber lists, and tracking campaign performance. Automating these repetitive processes can save time, reduce workload, and focus your efforts on more strategic activities.<\/li>\r\n\t<li><strong>Enhance customer experiences<\/strong>: Automation allows for highly targeted and personalized communication with subscribers, delivering content and promotions based on data like their interests, behaviors, and preferences. By sending timely and tailored emails, you can provide a more engaging and seamless experience, fostering stronger customer relationships.<\/li>\r\n\t<li><strong>Drive engagement<\/strong>: You can trigger automated emails based on specific subscriber actions or events, such as website visits, purchases, or form submissions. By delivering relevant content at the right moment, automation helps keep subscribers engaged with your brand, encouraging them to take the desired actions.<\/li>\r\n\t<li><strong>Minimize errors<\/strong>: Automation reduces the risk of human error associated with manual email marketing processes, such as typos, incorrect segmentation, or missed deadlines. With predefined workflows and automated quality checks, you can ensure emails are sent accurately and consistently.<\/li>\r\n\t<li><strong>Optimize resource management<\/strong>: By automating routine tasks and workflows, you can make better use of your resources, including time and budget. Email marketing automation allows you to achieve more with less to scale your marketing efforts without significantly increasing overhead costs or administrative burdens.<\/li>\r\n<\/ul>\r\n<h3 id=\"howToBuild\">How to Build Automated Email Campaigns<\/h3>\r\n<p>Building automated campaigns requires you to have email marketing automation software that lets you create workflows, segment your audience, personalize content, and schedule emails.. Once you're ready to begin, here's how to build an automated email campaign:<\/p>\r\n<ol>\r\n\t<li><strong>Establish the goals of your campaign<\/strong>: Clearly define the objectives you want to achieve with your automated email campaign. Whether it's increasing sales, nurturing leads, driving website traffic, or improving customer retention, having specific goals will guide your email marketing strategy.<\/li>\r\n\t<li><strong>Choose the right email automation software<\/strong>: Select an email automation platform that aligns with your needs, budget, and technical requirements. Look for features like workflow automation, audience segmentation capabilities, testing, analytics, and integration with other tools or platforms.<\/li>\r\n\t<li><strong>Segment your email list<\/strong>: Separate your email list into segments based on criteria such as demographics, behaviors, purchase history, or engagement levels. Segmentation lets you deliver more targeted and personalized content to different groups of subscribers, increasing relevance and effectiveness.<\/li>\r\n\t<li><strong>Build your workflows<\/strong>: Map out the customer journey and create automated workflows that guide subscribers through various stages of the campaign. Define triggers and actions that will initiate each email sequence, such as sign-ups, purchases, or specific interactions with your website or content.<\/li>\r\n\t<li><strong>Create your content<\/strong>: Develop compelling dynamic content for each email in your automated campaign. Tailor your messaging to resonate with your target audience's needs, interests, and preferences. Use persuasive copywriting, eye-catching visuals, and clear CTAs to drive engagement and conversions.<\/li>\r\n\t<li><strong>Test and send<\/strong>: Conduct thorough testing before launching your automated email campaigns to ensure everything works as intended. Test for email rendering across different devices and email clients, check for broken links and formatting issues, and review the automation workflow for any errors or gaps. You can also use seed testing to ensure your email reaches subscribers' inboxes. Once confident in your campaign setup, you can schedule or activate your automated emails.<\/li>\r\n<\/ol>\r\n<h3 id=\"tips\">Email Marketing Automation Tips<\/h3>\r\n<p>While email automation offers immense potential for driving engagement and conversions, its effectiveness depends on your strategic implementation of best practices. Whether you're a seasoned marketer or a newcomer, using these tips can help you through the process of setting up your email marketing automation campaigns:<\/p>\r\n<ul>\r\n\t<li><strong>Optimize your mobile content<\/strong>: With most email opens now happening on smartphones, it's crucial to ensure that your emails are optimized for mobile. Your emails should look good and be easily read on smartphones and tablets. Consider factors like font size, image size, and button placement.<\/li>\r\n\t<li><strong>Refine with A\/B testing<\/strong>: <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-a-b-testing\/\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a> lets you compare two versions of an email to see which one performs better. You can test elements like subject lines, sender names, email copy, CTAs, or design elements to determine what resonates best with your audience.<\/li>\r\n\t<li><strong>Track your results<\/strong>: Tracking and analyzing metrics is the only way to know how well your emails performed. Keep a close eye on <a href=\"https:\/\/iterable.com\/blog\/email-marketing-kpis-to-keep-an-eye-on\/\" target=\"_blank\" rel=\"noopener\">email marketing KPIs<\/a> like open rates, click-through rates, conversions, deliverability metrics, and unsubscribe rates to measure campaign performance.<\/li>\r\n\t<li><strong>Follow all email marketing laws<\/strong>: Compliance with email marketing laws and regulations is non-negotiable. Make sure you're familiar with and adhere to laws such as <a href=\"https:\/\/gdpr.eu\/\" target=\"_blank\" rel=\"noopener\">GDPR<\/a> and <a href=\"https:\/\/www.fcc.gov\/general\/can-spam\" target=\"_blank\" rel=\"noopener\">CAN-SPAM<\/a>. This means getting explicit consent from subscribers, providing clear opt-out mechanisms, including your physical address in emails, and honoring unsubscribe requests.<\/li>\r\n<\/ul>\r\n<h3 id=\"revolutionize\">Revolutionize Your Email Marketing<\/h3>\r\n<p>With the right tools and best practices, you can use email marketing automation to streamline communication efforts, nurture leads, and drive conversions at scale. By embracing automation, you can deliver timely, personalized messages that speak to your audience, maximizing engagement.<\/p>\r\n<p>Iterable is a <a href=\"https:\/\/iterable.com\/blog\/30-cross-channel-marketing-stats-you-need-to-know\/\" target=\"_blank\" rel=\"noopener\">cross-channel marketing platform<\/a> with email marketing automation that empowers marketers to create, deploy, and optimize automated campaigns. With workflow automation, advanced segmentation capabilities, and robust analytics, Iterable provides everything you need to build and execute successful email\u2014and cross-channel\u2014campaigns.<\/p>\r\n<p><em>To learn more about how Iterable can help you execute email marketing automation, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Email Marketing Automation: How to Automate Emails Like a Pro","post_excerpt":"This article will discuss the various aspects of email marketing automation, how to use it, and its benefits.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"email-marketing-automation","to_ping":"","pinged":"","post_modified":"2024-04-09 13:35:41","post_modified_gmt":"2024-04-09 20:35:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122666","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 09, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/04\/040924_Email-Marketing-Automation_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Red background with blue node in the top right corner. In the node is a white envelope icon. The blog title is in white in the lower left corner.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/040924_Email-Marketing-Automation_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/040924_Email-Marketing-Automation_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/040924_Email-Marketing-Automation_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/email-marketing-automation\/"},{"ID":122597,"post_author":"79","post_date":"2024-04-08 13:32:24","post_date_gmt":"2024-04-08 20:32:24","post_content":"<p><a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\" target=\"_blank\" rel=\"noopener\">G2<\/a>, a leading peer-to-peer review site, names the Best Software every year. To qualify for this award, G2 looks at the more than 50 required reviews on a software\u2019s G2 page and consolidates the feedback. This year, we\u2019re honored that, according to G2\u2019s Best Software by Function, <strong>Iterable has been named amongst the top 50 Best Marketing &amp; Digital Advertising Products for 2024<\/strong>.<\/p>\r\n<h3>Best Marketing &amp; Digital Advertising Software Products<\/h3>\r\n<p>According to G2, \u201cTo qualify for the best Marketing Digital Advertising software list, products must be listed under one or more of the <a href=\"https:\/\/www.g2.com\/categories\/marketing\" target=\"_blank\" rel=\"noopener\">Marketing<\/a> or <a href=\"https:\/\/www.g2.com\/best-software-companies\/top-marketing\" target=\"_blank\" rel=\"noopener\">Digital Advertising<\/a> software categories.<\/p>\r\n<p>Businesses use marketing and digital ad software to automate marketing processes, manage marketing and advertising campaigns, and measure marketing performance. These software solutions can be used to generate leads, promote products and services, manage customer data, improve customer experiences, and analyze marketing effectiveness.\u201d<\/p>\r\n<h3>Marketing Automation by Iterable<\/h3>\r\n<p>Because the award is Best Software by Function, G2 assigns each marketing and digital advertising software a \u201cmain category.\u201d Iterable falls under the Marketing Automation category.<\/p>\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. These 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>With Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">AI Suite<\/a>, marketers can combine artificial intelligence and marketing automation to make customer communication not only easy, but impactful. With features like Send Time Optimization (STO), Channel Optimization, Frequency Optimization (beta), Copy Assist, Brand Affinity, and more, Iterable can take the manual guesswork out of sending the right marketing messages at the right time. Here\u2019s how.<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization\" target=\"_blank\" rel=\"noopener\"><strong>Send Time Optimization (STO)<\/strong><\/a>: \u201cSend Time Optimization (STO) is an Iterable AI feature that helps send email and push notifications when your contacts are most likely to engage with them. For each campaign recipient, STO analyzes historical engagement behavior and selects an optimal, per-person send time.\u201d<\/li>\r\n\t<li><strong><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization\" target=\"_blank\" rel=\"noopener\">Channel Optimization<\/a><\/strong>: \u201cWhen a user arrives in a Channel Optimization send tile in a journey, Iterable analyzes their historical data and sends the message to the channel it determines they\u2019re most likely to engage with. Data is analyzed on a weekly basis to account for changes in channel preference.\u201d<\/li>\r\n\t<li><strong><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/15342990564372-Frequency-Management\" target=\"_blank\" rel=\"noopener\">Frequency Optimization<\/a><\/strong> (beta): \u201cThis feature uses Iterable AI to maximize engagement by adjusting how many email, SMS, and\/or push notifications each user receives in a given period of time, based on their historical engagement data. For more information about beta testing this feature, talk to your Iterable customer success manager.\u201d<\/li>\r\n\t<li><strong><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/17172997847572-Copy-Assist?gad_source=1&amp;gclid=Cj0KCQjwq86wBhDiARIsAJhuphkHyaRJ16qOJQWP935O98Vz4vDN7bJ5xlj65kJNCoSbY3JrjFc2qjQaAtNVEALw_wcB\" target=\"_blank\" rel=\"noopener\">Copy Assist<\/a><\/strong>: This \u201cIterable AI feature that enhances and expedites the process of writing copy for your campaigns. When you're creating a campaign or template, enter text as you always do, and Copy Assist generates alternative suggestions for you to consider.\u201d<\/li>\r\n\t<li><strong><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a><\/strong>: \u201cBrand Affinity uses Iterable AI to label your users based on their historical level of engagement with your brand. You can use these labels in segmentation, campaigns, journeys, data feeds, and Catalog collections to send personalized, relevant messages to your customers.\u201d<\/li>\r\n<\/ul>\r\n<p>In addition to the AI Suite, Iterable\u2019s key features support cross-channel automation. Take <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/6027159030804-Building-Journeys\" target=\"_blank\" rel=\"noopener\">Iterable Studio<\/a>, for example. This journey-building tool allows marketers to create an automated user journey via an intuitive drag-and-drop interface.<\/p>\r\n\r\n[caption id=\"attachment_122598\" align=\"alignnone\" width=\"932\"]<img class=\"size-full wp-image-122598\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/creating-a-tileset.png\" alt=\"A screenshot of the Iterable Studio showing tilesets in a built journey \" width=\"932\" height=\"914\" \/> <em>This is an example of a welcome sequence that not only uses tilesets, but AI as well.<\/em>[\/caption]\r\n\r\n<p>This tool can be used to automate marketing messages across various channels, at certain times, to specific segments. You can even perform <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/16331484154132-Journey-Setup-Filter-Tiles#a-b-split-tiles\" target=\"_blank\" rel=\"noopener\">automated A\/B tests<\/a> within Studio to maximize engagement. It\u2019s no wonder Iterable fits into G2\u2019s Marketing Automation category.<\/p>\r\n<h3>Why Iterable Fits the Bill<\/h3>\r\n<p>G2 actually has a list of features for a software to be considered as a Marketing Automation software, making it even clearer why Iterable fits the bill. To qualify for inclusion in the <strong>Marketing Automation<\/strong> category, a product must, among other factors:<\/p>\r\n<ul>\r\n\t<li>Automate two or more of the following: email, social media, SMS, and digital ads \u2705<\/li>\r\n\t<li>Provide advanced email marketing capabilities including A\/B testing, spam filter testing, scheduling, segmentation, and detailed performance reporting \u2705<\/li>\r\n\t<li>Act as a central marketing database for marketing information and interactions \u2705<\/li>\r\n\t<li>Allow dynamic segmentation of marketing campaign targets \u2705<\/li>\r\n\t<li>Contact targets across multiple channels after specific actions, triggers, or periods of time \u2705<\/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 \u2705<\/li>\r\n<\/ul>\r\n<p>In addition, these following metrics affect a company\u2019s <strong>Satisfaction<\/strong> rating:<\/p>\r\n<ul>\r\n\t<li>Customer satisfaction with end user-focused product attributes based on user reviews<\/li>\r\n\t<li>Popularity and statistical significance based on the number of reviews received by G2<\/li>\r\n\t<li>Quality of reviews received (reviews that are more thoroughly completed will be weighted more heavily)<\/li>\r\n\t<li>Age of reviews (more-recent reviews provide relevant and up-to-date information that is reflective of the current state of a product)<\/li>\r\n\t<li>Customers' satisfaction with administration-specific product attributes based on user reviews<\/li>\r\n\t<li>Overall customer satisfaction and Net Promoter Score\u00ae (NPS) based on ratings by G2 users<\/li>\r\n<\/ul>\r\n<h3>What Our Customers Say About Us<\/h3>\r\n<blockquote>\r\n<p><em>\u201cI love the user friendly interface, especially for someone who is coming more from the marketing side, without a ton of technical experience. The flows and journeys are easy to build and the capabilities are very advanced. In addition, I appreciate that Iterable is always looking to improve their product and has a future-oriented mindset, introducing features such as their AI Suite and Copy Assist, which can help automate more of the operational work &amp; inspire new ideas. Not least, our CSM is very involved &amp; helpful with our questions &amp; ideas, so the support is appreciated.\u201d<\/em><\/p>\r\n<p><em>- <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-8974490\" target=\"_blank\" rel=\"noopener\">Sanda Z. (Mid-Market 51-1000 emp.)<\/a><\/em><\/p>\r\n<p><em>\u201cInnovative staying ahead of the curve in the tech space. One of the best workflow building and segmentation tool.\u201d<\/em><\/p>\r\n<p><em>- <\/em><a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-8725188\" target=\"_blank\" rel=\"noopener\"><em>Kaylyn K. (Small-Business 50 or fewer emp.)<\/em><\/a><\/p>\r\n<p><em>\u201cI am newer to Iterable (~7 mos), and have previously used competitors including Mailchimp, Braze, and Hubspot. So far, some key pro's to using Iterable include the user friendly interface and a responsive customer support team.\u201d<\/em><\/p>\r\n<p><em>- <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-8328528\" target=\"_blank\" rel=\"noopener\">Julia A. Mid-Market 51-1000 emp.)<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<p>Thank you to our amazing customers for their partnership in maintaining Iterable as one of the best Best Marketing &amp; Digital Advertising Products on the market!<\/p>\r\n<p><em>Looking to learn more about Iterable? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo today<\/a>.<\/em><\/p>","post_title":"Iterable Named a 2024 Best Software by G2","post_excerpt":"We\u2019re honored that Iterable has been named a 2024 Best Software in Marketing & Digital Advertising Products (Marketing Automation) by G2. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-named-a-2024-best-software-by-g2","to_ping":"","pinged":"","post_modified":"2024-04-08 13:41:53","post_modified_gmt":"2024-04-08 20:41:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122597","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 08, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/04\/040824_G2_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Green bac\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/040824_G2_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/040824_G2_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/040824_G2_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-named-a-2024-best-software-by-g2\/"},{"ID":122388,"post_author":"79","post_date":"2024-04-03 12:27:05","post_date_gmt":"2024-04-03 19:27:05","post_content":"<p>Imagine pouring your heart and soul into a marketing campaign, only for it to vanish into the digital abyss. In today's oversaturated media landscape, countless emails go unopened, social media posts get lost in the scroll, and targeted ads fail to resonate. The culprit? A fragmented marketing approach that treats each channel as an island instead of incorporating them into a unified ecosystem.<\/p>\r\n<p>This single-channel strategy might have worked in a simpler era, but today's customers are digital nomads, seamlessly transitioning between platforms and devices. They adopt new channels and can even abandon old, tried-and-true channels when they no longer benefit from them.<\/p>\r\n<p>Additionally, when customers see disparate, disconnected messages on different channels from a single brand, it can feel like those messages are coming from different companies altogether. In modern marketing, truly reaching and resonating with customers requires a holistic strategy that transcends the limitations of a single touchpoint. Consistent messaging needs to move across marketing channels\u2014a.k.a. cross-channel marketing.<\/p>\r\n<h3>Why Cross-Channel Marketing is Essential<\/h3>\r\n<p>Cross-channel marketing isn't about blasting generic messages across multiple platforms. It's about orchestrating a personalized, unified customer experience, ensuring consistent branding and messaging across all touchpoints. Cross-channel marketing not only benefits the customer, it benefits your brand too.<\/p>\r\n<h4>Reach Customers Where They Are<\/h4>\r\n<p>Single channel campaigns can miss some customers entirely if that particular channel is not the one that customers are actively using. By reaching them on their preferred platforms with relevant messages, cross-channel marketing allows for a much higher likelihood of those messages to be seen and interacted with.<\/p>\r\n<p><em><strong>Tip<\/strong>: Marketing platforms that are driven by historical data and AI can allow marketers to easily set up campaigns that automatically leverage channels that customers interact with most. Best-practice marketing organizations will ensure that their martech platforms can do this with ease.<\/em><\/p>\r\n<h4>Boost Engagement &amp; Conversions<\/h4>\r\n<p>Imagine a customer browsing a product on your website. With cross-channel marketing, you might retarget them with a social media ad featuring the product they viewed, followed by a personalized email featuring that product and then, if they still haven\u2019t interacted with your messaging, an SMS or push notification with a discount code.<\/p>\r\n<p>This creates a cohesive experience that resonates with the customer and increases the chance of conversion. By tailoring communication to each channel and leveraging customer data for personalization, cross-channel marketing guides customers seamlessly through the buying journey, leading to significant improvements in engagement and conversion rates.<\/p>\r\n<p><em><strong>Tip<\/strong>: Map out each stage of the buyer's journey and create templated content blocks for each stage and channel, leaving space for dynamic content snippets that contain personalized content for things like products viewed, sale prices and even promotion dates.<\/em><\/p>\r\n<h4>Build Stronger Customer Relationships<\/h4>\r\n<p>Consistency across touchpoints fosters trust and loyalty\u2014the bedrock of any strong customer relationship. A single, impersonal message might be easily lost or dismissed, but a well-coordinated cross-channel campaign can create a lasting connection with your customers.<\/p>\r\n<p>Cross-channel marketing allows you to deliver relevant content and offers at each stage of the buying journey. This can be easily done with best-in-class marketing platforms that leverage historical data on customer interactions to determine segments, channels, content and send times. This personalized approach shows the customer you care about their individual journey, rather than just a quick sale. This builds trust and fosters a sense of loyalty that goes beyond a single transaction.<\/p>\r\n<p><em><strong>Tip<\/strong>: In addition to where they are, think about <strong>when<\/strong> a customer is more likely to engage. Historical data should help inform when each customer is most active and knowing this, in addition to their preferred channel, can demonstrate that you really listen to your customers.<\/em><\/p>\r\n<h3>Fueling Cross-Channel Marketing Campaigns with Customer Data<\/h3>\r\n<p>If there\u2019s one thing to take away from this post so far it's that effective cross-channel marketing cannot exist without a strong foundation of quality customer data. This data allows you to personalize communication, tailor content to specific channels, and ultimately, create a seamless, individualized customer experience. Below are some key steps to developing a cross-channel marketing strategy built on customer data.<\/p>\r\n<h4>1. Create a Unified Customer View<\/h4>\r\n<p>The key is to establish a unified customer view. This is your single source of truth for customer profile and interaction data. This can be created within a traditional <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/customer-engagement\/what-is-a-customer-data-platform-and-how-does-it-work\/?gad_source=1&amp;gclid=Cj0KCQjw2a6wBhCVARIsABPeH1t7BH5wa8j4fJvQ2h7VFZ4X7AXukAYfshCBCGcMSJu2k0B1K1ZQ_XcaAvwUEALw_wcB\" target=\"_blank\" rel=\"noopener\">CDP<\/a> (customer data platform) or data warehouse. This platform will be able to gather or ingest customer information from all touchpoints\u2014website visits, social media interactions, email clicks, purchase history, etc.\u2014and create a holistic customer profile.<\/p>\r\n<p>For companies using a data warehouse, the approach might involve creating a central repository within the data warehouse that compiles customer data from various sources. This ensures a comprehensive understanding of each individual, enabling personalization across channels.<\/p>\r\n<h4>2. Segment Your Data<\/h4>\r\n<p>As we discussed in our recent blog post, <a href=\"https:\/\/iterable.com\/blog\/making-better-customer-segments-and-why-it-matters\/\" target=\"_blank\" rel=\"noopener\">Making Better Customer Segments and Why it Matters<\/a>, effective segmentation goes beyond basic demographics and emphasizes building comprehensive customer profiles based on data points like purchase history, product preferences, message interactions, website visits, etc. to create highly targeted groups for personalized messaging.<\/p>\r\n<p>Experienced cross channel marketing professionals, armed with modern platforms, leverage layers of segmentation which allow them to start with broad audiences\u2014think, all customers who have opted in to marketing emails\u2014and then whittle those groups down to smaller and smaller segments with layered segments for highly personalized messages. And the best part is that these layers can be reused repeatedly for future campaigns\u2014small and large, specific and broad.<\/p>\r\n<h4>3. Automate Marketing Tasks<\/h4>\r\n<p>Choose a cross-channel marketing platform that integrates with your chosen data source and allows you to streamline the campaign creation process through <a href=\"https:\/\/adage.com\/white-paper\/less-do-more-think-how-succeed-ai-powered-marketing-era\" target=\"_blank\" rel=\"noopener\">AI-driven automation<\/a>. Some notable Iterable examples are:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Predictive-Goals-Overview\" target=\"_blank\" rel=\"noopener\"><strong>Predictive Goals<\/strong><\/a>: An AI-driven feature that analyzes user behavior and predicts which users are most likely to perform certain actions based on business goals<\/li>\r\n\t<li><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/17172997847572-Copy-Assist\" target=\"_blank\" rel=\"noopener\"><strong>Copy Assist<\/strong><\/a>: which helps marketers generate copy for messages<\/li>\r\n\t<li><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization\" target=\"_blank\" rel=\"noopener\"><strong>Send Time Optimization (STO)<\/strong><\/a>: Another AI-driven feature that leverages customer interaction data to send messages at the most optimal time<\/li>\r\n<\/ul>\r\n<p>Automating as much of the campaign creation process as possible, while still sending customers highly personalized, relevant campaigns, is a win for both the marketers who are being asked to do more with less and the customers who feel more connected to brands.<\/p>\r\n<h4>4. Track Cross-Channel Analytics<\/h4>\r\n<p>Lastly, track and analyze customer behavior across all channels by leveraging the analytics insights tools found within your cross-channel marketing platform. Firstly, with these insights you can keep a finger on the pulse of your active campaigns so that you can identify any potential issues before they become real problems.<\/p>\r\n<p>Secondly, you\u2019ll use them to monitor how well specific channels are performing as well as the content being leveraged within those channels. This will help you optimize where needed for active campaigns and inform your strategy for future campaigns. By continuously analyzing your data, you can refine your cross-channel strategy and create even more seamless customer journeys.<\/p>\r\n<p>Remember, high-quality customer data is the fuel that drives a successful cross-channel marketing campaign. By implementing these steps, you can create a unified experience for your customers, regardless of the touchpoint, and ultimately achieve your marketing goals.<\/p>\r\n<h3>Build Connections Between Channels and With Customers<\/h3>\r\n<p>In the competitive world of modern marketing, a fragmented approach leaves your brand adrift in a sea of noise. Cross-channel marketing empowers you to break free from these limitations. By <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">orchestrating a unified customer journey<\/a> across all touchpoints, you can transform fleeting interactions into lasting customer relationships and ultimately, drive sustainable business growth.<\/p>\r\n<p><em>To learn more about how Iterable can help you automate and optimize your cross-channel marketing campaigns, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"Why Cross-Channel Marketing is Essential for Modern Businesses","post_excerpt":"Reaching customers requires a holistic strategy that transcends the limitations of a single touchpoint a.k.a. cross-channel marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-cross-channel-marketing-is-essential-for-modern-businesses","to_ping":"","pinged":"","post_modified":"2024-04-04 12:28:10","post_modified_gmt":"2024-04-04 19:28:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122388","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 03, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/04\/040224_Sterling-Cross-Channel-Marketing_Blog-Header-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Orange background with purple circle in the middle. In the circle is a 3 by 3 grid of dots with some dots highlighted in white.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/040224_Sterling-Cross-Channel-Marketing_Blog-Header-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/040224_Sterling-Cross-Channel-Marketing_Blog-Header-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/040224_Sterling-Cross-Channel-Marketing_Blog-Header-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-cross-channel-marketing-is-essential-for-modern-businesses\/"},{"ID":122327,"post_author":"79","post_date":"2024-04-02 13:48:32","post_date_gmt":"2024-04-02 20:48:32","post_content":"<p>It\u2019s the fourth and final installment in our AI blog series, highlighting our recent study with Wakefield Research and Ad Age.<\/p>\r\n<p>In case you missed it, in previous posts, we covered:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/survey-says-what-marketers-really-think-about-generative-ai\/\" target=\"_blank\" rel=\"noopener\">What marketers really think about generative AI<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/how-ai-automation-optimization-impacts-todays-marketers\/\" target=\"_blank\" rel=\"noopener\">How AI automation and optimization impacts today\u2019s marketers<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/explainable-ai-the-next-stage-of-evolution\/\" target=\"_blank\" rel=\"noopener\">Why explainability and optionality are the foundation and future of all AI marketing<\/a><\/li>\r\n<\/ul>\r\n<p>We\u2019re now concluding this series with an explainer on predictive AI. Once we reveal the current state of predictive AI, we\u2019ll share a marketing success story and how to set up your marketing campaigns for success using Iterable\u2019s Predictive Goals.<\/p>\r\n<p>Let\u2019s get started.<\/p>\r\n<p><em>Want even more stats about AI marketing? Head to Ad Age now to <a href=\"https:\/\/adage.com\/white-paper\/less-do-more-think-how-succeed-ai-powered-marketing-era\" target=\"_blank\" rel=\"noopener\">download the full study<\/a>.<\/em><\/p>\r\n<h3>What is Predictive AI?<\/h3>\r\n<p>Ad Age explains that marketers have been using artificial intelligence\u2014despite its recent hype\u2014 for predictive analytics and personalized communications for many years. It defines predictive AI as using, \u201cmachine learning-based AI models [to] churn out customer insights and help marketers predict audiences and build segments for digital campaigns.\u201d<\/p>\r\n<p>When asked which type of AI would make marketers\u2019 jobs easier, survey respondents listed predictive in the top four:<\/p>\r\n<ul>\r\n\t<li><strong>Optimization<\/strong> (e.g. automatically recommending improvements): 57%<\/li>\r\n\t<li><strong>Automation<\/strong> (e.g. machines automatically do tasks without intervention): 53%<\/li>\r\n\t<li><strong>Predictive<\/strong> (e.g. segment most likely to convert): 50%<\/li>\r\n\t<li><strong>Generative<\/strong> (e.g. content creation): 49%<\/li>\r\n<\/ul>\r\n<p>That said, these categories aren\u2019t mutually exclusive, and indeed, Ad Age mentions the benefits of using them in tandem:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWhen combined with predictive analytics, AI-driven automation features can help marketers strengthen customer relationships, improve brand performance and meet their KPIs in today\u2019s fast-moving marketplace.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>To demonstrate how predictive AI can positively impact your marketing campaigns, let\u2019s walk through a case study of the technology-powered real estate brokerage, <a href=\"https:\/\/www.redfin.com\/\" target=\"_blank\" rel=\"noopener\">Redfin<\/a>.<\/p>\r\n<h3>How Predictive AI Works<\/h3>\r\n<p>Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Predictive-Goals-Overview?gad_source=1&amp;gclid=CjwKCAjwtqmwBhBVEiwAL-WAYS6Lp-LgtSMWvja9axvmlsjQopxt-5deH7q0JkGxEENhdkNaFmidYhoCohEQAvD_BwE\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a> feature analyzes your historical data and predicts which users are most likely to convert on your business goals in the future.<\/p>\r\n<p>We gave a brief explainer of Predictive Goals <a href=\"https:\/\/iterable.com\/blog\/explainable-ai-the-next-stage-of-evolution\/\" target=\"_blank\" rel=\"noopener\">in our last post<\/a> on how the platform bridges the gap between insights and actions. Diving deeper here, you can use Predictive Goals for the following use cases:<\/p>\r\n<ul>\r\n\t<li>Identifying segments of users who are likely to convert on business goals you want to optimize\u2014like purchases and clicks\u2014or minimize\u2014like returns or unsubscribes.<\/li>\r\n\t<li>Identifying which of your project\u2019s relevant user properties and first-party data you want to increase or decrease in frequency to promote desired outcomes\u2014like sending more special offers to the users who are most likely to make multiple purchases each month.<\/li>\r\n\t<li>Generating conversion probability scores for use in journeys to direct how users interact with your brand\u2014like creating a loyalty campaign for users with strong scores.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_122334\" align=\"alignnone\" width=\"1674\"]<img class=\"size-full wp-image-122334\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Screen-Shot-2024-04-02-at-4.38.41-PM.png\" alt=\"Screenshot of Iterable platform showing the possible templates to use when creating a goal from scratch.\" width=\"1674\" height=\"678\" \/> <em>With Iterable, you can create a new predictive goal from scratch or use one of the available templates displayed in the image above.<\/em>[\/caption]\r\n\r\n<p>As always with any AI model, the larger the dataset, the more effective the outcomes. We recommend at least three to six months of historical data and 100,000 unique users to achieve a meaningful forecast.<\/p>\r\n<h3>Putting Predictive Goals Into Practice<\/h3>\r\n<p>You can create up to six predictive goals with Iterable\u2019s AI suite. To build a predictive goal, use one of the predefined templates or criteria you specify based on your particular business goals.<\/p>\r\n<p>In the example below, your goal criteria could look for users who might add at least one item to their carts OR redeem at least one promo code, AND who have a Premium account type within a given month.<\/p>\r\n\r\n[caption id=\"attachment_122340\" align=\"alignnone\" width=\"1614\"]<img class=\"size-full wp-image-122340\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Screen-Shot-2024-04-02-at-4.40.51-PM.png\" alt=\"Screenshot of Iterable platform showing to goal criteria.\" width=\"1614\" height=\"932\" \/> <em>Completely customize your Predictive Goals by setting specific goal criteria relevant to your business.<\/em>[\/caption]\r\n\r\n<p>Once your Predictive Goals are built, you\u2019ll see information about how likely users are to convert on your goal from the last refresh date through a 30-day period of time. Predictive Goals don\u2019t have an end date, but instead \u201croll\u201d from one refresh to the next, so you can keep an eye out for potential trends.<\/p>\r\n<p>The dashboard also gauges predictive strength, telling you how reliable a prediction is likely to be from a range of weak to satisfactory to strong. This predictive strength is refreshed monthly to account for recent changes to relevant project-related data.<\/p>\r\n\r\n[caption id=\"attachment_122346\" align=\"aligncenter\" width=\"369\"]<img class=\"size-full wp-image-122346\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/XAI-insights.png\" alt=\"Screenshot of Iterable's Explainable AI pie chart.\" width=\"369\" height=\"962\" \/> <em>You can better understand your AI-powered predictions by evaluating each goal\u2019s predictive strength.<\/em>[\/caption]\r\n\r\n<p>There is so much to see underneath the hood of this robust feature, so be sure to check out our support articles on <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5057806565140-Building-a-Predictive-Goal\" target=\"_blank\" rel=\"noopener\">building<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000143065492-Evaluating-Your-Prediction\" target=\"_blank\" rel=\"noopener\">evaluating<\/a> a predictive goal to learn more.<\/p>\r\n<h4>Redfin Lifts Conversions 72% With Predictive AI<\/h4>\r\n<p>Effective marketing is all about reaching people with the right message at the right time, and that\u2019s never been truer than in real estate. With more than 50 million average monthly users across 100 markets, <a href=\"https:\/\/iterable.com\/customers\/redfin\/\" target=\"_blank\" rel=\"noopener\">Redfin<\/a> is the #1 real estate brokerage in the United States.<\/p>\r\n<p>But despite its sizable audience, only a small percentage of Redfin users are active\u2014meaning they\u2019ve engaged with an email or visited Redfin\u2019s website in the last 30 days. People don\u2019t buy or sell a home frequently, so these actions are crucial early indicators that a user is ready to use Redfin\u2019s services.<\/p>\r\n<p>To take the guesswork and manual labor out of predicting the highest converting users, Redfin uses Predictive Goals, part of Iterable\u2019s AI suite, to move users from inactive to active.<\/p>\r\n\r\n[caption id=\"attachment_122352\" align=\"alignnone\" width=\"1672\"]<img class=\"wp-image-122352 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Screen-Shot-2024-04-02-at-4.44.19-PM.png\" alt=\"Side by side of two examples of Redfin emails identified as high converting emails. \" width=\"1672\" height=\"732\" \/> <em>Redfin sent conversion-oriented emails like these to potential homebuyers and sellers, identified by Iterable\u2019s Predictive Goals as having the highest likelihood to convert.<\/em>[\/caption]\r\n\r\n<p>The retention marketing team at Redfin used holdout groups to determine the incremental difference that Predictive Goals made on conversions. Then they sent conversion-oriented emails to both Predictive Goals homebuyers and sellers, achieving significant results:<\/p>\r\n<ul>\r\n\t<li>A <strong>72% lift<\/strong> in converting inactive sellers to an active state<\/li>\r\n\t<li>A <strong>15% lift<\/strong> in converting inactive buyer to an active state<\/li>\r\n\t<li>A directionally positive lift in seller consultations and tours booked by buyers<\/li>\r\n<\/ul>\r\n<p>Notably, with Iterable\u2019s more predictive insights, the marketing team has the information they need to act quickly, with minimal-to-no support from engineering. The platform allows them to be creative and experiment with all their customer data at their fingertips.<\/p>\r\n<p>Lisa Tulloch, Email Marketing Channel Manager at Redfin, spoke to the power of predictive AI:<\/p>\r\n<blockquote>\r\n<p><em>\u201cPredictive Goals has been an absolute game-changer for our team, maximizing our efficiencies and accelerating time to value. We\u2019ve seen the tangible benefits of AI on our business, and look forward to seeing the impact of Iterable\u2019s new AI innovations.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Not to mention, you don\u2019t have to be one of the largest real estate marketplaces to experience the value of predictive AI. Let\u2019s now see predictive AI in action by walking through how a brand can set up its own Predictive Goals using Iterable.<\/p>\r\n<h3>We Predict Knockout Marketing Campaigns in Your Future<\/h3>\r\n<p>AI technology is only getting better and more sophisticated, so if you want your marketing campaigns to be at the forefront of innovation, <a href=\"https:\/\/adage.com\/white-paper\/less-do-more-think-how-succeed-ai-powered-marketing-era\" target=\"_blank\" rel=\"noopener\">download the full Ad Age report<\/a> for even more stats and insights on AI tools.<\/p>\r\n<p>And if you\u2019re curious to see what predictive AI can do for your brand, we\u2019re here to help.<\/p>\r\n<p><em>Want to get started building business-specific predictive goals? Reach out and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo of Iterable AI today<\/a>.<\/em><\/p>","post_title":"What is Predictive AI?","post_excerpt":"We\u2019re now concluding this series with an explainer on predictive AI. We\u2019ll also share how to set up Iterable\u2019s Predictive Goals.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-predictive-ai","to_ping":"","pinged":"","post_modified":"2024-04-02 13:48:32","post_modified_gmt":"2024-04-02 20:48:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122327","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 02, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/04\/032824_Predictive-AI_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Blue background, red node in top right corner with brain icon in it. Predictive AI words in the bottom left corner.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/032824_Predictive-AI_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/032824_Predictive-AI_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/032824_Predictive-AI_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-predictive-ai\/"},{"ID":122283,"post_author":"79","post_date":"2024-04-01 07:24:35","post_date_gmt":"2024-04-01 14:24:35","post_content":"<p>We\u2019re living in a world reliant on technology. We\u2019re locked to our screens, developing what experts call \u201c<a href=\"https:\/\/www.health.com\/tech-neck-7488554#:~:text=Tech%20neck%20is%20any%20form,the%20shoulders%20to%20slump%20forward.\" target=\"_blank\" rel=\"noopener\">tech neck<\/a>.\u201d Consumers shouldn\u2019t need blue light glasses to prevent headaches, or set timers on their phones to remind them they\u2019ve reached their screen time limit. At Iterable, we think that\u2019s just plain silly, which is why we\u2019re making it easier for marketers to connect with consumers in a different way.<\/p>\r\n<p>Introducing Iterable\u2019s brand new Analog Suite. See ya later advanced metrics, automated tracking, glowing screens, and efficiency. We\u2019re taking inspiration from the past to move us into the future. Our Analog Suite will include four new channels: <strong>Carrier Pigeon Delivery<\/strong>, <strong>Snail Mail<\/strong>, <strong>Fax Messaging<\/strong>, and <strong>Pager Notifications<\/strong>. Let\u2019s explore the features of these channels and, because we believe in transparency, we\u2019ll share both the benefits and considerations for each of them.<\/p>\r\n<h3>Carrier Pigeon Delivery<\/h3>\r\n<p>With Iterable\u2019s Carrier Pigeon Delivery you can reach new heights as you let your marketing initiatives take flight. Just attach whatever marketing message you\u2019re looking to send to an Iterable pigeon and let \u2018em fly.\u00a0<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122296\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Analog-Suite_Carousel-02.png\" alt=\"red background, carrier pigeon in the top right corner with a blue messenger bag that has the iterable logo on it\" width=\"1080\" height=\"1080\" \/><\/p>\r\n<p><strong>Benefits<\/strong>: A friendly companion during down-time, absolutely zero technology involved, perfect for messages that aren\u2019t urgent and maybe don\u2019t need to be delivered at all, low cost (bird seed).<\/p>\r\n<p><strong>Considerations<\/strong>: Bird\u2026droppings, really clean and\/or closed windows, bread crumbs, <a href=\"https:\/\/www.nytimes.com\/2021\/12\/09\/technology\/birds-arent-real-gen-z-misinformation.html\" target=\"_blank\" rel=\"noopener\">Gen-Z may think they\u2019re robots<\/a>.\u00a0<\/p>\r\n<p>We actually sent a Pigeon announcing this Analog Suite to each of our existing customers\u2014still waiting on responses, but we\u2019re confident we\u2019ll hear back.\u00a0<\/p>\r\n<h4>How Fake Flights Used Pigeons to Increase Message\u2014and Wing\u2014Span<\/h4>\r\n<p>Definitely real travel brand, Fake Flights, was lucky enough to have access to our Carrier Pigeon Delivery beta and they\u2019ve already seen impressive results with this new channel.\u00a0<\/p>\r\n<p>Sending hundreds of thousands of communications per day requires a large fleet of feathered friends but, with Iterable\u2019s flexible premium fleet packages, brands can choose the number of pigeons that fits their messaging needs. Fake Flights has seen a 54% uplift in messages delivered\u2014attributed directly to the wind patterns in their geographic location\u2014and only a 400% increase in complaints of \"beak-related injuries.\u201d\u00a0<\/p>\r\n<p>Fake Flights now not only sells flights, but has their marketing messages soaring through the air as well\u2014talk about cloud storage!<\/p>\r\n<h3>Snail Mail<\/h3>\r\n<p>Let us be very clear: we\u2019re not talking about <a href=\"https:\/\/iterable.com\/solutions\/direct-mail-marketing\/\" target=\"_blank\" rel=\"noopener\">direct mail<\/a> when we say Snail Mail. Direct mail involves too much automation, efficiency, and tracking to be part of this Analog Suite. What we are talking about is snails. Literal snails. Just attach your messages to the mini mucousy mailmen and off they go.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122302\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Analog-Suite_Carousel-03.png\" alt=\"Blue background, snail in the top right corner with an orange messenger back with an iterable logo on it -- bursting at the seams with mail.\" width=\"1080\" height=\"1080\" \/><\/p>\r\n<p><strong>Benefits<\/strong>: Most effective delivery channel immediately post the rainy season, slow and steady, delivers messages with a vintage, ground-worn aesthetic.\u00a0<\/p>\r\n<p><strong>Considerations<\/strong>: Salt.<\/p>\r\n<p><em>Note: There seems to be some\u2026unwanted interaction\u2026between the Iterable Pigeons and Snails. We do have plans to fix this on our product roadmap, so stay tuned!<\/em><\/p>\r\n<h3>Fax Messaging<\/h3>\r\n<p>You heard it here first (and probably last): Fax Messaging is making a comeback. For those who don\u2019t know how fax machines work, you just scan a message you want to send to your customers, dial their fax number, and the receiving machine will print the scanned message. All customers who opt-in to Iterable Fax Messaging will receive an Iterable-branded machine through which they can distribute messages.\u00a0<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122308\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Analog-Suite_Carousel-04.png\" alt=\"purple background, fax machine with iterable logo in the top right corner.\" width=\"1080\" height=\"1080\" \/><\/p>\r\n<p><strong>Benefits<\/strong>: Warm paper coming out of the printer, no need for emails when hard copies exist.<\/p>\r\n<p><strong>Considerations<\/strong>: Absolutely zero metrics or tracking, your customers also need fax machines.<\/p>\r\n<p><em>Pro Tip: Get your filing cabinets ready and make sure you have a method for organizing all of the paper messages you\u2019ll be scanning.<\/em><\/p>\r\n<h3>Pager Notifications<\/h3>\r\n<p>Beep beep! Who needs a cellphone when you have Pager Notifications? Picture this: you want to connect with a customer but want to make sure they\u2019re available first. Simply dial their individual pager number (hello, personalization) and wait for them to call you! Inbound marketing at its finest.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122314\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Analog-Suite_Carousel-05.png\" alt=\"green background, pager with iterable logo on the screen in the top right corner.\" width=\"1080\" height=\"1080\" \/><\/p>\r\n<p><strong>Benefits<\/strong>: The customer comes to you, no need to craft any messaging whatsoever, just make sure you have someone available to work the phones.<\/p>\r\n<p><strong>Considerations<\/strong>: Customers could just ignore your page.<\/p>\r\n<p>To quote the lyrics of the <a href=\"https:\/\/www.youtube.com\/watch?v=GIgLqN_rAXU\" target=\"_blank\" rel=\"noopener\">Kim Possible theme song<\/a>, \u201cCall me, beep me if you wanna reach me, when you wanna page me it's ok.\u201d Now, imagine your customers singing it\u2014compelling, right?<\/p>\r\n<h3>This is Totally, Completely Real<\/h3>\r\n<p>We want to stress the date we\u2019ve chosen to roll out this Analog Suite: <strong>April 32nd<\/strong>. We think it\u2019s important to note and set expectations for when these channels will be available to all customers. Spoiler alert: it\u2019s never. If it wasn\u2019t made clear as you read through the post, these will never be released to the public as legitimate channels. April Fools, ya\u2019ll!\u00a0<\/p>\r\n<p><em>If you\u2019re interested in a beta of the Analog Suite, please <strong>don\u2019t<\/strong> reach out to your CSM.<\/em><\/p>\r\n<p><em>If you\u2019re curious about our <strong>actual<\/strong> channel offerings\u2014none involve animals*\u2014be sure to <a href=\"https:\/\/activate.iterable.com\/event\/4ee3f19b-1575-4206-8bcf-045fb1268f37\/regProcessStep1?UTM_Campaign__aprilFools=&amp;UTM_Medium__blog=\" target=\"_blank\" rel=\"noopener\">register for Activate<\/a> (April 30 - May 2 in San Jose) and come talk to Iterable experts at our booth. We\u2019re just as funny IRL, we swear.<\/em><\/p>\r\n<p><sup><em>*But we DO have puppies coming to Activate!<\/em><\/sup><\/p>","post_title":"Introducing Iterable\u2019s New Analog Suite","post_excerpt":"Our Analog Suite will include four new channels: Carrier Pigeon Delivery, Snail Mail, Fax Messaging, and Pager Notifications.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"this-is-a-joke","to_ping":"","pinged":"","post_modified":"2024-04-01 08:07:33","post_modified_gmt":"2024-04-01 15:07:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122283","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 01, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/04\/Analog-Suite_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Analog Suite in White on a black background, four circles in the middle: on red with a white bird icon in it, one blue with a white snail icon in it, one purple with a white fax machine icon in it, and one green with a white pager icon in it. Yellow nodes sit at the top right and bottom left corners.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Analog-Suite_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Analog-Suite_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/04\/Analog-Suite_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/this-is-a-joke\/"},{"ID":122236,"post_author":"79","post_date":"2024-03-28 08:38:26","post_date_gmt":"2024-03-28 15:38:26","post_content":"<p>AI adoption is in full swing for marketers across the globe. According to research we conducted with Wakefield Research and <a href=\"https:\/\/adage.com\/white-paper\/less-do-more-think-how-succeed-ai-powered-marketing-era\" target=\"_blank\" rel=\"noopener\">published in Ad Age<\/a>, 91% of marketers are already using these tools in some capacity at work. Saying AI is a new thing has become obsolete just as quickly as new tools are being released.<\/p>\r\n<p>But with the quick adoption has been quick calls for regulation. Mounting concerns have prompted a <a href=\"https:\/\/www.whitehouse.gov\/ostp\/ai-bill-of-rights\/\" target=\"_blank\" rel=\"noopener\">Blueprint for an AI Bill of Rights<\/a> from the White House and many companies\u2014Iterable included\u2014to initiate AI councils that review all tools for security and governance risks.<\/p>\r\n<p>Every week we are seeing new tools and new considerations around risk. So does this mean we slow down or continue forward? The answer is a bit more nuanced.<\/p>\r\n<h3>The State of AI<\/h3>\r\n<p>Whereas last year marketers took the time to test and learn, this year marketers are looking to optimize for even greater benefits in three phases.<\/p>\r\n<p>Any change worth having comes with risks. AI is <a href=\"https:\/\/www.forbes.com\/sites\/bernardmarr\/2023\/06\/02\/the-15-biggest-risks-of-artificial-intelligence\/?sh=556137682706\" target=\"_blank\" rel=\"noopener\">no different<\/a>. But this shouldn\u2019t be a deterrent, and as you can see above, hasn\u2019t been for marketers.<\/p>\r\n<p>The truth is, these technologies are moving and evolving so quickly our understanding of the potential risks of AI is incomplete. We\u2019re in the \u201cwhat if\u201d stage where teams are working to mitigate risks that haven\u2019t arisen yet.<\/p>\r\n<p>The more we adopt and adapt, the more we find out and understand what safeguards should be put in place. Marketers are learning this in real time, but so are legal, security, and IT teams.<\/p>\r\n<h4>Phase One: Increasing Productivity With AI<\/h4>\r\n<p>AI liberates marketers from operational tasks that take time, resources, and headspace to complete. The net gain in time and headspace opens the door for strategy, creativity, and scaling production.<\/p>\r\n<p>When asked the top metrics for defining the ROI of AI, efficiency was the top selection. Marketers are facing increased expectations to reach their customers in a meaningful way despite battling against thousands of other brands vying for the same group\u2019s attention.<\/p>\r\n<p>It\u2019s a difficult ask, but one made that much easier by utilizing AI tools for increased production, execution, and\u2014perhaps most importantly\u2014experimentation. Optimization and automation beat out Generative as the types of AI our survey respondents believe will simplify their jobs the most.<\/p>\r\n<p>In an economic environment where marketers are asked to <a href=\"https:\/\/iterable.com\/whitepaper\/the-essential-guide-to-making-your-marketing-recession-proof\/\" target=\"_blank\" rel=\"noopener\">do more with less<\/a>, AI answers the call. We are already seeing some significant gains in productivity like our customer, <a href=\"https:\/\/iterable.com\/blog\/caredotcom\/\" target=\"_blank\" rel=\"noopener\">Care.com gaining 25% time by using Iterable\u2019s Channel Optimization<\/a>.<\/p>\r\n<h4>Phase Two: Unlocking Potential Through AI<\/h4>\r\n<p>As it stands, marketers are still adapting to the AI revolution. Yes, the majority are using these tools in their workspace, but there is an expertise gap forming. Just over half of survey respondents (53%) believe that the majority of their team is not fully trained to make the most of AI technologies.<\/p>\r\n<p>So we need to accelerate investments to upskill our teams in using these technologies\u2014everything from assisting in copy creation, to automating repetitive tasks, to automating decisioning for optimizing segments, channels and frequency.<\/p>\r\n<p>The experimentation with creative and AI technology occurring now will unlock previously untapped brand potential. As we start to actually apply AI to our everyday workflow, we will start to uncover opportunities we can\u2019t even conceive right now.<\/p>\r\n<p>We will start to reorganize our teams, develop new practices, and change once more the way we market to people. Imagine a world where it takes seconds to create multimedia content, or where we move away from websites altogether, where the concept of campaigns does not exist.<\/p>\r\n<p>The future of marketing and advertising technology will look vastly different in the coming years as the insights and scale from AI production converge creativity and personalization. As Josh Geiser, Senior Manager - CRM, Lifecycle and Mobile at Redbubble said: \u201cThe most exciting benefit of Iterable AI is giving us more time to daydream. When we can take a lot of that busy work away and let our minds wander, that\u2019s when we come up with our best ideas.\u201d<\/p>\r\n<p>The true opportunity behind AI is elevating entire industries, not just functions within teams.<\/p>\r\n<h4>Phase Three: The Intersection of Creativity and AI<\/h4>\r\n<p>But, this isn\u2019t to say the skills marketers have spent years developing will go away. They\u2019ll simply be utilized in different, more efficient ways. The creativity and ingenuity of marketers will still be crucial to the success of a brand.<\/p>\r\n<p>As more and more brands are built off the production of AI tools, we\u2019re likely to see more homogeneity in marketing. With the noise of advertising and marketing already clouding consumers\u2019 field of vision to find what they need, this potential future is bleak.<\/p>\r\n<p>That\u2019s where creativity and humanity come in. These tools will accelerate marketers\u2019 ability to build the foundation for strong brands, but it is up to the marketers driving brand development to add a human layer on top to make sure brands stand out in a sea of sameness.<\/p>\r\n<p>Context, connotation, intonation, sarcasm, slang. The way we communicate as people evolves quickly and these changes are often how we communicate. As the source of connecting brands and customers, marketers need to be sure to add the creative layer to their AI outputs to keep the human connection alive and thriving.<\/p>\r\n<h3>Where AI and Creativity Spark Marketing Joy<\/h3>\r\n<p>Much like how AI is being adapted and changing all at once, the above phases will happen concurrently for some and slower for others. The important thing to note is that we\u2019re all building the future of marketing and customer engagement together.<\/p>\r\n<p>At this stage, we\u2019ll meet the intersection of creativity and AI\u2014the art and science of marketing to create joyful experiences.<\/p>\r\n<p><em>Curious about the future of AI and creativity? Hear from Adri and dozens of industry leaders at Activate Summit in San Jose, CA April 30 - May 2. <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Register here!<\/a><\/em><\/p>","post_title":"CMO Corner: Is the AI Revolution Slowing Down?","post_excerpt":"We are seeing new AI tools and new considerations around risk. Does this mean we slow down or continue forward? ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cmo-corner-is-the-ai-revolution-slowing-down","to_ping":"","pinged":"","post_modified":"2024-03-28 11:38:52","post_modified_gmt":"2024-03-28 18:38:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122236","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 28, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/03\/032824_Adri-Ad-Age-Response_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Purple background with circle image of Adri Gil Miner in top right corner. The title of the blog sits towards the bottom left corner.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032824_Adri-Ad-Age-Response_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032824_Adri-Ad-Age-Response_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032824_Adri-Ad-Age-Response_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cmo-corner-is-the-ai-revolution-slowing-down\/"},{"ID":122221,"post_author":"79","post_date":"2024-03-27 12:37:09","post_date_gmt":"2024-03-27 19:37:09","post_content":"<p>We came, we saw, and now it\u2019s time for a recap of our top takeaways from the Shoptalk 2024 sessions! <\/p>\r\n<p>The Iterable team set up shop (the booth with the aura readings!) at the Mandalay Bay in Las Vegas from March 17th to March 20th to attend <a href=\"https:\/\/shoptalk.com\/us\" target=\"_blank\" rel=\"noopener\">Shoptalk 2024<\/a>\u2014an event that provides a platform for brands of all shapes and sizes to learn, network, collaborate, and evolve.<\/p>\r\n\r\n[caption id=\"attachment_122222\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-122222\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/IMG_6054-scaled.jpg\" alt=\"Group photo of the Iterable team at Shoptalk standing at the Iterable booth.\" width=\"2560\" height=\"1920\" \/> <em>The Iterable team at our booth. Peep the Aura Reading station behind us. \ud83d\udc40<\/em>[\/caption]\r\n\r\n<p>I was on site as part of the Iterable team and got to attend some sessions. So, if you weren\u2019t able to go, I\u2019ve got you covered. Without further ado, let\u2019s get into the takeaways.<\/p>\r\n<h3>Creating Frictionless and Continuous Store Experiences<\/h3>\r\n<p>Lauren Morr, SVP of Digital Engineering &amp; Architecture at Abercrombie &amp; Fitch Co., Patrick McIntyre, Head of Development at Krispy Kreme, and Fei Wang, Chief Technology Officer at Saks Off 5th\u2014moderated by Steve Dennis, Founder &amp; President, SageBerry Consulting\u2014discussed the benefits of omnichannel experiences.<br \/>\r\nThey highlighted that omnichannel customers shop nearly <strong>two times<\/strong> more often than single-channel shoppers, making it imperative for retailers to provide them with a seamless, unified experience across physical and digital channels. There are two critical components to delivering on this promise\u2014creating a frictionless and continuous experience.<\/p>\r\n<h4>Key Takeaways<\/h4>\r\n<ul>\r\n\t<li>Brands need to focus on being \u201ccustomer-obsessed.\u201d Consumers want brand love and want to feel seen and rewarded for being loyal brand advocates. <br \/>\r\nMorr emphasized that <a href=\"https:\/\/iterable.com\/blog\/the-psychology-of-personalized-marketing\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a> will go very far in creating more brand advocacy in new and returning customers. <\/li>\r\n\t<li>A unified experience\u2014online, in-store, or in-app\u2014is imperative in creating a positive customer experience. The key is to listen to what your customer says through their data and then deliver a product at the price that works for them for a higher conversion rate.<\/li>\r\n<\/ul>\r\n<h3>Legacy Brands Winning Over New Generations<\/h3>\r\n<p>Heidi Cooley, SVP &amp; Chief Marketing Officer at Crocs, Winnie Park, CEO at Forever 21, and Scott Mezvinsky, North America &amp; International President at Taco Bell\u2014moderated by Sarah Engel, President ofJanuary Digital\u2014chatted about how each new generation of consumers is defined by their distinct worldviews, preferences, and expectations that influence their purchase decisions. <br \/>\r\nBrands need to adapt and remain relevant to young consumers while also keeping their history and values top-of-mind to avoid being labeled inauthentic or alienating existing customers. <\/p>\r\n<h4>Key Takeaways<\/h4>\r\n<ul>\r\n\t<li>For Crocs, the challenge was that the brand was very recognizable but irrelevant. The team decided to take a consumer-centric approach: they listened to the fans' feedback on social media when it came to designs, collaborations, and restocks, and acted on those needs quickly. <\/li>\r\n\t<li>Crocs saw a connection between their brand mission and the attitude of Gen Z and leaned into this for their brand voice, especially on social media and when selecting authentic fan partnerships that ignited the brand. <\/li>\r\n\t<li>Forever 21 went from facing bankruptcy to becoming a part of the zeitgeist. They let customers, especially Gen Z customers, tell them what areas of pop culture were of interest and tapped the culture through collaborations like Cheetos, Barbie, Juicy Couture, and more. <\/li>\r\n\t<li>Collaborations are a key part of the Taco Bell strategy\u2014they connect and partner with celebrities who are true fans of the brand and lean in. For example, singer Doja Cat tweeted about bringing back the Mexican Pizza and Taco Bell resurrected the previously-discontinued product and asked Doja Cat to announce the addition during her Coachella set.<\/li>\r\n<\/ul>\r\n<h3>Creating the Next Growth Wave With AI-Powered Commerce<\/h3>\r\n<p>Maria Renz, Global Head of Commerce at Google and moderator Chris Walton, Co-CEO at Omni Talk, talked about how staying essential to both merchants and consumers is paramount. Specifically, they covered how the transformative power of AI is shaping commerce strategy, revolutionizing the shopping experience, and supercharging personalized interactions at scale.<\/p>\r\n<h4>Key Takeaways<\/h4>\r\n<ul>\r\n\t<li>AI will change shopping in three key ways: 1) more connections with customers, 2) creating an \u201cassisted experience\u201d, and 3) supercharging personalized experience at scale. <\/li>\r\n\t<li>AI has also caused an evolution in the commerce space. It can give customers confidence when ordering online through a new level of personalization (for example, Google virtual try-on).<\/li>\r\n<\/ul>\r\n<h3>Maintaining a Modern E-commerce Tech Stack<\/h3>\r\n<p>Jason Gowans, SVP &amp; Chief Digital Officer at Levi Strauss &amp; Co. and moderator Vikalp Tandon, Managing Director, Global Commerce Lead at Accenture did a deep dive into how organizations are deploying modern, flexible e-commerce tech stacks.<\/p>\r\n<h4>Key Takeaways<\/h4>\r\n<ul>\r\n\t<li>Businesses need to develop a new way to manage channel complexity. Previously, brands began in a fragmented state by starting with channels they want to communicate through, building capabilities, and then investing in key foundations reactively on a need-to-have basis. Versus starting with the necessary foundations and building capabilities that can handle anticipated complexities for new and existing channels.<\/li>\r\n\t<li>Life centricity is key for building an effective modern tech stack. Being life-centric means that a brand must:<br \/>\r\n<ul>\r\n\t<li>Understand the full life of a customer\u2014not just where your brand fits in.<\/li>\r\n\t<li>Avoid a one-size-fits-all mentality.<\/li>\r\n\t<li>Simplify for relevance\u2014streamline internal loops and external customer experiences.<\/li>\r\n\t<li>Scale for growth by connecting data tech and talent for constant evolution.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<h3>Until Next Year, Shoptalk!<\/h3>\r\n<p>We hope you could stop by the Iterable booth to meet our team, discuss your business and marketing goals, and get your aura read. If not, make sure you catch us next year in the exhibitor's hall!<\/p>\r\n<p><em>If you\u2019d like to learn more about how Iterable is helping marketers power world-class customer engagement, then <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=content\" target=\"_blank\" rel=\"noopener\">schedule a demo of our platform today<\/a>.<\/em><\/p>","post_title":"Our Top Takeaways from Shoptalk 2024","post_excerpt":"I was at Shoptalk and was able to attend some sessions. If you weren\u2019t able to go, I\u2019ve got you covered. Let\u2019s get into the takeaways.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"our-top-takeaways-from-shoptalk-2024","to_ping":"","pinged":"","post_modified":"2024-03-27 12:37:09","post_modified_gmt":"2024-03-27 19:37:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122221","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 27, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/03\/032724_Shoptalk-2024_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032724_Shoptalk-2024_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032724_Shoptalk-2024_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032724_Shoptalk-2024_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/our-top-takeaways-from-shoptalk-2024\/"},{"ID":122120,"post_author":"97","post_date":"2024-03-26 12:16:58","post_date_gmt":"2024-03-26 19:16:58","post_content":"<p>Join Anne-Sophie Marsh, a seasoned expert on email deliverability, for a fireside chat, as we unravel the myths surrounding email deliverability. Drawing from years of expertise, Anne-Sophie will dissect prevalent myths, from navigating spam filters to deciphering engagement metrics, empowering you with actionable insights to elevate your email marketing strategies. Whether you're a seasoned marketer or new to the field, this session promises to arm you with the knowledge needed to optimise deliverability and drive marketing success.<\/p>","post_title":"Myth Busting: Email Deliverability","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"myth-busting-email-deliverability","to_ping":"","pinged":"","post_modified":"2024-03-28 09:16:53","post_modified_gmt":"2024-03-28 16:16:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=122120","menu_order":1,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 26, 2024","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"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":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar-de","webinar"],"term_names":["Webinar","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Webinar_Myth-Busting-Email-Deliverability_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Webinar_Myth-Busting-Email-Deliverability_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Webinar_Myth-Busting-Email-Deliverability_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Webinar_Myth-Busting-Email-Deliverability_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/myth-busting-email-deliverability\/"},{"ID":122186,"post_author":"79","post_date":"2024-03-26 07:07:14","post_date_gmt":"2024-03-26 14:07:14","post_content":"<p>Platform migration is no small feat. You not only have to get buy-in from key stakeholders and executives, but you have to document the entire process and standardize all of your data to increase efficiency and avoid derailing anything in the works. There are technical aspects, personnel aspects, functional aspects and more. A platform migration can quickly turn into a can of worms that\u2019s impossible to reseal.\u00a0\u00a0<\/p>\r\n<p>To help combat the difficulty of platform migrations, we recently published <a href=\"https:\/\/iterable.com\/whitepaper\/the-cross-channel-marketing-platform-migration-guide\/\" target=\"_blank\" rel=\"noopener\">The Cross-Channel Marketing Platform Migration Guide<\/a>\u2014a detailed, step-by-step breakdown of what to consider when migrating to a new marketing platform. But, as you can imagine, there\u2019s a lot of information jammed into that one guide. We still recommend you use it, share it, bookmark it, etc. but if you\u2019re looking for a skimmable breakdown of the guide, you\u2019ve come to the right place.\u00a0<\/p>\r\n<p>In this first installment of the Platform Migration series we\u2019ll explore the first section of The Cross-Channel Marketing Platform Migration Guide: Defining Your Goals and Quick Wins. In particular, we\u2019ll focus on the questions you should ask yourself as you get started on your migration journey.\u00a0<\/p>\r\n<h3>Defining Your Goals and Quick Wins<\/h3>\r\n<p>As we say in the full guide, defining your goals and quick wins is, \u201cAn overlooked but critical step in migrating to a new platform is to review the goals of the migration and identify the first tangible wins you want.\u201d Setting goals and quick wins helps focus the team when moving through a migration\u2014it\u2019s creating a north star.\u00a0<\/p>\r\n<p>Following the <a href=\"https:\/\/iterable.com\/blog\/growth-trifecta-people-process-technology\/\" target=\"_blank\" rel=\"noopener\">People, Process, and Technology<\/a> framework\u2014which focuses on three powerful marketing assets to fuel growth\u2014we explored the questions you should ask yourself during a platform migration as they pertain to people, process, and technology.\u00a0<\/p>\r\n<h4>People Questions to Ask Yourself<\/h4>\r\n<p>Think of people as the \u201cwho\u201d of the migration process. This is when you can decide who will have a role in the platform migration and why.\u00a0<\/p>\r\n<p><strong>1. Who would do what during the migration?<\/strong><\/p>\r\n<p>Think about teams and individuals when you ask yourself this question. Think about everyone from executors to approvers and how they will impact the overall process.<\/p>\r\n<p><strong>2. Who would you not need after the migration is complete?<\/strong><\/p>\r\n<p>If you hire freelancers or third party partners to help you complete the migration, they may not be needed after the migration is complete. Because the migration could also lead to consolidation, some roles may become obsolete as well. It\u2019s important to consider this before you dive in.<\/p>\r\n<p><strong>3. Which team members have bandwidth?<\/strong><\/p>\r\n<p>If there are people who will need to be involved in the migration\u2014marketing operations, data teams, etc.\u2014ensure they have the bandwidth to help in the desired timeframe.\u00a0<\/p>\r\n<p><strong>4. Which teammates are change agents excited about making a difference?<\/strong><\/p>\r\n<p>Maybe there are people on the team who are excited about the migration process or have experience with migrations in previous roles. Take advantage of these excited team members and be sure they\u2019re included in the process.<\/p>\r\n<h4>Process Questions to Ask Yourself<\/h4>\r\n<p>Think of the process as the \u201cwhen\u201d and \u201cwhy\u201d of the migration process. This is when you can decide deadlines, milestones, what works in your existing processes and what doesn\u2019t. This phase will be a lot of discovery and connecting with subteams to ensure everyone feels they have an opportunity to share input.\u00a0<\/p>\r\n<p><strong>1. What date do you want to start with the new platform?<\/strong><\/p>\r\n<p>This is a crucial step of the process. Without that hard launch date, there\u2019s no proverbial fire under the team\u2019s behinds. Choosing a launch date and working backwards is also a great way to block out milestones you want to hit to help you reach the launch date.\u00a0<\/p>\r\n<p><strong>2. Which processes work well and are efficient?<\/strong><\/p>\r\n<p>If it ain\u2019t broke, don\u2019t fix it. Don\u2019t reinvent the wheel. [Insert preferred idiom here.] There are a lot of ways to say the same thing\u2014there\u2019s no need to create a new process if a business unit has found a way that works. Use this as a learning experience and apply it to other parts of the migration.<\/p>\r\n<p><strong>3. Which processes have bottlenecks due to reliance on other teams or other tools?<\/strong><\/p>\r\n<p>Set up calls and talk to the different teams who will be involved in the migration and who will use the new platform. People will want to share their roadblocks and challenges because they want to find a solution.<\/p>\r\n<h4>Technology Questions to Ask Yourself<\/h4>\r\n<p>Lastly, think of the technology as the \u201cwhat\u201d and \u201cwhere\u201d of the migration process. This is when you can discuss what you\u2019re planning to accomplish with the tool and necessary features. Rather than from a workflow perspective, which was considered with process, technology questions should focus on actual capabilities of the tool.<\/p>\r\n<p><strong>1. What are the pain points you\u2019d like to improve by using a new cross-channel platform?<\/strong><\/p>\r\n<p>Here, reflect on your current platform and the tasks or goals you can\u2019t achieve due strictly to technological limitations. This will help you understand what specifically to look for as you weigh the various options that exist.<\/p>\r\n<p><strong>2. What is the first campaign your team wants to launch?<\/strong><\/p>\r\n<p>Understanding where your team wants to start is helpful when evaluating the features readily available in your new platform. If a feature is on a prospective platform's product roadmap or still in beta, consider how crucial that feature will be in helping your team hit the ground running.<\/p>\r\n<p><strong>3. Does your new platform have different integrations from your existing platform?<\/strong><\/p>\r\n<p>Platform migrations are an important consideration when migrating to a new platform. If your new platform doesn\u2019t work with existing integrations, those partners may become obsolete. Then you have to consider contracts and how long you\u2019re working with these partners. It\u2019s easier to find a platform that works with the integrations you already have.<\/p>\r\n<h3>Setting the Groundwork for a Successful Platform Migration<\/h3>\r\n<p>Hopefully this breakdown of the questions to ask yourself provides a bit more depth into the initial stages of a platform migration. Remember, asking yourself these questions should result in your team determining quick wins and goals for the overall migration. Keep that in mind as you go through this list to keep everyone aligned.\u00a0<\/p>\r\n<p>As we continue this series we\u2019ll breakdown assembling teams, organizing campaigns, and standardizing data\u2014so be sure to check back in.\u00a0<\/p>\r\n<p><em>In the meantime, feel free to explore the entire <a href=\"https:\/\/iterable.com\/whitepaper\/the-cross-channel-marketing-platform-migration-guide\/\" target=\"_blank\" rel=\"noopener\">Cross-Channel Marketing Platform Migration Guide<\/a> and, if you\u2019re considering making the migration Iterable, first of all, hi! Second, be sure to <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"Questions to Ask Before a Platform Migration","post_excerpt":"In this first installment of the Platform Migration series we\u2019ll explore defining your goals and quick wins.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"questions-to-ask-before-a-platform-migration","to_ping":"","pinged":"","post_modified":"2024-03-26 07:07:14","post_modified_gmt":"2024-03-26 14:07:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122186","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 26, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/03\/032624_Data-Migration-Guide_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Green background, circle with an image of two people working on a tablet in the lower right corner. In the lower left is a purple triangle.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032624_Data-Migration-Guide_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032624_Data-Migration-Guide_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032624_Data-Migration-Guide_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/questions-to-ask-before-a-platform-migration\/"},{"ID":122012,"post_author":"79","post_date":"2024-03-21 12:53:22","post_date_gmt":"2024-03-21 19:53:22","post_content":"<p>On March 14 Google released a very useful update to Google Postmaster Tools: <a href=\"https:\/\/postmaster.google.com\/v2\/sender_compliance\" target=\"_blank\" rel=\"noopener\">a new Google Postmaster Tools dashboard<\/a> that focuses on compliance with the <a href=\"https:\/\/support.google.com\/a\/answer\/81126\" target=\"_blank\" rel=\"noopener\">new sending requirements<\/a>.<\/p>\r\n<p>Many of you will already be familiar with <a href=\"https:\/\/www.gmail.com\/postmaster\/\" target=\"_blank\" rel=\"noopener\">Google Postmaster Tools<\/a>, which allows senders to monitor their Gmail sending reputation. For those not using GPT (Google Postmaster Tools) to monitor your sending domain's reputation, we encourage you to configure ASAP.<\/p>\r\n<p>In this article we will cover what Google Postmaster Tools is, how to set it up, some of its features, and what was just unveiled.<\/p>\r\n<h3>What is Google Postmaster Tools?<\/h3>\r\n<p>Google Postmaster Tools is a free resource that gives senders direct access to feedback on how Google views their sending practices. Designed with high-volume senders in mind, this tool provides insight into your reputation, performance, and infrastructure setup, allowing you to be proactive about your deliverability. Access to this data is more critical than ever with the <a href=\"https:\/\/iterable.com\/blog\/what-the-google-and-yahoo-email-policy-update-means-and-why-it-matters\/\" target=\"_blank\" rel=\"noopener\">recently updated sender requirements<\/a>.<\/p>\r\n<h3>What\u2019s New in Google Postmaster Tools?<\/h3>\r\n<p>Let\u2019s now look at how to access the new dashboard and what information is available there. You can log in using your Google Postmaster tools credentials. Upon logging in, you\u2019ll be presented with a banner notifying you of the new dashboard.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122013\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/New-Banner.png\" alt=\"Google Postmaster Tools banner informing of new dashboard.\" width=\"2058\" height=\"378\" \/><\/p>\r\n<h4>Compliance Status Dashboard<\/h4>\r\n<p>The dashboard informs you how compliant the selected domain is with the new email sender requirements as a checklist to make sure you\u2019re compliant with the requirements.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122019\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Compliance-dashboard.png\" alt=\"Google Postmaster Tools compliance status list.\" width=\"4774\" height=\"1394\" \/><\/p>\r\n<p>These requirements include:<\/p>\r\n<ul>\r\n\t<li>SPF and DKIM authentication: Sending domain has SPF and DKIM authentication<\/li>\r\n\t<li>From:header alignment. Does the from domain match that associated with SPF and DKIM<\/li>\r\n\t<li>DMARC authentication: Sending domain has DMARC authentication<\/li>\r\n\t<li>Encryption: The domain is using a TLS connection for transmitting email.<\/li>\r\n\t<li>User-reported spam rate: Is the domain under the spam rate threshold? The current threshold is 0.3% but senders should aim to remain under 0.1%<\/li>\r\n\t<li>DNS records: Sending domain and IPs have proper forward and reverse DNS<\/li>\r\n<\/ul>\r\n<p>The two remaining requirements have a coming soon placeholder that will show compliance with:<\/p>\r\n<ul>\r\n\t<li><strong>One-click unsubscribe (<a href=\"https:\/\/datatracker.ietf.org\/doc\/html\/rfc8058\" target=\"_blank\" rel=\"noopener\">RFC8058<\/a>)<\/strong>: This applies to bulk sending and if sending over 5,000 messages a day and not transactional sending.<\/li>\r\n\t<li><strong>Honor unsubscribe<\/strong>: We expect this will monitor if recipients continue to receive emails after using the one-click unsubscribe<\/li>\r\n<\/ul>\r\n<h3>How to Set Up Google Postmaster Tools<\/h3>\r\n<p>Let's rewind a bit. If you're not using Google Postmaster Tools yet, this should help you get started. Getting Google Postmaster Tools set up is pretty straightforward. As the tool is domain-based, you will need to add and authenticate your sending domains to identify your email traffic.<\/p>\r\n<p>Visit <a href=\"http:\/\/postmaster.google.com\/\" target=\"_blank\" rel=\"noopener\">postmaster.google.com<\/a> and sign in with a Gmail or Google Workspace email address that you wish to serve as your account to manage your Postmaster Tools data.<\/p>\r\n<p><em><strong>Pro Tip<\/strong>: If you have a team that may need access to your account and Postmaster Tools data, we recommend creating a new Gmail address for your team to share. For example: GPT@company.name.com or marketing@companyname.com.<\/em><\/p>\r\n<p>Once inside your Postmaster Tools account, you can hit the GET STARTED button, and it will prompt you for three additional steps to complete the domain verification process.<\/p>\r\n<p><strong>Step 1 of 3:<\/strong><\/p>\r\n<p>Enter the sending domain you want to monitor in Postmaster Tools.<\/p>\r\n<p><img class=\"alignnone wp-image-122031 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Slide1-1.jpeg\" alt=\"Steps 1 of logging into Google Postmaster Tools: entering the domain.\" width=\"1280\" height=\"1280\" \/><\/p>\r\n<p><strong>Step 2 of 3:<\/strong><\/p>\r\n<p>You will be provided a TXT record to insert into the (Domain Name System) DNS for the sending domain. After you grab the TXT record, you can hit \u201cNOT NOW\u201d and verify later once the TXT record is added to the DNS.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122044\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Slide1-2.jpeg\" alt=\"Step 2 of Google Postmaster Tools: You'll be provided a TXT record to insert into the (Domain Name System) DNS for the sending domain\" width=\"1280\" height=\"1120\" \/><\/p>\r\n<p><strong>Step 3 of 3:<\/strong><\/p>\r\n<p>Once the TXT record is added to the DNS for the sending domain, you can hit \u201cVerify Domain.\u201d\u00a0Once the screen below pops up, simply hit the VERIFY box, and the sending domain will appear as verified in your Postmaster Tools dashboard. This is what it will look like once successfully verified (3c):<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122050\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Slide3.jpeg\" alt=\"Step 3 of Google Postmaster Tools: Verify domain ownership.\" width=\"1280\" height=\"1280\" \/><\/p>\r\n<p><em><strong>Important note:<\/strong> If you try to verify the TXT record before it is put into DNS correctly, you will see an error like the one below. Please have your IT\/DNS team verify that the TXT record was put into place correctly.<\/em><\/p>\r\n<p><img class=\"alignnone size-full wp-image-122062\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Slide2-1.jpeg\" alt=\"Important note about verifying the TXT record before it is put into DNS correctly\" width=\"1280\" height=\"1120\" \/><\/p>\r\n<h4>How to Share Access to Google Postmaster Tools<\/h4>\r\n<p>It\u2019s uncommon for just one person to be reviewing email deliverability and having the ability to share access with team members makes it even easier to stay on top of reputation metrics<\/p>\r\n<p>To share access:<\/p>\r\n<ul>\r\n\t<li>On your <a href=\"https:\/\/postmaster.google.com\/managedomains?pli=1\" target=\"_blank\" rel=\"noopener\">Postmaster Tools<\/a> account, mouse over the verified domain to which you want to add your team member.<\/li>\r\n\t<li>Click on the icon with the three dots and select Manage Users.<\/li>\r\n\t<li>In the bottom right, click Add.<\/li>\r\n\t<li>Enter your team member's Google account email address in the pop-up window.<\/li>\r\n<\/ul>\r\n<h3>What Data is Available Once Verified?<\/h3>\r\n<p>Configuring your domain in Google Postmaster Tools gives you access to a swath of helpful email metrics to determine how effective your email sends are. Senders are provided with several different data points displayed in different dashboards:<\/p>\r\n<ul>\r\n\t<li>User Reported Spam rate<\/li>\r\n\t<li>IP reputation<\/li>\r\n\t<li>Domain reputation<\/li>\r\n\t<li>Spam feedback loop<\/li>\r\n\t<li>Message authentication<\/li>\r\n\t<li>Encryption<\/li>\r\n\t<li>Delivery errors<\/li>\r\n<\/ul>\r\n<p>Below we go into a bit more detail.<\/p>\r\n<h4>User Reported Spam Rate<\/h4>\r\n<p>This dashboard shows how many users reported your message as spam. Complaint rates have a serious impact on your ability to get messages to their intended destination. From Spring 2024, <a href=\"https:\/\/support.google.com\/a\/answer\/81126?visit_id=638434189809358195-801996542&amp;rd=1\" target=\"_blank\" rel=\"noopener\">Gmail has indicated<\/a> that they will start blocking mail from senders that exceed a 0.3% complaint rate threshold.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122068\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/User-reported-spam.png\" alt=\"Line graph showing the volume of user reported spam over time\" width=\"751\" height=\"317\" \/><\/p>\r\n<p>Complaint rates are often calculated by dividing the number of emails marked as spam by the total number of emails sent. Gmail, however, calculates this differently. They compare <em><strong>the number of emails marked as spam against the total number of emails that landed in the inbox<\/strong><\/em>.<\/p>\r\n<p>Emails delivered directly to the spam folder are not included in the User Reported Spam rate calculation. Only emails authenticated by domainkeys identified mail (DKIM) are eligible for spam-rate calculation.<\/p>\r\n<p>Because there are no insights into the specific Gmail addresses that have reported messages as spam, brands need to consider all possible factors and all possible messages to help keep recipients from marking as spam. After all, user-reported spam can influence a brand\u2019s domain and IP reputation.<\/p>\r\n<h4>Domain &amp; IP Reputation<\/h4>\r\n<p>Domain and IP reputation gives a sense of whether Gmail\u2019s automated spam filter will send mail to inbox or filter to the spam folder. If you have a bad domain or IP reputation, for example, there\u2019s a higher likelihood your emails are sent to spam. Remember that spam filtering is based on thousands of signals and that domain and IP reputation are just two of them.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122074\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/IP-Reputation.png\" alt=\"Chart showing the volume of IPs in certain reputation levels. Bad being the worst, High being the best.\" width=\"714\" height=\"352\" \/><\/p>\r\n<p><img class=\"alignnone size-full wp-image-122080\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Domain-Reputation.png\" alt=\"Line graph showing domain reputation.\" width=\"697\" height=\"331\" \/><\/p>\r\n<p><strong>Domain &amp; IP Classification:<\/strong><\/p>\r\n<ul>\r\n\t<li><span style=\"color: #802222;\"><strong>BAD<\/strong><\/span>: Sending history shows a high rate of spam. Emails sent by this domain will nearly always be refused by the Simple Mail Transfer Protocol (SMTP), or will be marked as spam.<\/li>\r\n\t<li><span style=\"color: #ff0000;\"><strong>LOW<\/strong><\/span>: This domain or IP has the reputation to regularly send a significant volume of spam. Emails sent from this domain or IP are highly prone to be marked as spam.<\/li>\r\n\t<li><span style=\"color: #ff9900;\"><strong>MEDIUM<\/strong><\/span>: This domain or IP has the reputation to send good emails, but is susceptible to sending spam sometimes. Most of the emails sent by this domain or IP will have a good deliverability rate unless the spam rate increases.<\/li>\r\n\t<li><strong><span style=\"color: #339966;\">HIGH<\/span><\/strong>: This sender sends very low volumes of spam and respects Gmail's best practices for senders. Emails sent from this domain or IP will rarely be marked as spam.<\/li>\r\n<\/ul>\r\n<h4>Feedback Loop<\/h4>\r\n<p>This dashboard will show more granular identifiers if you have signed up to Google\u2019s Feedback Loop (FBL). It allows you to track the average feedback loop spam rate and the volume of unique identifiers available for a given day. An Identifier could be campaign ID, customername or other project ID. The information is displayed if the rate is high enough to trigger a data point.<\/p>\r\n<p>When this metric is provided it can help pinpoint a specific mailing that recipients have been complaining about. Allowing corrective action to be taken.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122086\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Spam-Feedbackloop.png\" alt=\"Bar and line graph showing feedback loop identifier count and feedback loop spam rate.\" width=\"921\" height=\"354\" \/><\/p>\r\n<p>This can be particularly useful in identifying if a particular campaign or message channel is impacting overall sending reputation.<\/p>\r\n<h4>Authentication<\/h4>\r\n<p>This dashboard shows what percentage of sender policy framework (SPF), DKIM, and domain-based message authentication, reporting, and conformance (DMARC) authentication is passing into Gmail. DMARC-specific reporting would need to be set up outside of Google Postmaster to get details other than the percentage.<\/p>\r\n<p>This metric is important because it informs if authentication has passed or if there are any issues. If no DMARC record is published, for example, then you would see 0% for that metric. When dips occur you can then diagnose and fix any authentication problems.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122092\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Authentication.png\" alt=\"Line graph showing DKIM success rate, SPF success rate, and DMARC success rate. \" width=\"900\" height=\"387\" \/><\/p>\r\n<h4>Encryption<\/h4>\r\n<p>This dashboard shows the percentage of inbound and outbound traffic that is being <a href=\"https:\/\/www.internetsociety.org\/deploy360\/tls\/basics\/\" target=\"_blank\" rel=\"noopener\">Transport Layer Security (TLS) encrypted<\/a> into Gmail. GPT does not provide further details other than the aggregated percentages. This is important because as of December 2023, TLS is required to send emails to Gmail.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122098\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Encryption.png\" alt=\"Line graph showing the volume of TLS encrypted traffic.\" width=\"933\" height=\"388\" \/><\/p>\r\n<h4>Delivery Errors<\/h4>\r\n<p>If Gmail rejects any traffic (emails sent for that day by the domain) on a given day, this dashboard will show the percentage of messages rejected and a high-level reason for the rejections.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-122104\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Delivery-Errors.png\" alt=\"Line graph showing the volume of rejected or temporarily failed traffic.\" width=\"894\" height=\"384\" \/><\/p>\r\n<h3>Keeping an Eye on Compliance<\/h3>\r\n<p>Once compliant, most of these requirements will likely remain marked as compliant unless something breaks or a new infrastructure is created and not set up according to the requirements. (In this view, known status results are \u201cCompliant\u201d or \u201cNeeds work.\u201d) The one exception is the user-reported spam rates, which should be monitored frequently since it can fluctuate based on sending practices.<\/p>\r\n<p>Monitoring both Google Postmaster Tools pages\u2014the new compliance dashboard and user- reported spam\u2014regularly should be a part of any sender's reputation monitoring. They should be used in conjunction with one another. For instance, you should monitor your user-reported spam rates in the original Google Postmaster Tools and compare them with the Compliance Status of the user-reported spam rate on the updated page.<\/p>\r\n<p><em>To learn more about Google Postmaster Tools or your brand\u2019s email deliverability, ask your CSM about Iterable\u2019s Deliverability Services. If you\u2019re not yet an Iterable customer, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"A Closer Look at Google Postmaster Tools","post_excerpt":"Google released an update to Google Postmaster Tools: a new dashboard that focuses on compliance with the new sending requirements.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-closer-look-at-google-postmaster-tools","to_ping":"","pinged":"","post_modified":"2024-03-21 13:28:53","post_modified_gmt":"2024-03-21 20:28:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=122012","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 21, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/03\/032124_Google-Updates_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Yellow background with a blue circle int he center. In the blue circle are two, light blue arrows in a circle showing a cycle with a yellow envelope in the middle. In the yellow envelop is a white paper with a red line graph on it.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032124_Google-Updates_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032124_Google-Updates_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032124_Google-Updates_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-closer-look-at-google-postmaster-tools\/"},{"ID":121958,"post_author":"79","post_date":"2024-03-20 07:42:49","post_date_gmt":"2024-03-20 14:42:49","post_content":"<p>Welcome to part three of our four-part blog series on our AI study with Wakefield Research and Ad Age. In previous installments, we\u2019ve covered <a href=\"https:\/\/iterable.com\/blog\/survey-says-what-marketers-really-think-about-generative-ai\/\" target=\"_blank\" rel=\"noopener\">what marketers really think about generative AI<\/a> and <a href=\"https:\/\/iterable.com\/blog\/how-ai-automation-optimization-impacts-todays-marketers\/\" target=\"_blank\" rel=\"noopener\">how AI automation and optimization impacts today\u2019s marketers<\/a>.<\/p>\r\n<p>Today, we\u2019re talking about what Ad Age refers to as \u201cthe foundation and future of all AI marketing:\u201d AI explainability and optionality and Predictive Goals. These aspects of AI marketing are why Iterable specifically is at the forefront of AI innovation.<\/p>\r\n<p>So let\u2019s jump in.<\/p>\r\n<p><em>Want to read through all our AI research? Head to Ad Age now to <a href=\"https:\/\/adage.com\/white-paper\/less-do-more-think-how-succeed-ai-powered-marketing-era\" target=\"_blank\" rel=\"noopener\">download the full study<\/a>.<\/em><\/p>\r\n<h3>What are AI Explainability and Optionality?<\/h3>\r\n<p>As Ad Age states, AI optionality and explainability are \u201cthe next stage of evolution for automation [...] in which marketers can take even more cues from AI.\u201d With this two-pronged approach, \u201cthe AI not only automates the deployment of a campaign, but it also automatically generates the campaign itself.\u201d<\/p>\r\n<p>If the idea of an AI deciding which of your audiences to target\u2014and how\u2014for example, makes you apprehensive, that concern is valid. That\u2019s why explainability and optionality are so crucial to AI marketing:<\/p>\r\n<ul>\r\n\t<li><strong>Explainability<\/strong> establishes trust by infusing transparency into the AI model\u2019s decision-making process<\/li>\r\n\t<li><strong>Optionality<\/strong> provides marketers the option to override the system\u2019s recommendations<\/li>\r\n<\/ul>\r\n<p>In a previous blog post about <a href=\"https:\/\/iterable.com\/blog\/key-ai-terms-to-familiarize-yourself-with\/\" target=\"_blank\" rel=\"noopener\">key AI terms to familiarize yourself with<\/a>, we further defined Explainable AI:<\/p>\r\n<blockquote>\r\n<p><em>\u201cExplainable AI involves transparent systems with clear, understandable processes. Unlike the opaque, black box of certain AI solutions, Explainable AI provides a more \u2018glass box\u2019 experience that shares deeper insights into the data that powers predictions.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Let\u2019s now walk through an example to demonstrate explainable AI in action.<\/p>\r\n<h3>Explainable AI in Action<\/h3>\r\n<p>Ad Age illustrates the concept of explainable AI with an example\u2014a fitness chain. To achieve its goal of converting free mobile app users to paid subscribers (a.k.a. \u201cfreemium\u201d to \u201cpremium\u201d), the business could use an AI model to target people who have signed up for three fitness classes. AI has identified that this particular threshold has a high statistical correlation to the campaign\u2019s desired outcome, and explainability is how the algorithm shows its work, so to speak.<\/p>\r\n<p>In this example, with the right marketing platform, marketers can pull up a dashboard with details that reveal how the model arrived at its conclusions. That way, the team can be reassured that the AI is working effectively\u2014before they hit the send button.<\/p>\r\n<p>Adriana Gil Miner, CMO of Iterable, discusses the reasoning behind this explainable AI:<\/p>\r\n<blockquote>\r\n<p><em>\u201cFor instance, you will be able to see that the people most likely to move to the paid app watched three videos and logged in five times in 30 days. This builds transparency and trust. It validates the audience and the quality of the prediction, and further, it gives marketers insights on how to drive their business with ideas for other strategies.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Explainability and optionality were built into Iterable\u2019s AI from the outset, so let\u2019s dive into how marketers can take advantage of explainable AI with our suite of tools.<\/p>\r\n<h3>AI Explainability With Iterable<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Suite<\/a> was designed to empower your marketing and forge deeper customer connections, and at its core is putting people in the driver\u2019s seat of AI-assisted decision-making.<\/p>\r\n<p>This built-in intelligence uses explainable AI at the heart of several features:<\/p>\r\n<ul>\r\n\t<li><strong><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a><\/strong><\/li>\r\n\t<li><strong><a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Next Best Action<\/a><\/strong><\/li>\r\n\t<li><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Introduction-to-Predictive-Goals\" target=\"_blank\" rel=\"noopener\"><strong>Predictive Goals<\/strong><\/a><\/li>\r\n<\/ul>\r\n<p>You can click through to get a comprehensive explainer of each feature, but here\u2019s the TL;DR.<\/p>\r\n<h4>Brand Affinity<\/h4>\r\n<p><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> harnesses Iterable AI to label customers based on their level of engagement with your brand. You can use these labels to provide rewards to loyal users, improve open rates by suppressing negative users, test offers by sentiment, and so much more.<\/p>\r\n<p>If you\u2019re wondering how these labels are assigned, that\u2019s where Iterable\u2019s Explainable AI comes in. Simply click into a specific user\u2019s Brand Affinity score to view additional insights, such as:<\/p>\r\n<ul>\r\n\t<li>A user\u2019s affinity labels for the past 30 days to see what changes may have occurred.<\/li>\r\n\t<li>A summary from the past 90 days of the campaigns that contributed most to a user\u2019s past and current affinity scores.<\/li>\r\n\t<li>A summary from the past 90 days of the metrics that contributed most to a user\u2019s affinity score with an explanation of how those actions compare to the behavior of users.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_121960\" align=\"alignnone\" width=\"1218\"]<img class=\"size-full wp-image-121960\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/screencapture-support-iterable-hc-en-us-articles-360052990191-Brand-Affinity-2024-03-20-10_02_08-edit.png\" alt=\"Screenshot of Iterable's Brand Affinity feature.\" width=\"1218\" height=\"3067\" \/> <em>Iterable\u2019s Explainable AI breaks down the contributing factors to each user\u2019s Brand Affinity score.<\/em>[\/caption]\r\n\r\n<p>It\u2019s not enough for an AI model to score subscribers by sentiment. It must be able to explain why it\u2019s given those scores and how these factors impact overall engagement.<\/p>\r\n<h4>Next Best Action<\/h4>\r\n<p>As Ad Age stated, we\u2019re now entering a technologically advanced era in which an AI model can not only deploy a campaign, but also generate it. Iterable\u2019s Next Best Action takes this to the next level, analyzing the end-to-end logistics of your campaigns and generating audience and copy recommendations to improve areas of performance.<\/p>\r\n<p>With just a few clicks, you can automatically create a campaign, select the right segment and come up with the perfect subject line. You\u2019re still in full control, but now you can access an AI-assisted push in the best direction.<\/p>\r\n\r\n[caption id=\"attachment_121966\" align=\"alignnone\" width=\"1496\"]<img class=\"size-full wp-image-121966\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Screen-Shot-2024-03-20-at-10.08.36-AM.png\" alt=\"Screenshot of Iterable's Next Best Action feature.\" width=\"1496\" height=\"1062\" \/> <em>Automatically send campaigns to the right customer segments using AI-optimized subject lines with Iterable\u2019s Next Best Action.<\/em>[\/caption]\r\n\r\n<h4>Predictive Goals<\/h4>\r\n<p>In the last installment of our AI blog series, we\u2019ll be covering <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Introduction-to-Predictive-Goals\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a> in more depth, but for the sake of this post, Iterable uses Explainable AI within its Predictive Goals feature to analyze your historical data and predict which users are most likely to convert on your business goals in the future.<\/p>\r\n<p>Like Brand Affinity, Predictive Goals includes modules that explain how to understand the predictions the AI model is making. The platform lists the custom events and user fields that are contributing to the prediction, and surfacing which data points are making the most meaningful impact.<\/p>\r\n<p>As seen in the image below, you\u2019ll see a predictive strength score and an interactive view of your prediction results, including the events and properties that Explainable AI indicates have the greatest potential to influence your outcomes.<\/p>\r\n\r\n[caption id=\"attachment_121972\" align=\"alignnone\" width=\"2452\"]<img class=\"size-full wp-image-121972\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/screencapture-support-iterable-hc-en-us-articles-5000085050644-Take-a-Tour-of-Predictive-Goals-2024-03-20-10_10_20-edit.png\" alt=\"Screenshot of Iterable's predictive goals feature.\" width=\"2452\" height=\"2413\" \/> <em>The module on the left-hand side in Iterable\u2019s Predictive Goals displays how Explainable AI is reaching its prediction conclusions.<\/em>[\/caption]\r\n\r\n<p>And when you click the \u201cExplore\u201d button to learn more, you\u2019ll see a panel like the one below that shows the number of events and properties that Predictive Goals evaluated when the prediction was generated. It also displays a breakdown of the statistically significant contributors.<\/p>\r\n\r\n[caption id=\"attachment_121978\" align=\"alignnone\" width=\"1140\"]<img class=\"size-full wp-image-121978\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/screencapture-support-iterable-hc-en-us-articles-5000143065492-Evaluating-Your-Prediction-2024-03-20-10_19_30-edit.png\" alt=\"Screenshot of Iterable's Explainable AI pie chart.\" width=\"1140\" height=\"2932\" \/> <em>Clearly see exactly what factors are shaping your Predictive Goals with Iterable\u2019s Explainable AI.<\/em>[\/caption]\r\n\r\n<p>With Iterable, nothing is a mystery. While its AI-driven insights are sure to be illuminating, you\u2019ll never be stuck wondering how the model is making its decisions. That\u2019s our \u201cglass box\u201d promise.<\/p>\r\n<h3>Let Us Explain Iterable\u2019s Explainable AI<\/h3>\r\n<p>We have so much more to cover on Predictive AI, so stay tuned for the final blog post in this AI series.<\/p>\r\n<p>You can learn about all of the features we discussed and more in <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Suite<\/a>. And don\u2019t forget to <a href=\"https:\/\/adage.com\/white-paper\/less-do-more-think-how-succeed-ai-powered-marketing-era\" target=\"_blank\" rel=\"noopener\">download the full Ad Age report<\/a> for even more insights about the next evolution of AI technology.<\/p>\r\n<p><em>Ready to get even more explanation about how to advance your AI marketing? Reach out and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo of Iterable AI today<\/a>.<\/em><\/p>","post_title":"Explainable AI: The Next Stage of Evolution","post_excerpt":"We\u2019re talking about \u201cthe foundation and future of all AI marketing:\u201d Explainable AI, AI optionality, and Predictive Goals. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"explainable-ai-the-next-stage-of-evolution","to_ping":"","pinged":"","post_modified":"2024-03-20 07:42:49","post_modified_gmt":"2024-03-20 14:42:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121958","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 20, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/03\/032024_AI-Explainability-Predictive-Goals.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Purple background with orange node. In the node is a white magnifying glass illustration. The title and series information is in the bottom left corner.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032024_AI-Explainability-Predictive-Goals.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032024_AI-Explainability-Predictive-Goals-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/032024_AI-Explainability-Predictive-Goals-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/explainable-ai-the-next-stage-of-evolution\/"},{"ID":121929,"post_author":"79","post_date":"2024-03-19 07:15:46","post_date_gmt":"2024-03-19 14:15:46","post_content":"<p>Artificial intelligence (AI) offers unparalleled opportunities to revolutionize marketing strategies. You no longer have to rely solely on intuition and generalized approaches to reach consumers. AI empowers marketers with advanced tools to use data, understand consumer preferences, and tailor experiences that resonate on a personal level.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">AI-powered marketing<\/a> has an unprecedented ability to process large amounts of data. Whether it\u2019s analyzing customer demographics, tracking online behavior, or interpreting social media interactions, AI algorithms excel at extracting valuable insights. These insights are the foundation for creating targeted campaigns that speak directly to the needs and desires of individual consumers.\u00a0<\/p>\r\n<p>By using artificial intelligence, you can uncover patterns, trends, and correlations that help you make <a href=\"https:\/\/iterable.com\/blog\/get-the-most-out-of-data-driven-marketing\/\" target=\"_blank\" rel=\"noopener\">data-driven marketing<\/a> decisions. From enhancing the effectiveness of advertising campaigns to optimizing customer journey experiences, AI marketing strategies enable you to stay ahead of the competition and deliver meaningful value to your audience.\u00a0<\/p>\r\n<p>Keep reading to learn more about AI marketing and how you can use it to drive growth for your business.\u00a0<\/p>\r\n<ul>\r\n\t<li><a href=\"#whatIsAiMarketing\" target=\"_blank\" rel=\"noopener\">What is AI Marketing?\u2028<\/a><\/li>\r\n\t<li><a href=\"#typesOfAiMarketing\" target=\"_blank\" rel=\"noopener\">Types of AI Marketing<\/a><\/li>\r\n\t<li><a href=\"#howToUseAiInMarketing\" target=\"_blank\" rel=\"noopener\">How to Use AI in Marketing<\/a>\u2028<\/li>\r\n\t<li><a href=\"#advantagesAndRisksOfAiMarketing\" target=\"_blank\" rel=\"noopener\">Advantages and Risk of AI Marketing<\/a>\u2028<\/li>\r\n\t<li><a href=\"#howToBuildAiCampaign\" target=\"_blank\" rel=\"noopener\">How to Build an AI Marketing Campaign<\/a><\/li>\r\n\t<li><a href=\"#aiBestPractices\" target=\"_blank\" rel=\"noopener\">AI Marketing Best Practices<\/a>\u2028<\/li>\r\n\t<li><a href=\"#futureOfMarketing\" target=\"_blank\" rel=\"noopener\">The Future of Marketing: Leveraging Artificial Intelligence<\/a>\u2028<\/li>\r\n<\/ul>\r\n<h3><a id=\"whatIsAiMarketing\"><\/a>What is AI Marketing?<\/h3>\r\n<p>AI marketing is the application of advanced technologies like machine learning, <a href=\"https:\/\/iterable.com\/blog\/survey-says-what-marketers-really-think-about-generative-ai\/\" target=\"_blank\" rel=\"noopener\">generative AI<\/a>, natural language processing, and predictive analytics to enhance various aspects of marketing strategy, execution, and analysis. It leverages algorithms and data-driven insights to automate tasks, personalize communication, and optimize campaign performance, driving better outcomes and return on investment (ROI) for businesses.\u00a0<\/p>\r\n<p>This allows marketers to use the power of AI to analyze large datasets and extract actionable insights about everything\u2014from consumer behavior to market trends. By using these insights, AI marketing can help you create highly targeted and personalized marketing campaigns that resonate with customers on a more personal level.\u00a0<\/p>\r\n<p>From segmenting audiences and tailoring content to predicting future behavior and optimizing ad spend, AI empowers marketers to deliver more relevant, timely, and impactful customer experiences.\u00a0<\/p>\r\n<h4><a id=\"typesOfAiMarketing\"><\/a>Types of AI Marketing<\/h4>\r\n<p>Integrating AI in marketing allows for diverse strategies and techniques to enhance efficiency, improve personalization, and increase effectiveness. Let\u2019s dive into the different types of artificial intelligence in marketing and how they\u2019re transforming the way businesses connect with their audiences:\u00a0<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/getting-hands-on-with-machine-learning-in-marketing\/\" target=\"_blank\" rel=\"noopener\"><strong>Machine learning (ML)<\/strong><\/a>: Machine learning uses algorithms and statistical models to help computers learn from and make predictions or decisions based on data. These algorithms use customer data to identify patterns, trends, and insights that inform marketing strategies. \u2028<\/li>\r\n\t<li><strong>Automation<\/strong>: AI is particularly useful when it comes to automating repetitive, once-manual tasks. Think about marketing workflows, for example. With automated triggers, you can send messages to users based on the last action they took and, to go one step further, if there are multiple options after a trigger event, AI can help determine which message is best for that individual user.\u2028<\/li>\r\n\t<li><strong>Optimization<\/strong>: AI is also critical when it comes to optimizing marketing campaigns. AI takes historical data into account to help create the most effective marketing messages for individual users. Take message send time, for example. If certain customers only open emails before noon, your marketing platform can take that data into account when messages are sent to that customer going forward. \u2028<\/li>\r\n\t<li><strong>Generative AI<\/strong>: Generative AI is artificial intelligence that can generate new content or images based on patterns and examples from existing data. In marketing, you can use generative AI to create content, such as blog posts, images, social media posts, or product descriptions. \u2028<\/li>\r\n\t<li><strong>Natural language processing (NLP)<\/strong>: NLP involves using computers to interpret and generate language. In marketing, NLP technologies can help businesses analyze text from various sources, such as customer reviews, social media comments, or chat transcripts, for sentiment analysis. \u2028<\/li>\r\n\t<li><strong>Predictive analytics<\/strong>: Predictive analytics analyze historical data and predict future outcomes. In marketing, you can use predictive analytics to forecast customer behavior, identify potential leads, and optimize marketing campaigns. For instance, these models can help you predict customer churn or forecast sales trends. \u2028<\/li>\r\n<\/ul>\r\n<p><em>Learn more about <a href=\"https:\/\/iterable.com\/blog\/key-ai-terms-to-familiarize-yourself-with\/\" target=\"_blank\" rel=\"noopener\">AI terms<\/a> before diving into your own strategy to ensure you have a comprehensive understanding of the possibilities and potential applications of artificial intelligence in marketing.\u00a0<\/em><\/p>\r\n<h3><a id=\"howToUseAiInMarketing\"><\/a>How to Use AI in Marketing<\/h3>\r\n<p>There are several ways to use AI marketing to automate and streamline your internal and external processes. From automating routine marketing tasks to analyzing data for valuable insights, AI offers a variety of opportunities to enhance the efficiency and effectiveness of your marketing strategies.\u00a0<\/p>\r\n<p>Let\u2019s take a look at a few <a href=\"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/\" target=\"_blank\" rel=\"noopener\">AI marketing examples<\/a> to help you understand what it can be used for:\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>Content generation<\/strong>: AI content generation tools can automatically create written content based on predefined parameters and patterns. These tools use NLP algorithms to generate high-quality content at scale.<\/li>\r\n\t<li><strong>Personalization<\/strong>: With AI, marketers can deliver personalized experiences to their audience by tailoring content, recommendations, and offers to individual preferences and behaviors. Personalized AI campaigns can significantly enhance customer engagement, loyalty, and conversions. \u2028<\/li>\r\n\t<li><strong>Data analytics<\/strong>: AI-powered data analytics can process large amounts of data, extract actionable insights, and uncover hidden patterns. This can give you a deeper understanding of customer behavior, preferences, and purchase patterns. \u2028<\/li>\r\n\t<li><strong>Automation<\/strong>: AI automation tools streamline repetitive tasks, such as email marketing, social media posting, and ad campaign management. By automating routine tasks, you can save time, reduce manual errors, and focus on more strategic activities requiring human creativity and decision-making. \u2028<\/li>\r\n\t<li><strong>Customer service<\/strong>: Chatbots and virtual assistants provide customer support and assist users with real-time inquiries or issues. These solutions enhance customer satisfaction and reduce the workload on support agents.\u00a0 \u2028<\/li>\r\n\t<li><strong>Segmentation<\/strong>: Advanced algorithms can analyze customer data and segment audiences based on demographics, behaviors, preferences, and purchase history. By segmenting audiences more accurately, you can deliver personalized messages to specific customer groups, increasing relevance and engagement while minimizing wasted resources on irrelevant marketing efforts. \u2028<\/li>\r\n\t<li><strong>Forecasting<\/strong>: AI models can predict future trends, demand patterns, and market fluctuations based on historical data and other relevant factors. You can use these predictive insights to anticipate customer needs, optimize inventory management, and allocate resources more effectively. \u2028<\/li>\r\n\t<li><strong>Media buying<\/strong>: AI can analyze advertising data and optimize media buying decisions in real time, ensuring that ad placements are targeted, relevant, and cost-effective. Media buying platforms powered by AI use machine learning to optimize ad spend allocation, adjust bidding strategies, and maximize ROI across digital channels, including search, display, and video advertising. \u2028<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_121930\" align=\"alignnone\" width=\"1580\"]<img class=\"size-full wp-image-121930\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Screen-Shot-2024-03-19-at-9.42.46-AM.png\" alt=\"Purple background, three circles with different stats in them. From left to right the colors of the circles are orange, blue, and red. \" width=\"1580\" height=\"1014\" \/> <em>According to our study in collaboration with Wakefield and Ad Age, 47% of those surveyed use AI to work more efficiently.\u00a0<\/em>[\/caption]\r\n\r\n<p><em>Learn more about how to use AI in marketing with this <a href=\"https:\/\/iterable.com\/blog\/unlocking-ais-potential-a-guide-for-success-in-the-experience-age\/\" target=\"_blank\" rel=\"noopener\">AI guide<\/a>.<\/em><\/p>\r\n<h3><a id=\"advantagesAndRisksOfAiMarketing\"><\/a>Advantages and Risks of AI Marketing<\/h3>\r\n<p>As with any technological advancement, AI marketing has benefits and drawbacks. While it offers unprecedented capabilities that enhance efficiency, decision-making, and effectiveness in marketing, it also presents challenges.\u00a0<\/p>\r\n<h4>Advantages of AI Marketing<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/is-ai-in-marketing-worth-the-hype-in-2023\/\" target=\"_blank\" rel=\"noopener\">Is AI marketing worth it<\/a>? Let\u2019s take a look at the benefits:\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>Boost ROI<\/strong>: With AI marketing, you can optimize your campaigns to get insights that drive better decision-making. Machine learning can help you allocate resources more effectively, target the right consumers, and optimize ad spending to maximize return on investment. \u2028<\/li>\r\n\t<li><strong>Enhance customer engagement and loyalty<\/strong>: Personalization through AI allows you to deliver highly tailored and relevant experiences to your audience, increasing engagement and fostering stronger customer relationships. AI algorithms can anticipate needs, recommend personalized content or products, and deliver targeted offers that resonate with consumer preferences, increasing customer satisfaction and loyalty.\u00a0 \u2028<\/li>\r\n\t<li><strong>Improve decision-making<\/strong>: Analytics tools give you actionable insights and predictive intelligence that inform strategic decision-making. By analyzing data from multiple sources, including customer interactions, market trends, and competitor activities, you can make decisions founded on evidence. \u2028<\/li>\r\n\t<li><strong>Increase efficiency<\/strong>: AI automation streamlines repetitive tasks and processes, freeing up time and resources for you to focus on more strategic activities. From automating email campaigns and social media posting to optimizing ad targeting and content creation, AI tools enable marketers to work more efficiently, reduce manual errors, and scale their efforts. \u2028<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_121936\" align=\"alignnone\" width=\"1558\"]<img class=\"size-full wp-image-121936\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Screen-Shot-2024-03-19-at-9.49.34-AM.png\" alt=\"Blue background, three circles with different stats in them. From left to right the colors of the circles are orange, purple, and red. \" width=\"1558\" height=\"1016\" \/> <em>According to our study in collaboration with Wakefield and Ad Age, 49% of those surveyed believe AI should increase business metrics.\u00a0<\/em>[\/caption]\r\n\r\n<h4>Risks of AI Marketing<\/h4>\r\n<p>Unfortunately, no technology comes without potential risks. For AI marketing, these include:\u00a0<\/p>\r\n<ul>\r\n\t<li><strong><a href=\"https:\/\/iterable.com\/blog\/ethical-considerations-of-using-ai-in-marketing\/\" target=\"_blank\" rel=\"noopener\">Ethical issues<\/a><\/strong>: One of the main considerations with AI marketing is the ethical implications of using algorithms to make decisions that impact the lives of individuals. This includes issues like algorithmic bias, where AI systems inadvertently perpetuate or amplify existing biases in the data used for training. \u2028<\/li>\r\n\t<li><strong>Privacy risks<\/strong>: AI marketing relies heavily on data collection and analysis, which relates to <a href=\"https:\/\/iterable.com\/blog\/enabling-global-business-iterable-attains-apec-privacy-certifications\/\" target=\"_blank\" rel=\"noopener\">privacy and data protection<\/a>. You must ensure compliance with regulations like General Data Protection Regulation (GDPR) and make sure to protect customer information. \u2028<\/li>\r\n\t<li><strong>Overreliance<\/strong>: While AI can improve decision-making and efficiency, there\u2019s a risk of overreliance on AI systems without proper human oversight. This can lead to complacency among marketers, who may blindly trust AI without evaluating its recommendations, which can result in missed opportunities, flawed strategies, or unintended consequences. \u2028<\/li>\r\n\t<li><strong>Data quality<\/strong>: AI requires high-quality data to generate accurate predictions and insights. However, data quality issues like inaccuracies, incompleteness, and biases can undermine the effectiveness of AI marketing efforts. Poor data quality can lead to ineffective personalization and suboptimal decision-making, impacting the success of marketing campaigns. \u2028<\/li>\r\n<\/ul>\r\n<h3><a id=\"howToBuildAiCampaign\"><\/a>How to Build an AI Marketing Campaign<\/h3>\r\n<p>Building an AI marketing campaign allows you to use advanced technologies to streamline processes, enhance personalization, and drive better results. Here are the key steps to take when implementing AI into your marketing strategy:\u00a0<\/p>\r\n<ol>\r\n\t<li><strong>Determine your goals<\/strong>: Clearly define your goals and the outcomes you want to achieve with your marketing campaign. Having well-defined goals will guide your AI marketing strategy and help you measure success. \u2028<\/li>\r\n\t<li><strong>Evaluate your marketing processes<\/strong>: Assess your current marketing processes to identify areas where AI can help. This could include audience segmentation, content creation, campaign optimization, and customer engagement tactics. \u2028<\/li>\r\n\t<li><strong>Choose a marketing platform with AI capabilities<\/strong>: When selecting a marketing platform, consider factors like features, capabilities, ease of use, scalability, integrations, and pricing. Look for platforms that offer advanced analytics, predictive modeling, personalization tools, automation capabilities, and support to meet your specific needs.<\/li>\r\n\t<li><strong>Adopt and implement your strategy<\/strong>: Develop a comprehensive plan outlining your campaign objectives, target audience, messaging, content strategy, channels, and key performance indicators (KPIs). Use AI technologies to automate tasks, personalize communications, optimize targeting, and analyze campaign performance. \u2028<\/li>\r\n<\/ol>\r\n<h3><a id=\"aiBestPractices\"><\/a>AI Marketing Best Practices<\/h3>\r\n<p>Incorporating AI into your marketing can help you stay competitive. Here are a few best practices and tips for using AI in marketing to achieve profitable business outcomes:\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>Activate\u00a0 your data<\/strong>: Marketers often find themselves with a lot of customer data and no way to activate that data in a way that benefits customers. Because AI relies on data to generate insights and make decisions, implement AI to create recommendations, automations, and optimizations based on the data you have.\u2028<\/li>\r\n\t<li><strong>Individualize customer experiences<\/strong>: Use AI to deliver individualized experiences to your audience across various touchpoints. Use recommendation engines, predictive analytics, and dynamic content generation to tailor messages, offers, and interactions to individual preferences and behaviors. \u2028<\/li>\r\n\t<li><strong>Test and adapt<\/strong>: Continuously test and adapt your AI marketing campaigns to optimize performance and achieve better results over time. Use A\/B testing, multivariate testing, and experimentation to refine your strategies, messaging, and targeting.\u2028<\/li>\r\n\t<li><strong>Ensure transparency<\/strong>: Maintain transparency and ethical standards when implementing AI in your marketing efforts. Be upfront with customers about how their data is used, ensure compliance with privacy regulations, and mitigate the risk of algorithmic bias by regularly monitoring and auditing AI systems. \u2028<\/li>\r\n<\/ul>\r\n<h3><a id=\"futureOfMarketing\"><\/a>The Future of Marketing: Leveraging Artificial Intelligence<\/h3>\r\n<p>Incorporating artificial intelligence into your marketing efforts allows you to streamline processes and drive better results. By investing in AI, you can gain valuable insights from data, automate tasks, and deliver highly targeted and personalized experiences to your audience.\u00a0<\/p>\r\n<p><em>With Iterable, you can unlock the power of AI to revolutionize your marketing strategies and drive growth. Whether you want to optimize campaign performance, improve customer engagement, or maximize ROI, we provide the tools and support you need to succeed. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"AI Marketing: Your Guide to Revolutionizing Your Marketing Strategy\u00a0","post_excerpt":"AI marketing can enhance your strategies, improving engagement, content, decision-making, and more. Learn more.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ai-marketing-your-guide-to-revolutionizing-your-marketing-strategy","to_ping":"","pinged":"","post_modified":"2024-03-19 07:16:26","post_modified_gmt":"2024-03-19 14:16:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121929","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 19, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/03\/030724_What-is-AI-Marketing_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Red background, illustrated computer. On the computer is a profile of a head and coming off of the computer are circuits with different icons at the end of each.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/030724_What-is-AI-Marketing_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/030724_What-is-AI-Marketing_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/030724_What-is-AI-Marketing_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ai-marketing-your-guide-to-revolutionizing-your-marketing-strategy\/"},{"ID":121901,"post_author":"79","post_date":"2024-03-14 08:54:35","post_date_gmt":"2024-03-14 15:54:35","post_content":"<p>Customer experience marketing means putting the customer journey\u2014not sales\u2014at the center of your marketing efforts.<\/p>\r\n<p>Rather than focusing on making a sale, the goal of customer experience marketing is to create an enjoyable, memorable experience from the moment consumers meet your brand.<\/p>\r\n<p>You can think of the goal as turning potential customers into life-long fans of your brand. You\u2019ll be rewarded in the long-run with enduring customer loyalty, high retention rates, and positive <a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">word-of-mouth<\/a> recommendations.<\/p>\r\n<h3>What is the Difference Between Customer Experience and Customer Service?<\/h3>\r\n<p>While customer service is part of customer experience, it\u2019s only one part. You may have a customer service team dedicated to handling sales questions, purchasing, returns and troubleshooting, but customer experience is more than that. It\u2019s a strategy that focuses on nurturing the customer relationship before a sale is ever made\u2014and long after payment is collected.<\/p>\r\n<p>Customer experience marketing is about fostering a positive brand association that extends to all the ways people interact with your company\u2014not just on the sales floor, but online,, and through all of the marketing channels they use to connect to your brand. Customer experience marketing is used as part of a branding strategy to make the customer\u2019s experience so good that they wouldn\u2019t even consider switching to another brand. Customer experience marketing also generates increased engagement and positive reviews and recommendations.<\/p>\r\n<h3>Keys to Successful Customer Experience Marketing<\/h3>\r\n<p>Customer experience is important across all your marketing channels. Your users should have a great experience on every platform, device, and channel. Here are tips for creating a holistic customer experience marketing strategy that leaves customers wanting more, buying more, and recommending your business to others.<\/p>\r\n<h4>Take a Cross-Channel Approach<\/h4>\r\n<p>Show customers you care about their particular interests by using a cross-channel marketing approach. Cross-channel marketing not only reaches the customer via the channels they access most, but when they\u2019re most likely to engage with that channel.<\/p>\r\n<p>For instance, a user might historically never open emails, but they do open SMS messages. Rather than sending countless unopened emails, you could send this particular customer SMS messages. If the goal is to get the customer to open emails, perhaps the SMS message could include a note about the promotion code you sent to their inbox.<\/p>\r\n<p>Why it works: Cross-channel messaging is essential for a seamless customer journey that leads your customer to your end goals\u2014increased engagement and higher conversion rates. Cross-channel orchestration leads to consistency, which sets the framework for customers to recommend your brand to others. A good branding strategy that integrates consistency will lead to better brand awareness and loyalty, higher customer lifetime values and greater brand equity.<\/p>\r\n<h4>Take Full Advantage of Reviews<\/h4>\r\n<p>Customer reviews are a crucial part of any marketing strategy. With a cross-channel marketing tool, you\u2019ll be able to keep track of your reviews and respond immediately, either thanking the customer for their feedback or addressing their concerns. Tracking review ratings is an important tool of customer listening, gathering priceless information about the customer experience and what you need to change about your strategy. And your responses to their feedback matter, big time. According to ReviewTrackers, <a href=\"https:\/\/www.reviewtrackers.com\/reports\/online-reviews-survey\/\" target=\"_blank\" rel=\"noopener\">53% of consumers expect a response<\/a> to their review within seven days.<\/p>\r\n<p>Why it works: Reviews add legitimacy to your brand and products. According to a recent survey conducted by PowerReviews, <a href=\"https:\/\/www.powerreviews.com\/insights\/power-of-reviews-survey-2021\/\" target=\"_blank\" rel=\"noopener\">98% of consumers feel that reviews are an essential resource when making purchase decisions<\/a>. The higher your customer ratings, the higher your brand equity. Keeping a close eye on reviews, responding appropriately and adjusting to customer expectations also reduces the need for expensive customer service interactions, increasing your return on investment and your bottom line.<\/p>\r\n<h4>Personalize Every Message<\/h4>\r\n<p>To create a smooth customer experience, you must deliver consistent branding across all channels. Never leave customers wondering if your brand knows who they are. Use a cross-channel marketing strategy to ensure your brand looks, feels and communicates in sync for every customer interaction across all platforms.<\/p>\r\n<p>You can set up automatic connection points triggered by every specific interaction, personalizing the communication along the way and guiding the customer down the funnel at each point. The top personalization efforts that customers most expect include easy store\/online navigation (75%), relevant product\/service recommendations (67%), messages that are tailored to their needs (66%) and targeted promotions (65%), according to <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">McKinsey &amp; Company\u2019s Next in Personalization 2021 report<\/a>.<\/p>\r\n<p>Why it works: A personalized marketing approach creates a better customer experience by anticipating their needs and meeting them in real time. Personalization leads to higher brand awareness and loyalty, better customer retention and higher lifetime customer values. Companies that grow faster net <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">40% more revenue<\/a> from personalization than slower-growing companies.<\/p>\r\n<h4>Measure and Change<\/h4>\r\n<p>Keep a close eye on your customer metrics and adjust your marketing strategies accordingly. Your cross-channel marketing platform should provide a user friendly dashboard and offer customized reports to show you where your customer pain points happen. If you set up a marketing workflow to send an SMS message about a sale on a product, for instance, but the SMS message campaign has a low engagement rate, you know it\u2019s time to make a strategic change. What\u2019s more, these changes can be made in real time to adjust to customer expectations throughout the lifecycle of any campaign.<\/p>\r\n<p>You can also use survey responses through your cross-channel marketing tool to calculate quantitative measures of how happy customers are with the overall experience of working with your company.<\/p>\r\n<p><strong>Common metrics include:<\/strong><\/p>\r\n<ul>\r\n\t<li>Net Promoter Score (NPS), based on responses to a question like, \u201cHow likely are you to recommend [XX company or service]?\u201d<\/li>\r\n\t<li>Customer Satisfaction Score (CSAT), based on prompts to rate a certain part of the customer experience, such as product delivery or onboarding process<\/li>\r\n\t<li>Customer Effort Score (CES) determines how hard or easy it was for the customer to complete a task, such as completing an online order or setting up a profile<\/li>\r\n<\/ul>\r\n<p>Why it works: Using metrics and adjusting in real-time is an agile marketing approach that allows you to understand what is and isn\u2019t working for your customers and immediately create a better experience. This strategy leads to more team efficiency and better marketing results, because you\u2019re not waiting until the end of a campaign to make changes. Instead, you can increase your return on investment in real time all while creating a better customer experience.<\/p>\r\n<h3>Benefits of Customer Experience Marketing<\/h3>\r\n<p>Focusing on customer experience may sound like a \u201cnice\u201d thing to do, but it offers true sales benefits. According to a recent Forbes Insights Report with Treasure Data, <a href=\"https:\/\/www.treasuredata.com\/resources\/forbes-insights-proving-the-value-of-cx\/\" target=\"_blank\" rel=\"noopener\">74% of consumers are at least somewhat likely to buy based on experience alone<\/a>.<\/p>\r\n<p>Excellent customer experience can lead to increased customer loyalty, higher customer retention, higher lifetime customer value and greater brand equity.<\/p>\r\n<p>At the end of the day, you\u2019re not just selling a product or service, you\u2019re selling a brand and an experience. Customer experience marketing will help you keep the focus where it belongs\u2014on building a strong relationship between your customers and your brand.<\/p>\r\n<p><em>To start focusing your initiatives on the overall customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom Iterable demo today<\/a>.<\/em><\/p>","post_title":"What is Customer Experience Marketing?","post_excerpt":"Customer experience marketing means putting the customer journey\u2014not sales\u2014at the center of your marketing efforts.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-customer-experience-marketing","to_ping":"","pinged":"","post_modified":"2024-03-14 08:54:35","post_modified_gmt":"2024-03-14 15:54:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121901","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 14, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/03\/031424_What-is-Customer-Experience-Marketing_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Blue background with a flowchart where the top node is a silhouette of a person and the two nodes coming off are a star and a heart.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/031424_What-is-Customer-Experience-Marketing_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/031424_What-is-Customer-Experience-Marketing_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/031424_What-is-Customer-Experience-Marketing_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-customer-experience-marketing\/"},{"ID":121879,"post_author":"79","post_date":"2024-03-13 08:41:11","post_date_gmt":"2024-03-13 15:41:11","post_content":"<p>It\u2019s part two of our four-part blog series on our latest study with Wakefield Research and Ad Age. Last week, we revealed <a href=\"https:\/\/iterable.com\/blog\/survey-says-what-marketers-really-think-about-generative-ai\/\" target=\"_blank\" rel=\"noopener\">what marketers really think about generative AI<\/a>, but GenAI is only one subset of an entire umbrella of AI technologies.<\/p>\r\n<p>So in this installment, we\u2019re diving deeper into the bread and butter of most AI marketing: campaign automation and optimization.<\/p>\r\n<p><em>Want to binge all the AI insights? Head to Ad Age now to <a href=\"https:\/\/adage.com\/white-paper\/less-do-more-think-how-succeed-ai-powered-marketing-era\" target=\"_blank\" rel=\"noopener\">download the full study<\/a>.<\/em><\/p>\r\n<h3>What\u2019s the Difference Between AI Automation and Optimization?<\/h3>\r\n<p>Automation and optimization are core components of all modern marketing campaigns, but when it comes to how they\u2019re connected to AI specifically, the research denoted key differences.<\/p>\r\n<p>Automation was defined as using machines automatically to do tasks without intervention. As Ad Age explains in the study, \u201cAI-driven automation features can help marketers strengthen customer relationships, improve brand performance, and meet their KPIs in today\u2019s fast-moving marketplace.\u201d<\/p>\r\n<p>Optimization, on the other hand, was defined as automatically recommending improvements. Ad Age differentiates the two by stating, \u201cAI-powered optimization occurs both inside and outside of automation. AI is now a standard practice in automation platforms as a means to optimize send times and frequency for email campaigns and in-app or web push notifications.\u201d<\/p>\r\n<p>Put another way, automation is invoked when you send a triggered message, but with AI optimization you can trigger the message to send via the channel a customer uses most often or at the time they\u2019re most likely to engage. Both are necessary to ensure the success of any marketing campaign.<\/p>\r\n<h3>What Marketers Think About AI Automation and Optimization<\/h3>\r\n<p>The data proves AI automation and optimization are indeed standard practices. When asked, \u201c<strong>Which type of AI would make your jobs easier?,\u201d 57% of the 1,200 marketers surveyed selected optimization, and 53% selected automation<\/strong>. Although marketers could select more than one subset, these two were the top-ranked options.<\/p>\r\n<p>When it comes to AI making marketers\u2019 jobs easier, Adriana Gil Miner, CMO at Iterable, has heard this feedback firsthand:<\/p>\r\n<blockquote>\r\n<p><em>\u201cMarketers are telling us: I do not want to set up campaigns anymore. I do not want to crunch data or take a half-day to set up a three-stage welcome program. They\u2019re saying, automate all of that for me, and surface the insights and recommendations to give me the option of making human decisions.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>And, given that 62% of marketers currently use AI both for their job and outside their job, it\u2019s clear they\u2019re looking to AI technologies to simplify and streamline both their professional and personal lives.<\/p>\r\n<h3>Marketing Advantages of AI Automation and Optimization<\/h3>\r\n<p>If there was one word that sums up the advantage marketers have with AI automation and optimization, it would be efficiency. Ad Age states in the report, \u201cAI is now widely acknowledged as an essential driver of marketing <strong>efficiency<\/strong> and brand performance.\u201d<\/p>\r\n<p>In fact, nearly half (47%) of marketers are drawn to AI specifically because it will help them work more efficiently. As for the other advantages:<\/p>\r\n<ul>\r\n\t<li><strong>49%<\/strong> believe AI should increase business metrics and reflect better on their job performance<\/li>\r\n\t<li><strong>45%<\/strong> believe AI will increase their skills and make their work more accurate<\/li>\r\n\t<li><strong>37%<\/strong> see AI as becoming an integral part of their overall skill set as a marketer<\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone size-full wp-image-121880\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Screen-Shot-2024-03-13-at-11.27.27-AM.png\" alt=\"Blue background with orange, purple, and red circles with stats in it. \" width=\"1584\" height=\"990\" \/><\/p>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/ashleyekramer\/\" target=\"_blank\" rel=\"noopener\">Ashley Kramer<\/a>, chief marketing and strategy officer at <a href=\"https:\/\/about.gitlab.com\/\" target=\"_blank\" rel=\"noopener\">GitLab<\/a>, agrees these insights reflect what she\u2019s observing on her own team:<\/p>\r\n<blockquote>\r\n<p><em>\u201cThis report finds that marketers increasingly view AI not as a threat but as an enhancer [...] AI can drive tremendous efficiencies throughout all organizations.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>AI-driven optimization and automation impact a marketer\u2019s ability to increase their skills and improve their business metrics by streamlining their routine tasks and unlocking their capacity for creativity and innovation. When you no longer have to stress about the logistics of building a campaign or maximizing engagement rates, you\u2019re free to dream up bigger and better ways to strengthen customer loyalty.<\/p>\r\n<p>After identifying why today\u2019s marketers are using AI to automate and optimize their campaigns, the next question, of course, is how they\u2019re actually putting it into practice.<\/p>\r\n<p>Spoiler alert: they\u2019re using AI-powered platforms like Iterable.<\/p>\r\n<h3>Automation and Optimization with Iterable AI<\/h3>\r\n<p>As defined above, AI automation and optimization are all about letting technology tackle your routine tasks and improving performance over time. While any modern marketing platform worth its salt should already be leveraging AI as part of its toolset. Iterable goes beyond the basics to making every campaign a piece of cake.<\/p>\r\n<p>Optimization has been at the core of the Iterable platform from the beginning, and its AI suite offers three features every marketer needs:<\/p>\r\n<ul>\r\n\t<li><strong>Send time optimization<\/strong><\/li>\r\n\t<li><strong>Channel optimization<\/strong><\/li>\r\n\t<li><strong>Frequency optimization<\/strong><\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone size-full wp-image-121886\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Screen-Shot-2024-03-13-at-11.31.32-AM.png\" alt=\"Three features of the Iterable AI Suite in a red, blue and yellow circle. \" width=\"1506\" height=\"992\" \/><\/p>\r\n<p>Over the past decade, marketers have become so sophisticated that sending mass emails at nine o\u2019clock on Tuesday mornings has been rendered obsolete. Now the popular mantra of sending \u201cthe right message to the right person at the right time\u201d can be completely automated.<\/p>\r\n<p>Iterable AI analyzes when, where, and how often a customer is most likely to engage with your brand, so you can let it decide and save your brainpower for developing creative and innovative campaigns.<\/p>\r\n<p>And once those campaigns are complete, you can use Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Next Best Action<\/a> to automatically identify how to maximize future engagement. Next Best Action uses AI to analyze the end-to-end logistics of your campaigns and suggest new audience segments and content recommendations to improve performance. It\u2019s like having your own personal guide to point your marketing strategy in the right direction.<\/p>\r\n<p>You can learn about all of the features in <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Suite<\/a> and <a href=\"https:\/\/adage.com\/white-paper\/less-do-more-think-how-succeed-ai-powered-marketing-era\" target=\"_blank\" rel=\"noopener\">download the full Ad Age report<\/a> for even more insights about AI-powered automation and optimization. Stay tuned\u2014we'll cover AI explainability and predictive goals next.<\/p>\r\n<p><em>Ready to take the next step on your AI marketing journey? Reach out and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo of Iterable AI today<\/a>.<\/em><\/p>","post_title":"How AI Automation & Optimization Impacts Today\u2019s Marketers","post_excerpt":"In this installment, we\u2019re diving deeper into the bread and butter of most AI marketing: campaign automation and optimization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-ai-automation-optimization-impacts-todays-marketers","to_ping":"","pinged":"","post_modified":"2024-03-20 07:47:57","post_modified_gmt":"2024-03-20 14:47:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121879","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 13, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/03\/031324_AI-Automation-Optimization.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Green background, dark purple node. In the node is a white illustrated gear. The title and series info is in the bottom left corner.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/031324_AI-Automation-Optimization.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/031324_AI-Automation-Optimization-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/031324_AI-Automation-Optimization-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-ai-automation-optimization-impacts-todays-marketers\/"},{"ID":121858,"post_author":"79","post_date":"2024-03-12 07:36:16","post_date_gmt":"2024-03-12 14:36:16","post_content":"<div>Email deliverability measures the likelihood that your brand\u2019s email ends up in a subscriber\u2019s inbox. That not only means that your email is accepted by the user (or technically, the receiving server), but that it makes it to the user\u2019s inbox rather than their spam folder.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>This distinction, delivery versus actual placement, is essential, considering that a strong <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-an-email-marketing-strategy\" target=\"_blank\" rel=\"noopener\">email marketing strategy<\/a> is critical to a broad cross-channel marketing strategy. According to <a href=\"https:\/\/www.litmus.com\/resources\/email-marketing-roi\" target=\"_blank\" rel=\"noopener\">Litmus<\/a>, marketing emails have a return on investment (ROI) of $36 for every dollar spent.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Fortunately, it\u2019s within your power to favorably influence many factors determining email deliverability. How often you send emails, the wording you choose, the health of your email contact list, and your opt-in\/acquisition methods, for example, all play a role in deliverability.<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>What Impacts Email Deliverability?\u00a0<\/h3>\r\n<p>At this point, you\u2019re likely already aware of how much work goes into maintaining a successful email marketing strategy. You need to be concerned about email delivery rates and ensure your messages don\u2019t end up in a subscriber\u2019s spam folder or get marked as spam by the recipient after it lands in the inbox. Spam placement can happen in several ways:<\/p>\r\n<ul>\r\n\t<li>You don\u2019t have explicit permission from email subscribers to send them email, resulting in low\/no engagement and\/or spam complaints\u2028<\/li>\r\n\t<li>You sent to inactive or nonexistent email addresses repeatedly.\u2028<\/li>\r\n\t<li>You have low email open rates. The average open rate for business emails is <a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-benchmarks\/\" target=\"_blank\" rel=\"noopener\">21.5%<\/a>. If yours is well below that, it can lower your deliverability rate.\u2028<\/li>\r\n<\/ul>\r\n<p>While ending up in the spam folder isn't the desired outcome, there is still a chance that emails in spam folders might be read. What\u2019s worse is if your email is rejected before it even arrives. Emails can bounce back for several reasons.\u00a0<\/p>\r\n<ul>\r\n\t<li>Soft bounces are considered temporary since action can usually be taken to avoid additional future bounces. These can be caused by a recipient\u2019s inbox being too full, an out-of-office message, or a message that\u2019s too large. \u2028<\/li>\r\n\t<li>Block bounces are a type of soft bounce, but will have more of an impact on your sending reputation. You, the sender, are being blocked by the mailbox provider because previous negative signals were not heeded. \u2028<\/li>\r\n\t<li>Hard bounces happen when you send to an invalid email\u2014whether it\u2019s spelled wrong or doesn\u2019t exist\u2014and are considered permanent.\u2028<\/li>\r\n<\/ul>\r\n<p>Also included in your email lists might be spam trap addresses. These addresses are managed (and sometimes created) by mailbox providers and filtering companies to identify and monitor organizations sending spam. But not all spam traps are created equal. Some can have highly disruptive effects on your sending, leading to your IP address or your domain being blocklisted.<\/p>\r\n<h3>How to Improve Your Deliverability Rate<\/h3>\r\n<p>There are many ways to fix and, even better, improve your email deliverability rate. You can:<\/p>\r\n<h4><a href=\"https:\/\/iterable.com\/blog\/keep-it-clean-with-email-list-hygiene\/\" target=\"_blank\" rel=\"noopener\">Clean Up Your Email List<\/a><\/h4>\r\n<p>Regularly reviewing and removing inactive subscribers will help keep your email list in good shape. A good rule of thumb is to cull addresses that haven\u2019t engaged with your emails in the last six months. Use a cleaning service such as <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/23534667941140-BriteVerify-Iterable-Integration\" target=\"_blank\" rel=\"noopener\">BriteVerify<\/a> to verify your email lists before sending any emails. Also, be sure to remove any emails that have previously hard bounced. \u2028<\/p>\r\n<p><em><strong>Tip<\/strong>: You can still include addresses outside the 6-month engagement window in re-engagement campaigns, but add them back in small segments to see at what point engagement drops. At that point, you will want to stop.<\/em><\/p>\r\n<h4>Make Your Opt-In Memorable<\/h4>\r\n<p>If people don\u2019t remember signing up for your emails, there\u2019s a good chance they won't trust you and will either unsubscribe or mark your email as spam. Therefore, using a double opt-in is a good idea. This means recipients must confirm their subscription in their inbox before they are added to your list. \u2028<\/p>\r\n<p><em><strong>Tip<\/strong>: Requiring a double opt-in helps you build a more engaged subscriber base and protects your sender reputation.\u00a0<\/em><\/p>\r\n<h4>Make it Easy to Unsubscribe\u00a0<\/h4>\r\n<p>It might seem like you\u2019d want to make it harder for people to stop getting your emails, but it\u2019s better for people to unsubscribe than mark your email as spam. \u2028<\/p>\r\n<p><em><strong>Tip<\/strong>: Ensure the unsubscribe link is easy to find and use clear language. Also, keep the unsubscribe process simple. Don\u2019t require the user to jump through hoops to unsubscribe (such as logging in to their account first.<\/em><\/p>\r\n<h4>Check Your Data<\/h4>\r\n<p>Track metrics such as open, bounce, and complaint rates for signs that your emails aren\u2019t being delivered to your subscribers or aren\u2019t resonating with your subscribers.\u2028<\/p>\r\n<p><em><strong>Tip<\/strong>: You know what metrics are typical for your program, so look more closely when something looks unusual. Examples include a significant drop in open or click rates or a large increase in bounces. These can indicate spam placement or blocks.<\/em><\/p>\r\n<h3>The Case for Email Deliverability\u00a0<\/h3>\r\n<p>Email is the backbone of a successful cross-channel marketing strategy. Emails drive sales, help you build a relationship with your consumers, offer a forum for feedback, and generate traffic to your website and social media accounts. That\u2019s why it\u2019s so important to ensure that your emails are safely making it to your subscribers\u2019 inbox and that you\u2019re providing content they find valuable and relevant.<\/p>\r\n<p><em>If you\u2019re currently an Iterable customer and are interested in our Deliverability Services, be sure to reach out to your CSM. If you\u2019re not an Iterable customer yet, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.\u00a0<\/em><\/p>","post_title":"What is Email Deliverability?","post_excerpt":"Email deliverability measures the likelihood that your email ends up in a subscriber\u2019s inbox. Luckily, you can influence deliverability.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-email-deliverability","to_ping":"","pinged":"","post_modified":"2024-03-12 07:36:16","post_modified_gmt":"2024-03-12 14:36:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121858","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 12, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/03\/031324_Email-Deliverability_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Orange background, white illustration of a truck, and the back of the truck is a yellow envelope.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/031324_Email-Deliverability_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/031324_Email-Deliverability_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/031324_Email-Deliverability_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-email-deliverability\/"},{"ID":121825,"post_author":"79","post_date":"2024-03-08 08:53:20","post_date_gmt":"2024-03-08 16:53:20","post_content":"<p>In-app messages are targeted messages or notifications that pop up while someone is using an app. These messages are triggered by a specific action the user takes in the app. For example, a welcome message might appear when a user opens an app for the first time.<\/p>\r\n<p>The idea behind in-app messaging is to grab the viewer\u2019s attention to drive deeper <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-customer-engagement-marketing\/\" target=\"_blank\" rel=\"noopener\">engagement<\/a> and encourage retention\u2014which is important considering app retention rates drop over time. At the 30-day mark apps have a <a href=\"https:\/\/www.apptentive.com\/blog\/2021\/03\/23\/2021-app-retention-benchmarks\/\" target=\"_blank\" rel=\"noopener\">66% retention rate<\/a>, at the 90-day mark it dips to <a href=\"https:\/\/www.apptentive.com\/blog\/2021\/03\/23\/2021-app-retention-benchmarks\/\" target=\"_blank\" rel=\"noopener\">48%<\/a>. You can encourage interaction and deliver more value from your app by using in-app messaging to promote new app features or products, assist with onboarding, or provide updates on recent purchases.<\/p>\r\n<p>Because in-app messaging can be used to send timely, targeted, and informative messages that drive users to take action, they are compared to push notifications. The major difference is that in-app messaging appears when the user is actively using the app, whereas <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-push-notification-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> pop up outside app use and are designed to bring the user into the app. In-app messaging can also be more timely since they\u2019re often a direct response to user behavior. For example, if a customer is browsing a particular product page within your app, you might send an in-app notification offering them a 24-hour discount on that product, or alerting them that stock is low.<\/p>\r\n<h3>When to Use In-App Messaging<\/h3>\r\n<p>There are many ways that in-app messaging can deliver value to your users. Some of the most common and beneficial uses include:<\/p>\r\n<ul>\r\n\t<li><strong>Onboarding<\/strong>: In-app messaging can be a great way to guide people through your app\u2019s features, help them set up a profile, or turn on location services.<\/li>\r\n\t<li><strong>Recognition<\/strong>: <a href=\"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">Gamification<\/a> and rewards can help build loyalty to your app. For example, you might send users a badge when they complete a portion of their profile.<\/li>\r\n\t<li><strong>In-app purchases<\/strong>: In-app messages are natural vehicles for offering new product promotions, deals, and coupons that drive in-app purchases.<\/li>\r\n\t<li><strong>App updates<\/strong>: Layout or functionality updates and new features are things that users want to hear about. You can use in-app messaging to alert them to these changes as soon as they open the app.<\/li>\r\n\t<li><strong>Collecting feedback:<\/strong> In-app messaging is a great way to get immediate feedback through surveys or ratings, and to encourage users to leave starred reviews on other platforms.<\/li>\r\n<\/ul>\r\n<h3>Best Practices for In-App Messaging<\/h3>\r\n<p>In general, the best in-app messages are short, engaging, and simple. You can dress up the text in your notifications with links, images, and even GIFs. In cases where you may need to send a longer message, you can use an interactive carousel feature to allow the user to rotate through the notifications.<\/p>\r\n<p>Although many in-app messages are promotional, they should be helpful. After all, you want to encourage users to visit your app more often. To be sure your messages are more helpful than harmful, consider the timing. You don\u2019t want to send pop-up messages when users are in the middle of a task in your app, like filling out a survey.<\/p>\r\n<p>To test that your messages are resonating with your intended audience, use <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-a-b-testing\/\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a> as you would with other marketing efforts. When done well, in-app messaging can mean the difference between a user finding your app beneficial and easy to use, and deleting it off their phone.<\/p>\r\n<h3>Benefits of Using In-App Messaging<\/h3>\r\n<p>One of the top benefits of in-app messaging is its ease. Unlike push notifications, users don\u2019t have to opt-in to get the messages. That means the potential audience for these messages is every user of your app. In-app messages also stand out more because people only see them when they\u2019re using your app, versus the dozens of push notifications they receive from all of their downloaded apps throughout the day.<\/p>\r\n<p>Targeted in-app messaging can provide a lot of added value to your user, and take pressure off certain aspects of your business, such as customer service. For example, you can use in-app messaging to alert people when a product is back in stock, or to offer real-time price drop announcements.<\/p>\r\n<p>In-app messaging can be easily integrated into your app and is a simple tool to use. Most importantly, relevant and timely in-app messaging can help improve return on investment by boosting app satisfaction and conversion rates.<\/p>\r\n<h3>In-App Messaging as Part of a Cross-Channel Marketing Campaign<\/h3>\r\n<p>In-app messaging can be used as one valuable component of a comprehensive cross-channel marketing campaign.<\/p>\r\n<p>For instance, if your hospitality brand is promoting a discount on a multi-night stay, you might launch a campaign that incorporates an email promotion, an SMS message, a push notification, and an in-app message, customizing your channel optimization for each customer based on the channels they use and how they respond to the offer across each platform. By engaging with your customers across the channels they are most likely to use, you\u2019ll increase the chances they consider your offer and, ultimately, book a trip.<\/p>\r\n<p>By using a sophisticated cross-channel marketing solution like Iterable, you\u2019ll be able to get a <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-a-360-degree-customer-view\/\" target=\"_blank\" rel=\"noopener\">360-degree view<\/a> of each customer and develop the right engagement strategy for each one of them, incorporating in-app messaging alongside other marketing channels to find the right way to connect with them. <em><br \/>\r\n<\/em><\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to learn more.<\/em><\/p>","post_title":"What is In-App Messaging?","post_excerpt":"The idea behind in-app messaging is to grab the viewer\u2019s attention to drive deeper engagement and encourage retention.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"in-app-messaging","to_ping":"","pinged":"","post_modified":"2024-03-08 08:53:51","post_modified_gmt":"2024-03-08 16:53:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121825","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 08, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/03\/030824_What-is-In-App-Messaging_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Pink background with white Iterable nodes overlayed. In the foreground and center of the image is an illustrated smartphone with the silhouette of an in-app message.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/030824_What-is-In-App-Messaging_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/030824_What-is-In-App-Messaging_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/030824_What-is-In-App-Messaging_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/in-app-messaging\/"},{"ID":121795,"post_author":"103","post_date":"2024-03-06 12:39:14","post_date_gmt":"2024-03-06 20:39:14","post_content":"<p>Just as birds fly south for the winter, marketers often find themselves flocking to a more comfortable, welcoming location: a new cross-channel marketing platform. Ok, sure, it\u2019s a different type of migration, but the metaphor still holds.<\/p>\r\n<p>If the idea of migrating to a new cross-channel marketing platform makes you take a huge deep breath\u2014one laced with panic and stress\u2014have we got the guide for you.<\/p>\r\n<p>Let\u2019s look at the silver lining of embarking on a platform migration: you have a clean slate. You get to start fresh, clear away any cobwebs, and configure the most effective and efficient martech stack.<\/p>\r\n<p><strong>This guide outlines the key steps you and your team should take to help you get there:<\/strong><\/p>\r\n<ul>\r\n\t<li><strong>Defining Your Goals and Quick Wins<\/strong>\r\n<ul>\r\n\t<li>Quick wins are all about the goals you can achieve as you move to a new platform. In the long term, consider what business outcomes you can tie to a successful use of the new platform.<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><strong>Organizing Your Team and Your Campaigns<\/strong>\r\n<ul>\r\n\t<li>The first step before you move forward with any platform migration planning is identifying the specific stakeholders who will be involved\u2014a tiger team of sorts. The team you put together is contingent upon the type, size, and organizational structure of your business.<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><strong>Standardizing Your Data<\/strong>\r\n<ul>\r\n\t<li>Collecting and documenting data needed to support your campaigns and use cases may not be the most glamorous task, but it is necessary to have a clean foundation to leverage the data that powers your personalization and segmentation needs.<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><strong>Owning Your Technical Integration<\/strong>\r\n<ul>\r\n\t<li>The fact of the matter is no two technical integrations are alike. There are simply too many factors in play to create a universal process for each and every integration. However\u2014there are ways to mitigate risks and keep your technical integration on track<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>","post_title":"The Cross-Channel Marketing Platform Migration Guide","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-cross-channel-marketing-platform-migration-guide","to_ping":"","pinged":"","post_modified":"2024-03-12 11:38:06","post_modified_gmt":"2024-03-12 18:38:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=121795","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 06, 2024","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Data-Migration-Guide_Promos_Resources-Pg-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Data-Migration-Guide_Promos_Resources-Pg-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Data-Migration-Guide_Promos_Resources-Pg-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Data-Migration-Guide_Promos_Resources-Pg-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/the-cross-channel-marketing-platform-migration-guide\/"},{"ID":108956,"post_author":"79","post_date":"2024-03-04 01:00:42","post_date_gmt":"2024-03-04 09:00:42","post_content":"<p>Activate is Iterable\u2019s baby\u2014our pride and joy. With Activate Summit around the corner, we\u2019re feeling nostalgic. We\u2019ve been hosting Activate for the past six years and in those six years the conference has evolved drastically. From the content covered to the branding, Activate has come a long way.<\/p>\r\n<p>To give you a sense of everything we\u2019ve accomplished over the years, here are just a few of our favorite moments:<\/p>\r\n<ul>\r\n\t<li>Keynotes from Disney, Netflix, and comedian Nicole Byer<\/li>\r\n\t<li>Sessions from Corporate Natalie, Dotdash Meredith, NBC, SeatGeek, Strava, Ritual, Stitcher, and Evernote<\/li>\r\n\t<li>A unique virtual conference on Activate Island<\/li>\r\n\t<li>Taking Activate global with trips to London, Amsterdam, Sydney, and recorded sessions from around the world<\/li>\r\n<\/ul>\r\n<p>But again, this is just a handful of everything we\u2019ve offered at Activate over the years. To convey this entire evolution visually, we\u2019ve compiled the below infographic. So take a walk down memory lane as you scroll through the Activates of yore.<\/p>\r\n<p>Oh, and don\u2019t forget to join us at Activate Summit this year to become a part of history. If you\u2019re not already registered, <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">get to it<\/a>!\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/03\/Activate-History-2024_Infographic-1.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-121723\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History-2024_Infographic.png\" alt=\"Infographic depicting Iterable's conference Activate throughout the years -- starting in 2018. \" width=\"900\" height=\"9015\" \/><\/a><\/p>","post_title":"The History of Activate [Infographic]","post_excerpt":" From the content to the branding, Activate Summit has come a long way. Here's a \"History of Activate\" infographic to show the evolution. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-history-of-activate-infographic","to_ping":"","pinged":"","post_modified":"2024-03-04 07:47:35","post_modified_gmt":"2024-03-04 15:47:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108956","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 04, 2024","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":5,"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":440,"filter":"raw","term_order":"2"}],"term_slugs":["infographic","blog-post"],"term_names":["Infographic","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History-2024_Promo_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Photo from Activate 2023 with a blue overlay, red and yellow iterable nodes, and &quot;History of Activate&quot; written over it.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History-2024_Promo_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History-2024_Promo_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Activate-History-2024_Promo_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-history-of-activate-infographic\/"},{"ID":121691,"post_author":"79","post_date":"2024-02-29 07:25:20","post_date_gmt":"2024-02-29 15:25:20","post_content":"<p>I recently went wedding dress shopping for the first time. Having never shopped for a wedding, and knowing a dress is a large, once-in-a-lifetime purchase, I was expecting a highly personalized shopping experience. Throughout the day I visited three different boutiques and the experience I had at each of them was starkly different from the last.<\/p>\r\n<p>I couldn\u2019t help but think about each visit from a marketer\u2019s perspective. Considering I work for a company that expresses the value of a personalized experience, there were a lot of mental notes made. In this case, an individualized experience would have made a world of difference.<\/p>\r\n<h3>Boutique #1<\/h3>\r\n<p>I started the day at a smaller boutique. My mom, my maid of honor, and I were led to a back section of the store which we were told was \u201cjust for us.\u201d I took note of the various gowns that flocked the walls as we were shown to a sitting area. Once seated, the sales associate, let\u2019s call her Lily, asked me a slew of questions about my wedding, my style, and my preferences\u2014some <a href=\"https:\/\/iterable.com\/blog\/what-is-zero-party-data\/?gad_source=1&amp;gclid=CjwKCAiArfauBhApEiwAeoB7qIcVqIRriTmKvylNkXaQ3ZjJyPE_j7KdQnMk2CRJ0CCOqL47weUCKhoC8usQAvD_BwE\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>, if you will.<\/p>\r\n<p>Important to note is that when booking all of these appointments, I was asked to fill out a form with this same information. I noted the time I spent filling out the form only to answer similar questions in person. The appointment was only an hour long, so having to cut into my time with repetitive questioning was already a demerit in my book.<\/p>\r\n<p>Then, Lily pulled some dresses for me based on the information she had asked. Some were huge misses, some were hits. I tried them on and gave my feedback, and she would pull more options. What was frustrating was that I wasn\u2019t given the option to browse myself. I had to trust Lily to listen to my preferences.<\/p>\r\n<p>After rounds of getting sort of close to what I wanted, I found a dress I loved, but it needed some alterations. This boutique doesn\u2019t offer in-house alterations, so Lily wasn\u2019t comfortable recommending solutions. I was told \u201cthat would need to be discussed with a seamstress.\u201d Sigh, more people to repeat my needs to.<\/p>\r\n<p>We left the boutique without making a purchase, but still keeping that gown in mind.<\/p>\r\n<p><strong>Marketing Takeaway<\/strong>: Data is knowledge, so use it when it's offered up. Customers are going to get frustrated if they provide data and it\u2019s not used to enhance the overall customer experience.<\/p>\r\n<h3>Boutique #2<\/h3>\r\n<p>The next boutique we had trouble even locating. We went into a building, got lost in a stairwell, found the elevator, entered the shop, all to be told we had to go to the bridal store, not the events store (both under the same brand name). So, we went to the building next door and finally found the right spot. As soon as the elevator doors parted, future brides were whizzing back and forth in their prospective gowns. Definitely a bit busier than the last boutique.<\/p>\r\n<p>I was greeted by an associate at the front desk who proceeded to hand me a tablet with a form asking for basic information like my email address, home address, phone number, etc. It also asked for my preferences and wedding information. Again, I had to fill out this information when booking the appointment and had since received confirmation emails, meaning, at the very least, they had my email already.<\/p>\r\n<p>My appointment was at 2:30 and we waited until about 2:50 until we were even spoken to by another associate. We were finally taken to another room where we waited another 10 minutes.<\/p>\r\n<p>The sales associate that I was working with, let\u2019s call her Sarah, came into the room and greeted us. I bet you can\u2019t guess what she asked me next. Yep. \u201cWhat are you looking for? When\u2019s the wedding? What styles do you like?\u201d At this point I was already frustrated and told Sarah that I had just filled out all of that information on the form about 20 minutes earlier. She replied with \u201coh but it\u2019s on the computer so if I were to go read it we\u2019d be postponed even longer.\u201d Not off to a good start, Sarah.<\/p>\r\n<p>A more experienced salesperson than Lily, Sarah was able to quickly help me find dresses based on the information I had told her. She also let me walk around the store and point out what I liked. This boutique did offer alterations, so Sarah was also able to show me what was possible, which helped me better envision the final product.<\/p>\r\n<p>I found another dress I liked here but, again, left without a purchase.<\/p>\r\n<p><strong>Marketing Takeaway<\/strong>: Reduce friction for customers interacting with your brand. Take deliverability, for example. Having multiple addresses or sender names from the same brand often leads customers down the wrong path or, like in this case, to the wrong storefront.<\/p>\r\n<h3>Boutique #3<\/h3>\r\n<p>Last stop of the day. Throughout my experiences with the other two boutiques I had picked a dress silhouette I liked and realized that this last boutique didn\u2019t carry any with this silhouette. On the way over to the store I called the associate, let\u2019s call her Lauren, and asked about the silhouette. She confirmed they didn\u2019t have any but, since we were already en route, we decided to go.<\/p>\r\n<p>This boutique was also very difficult to find, but when I called, the associate walked me through how to find it and stayed on the phone with me until she greeted us at the door.<\/p>\r\n<p>Prior to this appointment I had picked five dresses the store carried that I wanted to try on. When I walked into our fitting room I noticed the five dresses and, beautifully written on the mirror was \u201cCongratulations, Brooke! We\u2019re excited you\u2019re here!\u201d I pointed it out to my mom and maid of honor, and specifically noted how the other boutiques didn\u2019t do that.<\/p>\r\n<p>Lauren offered us glasses of prosecco and then helped me try on the gowns. While none of them were what I wanted, Lauren was super kind, patient, and helpful. She even let us hang out in the room after the failed try-ons so we could chat and finish our drinks. Even though I didn\u2019t end up buying anything, or even finding something I liked, at this last boutique, I couldn't help but compare the experience and level of personalization to the previous two shops.<\/p>\r\n<p><strong>Marketing Takeaway:<\/strong> Details matter and the little ones are what turn even non-buyers into brand advocates for others. Customers are going to compare what you do and what your customers do, so it\u2019s important to stay ahead of the curve.<\/p>\r\n<h3>Each Customer is One-of-a-Kind<\/h3>\r\n<p>I left the day with a bad taste in my mouth. Not only did I feel rushed and pressured to make a decision, but I really felt like just another number to these boutiques\u2014especially boutiques one and two. While they may see 20 brides a day, I\u2019m only visiting a few boutiques and picking a once-in-a-lifetime dress. It felt like the salespeople lost sight of that and were only angling for a commission.<\/p>\r\n<p>As a brand, it\u2019s a good reminder to consider your customers as individuals. While you may have hundreds of thousands of customers, to them, you may be the one store they\u2019re willing to purchase with. To them, you\u2019re the top choice.<\/p>\r\n<p>Be sure to deliver an optimized, individualized experience where you take their zero-party data into account and use it to inform every step of the overall experience. It can really make a difference to your customers, especially if your competitors are doing it and you\u2019re not.<\/p>\r\n<p><em>To learn more about how you can personalize your customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom Iterable demo today<\/a>.<\/em><\/p>","post_title":"Wedding Dress Shopping: A New Perspective on Personalization","post_excerpt":"Knowing a wedding dress is a once-in-a-lifetime purchase, I was expecting more personalization in my shopping experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"wedding-dress-shopping-a-new-perspective-on-personalization","to_ping":"","pinged":"","post_modified":"2024-02-29 07:25:20","post_modified_gmt":"2024-02-29 15:25:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121691","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 29, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/022924_Dress-Shopping-Personalization_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"A photo of a clothing rack with wedding dresses hanging from it.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022924_Dress-Shopping-Personalization_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022924_Dress-Shopping-Personalization_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022924_Dress-Shopping-Personalization_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/wedding-dress-shopping-a-new-perspective-on-personalization\/"},{"ID":121681,"post_author":"79","post_date":"2024-02-28 08:42:06","post_date_gmt":"2024-02-28 16:42:06","post_content":"<p>A winback campaign refers to targeted and personalized messages that are aimed at lapsed customers, with the goal of reigniting their engagement. A successful winback campaign <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">nurtures and rebuilds relationships<\/a> with customers who haven\u2019t been engaging with your brand as much as they once did.<\/p>\r\n<h3>How are Winback Campaigns and Re-Engagement Campaigns Different?<\/h3>\r\n<p>Both winback campaigns and re-engagement campaigns are aimed at increasing lapsed engagement. But these marketing terms aren\u2019t interchangeable.<\/p>\r\n<p>Re-engagement campaigns tend to be centered on a single marketing channel\u2014say, sending a personalized, targeted email to re-engage customers who once reliably opened emails, but no longer do. A winback campaign, on the other hand, tends to take a more holistic approach to the customer-brand relationship. The goal is less focused on a particular marketing channel and more on increasing overall engagement across all channels, to support the intention of increasing <a href=\"https:\/\/iterable.com\/blog\/what-is-customer-lifetime-value-ltv\/\" target=\"_blank\" rel=\"noopener\">customer lifetime value<\/a>.<\/p>\r\n<p>Keep in mind, winback campaigns don\u2019t always target customers who have unsubscribed from a brand\u2019s marketing messages or stopped interacting with the brand entirely. These campaigns can also be aimed at customers who are still somewhat engaged, but at far lower rates than they once were.<\/p>\r\n<h3>How do Winback Campaigns Impact Customer Churn?<\/h3>\r\n<p>Every business deals with <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/growth-marketing\/how-to-minimize-customer-churn\/#:~:text=Customer%20churn%20refers%20to%20the,per%20month%20or%20per%20quarter.\" target=\"_blank\" rel=\"noopener\">customer churn<\/a>. Even if a company\u2019s overall number of customers stays relatively steady over time, marketers tend to keep a close eye on customer churn rate\u2014the percentage of customers who stop utilizing a service within a specific time period. That\u2019s because finding and acquiring new customers tends to be far more costly than retaining existing customers. So, high customer churn can take a serious bite out of the bottom line.<\/p>\r\n<p>Keeping customers happy is obviously important for high customer retention and low customer churn\u2014but so is winning back customers who have become more dormant. Lapsed customers have already demonstrated an interest in, and affinity towards, the brand, and because they\u2019ve engaged in the past, your brand likely has past data to draw on that can make future marketing efforts more successful.<\/p>\r\n<p>Consider the data you have on a churned customer. You know what actions they\u2019ve taken in the past, what channels they prefer to engage with, what time of day they like to receive messages, what incentives spark them to action, how their current engagement compares to their historic peak, and more. Plus, you can also see if there are similar customers that have hit lulls in the past that have been won back. That\u2019s powerful information. Strengthening a brand relationship with this audience is far less resource-intensive than starting afresh and trying to get net-new customers.<\/p>\r\n<h3>Tips for Building Successful Winback Campaigns<\/h3>\r\n<p>Not every customer who has hit a lull can be made into a brand enthusiast. But there are best practices that help marketers target their efforts and maximize returns.<\/p>\r\n<ul>\r\n\t<li><strong>Clearly define the target audience<\/strong>: Will you focus on long-term customers whose purchase patterns have dipped more than one month in a row? Customers who showed high levels of activity on the site before finally making a first purchase, but haven\u2019t been back since? Every brand will have its own definition of what they consider a churned customer, and setting a clear target for the winback campaign is foundational to its success.<\/li>\r\n\t<li><strong>Leverage the intel you have<\/strong>: This isn\u2019t a mystery shopper, it\u2019s a customer you already interacted with. All of the data you have about how and when they engaged with the brand in the past puts you at a powerful advantage to rebuild that brand connection. Cast a wide net when it comes to this intel, compiling insights on everything from marketing channel to timing of communications, friend referrals to customer complaints.<\/li>\r\n\t<li><strong>Consider where the customer is now<\/strong>: If someone has largely stopped engaging with the brand because they feel inundated with generic emails, sending another message to their inbox could be the final straw that loses that customer for good. That\u2019s why it\u2019s so important to look at a churned customer\u2019s current behavior. Have they stopped engaging on certain platforms, but are still active on others? Does engagement tend to bump up when they receive promotional texts or emailed coupons? Are they still shopping in-store, even as their online engagement has hit a lull? Harness that data to power the next steps in the winback campaign.<\/li>\r\n\t<li><strong>Make it personal<\/strong>: Customers can feel when marketers pick up a bullhorn and blast out the same message to everyone on their list. No surprise, that sort of broad-strokes approach is more likely to turn off customers that have drifted away than welcome them back into the fold. Leaning into <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-real-time-personalization\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a> sends a signal that you know this customer. You know which platform to reach out on, what type of message to send them, which promotions they like, and exactly when the message should hit their phone or inbox. When customers feel seen, they feel connected. The more personalization that can be integrated into the winback campaign, the more effective it can be at turning those churned customers back into loyal ones.<\/li>\r\n<\/ul>\r\n<p>It\u2019s important to develop a dedicated strategy for winning back lapsed customers, using their own preferred channels and types of content to re-engage them with relevant and personalized messaging.<\/p>\r\n<p><em>Still want more winback info? Learn more about <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">how to build a successful winback campaign<\/a>.<\/em><\/p>","post_title":"What is a Winback Campaign?","post_excerpt":"A winback campaign nurtures and rebuilds relationships with customers who haven\u2019t been engaging with your brand as much as they once did.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-a-winback-campaign","to_ping":"","pinged":"","post_modified":"2024-02-28 08:42:06","post_modified_gmt":"2024-02-28 16:42:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121681","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 28, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/022824_Winback-Campaign_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Yellow background with illustrated phone image. Coming out of the phone screen is a white chat bubble with a heart in the bubble.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022824_Winback-Campaign_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022824_Winback-Campaign_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022824_Winback-Campaign_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-a-winback-campaign\/"},{"ID":121665,"post_author":"79","post_date":"2024-02-27 08:10:58","post_date_gmt":"2024-02-27 16:10:58","post_content":"<p>In the first part of this series we covered <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">looking inward<\/a> and auditing your own martech stack to understand what each tool does and how your team uses them. Once you have a good feel for what your stack is made of and where the gaps are, you can move on to step two: <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-2-looking-outward\/\" target=\"_blank\" rel=\"noopener\">looking outward<\/a>\u2014selecting tools to optimize your stack. Now, it\u2019s time for the final step\u2014looking forward.\u00a0<\/p>\r\n<p>Looking forward is really just an answer to the question we all ask ourselves at some point: \u201cnow what?\u201d Once you\u2019ve established your gaps and overlaps and evaluated the options that exist on the market today to help you consolidate to a more efficient martech stack, it\u2019s time to set the wheels in motion.<\/p>\r\n<h3>A Quick Refresh on Looking Inward and Outward<\/h3>\r\n<p>Just in case you\u2019re under the wire and don\u2019t have time to reread two full posts (although we definitely recommend perusing eventually), we\u2019re going to speed through a recap of looking inward and looking outward.<\/p>\r\n<h4>Looking Inward<\/h4>\r\n<p>Let\u2019s start with looking inward. This first step is all about evaluation. Taking a look at your current martech stack and understanding what tools are absolutely essential, which are not, and if there are capabilities in existing tools that aren\u2019t being utilized by your team. It all boils down to the question, \u201c<strong>Would removing any of these tools impede your team\u2019s ability to execute the necessary use case?<\/strong>\u201d<\/p>\r\n<h4>Looking Outward<\/h4>\r\n<p>Then, there\u2019s looking outward. You\u2019ve gone through your stack architecture, you\u2019ve created an inventory spreadsheet, you\u2019ve thought about your team\u2019s use cases, and now you need to evaluate martech tools. Looking outward is about the trifecta: <strong>partners, features, and support<\/strong>. There are marketing tools out there for pretty much everything you can imagine but a true all-in-one marketing platform will have an ecosystem of partner integrations, a detailed product roadmap, and customer support to help you get the most out of the tool.\u00a0<\/p>\r\n<p><em><strong>If you\u2019re not sure of the right questions to ask when evaluating martech tools, we\u2019ve put together <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-determine-martech-function-from-fiction\/\" target=\"_blank\" rel=\"noopener\">a guide to help<\/a>.\u00a0<\/strong><\/em><\/p>\r\n<p>Once you\u2019ve selected the right tool, it\u2019s time to put your plan into action. Put your money where your mouth is, so to speak.<\/p>\r\n<h3>Looking Forward: Making the Most of Your MarTech Stack<\/h3>\r\n<p>Now that you\u2019ve made your choice regarding your martech platform, it\u2019s time to make the most of the tool you\u2019ve chosen. We recommend a cycle of <strong>exploring, experimenting, and adjusting<\/strong> to ensure you\u2019re continuously using your tool in the most beneficial and effective way possible.<\/p>\r\n<h4>Exploring Your Platform<\/h4>\r\n<p>First, it\u2019s important to get familiar with the tool you have. Sure, you explored the tools\u2019 capabilities in the looking outward stage, but it\u2019s likely those examples or capabilities were shared in the context of an example\u2014not with your actual use cases. When looking forward with your martech stack you need to be sure you understand all of the tools\u2019 capabilities and how the tools can work for your specific business.\u00a0<\/p>\r\n<p>This is where support is crucial. To start, having an Implementation team will be critical in setting your brand up for success. An Implementation Consultant ensures the platform is set up to optimize for your team's use cases. Then, you\u2019ll want to be sure your brand is assigned a Customer Success Manager (CSM) and you\u2019ll be able to ask them questions specific to how you intend to use the platform after implementation.\u00a0<\/p>\r\n<p>Don\u2019t be afraid to poke around the tool and explore every nook and cranny to make sure you know what the tool can do. And don\u2019t forget to get your team involved! They may have different ideas for how to use certain features, widening the breadth of how the one tool can help everyone.<\/p>\r\n<h4>Experimenting With Features<\/h4>\r\n<p>When you bring your team into the process, you\u2019ll see features through different lenses and gain different perspectives on how certain features can be used. This is when you can really start to dig into experimentation. Remember: nothing is set in stone. You can try a feature one way and, if it doesn\u2019t go the way you were hoping, you can try something else.\u00a0<\/p>\r\n<p>Take <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Iterable Studio<\/a>, for example. Maybe you set up a Journey in Iterable and it only involves email. It runs totally smoothly and emails get sent out to the right segments without a problem. However, you\u2019re thinking about adding a third email to your onboarding flow. Don\u2019t just think about it, test it out (for frequency, send time, and even the content), see what happens. Flexibility will take you far.<\/p>\r\n<h4>Adjusting Your Processes<\/h4>\r\n<p>Speaking of flexibility, think about why you embarked on this martech consolidation journey in the first place\u2014you had too many tools that were used by too many teams and there were too many features that were going unused. It was all too much. If you can adjust as you go, making sure you\u2019re creating processes that fit your tools rather than getting tools that fit your processes, you\u2019ll avoid going down the same chaotic path.\u00a0<\/p>\r\n<p>Take the Iterable Studio example we used above. Testing and adjusting go hand-in-hand. Say your onboarding journey is perfect, the three emails work great, but now you need to incorporate a new channel\u2014SMS. You could start looking for an SMS platform or you could adjust the journeys you already have to incorporate the new channels. Small change, big results.\u00a0<\/p>\r\n<h3>Empowering Forward-Thinking Marketers<\/h3>\r\n<p>Albert Einstein said, \u201cLife is like riding a bicycle, to keep your balance, you must keep moving.\u201d We\u2019d like to think this applies to marketing as well. If something isn\u2019t working for you with your current martech stack, you have to push forward to find a solution.\u00a0<\/p>\r\n<p>While it may seem like a daunting task to explore, experiment, and adjust within your martech tool, this cycle gets easier the more you do it. You\u2019ve chosen your new platform, so the goal now is to continuously move forward and use it in the most efficient and effective ways possible. Without understanding your tool you\u2019ll seek new capabilities, new tools will pop up, and your martech stack will become unwieldy once again\u2014bringing you back to where you first started.<\/p>\r\n<p>It\u2019s early in the year, so there\u2019s no better time to look inward, look outward, and look forward.\u00a0<\/p>\r\n<p><em>To learn why Iterable is the right choice for consolidating your tech stack, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.\u00a0<\/em><\/p>","post_title":"MarTech Stack Consolidation Part 3: Looking Forward","post_excerpt":"Once you\u2019ve established your gaps and overlaps to help you consolidate your martech stack, it\u2019s time to set the wheels in motion.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"martech-stack-consolidation-part-3-looking-forward","to_ping":"","pinged":"","post_modified":"2024-02-27 08:11:29","post_modified_gmt":"2024-02-27 16:11:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121665","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 27, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/022724_Martech-Consolidation-Pt3_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Photo of woman on tablet standing in the middle of a room. An iterable purple node sits at the top righthand corner.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022724_Martech-Consolidation-Pt3_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022724_Martech-Consolidation-Pt3_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022724_Martech-Consolidation-Pt3_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-3-looking-forward\/"},{"ID":121223,"post_author":"121","post_date":"2024-02-26 09:51:20","post_date_gmt":"2024-02-26 17:51:20","post_content":"<p>If you\u2019re trying to connect with your customers like you actually know them, then this webinar is for you! We\u2019ll unravel 5 essential steps to becoming a customer centric marketer, enabling you to achieve true customer obsession to connect with your audience meaningfully. With first party data more important than ever before, we\u2019ll delve into strategies to gain loyalty and customer lifetime value to keep your customers happy (and coming back!)<\/p>\r\n<p>By the end of the webinar, you\u2019ll be ready to optimise customer communications across various channels-be it email, push notifications, SMS, in-app, web and beyond. You\u2019ll be geared to enhance future campaigns with AI and data driven insights.<\/p>","post_title":"Mastering Customer-Centric Marketing: 5 Steps to Boost Loyalty & Drive Growth","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"mastering-customer-centric-marketing-5-steps-to-boost-loyalty-drive-growth","to_ping":"","pinged":"","post_modified":"2024-02-27 07:55:35","post_modified_gmt":"2024-02-27 15:55:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=121223","menu_order":2,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 26, 2024","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Webinar_Customer-Centric-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Webinar_Customer-Centric-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Webinar_Customer-Centric-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Webinar_Customer-Centric-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/mastering-customer-centric-marketing-5-steps-to-boost-loyalty-drive-growth\/"},{"ID":121479,"post_author":"79","post_date":"2024-02-22 07:20:29","post_date_gmt":"2024-02-22 15:20:29","post_content":"<p>Bolstered by groundbreaking AI releases, global growth, and a continuously expanding customer base, this was a transformative year for Iterable. It was one for the books! In addition to eclipsing $200M in annual recurring revenue, we set the industry pace for innovation. We didn't just ride the AI wave; we were the ones <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">powering and shaping it within our space<\/a>. Most importantly, we never stopped pushing the envelope of what was possible, exploring new avenues to empower our customers, and ultimately changing the way brands communicate with all of us.<\/p>\r\n<p>I\u2019m incredibly proud of our team, and the entire Iterable community, for working together to drive the ongoing momentum and impact of Iterable.<\/p>\r\n\r\n[caption id=\"attachment_121480\" align=\"alignnone\" width=\"1640\"]<img class=\"size-full wp-image-121480\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Screen-Shot-2024-02-22-at-9.56.21-AM.png\" alt=\"A photo of is the entire entire in-person team after our company-wide awards night.\" width=\"1640\" height=\"574\" \/> <em>The Iterable team at our in-person company kickoff earlier this month: Unite FY25. <\/em>[\/caption]\r\n\r\n<p>Join me in exploring some of our banner year highlights:<\/p>\r\n<h3>Surpassing $200 Million in Annual Recurring Revenue<\/h3>\r\n<p>Over our nearly 11 years as a business, Iterable has established itself as the leading platform of choice for today\u2019s biggest global brands. While industry recognition is certainly rewarding, our greatest source of pride comes from exceptional customer feedback about our team. Time and again, our customers highlight the dedication, passion, and tenacity of our people as one of our greatest values and differentiators:<\/p>\r\n<blockquote>\r\n<p>\u00a0\u201cIterable has a top-notch customer support system; they truly feel like an extension of our internal team. They go above and beyond to make sure our problems are solved and that our needs and wishes are met. We feel like our opinions can truly make an impact on the roadmap of the product. They help finesse our customer journeys and even give us new ideas and ways to optimize, too.\u201d\u00a0<\/p>\r\n<p><em>- Iterable Customer, Redfin, in <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-8487027\" target=\"_blank\" rel=\"noopener\">G2<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<p>Iterable isn\u2019t only the platform of choice for today\u2019s biggest brands, we\u2019re the partner of choice. Our shared commitment to customer-centricity has been instrumental in driving our success. Surpassing the $200 million ARR milestone is a testament to the extraordinary individuals who define the Iterable community.<\/p>\r\n<p>Only a tiny fraction of companies ever cross this revenue milestone. It\u2019s extremely rare, and it's a sign that we\u2019re doing something special. This achievement not only underscores the ever-growing importance of customer connections but also reflects the crucial role Iterable plays in addressing the expanding needs of the market. It highlights the rising relevance of keeping customers engaged and the growing value of customer loyalty!<\/p>\r\n<h3>Leading the Charge in AI Innovation<\/h3>\r\n<p>A recent <a href=\"https:\/\/iterable.com\/news\/marketers-prepare-for-an-ai-revolution\/\" target=\"_blank\" rel=\"noopener\">Iterable survey<\/a> of marketers from Wakefield Research reveals that a staggering 91% of marketers currently use AI technology in their daily work. But despite widespread adoption, the data also reveals that marketers haven\u2019t yet unlocked its full potential.<\/p>\r\n<p>AI isn\u2019t just about automation, it\u2019s about elevation, and it offers the opportunity to liberate marketers from time-consuming tasks, enabling them to redirect their efforts toward creativity and crafting unique experiences that evoke joy and connection for their customers.<\/p>\r\n<p>At Iterable, we are committed to empowering marketers with the tools they need to deliver individualized, harmonized, and dynamic experiences for their customers with ease. We released 37 new platform capabilities, including cutting-edge AI-powered innovations, in the last fiscal year alone.<\/p>\r\n<p>A few <strong>AI-powered<\/strong> features introduced last year include:<\/p>\r\n<ul>\r\n\t<li><strong>Channel Optimization<\/strong>, which uses historical data to help marketers determine and send messages on the channels users prefer based on their likelihood to engage with the message<\/li>\r\n\t<li><strong>Copy Assist<\/strong>, which allows marketers to generate alternative content and messages quickly and easily, saving them time, enhancing creativity, and creating new opportunities for valuable customer engagement<\/li>\r\n\t<li><strong>Next Best Action<\/strong>, which enables marketers to retarget unengaged users swiftly and effectively through AI-driven audience recommendations and pre-populated copy suggestions, streamlining the campaign creation process<\/li>\r\n\t<li><strong>AI-Driven Experiments<\/strong>, which includes AI-assisted variant ideation, minimizing the time and effort it takes to configure and conduct experiments at scale to drive optimal results faster<\/li>\r\n\t<li><strong>Frequency Optimization<\/strong>, which taps into Iterable\u2019s powerful AI capabilities to determine what frequency is right for each individual within a set range.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_121486\" align=\"alignnone\" width=\"4250\"]<img class=\"size-full wp-image-121486\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/200M-ARR-Press-Release.png\" alt=\"Grid of photos from Iterable's Activate Summit 2023\" width=\"4250\" height=\"3400\" \/> <em>At Activate Summit 2023, the Iterable Product team announced our latest AI innovations and releases. <\/em>[\/caption]\r\n\r\n<p>Iterable\u2019s customers, like John Geiser, Senior Manager of CRM, Lifecycle, and Mobile at <a href=\"https:\/\/www.redbubble.com\/\" target=\"_blank\" rel=\"noopener\">Redbubble<\/a>, not only share in the excitement and value of AI advancements but also witness firsthand the transformative impact of Iterable AI in their daily work.<\/p>\r\n<blockquote>\r\n<p>\u201cI\u2019ve experienced firsthand how Iterable AI has revolutionized the way I work on a daily basis, but the most exciting benefit of AI is that it gives us more time to daydream. When we can take a lot of that busy work away and let our minds wander, that\u2019s when we come up with our best ideas. Creativity, fueled by these moments of mental freedom, enables us to cultivate richer human connections and explore collaborative opportunities with AI, amplifying our creative potential.\u201d<\/p>\r\n<p><em>- John Geiser, Senior Manager of CRM, Lifecycle, and Mobile at <a href=\"https:\/\/www.redbubble.com\/\" target=\"_blank\" rel=\"noopener\">Redbubble<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<p><strong><em>Read about Iterable\u2019s 2023 <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">Spring<\/a>, <a href=\"https:\/\/iterable.com\/blog\/individualization-on-a-global-scale-with-global-sms-locales-and-more\/\" target=\"_blank\" rel=\"noopener\">Summer<\/a>, <a href=\"https:\/\/iterable.com\/blog\/our-fall-release-2023-unlocking-marketing-innovation-with-iterable\/\" target=\"_blank\" rel=\"noopener\">Fall<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/iterables-ingest-toolkit\/\" target=\"_blank\" rel=\"noopener\">Winter<\/a> product releases.<\/em><\/strong><\/p>\r\n<h3>Ongoing EU Expansion<\/h3>\r\n<p>Iterable took our first step in going global back in 2019 when we opened our first <a href=\"https:\/\/markets.businessinsider.com\/news\/stocks\/iterable-takes-first-step-to-expand-international-operations-with-london-office-1028571574\" target=\"_blank\" rel=\"noopener\">international office<\/a> in London. It\u2019s amazing to see how our team and customer community has grown and continued to expand since. Last year, we opened our <a href=\"https:\/\/www.businesswire.com\/news\/home\/20230621104583\/en\/Iterable-Unveils-New-Global-SMS-Service-and-EU-Data-Center-to-Help-Brands-Accelerate-Global-Growth\" target=\"_blank\" rel=\"noopener\">European Data Center<\/a>, ensuring EU-based and multinational brands can confidently build customer trust through enhanced performance, compliance, and data security.<\/p>\r\n<p>And I\u2019m excited to share that we are establishing a new office in Portugal! This expansion will open doors to new global talent and allow our team to further support and engage with our customer community in the EU.<\/p>\r\n\r\n[caption id=\"attachment_121492\" align=\"alignnone\" width=\"4250\"]<img class=\"size-full wp-image-121492\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/200m-PR.png\" alt=\"Grid of photos from Iterable's Activate London event.\" width=\"4250\" height=\"3400\" \/> <em> Last year, our team took Activate on tour to eight cities around the world, including: Berlin, London (shown here), Amsterdam, and Sydney. <\/em>[\/caption]\r\n\r\n<p>We're extending our reach and enhancing our capabilities in the region. This year, in addition to <a href=\"https:\/\/iterable.com\/blog\/individualization-on-a-global-scale-with-global-sms-locales-and-more\/\" target=\"_blank\" rel=\"noopener\">Global SMS<\/a>, Iterable introduced a range of other innovative international features\u2014including Flexible Default Locales and AI-Powered Frequency Management\u2014that empower our customer brands to expand their global reach.<\/p>\r\n<p>Discover how our EU-based customers like <a href=\"https:\/\/iterable.com\/customers\/wolt\/\" target=\"_blank\" rel=\"noopener\">Wolt<\/a>, <a href=\"https:\/\/iterable.com\/customers\/secret-escapes\/\" target=\"_blank\" rel=\"noopener\">Secret Escapes<\/a>, and <a href=\"https:\/\/iterable.com\/customers\/zoopla\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a> leverage Iterable to foster and establish meaningful connections with their customers in different regions around the world.<\/p>\r\n<h3>Expanding Our Enterprise Customer Community<\/h3>\r\n<p>We continued to expand our customer base, and grew to over 1,200 customers globally in 2023! In addition, we saw a remarkable 32% increase in platform users last year, reflecting marketers\u2019 growing reliance on Iterable to effectively engage their audiences as well as the success of Iterable\u2019s focus on building a platform designed for marketers.<\/p>\r\n<blockquote>\r\n<p>\u201cTo date the project I am most proud of is our migration to Iterable...the speed and success of this program was due in large part to the highest quality teamwork, work ethic, organization and leadership from everyone involved.\"<\/p>\r\n<p><em>- Madison McKone, Associate Director of Growth Marketing Platforms at Dotdash Meredith<\/em><\/p>\r\n<\/blockquote>\r\n\r\n[caption id=\"attachment_121498\" align=\"alignnone\" width=\"3750\"]<img class=\"size-full wp-image-121498\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/200M-Blog-Collage-A.png\" alt=\"Grid of photos from Activate and Activate Tour.\" width=\"3750\" height=\"3000\" \/> <em>Caption: Marketers from customers all over the world joined us at Activate Summit and Activate Tour.<\/em>[\/caption]\r\n\r\n<h3>Scaling With Our Customers<\/h3>\r\n<p>Iterable stands out as a driving force of innovation in the marketing automation space. Marketers from innovative brands like Redfin, Box, Airtable, and GitLab leverage Iterable to deliver more than 200 billion cross-channel messages and execute over 2.65 million campaigns annually. The extensive scale at which we operate isn't by chance\u2014our platform was designed over 11 years ago with unprecedented flexibility, allowing us to seamlessly grow alongside our customers.<\/p>\r\n<p>Customers like Steve Mastrocola, Senior Director of CRM at SeatGeek, the high-growth technology platform transforming the live event experience for fans, teams, and venues. Steve highlights SeatGeek\u2019s confidence in foreseeing and adapting to changes with Iterable as their partner, ensuring ongoing meaningful customer connections.<\/p>\r\n<blockquote>\r\n<p>\"SeatGeek has been a loyal Iterable customer since 2016. Working with Iterable, we've successfully expanded our reach across multiple channels, driving impressive results in the process. Staying attuned to evolving customer trends and demands is paramount for SeatGeek's success. Through cross-channel marketing and AI capabilities, the Iterable team ensures we stay ahead of the curve in this dynamic industry. We're confident that with Iterable as our partner, we can anticipate and adapt to these changes, ensuring we continue to connect with our customers in meaningful ways, now and into the future.\"<\/p>\r\n<p><em>- Steve Mastrocola, Senior Director of CRM at SeatGeek<\/em><\/p>\r\n<\/blockquote>\r\n<h3>A Bright Future Ahead<\/h3>\r\n<p>After three days filled with collaboration, connection, and strategic planning at our company fiscal year kickoff event, Unite, I wrapped up our time together with this quote:<\/p>\r\n<blockquote>\r\n<h4>\u201cIf you want to go fast, go alone. If you want to go far, go together.\"<\/h4>\r\n<\/blockquote>\r\n<p>Working together, I have no doubt that we'll go fast and far as a company. We\u2019ll keep pushing the boundaries, not just in innovation and customer success, but in everything we put our minds to as a company.<\/p>\r\n<p>This is just the beginning of an incredible journey, and I'm beyond excited to keep growing alongside this exceptional team and community! Let's keep the momentum going. Our brightest years are ahead.<\/p>\r\n\r\n[caption id=\"attachment_121592\" align=\"alignnone\" width=\"1150\"]<img class=\"size-full wp-image-121592\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Screen-Shot-2024-02-22-at-7.52.34-PM.png\" alt=\"Photo outside the NASDAQ Tower which is displaying the Iterable logo and &quot;$200m ARR.&quot;\" width=\"1150\" height=\"1268\" \/> <em>Employees from our New York office celebrate the $200M ARR milestone at NASDAQ Tower. <\/em>[\/caption]\r\n\r\n<p><em>To learn more about Iterable\u2019s new product releases and capabilities, check out <a href=\"https:\/\/iterable.com\/whats-new-winter\/\" target=\"_blank\" rel=\"noopener\">what\u2019s new<\/a>. Join the Iterable team at <a href=\"https:\/\/iterable.com\/activate\/summit\/?utm_campaign=glbl-tf_mf_bf-ent_grw_emg-dr_bu_ma-announcement-giveaway&amp;utm_medium=cpc&amp;utm_source=google&amp;utm_term=activate%20summit&amp;icid=24act&amp;gclid=CjwKCAiA29auBhBxEiwAnKcSqsvmCwCHZblZot-BwisNNtztwCFiLKEWxFUfeAKnvMUdIIOK9qwbMxoCeXsQAvD_BwE\" target=\"_blank\" rel=\"noopener\">Activate Summit<\/a> happening in San Jose from April 30 - May 2, 2024!<\/em><\/p>","post_title":"Celebrating a Stellar Year of Growth, Community, and AI Innovation","post_excerpt":"It was one for the books! In addition to eclipsing $200M in annual recurring revenue, we set the industry pace for innovation.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebrating-a-stellar-year-of-growth-community-and-ai-innovation","to_ping":"","pinged":"","post_modified":"2024-02-22 16:56:44","post_modified_gmt":"2024-02-23 00:56:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121479","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 22, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/200M-ARR-Announcement_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/200M-ARR-Announcement_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/200M-ARR-Announcement_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/200M-ARR-Announcement_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/celebrating-a-stellar-year-of-growth-community-and-ai-innovation\/"},{"ID":121403,"post_author":"79","post_date":"2024-02-21 08:36:38","post_date_gmt":"2024-02-21 16:36:38","post_content":"<p>Audience segmentation has become table stakes for marketers\u2014so much so that we often take it for granted. When every campaign involves grouping customers based on similar preferences or user attributes, segmentation can hold as much excitement as other daily tasks, like making the bed or brushing our teeth.<\/p>\r\n<p>But that\u2019s not giving segmentation the credit it deserves.<\/p>\r\n<p>We\u2019re diving deeper into Iterable\u2019s segmentation tools and revealing features you may not know you already had at your fingertips. Knowledge is power, and knowing more about audience segmentation will make your marketing unstoppable.<\/p>\r\n<h3>1. Benefit From Historical Trends With a Longer Lookback<\/h3>\r\n<p>Segmentation is a core feature of most modern marketing platforms, but did you know not all of them grant you access to your historical customer data? Some vendors only offer a 30-day lookback window\u2014unless, of course, you pay extra for a longer range.<\/p>\r\n<p>This may suffice for certain types of businesses that rely heavily on very recent customer interactions, but falls short when it comes to companies with longer or more complex sales cycles. If households are only buying a mattress every ten years, for example, how useful is it if you can\u2019t access a customer\u2019s lifetime data?<\/p>\r\n<p>By default, Iterable stores customer data in perpetuity, without additional cost, and does not restrict access to historical data. This allows you to benefit from a wider variety of segmentation use cases, such as:<\/p>\r\n<ul>\r\n\t<li>Rewarding legacy customers for how long they\u2019ve made certain purchases<\/li>\r\n\t<li>Personalizing messaging based on product usage or purchase frequency<\/li>\r\n\t<li>Using patterns in certain markets or segments to guide future campaigns<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_121404\" align=\"alignnone\" width=\"1390\"]<img class=\"size-full wp-image-121404\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Screen-Shot-2024-02-21-at-11.05.30-AM.png\" alt=\"Screenshot of the Iterable platform showing event history with columns for Events, Details, Browser\/Device, and Time of Event\" width=\"1390\" height=\"910\" \/> <em>The Event history provides details about system and custom events that Iterable has saved for the user you're inspecting.<\/em>[\/caption]\r\n\r\n<h3>2. Directly Access Your Business Data With Catalog<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener\">Catalog<\/a> has been a robust part of the Iterable platform for years. It provides a way to store and activate important business and e-commerce data, like store locations, product inventory, and text variations. This enables dynamic recommendations, which you can automatically populate within your customer communications.<\/p>\r\n<p>But Catalog data can also be accessed during segmentation (currently in beta). This can be used as search criteria to help identify specific groups based on purchase history. For example, customers of a food delivery service who have ordered from restaurants located in a certain San Francisco neighborhood or customers of a streaming app who have recently watched a movie from the romance genre.<\/p>\r\n<p>This functionality is important because now marketers don\u2019t have to duplicate data on their user profiles just to leverage valuable business information. This makes it easy to activate customer segments at a more granular level, so you can match people with the products and content they\u2019ll love the most.<\/p>\r\n\r\n[caption id=\"attachment_121416\" align=\"alignnone\" width=\"3456\"]<img class=\"size-full wp-image-121416\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/image-17.png\" alt=\"This shows segmentation screen with matching catalog data.\" width=\"3456\" height=\"1520\" \/> <em>Catalog\u2019s greatest strength lies in its flexibility. Marketers control how and where Collection content is used across your digital channels.<\/em>[\/caption]\r\n\r\n<h3>3. Identify Customer Sentiment with Brand Affinity<\/h3>\r\n<p>Marketers have always been on the hunt for their VIPs\u2014the loyal customers who will keep coming back again and again. It\u2019s standard to segment audiences based on metrics that indicate brand adoration\u2014like purchase frequency, average order value, or a loyalty program tier.<\/p>\r\n<p>But AI can take this type of segmentation even further. <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Brand Affinity<sup>TM<\/sup><\/a> uses Iterable AI to label your users based on their level of engagement with your brand. You can use these labels to send more personalized and relevant messages.<\/p>\r\n<p>When you\u2019re in Iterable\u2019s segmentation tool, simply select Contact Property and choose field brandAffinityLabel. Select Equals as the operator and enter one of the following values (in all lowercase): loyal, positive, neutral, negative, or unscored.<\/p>\r\n\r\n[caption id=\"attachment_121422\" align=\"alignnone\" width=\"1678\"]<img class=\"size-full wp-image-121422\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Screen-Shot-2024-02-21-at-11.14.52-AM.png\" alt=\"Screenshot of Iterable segmentation showing segmentation by Brand Affinity label.\" width=\"1678\" height=\"742\" \/> <em>To learn more about using Brand Affinity, check out our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-#using-brand-affinity-labels-in-segmentation\" target=\"_blank\" rel=\"noopener\">support article<\/a>.<\/em>[\/caption]\r\n\r\n<p>Whether you want to provide higher discounts to your loyal customers or improve open rates by suppressing sends to negative users, Brand AffinityTM can take your audience segmentation to the next level.<\/p>\r\n<h3>4. Gain Deeper Customer Knowledge with Audience Insights<\/h3>\r\n<p>As your business grows, it can be harder to provide an individualized customer experience at massive scale. If your subscribers are little more than email addresses, then how can you speak to them as intimately as their friends?<\/p>\r\n<p>Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/7922758001940-Using-Audience-Insights-to-Understand-Your-Users\" target=\"_blank\" rel=\"noopener\">Audience Insights<\/a> allows you to get a better understanding of your users by displaying actionable behavioral and demographic data from lists you\u2019re already using.<\/p>\r\n<p>You can discover a treasure trove of information, including:<\/p>\r\n<ul>\r\n\t<li>Where your users are located<\/li>\r\n\t<li>What locales they prefer<\/li>\r\n\t<li>The mobile devices and email domains they use<\/li>\r\n\t<li>Their Brand Affinity status<\/li>\r\n\t<li>Their total and unique purchases<\/li>\r\n\t<li>Their revenue and average order value<\/li>\r\n\t<li>Their conversion and unsubscribe rates<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_121428\" align=\"alignnone\" width=\"1292\"]<img class=\"size-full wp-image-121428\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Screen-Shot-2024-02-21-at-11.16.55-AM.png\" alt=\"A screenshot of Iterable Audience Insights showing a breakdown of demographics including devices, locales, Brand Affinity, and domains \" width=\"1292\" height=\"1086\" \/> <em>View detailed segment demographics in Iterable\u2019s Audience Insights.<\/em>[\/caption]\r\n\r\n<p>You can also see where a segment is being used, in campaigns, journeys, and other lists. And for more specific use cases, you can add custom insights for any conversion event and user profile field.<\/p>\r\n<p>For example, to learn if users in a certain segment open your emails and subscribe to your newsletter, you can add a custom behavioral insight for the Email Open conversion event, and another the custom conversion event you use to track newsletter subscriptions.<\/p>\r\n<p>With Audience Insights, you can make more informed decisions about your various customer segments and improve the effectiveness of your marketing campaigns.<\/p>\r\n<h3>More to Come on the Segmentation Front<\/h3>\r\n<p>As you can see with these innovative features, Iterable never treats segmentation as table stakes. There are always better, more individualized ways we can group our customer cohorts.<\/p>\r\n<p>Expect to see more modernization in Iterable\u2019s segmentation tool as we revamp our user interface and offer new methods of building and organizing your lists. Whether you\u2019re just getting started with segmentation or looking to become more sophisticated, we want to provide a superior experience.<\/p>\r\n<p><em>To learn the latest with Iterable\u2019s audience segmentation and see it in action, <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"4 Things You Didn\u2019t Know You Could Do With Audience Segmentation","post_excerpt":"We\u2019re diving deeper into Iterable\u2019s segmentation tools and revealing features you may not know you already had at your fingertips. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-things-you-didnt-know-you-could-do-with-audience-segmentation","to_ping":"","pinged":"","post_modified":"2024-02-21 08:36:38","post_modified_gmt":"2024-02-21 16:36:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121403","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 21, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/022124_User-Segmentation_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Pie chart with (starting at the top left and going clockwise) blue, red, purple and yellow slices. In the blue red and purple slices are different amounts of silhouettes, symbolizing segmentation.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022124_User-Segmentation_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022124_User-Segmentation_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022124_User-Segmentation_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-things-you-didnt-know-you-could-do-with-audience-segmentation\/"},{"ID":121339,"post_author":"79","post_date":"2024-02-20 08:14:37","post_date_gmt":"2024-02-20 16:14:37","post_content":"<p>In today's digital deluge, marketers face a formidable challenge: information overload. Consumers are overloaded with emails, SMS, push notifications, in-app messages, and advertisements all day, every day. According to Harvard Business Review, the average person receives <a href=\"https:\/\/hbr.org\/2019\/01\/how-to-spend-way-less-time-on-email-every-day\" target=\"_blank\" rel=\"noopener\">over 120 emails daily<\/a>, while push notifications and SMS stats paint a similarly crowded picture. It\u2019s no wonder brands are struggling to capture customers\u2019 <a href=\"https:\/\/www.apa.org\/news\/podcasts\/speaking-of-psychology\/attention-spans\" target=\"_blank\" rel=\"noopener\">shrinking attention spans<\/a>.<\/p>\r\n<p>For this reason, batch-and-blast campaigns don't cut it anymore. To capture some of that diminishing attention and be heard over the noise, brands must lean heavily into relevance and personalization in their marketing campaigns. To customers, anything else feels disingenuous, alienating, and can lead to unsubscribes. What\u2019s more, your competitors aren\u2019t sitting still, waiting for you to get it right. They\u2019re leveraging best-of-breed marketing automation and segmentation tools to craft hyper-personalized experiences that build genuine connections.<\/p>\r\n<h3>Segmentation: Your Key to Rising Above the Noise<\/h3>\r\n<p>The key to breaking through the clutter and forging meaningful customer connections lies in effective customer segmentation. But <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-customer-segmentation\/#:~:text=Customer%20segmentation%20is%20a%20core,%2C%20demographics%2C%20etc.).\" target=\"_blank\" rel=\"noopener\">what IS customer segmentation<\/a>? Perhaps it might be easiest to start with what it\u2019s not. It\u2019s not taking your entire customer list and sending them the same message, regardless of demographic or firmographic attributes, the products or services they\u2019ve purchased, or how they\u2019ve engaged with your brand.<\/p>\r\n<p>Essentially, best practice segmentation is about moving beyond broad demographics and diving deep into your data to truly understand the details of your various customer groups, or cohorts. This means identifying shared characteristics, behaviors, and preferences to create distinct groups with specific needs and interests.<\/p>\r\n<h4>Customer Segmentation in Action<\/h4>\r\n<p>An example of a best practice segment for a company in the productivity software industry might look something like this: All 90-day trial users who have been active within the last 30 days, who\u2019ve indicated (through surveys or other interactions) that their primary use case is for scholastic organization, who\u2019ve used features A, B, and D, but not C.<\/p>\r\n<p>In this example, the company might use this particular segment to send a cross-channel marketing campaign to educate these users on how to get the most out of the software for scholastic users, with emphasis on the benefit of feature C\u2014a feature that has proven to increase initial conversions and renewals once customers start using it. Messaging might also include some dynamic content snippets that talk about some of the additional benefits of converting to a paid account.<\/p>\r\n<p>This is why segmentation is important. Any users who have an entirely different use case, or already use feature C or are already paying customers would immediately see this messaging as irrelevant and alienating. So, taking the batch-and-blast approach and sending the same message to all users would not only be less effective, it would cause a pretty big disconnect for many.<\/p>\r\n<h3>Segmentation in a World of Strict Data Policies<\/h3>\r\n<p>Now, you might be concerned, especially in the current environment of <a href=\"https:\/\/www.brookings.edu\/articles\/endgame-on-the-narrowing-path-ahead-for-privacy-legislation\/\" target=\"_blank\" rel=\"noopener\">increased privacy legislation<\/a>, that capturing quality data to use in best practice segmentation might be quite difficult. The good news is that the data powering the best customer segments doesn\u2019t have to come from some outside source. It\u2019s probably information that you already have, that your customers have provided to you. This information is known as first- or <a href=\"https:\/\/iterable.com\/blog\/what-is-zero-party-data\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>.<\/p>\r\n<p>First-party data, gleaned from implicit customer interactions and purchases with your brand, can be far more powerful than any third-party source. Analyze purchase history, website behavior, event registrations, email engagement, support requests, and even social media interactions to uncover hidden patterns and affinities.<\/p>\r\n<p>Zero-party data is information such as preferences, interests, and feedback that customers proactively provide to a company. Unlike first-party data, customers explicitly share this information through surveys, polls, product customization options, loyalty programs, or even casual interactions. Zero-party data unlocks hyper-personalized experiences by directly tapping into customers' own preferences and desires.<\/p>\r\n<h3>Best Practices for Powerful Segmentation<\/h3>\r\n<p>Now that we\u2019ve discussed what powerful segmentation looks like, let\u2019s dive into some practical steps that you can take to improve your segmentation capabilities.<\/p>\r\n<h4>1. Capture Where You Can<\/h4>\r\n<p>The first, and most crucial step to creating effective customer segments is ensuring that you're capturing all relevant customer interaction data from every interaction point possible. Think of everywhere your customers engage with you and then work to ensure that all relevant data points are being captured and stored.<\/p>\r\n<h4>2. Activate the Data<\/h4>\r\n<p>Capturing customer interaction data is useless if your marketing automation tools don\u2019t have access to that data. Make sure your data is actionable by getting it into your customer communication platform in a timely fashion.<\/p>\r\n<h4>3. Accuracy Matters<\/h4>\r\n<p>Your data needs to be clean (accurate) and refreshed regularly. One sure-fire way to ruin a good customer segment is to use inaccurate data or allow your good data to become stale. A <a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\">solid data governance<\/a> practice will help immensely here.<\/p>\r\n<h4>4. Go Beyond the Basics<\/h4>\r\n<p>Age, gender, and location are just the tip of the iceberg. Consider psychographics, purchase patterns, life stages, and even sentiment analysis to paint a richer picture of your customers.<\/p>\r\n<h4>5. Choose the Right Tools<\/h4>\r\n<p>Ensure that your martech tools make it easy for you to use this valuable data to create both static and dynamic customer segments that can be used across targeted campaigns, website\/mobile app personalization and predictive modeling.<\/p>\r\n<h3>The Power of Meaningful Connections: The Segmentation Impact<\/h3>\r\n<p>Investing in better segmentation isn't just about avoiding the unsubscribe button. It's about unlocking a world of possibilities. These include:<\/p>\r\n<ul>\r\n\t<li><strong>Strengthening Customer Relationships<\/strong>: By fostering a sense of understanding and relevance, you build trust and loyalty.<\/li>\r\n\t<li><strong>Boosting Engagement<\/strong>: Segmented campaigns resonate better, leading to higher open rates, click-throughs, and conversions.<\/li>\r\n\t<li><strong>Maximizing ROI:<\/strong> Targeted messaging delivers a higher return on investment for your marketing spend.<\/li>\r\n\t<li><strong>Building Positive Brand Affinity<\/strong>: When customers feel seen and understood, they become brand advocates, spreading the word organically.<\/li>\r\n<\/ul>\r\n<h3>In a World of Information Overload, Segmentation is Your Winning Strategy<\/h3>\r\n<p>In today's marketing landscape, segmentation isn't just a nice-to-have, it's a requirement. By leveraging the power of data and insights, you can create targeted campaigns that truly resonate with your customers, forging meaningful connections that drive engagement, loyalty, and ultimately, brand success. So, ditch the batch-and-blast approach and embrace the art of segmentation.<\/p>\r\n<p><em>To learn more about how Iterable can help you succeed in your segmentation endeavors, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"Making Better Customer Segments and Why it Matters","post_excerpt":"The key to breaking through the clutter and forging meaningful customer connections lies in creating effective customer segments.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"making-better-customer-segments-and-why-it-matters","to_ping":"","pinged":"","post_modified":"2024-02-20 08:14:37","post_modified_gmt":"2024-02-20 16:14:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121339","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 20, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/022024_Better-Customer-Segements_Sterling_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Red background with teal circle in the middle. In the teal circle is an illustration of a person with a pie chart for a head.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022024_Better-Customer-Segements_Sterling_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022024_Better-Customer-Segements_Sterling_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/022024_Better-Customer-Segements_Sterling_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/making-better-customer-segments-and-why-it-matters\/"},{"ID":121224,"post_author":"79","post_date":"2024-02-15 08:41:23","post_date_gmt":"2024-02-15 16:41:23","post_content":"<p style=\"font-size: 7px;\"><em>The emails presented in this communication are for illustrative purposes only and are not representative of any official endorsements or partnerships with the brands featured. The brands mentioned in this communication are not all Iterable customers or affiliates. The purpose of showcasing these examples is to provide generic representations of effective email marketing strategies, design elements, or content practices. The inclusion of any brand names or logos does not imply any association, endorsement, or relationship with the entities mentioned. If you have any concerns or inquiries regarding the content presented, please contact us for clarification. We respect the intellectual property rights of all brands and aim to use examples that adhere to ethical standards.<\/em><\/p>\r\n<p>With every new year comes new design trends. While we\u2019re over a month into 2024, we figured it\u2019s as good a time as any to focus on some marketing design trends we expect to take off this year. In <a href=\"https:\/\/iterable.com\/blog\/2023-email-design-trends\/\" target=\"_blank\" rel=\"noopener\">2023<\/a> we predicted retro, monochrome, highlights, outlines, and touches of illustration. Some of last year\u2019s trends are likely going to stick around for the long haul (retro, we\u2019re lookin\u2019 at you), but this year, things are going to be a bit different.<\/p>\r\n<p>Who better than us, an in-house Iterable Brand Designer and Social Media Manager, to share our expertise and look at what design trends brands can expect to show up in future marketing communications?<\/p>\r\n<h3>1. Kitsch<\/h3>\r\n<p>Kitsch has historically been <a href=\"https:\/\/www.merriam-webster.com\/dictionary\/kitsch\" target=\"_blank\" rel=\"noopener\">defined<\/a> as, \u201cSomething that appeals to popular or lowbrow taste and is often of poor quality.\u201d First of all, rude. Through the lens of this design trend we\u2019re equating kitsch more to unique, colorful, retro, and tacky (in the best possible way). Going hand-in-hand with the maximalism craze, kitsch captures bold color with unexpected shapes.<\/p>\r\n\r\n[caption id=\"attachment_121226\" align=\"alignnone\" width=\"1178\"]<img class=\"size-full wp-image-121226\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Screen-Shot-2024-02-06-at-1.16.21-PM.png\" alt=\"A brightly colored kitchen with orange shelves lined with brightly colored knick knacks. A pin counter with yellow counter tops flocks a turquoise refrigerator. On the refrigerator is letter magnets spelling out &quot;Kitschen.&quot;\" width=\"1178\" height=\"1258\" \/> <em>Pinterest Predicts shared the popularity of kitsch in interior design. Source: <a href=\"https:\/\/business.pinterest.com\/pinterest-predicts\/2024\/kitschens\/\" target=\"_blank\" rel=\"noopener\">Pinterest Predicts<\/a>.<\/em>[\/caption]\r\n\r\n<p>While Pinterest may be predicting kitsch in interior design, it\u2019s safe to assume that this trend will bleed into all forms of design, including marketing communications.<\/p>\r\n<h3>2. Free-Form Photo Cropping<\/h3>\r\n<p>The next trend we expect to see more of is free-form photo cropping. By this, we really mean more organic shapes will be utilized to crop photography. Rather than just the basic square or circle crop we\u2019re all used to seeing, brands will start cropping photos to shapes that more closely align with their overall brand aesthetic.<\/p>\r\n\r\n[caption id=\"attachment_121232\" align=\"alignnone\" width=\"1542\"]<img class=\"size-full wp-image-121232\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/screencapture-reallygoodemails-emails-dont-forget-about-your-free-class-2024-02-06-13_23_30-edit.png\" alt=\"A long email featuring a photo of a woman on a spin bike. The photo is cropped in almost a rounded triangle shape and the woman's ponytail is coming out of the outline of the photo.\" width=\"1542\" height=\"4155\" \/> <em>Fitbit and Soulcycle use unique shapes to crop the image of the instructor. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/dont-forget-about-your-free-class\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Take this co-branded email from Fitbit and Soulcycle, for example. Where they could have placed a full width rectangular image, they instead cropped to an organic, rounded shape. This shape adds a bit of interest and, because they cropped the image in a way that breaks the borders of the shape, it adds dimension.<\/p>\r\n<h3>3. Hand-Drawn Illustrations<\/h3>\r\n<p>In what our Social Media Manager, Bri, referred to as \u201cThe Graza Effect,\u201d we expect to see a lot more hand-drawn illustrations in emails and other marketing communications. These custom illustrations help develop strong brand identity and individuality. The Graza Effect is named after Graza olive oil, a brand that\u2019s now synonymous with these custom drawings.<\/p>\r\n\r\n[caption id=\"attachment_121238\" align=\"alignnone\" width=\"1280\"]<img class=\"size-full wp-image-121238\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Screen-Shot-2024-02-15-at-11.11.18-AM.png\" alt=\"An olive green background with dark green hand drawn illustrations on top. The illustrations seem to capture the olive oil making process.\" width=\"1280\" height=\"698\" \/> <em>A large part of the Graza olive oil brand is hand-drawn illustrations. Source: <a href=\"https:\/\/www.graza.co\/\" target=\"_blank\" rel=\"noopener\">Graza<\/a>.<\/em>[\/caption]\r\n\r\n<p>But, of course, Graza isn\u2019t the only brand utilizing these types of drawings in their marketing messaging. Fishwife, a female-owned tinned fish company uses a similar aesthetic in their branding.<\/p>\r\n\r\n[caption id=\"attachment_121244\" align=\"alignnone\" width=\"886\"]<img class=\"size-full wp-image-121244\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/screencapture-mail-google-mail-u-0-2024-02-06-13_35_42-edit.png\" alt=\"Email showing images of tinned fish in a grid and between the grid boxes are hand drawn illustrations in blues and reds and yellows.\" width=\"886\" height=\"2156\" \/> <em>Fishwife uses small, custom illustrations throughout their marketing collateral. Source: <a href=\"https:\/\/eatfishwife.com\/\" target=\"_blank\" rel=\"noopener\">Fishwife<\/a>.<\/em>[\/caption]\r\n\r\n<p>These illustrations are appealing to brands because they\u2019re completely unique to the individual brand. Gone are the days of stock photos. Custom drawings are in.<\/p>\r\n<h3>4. Diagonal Lines<\/h3>\r\n<p>Another 2024 design trend we expect to see a lot more of is diagonal lines. Adding <a href=\"https:\/\/www.digitalartteacher.com\/blog\/elements-of-design-how-to-use-line-to-lead-the-eye-and-keep-interest\/\" target=\"_blank\" rel=\"noopener\">diagonal lines<\/a> to designs makes them a bit more interesting. \u201cDiagonal lines have the most capacity to lead the eye and they tend to make a design or image look more \u2018dynamic.\u2019 Since they are neither vertical nor horizontal, diagonal lines can seem unstable, like they are about to fall or they are moving somewhere. Diagonal lines can also show perspective. These lines lead the viewer into the image.\u201d<\/p>\r\n\r\n[caption id=\"attachment_121257\" align=\"alignnone\" width=\"1531\"]<img class=\"size-full wp-image-121257\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/screencapture-reallygoodemails-emails-new-menu-alert-2024-02-06-13_53_31-edit-1.png\" alt=\"Email from Nandos featuring different content blocks but the lines at the top and bottom of each block are on a diagonal.\" width=\"1531\" height=\"4828\" \/> <em>Nandos uses diagonal lines to break up the various email sections. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-menu-alert\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>In this example from Nando\u2019s, diagonal lines are used to separate the various content modules in the email. In a traditional email you\u2019d see straight lines separating each section, but by including diagonals the email is more interesting.<\/p>\r\n<h3>5. Coquette<\/h3>\r\n<p>We couldn\u2019t not talk about the coquette trend that\u2019s <a href=\"https:\/\/www.buzzfeed.com\/lizmrichardson\/coquette-aesthetic-explained-tiktok-trend\" target=\"_blank\" rel=\"noopener\">sweeping social media<\/a>. According to <a href=\"https:\/\/www.buzzfeed.com\/lizmrichardson\/coquette-aesthetic-explained-tiktok-trend\" target=\"_blank\" rel=\"noopener\">Buzzfeed<\/a>, \u201cThe term \u2018coquette\u2019 refers to a \u2018<a href=\"https:\/\/www.collinsdictionary.com\/us\/dictionary\/english\/coquette\" target=\"_blank\" rel=\"noopener\">woman who flirts<\/a>,\u2019 but the trend leans more into incorporating playful, romantic, and dainty details into everyday style and decor.\u201d Bows have become synonymous with the coquette trend and we\u2019ve seen this play out on Tiktok\u2014from people putting ribbons in their hair to tying <a href=\"https:\/\/www.eater.com\/24010914\/bow-food-trend-coquette-food-2023\" target=\"_blank\" rel=\"noopener\">ribbons around food<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_121263\" align=\"alignnone\" width=\"1186\"]<img class=\"wp-image-121263 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Screen-Shot-2024-02-06-at-2.19.53-PM.png\" alt=\"An image of a girl from the back with bows in her hair. &quot;Bow Stacking&quot; is written with a ribbon in the sky next to her.\" width=\"1186\" height=\"1216\" \/> <em>Pinterest Predicts shared the coquette trend of \u201cbow stacking.\u201d Source: <a href=\"https:\/\/business.pinterest.com\/pinterest-predicts\/2024\/bow-stacking\/\" target=\"_blank\" rel=\"noopener\">Pinterest Predicts<\/a>.<\/em>[\/caption]\r\n\r\n<p>One trend that Pinterest Predicts called out, in relation to the coquette trend, is \u201cbow stacking.\u201d Basically, this means wearing a bunch of bows either in one\u2019s hair, as part of an outfit, etc. We wouldn\u2019t be surprised if we end up seeing bows in brands\u2019 marketing communications.<\/p>\r\n<h3>Design Trends for the New Year<\/h3>\r\n<p>As we picked out some of these trends, we started noticing some overarching themes. This year is not about quiet design. Gone are the days of \u201c<a href=\"https:\/\/www.apartmenttherapy.com\/millennial-gray-tiktok-37241995\" target=\"_blank\" rel=\"noopener\">millennial gray<\/a>\u201d\u2014brands are learning to embrace bold, bright colors and shapes.<\/p>\r\n<p>We\u2019re also noticing a desire for individualization. Just as customers expect to be treated like individuals, brands want to be recognized as unique\u2014standing out from competitors. Hand-drawn illustrations really lend themselves to individualized brand identities because they\u2019re truly custom for each brand. Brands are leaning away from downloaded icon packs and creating their own. Iconic, really.<\/p>\r\n<p>Now\u2019s the time to set your brand apart. Embrace these trends but really make them your own. Use these trends to develop a strong brand identity and keep it consistent throughout all of your marketing communications.<\/p>\r\n<p><em>To learn more about creating consistent cross-channel marketing communications, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom Iterable demo today<\/a>.<\/em><\/p>","post_title":"2024 Marketing Design Trends","post_excerpt":"We share our expertise and look at what design trends brands can expect to show up in 2024 marketing communications.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2024-marketing-design-trends","to_ping":"","pinged":"","post_modified":"2024-02-15 08:41:23","post_modified_gmt":"2024-02-15 16:41:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121224","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 15, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/021524_2024-Design-Trends_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Blue background, yellow organic shapes, an organic shaped cropped photo of paint samples, illustrations of a paper plane and twinkles, with a bow around the top left and bottom right corners. All the trends in one.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/021524_2024-Design-Trends_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/021524_2024-Design-Trends_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/021524_2024-Design-Trends_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2024-marketing-design-trends\/"},{"ID":121213,"post_author":"79","post_date":"2024-02-14 06:43:26","post_date_gmt":"2024-02-14 14:43:26","post_content":"<p>The average enterprise today <a href=\"https:\/\/chiefmartec.com\/2020\/02\/average-enterprise-uses-1295-cloud-services\/\" target=\"_blank\" rel=\"noopener\">uses over 120 marketing tools<\/a> in their marketing technology (martech) stack. It\u2019s safe to say that building an effective, efficient marketing stack is challenging.<\/p>\r\n<p>To help reduce the number of tools (and therefore the number of trainings, siloed data, and overall cost), martech consolidation should be a priority. Cutting various marketing platforms can be as tricky as finding new ones. Different teams use different tools for different purposes, so it\u2019s important to find a tool that can perform the way multiple teams need it to.<\/p>\r\n<p>We\u2019ve created a guide to help you maximize the value of your customer communication platform with a series of questions to understand if a solution delivers on its promises. By focusing on data, design, delivery, and optimization, you\u2019ll be able to direct conversations when you\u2019re in the trenches exploring vendors, support deeper exploration of native features and\/or functionality offered, and ultimately rule out what\u2019s function versus fiction so you feel confident about your chosen solution.<\/p>\r\n<p><em><strong>This post is a preview but if you want to jump right to the full guide, <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-determine-martech-function-from-fiction\/\" target=\"_blank\" rel=\"noopener\">it\u2019s available here<\/a>.<\/strong><\/em><\/p>\r\n<h3>4 Measures to Evaluate Customer Communication Platforms<\/h3>\r\n<p>Let\u2019s look closer at the four capabilities to look for in your platform and some questions included in the guide to discern important functionality, features, integrations, and more for each one.<\/p>\r\n<h4>1. Data<\/h4>\r\n<p>Data flexibility encompasses the platform\u2019s ability to operate productively inside your existing technology environment. Flexibility goes beyond integration alone and characterizes how readily the platform ingests, activates, and feeds data throughout your broader stack. <br \/>\r\nYour martech platform\u2019s ability to store data and make it actionable will dictate how well your team can send relevant communications to customers. Marketers need all the different layers of their data compiled and ready for use if they hope to reflect their customers\u2019 real-time experiences.<\/p>\r\n<p><em>Sample questions to ask:<\/em><\/p>\r\n<ul>\r\n\t<li>How readily does the platform integrate with other tools and data sources?<\/li>\r\n\t<li>What levels of personalization are possible?<\/li>\r\n\t<li>How flexible is the platform\u2019s data storage schema?<\/li>\r\n\t<li>How does the platform support the advancement of each customer\u2019s journey?<\/li>\r\n<\/ul>\r\n<h4>2. Design<\/h4>\r\n<p>Design speaks to the platform\u2019s campaign management capabilities and the degrees to which your team can elevate messaging efficacy when efficiently creating and launching compelling cross-channel campaigns.<\/p>\r\n<p>As modern marketers, 1:1 personalization across your customer database is essential. If a customer communication platform prevents you from maximizing a data-rich ecosystem, it will feel like you\u2019re flying blind during campaign execution and management. Look for the platform that ticks off boxes for designing more enriched campaigns and getting them to market faster.<\/p>\r\n<p><em>Sample questions to ask:<\/em><\/p>\r\n<ul>\r\n\t<li>How quickly can you build and send a campaign?<\/li>\r\n\t<li>How easily can cross-channel customer journeys be created?<\/li>\r\n\t<li>How can behavioral events be incorporated into campaigns?<\/li>\r\n\t<li>Are there templates to support journey building?<\/li>\r\n<\/ul>\r\n<h4>3. Delivery<\/h4>\r\n<p>Delivery speaks to the ability to effectively convey personalized messages to consumers across various channels\u2014like email, SMS, and mobile push notifications\u2014in a cohesive and coordinated manner.<\/p>\r\n<p>This results in both greater efficiency\u2014 as marketers no longer have to switch between tools\u2014and better customer experiences that lead to stronger engagement and retention. Brands with consistent, effective cross-channel marketing have customer retention rates <a href=\"https:\/\/blog.gitnux.com\/multi-channel-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">~91% higher<\/a> than those that don\u2019t.<\/p>\r\n<p><em>Sample questions to ask:<\/em><\/p>\r\n<ul>\r\n\t<li>What level of engineering dependency does the tool require?<\/li>\r\n\t<li>How are audiences segmented while campaigns run?<\/li>\r\n\t<li>Does the platform maintain data export\/import requirements?<\/li>\r\n\t<li>What communication channels are natively supported inside the platform?<\/li>\r\n<\/ul>\r\n<h4>4. Optimization<\/h4>\r\n<p>Optimization refers to fine-tuning campaigns with AI-powered segmentation and recommendations, experimentation, and insights driven by analytics.<\/p>\r\n<p>Marketers have many factors to consider when personalizing campaigns at scale\u2014customer profile data, message frequency, delivery timing, etc. Generic messaging just won\u2019t cut it. Optimization can lead to better audience understanding, increased productivity and ROI, improved customer retention, and more.<\/p>\r\n<p><em>Sample questions to ask:<\/em><\/p>\r\n<ul>\r\n\t<li>How is campaign effectiveness reported?<\/li>\r\n\t<li>Are there any A\/B testing capabilities?<\/li>\r\n\t<li>How does the platform improve campaign performance with AI?<\/li>\r\n\t<li>How transparent is the AI with what data it uses to draw conclusions or make predictions?<\/li>\r\n<\/ul>\r\n<h3>Martech Consolidation Should Be the Opposite of Overwhelming<\/h3>\r\n<p>As Beth Comstock, former CMO and Vice Chair at General Electric said, \u201c<a href=\"https:\/\/www.theguardian.com\/media-network\/2016\/apr\/27\/creative-ambitious-marketing-webchat\" target=\"_blank\" rel=\"noopener\">Marketing\u2019s job is never done<\/a>. It\u2019s about perpetual motion. We must continue to innovate every day.\u201d What that looks like is different for each brand, but if modern marketers have the right customer communication platform to facilitate insightful, responsive marketing experiences, the outcomes speak for themselves. Work is easier, demands are manageable, consumer expectations are fulfilled, and forward progress is possible..<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-determine-martech-function-from-fiction\/\" target=\"_blank\" rel=\"noopener\">Download the full guide<\/a> for a comprehensive list of questions to help you find the best customer communication platform and decide who addresses data, design, delivery and optimization. And, if you\u2019re curious about what makes Iterable a top-rated, AI-powered communication platform that thousands of brands trust, <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">read our customers' stories<\/a>.<\/em><\/p>","post_title":"A Guide for Building the Right Martech Stack","post_excerpt":"We\u2019ve created a guide with questions to help you maximize the value of your martech stack and see if a solution delivers on its promises.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-guide-for-building-the-right-martech-stack","to_ping":"","pinged":"","post_modified":"2024-02-14 06:43:26","post_modified_gmt":"2024-02-14 14:43:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121213","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 14, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/021424_Martech-Function-Guide_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"A man and woman conversing while looking at papers and a demo.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/021424_Martech-Function-Guide_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/021424_Martech-Function-Guide_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/021424_Martech-Function-Guide_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-guide-for-building-the-right-martech-stack\/"},{"ID":121200,"post_author":"79","post_date":"2024-02-13 12:58:03","post_date_gmt":"2024-02-13 20:58:03","post_content":"<p>It\u2019s time for a health and wellness roundup. We have so many excellent examples of how our customers use Iterable, we figured we\u2019d compile some together\u2014by industry. We\u2019ve already put together a list of <a href=\"https:\/\/iterable.com\/blog\/iterable-industry-roundup-pt-1-retail\/\" target=\"_blank\" rel=\"noopener\">retail case studies<\/a> and <a href=\"https:\/\/iterable.com\/blog\/iterable-roundup-pt-2-cross-channel-campaigns\/\" target=\"_blank\" rel=\"noopener\">cross-channel case studies<\/a>, so we\u2019re continuing this series by compiling some health and wellness case studies to show how Iterable (and our partners) can help these brands make an impact with their customers.<\/p>\r\n<h3>1. Calm<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/calm\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a> is the #1 app for sleep, meditation, and relaxation that offers guided meditations, sleep stories, soothing background music and more.<\/p>\r\n<p>By coupling Iterable\u2019s cross-channel customer journeys with <a href=\"https:\/\/iterable.com\/partners\/technology\/amplitude\" target=\"_blank\" rel=\"noopener\">Amplitude\u2019s<\/a> visualized product analytics, Calm gained a deeper understanding of customer behavior. For example, recognizing that user engagement is highest in the first hour of downloading the app, Calm began testing their new-member onboarding flow.<\/p>\r\n<p>In their experiment, half of new members were funneled through the same onboarding touchpoints, but without the existing delays\u2014instead of 27 days, the same eight emails went out in 15 days. With this shift, Calm quickly saw that users sent down the shortened path were engaging at a higher rate than those on the extended journey.<\/p>\r\n<p>Investing in Amplitude and Iterable helped Calm build a martech stack that was fit to scale and keep pace with their rapid growth. It has enabled their team to be better informed about their users and continue to refine communications throughout the entire customer journey, ultimately bringing a little more Calm into people\u2019s lives\u2014one test, one conversion at a time.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>4x increase in revenue from new-member onboarding<\/li>\r\n\t<li>15 day onboarding, shortened from 27 days<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/calm\/\" target=\"_blank\" rel=\"noopener\"><em>Read the full case study.<\/em><\/a><\/p>\r\n<h3>2. RealSelf<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/realself\/\" target=\"_blank\" rel=\"noopener\">RealSelf<\/a> is a leading healthcare marketplace for people to get factual, unbiased information on cosmetic procedures. Their mission is to create a world where every investment in modern beauty is worth it. RealSelf aims to be the go-to advisor for medical and aesthetic procedures by making the experience easy, personal, and trusted.<\/p>\r\n<p>Due to an unwieldy and ineffective in-house AI model that led to a decline in engagement and high opt-out rate, RealSelf was in need of a more reliable, automated solution that would leverage AI to deliver their messages at the most optimal frequency.<\/p>\r\n<p>To resolve the challenges with their AI model, RealSelf turned to Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a>, which uses AI to automatically calculate a loyalty score based on a user\u2019s recent interactions across their marketing channels, and converts these into affinity labels tied to each user profile. For example, users labeled as loyal are those who are highly engaged with RealSelf and can be considered brand advocates.<\/p>\r\n<p>Using these affinity labels, the RealSelf marketing team gains a unique advantage by intelligently translating user engagement data into deeper, more meaningful connections. This helps them maximize retention with loyal customers, nurture customers through lifecycle stages, and mitigate churn with at-risk detractors.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>Within the first month of launching Brand Affinity, RealSelf has seen sessions and contacts increase by 30% and click-through rate has increased by 13%.<\/li>\r\n\t<li>Comparing one month before versus one month after Brand Affinity, RealSelf has seen a +39% increase in website traffic and +44% increase in conversion.<\/li>\r\n\t<li>With the help of Brand Affinity, RealSelf saves their data engineers about two hours each week when downloading their user engagement to their data warehouse.<\/li>\r\n\t<li>Within one month, the team saw a 33% decrease in opt outs with their neutral Brand Affinity group.<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/realself\/\" target=\"_blank\" rel=\"noopener\"><em>Read the full case study.<\/em><\/a><\/p>\r\n<h3>3. The Body Coach<\/h3>\r\n<p>Founded by personal trainer Joe Wicks ten years ago, <a href=\"https:\/\/iterable.com\/customers\/the-body-coach\/\" target=\"_blank\" rel=\"noopener\">The Body Coach<\/a> aims to get people moving and help them fall in love with fitness. As one of several mobile-based, subscription fitness apps available today, The Body Coach recognized it must move fast and use clever, personalized communications to attract and retain customers.<\/p>\r\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=65fop0TBYg4\" target=\"_blank\" rel=\"noopener\">Easy Start<\/a>, an activation feature launched in September 2022, helps new Body Coach subscribers\u2014and especially fitness beginners\u2014start their first workout. Having observed a common, but unfavorable behavior with beginners, the product team wanted to address it. Their plan was to soften the onboarding ramp with Easy Start and make it less intimidating for someone going from no-to-low activity to several weekly hiit workouts.<\/p>\r\n<p>A cross-discipline team including product, design and product marketing implemented the Easy Start in-app feature and used <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Iterable Studio<\/a> to develop the complementary communication series\u2014in-app, push notifications, and email messages\u2014with a goal to reduce the % of beginners who are inactive during their first 30 days using the app. After launching the Easy Start campaign and communication series in Q3 2022, Body Coach reduced the number of inactive beginners by 10% in one quarter.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>A 10% reduction in the total number of inactive Body Coach beginners, within one business quarter.<\/li>\r\n\t<li>60% of users who interact with personal voice messages from Joe, delivered through push notifications, complete a workout in three days.<\/li>\r\n\t<li>Improved customer engagement that increases the likelihood of 30-day retention and member renewal.<\/li>\r\n\t<li>More consistent, cross-channel branding from an improved digital ecosystem of Iterable\u2019s marketing automation platform, the CMS, and social media. This strengthens members\u2019 journeys and their overall emotional connection to the brand and Joe as the face of The Body Coach.<\/li>\r\n\t<li>Automated, nimble communications create operational efficiencies and support both reactive and proactive customer engagement to match the brand\u2019s quick, effective, personal social strategy.<\/li>\r\n<\/ul>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/the-body-coach\/\" target=\"_blank\" rel=\"noopener\">Read the full case study<\/a>.<\/em><\/p>\r\n<h3>4. Curology<\/h3>\r\n<p>With over $17 million in funding and a business that has grown by over 500% in the past year, <a href=\"https:\/\/iterable.com\/customers\/curology\/\" target=\"_blank\" rel=\"noopener\">Curology<\/a> is on a mission to provide personalized prescription skincare for acne and anti-aging directly to tens of thousands of subscribers.<\/p>\r\n<p>In the past, the growth marketing team at Curology used two separate platforms to manage email and SMS campaigns. Data silos hindered the company\u2019s ability to build robust subscriber profiles and deliver personalized messages in real time. Now, by partnering with Iterable, Curology has eliminated its data silos and increased its treatment plan compliance by 14% by incentivizing its customers with highly relevant messages.<\/p>\r\n<p>Using Iterable\u2019s visual, drag-and-drop <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>, Curology can now 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<h4>Results<\/h4>\r\n<ul>\r\n\t<li>With Iterable\u2019s true cross-channel capabilities, Curology has improved customer engagement by 26% and increased revenue by 10%.<\/li>\r\n\t<li>Curology uses Iterable to increase treatment plan compliance by 14% by sending dynamic, personalized messages across SMS and email.<\/li>\r\n\t<li>Patients younger than 30 are 10% more likely to opt-in to the SMS challenge\u2014Iterable\u2019s dynamic data segmentation allows Curology to quickly act on customer behavior.<\/li>\r\n<\/ul>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/curology\/\" target=\"_blank\" rel=\"noopener\">Read the full case study<\/a>.<\/em><\/p>\r\n<h3>5. Madison Reed<\/h3>\r\n<p>With <a href=\"https:\/\/iterable.com\/customers\/madison-reed\/\" target=\"_blank\" rel=\"noopener\">Madison Reed<\/a>\u2019s online subscription service, consumers can achieve salon-quality hair coloring at home\u2014conveniently, confidently, and economically. In addition to aggressively growing its online business, this relatively young company is opening physical locations called Color Bars to give customers the option of obtaining hair-coloring products and services in person.<\/p>\r\n<p>Marketers and engineers alike were excited about Madison Reed\u2019s move to Iterable. Iterable\u2019s flexible data model, modern APIs, and universal webhooks saved engineering time by simplifying integrations with other platforms. For example, Madison Reed leverages integrations with <a href=\"https:\/\/iterable.com\/partners\/technology\/segment\" target=\"_blank\" rel=\"noopener\">Segment<\/a>, for customer data, and <a href=\"https:\/\/iterable.com\/partners\/technology\/lob\" target=\"_blank\" rel=\"noopener\">Lob<\/a>, for direct mail.<\/p>\r\n<p>Because of Iterable\u2019s straightforward, intuitive interface, marketers were able to quickly leverage these integrations. Today, Segment events trigger campaigns based on customer purchases and other behaviors. Delivery of a customer\u2019s first order, for example, triggers a series of messages containing how-to videos and custom tutorials to set customers up for success, thereby increasing the likelihood of subsequent orders.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>The upgrade-to- subscription conversion rate for Iterable campaigns is 45% higher than that of a control group.<\/li>\r\n\t<li>Multivariate Testing and Performance Optimization showed that the addition of direct mail to the reactivation journey drove an incremental 3% lift in upgrades.<\/li>\r\n\t<li>Easy integration with other marketing platforms saves hours of engineering time and powers sophisticated campaign journeys.<\/li>\r\n\t<li>Automated campaigns triggered by individualized customer behavior are increasing reorders, expanding the customer base, and increasing revenue.<\/li>\r\n<\/ul>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/madison-reed\/\" target=\"_blank\" rel=\"noopener\">Read the full case study<\/a>.<\/em><\/p>\r\n<h3>Maintaining Healthy Relationships<\/h3>\r\n<p>We\u2019ve managed to collect a few health and wellness examples from our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customer story repository<\/a>, but there\u2019s plenty more where that came from. Overall, some themes have emerged from even just these examples alone. Iterable helps health and wellness brands experiment, consolidate tech stacks, automate campaigns, and increase customer engagement. That\u2019s just one industry, too. Iterable has helped a wide array of other industries that we\u2019ll continue to roundup as part of this series\u2014so stay tuned.<\/p>\r\n<p><em>To learn how Iterable can help your retail brand save time and money, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Iterable Industry Roundup Pt. 3: Health & Wellness","post_excerpt":"We compiled health and wellness case studies to show how Iterable (and our partners) can help brands make an impact with their customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-industry-roundup-pt-3-health-wellness","to_ping":"","pinged":"","post_modified":"2024-02-13 12:58:03","post_modified_gmt":"2024-02-13 20:58:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121200","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 13, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/021324_Roundup-Pt3-Health-Wellness_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Orange background, white circle in the center, in the white circle is a head with a heart where the brain would be.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/021324_Roundup-Pt3-Health-Wellness_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/021324_Roundup-Pt3-Health-Wellness_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/021324_Roundup-Pt3-Health-Wellness_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-industry-roundup-pt-3-health-wellness\/"},{"ID":121188,"post_author":"79","post_date":"2024-02-08 06:47:57","post_date_gmt":"2024-02-08 14:47:57","post_content":"<p>It\u2019s time for a cross-channel roundup. We have so many excellent examples of how our customers use Iterable, we figured we\u2019d compile some\u2014this time, by strategy.<\/p>\r\n<p>We\u2019ve already put together some industry-based roundups, like this <a href=\"https:\/\/iterable.com\/blog\/iterable-industry-roundup-pt-1-retail\/\" target=\"_blank\" rel=\"noopener\">list of retail case studies<\/a>, so we\u2019re continuing this series by compiling some cross-channel marketing case studies. After all, <a href=\"https:\/\/blog.gitnux.com\/multi-channel-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">72% of consumers<\/a> say they would rather connect with brands and businesses through multiple channels.<\/p>\r\n<p>Let\u2019s dive into these examples that demonstrate how Iterable (and our partners) can help brands make an impact with their customers.<\/p>\r\n<h3>1. SeatGeek<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/seatgeek\/\" target=\"_blank\" rel=\"noopener\">SeatGeek<\/a>, the live entertainment platform rethinking ticketing, struggled to deliver consistent, relevant cross-channel messages using separate email and push notification platforms. Besides being cumbersome, the platforms didn\u2019t support the marketing team\u2019s AI-driven, cross-channel strategy to reach customers through SMS, in-app messages, and social media.<br \/>\r\n<br \/>\r\nSeatGeek adopted Iterable to consolidate communications, and now delivers highly-personal content reflecting users\u2019 past purchases, location, online behaviors, and event-driven activities, which drives loyalty and repeat engagement. Combining communications with their unique entertainment suggestions, and connecting with customers where they are, SeatGeek produces better experiences for everyone.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>Consolidation of all email and push interactions onto a single platform ensures consistent messaging across channels.<br \/>\r\n<ul>\r\n\t<li>3x increase in revenue from email and push<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li>Easy-to-use interface allows marketers to create highly granular customer segments and complex journeys without engineering help.<\/li>\r\n\t<li>Data feeds enable precise targeting and personalization of messages, which enhances customer loyalty and encourages repeat business.<\/li>\r\n\t<li>Testing provides insight into which campaigns and channels work best, improving decisions on how to allocate marketing spend.<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/seatgeek\/\" target=\"_blank\" rel=\"noopener\"><em>Read the full case study.<\/em><\/a><\/p>\r\n<h3>2. The Athletic<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/the-athletic\/\" target=\"_blank\" rel=\"noopener\">The Athletic<\/a> subscription news service delivers sports stories and analyses that bring fans closer to games, their favorite leagues, and teams. As their subscriber base quickly expanded, the manual, time-intensive email platform couldn\u2019t support a hyper-personal, cross-channel experience.<\/p>\r\n<p>Iterable\u2019s segmentation, testing, reporting capabilities, cross-channel delivery, and scalability were a silver bullet for their teams (CRM, Editorial, Social, and Programming) to create campaigns that engage and make customers happy. To onboard subscribers, they use data feeds to send personalized welcome and follow-up communications. For all subscribers\u2014whether they use the mobile app, podcast, free newsletter, or go online\u2014unique emails feature season previews or real-time news for their favorite teams and leagues, and push notifications keep them informed during events or on the go.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>Greater marketing efficiencies from improved data collection, analysis, and more automated campaign workflows means The Athletic is activating 10 new user journeys in 2022.<\/li>\r\n\t<li>Easy-to-execute campaign testing and creative capabilities support more personal, targeted user communications that increase click-through and conversion rates. <br \/>\r\n<ul>\r\n\t<li>2x click-through rates with personalized vs. non-personalized campaigns<\/li>\r\n\t<li>127% lift in subscriber click rate<\/li>\r\n\t<li>70% higher click rate between the welcome email and the next best performing email<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li>Stronger campaign performance from deeper user segmentation, communication scheduling tied to key moments, and more data-driven intelligence.<\/li>\r\n<\/ul>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/the-athletic\/\" target=\"_blank\" rel=\"noopener\">Read the full case study.<\/a><\/em><\/p>\r\n<h3>3. Box<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/box-2\/\" target=\"_blank\" rel=\"noopener\">Box<\/a>, which enhances employee and partner collaboration with its cloud content management, collaboration, and file sharing tools, needed to scale and personalize communications from thousands of business administrators to millions of end users. Operating with a lean team focused on this goal, they wanted a solution that can execute campaigns at massive scale.<\/p>\r\n<p>Iterable supported and increased Box user adoption by facilitating unique, data-driven onboarding campaigns. Iterable\u2019s API and flexible data model makes it possible to create and send personalized messages as users also reach certain event milestones and take action.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>Personalization engages customers more effectively, strengthening relationships with enterprise customers. Higher engagement among users has increased user adoption by 10%.<\/li>\r\n\t<li>Lifecycle Campaign Composition enables the team to get new campaigns ready for rollout to Box\u2019s global user community<br \/>\r\n5 times faster.<\/li>\r\n\t<li>Marketers have enhanced segmentation and personalization by combining Iterable data with data from Salesforce and other marketing tools.<\/li>\r\n<\/ul>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/box-2\/\" target=\"_blank\" rel=\"noopener\">Read the full case study<\/a>.<\/em><\/p>\r\n<h3>4. Fender<\/h3>\r\n<p>Countless musicians use <a href=\"https:\/\/iterable.com\/customers\/fender\/\" target=\"_blank\" rel=\"noopener\">Fender<\/a> equipment to ignite their songs, but inspiration fades for artists, triggering customer retention challenges. As a result, three mobile apps including Fender Play\u2122, Fender Tune\u2122, and Fender Tone\u2122, plus a direct-to-consumer business and e-commerce channel, were developed. Having different properties, Fender user data was dispersed, and with a siloed tech stack, marketing couldn\u2019t easily track and use it for meaningful experiences to increase retention.<\/p>\r\n<p>With Iterable, Fender unified its data and uncovered engagement opportunities or where customers dropped off. It now powers their cross-channel campaigns to influence offline behavior with online engagement, prompting customers to start free trials, use their apps, and purchase products.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>Fender has seen improvements in retention of a month-to-month paying user because of engagement with videos.<\/li>\r\n\t<li>89% of users watch a video on their first day.<\/li>\r\n\t<li>Through a personalized onboarding experience, Fender has seen an increase in engagement, encouraging people to watch more videos, learn more guitar, and then stick around as a paying member.<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/fender\/\" target=\"_blank\" rel=\"noopener\"><em>Read the full case study.<\/em><\/a><\/p>\r\n<h3>5. CoinStats<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/coinstats\/\" target=\"_blank\" rel=\"noopener\">CoinStats<\/a> is a popular cryptocurrency portfolio management platform, securely managing crypto and DeFi portfolios in one spot, which makes buying, selling, and tracking assets easier. But with inherent friction involved in onboarding to a new financial service, there\u2019s often hesitation to start or reservation about sensitive data being secure. The result for CoinStats: high abandonment rates as timid new users dropped before connecting their portfolios.<\/p>\r\n<p>Reducing drop offs takes real-time response so lifecycle marketing initiated a re-engagement campaign, powered by Iterable. It triggers personalized push notification minutes after abandonment occurs followed by email and in-app messages reinforcing CoinStats\u2019 value. With cross-channel orchestration easier and real-time re-engagement more impactful, relationship-building moments happen more often, improving user satisfaction and activity.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>With a tailored, cross-channel re-engagement campaign, CoinStats achieved a 35% decrease in abandonment rates and a 20% increase in user activity.<\/li>\r\n\t<li>Personalized push notifications resulted in a 2x increase in open rates compared to their non-personalized counterparts.<\/li>\r\n\t<li>Shifting the tone of their communications from promotional to transactional increased push open rates by nearly 50%.<\/li>\r\n\t<li>Integrating Iterable with Amplitude provided unparalleled visibility into A\/B testing, down-funnel analytics, and campaign performance.<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/coinstats\/\" target=\"_blank\" rel=\"noopener\"><em>Read the full case study.<\/em><\/a><\/p>\r\n<h3>Creating a Cross-Channel Community<\/h3>\r\n<p>These brands\u2019 challenges may sound familiar, but by embracing a customer communication platform that brings together customer data, they have the ability to design personal experiences. By delivering communications across channels they\u2019ve seen deeper customer connections, empowered marketing teams, improved key performance indicators (KPIs), a stronger bottom line, and more.<\/p>\r\n<p><em>To learn how Iterable can help your brand save time and money with cross-channel marketing strategies, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Iterable Roundup, Pt. 2: Cross-Channel Campaigns","post_excerpt":"It\u2019s time for a cross-channel roundup. We have so many excellent examples of how our customers use Iterable, we figured we\u2019d compile some.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-roundup-pt-2-cross-channel-campaigns","to_ping":"","pinged":"","post_modified":"2024-02-08 06:47:57","post_modified_gmt":"2024-02-08 14:47:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121188","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 08, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/020824_Roundup-Pt2-Cross-Channel_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Woman on phone in the center of the image in a yellow circle. Notifications around her pop up.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/020824_Roundup-Pt2-Cross-Channel_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/020824_Roundup-Pt2-Cross-Channel_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/020824_Roundup-Pt2-Cross-Channel_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-roundup-pt-2-cross-channel-campaigns\/"},{"ID":121178,"post_author":"79","post_date":"2024-02-07 07:14:22","post_date_gmt":"2024-02-07 15:14:22","post_content":"<p>We\u2019re just over a month into the new year, and marketers are off to the races. You\u2019ve likely nailed down your marketing budget and priorities, and are already knee-deep in deploying campaigns across a swath of channels.<\/p>\r\n<p>Measuring the effectiveness of your marketing strategy is crucial for cutting through the promotional noise and staying ahead of your competitors. So to maximize the success of those campaigns, we\u2019re sharing a list of top mobile marketing KPIs that should be on your radar in 2024.<\/p>\r\n<h3>Top Mobile Marketing KPIs to Kick Off Your New Year<\/h3>\r\n<h4>1. Mobile E-Commerce Adoption<\/h4>\r\n<p>Mobile channels are already driving <a href=\"https:\/\/www.statista.com\/chart\/13139\/estimated-worldwide-mobile-e-commerce-sales\/#:~:text=According%20to%20Statista%27s%20Market%20Insights,commerce%20sales%20around%20the%20world\" target=\"_blank\" rel=\"noopener\">60% of global e-commerce sales<\/a>, so <a href=\"https:\/\/iterable.com\/blog\/6-2024-mobile-marketing-predictions\/\" target=\"_blank\" rel=\"noopener\">experts predict<\/a> that mobile adoption will only increase in 2024. If more customers are shopping on their phones and tablets, then marketers must be able to track their online behavior across devices and communication channels.<\/p>\r\n<p>Standard KPIs to measure mobile e-commerce adoption include <strong>sales attributed to mobile<\/strong> and <strong>average mobile order value<\/strong>, but another not to overlook is your company\u2019s <strong>mobile cart conversion rate<\/strong>.<\/p>\r\n<p>High cart abandonment on mobile may be indicative of a clunky checkout process, which can be remedied by partnering with teams in charge of e-commerce and user experience (UX). Marketers can also increase conversion rates by harnessing the power of AI-led features like <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Send Time Optimization (STO)<\/a> for abandoned cart messages. That way, customers can be easily reminded of what items they left behind\u2014regardless of which device they used.<\/p>\r\n<p><em>Want to lift your retail and e-commerce lifetime value? Grab <a href=\"https:\/\/iterable.com\/whitepaper\/boost-your-retail-ltv-with-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">our guide on boosting retail LTV<\/a> with cross-channel marketing.<\/em><\/p>\r\n<h4>2. Cross-Channel Performance<\/h4>\r\n<p>Let\u2019s put it this way: customers aren\u2019t going to be using fewer methods to shop and interact with their favorite brands online. Industry experts anticipate SMS and other mobile channels taking a front seat in 2024, especially as they become foundational means of communicating with customers.<\/p>\r\n<p>KPIs to measure cross-channel performance run the gamut, but an initial place to start would be tracking the <strong>opt-in and\/or engagement rates of each channel<\/strong>: email, SMS, mobile push, web push, and in-app notifications should be in every marketer\u2019s toolkit.<\/p>\r\n<p>But if your data is sending mixed messages, don\u2019t be afraid to ask customers to specify their <strong>preferred communication method<\/strong>. Assuming what your customers want can never take the place of asking them explicitly.<\/p>\r\n<p>Don\u2019t have time to send a mass survey? No worries. You can take the guesswork out of your campaigns by using <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Channel and Frequency Optimization<\/a> tools to automatically decide when to send messages and to which channel based on each customer\u2019s individual behavior.<\/p>\r\n<p><em>For tips on ways to uplevel your cross-channel personalization, download <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">our guide on orchestrating your campaign messaging<\/a>.<\/em><\/p>\r\n<h4>3. Gamification Impact<\/h4>\r\n<p>You don\u2019t have to <a href=\"https:\/\/www.tiktok.com\/@mitchell_ferguson\/video\/7324905711157202218\" target=\"_blank\" rel=\"noopener\">play Overcooked like you\u2019re on the TV show \u201cThe Bear\u201d<\/a> to understand how effective gamification can be.<\/p>\r\n<p>What marketers can\u2019t forget, however, is measuring the success of their gamification strategies. One common way marketers include gamification is through loyalty programs, in which customers can earn points to level up and earn discounts and rewards.<\/p>\r\n<p>So if you offer a loyalty program, make sure you\u2019re tracking the <strong>engagement and conversion rates at each tier<\/strong>. That way, you can determine how best to communicate with each customer segment to drive increased purchases.<\/p>\r\n<p>That said, you don\u2019t need a formal loyalty program to benefit from segmenting customers based on brand sentiment. Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a>, for instance, makes it easy to label subscribers as loyal, positive, neutral, or negative based on their engagement or lack thereof with your brand. Once you better understand your audience, you can use gamification more effectively in your campaigns.<\/p>\r\n<p><em>Unlock customer loyalty and growth with our <a href=\"https:\/\/iterable.com\/whitepaper\/unlock-customer-loyalty-and-growth-with-the-2024-lifecycle-marketing-guide\/\" target=\"_blank\" rel=\"noopener\">2024 guide to lifecycle marketing<\/a>, which breaks down the key steps you need to take to set your brand apart from the competition.<\/em><\/p>\r\n<h4>4. ROI on Mobile Ad Spend<\/h4>\r\n<p>Economic turbulence has continued to impact marketers, but experts are optimistic in 2024. <a href=\"https:\/\/iterable.com\/blog\/6-2024-mobile-marketing-predictions\/\" target=\"_blank\" rel=\"noopener\">Our friends at AppsFlyer<\/a> report, \u201c2023 saw an impressive 9% year-over-year increase in iOS non-organic installs (NOI)\u2014an app download that happened as the result of marketing activity\u2014after a 15% drop in 2022 compared to 2021.\u201d<\/p>\r\n<p>Moreover, AppsFlyer has surveyed marketers about the impact of Android\u2019s Privacy Sandbox, which allows for testing and betas, and <a href=\"https:\/\/www.linkedin.com\/posts\/appsflyerhq_appsflyer-google-sandbox-readiness-report-activity-7122596466904215552-GMiY\/?utm_source=share&amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noopener\">53% said they will be spending more budget<\/a> due to Sandbox.<\/p>\r\n<p>This additional budget means that marketers will want to track their <strong>ROI on mobile ad spend<\/strong> to ensure their dollars are not circling the drain. A great way to get the biggest bang for buck is to set up <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Introduction-to-Predictive-Goals-\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a>, as offered in Iterable\u2019s AI suite, to identify customer segments that are most likely to purchase. By analyzing historical user behavior, you can mitigate churn and increase customer lifetime value.<\/p>\r\n<p><em>Get the most out of your technology investments by <a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\">downloading our checklist<\/a> on how to maximize the ROI of your martech.<\/em><\/p>\r\n<h3>New Year, More Mobile Marketing KPIs<\/h3>\r\n<p>The name of the game in 2024 will be mobile marketing measurement. From e-commerce adoption to ad spend, the KPIs we\u2019ve discussed in this post provide a way for marketers to gain deeper insight into the performance of their cross-channel campaigns.<\/p>\r\n<p>But tracking isn\u2019t possible if you don\u2019t have a robust platform to make it happen. The new year is the perfect time to evaluate whether your martech is meeting your reporting and analytics needs. And if it isn\u2019t, we\u2019re here to help.<\/p>\r\n<p><em>Want to test Iterable\u2019s analytics for yourself? Reach out and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo<\/a> today.<\/em><\/p>","post_title":"Top 2024 Mobile Marketing KPIs You Should Be Tracking","post_excerpt":"To maximize the success of your campaigns, we\u2019re sharing a list of top mobile marketing KPIs that should be on your radar in 2024.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-2024-mobile-marketing-kpis-you-should-be-tracking","to_ping":"","pinged":"","post_modified":"2024-02-07 07:25:24","post_modified_gmt":"2024-02-07 15:25:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121178","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 07, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/020724_2024-Mobile-Marketing-KPIs_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Purple background, white outline of a phone with a bar graph to the right of it. The bars are red, yellow and blue.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/020724_2024-Mobile-Marketing-KPIs_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/020724_2024-Mobile-Marketing-KPIs_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/020724_2024-Mobile-Marketing-KPIs_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-2024-mobile-marketing-kpis-you-should-be-tracking\/"},{"ID":121170,"post_author":"79","post_date":"2024-02-06 12:51:01","post_date_gmt":"2024-02-06 20:51:01","post_content":"<p>Customer lifetime value (LTV) is an important metric to determine the revenue you can expect to make from a customer over the length of the customer\u2019s entire relationship with your brand. Calculating LTV can help you understand who your most valuable customers are, so you can prioritize keeping them. The more business they bring, and the longer they stay loyal to your brand, the more you can increase LTV.<\/p>\r\n<p>A customer is more than just a single sale. Turning a one-time shopper into a return buyer and boosting the value of each transaction is all part of increasing LTV\u2014and it\u2019s great for your bottom line. The key to making that happen is identifying your most valuable customers and ensuring you provide them with the best possible <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/how-to-create-a-unified-customer-experience\" target=\"_blank\" rel=\"noopener\">customer experience<\/a>, to keep them coming back and spending more for a long, long time.<\/p>\r\n<h3>Why is Customer Lifetime Value Useful?<\/h3>\r\n<p><a href=\"https:\/\/www.forbes.com\/sites\/forbesbusinesscouncil\/2022\/12\/12\/customer-retention-versus-customer-acquisition\/?sh=80de6f31c7d6\" target=\"_blank\" rel=\"noopener\">The cost of acquiring a new customer is higher than the cost of keeping one<\/a>. Calculating LTV is a good way to see whether you are getting a return on your investments in customer acquisition\u2014like what you\u2019re spending on advertising, marketing, and special offers.<\/p>\r\n<p>This allows you to allocate resources toward acquiring and retaining high-value customers. For instance, you may choose to dedicate an account manager for these clients (even if it\u2019s just in the couple of months before their subscription runs out). LTV can also show you the best prospects to target with add-ons and upsells to increase their per-purchase revenue.<\/p>\r\n<p>LTV can be a useful measure to predict your company\u2019s growth potential and decide whether raising or lowering prices is sustainable. If lifetime customer value doesn\u2019t exceed what you\u2019re spending per customer, you might have to change your business model or pricing structure to sustain or expand. On the flip side, if LTV is significant, you may have the wiggle room to lower prices without hurting growth.<\/p>\r\n<h3>How Do You Calculate LTV?<\/h3>\r\n<p>There are different ways to calculate customer lifetime value\u2014 it can be based on your business model, order volume, or frequency of customer purchases.<\/p>\r\n<p>For average customer lifetime value, you first need to figure out what your average customer spends per purchase. Multiply that by the average purchase frequency. Then multiply that by the average customer lifetime, or how long the average customer remains a client.<\/p>\r\n<p>For instance, if you run a coffee shop, your average customer might buy a cup of coffee ($3) four days a week, 50 weeks a year, and keep coming in for five years. Your <a href=\"https:\/\/www.qualtrics.com\/experience-management\/customer\/how-to-calculate-customer-lifetime-value\/#calculator1\" target=\"_blank\" rel=\"noopener\">average LTV calculation<\/a> would look like this:<\/p>\r\n<p>LTV = $3 x (4 purchases\/week x 50 weeks\/year) x 5 years = $3,000<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-customer-segmentation\/\" target=\"_blank\" rel=\"noopener\">Segmenting customers into groups<\/a> (like those who buy more expensive products, versus those who stick to basic offerings), or looking at individual user behavior, can give you more detailed information to allow you to target clients who create higher profit margins.<\/p>\r\n<p>If your business runs on a subscription model, a simple way to calculate LTV for new customers is to use the <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/growth-marketing\/how-to-minimize-customer-churn\" target=\"_blank\" rel=\"noopener\">churn rate<\/a>, or how many customers you expect to lose in a subscription period. In that case you use the subscription price divided by churn rate:<\/p>\r\n<p>LTV = money spent per customer \/ churn rate<\/p>\r\n<h3>How to Improve LTV<\/h3>\r\n<p>Customer lifetime value can tell you a lot about your business and inform you how to nurture your highest-value contacts and boost their value.<\/p>\r\n<p>Here are some ways to increase customer lifetime value:<\/p>\r\n<ul>\r\n\t<li><strong>Invest in customer experience<\/strong>. Customer relationships are key to boosting LTV. From the moment a customer makes a purchase or inquiry, every part of their experience with your brand can affect the likelihood they\u2019ll come back. The more they come back, the higher their value.<\/li>\r\n\t<li><strong>Prioritize high-value acquisitions<\/strong>. It doesn\u2019t make sense to spend more money on acquiring new customers that don\u2019t return to you in the form of sales. By isolating high value customers, you can focus retention efforts on those who consistently buy.<\/li>\r\n\t<li><strong>Create a loyalty program<\/strong>. Loyalty programs boost customer retention. Consider offerings such as frequent buyer points, perks like free shipping and early access to sales, or special promotions for program participants.<\/li>\r\n\t<li><strong>Improve ordering, returns, and customer service<\/strong>. Every touchpoint is an opportunity to impress a customer or lose a customer. When orders and returns are frictionless experiences, customers are more likely to buy again. Use customer service best practices to answer all complaints and issues promptly, fostering a positive long-term relationship.<\/li>\r\n<\/ul>\r\n<h3>How to Take Your LTV to the Next Level<\/h3>\r\n<p>Perhaps the most important action you can take to improve customer lifetime value is to integrate that data with your <a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">cross-channel marketing strategy<\/a>. Cross-channel marketing takes data, such as customer interactions, and then personalizes the customer journey to each individual consumer. This automation allows for targeted campaigns to be sent on the platform and device that\u2019s most likely to reach that particular customer.<\/p>\r\n<p>Cross-channel marketing is the perfect way to increase the lifetime value of your customers. By prioritizing each customer\u2019s unique interests and communication preferences, you can send messages, promotions, and upselling opportunities that are custom-designed to re-engage them and encourage them to make additional purchases. By making each customer relationship a priority, your customers will reward you with their brand loyalty.<\/p>\r\n<p><em>To learn how Iterable can help you build a cross-channel experience to increase LTV, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"What is Customer Lifetime Value (LTV)?","post_excerpt":"Customer lifetime value (LTV) helps determine the revenue you can expect from a customer over their entire relationship with your brand.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-customer-lifetime-value-ltv","to_ping":"","pinged":"","post_modified":"2024-02-06 12:51:01","post_modified_gmt":"2024-02-06 20:51:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=121170","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 06, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/02\/020624_Customer-Lifetime-Value-LTV_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"teal background, red circle in the middle with a white outline of a person in it made up of arrows to depict customer lifetime value\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/020624_Customer-Lifetime-Value-LTV_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/020624_Customer-Lifetime-Value-LTV_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/020624_Customer-Lifetime-Value-LTV_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-customer-lifetime-value-ltv\/"},{"ID":121093,"post_author":"103","post_date":"2024-02-02 11:20:29","post_date_gmt":"2024-02-02 19:20:29","post_content":"<p><span style=\"font-weight: 400;\">Upgrading your marketing technology (martech) stack can be an overwhelming endeavor. After weeks of intense research, evaluation, and discussion, the time has come: you\u2019ve reached an internal consensus and are shortlisting your final martech vendors as you seek your own digital marketing transformation.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">As you delve into the tools you\u2019ve selected, now is the time to explore the unique capabilities that each has to offer. To help you, we\u2019ve identified four critical martech-specific lenses through which to evaluate your next potential customer communication solution: <\/span><b>Data, Design, Delivery, and Optimization.\u00a0<\/b><\/p>\r\n<p><span style=\"font-weight: 400;\">While considering new marketing technology can seem daunting, this guide will provide you with the right questions to ask\u2014take the guesswork out of evaluating your martech stack.\u00a0<\/span><\/p>","post_title":"How to Determine MarTech Function From Fiction","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-determine-martech-function-from-fiction","to_ping":"","pinged":"","post_modified":"2024-03-06 12:12:56","post_modified_gmt":"2024-03-06 20:12:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=121093","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"February 02, 2024","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Martech-Function-Guide_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Martech-Function-Guide_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Martech-Function-Guide_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/02\/Martech-Function-Guide_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/how-to-determine-martech-function-from-fiction\/"},{"ID":120567,"post_author":"79","post_date":"2024-02-01 11:56:05","post_date_gmt":"2024-02-01 19:56:05","post_content":"<p>The day has come: Iterable\u2019s Embedded Messaging is here. Time to cut the ribbon with giant scissors, pull the string to release the balloons from the ceiling, and do whatever else one may do to celebrate a milestone event. While we teased <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/iterable-product-keynote-and-showcase\/\" target=\"_blank\" rel=\"noopener\">Embedded Messaging at Activate<\/a> back in April, we\u2019re proud to announce that today <strong>it\u2019s available to all Iterable users<\/strong>.<\/p>\r\n<p>If you haven\u2019t been waiting on the edge of your seat since April and need a little refresher on what exactly Embedded Messaging is, don\u2019t worry, we\u2019ve got you covered.<\/p>\r\n<h3>What is Embedded Messaging?<\/h3>\r\n<p>Consumers are bombarded by thousands of digital touchpoints from various brands each day. They therefore tend to prefer the touchpoints that occur natively within their user experience, are personalized, and offer clear value by anticipating their needs by guiding them along their customer journey. In fact, <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/?sh=7ac95ce92a94\" target=\"_blank\" rel=\"noopener\">80% of consumers<\/a> are more likely to make a purchase from a brand that provides personalized experiences and native ads receive a <a href=\"https:\/\/www.adroll.com\/blog\/native-advertising-vs-content-marketing#:~:text=Because%20native%20advertising%20uses%20ads,through%20rate)%20than%20traditional%20ads.\" target=\"_blank\" rel=\"noopener\">5-10x higher CTR<\/a> than traditional ads.<\/p>\r\n\r\n[caption id=\"attachment_120992\" align=\"alignnone\" width=\"1667\"]<img class=\"size-full wp-image-120992\" style=\"background-color: white;\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Embedded-Messaging_01-2.png\" alt=\"\" width=\"1667\" height=\"1460\" \/> <em> An example of an embedded message and what it looks like in the Iterable platform.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/features\/embeddedmessaging\/\" target=\"_blank\" rel=\"noopener\">Embedded Messaging<\/a>, a new channel within Iterable\u2019s cross-channel offering, allows brands to deliver marketing messages that are natively embedded alongside other content in a brand\u2019s apps and websites, without interrupting the user experience.<\/p>\r\n<h3>What are the Benefits of Embedded Messaging?<\/h3>\r\n<p>Embedded messages are designed to meet customers where they are. With a low technical lift, real-time personalization, and non-intrusive design, Embedded Messaging was built from the ground up, keeping marketers top-of-mind.<\/p>\r\n<h4>1. Low Technical Lift<\/h4>\r\n<p>Allowing for marketer-friendly creation and developer friendly implementation, it\u2019s easy to hit the ground running with Embedded Messaging. Once initial placements are built, marketers can create new Embedded Messaging campaigns with easy-to-use templates\u2014no app store updates needed, making content creation a breeze.<\/p>\r\n<p>With Embedded Messaging, marketers also have full control over the ordering of the messages. You can prioritize and sequence messages at the placement level, ensuring that important messages are shown first, or certain messages appear together.<\/p>\r\n<h4>2. Real-Time Personalization With Our Real-Time Eligibility Delivery Mechanism<\/h4>\r\n<p>Let automation do its thing. Iterable\u2019s Real-Time Eligibility Delivery Mechanism watches for changes in the user state constantly. The moment a user becomes eligible, or ineligible, to see content\u2014based on the set segmentation criteria\u2014Iterable updates which messages a user has available to them in real time.<\/p>\r\n\r\n[caption id=\"attachment_121004\" align=\"alignnone\" width=\"1876\"]<img style=\"background-color: white;\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Embedded-Messaging_02-2.png\" alt=\"Two customer profiles, one on the left is completed, the one on the right is not. The left message leads to a next step while the right message leads to completing the profile.\" width=\"1876\" height=\"1460\" \/> <em>Example showing different stages of a customer journey and the messages that could be displayed as a result.<\/em>[\/caption]\r\n\r\n<p>This real-time flexibility provides value across the entire customer lifecycle\u2014from activation to retention. If a user is in your app and subscribes to a paid subscription, for example, their messages will automatically shift from urging them to subscribe to showing them messages related to their subscription. And, if you\u2019re worried about defining user criteria, user criteria can be changed while a campaign is running. So if you decide you want to change the target audience for a specific message, you can.<\/p>\r\n<h4>3. Non-Intrusive Messaging Allows Customers to Engage With Content When They\u2019re Ready<\/h4>\r\n<p>Customers prefer touchpoints that occur natively within their journey which is why Embedded Messages are designed to appear in-line with other content. These messages are nothing like the flashy pop-up banners of the early aughts. Instead, these messages are delivered to users without interrupting their flow.<\/p>\r\n<p>On top of that, message placements within your app or on your website can be hyper-individualized, giving marketers the ability to fully customize the user experience based on the story the marketer is trying to tell each specific customer.<\/p>\r\n<h3>When Should I Use Embedded Messaging?<\/h3>\r\n<p>Embedded Messaging can be used for strategies across the entire customer lifecycle. Although there are essentially an infinite number of use cases, all revolve around the following three main objectives of activating customers, driving sales, and encouraging loyalty.<\/p>\r\n<h4>Activate Customers<\/h4>\r\n<p>Use Embedded Messaging in the pre-sale stage to help drive a customer\u2019s first impactful interaction with your brand. You can also use this first interaction to learn more about your customers in order to personalize their experience and help guide their next action in the customer lifecycle.<\/p>\r\n<p>Let\u2019s say you\u2019re a marketer trying to get a customer to switch from freemium to premium by offering a free trial. Using <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000085050644-Take-a-Tour-of-Predictive-Goals\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a>, you could create a segment of users with a moderate likelihood of switching to a paid subscription to ensure you only target users who need a little extra nudge to convert. Targeting only these users, you could create an Embedded Messaging campaign in the top carousel on the homepage of your app that encourages visitors to \u201cTry a 14-day free trial for a paid subscription!\u201d<\/p>\r\n<h4>Drive Sales<\/h4>\r\n<p>Embedded Messaging is great for driving sales of a particular product line or feature during a set time frame. This is important because each time a customer makes a purchase, it\u2019s one more step towards becoming a loyal customer.<\/p>\r\n<p>As an example, say you work for a retail brand and, now that winter is almost here, you\u2019re trying to boost sales for your brand\u2019s remaining fall inventory. You target the hero banner location on both your app and website to spark interest and sales for their remaining fall line products with messaging saying \u201cGet 20% off on our Fall merch through Friday only with code FALLING INTO WINTER.\u201d<\/p>\r\n<p>For customers who claim the offer and make a purchase using the code, you could replace the banner with another Embedded Message that offers a sneak preview of your winter collection. For customers who don\u2019t claim the original offer, the message would remain until the deal ends.<\/p>\r\n<h4>Encourage Loyalty<\/h4>\r\n<p>Embedded Messaging is also beneficial when trying to keep customers engaged with your brand and increase the likelihood they remain a loyal customer. You can message customers who aren\u2019t engaged with your brand to prevent them from churning. Embedded Messages can help re-engage customers who might otherwise not feel inclined to take any action with your brand.<\/p>\r\n<p>In this example, you\u2019re a mobile marketer and you notice that after customers use your brand\u2019s app to achieve a certain goal, they often don\u2019t re-open it for a while. To help increase app engagement, you could set up two embedded messages. One message could go on your brand\u2019s website, letting customers know that the app has some new features available. The second message could be within the app, letting customers know of the new feature with a deep link that leads them to the feature.<\/p>\r\n<h3>Embedded Messaging Every Step of the Way<\/h3>\r\n<p>Embedded Messaging is another channel that allows marketers to create custom experiences for each and every individual customer. Rather than interrupting a customers\u2019 journey, Embedded Messaging fits right in, helping to guide customers to the next step in a way that\u2019s specific and unique to them. The best part? It can be automated and edited in real time to deliver the best results possible for both your team and your customers. We\u2019re excited to see what you can do with this new feature.<\/p>\r\n<p><em>Want to learn more about pricing and how to add <a href=\"https:\/\/iterable.com\/features\/embeddedmessaging\/\" target=\"_blank\" rel=\"noopener\">Embedded Messaging<\/a> to your existing channel mix? Reach out to your CSM or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"Iterable\u2019s Embedded Messaging is Here","post_excerpt":"The day has come: Iterable\u2019s Embedded Messaging is here. If you need a little refresher on what exactly it is, we\u2019ve got you covered.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterables-embedded-messaging-is-here","to_ping":"","pinged":"","post_modified":"2024-02-01 13:52:12","post_modified_gmt":"2024-02-01 21:52:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=120567","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 01, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/020124_Embedded-Messaging.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"photo example of embedded messaging over a blue background with a purple node behind the embedded images.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/020124_Embedded-Messaging.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/020124_Embedded-Messaging-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/020124_Embedded-Messaging-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterables-embedded-messaging-is-here\/"},{"ID":120968,"post_author":"79","post_date":"2024-01-31 10:52:34","post_date_gmt":"2024-01-31 18:52:34","post_content":"<p>Content fingerprinting is a sophisticated process employed by mailbox providers (Gmail, Microsoft, Yahoo, etc.) to analyze and categorize the content of emails. It involves scrutinizing various attributes of the message. By evaluating these various attributes, email providers create unique fingerprints for each email, enabling efficient organization within the recipient\u2019s inbox.<\/p>\r\n<p>Positive fingerprints contribute to emails being delivered to the recipient's inbox, while negative ones might lead to categorization into specific tabs like promotions, or even the spam folder. For brands, understanding content fingerprinting is crucial to navigate the complexities of email deliverability and ensure their marketing messages reach the intended audience.<\/p>\r\n<h3>Attributes Tracked for Content Fingerprinting<\/h3>\r\n<p>As senders navigate the complexities of email deliverability, understanding content fingerprinting becomes a strategic move to position your brand above the rest. Mailbox providers employ a comprehensive approach to assess the legitimacy and relevance of each message. This section dives deeper into the various attributes mailbox providers fingerprint consider to determine both deliverability and sender reputation.<\/p>\r\n<h4>Headers and Metadata<\/h4>\r\n<p>Content fingerprinting heavily influences spam filtering. By including clear headers and metadata, you not only improve your email deliverability but reduce the risk of being tagged as a sender associated with unsolicited or harmful content. Having your content consistently flagged as spam can not only increase the chances of your emails being filtered into spam folders, but mailbox providers might also categorize your entire domain as suspicious, affecting the delivery of all your messages.<\/p>\r\n<p>Mailbox providers scrutinize email headers and metadata for critical information that establishes the sender's identity and validates the legitimacy of the message. They look at:<\/p>\r\n<ul>\r\n\t<li><strong>Sender Details<\/strong>: The sender's email address, name, and associated information<\/li>\r\n\t<li><strong>Routing Information<\/strong>: Details about the email's journey, including servers it passed through and the IP address used to deliver the message<\/li>\r\n\t<li><strong>Authentication Protocols<\/strong>: Verification through protocols like <a href=\"https:\/\/iterable.com\/blog\/the-crucial-role-of-email-authentication\/\" target=\"_blank\" rel=\"noopener\">SPF, DKIM &amp; DMARC<\/a><\/li>\r\n<\/ul>\r\n<h4>Subject Line and Body Content<\/h4>\r\n<p>Crafting transparent, relevant, and engaging content contributes to a positive fingerprint and, in turn, nurtures a positive sender reputation. If your subject lines or body copy consistently exhibit characteristics associated with mass-marketing or deceptive practices, your sender reputation may plummet. Mailbox providers prioritize user safety, and being perceived as untrustworthy can lead to severe restrictions or blacklisting.<\/p>\r\n<p>The wording, structure, and overall content of the subject line and email body are carefully analyzed. This includes:<\/p>\r\n<ul>\r\n\t<li><strong>Relevance and Clarity<\/strong>: Recipient mailboxes assess whether the content aligns with the subject line and user expectations<\/li>\r\n\t<li><strong>Language and Tone<\/strong>: The language used and the overall tone of the content are considered<\/li>\r\n\t<li><strong>Deceptive Practices<\/strong>: Identification of potential phishing attempts or deceptive tactics<\/li>\r\n<\/ul>\r\n<h4>Formatting and HTML Structure<\/h4>\r\n<p>How an email looks is just as important as the content within it. Think about getting an email that just looks suspicious. Whether the styling didn\u2019t render or it doesn\u2019t fit your phone screen, there are certain red flags when it comes to emails. Mailbox providers think the same way.<\/p>\r\n<p>Mailbox providers pay close attention to the HTML structure and formatting of emails to ensure a positive user experience. They consider:<\/p>\r\n<ul>\r\n\t<li><strong>Device Rendering<\/strong>: Ensuring emails display correctly on various devices<\/li>\r\n\t<li><strong>Broken Elements<\/strong>: Checking for broken links, images, or poorly formatted content<\/li>\r\n\t<li><strong>Use of Responsive Design<\/strong>: Responsive design for adaptability across different screen sizes<\/li>\r\n<\/ul>\r\n<h4>Attachments and Links<\/h4>\r\n<p>We all know to stay away from suspicious links. Links can lead to malware or they can even look legitimate as a way to get personal information from the end user. Mailbox providers understand that bad links could be a sign of a bad actor\u2014so links and attachments are examined when considering fingerprinting.<\/p>\r\n<p>The nature of attachments and links within the email is examined for potential risks and relevance. Mailbox providers examine:<\/p>\r\n<ul>\r\n\t<li><strong>Attachment Types<\/strong>: Identification of potentially harmful or suspicious attachment types<\/li>\r\n\t<li><strong>Link Destination<\/strong>: Examination of links to ensure they lead to safe and expected destinations<\/li>\r\n\t<li><strong>Consistency With Email Content<\/strong>: Links and attachments aligning with the overall content of the email<\/li>\r\n<\/ul>\r\n<h4>Engagement History<\/h4>\r\n<p>High engagement rates, a reflection of positive recipient interactions with your emails, contribute positively to your sender reputation. Conversely, if your emails consistently fail to engage recipients, it can result in a poor sender reputation. Low engagement rates signal to mailbox providers that your content might not be relevant or desired.<\/p>\r\n<p>Both positive and negative recipient engagement history is a major aspect in content fingerprinting. This includes:<\/p>\r\n<ul>\r\n\t<li><strong>Open Rates<\/strong>: Frequency and consistency of email opens<\/li>\r\n\t<li><strong>Click-Through Rates<\/strong>: Interaction with links and calls-to-action<\/li>\r\n\t<li><strong>User Responses<\/strong>: Direct user responses, such as replies or interactions with embedded forms<\/li>\r\n\t<li><strong>Opt-Out Rates<\/strong>: The rate at which users are removed due to spam complaints or unsubscribes.<\/li>\r\n<\/ul>\r\n<h4>Consistency in Sending Practices<\/h4>\r\n<p>Mailbox providers track the consistency of your sending practices, evaluating how well they align with established patterns. If your emails consistently exhibit patterns associated with spam or unwanted content, your sender reputation can and will take a hit. Email providers may start flagging your emails as potential spam, leading to decreased inbox placement and a drop in overall engagement.<\/p>\r\n<p>The regularity and consistency of a sender's practices are tracked to identify patterns and potential deviations. Mailbox providers look at:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/15342990564372-Frequency-Management\" target=\"_blank\" rel=\"noopener\"><strong>Sending Frequency<\/strong><\/a>: How often emails are sent over a specific timeframe<\/li>\r\n\t<li><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization\" target=\"_blank\" rel=\"noopener\"><strong>Send Time<\/strong><\/a>: Consistency or variation in the time of day emails are sent<\/li>\r\n\t<li><strong>Changes in Sending Patterns<\/strong>: Identifying sudden deviations from established sending practices<\/li>\r\n<\/ul>\r\n<p>Sender reputation is a long-term game. The impressions formed through content fingerprinting contribute to an ongoing evaluation of your sender identity. Long-term negative impressions stemming from consistent fingerprinting patterns can result in lasting damage to your sender reputation. Rebuilding trust with mailbox providers may become challenging, affecting your email performance and value for an extended period.<\/p>\r\n<h3>Why Updating Content Helps Avoid Fingerprinting<\/h3>\r\n<p><strong>Regularly updating and refreshing your email content<\/strong> and changing elements within your emails can disrupt fingerprinting patterns, making it harder for recipient mailbox providers to establish fixed identifiers. This strategy not only disrupts fingerprinting patterns but also signals to mailbox providers that you are invested in providing fresh, relevant content, which positively influences both deliverability and sender reputation.<\/p>\r\n<p><strong>Incorporating dynamic content<\/strong> that adapts based on user behavior or preferences not only engages your audience but also adds an element of unpredictability to your emails. While leveraging dynamic content for increased engagement, ensure that the variability introduced aligns with your overall sender strategy. Consistent positive interactions contribute to a favorable sender reputation.<\/p>\r\n<p><strong>Implementing A\/B experimenting<\/strong> for various elements of your emails, including subject lines, content, and formatting also helps optimize your campaigns and introduces variability in your email content. A\/B experimenting is a valuable tool for optimizing campaigns and introducing new content. However, carefully interpret the results to maintain a balance between experimentation and consistent positive engagement.<\/p>\r\n<p>Lastly, <strong>be cautious with predictable sending patterns<\/strong>, as they can contribute to the formation of consistent fingerprints. Varying your sending times, frequencies, and content can help to avoid being easily identified. While avoiding predictability, try to maintain some consistency that aligns with subscriber expectations. Striking this balance ensures that your emails are both recognized as trustworthy and engaging. However, you want to avoid too much change to avoid looking like a malicious sender trying to game the system.<\/p>\r\n<h3>Best Practices for Content Refreshment<\/h3>\r\n<p>Keeping content fresh isn\u2019t always the easiest. But, to avoid fingerprinting and stay on top of the content you\u2019re sending and what you\u2019re planning to send, take the following best practices into consideration.<\/p>\r\n<ul>\r\n\t<li><strong>Schedule Regular Audits<\/strong>: Establish a content audit schedule to assess the relevance and effectiveness of your email content. Use these audits to identify areas for improvement and adaptation.<\/li>\r\n\t<li><strong>Align With Marketing Calendar:<\/strong> Plan content updates in alignment with your broader marketing calendar. Ensure that updates coincide with product launches, promotions, or relevant industry events.<\/li>\r\n\t<li><strong>Leverage User Feedback<\/strong>: Actively seek and leverage user feedback to inform content updates. Understand what your audience finds valuable and adjust your content strategy accordingly.<\/li>\r\n\t<li><strong>Monitor Performance Metrics<\/strong>: Regularly monitor performance metrics, including open rates, click-through rates, and conversion rates. Analyze how content changes impact these metrics and refine your strategy accordingly.<\/li>\r\n<\/ul>\r\n<h3>Be Proactive When Creating Emails<\/h3>\r\n<p>By proactively incorporating methods to regularly update and diversify your email content, you enhance not only the chances of optimal deliverability but also mitigate the potential negative effects of content fingerprinting on your sender reputation.<\/p>\r\n<p>Recognizing the dual influence of content fingerprinting on both deliverability and sender standing and adopting a holistic approach will fortify your standing as a sender respected for reliability and trustworthiness in the eyes of both mailbox providers and your recipients.<\/p>","post_title":"Email Content Fingerprinting and Its Role in Deliverability","post_excerpt":"Content fingerprinting is a sophisticated process employed by mailbox providers to analyze and categorize the content of emails.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"email-content-fingerprinting-and-its-role-in-deliverability","to_ping":"","pinged":"","post_modified":"2024-01-31 10:52:34","post_modified_gmt":"2024-01-31 18:52:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=120968","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 31, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/Blog-Header-3.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Photo of a hand holding up a fingerprint to the camera. Illustrated glowing fingerprint appears.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Blog-Header-3.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Blog-Header-3-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Blog-Header-3-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/email-content-fingerprinting-and-its-role-in-deliverability\/"},{"ID":120791,"post_author":"79","post_date":"2024-01-30 05:43:24","post_date_gmt":"2024-01-30 13:43:24","post_content":"<p>Iterable helps brands from around the world deeply connect with their customers through timely cross-channel communications tailored to each individual. We strive to make it easy for any marketer to leverage data within their journeys, campaigns, and templates, but we know that sometimes the most valuable data is locked behind analytics or engineering teams\u2019 backlogs. The result is stale communications, customer disengagement, and lower ROI.<\/p>\r\n<p>Today, we are beyond excited to announce a massive leap forward in helping marketers overcome these challenges with our new Iterable Ingest Toolkit. This set of capabilities empowers marketers to bring all of their rich data into Iterable\u2014without submitting engineering tickets or dealing with manual CSVs.<\/p>\r\n<p>The Ingest Toolkit is highlighted by Smart Ingest, a free Iterable-native solution co-developed with <a href=\"https:\/\/iterable.com\/partners\/technology\/hightouch\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a>. Smart Ingest directly connects cloud data platforms to Iterable, making it easier than ever to bring user attributes, customer lists, product catalogs, and more into Iterable. The Ingest Toolkit also includes Data Schema Management, an intuitive user interface where marketers can manage and control their data schema. Together, these new features help marketers activate their data and drive richer personalization without engineering support.<\/p>\r\n<p>In addition to the Ingest Toolkit, we\u2019re making it easier for marketers to scale their impact across their businesses by updating how Iterable shares data directly with cloud data platforms to include AI-enriched user profile attributes.<\/p>\r\n<h3>What is Smart Ingest?<\/h3>\r\n<p>Brands have no shortage of data, but it\u2019s often locked away in cloud data platforms and not accessible to marketing teams in the tools they use every day. Historically, getting that data into the hands of marketers has required filing tickets, waiting for engineers to build custom integrations, or simply giving up and abandoning campaign ideas altogether.<\/p>\r\n<p>Smart Ingest, the Iterable-native feature co-developed with Hightouch, solves this by directly connecting Iterable to any major cloud data platform. It offers an intuitive, marketer-friendly user interface (UI) directly within Iterable for importing user attributes, populating customer lists, dynamically updating product catalogs, and using the latest data from cloud data platforms.<\/p>\r\n<p>With Smart Ingest, marketing teams can bring all of their rich customer data into Iterable, enhancing their ability to segment and personalize campaigns\u2014without having to deal with manual data uploads or waiting on technical teams.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIterable and Hightouch share a vision of democratized data, where every marketer has self-service access to all of their customer data and can activate it to deliver personalized experiences that create stronger customer connections,\u201d<\/em> shared Kashish Gupta, Founder and co-CEO of Hightouch. <em>\u201cWe\u2019re thrilled to partner more closely with Iterable to deliver our technology to marketing teams around the world.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Smart Ingest will be available at no additional cost and will support all major cloud data platforms.<\/p>\r\n<h3>What is Data Schema Management?<\/h3>\r\n<p>Adding to the Ingest Toolkit is Data Schema Management\u2014a visual experience empowering marketers to control and defend their data\u2019s structure to drive faster activation, collaboration, and reporting across systems and teams.<\/p>\r\n<p>With just a click in Iterable, marketers can lock their data structure, ensuring unmatched data integrity by preventing the addition of unintended data fields. This control not only maintains the consistency and reliability of their data but also makes the platform incredibly easy to use.<\/p>\r\n<p>Data Schema Management also enables marketers to intentionally update their data schema, streamlining their data organization process without needing deep technical skills. With precise data management, campaigns become more targeted, measurable, and scalable. Marketers leveraging Iterable are not just organizing and activating data but optimizing their marketing impact.<\/p>\r\n<h3>Unleash AI Across Your Business with Iterable &amp; Snowflake Secure Data Sharing<\/h3>\r\n<p>Our customers have fueled their cross-channel communications with our AI-powered Brand Affinity\u2122 and Predictive Goals to make better targeting decisions, boost loyalty, and unlock business growth.<\/p>\r\n<p>Now, it\u2019s time to bring these powerful AI-enriched user attributes and augment their business data directly in their Snowflake accounts so they can scale their impact across their businesses.<\/p>\r\n<p>For example, eligible marketers can now design better in-product experiences to boost loyalty for customers who are classified as \u201cNeutral\u201d by Brand Affinity\u2122. Similarly, by making Predictive Goals available in Snowflake, brands can now combine these user scores with other business or product data to clearly see how various in-product experiences influence engagement and conversion rates for specific custom events and customer segments.<\/p>\r\n<p>This update enhances our Snowflake Secure Data Sharing solution by incorporating a complete set of user profile data into the already existing flow of campaign data\u2014eliminating the need for custom pipelines and engineers.<\/p>\r\n<h3>Own Your Data Strategy<\/h3>\r\n<p>Iterable is built for marketers. With this newest release we\u2019re building on this vision by empowering marketers to easily activate more of their customer data by reducing their reliance on tech and engineering teams.<\/p>\r\n<p>The Ingest Toolkit and updates to our Snowflake Secure Data Sharing solution enable marketers to connect and activate their cloud data platforms, manage their data structure on the platform, and augment their Snowflake accounts with AI-powered user classifiers so they can truly unlock customer joy, all while reducing their dependence on tech teams.<\/p>\r\n<p><em>To learn more about the Ingest Toolkit with Smart Ingest and the update to our Snowflake Secure Data Sharing solution, check out <a href=\"https:\/\/iterable.com\/whats-new-prospect\/\" target=\"_blank\" rel=\"noopener\">what\u2019s new<\/a>. For more info on Hightouch, visit <a href=\"http:\/\/hightouch.com\" target=\"_blank\" rel=\"noopener\">hightouch.com<\/a>.<\/em><\/p>","post_title":"Iterable's Ingest Toolkit Empowers Marketers to Easily Activate Their Data","post_excerpt":"We are beyond excited to announce a feature geared towards helping marketers overcome data challenges: our new Iterable Ingest Toolkit.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterables-ingest-toolkit","to_ping":"","pinged":"","post_modified":"2024-01-30 05:43:24","post_modified_gmt":"2024-01-30 13:43:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=120791","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 30, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/2024-Winter-Release_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Purple background, teal lower bottom right corner. Screenshots of the Ingest Toolkit are to the right of the words &quot;Winter Product Release.&quot;\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/2024-Winter-Release_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/2024-Winter-Release_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/2024-Winter-Release_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterables-ingest-toolkit\/"},{"ID":120582,"post_author":"97","post_date":"2024-01-26 14:11:24","post_date_gmt":"2024-01-26 22:11:24","post_content":"","post_title":"Embracing Google and Yahoo's New Requirements for a Successful New Year","post_excerpt":"Join us for a 45-minute webinar to understand the pivotal changes in Google and Yahoo's new requirements for email.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"embracing-google-and-yahoos-new-requirements-for-a-successful-new-year","to_ping":"","pinged":"","post_modified":"2024-02-13 10:53:49","post_modified_gmt":"2024-02-13 18:53:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=120582","menu_order":3,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"January 26, 2024","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Webinar_Google-Yahoo-New-Year_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Webinar_Google-Yahoo-New-Year_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Webinar_Google-Yahoo-New-Year_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Webinar_Google-Yahoo-New-Year_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.zoom.us\/rec\/play\/QrrLO19rPMeYNsJgtk3UQUTJjbOhe-7vR21zCCHU6wRRHymkUJiD8Lg-exBHwxshKuCMQThTNO5Ul2Hn.T8NF3rr5zKa84lh5?canPlayFromShare=true&#038;from=my_recording&#038;continueMode=true&#038;componentName=rec-play&#038;originRequestUrl=https%3A%2F%2Fiterable.zoom.us%2Frec%2Fshare%2FJ6y1fkiSZilkoJ1ZkWq_-IIrYDFnpi1OhC-Wb7F_OP8_PY4fziOVokfoTYCy4ANf.l8lq3uNEq0CXITE3#new_tab"},{"ID":120494,"post_author":"79","post_date":"2024-01-25 08:13:17","post_date_gmt":"2024-01-25 16:13:17","post_content":"<p>Machine learning (ML) is a remarkable technology that revolutionizes mundane tasks, sparing us the burden of manual labor and propelling us into a world where computers adeptly learn from data, making decisions and predictions with ever-increasing accuracy. Even in areas where we prefer human decision-making, ML can provide invaluable insights to help us make more informed and rapid decisions. As we navigate this landscape of interconnectedness, the impact of ML resonates deeply, reshaping industries, optimizing efficiency, and enriching our experiences in ways previously unimaginable.<\/p>\r\n<h3>Machine Learning in Action<\/h3>\r\n<p>In an era where technology seamlessly integrates into our daily lives, the pervasive influence of ML stands as a testament to its transformative power. Many of our everyday experiences are powered by ML in ways we don\u2019t even think about. ML stealthily operates behind the scenes, orchestrating experiences that range from effortlessly filtering out spam emails to delivering personalized recommendations on streaming platforms.<\/p>\r\n<h4>Machine Learning Filters Spam<\/h4>\r\n<p>Sometimes, the most valuable technologies are easily overlooked. Take the role of ML in spam filtering, for example. The value of spam filters lies in the ability to process vast amounts of incoming data, learn patterns from this information, and subsequently discern between legitimate and unwanted emails, all with lightning speed.<\/p>\r\n<p>The model's behavior involves analyzing email content, sender information, and user interactions to make split-second decisions, significantly reducing the burden of manually sifting through countless emails, all done in a way that users barely have to think about. While 10 years ago, one would frequently have to mark messages as spam or not spam, these days, the technologies have improved to the point where it\u2019s only occasionally necessary.<\/p>\r\n<h4>Machine Learning Provides Video Recommendations<\/h4>\r\n<p>In the realm of video streaming services, the brilliance of ML shines through personalized recommendations. These platforms employ sophisticated algorithms that scrutinize user preferences, viewing history, and interactions with content to curate suggestions tailored to individual tastes.<\/p>\r\n<p>When a user discovers enticing content aligned perfectly with their interests, it's a testament to the iterative learning process of ML. These platforms continually refine their algorithms, gauging the success of recommendations based on user engagement metrics such as watch time, likes, and interactions. Through this iterative process, ML identifies patterns of user behavior and refines its suggestions, thereby enhancing the overall user experience. The viewer doesn\u2019t have to think about the ML at all to benefit from it.<\/p>\r\n<h3>How Machine Learning Supports Predictive Marketing<\/h3>\r\n<p>Similarly, in the domain of marketing, predictive analytics\u2014fueled by ML\u2014revolutionizes campaign strategies. Predictive models can analyze multifaceted data points to forecast user behavior, enabling marketers to anticipate responses accurately. This predictive prowess eliminates the guesswork involved in targeting specific user segments for campaigns.<\/p>\r\n<p>By learning from past campaign successes and failures, these models iteratively refine their predictions, optimizing the targeting criteria and enhancing the efficacy of marketing efforts. The value proposition of ML is profound\u2014it not only saves time for marketers and users but also elevates the quality of interactions and experiences.<\/p>\r\n<h4>A Real-World Marketing Example<\/h4>\r\n<p>To illustrate how a predictive model operates, behind the scenes, we\u2019ll walk through an example of building a predictive model using marketing data from a real Portuguese banking institution. The data is open-source, and the code is available in this <a href=\"https:\/\/colab.research.google.com\/drive\/13QZ75ocV1cKzmuSJSyiz6539IIuVVXyr?usp=sharing\" target=\"_blank\" rel=\"noopener\">notebook<\/a>. The notebook contains a more detailed walkthrough of the code and how the model is built, while the explanation in this article is more high-level and focuses on the impact such a hypothetical model might have.<\/p>\r\n<p><strong>The Data<\/strong><br \/>\r\nThe dataset includes 16 features that give information about users, including demographic data such as their job, marital status, educational status, and marketing data like how many times they were contacted and the outcome of the previous marketing campaign. The goal will be to predict whether the client subscribes to a term deposit, which is the conversion event for this campaign.<\/p>\r\n\r\n[caption id=\"attachment_120495\" align=\"alignnone\" width=\"1488\"]<img class=\"size-full wp-image-120495\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-25-at-10.39.12-AM.png\" alt=\"Table featuring various columns and rows of data.\" width=\"1488\" height=\"958\" \/> <em> Sample of the data used in this example. <\/em>[\/caption]\r\n\r\n<p><strong>Data Cleaning<\/strong><br \/>\r\nThe dataset includes data for 45211 contacts. The first step in building a predictive model is data cleaning. We have to wrangle the data into a format that <a href=\"https:\/\/xgboost.readthedocs.io\/en\/stable\/\" target=\"_blank\" rel=\"noopener\">xgboost<\/a>, a popular machine-learning algorithm, can understand. In production model development, it\u2019s not uncommon for this stage to take the longest. See the notebook for details about how we do the cleaning.<\/p>\r\n\r\n[caption id=\"attachment_120501\" align=\"alignnone\" width=\"1992\"]<img class=\"size-full wp-image-120501\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-25-at-10.40.51-AM.png\" alt=\"The same data as the previous image, but cleaned up, meaning categories are assigned correctly, nothing is left blank.\" width=\"1992\" height=\"286\" \/> <em>Sample data after cleaning.<\/em>[\/caption]\r\n\r\n<p><strong>Train\/Test Split<\/strong><br \/>\r\nNext, we split these contacts into a training set and a test set. The model will learn from users in the training set, while we test the model's accuracy in the test set. (Note: the same user cannot be in both sets, since the model would effectively be cheating off the answer key.)<\/p>\r\n<p>Different splits can be used, but here, we\u2019ll randomly select 80% of users to be in the training set, with the remainder in the test set. Once we\u2019ve completed this process, we see that we have randomly split our 45211 total users into 36168 users in the training set and 9043 users in the test set.<\/p>\r\n<p><strong>Model Training and Evaluation<\/strong><br \/>\r\nThen, we\u2019ll train the model using the <a href=\"https:\/\/xgboost.readthedocs.io\/en\/stable\/\" target=\"_blank\" rel=\"noopener\">xgboost<\/a> algorithm. Afterwards, we\u2019ll evaluate the resulting model. While xgboost is quite configurable, we\u2019ll primarily use the defaults for simplicity in today\u2019s example.<\/p>\r\n<p>First, we look at the AUC (area under curve). This is a commonly used metric for classification models such as this one, which produces a number between 0.5 and 1. The higher the AUC, the better the model. In this case, our AUC was about 0.73, indicating that we have a medium level of model performance. This is to be expected in this type of use case because customer behavior can never fully be predicted.<\/p>\r\n\r\n[caption id=\"attachment_120507\" align=\"alignnone\" width=\"1126\"]<img class=\"size-full wp-image-120507\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-25-at-10.42.41-AM.png\" alt=\"Grid of 2x2 showing actual labels on the y axis and predicted labels on the x axis. On both x and y there are &quot;Did not convert&quot; and &quot;converted&quot; labels.\" width=\"1126\" height=\"938\" \/> <em> The Confusion Matrix.<\/em>[\/caption]\r\n\r\n<p>Next, we look at the above confusion matrix. The vertical axis represents the actual conversion outcome for users in the test set, while the horizontal axis represents the predicted conversion outcome. For example, 7638 users were correctly predicted not to convert, while 565 users were correctly predicted to convert. 314 users were predicted to convert but didn\u2019t, while 526 users were predicted not to convert but did.<\/p>\r\n<p>While this model is not perfect, it\u2019s important to note that it could have been extremely useful, nonetheless, because we can use it for segmentation. Let\u2019s examine this use case more carefully.<\/p>\r\n<p><strong>Segmentation<\/strong><br \/>\r\nSegmentation is often not covered in introductory ML tutorials, but it\u2019s essential to making the most of your predictive models for marketing. Let\u2019s try ranking users into 10 deciles and seeing how likely each segment is to convert. The technical details of how we do this can be found in the notebook, but we\u2019ll stick to talking about what we do with the results here. We divide users into 10 deciles, ranked by their likelihood of converting as predicted by the model.<\/p>\r\n\r\n[caption id=\"attachment_120513\" align=\"alignnone\" width=\"1372\"]<img class=\"size-full wp-image-120513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-25-at-10.44.16-AM.png\" alt=\"Bar chart showing conversion rate by decile. The x axis is deciles 0 through 9, 9 having the largest bar chart (highest conversion), 0 having none. \" width=\"1372\" height=\"1054\" \/> <em>Bar chart depicting conversion rate by decile.<\/em>[\/caption]\r\n\r\n<p>As we can see here, the top decile, labeled \u201c9,\u201d has about a 60% chance to convert, while deciles 0-5 have almost no chance to convert. Since we know this information before sending the campaign out, this information is quite actionable. We can choose, for example, not to bother sending the campaign to deciles 0 through 5 and to send out a promotion to segments 6 through 9. We could even tailor our messaging to each of these segments.<\/p>\r\n<p>The practical demonstration with marketing data from a Portuguese banking institution vividly illustrates the practical application of predictive modeling in marketing, showcasing its ability to enable precise segmentation and optimal resource allocation.<\/p>\r\n<h3>Machine Learning: A Marketing Game-Changer<\/h3>\r\n<p>Machine learning quietly revolutionizes our daily experiences, from filtering email spam to curating personalized recommendations on streaming platforms. Its prowess lies in learning from data, liberating us from mundane tasks, and enhancing our insight. As demonstrated in the example above, predictive analytics reshapes marketing strategies, offering insights that refine interactions and optimize resource allocation.<\/p>\r\n<p>In marketing, predictive models equipped to analyze multifaceted data points accurately forecast user behavior, eliminating guesswork in targeting specific segments. This not only saves time but improves the quality of interactions. By discerning patterns in consumer behavior, ML empowers marketers to anticipate trends, personalize outreach, and optimize campaigns. This dynamic technology doesn't just streamline processes; it refines targeting criteria, enhances customer experiences, and maximizes ROI.<\/p>\r\n<p>Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Introduction-to-Predictive-Goals-\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a> represents the next iteration of making your data work for you\u2013what if you could predict what your customers will do instead of looking only at what they\u2019ve already done? Predictive Goals, within the context of machine learning, sets the foundation for businesses to not only understand but actively engage and optimize interactions with their audience, marking a pivotal step towards a symbiotic relationship between technology and consumer engagement.<\/p>\r\n<p><em>To learn more about Iterable\u2019s Predictive Goals, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> or reach out to your CSM.<\/em><\/p>","post_title":"Getting Hands-On With Machine Learning in Marketing","post_excerpt":"Even in areas where we prefer human decision-making, machine learning provides valuable insights to help us make more informed decisions.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"getting-hands-on-with-machine-learning-in-marketing","to_ping":"","pinged":"","post_modified":"2024-01-25 08:13:17","post_modified_gmt":"2024-01-25 16:13:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=120494","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 25, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/012524_Machine-Learning_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Green background, computer chip in the center with an illustrated brain in the middle of the computer chip.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/012524_Machine-Learning_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/012524_Machine-Learning_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/012524_Machine-Learning_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/getting-hands-on-with-machine-learning-in-marketing\/"},{"ID":120467,"post_author":"79","post_date":"2024-01-24 08:00:50","post_date_gmt":"2024-01-24 16:00:50","post_content":"<p>Zero-party data is information the customer actively chooses to share with your brand. It includes the kind of personal details a shopper might share with a sales representative, such as what they\u2019re shopping for, their age and gender, and the best ways to get in touch with them.<\/p>\r\n<p>Consumers are becoming increasingly aware\u2014and wary\u2014of how some companies track, sell, and buy their online data and use it to target them for aggressive sales and marketing pitches. <a href=\"https:\/\/hbr.org\/2022\/02\/the-new-rules-of-data-privacy\" target=\"_blank\" rel=\"noopener\">Governments are cracking down<\/a> by limiting how companies can collect and use customer data. And companies, including <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">Apple<\/a> and <a href=\"https:\/\/blog.google\/products\/chrome\/privacy-sandbox-tracking-protection\/\" target=\"_blank\" rel=\"noopener\">Google<\/a>, are making it easier to opt out of being tracked.<\/p>\r\n<p>As privacy becomes more and more important to consumers, intentionally proffered information is all the more valuable to marketers. Here\u2019s what you need to know about zero-party customer data, how to collect it, and how to put it to use for your brand.<\/p>\r\n<h3>What\u2019s the Difference Between Customer Data Types?<\/h3>\r\n<p>Various types of customer data can be collected. One of the most important distinctions is how data is collected, and those distinctions can be a little confusing. Here we\u2019ll explain the difference between zero-, first-, second-, and third-party data.<\/p>\r\n<p><strong>Zero-party data<\/strong>: Zero-party data differs from the other types in that it is the only one that is collected directly\u2014explicitly\u2014from customers who voluntarily give you their information. Examples of zero-party data include:<\/p>\r\n<ul>\r\n\t<li>Communication preferences<\/li>\r\n\t<li>Purchase intentions<\/li>\r\n\t<li>Style preferences<\/li>\r\n\t<li>Self-identifiers<\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/how-quizzes-collect-zero-party-data-to-help-build-customer-profiles\/\" target=\"_blank\" rel=\"noopener\">Quiz<\/a> responses<\/li>\r\n<\/ul>\r\n<p>These are usually collected via surveys or user profile settings.<\/p>\r\n<p><strong>First-party data<\/strong>: First-party data is collected implicitly as users interact with your brand. It can include browsing history, purchase history, clicking and hovering behaviors, email engagements, downloads, and other actions. It can be collected automatically from all your marketing and sales channels, such as:<\/p>\r\n<ul>\r\n\t<li>Brand website<\/li>\r\n\t<li>Mobile app<\/li>\r\n\t<li>Emails<\/li>\r\n\t<li>CRM systems<\/li>\r\n\t<li>Subscriptions<\/li>\r\n\t<li>Social media<\/li>\r\n\t<li>Marketing campaigns<\/li>\r\n<\/ul>\r\n<p><strong>Second-party data<\/strong>: <a href=\"https:\/\/iterable.com\/blog\/understanding-brand-partnerships-and-second-party-data\/\" target=\"_blank\" rel=\"noopener\">Second-party data<\/a> collects the same information as first-party data\u2014browsing, purchase, subscription history, etc. The difference is that instead of collecting the data on your own platforms from your own customers, you purchase the data from another brand. The data is considered the other brand\u2019s first-party data, which makes it second-party data to you. It\u2019s still specific to each user, but not specific to your site or app.<\/p>\r\n<p><strong>Third-party data<\/strong>: Third-party data refers to collecting and selling customer data. Information such as demographics, location, age, income, education, sites visited, and buying signals (that is, actions that indicate a person is interested in purchasing a particular type of product) are obtained by third-party data brokers and sold to marketers in large bundles of aggregated data.<\/p>\r\n<p>Third-party data has been extremely valuable for learning what consumers are doing online, but it\u2019s exactly the kind of data that makes consumers wary and causes regulators to crack down. Although it is still practiced, the <a href=\"https:\/\/blog.google\/products\/chrome\/privacy-sandbox-tracking-protection\/\" target=\"_blank\" rel=\"noopener\">future of third-party data is uncertain<\/a>.<\/p>\r\n<h3>How to Use Zero-Party Data<\/h3>\r\n<p>Best practices dictate that you should offer something of value to your customers in exchange for their information\u2014and then quickly deliver on that offer. For example, completing a short survey could earn them a coupon code, or a free download. Or, you might ask them to take a style quiz and then use AI to immediately serve up a list of <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-real-time-personalization\" target=\"_blank\" rel=\"noopener\">personalized<\/a> shopping recommendations based on their answers.<\/p>\r\n<p>Whatever you do, be sure to put your data takeaways into practice immediately so consumers can see that you care about their preferences and want to build a customer experience to match. Acting on your user\u2019s preferences will build trust and loyalty in the long run.<\/p>\r\n<h3>Benefits of Zero-Party Data<\/h3>\r\n<p>While consumers are less willing to let anonymous companies collect and sell their personal information, they are still interested in having personalized brand experiences tailored to their likes and preferences. Zero-party data is a great way to balance customers\u2019 determination for privacy with their desire for personalization.<\/p>\r\n<p>You can get valuable and reliable information directly from customers, without them feeling like they\u2019ve been \u201ctricked\u201d into sharing personal data. Then, you can use that information to optimize their brand experience. Other benefits include:<\/p>\r\n<p><strong>Reliability<\/strong>: Because zero-party data comes straight from the consumer, you can feel confident that what you learn is reliably true.<\/p>\r\n<p><strong>Longevity<\/strong>: As companies and governments phase out third-party tracking and cookies and more users opt out of data tracking, zero-party data offers a lasting source of customer information.<\/p>\r\n<p><strong>Building trust and transparency<\/strong>: Asking users directly for their information\u2014instead of obtaining it secretively\u2014instills trust in your brand and shows that you are being transparent in your data collection efforts. Plus, being overt in how you use the collected data helps to establish trust. Be sure your users know what they\u2019re getting in exchange for their personal information\u2013an individualized experience. Then, when customers are willing to share personal information it demonstrates that they trust your brand with their data.<\/p>\r\n<h3>Getting the Most out of Your Zero-Party Data<\/h3>\r\n<p>The data you collect is only as good as the tools you have to take advantage of it. Integrating your zero-party data into a customer communication platform, like Iterable, helps centralize your data, synthesize its meaning, and allows you to automated personalized messaging for each consumer.<\/p>\r\n<p>With zero-party data, marketers using Iterable can determine what type of message to send each customer, the best timing for the message, and which channel to use.<\/p>\r\n<p>Rather than reaching out randomly and having your message lost amongst the plethora of information your consumer receives, you can reach your user\u2019s preferred messaging platform (such as <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-an-email-marketing-strategy\" target=\"_blank\" rel=\"noopener\">email<\/a> or <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">SMS<\/a>) exactly when they\u2019re most likely to see it and interact with it.<\/p>\r\n<p>By personalizing marketing activities to each individual, you cultivate more connections to your brand. Better yet, each new user interaction is relayed to your cross-channel marketing tool, triggering even more tailored messages.<\/p>\r\n<p><em>To learn how Iterable can help your brand use zero-party data effectively to create personalized customer experiences, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"What is Zero-Party Data?","post_excerpt":"Here\u2019s what you need to know about zero-party customer data, how to collect it, and how to put it to use for your brand.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-zero-party-data","to_ping":"","pinged":"","post_modified":"2024-01-24 08:00:50","post_modified_gmt":"2024-01-24 16:00:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=120467","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 24, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/012324_Zero-Party-Data_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"purple background, illustrated laptop with icons floating around the page on the screen\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/012324_Zero-Party-Data_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/012324_Zero-Party-Data_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/012324_Zero-Party-Data_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-zero-party-data\/"},{"ID":120337,"post_author":"79","post_date":"2024-01-23 06:32:38","post_date_gmt":"2024-01-23 14:32:38","post_content":"<p>With every new year comes the many articles on marketing trends and predictions\u2014we\u2019ve shared <a href=\"https:\/\/iterable.com\/blog\/5-2024-email-marketing-predictions\/\" target=\"_blank\" rel=\"noopener\">several<\/a> of <a href=\"https:\/\/iterable.com\/blog\/6-2024-mobile-marketing-predictions\/\" target=\"_blank\" rel=\"noopener\">our own<\/a>, in fact. What makes forecasting the most impactful is when it\u2019s built on a foundation of concrete evidence.<\/p>\r\n<p>The latest <a href=\"https:\/\/chiefmartec.com\/2023\/12\/major-trends-in-martech-for-2024-the-real-changes-underway-in-a-99-platitude-free-report\/\" target=\"_blank\" rel=\"noopener\">Martech for 2024<\/a> report is that evidence. Published by ChiefMartec and MartechTribe, and sponsored by our friends at <a href=\"https:\/\/iterable.com\/partners\/technology\/mparticle\" target=\"_blank\" rel=\"noopener\">mParticle<\/a>, <a href=\"https:\/\/iterable.com\/partners\/technology\/snowplow\" target=\"_blank\" rel=\"noopener\">Snowplow<\/a>, and other leading marketing technology platforms, this 89-page analysis covers the state of martech and what to expect in the year to come.<\/p>\r\n<p>You can see the full report for yourself, but these are the three things that stuck out most to me.<\/p>\r\n<h3>3 Major Martech Trends to Expect in 2024<\/h3>\r\n<h4>1. Tech Consolidation Will Come\u2014Just Not in the Way You Think<\/h4>\r\n<p>Experts have inaccurately suggested for years that the martech landscape has reached critical mass: after all, the Martech for 2024 report states that the current number of total martech solutions is now at 13,080\u2014 \u201ca net increase of 18.5% in just the past six months since our last release in May.<\/p>\r\n\r\n[caption id=\"attachment_120364\" align=\"alignnone\" width=\"1618\"]<img class=\"size-full wp-image-120364\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-22-at-12.56.39-PM.png\" alt=\"Graphics of martech technology throughout the years.\" width=\"1618\" height=\"928\" \/> <em>Martech has evolved over the years. Source: <a href=\"https:\/\/chiefmartec.com\/2023\/05\/2023-marketing-technology-landscape-supergraphic-11038-solutions-searchable-on-martechmap-com\/\" target=\"_blank\" rel=\"noopener\">chiefmartec.com<\/a>.<\/em>[\/caption]\r\n\r\n<p>The industry thought the pandemic and subsequent economic turmoil would decimate that number, but then the AI boom came along. \u201cGenerative AI is responsible for 73% of the increase,\u201d according to the report.<\/p>\r\n<p>And while 7% of vendors have been removed from the landscape from May 2022 to May 2023 due to dissolution or acquisition, most new solutions encompass what the report calls the \u201clong tail,\u201d or the companies that trail the industry leaders in market cap.<\/p>\r\n<p>When you look at the industry leaders like Iterable, however, that make over $100 million in annual revenue, the report declares, \u201cWe absolutely see consolidation effects.\u201d<\/p>\r\n<blockquote>\r\n<p><em>\u201cNot only are these companies still growing in their revenue\u2014often by impressive double-digit percentages\u2014they\u2019re growing in their presence in most companies\u2019 tech stacks. We see the same small set of \u2018head\u2019 martech solutions appear in the majority of martech stacks.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Only about 260 solutions generate 80% of the mentions in the industry, which is proof that most martech stacks have consolidated to the best in the business. This leads to our next trend: the rise of composable architectures.<\/p>\r\n<p><em>To make sure your martech stack is future-proofed, <a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">download our guide<\/a> to the four steps of successful digital transformation.<\/em><\/p>\r\n<h4>2. The Future of Martech is Composable<\/h4>\r\n<p>Historically, the paradox of choice led to marketers choosing the monolith legacy martech platforms, but now that one-size-fits-all approach doesn\u2019t work. The report explains that the modern martech stack is composable:<\/p>\r\n<blockquote>\r\n<p><em>\u201cAutomations, apps, workflows, customer experiences, AI agents, and other kinds of digital solutions can be created by combining data and services from multiple products and data sources to serve bespoke use cases.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>This has led to the democratization of technology, in which marketers are seeking no-code solutions that don\u2019t require as many engineering resources. With robust integrations and an API-first approach, platforms don\u2019t need to do everything well\u2014they just need to excel at their specialties and partner with vendors to fill any feature gaps.<\/p>\r\n<p>Composability also takes the pain out of the marketer\u2019s decision-making process. With a stack that\u2019s easily adaptable, you can access a multitude of world-class technologies without the stress of worrying whether you\u2019ve selected the perfect solution.<\/p>\r\n<p>Composable architectures are inherently headless\u2014meaning there is no singular point of failure. Tools can be added or replaced without system disruption. Legacy systems weren\u2019t designed to be plug-and-play like modern stacks, but now platforms can integrate seamlessly together in no time at all. Flexibility is the name of the game for the future of martech.<\/p>\r\n\r\n[caption id=\"attachment_120338\" align=\"alignnone\" width=\"1802\"]<img class=\"wp-image-120338 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-22-at-3.17.25-PM.png\" alt=\"A hub and spoke model with Iterable in the center. Around the outside are: Analytics, Customer Data Platform, Mobile, Loyalty &amp; Personalisation, and Data Warehouse &amp; data Lake\" width=\"1802\" height=\"888\" \/> <em>An example of an integrated martech stack.<\/em>[\/caption]\r\n\r\n<p><em>Find out how <a href=\"https:\/\/iterable.com\/partners\/technology\/?page=5\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s partner ecosystem<\/a> of technology and solutions providers can support you in unlocking growth, engaging your customers, and creating joyful experiences.<\/em><\/p>\r\n<h4>3. Cloud-Native MarTech Makes Data Aggregation Possible<\/h4>\r\n<p>In addition to martech solutions themselves being composable, the data they harness has also become aggregated, thanks to the increased popularity of cloud-native platforms, such as cloud data warehouses, customer data platforms (CDPs), and data lakes.<\/p>\r\n<p>This aggregation allows marketers to tap into their wide swaths of unstructured data and derive previously unseen insights about their customers. Cloud-native solutions eliminate the siloed nature of legacy systems and facilitate data sharing between departments to deliver a consistent customer experience.<\/p>\r\n<blockquote>\r\n<p><em>\u201cThe ability to tap data from across the organization\u2014sales touchpoints, customer service touchpoints, digital product interactions, lifetime customer value models from finance, etc.\u2014for marketing use cases is a huge advantage being unlocked by this new aggregated data layer.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>And with the expansion of AI-powered solutions comes an evolution from basic business intelligence to cognitive analytics, where marketers are leveraging self-learning systems to understand how to engage with their customers in a more meaningful way.<\/p>\r\n\r\n[caption id=\"attachment_120344\" align=\"alignnone\" width=\"2046\"]<img class=\"size-full wp-image-120344\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-22-at-3.19.16-PM.png\" alt=\"an arrow rising up and to the right showing how advanced analytics moves towards AI.\" width=\"2046\" height=\"936\" \/> <em>Harnessing Data Analytics to Transform Your Business.<\/em>[\/caption]\r\n\r\n<p>Investing in cloud-native martech that activates this customer data instantaneously will be the key to achieving the best marketing performance.<\/p>\r\n<p><em>Want to get the most out of your technology investments? <a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\">Download our checklist<\/a> to maximize the ROI of your martech.<\/em><\/p>\r\n<h3>Make the Most of Your Martech in 2024<\/h3>\r\n<p>There is so much we didn\u2019t cover from the Martech for 2024 report, so we encourage you to <a href=\"https:\/\/chiefmartec.com\/2023\/12\/major-trends-in-martech-for-2024-the-real-changes-underway-in-a-99-platitude-free-report\/\" target=\"_blank\" rel=\"noopener\">grab a copy<\/a> for yourself. But all signs point to a year of technology democratization, composable architectures, and data aggregation.<\/p>\r\n<p>And the ultimate goal of these trends is to make a better, more comprehensive customer experience available to marketers everywhere.<\/p>\r\n<p><em>Want to know how Iterable can fit into your modern martech stack? Kick your new year off right and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo<\/a> of Iterable today.<\/em><\/p>","post_title":"How the Martech Landscape is Evolving in 2024","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-the-martech-landscape-is-evolving-in-2024","to_ping":"","pinged":"","post_modified":"2024-01-23 06:32:38","post_modified_gmt":"2024-01-23 14:32:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=120337","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 23, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/012324_MarTech-Report-Reaction2_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Red background with illustrated martech report. A magnifying glass hovers over and englarges the year &quot;2024.&quot;\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/012324_MarTech-Report-Reaction2_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/012324_MarTech-Report-Reaction2_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/012324_MarTech-Report-Reaction2_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-the-martech-landscape-is-evolving-in-2024\/"},{"ID":120159,"post_author":"79","post_date":"2024-01-18 07:33:37","post_date_gmt":"2024-01-18 15:33:37","post_content":"<p>It\u2019s January, which means it\u2019s time to dust off the tarot cards and shine up the crystal ball to predict what\u2019s to come this year. We previously covered what changes we had seen in <a href=\"https:\/\/iterable.com\/blog\/2023-mobile-marketing-a-year-in-review\/\" target=\"_blank\" rel=\"noopener\">mobile marketing in 2023<\/a>, but now we\u2019re going to look ahead at what\u2019s coming.<\/p>\r\n<p>In this case, we can do you one better than a crystal ball\u2014we have a plethora of incredible partners who can help forecast trends we expect to see in the world of marketing.<\/p>\r\n<p>I reached out to our partners on mobile marketing predictions for 2024 and received many enlightening predictions from the likes of <a href=\"https:\/\/iterable.com\/partners\/solutions\/ragnarok\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>, <a href=\"https:\/\/iterable.com\/partners\/technology\/appsflyer\" target=\"_blank\" rel=\"noopener\">AppsFlyer<\/a>, <a href=\"https:\/\/iterable.com\/partners\/technology\/movable-ink\" target=\"_blank\" rel=\"noopener\">Movable Ink<\/a>, and <a href=\"https:\/\/iterable.com\/partners\/solutions\/modular-marketing\" target=\"_blank\" rel=\"noopener\">Modular Marketing<\/a>. Let\u2019s get into it.<\/p>\r\n<h3>1. SMS and Mobile Channels Will Take a Front Seat<\/h3>\r\n<p><strong>Steven Aldrich, Co-Founder and CEO at Ragnarok<\/strong><\/p>\r\n<p>Historically, marketing teams have internally built a separate muscle for the mobile channel, typically in the form of a Lifecycle Marketing Manager or a growth product role. As we\u2019ve seen our clients start to drive equal to higher value from their SMS and mobile program compared to email, over the last three years, I predict we\u2019ll see a shift in the foundational focus of marketing leaders and managers\u2014mobile channels will not just be table stakes, but rather the primary means of communicating with their customers. This shift will mean adjusting the content and brand strategy that leans into the limits of strict character count to create digestible experiences.<\/p>\r\n<p>I predict the savviest marketers will find ways to stretch out an engagement longer as they toe the line between volume of messages and channels necessary to drive desired outcomes and customer tolerance.<\/p>\r\n<h3>2. Increased Mobile Ad Spend<\/h3>\r\n<p><strong>Shani Rosenfelder, Director of Global Content Strategy &amp; Market Insights at AppsFlyer<\/strong><\/p>\r\n<p>Continued economic uncertainty will almost certainly impact mobile app marketers\u2019 ability to drive scale in 2024. But, the good news is that there is room for optimism, as many economic parameters like GDP growth, inflation, and market performance were in a far better place in 2023 than they were in 2022.<\/p>\r\n<p>Beyond that, AppsFlyer data showed that 2023 saw an impressive <a href=\"https:\/\/www.appsflyer.com\/blog\/trends-insights\/top-5-data-trends-2023\/\" target=\"_blank\" rel=\"noopener\">9% year-over-year increase<\/a> in iOS <a href=\"https:\/\/www.appsflyer.com\/glossary\/non-organic-install\/\" target=\"_blank\" rel=\"noopener\">non-organic installs (NOI)<\/a>\u2014an app download that happened as the result of marketing activity\u2014after a 15% drop in 2022 compared to 2021, when the impact of iOS 14.5 was still heavily apparent. In 2024, it\u2019s likely we\u2019ll see continued growth, especially with the major enhancements brought about by SKAN 4.0.<\/p>\r\n<h3>3. Focus on Testing<\/h3>\r\n<p><strong>Shani Rosenfelder, Director of Global Content Strategy &amp; Market Insights at AppsFlyer<\/strong><\/p>\r\n<p>On the Android front, <a href=\"https:\/\/developer.android.com\/design-for-safety\/privacy-sandbox#:~:text=Privacy%20Sandbox%20on%20Android%20offers,future%20production%20rollouts%20to%20users.\" target=\"_blank\" rel=\"noopener\">Privacy Sandbox<\/a>\u2014which allows for testing and betas\u2014will finally make its long-awaited debut in 2024, and marketers are feeling optimistic. According to <a href=\"https:\/\/www.linkedin.com\/posts\/appsflyerhq_appsflyer-google-sandbox-readiness-report-activity-7122596466904215552-GMiY?utm_source=share&amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noopener\">a recent survey<\/a> AppsFlyer held among 150 marketers, 53% said that they will be spending more budget due to Sandbox, while only 12% plan to decrease their budget.<\/p>\r\n\r\n[caption id=\"attachment_120166\" align=\"alignnone\" width=\"1540\"]<img class=\"size-full wp-image-120166\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-17-at-3.21.00-PM.png\" alt=\"A pie chart showing 53% of marketers spending more budget. \" width=\"1540\" height=\"836\" \/> <em>Privacy Sandbox will lead to an increase in marketing spend. Source: AppsFlyer.<\/em>[\/caption]\r\n\r\n<p>At AppsFlyer, we expect Privacy Sandbox to have a profound impact on NOIs. Just as Apple Privacy Changes (ATT) impacted NOIs due to the loss of signal on iOS (CPIs increase, budgets shifts from iOS to Android, shifts from some media sources to others), Privacy Sandbox will also impact NOIs as the industry adapts to the new paradigm. That\u2019s why it\u2019s critical for marketers to educate themselves about this framework and prepare their systems now.<\/p>\r\n<p>As we\u2019ve learned from the rollout of iOS 14.5, these types of significant changes require time for marketers to prepare, figure out, and ultimately drive positive business outcomes, so it\u2019s vital to get ahead of the curve in the first quarter of 2024 to ensure success.<\/p>\r\n<p>However, because operating system attribution (both SKAN and Sandbox) is still limited and incomplete, the ability to fill in the data gaps through modeling and unify multiple data streams into a single actionable reality for marketers will be paramount as well.<\/p>\r\n<h3>4. Increase in Mobile Adoption and Sophistication<\/h3>\r\n<p><strong>Richard Trautwein, Product Marketing Specialist at Movable Ink<\/strong><\/p>\r\n<p>Mobile marketing will <a href=\"https:\/\/movableink.com\/blog\/the-2024-marketing-predictions-guide#martech\" target=\"_blank\" rel=\"noopener\">remain a powerful channel<\/a> as consumers continue to increase their smartphone use. Mobile drives <a href=\"https:\/\/www.statista.com\/chart\/13139\/estimated-worldwide-mobile-e-commerce-sales\/#:~:text=According%20to%20Statista%27s%20Market%20Insights,commerce%20sales%20around%20the%20world\" target=\"_blank\" rel=\"noopener\">60% of global eCommerce sales<\/a>, meaning that if brands don\u2019t optimize their marketing strategies to accommodate it, they risk falling behind.<\/p>\r\n<p>In 2023, the majority of mobile marketing relied on either generic, batch-and-blast messages with little to no personalization, or basic triggers such as abandon cart notifications. Whether mobile marketing has been overlooked due to technology limitations or strategic misalignment, it\u2019s likely that we\u2019ll see more brands attempt to course correct and invest further in their mobile marketing execution for 2024.<\/p>\r\n<h3>5. Privacy-First Marketing Will Span into Mobile Retail<\/h3>\r\n<p><strong>Julio Lopez, Senior Director of Strategy (Retail) at Movable Ink<\/strong><\/p>\r\n<p>With growing concerns about data privacy and the implementation of stricter data protection regulations worldwide, there will be <a href=\"https:\/\/movableink.com\/blog\/the-2024-marketing-predictions-guide#martech\" target=\"_blank\" rel=\"noopener\">a shift towards transparent and privacy-focused marketing strategies<\/a>. As a result, marketers will need to be more cautious about how they collect and use customer data, and personalization efforts in <strong>mobile apps<\/strong> and email marketing will rely more on opt-in data and less on third-party data sources.<\/p>\r\n<p>As this becomes the norm, consumers will seek tangible value in exchange for data sharing, such as hyper-personalization and an improved UX. Retailers will take a page from more regulated industries like financial services as they navigate uncharted waters.<\/p>\r\n<h3>6. Consolidated Tech Stacks to Include SMS<\/h3>\r\n<p><strong>Kolby Yarnell, CEO of Modular Marketing<\/strong><\/p>\r\n<p>The adoption and integration of SMS into lifecycle journeys has never been easier or more impactful, thanks to new tools and features in the consolidated stack.<\/p>\r\n<p>Consider, for instance, Iterable\u2019s SMS <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/10870034844308-SMS-Smart-Opt-In-\" target=\"_blank\" rel=\"noopener\">opt-in feature<\/a>, which makes number acquisition more efficient than ever. Coupled with this are AI-powered tools like <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization-\" target=\"_blank\" rel=\"noopener\">Channel Optimization<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/17172997847572-Copy-Assist-\" target=\"_blank\" rel=\"noopener\">Copy Assist<\/a>, which are already helping lifecycle and CRM teams achieve new levels of sophistication and effectiveness.<\/p>\r\n<p>For every brand that is heavily investing in SMS today (and being handsomely rewarded), 2024 is going to see even more success on SMS with ever more creative tactics. However, the real tipping point for SMS will be provided by brands that have long played it cautious with SMS but will finally join the party in earnest.<\/p>\r\n<p>By this time next year, the exciting future of <a href=\"https:\/\/support.google.com\/messages\/answer\/13508703?hl=en\" target=\"_blank\" rel=\"noopener\">Rich Communication Services (RCS)<\/a> will start to come into view. RCS promises to offer a more dynamic and interactive platform for marketers and consumers that will eventually reshape lifecycle marketing. So while SMS continues to gain momentum in 2024, it is also paving the way for the next revolution in mobile communication.<\/p>\r\n<h3>The Future of Mobile Marketing<\/h3>\r\n<p>Mobile marketing is no longer a \u201cnice-to-have\u201d channel. As of April 2023, there are <a href=\"https:\/\/www.weforum.org\/agenda\/2023\/04\/charted-there-are-more-phones-than-people-in-the-world\/\" target=\"_blank\" rel=\"noopener\">more smartphones in the world than people<\/a>\u2014so it\u2019s important marketers consider mobile marketing a top priority. Looking at the predictions listed above, a theme I\u2019m seeing emerge is just an overall advancement of how mobile channels are treated by brands and continued commitment to invest more in the space.<\/p>\r\n<p>Now that marketers have the ability to <a href=\"https:\/\/developer.android.com\/design-for-safety\/privacy-sandbox#:~:text=Privacy%20Sandbox%20on%20Android%20offers,future%20production%20rollouts%20to%20users.\" target=\"_blank\" rel=\"noopener\">test Android applications<\/a> and create betas for small sample audiences, we\u2019ll see more brands get on board with creating mobile apps, which open the door to embedded messaging in apps, mobile push notifications and in-app messages. And, with these additional channels, we\u2019ll see an increase in the amount of customer data that can be collected\u2014which, in turn, will lead to more personalized overall marketing communications.<\/p>\r\n<p>Email marketing\u2014the tried and true\u2014has been around a lot longer, so it feels like mobile marketing has been trying to play catch-up. In 2024, however, we\u2019ll see the two converge in terms of how they\u2019re being used by marketers. Mobile marketing is going to continue to evolve in 2024, so be sure your brand isn\u2019t left behind.<\/p>\r\n<p><em>If you\u2019re interested in learning more about Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/mobile\/\" target=\"_blank\" rel=\"noopener\">mobile marketing offerings<\/a>, talk to your CSM. If you\u2019re thinking about making the switch to Iterable, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"6 2024 Mobile Marketing Predictions","post_excerpt":"I reached out to Ragnarok, AppsFlyer, Movable Ink, and Modular Marketing about mobile marketing predictions for 2024. Let\u2019s get into it.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"6-2024-mobile-marketing-predictions","to_ping":"","pinged":"","post_modified":"2024-01-18 09:54:48","post_modified_gmt":"2024-01-18 17:54:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=120159","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 18, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/011824_Mobile-Predictions_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Orange background, cellphone in the center, text message bubble with a purple crystal ball inside overlayed on the phone.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011824_Mobile-Predictions_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011824_Mobile-Predictions_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011824_Mobile-Predictions_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/6-2024-mobile-marketing-predictions\/"},{"ID":120149,"post_author":"79","post_date":"2024-01-17 09:58:09","post_date_gmt":"2024-01-17 17:58:09","post_content":"<p>It\u2019s January, which means it\u2019s time to dust off the tarot cards and shine up the crystal ball to predict what\u2019s to come this year. We previously covered what changes we had seen in <a href=\"https:\/\/iterable.com\/blog\/2023-email-marketing-a-year-in-review\/\" target=\"_blank\" rel=\"noopener\">email marketing in 2023<\/a>, but now we\u2019re going to look ahead at what\u2019s coming.<\/p>\r\n<p>In this case, we can do you one better than a crystal ball\u2014we have a plethora of in-house Iterable experts who can help forecast trends we expect to see in the world of marketing. Speaking of experts\u2014not to toot my own horn\u2014I\u2019m Tom Corbett, Senior Email Deliverability Consultant at Iterable. I put together some thoughts on email marketing predictions so, without further ado, let\u2019s see what 2024 has in store.<\/p>\r\n<h3>1. Yahoo and Gmail Changes<\/h3>\r\n<p>Last year, Iterable\u2019s Head of Deliverability, Seth Charles, gave us a preview of what to expect with the <a href=\"https:\/\/iterable.com\/blog\/what-the-google-and-yahoo-email-policy-update-means-and-why-it-matters\/\" target=\"_blank\" rel=\"noopener\">major changes Yahoo and Gmail announced<\/a>\u2014but they\u2019re going into effect early 2024.<\/p>\r\n<p>As Seth put it, \u201cStarting in April of 2024, both email platforms will begin to block and aggressively filter incoming email traffic that doesn\u2019t meet new message authentication and procedural requirements. Additionally, they also included some infrastructure and performance thresholds associated with commercial email best practices.\u201d<\/p>\r\n<p>Why is it happening? Google and Yahoo want to provide a safer, improved experience for their users. Part of the change is to have a minimum of p=none for your DMARC policy. I think it very likely that by the end of the year they will require a stricter requirement of p=reject. P=none, according to <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-deliverability\/why-strong-dmarc-policy\/\" target=\"_blank\" rel=\"noopener\">Email on Acid<\/a>, \u201ctells mailbox providers to take no specific action on emails that fail authentication. They will most likely be delivered unless it is very obviously spam. A p=none DMARC policy leaves the decision up to mailbox providers.\u201d P=reject, however, \u201cis the strongest DMARC policy value. It ensures all malicious email is stopped dead in its tracks. If a message fails DMARC when set to \u201creject\u201d will not be delivered at all.\u201d<\/p>\r\n<p>I also wouldn\u2019t be surprised to see other mailbox providers follow suit.<\/p>\r\n<h3>2. Postmaster Best Practices are Top of Mind<\/h3>\r\n<p>This feels like a subcategory of Yahoo\/Gmail changes, but with these changes and the emphasis on strict enforcement, we\u2019ll see senders paying closer attention to the Best Practices published on the <a href=\"https:\/\/postmaster.mail.com\/en\/best-practices\" target=\"_blank\" rel=\"noopener\">Postmaster<\/a> site.<\/p>\r\n<p>Some of these Best Practices include:<\/p>\r\n<ul>\r\n\t<li>The use of a <a href=\"https:\/\/iterable.com\/blog\/the-crucial-role-of-email-authentication\/\" target=\"_blank\" rel=\"noopener\">DKIM (DomainKeys Identified Mail)<\/a> signature (not a suggestion, it\u2019s mandatory)<\/li>\r\n\t<li>Sending emails only to those who have opted in (or double-opt-in)<\/li>\r\n\t<li>It has to be clear who is sending the emails<\/li>\r\n\t<li>The recipient has to be able to unsubscribe\u2014both quickly and easily<\/li>\r\n<\/ul>\r\n<p>While these aren\u2019t new concepts to email marketers, in combination with the changes from Google, Yahoo, and potentially other email providers, email marketers are going to start focusing on these requirements first, versus dealing with it later.<\/p>\r\n<h3>3. A Need for Centralized Data<\/h3>\r\n<p>With even more importance on <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/15341884849556-Monitoring-Gmail-Deliverability-with-Google-Postmaster-Tools-\" target=\"_blank\" rel=\"noopener\">monitoring metrics<\/a> from Google Postmaster tools, email senders will want to\/expect to see more granularity in their email marketing dashboards. For example, Gmail &amp; Yahoo have <a href=\"https:\/\/resend.com\/blog\/gmail-and-yahoo-bulk-sending-requirements-for-2024\" target=\"_blank\" rel=\"noopener\">stated to keep complaint rates below 0.3%<\/a>. Currently, the only way to see this metric is within Google's postmaster tools account. Senders will prioritize integrating with other tools over collecting siloed information. (Luckily, we have a stacked roster of solutions and technology <a href=\"https:\/\/iterable.com\/partners\/solutions\" target=\"_blank\" rel=\"noopener\">partners<\/a> that integrate with the Iterable platform.)<\/p>\r\n<p>Centralized data will aid in the future of AI as well. Because data fuels AI, having centralized customer data will allow for easier, more seamless email automation\u2014while maintaining personalization.<\/p>\r\n<h3>4. Embracing the Creative Renaissance<\/h3>\r\n<p><a href=\"https:\/\/gmail.googleblog.com\/2013\/12\/images-now-showing.html\" target=\"_blank\" rel=\"noopener\">Back in 2013<\/a> we saw creative teams become more visual with email. Gone are the days of designing around images by default, instead, we\u2019ve seen the rise of mobile optimization. I believe we are now at a critical changing point with <a href=\"https:\/\/developers.google.com\/gmail\/ampemail\" target=\"_blank\" rel=\"noopener\">AMP<\/a>\/markup schemas allowing for senders to create hyper-personalized emails where a brand can directly communicate with an individual customer.<\/p>\r\n<p>I don't think this change will happen instantly but opportunities that can drive this change are:<\/p>\r\n<ul>\r\n\t<li><strong>Accessibility<\/strong>: How are emails reaching diverse audiences with different needs? According to the <a href=\"https:\/\/www.who.int\/news-room\/fact-sheets\/detail\/disability-and-health#:~:text=An%20estimated%201.3%20billion%20people%20%E2%80%93%20or%2016%25%20of%20the%20global,diseases%20and%20people%20living%20longer.\" target=\"_blank\" rel=\"noopener\">World Health Organization<\/a>, \u201cAn estimated 1.3 billion people \u2013 or 16% of the global population \u2013 experience a significant disability today\u201d<\/li>\r\n\t<li><strong>Interactivity<\/strong>: How can audiences engage with the emails? (With AMP in Gmail, for example, users can edit Google Docs right in their inbox.)<\/li>\r\n\t<li><strong>Social media (TikTok):<\/strong> What opportunities does social create that can lead to more user-generated content in larger campaigns?<\/li>\r\n\t<li><strong>Minimal\/visual storytelling<\/strong>: We\u2019ve all heard \u201cshow, don\u2019t tell.\u201d How can dynamic images speak to individual customers?<\/li>\r\n<\/ul>\r\n<h3>5. AI Will Play a Central Role<\/h3>\r\n<p>I'm not talking about subject line creation or copy writing\u2014that\u2019s a given\u2014but I\u2019m more so talking about email service providers (ESPs) and\/or tech platforms developing AI-powered functionality. These functionalities (some of which already exist) will help marketers spend less time relying on engineers and more time thinking about big-picture strategies.<\/p>\r\n<p>As a completely, totally unbiased example\u2026let\u2019s look at one of the tools in Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">AI Suite<\/a>: Brand Affinity. \u201c<a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> uses Iterable AI to label your users based on their level of engagement with your brand. You can use these labels in segmentation, campaigns, journeys, data feeds, and Catalog collections to send personalized, relevant messages to your customers.\u201d These labels can then help determine what journeys users are placed into. Should they be placed in a re-engagement journey? Should they stop receiving messages?<\/p>\r\n<h3>The Future of Email Marketing<\/h3>\r\n<p>As clich\u00e9 as it is, the only constant is change. Email marketing has come a long way and it\u2019s only going to continue to evolve as we head into the thick of 2024. There are two major themes that capture the six predictions mentioned above: automation and customer experience. In fact, the two go hand-in-hand.<\/p>\r\n<p>With the Yahoo and Gmail changes, Postmaster Best Practices, a creative renaissance, and sustainability there\u2019s a focus on what\u2019s best for the end user. How can we be sure to deliver communications that resonate? Then centralized data, AI, and personalization (as part of the creative renaissance) speak to automation. Without data there is no AI. Without AI, personalization becomes tedious and near-impossible.<\/p>\r\n<p>With automation reliant on customer data, end users are served with a better overall experience, strengthening your brand reputation and your relationship with individual customers.<\/p>\r\n<p><em>Want more info on the Google and Yahoo requirements? <a href=\"https:\/\/register.iterable.com\/embracing-google-yahoo-requirements\" target=\"_blank\" rel=\"noopener\">Register for our webinar<\/a> on February 13, hosted by Iterable's Senior Director of Delivery Operations, Seth Charles. <\/em><\/p>\r\n<p><em>If you\u2019re an Iterable customer looking to learn more about email marketing, connect with our <a href=\"https:\/\/iterable.com\/services\/\" target=\"_blank\" rel=\"noopener\">Deliverability Team<\/a>. And, if you\u2019re curious about how to make the switch to Iterable, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"5 2024 Email Marketing Predictions","post_excerpt":"I put together some thoughts on email marketing predictions so, without further ado, let\u2019s see what 2024 has in store.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-2024-email-marketing-predictions","to_ping":"","pinged":"","post_modified":"2024-01-18 08:45:48","post_modified_gmt":"2024-01-18 16:45:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=120149","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 17, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/011724_Email-Predictions_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011724_Email-Predictions_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011724_Email-Predictions_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011724_Email-Predictions_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-2024-email-marketing-predictions\/"},{"ID":119895,"post_author":"79","post_date":"2024-01-16 09:51:47","post_date_gmt":"2024-01-16 17:51:47","post_content":"<p>We love a good cross-channel marketing strategy. Quick refresher: when we say cross-channel marketing we mean when a customer, regardless of how they interact with your brand (mobile, email, web, etc.) has a consistent experience. The key to creating a seamless cross-channel customer experience is using the right platform (*cough cough* Iterable).<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/care-com\/\" target=\"_blank\" rel=\"noopener\">Care.com<\/a>, a leading two-sided marketplace where people can find caregiver jobs and high-quality family care, recognized the importance of creating a cross-channel experience and switched to Iterable to make that happen.<\/p>\r\n<h3>Why Care.com Switched to Iterable<\/h3>\r\n<p>Long story short: they needed to save time. Traditionally, marketers lose efficiency and time when their martech stack does not support cross-channel campaign building. In looking to manage multiple channels at scale while still personalizing, Ellen Rockdale, Senior Marketing Operations Manager for the CRM and Lifecycle team at Care.com, and team sought out a platform that could allow for both.<\/p>\r\n<p>What stood out to Ellen about Iterable\u2019s cross-channel capabilities, versus platforms they\u2019ve used in the past, is how easy it is to manage multiple communication channels at scale, while still maintaining a positive user experience.<\/p>\r\n<p>They can automate their lifecycle marketing program with <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Iterable Studio<\/a> and manage over-messaging their users on different channels by seeing where and how each user is engaging. For instance, if they send a push notification, they can wait for a period of time to see if the user opens it. If they have, they can avoid sending that same message in an email.<\/p>\r\n<p>\u201cIterable allows us to create harmonious touch points across all channels, all in one place, which has been a huge unlock for us in launching new products, where we rely on timely customer updates. We\u2019re now able to build everything end to end without relying on third-party tools. Not having to jump between different tools to share multiple links to all of our different teams saves us a lot of additional work,\u201d said Ellen.<\/p>\r\n<h4>How Iterable AI Made All the Difference<\/h4>\r\n<p>A huge factor in the Care.com team\u2019s ability to save time is automation. Iterable\u2019s AI suite provides tools that give marketers the ability to automate otherwise manual processes while simultaneously learning from existing customer data. Care.com is no exception.<\/p>\r\n<p>As Ellen said, \u201cThe way that we\u2019re thinking about cross-channel communications is by taking an individualized approach to how and what we send. If a user has our app, then we\u2019ll send them push notifications or in-app messages, depending on the level of urgency of the message. If it\u2019s a critical, time-sensitive message, we\u2019ll sometimes engage them across all channels, including email, push, in-app, and SMS, to make sure that they see it. If it\u2019s a targeted promotional message, we use <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization-\" target=\"_blank\" rel=\"noopener\">Channel Optimization<\/a>, an Iterable AI feature that takes the guesswork out of which channel a user is most likely to engage with.\u201d<\/p>\r\n<p>As a result of this automation, Care.com has been able to scale in a much faster way than if they partnered with a less powerful and less flexible platform. <strong>By keeping everything in house with Iterable, and with its automation tools, they gain back 25% of time<\/strong>. With these hours saved Ellen and her team can spend more time mapping out their long-term strategy with Iterable.<\/p>\r\n<h3>The Road Ahead<\/h3>\r\n<p>Looking ahead to the future, Care.com\u2019s vision with Iterable is to ensure they\u2019re taking advantage of its full platform capabilities, including new feature releases.<\/p>\r\n<p>\u201cThat\u2019s another great thing about Iterable\u2014they\u2019re constantly innovating for the needs of their customers. We\u2019re excited about all of the AI capabilities coming out so we can continue to improve our campaigns, making them even more impactful,\u201d shared Ellen.<\/p>\r\n<p><em>To learn more about the Care.com story, check out the <a href=\"https:\/\/iterable.com\/customers\/care-com\/\" target=\"_blank\" rel=\"noopener\">full case study<\/a>. And, if you\u2019re interested in getting your brand on the Iterable platform, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"How Care.com Gains Back 25% of Its Time With Iterable AI","post_excerpt":"Care.com recognized the importance of creating a cross-channel experience and used Iterable AI to make that happen.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"caredotcom","to_ping":"","pinged":"","post_modified":"2024-01-16 09:51:47","post_modified_gmt":"2024-01-16 17:51:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119895","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 16, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/011624_Caredotcom_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Photo of woman and child sitting on the floor playing with a toy, in front of a play tent\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011624_Caredotcom_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011624_Caredotcom_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011624_Caredotcom_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/caredotcom\/"},{"ID":120062,"post_author":"79","post_date":"2024-01-10 11:16:52","post_date_gmt":"2024-01-10 19:16:52","post_content":"<p>It's that wonderful time of the year when we retrieve our thinking caps, power up our laptops, and embark on an exciting adventure brimming with innovation, teamwork, and boundless enjoyment. This year, we kicked off our third annual Hack Week with a bang, and it's all about \"Iterate for Impact: Forging the Future.\u201d<\/p>\r\n<p>Why does Iterable dedicate an entire week to hacking, coding, and experimenting? The answer is simple: innovation.<\/p>\r\n<p>Hack Week is our way of fostering a culture of innovation within the company. It's about pushing the boundaries of what's possible, thinking outside the box, and turning wild ideas into game-changing solutions.<\/p>\r\n<h3>What to Prepare: Essentials for Hack Week<\/h3>\r\n<p>Here's what you need for a successful Hack Week:<\/p>\r\n<ul>\r\n\t<li><strong>A Killer Idea<\/strong>: This is your moment to shine. Think of a project that aligns with this year's theme and can wow both your peers and our esteemed judges. (Our judges included Iterable\u2019s CEO Andrew Boni, VP of Product, Bela Stepanova, and CMO, Adri Gil Miner\u2026to name a few.)<\/li>\r\n\t<li><strong>A Dream Team<\/strong>: Assemble a diverse team with different skills and expertise. Remember, it's all about collaboration and learning from each other.<\/li>\r\n\t<li><strong>A Plan of Attack<\/strong>: Once you've got that killer idea, make a plan. What's the scope? What are the goals? How will you measure success?<\/li>\r\n\t<li><strong>Embracing the Theme<\/strong>: Iterate for Impact! This year's theme is all about building the next generation of marketing tech. Think AI, think reliability, think data-driven brilliance.<\/li>\r\n\t<li><strong>Coffee Reserves<\/strong>: Stock up on coffee! Seriously, you'll need it. Hack Week runs on caffeine.<\/li>\r\n\t<li><strong>A Sense of Fun<\/strong>: This is not the time to be too serious. Embrace the fun, the craziness, and the unexpected twists and turns.<\/li>\r\n<\/ul>\r\n<h3>The Awards: Bragging Rights Galore<\/h3>\r\n<p>This year, we've got some epic awards up for grabs:<\/p>\r\n<ul>\r\n\t<li><strong>People's Choice<\/strong>: Let the people decide! This award is all about popular demand. Win the hearts of your colleagues, and you could be the People's Choice.<\/li>\r\n\t<li><strong>Most Innovative (AI-Powered)<\/strong>: This award goes to the project that leverages the incredible power of AI to advance Iterable as a product. To win, you MUST utilize the Iterable AI LLM Library or capabilities.<\/li>\r\n\t<li><strong>Reliability<\/strong>: In the tech world, reliability is gold. The project that stands the test of time and scrutiny will earn this accolade.<\/li>\r\n<\/ul>\r\n<h3>Hack Week Thoughts From Iterable Engineers<\/h3>\r\n<p>We've invited some of this year\u2019s winners to share their experiences and insights. What worked? What didn't? What inspired them to create award-winning projects?<\/p>\r\n<p><strong>Jeff Sing (Director, Quality and Engineering Operations \u2022 Engineering, Hack Week Program Owner)<\/strong><\/p>\r\n<p>Biggest takeaway\u2014I\u2019m always stunned by how talented our teams are every Hack Week. It makes me so grateful and humbled that I get to work with such a group of talented people.<\/p>\r\n<p>Here are some things I\u2019ve learned by watching teams participating in Hack Week:<\/p>\r\n<ul>\r\n\t<li>There are no bad hacks! Sometimes the learnings just from the effort is easily worth the cost to participate.<\/li>\r\n\t<li>Cool Hack + Business Narrative = $$$$. Understanding why your hack is important, how it changes the story, and why it\u2019s gonna blow everyone away is how winners are crowned.<\/li>\r\n\t<li>Halfway through the hack, start thinking about how we could actually launch your creation (both internal reliability hacks or external ones). This helps ensure your legacy and work carries forward. Remote Hack Week is hard! Especially if you don\u2019t know what you want to work on. Join hack pitches and use all the resources put together.<\/li>\r\n\t<li>Involve a partner outside of engineering. Some of the best and most impactful hacks had a product manager, support engineer, or solutions architect as a member. These folks have firsthand knowledge of the product or what ails customers. Uplevel your hack by including their feedback.<\/li>\r\n\t<li>Some of the best hacks were done in two days.<\/li>\r\n<\/ul>\r\n<p><strong>William Nyffennegger (Staff Software Engineer \u2022 Winner for 2023 Reliability Improvement Award)<\/strong><\/p>\r\n<p>Hack week gave us the opportunity to bring engineers together across teams and domains to understand and attack difficult, meaningful problems. For us, that meant providing insight into the performance of our core product journeys. In a week we built optimization tooling that is going to drive performance improvements broadly for our customers.<\/p>\r\n<p>There were a lot of complex, quality features and improvements to vote on that were remarkably complete. More impressive is the number of hack week ideas that will reach production within the next month or even before this blog is posted. Given the scale and variety of our customers, taking something from an idea to product in a week isn\u2019t trivial.<\/p>\r\n<p>I\u2019m looking forward to more hack weeks and more cross-functional collaboration which Iterable is actively driving towards.<\/p>\r\n<p><strong>Krisha Agatep (Senior Software Engineer- Winner for 2023 Most Innovative with AI Award)<\/strong><\/p>\r\n<p>What I love about Hack Week is it gives us an opportunity to think outside the box and ask the question, if I had no constraints, what would I build? We get to put our user hats on for a week and put focused efforts toward features we wish we had as users.<\/p>\r\n<p>Having worked on two hacks this year, it was a ton of fun getting to collaborate with some amazingly talented engineers from other teams that I normally wouldn't work with.<\/p>\r\n<p>The best part of the week is getting to see what exciting hacks the teams can put together in just a few short days. Every year I am blown away by the amount of thoughtfulness and innovation put into these ideas. Truly impressive stuff! And these are not just ideas we throw to the engineering graveyard, in fact, we actually push some of these ideas into our future product roadmap.<\/p>\r\n<h3>The 2023 Champions<\/h3>\r\n<p>Now, the moment you\u2019ve all been waiting for.<\/p>\r\n<p>In the vibrant landscape of creativity and innovation, it is with immense pleasure that we extend our warmest congratulations to this year's champions! From a pool of 28 remarkable pitches, 20 of which dazzled the audience during the hack week Demo Day, the winners have truly earned their moment in the spotlight.<\/p>\r\n<p>These Iterators\u2019 exceptional ideas and steadfast dedication have not only secured victory but have also positioned them as trailblazers in our community. This triumph is not just a recognition of hard work but a testament to the boundless potential that lies ahead. As these team members bask in the glory of this achievement, we hope it serves as a stepping stone to even greater heights in the exciting journey of creativity and excellence.<\/p>\r\n<p>Well done, champions! Your success is an inspiration to us all.<\/p>\r\n<h4>People\u2019s Choice<\/h4>\r\n<p><strong>CMD + K Menu:Dylan Mahler, Elizabeth Mills, Geoff Kim, Lauren Li, Levi Campbell, Michael Seiden<\/strong><\/p>\r\n<p><strong>The idea:<\/strong> In the current Iterable setup, there's no comprehensive \"Global\" search feature available, making it cumbersome to locate specific resources amidst numerous campaigns, templates, snippets, and more. Introducing this feature would present a streamlined user interface, eliminating the need for an extensive index to support a consolidated view of various resources. This enhancement allows power users to effortlessly navigate different sections of the app, with the flexibility to add more functions over time.<\/p>\r\n<p><strong>Why is this Hack Awesome?<\/strong><\/p>\r\n<ul>\r\n\t<li><strong>Effortless Implementation:<\/strong> Thanks to the cmdk.paco.me React package, implementing this feature becomes a breeze. It streamlines the process, making it both efficient and user-friendly.<\/li>\r\n\t<li><strong>Low Risk, High Reward<\/strong>: By seamlessly overlaying the existing interface, this hack mitigates the risk associated with tweaking the current UI. The transition is smooth, ensuring minimal disruptions.<\/li>\r\n\t<li><strong>Tailored for Power-Users<\/strong>: This feature is tailored specifically for power-users, offering them enhanced functionality without impacting those who may not engage with it. It's a win-win for both sides of the user spectrum.<\/li>\r\n\t<li><strong>Proven Success<\/strong>: Drawing inspiration from successful Progressive Web Applications (PWAs) like Vercel, Linear, Raycast, and Framer, this pattern has already demonstrated its effectiveness. We're tapping into a methodology that has stood the test of real-world applications. Get ready for an enhancement that's tried, tested, and proven to elevate the user experience!<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_120063\" align=\"alignnone\" width=\"1242\"]<img class=\"wp-image-120063 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-10-at-2.05.54-PM.png\" alt=\"Iterable Hack Week Winners for People's Choice: 6 Headshots\" width=\"1242\" height=\"1016\" \/> <em> People's Choice winners Dylan Mahler, Elizabeth Mills, Geoff Kim, Lauren Li, Levi Campbell, and Michael Seiden.<\/em>[\/caption]\r\n\r\n<h4>Most Innovative with AI<\/h4>\r\n<p><strong>Generative AI journeys: Krisha Agatep, Greg Methvin, Thomas Kim<\/strong><\/p>\r\n<p><strong>The idea:<\/strong> In the realm of marketing with Iterable, crafting customer journeys becomes an art of AI ingenuity. Marketers can seamlessly integrate artificial intelligence into the journey creation process, ushering in a new era of personalized and responsive campaigns. By utilizing AI, marketers gain the ability to predict user preferences, dynamically adjust content, and automate responses, ensuring that each step of the journey is finely tuned to individual behaviors. Iterable empowers marketers to not only streamline the journey creation process but also to elevate the impact of their campaigns by delivering highly targeted and relevant content. Dive into the world of AI-assisted journey creation with Iterable and witness how innovation can transform your marketing strategy into a dynamic, data-driven masterpiece<\/p>\r\n<p><strong>Why is this Hack Awesome?<\/strong><\/p>\r\n<ul>\r\n\t<li><strong>Reduced Errors<\/strong>: AI ensures a higher degree of accuracy by automating tasks prone to human error. Marketers can rely on the precision of AI algorithms to deliver campaigns without the risk of common mistakes, leading to more reliable and error-free outcomes.<\/li>\r\n\t<li><strong>Customization at Scale<\/strong>: AI empowers marketers to customize customer journeys on a large scale. By analyzing individual preferences and behaviors, campaigns become highly tailored, resonating with each customer personally. This level of customization enhances the overall customer experience.<\/li>\r\n\t<li><strong>Saves Time<\/strong>: AI streamlines the journey creation process, automating routine tasks and allowing marketers to focus on strategy and creativity. This time-saving aspect not only boosts efficiency but also frees up valuable resources for more impactful and strategic marketing initiatives.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_120069\" align=\"alignnone\" width=\"1504\"]<img class=\"size-full wp-image-120069\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-10-at-2.08.15-PM.png\" alt=\"Iterable Hack Week Winners for Most Innovative with AI: 3 Headshots\" width=\"1504\" height=\"726\" \/> <em>Most Innovative with AI winners Krisha Agatep, Greg Methvin, and Thomas Kim. <\/em>[\/caption]\r\n\r\n<h4>Reliability Improvement<\/h4>\r\n<p><strong>Journeys Optimization Detection: Will Nyffenegger, Nate Turner, Daniel Pugliese, Jenny Tan, Yueun Kim, Nishant Satpathy, Krisha Agatep, Sneha Dontireddy, and others<\/strong><\/p>\r\n<p><strong>The idea:<\/strong> Read all journeys into memory and then search each journey for antipatterns. This will let us quantify how poorly journeys are organized and begin the path to developing best practices and suggestions in the user interface to improve journeys.<\/p>\r\n<p><strong>Why is this Hack Awesome?<\/strong><\/p>\r\n<ul>\r\n\t<li><strong>Spotting and Fixing Flaws:<\/strong> Recognizing that most journeys harbor significant flaws, this hack addresses common issues, like processes, that consume resources without any actual functionality or journeys laden with redundant tiles. It's a powerful solution for streamlining and optimizing the user journey.<\/li>\r\n\t<li><strong>Effortless Optimization:<\/strong> The beauty of this hack lies in its simplicity. It doesn't necessitate intricate coding or complex development processes. In fact, achieving these optimizations is as straightforward as running a single Python script.<\/li>\r\n<\/ul>\r\n<p>In essence, this hack is a game-changer, providing an accessible and efficient means to enhance and perfect user journeys, ensuring they are not just functional but optimized for peak performance.<\/p>\r\n\r\n[caption id=\"attachment_120075\" align=\"alignnone\" width=\"1484\"]<img class=\"size-full wp-image-120075\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-10-at-2.10.13-PM.png\" alt=\"Iterable Hack Week Winners for Reliability Improvement: 8 Headshots\" width=\"1484\" height=\"1004\" \/> <em> Reliability Improvement winners Will Nyffenegger, Nate Turner, Daniel Pugliese, Jenny Tan, Yueun Kim, Nishant Satpathy, Krisha Agatep, Sneha Dontireddy, and others.<\/em>[\/caption]\r\n\r\n<h3>Hacking Our Way into the Future!<\/h3>\r\n<p>As we conclude our exhilarating 3rd Iterable Hack Week, the atmosphere is still buzzing with excitement. We've delved into a week of continuous iteration, innovation, and leaving our mark on the marketing tech landscape. So, hold onto your keyboards, rally your teammates, and unleash your boldest ideas because we've just wrapped up an incredible journey of hacking our way into the future! \ud83d\ude80\ud83d\udca1\ud83c\udf89<\/p>","post_title":"Iterate for Impact: Our 3rd Annual Hack Week","post_excerpt":"Hack Week is our way of fostering a culture of innovation within the company. It about turning wild ideas into game-changing solutions.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterate-for-impact-our-3rd-annual-hack-week","to_ping":"","pinged":"","post_modified":"2024-01-10 11:17:49","post_modified_gmt":"2024-01-10 19:17:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=120062","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 10, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/011024_Hack-Week_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011024_Hack-Week_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011024_Hack-Week_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/011024_Hack-Week_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterate-for-impact-our-3rd-annual-hack-week\/"},{"ID":120026,"post_author":"79","post_date":"2024-01-09 13:38:41","post_date_gmt":"2024-01-09 21:38:41","post_content":"<p>We recently dove into the key principles of the <a href=\"https:\/\/iterable.com\/blog\/understanding-the-share-of-voice-sov-principle\/\" target=\"_blank\" rel=\"noopener\">Share of Voice (SOV) Rule<\/a>. As a refresher, \u201cSOV is a marketing and advertising metric that measures a brand\u2019s presence in a specific market or industry in relation to its competitors. It quantifies the percentage of the total advertising or promotional efforts within a particular space that a particular brand owns.\" Now, let\u2019s explore the concept of brand affinity and how it can help marketers grow SOV.<\/p>\r\n<h3>What is Brand Affinity?<\/h3>\r\n<p>Broadly speaking, brand affinity refers to the emotional connection between customers and companies. When people share the values of a brand, they tend to buy their products and recommend them to others. This means that the entire buying journey becomes highly influenced by that emotional bond.<\/p>\r\n<p>Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a> feature uses AI to help marketers measure customer brand affinity by scoring users based on their engagement with a brand's messaging. In addition, leveraging insights within Iterable\u2019s Brand Affinity allows for deeper analysis of engagement by the user.<\/p>\r\n<p>As we <a href=\"https:\/\/iterable.com\/blog\/understanding-the-share-of-voice-sov-principle\/\" target=\"_blank\" rel=\"noopener\">mentioned previously<\/a>, \u201cThis is where the Share of Voice rule becomes relevant. While a customer may initially have a negative Brand Affinity<sup>TM<\/sup> score in Iterable, a marketer can dig deeper to uncover insights related to customer behavior to understand your brand's SOV related to this segment. This enables more targeted segmentation and campaigns, ultimately driving engagement and revenue.\u201d This is achieved through the extensive processing and analysis of data on a large scale, delivering invaluable insights and empowering data-driven decision-making to deliver personalized messages to the right audience.<\/p>\r\n<p>Brand Affinity<sup>TM<\/sup> can be used in a multitude of ways to help marketers better understand their customer. One way of using Iterable\u2019s Brand Affinity<sup>TM<\/sup> and insights, for example, is to pull in events like purchase or conversions for customers who have a \u201cnegative\u201d brand affinity\u2014meaning they didn\u2019t interact with the messages being sent. By pulling in purchase events a marketer can uncover that this \u201cnegative\u201d affinity group may actually make purchases, which would make them high value customers.<\/p>\r\n<p>Once this insight is uncovered the marketers are able to better personalize and target their messages for these high value customers. Performance marketing campaigns might not actually resonate with this audience seeing they are high value and already have a strong view of the brand so instead, creating \u201cthank you\u201d campaigns for those customers who made a purchase and leveraging other channels like SMS would be a better way to engage with these customers.<\/p>\r\n<p>One of the key strategies for sustainable growth is to focus on high-value customers in a meaningful way and personalize messaging based on the actions of the user. These individuals not only contribute significantly to your revenue but also have the potential to become loyal brand advocates. Crafting targeted marketing campaigns for this segment is crucial for maximizing their value and ensuring long-term success.<\/p>\r\n<h3>What are \u201cHigh-Value\u201d Customers?<\/h3>\r\n<p>We talk about focusing on high-value customers, but what does this really mean? High-value customers are individuals or businesses that consistently make substantial purchases, exhibit brand loyalty, and have the potential for long-term engagement. With all the data organizations capture and track, it can be difficult to identify and segment this group\u2014but, Brand Affinity<sup>TM<\/sup> can help.<\/p>\r\n<h4>Brand Affinity\u2122 in Action<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/dgtl-fundraising\/\" target=\"_blank\" rel=\"noopener\">Dgtl Fundraising<\/a>, a brand that focuses on building digital strategies for nonprofits, utilizes Brand Affinity\u2122 to detect and categorize potential donors by analyzing engagement signals across various channels. Each donor or potential donor receives an affinity label denoting their general sentiment (loyal, positive, neutral, or negative). This labeling system proves instrumental in segmenting fresh audiences, crafting customized customer journeys, and dynamically personalizing content within templates through the application of conditional logic.<\/p>\r\n<p>Leveraging Brand Affinity<sup>TM<\/sup> allows marketers to easily identify and segment customers and lean into microsegmentation. Unlike broader market segmentation, which categorizes consumers into larger groups, microsegmentation drills down into finer details to create smaller, more homogenous segments. This approach allows businesses to tailor their marketing strategies, products, or services more precisely to the needs and preferences of each microsegment<\/p>\r\n<h3>Tips for Data-Driven Personalization<\/h3>\r\n<p>After pinpointing your high-value customers, you can leverage this insight to craft personalized and impactful communications. This tailored approach not only fosters loyalty but also translates into increased revenue for your business.<\/p>\r\n<h4>Exclusive Loyalty Programs<\/h4>\r\n<p>Rewarding high-value customers for their loyalty is a powerful way to strengthen the relationship. According to the <a href=\"https:\/\/go.meetmarigold.com\/consumer-trends-index?gad_source=1&amp;gclid=Cj0KCQiAsburBhCIARIsAExmsu4r_hJM74dToj3E7F8q_EsQ9ZQ-fm18Nd43_veXm-qVTqHDdd2SZMIaAtAZEALw_wcB\" target=\"_blank\" rel=\"noopener\">Maigold Consumer Trends Index<\/a>, <strong>82%<\/strong> of consumers favor brand messaging that rewards them for loyalty\u2014a <strong>5%<\/strong> increase since 2022. To keep your high-value customers engaged, develop exclusive loyalty programs that offer special perks, early access to new products, or VIP events. These programs not only enhance customer retention but also encourage them to increase their spending to unlock additional benefits.<\/p>\r\n<h4>VIP Events and Experiences<\/h4>\r\n<p>Create memorable experiences for your high-value customers by organizing exclusive events or providing access to premium services. Whether it's a private product launch, an invitation-only webinar with industry experts, or a personalized consultation, these experiences make customers feel valued and deepen their connection with your brand. According to a study by <a href=\"https:\/\/www.bain.com\/insights\/retaining-customers-is-the-real-challenge\/\" target=\"_blank\" rel=\"noopener\">Bain &amp; Company<\/a>, increasing customer retention rates by 5% can increase profits by 25% to 95%. VIP experiences can contribute to customer loyalty and repeat business, leading to increased spending.<\/p>\r\n<h4>Tailored Content and Thought Leadership<\/h4>\r\n<p>Position your brand as an industry leader by delivering high-quality, relevant <a href=\"https:\/\/iterable.com\/blog\/\" target=\"_blank\" rel=\"noopener\">content<\/a> tailored to your high-value customers. This could include exclusive research reports, in-depth articles, customer reviews, product release information, warranty information etc. In addition, thank you campaigns and campaigns rewarding loyalty are great ways to engage with high value customers. By providing valuable insights and engaging content, you not only showcase your brand but also demonstrate a commitment to your high-value customers.<\/p>\r\n<h4>Strategic Cross-Selling and Up-Selling<\/h4>\r\n<p>Identify opportunities to cross-sell or up-sell products or services that complement your high-value customers' existing purchases. This can be achieved through targeted recommendations based on their buying history or through bundling offers that provide added value. Clearly communicating the benefits of these additional offerings will help encourage higher spending. Iterable\u2019s customer <a href=\"https:\/\/iterable.com\/customers\/stanley-black-decker\/\" target=\"_blank\" rel=\"noopener\">Stanley Black &amp; Decker<\/a> does this effectively by leveraging Catalog to automate email content based on existing product information.<\/p>\r\n<h3>High Value, High Reward<\/h3>\r\n<p>In a competitive market, the success of your business relies on cultivating and nurturing relationships with high-value customers. The first step in connecting with high-value customers is recognizing them. That\u2019s why AI-powered tools, like Iterable\u2019s Brand Affinity\u2122, come in handy.<\/p>\r\n<p>By implementing personalized, data-driven marketing campaigns and offering exclusive experiences and rewards, you can not only retain these valuable customers but also turn them into enthusiastic advocates for your brand. Keep evolving your strategies based on customer feedback and market trends to ensure that your campaigns remain relevant and effective in the ever-changing business landscape.<\/p>\r\n<p><em>To learn more about how Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener\">Brand Affinity\u2122<\/a> can help you achieve your marketing goals, reach out to your CSM or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Understanding SOV Pt. 2: The Power of Brand Affinity","post_excerpt":"Explore why leveraging insights within Iterable\u2019s Brand Affinity allows for deeper analysis of engagement by the user.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"understanding-sov-pt-2-the-power-of-brand-affinity","to_ping":"","pinged":"","post_modified":"2024-01-09 13:38:41","post_modified_gmt":"2024-01-09 21:38:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=120026","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 09, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/102323_Brand-Affinity-SOV2_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable green background, purple node in the middle with a hand holding a megaphone\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/102323_Brand-Affinity-SOV2_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/102323_Brand-Affinity-SOV2_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/102323_Brand-Affinity-SOV2_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/understanding-sov-pt-2-the-power-of-brand-affinity\/"},{"ID":119656,"post_author":"79","post_date":"2024-01-04 06:52:59","post_date_gmt":"2024-01-04 14:52:59","post_content":"<p>If you were given a crystal ball that showed you everything you needed to know about your inbox placement, would you use it?<\/p>\r\n<p>First, if you\u2019re asking what inbox placement is, you\u2019ve come to the right place. Inbox placement is a critical email marketing metric that tells you how much of your mail landed in the end-users\u2019 inboxes.<\/p>\r\n<p>Inbox placement is one of the things that keep marketers up at night. While metrics like opens, bounce, complaint, and click rates can tell you quite a bit about a campaign's performance (and the sender's reputation), it doesn't quite tell you everything.<\/p>\r\n<p>Information about inbox placement isn\u2019t returned to the sender the same way those other metrics are. In fact, inbox placement is not reported on at all.<\/p>\r\n<p>Now, back to that crystal ball...of course you\u2019d use it!<\/p>\r\n<p>What if I told you that you have the next best thing to a crystal ball available to you right now? But, instead of a crystal ball, we call it seed testing.<\/p>\r\n<h3>What is Seed Testing?<\/h3>\r\n<p>I admit, I might be slightly overpromising, but when done properly and strategically, seed testing can provide a deeper look into how mailbox providers (like Gmail, Yahoo, Outlook, etc.) feel about your brand\u2019s emails before you send them.<\/p>\r\n<p>At its most basic level, seed testing is the practice of sending an email to a group of email addresses for the purpose of observing whether it landed in the inbox, the spam folder, or went missing.<\/p>\r\n<p>Anyone can do this with a handful of addresses that they manage. Since they are domains you own and control, you could even use those addresses for other forms of testing\u2014checking that the campaigns rendered properly in your browser, clicking links to make sure they go to the correct places, etc. The problem with using test addresses like this is that you\u2019re engaging with the emails and, therefore, creating a history with the sending infrastructure, which can then impact inbox placement.<\/p>\r\n<p>Seed testing works a little differently when using a deliverability platform such as <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/4841122206868-Everest-Iterable-Integration-\" target=\"_blank\" rel=\"noopener\">Everest<\/a>. In this case, while you're still sending to a group of email addresses to understand inbox placement at a given time, those recipients aren't meant to engage with the mail, meaning they are not opening and clicking. This is an important distinction because they don't build the same kind of history with your sending infrastructure that your regular audience (or even the addresses you own and use for the other testing) does.<\/p>\r\n<p>Seed testing ultimately designs a neutral playing field, allowing you to gain insight into inbox placement. If your inbox placement is strong, you can carry on with your email marketing strategy as intended. If your spam placement is strong, it's time to make some adjustments to audience or frequency (or both).<\/p>\r\n<h3>Future Inbox Placement Based on Past Behavior<\/h3>\r\n<p>Mailbox providers have their own specific criteria when deciding whether to let an email into a customer\u2019s inbox. For many, engagement history is a vital factor in determining if any given user will receive an email. If a user fails to open an email from a sender over a long period of time, for example, mail from that sender will often start to go to that user\u2019s spam folder.<\/p>\r\n<p>Conversely, if a user regularly opens and clicks, that user will reliably receive email from that sender in their inbox even despite other potentially negative factors. However, many users will have little to no engagement history, especially if they are recently subscribed, thus creating a window for you to see into how mailbox providers treat users with no engagement history.<\/p>\r\n<p>If a large percentage of your audience regularly engages negatively with your mail (for instance, ignoring or deleting the mail without reading it, or marking it as spam), the likelihood of a majority of that mail (or even all of it) going to the spam folder in the future is high.<\/p>\r\n<p>Future placement is based on past behavior and when a large portion of your audience is behaving a certain way, mailbox providers take note and take action. This is why it is vital that the sender puts their best foot forward even when sending to previously engaged users.<\/p>\r\n<h3>How Often Should You Seed Test?<\/h3>\r\n<p>Mailbox providers are watching senders' practices and user interactions to determine what to do with mail sent to users with little or no history\u2014like new subscribers. This is why using seed addresses that have no history of engagement with your sending infrastructure is important\u2014it\u2019s meant to represent those new-to-file email addresses.<\/p>\r\n<p>Because seed testing provides placement feedback for a particular sending infrastructure, it's not necessary to seed test every day. It's rare that placement changes drastically day-to-day. Performing one test per sending infrastructure\/mail stream once every week or two is usually sufficient.<\/p>\r\n<p>There are times, however, when one send can upset inbox placement and more frequent testing is suggested. One example is after a large mandated email is sent to your entire customer base. These types of emails don't often have CTAs calling for engagement of some sort so they can often be ignored or deleted without reading, so it's a good idea to perform a seed test following a send like this to see if anything in your inbox placement changed as a result.<\/p>\r\n<h3>Understanding Seed Testing Results<\/h3>\r\n<p>Generally, seed test results are straightforward\u2014the mail either went to the inbox, the spam folder, or went missing (usually due to a block). Sometimes, though, partial inbox delivery and partial spam filtering occurs and can indicate that the recipient\u2019s mailbox provider has doubts about the sender.<\/p>\r\n<p>In this case, they\u2019ll watch closely to determine if users retrieve it from the spam folder and\/or interact, as well as watching for other indicators of positive or negative engagement. When this happens, pay close attention to list engagement and segmentation to reassure mailbox providers and filtering companies that you are a responsible sender.<\/p>\r\n<p>If you're already an Iterable customer, reach out to your CSM for more info on seed testing. If you haven't joined the over 1000 brands using Iterable, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/p>","post_title":"Using Seed Testing to Predict Inbox Placement","post_excerpt":"Seed testing is sending an email to a group of email addresses to see if landed in the inbox, the spam folder, or went missing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"using-seed-testing-to-predict-inbox-placement","to_ping":"","pinged":"","post_modified":"2024-01-04 06:52:59","post_modified_gmt":"2024-01-04 14:52:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119656","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 04, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/010424_Deliverability-Seed-Testing_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"White paper airplane with yellow envelope tucked into it. The top right corner of the email has a notification badge with the silhouette of a seedling in it.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/010424_Deliverability-Seed-Testing_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/010424_Deliverability-Seed-Testing_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/010424_Deliverability-Seed-Testing_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/using-seed-testing-to-predict-inbox-placement\/"},{"ID":119578,"post_author":"79","post_date":"2024-01-02 08:17:42","post_date_gmt":"2024-01-02 16:17:42","post_content":"<p>Smishing\u2014the combination of the terms \u201cSMS\u201d and \u201cphishing\u201d\u2014is, according to <a href=\"https:\/\/www.ibm.com\/topics\/smishing\" target=\"_blank\" rel=\"noopener\">IBM<\/a>, \u201ca social engineering attack that uses fake mobile text messages to trick people into downloading malware, sharing sensitive information, or sending money to cybercriminals.\u201d Unfortunately, with new technology comes new ways to elicit information from end users.<\/p>\r\n<p>The first \u201crobocall\u201d\u2014automated phone soliciting\u2014was <a href=\"https:\/\/en.wikipedia.org\/wiki\/Robocall#:~:text=Automated%20phone%20solicitation%2C%20i.e.%20robocalling,magazine%2C%20May%2FJune%201977.\" target=\"_blank\" rel=\"noopener\">documented in 1977<\/a>. Robocalls were rebranded as \u201c<a href=\"https:\/\/www.tryfirewall.com\/blog\/robocalls\" target=\"_blank\" rel=\"noopener\">Dinner Hour Marketing<\/a>.\u201d This was when real people, not bots, would call landlines during dinner time to try and sell products or services.<\/p>\r\n<p>With the introduction of emails, this type of solicitation quickly expanded. Yep, that\u2019s right, we\u2019re talkin\u2019 spam. In fact, <a href=\"https:\/\/www.npr.org\/2008\/05\/03\/90160617\/at-30-spam-going-nowhere-soon\" target=\"_blank\" rel=\"noopener\">the first unsolicited email was sent by Gary Turk in 1978 to 400 people<\/a>. As spam emails became more sophisticated, email phishing emerged. In the 90s, <a href=\"https:\/\/cofense.com\/knowledge-center\/history-of-phishing\/\" target=\"_blank\" rel=\"noopener\">bad actors started sending emails disguising themselves as others to trick the recipient<\/a>. Today, phishing attacks are highly advanced\u2014email senders are disguised as businesses, employees, relatives, etc.<\/p>\r\n<p>And now we're back to the present day where these phishing attempts have breached messaging apps. So, what does a smishing attack look like? How do they work? Let\u2019s explore SMS phishing a bit more to shed some light on this new type of attack.<\/p>\r\n<h3>SMS Marketing<\/h3>\r\n<p>We can\u2019t talk about smishing without first talking about SMS marketing. With SMS marketing, brands can send customers texts sharing promotions, order updates, etc. So, as a result, people are starting to get used to text messages coming from unknown numbers with links to promotions.<\/p>\r\n<p>There\u2019s a catch, however. To receive marketing text messages, customers have to <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">opt in<\/a> and explicitly agree to get these types of messages. There also needs to be a way to <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/why-should-you-include-sms-opt-out-options\/\" target=\"_blank\" rel=\"noopener\">opt out<\/a>. Just as easily as customers can sign up, they can remove themselves from your SMS marketing list. That\u2019s one way to distinguish between smishing and legit SMS marketing, but there are some other ways too.<\/p>\r\n<h3>What Does Smishing Look Like?<\/h3>\r\n<p>Smishing is one of those things that you recognize when you see it. At this point, most of us have probably experienced a smishing attack. When you open a text and think \u201cHm, this is a little weird\u201d or \u201cThey probably have the wrong number,\u201d it could be a smishing attack.<\/p>\r\n<p>The goal of a smishing attack is to try to get some information from the recipient. So, generally these messages ask the user to complete some sort of next step. Whether it\u2019s clicking a link, responding with a password, or sharing your name, the scammer is looking to collect data that helps them access protected information. These attacks can be incredibly sneaky as the sender can disguise themselves as a brand or a person and it\u2019s hard, as the recipient, to ensure the sender is who they say they are.<\/p>\r\n<p>And, as <a href=\"https:\/\/www.ibm.com\/topics\/smishing\" target=\"_blank\" rel=\"noopener\">IBM<\/a> points out, \u201cIt's also harder to spot dangerous links on cell phones. For instance, on a computer, users can hover over a link to see where it leads, but on smartphones, they don't have that option.\u201d<\/p>\r\n<p>Take this text from an unknown number, for example. I received this message around 3:30pm on December 19th (conveniently right before I wrote this post) while sitting on my couch. My first thought was, \u201cWhat did I order?\u201d Then, \u201cWait, what\u2019s Tabit?\u201d<\/p>\r\n\r\n[caption id=\"attachment_119585\" align=\"alignnone\" width=\"652\"]<img class=\"size-full wp-image-119585\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/Screen-Shot-2024-01-02-at-11.03.00-AM.png\" alt=\"An iPhone text message from Tabit with a link to click. \" width=\"652\" height=\"492\" \/> <em>A text from an unknown number I received.<\/em>[\/caption]\r\n\r\n<p>After some research, I learned that Tabit is a POS system for restaurants. So, one of two things could have happened: someone who actually was at a restaurant accidentally used my phone number when placing their order or someone is disguising themselves as Tabit to try to get recipients to click on the attached link.<\/p>\r\n<p>Either could still be possible but, to play it safe, I didn\u2019t click the link.<\/p>\r\n<h4>How to Combat Smishing<\/h4>\r\n<p>With sneaky senders, it\u2019s hard to know what\u2019s smishing and what\u2019s not. So how are we supposed to know? From personal experience, it\u2019s better to be suspicious. When in doubt, don\u2019t respond, don\u2019t click any links, and don\u2019t send any personal information. If someone is trying to contact you with important information, they\u2019ll find another way to do so.<\/p>\r\n<p><a href=\"https:\/\/www.ibm.com\/topics\/smishing\" target=\"_blank\" rel=\"noopener\">IBM<\/a> also provided a list of common smishing scams to be on the lookout for. These include pretending to:<\/p>\r\n<ul>\r\n\t<li>Be a financial institution<\/li>\r\n\t<li>Be the government<\/li>\r\n\t<li>Be customer support<\/li>\r\n\t<li>Be a shipper<\/li>\r\n\t<li>Be a boss or colleague<\/li>\r\n\t<li>Text the wrong number<\/li>\r\n\t<li>Be locked out of an account<\/li>\r\n\t<li>Offer free apps<\/li>\r\n<\/ul>\r\n<p>With any of the above examples, there are other ways these actual senders would contact you if it was truly necessary. Your bank would probably email you before they text, your boss would probably Slack you, etc. These smishing attacks have been so prevalent that our CEO, Andrew Boni, once said to the entire company \u201cI\u2019ll never text you about gift cards.\u201d That cleared that up.<\/p>\r\n<p>Feel free to ignore, report, and block any numbers you\u2019re not familiar with. Like we said, any legit marketing text message will give users the option to opt out. So, if you get a message from a brand and aren\u2019t given that option or don\u2019t remember opting in in the first place, use caution.<\/p>\r\n<h3>SMS Isn\u2019t All Bad<\/h3>\r\n<p>In the words of Olivia Rodrigo, it\u2019s brutal out here. These bad actors aim to take advantage of vulnerability. They often use fear and urgency to scare the recipient into acting immediately. Remember, if something is truly an emergency, you\u2019ll know about it outside of text messages.<\/p>\r\n<p>All that being said, you shouldn\u2019t fear signing up for marketing text messages. SMS marketing is <a href=\"https:\/\/iterable.com\/blog\/4-focus-areas-of-sms-marketing-compliance\/\" target=\"_blank\" rel=\"noopener\">highly regulated<\/a> with rules in place to make SMS marketing extremely beneficial for the customers. Don\u2019t let smishing scare you out of connecting with the brands you love.<\/p>\r\n<p><em>If you\u2019re a marketer looking to expand your brand\u2019s mobile marketing program to include SMS, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today to see what\u2019s possible.<\/em><\/p>","post_title":"What is Smishing?","post_excerpt":"What does a smishing attack look like? How do they work? Let\u2019s explore SMS phishing a bit more to shed some light on this new type of attack.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-smishing","to_ping":"","pinged":"","post_modified":"2024-01-02 08:17:42","post_modified_gmt":"2024-01-02 16:17:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119578","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 02, 2024","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2024\/01\/010324_Smishing_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Red illustrated chat bubble hanging in the center of the image with a fishhook through the corner\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/010324_Smishing_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/010324_Smishing_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2024\/01\/010324_Smishing_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-smishing\/"},{"ID":119351,"post_author":"32","post_date":"2023-12-20 12:24:03","post_date_gmt":"2023-12-20 20:24:03","post_content":"<p>Hold onto your hats, because we're about to embark on a whirlwind tour of 2023's key takeaways and blast off into 2024's predictions!<\/p>\r\n<p>Join us for a fun-filled, interactive webinar where we'll:<\/p>\r\n<ul>\r\n\t<li>Rewind and Replay: Dive into the hottest trends, biggest wins, and lessons learned from the past year across industries as diverse as productivity, real estate, and mindfulness. \ufe0f<\/li>\r\n\t<li>Fast Forward to the Future: Get a sneak peek into the crystal ball with expert predictions on what's in store for Iterable and its customers in 2024.<\/li>\r\n<\/ul>\r\n<p style=\"text-align: left;\">So, grab your favorite beverage, put on your thinking caps, and get ready to iterate into a brighter 2024!<\/p>","post_title":"Ask A Marketer About: Iterating through 2023 and Leaping into 2024!","post_excerpt":"Futureproof your 2024: Pro predictions & practical playbooks from Marketing Masters","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-marketer-iterating-through-2023-and-leaping-into-2024","to_ping":"","pinged":"","post_modified":"2024-01-17 13:59:59","post_modified_gmt":"2024-01-17 21:59:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=119351","menu_order":4,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 20, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/Ask-a-Marketer_Jan24_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Ask A Marketer Webinar: January 2024\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/Ask-a-Marketer_Jan24_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/Ask-a-Marketer_Jan24_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/Ask-a-Marketer_Jan24_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-marketer-iterating-through-2023-and-leaping-into-2024\/"},{"ID":119353,"post_author":"79","post_date":"2023-12-20 07:42:22","post_date_gmt":"2023-12-20 15:42:22","post_content":"<p>We recently <a href=\"https:\/\/iterable.com\/blog\/2023-email-marketing-a-year-in-review\/\" target=\"_blank\" rel=\"noopener\">reviewed 2023 from an email marketing perspective<\/a> and, while email marketing is certainly a powerful marketing channel, mobile marketing is nothing to overlook. So, as we reach the end of 2023, we wanted to take a glance back at all that\u2019s happened over the past 12 months. Specifically, this time, we want to take a closer look at mobile marketing.<\/p>\r\n<p>We perused the content we published in the past year and gathered resources from across the web to compile a list of the biggest mobile marketing changes we saw in the last year. These changes, like those changes in email marketing, aren\u2019t going anywhere, so let\u2019s get to it.<\/p>\r\n<h3>1. Automation<\/h3>\r\n<p>Yep, automation is on the mobile marketing list too. Mobile marketing channels like SMS and push notifications can be highly effective (SMS, for example, has a 98% average open rate), but marketers are hesitant to include them in their overall marketing strategies. There\u2019s a misconception about how difficult these channels are to implement.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/3-top-mobile-marketing-automation-strategies\/\" target=\"_blank\" rel=\"noopener\">Mobile marketing automation<\/a>, however, makes a world of difference. The right mobile marketing platform will have the following features built in:<\/p>\r\n<ul>\r\n\t<li>SMS smart opt-in that allows users to confirm their written consent in just a click<\/li>\r\n\t<li>Phone verification for enhanced security and list hygiene<\/li>\r\n\t<li>Configurable quiet hours to comply with regulations and retain brand trust<\/li>\r\n\t<li>Verified contact cards that users can add to their contacts for improved deliverability<\/li>\r\n\t<li>Frequency capping to limit the number of texts (and other message types!) a user can receive within a certain duration<\/li>\r\n\t<li>Opt-out attribution for automated tracking for every SMS campaign<\/li>\r\n<\/ul>\r\n<h3>2. Operating System Updates<\/h3>\r\n<p>When Apple or Android release new operating system updates, it tends to shake things up in the mobile marketing world. But, these updates are meant to benefit the end user which, at the end of the day, makes the overall customer experience better. In August of this past year we covered <a href=\"https:\/\/iterable.com\/blog\/ios-17-link-tracking-protection\/\" target=\"_blank\" rel=\"noopener\">iOS17<\/a>\u2014specifically the link tracking update.<\/p>\r\n<p>As stated in our <a href=\"https:\/\/iterable.com\/blog\/ios-17-link-tracking-protection\/\" target=\"_blank\" rel=\"noopener\">August post<\/a>: \u201cWith this new release, Apple announced Link Tracking Protection which, in a couple of key scenarios, will strip away the parts of the URL that Apple identifies as tracking parameters.<\/p>\r\n<p>The good news, however, is that \u201cat this point, Iterable\u2019s links don\u2019t seem to be impacted by this update. So, if a customer opens an Iterable link via Apple Mail, for example, Iterable\u2019s tracking parameters are still intact and Iterable customers can still see click metrics.\u201d<\/p>\r\n<h3>3. Gamification<\/h3>\r\n<p>It\u2019s no secret that games are fun. So, when trying to engage customers through mobile channels, gamifying the experience helps make the experience more interactive. In our June article, <a href=\"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/\" target=\"_blank\" rel=\"noopener\"><em>Top 5 Strategies to Successfully Grow Your App User Base<\/em><\/a>, we specifically mentioned push notifications and <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messages<\/a>.<\/p>\r\n<p>We shared, \u201cNow that you\u2019ve optimized for the app store and acquired high-value users, it\u2019s time to encourage customer engagement to drive actions within your app. When it comes to engaging and re-engaging users, two of the greatest channels at your disposal are <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> and in-app messaging.\u201d<\/p>\r\n<p>What does this all mean? Consider how you can make the experience more playful to engage users while you have their attention (i.e., when they\u2019re already engaging with your app). Take loyalty programs, for example. Maybe you offer points towards rewards if customers complete certain actions within your mobile app. Or, maybe it\u2019s as simple as completing levels in a learning app and making strides towards an overall goal. Get creative with it!<\/p>\r\n<h3>4. Cross-Channel<\/h3>\r\n<p>You knew it was coming. Cross-channel is incredibly important when thinking about mobile marketing. What\u2019s special about mobile marketing is that there\u2019s an inherent link between users\u2019 phones and the real world. Because people carry their phones with them everywhere, there\u2019s the unique opportunity to link physical channels to mobile channels.<\/p>\r\n<p>One way brands can connect the physical and the digital (aka <a href=\"https:\/\/iterable.com\/blog\/lets-get-phygital-a-look-at-phygital-marketing\/\" target=\"_blank\" rel=\"noopener\">phygital<\/a>) is through QR codes. In our article from November we wrote, \u201c<a href=\"https:\/\/iterable.com\/blog\/what-are-qr-codes-and-how-are-they-used\/\" target=\"_blank\" rel=\"noopener\">QR codes<\/a> are especially helpful in bridging the gap between digital and physical when it comes to retail. While shopping, customers can use QR codes to gather more product information, add the product to their digital shopping carts, or even get digital coupons.\u201d<\/p>\r\n<p>Customers always have their phones on them, so think of ways to use this to your brand\u2019s advantage. Offer them multiple ways to connect with your brand\u2014both online and offline\u2014while simultaneously creating a seamless experience.<\/p>\r\n<h3>5. Mobile KPIs<\/h3>\r\n<p>Integrating mobile channels into your cross-channel marketing strategy requires an understanding of what success looks like. But, to measure success you need to define KPIs. Luckily a lot of the metrics we know and love\u2014open rate, click-through rate, etc.\u2014translate from email to mobile channels. But, there are also some new metrics to consider.<\/p>\r\n<p>Because <a href=\"https:\/\/www.fdic.gov\/resources\/supervision-and-examinations\/consumer-compliance-examination-manual\/documents\/8\/viii-5-1.pdf\" target=\"_blank\" rel=\"noopener\">SMS regulations<\/a> require customers to <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">opt in<\/a> to receive communications (and also require brands provide customers the option to <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/why-should-you-include-sms-opt-out-options\/\" target=\"_blank\" rel=\"noopener\">opt out<\/a>), metrics like opt-in rate and opt-out rate will be important to keep an eye on. A good opt-out rate, for example, is <a href=\"https:\/\/www.voyagesms.com\/blog\/sms-opt-in-opt-out-best-practices#:~:text=SMS%20opt%2Dout%20rate%20is,rate%20should%20be%20below%205%25.\" target=\"_blank\" rel=\"noopener\">below 5%<\/a>.<\/p>\r\n<p>It\u2019s not just SMS metrics you need to keep an eye on. With push notifications, for example, customers have to enable notifications from your brand to even see the messages you\u2019re crafting. Consider how many customers are allowing notifications and keep an eye on that metric to ensure your messaging is engaging and relevant to your app users.<\/p>\r\n<h3>What a Year It\u2019s Been<\/h3>\r\n<p>Mobile channels (SMS, push, and in-app) have solidified their spots in the group of necessary marketing channels. We\u2019ll have some 2024 predictions regarding upcoming mobile marketing trends early next year\u2014maybe even some new channels\u2014but it\u2019s important to take time to reflect, level-set, and understand the changes that have emerged in 2023 to set yourself and your team up for greatness in the coming year.<\/p>\r\n<p>With automation, operating system updates, gamification, cross-channel, and mobile KPIs taking a front seat, the way mobile marketing programs are designed going forward will need to take all of these elements into consideration. Luckily, these changes benefit both marketers and customers, and only help to create a holistic, consistent customer experience.<\/p>\r\n<p><em>To learn more about how Iterable can help you achieve your mobile marketing goals in 2024, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"2023 Mobile Marketing: A Year in Review","post_excerpt":"We compiled resources from across the web to compile a list of the biggest mobile marketing changes from 2023.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2023-mobile-marketing-a-year-in-review","to_ping":"","pinged":"","post_modified":"2023-12-20 07:42:22","post_modified_gmt":"2023-12-20 15:42:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119353","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 20, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121923_2023-Year-in-Review-Mobile_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable purple background, with illustrated smartphone and text bubble overlayed that says 2023 inside.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121923_2023-Year-in-Review-Mobile_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121923_2023-Year-in-Review-Mobile_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121923_2023-Year-in-Review-Mobile_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2023-mobile-marketing-a-year-in-review\/"},{"ID":119328,"post_author":"79","post_date":"2023-12-19 09:33:41","post_date_gmt":"2023-12-19 17:33:41","post_content":"<p>Artificial Intelligence (AI) has taken off in 2023. From generative AI to automation, there are ways AI can be implemented to help almost every industry\u2014including marketing. On November 2nd, we were joined by Katie King to discuss the potential of AI in marketing and how it can impact the customer experience.<\/p>\r\n<p>Voted a top 10 AI Influencer by AI Time Journal, Katie King has a 30-year career in consulting and marketing and has published two books. So, when we say she wrote the book on AI marketing, we mean\u2026literally. She currently serves as the CEO of <a href=\"https:\/\/www.aiinbusiness.co.uk\/\" target=\"_blank\" rel=\"noopener\">AI in Business<\/a>, a future-focused consultancy dedicated to helping organizations gain a competitive edge in the age of AI, and <a href=\"https:\/\/www.zoodikers.com\/\" target=\"_blank\" rel=\"noopener\">Zoodikers<\/a>, a content marketing, business strategy, and thought leadership agency built for the digital age.<\/p>\r\n<p>It\u2019s safe to say that when it comes to AI, Katie knows her stuff. So, let\u2019s get into what she covered in her recent webinar with Iterable.<\/p>\r\n<p><em>Want to watch the webinar? It\u2019s <a href=\"https:\/\/iterable.com\/webinars\/unlocking-ais-potential-a-marketers-guide-for-success-in-the-experience-age\/\" target=\"_blank\" rel=\"noopener\">available on-demand<\/a> right now.<\/em><\/p>\r\n<h3>Defining AI<\/h3>\r\n<p>To kick things off, Katie went back to basics and defined what AI really means. Because <a href=\"https:\/\/sloanreview.mit.edu\/projects\/expanding-ais-impact-with-organizational-learning\/\" target=\"_blank\" rel=\"noopener\">87% of global organizations<\/a> believe that AI technologies will give them a competitive edge, it\u2019s important to understand exactly what AI is in the context of business.<\/p>\r\n<p>According to Katie, \u201cAI is the capability of a machine to imitate intelligent human behavior.\u201d This is the broad, all-encompassing definition of AI. There are subsets of AI, however, that connect more to how we understand AI today. Machine learning (ML), for example, is \u201ca current application or subset of AI, using pattern recognition and algorithms to enable machines to accelerate learning through experience.\u201d<\/p>\r\n\r\n[caption id=\"attachment_119329\" align=\"alignnone\" width=\"1630\"]<img class=\"size-full wp-image-119329\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/Screen-Shot-2023-12-19-at-12.18.33-PM.png\" alt=\"Three profile views of heads, brains visible. From left to right the heads get larger and go from narrow AI to super AI.\" width=\"1630\" height=\"824\" \/> <em>Katie shared this graphic that defines narrow, general, and super AI.<\/em>[\/caption]\r\n\r\n<p>Katie also broke down what AI is and what AI is not\u2014a helpful distinction to help users overcome some initial hesitation to adapt the use of AI technology.<\/p>\r\n<p><strong>What AI is:<\/strong><\/p>\r\n<ul>\r\n\t<li>A specialized technology capable of amazing things<\/li>\r\n\t<li>Better and more efficient at certain tasks than humans are, like data collection and analysis<\/li>\r\n\t<li>A tool and ally<\/li>\r\n<\/ul>\r\n<p><strong>What AI is not:<\/strong><\/p>\r\n<ul>\r\n\t<li>An all-knowing, all-capable, superintelligent technology<\/li>\r\n\t<li>A total replacement for human intelligence, creativity, and skill<\/li>\r\n\t<li>A threat to every job and human worker<\/li>\r\n<\/ul>\r\n<h3>The Different Forms of AI<\/h3>\r\n<p>Of course, AI can look different depending on how you intend to use the tool\u2019s capabilities. So, Katie then covered the different forms of AI.<\/p>\r\n<h4>Interactive AI<\/h4>\r\n<p>Interactive AI refers to developing AI systems that can engage in human-like conversations and respond dynamically to user inputs.<\/p>\r\n<p><strong>Common Examples<\/strong>: Chatbots, Smart Personal Assistants<br \/>\r\n<strong>Real World Use Cases<\/strong>: Amazon\u2019s Echo devices, Apple\u2019s Siri<\/p>\r\n<h4>Visual AI<\/h4>\r\n<p>Visual AI is an aspect of computer science that teaches machines to make sense of images and visual data the same way people do.<\/p>\r\n<p><strong>Common Examples<\/strong>: Computer Vision, Augmented Reality, Facial Recognition<br \/>\r\n<strong>Real World Use Case<\/strong>: Some insurers use Visual AI to assess the damage from vehicular accidents to draft a claim<\/p>\r\n<h4>Functional AI<\/h4>\r\n<p>Functional AI also scans huge amounts of data and searches for patterns and dependencies in it. However, instead of giving recommendations, functional AI takes actions.<\/p>\r\n<p><strong>Common Examples<\/strong>: IoT Solutions, Robots, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Send Time Optimization (STO)<\/a><br \/>\r\n<strong>Real World Use Case<\/strong>: An IoT sensor on a manufacturing line notices a malfunction, and sends a command for the machine to shut down before further damage is incurred<\/p>\r\n<h4>Analytic AI<\/h4>\r\n<p>Powered with machine learning, analytic AI scans tons of data for dependencies and patterns to ultimately produce recommendations or provide a business with insights.<\/p>\r\n<p><strong>Common Examples<\/strong>: Sentiment Analysis, Risk Assessment, Market Insights, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Brand Affinity<\/a><br \/>\r\n<strong>Real World Use Case<\/strong>: Various retailers use analytic AI to forecast demand and make smarter inventory recommendations<\/p>\r\n<h4>Generative AI<\/h4>\r\n<p>Generative AI is the process of AI algorithms generating or creating an output, such as text, photo, video, code, data, and 3D renderings, from data they are trained on.<\/p>\r\n<p>The purpose of generative AI is to create content, as opposed to other forms of AI, which might be used for other purposes, such as analyzing data or helping to control a self-driving car.<\/p>\r\n<p><strong>Common Examples<\/strong>: ChatGPT, Bard, DALL-E, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/17172997847572-Copy-Assist-\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Copy Assist<\/a><br \/>\r\n<strong>Real World Use Case<\/strong>: A marketing team could use generative AI to craft copy for websites, social media, emails, etc.<\/p>\r\n<p>You might be thinking, \u201cAll of these different types of AI are great, but how do they relate to marketing?\u201d We\u2019ve got you covered.<\/p>\r\n<h3>AI in Marketing<\/h3>\r\n<p>There are a variety of ways AI can be used in marketing that help both the marketing practitioner and the customer on the other end.<\/p>\r\n<h4>Crafting Experiences<\/h4>\r\n<p>Marketers can use AI to bridge the gap between online and in-person experiences, differentiate, and build loyalty.<\/p>\r\n<p><strong>Real World Use Cases<\/strong>: AI-powered tailored emails based a website or store visit, loyalty programs, 'Smart Mirrors\u2019 in fitting rooms<\/p>\r\n<h4>Smarter Targeting<\/h4>\r\n<p>Marketers can use AI to better understand their customers, build more detailed personas, and segment their audiences more effectively.<\/p>\r\n<p><strong>Real World Use Cases<\/strong>: Audience insight platforms, CRM, lead generation and scoring<\/p>\r\n<h4>Personalization at Scale<\/h4>\r\n<p>Marketers can use AI to better understand their customers, build more detailed personas, and segment their audiences more effectively.<\/p>\r\n<p><strong>Real World Use Cases<\/strong>: Audience insight platforms, CRM, lead generation and scoring<\/p>\r\n<h4>Campaign Generation<\/h4>\r\n<p>Marketers can use AI to make sense of their data and translate it into customer-focused campaign ideas.<\/p>\r\n<p><strong>Real World Use Cases<\/strong>: Creative campaigns for brands such as Coca-Cola, Lexus, Heinz, Stradivarius, and Kit-Kat<\/p>\r\n<h4>Content Creation<\/h4>\r\n<p>Marketers can use AI to craft engaging copy for all of their channels and modify it for different audiences, geographies, languages, etc.<\/p>\r\n<p><strong>Real World Use Cases<\/strong>: Social media copy, website content, AI-generated artwork, video closed captioning, etc.<\/p>\r\n<h4>Automated Engagement<\/h4>\r\n<p>Marketers can use AI to automatically engage their customers with messaging to keep the pipeline warm throughout their entire journey.<\/p>\r\n<p><strong>Real World Use Cases<\/strong>: Push messaging, abandoned cart reminders, etc.<\/p>\r\n<h4>Reputation Management<\/h4>\r\n<p>Marketers and comms pros can use AI to keep tabs on customers\u2019 perceptions and attitudes, success of their campaigns, and discussions of their brand across platforms.<\/p>\r\n<p><strong>Real World Use Cases<\/strong>: Social listening tools, sentiment analysis platforms<\/p>\r\n<h3>Check Out the Full Webinar<\/h3>\r\n<p>Looking for even more AI info? In addition to covering all of the above information in her webinar, Katie also explores some real life applications. These include examples from Barbie, Delta, Jaguar, and more. Plus Katie covers macro issues and AI regulations and also covers top AI vendors, including reviewing <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Suite<\/a>.<\/p>\r\n<p><em>Don\u2019t miss out, <a href=\"https:\/\/iterable.com\/webinars\/unlocking-ais-potential-a-marketers-guide-for-success-in-the-experience-age\/\" target=\"_blank\" rel=\"noopener\">stream the full webinar now<\/a>.<\/em><\/p>","post_title":"Unlocking AI\u2019s Potential: A Guide for Success in the Experience Age","post_excerpt":"It\u2019s safe to say when it comes to AI, Katie King knows her stuff. So, let\u2019s get into what she covered in her recent webinar with Iterable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"unlocking-ais-potential-a-guide-for-success-in-the-experience-age","to_ping":"","pinged":"","post_modified":"2023-12-19 09:33:41","post_modified_gmt":"2023-12-19 17:33:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119328","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 19, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121923_AI-Workshop_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121923_AI-Workshop_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121923_AI-Workshop_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121923_AI-Workshop_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/unlocking-ais-potential-a-guide-for-success-in-the-experience-age\/"},{"ID":119304,"post_author":"79","post_date":"2023-12-15 11:15:37","post_date_gmt":"2023-12-15 19:15:37","post_content":"<p>Artificial intelligence is experiencing a monumental rise. While it came out swinging in 2023 (McKinsey called 2023 <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2023-generative-ais-breakout-year\" target=\"_blank\" rel=\"noopener\">Generative AI\u2019s breakout year<\/a>), we\u2019re all starting to settle into the new normal of artificial intelligence.TL;DR: it ain\u2019t goin\u2019 anywhere.<\/p>\r\n\r\n[caption id=\"attachment_119305\" align=\"alignnone\" width=\"2110\"]<img class=\"size-full wp-image-119305\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/Screen-Shot-2023-12-14-at-2.52.16-PM.png\" alt=\"Line chart from January 1, 2022 to December 14, 2023. Line goes up and to the right. \" width=\"2110\" height=\"798\" \/> <em>The popularity of the search term \u201cAI\u201d in the U.S. from January 1, 2022 to December 14, 2023. Source: <a href=\"https:\/\/trends.google.com\/trends\/explore?date=2022-01-01%202023-12-14&amp;geo=US&amp;q=AI&amp;hl=en\" target=\"_blank\" rel=\"noopener\">Google Trends<\/a>.<\/em>[\/caption]\r\n\r\n<p>As marketers, we\u2019re finding new ways to incorporate AI tools into just about every aspect of what we do every day. Whether it\u2019s generative AI or using AI to better understand customers\u2019 <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">affinity towards your brand<\/a>, AI can make a huge improvement in how efficient and effective a marketing team can be.<\/p>\r\n<p>Throughout 2023 we\u2019ve published a slew of AI marketing content. As a quick refresher, and handy guide, we\u2019ve decided to compile a dozen of our 2023 AI-related blog posts in one spot. Whether you bookmark this or Slack it to a colleague, we\u2019re hoping this serves as a helpful resource as we all lean into AI heading into 2024.<\/p>\r\n<h3>1. <a href=\"https:\/\/iterable.com\/blog\/ais-role-in-marketing-according-to-chatgpt\/\" target=\"_blank\" rel=\"noopener\">AI\u2019s Role in Marketing, According to ChatGPT<\/a><\/h3>\r\n<p>In this article Iterable\u2019s, Director of Brand &amp; Creative Services, Michael Huard, wanted to see what ChatGPT was all about and hear it from the source. So, he asked ChatGPT what it thinks its role in marketing is and got\u2026surprising results.<\/p>\r\n<h3>2. <a href=\"https:\/\/iterable.com\/blog\/3-things-you-can-do-with-email-marketing-automation\/\" target=\"_blank\" rel=\"noopener\">3 Things You Can Do With Email Marketing Automation<\/a><\/h3>\r\n<p>You already know the importance of deploying a welcome campaign or triggering abandoned cart emails, but in this article we cover three modern benefits of email marketing automation you can take advantage of today. And of course, AI and Automation go together like peanut butter and jelly, salt and pepper, mac and cheese\u2026you get it.<\/p>\r\n<h3>3. <a href=\"https:\/\/iterable.com\/blog\/3-ai-myths-marketing\/\" target=\"_blank\" rel=\"noopener\">Busting the 3 Most Common AI Myths in Marketing<\/a><\/h3>\r\n<p>In 2018, we posited that we were only a few years away from a turning point, in which <a href=\"https:\/\/hbr.org\/2021\/09\/ai-adoption-skyrocketed-over-the-last-18-months\" target=\"_blank\" rel=\"noopener\">most businesses<\/a> will use AI in some form. And with the recent skyrocketing popularity of <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/generative-ai-is-here-how-tools-like-chatgpt-could-change-your-business\" target=\"_blank\" rel=\"noopener\">generative AI tools like ChatGPT<\/a>, it\u2019s safe to say that the turning point has come and gone. However, misinformation continued to stymie the conversation around real-life, practical AI applications, especially when pertaining to digital marketing, so we re-evaluated the three most common AI myths we encountered five years ago and weigh in on whether they\u2019re still debunked in 2023.<\/p>\r\n<h3>4. <a href=\"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/\" target=\"_blank\" rel=\"noopener\">Great Examples of AI in Marketing\u2026and Some Not So Great<\/a><\/h3>\r\n<p>We thought it\u2019d be fun to highlight some great examples of AI in marketing\u2026and some that are not so great. That said, we all could end up on a \u201cnot so great\u201d list at some point so we aren\u2019t here to judge. Instead, this article is here so you can hopefully leave with some inspiration and guidance to heed in your AI endeavors.<\/p>\r\n<h3>5. <a href=\"https:\/\/iterable.com\/blog\/how-ai-in-localization-translation-impact-global-marketing-strategies\/\" target=\"_blank\" rel=\"noopener\">How AI in Localization &amp; Translation Impact Global Marketing Strategies<\/a><\/h3>\r\n<p>AI-powered generative tools for translation and localization will likely have a huge impact on global growth marketing strategies because they make it easier, faster, and more accessible. Marketing teams can adapt content more efficiently without using up all their time or making a huge dent in their budgets. In this article Rachel Wolff from Iterable partner, Lokalise, explores the global potential of AI in marketing.<\/p>\r\n<h3>6. <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-ai-marketing\/\" target=\"_blank\" rel=\"noopener\">The 5 Ws of AI Marketing<\/a><\/h3>\r\n<p>But there\u2019s another useful framework for understanding an emerging topic: the five Ws (who, what, when, where, and why). If asking these questions works for reporters, detectives, and elementary school teachers assigning storytelling prompts, then it can be valuable for us.<br \/>\r\nIn this article we get back to basics and cover the 5 Ws of AI marketing.<\/p>\r\n<h3>7. <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Mastering Iterable\u2019s AI Suite<\/a><\/h3>\r\n<p>It can be hard to know where to start, and, depending on your organization, you will have different priorities and needs for your AI solutions. At Iterable, we focus on three main categories for AI: message optimization, generative content creation, and AI-driven audience insights. In this article we break down each of these Iterable capabilities.<\/p>\r\n<h3>8. <a href=\"https:\/\/iterable.com\/blog\/is-ai-in-marketing-worth-the-hype-in-2023\/\" target=\"_blank\" rel=\"noopener\">Is AI in Marketing Worth the Hype in 2023?<\/a><\/h3>\r\n<p>It\u2019s apparent that incorporating AI in marketing may offer a lot of perks, but understanding these tools\u2019 abilities and boundaries should always remain top priority. In this blog post, we\u2019ll delve into the pros and cons of AI in marketing and provide tips for effectively implementing AI into your marketing strategy.<\/p>\r\n<h3>9. <a href=\"https:\/\/iterable.com\/blog\/ethical-considerations-of-using-ai-in-marketing\/\" target=\"_blank\" rel=\"noopener\">Ethical Considerations of Using AI in Marketing<\/a><\/h3>\r\n<p>As anyone who was raised on Marvel movies knows, with great power comes great responsibility. While AI-powered campaigns promise efficiency and precision, they also bring forward a set of ethical considerations that cannot be ignored. This article has five things to consider when confronting the ethical quandaries of AI in marketing.<\/p>\r\n<h3>10. <a href=\"https:\/\/iterable.com\/blog\/20-ai-marketing-stats-you-wish-you-knew-sooner\/\" target=\"_blank\" rel=\"noopener\">20+ AI Marketing Stats You Wish You Knew Sooner<\/a><\/h3>\r\n<p>The research shows that AI marketing is achieving greater results than businesses thought possible and could contribute up to <a href=\"https:\/\/www.pwc.com\/gx\/en\/issues\/data-and-analytics\/publications\/artificial-intelligence-study.html\" target=\"_blank\" rel=\"noopener\">$15.7 trillion<\/a> to the global economy in 2023. In this post, we\u2019re sharing the latest stats from AI marketing analysts and experts to give you a better sense of how AI can improve your team\u2019s performance and make your work easier and more efficient.<\/p>\r\n<h3>11. <a href=\"https:\/\/iterable.com\/blog\/5-tips-for-building-better-ai-prompts-for-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener\">5 Tips for Building Better AI Prompts for Marketing Campaigns<\/a><\/h3>\r\n<p>While we\u2019re not all AI Prompt Engineers, when it comes to AI-generated marketing copy, there are some tricks for optimizing your prompts and getting to the finish line faster and more effectively. This article has five tips to enhance your AI prompts and seed copy to build better AI marketing campaigns.<\/p>\r\n<h3>12. <a href=\"https:\/\/iterable.com\/blog\/key-ai-terms-to-familiarize-yourself-with\/\" target=\"_blank\" rel=\"noopener\">Key AI Terms to Familiarize Yourself With<\/a><\/h3>\r\n<p>In this post, we cut through the confusion, clarifying essential AI terms we, as marketers, should start to familiarize ourselves with. Whether you\u2019re new to AI or just need a quick refresher, these AI terms will provide you with a clearer understanding of key concepts, especially as they relate to using AI in your marketing campaigns.<\/p>\r\n<h3>There\u2019s More Where That Came From<\/h3>\r\n<p>AI is here to stay so we\u2019ve all got to start getting used to it and start embracing the ways it can help supplement our jobs, versus being afraid of being replaced. We\u2019ll, of course, keep publishing our perspectives on AI in marketing so if these topics didn\u2019t quench your AI thirst, be sure to check out all of the available resources we have.<\/p>\r\n<p><em>Want more AI content right now? Head over to our <a href=\"https:\/\/iterable.com\/resources\/ai-marketing\/\" target=\"_blank\" rel=\"noopener\">AI Hub<\/a> for webinars, downloadable content, and more.<\/em><\/p>","post_title":"Top 12 AI Marketing Articles to Bookmark for 2024","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-12-ai-marketing-articles-to-bookmark-for-2024","to_ping":"","pinged":"","post_modified":"2023-12-15 11:15:37","post_modified_gmt":"2023-12-15 19:15:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119304","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 15, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121523_AI-Roundup_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable yellow background with illustrated pile of papers in the center. On top is an illustrated magnifying glass with the number 12 in the center.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121523_AI-Roundup_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121523_AI-Roundup_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121523_AI-Roundup_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-12-ai-marketing-articles-to-bookmark-for-2024\/"},{"ID":119291,"post_author":"79","post_date":"2023-12-13 08:55:15","post_date_gmt":"2023-12-13 16:55:15","post_content":"<p>As 2023 draws to a close we wanted to take a moment to reflect on all that\u2019s happened over the past 12 months. In particular, we want to take a closer look at email marketing.<\/p>\r\n<p>We took a look at the content we published in the past year and gathered resources from across the web to compile a list of the biggest email marketing changes we saw in the last year. These changes likely aren\u2019t going anywhere, so let\u2019s get to it.<\/p>\r\n<h3>1. Artificial Intelligence<\/h3>\r\n<p>Yeah, big surprise, AI is on the list. Artificial Intelligence really took off in 2023\u2014specifically, generative AI. McKinsey, in fact, referred to 2023 as \u201c<a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2023-generative-ais-breakout-year\" target=\"_blank\" rel=\"noopener\">Generative AI\u2019s Breakout Year<\/a>.\u201d In the same article they mention, \u201cThe most commonly reported business functions using these [generative AI] tools are the same as those in which AI use is most common overall: marketing and sales, product and service development, and service operations, such as customer care and back-office support.\u201d<\/p>\r\n<p>So how did AI impact email marketing? While generative AI can and did help email marketers write the copy for the body of the email itself (like <a href=\"https:\/\/www.grammarly.com\/email-writer\" target=\"_blank\" rel=\"noopener\">Grammarly\u2019s professional email writing tool<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/17172997847572-Copy-Assist-\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Copy Assist<\/a>), email marketing is impacted by AI beyond just the content creation. Take Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization (STO)<\/a>, for example. With this tool, AI is employed to examine historical customer behavior\u2014like engagement\u2014and that data is used to dictate the best time for sending future emails.<\/p>\r\n<h3>2. Privacy<\/h3>\r\n<p>In 2023 email authentication quickly rose to the top of the priority list for email marketers. Back in September, Iterable\u2019s Email Deliverability Consultant, Steve Duff, wrote about the importance of email authentication. He said, \u201cEmail authentication adds layers of security that bolster trust, safeguard personal information, and preserve the integrity of digital interactions in an effort to make email safe for both senders and recipients.\u201d<\/p>\r\n<p>Then, in October, Iterable\u2019s Senior Director of Delivery Operations, Seth Charles, covered the upcoming <a href=\"https:\/\/iterable.com\/blog\/what-the-google-and-yahoo-email-policy-update-means-and-why-it-matters\/\" target=\"_blank\" rel=\"noopener\">Google and Yahoo email policy updates<\/a> that hinge on <a href=\"https:\/\/iterable.com\/blog\/the-crucial-role-of-email-authentication\/\" target=\"_blank\" rel=\"noopener\">email authentication<\/a>. \u201cStarting in February of 2024, both email platforms will begin to block and aggressively filter incoming email traffic that doesn\u2019t meet new message authentication and procedural requirements.\u201d While the impending changes don\u2019t occur until next year, email marketers should start putting procedures in place to ensure their emails are viewed as authentic by senders.<\/p>\r\n<h3>3. Automation<\/h3>\r\n<p>This probably doesn\u2019t come as a shock either, but automation had a moment in 2023 and it\u2019s not stopping anytime soon. Automation takes the guesswork out of email marketing. While we don\u2019t recommend a \u201cset-it-and-forget-it\u201d mentality (good to keep an eye on things and audit regularly), automation does help free up your time to focus on the bigger picture. With automation, instead of zooming into each email and thinking about when you\u2019re going to hit \u201csend\u201d you can take a step back and think about what each individual customer\u2019s journey will look like as a whole.<\/p>\r\n<p>Take <a href=\"https:\/\/iterable.com\/customers\/ae-networks\/\" target=\"_blank\" rel=\"noopener\">A+E Networks<\/a>, for example. With a variety of different channels\u2014including A&amp;E, Lifetime, The HISTORY\u00ae Channel, LMN, FYI, VICELAND, and Crime+Investigation\u2014A+E Networks still manages to send highly personalized welcome emails via Iterable. Because each channel has a unique website where users can opt-in to receive emails, A+E uses this information to automate which welcome email goes out to which customer.<\/p>\r\n<h3>4. Cross-Channel<\/h3>\r\n<p>It wouldn\u2019t be an Iterable article without a mention of good ol\u2019 <a href=\"https:\/\/iterable.com\/blog\/5-cross-channel-marketing-strategies-to-incorporate\/\" target=\"_blank\" rel=\"noopener\">cross-channel marketing<\/a>. This isn\u2019t a new concept, but we\u2019ve seen it take a front seat in the past year. Email has often been touted as the marketing channel with the highest ROI. While this still holds true (with an <a href=\"https:\/\/www.luisazhou.com\/blog\/email-marketing-roi-statistics\/\" target=\"_blank\" rel=\"noopener\">ROI of $36-$42<\/a> for every $1 spent), email marketing is best when used as part of a multi-channel marketing strategy.<\/p>\r\n<p>So, something we\u2019ve seen in the past year is a re-balancing of marketing channels. Because customers\u2019 inboxes are getting more and more cluttered, finding ways to incorporate other marketing channels has been critical for brands\u2019 success in the past year.<\/p>\r\n<h3>5. New KPIs<\/h3>\r\n<p>New tools means new measures of success. As email marketing evolved in 2023, new <a href=\"https:\/\/iterable.com\/blog\/email-marketing-kpis-to-keep-an-eye-on\/\" target=\"_blank\" rel=\"noopener\">KPIs<\/a> started to become more important for determining whether or not a strategy is working. Back in June we published an article featuring some email marketing KPIs to keep an eye on. Our list included some less-common metrics like: inbox placement rate (IPR), email forwarding rate, and list growth rate.<\/p>\r\n<p>While these metrics aren\u2019t necessarily new, they are becoming more important to email marketers as email marketing continues to evolve. For example, IPR is the number of emails that successfully land in a customer\u2019s inbox versus being marked as spam or bouncing completely. This particular metric goes hand in hand with the prioritization of privacy and authentication mentioned above.<\/p>\r\n<h3>What a Year It\u2019s Been<\/h3>\r\n<p>We\u2019ve seen a shift in email priorities in the past year, and it\u2019s not stopping any time soon. While we\u2019ll have some 2024 predictions regarding upcoming email trends early next year, it\u2019s important to take time to reflect, level-set, and understand the changes that have emerged in 2023 to set yourself and your team up for greatness in the coming year.<\/p>\r\n<p>With AI, privacy, automation, cross-channel, and new KPIs taking a front seat, the way email programs are designed going forward will need to take all of these elements into consideration. Luckily, these changes are all extremely beneficial to marketers and help improve efficiency and effectiveness\u2014so nothing to fear.<\/p>\r\n<p><em>To learn more about how Iterable can help you achieve your email marketing goals in 2024, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"2023 Email Marketing: A Year in Review","post_excerpt":"We gathered resources from across the web to compile a list of the biggest email marketing changes we saw in 2023. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2023-email-marketing-a-year-in-review","to_ping":"","pinged":"","post_modified":"2023-12-13 08:55:15","post_modified_gmt":"2023-12-13 16:55:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119291","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 13, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121323_2023-Year-in-Review-Email_Blog-header-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Red Iterable background with illustrated yellow envelope. Out of the envelope is a piece of paper that says 2023 on it.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121323_2023-Year-in-Review-Email_Blog-header-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121323_2023-Year-in-Review-Email_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121323_2023-Year-in-Review-Email_Blog-header-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121323_2023-Year-in-Review-Email_Blog-header-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121323_2023-Year-in-Review-Email_Blog-header-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/121323_2023-Year-in-Review-Email_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2023-email-marketing-a-year-in-review\/"},{"ID":119236,"post_author":"79","post_date":"2023-12-08 13:51:54","post_date_gmt":"2023-12-08 21:51:54","post_content":"<p>I will die on this hill: every single business needs a social presence, no matter what industry you\u2019re in or product you sell. Having a robust and consistent social presence is necessary for not only brand visibility, but for building with your consumers.<\/p>\r\n<p>Establishing a relevant and engaging social presence requires a deep understanding of who your customer is and how they like to be reached, while also tailoring your efforts to the nuances of each social channel. It\u2019s definitely hard work, but it\u2019s worth the effort when the result is a community of devoted and engaged fans that are eager to consume your content, share it with their friends, and sing your brand\u2019s praises on and offline.<\/p>\r\n<h3>1. Know Your Audience<\/h3>\r\n<p><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/7922758001940-Using-Audience-Insights-to-Understand-Your-Users-\" target=\"_blank\" rel=\"noopener\">Understanding your audience<\/a> is the first and most important step when building out your social media strategy. You likely have created brand personas when defining your brand\u2019s overall marketing strategy, and these personas will be a great starting point for tailoring who your online social audiences will be and how they like to be reached.<\/p>\r\n<p>Review your brand and describe the typical customer:<\/p>\r\n<ul>\r\n\t<li>Who are they?<\/li>\r\n\t<li>What stage of life are they in?<\/li>\r\n\t<li>What kind of job do they have?<\/li>\r\n\t<li>How do they spend their free time?<\/li>\r\n\t<li>What are their main pain points?<\/li>\r\n<\/ul>\r\n<p>Once you have identified a few of your key buyer personas, do some research on what social platforms that persona uses and what kind of brands they are following. This will help you understand what kind of content that audience is actively engaged with.<\/p>\r\n<p><em>Did you know? You can use your personas to <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">build your perfect audiences<\/a> in the Iterable app using User Segmentation.<\/em><\/p>\r\n<h4>A Generational Divide<\/h4>\r\n<p>One major factor when it comes to identifying digital preferences and typical behavior of your target audiences is understanding the differences in <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">generational<\/a> social media behavior. According to research conducted by <a href=\"https:\/\/www.comscore.com\/Insights\/Blog\/What-are-the-most-visited-social-media-platforms-among-Gen-Z\" target=\"_blank\" rel=\"noopener\">ComScore<\/a>, Baby Boomers are most active on Facebook, while Gen Z favors video content on YouTube and TikTok. Millennials and Gen X spend the majority of their time on the same platforms: YouTube, Facebook, and Instagram.<\/p>\r\n<p>These nuances are key when developing your content strategy. Each platform has specific dimensions, format, and content preferences that are important to keep in mind when sharing content.<\/p>\r\n<h3>2. Know Your Platforms<\/h3>\r\n<p>Once you understand who you are talking to on social media, the next step is understanding the best way to communicate your message.<\/p>\r\n<h4>Facebook<\/h4>\r\n<p>Facebook started out with status updates and has shifted to more of a photo and video focus, with the capability to share direct links within captions. Additionally, Facebook has tools like business pages, stories, Reels, Facebook Live, offers, events, and community groups to help build an online community and manage offline event logistics.<\/p>\r\n<p><em><strong>Did you know?<\/strong> Iterable has an integration with Facebook that allows you to export <a href=\"https:\/\/support.iterable.com\/hc\/articles\/204780549\" target=\"_blank\" rel=\"noopener\">static and dynamic lists<\/a> from Iterable and create custom audiences in <a href=\"https:\/\/www.facebook.com\/business\/tools\/ads-manager\" target=\"_blank\" rel=\"noopener\">Facebook Ads Manager<\/a>. Learn more on how to connect your brand\u2019s page <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115005019663-Facebook-Custom-Audiences-\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/em><\/p>\r\n<h4>Instagram<\/h4>\r\n<p>While Facebook and Instagram both sit under the Meta umbrella, Instagram\u2019s engagement rates are <a href=\"https:\/\/www.socialinsider.io\/blog\/social-media-industry-benchmarks\/\" target=\"_blank\" rel=\"noopener\">four times higher<\/a> than Facebook, with a focus on photo and video content. Instagram has tools like stories, Instagram live, Reels, broadcast channels, simple direct messaging, and highlights to make connecting with your audience in real-time a breeze.<\/p>\r\n<h4>TikTok<\/h4>\r\n<p>TikTok is the fastest growing social media platform that focuses on short form video content, paired with trend-driven sounds from both native users and recording artists. The \u201cFor You Page\u201d (FYP) algorithm of TikTok leads to increased opportunity for virality and allows any user, regardless of current audience size, to have their content served to a massive audience.<\/p>\r\n<p>TikTok has tools like in-app editing, filters, templates, TikTok live, and a robust music library to allow brands to lean into their experimental content creation side.<\/p>\r\n<h4>LinkedIn<\/h4>\r\n<p>LinkedIn is the online hub for career building and professional development. Content like industry articles, awards, job postings, education tips, and user case studies are a great fit for the audience on LinkedIn, and <a href=\"https:\/\/www.insiderintelligence.com\/content\/linkedin-social-platform-of-choice-b2b-marketers-worldwide\" target=\"_blank\" rel=\"noopener\">B2B companies tend to find that their target audience is very active on this platform<\/a>. LinkedIn has tools like robust business pages, job boards, article publishing, and LinkedIn live to help connect users with businesses.<\/p>\r\n<h4>Threads\/X<\/h4>\r\n<p>X and Threads are primarily text focused platforms that serve as a news source for many of their users. Both Threads and X are great for short updates, polls, breaking news, and photo and video content sharing from brands and users alike. Threads and X have tools like trend tracking, direct messaging, live streaming, and polls to help connect audiences with the content and information they want to see.<\/p>\r\n<p>After reviewing the type of content that is best suited for each platform, review your buyer personas and business goals. What platforms are your audience already engaged with and how can you provide value with your content on those platforms?<\/p>\r\n<h3>3. Create a Social Strategy<\/h3>\r\n<p>You\u2019ve established the platforms that make sense for your brand, and now it\u2019s time to build out exactly what kind of content you want to share with your audiences.<\/p>\r\n<p>All social media content should serve the purpose of one or more of the <a href=\"https:\/\/www.kattstearns.com\/the-4-es-for-creating-kick-ass-social-media-content\/\" target=\"_blank\" rel=\"noopener\">four E\u2019s<\/a>:<\/p>\r\n<ul>\r\n\t<li><strong>Educate<\/strong>: Providing educational content to your audience will always be a high-value content strategy. Share best practices on how to use your product, new innovations in your industry, or solutions to common pain points that will be helpful and informative to your audience.<\/li>\r\n\t<li><strong>Engage<\/strong>: Engaging posts help to connect your audience with the brand in a relatable and fun way, while continuing to build a community around your brand. Engaging posts can be anything from polls or quizzes to <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7133187687242469376\" target=\"_blank\" rel=\"noopener\">holiday digital bingo cards<\/a>.<\/li>\r\n\t<li><strong>Empower<\/strong>: Empowering posts drive your audience to take action and are coupled with strong CTAs. Examples of empowering posts can include registration links to webinars, updates about an upcoming event, or resources for continued professional development.<\/li>\r\n\t<li><strong>Entertain<\/strong>: Entertaining posts are a necessary and often overlooked aspect of a brand\u2019s social strategy. Humor, relatability, and fun are essential to an engaging and long-lasting social presence, so lean in to <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7131346944446124032\" target=\"_blank\" rel=\"noopener\">trend-driven memes<\/a> and poke fun and the common pitfalls of your industry.<\/li>\r\n<\/ul>\r\n<p>While you may feel inclined to ask which \u201cE\u201d is best for each platform, the four E's are great for any platform, so I would hesitate to assign a \u201cbest platform\u201d for each.<\/p>\r\n<h3>4. Be Responsive<\/h3>\r\n<p>Once you hit \u201cpost,\u201d you might think you are finished with your social media duties. But, one of the most important aspects of a social media presence is timely social response. Inevitably, your audience members are going to turn to your social media channels as the first line of customer service, sending inquiries about shipping or services to your social media inbox or comments section.<\/p>\r\n<p>There are two types of social response: reactive and proactive.<\/p>\r\n<ul>\r\n\t<li><strong>Reactive<\/strong>: Reactive engagement is what we think of when we imagine basic social response. Engaging with your audience through responding to comments, direct messages, tagged content, reposts, and mentions all falls into this category and is an extremely important form of digital customer engagement and service.<\/li>\r\n\t<li><strong>Proactive<\/strong>: Proactive engagement is when your brand makes the first move and comments or shares content from other creators or brands in the space that have a similar following and audience. This is a great strategy for first interactions with influencers you would like to work with down the line, as it sparks a relationship between your brand and the influencer in a casual way.<\/li>\r\n<\/ul>\r\n<p>It is extremely important to foster these relationships across all of your social media channels as it\u2019s one of the first places your customers will go to connect with your brand. Make sure that you\u2019re replying to all questions in your inbox and are engaging with users in the comments of your posts to build community and demonstrate that you are available to help with any issues your customers are having throughout their lifecycle.<\/p>\r\n<h3>Don\u2019t Be Scared to Be Social<\/h3>\r\n<p>While the social landscape might feel vast and daunting, it is imperative that all businesses show up consistently on the social platforms that make sense for their audiences and their business needs. Having an updated social presence will not only build trust in the legitimacy of your brand, but will also offer a space for easy updates, education, and entertainment for your key audience. So grab your tripod and ring light, it\u2019s time to bring out your inner digital star.<\/p>\r\n<p><em>Need inspiration? Follow us on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/www.instagram.com\/iterable\/?hl=en\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/www.tiktok.com\/@iterableinc?lang=en\" target=\"_blank\" rel=\"noopener\">TikTok<\/a>, <a href=\"https:\/\/twitter.com\/Iterable\" target=\"_blank\" rel=\"noopener\">X<\/a>, <a href=\"https:\/\/www.threads.net\/@iterable\" target=\"_blank\" rel=\"noopener\">Threads<\/a>, and <a href=\"https:\/\/www.facebook.com\/Iterable\/\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>.<\/em><\/p>","post_title":"4 Tips For Growing Your Social Media Presence","post_excerpt":"Building your social presence requires a deep understanding of who your customer is and how they like to be reached.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-tips-for-growing-your-social-media-presence","to_ping":"","pinged":"","post_modified":"2023-12-08 13:51:54","post_modified_gmt":"2023-12-08 21:51:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119236","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 08, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120823_Building-Social-Audiences_Blog-Header-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Three torso silhouettes in a triangle in the foreground with social media iconography around their heads\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120823_Building-Social-Audiences_Blog-Header-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120823_Building-Social-Audiences_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120823_Building-Social-Audiences_Blog-Header-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120823_Building-Social-Audiences_Blog-Header-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120823_Building-Social-Audiences_Blog-Header-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120823_Building-Social-Audiences_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-tips-for-growing-your-social-media-presence\/"},{"ID":119221,"post_author":"79","post_date":"2023-12-07 12:57:53","post_date_gmt":"2023-12-07 20:57:53","post_content":"<p>The average enterprise uses <a href=\"https:\/\/www.progress.com\/blogs\/10-data-stats-your-martech-stack#:~:text=According%20to%20chiefmartec.com%2C%20the,technology%2C%20or%20martech%2C%20tools.\" target=\"_blank\" rel=\"noopener\">120 martech tools<\/a>. Imagine a carpenter wearing a belt with 100+ tools, many of which perform the same function and have similar effect. It\u2019s a heavy, costly, unnecessary load to carry, and impossible to sustain. So, it\u2019s worth asking if your existing marketing tools are delivering tangible outcomes. Do they increase efficiency, support business goals, and simplify your work? Or, is there a high cost of ownership with significant time, money, and resources needed?<\/p>\r\n<p>If you want to take charge next year, <strong>consolidate your martech stack<\/strong>. You won\u2019t regret it or the outcomes! Let\u2019s explore four reasons to do it, ways to start and complete the process, and stories of organizations reaping rewards.<\/p>\r\n<h3>What It Means to Choose a Lean Stack<\/h3>\r\n<p>The modern martech stack is powerful, but each application must be thoughtfully chosen to create a stack that works in unison towards your business goals. When you prioritize a holistic view of your stack and consolidate to a leaner, more efficient, and results-driven infrastructure, these perks can be achieved.<\/p>\r\n<ul>\r\n\t<li><strong>Maximize ROI for a stronger bottom line<\/strong>: When marketing invests time and resources to adopt a tool and onboard staff, you better be sure the added technology is used for more than just one feature. If not, there's an opportunity to simplify. Streamlining your stack in alignment with top business goals ensures every marketing tool is used at maximum efficiency and enhances your organization\u2019s bottom line. It\u2019s smart to first define benchmarks for tooling use to ensure full value When they aren\u2019t hit, you should seriously consider what to cut.<\/li>\r\n\t<li><strong>Reduce or eliminate redundancies<\/strong>: There are several marketing tools that overlap in features and capabilities. According to <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2022-10-03-gartner-survey-finds-marketers-utilize-just-42-percent-of-their-martech-stack-capabilities\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>, only 42% of the capabilities available in martech stacks are used by marketers. By rethinking your martech stack, it\u2019s possible to experience cost savings of 30% to 40%, shares <a href=\"https:\/\/www.bain.com\/insights\/reduce-replace-rethink-transforming-technology-costs\/\" target=\"_blank\" rel=\"noopener\">Bain &amp; Company<\/a>. Start by eliminating tool sets with redundant features and functionality that don\u2019t regularly benefit your team, customers, strategic goals, or value drivers, and use tools that best enhance the customer (and marketer!) experience, blending specialization and simplicity.<\/li>\r\n\t<li><strong>Scale impact<\/strong>: In the \u201cdo more with less\u201d environment, marketers must help their brands engage and scale for immediate, lasting impact. A martech stack with all functions in one place that integrates end-to-end, streamlines expenses, and improves the customer experience enables you to scale with the pace of growth and demand.<\/li>\r\n\t<li><strong>Improve collaboration<\/strong>: A disconnect between tools creates silos in and outside of marketing and silos hinder performance and results. However, a centralized platform with an extensive partner ecosystem and easy-to-use integrations is advantageous for collaboration. Some pieces you should be looking for in your centralized platform include:\r\n\r\n<ul>\r\n\t<li>A data warehouse integrating behavioral data with the orchestration platform.<\/li>\r\n\t<li>A unified identity solution that brings data together.<\/li>\r\n\t<li>Content creation tools that expedite campaign creation and execution.<\/li>\r\n\t<li>Web optimization tools that maximize external presence for audience attention, and which integrate with the orchestration platform.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<p>This list of benefits isn\u2019t exhaustive. Just remember the golden rule is to <strong>consider your most important use cases and choose a modern platform that supports seamless execution and maximum performance for each<\/strong>. The burden is lifted, time and money is saved, and your customer experience will be future-proof.<\/p>\r\n<h3>Helpful Steps to Consolidate<\/h3>\r\n<p>The next logical question is: \u201cok, now how do I consolidate?\u201d Well, we\u2019ve got a list of some steps to help you do it.<\/p>\r\n<p><strong><a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">Take inventory<\/a> of the tools you use<\/strong> to ensure your stack foundation is solid and can handle key areas like campaign orchestration, audience targeting, and analytic insights. A few practices include:<\/p>\r\n<ul>\r\n\t<li>Documenting the current ecosystem.<\/li>\r\n\t<li>Mapping tools to strategic drivers.<\/li>\r\n\t<li>Defining KPIs that allow for consistently tracking and measuring success.<\/li>\r\n\t<li>Measuring value based on delivery versus expected performance against KPIs.<\/li>\r\n<\/ul>\r\n<p>When you uncover redundancies in this process, it\u2019s time to cut some fat. As marketers, we can use more simplicity, am I right?<\/p>\r\n<p><strong>Centralize governance<\/strong> to put ownership and responsibility in the hands of stakeholders who can guarantee consolidation happens quickly and effectively.<\/p>\r\n<ul>\r\n\t<li>Choose an ecosystem owner in marketing with an empowered perspective who will set boundaries for decision-making.<\/li>\r\n\t<li>Develop a cross-functional steering committee to establish shared goals and resources and reinforce adoption throughout the organization.<\/li>\r\n\t<li>Set a schedule to evaluate performance metrics and utilization, and ensure maximum efficiency in resources spent.<\/li>\r\n<\/ul>\r\n<p>Finally, <strong><a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-2-looking-outward\/\" target=\"_blank\" rel=\"noopener\">consolidate<\/a> (where you can)<\/strong> to experience the key benefits mentioned.<\/p>\r\n<ul>\r\n\t<li>Map tools to your customer journey for a more seamless experience, from beginning to end, with your brand.<\/li>\r\n\t<li>Eliminate the tools that have overlapping features and functions.<\/li>\r\n\t<li>Seek out a platform that has a strong partner ecosystem, flexible data model, and proven experience working with brands similar to yours or experiencing some of the same challenges.<\/li>\r\n<\/ul>\r\n<h3>Enterprises that Consolidated and Now Thrive<\/h3>\r\n<p>Iterable has helped numerous customers consolidate their martech stack for great benefit. For instance:<\/p>\r\n<ul>\r\n\t<li>Furniture brand <a href=\"https:\/\/iterable.com\/customers\/joybird\/\" target=\"_blank\" rel=\"noopener\">Joybird<\/a> streamlined their disparate platforms for email and event tracking in Iterable. Now, they benefit from maximum data flexibility, robust segmentation, and real-time event streaming. <strong>The measurable business value included a 93% reduction in engineering time and marketing being able to spin up new campaigns in an hour instead of two weeks.<\/strong><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/customers\/the-body-coach\/\" target=\"_blank\" rel=\"noopener\">The Body Coach<\/a> fitness app relied on two platforms for customer emails and push notifications. Choosing Iterable, they gained one solution that delivers individualized, automated, cross-channel communications to attract new members, keep them in a renewal cycle, and support their pursuit of health and fitness goals. Now, <strong>60% of members who interact with voice messages from founder and trainer Joe complete a workout in a few days<\/strong> and more consistent, personalized customer engagement increases the odds of stronger retention and member renewal.<\/li>\r\n<\/ul>\r\n<p><em>Visit Iterable.com to <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> and learn how we help marketers elevate customer engagement, w and explore resources like this more extensive, <a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\">downloadable checklist<\/a> to maximize your martech stack.<\/em><\/p>","post_title":"4 Benefits of Streamlining Your Martech Stack","post_excerpt":"Let\u2019s explore reasons to consolidate your martech stack, ways to start and complete the process, and stories of organizations reaping rewards.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-benefits-of-streamlining-your-martech-stack","to_ping":"","pinged":"","post_modified":"2023-12-07 12:57:53","post_modified_gmt":"2023-12-07 20:57:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119221","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 07, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/Blog-Header-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Woman using two tablets\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/Blog-Header-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/Blog-Header-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/Blog-Header-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-benefits-of-streamlining-your-martech-stack\/"},{"ID":119082,"post_author":"97","post_date":"2023-12-05 15:27:43","post_date_gmt":"2023-12-05 23:27:43","post_content":"<p>Unlock customer loyalty and growth in 2024 with two impactful resources that will jumpstart your brand's success in the new year\u2014 developed in partnership with Tinuiti. Armed with groundbreaking technology and innovative approaches, especially in AI and virtual spaces, personalization has undergone a significant transformation and is set to redefine marketing as a whole in 2024.\u00a0<\/p>\r\n<p>In this guide, we'll cover:<\/p>\r\n<ul>\r\n\t<li>Must-have lifecycle marketing strategies to supercharge performance<\/li>\r\n\t<li>How AI-power precision enhances your content strategy<\/li>\r\n\t<li>Tips for crafting tailored cross-channel experiences that resonate with your audience<\/li>\r\n\t<li>Overcoming digital barriers in retail: a comprehensive breakdown<\/li>\r\n\t<li>Creating a seamless connection between online and in-store data<\/li>\r\n<\/ul>\r\n<p>To leverage the most out of this guide, we'll take a deep dive into the guide's topics and more during the 2024 Marketing Panel with Tinuiti on Dec. 6th and 13th, where we'll also:<\/p>\r\n<ul>\r\n\t<li>Break down the biggest challenges marketers are facing this year<\/li>\r\n\t<li>Share 2024 lifecycle marketing predictions, and\u00a0\u00a0<\/li>\r\n\t<li>The key steps you need to take to set your brand apart from the competition in 2024\u00a0<\/li>\r\n<\/ul>\r\n<p>You'll be registered for this exclusive webinar when you download the guide so you can take advantage of the best insights in the industry.\u00a0\u00a0<\/p>\r\n<p>*By downloading this guide, you agree to be registered for the 2024 Marketing Panel on Dec. 6 and 13, 2023, and opt-in to relevant communications from Tinuiti and Iterable.<\/p>","post_title":"Unlock Customer Loyalty and Growth with the 2024 Lifecycle Marketing Guide","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unlock-customer-loyalty-and-growth-with-the-2024-lifecycle-marketing-guide","to_ping":"","pinged":"","post_modified":"2023-12-05 15:37:34","post_modified_gmt":"2023-12-05 23:37:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=119082","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"December 05, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unlock-customer-loyalty-and-growth-with-the-2024-lifecycle-marketing-guide\/"},{"ID":119119,"post_author":"79","post_date":"2023-12-05 10:19:03","post_date_gmt":"2023-12-05 18:19:03","post_content":"<p><em>BlueConic, the leading pure-play customer data platform, liberates companies' first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. Over 350 companies worldwide, including Forbes, Heineken, Mattel, Michelin, Telia Company, and VF Corp, use BlueConic to unify data into persistent, individual-profiles, and then activate it across customer touchpoints and systems in support of a wide range of growth-focused initiatives, including customer lifecycle orchestration, modeling and analytics, digital products and experiences, audience-based monetization, and more. Learn more at <a href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3947571-1&amp;h=2685337112&amp;u=http%3A%2F%2Fwww.blueconic.com%2F&amp;a=http%3A%2F%2Fwww.blueconic.com\" target=\"_blank\" rel=\"noopener\">http:\/\/www.blueconic.com<\/a> and follow us on <a href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3947571-1&amp;h=3795884057&amp;u=https%3A%2F%2Ftwitter.com%2FBlueConic&amp;a=Twitter\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> and <a href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3947571-1&amp;h=3728343450&amp;u=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fblueconic%2F&amp;a=LinkedIn\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> @BlueConic.<\/em><\/p>\r\n<hr \/>\r\n<p>For decades, retailers have <a href=\"https:\/\/www.forbes.com\/sites\/gregpetro\/2023\/02\/10\/as-third-party-cookies-fade-brands-get-personal\/?sh=579c6be47577\" target=\"_blank\" rel=\"noopener\">relied on third-party data<\/a> as the backbone of their customer engagement strategy. It\u2019s been the fuel driving everything from targeted ads and personalizing customer experiences, to improving campaign performance, and ultimately, increasing sales and profitability.<br \/>\r\n<br \/>\r\nBut a backlash against the misuse of consumer data has spurred new privacy protections from big tech and governments alike. Google, whose Chrome browser accounts for nearly two-thirds of the world\u2019s internet usage, plans to <a href=\"https:\/\/techcrunch.com\/2023\/05\/18\/google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024\/?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAHsqRY-dWCOaS9fff058_GHOeC3IPhQC99AUqRj7T052_h0K25Aaf_p0ol3IIfJMdq5J9rgO8fcOHCvzCjS650O1Hwr-PNVGlBwePW3F5rENcKlQClXIv-lSCAwNqCENmW6fYB3xJG-aaXGZII7UDBapQvw8_ZozpHkDQshPP7LN\" target=\"_blank\" rel=\"noopener\">phase out cookies<\/a> completely in 2024, while <a href=\"https:\/\/blog.mozilla.org\/en\/mozilla\/firefox-rolls-out-total-cookie-protection-by-default-to-all-users-worldwide\/\" target=\"_blank\" rel=\"noopener\">Mozilla Firefox<\/a> and <a href=\"https:\/\/www.theverge.com\/2020\/3\/24\/21192830\/apple-safari-intelligent-tracking-privacy-full-third-party-cookie-blocking\" target=\"_blank\" rel=\"noopener\">Apple Safari<\/a> have already done so. In addition, <a href=\"https:\/\/unctad.org\/page\/data-protection-and-privacy-legislation-worldwide\" target=\"_blank\" rel=\"noopener\">137 countries<\/a> now have national privacy laws in place that regulate how consumer data can be collected and used, with new state bills in the US seeming to pop up weekly.<br \/>\r\n<br \/>\r\nAll of these factors are <a href=\"https:\/\/econsultancy.com\/2022-marketing-trends-first-party-data\/\" target=\"_blank\" rel=\"noopener\">resulting in a shift<\/a> away from third-party data in favor of <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero-<\/a> and first-party data collected directly from consumers that\u2019s both privacy compliant and offers deeper, more meaningful consumer insights. First-party data, <a href=\"https:\/\/neilpatel.com\/blog\/first-party-data\/\" target=\"_blank\" rel=\"noopener\">as Neil Patel puts it<\/a>, is \u201cinformation companies collect from their own sources about their customers,\u201d and it\u2019s increasingly becoming the backbone of the most effective, targeted marketing campaigns for retailers in the U.S. and Europe.<\/p>\r\n<p>While first-party data offers a number of benefits, one of the biggest barriers to harnessing its full potential is understanding the distinct ways it can be used to reimagine customer engagement and drive business growth. While the possibilities are endless, here are five fundamental ways retailers can make the most of their first-party data.<\/p>\r\n<h3>1. Strategic Email Marketing<\/h3>\r\n<p>Email marketing remains a potent tool for customer engagement. In fact, data shows email drives an average of $36 for every dollar spent \u2014 higher than any other channel. But to be truly effective, email campaigns must be strategically segmented based on the unique needs and interests of different customer groups.<\/p>\r\n<p>When unified into comprehensive customer profiles, first-party data provides granular insights into individual purchase histories, browsing behaviors, product preferences, and more that retailers can use to create robust multi-dimensional segments. Their ESPs can then use these segments to personalize content, such as recommending products based on past purchases or sending exclusive offers tailored to specific customer segments. This targeted approach not only <a href=\"https:\/\/www.bcg.com\/publications\/2023\/first-party-data-leads-next-growth-engine-in-retail\" target=\"_blank\" rel=\"noopener\">fosters increased customer engagement<\/a>, but can <a href=\"https:\/\/instapage.com\/blog\/personalization-statistics\/\" target=\"_blank\" rel=\"noopener\">significantly increase open and conversion rates<\/a>.<\/p>\r\n<h3>2. Real-Time Personalization Across Channels<\/h3>\r\n<p>Modern consumers expect a seamless and personalized shopping experience across all marketing channels\u2014not just email. In fact, data shows <a href=\"https:\/\/www.bolt.com\/blog\/bolt-personalizes-online-shopping-for-beauty-industry\" target=\"_blank\" rel=\"noopener\">75%<\/a> of shoppers are willing to pay more for personalized online shopping experiences.<\/p>\r\n<p>With access to unified, actionable first-party data, retailers can dynamically adjust website content, product recommendations, and promotions and employ targeted cross-channel strategies based on individual preferences and behaviors. For instance, if a customer opens an email but doesn't make a purchase, retailers can use this data to trigger a follow-up SMS or push notification with a more compelling offer. This cross-channel engagement can help increase conversions and foster a deeper, more personalized connection with consumers.<\/p>\r\n<p>Online retailer RevZilla was able to <a href=\"https:\/\/www.blueconic.com\/customers\/revzilla-uses-cross-channel-orchestration-to-boost-revenue-by-35\" target=\"_blank\" rel=\"noopener\">boost revenue by 35%<\/a> simply by creating a more cohesive experience across email and SMS\u2014their two main channels for keeping in touch with customers.<\/p>\r\n<h3>3. Lifecycle Marketing Campaigns<\/h3>\r\n<p>Modern consumers not only <a href=\"https:\/\/ninetailed.io\/blog\/personalization-statistics\/\" target=\"_blank\" rel=\"noopener\">expect personalized and relevant interactions across channels<\/a>, but also at different stages of their journey. By building long-term, mutually beneficial relationships with customers, retailers can <a href=\"https:\/\/www.investopedia.com\/terms\/r\/repeat-sales.asp\" target=\"_blank\" rel=\"noopener\">boost their profitability by as much as 75% on average<\/a>.<\/p>\r\n<p>By collecting first-party data\u2014including the likes of data on website visitors\u2019 browsing habits, email engagement, social media activity or in-store shopping tendencies\u2014retailers can tailor communications and promotions to specific stages of the customer journey, from initial awareness to post-purchase loyalty. This approach ensures that marketing efforts are highly personalized, fostering meaningful connections with customers at every touchpoint and optimizing marketing effectiveness throughout the entire lifecycle.<\/p>\r\n<p>Take <a href=\"https:\/\/www.blueconic.com\/resources\/video-digital-transformation-bobs-discount-furniture\" target=\"_blank\" rel=\"noopener\">Bob\u2019s Discount Furniture<\/a>, where leaders are using their first-party data to support both short- and long-term lifecycle marketing strategies. For instance, because their purchase history is persistently stored in profiles, the Bob\u2019s Discount Furniture is able to promote toddler beds to customers who purchased a baby crib two years earlier.<\/p>\r\n<h3>4. Enhanced Loyalty Programs<\/h3>\r\n<p>First-party data can also play an instrumental role in optimizing and personalizing loyalty programs. Armed with information such as the frequency of site visits and preferred products or services, retailers can tailor loyalty programs to offer personalized rewards, discounts, and incentives that resonate with each customer. This not only strengthens customer loyalty but also encourages repeat business.<\/p>\r\n<p>Additionally, by analyzing data from loyalty programs, retailers can gain insights into customer behavior, enabling them to refine marketing strategies and further enhance the overall customer experience.<\/p>\r\n<h3>5. Optimized Media Spend<\/h3>\r\n<p>A more competitive advertising market coupled with <a href=\"https:\/\/www.cmswire.com\/digital-marketing\/will-targeted-advertising-survive-privacy-legislation\/\" target=\"_blank\" rel=\"noopener\">privacy-related changes to ad targeting<\/a> have driven digital advertising costs upwards of <a href=\"https:\/\/www.businesswire.com\/news\/home\/20220719005425\/en\/Brands-Losing-a-Record-29-for-Each-New-Customer-Acquired\" target=\"_blank\" rel=\"noopener\">60% over the last five years<\/a>. To mitigate these costs, retailers need to find ways to allocate their advertising budgets more efficiently.<\/p>\r\n<p>With access to unified customer profiles, retailers can create highly targeted and personalized advertising campaigns. This precise targeting not only enhances the effectiveness of digital marketing efforts, but also maximizes the return on investment (ROI).<\/p>\r\n<h3>Unlocking Your First-Party Data Potential<\/h3>\r\n<p>First-party data has become pivotal for navigating the challenges of the post-cookie, privacy-first era. By embracing the strategies above, retailers can adapt to the evolving industry landscape while delivering unparalleled value to their customers.<\/p>\r\n<p>But success also depends on getting your first-party data house in order. By pairing a <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/what-is-a-customer-data-platform-cdp\/\" target=\"_blank\" rel=\"noopener\">customer data platform (CDP)<\/a> that makes first-party data accessible and actionable\u2014like BlueConic\u2014with a customer communication platform that enables personalization at scale\u2014like Iterable\u2014retailers can take a more holistic approach to customer engagement that not only optimizes marketing efficiency and effectiveness, but also fosters trust, loyalty, and lasting customer relationships.<\/p>","post_title":"5 Must Have First-Party Data Strategies for Retailers","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-must-have-first-party-data-strategies-for-retailers","to_ping":"","pinged":"","post_modified":"2023-12-05 10:19:03","post_modified_gmt":"2023-12-05 18:19:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119119","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 05, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120523_blueconic_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable orange background with Blueconic and Iterable logos\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120523_blueconic_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120523_blueconic_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/12\/120523_blueconic_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-must-have-first-party-data-strategies-for-retailers\/"},{"ID":105631,"post_author":"79","post_date":"2023-12-05 06:35:24","post_date_gmt":"2023-12-05 14:35:24","post_content":"<p><em>This post was originally published November 21, 2022.<\/em><\/p>\r\n<p>This year, Iterable users sent over 4 billion emails over Black Friday\/Cyber Monday weekend\u2014a 36% increase in volume since 2022. Since Iterable users are not the only brands sending marketing communications, just imagine the huge increase in overall email send volume.<\/p>\r\n<p>Beyond brands, think too about the increase in emails your customers are about to receive. Are they wanting (or even expecting) all of those emails?<\/p>\r\n<p>If you want to make sure you don't land on mailbox providers' (and your customers\u2019) naughty lists, follow our deliverability suggestions to make this season a joyful one.<\/p>\r\n<h3>Ensuring Consent-Based Sending<\/h3>\r\n<p>Many brands feel the pressure to contact all of their subscribers\u2014hoping it will maximize potential sales opportunities\u2014without realizing the long-term impact it can have on deliverability.<\/p>\r\n<p>A mailbox provider\u2019s role is to protect their ecosystem and keep their users safe by ensuring users want the emails they receive. Here are just some of the ways providers (Gmail, Yahoo, Hotmail, Apple, amongst many others) evaluate a brand\u2019s reputation:<\/p>\r\n<ul>\r\n\t<li>Measuring how much mail is marked as spam<\/li>\r\n\t<li>Keeping tabs on how many unknown users you send to<\/li>\r\n\t<li>Sending messages to <a href=\"https:\/\/sendgrid.com\/blog\/spam-traps-what-they-are-and-why-you-should-pay-attention-to-them\/\" target=\"_blank\" rel=\"noopener\">spam trap<\/a> networks<\/li>\r\n\t<li>Paying attention to whether your mail is read or just deleted<\/li>\r\n<\/ul>\r\n<p>When a brand exceeds certain thresholds, such as spam complaint rates, this is a clear signal to mailbox providers that the user doesn\u2019t want to receive these communications, which results in more of the brand\u2019s emails being sent to the spam folder.<\/p>\r\n<p>It may sound obvious, but make sure your brand is only sending marketing emails to people who have made it clear that <a href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">they want your email<\/a>\u2014whether through a recent opt-in or positive engagement.<\/p>\r\n<h3>Weathering a Flurry of Emails<\/h3>\r\n<p>Mailbox providers want their users to receive legitimate mail. However, with a surge in holiday volume, <a href=\"https:\/\/dataconomy.com\/2022\/07\/what-are-bad-actors-called-in-cybersecurity\/#:~:text=systems%20or%20data.-,Bad%20actor's%20cybersecurity%20definition%20(Bad%20actors%20meaning),malicious%20actor%20or%20bad%20actor.\" target=\"_blank\" rel=\"noopener\">bad actors<\/a> try to hide amongst all the noise. This results in stricter filtering from mailbox providers being applied to inbound messages.<\/p>\r\n<p>It is important to note that some mailbox providers\u2019 infrastructures aren't capable of handling the increase in email volume. What does this mean for marketers?<\/p>\r\n<ul>\r\n\t<li>Delayed delivery times<\/li>\r\n\t<li>Increased in spam placement<\/li>\r\n\t<li>Increased bounces<\/li>\r\n<\/ul>\r\n<p>While these are not guaranteed to happen to your brand, it\u2019s worth keeping an eye out for these changes during heavy send periods like the holidays.<\/p>\r\n<p><em><strong>Tip: Shifting your campaign send times to avoid the top of the hour is known to help avoid rate-limiting delays and, ultimately, blocking. This shift can be five, 10, 15 etc. minutes after the start of the hour.<\/strong><\/em><\/p>\r\n<h3>Tips and Tools to Make the \u201cNice\u201d List<\/h3>\r\n<p>Knowing how to segment your customer base is important. What times of the day have been proven to drive a lot of engagement? What campaigns have shown the most success? What learnings were gained from those that we can use for the holiday season?<\/p>\r\n<h4>Sending to Engaged Users<\/h4>\r\n<p>From a deliverability reputation standpoint, you want to make sure that the segmentation gives you a better chance of sending to engaged (as defined by you) customers, to protect your reputation with ISPs.<\/p>\r\n<p>Re-sending emails to customers who haven\u2019t opened emails in the past can be effective sometimes, but remember that these recipients are typically less likely to engage and might start to shift your deliverability down. Consider past purchase behavior and perhaps \u201cclicked but not convert\u201d as an engagement metric.<\/p>\r\n<p>On the other hand, If a user is clicking, you can assume the content was relevant for them and maybe a slight tweak to the content can get them to convert.<\/p>\r\n<h4>Fine-Tune the Volume<\/h4>\r\n<p>If you do have a large shift in volume from your normal sending, you\u2019re better off breaking it up into smaller blocks that are more similar to your usual sending patterns, even if it means spreading them across multiple days.<\/p>\r\n<p><em><strong>Tip: Try to avoid large volume spikes. If you usually send to 50k recipients, don\u2019t change from that too drastically and suddenly decide to send to 150k. Mailbox providers frown upon sudden spikes like that and will immediately defer or block the mail as a result.<\/strong><\/em><\/p>\r\n<h4>Tools That Can Help<\/h4>\r\n<p>You\u2019re not alone when it comes to making email deliverability easier this holiday season. There are tools in and out of Iterable that can help.<\/p>\r\n<p><strong>Segment Analysis<\/strong><\/p>\r\n<p>Within Iterable, if you click to see an individual campaign performance, you can see more granularity at the recipient domain level through a Segment Analysis. Here, you can see your metrics in gmail.com (Gmail), yahoo.com (Yahoo) or hotmail.com (Microsoft), for example. Some metrics might be declining overall (Opens rates), but when it\u2019s through one mailbox provider, it typically means that your reputation with this mailbox provider has diminished.<\/p>\r\n<p>If old users, never-engaged users, or users hitting the \u201cspam\u201d button are being targeted in large numbers, you will see your successful delivery rate go down exponentially.<\/p>\r\n<p><strong>Brand Affinity<\/strong><\/p>\r\n<p>If you are not sure how to segment your list, try leveraging the Brand Affinity feature within the Iterable platform to help identify who wants your email.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> uses advanced AI to automatically calculate customer engagement and sentiment based on cross-channel behavior. Brand Affinity then dynamically converts these signals into user profile affinity labels for use in smarter segmentation and more meaningful customer experiences.<\/p>\r\n<p><strong>Third-Party Tools<\/strong><\/p>\r\n<p>Outside of Iterable, getting feedback directly from two major mailbox providers can also provide valuable insight into sending behavior. Take advantage of two free reputation systems you can sign up for to monitor your IP\/Domain reputation: <a href=\"https:\/\/www.gmail.com\/postmaster\/\" target=\"_blank\" rel=\"noopener\">Google Postmaster Tools<\/a> and <a href=\"https:\/\/sendersupport.olc.protection.outlook.com\/snds\/\" target=\"_blank\" rel=\"noopener\">Microsoft SNDS<\/a> (if sending on dedicated IPs).<\/p>\r\n<h4>Abide by New Privacy Requirements<\/h4>\r\n<p>\u201cStarting in February of 2024, both Yahoo and Google inboxes will begin to block and aggressively filter incoming email traffic that doesn\u2019t meet new message authentication and procedural requirements. Additionally, they also included some infrastructure and performance thresholds associated with commercial email best practices.\u201d\u00a0<\/p>\r\n<p><em><span style=\"font-weight: 400;\">To learn more about these updates, check out <\/span><a href=\"https:\/\/iterable.com\/blog\/what-the-google-and-yahoo-email-policy-update-means-and-why-it-matters\/\"><span style=\"font-weight: 400;\">the full post.<\/span><\/a> <\/em><\/p>\r\n<h3>Avoid a Lump of Coal<\/h3>\r\n<p>Mailbox Providers have to decide which brands are \u201cgood\u201d and \u201cbad\u201d quickly, so making sure you continue to implement trustworthy behavior will allow you to maximize your inbox during the holidays. The potential short term revenue gains from sending high volumes are not worth the negative long-term impact on your email campaigns.<\/p>\r\n<p><em>Take the time. Check your lists\u2026twice. And utilize the tools at your disposal. If you need or want help, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today to chat with the Iterable deliverability team to uplevel your email deliverability success.<\/em><\/p>","post_title":"Holiday Email Deliverability: Make This Season a Joyful One","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"holiday-email-deliverability-make-this-season-a-joyful-one","to_ping":"","pinged":"","post_modified":"2023-12-05 10:37:55","post_modified_gmt":"2023-12-05 18:37:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105631","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 05, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/111822_Holiday-Email-Deliverability_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Email icon with holiday bow to demonstrate deliverability\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/111822_Holiday-Email-Deliverability_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/111822_Holiday-Email-Deliverability_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/111822_Holiday-Email-Deliverability_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/holiday-email-deliverability-make-this-season-a-joyful-one\/"},{"ID":119049,"post_author":"79","post_date":"2023-11-30 10:52:40","post_date_gmt":"2023-11-30 18:52:40","post_content":"<p>Brands are going global and, while growth is good, it\u2019s important to adopt a more worldly perspective to avoid alienating audiences and ensure that growth continues. Different countries celebrate different holidays and, to create a truly personalized experience for your customers, you have to take note and make sure you\u2019re approaching the holidays considering different cultures, languages, traditions, regulations, and more. (Don\u2019t even get us started on British versus U.S. spelling.)<\/p>\r\n<p>Yes, there\u2019s a lot to keep in mind when creating international marketing campaigns\u2014especially during the holidays. So, to help fellow marketers as we enter the thick of the holiday season, we figured we\u2019d consolidate and share our advice.<\/p>\r\n<h3>1. Get Out the Calendar<\/h3>\r\n<p>We\u2019re going old school for this first tip. It may seem obvious but with everyone\u2019s busy schedules, ironically there seems to be no time to sit down with a calendar and go through the important holidays you should be creating campaigns around.<\/p>\r\n<p>Even more obvious\u2014ask your international coworkers for advice! Have them add important dates to the shared marketing calendar to make sure you\u2019re getting insights from each of your markets.<\/p>\r\n<h3>2. Stay Mindful<\/h3>\r\n<p>This kind of goes without saying when considering different countries\u2019 perspectives, but there\u2019s some specifics to touch on here. In November, for example, U.S. customers are focused on Thanksgiving but in the UK and EU, folks are looking ahead to Christmas. Other countries, however, don\u2019t celebrate Christmas at all. Do your research and, again, rely on team members to help provide context.<\/p>\r\n<p>This is where <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204780539-Segmentation-Overview-#:~:text=Iterable's%20segmentation%20tool%20allows%20you,the%20most%20relevant%20marketing%20messages.\" target=\"_blank\" rel=\"noopener\">segmentation<\/a> can be really helpful. Create different audiences to make sure you\u2019re sending the right messages to the right people.<\/p>\r\n<h3>3. Personalize to the Best of Your Ability<\/h3>\r\n<p>This goes hand-in-hand with being mindful. Outside of the major tentpole holidays, there are other holidays that may require more of a sensitivity. Personalization could be the difference between making a customer\u2019s day and ruining it. Take Mother\u2019s Day or Father\u2019s Day, for example. Some people may want to <a href=\"https:\/\/iterable.com\/blog\/how-to-send-personalized-opt-outs\/\" target=\"_blank\" rel=\"noopener\">opt-out<\/a> of any communications around those holidays.<\/p>\r\n<p>Look at your historical data and make sure your user profiles are synced to contain this data. That way, if a customer opts-out of sensitive holidays one year, it will carry over to the next year and they\u2019ll automatically be removed from the send list.<\/p>\r\n<h3>4. Use Local Influence<\/h3>\r\n<p>Influencers are everything these days. After all, <a href=\"https:\/\/iterable.com\/blog\/a-glimpse-into-the-future-of-influencer-marketing\/\" target=\"_blank\" rel=\"noopener\">influencer marketing<\/a> is expected to be an over $21B market this year. It can also <a href=\"https:\/\/www.linkedin.com\/pulse\/power-influencer-marketing-rise-impact-5ws-strategy-adskate-inc#:~:text=The%20Benefits%20of%20Influencer%20Marketing&amp;text=Influencer%20marketing%20campaigns%20can%20increase,it%20is%20genuine%20and%20authentic.\" target=\"_blank\" rel=\"noopener\">increase brand awareness by 82%<\/a>. But are all influencers global? Probably not. Think about selecting influencers\u2014even micro or nano influencers\u2014that can speak directly to your different audiences.<\/p>\r\n<p>People want to hear from someone like themselves, so rather than alienating your audience with someone they can\u2019t relate to, try selecting influencers in your different locales.<\/p>\r\n<h3>5. Speak Their Language<\/h3>\r\n<p>Again, this isn\u2019t a groundbreaking concept, but it really will make a difference. Using a localization service or translation service can help capture the colloquialisms of different cultures. We\u2019ve all struggled trying to use a quick translation tool, but truly understanding a language and the nuances that come with it offers a much more individualized customer experience.<\/p>\r\n<p>If you don\u2019t have translation in your budget right now, look to your team! Give the first version of a campaign a go with a translator and have your native-speaking colleagues give it a quick review. Your team is your best tool.<\/p>\r\n<h3>6. Abide by Privacy Regulations<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/a-look-at-consumer-data-privacy-protections-in-2023\/\" target=\"_blank\" rel=\"noopener\">Privacy and data restrictions<\/a> are different in every country. Europe, in particular, loves their regulations. Consider the General Data Protection Regulations (GDPR) in the EU, Canada\u2019s Digital Charter Implementation Act, state-specific regulations in the U.S. like The California Privacy Rights Act (CPRA), and more.<\/p>\r\n<p>It\u2019s a lot to keep track of but with the right legal counsel you\u2019ll be able to stay on top of all of these different regulations to ensure your customers not only have a good experience with your brand, but that your messaging even gets delivered to them in the first place.<\/p>\r\n<h3>Take the World by Storm<\/h3>\r\n<p>The world is your oyster (funnily enough, this <a href=\"https:\/\/www.tiktok.com\/@littleauntdeb\/video\/7151541748395707691?ad_group_name=Admitad%20-%201310690&amp;attr_ad_id=1424839&amp;attr_adgroup_id=1310690&amp;attr_medium=affiliate-ad&amp;attr_source=impact&amp;irclickid=QXW3Py2b2xyPU5eVavW-fxAXUkFXfTx9o2pQS00&amp;irgwc=1\" target=\"_blank\" rel=\"noopener\">went viral<\/a> for being one of the hardest phrases to say with an American accent). You have the ability to succeed when marketing during international holidays and, in most cases, the tools are right under your nose. Every international team member is an asset and they can help provide perspective you may not otherwise have.<\/p>\r\n<p>You may think it\u2019s too late in the year to get started on your marketing during international holidays, but there's good news: they happen every year. Consider this your reminder to get a jump on all the holidays 2024 has to offer. Whip out your calendars, sharpen your pencil, and get to work.<\/p>\r\n<p><em>To learn how Iterable can help with your global marketing efforts in 2024, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Tips for Marketing During International Holidays","post_excerpt":"We figured we\u2019d consolidate and share our advice when it comes to marketing during international holidays. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"tips-for-marketing-during-international-holidays","to_ping":"","pinged":"","post_modified":"2023-11-30 10:52:40","post_modified_gmt":"2023-11-30 18:52:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119049","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 30, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/113023_International-Holidays_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Upward view of photograph of flags from different countries. Iterable overlays on top right and bottom left corners.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/113023_International-Holidays_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/113023_International-Holidays_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/113023_International-Holidays_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/tips-for-marketing-during-international-holidays\/"},{"ID":119022,"post_author":"79","post_date":"2023-11-29 12:32:25","post_date_gmt":"2023-11-29 20:32:25","post_content":"<p>Yeehaw! It\u2019s time for a retail roundup. We have so many excellent examples of how our customers use Iterable, we figured we\u2019d compile some together\u2014by industry. To start off this roundup series, we\u2019re compiling some retail case studies to show how Iterable (and our <del>partners<\/del> pardners \ud83e\udd20) can help retail brands make an impact with their customers. Giddyup!\u00a0<\/p>\r\n<h3>1. Joybird<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/joybird\/\" target=\"_blank\" rel=\"noopener\">Joybird<\/a> specializes in the sleek lines of mid-century modern furniture styles, but its approach to customer messaging is thoroughly 21st century. The company\u2019s value proposition is: \u201cJoybird was founded on the idea that people should never settle when it comes to their home furnishing, but rather have the freedom to be boldly original.\u201d<\/p>\r\n<p>Joybird\u2019s legacy tech stack had been built solely to serve online customers. This worked at the time, but its data systems and communication platforms didn\u2019t give Joybird the unified customer views and supply-chain efficiency the company needed to continue its evolution into a fully hybrid operation.<\/p>\r\n<p>Joybird realized measurable business value with three key areas with Iterable in its new, streamlined tech stack, which also includes <a href=\"https:\/\/www.rudderstack.com\/\" target=\"_blank\" rel=\"noopener\">RudderStack<\/a> for data architecture and <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/what-is-a-customer-data-platform-cdp\/\" target=\"_blank\" rel=\"noopener\">customer data platform<\/a> and <a href=\"https:\/\/www.snowflake.com\/\" target=\"_blank\" rel=\"noopener\">Snowflake<\/a> for the data cloud. These key areas include flexible data, accessible data, and robust segmentation.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>The company saved 79 hours of campaign creation time switching from Bronto to Iterable.\u2028<\/li>\r\n\t<li>Marketing team is now able to spin up new campaigns in an hour, down from 2 weeks.\u2028<\/li>\r\n\t<li>Engineering time fell 93 percent now that the back-end team no longer needs to build singular connections anymore. A marketing team request that might have required two weeks of back-end work can now take about an hour because the data is already in models in its data warehouse.\u2028<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/joybird\/\" target=\"_blank\" rel=\"noopener\"><em>Read the full case study.<\/em><\/a><\/p>\r\n<h3>2. Lovepop<\/h3>\r\n<p>Founded in 2015 by best friends Wombi Rose and John Wise, <a href=\"https:\/\/iterable.com\/customers\/lovepop\/\" target=\"_blank\" rel=\"noopener\">Lovepop<\/a> introduced the duo\u2019s own creation: Slicegami\u2122\ufe0f, a pop-up paper design that marries kirigami\u2019s cutting and folding with the mathematical precision of sliceform structure used in ship design.\u00a0<\/p>\r\n<p>As part of its \u201ccustomer happiness\u201d goal, Lovepop relies on segmentation and 1:1 real time personalization to send meaningful messages, especially as it expands its product lines and designs to appeal to new customer segments.<\/p>\r\n<p>Using an integration with tech partner <a href=\"https:\/\/iterable.com\/partners\/lytics\/\" target=\"_blank\" rel=\"noopener\">Lytics<\/a> in the Iterable platform, Lovepop adds dynamic content modules populated with individualized product recommendations to broadcast campaigns introducing seasonal designs and product lines.\u00a0<\/p>\r\n<p>Plus, with Iterable\u2019s Experiments tool, Lovepop can test several subject lines on small segments of a broadcast audience for two hours after deployment. At the two-hour mark, the winning subject line automatically goes out to the remaining 70% of the audience.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>Reduced churn while maintaining higher engagement and maximizing revenue leveraging Iterable\u2019s Brand Affinity\u2122.<\/li>\r\n\t<li>Using Iterable Experiments, Lovepop consistently saw a +20% lift in click-through rate.\u2028<\/li>\r\n\t<li>Individualized product recommendations with Iterable and Lytics.\u2028<\/li>\r\n\t<li>More effective use of first-party data with Iterable and Tealium.\u2028<\/li>\r\n\t<li>Saves at least 2 hours per week with the easy usability of Iterable segmentation.\u2028<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/lovepop\/\" target=\"_blank\" rel=\"noopener\"><em>Read the full case study.<\/em><\/a><\/p>\r\n<h3>3. Rocksbox<\/h3>\r\n<p>With <a href=\"https:\/\/iterable.com\/customers\/rocksbox\/\" target=\"_blank\" rel=\"noopener\">Rocksbox<\/a>, members pay a monthly subscription fee to gain access to rent unlimited jewelry from premium designers and brands. For Rocksbox, email marketing and member communications are key for growth, customer activation, and ongoing engagement.\u00a0<\/p>\r\n<blockquote>\r\n<p><em>\u201cWe're bringing a lot of data into Iterable through our API\u2014custom events and woven properties to personalize our journeys based on the customer's actions. But then we're also bringing in details around the customer's preferences. When working with our Engineering team on setting up the custom events we\u2019re bringing into Iterable, we try to be as sort of broad at the top level as possible so that then a lot of the customization can happen within Iterable itself. It's not happening on the engineering side and that has really helped us save a lot of time because we can just do it ourselves.\u201d<\/em><\/p>\r\n<p><em>- <a href=\"https:\/\/iterable.com\/marketing-masters\/naomi-eshleman\/\" target=\"_blank\" rel=\"noopener\">Naomi Eshleman<\/a>, Lifecycle Marketing Manager @ Rocksbox<\/em><\/p>\r\n<\/blockquote>\r\n<p>Iterable allows a team of two marketers to manage engagement campaigns sending well over 500,000 monthly messages to hundreds of thousands of customers and subscribers.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>Rocksbox uses Iterable for all customer engagement campaigns and messaging, eliminating the need for separate systems.\u2028<\/li>\r\n\t<li>Iterable enables Rocksbox to easily run sophisticated journeys that maximize customer engagement.\u2028<\/li>\r\n\t<li>Rocksbox has A\/B tested every single message sent via Iterable and has achieved significant lift in metrics and ROI.\u2028<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/rocksbox\/\" target=\"_blank\" rel=\"noopener\"><em>Read the full case study.<\/em><\/a><\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/Ac-fGMf8WbA?si=V9IA4F9G9dMlWGSB\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<h3>4. Ritual<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/ritual\/\" target=\"_blank\" rel=\"noopener\">Ritual<\/a>, a subscription based, direct-to-consumer wellness brand, was founded in 2015 on the premise that \u201cbetter health begins with better ingredients.\u201d<\/p>\r\n<p>Like many growing companies, Ritual had a plethora of customer data but struggled to harness it to drive their marketing touchpoints. A number of cloud data sources sent data to Snowflake (their analytics database) which then sent data to Looker (their business intelligence tool).\u00a0<\/p>\r\n<p>By replacing their legacy ESP with Iterable\u2019s growth marketing platform, and enhancing their use of <a href=\"https:\/\/iterable.com\/partners\/technology\/segment\" target=\"_blank\" rel=\"noopener\">Segment<\/a>, Ritual was able to orchestrate cross-channel campaigns on key intent and engagement behavior. In 2020, with the introduction of men\u2019s products, this became mission critical functionality that enabled them to successfully launch into an entirely new audience.\u00a0<\/p>\r\n<p>In addition, launching a new product into an entirely new audience required continual iteration and testing. With Iterable Experiments, Ritual was able to create an aggressive testing calendar to help them learn about their men\u2019s audience and optimize their messaging in real-time.\u00a0<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>12.5% lift in overall campaign conversion by leveraging Iterable Experiments\u2028<\/li>\r\n\t<li>45% lift in conversion in a single campaign\u2028<\/li>\r\n\t<li>Hyper-personalized lifecycle campaigns enabled by Iterable\u2019s partnership with Segment\u2028<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/ritual\/\" target=\"_blank\" rel=\"noopener\"><em>Read the full case study.<\/em><\/a><\/p>\r\n<h3>5. Stanley Black &amp; Decker<\/h3>\r\n<p>As a B2B2C company, <a href=\"https:\/\/iterable.com\/customers\/stanley-black-decker\/\" target=\"_blank\" rel=\"noopener\">Stanley Black &amp; Decker<\/a>\u2019s core business is to generate demand for its distributors and retailers, such as Home Depot, Lowe\u2019s, and Amazon, by acquiring and activating its end-user data.<\/p>\r\n<p>This mission to better understand their customers is a challenging one: a small but mighty two-person team is responsible for managing over ten automated customer journeys across eight markets and four total brands, including DEWALT, BLACK+DECKER, IRWIN, and STANLEY TOOLS.<\/p>\r\n<p>With minimal coding, the customer journey team can customize countless variations of their emails with a single template that auto-populates with data from the catalog they\u2019ve created.<\/p>\r\n<h4>Results<\/h4>\r\n<ul>\r\n\t<li>With personalization enabled by Iterable Catalog, Stanley Black &amp; Decker achieved a 7% increase in clicks to its e-commerce stores, when compared to non-customized emails.\u2028<\/li>\r\n\t<li>In addition to increasing email engagement, Iterable\u2019s automation decreased the team\u2019s amount of busy work by reducing the number of email templates created by 80%.\u2028<\/li>\r\n\t<li>By gaining back 5-10 hours spent on each template, the customer journey team can spend more time on messaging strategy.\u2028<\/li>\r\n\t<li>Hours saved also equates to money saved as Stanley Black &amp; Decker is now less dependent on external agencies to get their work done.\u2028<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/stanley-black-decker\/\" target=\"_blank\" rel=\"noopener\"><em>Read the full case study.<\/em><\/a><\/p>\r\n<h3>The Retail Rodeo<\/h3>\r\n<p>We\u2019ve managed to lasso a few retail examples from our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customer story repository<\/a>, but there\u2019s plenty more where that came from. Overall, some themes have emerged from even just these examples alone. Iterable helps retail brands save time, execute experiments, and increase customer engagement\u2014ultimately reducing churn. That\u2019s just one industry, too. Iterable has helped a wide array of other industries that we\u2019ll roundup as part of this series\u2014so stay tuned.\u00a0<\/p>\r\n<p><em>To learn how Iterable can help your retail brand save time and money, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.\u00a0<\/em><\/p>","post_title":"Iterable Industry Roundup Pt. 1: Retail","post_excerpt":"To start off this roundup series, we\u2019re compiling some retail case studies to show how Iterable and our partners help retail brands.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-industry-roundup-pt-1-retail","to_ping":"","pinged":"","post_modified":"2023-11-29 12:32:25","post_modified_gmt":"2023-11-29 20:32:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=119022","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 29, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/112923_Verticalized-Case-Study-Roundup_Retail_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable green background with white note extending to the center from the bottom left corner. A shopping cart with boxes sits in the middle of the node end.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/112923_Verticalized-Case-Study-Roundup_Retail_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/112923_Verticalized-Case-Study-Roundup_Retail_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/112923_Verticalized-Case-Study-Roundup_Retail_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-industry-roundup-pt-1-retail\/"},{"ID":118926,"post_author":"79","post_date":"2023-11-28 09:14:37","post_date_gmt":"2023-11-28 17:14:37","post_content":"<p>You\u2019ve started a new job, and now you\u2019re an Admin on your company\u2019s Iterable instance. How do you make sure everything is ship-shape and get to know your new program?<\/p>\r\n<p>Beyond sending any marketing communications, there are a lot of things you want to be aware of as your company\u2019s Iterable account owner. Who has access? What data goes in and out? How is data formatted?<\/p>\r\n<p>Whether you\u2019ve never used Iterable before (welcome!), or whether you\u2019re a power user, this checklist is a great start to making sure you\u2019re keeping an eye on the infrastructure that enables you and your team to keep sending great campaigns.<\/p>\r\n<h3>Organization Level<\/h3>\r\n<h4>Review Roles and Permissions<\/h4>\r\n<p>Let\u2019s start at the organization level with roles and permissions. Roles are essentially designated sets of permissions (specific tasks people are or are not allowed to do in Iterable). You can customize them, or we have some pre-built ones as well. An example of a role might be that you want some members of your team to be able to build emails and access performance analytics. But permissions like \u201cManage and launch campaigns\u201d should be limited to key trusted individuals.<\/p>\r\n<p><strong>Navigate to Settings &gt; Roles. I made a loom:\u00a0<\/strong><\/p>\r\n<p>[video width=\"1920\" height=\"870\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/Campaigns-28-November-2023.mp4\"][\/video]<\/p>\r\n<ul>\r\n\t<li>How many people are assigned to each role? (If everyone has ended up as assigned to the Marketing Admin role, or you have only one person designated as a Marketing User, that may mean you need to review what permission sets are assigned to each role.)<\/li>\r\n\t<li>Is there documentation elsewhere explaining who should get assigned what level of access? It\u2019s important to make sure things like sending capability are limited to those who truly need it<\/li>\r\n<\/ul>\r\n<p><strong>Next, go to Settings &gt; Organization Members<\/strong><\/p>\r\n<ul>\r\n\t<li>Does everyone you see here still work for the company? (Bonus question: How is Iterable access wrapped into your company\u2019s on- and off-boarding procedures?)<\/li>\r\n\t<li>When was the last time they logged in? If it was a while ago, it\u2019s a good chance to start a conversation as to whether they still need access.<\/li>\r\n\t<li>Are roles assigned appropriately? In particular, do enough people have Super Admin\/Account Owner access? Do too many?<\/li>\r\n<\/ul>\r\n<p><em>Here\u2019s more information about <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480335-Roles-and-Permissions-\" target=\"_blank\" rel=\"noopener\">roles and permissions<\/a>, in case you decide you want to make any updates.<\/em><\/p>\r\n<h4>Review Usage and Billing<\/h4>\r\n<p>Settings &gt; Usage and Billing takes you to\u2026Usage and Billing.\u00a0<\/p>\r\n<p>[video width=\"1920\" height=\"870\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/Usage-and-Billing-2.mp4\"][\/video]<\/p>\r\n<p>For obvious reasons, usage and billing with Iterable is not actually a concern for me. Since your instance hopefully ISN\u2019T full of zeroes, here\u2019s what I\u2019d recommend checking on in your situation:<\/p>\r\n<ul>\r\n\t<li>Review your send usage across email, SMS, and push<\/li>\r\n\t<li>Scroll down further to check on user volumes and event usage<\/li>\r\n\t<li>Pop back up to the date filters in the top right corner and play around with different ranges\u2013do you notice any quarters or months that seem higher than others?<\/li>\r\n\t<li>Click the \u201cView project breakdown\u201d link for each section. Are there any surprises?<\/li>\r\n\t<li>Compare these numbers to your contracted amounts<\/li>\r\n<\/ul>\r\n<h3>Project Level<\/h3>\r\n<h4>Explore Your Projects<\/h4>\r\n<p>First, you\u2019ll want to get to know your data. Starting with how it\u2019s moving in and out of your projects. This is a section you may wish to review with a colleague from engineering, or someone else who is familiar with your martech stack. While you\u2019re doing this, it\u2019s a good idea to make a list of systems as you go with notes about who the admin is and what data it\u2019s sending to or receiving from Iterable.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-118970\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-16-at-4.30.45-PM-1.png\" alt=\"Project exploration in Iterable\" width=\"920\" height=\"1076\" \/><\/p>\r\n<p><strong>Click your initials in the top right corner to see a list of your projects.<\/strong><\/p>\r\n<ul>\r\n\t<li>How many projects do you have? What are they all for?<\/li>\r\n<\/ul>\r\n<p><strong>Under the Integrations tab:<\/strong><\/p>\r\n<ul>\r\n\t<li>Check your API Keys<\/li>\r\n\t<li>Do you know what everything does? You can change names to clarify using the Edit button<\/li>\r\n\t<li>If it\u2019s disabled, find out why<\/li>\r\n\t<li>Is there anything that should be turned off or removed?<\/li>\r\n<\/ul>\r\n<p><strong>Rinse and repeat with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Third Party<\/li>\r\n\t<li>System Webhooks<\/li>\r\n\t<li>Journey Webhooks<\/li>\r\n\t<li>Facebook<\/li>\r\n<\/ul>\r\n<p>Set up a reminder to review these on a regular basis (I try to take a peek every month or so, but you do you). Because these integrations handle customer data in and out of Iterable, it\u2019s important to make sure you\u2019re keeping things up-to-date!<\/p>\r\n<h4>Get a Handle on Your Data Schema<\/h4>\r\n<p><strong>Settings &gt; Project Settings, scroll down to Custom Event Management to see a full list of custom events feeding into your project.<\/strong><\/p>\r\n<ul>\r\n\t<li>Toggle the buttons \u201cLock custom events\u201d and \u201cLock custom event fields\u201d to the green (locked) position. (This feature is currently in beta).<\/li>\r\n\t<li>View overall volume for custom events and how they\u2019re leveraged in Settings &gt; Custom Event Usage\u2026or Data Schema Management if you\u2019re in the beta(Loom: https:\/\/www.loom.com\/share\/6170a7dfdfd24670be21a5628d9cf1cc)<\/li>\r\n<\/ul>\r\n<p><strong>Scroll down a bit more to User Field Management. This is where you can find the FULL list of user fields, including hidden ones.<\/strong><\/p>\r\n<ul>\r\n\t<li>Is there anything duplicative that SHOULD be hidden? What fields (if any) don\u2019t make sense?<\/li>\r\n\t<li>Again with fangirling over the \u201cLock user fields\u201d button. My preference is to keep them in their green (locked) position\u2013no random fields are getting in on my watch!<\/li>\r\n<\/ul>\r\n<p><strong>After you\u2019re done looking over everything on the Settings page, you can snoop some more by heading to Audience &gt; Segmentation and clicking the green \u201cRefresh Results\u201d button<\/strong><\/p>\r\n<ul>\r\n\t<li>Pick a user at random in the list that populates<\/li>\r\n\t<li>The User Fields section lets you see how the data plays out with actual field values<\/li>\r\n\t<li>Events lets you check out what activity is tracked for this user<\/li>\r\n\t<li>In both cases, click the carets to pull down and see any objects on the user profile or event data<\/li>\r\n\t<li>Use what you\u2019re seeing to play around and practice segmentation<\/li>\r\n<\/ul>\r\n<p>The other settings are good to review as well to familiarize yourself with your instance.<\/p>\r\n<p>[video width=\"1920\" height=\"870\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/User-Profile-info.mp4\"][\/video]<\/p>\r\n<p>Last but not least, a few important things to check when sending messages (which may need its very own blog post!)<\/p>\r\n<p><strong>Head back to Settings &gt; Message Channels and Types. There should be a pulldown caret labeled \u201cX Message Types\u201d so you can see the types tied to each channel.<\/strong><\/p>\r\n<ul>\r\n\t<li>Do these match what you expect your program to be using?\u00a0<\/li>\r\n<\/ul>\r\n<p>[video width=\"1280\" height=\"580\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/Message-Channels-and-Types-1.mp4\"][\/video]<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Go to Messaging &gt; Campaigns and click the \u201cLive\u201d filter towards the top left, or go to Insights &gt; Messaging Insights and set the \u201cState\u201d filter to \u201cRunning,\u201d and click the Campaigns tab<\/strong><\/p>\r\n<p><img class=\"alignnone size-full wp-image-118963\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-27-at-10.44.15-AM.png\" alt=\"Iterable campaign filter showing running campaigns\" width=\"766\" height=\"682\" \/><\/p>\r\n<ul>\r\n\t<li>Do all of these campaigns make sense to you? If not, click a campaign to snoop further!<\/li>\r\n\t<li>Are there any delivery or other performance concerns?<\/li>\r\n\t<li>Does the branding look right?<\/li>\r\n\t<li>When was the last time someone made edits? (easiest to see on the list in the Messaging &gt; Campaigns tab)<\/li>\r\n<\/ul>\r\n<p><strong>Go to Messaging &gt; Journeys and snoop to your heart\u2019s content. But keep an eye out for:<\/strong><\/p>\r\n<ul>\r\n\t<li>Are there any zombie journeys? These are journeys that are still turned on, but when you look at the email stats, nothing has been sent in a while.<\/li>\r\n\t<li>Are there any operational journeys? These are easy to spot because there are no campaigns listed next to the journey status.<\/li>\r\n\t<li>Do you feel like the key points of your customer lifecycle are covered?<\/li>\r\n\t<li>Check on any journeys triggering off of events happening elsewhere (like a pop-up form that collects new users). Do the numbers match?<\/li>\r\n<\/ul>\r\n<p>And there you have it! If that was your first time, hopefully you now feel like you know your Iterable instance better, and can feel confident that your data and infrastructure are set up to match your needs. You may also have a LOT of questions. Along with picking the brains of coworkers, I\u2019ve also found answers by reviewing relevant modules in our <a href=\"https:\/\/academy.iterable.com\/\" target=\"_blank\" rel=\"noopener\">Academy<\/a>, checking out pertinent <a href=\"https:\/\/support.iterable.com\/hc\/en-us\" target=\"_blank\" rel=\"noopener\">documentation<\/a>, and talking things through with my CSM.<\/p>\r\n<p>You may have a lengthy to-do list now too. I tend to lay this list out, but hold off until I\u2019ve gathered more information before taking anything live. However, I do recommend setting a reminder to review this checklist regularly. Personally I try to do that quarterly, but choose your own adventure!<\/p>\r\n<p><em>Ready to explore your Iterable instance? <a href=\"http:\/\/app.iterable.com\" target=\"_blank\" rel=\"noopener\">Go for it<\/a>.\u00a0<\/em><\/p>","post_title":"New Iterable Account Owner Audit","post_excerpt":"Beyond sending any marketing communications, there are a lot of things you want to be aware of as your company\u2019s Iterable account owner. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"new-iterable-account-owner-audit","to_ping":"","pinged":"","post_modified":"2023-11-28 11:54:52","post_modified_gmt":"2023-11-28 19:54:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=118926","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 28, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/112823_Audit-Checklist_Blog-Header-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/112823_Audit-Checklist_Blog-Header-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/112823_Audit-Checklist_Blog-Header-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/112823_Audit-Checklist_Blog-Header-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/new-iterable-account-owner-audit\/"},{"ID":118897,"post_author":"79","post_date":"2023-11-22 09:09:05","post_date_gmt":"2023-11-22 17:09:05","post_content":"<p style=\"font-size: 7px;\"><em>The emails presented in this communication are for illustrative purposes only and are not representative of any official endorsements or partnerships with the brands featured. The brands mentioned in this communication are not Iterable customers or affiliates. The purpose of showcasing these examples is to provide generic representations of effective email marketing strategies, design elements, or content practices. The inclusion of any brand names or logos does not imply any association, endorsement, or relationship with the entities mentioned. If you have any concerns or inquiries regarding the content presented, please contact us for clarification. We respect the intellectual property rights of all brands and aim to use examples that adhere to ethical standards.<\/em><\/p>\r\n<p>Gobble gobble, ya\u2019ll. Thanks for joining us. We, like other content teams, are trying to figure out what content to release around the holidays. Do people read content this time of year? Do we want people to spend time reading content or focus on enjoying time with family? So, as a compromise, we thought we\u2019d keep it light.<\/p>\r\n<p>Thanksgiving, a time of gratitude and celebration, offers a prime opportunity for businesses to connect with their audience through email campaigns that resonate. So now that the big day is here, we want to recognize the brands that are captivating audiences in a fun, dynamic way.<\/p>\r\n<p>In the spirit of keeping it light and easy-to-digest, let\u2019s take a look at some recent examples of Thanksgiving emails in preparation for this year\u2019s holiday season.<\/p>\r\n<h3>Top-Notch Thanksgiving Email Examples<\/h3>\r\n<h4>1. Disruptive Advertising<\/h4>\r\n<p><a href=\"https:\/\/disruptiveadvertising.com\/\" target=\"_blank\" rel=\"noopener\">Disruptive Advertising<\/a>, a marketing agency based out of Utah, caught our eye with this different Thanksgiving email. While most brands use this time of year to thank their customers directly, Disruptive Advertising stuck to their B2B roots and offered advice to businesses on how they should thank their coworkers and customers.<\/p>\r\n\r\n[caption id=\"attachment_118898\" align=\"alignnone\" width=\"1650\"]<img class=\"size-full wp-image-118898\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/screencapture-reallygoodemails-emails-november-creative-newsletter-2023-11-15-12_51_06-edit.png\" alt=\"Email from Disruptive Advertising featuring tips on how to communicate with customers. \" width=\"1650\" height=\"9284\" \/> <em>Disruptive Advertising, instead of thanking their customers directly, took a more B2B route. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/november-creative-newsletter\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Something we\u2019re seeing a lot more of is the lack of gatekeeping\u2014there\u2019s no \u201cclick to read more\u201d or \u201csign up to get the scoop.\u201d The email itself is the content. Sure, there\u2019s links here and there to some of their products or services, like their \u201cThank You Machine,\u201d but Disruptive Advertising intended for this email to serve as a standalone resource.<\/p>\r\n<h4>2. Tracksmith<\/h4>\r\n<p>Thanksgiving, for some (not me), is the season of 3Ks, 5Ks, marathons, \u201cTurkey Trots,\u201d etc. Performance apparel brand, <a href=\"https:\/\/www.tracksmith.com\/\" target=\"_blank\" rel=\"noopener\">Tracksmith<\/a>, took advantage of the time of year and sent a very simple, purely interactive email. The landing pages have since expired but one can only imagine these buttons lead to similar, if not the same, landing page featuring the later-mentioned Black Friday deal.<\/p>\r\n\r\n[caption id=\"attachment_118904\" align=\"alignnone\" width=\"1834\"]<img class=\"size-full wp-image-118904\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/screencapture-reallygoodemails-emails-did-you-run-today-2023-11-15-13_17_02-edit.png\" alt=\"Email from Tracksmith asking users if they ran today with a short Yes or No selection\" width=\"1834\" height=\"3434\" \/> <em>Tracksmith sent a simple email that encourages engagement. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/did-you-run-today\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>It\u2019s honestly pretty brilliant to have such a simple email and one that plays to people\u2019s desires to check off an item on their to-do list or meet a goal. Not only that, it\u2019s a way for Tracksmith to collect information on their customers. They don\u2019t run during Thanksgiving? Maybe next year those customers don\u2019t get emails featuring running shoes, maybe instead they\u2019ll feature \u201clifestyle\u201d clothing.<\/p>\r\n<h4>3. Artifact Uprising<\/h4>\r\n<p>Sometimes a heartfelt message is enough. <a href=\"https:\/\/www.artifactuprising.com\/\" target=\"_blank\" rel=\"noopener\">Artifact Uprising<\/a>, a photo printing company, took this approach in their Thanksgiving email. There\u2019s no product plugs other than the links at the top and bottom of the email. The point of the email is to create a moment of pause and gratitude, and it does just that. <br \/>\r\n<br \/>\r\n<\/p>\r\n\r\n[caption id=\"attachment_118910\" align=\"alignnone\" width=\"1841\"]<img class=\"size-full wp-image-118910\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/screencapture-reallygoodemails-emails-with-gratitude-2023-11-15-13_29_41-edit.png\" alt=\"An email from Artifact Uprising with a short heartfelt message to customers.\" width=\"1841\" height=\"7002\" \/> <em>Artifact Uprising managed to send a heartfelt, not overly-cheesy email that calls for genuine gratitude. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/with-gratitude\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Another highlight of this email is the design\u2014it\u2019s clean and inviting. It immediately gives off the holiday feeling without shoving a turkey in their customers\u2019 faces. Extending the image down under the text also draws the eye down into the body copy. The colors are warm, calm and engaging.<\/p>\r\n<h3>Full Stomachs, Fuller Inboxes<\/h3>\r\n<p>You did it, you reached the end. If you\u2019re thinking, \u201cThat\u2019s it?\u201d Well, we kept our promise and kept it light. Consider this a content amuse bouche\u2014bite-sized, but packs a punch.<\/p>\r\n<p>The top takeaway from this post is that customers have come to expect an over-saturated inbox\u2014especially during the holidays. Brands have not only the challenge, but also the responsibility to stand out and make an impact for their customers. Instead of settling for blending into the noise, there needs to be an evolution in how marketers communicate with their customers.<\/p>\r\n<p>So, when crafting a compelling Thanksgiving email, authenticity is paramount. A standout email not only showcases enticing promotions but also tells a story that resonates with the spirit of Thanksgiving. As we navigate the evolving landscape, these strategies promise to forge deeper connections and foster meaningful engagement during the Thanksgiving season and beyond.<\/p>\r\n<p><em>Curious how Iterable can help your marketing team send outstanding holiday emails? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo today<\/a>.<\/em><\/p>","post_title":"Some Top-Notch Examples of Thanksgiving Emails","post_excerpt":"Let\u2019s take a look at some recent examples of Thanksgiving emails in preparation for this year\u2019s holiday season.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"some-top-notch-examples-of-thanksgiving-emails","to_ping":"","pinged":"","post_modified":"2023-11-22 09:09:05","post_modified_gmt":"2023-11-22 17:09:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=118897","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 22, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111623_Thanksgiving-Email_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111623_Thanksgiving-Email_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111623_Thanksgiving-Email_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111623_Thanksgiving-Email_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/some-top-notch-examples-of-thanksgiving-emails\/"},{"ID":118845,"post_author":"79","post_date":"2023-11-15 09:43:15","post_date_gmt":"2023-11-15 17:43:15","post_content":"<p>A QR code, short for quick response code, is a type of barcode. Typically, QR codes are small squares containing pixelated black squares against a white background. These pixelated codes contain information that can range from the tracking number of a product to an event invitation to a restaurant wine list.<\/p>\r\n<p>Developed by Japanese auto company <a href=\"https:\/\/www.denso-wave.com\/en\/technology\/vol1.html\" target=\"_blank\" rel=\"noopener\">Denso Wave<\/a> in 1994, QR codes differ from regular barcodes because they can store much more information and can also be read faster. Unlike traditional barcodes, QR codes can be read from both top to bottom and side to side. They can also contain thousands of characters, including numbers and punctuation.<\/p>\r\n<p>These codes have really taken off in the smartphone era because millions of people are now walking around with the equivalent of a barcode scanner in their pockets. They\u2019ve also answered the post-pandemic need for more touch-free methods of communication.<\/p>\r\n<p>With the rise in their usage post-pandemic, let\u2019s take a moment to dive into how QR codes work, how they\u2019re used, and maybe even see some of their benefits for marketers moving forward.<\/p>\r\n<h3>How do QR Codes Work?<\/h3>\r\n<p>Like other barcodes, reading a QR code is fairly simple: a user scans the image with a sensor (such as a smartphone camera or a special app) to read the pixelated image. The information they access might take them to a specific webpage or PDF or provide them with your brand\u2019s contact information\u2014it\u2019s up to you!<\/p>\r\n<p>There are two types of QR codes: static and dynamic. A static code can\u2019t be changed once it\u2019s been created. It\u2019s best used for sharing information you don\u2019t expect to change such as an email address. Dynamic codes can be regularly updated without needing to change the code itself. These QR codes don\u2019t store the actual data, but direct the user elsewhere such as to a webpage or a PDF.<\/p>\r\n<h3>How are QR Codes Used in Marketing?<\/h3>\r\n<p>QR codes are still used to track products and product information in manufacturing, but they also have countless consumer-facing uses, too, including in marketing campaigns. They\u2019ve especially taken off in restaurants because they give eateries the flexibility to update prices and menu items on the fly. While the options are nearly endless for how QR codes can be used, some common marketing uses include:<\/p>\r\n<p><strong>1. Linking to a portfolio or visual marketing items<\/strong><\/p>\r\n<p>A QR code on a business card or print marketing product can drive people to multimedia materials such as video or a portfolio of additional work.<\/p>\r\n<p><strong>2. Driving traffic to a website<\/strong><\/p>\r\n<p>A QR code is an easy way to direct traffic from print materials to your website without the need for someone to type in a web address. They can also be used to encourage people to download your app or join your mailing list.<\/p>\r\n<p><strong>3. Boosting social media following<\/strong><\/p>\r\n<p>QR codes can be set up to take users directly to your social media pages where they can immediately like or follow your page. You can also create one landing page listing all your social media accounts. (Check out the header image on this blog post.)<\/p>\r\n<p><strong>4. Sharing coupons and discounts<\/strong><\/p>\r\n<p>QR codes can be used to post coupons or discounts through print ads, social media, product displays or <a href=\"https:\/\/iterable.com\/blog\/modern-direct-mail-is-perfectly-tuned-for-a-cross-channel-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">direct mail<\/a> flyers. QR code coupons can be a great way to attract new customers without them needing to remember to cut out and carry a coupon with them or remember a discount code.<\/p>\r\n<p><strong>5. Asking for feedback<\/strong><\/p>\r\n<p>Reviews and surveys provide valuable feedback and can help companies gain new customers. QR codes that take users directly to your survey or review site can easily be added to receipts, signage, menus, or product packaging.<\/p>\r\n<p><strong>6. Providing more product information<\/strong><\/p>\r\n<p>You can\u2019t always fit all the information you\u2019d like on print materials\u2014at least without making them overly cluttered. QR codes are a perfect way to direct users to additional information that can easily be updated, or enable them to watch a video or see more photos of the product.<\/p>\r\n<p><strong>7. Enhancing events<\/strong><\/p>\r\n<p>QR codes are a natural way to promote virtual versions of events. For in-person events, they can be a way to include e-tickets, maps, documents, and anything else people will need.<\/p>\r\n<h4>QR Codes in Retail<\/h4>\r\n<p>QR codes are especially helpful in bridging the gap between digital and physical when it comes to retail. While shopping, customers can use QR codes to gather more product information, add the product to their digital shopping carts, or even get digital coupons. Let\u2019s take that second example\u2014adding products to digital carts\u2014and expand on it a bit.<\/p>\r\n<p>Say a customer is browsing products in-store and likes a certain item but isn\u2019t quite ready to purchase in store. Maybe they don\u2019t have a way to get the item home, maybe they don\u2019t have the money at the moment, etc. Whatever the case may be, you, as the brand, still want to capture this customer\u2019s intent to buy this item. By putting a QR code near the item that, when scanned, opens your brand\u2019s mobile app on the customer\u2019s phone and adds the item to their cart or wishlist, you\u2019re creating an event\u2014you\u2019re collecting data. Now, when the customer leaves the store you can still send marketing communications based on that event.<\/p>\r\n<p>Adding a QR code to product displays is a way to help translate physical in-store actions into digital triggers that result in highly personalized marketing communications.<\/p>\r\n<h3>How to Use QR Codes in Cross-Channel Marketing<\/h3>\r\n<p>QR codes can be a great addition to a cross-channel marketing campaign. They provide a bridge between digital and physical marketing materials and can be created with different colors and shapes to cement your brand across multiple platforms. They also work well to guide customers between mediums\u2014like using a postcard with a QR code to direct customers to download your mobile app. QR codes can also be displayed on your app or website and scanned at a point-of-sale in your brand\u2019s retail locations.<\/p>\r\n<p>QR codes also are very helpful to track the success of your marketing campaigns across different media. The data is tracked in real-time and can be tied to a tracking link to let you know how many conversions are being driven by your QR code.<\/p>\r\n<p>By incorporating QR codes within your cross-channel marketing campaigns, you\u2019ll be able to easily track customers as they travel between marketing channels, and understand the success of each channel in engaging and converting your customers. Using a cross-channel customer communication platform like Iterable, you can effortlessly set up cross-channel campaigns that integrate both print and digital mediums, engaging with each customer through a personalized marketing workflow based on their preferences to optimize the chances of conversion.<\/p>","post_title":"What are QR Codes and How are They Used?","post_excerpt":"Let\u2019s take a moment to dive into how QR codes work, how they\u2019re used, and maybe even see some of their benefits for marketers moving forward.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-are-qr-codes-and-how-are-they-used","to_ping":"","pinged":"","post_modified":"2023-11-15 09:43:15","post_modified_gmt":"2023-11-15 17:43:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=118845","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 15, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111523_QR-Codes_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustrated mobile phone with a QR code that leads to Iterable&#039;s social pages.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111523_QR-Codes_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111523_QR-Codes_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111523_QR-Codes_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-are-qr-codes-and-how-are-they-used\/"},{"ID":118817,"post_author":"79","post_date":"2023-11-14 11:20:31","post_date_gmt":"2023-11-14 19:20:31","post_content":"<p>It\u2019s no surprise that we, at Iterable, are proponents of a streamlined martech stack. Having a tool that can execute multiple tasks and create cohesive customer experiences across multiple channels is not only a way to build an improved customer experience, but can save time, and money too.<\/p>\r\n<p>By reducing the tools in your martech stack you\u2019re not only reducing friction in your processes, but you\u2019re consolidating contracts, RFPs, terminology, etc. Plus, by consolidating tools, you may find ways to streamline workflows and centralize data, freeing up more time for your marketing team to think of the big picture.<\/p>\r\n<p>Maybe you relate to these common marketing challenges but aren\u2019t totally sure if your martech stack needs a facelift. That\u2019s fair. So, to help get you started, we\u2019ve compiled a list of questions to ask yourself as you embark on your martech stack evaluation.<\/p>\r\n<h3>Martech Stack Audit, Revisited<\/h3>\r\n<p>Before we dive into the list of questions, let\u2019s briefly revisit the martech stack audit we covered in <em><a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">Martech Stack Consolidation, Part 1<\/a><\/em>. One crucial element of starting a martech stack audit is documenting information about your stack in a way that\u2019s going to help you and other people that read your documentation answer the most common questions.<\/p>\r\n\r\n[caption id=\"attachment_115793\" align=\"alignnone\" width=\"2380\"]<img class=\"size-full wp-image-115793\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-27-at-12.07.16-PM.png\" alt=\"Screenshot of Google sheets showing a sample martech stack audit spreadsheet. Columns align with what's in the text example.\" width=\"2380\" height=\"590\" \/> <em>Example of martech stack audit documentation.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">We recommend starting a spreadsheet<\/a> that has a series of columns to organize the information that will help you answer the common questions you\u2019ll want to be able to refer back to. For example \u201ca column for the platform, what it does, what use case it supports, what it integrates with, pricing, point of contact, and when it renews.\u201d<\/p>\r\n<h3>Questions to Ask Yourself<\/h3>\r\n<p>Starting a martech stack evaluation can quickly become overwhelming. With these questions we\u2019re hoping to help you and your team stay organized, stay focused, and make decisions that benefit the business.<\/p>\r\n<p>As you begin your evaluation, be sure to ask yourself the following questions:<\/p>\r\n<h4>1. Have we mapped out our key use cases?<\/h4>\r\n<p>This is #1 for a reason. Technology evaluations provide the most value when starting from clear use cases. Strip away all the clutter and think about the very basic use cases your business is meant to execute. \u201cYou have to <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">start with a basic set of tools<\/a> that allows you to execute your business\u2019 most important use case. These core use cases are a great way to communicate the value these tools provide to your company.<\/p>\r\n<h4>2. What is the measure of success for each tool in our stack?<\/h4>\r\n<p>When looking at all the tools you have in your stack, you have to consider how you\u2019re defining success. Defining concrete metrics, and tying the use cases the tool supports to outcomes will establish the value of the tool, how well it\u2019s performing, and sometimes ROI.<\/p>\r\n<h4>3. How is each tool performing against that measure?<\/h4>\r\n<p>Once you\u2019ve established what success looks like, in an ideal state, look at the tools you have and how they compare to those measures of success. This activity brings forward issues you may not have realized before. Say, for example, you have an email service provider (ESP) that isn\u2019t allowing you to send the monthly volume you would consider successful based on your pre-determined metrics.<\/p>\r\n<h4>4. Do we have an active system owner for each tool?<\/h4>\r\n<p>Is there someone on your team that owns each tool? Owners generally understand the ins and outs of the technology and use the tool often. Ensuring the tools have owners can prevent tools from going extended periods of time without evaluation.<\/p>\r\n<h4>5. Are we near or pacing to exceed our contract limits?<\/h4>\r\n<p>Understanding the contracts you have with each of your vendors is critical to managing your stack effectively. Are you reaching a limit on some, and not utilizing the full scope of others? This question provides an opportunity to both save if you\u2019re not fulfilling the line items you\u2019re paying for and inform your annual planning process for increases beyond the norm when having to expand a contract.<\/p>\r\n<h4>6. How well is our current tech stack going to support the planned needs of our team?<\/h4>\r\n<p>Here\u2019s where you need to start looking into the future. Consider your future roadmap and what your business is planning. Do the tools in your current stack help your team meet these upcoming goals? Starting with use cases again is a great place to begin. Going through this process some things that you ask might be related to scale, security, workflow, availability specific data points, or features needed.<\/p>\r\n<p>This may present another opportunity to consolidate. Is there a tool that can execute the current tasks and help with future tasks? \u201cWhile one martech tool can\u2019t replace all other tools in your stack, the right tool can perform a majority of necessary tasks and seamlessly integrate with other tools to <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-2-looking-outward\/\" target=\"_blank\" rel=\"noopener\">create an all-in-one effect<\/a>.\u201d<\/p>\r\n<h3>A Step in the Right Direction<\/h3>\r\n<p>As Benjamin Franklin said, \u201cDon\u2019t put off till tomorrow what you can do today.\u201d Well said, Benny. While he likely wasn\u2019t talking about martech stack evaluation, we like the message.<\/p>\r\n<p>There are going to be changes, opportunities for growth, and new ideas that arise for your business, but if you keep muddying the martech waters with multiple tools, you\u2019re not setting yourself up for success. Take the time now to <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">look inward at your martech stack<\/a>, evaluate your needs, and then <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-2-looking-outward\/\" target=\"_blank\" rel=\"noopener\">look for opportunities to consolidate<\/a> and simplify.<\/p>\r\n<p><em>To learn more about martech stack consolidation and how Iterable can help you simplify your martech tools, check out our <a href=\"https:\/\/iterable.com\/recession-proof-marketing\/\" target=\"_blank\" rel=\"noopener\">martech consolidation hub<\/a> or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"FAQ: 6 Questions to Ask When Evaluating Your Martech Stack","post_excerpt":"To help get you started, we\u2019ve compiled a list of questions to ask yourself as you embark on your martech stack evaluation.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"faq-6-questions-to-ask-when-evaluating-your-martech-stack","to_ping":"","pinged":"","post_modified":"2023-11-14 11:20:31","post_modified_gmt":"2023-11-14 19:20:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=118817","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 14, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111423_FAQ-10-Questions-MarTech-Stack_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Woman sitting at a counter on laptop and tablet\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111423_FAQ-10-Questions-MarTech-Stack_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111423_FAQ-10-Questions-MarTech-Stack_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/111423_FAQ-10-Questions-MarTech-Stack_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/faq-6-questions-to-ask-when-evaluating-your-martech-stack\/"},{"ID":118679,"post_author":"79","post_date":"2023-11-08 07:40:00","post_date_gmt":"2023-11-08 15:40:00","post_content":"<p>As artificial intelligence continues to be at the forefront of our day-to-day professional lives, it\u2019s important we\u2019re all on the same page when it comes to the AI terms being used.<\/p>\r\n<p>In this post, we cut through the confusion, clarifying essential AI terms we, as marketers, should start to familiarize ourselves with. Whether you\u2019re new to AI or just need a quick refresher, these AI terms will provide you with a clearer understanding of key concepts, especially as they relate to using AI in your marketing campaigns.<\/p>\r\n<h3>The Go-To AI Glossary<\/h3>\r\n<p><strong>AI (Artificial Intelligence)<\/strong>: Gartner defines artificial intelligence, or AI, as \u201c<a href=\"https:\/\/www.gartner.com\/en\/topics\/artificial-intelligence\" target=\"_blank\" rel=\"noopener\">applying advanced analysis<\/a> and logic-based techniques, including machine learning (ML), to interpret events, support and automate decisions, and take actions.\u201d<\/p>\r\n<p><strong>AI Marketing<\/strong>: <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-ai-marketing\/\" target=\"_blank\" rel=\"noopener\">AI marketing<\/a> is the use of AI concepts and models to execute marketing strategies and campaigns that achieve business goals. When properly integrated, AI marketing can sort through massive volumes of data and quickly analyze patterns, making it easier to target audiences more precisely.<\/p>\r\n<p><em>For more AI marketing best practices, peruse these Iterable resources:<\/em><\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-ai-marketing\/\" target=\"_blank\" rel=\"noopener\">The 5 Ws of AI Marketing<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/20-ai-marketing-stats-you-wish-you-knew-sooner\/\" target=\"_blank\" rel=\"noopener\">20+ AI Marketing Stats You Wish You Knew Sooner<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/\" target=\"_blank\" rel=\"noopener\">Great Examples of AI in Marketing\u2026and Some Not So Great<\/a><\/li>\r\n<\/ul>\r\n<p><strong>AI Prompt<\/strong>: An AI prompt, according to TechTarget, is \u201ca <a href=\"https:\/\/www.techtarget.com\/searchenterpriseai\/definition\/AI-prompt\" target=\"_blank\" rel=\"noopener\">mode of interaction<\/a> between a human and a large language model (LLM) that lets the model generate the intended output. This interaction can be in the form of a question, text, code snippets, or examples.\u201d<\/p>\r\n<p><em>To build better AI prompts for marketing campaigns, check out our list of <a href=\"https:\/\/iterable.com\/blog\/5-tips-for-building-better-ai-prompts-for-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener\">five top tips<\/a>.<\/em><\/p>\r\n<p><strong>Brand Affinity<sup>TM<\/sup><\/strong>: In Iterable\u2019s AI Suite, Brand Affinity generates sentiment labels for each user that reflect their level of engagement. These labels can be used in segmentation, campaigns, journeys, data feeds, and Catalog collections to send personalized, relevant messages to customers.<\/p>\r\n<p><em>Learn the science behind Brand Affinity in this <a href=\"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/\" target=\"_blank\" rel=\"noopener\">explainer<\/a>.<\/em><\/p>\r\n<p><strong>Channel Optimization<\/strong>: Using Iterable AI, Channel Optimization sends messages to each user on the channel that they are most likely to engage with. Currently, Channel Optimization supports email, SMS, and push notifications, and data is analyzed on a weekly basis to account for changes in channel preference.<\/p>\r\n<p><em>For the factors to consider before using Channel Optimization, review this <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916\" target=\"_blank\" rel=\"noopener\">Iterable support article<\/a>.<\/em><\/p>\r\n<p><strong>ChatGPT<\/strong>: Developed by OpenAI, ChatGPT is an AI-powered large language model (LLM) capable of generating human-like text based on context and past conversations. ChatGPT uses what it has learned to \u201c<a href=\"https:\/\/help.openai.com\/en\/articles\/7842364-how-chatgpt-and-our-language-models-are-developed\" target=\"_blank\" rel=\"noopener\">predict the next most likely word<\/a> that might appear in response to a user request [...] similar to auto-complete capabilities on search engines, smartphones, and email programs.\u201d<\/p>\r\n<p><strong>Copy Assist<\/strong>: In Iterable, Copy Assist enhances and expedites the process of writing campaign copy. During the creation of a campaign or template, Copy Assist generates alternative suggestions for email subject lines and preheaders, SMS messages, and push notifications.<\/p>\r\n<p><em>This <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/17172997847572-Copy-Assist-\" target=\"_blank\" rel=\"noopener\">Copy Assist support article<\/a> details how to use the AI-powered feature in the Iterable platform.<\/em><\/p>\r\n<p><strong>Explainable AI<\/strong>: Explainable AI involves transparent systems with clear, understandable processes. Unlike the opaque, black box of certain AI solutions, Explainable AI provides a more \u201cglass box\u201d experience that shares deeper insights into the data that powers predictions.<\/p>\r\n<p><em>Iterable\u2019s AI Suite integrates Explainable AI within Brand Affinity and Predictive Goals to gauge customer sentiment and gain insights into what drives your predictive goals. Learn more about <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">our approach to Explainable AI<\/a>.<\/em><\/p>\r\n<p><strong>Generative AI (GenAI)<\/strong>: McKinsey defines generative artificial intelligence, or GenAI, as \u201calgorithms (such as ChatGPT) that can be used to <a href=\"https:\/\/www.mckinsey.com\/featured-insights\/mckinsey-explainers\/what-is-generative-ai\" target=\"_blank\" rel=\"noopener\">create new content<\/a>, including audio, code, images, text, simulations, and videos.\u201d GenAI has become popularized among marketing professionals as a tool to assist with copywriting and content creation.<\/p>\r\n<p><strong>Large Language Model (LLM)<\/strong>: A large language model (LLM) is defined by Gartner as \u201ca <a href=\"https:\/\/www.gartner.com\/en\/information-technology\/glossary\/large-language-models-llm\" target=\"_blank\" rel=\"noopener\">specialized type of AI<\/a> that has been trained on vast amounts of text to understand existing content and generate original content.\u201d<\/p>\r\n<p><strong>Machine Learning (ML)<\/strong>: According to McKinsey, machine learning (ML), is defined as \u201ca form of artificial intelligence <a href=\"https:\/\/www.mckinsey.com\/featured-insights\/mckinsey-explainers\/what-is-ai\" target=\"_blank\" rel=\"noopener\">based on algorithms<\/a> that are trained on data. These algorithms can detect patterns and learn how to make predictions and recommendations by processing data and experiences, rather than by receiving explicit programming instruction.\u201d<\/p>\r\n<p><strong>Natural Language Processing (NLP)<\/strong>: Britannica defines natural language processing (NLP) as \u201cthe use of operations, systems, and technologies that allow computers to process and respond to written and spoken language in a way that <a href=\"https:\/\/www.britannica.com\/technology\/natural-language-processing-computer-science\" target=\"_blank\" rel=\"noopener\">mirrors human ability<\/a>.\u201d<\/p>\r\n<p><strong>Predictive Goals<\/strong>: Within Iterable\u2019s AI Suite, Predictive Goals identifies which customers are most likely to convert on a marketer\u2019s goals in the future, so they can create experiences that match their interests and promote desired business outcomes.<\/p>\r\n<p><em>To bridge the gap between insights and actions, check out this <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508\" target=\"_blank\" rel=\"noopener\">Predictive Goals support article<\/a>.<\/em><\/p>\r\n<p><strong>Prompt Engineering<\/strong>: Prompt engineering, according to Techopedia, is \u201ca technique used in AI to optimize and fine-tune language models for particular tasks and desired outputs. Also known as prompt design, it refers to the process of <a href=\"https:\/\/www.techopedia.com\/definition\/prompt-engineering\" target=\"_blank\" rel=\"noopener\">carefully constructing prompts<\/a> or inputs for AI models to enhance their performance on specific tasks.\u201d<\/p>\r\n<p><strong>Seed Copy<\/strong>: In the context of AI, seed copy refers to initial messaging to include with an AI prompt to provide examples and needed context to generate content or train an AI model. For generative AI, the seed copy acts as a foundation from which the AI can mirror the style, tone, or structure based on its programming and training.<\/p>\r\n<p><em>This <a href=\"https:\/\/iterable.com\/blog\/5-tips-for-building-better-ai-prompts-for-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener\">blog post<\/a> includes examples of seed copy to build better AI prompts for marketing campaigns.<\/em><\/p>\r\n<p><strong>Send Time Optimization<\/strong>: Send Time Optimization (STO) is an Iterable AI feature that helps send email and push notifications when contacts are most likely to engage with them. For each campaign recipient, STO analyzes historical engagement behavior and selects an optimal, per-person send time.<\/p>\r\n<p><em>For the finer details of STO, review the notes listed in this <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Iterable support article<\/a>.<\/em><\/p>\r\n<h3>If Merriam-Webster Was Powered By AI<\/h3>\r\n<p>As AI continues to evolve, its terminology will grow and become more complex. Staying informed and familiar with these key AI terms not only aids in understanding the current landscape but also prepares your brand for the advancements that will shape the future of your AI-driven campaigns. Now that you\u2019re caught up on the lingo, you can use AI to make marketing magic.<\/p>\r\n<p><em>Interested in trying out Iterable\u2019s AI Suite for yourself? Reach out and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo<\/a> today.<\/em><\/p>","post_title":"Key AI Terms to Familiarize Yourself With","post_excerpt":"These AI terms will provide you with a clearer understanding of key concepts as they relate to using AI in your marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"key-ai-terms-to-familiarize-yourself-with","to_ping":"","pinged":"","post_modified":"2023-11-08 07:40:00","post_modified_gmt":"2023-11-08 15:40:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=118679","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 08, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/110823_AI-Key-Terms_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustrated list of AI terms with purple magnifying glass hovering over it on the right. The whole illustration is on an Iterable red background\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/110823_AI-Key-Terms_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/110823_AI-Key-Terms_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/110823_AI-Key-Terms_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/key-ai-terms-to-familiarize-yourself-with\/"},{"ID":117849,"post_author":"79","post_date":"2023-11-07 09:07:54","post_date_gmt":"2023-11-07 17:07:54","post_content":"<p>Your phone is buzzing. You feel the tingling in your stomach and are wondering, \u201cDid I get the interview?\u201d After applying to hundreds of jobs you start to feel confident as you slowly reach for your phone. You unlock your phone and the email notification expands, showing you the sender.<\/p>\r\n<p>It\u2019s from a hotel. They sent you a discount\u2026on a trip you took last month. Disappointed, you open the email and unsubscribe.<\/p>\r\n<p>This is an all too common experience. In fact, according to a recent survey published on Insider Intelligence, <a href=\"https:\/\/content-na1.emarketer.com\/answering-4-questions-marketers-have-about-personalization-generative-ai\" target=\"_blank\" rel=\"noopener\">85% of consumers feel that brands are not doing a good enough job driving personalization<\/a>. This is not for lack of trying. As marketers, we know how important it is to connect the data we have with the audiences who would benefit the most. The inability to establish this connection is what we at Iterable call the <a href=\"https:\/\/iterable.com\/blog\/closing-the-activation-gap-embracing-customer-data\/\" target=\"_blank\" rel=\"noopener\">Activation Gap<\/a>.<\/p>\r\n<h3>The Activation Gap<\/h3>\r\n<p>The prominence of the Activation Gap isn\u2019t due to a lack of data. The challenge lies in connecting the data to the activation layer, getting a 360\u00ba view of the customer, and then being able to measure the effectiveness of the campaigns launched. Forrester found that <a href=\"https:\/\/www.forrester.com\/blogs\/hadoop-is-datas-darling-for-a-reason\/\" target=\"_blank\" rel=\"noopener\">73% of a brand's data remains unused<\/a> for activation purposes.<\/p>\r\n<p>Deloitte also found that <a href=\"https:\/\/cmosurvey.org\/wp-content\/uploads\/2022\/02\/The_CMO_Survey-Topline_Report-February_2022.pdf\" target=\"_blank\" rel=\"noopener\">68% of brands suffer from internal data silos<\/a> that hinder a complete view of their customers. This forces marketers to spend more time\u2014<a href=\"https:\/\/www.adverity.com\/resources\/research-evolving-role-of-the-modern-cmo\" target=\"_blank\" rel=\"noopener\">43% more<\/a>\u2014consolidating data than actually using it, hampering a brand\u2019s ability to act swiftly in today\u2019s fast-paced market and leaving the Activation Gap fully open.<\/p>\r\n<h3>Enter Iterable and Snowflake<\/h3>\r\n<p>Iterable is on a mission to close the Activation Gap and, as a result, unlock customer joy.<\/p>\r\n<p>Iterable is built for data. Our open and flexible data environment enables marketers to actually close the Activation Gap by bringing together all of their customer data and activating it\u2014in real time\u2014in one platform.<\/p>\r\n<p>Our lightning-fast <a href=\"https:\/\/iterable.com\/watch-a-5-minute-demo-gated\/\" target=\"_blank\" rel=\"noopener\">segmentation<\/a> tool empowers marketers to translate audience characteristics into audience lists in seconds, all from an easy-to-use interface. Marketers can then activate these lists in truly cross-channel experiences inside <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>. The result: individualized, harmonized, and dynamic communications that deliver customer joy at scale.<\/p>\r\n<p>And, since we <a href=\"https:\/\/iterable.com\/blog\/snowflake-and-iterable-partner-for-data-sharing-integration\/\" target=\"_blank\" rel=\"noopener\">introduced a deeper partnership with Snowflake<\/a> that automatically populates a brand\u2019s campaign data directly on their Snowflake account, the data comes full circle\u2014giving brands a 360\u00ba view of their customers so they can break data silos and derive business insights faster.<\/p>\r\n<p>According to Denise Persson, Snowflake\u2019s CMO, \u201cIterable emerged as a leader in the <a href=\"https:\/\/www.snowflake.com\/news\/ai-and-machine-learning-usage-up-15-5-among-marketing-teams-snowflake-modern-marketing-data-stack-report-finds\/\" target=\"_blank\" rel=\"noopener\">Customer Data Activation Category<\/a> with joint customers leveraging its technologies to enable marketers to transform customer data into actionable insights.\u201d<\/p>\r\n<p>In addition to these features, our recognition as a Leader in the Data Activation category is based on:*<\/p>\r\n<ul>\r\n\t<li><strong>Highest Number of Shared Customers<\/strong>. With the Iterable and Snowflake <a href=\"https:\/\/iterable.com\/blog\/snowflake-and-iterable-partner-for-data-sharing-integration\/\" target=\"_blank\" rel=\"noopener\">partnership<\/a>, mutual customers get access to a 360\u00ba view of their customers.<\/li>\r\n\t<li><strong>Number of Data Driven Insights<\/strong>. Iterable tops the list of platforms enabling marketers to transform customer data into actionable insights at scale.<\/li>\r\n\t<li><strong>Sustained Use<\/strong>. Marketers consistently use Iterable to close the Activation Gap and drive data-centric joyful customer experiences.<\/li>\r\n<\/ul>\r\n<p>You don\u2019t have to take our word for it. Here\u2019s how <a href=\"https:\/\/iterable.com\/customers\/glassdoor\/\" target=\"_blank\" rel=\"noopener\">Glassdoor<\/a> leverages the power of Iterable and Snowflake.<\/p>\r\n<h3>Glassdoor: Gaining a 360\u00ba of their customers<\/h3>\r\n<p>Built on the foundation of increasing workplace transparency, <a href=\"https:\/\/www.glassdoor.com\/index.htm\" target=\"_blank\" rel=\"noopener\">Glassdoor<\/a> is a worldwide leader on insights into jobs and companies including salary information, company reviews, and interview questions.<\/p>\r\n<p>With the Iterable and Snowflake data sharing integration, Glassdoor is closing the Activation Gap by combining campaign, business, and customer data in a secure place, tracking it in a way that protects any personally identifiable information (PII), and leveraging it to better understand users\u2019 activities across their internal systems. With this data, Glassdoor can create more personalized, timely communications to help job-seekers decide if an opportunity is suitable, if they want to apply or keep looking, and if they then want to act to secure the job before it\u2019s filled.<\/p>\r\n<blockquote>\r\n<p>\u201cOnce we could integrate the data, and use a common identifier\u2014our user ID\u2014that\u2019s when we gained a lot of value in measuring and optimizing our marketing campaigns and programs.\u201d<\/p>\r\n<p><em>-David Tjen, Director of Marketing Analytics, Glassdoor<\/em><\/p>\r\n<\/blockquote>\r\n<p>With Iterable and Snowflake, Glassdoor makes sure that each time they message their users the messages are individualized, harmonized, and dynamic.<\/p>\r\n<p><span style=\"font-weight: 400;\">Looking for more info? Join us on 12\/7 for a live webinar with Iterable and Snowflake about Modernizing the Marketing Stack. <\/span><a href=\"https:\/\/iterable.com\/webinars\/iterable-and-snowflake-modernizing-the-marketing-stack\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Register now.<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">\u00a0<\/span><\/i><\/p>\r\n<p><sub><em>*Source: The Modern Marketing Data Stack, 2023; Snowflake. \u201cHighest Number of Shared Customers\u201d as defined by Snowflake. Number of Insights and Sustained Used is calculated by Snowflake as Breadth and Depth of use and Computing Consumption (spend).<\/em><\/sub><\/p>","post_title":"Iterable and Snowflake: Modernizing the Marketing Stack","post_excerpt":"With Iterable and Snowflake, Glassdoor makes sure that their marketing messages are individualized, harmonized, and dynamic.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-and-snowflake-modernizing-the-marketing-stack","to_ping":"","pinged":"","post_modified":"2023-11-07 09:07:54","post_modified_gmt":"2023-11-07 17:07:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117849","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 07, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101023_Snowflake_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Snowflake Logo and Iterable Logo over Iterable Teal with white Iterable node overlay\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101023_Snowflake_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101023_Snowflake_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101023_Snowflake_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-and-snowflake-modernizing-the-marketing-stack\/"},{"ID":118653,"post_author":"103","post_date":"2023-11-07 08:24:45","post_date_gmt":"2023-11-07 16:24:45","post_content":"<p>Iterable and Snowflake are partnering to enable customers to modernize their customer communications and deliver individualized, harmonized, and dynamic cross-channel customer experiences that deliver joy at scale.<\/p>\r\n<p>Iterable will host Snowflake to discuss key trends surfaced in Snowflake\u2019s Modern Marketing Data Stack 2023 report, joined by The Zebra to cover how Iterable helps them centralize their customer data, activate it across channels, and measure these campaigns by leveraging Snowflake\u2019s Data Cloud solution.<\/p>\r\n<p>You\u2019ll come away with:<\/p>\r\n<ul>\r\n\t<li>Understanding key trends in MarTech and how to best capture these opportunities by partnering with Iterable and Snowflake<\/li>\r\n\t<li>Having a plan for how to modernize your marketing stack to deliver joyful Individualized, Harmonized, and Dynamic cross-channel customer communications at scale<\/li>\r\n\t<li>Best practices for Marketers seeking to measure and optimize business impact by leveraging Iterable\u2019s Snowflake Data Share Integration<\/li>\r\n<\/ul>","post_title":"Iterable and Snowflake: Modernizing the Marketing Stack","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-and-snowflake-modernizing-the-marketing-stack","to_ping":"","pinged":"","post_modified":"2023-12-07 11:52:37","post_modified_gmt":"2023-12-07 19:52:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=118653","menu_order":5,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 07, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/Snowflake-Webinar_Design_Assets.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/Snowflake-Webinar_Design_Assets.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/Snowflake-Webinar_Design_Assets-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/11\/Snowflake-Webinar_Design_Assets-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/iterable-and-snowflake-modernizing-the-marketing-stack\/"},{"ID":118485,"post_author":"35","post_date":"2023-10-31 08:39:01","post_date_gmt":"2023-10-31 15:39:01","post_content":"<p>Marketing works in verbs of movement. Drive results. Run experiments. Stand out in the noise. Accelerate innovation. This happens because the target is always moving. Consumers adapt and evolve and it\u2019s up to marketers to keep pace.\u00a0<\/p>\r\n<p>In 2023, keeping pace means leveraging new technology to accelerate productivity and business growth. That\u2019s why our Fall Release is tailored to pushing marketers\u2019 ability to reach a larger audience in a more individualized way.<\/p>\r\n<h3>Experimentation to an Identified Audience<\/h3>\r\n<p>With Iterable Experiments, we\u2019ve seen customers across industries see <a href=\"https:\/\/iterable.com\/customers\/ritual\/\" target=\"_blank\" rel=\"noopener\">45% lifts in email conversions<\/a>, <a href=\"https:\/\/iterable.com\/customers\/fiit-tv\/\" target=\"_blank\" rel=\"noopener\">15% increases in trial-to-paid conversions<\/a>, and <a href=\"https:\/\/iterable.com\/customers\/lovepop\/\" target=\"_blank\" rel=\"noopener\">20% lifts in clickthrough rate<\/a>. Despite the impact experiments have on campaign success, many teams do not fully embrace experimentation because they can take significant time and resources to build and deploy properly.\u00a0<\/p>\r\n<p>But, the reality of consumers is that not everything will work for everyone, so a uniform message without any variability or iteration will miss a portion of your audience that could otherwise be converted.\u00a0<\/p>\r\n<p>Beyond the execution of an experiment, you have to know who you\u2019re marketing to, which can be challenging when customers might be browsing your site without logging in or when considering the fact that the <a href=\"https:\/\/www.dynamicyield.com\/lesson\/anonymous-visitor-tracking\/\" target=\"_blank\" rel=\"noopener\">average website has 97-98% anonymous visitors<\/a>. That\u2019s why we\u2019re introducing the Iterable Identity Toolkit to help marketers effectively capture, unify, and manage customer identity, whether they are anonymous or known.<\/p>\r\n<p>With our Fall Release we set out to make the pace and precision of executing experiments easier, as well as provide ways to more efficiently manage customer profile data. Here\u2019s how.\u00a0<\/p>\r\n<p><em>After you're done here, check out our <a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\">What's New<\/a> page to see a bit more about these updates and our past releases as well!<\/em><\/p>\r\n<h3>The Keys to Marketing Success<\/h3>\r\n<h4>Unlocking Creativity with AI<\/h4>\r\n<p>Conducting experiments at scale enables marketers to stay competitive, drive better results, and achieve long-term marketing success.\u00a0<\/p>\r\n<p>With the addition of AI to our Experimentation setup flow, marketers can leverage Copy Assist to receive up to 10 variant options generated by AI and automate the setup process utilizing the new copy suggestions.<\/p>\r\n\r\n[caption id=\"attachment_118486\" align=\"alignnone\" width=\"1424\"]<img class=\"size-full wp-image-118486\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Copy-Assist.png\" alt=\"Iterable's generative AI feature Copy Assist\" width=\"1424\" height=\"1432\" \/> Copy Assist gives you options to generate the best copy for your audience.[\/caption]\r\n\r\n<p>Marketers can now see variations in context and set up multiple experiments in a matter of minutes, minimizing the time and effort it takes to configure and launch experiments.<\/p>\r\n<h4>Unlocking Learning<\/h4>\r\n<p>Discover what truly resonates with your audience, uncover hidden opportunities, and continuously refine your strategies to deliver maximum impact through experimentation with the new semi-automated experiment setup flow.<\/p>\r\n<p>Through this setup flow, marketers have clearer explainability into their experimentation testing strategies\u2014pairing that with the integration of Copy Assist for variant creation, launching new experiments is easier than ever before. Marketers now have streamlined insights and analytics in a way that promotes continuous learning and optimization at scale.<\/p>\r\n<h4>Unlock All Audiences<\/h4>\r\n<p>You can\u2019t run experiments on users you haven\u2019t identified! At Iterable, we\u2019re excited to add to the set of tools we offer to manage customer identity with a robust suite called Iterable Identity Toolkit. Expanding upon the already existing capabilities to capture and unify customer data, this most recent release allows marketers to\u00a0 control which anonymous users\u2014those users who haven\u2019t logged in or provided any identifying info\u2014they want to send into the Iterable platform. They can then target them with specific content and eliminate data loss with automatic profile unification of both anonymous and known user profiles.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_118492\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-118492\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Anonymous-Criteria-Layer.png\" alt=\"Iterable's Anonymous User Identification Criteria Layer\" width=\"512\" height=\"475\" \/> It's now easier to personalize for users who haven't logged in or provided any identifying information.[\/caption]\r\n\r\n<p>Better audience identification means more successful experiments, more targeted messaging, and more conversions across channels.<\/p>\r\n<h4>Unlock Data Integration<\/h4>\r\n<p>Having your data in the right place makes a successful marketing campaign possible. Iterable\u2019s extensive partner ecosystem allows data to be integrated from numerous sources to power your campaigns.<\/p>\r\n<p>We\u2019re excited to announce two new members of our partner ecosystem: <a href=\"https:\/\/www.justuno.com\/\" target=\"_blank\" rel=\"noopener\">Justuno<\/a> and <a href=\"https:\/\/www.extole.com\/\" target=\"_blank\" rel=\"noopener\">Extole<\/a>. With these integrations, marketers will be able to increase subscriber acquisition and better leverage zero- and first-party data for more effective campaigns with advanced personalization and audience segmentation.<\/p>\r\n<h3>Moving Forward<\/h3>\r\n<p>Our Fall Release moves marketers one step closer to a more productive, targeted workflow by making experiments a breeze, audience identification a reality, and data integration simple. As marketers, our goal is to deliver deeper levels of personalization. With these new releases, that becomes possible.\u00a0<br \/>\r\n\u00a0<br \/>\r\n<em>Interested in hearing about how to put these new features into practice? Check out <a href=\"https:\/\/iterable.com\/webinars\/ask-a-maker-about-how-rocksbox-rocks-subscription-through-testing-experimentation\/\" target=\"_blank\" rel=\"noopener\">our webinar with Rocksbox<\/a> to see how their small, but mighty, team tests and experiments at scale!<\/em><\/p>","post_title":"Our Fall Release 2023: Unlocking Marketing Innovation With Iterable","post_excerpt":"With our Fall Release we set out to make experiments easier and more efficiently manage customer profile data. Here\u2019s how.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"our-fall-release-2023-unlocking-marketing-innovation-with-iterable","to_ping":"","pinged":"","post_modified":"2023-10-31 09:27:05","post_modified_gmt":"2023-10-31 16:27:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=118485","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"October 31, 2023","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable&#039;s\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Blog-Header.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/our-fall-release-2023-unlocking-marketing-innovation-with-iterable\/"},{"ID":118370,"post_author":"35","post_date":"2023-10-30 10:39:55","post_date_gmt":"2023-10-30 17:39:55","post_content":"<div>\r\n<p><em><b>NEW<\/b><b> (January 2024): The new policy enforcement start date has been updated to reflect newly-released information.<\/b><\/em><\/p>\r\n<\/div>\r\n<div>\r\n<p>As some senders may know, earlier this month <a href=\"https:\/\/blog.google\/products\/gmail\/gmail-security-authentication-spam-protection\/\" target=\"_blank\" rel=\"noopener\">Google and Yahoo made a joint announcement<\/a> that will effectively change how commercial email will be sent and received on a global scale forever.\u00a0<\/p>\r\n<p>Starting in <strong>April of 2024<\/strong> (originally February), both email platforms will begin to block and aggressively filter incoming email traffic that doesn\u2019t meet new message authentication and procedural requirements. Additionally, they also included some infrastructure and performance thresholds associated with commercial email best practices.\u00a0<\/p>\r\n<p>Sounds dramatic? Well, in a lot of ways, it is. After all, it\u2019s been quite a while since a shift in industry policy or practices had the potential to affect such a large population of digital marketers.\u00a0\u00a0\u00a0\u00a0<\/p>\r\n<p>There is good news, though. These changes will not only help this industry collectively raise the bar with which <em><strong>all legitimate<\/strong><\/em> mail is measured, but apart from a couple of updates that some senders may have to address, it also directly outlines elements of commercial email that most will already have in place.<\/p>\r\n<p>Let\u2019s take a look at the main points of this announcement, what they mean, and why this will definitely matter to you as you transition your email program into the New Year.<\/p>\r\n<\/div>\r\n<h3>Impact of the New Requirements<\/h3>\r\n<div>There are two main areas of focus for these new requirements: the <em>technical infrastructure<\/em> of commercial email messages, and more tactical and familiar feeling guidelines on <em>permissible levels of email recipient complaints<\/em>.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Undoubtedly the most important piece of this announcement to the most commercial email senders of the world relates to how their outbound email system infrastructures are configured and authenticated.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>I won\u2019t spend much time talking about what the main elements of email authentication are as much as what the requirements of them will become. You can read more about how these authentication pieces work <a href=\"https:\/\/iterable.com\/blog\/the-crucial-role-of-email-authentication\/\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/div>\r\n<h3>Key Changes in the Google and Yahoo Email Update<\/h3>\r\n<div>As for the requirements themselves, they are not novel to commercial mail. Google and Yahoo are simply moving towards making these known email best practices required instead of \u201cstrongly recommended.\u201d The primary points of the announcement are:<\/div>\r\n<ol>\r\n\t<li><strong>Passing DKIM and SPF Protocols:<\/strong> Senders must properly configure their outbound emails with <em>passing<\/em> DKIM (domainkey identified mail) <strong>and*<\/strong>\u00a0 SPF (sender policy framework) protocols. This means that you will update your domain and IP\u2019s DNS to essentially say you are who you say you are and that you\u2019re sending email using the right infrastructure. (*a passing DKIM and SPF policy, as opposed to DKIM OR SPF is specific to those who send over 5,000 messages at a time to either mailbox provider, which is the vast majority of commercial senders anyway.)<\/li>\r\n\t<li><strong>DNS Configuration:<\/strong> A sender must have a \u201cfully qualified reverse DNS\u201d (FQrDNS), sometimes referred to as a\u00a0 \u201cforward confirmed reverse DNS\u201d (FCrDNS) configured, which connects an authorized sending domain to an authorized sending IP using an \u201cA\u201d record and a \u201cPTR\u201d record respectively. \u2028<\/li>\r\n\t<li><strong>DMARC Records:<\/strong> In perhaps the biggest news, part of this new policy requires that a sender\u2019s FROM sending domain must have a present and passing DMARC (\u201cdomain-based message authentication, reporting, and conformance\u201d) record. You can <a href=\"https:\/\/iterable.com\/blog\/the-crucial-role-of-email-authentication\/\" target=\"_blank\" rel=\"noopener\">learn more about DMARC itself here<\/a> or at <a href=\"https:\/\/dmarc.org\/\" target=\"_blank\" rel=\"noopener\">dmarc.org<\/a>. Without getting into the weeds about what DMARC is here, Google and Yahoo are now mandating that senders:\u2028\r\n\r\n<ol>\r\n\t<li>Have a DMARC record in place on their sending domain.\u2028<\/li>\r\n\t<li>That the DMARC record will pass, meaning that either the DKIM or SPF authentication protocols are passing AND are aligned with a root domain. \u2028<\/li>\r\n\t<li>Important note: It is permissible to have a DMARC policy type of \u201cnone,\u201d or, \u201cp=none,\u201d which is the lowest form of domain owner enforcement of a policy.\u2028<\/li>\r\n<\/ol>\r\n<\/li>\r\n\t<li><strong>Easy Unsubscribe:<\/strong> In all commercial messages, there must be the presence of a couple \u201ceasy\u201d unsubscribe mechanisms. Google and Yahoo have described this as making sure that messages have a \"one-click\" unsubscribe element ingrained into the message's architecture list-unsubscribe header value as well as a clear and conspicuous unsubscribe element in the footer of all commercial content. As always this is not legal advice, but all commercial senders should be familiar with and make sure they follow the <a href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">US CAN-SPAM Act<\/a>, as this defines requirements in more detail.\u2028<em>*Enforcement for the list-unsubscribe is tentatively scheduled to start rolling out in June of 2024 (previously February).<\/em><\/li>\r\n\t<li><strong>Complaint Rate Threshold:<\/strong> For really the first time, Google has specified a complaint rate threshold for mail to be blocked outright on their platform. Keep in mind that Google calculates and reflects complaint rates differently (spam complaints\/messages delivered to Google inboxes) than the other, more traditional global mailbox providers (spam complaints\/messages delivered). In efforts to maintain consistency of messaging and adoption, Google and Yahoo have both specified the complaint rate limit as <strong>.3%<\/strong>. It must be noted, however, that problems with reputation, deliverability, and email performance will begin to suffer with complaint rates much lower than that. You can learn more about gaining access to <a href=\"https:\/\/www.gmail.com\/postmaster\/\" target=\"_blank\" rel=\"noopener\">Google Postmaster Tools data here<\/a>.\u00a0<\/li>\r\n\t<li><strong>Sender Domain:<\/strong> Another notable detail of this announcement relates to all senders that use \u201cgmail.com\u201d as the sending domain for any commercial or business mail. Similar to their requirement for sending domains to have an active DMARC record, Google is moving their DMARC policy to \u201cquarantine.\u201d \u2028This means that if a sender uses \u201cgmail.com\u201d to send commercial email from anywhere but directly from their Google account, they will be automatically filtered to the spam folder. This has long-since been known as something to avoid as a business in general, so this particular development makes a lot of sense.<\/li>\r\n<\/ol>\r\n<h3>Why These Updates Matter<\/h3>\r\n<div>Lastly, I think it\u2019s important to talk about the \u201cwhy\u201d behind these shifts. The motivation of these mailbox providers is not to make it difficult for commercial email marketers to reach their customers; it is to simply provide the most value to their end-users as possible. This means giving them the experience and content that they want, and keeping them from getting content they don\u2019t want. \u2028\u2028<\/div>\r\n<div>\u00a0<\/div>\r\n<div>This will not prevent bad actors from working to flood your inbox with spam, phishing, or malware, but this will force the digital marketing industry to collectively raise the bar for what secure, valued, and trustworthy email looks like.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div><em>Want more info on the Google and Yahoo requirements? <a href=\"https:\/\/register.iterable.com\/embracing-google-yahoo-requirements\" target=\"_blank\" rel=\"noopener\">Register for our webinar<\/a> on February 13, hosted by Seth Charles. <\/em><\/div>\r\n<div>\u00a0<\/div>\r\n<div><em>Seth and his team are the go-to experts in all things email. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\">Sign up for a demo<\/a> today to chat with them!<\/em><\/div>","post_title":"What the Google and Yahoo Email Policy Update Means and Why It Matters","post_excerpt":"Google and Yahoo teamed up to announce new email policy updates. Here's what was announced and why it matters for email marketers. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-the-google-and-yahoo-email-policy-update-means-and-why-it-matters","to_ping":"","pinged":"","post_modified":"2024-01-18 08:47:31","post_modified_gmt":"2024-01-18 16:47:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=118370","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"October 30, 2023","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/103023_Email-Update_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Google and Yahoo Email Policy Update\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/103023_Email-Update_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/103023_Email-Update_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/103023_Email-Update_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-the-google-and-yahoo-email-policy-update-means-and-why-it-matters\/"},{"ID":118105,"post_author":"79","post_date":"2023-10-26 12:45:00","post_date_gmt":"2023-10-26 19:45:00","post_content":"<p>Will the real influencer please stand up?<\/p>\r\n<p>Just in time for spooky season, Meta has rolled out what they\u2019re calling \u201c<a href=\"https:\/\/about.fb.com\/news\/2023\/09\/introducing-ai-powered-assistants-characters-and-creative-tools\/\" target=\"_blank\" rel=\"noopener\">AI Personas<\/a>.\u201d To fuel the influencer marketing fire, these artificial intelligence lookalikes take on the appearance of well-known celebrities but act like run-of-the-mill influencers, sharing photos and products from their already-established social media accounts.<\/p>\r\n<p>Take Kendall Jenner, for example. <a href=\"https:\/\/www.instagram.com\/kendalljenner\/?hl=en\" target=\"_blank\" rel=\"noopener\">Kendall<\/a> has 294 million Instagram followers\u2014amassing huge influencing power and clout. Kendall\u2019s AI Persona, \u201c<a href=\"https:\/\/www.instagram.com\/yoursisbillie\/\" target=\"_blank\" rel=\"noopener\">Billie<\/a>,\u201d is quickly gaining followers with 190K in less than a month. Billie is completely managed by Meta but uses Kendall\u2019s likeness to\u2026well\u2026 it\u2019s not quite clear yet.<\/p>\r\n<p>Cecily Mauran, a Tech Reporter at <a href=\"https:\/\/mashable.com\/article\/meta-ai-personas-explained\" target=\"_blank\" rel=\"noopener\">Mashable<\/a>, interacted with Billie and found the interaction to be pretty bizarre. \u201cThe interactions, Mauran pointed out, are \u2018deeply unsettling\u2019 because the personas are an attempt to humanize a chatbot and keep you logged on as long as possible. Basically, it's trying to be a more engaging ChatGPT via celebrity faces.\u201d<\/p>\r\n<p>It seems as though, in their attempt to humanize AI, Meta has landed us somewhere in the <a href=\"https:\/\/www.nationalgeographic.com\/science\/article\/ai-uncanny-valley\" target=\"_blank\" rel=\"noopener\">Uncanny Valley<\/a>. But this got us thinking, even though AI Personas seem to max out the creep-o-meter, what does the future of influencer marketing look like and what role will AI play?<\/p>\r\n<h3>What is Influencer Marketing?<\/h3>\r\n<p>To understand where influencer marketing is going, we have to understand where it is today and why it matters.<\/p>\r\n<p>In what\u2019s predicted to be an over <a href=\"https:\/\/influencermarketinghub.com\/influencer-marketing-benchmark-report\/\" target=\"_blank\" rel=\"noopener\">$21B market this year<\/a>, influencer marketing is when brands pay influencers\u2014usually those with substantial, highly engaged social media followers\u2014to promote their products or services.<\/p>\r\n<p>\u201cBut,\u201d as <a href=\"https:\/\/www.mckinsey.com\/featured-insights\/mckinsey-explainers\/what-is-influencer-marketing\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> puts it, \u201cinfluencer marketing and celebrity endorsements are <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/discussions-in-digital-influencer-marketing-is-ready-for-its-close-up\" target=\"_blank\" rel=\"noopener\">not quite the same thing<\/a>. Celebrity endorsements typically involve a company making a huge investment in someone, but it\u2019s hard to specify the exact return on that investment. With influencer marketing, it\u2019s easier to figure out the ROI because companies can closely monitor likes, shares, online conversations, and so forth.\u201d With many influencer platforms, for example, brands can see a full suite of analytics on an influencer\u2019s account for specific posts.<\/p>\r\n<p>Not only can brands more easily determine return on investment with influencers than they can with celebrity endorsements, but the definition of \u201ccelebrity\u201d itself has changed as the line between celebrity and popularity blurred. When someone has a sizable social following, they start to gain fame and opportunities, making them a celebrity in their own right.<\/p>\r\n<h4>Nano to Mega Influencers<\/h4>\r\n<p>While influencers with a massive following (mega influencers) are obviously going to get brands\u2019 attention, influencer marketing has started to evolve. Some influencers have a smaller number of followers but can still make a big impact for brands.<\/p>\r\n<p><a href=\"https:\/\/www.mckinsey.com\/featured-insights\/mckinsey-explainers\/what-is-influencer-marketing\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> defines influencer tiers as the following:<\/p>\r\n<ul>\r\n\t<li>Nano influencers have fewer than 10,000 followers.<\/li>\r\n\t<li>Micro influencers have from 10,000 to 50,000.<\/li>\r\n\t<li>Medium influencers have from 50,000 to 100,000.<\/li>\r\n\t<li>Macro influencers have more than 500,000.<\/li>\r\n\t<li>Mega influencers breathe rarified air: they have over one million followers.<\/li>\r\n<\/ul>\r\n<p>While the reach or impressions may be smaller for some of these influencers, they generally are devoted to a niche topic and therefore have followers who are super interested in products and services related to that topic\u2014garnering a high engagement rate. Plus, with a smaller circle of followers, it\u2019s easier for these influencers to create relationships with their followers, which provides ample opportunity for user-generated content (UGC).<\/p>\r\n<p>For example, if there\u2019s a mom micro influencer with 10K followers who has a deal with a snack brand, the impact could be powerful because the interests of her followers align directly with the product.<\/p>\r\n<p>While Meta is aiming to create a new category of influencers with AI personas, AI can play more of a role in influencer marketing than just impersonating celebrities.<\/p>\r\n<h3>AI in Influencer Marketing<\/h3>\r\n<p>While Meta took a more literal approach and generated new influencers, AI can be used to help brands find influencers or create campaigns. In fact, according to <a href=\"https:\/\/influencermarketinghub.com\/influencer-marketing-benchmark-report\/\" target=\"_blank\" rel=\"noopener\">The State of Influencer Marketing 2023: Benchmark Report<\/a>, \u201cmore than 60% [of respondents] plan to use AI or ML in their influencer campaigns.\u201d<\/p>\r\n<p>One particularly interesting example of AI in influencer marketing is helping to fight fraud. With new artificial personas being built, you may be thinking AI is contributing to fraud\u2014but it\u2019s actually the opposite. Because brands rely on influencers having genuine followers (not bots), they need to be sure the influencers they\u2019re building deals with are legit.<\/p>\r\n<p>According to <a href=\"https:\/\/influencermarketinghub.com\/ai-influencer-marketing\/\" target=\"_blank\" rel=\"noopener\">Influencer Marketing Hub<\/a>, \u201cAI intelligence tools help you avoid influencer fraud by deep diving into an influencer's profile and noticing any signs of fraud. They go beyond the superficial stats of followers and recent content and can detect sudden massive spikes in followers, indicating that those could be purchased.\u201d<\/p>\r\n<p>AI can protect brands from signing deals with fraudulent influencers, help understand which topics to focus on, and even help in negotiations when it comes to paying influencers.<\/p>\r\n<h3>The Future Isn\u2019t All Creepy<\/h3>\r\n<p>So, there\u2019s good news after all. While Meta\u2019s AI Personas are somewhat off-putting, AI doesn\u2019t always need to be a quasi-human to make an impact. The future of influencer marketing is certainly going to continue to evolve but AI will likely play a pivotal role in that evolution. Whether it\u2019s helping to develop scripts, understanding campaign performance, or even finding the right influencer to begin with, there are endless ways AI can help brands improve their influencer marketing programs\u2014without \u201cyour sis Billie.\u201d<\/p>\r\n<p><em>Did you know Iterable has an <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">AI Suite<\/a> too? With tools like Copy Assist, Send Time Optimization (STO), and Channel Optimization, Iterable\u2019s AI Suite can increase your team\u2019s efficiency and effectiveness. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"A Glimpse Into the Future of Influencer Marketing","post_excerpt":"Meta has rolled out \u201cAI Personas.\" This got us thinking: what does the future of influencer marketing look like and what role will AI play?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-glimpse-into-the-future-of-influencer-marketing","to_ping":"","pinged":"","post_modified":"2023-10-26 12:45:00","post_modified_gmt":"2023-10-26 19:45:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=118105","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 26, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/102623_AI-Influencer-Marketing_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"An influencers filming herself. The photo puts the viewer behind the phone, seeing the influencer both on the screen and behind it.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/102623_AI-Influencer-Marketing_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/102623_AI-Influencer-Marketing_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/102623_AI-Influencer-Marketing_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-glimpse-into-the-future-of-influencer-marketing\/"},{"ID":118214,"post_author":"113","post_date":"2023-10-26 09:16:30","post_date_gmt":"2023-10-26 16:16:30","post_content":"<p>If you're a Lifecycle Marketer, it's highly likely that your primary area of focus is the inbox. You invest significant time and resources across boosting engagement and cultivating customer loyalty. But what happens when conversion rates start declining?<\/p>\r\n<p>In this upcoming webinar, you'll gain insights from Naomi Eshleman, Sr. Lifecycle Marketing Manager at Rocksbox, as she showcases how her team tackled this challenge and leveraged Iterable to implement various testing and experimentation strategies. These efforts allowed them to identify critical business obstacles and customer pain points, ultimately testing into strategies that set the stage for success.<\/p>\r\n<p>Now\u2019s as good a time as any to get a little extra inspiration to enhance your testing strategy and optimize email conversion rates\u2014and this is the perfect opportunity to ignite that creative spark to really \u201crock\u201d your campaigns.<\/p>\r\n<p><strong>You\u2019ll walk away from this webinar with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Strategies for using Iterable to implement a winning testing and experimentation strategy.<\/li>\r\n\t<li>Practical methods to setup and run an experimentation &amp; testing engine for small resource-strapped teams.<\/li>\r\n\t<li>A live Q&amp;A with Naomi following her presentation.<\/li>\r\n\t<li>Plus! Hear about the latest enhancements to Iterable\u2019s experimentation capabilities.<\/li>\r\n<\/ul>\r\n<p>Secure your spot now and get ready to revolutionize your inbox and email campaigns for the future.<\/p>","post_title":"Ask A Maker About: How Rocksbox Rocks Subscription Through Testing & Experimentation","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-maker-about-how-rocksbox-rocks-subscription-through-testing-experimentation","to_ping":"","pinged":"","post_modified":"2023-11-15 14:59:29","post_modified_gmt":"2023-11-15 22:59:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=118214","menu_order":7,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"October 26, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Ask-a-Marketer_Rocksbox_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Ask-a-Marketer_Rocksbox_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Ask-a-Marketer_Rocksbox_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Ask-a-Marketer_Rocksbox_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-maker-about-how-rocksbox-rocks-subscription-through-testing-experimentation\/"},{"ID":118083,"post_author":"79","post_date":"2023-10-24 06:30:14","post_date_gmt":"2023-10-24 13:30:14","post_content":"<p>AI marketing involves leveraging artificial intelligence (AI) concepts and models to execute strategic marketing campaigns that achieve business objectives. <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable's AI Suite<\/a> empowers marketers by providing them with the tools to gain insights, automate tasks, and enhance customer experiences.<\/p>\r\n<p>As AI technology continues to evolve, marketers are likely to explore new and innovative ways to leverage it for a competitive advantage in an ever-evolving digital landscape.<\/p>\r\n<p>Let's delve into one of Iterable's AI Suite features, namely <a href=\"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a>, and explore how it can reveal valuable insights for marketers to understand their share of voice and market share.<\/p>\r\n<h3>What is Share of Voice?<\/h3>\r\n<p>Share of voice (SOV) can often get confused with share of market (SOM), so before we get into Brand Affinity, we want to give a bit of background on SOV. SOV is a marketing and advertising metric that measures a brand's presence in a specific market or industry in relation to its competitors. It quantifies the percentage of the total advertising or promotional efforts within a particular space that a particular brand owns.<\/p>\r\n<p>SOV is often expressed as a percentage and is calculated by dividing a brand's advertising spending, media coverage, or overall marketing presence by the total advertising spending, media coverage, or marketing efforts in a given market. A high SOV indicates that a brand or company is dominating the advertising or promotional landscape within its market, while a low SOV suggests that it has minimal visibility compared to its competitors.<\/p>\r\n<p>Understanding share of voice is essential for brands to assess their market presence, measure the effectiveness of their advertising campaigns, and make informed decisions regarding their marketing strategies. It helps in evaluating a brand's competitive position and can be a valuable tool for strategic planning and competitive analysis.<\/p>\r\n<p>Now, how does this differ from SOM? Well, according to <a href=\"https:\/\/business.linkedin.com\/content\/dam\/me\/business\/en-us\/amp\/marketing-solutions\/images\/lms-b2b-institute\/pdf\/LIN_B2B-Marketing-Report-Digital.pdf\" target=\"_blank\" rel=\"noopener\">B2B Marketing Report<\/a>, the SOV Principle states, \"Brands that allocate a higher Share of Voice (SOV) relative to their Share of Market (SOM) tend to experience growth (assuming all other factors remain constant), whereas those with a SOV lower than SOM tend to see a decline.\" A greater SOV implies greater potential for expanding your SOM.<\/p>\r\n<h3>Key Principles of the Share of Voice Rule<\/h3>\r\n<h4>1. Balanced Branding and Performance Marketing<\/h4>\r\n<p>Achieving an optimal SOV and market share in marketing involves striking a balance between long-term brand building and short-term sales-focused performance marketing. A well-rounded marketing strategy typically <a href=\"https:\/\/business.linkedin.com\/content\/dam\/me\/business\/en-us\/amp\/marketing-solutions\/images\/lms-b2b-institute\/pdf\/LIN_B2B-Marketing-Report-Digital.pdf\" target=\"_blank\" rel=\"noopener\">allocates roughly 50% of the budget to branding and 50% to activation activities<\/a>. Balanced marketing tends to yield 4x better performance compared to solely focusing on short-term, performance-driven strategies such as lead generation.<\/p>\r\n<h4>2. Grow Engagement Within Your Customer Base<\/h4>\r\n<p>Targeting only highly-engaged customers may not effectively contribute to your SOV. To enhance your SOV, concentrate on expanding your customer base through reactivation campaigns, referral programs, and engaging with low-engagement users.<\/p>\r\n<h4>3. Optimize Mental Availability<\/h4>\r\n<p>Successful marketing campaigns prioritize establishing \"mental availability,\" where the brand effortlessly comes to mind during purchasing decisions. This can be achieved by creating emotional connections with customers and prospects through branding and informative lifecycle campaigns.<\/p>\r\n<p>Now, let's explore Iterable's Brand Affinity and how it aids marketers in comprehending their share of voice and gaining insights into better customer engagement.<\/p>\r\n<h3>Iterable\u2019s Brand Affinity and Share of Voice<\/h3>\r\n<p>Brand Affinity, at its core, offers a comprehensive assessment of engagement across all messaging and calculates an affinity score based on how users engage with your messaging. By incorporating additional data, such as conversions, revenue, and behavior events, marketers gain a deeper understanding of the overall attitude their customers have with the brand.<\/p>\r\n<p>This is where the Share of Voice rule becomes relevant. While a customer may initially have a negative Brand Affinity score in Iterable, a marketer can dig deeper to uncover insights that enable more targeted segmentation and campaigns, ultimately driving engagement and revenue. This also allows marketers to ensure they are balancing brand and performance marketing.<\/p>\r\n<h4>Layering Behavioral Insights With Brand Affinity for Deeper Personalization<\/h4>\r\n<p>Consider a segment that, based on their engagement data on promotional campaigns, has a negative affinity score in Iterable.<\/p>\r\n<p>Upon pulling in and analyzing purchase behavior and revenue insights, a subset of these users is found to make purchases, indicating that the brand is top-of-mind for them. This presents an opportunity for marketers to engage with this micro-segment in a personalized manner, such as expressing gratitude for their loyalty or launching referral campaigns. These insights also unlock opportunities to leverage additional AI features like <a href=\"https:\/\/iterable.com\/features\/ai\/#:~:text=Next%20Best%20Action%20analyzes%20the,recommendations%20to%20improve%20areas%20performance.\" target=\"_blank\" rel=\"noopener\">Next Best Action, Copy Assist, and advanced A\/B testing<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_118090\" align=\"alignnone\" width=\"1224\"]<img class=\"wp-image-118090 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Screen-Shot-2023-10-24-at-9.20.53-AM.png\" alt=\"Screenshot of Iterable platform showing Brand Affinity in action\" width=\"1224\" height=\"912\" \/> <em> In this example from Iterable, Robert is a loyal customer who had a neutral, negative, then positive Brand Affinity. <\/em>[\/caption]\r\n\r\n<p>By looking at additional insights when considering Brand Affinity, you as the marketer will have a better understanding of the behaviors and actions your users are taking as they interact with your brand. You can use this information to create micro segments and, from there, can send each small segment highly personalized communications to strengthen your relationship with each customer. Negative affinity, as highlighted, isn\u2019t the end of the road\u2014it\u2019s the beginning.<\/p>\r\n<p>Here are some additional use cases for neutral or negative brand affinity segments:<\/p>\r\n<ul>\r\n\t<li>Send thank you campaigns to negative affinity customers who purchased but have not interacted with messages. Use Copy Assist to iterate on different messaging options.<\/li>\r\n\t<li>Test different messaging and copy with inactive audiences using A\/B experimentation to help entice and improve engagement rates<\/li>\r\n\t<li>Trigger a reactivation workflow when a user changes to a negative affinity<\/li>\r\n<\/ul>\r\n<h3>In Summary<\/h3>\r\n<p>Iterable\u2019s Brand Affinity, within the AI Suite, can significantly enhance your understanding of SOV by processing and analyzing data at scale, providing valuable insights, and enabling data-driven decision-making. This understanding allows marketers to balance their brand and performance marketing initiatives while expanding the active customer base through the testing of messages to customers with an initial negative or neutral brand affinity score.<\/p>\r\n<p><em>Learn more about <a href=\"https:\/\/iterable.com\/resources\/ai-marketing\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Suite<\/a> or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"Understanding the Share of Voice (SOV) Principle","post_excerpt":"Share of Voice is a marketing metric that measures a brand's presence in a specific market or industry in relation to its competitors.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"understanding-the-share-of-voice-sov-principle","to_ping":"","pinged":"","post_modified":"2023-10-24 06:30:14","post_modified_gmt":"2023-10-24 13:30:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=118083","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 24, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/102323_Brand-Affinity-SOV_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Silhouette of a woman with a megaphone in a blue circle over a yellow iterable background to depict Share of Voice\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/102323_Brand-Affinity-SOV_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/102323_Brand-Affinity-SOV_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/102323_Brand-Affinity-SOV_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/understanding-the-share-of-voice-sov-principle\/"},{"ID":117899,"post_author":"79","post_date":"2023-10-19 08:49:29","post_date_gmt":"2023-10-19 15:49:29","post_content":"<p>Like any technological innovation, artificial intelligence (AI) is only as effective as the people behind it, and the success of AI marketing often hinges on the quality of the information provided.<\/p>\r\n<p>This information involves the following elements:<\/p>\r\n<ul>\r\n\t<li>A <strong>Large Language Model (LLM)<\/strong> is \u201ca specialized type of AI that has been <a href=\"https:\/\/www.gartner.com\/en\/information-technology\/glossary\/large-language-models-llm\" target=\"_blank\" rel=\"noopener\">trained on vast amounts of text to understand existing content and generate original content<\/a>.\u201d<\/li>\r\n\t<li>An <strong>AI prompt<\/strong> is an input that instructs a large language model (LLM) to deliver a specific output, such as, \u201cGenerate a list of email subject lines with friendly tones that offer up to 50% off all items for a fall promotion.\u201d<\/li>\r\n\t<li><strong>AI seed copy<\/strong> is messaging you can include with your prompt to provide examples and needed context that the LLM can iterate on. With the above AI prompt, for example, the seed copy could be \u201cSave 50% on Fall Promotions This Week.\u201d<\/li>\r\n<\/ul>\r\n<p>In other words, this information is crucial in bridging the gap between where you are and where you want to go with whatever you\u2019re using AI to achieve.<\/p>\r\n<p>And it\u2019s not easy. With the rise of AI has come a momentous rise in the demand for AI specialists, including a new role known as <a href=\"https:\/\/www.businessinsider.com\/how-to-write-better-ai-chatgpt-prompts-according-prompt-engineer-2023-3\" target=\"_blank\" rel=\"noopener\">AI Prompt Engineers<\/a>. Yes, there are people who specialize in crafting the AI prompts that deliver the most impactful results. So, if you\u2019re finding it challenging, don\u2019t beat yourself up.<\/p>\r\n<p>While we\u2019re not all AI Prompt Engineers, when it comes to AI-generated marketing copy, there are some tricks for optimizing your prompts and getting to the finish line faster and more effectively.<\/p>\r\n<p>So, without further ado, here are five tips to enhance your AI prompts and seed copy to build better AI marketing campaigns.<\/p>\r\n<h3>1. Familiarize Yourself with AI Functionality<\/h3>\r\n<p>While the use cases for AI in marketing are vast, the actual applications of it will depend on the platforms you use. Before you type a single word, it\u2019s valuable to know the basics of an AI tool, including:<\/p>\r\n<ul>\r\n\t<li>What kinds of messaging it supports<\/li>\r\n\t<li>The minimum and maximum number of characters it can input and output<\/li>\r\n\t<li>Whether it\u2019s optimized for your native language<\/li>\r\n\t<li>Any limitations on how content will be generated<\/li>\r\n<\/ul>\r\n<p>Once you understand the underlying foundation of how an AI solution functions, you can be better equipped to start your AI campaign development off on the right foot.<\/p>\r\n<h3>2. Understand Your Target Audience<\/h3>\r\n<p>One major factor that\u2019s lacking in most AI-generated copy is context, and no one understands your target audience better than you. Make sure your marketing team is aligned on customer needs, interests, preferences, and pain points.<\/p>\r\n<p>For example, while there are millions of users in North America who use <a href=\"https:\/\/iterable.com\/customers\/redfin\/\" target=\"_blank\" rel=\"noopener\">Redfin<\/a> to buy or sell their next home, only a small percentage are active, meaning they\u2019ve engaged with an email or visited Redfin.com in the last 30 days. The retention marketing team needed to identify which inactive users were most likely to convert and activate that segment with personalized, conversion-oriented communications. They leveraged Predictive Goals, an Iterable AI product, to understand which inactive sellers were most likely to convert to an active state if targeted by messaging, and were able to achieve a 72% lift.<\/p>\r\n<p>Once target audiences are identified, brands can take that into consideration when drafting prompts and seed copy so the LLM will be more likely to create messaging that resonates with them.<\/p>\r\n<p>Getting crystal clear on who you\u2019re speaking to in your marketing messaging will make your customers more inclined to listen.<\/p>\r\n<h3>3. Keep Your Brand Voice Top of Mind<\/h3>\r\n<p>After you\u2019ve agreed on who you\u2019re communicating with, the next step is to decide on how you\u2019ll be communicating to them. For consistent AI marketing campaigns, incorporate your brand\u2019s voice into your seed copy or prompt. This will help AI tools generate copy that feels authentic and true to your brand\u2019s identity.<\/p>\r\n<p>To hone in on your brand voice, consider the following elements:<\/p>\r\n<ul>\r\n\t<li>Personality attributes you want to emulate<\/li>\r\n\t<li>Your goals and objectives with various types of content<\/li>\r\n\t<li>Your company\u2019s writing style across mediums<\/li>\r\n\t<li>The tone of corporate written, visual, and video content<\/li>\r\n\t<li>Guidelines for grammar, mechanics, and even emoji usage<\/li>\r\n<\/ul>\r\n<p>For example, here is a prompt a hypothetical Iterable Vitamins business might use to customize an SMS message:<\/p>\r\n\r\n[caption id=\"attachment_117914\" align=\"alignnone\" width=\"1584\"]<img class=\"size-full wp-image-117914\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Screen-Shot-2023-10-19-at-11.30.14-AM.png\" alt=\"Example AI prompt for hypothetical brand Iterable Vitamins\" width=\"1584\" height=\"810\" \/> <em>An example of an AI prompt a vitamin business may use for SMS copy. <\/em>[\/caption]\r\n\r\n<p>The LLM yields a response of:<\/p>\r\n\r\n[caption id=\"attachment_117920\" align=\"alignnone\" width=\"1552\"]<img class=\"size-full wp-image-117920\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Screen-Shot-2023-10-19-at-11.30.25-AM.png\" alt=\"The results from the above AI prompt with 3 different subject line examples.\" width=\"1552\" height=\"400\" \/> <em>The results from the above AI prompt with three different subject line examples.<\/em>[\/caption]\r\n\r\n<p>When writing a prompt, consider providing:<\/p>\r\n<ul>\r\n\t<li>Messaging examples that exemplify your brand voice<\/li>\r\n\t<li>Instructions about the intended tone<\/li>\r\n\t<li>Seed copy that clearly expresses the intent of the copy and let the LLM optimize it for you<\/li>\r\n<\/ul>\r\n<p>Ultimately, these elements help you determine how your brand would be characterized if it were a human being. The more specific you are with these characteristics, the more naturally an AI will be able to replicate them.<\/p>\r\n<h3>4. Don\u2019t Forget to Personalize<\/h3>\r\n<p>AI at its worst is utterly generic, creating content that\u2019s like a carbon copy of a carbon copy. At its best, it can empower brands to personalize their content to improve their rapport with customers. Thus, it\u2019s even more important to humanize your communications to build a rapport with customers.<\/p>\r\n<p>Most AI-generated copy is based on the text you provide, rather than on specific campaign or user data, but that doesn\u2019t mean you can\u2019t earmark opportunities for personalization. For example, let\u2019s say we want to target runners. Here is how we might adjust our previous prompt:<\/p>\r\n\r\n[caption id=\"attachment_117926\" align=\"alignnone\" width=\"1530\"]<img class=\"size-full wp-image-117926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Screen-Shot-2023-10-19-at-11.30.33-AM.png\" alt=\"Example of the same prompt as above with some slight tweaks to be targeted to marketers. \" width=\"1530\" height=\"732\" \/> <em> Edited the prompt to include \"using our brand voice and optimize it as an SMS message targeted towards runners.\" <\/em>[\/caption]\r\n\r\n<p>This yields the following responses, which are tailored to runners specifically:<\/p>\r\n\r\n[caption id=\"attachment_117932\" align=\"alignnone\" width=\"1546\"]<img class=\"size-full wp-image-117932\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Screen-Shot-2023-10-19-at-11.30.40-AM.png\" alt=\"Adjusted results that offer three new options geared towards runners.\" width=\"1546\" height=\"398\" \/> <em>Adjusted results that offer three new SMS options geared towards runners. <\/em>[\/caption]\r\n\r\n<p>Smart AI prompt customization can help you tailor your messaging to your audience by personalizing your copy for their interests.<\/p>\r\n<h3>5. When in Doubt, Iterate<\/h3>\r\n<p>One of the advantages of AI in marketing is the ability to quickly generate a plethora of variations. AI marketing platforms are designed for iteration, because they\u2019re learning from your inputs and adapting their outputs accordingly.<\/p>\r\n<p>Even if your seed copy or prompt isn\u2019t ideally constructed, you can test multiple variations until you land on a winning option that will resonate best with your audience.<\/p>\r\n<h4>Enter Copy Assist<\/h4>\r\n<p>Now that you\u2019re up to speed on crafting AI-generated marketing copy, you can put your insights into action. A great tool to implement into your campaigns is Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/17172997847572-Copy-Assist-\" target=\"_blank\" rel=\"noopener\">Copy Assist<\/a>, which is specifically designed for short message copy, such as email subject lines and message text for SMS and push notifications.<\/p>\r\n<p>Copy Assist is especially useful for providing alternative text suggestions based on the seed copy provided. It quickly generates numerous options and variations as it learns in real-time from the seed copy you\u2019ve entered recently.<\/p>\r\n<p>Moreover, if you\u2019re already familiar with using handlebars in Iterable to personalize your communications, they can be used as placeholders in Copy Assist. All you need to do is verify the accuracy of any handlebars expression that\u2019s included in the generated text before publishing it.<\/p>\r\n\r\n[caption id=\"attachment_117938\" align=\"alignnone\" width=\"1554\"]<img class=\"size-full wp-image-117938\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Screen-Shot-2023-10-19-at-11.30.50-AM.png\" alt=\"Screenshot of iterables generative AI tool, Copy Assist.\" width=\"1554\" height=\"842\" \/> <em>Iterable\u2019s Copy Assist generates assistive text, including any handlebar personalization you input.<\/em>[\/caption]\r\n\r\n<p>With Copy Assist, you get a helping hand with your marketing campaigns, enhancing and expediting the process from input to inbox.<\/p>\r\n<h3>AI Starts With You<\/h3>\r\n<p>The prompts and seed copy you input into AI platforms play a pivotal role in the success of your marketing campaigns. As convenient as it may sound to hand over the keys and let a robot take the wheel, it\u2019s worth investing the time and effort to ensure any AI-generated copy represents your brand\u2019s voice and effectively connects with customers. With these tips in mind, you can take your AI marketing from mediocre to magical.'<\/p>\r\n<p><em>Looking to enhance and expedite the process of writing copy for your marketing campaigns? Ask for a helping hand and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo<\/a> of Iterable\u2019s Copy Assist today.<\/em><\/p>","post_title":"5 Tips for Building Better AI Prompts for Marketing Campaigns","post_excerpt":"Without further ado, here are five tips to enhance your AI prompts and seed copy to build better AI marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tips-for-building-better-ai-prompts-for-marketing-campaigns","to_ping":"","pinged":"","post_modified":"2023-10-19 09:01:08","post_modified_gmt":"2023-10-19 16:01:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117899","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 19, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101723_AI-Seed-Copy_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of Iterable platform with pink and purple colors and iterable lightning bolt icon all on a grey background\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101723_AI-Seed-Copy_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101723_AI-Seed-Copy_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101723_AI-Seed-Copy_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-tips-for-building-better-ai-prompts-for-marketing-campaigns\/"},{"ID":117827,"post_author":"79","post_date":"2023-10-17 09:35:00","post_date_gmt":"2023-10-17 16:35:00","post_content":"<p>Ahoy, fellow program and project managers! Brace yourselves for a thrilling adventure as we embark on a quest to master the art of managing cross-team projects. Leading a diverse crew of experts from various backgrounds may seem like sailing uncharted waters, but fear not. With the right approach and a sprinkle of creativity, we can navigate through the challenges and complexities and steer our teams towards triumphant success.<\/p>\r\n<p>Through many moons of experience, I\u2019ve navigated the high sea of program management, guiding teams comprising front end pirates, backend buccaneers, SDK privateers, savvy managers, crafty product managers, and many more brave souls. Together, we\u2019ve faced treacherous challenges and emerged victorious, forging a bond as tight as a sailor\u2019s knot.<br \/>\r\n<br \/>\r\nSo, hop aboard, and let's explore the seven essential steps that will guide us on this epic journey to managing cross-team projects.<\/p>\r\n<h3>Step 1: Define the Magnificent Ship We'll Build \ud83d\udea2<\/h3>\r\n<p>Every great voyage begins with a clear destination in mind. Likewise, managing a cross-team project starts with defining a concept document, a treasure map that outlines what needs to be built.<\/p>\r\n<p>The sharp product team leads the charge, crafting a document that sparkles with clarity, including a captivating press release, detailed use cases, scope, technical \/ non technical assessment, and risk analysis.<\/p>\r\n<p>By engaging the entire team in the planning phase, we harness their collective expertise, setting the stage for a successful program.<\/p>\r\n<p><strong>Treasured Takeaway:<\/strong> Bring your whole crew into the planning stage to align in direction towards your ultimate goal.<\/p>\r\n<h3>Step 2: Break Down the Voyage into Exciting Milestones \u2693<\/h3>\r\n<p>Ahoy, landlubbers! As we navigate this treacherous sea, we must divide the journey into exciting milestones that align with our grand vision. Our trusty product manager initiates the journey by setting feature milestones that align with business objectives. The team then dissects these milestones together into actionable tasks, considering various aspects such as resource allocation, dependencies, and timelines.<\/p>\r\n<p>With a well-structured plan and clear deadlines, we ensure a smooth progression towards our shared vision. Using the Engineering team as an example, the engineering experts then join in the fray, collaboratively breaking down the tasks for each milestone, dividing them into backend, frontend, and SDK requirements. Well-crafted timelines and specific deadlines ensure a harmonious journey towards our shared destination, carefully considering the dependencies between teams.<\/p>\r\n<p><strong>Treasured Takeaway:<\/strong> A well-structured plan, meticulously dissected into actionable tasks, ensures our shared vision sails smoothly. Collaboration, clear deadlines, and consideration of dependencies chart our course to success.<\/p>\r\n<h3>Step 3: Assemble the Dream Team and Raise the Colors \ud83c\udff4\u200d\u2620\ufe0f<\/h3>\r\n<p>Hoist the colors high! The next crucial step is to identify the key stakeholders and unite our diverse team in harmony.<\/p>\r\n<p>We bring together a diverse group of professionals, including project managers, subject matter experts, developers, and external partners when necessary. But wait, that's not all! We must also forge alliances with external dependency teams, ensuring everyone's objectives align with the project's timeline, scope, and goals.<\/p>\r\n<p>Our crew becomes a formidable force, ready to conquer any obstacle that crosses our path. Employing the <a href=\"https:\/\/www.forbes.com\/advisor\/business\/raci-chart\/\">RACI framework<\/a> to outline roles and responsibilities for various team members proves to be an invaluable strategy. This approach facilitates clear referencing of tasks and responsibilities, particularly in intricate situations.<\/p>\r\n<p><strong>Treasured Takeaway:<\/strong> Uniting diverse talents and forging alliances with external partners creates a formidable crew.<\/p>\r\n<h3>Step 4: Set Up Our Communication Rigging for Smooth Sailing \ud83d\udcdc<\/h3>\r\n<p>Ahoy, me hearties! Effective communication is the wind in our sails! To ensure our journey remains on course, we set up <strong>robust communication channels<\/strong>, inspired by the navigational essentials of the high seas.<\/p>\r\n<p>From regular <a href=\"https:\/\/www.atlassian.com\/software\/jira\" target=\"_blank\" rel=\"noopener\">Jira<\/a> updates that serve as our weather forecasts, to team meetings acting as our navigational checkpoints, and dedicated project <a href=\"https:\/\/slack.com\/\" target=\"_blank\" rel=\"noopener\">Slack<\/a> channels fostering real-time ship-to-ship communication, we maintain an open line of communication among the crew. Just as mariners share position reports to avoid collisions, we provide timely progress updates to avoid bottlenecks or misdirection.<\/p>\r\n<p>Arrr, there is a golden rule though! Much like how sailors rely on a single source of navigational truth, we too keep a single source of truth\u2014a centralized repository of <strong>project documentation<\/strong> and decisions. This practice ensures there's no fog of confusion and we chart a clear course for our voyage. As mariners heed the lighthouse's warning, we keep our channels clear, our messages concise, and our intentions transparent.<\/p>\r\n<p>So, with our communication rigging taut and true, we're ready to navigate these digital waters with the same precision and teamwork as the most skilled seafarers. Onward we sail, forging a course toward successful horizons!<\/p>\r\n<p><strong>Treasured Takeaway:<\/strong> Clear communication channels and a centralized repository of project data serve as our navigational tools. Transparent, concise messages and consistent updates ensure a smooth voyage, avoiding confusion and keeping us on course.<\/p>\r\n<h3>Step 5: Keep an Eye on Progress and Chart a New Course When Needed \ud83c\udf0a<\/h3>\r\n<p>Forks! Just like sea captains watching the horizon, we monitor progress and adjust our course as needed. We use project management tools to track deliverables, milestones, and priorities. When unexpected challenges arise, we adapt and adjust our course, leveraging innovation and collaboration to overcome obstacles. Our tools and processes, like a skilled navigator, guide us toward program success.<\/p>\r\n<p>The tool may vary from department to department. For the engineering team, our trusty companion, <a href=\"https:\/\/jellyfish.co\/\" target=\"_blank\" rel=\"noopener\">Jellyfish<\/a>, helps us track deliverables, milestones, and priorities. But, as any sailor knows, plans can shift with Neptune's whim.<br \/>\r\nWhen unexpected storms arise, fear not! We boldly take the helm, steering toward calmer waters.<\/p>\r\n<p>A constellation of challenges? We plot a new course, harnessing innovation's winds and collaboration's currents. But that's not all, shipmates! Our tool Jellyfish isn't just along for the ride\u2014it's our trusty shipmate in <strong>tracking project risks, keeping an eye on the treasure of work in progress, tallying up the doubloons of lifetime spend, charting our meeting course, untangling the web of dependency work, and blasting through blockers like cannonballs<\/strong>. Just as a ship's navigator steers her true, Jellyfish steers us toward the X that marks the spot of project triumph.<\/p>\r\n<p>With positive spirits and solution-focused minds, we navigate each tempest. We ride waves of change, emerging stronger. Guided by Jellyfish and unwavering resolve, we sail forth, united and daring! \ud83c\udf0a\u2693<\/p>\r\n<p><strong>Treasured Takeaway:<\/strong> Monitoring progress with tools like Jellyfish allows us to adapt swiftly to unforeseen challenges. Innovation and collaboration guide us through challenges, ensuring we navigate toward project triumph with unwavering resolve.<\/p>\r\n<h3>Step 6: Celebrate Victories and Learn From the Perils \ud83c\udf89<\/h3>\r\n<p>Yo ho ho! When our crew conquers each milestone, we celebrate our victories with fervor! We raise a toast to their hard work and dedication, acknowledging their triumphs. And that's not all\u2014we've got a treasure trove of <strong>kudos<\/strong> ready to be plundered! Weekly, we bestow accolades upon those who have sailed above and beyond, filling their sails with praise and recognition.<\/p>\r\n<p>But even when the sea of cross-team projects gets rough and we face setbacks, we don't despair. Arrr, we conduct retrospectives, gleaning lessons from our failures, and charting a better course for future projects.<\/p>\r\n<p>Just like a captain consulting the stars, we gather for a <strong>bi-weekly retro<\/strong>, scrutinizing every wave and navigating the choppy waters of our challenges. And rest assured, we don't keep our swashbuckling strategies to ourselves\u2014we share the booty of insights and improvements with leadership and stakeholders. It is all about gaining <strong>cross-board alignment<\/strong>, ensuring our compasses point in the same direction towards success!<\/p>\r\n<p>So, my hearties, as we set sail upon these daring endeavors, we celebrate the wins, learn from the losses, and sail ever forward, guided by the North Star of continuous improvement and unyielding determination. Aye, the journey may be treacherous at times, but with our crew united and our spirits unshakeable, there's no storm we can't weather, and no horizon we can't reach! \ud83c\udff4\u200d\u2620\ufe0f\ud83c\udf1f<\/p>\r\n<p><strong>Treasured Takeaway:<\/strong> Celebrating triumphs and learning from setbacks is our compass for continuous improvement. Regular retrospectives, shared insights, and cross-board alignment steer us toward success, making every journey a valuable experience.<\/p>\r\n<h3>Step 7: Treasure the Bonds We Forged \ud83c\udff4\u200d\u2620\ufe0f\ud83c\udf1f<\/h3>\r\n<p>As we approach the shores of project completion, we treasure the bonds we've forged along the way. Through transparent communication and shared victories, we've created a crew united in purpose. As we dock our magnificent ship, we bask in the glory of success, knowing that our teamwork and camaraderie made it all possible.<\/p>\r\n<p><strong>Treasured Takeaway:<\/strong> Transparent communication and shared victories create bonds essential for success.<\/p>\r\n<h3>Journeying Through Cross-Team Projects<\/h3>\r\n<p>So, me hearty program managers, there are the seven steps to navigate cross-team projects. Embrace the challenges, celebrate the victories, and remember, the journey itself is a treasure worth savoring. With these guiding principles, we can sail confidently towards project success, transforming our cross-functional team into a fearsome crew that conquers any sea that dares to stand in our way. Yo ho, yo ho, a program manager's life for me!<\/p>","post_title":"Navigating Cross-Team Projects: 7 Steps to Success","post_excerpt":"Let's explore the seven essential steps that will guide us on this epic journey to managing cross-team projects.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"navigating-cross-team-projects-7-steps-to-success","to_ping":"","pinged":"","post_modified":"2023-10-17 09:35:00","post_modified_gmt":"2023-10-17 16:35:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117827","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 17, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101623_Navigating-Seas-Cross-Team-Projects_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustrated treasure map on iterable light blue background with yellow magnifying glass in the foreground - cross team projects\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101623_Navigating-Seas-Cross-Team-Projects_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101623_Navigating-Seas-Cross-Team-Projects_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101623_Navigating-Seas-Cross-Team-Projects_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/navigating-cross-team-projects-7-steps-to-success\/"},{"ID":117676,"post_author":"79","post_date":"2023-10-11 06:59:46","post_date_gmt":"2023-10-11 13:59:46","post_content":"<p><em><a href=\"https:\/\/www.linkedin.com\/company\/pflcom\/\" target=\"_blank\" rel=\"noopener\">PFL<\/a>, a leading direct mail technology company, increases engagement for brands with their key audiences, using data to automate direct mail and create more authentic human experiences at an infinite scale. PFL delivers personalized direct mail programs that are measurable and relevant so organizations can earn attention and amplify growth.<\/em><\/p>\r\n<hr \/>\r\n<p>We live in a time of digital-first marketing. The phrase \u201cdigital marketing\u201d is almost redundant now because most, if not all, marketing strategies now have a digital component. Digital techniques are indisputably excellent for reaching people. According to Statista , with more than <a href=\"https:\/\/www.statista.com\/statistics\/273018\/number-of-internet-users-worldwide\/\" target=\"_blank\" rel=\"noopener\">5.3 billion people actively using the internet<\/a> daily, digital can reach the masses across the globe.<\/p>\r\n<p>With the widespread implementation of digital marketing, \u201creach\u201d is no longer a main issue\u2014but grabbing prospect and customer attention and engaging with them still is. Audiences today are bombarded daily with marketing messages. This makes standing out against the digital din, perhaps, the greatest marketing challenge of our time. In a recent Forrester-PFL report, we learned that in the post-COVID digital era, \u201cthe attention economy tells us that <a href=\"https:\/\/www.pfl.com\/resources\/forrester-report-ebook\" target=\"_blank\" rel=\"noopener\">too much of \u2018a good thing\u2019 isn\u2019t actually a good thing at all<\/a>.\u201d<\/p>\r\n<p>According to a 2022 study overseen by Compu-Mail and Forbes, <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2022\/07\/22\/what-digital-marketers-should-know-about-direct-mail\/?sh=4c6ff5941b83\" target=\"_blank\" rel=\"noopener\">digital content includes 10,000 ads and more than 1,000 promotional emails weekly<\/a>. Conversely, the average consumer receives 13 to 15 pieces of direct mail each week. Would you rather be one out of 10,000 or one out of 15?<\/p>\r\n<p>Back in the day, we all got piles of ads in our mailboxes. That has since shifted and now we\u2019re inundated with promotional emails in our inboxes. To stand out, marketers should shift their attention back to the tried-and-true but now less-populated world of direct mail.<\/p>\r\n<p>Adding direct mail to digital campaigns in a cross channel strategy provides a more powerful way to capture attention than either alone. \u201c<a href=\"https:\/\/www.compu-mail.com\/statistics\/30-direct-mail-statistics-you-can-use-right-now\" target=\"_blank\" rel=\"noopener\">Direct mail has an open rate of 90 percent<\/a>,\u201d reported Compu-Mail in a report titled, Direct Marketing Statistics for 2022. This is because consumers, particularly millennials, prefer promotional materials that are tangible and can be read later, unlike emails which normally get ignored even if they are from a recognizable brand. Digital is, and should always be, your first step in designing marketing campaigns. Direct mail helps drive the impact of the digital experience by directing audiences back into the digital stream.<\/p>\r\n<p>Neuroscience tells us that <a href=\"https:\/\/trueimpact.ca\/case-studies\/canada-post-neuroscience-research-into-the-power-of-direct-mail\/\" target=\"_blank\" rel=\"noopener\">direct mail is unique in the hands (and eyes) of the recipient<\/a>. Data shows it takes 21 percent less cognitive effort to process the information on a printed piece than on a screen. And consumer\u2019s motivation to respond to physical mail is 20 percent higher than with digital. This sensory experience equates to an easier ability to cut through the digital noise with greater sensory appeal to act.<\/p>\r\n<h3>Don\u2019t Get it Twisted: Direct Mail is Digital<\/h3>\r\n<p>How can you bring direct mail into your digital ecosystem? Modern direct mail can be integrated into your customer relationship management (CRM) or marketing orchestration platform. This way you can insert relevant, personalized content into a printed piece that is pulled from the CRM or orchestration platform. Plus, you can determine when to send the piece based on buyer intent signals. Direct mail is now an integral part of the digital journey. <br \/>\r\nThere are several advantages and use cases for integration with direct mail.<\/p>\r\n<h4>First: Personalization<\/h4>\r\n<p>Send relevant information and custom messaging when the recipient is most interested in your product or service. Audiences today are less likely to engage if the content is not personalized to them. Adding direct mail into your tech stack enables you to send hyper-personalized content that draws information from your CRM or orchestration platform. This personalization can impact your results for cart abandonment, lead conversion, or cross-sell and up-sell opportunities.<\/p>\r\n<h4>Second: You Can Track Everything<\/h4>\r\n<p>It\u2019s all measurable. No more guessing, sending, and hoping\u2014 you can show ROI for the direct mail program and can easily track the results. Gone are the days when your CMO and CEO ask for metrics on direct mail and you have little to offer. Because of the flow of data from a CRM or orchestration platform, when direct mail is tied to your tech stack, you see real-time metrics and results in dashboards with status updates on your sends.<\/p>\r\n<h4>Third: You Spend Less on Print<\/h4>\r\n<p>How? Because direct mail is only going to people who trigger a send based on their intent signals with your digital campaigns. For example, when your target audience is interacting with your digital content and they hit a trigger point in your Iterable Journey, the personalized direct mail piece is sent to them. Seamless orchestration at its finest! No more sending unwanted printed pieces to audiences that did not want them in the first place. The content is relevant to the audience and triggered to send to the most interested recipients. This reduces printing costs and makes for a more efficient and greener process.<\/p>\r\n<p>So, what\u2019s not to like about a marketing strategy that lets you compete against fewer messages for attention, arrives when the recipient is seeking information, and is handled by a process that is clean and efficient? Answer: Not a thing.<br \/>\r\nModern marketers have a robust suite of tools available to drive engagement and ROI. Leveraging cross-channel strategies that include both digital and direct marketing tactics create a personalized experience for your audience. Modern direct mail, tied to your cross-channel communication platform like Iterable, is timely, personalized, relevant, and measurable.<\/p>\r\n<p>If you are looking to stand out amongst your competitors, then a full cross-channel marketing strategy\u2014including both digital and direct marketing\u2014is the way to go.<\/p>\r\n<p><em>Contact PFL <a href=\"mailto: Sales@PFL.com\">Sales@PFL.com<\/a> or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom Iterable demo<\/a> today to learn how easy and effective this is to implement.<\/em><\/p>","post_title":"Modern Direct Mail is Perfectly Tuned for a Cross-Channel Marketing Strategy","post_excerpt":"Adding direct mail to digital campaigns in a cross channel strategy provides a more powerful way to capture attention than either alone.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"modern-direct-mail-is-perfectly-tuned-for-a-cross-channel-marketing-strategy","to_ping":"","pinged":"","post_modified":"2023-10-11 06:59:46","post_modified_gmt":"2023-10-11 13:59:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117676","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 11, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101123_PFL_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"PFL and Iterable Logos on red Iterable background with translucent white node overlay\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101123_PFL_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101123_PFL_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101123_PFL_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/modern-direct-mail-is-perfectly-tuned-for-a-cross-channel-marketing-strategy\/"},{"ID":117611,"post_author":"79","post_date":"2023-10-10 10:04:52","post_date_gmt":"2023-10-10 17:04:52","post_content":"<p>Whether you\u2019re a marketer in retail, restaurants, education, or entertainment, the data you\u2019re able to activate in your customer communications makes all the difference. Every day, you\u2019re accessing information about the products or services you offer: categories, descriptions, prices, images, and countless other variables.<\/p>\r\n<p>Greater personalization is made possible when you can dynamically match this data to customers based on their interests, preferences, and shopping behavior. How can you increase the effectiveness of your marketing campaigns and take the guesswork out of individualization?<\/p>\r\n<p>Enter Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener\">Catalog<\/a>.<\/p>\r\n<p>In this post, we\u2019re diving deeper into Catalog\u2014what it is, how it works, and why leading brands rely on it as their ultimate recommendation engine.<\/p>\r\n<p>Let\u2019s jump in.<\/p>\r\n<h3>What is Catalog?<\/h3>\r\n<p>Iterable\u2019s Catalog gives marketers the ability to create no-code recommendations with dynamic content, allowing one template to serve thousands of unique customers.<\/p>\r\n<p>This product uses two main terminologies:<\/p>\r\n<ul>\r\n\t<li><strong>Catalogs<\/strong>: A catalog holds entries of non-user information, such as products, services, events, or content. This information is stored directly in Iterable and used to personalize the messages you send.<\/li>\r\n\t<li><strong>Collections<\/strong>: In Iterable\u2019s user interface, marketers create rules for what items get recommended. A collection refers to both the ruleset and the list of items returned by that ruleset.<\/li>\r\n<\/ul>\r\n<p>For each of a brand\u2019s recipients, Iterable-powered marketing campaigns can use collections to search, at send time, the information stored in catalogs. Collections (the rule sets) match users with catalog data based on their interests, preferences, locations, and historical activity\u2014anything stored on their Iterable user profile.<\/p>\r\n<p>For example, with Catalog you can send messages that provide:<\/p>\r\n<ul>\r\n\t<li>Products similar to a customer's past purchases<\/li>\r\n\t<li>Retail store locations in close proximity to the user's shipping address<\/li>\r\n\t<li>Real estate listings within a certain radius of a recipient's preferred location that match specific search criteria (budget, number of bedrooms, etc.)<\/li>\r\n\t<li>Music, movies, or TV shows that match a subscriber\u2019s preferred genres, actors, or directors<\/li>\r\n\t<li>Restaurants based on cuisine, price, location, and rating preferences<\/li>\r\n\t<li>Flights or hotels that match a recipient's preferred carriers or destinations<\/li>\r\n\t<li>Online classes based on a student\u2019s interests or course history<\/li>\r\n<\/ul>\r\n<p>Historically, this type of personalization at scale required your organization to host and maintain a set of web services that could be queried for each of a campaign's recipients. With Iterable\u2019s Catalog, there's no additional infrastructure required\u2014Iterable hosts the data and queries it while sending a campaign.<\/p>\r\n<h3>What are the Benefits of Using Catalog?<\/h3>\r\n<p>As the examples above demonstrate, there\u2019s no limit to what Iterable\u2019s Catalog can be used for. This provides numerous benefits for your marketing efforts:<\/p>\r\n<ul>\r\n\t<li><strong>Individualized campaigns<\/strong>: Messages are dynamically personalized in real time, tailoring product recommendations based on any criteria you select, including geolocation and user preferences.<\/li>\r\n\t<li><strong>Marketer empowerment<\/strong>: Iterable\u2019s native platform UI provides marketers the ability to access a recommendation engine without requiring any technical assistance from engineering or data science teams.<\/li>\r\n\t<li><strong>Upleveled A\/B testing<\/strong>: With multiple collections, you can generate and test different dynamic content experiences to audience segments. Instead of testing which messages are best for your brand, you can now determine which messages matter most to your customers.<\/li>\r\n<\/ul>\r\n<p>Much like the rest of the Iterable platform, Catalog offers flexibility and ease of use, making it easy to build modifiable collections of personalized content in just a matter of minutes.<br \/>\r\nHow Does Catalog Work?<\/p>\r\n<p>Iterable\u2019s Catalog works in three easy steps:<\/p>\r\n<ol>\r\n\t<li>Upload a catalog<\/li>\r\n\t<li>Create a collection<\/li>\r\n\t<li>Reference the collection in your message<\/li>\r\n<\/ol>\r\n<p>To illustrate each step, the example below imagines how a food delivery app could suggest restaurants to customers based on their favorite cuisines.<\/p>\r\n<p>Let\u2019s start with the first step of uploading a catalog.<\/p>\r\n\r\n[caption id=\"attachment_117639\" align=\"alignnone\" width=\"1248\"]<img class=\"wp-image-117639 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Screen-Shot-2023-10-10-at-12.36.38-PM.png\" alt=\"the basic logic behind Iterable Catalog\" width=\"1248\" height=\"902\" \/> <em>By matching a catalog of restaurants to users\u2019 favorite cuisines, a food delivery app can make individualized recommendations.<\/em>[\/caption]\r\n\r\n<h4>1. Uploading a Catalog<\/h4>\r\n<p>To use Iterable\u2019s Catalog, you start by uploading a catalog of information. In our example, the catalog data is depicted in red and includes the names of each restaurant and the cuisine offered.<\/p>\r\n<p>Catalog stores information about your organization and projects right in the Iterable platforms, making it possible to use this data to personalize campaign messages at send time.<\/p>\r\n<p>Iterable\u2019s web interface provides a variety of ways to create and edit catalog items:<\/p>\r\n<ul>\r\n\t<li>To create and edit a single catalog item, you can use the JSON or text editors<\/li>\r\n\t<li>To bulk create up to 1,000 catalog items at once, you can upload a CSV file<\/li>\r\n\t<li>For programmatic updates, you can use APIs<\/li>\r\n<\/ul>\r\n<p>Iterable stores catalog items in JSON and supports the following data types: string, long, boolean, double, date, object, and geo_location. To learn more about catalog creation, please refer to <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360033214932-Catalog-Overview\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Catalog documentation<\/a>.<\/p>\r\n<p>After the catalog is uploaded, it\u2019s time to create a collection.<\/p>\r\n<h4>2. Creating a Collection<\/h4>\r\n<p>Marketers can create a collection within the Iterable platform that sets the rules for its recommendations. In our example, the collection is matching cuisine to the favorite listed in each user profile in Iterable.<\/p>\r\n<p>Collections use information about a recipient to search for relevant catalog items.<\/p>\r\n<p>To search for these catalog items, the <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360033214972-Collections-#collection-builder-overview\" target=\"_blank\" rel=\"noopener\">Collection Builder<\/a> supports boolean logic, static search criteria, dynamic search criteria, various search operators, ordering, sorting, and limiting. Marketers can combine multiple groups of static and dynamic search criteria into a single, overall search that finds relevant items in a catalog.<\/p>\r\n<p>Once the catalog and collection are prepared, all that\u2019s left is to reference the collection to display in your message.<\/p>\r\n<h4>3. Referencing the Collection to Display in Your Message<\/h4>\r\n<p>Referencing a collection is done by using Iterable handlebars, which in our example above, automatically populate the user\u2019s first name and the restaurant recommendation in the subject line.<\/p>\r\n<p>After the collection has been created, Iterable will generate handlebars for you, which can be pasted inside your message template within brackets. Handlebars can reference text, images, and colors with the use of HTML and CSS.<\/p>\r\n<p>To give you a visual depiction of how Iterable handlebars are used, the image below represents a cart abandonment email that is personalized by product name, brand, and price.<\/p>\r\n<p>With Iterable handlebars (pictured on the left with curly braces), this cart abandonment email is personalized by first name and features both the items left behind and similar products.<\/p>\r\n\r\n[caption id=\"attachment_117625\" align=\"alignnone\" width=\"898\"]<img class=\"size-full wp-image-117625\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Screen-Shot-2023-10-10-at-12.32.30-PM.png\" alt=\"Example of what handlebars look like when using Iterable Catalog\" width=\"898\" height=\"892\" \/> <em>With Iterable handlebars (pictured on the left with curly braces), this cart abandonment email is personalized by first name and features both the items left behind and similar products.<\/em>[\/caption]\r\n\r\n<h3>How Can I Get Started With Catalog?<\/h3>\r\n<p>Consumers\u2019 preferences and interests aren\u2019t static\u2014and your communications to them shouldn\u2019t be either. Building dynamic content doesn\u2019t have to be a burden. In just a few steps, Iterable\u2019s Catalog gives marketers more flexibility and creative capability to personalize their messages better than ever before.<\/p>\r\n<p>For even more examples of how leading brands are creating 1:1 experiences with Catalog, check out these Iterable customer success stories:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/customers\/unidays\/\" target=\"_blank\" rel=\"noopener\">UNiDAYS<\/a> saved nearly 200 hours annually, allowing the team to further optimize their CRM program<\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/customers\/omnia-fishing\/\" target=\"_blank\" rel=\"noopener\">Omnia Fishing<\/a> grew its subscribers by 55% and achieved an 18% increase in click-through rate with more personalized emails<\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/customers\/the-dyrt\/\" target=\"_blank\" rel=\"noopener\">The Dyrt<\/a> saw a 2X increase in weekly retention rates and a 150% improvement in its push open rates<\/li>\r\n<\/ul>\r\n<p>To get started creating dynamic product recommendations with Catalog, reach out and schedule <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener\">a custom demo today<\/a>.<\/p>","post_title":"A Deep Dive Into Iterable\u2019s Catalog","post_excerpt":"In this post, we\u2019re diving into Iterable Catalog\u2014what it is, how it works, and why brands rely on it as their ultimate recommendation engine.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-deep-dive-into-iterables-catalog","to_ping":"","pinged":"","post_modified":"2023-10-10 10:04:52","post_modified_gmt":"2023-10-10 17:04:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117611","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 10, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101023_Deep-Dive-Iterable-Catalog_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Woman shopping on her phone and laptop at the same time\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101023_Deep-Dive-Iterable-Catalog_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101023_Deep-Dive-Iterable-Catalog_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/101023_Deep-Dive-Iterable-Catalog_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-deep-dive-into-iterables-catalog\/"},{"ID":117537,"post_author":"79","post_date":"2023-10-04 10:24:20","post_date_gmt":"2023-10-04 17:24:20","post_content":"<p>While artificial intelligence (AI) and machine learning (ML) technologies have a long history, they have leaped to the forefront of everyone\u2019s attention this year with the rise of generative AI tools like ChatGPT. Case in point: people\u2019s interest in the topic of <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-gb\/marketing-strategies\/automation\/ai-trends-in-marketing\/\" target=\"_blank\" rel=\"noopener\">artificial intelligence on Google Search<\/a> has increased 3.5X year-over-year.<\/p>\r\n<p>With all the hype around these tools, it\u2019s important to understand the impact they will have on your industry and the work you do day to day. AI is dramatically altering the way marketers create campaign goals, identify new audience segments, analyze customer sentiment, and optimize when, where, and how often to send messages.<\/p>\r\n<p>The research shows that AI marketing is achieving greater results than businesses thought possible and could contribute up to <a href=\"https:\/\/www.pwc.com\/gx\/en\/issues\/data-and-analytics\/publications\/artificial-intelligence-study.html\" target=\"_blank\" rel=\"noopener\">$15.7 trillion<\/a> to the global economy in 2023. In this post, we\u2019re sharing the latest stats from AI marketing analysts and experts to give you a better sense of how AI can improve your team\u2019s performance and make your work easier and more efficient.<\/p>\r\n<h3>Key AI Marketing Stats<\/h3>\r\n<h4>AI is Already Part of Our Daily Lives<\/h4>\r\n<ul>\r\n\t<li>90% of marketers worldwide use AI for automation, with 88% finding it beneficial for personalization (<a href=\"https:\/\/blog.gitnux.com\/ai-in-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>63% of marketers are using AI or ML software for email marketing (<a href=\"https:\/\/www.capterra.com\/resources\/ai-marketing\/\" target=\"_blank\" rel=\"noopener\">Capterra<\/a>)<\/li>\r\n\t<li>52% of enterprises have an enterprise-wide generative AI strategy (<a href=\"https:\/\/www.forrester.com\/blogs\/predictions-2023-accuracy\/\" target=\"_blank\" rel=\"noopener\">Forrester<\/a>)<\/li>\r\n\t<li>63% of people are unaware that they are already using AI technologies, such as personalized content suggestions (<a href=\"https:\/\/blog.gitnux.com\/ai-in-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Companies are Investing More in AI<\/h4>\r\n<ul>\r\n\t<li>Worldwide spending on AI-centric systems is forecast to reach $156 billion in 2023, an increase of 26.9% over the amount spent in 2022 (<a href=\"https:\/\/www.idc.com\/getdoc.jsp?containerId=prUS50454123\" target=\"_blank\" rel=\"noopener\">IDC<\/a>)<\/li>\r\n\t<li>Spending on AI-centric systems is expected to surpass $300 billion in 2026 (<a href=\"https:\/\/www.idc.com\/getdoc.jsp?containerId=prUS50454123\" target=\"_blank\" rel=\"noopener\">IDC<\/a>)<\/li>\r\n\t<li>40% of marketers spent less than 10% of their budgets on AI-driven campaigns, but nearly 20% of marketers spent more than 40% (<a href=\"https:\/\/influencermarketinghub.com\/ai-marketing-benchmark-report\/\" target=\"_blank\" rel=\"noopener\">Influencer Marketing Hub<\/a>)<\/li>\r\n\t<li>High-performing organizations are more than 5x more likely than others to say they spend more than 20% of their digital budgets on AI (<a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2023-generative-ais-breakout-year\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a>)<\/li>\r\n\t<li>63% of marketing leaders are planning to invest in generative AI in the next 24 months (<a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2023-08-23-gartner-survey-finds-63-percent-of-marketing-leaders-plan-to-invest-in-generative-ai-in-the-next-24-months\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/li>\r\n\t<li>40% of organizations will increase their investment in AI overall because of advances in generative AI (<a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2023-generative-ais-breakout-year\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Marketers are Seeing the Benefits of AI<\/h4>\r\n<ul>\r\n\t<li>95% of marketers believe that AI will improve their ability to personalize user experiences (<a href=\"https:\/\/blog.gitnux.com\/ai-in-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>88% of marketers find that AI or ML software saves their company time and money (<a href=\"https:\/\/www.capterra.com\/resources\/ai-marketing\/\" target=\"_blank\" rel=\"noopener\">Capterra<\/a>)<\/li>\r\n\t<li>82% of marketers say content generated by AI or ML software is just as good or better than human-generated content (<a href=\"https:\/\/www.capterra.com\/resources\/ai-marketing\/\" target=\"_blank\" rel=\"noopener\">Capterra<\/a>)<\/li>\r\n\t<li>41% of marketers saw better performance and revenue growth with AI, and 38% noted improved individualized customer experiences (<a href=\"https:\/\/blog.gitnux.com\/ai-in-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>In 2023, AI in CRM-related activities is projected to boost business revenue by $1.1 trillion (<a href=\"https:\/\/blog.gitnux.com\/ai-in-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>57% of marketers say it took their company less than six months to learn how to use AI or ML technology (<a href=\"https:\/\/www.capterra.com\/resources\/ai-marketing\/\" target=\"_blank\" rel=\"noopener\">Capterra<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Experts Predict Massive Business Growth With AI<\/h4>\r\n<ul>\r\n\t<li>98% of global business leaders agree AI foundation models will play an important role in their organization\u2019s strategies over the next three to five years (<a href=\"https:\/\/newsroom.accenture.com\/news\/accenture-technology-vision-2023-generative-ai-to-usher-in-a-bold-new-future-for-business-merging-physical-and-digital-worlds.htm\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n\t<li>Approximately 59% of marketing experts believe that AI will have the largest impact on the marketing industry by 2025 (<a href=\"https:\/\/blog.gitnux.com\/ai-in-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>By 2025, organizations that use AI across the marketing function will shift 75% of their staff\u2019s operations from production to more strategic activities (<a href=\"https:\/\/www.gartner.com\/en\/articles\/what-will-marketing-focus-on-in-2023\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/li>\r\n\t<li>Generative AI will have an average annual growth rate of 36% up to 2030, capturing 55% of the AI software market (<a href=\"https:\/\/www.forrester.com\/blogs\/spend-on-generative-ai-will-grow-36-annually-to-2030\/\" target=\"_blank\" rel=\"noopener\">Forrester<\/a>)<\/li>\r\n\t<li>By 2025, generative AI will account for 10% of all data produced, up from less than 1% in 2021 (<a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2021-10-18-gartner-identifies-the-top-strategic-technology-trends-for-2022\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<br \/>\r\nAs much as 40% of all working hours will be supported or augmented by language-based AI (<a href=\"https:\/\/newsroom.accenture.com\/news\/accenture-technology-vision-2023-generative-ai-to-usher-in-a-bold-new-future-for-business-merging-physical-and-digital-worlds.htm\" target=\"_blank\" rel=\"noopener\">Accenture<\/a>)<\/li>\r\n\t<li>Approximately 85% of customer interactions will be managed with AI by 2025 (<a href=\"https:\/\/blog.gitnux.com\/ai-in-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n<\/ul>\r\n<h3>Cutting-Edge AI Marketing<\/h3>\r\n<p>As these statistics demonstrate, AI allows marketers to automate routine tasks, accelerate business growth, and fuel intelligence at every step of the customer journey.<\/p>\r\n<p>Whether you\u2019re brand new to AI technologies or interested in optimizing your AI campaigns, we have a wealth of information in our <a href=\"https:\/\/iterable.com\/resources\/ai-marketing\/\" target=\"_blank\" rel=\"noopener\">AI Hub<\/a> to help you develop smarter personalization strategies and gain deeper insights with AI.<\/p>\r\n<p>Here\u2019s a list of some of our most popular resources:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/your-checklist-for-unlocking-the-power-of-ai\/\" target=\"_blank\" rel=\"noopener\">Your Checklist for Unlocking the Power of AI<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/3-ai-myths-marketing\/\" target=\"_blank\" rel=\"noopener\">Busting the 3 Most Common AI Myths in Marketing<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/ethical-considerations-of-using-ai-in-marketing\/\" target=\"_blank\" rel=\"noopener\">Ethical Considerations of Using AI in Marketing<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/\" target=\"_blank\" rel=\"noopener\">Great Examples of AI in Marketing\u2026and Some Not So Great<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/watch-and-listen-faraday-talks-ai-in-modern-marketing\/\" target=\"_blank\" rel=\"noopener\">Watch and Listen: Faraday Talks About AI in Modern Marketing<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Mastering Iterable\u2019s AI Suite<\/a><\/li>\r\n<\/ul>\r\n<p><em>The purpose of AI marketing is to forge stronger customer connections, and we\u2019d love to connect with you to make that happen. <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to chat with us about delivering more meaningful experiences with AI-powered marketing campaigns.<\/em><\/p>","post_title":"20+ AI Marketing Stats You Wish You Knew Sooner","post_excerpt":"We\u2019re sharing the latest stats from AI marketing analysts and experts for a better sense of how AI can make work easier and more efficient.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"20-ai-marketing-stats-you-wish-you-knew-sooner","to_ping":"","pinged":"","post_modified":"2023-10-10 10:09:31","post_modified_gmt":"2023-10-10 17:09:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117537","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 04, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/100423_AI-Marketing-Stats_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Photo of magnifying glass on a motherboard computer chip with the iterable node overlay on the top right corner\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/100423_AI-Marketing-Stats_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/100423_AI-Marketing-Stats_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/100423_AI-Marketing-Stats_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/20-ai-marketing-stats-you-wish-you-knew-sooner\/"},{"ID":117338,"post_author":"103","post_date":"2023-10-02 08:41:18","post_date_gmt":"2023-10-02 15:41:18","post_content":"<p>Welcome to the Experience Age. Customers are more connected to their favorite brands than ever before, engaging in constant conversation and sharing their experiences with their peers online. This also means products can go viral and sell out overnight and negative word-of-mouth spreads like wildfire.<br \/>\r\n<br \/>\r\nIn this digitally-driven marketplace, consumers are simultaneously picky and spoiled with choices. Often one great\u2014or poor\u2014experience can be the make-or-break factor that determines who customers choose to continue to do business with. With brands collecting an abundance of customer data daily and technological tools available to draw meaningful insight from it, today's customer is no longer willing to settle for a one-size-fits-all experience. <br \/>\r\n<br \/>\r\nUsing insights from her long and successful career as a marketer as well as research from her two published books on AI in marketing, Katie King will share:<\/p>\r\n<ul>\r\n\t<li>How businesses can harness the power of technology to create memorable experiences, connect with their audiences, and gain competitive advantage<\/li>\r\n\t<li>Real-world examples, information on the top tools and vendors disrupting the space, and best practices.<\/li>\r\n<\/ul>\r\n<p><br \/>\r\nThis practical and interactive workshop featuring group discussion and hands-on activities will be of value to all\u2014from total novices to seasoned AI users.<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Unlocking AI's Potential: A Marketer's Guide for Success in the Experience Age","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unlocking-ais-potential-a-marketers-guide-for-success-in-the-experience-age","to_ping":"","pinged":"","post_modified":"2023-11-02 10:21:47","post_modified_gmt":"2023-11-02 17:21:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=117338","menu_order":8,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"October 02, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Unlocking-AI-Assets_Resource-Thumb.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Unlocking-AI-Assets_Resource-Thumb.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Unlocking-AI-Assets_Resource-Thumb-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/10\/Unlocking-AI-Assets_Resource-Thumb-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/unlocking-ais-potential-a-marketers-guide-for-success-in-the-experience-age\/"},{"ID":117303,"post_author":"111","post_date":"2023-09-29 15:10:36","post_date_gmt":"2023-09-29 22:10:36","post_content":"<p>SMS is the fastest and most engaging way to onboard, connect, and build loyalty with today\u2019s mobile-first consumer. With open rates 6-8x higher than email, SMS yields 10x more revenue when combined with email. That\u2019s why it should be an integral, integrated part of your holistic cross-channel marketing strategy.<\/p>\r\n<p>Unfortunately, too many marketers adopt SMS only to find that the channel is quickly siloed, crippling its ability to produce the powerful results it can yield when combined with your other channels. In this 30-minute webinar session with our partner, Tinuiti, you\u2019ll learn strategies for incorporating SMS into your cross-channel communication while reducing costs and keeping your customers happy.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Tactical strategies for SMS personalization and promotion to drive revenue in Q4 and the holiday season<\/li>\r\n\t<li>Deep perspective on improving the customer experience with mobile messaging that delights, not irritates<\/li>\r\n\t<li>Best practices for reducing cost and mitigating spend with thoughtful sending strategy that doesn\u2019t break your team\u2019s budget<\/li>\r\n<\/ul>\r\n<p>With our partner:<\/p>\r\n<p><img class=\"alignnone size-medium wp-image-24852\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Tinuiti_Original-1-300x109.png\" alt=\"\" width=\"200\" \/><\/p>","post_title":"How to Do SMS Marketing Well: Reduce Costs & Keep Customers Happy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-do-sms-well-reduce-costs-and-keep-your-customers-happy","to_ping":"","pinged":"","post_modified":"2024-01-18 07:05:21","post_modified_gmt":"2024-01-18 15:05:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=117303","menu_order":9,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 29, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"400\" height=\"400\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/How-to-SMS_Invite.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"How to Do SMS Well webinar\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/How-to-SMS_Invite.png 400w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/How-to-SMS_Invite-300x300.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/How-to-SMS_Invite-150x150.png 150w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/How-to-SMS_Invite-125x125.png 125w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/>","url":"https:\/\/iterable.com\/webinars\/how-to-do-sms-well-reduce-costs-and-keep-your-customers-happy\/"},{"ID":117252,"post_author":"79","post_date":"2023-09-28 11:04:22","post_date_gmt":"2023-09-28 18:04:22","post_content":"<p>When it comes to marketing, we\u2019re so used to the ephemeral nature of our work that we often don\u2019t acknowledge how many different communication channels we\u2019re juggling on a daily basis. Emailing and texting have remained strongholds in our cross-channel toolkit, sure, but every day we\u2019re keeping up with trends and educating ourselves about the next big thing.<\/p>\r\n<p>At the height of the pandemic, folks were joining <a href=\"https:\/\/en.wikipedia.org\/wiki\/Clubhouse_(app)\" target=\"_blank\" rel=\"noopener\">Clubhouse<\/a>. Today, they\u2019re swapping X\/Twitter for Threads, Mastodon, or Bluesky. And consumers are multitasking just as frequently, whether it\u2019s getting product recommendations on TikTok before adding items to their in-app shopping cart or digging through their inbox for a coupon while browsing their favorite store.<\/p>\r\n<p>Because cross-channel marketing is always in flux, we\u2019re sharing 30 of the latest cross-channel marketing stats to keep you up to date, so you can create integrated, holistic campaigns your customers love.<\/p>\r\n<h3>Key Cross-Channel Marketing Stats<\/h3>\r\n<h4>Today\u2019s Consumers are More Digitally Native<\/h4>\r\n<ul>\r\n\t<li>Average time spent with digital media increased from 6.8 hours per day in 2019 to 8.1 hours in 2021 (<a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/consumer-business\/articles\/retail-distribution-industry-outlook.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>)<\/li>\r\n\t<li>Mobile commerce is increasing by 61% in the U.S. and 40% in the UK over the last 12 months (<a href=\"https:\/\/internetretailing.net\/as-shoppers-interact-with-brands-on-20-different-channels-marketers-struggle-to-keep-up-study-finds-23106\/\" target=\"_blank\" rel=\"noopener\">Internet Retailing<\/a>)<\/li>\r\n\t<li>32% of Americans have made a purchase on a social media platform in the past year (<a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/consumer-business\/articles\/retail-distribution-industry-outlook.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>)<\/li>\r\n\t<li>Younger shoppers are 2X to 3X as likely to have shopped using emerging media, like social media, virtual try-on, and online live stream (<a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-trends\/future-of-retail\/\" target=\"_blank\" rel=\"noopener\">Think With Google<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Seamless, Cross-Channel Experiences are Expected<\/h4>\r\n<ul>\r\n\t<li>72% of consumers say they would rather connect with brands and businesses through multiple channels (<a href=\"https:\/\/blog.gitnux.com\/multi-channel-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>64% of customers expect a seamless experience when interacting with companies through digital channels (<a href=\"https:\/\/blog.gitnux.com\/multi-channel-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>73% of consumers point to customer experience as an important factor in their purchasing decisions (<a href=\"https:\/\/www.pwc.com\/us\/en\/advisory-services\/publications\/consumer-intelligence-series\/pwc-consumer-intelligence-series-customer-experience.pdf#page=8\" target=\"_blank\" rel=\"noopener\">PWC<\/a>)<\/li>\r\n\t<li>73% of shoppers expect brands to understand their unique needs and expectations (<a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-trends\/future-of-retail\/\" target=\"_blank\" rel=\"noopener\">Think With Google<\/a>)<\/li>\r\n\t<li>One in three consumers (32%) say they will walk away from a brand they love after just one bad experience (<a href=\"https:\/\/www.pwc.com\/us\/en\/advisory-services\/publications\/consumer-intelligence-series\/pwc-consumer-intelligence-series-customer-experience.pdf#page=8\" target=\"_blank\" rel=\"noopener\">PwC<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Impact of Cross-Channel Marketing<\/h4>\r\n<ul>\r\n\t<li>Multi-channel shoppers spend three times more than single-channel shoppers (<a href=\"https:\/\/www.invespcro.com\/blog\/multichannel-marketing\/\" target=\"_blank\" rel=\"noopener\">Invesp<\/a>)<\/li>\r\n\t<li>Companies with strong multi-channel marketing see a 9.5% increase in annual revenue on average (<a href=\"https:\/\/blog.gitnux.com\/multi-channel-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>Brands with consistent, effective multi-channel marketing have customer retention rates around 91% higher than those that don\u2019t (<a href=\"https:\/\/blog.gitnux.com\/multi-channel-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>An overwhelming majority (95%) of marketers feel that a strategy that integrates marketing channels enables for better targeting of the right audience at the right time (<a href=\"https:\/\/passivesecrets.com\/wp-content\/uploads\/2023\/02\/Multi-Channel-Marketing-Survey-Summary-Report-220626.pdf\" target=\"_blank\" rel=\"noopener\">Ascend2<\/a>)<\/li>\r\n\t<li>Multi-channel marketing can increase engagement by more than 300% (<a href=\"https:\/\/blog.gitnux.com\/multi-channel-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>63% of U.S. consumers say they\u2019d share more information with a company that offers a great experience (<a href=\"https:\/\/www.pwc.com\/us\/en\/advisory-services\/publications\/consumer-intelligence-series\/pwc-consumer-intelligence-series-customer-experience.pdf#page=8\" target=\"_blank\" rel=\"noopener\">PwC<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Challenges of Cross-Channel Marketing<\/h4>\r\n<ul>\r\n\t<li>95% of marketers say that they know how important multi-channel is for targeting, but only 73% have a multi-channel strategy in place (<a href=\"https:\/\/www.invespcro.com\/blog\/multichannel-marketing\/\" target=\"_blank\" rel=\"noopener\">Invesp<\/a>)<\/li>\r\n\t<li>Only 23% of marketing professionals would describe their multi-channel marketing strategy as very successful (<a href=\"https:\/\/passivesecrets.com\/wp-content\/uploads\/2023\/02\/Multi-Channel-Marketing-Survey-Summary-Report-220626.pdf\" target=\"_blank\" rel=\"noopener\">Ascend2<\/a>)<\/li>\r\n\t<li>37% of B2C marketers say their top challenge is creating a single view of the customer across channels and interactions (<a href=\"https:\/\/www.forrester.com\/blogs\/2023-b2c-marketing-challenges-and-priorities\/\" target=\"_blank\" rel=\"noopener\">Forrester<\/a>)<\/li>\r\n\t<li>26% report their organization\u2019s biggest concern regarding their marketing efforts is reaching audiences on increasingly crowded digital channels (<a href=\"https:\/\/www.bynder.com\/en\/state-of-branding\/2021\/\" target=\"_blank\" rel=\"noopener\">Bynder<\/a>)<\/li>\r\n\t<li>Only 30% of marketers are highly confident of their ability to deliver multi-channel strategy (<a href=\"https:\/\/www.invespcro.com\/blog\/multichannel-marketing\/\" target=\"_blank\" rel=\"noopener\">Invesp<\/a>)<\/li>\r\n\t<li>80% of organizations struggle to identify a common set of metrics and methods to successfully measure and attribute multi-channel marketing effectiveness (<a href=\"https:\/\/emtemp.gcom.cloud\/ngw\/globalassets\/en\/marketing\/documents\/reframing-multichannel-marketing-performance-measurement.pdf\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Unifying Customer Data and Automating Campaigns are Crucial<\/h4>\r\n<ul>\r\n\t<li>87% of marketers consider data the most underutilized asset in marketing organizations (<a href=\"https:\/\/blog.gitnux.com\/multi-channel-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>83% of companies admit they\u2019re unable to turn fragmented data points into comprehensive user records (<a href=\"https:\/\/segment.com\/growth-center\/omnichannel-marketing\/vs-multichannel\/\" target=\"_blank\" rel=\"noopener\">Segment<\/a>)<\/li>\r\n\t<li>83% of marketers believe it is now a challenge to unify consumers\u2019 data when so many have multiple identities across platforms (<a href=\"https:\/\/internetretailing.net\/as-shoppers-interact-with-brands-on-20-different-channels-marketers-struggle-to-keep-up-study-finds-23106\/\" target=\"_blank\" rel=\"noopener\">Internet Retailing<\/a>)<\/li>\r\n\t<li>Over half of marketers said automation will either increase efficiency, free up time to focus on more important tasks and\/or improve brand consistency for their organization (<a href=\"https:\/\/www.bynder.com\/en\/state-of-branding\/2021\/\" target=\"_blank\" rel=\"noopener\">Bynder<\/a>)<\/li>\r\n\t<li>79% of marketers claim to have unified customer profiles, but only 35% of consumers believe brands they interact with understand their shopping needs (<a href=\"https:\/\/internetretailing.net\/as-shoppers-interact-with-brands-on-20-different-channels-marketers-struggle-to-keep-up-study-finds-23106\/\" target=\"_blank\" rel=\"noopener\">Internet Retailing<\/a>)<\/li>\r\n<\/ul>\r\n<h4>The Future of Cross-Channel Marketing<\/h4>\r\n<ul>\r\n\t<li>Nearly eight in 10 executive leaders in retail foresee embracing the omnichannel experience as a top growth opportunity (<a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/consumer-business\/articles\/retail-distribution-industry-outlook.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>)<\/li>\r\n\t<li>86% of marketers feel that multi-channel marketing is increasing in effectiveness (<a href=\"https:\/\/passivesecrets.com\/wp-content\/uploads\/2023\/02\/Multi-Channel-Marketing-Survey-Summary-Report-220626.pdf\" target=\"_blank\" rel=\"noopener\">Ascend2<\/a>)<\/li>\r\n\t<li>51% of companies use at least eight channels to interact with their customers (<a href=\"https:\/\/blog.gitnux.com\/multi-channel-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Gitnux<\/a>)<\/li>\r\n\t<li>Six out of 10 (59%) marketers feel they are using the right number of channels in their marketing strategy (<a href=\"https:\/\/passivesecrets.com\/wp-content\/uploads\/2023\/02\/Multi-Channel-Marketing-Survey-Summary-Report-220626.pdf\" target=\"_blank\" rel=\"noopener\">Ascend2<\/a>)<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Cross-Channel-Stats.png\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-119139\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Cross-Channel-Stats.png\" alt=\"Infographic featuring a lot of cross-channel stats.\" width=\"2500\" height=\"33313\" \/><\/a><\/p>\r\n<h3>More Effective Cross-Channel Marketing<\/h3>\r\n<p>Regardless of the number of mediums marketers add to their strategy, cross-channel campaigns don\u2019t have to be overwhelming as long as they\u2019re orchestrated seamlessly. If you\u2019re thinking, \u201cEasier said than done,\u201d then we\u2019ve got you. Here are several resources to help you craft the optimal cross-channel customer experience.<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">How to Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/7-tips-for-designing-the-best-cross-channel-customer-experience\/\" target=\"_blank\" rel=\"noopener\">7 Tips for Designing the Best Cross-Channel Customer Experience<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/7-tips-for-designing-the-best-cross-channel-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Moving Beyond Email: 5 Channels to Incorporate Into Your Marketing Strategy<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/cross-channel-campaign-cookbook\/\" target=\"_blank\" rel=\"noopener\">The Iterable Cross-Channel Campaign Cookbook<\/a><\/li>\r\n<\/ul>\r\n<p>Cross-channel marketing is all about connecting to your customers wherever they are, and we\u2019d love to connect with you to make that happen. <em><a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to chat with us about taking your campaigns to the next level.<\/em><\/p>","post_title":"30 Cross-Channel Marketing Stats You Need to Know","post_excerpt":"We\u2019re sharing 30 cross-channel marketing stats to keep you up to date so you can create integrated, holistic campaigns your customers love.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"30-cross-channel-marketing-stats-you-need-to-know","to_ping":"","pinged":"","post_modified":"2023-12-05 10:22:10","post_modified_gmt":"2023-12-05 18:22:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117252","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 28, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_30-Cross-Channel-Marketing-Stats_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable blue background with illustrated stack of papers with data visuals and a magnifying glass with the number 30 in the center on top\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_30-Cross-Channel-Marketing-Stats_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_30-Cross-Channel-Marketing-Stats_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_30-Cross-Channel-Marketing-Stats_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/30-cross-channel-marketing-stats-you-need-to-know\/"},{"ID":117189,"post_author":"79","post_date":"2023-09-27 07:42:32","post_date_gmt":"2023-09-27 14:42:32","post_content":"<p><em>Census is the #1 Data Activation platform that helps Sonos, Canva, Masterclass, and Notion revolutionize data-driven marketing. By transforming the cloud data warehouse into a Composable CDP, it unites every team around a single source of truth. Census empowers marketing teams to launch faster, create more intelligent campaigns, and decrease customer acquisition costs with a visual point-and-click interface and Reverse ETL connectors to hundreds of business tools like Iterable,\u00a0Intercom, Mixpanel, Google Ads, and The Trade Desk.<\/em><\/p>\r\n<hr \/>\r\n<p>Even in today\u2019s data-driven marketing landscape, marketers are only scratching the surface of building great customer experiences. In fact, according to Invesp, \u201c<a href=\"https:\/\/www.invespcro.com\/blog\/data-driven-marketing\/\">87% of marketers<\/a> say data is their company\u2019s most under-utilized asset.\u201d<\/p>\r\n<p>The unfortunate truth is that most marketers today need more valuable data that can help them create personalized experiences and measure ROI. Unlocking the power of data is the key that will catapult brands into a new era of engagement in 2024 and beyond.<\/p>\r\n<h3>The Biggest Challenge: Personalization<\/h3>\r\n<p>Consumers are more cautious and demanding than ever, and <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\">71% expect personalized experiences<\/a> at every step of the customer journey.<\/p>\r\n<p>\u201cCreating marketing that feels like service is how you blow the socks off your market and win. You can do that when you understand your customer\u2019s experience,\u201d said Lisa Horner, SVP of Marketing at AppFolio.<\/p>\r\n<p>She continued, \u201c<a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">First-party data<\/a> gives you the power to create value for your customer. When you\u2019re blind to your customer, you\u2019re in trouble. Eliminating blindness to your customer\u2019s experience is really important.\u201d<\/p>\r\n<p>Resource-constrained marketers can only reach the right customers through carefully targeted messages, personalization, and segmentation. But what\u2019s the key to <a href=\"https:\/\/iterable.com\/blog\/the-psychology-of-personalized-marketing\/\" target=\"_blank\" rel=\"noopener\">hyper-personalizing<\/a> engagement? Leveraging real-time, comprehensive data to serve up the most compelling content at pivotal moments.<\/p>\r\n<h3>Leveraging Customer Data With the Newest MarTech Innovations<\/h3>\r\n<p>The good news: you don't need to scramble to find customer data to use for marketing. Everything you need to supercharge your campaigns is <a href=\"https:\/\/www.getcensus.com\/blog\/marketing-teams-you-dont-need-a-cdp-the-future-is-the-data-warehouse\" target=\"_blank\" rel=\"noopener\">already sitting in your company's data warehouse<\/a>, waiting to be tapped.<\/p>\r\n<p>As we\u2019ll see with Upside\u2019s success story, leveraging a data activation platform to tap into this rich repository can unlock meaningful advancements in customer experience and drive revenue for your business.<\/p>\r\n<p>The newest generation of marketing technology, such as Data Activation platform, <a href=\"https:\/\/www.getcensus.com\/\" target=\"_blank\" rel=\"noopener\">Census<\/a>, now enables deep customer targeting like never before. With Census <a href=\"https:\/\/www.getcensus.com\/audiencehub\" target=\"_blank\" rel=\"noopener\">Audience Hub<\/a>, it\u2019s easy to unify data into a 360\u00b0 view, build granular custom audiences, and export those customer lists to Iterable.<\/p>\r\n<h3>How Upside Improved its Loyalty Program CTR by 96%<\/h3>\r\n<p><a href=\"https:\/\/www.upside.com\/\" target=\"_blank\" rel=\"noopener\">Upside<\/a> is a global cash back platform that helps both retailers and consumers get more value from their money. Unifying customer data was one of Upside\u2019s biggest challenges, which made it difficult for their digital marketing team to deliver targeted, personalized user offers.<\/p>\r\n<p>Their source of truth for customer data was in Snowflake, but it wasn\u2019t connected to Iterable, where Upside\u2019s marketers build campaigns. They couldn\u2019t use Iterable's powerful engagement features to their full potential, making advanced marketing initiatives\u2014like <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/how-to-build-a-customer-loyalty-program\/\" target=\"_blank\" rel=\"noopener\">loyalty programs<\/a>\u2014hard to execute.<\/p>\r\n<p>In parallel, the lack of 360\u00b0 customer context in other platforms such as Facebook Ads, Google Ads, Salesforce, and Zendesk hindered their ability to optimize customer experiences across multiple channels and drive consistent outcomes.<\/p>\r\n<p><a href=\"https:\/\/www.getcensus.com\/blog\/ragnarok-deployed-personalized-loyalty-program-upside-census-iterable\" target=\"_blank\" rel=\"noopener\"><strong><em>Read the full success story here.<\/em><\/strong><\/a><\/p>\r\n<h4>Simplified Audience Building With Census Audience Hub<\/h4>\r\n<p>After implementing Census, Upside was able to supercharge their Iterable account with access to all their <a href=\"https:\/\/www.snowflake.com\/blog\/introducing-audience-hub-visual-segmentation\/\" target=\"_blank\" rel=\"noopener\">360\u00b0 customer data in Snowflake<\/a>. Today, marketers build audiences in one central place, Census Audience Hub, and then export those custom lists to all their business tools like Iterable and Google Ads. Census is a massive time saver for day-to-day operations because it automatically keeps audiences up-to-date when source data or audience memberships change\u2014no CSVs, coding, or engineering favors needed!<\/p>\r\n<h4>Deploying a Loyalty Program with Ragnarok<\/h4>\r\n<p>With the martech stack in place to build and activate granular custom audiences, Upside leaned on their marketing agency and Iterable partner, <a href=\"https:\/\/www.ragnarokmarketing.com\/services\/\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>, to strategically improve their personalization efforts. Thanks to Ragnarok\u2019s expertise in <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480365-Personalizing-Templates-with-Handlebars-\" target=\"_blank\" rel=\"noopener\">handlebar logic<\/a>, Upside deployed a comprehensive lifecycle campaign centered around purchase behavior.<\/p>\r\n<p>Upside\u2019s improved loyalty program now includes 27 possible messages (across email, in-app, and push notifications) over one month, depending on how the user progresses through the program. Users get monthly updates to track their progress and encourage them to make a certain number of purchases. When users hit the desired purchase threshold, Upside gives loyalty rewards for the following month.<\/p>\r\n<h4>Rapid Experimentation With Iterable Journeys<\/h4>\r\n<p>Thanks to Iterable\u2019s marketing automation capabilities, testing different variants and sequences of the loyalty program was simple. Ragnarok leveraged Census to push the necessary behavioral data into Iterable to orchestrate complex messaging sequences. By testing three separate variants of the program using <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-Experiments-Overview-\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Experiments<\/a>, Ragnarok could efficiently build and analyze over 80 message variants to optimize the program. Ultimately, Upside improved the click-through rate of email campaigns by 96% month-over-month and forged a more personal bond with their customers.<\/p>\r\n<h3>Key Takeaways<\/h3>\r\n<p>As Upside\u2019s success story shows, leveraging customer data is essential to launching faster, more intelligent marketing campaigns and supercharging personalized experiences.<\/p>\r\n<p>Activating data in Iterable is the next step for brands looking to enter the next era of modern customer engagement. Our three key takeaways are:<\/p>\r\n<ol>\r\n\t<li><strong>Data Activation is crucial.<\/strong> It connects your single customer view to your marketing efforts, making you more real-time and data-driven than ever.<\/li>\r\n\t<li><strong>Personalization is the key to ROI.<\/strong> Better data results in better personalization. To target accurately and deeply, invest in a solution that updates audiences continuously and makes your data available seamlessly.<\/li>\r\n\t<li><strong>Your martech stack should embrace data.<\/strong> Choose a customer engagement platform that integrates with your tech stack, instead of using siloed tools. Unite marketing, sales, and data teams around the same <a href=\"https:\/\/www.getcensus.com\/blog\/why-customer-360-matters\" target=\"_blank\" rel=\"noopener\">360\u00b0 view of your customer<\/a>.<\/li>\r\n<\/ol>\r\n<blockquote>\r\n<p><em>\u201cThe last decade was all about bringing sales and marketing together. The next decade will be about bringing data and marketing together.\u201d<\/em><\/p>\r\n<p><em> \u2014 Boris Jabes, CEO at Census<\/em><\/p>\r\n<\/blockquote>\r\n<p>With the help of Census and Iterable, you can activate first-party data to <a href=\"https:\/\/www.getcensus.com\/blog\/how-clickup-cut-customer-acquisition-cost-50-percent\" target=\"_blank\" rel=\"noopener\">reduce customer acquisition costs<\/a>, unlock even more ROI, and drive higher revenue and retention rates.<\/p>\r\n<p><em>Ready to make data a part of your competitive advantage? Check out <a href=\"https:\/\/iterable.com\/product\/data\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s data capabilities<\/a> or <a href=\"https:\/\/www.getcensus.com\/demo?utm_campaign=Audience%20Hub&amp;utm_source=Braze&amp;utm_medium=blog\" target=\"_blank\" rel=\"noopener\">schedule a Census Audience Hub<\/a> demo.<\/em><\/p>","post_title":"Why Data Activation is Crucial for Your Martech Stack","post_excerpt":"A data activation platform can unlock meaningful advancements in customer experience and drive revenue for your business.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-data-activation-is-crucial-for-your-martech-stack","to_ping":"","pinged":"","post_modified":"2023-09-27 07:52:37","post_modified_gmt":"2023-09-27 14:52:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117189","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 27, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_Census_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Census and Iterable Logo on yellow iterable background with iterable logo overlayed\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_Census_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_Census_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092123_Census_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-data-activation-is-crucial-for-your-martech-stack\/"},{"ID":117167,"post_author":"79","post_date":"2023-09-26 13:56:46","post_date_gmt":"2023-09-26 20:56:46","post_content":"<p>My name is Jeanette Woodburn, I\u2019m a Senior Marketing Operations Manager at Iterable\u2014which means my job is, well, Iterable.<\/p>\r\n<p>After a previous career as a fundraiser and marketer in museums and other fun nonprofits, I decided to give startup life a try, and made the shift to lifecycle and CRM marketing. I\u2019m a huge fan of Iterable\u2013I\u2019ve implemented our product twice in previous roles (shoutout to customers <a href=\"https:\/\/www.hopskipdrive.com\/\" target=\"_blank\" rel=\"noopener\">HopSkipDrive<\/a> and <a href=\"https:\/\/www.burstoralcare.com\/\" target=\"_blank\" rel=\"noopener\">BURST Oral Care<\/a>).<\/p>\r\n<p>Now, my day-to-day involves working with our customer marketing project\u2014the instance of our own product we use to market to our customers\u2014and continue to expand its functionality to showcase the rich capabilities of our product.<\/p>\r\n<p>But, recently, as I dug into our project, I realized there were some optimizations we could do to make our own day-to-day a lot easier and efficient. I figured sharing my experience might be helpful for others using Iterable, so let\u2019s get into it.<\/p>\r\n<h3>Intro to Iterable Projects<\/h3>\r\n<p>Iterable <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204795639-Projects-Overview-\" target=\"_blank\" rel=\"noopener\">projects<\/a> are essentially buckets that hold separate data. So, for example, if your brand is an umbrella brand with multiple smaller brands under it, each brand could be its own project. Or, maybe you have two audiences that need to stay really separate to manage separate experiences with your brands\u2014like buyers and sellers\u2014or, maybe you have a live instance and a sandbox instance.<\/p>\r\n<p>The Iterable project architecture also allows you to maintain control of access\u2014so, if your different projects are different brands, someone working with one brand can\u2019t accidentally make changes to another brand. And, since API keys and other integrations are set up on a project by project basis, you won\u2019t unintentionally cross your data streams.<\/p>\r\n<p>But you can share resources across projects so no one has to take up a second career in wheel (re)invention. So, for example, email templates and journeys can be cloned across projects within the same organization.<\/p>\r\n<h3>My Experience\u2014as an Iterator\u2014With Iterable Projects<\/h3>\r\n<p>Now it\u2019s time to get a little meta. Our customer marketing project kicked off when Iterable itself was only a few years old. Through experimentation and rapid growth, over time, the project accumulated some issues. (How many ways can you label a firstName field? We had nine.)<\/p>\r\n<p>To be clear, this is very normal for any project that grows with a company. We've all had to move quickly at one point or another and were forced to choose the quickest path instead of the methodical, no-stone-unturned path.<\/p>\r\n<p>All of that hampered our ability to leverage some of Iterable\u2019s greatest features. For example, starting an email with \u201cHello {{firstName}}\u201d is treacherous if you don\u2019t know whether you should be using {{first_name}} or {{First_Name}}.<\/p>\r\n<p>Ultimately, to tackle these issues we decided the best route would be to start fresh. A new org and project(s) would allow us to start over with a revised data schema, and choose what betas we want to participate in and when. I was also able to start instating and documenting processes so that we won\u2019t accumulate as many zombie or bonus items going forward.<\/p>\r\n<h3>Selecting the Data to Migrate<\/h3>\r\n<p>Hand in hand with <em>how<\/em> you\u2019re passing data is <em>what<\/em> data you\u2019re sending. Some advice for those getting ready for an Iterable (or really any) implementation: minimalism is your friend. We stripped our data schema down to the bare necessities for building segmentation. Initially, we also restricted the project to one audience: our customers. Both these things made it dramatically easier to ensure that the sync I built was functioning properly.<\/p>\r\n<p>I went through multiple drafts until I was satisfied with the data schema. To make it easier to navigate the user profile data, I grouped data fields of similar purpose or sources under the same object. For example, anything like accountId or accountType was placed under the \u201caccount\u201d object.<\/p>\r\n<p>It was also important to me that our naming was consistent. All data fields were named with camelCase because Iterable is case-sensitive. This may seem like a minor detail to fixate on, but it makes things like inserting merge fields, or building new routes for your data much easier when you don\u2019t have to look back every time to see whether it\u2019s Id or ID.<\/p>\r\n\r\n[caption id=\"attachment_117168\" align=\"alignnone\" width=\"1376\"]<img class=\"size-full wp-image-117168\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2023-09-26-at-4.40.35-PM.png\" alt=\"Screenshot from the Iterable platform showing a variety of projects.\" width=\"1376\" height=\"766\" \/> <em>Screenshot of Iterable project settings.<\/em>[\/caption]\r\n\r\n<h3>Turning on Events<\/h3>\r\n<p>Once user profile data (what I sometimes think of as the flat data) was flowing, we also needed to turn on events. Examples of event data include things like when a user clicks an email or makes a purchase, but Iterable also offers custom events that customers can build to track everything from a user signing in, to viewing a page in an app. You can also set up event fields under a custom event to track things like the date something happened, or which page was viewed.<\/p>\r\n<p>Events provide a richer understanding of your users. While it\u2019s nice to know that Sally has two dogs and lives near Los Angeles, knowing recent events in Sally\u2019s history\u2013like she just checked out your webpage selling your company\u2019s new dog food\u2014means you can craft a better experience to market to her (at least\u2026you can with Iterable).<\/p>\r\n<p>I took the approach of only allowing into the project what was necessary\u2014I didn\u2019t want the clutter of events we don\u2019t need. The first priority was events we wanted to use to trigger a journey (like when a user signed in to our platform).<\/p>\r\n<h3>Enjoying the Fruits of Our Labor<\/h3>\r\n<p>It\u2019s amazing looking back on the \u201cbefore\u201d of this project, and realizing how far we\u2019ve come. Thanks to the data schema management beta, I\u2019ve been able to keep fewer bonus fields from entering our production project.<\/p>\r\n<p>While we continue to deploy new user profile fields and events, we\u2019ve got an established process for testing and releasing them, and we continue to build on our segmentation and personalization capabilities, and have even started moving in audiences beyond our customers.<\/p>\r\n<p>And I\u2019m even more thrilled that some things I once categorized as \u201csomeday\u201d have now very much entered the realm of the possible. I\u2019ve started playing with catalog to support a product usage summary email (and a growing list of other use cases).<\/p>\r\n<p>We\u2019re starting the process of bringing in event data that is more conversion-related (rather than what we need to kick off a journey) so we can start playing with some of our fancy <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">AI toys<\/a> like predictive goals.<\/p>\r\n<p>Plus, best of all (at least to me!), our new org has reached the maturity level where I get to pre-beta new features and can actually give meaningful feedback. Win-win.<\/p>\r\n<p><em>To learn more about Iterable and how you can get started, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"How Iterators Use Iterable Projects","post_excerpt":"As I dug into our Iterable project, I realized there were some potential optimizations to make our own day-to-day a lot easier and efficient. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-iterators-use-iterable-projects","to_ping":"","pinged":"","post_modified":"2023-09-26 13:57:46","post_modified_gmt":"2023-09-26 20:57:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117167","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 26, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092623_Moving-Iterable-Emails-to-Iterable_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092623_Moving-Iterable-Emails-to-Iterable_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092623_Moving-Iterable-Emails-to-Iterable_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092623_Moving-Iterable-Emails-to-Iterable_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-iterators-use-iterable-projects\/"},{"ID":117164,"post_author":"38","post_date":"2023-09-26 08:56:51","post_date_gmt":"2023-09-26 15:56:51","post_content":"<p><strong>Recognized for Ability to Execute and Completeness of Vision.<\/strong><\/p>\r\n<p>Our continuous efforts to redefine marketing with AI innovation, easy-to-use tools, and customer-centricity has earned us a spot on the 2023 Gartner Magic Quadrant for Multichannel Marketing Hubs. Iterable continues to challenge the status quo with powerful AI tools and intuitive data integration tools that enable marketers to build and optimize campaigns with ease and efficiency.\u00a0<\/p>\r\n<div class=\"col-start-1 col-span-6\">\r\n<div class=\"mc-module-simple is-normal\" data-block-type=\"text\" data-bg=\"light\" data-no-margin=\"\">\r\n<div class=\"prose \">\r\n<p>Read the full report to learn more.<\/p>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<div class=\"col-start-8 col-span-5 mt-xl md:mt-0\">\r\n<div class=\"\">\r\n<div id=\"form-2870\">\r\n<form id=\"mktoForm_2870\" class=\"mktoForm mktoHasWidth mktoLayoutLeft\" novalidate=\"novalidate\" data-marketo-form=\"{&quot;id&quot;:&quot;2870&quot;,&quot;munchkinId&quot;:&quot;367-GUY-242&quot;,&quot;redirectUrl&quot;:&quot;https:\\\/\\\/www.braze.com\\\/resources\\\/reports-and-guides\\\/gartner-magic-quadrant-2023\\\/confirmation&quot;,&quot;multiStep&quot;:false,&quot;successMessage&quot;:&quot;Thank You&quot;,&quot;submitText&quot;:null,&quot;autofocus&quot;:null}\" data-invalid-email-msg=\"Please enter your business email address.\" data-form-loaded=\"true\">\r\n<div class=\"mktoFormRow\">\u00a0<\/div>\r\n<\/form>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<p><em><span style=\"font-size: 11px;\">Gartner, Magic Quadrant for Multichannel Marketing Hubs, Rob Brosnan, Benjamin Bloom, Tia Smart, Julia Multedo, Greg Carlucci, 26 September 2023.\u00a0<\/span><\/em><\/p>\r\n<p><em><span style=\"font-size: 11px;\">GARTNER is a registered trademark and service mark of Gartner, Inc. and\/or its affiliates in the U.S. and internationally, MAGIC QUADRANT is a registered trademarks of Gartner, Inc. and\/or its affiliates and is used herein with permission. All rights reserved.\u00a0<\/span><\/em><\/p>\r\n<p><em><span style=\"font-size: 11px;\">Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner\u2019s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.<\/span><\/em><\/p>\r\n<div style=\"width: 25%; padding: 0 10px 0 0; float: left;\">\r\n<p style=\"text-align: left;\"><img class=\"size-full wp-image-106348\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Logo_Gartner_on_white.png\" alt=\"\" width=\"99\" height=\"23\" \/><\/p>\r\n<\/div>","post_title":"Iterable a Challenger in the 2023 Gartner\u00ae Magic Quadrant\u2122 for Multichannel Marketing Hubs","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"gartner-magic-quadrant-for-multichannel-marketing-hubs","to_ping":"","pinged":"","post_modified":"2023-10-04 09:20:38","post_modified_gmt":"2023-10-04 16:20:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=117164","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 26, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"601\" height=\"301\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/FY24-Q3-Gartner-Report_Email.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/FY24-Q3-Gartner-Report_Email.png 601w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/FY24-Q3-Gartner-Report_Email-300x150.png 300w\" sizes=\"(max-width: 601px) 100vw, 601px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/gartner-magic-quadrant-for-multichannel-marketing-hubs\/"},{"ID":117105,"post_author":"79","post_date":"2023-09-20 07:38:38","post_date_gmt":"2023-09-20 14:38:38","post_content":"<p><em>Movable Ink scales content personalization for marketers through data-activated content generation and AI decisioning. The world\u2019s most innovative brands rely on Movable Ink to maximize revenue, simplify workflow and boost marketing agility. Headquartered in New York City with close to 600 employees, Movable Ink serves its global client base with operations throughout North America, Central America, Europe, Australia, and Japan.<\/em><\/p>\r\n<hr \/>\r\n<p>Any marketer worth their salt knows that the key to creating revenue-driven campaigns is through data\u2014after all, campaigns powered by data-driven personalization are the key to nearly <a href=\"https:\/\/movableink.com\/resources\/audience-of-one-report-getting-personalization-right?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">70% of customers\u2019 loyalty<\/a>. Customers tell marketers what they want to see through their data, and marketers that pay attention inevitably come out on top.<\/p>\r\n<p>But data-driven marketing is <a href=\"https:\/\/movableink.com\/blog\/what-is-data-driven-marketing?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">easier said than done<\/a>. From disparate information to inconsistent and manual practices, marketers often find themselves spending <a href=\"https:\/\/iterable.com\/blog\/closing-the-activation-gap-embracing-customer-data\/\" target=\"_blank\" rel=\"noopener\">over 30% of their workday<\/a> trying to solve data mysteries.<\/p>\r\n<p>To unlock the treasure trove within their data, marketers need to consolidate and manage it effectively. By putting these key guidelines into practice, you\u2019ll unlock your marketing superpowers in no time.<\/p>\r\n<h3>Data Consolidation<\/h3>\r\n<p>Most marketers have more data than they know what to do with via multiple channels and touchpoints. While this is an incredible opportunity, this information needs to be captured efficiently before the data trail runs cold. Remember, customer preferences rapidly evolve every day, meaning that key data points will only stay relevant for so long. The best way to manage this data issue is by consolidating.<\/p>\r\n<h4>Choose All-in-One Strategic Tools<\/h4>\r\n<p>To consolidate your data landscape, start by opting for tools that give you the most bang for your buck by <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">eliminating redundancies and scaling efficiently for maximized ROI<\/a>.<\/p>\r\n<p>If you rely on multiple APIs to support your messaging, use marketing solutions that offer multiple in-house data points to deliver those experiences. If your customers love interacting with your brand via mobile, you\u2019ll want a tool that can <a href=\"https:\/\/movableink.com\/blog\/what-is-omni-channel-marketing?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">generate content across channels for a seamless experience<\/a>.<\/p>\r\n<h4>Unify Your Data Practices<\/h4>\r\n<p>Consolidating tools is only the first step. Marketers must also optimize their marketing solution with unified data practices:<\/p>\r\n<ul>\r\n\t<li><strong>Consistent terminology isn\u2019t a \u201cnice-to-have.\u201d<\/strong> For marketers to accurately measure campaign performance, they need the same terminology across the board. Otherwise, both strategies and attribution are liable to inaccuracy.<\/li>\r\n\t<li><strong>Organizing data types before your data is merged is crucial<\/strong>, especially when you\u2019re collecting information from multiple campaigns and channels. Even better, look for a marketing solution that <a href=\"https:\/\/movableink.com\/blog\/the-mobile-marketing-strategies-handbook?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">ingests and organizes data in one automated swoop<\/a>.<\/li>\r\n\t<li><strong>Training team members is a non-negotiable to data-driven success<\/strong>. For longevity and effectiveness, marketers need to be on the same page and given standardized training.<\/li>\r\n<\/ul>\r\n<h3>Data Management<\/h3>\r\n<p>Managing data can feel like bailing water out of a leaky boat; you\u2019re just trying to stay afloat with a few inaccurate data points, never mind moving forward with strategic, hyper-relevant campaigns. It\u2019s time to bail out the unreliable data quickly and move onto bigger and better campaigns:<\/p>\r\n<h4>Prioritize Owned Data<\/h4>\r\n<p>While third-party data from outside sources is quick to acquire, relying on a bedrock of zero- and first-party data is the key to a lasting customer-brand relationship.<\/p>\r\n<p>It\u2019s more accurate and far more effective: <a href=\"https:\/\/movableink.com\/blog\/what-is-zero-party-data?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a> is information customers intentionally share with brands in exchange for a better marketing experience, and <a href=\"https:\/\/movableink.com\/blog\/what-is-first-party-data?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">first-party data<\/a> is what brands know about customers via direct interactions, such as web or mobile browsing activity. It\u2019s straight from the source and an obvious win-win.<\/p>\r\n<h4>Automate Your Data<\/h4>\r\n<p>If it\u2019s not automated, it\u2019s not managed. Marketers have countless data points to keep track of, making it impossible to manage effectively without automation.<\/p>\r\n<p>From collection to activation, marketers need to uncover the areas of opportunity where automation can create efficiencies in every step of the process, such as enhanced tracking, organizing, and segmenting of data. Otherwise they risk using data that\u2019s already grown stale, missing their opportunity to resonate with customers.<\/p>\r\n<h4>Activate Your Data<\/h4>\r\n<p>Having access to consolidated and well-managed data can only get you so far. It\u2019s what you do with that data that sets you apart from other brands. So, now that your data is primed and ready to go, it\u2019s time to activate it into <a href=\"https:\/\/movableink.com\/blog\/the-cross-channel-digest-to-mobile-best-practices?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">personalized content that\u2019s effective across channels<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_117127\" align=\"alignnone\" width=\"1706\"]<img class=\"wp-image-117127 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2023-09-20-at-10.36.25-AM.png\" alt=\"5 phone screens depicting a customer journey from left to right - data driven marketing example\" width=\"1706\" height=\"730\" \/> <em>In this mobile onboarding journey, the customer receives a product tour, personalized offers and recommendations, as well as a call-to-action to join the loyalty program. <\/em>[\/caption]\r\n\r\n<p>In the above example, once customers download the branded app, they receive an initial welcome message that\u2019s closely followed by a push notification featuring product recommendations. Over the next week, customers are kept engaged with notification opt-ins, personalized coupons, and loyalty program enrollments\u2014the perfect place to continually collect zero-party data.<\/p>\r\n<p>By consistently sending mobile messages fueled by powerful, organized data, customers are nudged further down the funnel. And with sophisticated tools that ensure <a href=\"https:\/\/movableink.com\/blog\/recap-mobile-personalization-crash-course?utm_source=partner&amp;utm_medium=web&amp;utm_campaign=2023_09_blog_iterable_spotlight\" target=\"_blank\" rel=\"noopener\">a smooth experience from browser to mobile<\/a> every time, marketers are able to automatically scale their data-driven mobile program.<\/p>\r\n<h3>Master Data-Driven Marketing<\/h3>\r\n<p>Data-driven marketing is all about using customer information to create a better experience for both the customer and you, as a marketer. It removes the guesswork and helps marketers create one-to-one connections with customers and deliver valuable messaging across preferred marketing channels.<\/p>\r\n<p>Efficient and effective data practices are the key to powerful marketing messaging that keep customers engaged with your brand.<\/p>\r\n<p><em>To learn more about how you can take your campaigns to the next level, explore the <a href=\"https:\/\/iterable.com\/partners\/technology\/movable-ink\" target=\"_blank\" rel=\"noopener\">Iterable partnership with Movable Ink<\/a> and <a href=\"https:\/\/movableink.com\/platform\/studio\" target=\"_blank\" rel=\"noopener\">Movable Ink\u2019s cutting-edge solutions<\/a>.<\/em><\/p>","post_title":"Get the Most Out of Data-Driven Marketing","post_excerpt":"Data-driven marketing is easier said than done. With these key guidelines, you\u2019ll unlock your marketing superpowers in no time.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"get-the-most-out-of-data-driven-marketing","to_ping":"","pinged":"","post_modified":"2023-09-20 12:23:52","post_modified_gmt":"2023-09-20 19:23:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117105","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 20, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092023_Movable-Ink_Blog-Header-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Movable Ink and Iterable logos on a grey background\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092023_Movable-Ink_Blog-Header-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092023_Movable-Ink_Blog-Header-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/092023_Movable-Ink_Blog-Header-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/get-the-most-out-of-data-driven-marketing\/"},{"ID":117097,"post_author":"79","post_date":"2023-09-19 10:02:17","post_date_gmt":"2023-09-19 17:02:17","post_content":"<p>It's not uncommon to see bot traffic targeting email sign-up forms. Many times, these bots aren\u2019t even specifically targeting your site, they just happen to come across an unsecured form and start working their magic by submitting mass sign-ups. Once bot email addresses get on your list, there's no quick fix to get them removed\u2014they can use common email domains like gmail.com or yahoo.com, so it\u2019s crucial to prevent them from getting on the list in the first place.<\/p>\r\n<h3>How do Bots Affect Sender Reputation?<\/h3>\r\n<p>While it might seem like no big deal to have bad email addresses sign up, these can cause deliverability problems that can be detrimental to your sending reputation. Some of the possible issues you can run into include invalid addresses or hard bounces, increased complaints, a rise in spam traps, or even a decrease in overall engagement.<\/p>\r\n<p>All of these examples can cause deliverability issues as they all have varying levels of negative indicators for your reputation. Some of these indicators include hard and soft bounces, spam traps, lower opens and clicks, etc. Once mailbox providers start seeing too many of these negative indicators, you can expect to experience a range of challenges from increased spam folder placement all the way to getting a <a href=\"https:\/\/www.spamhaus.org\/\" target=\"_blank\" rel=\"noopener\">SpamHaus<\/a> listing causing massive blocking from multiple providers. In fact, SpamHaus even mentions that a lack of bot prevention is considered a negative indicator for sites or senders.<\/p>\r\n<h3>How Can You Spot Sign-Ups From a Bot?<\/h3>\r\n<p>The first tip off is usually you\u2019ll see a large influx of new sign ups in a short period of time. If you see this, you\u2019ll want to start digging into the new sign ups to see if you can determine their legitimacy.<\/p>\r\n<p>Sometimes, you can manually spot the addresses\u2014like a string of nonsensical letters and numbers that\u2019s longer than most people would normally use. Other times, you can usually see patterns in the sign ups, like a large number of sign ups coming from the same country, IP address, or using the same information in sign up fields.<\/p>\r\n<p>However, when you have thousands of addresses, it would be a painstaking effort to review them all manually, and you still can't be sure they're not the result of a bot attack. This is why prevention is key.<\/p>\r\n<h3>Bot Prevention Best Practices<\/h3>\r\n<p>Adding any of the following techniques will help cut down the number of bad addresses you attract to your lists. What\u2019s better is if you can implement a number of these concurrently. Bots do get \u201csmarter\u201d by adapting to some of the techniques used to root them out, so adding additional layers of protection isn\u2019t a bad idea to stay ahead of the game.<\/p>\r\n<ul>\r\n\t<li><strong>Double\/Confirmed Opt-In<\/strong> - This is when a user signs up and then your brand sends a confirmation email to the subscriber asking them to click a link to confirm their selection. Only after they confirm the subscriber is added to the list. Because this process requires a confirmation step, many bad addresses do not get added as a result.<\/li>\r\n\t<li><strong>ReCAPTCHA<\/strong> - We\u2019ve all run into this one. It presents some sort of image\/text\/numbers that must be identified and submitted, which can usually only be completed by humans. Because of the wavy text or blurry images, it helps obfuscate the details enough that a computer\/bot would have a harder time completing.<\/li>\r\n\t<li><strong>Hidden Sign Up\/Honey Pot Fields<\/strong> - This one is not as noticeable from the subscriber\u2019s standpoint, which I guess is the point, right? This method entails adding some hidden fields in the form that one would only see on the source code of the page. As many bots use the source code of pages, they won\u2019t know this is a hidden field and will populate it with information. As a result, any entry that has information in this hidden field will be considered a bot and can be purged.<\/li>\r\n\t<li><strong>Adding a Test Question or Simple Math Problem to the Sign Up Form<\/strong> - Because bots are used to using predefined fields like Name, Email Address, etc. They have a hard time adapting to dynamic fields like this. These types of fields would cause a bot to fail or get the answer wrong because it can\u2019t do the \u201cthinking\u201d required to complete it successfully.<\/li>\r\n\t<li><strong>Third-Party Validation<\/strong> - Third-party services can do email validation in real time when users sign up to ensure the email addresses are valid. Based on the settings you can choose to reject failed addresses which prevents those users from getting added to your list. We partner with both <a href=\"https:\/\/iterable.com\/partners\/technology\/everest\">Everest<\/a> and <a href=\"https:\/\/iterable.com\/partners\/technology\/kickbox\" target=\"_blank\" rel=\"noopener\">Kickbox<\/a> for list validation services.<\/li>\r\n<\/ul>\r\n<h3>How do I Get Rid of Bots Already in My List?<\/h3>\r\n<p>If you\u2019ve been attacked, you\u2019re going to need to do some investigating to see if you\u2019re able to identify the bad addresses. As previously mentioned, you can review the sign ups for commonalities like IP address, country origin, sign up date\/time frame affected, or other details you may have captured. Usually, using a combination of these, you should be able to identify a large portion of the bad addresses and remove them.<\/p>\r\n<p>You can also try using a list validation company, like our partners Everest and Kickbox, which may be able to clean up some of the bad addresses or bad domains. However, keep in mind that none of these companies can clean 100% of your lists all the time so it\u2019s not a magic pill, but they might be able to clean out another chunk of them if you\u2019re having trouble identifying these addresses based on the information you do have.<\/p>\r\n<p>Finally, once you\u2019ve been able to hopefully clean up a good portion of the list using the above methods, the remaining addresses can be resolved using standard engagement segmentation. Unfortunately, this will be the slowest method but this should allow the bad addresses to fall off over time as you focus on subscribers that open, click or otherwise engage with your email. If you aren\u2019t currently using engagement-based segmentation (based on opens, clicks, purchases, website visits, etc,) it would be a good idea to start doing this.<\/p>\r\n<h3>Bye Bye Bots<\/h3>\r\n<p>As you can see, removing bots from your list can cost you a fair amount of time and effort but it can be done methodically. Not to mention, you don\u2019t get to plan for when it might happen. This is why it\u2019s important to implement some practices discussed above to prevent them from getting on your list in the first place. While it might take a little more effort initially, the time saved once it happens will be well worth it.<\/p>\r\n<p><em>Looking to learn more about deliverability? Connect with Iterable\u2019s <a href=\"https:\/\/iterable.com\/services\/\" target=\"_blank\" rel=\"noopener\">Professional Services<\/a> team or, if you\u2019re not yet an Iterable customer, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"Securing Sign-Up Forms From Bots","post_excerpt":"Once email bots get on your list, it's hard to remove them. It\u2019s crucial to prevent them from getting on the list in the first place.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"securing-sign-up-forms-from-bots","to_ping":"","pinged":"","post_modified":"2023-09-19 10:02:17","post_modified_gmt":"2023-09-19 17:02:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117097","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 19, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091923_Deliverability-Pt3_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable green background, illustrated laptop with envelope on the screen and a piece of paper with a robot on it coming out of the envelope\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091923_Deliverability-Pt3_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091923_Deliverability-Pt3_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091923_Deliverability-Pt3_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/securing-sign-up-forms-from-bots\/"},{"ID":117083,"post_author":"79","post_date":"2023-09-18 06:52:04","post_date_gmt":"2023-09-18 13:52:04","post_content":"<p>In the first part of this series we covered <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">looking inward<\/a> and auditing your own martech stack to understand what each tool does and how your team uses them. Once you have a good feel for what your stack is made of and where the gaps are, the next step in martech consolidation is looking outward\u2014selecting tools to optimize your stack.<\/p>\r\n<p>Now, you might be thinking, \u201cI thought we were consolidating? Why would I need more tools?\u201d While this is a great point, the tools that exist may be able to replace existing capabilities in your tech stack that are currently spread across multiple tools. Selecting new tools could involve removing others. Enter: the all-in-one marketing platform.<\/p>\r\n<p>But, before we dive into what features to look for in an all-in-one marketing platform, let\u2019s first do a quick recap of what evaluating your stack involves.<\/p>\r\n<h3>A Refresh on Looking Inward: MarTech Stack Architecture<\/h3>\r\n<p>A large chunk of the first article in this series was dedicated specifically to auditing your own martech stack\u2014hence, looking inward.<\/p>\r\n<p>As part of that section we explored martech stack architecture, which covers how you could think of the structure of your stack. We broke architecture down into four sections: data, design, delivery and optimization, where data is the foundation that every other aspect of your stack should be built on.<\/p>\r\n\r\n[caption id=\"attachment_115787\" align=\"alignnone\" width=\"1080\"]<img class=\"size-full wp-image-115787\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Slide1.jpeg\" alt=\"A pyramid with four tiers. The bottom is data, in iterable red, then design, in iterable purple, then delivery, in iterable green, and the top is optimization in iterable light blue.\" width=\"1080\" height=\"608\" \/> <em>An example of how to think about martech stack architecture. Data is the foundation and the rest of the stack is layered on.<\/em>[\/caption]\r\n\r\n<p>After understanding your martech stack architecture you can find the overlapping capabilities. Maybe you have data tools that also have campaign creation capabilities, for example. So, rather than having to layer on additional tools, you could aim to find all-in-one solutions that can fill the gaps in your stack without adding multiple \u201conboarding\u201d tasks to your team\u2019s already-full to-dos. <\/p>\r\n<h3>What is an All-in-One Marketing Platform, Really?<\/h3>\r\n<p>Because enterprise brands use <a href=\"https:\/\/chiefmartec.com\/2020\/02\/average-enterprise-uses-1295-cloud-services\/\" target=\"_blank\" rel=\"noopener\">an average of 120 martech tools<\/a>, having a tool that magically performs all 120 necessary tasks sounds too good to be true. And honestly, that\u2019s because it is. While one martech tool can\u2019t replace all other tools in your stack, the right tool can perform a majority of necessary tasks and seamlessly integrate with other tools to create an all-in-one effect.<\/p>\r\n<p>So, without further ado, here are three features to keep in mind when looking for your next all-in-one marketing platform. <\/p>\r\n<h4>1. Partner Ecosystem<\/h4>\r\n<p>When searching for a tool to help streamline your martech stack, make sure the options you're considering have an established network of partners. These can be technology partners or solutions partners that help your marketing team achieve their goals.<\/p>\r\n<p>Iterable\u2019s <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener\">partner<\/a> ecosystem, for example, has over 190 partners\u2014including technology partners like <a href=\"https:\/\/iterable.com\/partners\/technology\/hightouch\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a>, <a href=\"https:\/\/iterable.com\/partners\/technology\/mparticle\" target=\"_blank\" rel=\"noopener\">mParticle<\/a>, <a href=\"https:\/\/iterable.com\/partners\/technology\/snowflake\" target=\"_blank\" rel=\"noopener\">Snowflake<\/a>, and <a href=\"https:\/\/iterable.com\/partners\/technology\/talonone\" target=\"_blank\" rel=\"noopener\">Talon.One<\/a>, and solutions partners like, <a href=\"https:\/\/iterable.com\/partners\/solutions\/indicia-worldwide\" target=\"_blank\" rel=\"noopener\">Indicia Worldwide<\/a>, <a href=\"https:\/\/iterable.com\/partners\/solutions\/mammoth-growth\" target=\"_blank\" rel=\"noopener\">Mammoth Growth<\/a>, <a href=\"https:\/\/iterable.com\/partners\/solutions\/ragnarok\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>, and <a href=\"https:\/\/iterable.com\/partners\/solutions\/tinuiti\" target=\"_blank\" rel=\"noopener\">Tinuiti<\/a>. These partners integrate with and have deep knowledge of our platform, enabling Iterable customers to deliver the best experiences to their customers.<\/p>\r\n<h4>2. New Feature Releases<\/h4>\r\n<p>When a martech tool doesn\u2019t evolve, that\u2019s a big red flag. Expectations change, the marketing landscape changes, business needs change so, with all of that, martech tools should change. While no one tool can do truly everything, tools can evolve to include new capabilities to align with the needs of marketers.<\/p>\r\n<p>AI, for example, is a relatively new technology that has gained a lot of attention as of late. In one of Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">recent releases<\/a>, we introduced our AI Suite which includes Frequency Optimization, Copy Assist and Next Best Action. All of these features were created to help marketers deliver individualized experiences, at scale.<\/p>\r\n<h4>3. Customized Customer Support<\/h4>\r\n<p>All-in-one goes beyond the technological capabilities and partnerships, it also includes the support you get from the team behind the platform. Each brand is different and what your brand needs or what your platform instance looks like may be very different from another brand. Therefore, the support you receive needs to be personalized to how your team uses the technology.<\/p>\r\n<p>Our customers have praised <a href=\"https:\/\/iterable.com\/support\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s support<\/a> on multiple review sites. One quote from an Iterable customer on <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-8487027\" target=\"_blank\" rel=\"noopener\">G2<\/a> reads, \u201cIterable has a top notch customer support system, they truly feel like an extension of our internal team. They go above and beyond to make sure our problems are solved and that our needs and wishes are met. We feel like our opinions can truly make an impact on the roadmap of the product. They help finesse our customer journeys and even give us new ideas and ways to optimize, too.\u201d<\/p>\r\n<h3>Explore Your Options<\/h3>\r\n<p>Obviously when we share the features to look for in an all-in-one marketing platform\u2014surprise\u2014Iterable has all of these features. But in all seriousness, removing our biases, it\u2019s important to consider your options when consolidating your martech stack. Think about what tools you already have in your stack and how any new tools can help both consolidate and integrate into your existing stack.<\/p>\r\n<p>At the end of the day, consolidating your martech stack is supposed to help your team improve efficiency and save you time and money. Once you develop your shortlist of potential technology solutions, consider how easy it will be to learn, how scalable it is, how customizable it is, and what the reporting and analytics looks like. Set yourself up so you don\u2019t need to reconsolidate further in the future.<\/p>\r\n<p><em>For a quick guide through the initial steps of consolidation and maximizing your martech stack value, be sure to check out our <a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\">downloadable checklist<\/a>.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-115781\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Blog-Banner-1.png\" alt=\"Banner featuring a couple on the far right side looking at a tablet. The left is a promotion for a martech checklist.\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"MarTech Stack Consolidation Part 2: Looking Outward","post_excerpt":"With capabilities spread across multiple platforms, you're not getting a high ROI per tool. Enter: the all-in-one marketing platform.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"martech-stack-consolidation-part-2-looking-outward","to_ping":"","pinged":"","post_modified":"2023-09-18 06:52:04","post_modified_gmt":"2023-09-18 13:52:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117083","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 18, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091523_Martech-Consolidation-Pt2_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Women look at computer screen, Iterable node on bottom left corner\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091523_Martech-Consolidation-Pt2_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091523_Martech-Consolidation-Pt2_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091523_Martech-Consolidation-Pt2_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-2-looking-outward\/"},{"ID":117072,"post_author":"79","post_date":"2023-09-14 07:39:21","post_date_gmt":"2023-09-14 14:39:21","post_content":"<p>As artificial intelligence continues to transform the way we do business, AI marketing is <a href=\"https:\/\/iterable.com\/blog\/is-ai-in-marketing-worth-the-hype-in-2023\/\" target=\"_blank\" rel=\"noopener\">no longer a buzzword<\/a>\u2014it\u2019s the reality for many consumer brands to reach their audiences more effectively.<\/p>\r\n<p>But as anyone who was raised on Marvel movies knows, with great power comes great responsibility. While AI-powered campaigns promise efficiency and precision, they also bring forward a set of ethical considerations that cannot be ignored.<\/p>\r\n<p>So how can companies strike the right balance and ensure they\u2019re not overstepping the bounds of their customer communications?<\/p>\r\n<p>Here are five things to consider when confronting the ethical quandaries of AI in marketing.<\/p>\r\n<h3>1. Put Privacy at the Forefront<\/h3>\r\n<p>AI advancements don\u2019t change the fact that consumer privacy protections are required for all technology solutions. This means prohibiting the use of AI to generate any information that falls within the scope of personal information as defined under applicable <a href=\"https:\/\/en.wikipedia.org\/wiki\/Personal_data\" target=\"_blank\" rel=\"noopener\">data protection laws<\/a>. This includes, but is not limited to, any sensitive, financial, or health information relating to any individual.<\/p>\r\n<p><strong>Action item<\/strong>: For any AI-powered solution you\u2019re considering adding to your martech stack, request documentation of the technology vendor\u2019s AI terms of use. This legalese should detail additional restrictions on AI use according to the vendor\u2019s privacy policy, so you know exactly what the responsibility is of all parties involved.<\/p>\r\n<p>To learn more about Iterable\u2019s approach to data and privacy, check out the <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/power-of-ai\/\" target=\"_blank\" rel=\"noopener\">Activate session<\/a> featuring our AI team.<\/p>\r\n<h3>2. Prioritize Transparency<\/h3>\r\n<p>Consumers deserve to know when they\u2019re engaging with AI marketing campaigns, whether they\u2019re interacting with a chatbot to receive style recommendations, or browsing algorithm-fueled content catered just for them.<\/p>\r\n<p>To practice openness about their use of AI in marketing, companies are ditching the black box for the glass box with open technology that shares deeper insights into the data powering its marketing predictions to better inform marketing practitioners.<\/p>\r\n<p><strong>Action item<\/strong>: Make sure your AI solutions enable an open, transparent experience. Iterable is clear about which tools are AI-powered, as outlined in our <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">Spring Release<\/a>. From Frequency Optimization to Copy Assist, we share which features use AI. Additionally, Iterable provides transparency to marketers through Explainable AI for features like Brand Affinity and Predictive Goals by providing insights into the data driving these AI-tools.<\/p>\r\n<h3>3. Ensure Oversight With Ethical and Regulatory Guidelines<\/h3>\r\n<p>While no federal legislation exists in the U.S. regarding the use of AI in marketing, <a href=\"https:\/\/iterable.com\/blog\/a-look-at-consumer-data-privacy-protections-in-2023\/\" target=\"_blank\" rel=\"noopener\">legal and regulatory scrutiny<\/a> is expanding at the state and local level, as well around the world. The EU, for example, defines the <a href=\"https:\/\/www.weforum.org\/agenda\/2023\/06\/european-union-ai-act-explained\/\" target=\"_blank\" rel=\"noopener\">levels of risk<\/a> an AI technology could pose to its citizens, ranging from minimal to unacceptable.<\/p>\r\n<p>Remaining compliant with AI regulations is only the first step toward creating a more ethical relationship between marketers and the AI tools they use. Companies should also lead the charge by drafting a set of ethical guidelines for their AI marketing practices, which spells out principles on non-manipulation and fairness. Third-party oversight can also take the form of establishing a dedicated ethics board to ensure a business keeps its AI campaigns above aboard.<\/p>\r\n<p><strong>Action item<\/strong>: Review the latest <a href=\"https:\/\/iterable.com\/blog\/a-look-at-consumer-data-privacy-protections-in-2023\/\" target=\"_blank\" rel=\"noopener\">consumer data privacy protections<\/a> that govern your business with your legal and security teams. The more your team is educated about AI\u2019s role in marketing, the better your brand can foster trust with its customers.<\/p>\r\n<p>All Iterable products are reviewed and assessed by our counsel team to ensure they comply with regulatory requirements. Additionally, all customer data is kept separated and not intermingled.<\/p>\r\n<h3>4. Audit Regularly for Potential Biases<\/h3>\r\n<p><a href=\"https:\/\/news.bloomberglaw.com\/us-law-week\/nycs-new-ai-bias-law-broadly-impacts-hiring-and-requires-audits\" target=\"_blank\" rel=\"noopener\">New York City<\/a> recently implemented a law that requires employers that use AI as part of their hiring process to perform an annual audit of their recruiting technology. But it\u2019s not just HR professionals who should be cognizant of biases, all organizations share the responsibility to mitigate bias in their AI practices.<\/p>\r\n<p>With the rise of AI popularity, we\u2019re seeing new applications across various industries and with these new applications comes new opportunities to introduce biases. While AI can increase efficiency and help complete once-manual tasks faster, marketers need to be aware of the potential for introducing biases and should aim to mitigate them along the way.<\/p>\r\n<p><strong>Action item<\/strong>: Commit to running a regular audit of your AI campaigns to ensure you\u2019re working with a sizable enough data set to reduce bias. Additionally, focus on use cases and interest-based variables that aren\u2019t centered around demographic-based data.<\/p>\r\n<h3>5. Determine When AI is Most Beneficial<\/h3>\r\n<p>To make sure you maintain trust with your customers, determine when to use AI tools for your campaigns and identify the use cases where AI is needed to meet campaign objectives. AI and personalization aren\u2019t synonymous, but they can be used in conjunction to turn mass communication into one-on-conversations at scale.<\/p>\r\n<p>For instance, a cart abandonment reminder is an example of <a href=\"https:\/\/iterable.com\/blog\/personalization-art-science\/\" target=\"_blank\" rel=\"noopener\">overt personalization<\/a> because it explicitly references a user\u2019s action. But, it may not require AI if it\u2019s automatically triggered after a certain time frame post-abandonment. Using send time optimization for a newsletter, on the other hand, would be putting both personalization and AI into action since the time the newsletter is sent is based on when a user is most likely to engage.<\/p>\r\n<p><strong>Action item<\/strong>: After you\u2019ve determined your objectives for each AI campaign, you can decide which methods of personalization are best suited. For a deeper dive on personalization tactics, you can <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">download our playbook<\/a> with four steps to make individualization seem like magic\u2014not manipulation.<\/p>\r\n<h3>Striking the Right Balance With AI Marketing<\/h3>\r\n<p>It is more than possible to harness the power of AI in marketing without compromising on your team\u2019s ethics and integrity. The key is to protect consumer privacy, prioritize transparency, ensure oversight, audit against bias, and be mindful of your personalization strategies. When in doubt, always build AI campaigns that put your customers first.<\/p>\r\n<p>After all, growing your business should never come at the cost of your brand\u2019s reputation.<\/p>\r\n<p><em>If you\u2019re looking for a trusted technology partner that\u2019s dedicated to ethical, explainable AI, <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo<\/a> of <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI suite<\/a> today.<\/em><\/p>","post_title":"Ethical Considerations of AI in Marketing","post_excerpt":"With great power comes great responsibility. Here are five things to consider when confronting the ethical quandaries of AI in marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ethical-considerations-of-using-ai-in-marketing","to_ping":"","pinged":"","post_modified":"2024-03-20 07:36:02","post_modified_gmt":"2024-03-20 14:36:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117072","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 14, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091323_Ethical-Considerations-AI_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Photo of women holding a tablet with computer imagery layered on top.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091323_Ethical-Considerations-AI_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091323_Ethical-Considerations-AI_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/091323_Ethical-Considerations-AI_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ethical-considerations-of-using-ai-in-marketing\/"},{"ID":117007,"post_author":"79","post_date":"2023-09-11 07:16:39","post_date_gmt":"2023-09-11 14:16:39","post_content":"<p>In a world driven by digital communication, email remains an irreplaceable tool for connecting people and businesses. Unfortunately, this also makes it a prime target for cyber threats.<\/p>\r\n<p>Enter: email authentication. Robust email authentication mechanisms ensure the legitimacy of emails, combat spoofing, and significantly impact email deliverability. In this post, we\u2019ll dive into the world of email authentication, demystify spoofing and phishing, review the technical intricacies of SPF, DKIM, and DMARC protocols, and highlight the role email authentication plays in optimizing deliverability.<\/p>\r\n<h3>Understanding Email Authentication<\/h3>\r\n<p>Email authentication is a comprehensive process that combines various mechanisms to achieve two crucial goals: verifying the sender\u2019s identity and ensuring the message\u2019s content remains unchanged. Security layers work together to form a digital passport that certifies an email\u2019s authenticity and guarantees that it has not been tampered with during transmission.<\/p>\r\n<p>These protocols and mechanisms are put in place to ensure the email is actually being sent by whom it claims to be. Without proper authentication, emails become susceptible to spoofing, phishing, and other malicious activities.<\/p>\r\n<h3>Decoding Spoofing and Phishing<\/h3>\r\n<p><a href=\"https:\/\/www.proofpoint.com\/us\/threat-reference\/email-spoofing\" target=\"_blank\" rel=\"noopener\">Spoofing<\/a> is a deceptive practice where an email sender disguises themselves as a legitimate source to deceive recipients. This involves forging the sender\u2019s address or domain name to create an illusion of authenticity.<\/p>\r\n<p><a href=\"https:\/\/consumer.ftc.gov\/articles\/how-recognize-and-avoid-phishing-scams\" target=\"_blank\" rel=\"noopener\">Phishing<\/a> is the act of baiting individuals to reveal sensitive information, such as usernames, passwords, credit card details, or social security numbers. Fraudsters often cast their phishing nets through cleverly crafted emails that seem genuine. These fraudulent communications aim to create a sense of urgency or excitement, enticing victims to click on links or share personal information. Once the bait is taken, the phishers gain access to valuable data, often leading to identity theft, financial loss, or unauthorized account access.<\/p>\r\n<p>Spoofing and phishing are like two dancers performing a sinister tango. Spoofing provides the deceptive appearance of legitimacy\u2014think of it as the fancy costume the cybercriminal wears. Phishing, on the other hand, takes advantage of this disguise by crafting deceitful communications that exploit the false sense of trust established through spoofing. The masquerade mask of spoofing hides the true intentions of the phisher, making it much harder for victims to spot the danger lurking beneath.<\/p>\r\n<h3>Organizational Email Authentication<\/h3>\r\n<p>The rapid rise of email-based attacks has highlighted the need for businesses to employ robust email authentication methods. As more sophisticated techniques emerge, relying solely on recipient judgment to differentiate between genuine and malicious emails becomes inadequate.<\/p>\r\n<p>Email authentication adds layers of security that bolster trust, safeguard personal information, and preserve the integrity of digital interactions in an effort to make email safe for both senders and recipients.<\/p>\r\n<p>There are three primary layers that are responsible for email authentication - SPF, DKIM, and DMARC.<\/p>\r\n<h4>SPF (Sender Policy Framework)<\/h4>\r\n<p><strong>The Basics<\/strong>: We\u2019re not talking about sunscreen here. SPF is a DNS (Domain Name System) based email authentication method that leverages TXT records (a text-based DNS file). Domain owners and organizations specify which IP addresses are authorized to send emails on their behalf by including them in a published TXT record. When an email is received, the recipient\u2019s email server extracts the sender\u2019s domain from the email header and queries the DNS for the TXT record. It then compares the source IP of the incoming email with the authorized IP addresses in the SPF record.<\/p>\r\n<p><strong>How it Works<\/strong>: If the source IP is on the authorized list, the SPF check passes, indicating that the email is legitimate. If the source IP is not on the list, the SPF check fails, suggesting that the email might be fraudulent. Recipient email servers utilize the SPF check results to determine whether the email should be delivered, flagged, or rejected.<\/p>\r\n<h4>DKIM (DomainKeys Identified Mail)<\/h4>\r\n<p><strong>The Basics<\/strong>: DKIM utilizes public-key cryptography to verify the integrity and authenticity of an email\u2019s content. When sending an email, the sender\u2019s domain generates a unique private key and attaches a digital signature to the email\u2019s header or body. The corresponding public key is published in a TXT record associated with the sender\u2019s domain.<\/p>\r\n<p><strong>How it Works<\/strong>: Upon receiving an email, the recipient\u2019s email server retrieves the public key from the DNS and uses it to decrypt the digital signature. The server then calculates a hash of the email\u2019s content and compares it with the hash value derived from the decrypted signature. If the hashes match, the email\u2019s content is verified as unchanged since the signature was applied, confirming the email\u2019s authenticity.<\/p>\r\n<h4>DMARC (Domain-based Message Authentication, Reporting, and Conformance)<\/h4>\r\n<p><strong>The Basics<\/strong>: DMARC builds upon SPF and DKIM, adding a layer of policy enforcement and reporting. Domain owners publish a DMARC record that specifies their preferred email authentication policies. This record also includes an email address to receive authentication failure reports.<\/p>\r\n<p><strong>How it Works<\/strong>: When an email is received, the recipient\u2019s server checks the sender\u2019s domain for a DMARC record. If one is found, the server proceeds to authenticate the email using SPF and DKIM. If the authentication fails, the recipient\u2019s server checks the DMARC policy. Based on the policy, the server takes actions such as delivering the email, sending it to the spam folder, or rejecting it outright. Additionally, the server generates a DMARC report detailing the authentication results, which domain owners can use to monitor and analyze their email traffic.<\/p>\r\n<p>SPF, DKIM, and DMARC complement each other, creating a defense against email-based threats. Organizations can publish SPF, DKIM, and DMARC records to provide a comprehensive email authentication framework. Email service providers (ESPs) use these records to verify sender authenticity, email integrity, and adherence to authentication policies, ultimately influencing email deliverability.<\/p>\r\n<h3>The Role of Email Authentication in Deliverability<\/h3>\r\n<p>Email authentication plays a pivotal role in deliverability, influencing how ESPs handle incoming messages. When emails are not authenticated, ESPs might classify them as suspicious or fraudulent, leading to lower deliverability rates.<\/p>\r\n<p>The authentication process impacts deliverability in the following ways:<\/p>\r\n<ol>\r\n\t<li><strong>Reputation and Trust<\/strong>: Authentication mechanisms like SPF, DKIM, and DMARC contribute to building a sender\u2019s reputation. ESPs use this reputation to gauge the trustworthiness of incoming emails. A positive reputation increases the likelihood of emails landing in the recipient\u2019s inbox.<\/li>\r\n\t<li><strong>Spam Avoidance<\/strong>: Unauthenticated emails often raise red flags for ESPs. These emails are more likely to be flagged as spam or even blocked, leading to dismal deliverability rates. Authenticating emails helps them bypass these filters and reach the intended recipient.<\/li>\r\n\t<li><strong>Spoofing and Impersonation Prevention<\/strong>: Email authentication acts as a shield against domain impersonation and email spoofing, where malicious actors mimic trusted sources. This ensures that recipients only receive emails from the actual sender, fostering a safer email environment.<\/li>\r\n<\/ol>\r\n<p>In a landscape where email has evolved into a vital marketing channel, email authentication has remained the backbone of the industry for security and deliverability. By authenticating emails, organizations can safeguard their communication channels, foster trust among recipients, and fortify their email security strategy against the ever-evolving landscape of cyber threats and trickery.<\/p>\r\n<p><em>Looking to learn more? Connect with Iterable\u2019s <a href=\"https:\/\/iterable.com\/services\/\" target=\"_blank\" rel=\"noopener\">Professional Services team<\/a> or, if you\u2019re not yet an Iterable customer, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a custom demo today<\/a>.<\/em><\/p>","post_title":"The Crucial Role of Email Authentication","post_excerpt":"In this post, we\u2019ll dive into the world of email authentication and highlight the role it plays in optimizing deliverability.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-crucial-role-of-email-authentication","to_ping":"","pinged":"","post_modified":"2023-09-11 07:16:39","post_modified_gmt":"2023-09-11 14:16:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=117007","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 11, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090823_Deliverability-Pt2_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Finger print and checkmark over Iterable red to depict email authentication\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090823_Deliverability-Pt2_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090823_Deliverability-Pt2_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090823_Deliverability-Pt2_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-crucial-role-of-email-authentication\/"},{"ID":116957,"post_author":"79","post_date":"2023-09-07 07:36:45","post_date_gmt":"2023-09-07 14:36:45","post_content":"<p>As fall enthusiasts celebrate the return of the pumpkin spice latte (PSL), brand marketers are busy bracing themselves for another holiday marketing season. To ensure your upcoming promotions are firing on all cylinders, it\u2019s critical to design the best cross-channel customer experience possible.<\/p>\r\n<p>The good news is you\u2019ve come to the right place. Iterable has a <a href=\"https:\/\/iterable.com\/blog\/#cross-channel\" target=\"_blank\" rel=\"noopener\">blog<\/a> full of cross-channel customer experience best practices, but we get it if you\u2019re strapped for time and can\u2019t read through our entire archive.<\/p>\r\n<p>That\u2019s why, in this post, we\u2019ve summarized our top seven tips. Here\u2019s how to create an exceptional cross-channel experience and build lasting brand loyalty.<\/p>\r\n<h3>1. Consolidate Your Martech Stack<\/h3>\r\n<p>Like a closet bursting at the seams, having hundreds of marketing solutions is a waste that clutters your life and drains your dollars. On the other hand, consolidating your martech stack is like curating an elegant capsule wardrobe. Consolidation is crucial to reducing redundancies, increasing ROI, and scaling the impact of your team.<\/p>\r\n<p>We break down the details of conducting a <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">martech stack audit<\/a>, but the first step is to take inventory of all the platforms you have and align them to the use cases they support. Once you identify any glaring overlap, you can set out to remove any unnecessary tools.<\/p>\r\n<h3>2. Reevaluate How Your Customer Data is Managed<\/h3>\r\n<p>The foundation of any martech stack architecture is the <a href=\"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/\" target=\"_blank\" rel=\"noopener\">data layer<\/a>\u2014meaning how customer data is collected, stored, accessed, and activated. The issue for most companies is sitting on a wealth of information but not knowing how to put it to good use. This is what we refer to as the <a href=\"https:\/\/iterable.com\/blog\/closing-the-activation-gap-embracing-customer-data\/\" target=\"_blank\" rel=\"noopener\">Activation Gap<\/a>, and it leads to poor customer experiences.<\/p>\r\n<p>Following the previous tip and eliminating redundancy will streamline the flow of data, but it\u2019s important to dig deeper and implement a modern customer data management strategy. It can be challenging to weigh the benefits of a cloud data warehouse, a reverse ETL solution, or CDP, but with Iterable\u2019s <a href=\"https:\/\/iterable.com\/partners\/technology\/\" target=\"_blank\" rel=\"noopener\">partner ecosystem<\/a>, we can help you find the right technology for your business.<\/p>\r\n<h3>3. Automate the Entire Customer Journey<\/h3>\r\n<p>An ideal cross-channel customer experience involves sending relevant messages through the right communication channels at the perfect moment. But this isn\u2019t possible if you haven\u2019t determined what these crucial channels, messages, and moments are. After all, you can\u2019t automate what you haven\u2019t outlined, so it\u2019s key to plot the full customer journey, from initial awareness all the way through to first purchase and long-term loyalty.<\/p>\r\n<p><br \/>\r\n<a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener\">Lifecycle mapping<\/a> and customer journey automation go hand in hand, so to make things simple, we have a <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener\">personalization playbook<\/a> that walks you through the four key steps to creating the ideal customer journey: defining your customer, identifying the problems they face, positioning your brand as the solution, and calling the customer to action.<\/p>\r\n<h3>4. Prioritize a Mobile Cross-Channel Customer Experience<\/h3>\r\n<p>The mobile experience is like an umbrella containing multiple communication channels, so connecting them seamlessly is crucial: SMS, push notifications, in-app messages, and the mobile inbox. This also involves optimizing email and browser notifications for mobile devices and even adding QR codes to direct mail or in-store promotions.<\/p>\r\n<p>Improving your company\u2019s mobile experience means fostering conversations with customers that are immediate, informative, intimate, and individual. Going mobile-first doesn\u2019t necessarily mean building an app from scratch\u2014although if your brand already has one, we have plenty of tips to successfully grow your <a href=\"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/\" target=\"_blank\" rel=\"noopener\">app user base<\/a>. There are countless ways to <a href=\"https:\/\/iterable.com\/blog\/5-ways-increase-mobile-engagement\/\" target=\"_blank\" rel=\"noopener\">increase mobile engagement<\/a>, including adding embedded messages to a mobile-optimized website, setting up smart opt-in permissions, deploying actionable push notifications, and enhancing your SMS\/MMS strategy. Start by executing the tactics that will make the biggest impact on your users.<\/p>\r\n<h3>5. Train Your Teams on AI Marketing<\/h3>\r\n<p>There are a ton of misconceptions and <a href=\"https:\/\/iterable.com\/blog\/3-ai-myths-marketing\/\" target=\"_blank\" rel=\"noopener\">myths around AI marketing<\/a>, but true innovation isn\u2019t achieved without experimentation. Before the summer ends, brush up on the basics by studying the <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-ai-marketing\/\" target=\"_blank\" rel=\"noopener\">five 5Ws of AI marketing<\/a> and start creating your own repository of <a href=\"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/\" target=\"_blank\" rel=\"noopener\">great examples<\/a> of AI-powered campaigns across all your channels.<\/p>\r\n<p>Once everyone on your team has a better understanding of what\u2019s possible with AI, they can brainstorm how to apply it to develop more creative messaging for your brand, whether it\u2019s copy generation for subject lines or automatic decision-making on when to send an email or text.<\/p>\r\n<h3>6. Put Your Sends on Autopilot<\/h3>\r\n<p>Cross-channel marketing has moved way beyond sending a message at 9 a.m. on a Tuesday. If you\u2019re going to <a href=\"https:\/\/iterable.com\/blog\/5-cross-channel-marketing-strategies-to-incorporate\/\" target=\"_blank\" rel=\"noopener\">orchestrate a breadth of channels<\/a>\u2014like email, SMS, mobile push, web push, direct mail, connected TV, and more\u2014the last thing you need is to manually determine when, where, and how often to communicate with customers.<\/p>\r\n<p>Thankfully, with <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI optimization<\/a> of send time, channel, and frequency, you can let AI decide based on the historical engagement data of each individual user.<\/p>\r\n<h3>7. Continue to Test and Experiment<\/h3>\r\n<p>As our name suggests, we\u2019re big fans of iteration. It\u2019s not recommended to just set-it-and-forget-it when it comes to cross-channel marketing\u2014customer behavior is always in flux. After implementing the previous tips, carve out time for testing, whether it\u2019s running an <a href=\"https:\/\/iterable.com\/blog\/5-holiday-readiness-tips-from-iterables-user-group\/\" target=\"_blank\" rel=\"noopener\">A\/B split on a holiday promo<\/a> or trying out a <a href=\"https:\/\/iterable.com\/blog\/2023-email-design-trends\/\" target=\"_blank\" rel=\"noopener\">new email design<\/a>. Don\u2019t let your customer experience go stale, especially in the lead-up to the biggest shopping season where standing out among your competitors is mission-critical.<\/p>\r\n<p>This list of cross-channel customer experience tips could be a mile long, but the very best tip we can share is just to get started. Grab that seasonal caffeinated drink of your choice, and charge ahead on bringing a joyous experience to your customers, wherever they are.<\/p>\r\n<p><em>Want our personalized recommendations on how to design the best cross-channel customer experience for your business? Reach out to <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a custom demo<\/a> of Iterable\u2019s all-in-one customer communication platform today.<\/em><\/p>","post_title":"7 Tips for Designing the Best Cross-Channel Customer Experience","post_excerpt":"We\u2019ve summarized our top seven tips. Here\u2019s how to create an exceptional cross-channel customer experience and build lasting brand loyalty.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"7-tips-for-designing-the-best-cross-channel-customer-experience","to_ping":"","pinged":"","post_modified":"2023-09-07 07:36:45","post_modified_gmt":"2023-09-07 14:36:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116957","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 07, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090623_Tips-for-Designing-Cross-Channel_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"grey background with vertical lines of colorful circles with white icons in them depicting different channels\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090623_Tips-for-Designing-Cross-Channel_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090623_Tips-for-Designing-Cross-Channel_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090623_Tips-for-Designing-Cross-Channel_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/7-tips-for-designing-the-best-cross-channel-customer-experience\/"},{"ID":116931,"post_author":"113","post_date":"2023-09-06 14:42:54","post_date_gmt":"2023-09-06 21:42:54","post_content":"<p>Being able to effectively collaborate across teams is crucial to the success of any business, but the relationship between Lifecycle Marketers and Product Managers can be especially tricky. On certain projects or product launches, these roles can overlap in unpredictable ways, and it can be difficult to know who owns what.<\/p>\r\n<p>During the September edition of this webinar series, Tiffani Davidson, Head of Lifecycle Marketing at Signos, and Mikhail Pozin, Growth Product Manager at Signos, break down how they tackled these challenges together, resulting in a more robust partnership between their teams as well as an exceptional project success story.<\/p>\r\n<p><strong>You\u2019ll walk away from this webinar with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Deeper insights into the challenges that commonly plague cross-functional teams, equipping you with the knowledge to successfully collaborate on projects and launches<\/li>\r\n\t<li>Actionable tips tailored to both Lifecycle Marketers and Product Managers designed to help you speak the same language<\/li>\r\n\t<li>Live Q&amp;A with our panelists, Tiffani and Mik, here to help you break down the barriers between Lifecycle Marketers and Product Managers<\/li>\r\n<\/ul>\r\n<p>Register now to gain valuable insights and effective strategies from these industry experts.<\/p>","post_title":"Ask a Dreamer About: How Signos Breaks Down Barriers Between the Product Management and Lifecycle Marketing Teams","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-dreamer-about-how-signos-breaks-down-barriers-between-the-product-management-and-lifecycle-marketing-teams","to_ping":"","pinged":"","post_modified":"2023-09-27 16:25:21","post_modified_gmt":"2023-09-27 23:25:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=116931","menu_order":10,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 06, 2023","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Ask-a-Marketer_Signos_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Ask-a-Marketer_Signos_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Ask-a-Marketer_Signos_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/Ask-a-Marketer_Signos_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-dreamer-about-how-signos-breaks-down-barriers-between-the-product-management-and-lifecycle-marketing-teams\/"},{"ID":116919,"post_author":"79","post_date":"2023-09-05 10:53:45","post_date_gmt":"2023-09-05 17:53:45","post_content":"<p>Artificial Intelligence (AI) has penetrated nearly every industry, and marketing is no exception. But is AI in marketing <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/unpacking-ai-beyond-the-hype\/\" target=\"_blank\" rel=\"noopener\">worth the hype<\/a>, or is it just another overblown buzzword? <br \/>\r\nAI technology is in high demand within the world of marketing because it can help streamline processes, personalize content for customers, and extract pertinent information from customer data sources.<\/p>\r\n<p>It\u2019s apparent that incorporating AI in marketing may offer a lot of perks, but understanding these tools\u2019 abilities and boundaries should always remain top priority. In this blog post, we\u2019ll delve into the pros and cons of AI in marketing and provide tips for effectively implementing AI into your marketing strategy.<\/p>\r\n<h3>The Benefits of AI in Marketing<\/h3>\r\n<p>The advantages of AI in marketing are noteworthy and include improved efficiency, greater personalization capabilities, and enhanced decision making.<\/p>\r\n<h4>Increased Efficiency<\/h4>\r\n<p>According to Forbes, \u201cAI and Machine Learning are on track to <a href=\"https:\/\/www.forbes.com\/sites\/louiscolumbus\/2021\/02\/21\/10-ways-ai-and-machine-learning-are-improving-marketing-in-2021\/?sh=14ed173114c8\" target=\"_blank\" rel=\"noopener\">generate between $1.4 Trillion to $2.6 Trillion in value by solving Marketing and Sales problems<\/a> over the next three years, according to the McKinsey Global Institute.\u201d Through automating processes such as data analysis, campaign development, and certain content creation tasks, marketers get back more time to focus on things requiring human discernment\u2014like strategy implementation\u2014which leads to increased performance of the business\u2019s marketing activities overall.<\/p>\r\n<p>The time saved with AI content creation tools like Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">AI-powered Copy Assist<\/a>, gives you alternative copy suggestions for everything from subject lines to SMS copy based on your initial prompt, allowing you to innovate quickly and focus on strategizing the lifecycle journey instead of spending excess time on smaller tasks.<\/p>\r\n<h4>Enhanced Personalization<\/h4>\r\n<p>Customer data is extremely valuable for brands because it can be used to create personalized content and offer recommendations that meet individual requirements. This, in turn, leads to higher engagement levels which help improve marketing performance over time. As McKinsey points out, \u201cOver three-quarters of consumers (76 percent) said that <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">receiving personalized communications was a key factor in prompting their consideration of a brand<\/a>, and 78 percent said such content made them more likely to repurchase.\u201d<\/p>\r\n<p>Personalization comes from insights, but data analysis can be time consuming. Products like Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> use AI to enhance personalization and expedite customer data analysis. Brand Affinity tells you where your brand currently stands with each customer and helps identify the most appropriate journey for a customer based on their sentiment towards your brand..<\/p>\r\n<h4>Improved Decision Making<\/h4>\r\n<p>AI marketing tools provide accurate data analysis and aid marketers in making sound decisions regarding their strategies. Using historical customer data, AI takes the \u201cguess\u201d out of guesswork and makes it easy for your team to make decisions that have impact.<\/p>\r\n<p>There are AI marketing tools that help with even the seemingly mundane decisions, like when to send a message. With Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization (STO)<\/a>, for example, marketers can send messages to their customers at the time of day that is most likely to garner engagement from each of them\u2014individually. Without such a tool, marketers could be sending messages at times that receive no engagement. AI allows every decision in the marketing workflow to be optimized for best results.<\/p>\r\n<h3>The Challenges of AI in Marketing<\/h3>\r\n<p>When considering AI for marketing, it is important to also recognize any associated issues and potential risks that come with its implementation. Marketers should aim to maintain data protection and safety, avoid algorithmic favoritism, and find a balance between automation and human creativity.<\/p>\r\n<h4>Data Privacy and Security<\/h4>\r\n<p>When utilizing AI in marketing, companies must ensure the <a href=\"https:\/\/iterable.com\/blog\/a-look-at-consumer-data-privacy-protections-in-2023\/\" target=\"_blank\" rel=\"noopener\">protection of customer data<\/a> and compliance with relevant regulations to uphold consumer trust. To safeguard information, organizations should implement measures such as encryption technology, access controls, and regular audits.<\/p>\r\n<p>Regulations\u2014like <a href=\"https:\/\/gdpr-info.eu\/\" target=\"_blank\" rel=\"noopener\">GDPR<\/a> (General Data Protection Regulation) and <a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\" target=\"_blank\" rel=\"noopener\">CCPA<\/a> (California Consumer Privacy Act), for example\u2014need to be observed when using AI in marketing too.<\/p>\r\n<h4>Algorithmic Biases<\/h4>\r\n<p>Navigating the intricacies of <a href=\"https:\/\/hbr.org\/2019\/10\/what-do-we-do-about-the-biases-in-ai\" target=\"_blank\" rel=\"noopener\">algorithmic biases in AI<\/a> is crucial for both ethical and business reasons. These biases, often reflecting existing societal prejudices, manifest in various forms\u2014be it racial and gender biases in facial recognition, or discriminatory practices in healthcare resource allocation.<\/p>\r\n<p>CEOs and upper management need to adopt a multi-disciplinary approach, focusing not just on the technical aspects but also on organizational responsibility, to effectively mitigate these biases. After all, a biased AI system could lead to poor business decisions and reputation damage, aside from perpetuating societal inequities.<\/p>\r\n<h4>Balancing Automation and Human Creativity<\/h4>\r\n<p>While AI excels in data analysis, pattern recognition, and even automating rote tasks, it falls short in <a href=\"https:\/\/dataconomy.com\/2023\/08\/18\/difficulties-in-artificial-intelligence\/\" target=\"_blank\" rel=\"noopener\">understanding nuanced human emotions<\/a>, crafting compelling narratives, and making ethical judgments. These are realms where human creativity is irreplaceable.<\/p>\r\n<p>Striking a harmonious balance between the computational power of AI and the creative insights of human marketers ensures not only optimal returns on investment but also a marketing strategy that resonates on a deeply human level with your target audience.<\/p>\r\n<h3>Tips for Successfully Implementing AI in Marketing<\/h3>\r\n<p>For a successful implementation of AI in marketing, brands need to start small and slowly scale up while balancing technology with human input for best results. Investing in training and education can guarantee that your organization achieves their desired objectives when incorporating AI into their strategies.<\/p>\r\n<h4>Start Small and Scale Up<\/h4>\r\n<p>Businesses can benefit from starting with small AI projects to gain an understanding of the potential and pitfalls associated with its applications. Assess different solutions that align best with your needs and identify reputable vendors who specialize in AI marketing efforts.<\/p>\r\n<p>For example, start by integrating AI into one facet of your operations\u2014say, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916\" target=\"_blank\" rel=\"noopener\">channel optimization<\/a>. To begin, use AI to understand through which channel your messaging will resonate most effectively. Starting small enables you to tailor your efforts, learn how adding AI can change your strategy, and help determine where human involvement is essential.<\/p>\r\n<h4>Balance AI With Human Input<\/h4>\r\n<p>Brands that seamlessly weave AI automation and human creativity together can craft strategies tailor-made for their specific objectives. The automation provided by AI serves as a powerful accelerator, allowing for quick data analysis, customer segmentation, and even content creation. However, it's human expertise that adds the essential layers of nuance, emotional intelligence, creativity, and ethical considerations. These human elements ensure that marketing campaigns are not only ethical and efficient but also deeply resonate with consumers on an emotional level.<\/p>\r\n<p>As I shared in my Activate Summit presentation, \"<a href=\"https:\/\/dkapush.com\/speaking-engagements#activate\" target=\"_blank\" rel=\"noopener\">AI technology can complement and enhance the work of marketers, but it cannot replace them entirely.<\/a>\" In essence, the ultimate goal should be to create a symbiotic relationship between AI and human input.<\/p>\r\n<h4>Invest in Training and Education<\/h4>\r\n<p>Training and education related to AI in marketing is important for harnessing the technology\u2019s capabilities. <a href=\"https:\/\/www.marketingaiinstitute.com\/\" target=\"_blank\" rel=\"noopener\">The Marketing AI Institute<\/a>, for example, provides employees with resources so that their teams can use AI technology correctly, allowing them to stay competitive. By investing in training opportunities, brands will experience improved output from their marketers as well as enhanced customer satisfaction levels. Leveraging advanced AI within marketing environments helps ensure continual success overall.<\/p>\r\n<h3>It <em>is<\/em> Worth the Hype<\/h3>\r\n<p>AI in marketing is clearly worth the attention it receives as it can be used to streamline operations and boost personalization and decisions. According to I Mean Marketing, \u201cMarketing teams with high performance are averaging <a href=\"https:\/\/imeanmarketing.com\/blog\/ai-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">seven different uses of AI and machine learning<\/a> today and 52% are planning to increase their adoption this year.\u201d<\/p>\r\n<p>It\u2019s important for brands to consider all potential facets of deploying this technology\u2014like data security measures, protecting against algorithmic prejudices, and balancing automation with human creativity. There\u2019s a learning curve as we all become more familiar with the available technologies, but there\u2019s no better time to start learning than right now.<\/p>\r\n<p><em>To learn more about Iterable\u2019s AI capabilities, check out our <a href=\"https:\/\/iterable.com\/resources\/ai-marketing\/\" target=\"_blank\" rel=\"noopener\">AI Hub<\/a> and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Is AI Marketing Worth the Hype?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"is-ai-in-marketing-worth-the-hype-in-2023","to_ping":"","pinged":"","post_modified":"2024-02-05 12:23:56","post_modified_gmt":"2024-02-05 20:23:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116919","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 05, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090523_AI-Marketing_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"photo of person at laptop with tech imagery floating above their hands\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090523_AI-Marketing_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090523_AI-Marketing_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/09\/090523_AI-Marketing_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/is-ai-in-marketing-worth-the-hype-in-2023\/"},{"ID":113082,"post_author":"60","post_date":"2023-08-31 11:54:25","post_date_gmt":"2023-08-31 18:54:25","post_content":"<p>Iterable has partnered with Internet Retailing to bring you the 2023 RetailX Germany Ecommerce Country Report for the latest findings on how German shoppers buy online and across sales channels \u2013 and on how leading retailers and brands in the market sell to them. In the 2023 edition of the report we examine the current state of the German ecommerce market, looking at everything from the influence of politics and the invasion of Ukraine by Russia and its impact on the market, to trends such as payments, delivery and consumer behaviour.<\/p>\r\n<p>Read the report to learn:<\/p>\r\n<ul>\r\n\t<li>Expert insight into the German ecommerce market<\/li>\r\n\t<li>Graphs, figures and charts to show how consumer behaviour is changing in Germany<\/li>\r\n\t<li>Discover how Germany performs against global benchmarks<\/li>\r\n\t<li>The rise in social commerce in Germany<\/li>\r\n\t<li>Best practice from brands like Obi, Mindfactory, Thalia, Bonprix, Douglas and Alternative<\/li>\r\n<\/ul>","post_title":"Germany Ecommerce Market Report 2023","post_excerpt":"In the 2023 edition of the report we examine the current state of the German ecommerce market, looking at everything from the influence of politics, to trends such as payments, delivery and consumer behaviour.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"germany-ecommerce-market-report-2023","to_ping":"","pinged":"","post_modified":"2023-08-31 12:04:09","post_modified_gmt":"2023-08-31 19:04:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=113082","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 31, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/RetailX_Germany-2023-Report_Landing-Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/RetailX_Germany-2023-Report_Landing-Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/RetailX_Germany-2023-Report_Landing-Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/RetailX_Germany-2023-Report_Landing-Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/germany-ecommerce-market-report-2023\/"},{"ID":116755,"post_author":"79","post_date":"2023-08-29 09:23:38","post_date_gmt":"2023-08-29 16:23:38","post_content":"<p>Another day, another iOS. If you haven\u2019t heard already, Apple is getting ready to roll out <a href=\"https:\/\/www.apple.com\/ios\/ios-17-preview\/\" target=\"_blank\" rel=\"noopener\">iOS 17<\/a> and <a href=\"https:\/\/www.apple.com\/macos\/sonoma-preview\/\" target=\"_blank\" rel=\"noopener\">MacOS Sonoma<\/a>, which will likely be fully released by September and October of this year, respectively. With each release comes new features to help make Apple\u2019s operating systems more secure for users. This release, in particular, has some <a href=\"https:\/\/www.apple.com\/newsroom\/2023\/06\/apple-announces-powerful-new-privacy-and-security-features\/\" target=\"_blank\" rel=\"noopener\">privacy and security updates<\/a> that have marketers concerned.<\/p>\r\n<p>In a world that\u2019s becoming increasingly more data-centric, Apple is prioritizing data privacy and giving users the ability to control the data they share. As Craig Federighi, Apple\u2019s senior vice president of Software Engineering said, \u201cWe are focused on <a href=\"https:\/\/www.apple.com\/newsroom\/2023\/06\/apple-announces-powerful-new-privacy-and-security-features\/\" target=\"_blank\" rel=\"noopener\">keeping our users in the driver\u2019s seat<\/a> when it comes to their data by continuing to provide industry-leading privacy features and the best data security in the world.\u201d<\/p>\r\n<p>With these privacy and security updates, however, come some changes that may shift the way marketers operate. One change in particular\u2014Link Tracking Protection\u2014will impact how marketers collect customer data. Don\u2019t panic. Remember, iOS updates are meant to improve the overall customer experience, so let\u2019s talk link tracking.<\/p>\r\n<h3>Revisiting URL Structure<\/h3>\r\n<p>We\u2019ll get to the new link tracking protection update, but let\u2019s rewind a bit. Links can hold a lot of information besides the basic URL. Within a link there are often <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6277564?hl=en#:~:text=URL%20parameter%20is%20a%20way,by%20an%20ampersand%20(%26).\" target=\"_blank\" rel=\"noopener\">URL parameters<\/a>, which, as defined by Google, are \u201cway[s] to pass information about a click through its URL.\u201d Google breaks down parameters into two buckets: 1) content-modifying parameters and 2) tracking parameters.<\/p>\r\n<p>Content-modifying parameters are link additions that send users to a specific page on your website or personalize the content or behavior of the page. Tracking parameters, however, are added to the end of a URL and can track user behavior across websites and marketing channels. These tracking parameters will be impacted by the iOS17 Link Tracking Protection update.<\/p>\r\n<h3>What is the iOS17 Link Tracking Protection Update?<\/h3>\r\n<p>With this new release, Apple announced Link Tracking Protection which, in a couple of key scenarios, will strip away the parts of the URL that Apple identifies as tracking parameters.<\/p>\r\n<p>These scenarios include:<\/p>\r\n<ul>\r\n\t<li>Any time you share a link with another person via Apple\u2019s \u201cshare\u201d menu in Messages or Mail apps<\/li>\r\n\t<li>Any time a user clicks a link via Safari Private Browsing (This includes browsing around, or clicking a link in email or messages when Safari Private Browsing is enabled.)<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_116756\" align=\"alignnone\" width=\"1516\"]<img class=\"size-full wp-image-116756\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Screen-Shot-2023-08-29-at-11.53.20-AM.png\" alt=\"Screenshot showing a link with a full tracking parameter in tact. Then, post-iOs 17 the link is shown without the string of numbers at the end.\" width=\"1516\" height=\"520\" \/> <em>This example shows the tracking parameter being stripped off of a link. Source: <a href=\"https:\/\/www.peelinsights.com\/post\/ios-17-disrupts-link-tracking-for-marketing-attribution\" target=\"_blank\" rel=\"noopener\">Peel<\/a>.<\/em>[\/caption]\r\n\r\n<p>While Apple says that the links will continue to work, and <a href=\"https:\/\/www.triplewhale.com\/blog\/link-tracking-protection-ios-17\" target=\"_blank\" rel=\"noopener\">typical Urchin Tracking Modules (UTMs) won\u2019t be impacted<\/a>, removing the tracking parameters will prevent things like cross-site and click tracking at an individual level. Which, as a cross-channel platform powering billions of personalized conversations across multiple channels, prompted us to dig in further to understand what these changes mean for our community.<\/p>\r\n<h4>There\u2019s No Need to Panic<\/h4>\r\n<p>Deep breaths. In reality, there\u2019s no need to panic. After all, not all parameters from all sources are being stripped and your existing links won\u2019t break. Apple seems to be focused on large, egregious tracking offenders like Facebook, Tiktok, and Google. Yes, the <a href=\"https:\/\/knak.com\/blog\/blog\/link-tracking-updates-ios-17\/\" target=\"_blank\" rel=\"noopener\">list of parameters that Apple will strip<\/a> could expand, but for now, there seems to be a select group. Plus, these are only impacted on Apple-related software\u2014Apple Mail, Message App, and Safari Private Browsing.<\/p>\r\n<p>And\u2014even better news\u2014at this point, Iterable\u2019s links don\u2019t seem to be impacted by this update. So, if a customer opens an Iterable link via Apple Mail, for example, Iterable\u2019s tracking parameters are still intact and Iterable customers can still see click metrics.<\/p>\r\n<p><em>To protect against link parameter stripping in the future, we're taking proactive measures behind the scenes. We, of course, will continue to closely monitor the situation, but for now everything is business-as-usual.<\/em><\/p>\r\n<h3>Rethinking How to Measure Success<\/h3>\r\n<p>Link Tracking Protection is just one more step in Apple\u2019s continued trend of taking action to give consumers more control over their data. The industry saw the visibility and reliability of open metrics <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">impacted in iOS 15<\/a>, and now with these latest moves we are seeing Apple move farther down the funnel into click data.<\/p>\r\n<p>As this trend continues, it is becoming more and more important that marketers start to shift their thinking. Rather than relying fully on what some may consider \u201c<a href=\"https:\/\/learn.g2.com\/vanity-metrics\" target=\"_blank\" rel=\"noopener\">vanity metrics<\/a>\u201d\u2014like clicks and opens\u2014marketers may need to start incorporating more down-funnel conversion metrics into their assessment of success to understand the impact of their efforts.<\/p>\r\n<p>Consider what is leading customers to convert once they\u2019ve reached your website or app. What metrics can you look at that really tie to a return on investment (ROI)? Consider <a href=\"https:\/\/www.searchenginejournal.com\/content-marketing-kpis\/business-conversion\/#close\" target=\"_blank\" rel=\"noopener\">conversion metrics<\/a> like conversion rate, leads generated, purchase, order value, etc., and engagement events like streamed, favorited, or other events that drive retention.<\/p>\r\n<p>You can also start to lean into first- and zero-party data more to better understand your individual customers. <a href=\"https:\/\/iterable.com\/blog\/how-to-collect-leverage-first-party-data-for-conversions\/\" target=\"_blank\" rel=\"noopener\">First-party data<\/a> would include any behavioral data or purchase data you have collected implicitly from a customer interacting with your website or app. <a href=\"https:\/\/iterable.com\/blog\/how-quizzes-collect-zero-party-data-to-help-build-customer-profiles\/\" target=\"_blank\" rel=\"noopener\">Zero-party data<\/a> is data you collect explicitly from customers\u2014so think surveys, quizzes, customer support chats, and so on. This data can help inform marketing strategies in ways beyond just link tracking.<\/p>\r\n<h3>The Silver Lining of iOS 17 Link Tracking<\/h3>\r\n<p>Apple isn\u2019t releasing these new features to spite marketers. Apple is only keeping the customers\u2019 best interests at heart and, at the end of the day, that\u2019s what we, as marketers, should strive to do as well. Continuing to rely on data from clicks and opens isn\u2019t going to push us to be better, but change will. Rather than seeing each customer as a click, each customer should be viewed as an individual.<\/p>\r\n<p>Emails should contain content that provides value, not clickbait. SMS messages should be a two-way conversation that gives both the customer and the brand insight into the person on the other end. Personalization is about more than just a number on a dashboard and the iOS 17 link tracking protection update is just another step towards recognizing customers as individuals.<\/p>\r\n<p><em>To learn more about the iOS 17 link tracking update and what it could mean for you, reach out to your Iterable Customer Success Manager or, if you\u2019re not an Iterable customer yet, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"iOS 17 Link Tracking Protection: What it Means for Marketers","post_excerpt":"Link Tracking Protection is just one more step in Apple\u2019s continued trend of taking action to give consumers more control over their data.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ios-17-link-tracking-protection","to_ping":"","pinged":"","post_modified":"2023-08-29 09:24:10","post_modified_gmt":"2023-08-29 16:24:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116755","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 29, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_iOS-Update-Green_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_iOS-Update-Green_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_iOS-Update-Green_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_iOS-Update-Green_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ios-17-link-tracking-protection\/"},{"ID":116615,"post_author":"79","post_date":"2023-08-28 12:25:04","post_date_gmt":"2023-08-28 19:25:04","post_content":"<h3>A Cosmic Approach to Marketing Technology<\/h3>\r\n<p>In the world of modern marketing, success is often written in the stars\u2014both figuratively and literally. Just as celestial bodies influence our lives through the cosmos, the right Marketing Technology (martech) stack can guide your brand's journey towards prosperity. Imagine harnessing the power of your horoscope to craft a tailored martech constellation that aligns with your destiny. In this blog post, we'll explore the mystical connection between building a martech stack and the guiding influence of horoscopes.<\/p>\r\n<hr \/>\r\n<h4><strong>Aries (March 21 - April 19): The Fearless Trailblazer<\/strong><\/h4>\r\n<p>Dynamic and energetic Aries, your fiery spirit calls for a martech stack that matches your pace. Embrace flexible marketing automation tools that adapt to your swift decisions. From personalized email campaigns to real-time mobile engagement, automation helps you blaze a trail while staying true to your individualistic flair.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Aries as a Marketer: Agile\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Catalog\u00a0<\/strong><\/mark><\/p>\r\n<p>Embrace the dynamic cosmos of data-driven marketing with Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener\">Catalog<\/a> , your agile access point where customer's behaviors and demographics converge to create a constellation of personalized content across the vast reaches of cross-channel harmonization.<\/p>\r\n<hr \/>\r\n<h4>Taurus (April 20 - May 20): The Enduring Stalwart<\/h4>\r\n<p>Taureans thrive on consistency and reliability. Channel this energy into your martech stack by investing in marketing automation platforms that nurture customer relationships and maintain a steady flow of engagement across channels. Just as you nurture relationships, marketing communication platforms nurture customers, fostering a harmonious growth trajectory.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Taurus as a Marketer: Consistent\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Studio\u00a0<\/strong><\/mark><\/p>\r\n<p>As the steadfast Taurus, your unyielding dedication to nurturing customer engagement finds its cosmic resonance in the ability of <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener\">Iterable Studio<\/a> to cultivate personalized connections. Harness the energies of behavioral and demographic data to create campaigns that bloom with authenticity, fostering lasting connections for consistent engagement across email, SMS, in-app, web push, direct mail, and more. engagement<\/p>\r\n<hr \/>\r\n<h4>Gemini (May 21 - June 20): The Adaptable Communicator<\/h4>\r\n<p>Chatty and versatile Gemini, the stars urge you to embrace the SMS cosmos. Craft a martech mosaic by intertwining SMS tools that allow you to curate conversations across mobile devices. Your ability to adapt to trends and engage in lively discourse will propel your brand into the digital spotlight. Geminis excel in communication, and so should your martech stack.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Gemini as a Marketer: Flexible\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: SMS\u00a0<\/strong><\/mark><\/p>\r\n<p>Embrace your innate Gemini gift for trendy and chatty communication as the stars align to amplify your marketing strategy with the dynamic force of <a href=\"https:\/\/iterable.com\/blog\/how-to-optimize-your-sms-and-mms-strategy\/\" target=\"_blank\" rel=\"noopener\">Iterable SMS<\/a>. Your flexible nature effortlessly weaves conversations that sparkle with trendsetting charm, tap into the zeitgeist, and forge connections that dance through the digital cosmos, bridging the gap between you and your audience.<\/p>\r\n<hr \/>\r\n<h4>Cancer (June 21 - July 22): The Intuitive Nurturer<\/h4>\r\n<p>Empathetic and instinctive Cancer, your connection with data analytics tools enhances your emotional intelligence. By deciphering consumer behavior patterns, you can provide personalized experiences that resonate deeply. Let the stars guide you towards insights that foster authentic connections.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Cancer as a Marketer: Empathetic\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Brand Affinity\u00a0<\/strong><\/mark><\/p>\r\n<p>Embrace the intuitive essence of Cancer as you harness the lunar currents of customer behavior. Infuse your marketing communications with Iterable\u2019s real-time responsiveness and <a href=\"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> to understand each customer\u2019s emotional resonance, nurturing connections that ebb and flow harmoniously, creating a tidal symphony of engagement that truly understands and speaks to the hearts of your audience.<\/p>\r\n<hr \/>\r\n<h4>Leo (July 23 - August 22): The Charismatic Performer<\/h4>\r\n<p>Dramatic and expressive Leo, your creative prowess shines. From dazzling visuals to captivating copy, your martech stack empowers you to craft narratives that draw the spotlight while connecting with audiences. Step onto the digital stage and let your content roar with power and originality.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Leo as a Marketer: Creative\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Copy Assist\u00a0<\/strong><\/mark><\/p>\r\n<p>Roar with confidence, mighty Leo, as you harness the celestial prowess of Iterable\u2019s AI-powered <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/17172997847572-Copy-Assist-\" target=\"_blank\" rel=\"noopener\">Copy Assist<\/a> to amplify your creative brilliance, igniting your messages with a majestic flare that captivates hearts and commands attention. Your creativity makes your marketing campaigns shine as brilliantly as the sun itself, leaving an indelible mark on all who behold your majestic communications.<\/p>\r\n<hr \/>\r\n<h4>Virgo (August 23 - September 22): The Detail-Oriented Perfectionist<\/h4>\r\n<p>Virgos excel in precision, a trait that aligns perfectly with marketing optimization. Utilize supercharged experimentation and A\/B testing tools to meticulously refine your campaigns, ensuring every detail contributes to a harmonious whole.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Virgo as a Marketer: Meticulous\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Experiments\u00a0<\/strong><\/mark><\/p>\r\n<p>Channel your Virgo precision and analytical prowess as you embark on a stellar journey of <a href=\"https:\/\/iterable.com\/customers\/lovepop\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Experimentation and A\/B testing tools<\/a>, fine-tuning your marketing campaigns with meticulous care, ensuring every detail aligns flawlessly to create a symphony of perfection that resonates with your audience's desires, leaving a trail of efficiency and effectiveness in your celestial wake.<\/p>\r\n<hr \/>\r\n<h4>Libra (September 23 - October 22): The Harmonious Diplomat<\/h4>\r\n<p>Balanced and diplomatic Libra, the cosmos encourages you to synchronize and balance your marketing efforts. Integrate <a href=\"https:\/\/iterable.com\/blog\/orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">marketing orchestration<\/a> tools that align your campaigns seamlessly, creating a symphony of experiences for your audience. Let your brand's voice resonate harmoniously in every touchpoint.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Libra as a Marketer: Equanimous\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Channel Optimization\u00a0<\/strong><\/mark><\/p>\r\n<p>The harmonious spirit of Libras shines through when determining the best channel to reach each individual. A Libra\u2019s equanimity is best on display when utilizing Iterable\u2019s Channel Optimization for cosmic equality in channel distribution, letting customer data determine the destiny of each message, sending them only where the customer most needs them.<\/p>\r\n<hr \/>\r\n<h4>Scorpio (October 23 - November 21): The Strategic Detective<\/h4>\r\n<p>Mysterious and insightful Scorpio, predictive analytics tools unveil hidden truths. Dive into the depths of consumer behavior, revealing insights that guide your strategic decisions. Your martech stack becomes a crystal ball, allowing you to navigate the marketing realm with foresight.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Scorpio as a Marketer: Intuitive\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Predictive Goals\u00a0<\/strong><\/mark><\/p>\r\n<p>Embrace your Scorpio intuition and delve into the mystical depths of <a href=\"https:\/\/iterable.com\/blog\/how-predictive-analytics-ai-can-work-for-you-in-2022\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Predictive Goals<\/a>, allowing you to unveil the hidden currents of customer behavior with uncanny accuracy, unlocking the secrets of what they're most likely to engage with. Just as your sign's insight pierces through veils, this tool empowers you to anticipate desires and forge connections that resonate at a soul-deep level, cultivating a magnetic allure in your marketing endeavors.<\/p>\r\n<hr \/>\r\n<h4>Sagittarius (November 22 - December 21): The Adventurous Explorer<\/h4>\r\n<p>Embrace the spirit of adventure in your marketing endeavors. As you set forth on your stellar journey, remember that your path is not determined for you. You have the ability to create a martech stack that fits your needs through the power of strategic integrations. Expand the scope of your stack to forge connections far and wide and expand your reach like shooting stars across the universe. Your boundless curiosity propels your brand towards unexplored territories full of optimization.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Sagittarius as a Marketer: Energetic\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Partner Integrations\u00a0<\/strong><\/mark><\/p>\r\n<p>Let the stars guide you towards the integrations that make sense for your business needs. Iterable\u2019s extensive <a href=\"https:\/\/iterable.com\/partners\/solutions\" target=\"_blank\" rel=\"noopener\">partner ecosystem<\/a> creates a choose your own adventure style stack that enables you to achieve your wildest dreams. By adapting your stack to your\u2014and your audiences\u2019\u2014needs, you'll shoot arrows of personalized engagement straight into the hearts of your customers, forging connections that span horizons and ignite a fire of deeper, meaningful interactions.<\/p>\r\n<hr \/>\r\n<h4>Capricorn (December 22 - January 19): The Ambitious Achiever<\/h4>\r\n<p>Ambitious and disciplined Capricorn, the stars guide you to find just the right cadence with your customers. Craft a martech framework that fine-tunes user experiences, driving visitors towards becoming loyal customers. Your commitment to achieving results paves the way for consistent growth.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Capricorn as a Marketer: Disciplined\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Frequency Optimization\u00a0<\/strong><\/mark><\/p>\r\n<p>Capricorn, as you climb the ladder of success, remember the celestial wisdom of <a href=\"https:\/\/iterable.com\/blog\/individualization-on-a-global-scale-with-global-sms-locales-and-more\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Frequency Optimization<\/a>. Just as you find balance in your pursuits, this tool ensures your customers receive tailored engagement\u2014not overwhelming, but precisely the right amount. By being disciplined in your messaging rhythm, you build steadfast connections, mirroring your sign's patient and practical approach to achieve lasting engagement that resonates at the perfect frequency.<\/p>\r\n<hr \/>\r\n<h4>Aquarius (January 20 - February 18): The Innovative Visionary<\/h4>\r\n<p>Innovative and forward-thinking Aquarius, you see modern in-app messaging as an accelerator, not bogged down by the mundane. Your messages stay current with real-time, dynamic content based on customer behavior. You look to move quickly and keep a forward trajectory, so your tech stack operates efficiently without stopping for constant maintenance.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Aquarius as a Marketer: Inventive\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Embedded Messages\u00a0<\/strong><\/mark><\/p>\r\n<p>Let the currents of innovation flow as you embrace the cosmic power of real-time eligibility by using <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/iterable-product-showcase\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Embedded Messages<\/a> in your marketing endeavors. Just as your sign seeks to break boundaries of what\u2019s possible, this tool allows you to dynamically exchange messages based on shifting user behavior. Embrace the innovative currents as you craft personalized, seamlessly integrated communications that resonate with customers, easing interactions, preventing disconnects, and amplifying client involvement through real-time relevance both on web and in-app.<\/p>\r\n<hr \/>\r\n<h4>Pisces (February 19 - March 20): The Creative Dreamer<\/h4>\r\n<p>Pisceans are creative souls with high emotional sensitivity. Your martech stack should be a canvas for your imagination and desire for connection through storytelling. Use the customer data in your integrated tech stack to design an immersive customer experience, weaving enchanting narratives that resonate deeply with your audience.<\/p>\r\n<p><mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Pisces as a Marketer: Imaginative\u00a0<\/strong><\/mark><br \/>\r\n<mark style=\"background: #6A266D; color: #ffffff;\"><strong>\u00a0Recommended Product: Templates\u00a0<\/strong><\/mark><\/p>\r\n<p>Embrace the flowing currents of creativity, Pisces, as <a href=\"https:\/\/iterable.com\/blog\/personalizing-templates-snippets\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Templates<\/a> provide you with a structured foundation, allowing your imaginative ideas to navigate smoothly, enhancing your efficiency and guiding your messages to captivate your audience's emotions. Let these <a href=\"https:\/\/iterable.com\/blog\/personalizing-templates-snippets\/\" target=\"_blank\" rel=\"noopener\">Templates<\/a> be your artistic canvas for creativity across audiences to weave messages that transcend the mundane and evoke a symphony of emotions in your customers' hearts. Just as your sign embraces the ethereal and imaginative, these Templates become your palette, splashing vibrant strokes of joy across the digital world, leaving a trail of enchanted connections.<\/p>\r\n<hr \/>\r\n<h3>Embracing Your Celestial MarTech Journey<\/h3>\r\n<p>Just as horoscopes offer guidance for our personal lives, aligning your martech stack with your horoscope can bring a sense of intentionality and purpose to your marketing endeavors.<\/p>\r\n<p>By integrating the right technologies that resonate with your astrological traits, you'll navigate the cosmic currents of the marketing universe with confidence, creativity, and success. Remember, the stars may guide, but it's your innovative spirit that charts the course.<\/p>","post_title":"Navigating Your Marketing Destiny: A MarTech Stack Horoscope","post_excerpt":"In this blog post, we'll explore the mystical connection between building a MarTech stack and the guiding influence of horoscopes.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"navigating-your-marketing-destiny-a-martech-stack-horoscope","to_ping":"","pinged":"","post_modified":"2023-08-28 13:24:02","post_modified_gmt":"2023-08-28 20:24:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116615","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 28, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Blog-Header-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Starry night with iterable node overlay\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Blog-Header-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Blog-Header-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Blog-Header-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/navigating-your-marketing-destiny-a-martech-stack-horoscope\/"},{"ID":116473,"post_author":"79","post_date":"2023-08-24 10:24:51","post_date_gmt":"2023-08-24 17:24:51","post_content":"<p>This past year has seen increased interest in AI across all industries. As marketers, there are several different ways you can integrate AI tools into your day-to-day tasks. While most of us experienced how <a href=\"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/\" target=\"_blank\" rel=\"noopener\">AI marketing can go right and wrong<\/a> depending on how it\u2019s implemented, we aim to provide you with the right tools to provide joyful experiences for your customers.<\/p>\r\n<p>When incorporating AI into your marketing efforts, you can unlock insights to help better understand your audience and their preferences, leading to an improved customer experience.<\/p>\r\n<p>However, it can be hard to know where to start, and, depending on your organization, you will have different priorities and needs for your AI solutions. At Iterable, we focus on three main categories for AI: message optimization, generative content creation, and AI-driven audience insights. Let\u2019s break down each of these capabilities.<\/p>\r\n<p><em>If you are still in the process of starting your journey with AI or looking to take your current plans to the next level, review <a href=\"https:\/\/iterable.com\/whitepaper\/your-checklist-for-unlocking-the-power-of-ai\/\" target=\"_blank\" rel=\"noopener\">Your Checklist for Unlocking the Power of AI<\/a> to identify your next steps.<\/em><\/p>\r\n<h3>AI Optimization<\/h3>\r\n<p>As marketers, we spend days, weeks, and months building great campaigns and we want them to deliver as much impact as possible. But, we\u2019re always faced with the age-old question, \u201c How can we break through the noise and stand out to our audience?\u201d<\/p>\r\n<p>Leveraging Iterable AI solutions focused on message optimization makes it easier to cut through the noise and message them on the right channel, at the right time, and at the right cadence.<\/p>\r\n<h4>Send Time Optimization<\/h4>\r\n<p>Is your customer a person who likes to read their emails as soon as they wake up? Or do they prefer to review them at the end of the day? Knowing these preferences about your customers can help you send your message at the time they are most likely to engage.<\/p>\r\n\r\n[caption id=\"attachment_116482\" align=\"alignnone\" width=\"1720\"]<img class=\"wp-image-116482 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Screen-Shot-2023-08-24-at-12.36.09-PM.png\" alt=\"Screenshot of Iterable platform STO showing a checkbox for optimization\" width=\"1720\" height=\"486\" \/> <em>Iterable's STO has an easy checkbox to opt in to using the tool.<\/em>[\/caption]\r\n\r\n<p>With Iterable\u2019s Send Time Optimization (STO), AI <strong>determines the optimal time<\/strong> to send a message based on analysis of historical engagement data. To implement this optimization into your delivery, simply select the checkbox when configuring your message delivery settings. You can also layer in <strong>experimentation<\/strong> for STO so you can prove the effectiveness across your user base.<\/p>\r\n<h4>Channel Optimization<\/h4>\r\n<p>You\u2019ve got a limited-time offer for customers and want them to go to your website to claim it as soon as possible. Where are they more likely to engage? Email? SMS? Knowing customer preferences for channels can help ensure that you are connecting with them on channels that matter most to them while also avoiding overwhelming them with similar messaging across all channels.<\/p>\r\n\r\n[caption id=\"attachment_116488\" align=\"alignnone\" width=\"1673\"]<img class=\"wp-image-116488 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Channel-Optimization.png\" alt=\"Screenshot of Iterable Studio interface showing the channel optimization tile\" width=\"1673\" height=\"1042\" \/> <em>Iterable\u2019s Channel Optimization tile allows AI to decide a user's preferred messaging channel within a user journey.<\/em>[\/caption]\r\n\r\n<p>With Iterable\u2019s Channel Optimization, you can add a tile into your customer journey which uses AI to <strong>determine the preferred messaging channel<\/strong> across email, push, or SMS. This tool takes what used to be a complex configuration across multiple message types and reduces it down to a single tile selection.<\/p>\r\n<h4>Frequency Optimization<\/h4>\r\n<p>As marketers, we have to take into consideration the balance between under and over-messaging\u2014and that number can vary depending on the person and their preferences.<\/p>\r\n\r\n[caption id=\"attachment_116494\" align=\"alignnone\" width=\"750\"]<img class=\"size-full wp-image-116494\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Frequency-Optimization.png\" alt=\"Screenshot of Iterable's frequency management screen showing the ability to select frequency caps for message types.\" width=\"750\" height=\"863\" \/> <i data-stringify-type=\"italic\">With Frequency Optimization, AI determines the ideal frequency for each user, based on the range you provided.<\/i>[\/caption]\r\n\r\n<p>With Iterable\u2019s Frequency Optimization, marketers can set their preferred capping range per channel, and then AI <strong>determines the ideal quantity of marketing messages<\/strong> a user should receive in a given week or month across all of your channels, on an individual basis, while still maintaining the ability to override for high-priority messaging.<\/p>\r\n<h3>AI Content Generation<\/h3>\r\n<p>In recent months, it seems you can\u2019t escape news of the latest innovations in generative AI. The technology is moving at a quick pace and we are still watching the various use cases unfold across industries.<\/p>\r\n<p>At Iterable, we\u2019ve made investments to include generative AI tools within our platform to allow for faster iteration of copy creation. We\u2019re excited to see the potential applications expand in the future. Is there a potential Copy Assist x Experimentation feature for one-click variant copywriting in the works? Who knows. *Wink*<\/p>\r\n<h4>Copy Assist<\/h4>\r\n<p>Writer\u2019s block is a real thing\u2014just ask me how long it took me to write this blog post. With Iterable\u2019s Copy Assist, we are giving marketers a creative \u201cjump start\u201d on their copywriting efforts.<\/p>\r\n\r\n[caption id=\"attachment_116500\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-116500\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Copy-Assist-scaled.jpg\" alt=\"Screenshot of Iterable's Copy Assist interface showing how it can populate copy in push notifications.\" width=\"2560\" height=\"1820\" \/> <em>With Iterable's Copy Assist you can easily generative creative copy for your cross-channel campaigns.<\/em>[\/caption]\r\n\r\n<p>Copy Assist will appear within Campaign Creation &amp; Templates Campaign Creation and, as you write in your prompts for copy like subject lines or SMS messages, you will <strong>receive alternative copy suggestions<\/strong> based on your initial prompt, allowing you to get creative and innovate quickly.<\/p>\r\n<h4>Next Best Action<\/h4>\r\n<p>Sometimes campaigns don\u2019t perform as expected and who wouldn\u2019t want a second chance to make it right?<\/p>\r\n\r\n[caption id=\"attachment_116506\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-116506\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Next-Best-Action-scaled.jpg\" alt=\"Screenshot of Iterable's Next Best Action functionality showing recommendations for disengaged users.\" width=\"2560\" height=\"1820\" \/> <em>With Next Best Action users can easily retarget less engaged audiences with pre-populated recommendations.<\/em>[\/caption]\r\n\r\n<p>With Iterable\u2019s Next Best Action, past campaigns are analyzed by AI within Campaign Analytics, and <strong>marketers are then provided with a slate of the next best actions to take<\/strong>. This could include sending to new AI-generated audience lists, content recommendations, insights, and more. From there, with one click you can generate a whole new campaign and get a second at-bat for this campaign.<\/p>\r\n<h3>AI-Powered Audience Insights and Predictions<\/h3>\r\n<p>We strive to get into the minds of our customers and often wish we could guess their next steps. With AI, we can predict what they\u2019re likely to do, without the need for a crystal ball.<\/p>\r\n<p>By analyzing <a href=\"https:\/\/iterable.com\/blog\/how-to-collect-leverage-first-party-data-for-conversions\/\" target=\"_blank\" rel=\"noopener\">first-party customer data<\/a>, there\u2019s so much to be learned about our customers. What products do they reorder? What shows do they binge-watch? We can leverage this information to provide more personalized recommendations that are relevant to them.<\/p>\r\n<p>We\u2019ve also incorporated Explainability into both Predictive Goals and Brand Affinity to allow you to grasp a better understanding of what exactly is driving these behaviors.<\/p>\r\n<h4>Predictive Goals<\/h4>\r\n<p>What actions do you want your customers to take? How can you reach the right people, with the right messaging to achieve your business goals?<\/p>\r\n\r\n[caption id=\"attachment_116518\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-116518\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Predictive-Goals-with-Explainable-AI-scaled.jpg\" alt=\"Screenshot of Iterable's Predictive Analytics\" width=\"2560\" height=\"1916\" \/> <em>Iterable's Predictive Goals let you set custom goals. Then, AI helps determine how likely each customer is to complete these goals.<\/em>[\/caption]\r\n\r\n<p>Iterable\u2019s Predictive Goals puts marketers in the driver's seat and allows you to <strong>create custom goals based on your business needs<\/strong>\u2014from purchasing an item to downloading an app\u2014and then share how likely each one of your users is to perform that action. From there, you can create segmented user lists to ensure the best audience is receiving messaging tied to that goal, providing a more personalized experience.<\/p>\r\n<h4>Brand Affinity<\/h4>\r\n<p>Do they like me? It\u2019s a question we\u2019ve all asked ourselves. Wouldn\u2019t it be great to know, as a brand, who your most loyal customers are so you can reward them with special offers? And how about customers who aren\u2019t engaged anymore? Don\u2019t you want to win them back before they churn?<\/p>\r\n\r\n[caption id=\"attachment_116524\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-116524\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Brand-Affinity-with-Explainable-AI-scaled.jpg\" alt=\"Screenshot of Brand Affinity showing a loyal customer panel on the righthand side. \" width=\"2560\" height=\"1868\" \/> <em> with Brand Affinity users can see how their customers feel about their brand based on levels of engagement and other metrics.<\/em>[\/caption]\r\n\r\n<p>Iterable\u2019s Brand Affinity gives marketers an <strong>inside peek into customers' sentiment about their brand<\/strong>\u2014from negative to loyal\u2014Brand Affinity tells you where you currently stand with each customer. With knowledge comes power and the power of Brand Affinity allows you to make insight-driven decisions around what type of messaging will resonate with each group of users. From here you can make tweaks like changing CTAs or building unique segments of users based on these labels.<\/p>\r\n<h3>Iterable Puts the \u201cSweet!\u201d in AI Suite<\/h3>\r\n<p>By bringing this suite of products together, you can incorporate AI into your marketing strategies in a way that\u2019s user-friendly and uncomplicated. Iterable\u2019s AI Suite was designed to create more personalized experiences for your customers while freeing up your time to work on the big-picture strategy.<\/p>\r\n<p><em>If you want to learn even more about Mastering Iterable\u2019s AI Suite, check out <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/mastering-iterables-ai-optimization-suite\/\" target=\"_blank\" rel=\"noopener\">my presentation from Activate<\/a>, which dives into even more use cases.<\/em><\/p>","post_title":"Mastering Iterable\u2019s AI Suite","post_excerpt":"By incorporating Iterable AI into your marketing efforts, you can unlock insights and create a better overall customer experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"mastering-iterables-ai-suite","to_ping":"","pinged":"","post_modified":"2023-08-24 10:38:06","post_modified_gmt":"2023-08-24 17:38:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116473","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 24, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_Deep-Dive-AI-Suite_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable purple background with white nodes throughout and a white circle with lightning bolt cut out in the center.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_Deep-Dive-AI-Suite_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_Deep-Dive-AI-Suite_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/082423_Deep-Dive-AI-Suite_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/mastering-iterables-ai-suite\/"},{"ID":116430,"post_author":"79","post_date":"2023-08-23 11:45:53","post_date_gmt":"2023-08-23 18:45:53","post_content":"<p>When it comes to the junction between business and technology, AI seems to be the biggest topic on everyone\u2019s minds\u2014and for good reason: organizational adoption of AI has <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener\">more than doubled since 2017<\/a>.<\/p>\r\n<p>We\u2019ve previously busted common <a href=\"https:\/\/iterable.com\/blog\/3-ai-myths-marketing\/\" target=\"_blank\" rel=\"noopener\">AI marketing myths<\/a> and shared <a href=\"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/\" target=\"_blank\" rel=\"noopener\">some great (and not-so-great) examples<\/a>. We\u2019ve even conducted <a href=\"https:\/\/iterable.com\/blog\/ais-role-in-marketing-according-to-chatgpt\/\" target=\"_blank\" rel=\"noopener\">an interview with ChatGPT<\/a> to get its take on AI\u2019s role in marketing (spoiler alert: it knew what it was talking about).<\/p>\r\n<p>But there\u2019s another useful framework for understanding an emerging topic: the five Ws (who, what, when, where, and why). If asking these questions works for reporters, detectives, and elementary school teachers assigning storytelling prompts, then it can be valuable for us.<\/p>\r\n<p>It\u2019s back-to-school season, after all, so let\u2019s get back to basics and cover the 5 Ws of AI marketing.<\/p>\r\n<h3>Who Can Benefit From AI Marketing?<\/h3>\r\n<p>It\u2019ll sound like an AI wrote this if we say \u201ceveryone,\u201d but it doesn\u2019t make it less true. The benefits of AI marketing are universal because who doesn\u2019t want to make their jobs faster and more effective?<\/p>\r\n<p>For marketing professionals specifically, however, AI can serve many functions:<\/p>\r\n<ul>\r\n\t<li><strong>Digital marketers<\/strong> can analyze vast amounts of data, identify trends, and make custom recommendations to improve campaign performance.<\/li>\r\n\t<li><strong>Content marketers<\/strong> can generate topic ideas, optimize for SEO, and personalize content based on user preferences.<\/li>\r\n\t<li><strong>Email marketers<\/strong> can identify audience segments, optimize send times, and automate messaging workflows.<\/li>\r\n\t<li><strong>Marketing analysts<\/strong> can uncover new insights, understand market trends better, and use predictive models to tailor marketing strategies and improve decision-making.<\/li>\r\n\t<li><strong>E-commerce marketers<\/strong> can personalize product recommendations, optimize pricing strategies, and analyze customer browsing and purchase history to drive sales and conversions with relevant offers.<\/li>\r\n<\/ul>\r\n<h3>What Exactly is AI Marketing, and What Challenges Does it Solve?<\/h3>\r\n<p>Put simply, AI marketing is the use of artificial intelligence concepts and models to execute marketing strategies and campaigns that achieve business goals. Right now, many marketers are being asked to expand the impact of their customer engagement without increasing the size of their teams. When properly integrated, AI can sort through massive volumes of data and quickly analyze patterns, making it easier for marketers to target audiences more precisely.<\/p>\r\n<p>Here are just a few challenges AI solves for marketers:<\/p>\r\n<ul>\r\n\t<li><strong>Personalization<\/strong>: AI algorithms make it possible to deliver tailored experiences to millions of customers based on their individual behaviors, which leads to higher engagement and conversion rates. Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization-\" target=\"_blank\" rel=\"noopener\">Channel Optimization<\/a> can optimize which channels you use to send your marketing messaging, based on individual customer preference. This takes the guesswork out of your customer communication.<\/li>\r\n\t<li><strong>Audience segmentation<\/strong>: AI can more accurately identify distinct customer segments based on demographics, behavior, interests, and preferences. Marketers can then use these segments to create more relevant and effective communications. Iterable takes this one step further with <a href=\"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a>, which allows you to label customers by sentiment. This makes it easy to suppress the disengaged and retain your most loyal fans.<\/li>\r\n\t<li><strong>Campaign automation<\/strong>: Imagine eliminating those repetitive marketing tasks and freeing up your time for strategy and creativity. AI can automate social media scheduling, email and mobile messaging sends, ad optimization, and more, while ensuring consistency and accuracy. Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">Next Best Action<\/a>, for instance, automatically recommends segments, creates campaigns, and pre-populates messaging copy in just a few clicks.<\/li>\r\n\t<li><strong>Predictive analytics<\/strong>: Predict every customer\u2019s next move by leveraging AI to forecast future outcomes based on historical patterns. Marketers can use AI like Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a> to become better decision-makers by identifying potential churn, anticipating customer behavior, and developing smarter individualization strategies for improved results.<\/li>\r\n<\/ul>\r\n<h3>When Did AI in Marketing Get So Popular, and is it Worth the Hype?<\/h3>\r\n<p>While news coverage has made it seem like AI has exploded only recently, the technology has been around for decades. You\u2019re already familiar with AI-powered products and services, whether you\u2019re finding a new TV show to stream or shopping on the \u201crecommended for you\u201d section of your favorite retailer\u2019s online store.<\/p>\r\n<p>The rise in generative AI and chatbots has increased the visibility of AI marketing, but AI marketing technologies that are <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/unpacking-ai-beyond-the-hype\/\" target=\"_blank\" rel=\"noopener\">worth the hype<\/a> will always be the ones that make the biggest impact and drive real results. Marketers especially will prioritize the tools that make it easier to learn more about their customers and work more efficiently.<\/p>\r\n<h3>Where is AI Marketing Going in the Future?<\/h3>\r\n<p>With heightened awareness of AI, adoption will continue to increase, as nearly <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener\">two-thirds<\/a> of organizations expect their investment in AI to increase over the next three years.<\/p>\r\n<p>This increased adoption will, in turn, call for more transparency and regulation. Without this accountability, businesses won\u2019t have a solid grasp of why their AI marketing tools are making particular recommendations.<\/p>\r\n<p>The good news is that humans will still be very much involved in AI-assisted marketing. As technologies become more sophisticated, they\u2019ll be able to support more marketing functions, but marketers themselves will continue to drive customer experiences.<\/p>\r\n<h3>Why Should You Use AI in Marketing?<\/h3>\r\n<p>This question is a bit of a misnomer, as, odds are, you\u2019re likely already using AI marketing. From spell check to predictive text and autocomplete functionality available in popular workspace tools, many use cases are so commonplace by now, they\u2019ve become a part of everyday life.<\/p>\r\n<p>The \u201cwhy\u201d for expanding your use of AI marketing with next-gen platforms often involves enhancing your company\u2019s opportunities for personalization.<\/p>\r\n<p>For example, after neobank <a href=\"https:\/\/iterable.com\/customers\/aspiration\/\" target=\"_blank\" rel=\"noopener\">Aspiration<\/a> started using Iterable\u2019s send-time optimization (STO) for its email and push notifications, the marketing team saw their open, click, and conversion rates double, allowing them to engage customers with the right content at precisely the right moment. Boris Savoie Doyer, Aspiration\u2019s Head of CRM, said plainly: \u201cEven with the largest, most technical marketing team, I could never match the results we see with Iterable AI.\u201d<\/p>\r\n<p>The more support we get from AI, the closer we can get to anticipating and responding to customer needs in real time\u2014a crucial requirement for strengthening retention and loyalty.<\/p>\r\n<h3>Get Started With AI Marketing Solutions<\/h3>\r\n<p>Expanding your use of artificial intelligence with modern, AI-powered marketing solutions makes sense for the vast majority of businesses, so it\u2019s important to become acclimated to new technologies. Once you\u2019ve assessed your comfort level and that of your teammates, identify which tools your organization is already using and what areas of marketing are primed for experimentation.<\/p>\r\n<p>Consider a gradual or phased approach, beginning with AI use cases that will bring the most value to your team, whether it\u2019s with send time optimization or copywriting assistance. Once you become more comfortable, you can add on more advanced use cases, like predictive goals and analytics.<\/p>\r\n<p>AI is a giant leap for mankind, but like with any technology, your business can get started by taking one small step.<\/p>\r\n<p><em>Interested in an AI marketing platform that can tackle all of these use cases and more? Check out Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">AI Suite<\/a> for data-driven insights and optimization.<\/em><\/p>\r\n<p>\u00a0<a href=\"https:\/\/iterable.com\/whitepaper\/your-checklist-for-unlocking-the-power-of-ai\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-116431\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/AI_Checklist_Blog-Banner.png\" alt=\"\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"The 5 Ws of AI Marketing","post_excerpt":"Organizational adoption of AI has more than doubled since 2017, so let\u2019s get back to basics and cover the 5 Ws of AI marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-5-ws-of-ai-marketing","to_ping":"","pinged":"","post_modified":"2023-08-23 11:55:45","post_modified_gmt":"2023-08-23 18:55:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116430","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 23, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072623_AI-Marketing_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Yellow background with illustration of a generative AI window.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072623_AI-Marketing_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072623_AI-Marketing_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072623_AI-Marketing_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-5-ws-of-ai-marketing\/"},{"ID":116373,"post_author":"79","post_date":"2023-08-18 07:43:44","post_date_gmt":"2023-08-18 14:43:44","post_content":"<p><em>Founded in 2015, Talon.One is a flexible, enterprise-grade loyalty and promotion solution with a mission to streamline the process for brands to run and scale their incentive campaigns.<\/em><\/p>\r\n<p><em>With a focus on automation and ease-of-use, the Talon.One platform allows you to click together simple rules to build rich promotional campaigns at scale, across both in-store and online channels. Clients include global brands such as Adidas, Live Nation, Carlsberg, and Eddie Bauer.<\/em><\/p>\r\n<p><em>At his previous company, Lieferando, founder Christoph Gerber discovered a gap between marketing and development teams when it came to agilely running promotions across different channels\u2014and he wanted to fix it. That's why Talon.One was born: to bridge the gap between ideas and effort\u2014enabling flexible, headless loyalty and promotions without code.<\/em><\/p>\r\n<hr \/>\r\n<p>As retailers modernize their engagement strategies to meet increasing customer expectations, the need for flexible, future-proof loyalty programs has never been more important. According to Forrester\u2019s Loyalty Technology report, <a href=\"https:\/\/www.forrester.com\/blogs\/flexible-loyalty-technology-solutions-power-profitable-loyalty-programs\/\" target=\"_blank\" rel=\"noopener\">53% of B2C marketing decision-makers are looking to increase their investment in loyalty technology<\/a>. This means that a loyalty program now contributes to the overall retail experience as much as a brand\u2019s website and physical stores.<\/p>\r\n<p>However, not all loyalty programs are created equal\u2014with many designed for users to simply earn and burn points without building any emotional connection. As loyalty technology becomes more advanced and consumers\u2019 shopping behavior more nuanced, retailers need to carefully design and implement their programs to maximize their effectiveness. The following takeaways will help you create an advanced retail loyalty program that aligns with both your customers\u2019 journeys and your business goals, and ultimately increases conversions.<\/p>\r\n<h3>1. Define SMART Goals<\/h3>\r\n<p>By defining specific, measurable, achievable, relevant, and time-bound (SMART) objectives for your loyalty program, you can accurately gauge progress and measure success. To run a well-structured loyalty program, you need to develop a comprehensive plan that addresses a wide range of topics, including:<\/p>\r\n<ul>\r\n\t<li>How users will earn and redeem rewards<\/li>\r\n\t<li>How to engage and communicate with customers<\/li>\r\n\t<li>How to promote and market your program<\/li>\r\n<\/ul>\r\n<p>Additionally, identifying key performance indicators (KPIs) that are most relevant to your business is crucial. These KPIs may include metrics such as program enrollment, customer retention, and sales generated through the program.<\/p>\r\n<h3>2. Deliver Relevant, Exclusive Rewards<\/h3>\r\n<p>A loyalty program\u2019s success hinges on the rewards it offers to members, which acts as motivation to both join the program and continue spending with a brand. This demand for exclusive benefits is evident in a recent U.S. customer loyalty survey, which revealed that <a href=\"https:\/\/www.statista.com\/statistics\/1373015\/share-consumers-join-premium-loyalty-programs-us\/\" target=\"_blank\" rel=\"noopener\">87% of Gen Z respondents expressed their intention to join more premium loyalty programs<\/a>.<\/p>\r\n<p>Offering exclusive rewards doesn\u2019t mean you have to rely heavily on financial benefits such as discounts and cash back. The key is to mix your monetary offers with <a href=\"https:\/\/hubs.li\/Q01-Hg2B0\" target=\"_blank\" rel=\"noopener\">non-financial rewards<\/a> that are focused on creating a memorable experience for members. These rewards include:<\/p>\r\n<ul>\r\n\t<li>Early access to the best deals<\/li>\r\n\t<li>Member exclusive bundles<\/li>\r\n\t<li>Member workshops and tutorials<\/li>\r\n\t<li>Exclusive invites to premium events<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_116394\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-116394\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/nonfinancial.png\" alt=\"Split screen of man drinking coffee and looking out the window. On the right is a description of non-financial rewards.\" width=\"512\" height=\"253\" \/> <em>British retailer John Lewis runs a loyalty program enabling members to enjoy exclusive offers such as crafting tutorials and cooking workshops.<\/em>[\/caption]\r\n\r\n<h3>3. Make the Program User-Friendly<\/h3>\r\n<p>A complex loyalty program can lead to customer frustration, confusion, and reduced engagement.<\/p>\r\n<p>Right from the start, prioritize removing any friction from the sign-up process for your loyalty program. Provide clear steps for users to join, whether by email address or phone number, and offer users the option to decide how often they want to receive promotional emails from your brand.<\/p>\r\n<p>Ease of redemption is equally important. Ensure a simple and straightforward process for customers to check their points balance and redeem points at checkout\u2014whether in-store, on your website, or through your mobile app. And, with many loyalty programs now offering multiple tiers, retailers need to make a conscious effort to clearly communicate the benefits and upgrades available at each stage to further drive program adoption.<\/p>\r\n<h3>4. Use Customer Data to Personalize Rewards<\/h3>\r\n<p>Loyalty programs serve as a powerful solution for retailers to gather customer data including demographic information, transaction history, product preferences, and engagement metrics. This first-party data not only has higher reliability and accuracy but also enables brands to personalize their marketing efforts on a more granular level.<\/p>\r\n<p>Unlike third-party cookies that track users across different websites, <a href=\"https:\/\/hubs.li\/Q01-Hgmv0\" target=\"_blank\" rel=\"noopener\">cookieless loyalty data<\/a> offers retailers the ability to design personalized promotions that deeply resonate with individual customers. This, in turn, elevates the overall customer experience and cultivates long-lasting loyalty.<\/p>\r\n<p>Building your customer data strategy goes hand in hand with a robust <a href=\"https:\/\/hubs.li\/Q01-HgKZ0\" target=\"_blank\" rel=\"noopener\">data privacy and security<\/a> policy. If you plan to partner with a loyalty software provider to implement your program, choose a vendor that allows you to gain a clear view of how your project is managed and has meticulous security measures in place to prevent data breaches. These measures include access control, data encryption processes, and thorough incident response plans.<\/p>\r\n<h3>5. Create a Cross-Channel Experience<\/h3>\r\n<p>As customers increasingly seek seamless experiences, many retailers have already adopted a cross-channel, or <a href=\"https:\/\/hubs.li\/Q01-Hh-90\" target=\"_blank\" rel=\"noopener\">omnichannel<\/a>, approach. The rise of various cross-channel innovations, such as buy online, pick up in-store (BOPIS), buy online, return in-store (BORIS), and <a href=\"https:\/\/www.talon.one\/glossary\/endless-aisle\" target=\"_blank\" rel=\"noopener\">endless aisle<\/a>, has effectively bridged the gap between online and physical shopping.<\/p>\r\n<p>Your loyalty program is a valuable asset for your overall cross-channel retail strategy. A cross-channel loyalty program gives you the freedom to run any loyalty campaign across your channels without causing any disruption to your customers\u2019 shopping journey. Your customers can easily redeem their points, make use of their digital wallets or use vouchers and coupons across your physical and online environments.<\/p>\r\n<h3>6. Show Progress Toward Rewards<\/h3>\r\n<p>To boost engagement with your brand, your loyalty program should offer incentives or rewards that become more valuable as customers get closer to achieving a goal. As customers near the next tier or benefit, they tend to increase their activity. This is often referred to as 'tier sprints' and 'point sprints.\u2019<\/p>\r\n<p>Using a visual progress tracker in your app motivates members to increase their engagement and achieve higher tiers by showing how far they have come and how far they have to go to redeem their points or gain a reward. Clothing brand, H&amp;M, for example, employs a visual progress tracker to incentivize its loyalty program members to accumulate points and unlock new benefits.<\/p>\r\n\r\n[caption id=\"attachment_116388\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-116388\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/HM.png\" alt=\"Screenshot of H&amp;Ms in-app loyalty program\" width=\"512\" height=\"380\" \/> <em>H&amp;M uses a point tracker to let users know how close they are to the next tier. Source: H&amp;M.<\/em>[\/caption]\r\n\r\n<h3>Final Thoughts<\/h3>\r\n<p>Retail loyalty programs are a great way to enhance the retail experience, but they must be customer-centric in design. The most effective loyalty programs deliver a seamless, cross-channel experience to members, offering rewards and perks that create a sense of exclusivity. These programs can serve as a valuable means for retailers to collect first-party data and tailor their offerings to meet the genuine needs of their customers.<\/p>\r\n<p><em>Learn more about how the <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/4404568082708-Talon-One-Iterable-Integration-\" target=\"_blank\" rel=\"noopener\">Iterable + Talon.One\u2019s integration<\/a> empowers you set up powerful promotional and loyalty marketing campaigns.<\/em><\/p>","post_title":"6 Key Takeaways to Create an Effective Retail Loyalty Program","post_excerpt":"As consumers\u2019 shopping behavior becomes more nuanced, retailers need to design their loyalty programs to maximize their effectiveness.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"6-key-takeaways-to-create-an-effective-retail-loyalty-program","to_ping":"","pinged":"","post_modified":"2023-08-18 07:43:44","post_modified_gmt":"2023-08-18 14:43:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116373","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 18, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081723_Talon-One_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable red with white node overlay and talon.one and iterable logos\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081723_Talon-One_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081723_Talon-One_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081723_Talon-One_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/6-key-takeaways-to-create-an-effective-retail-loyalty-program\/"},{"ID":116356,"post_author":"79","post_date":"2023-08-17 10:17:36","post_date_gmt":"2023-08-17 17:17:36","post_content":"<p>We know it\u2019s only August, but since the pumpkins and bags of candy are already hitting store shelves, we felt it was time to share holiday readiness tips. So, we hosted a virtual user group\u2014made up of members of the Iterable community\u2014where we covered trends, strategies, and considerations for the upcoming holiday season. We also organized small discussion groups so the attendees could hear from peers and get different perspectives on how to handle the holidays.<\/p>\r\n<p>Getting this information out early is of particular importance because this holiday season is going to look a little different than those in the past. With the economy teetering on the edge of a recession, retailers are not expecting a huge boom. In fact, according to CNBC, <a href=\"https:\/\/www.cnbc.com\/2023\/06\/16\/retailers-start-preparing-for-a-deeply-discounted-down-holiday-season.html#:~:text=The%20largest%20grouping%20of%20respondents,orders%20to%20be%20the%20same.\" target=\"_blank\" rel=\"noopener\">43% of retailers expect a lower peak season compared to last year<\/a>.<\/p>\r\n<p>With <a href=\"https:\/\/www.cnbc.com\/2023\/06\/14\/nearly-all-americans-cut-back-on-spending-amid-inflation-cnbc-survey-says.html#:~:text=Over%20the%20last%20six%20months,like%20groceries%2C%20utilities%20and%20gas\" target=\"_blank\" rel=\"noopener\">inflation impacting buying decisions<\/a>, <a href=\"https:\/\/www.cnbc.com\/2023\/06\/20\/its-official-student-loan-payments-will-restart-in-october.html\" target=\"_blank\" rel=\"noopener\">student loan payments restarting in October<\/a>, and <a href=\"https:\/\/www.retaildive.com\/news\/amazon-second-prime-day-big-deal-days-sale-october-holiday\/690215\/\" target=\"_blank\" rel=\"noopener\">Amazon announcing their second annual holiday Prime event<\/a>, consumers are looking to not only get more bang for their buck, but spending less in general.<\/p>\r\n<p>Purse strings may be a little tighter these days, but there are still some strategies and tactics retailers can employ to help ensure success this holiday season.<\/p>\r\n<h3>1. Drive Revenue and User Engagement With Personalization<\/h3>\r\n<p>Personalized marketing messages open the door to a wide array of promotions and customer communications. For example, by understanding each customer\u2019s history with your brand, you can offer personalized cross-sells and upsells, sharing related products to those they\u2019ve purchased in the past. Any data you\u2019ve already collected can be used to tailor each individual\u2019s customer experience.<\/p>\r\n<p>If you\u2019re worried you don\u2019t have enough customer data, time is of the essence! With the death of third party cookies, brands have had to rely on <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero-party<\/a> (directly from the customer) and first-party (behavior-based) data to fuel personalization. There\u2019s no better time than the present to whip up some <a href=\"https:\/\/iterable.com\/blog\/how-quizzes-collect-zero-party-data-to-help-build-customer-profiles\/\" target=\"_blank\" rel=\"noopener\">quizzes and other zero-party data collection methods<\/a> to help prep your team for the holidays.<\/p>\r\n<p><strong>Iterable Tip:<\/strong> Consider using Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360033214932-Catalog-Overview\" target=\"_blank\" rel=\"noopener\">Catalog<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204795659-Personalizing-Templates-with-Data-Feeds-\" target=\"_blank\" rel=\"noopener\">Data Feeds<\/a> to review any static recommendations you have in existing communications and replace them with dynamic ones.<\/p>\r\n<h3>2. Take a Cross-Channel Approach<\/h3>\r\n<p>Holiday messages are expanding beyond email as mobile marketing continues to make a huge impact on sales. According to Radial, \u201coverall <a href=\"https:\/\/www.radial.com\/insights\/lookback-on-holiday-season-2022\" target=\"_blank\" rel=\"noopener\">mobile order share rose from 60% in 2021 to 63% in 2022<\/a>, with a peak of 68% during Christmas and Boxing week.\u201d While yes, customers can receive emails on their mobile devices, there are mobile-specific channels that can deliver powerful results.<\/p>\r\n<p>Think about adding channels like <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> and <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messaging<\/a> (if you have a mobile app) or <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS messages<\/a> to the mix to deliver a seamless experience regardless of where customers interact with your brand.<\/p>\r\n<p><strong>Iterable Tip<\/strong>: Iterable\u2019s AI-powered <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization-\" target=\"_blank\" rel=\"noopener\">Channel Optimization tiles<\/a> help your team automatically recognize which channels each customer prefers and helps determine the right one at the right time.<\/p>\r\n<h3>3. Test, Test, and Test Again<\/h3>\r\n<p>You\u2019ll never know what works best for your customers if you don\u2019t test out a couple options. Try testing subject lines, different body copy, images\u2014you get it. The key is to start now. Let\u2019s say, for example, you\u2019ve been testing your subject lines and learn that emojis lead to higher open rates. You can use that knowledge to set yourself up for success in the coming months.<\/p>\r\n<p>You should also keep a close eye on other metrics like <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/15342990564372-Frequency-Management-\" target=\"_blank\" rel=\"noopener\">send frequency<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">send times<\/a>. How often are you messaging your customers, and what time of day? Based on these results you can pinpoint the optimal amount of messages and the right time to send them for maximum engagement.<\/p>\r\n<p><strong>Iterable Tip<\/strong>: With Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-Experiments-Overview-\" target=\"_blank\" rel=\"noopener\">A\/B Testing<\/a> feature you can run a test between variables and, in-real time, activate the winning result.<\/p>\r\n<h3>4. Keep Loyal Customers Close<\/h3>\r\n<p>Hang onto \u2018em and don\u2019t let \u2018em go. (...Or something a little less intense than that, but with the same sentiment.) Existing customers are incredibly valuable to brands year-round. According to <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\">Invesp<\/a>, \u201cexisting customers are 50% more likely to try new products and spend 31% more, on average, compared to new customers.\u201d<\/p>\r\n<p>Casting too wide of a net with promotions and ignoring your steadfast, loyal customers could not only be expensive\u2014it costs <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\">five times more<\/a> to attract a new customer versus an existing one\u2014but it would be a <a href=\"https:\/\/iterable.com\/blog\/are-new-customer-discounts-destroying-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">huge missed opportunity<\/a>.<\/p>\r\n<p><strong>Iterable Tip<\/strong>: Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a> can gauge customer sentiment and use that sentiment to determine which messages each customer receives.<\/p>\r\n<h3>5. Give Existing Campaigns a Tune-Up<\/h3>\r\n<p>Getting ready for the holidays doesn\u2019t mean you need to reinvent the wheel. You likely already have a ton of campaigns set up that may just need small tweaks here and there. Take this time to review your <a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">abandoned cart and abandoned browse campaigns<\/a>, evaluate your <a href=\"https:\/\/iterable.com\/blog\/keep-it-clean-with-email-list-hygiene\/\" target=\"_blank\" rel=\"noopener\">email list hygiene<\/a> to make sure your emails will get delivered, and consider how you track your conversions\u2014make sure you can measure success!<\/p>\r\n<p>There\u2019s a lot you can do to make sure your campaigns are optimized without totally starting from scratch. There are likely areas where you can amp up the personalization and <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">cross-channel harmonization<\/a> and this is the perfect time to start reviewing.<\/p>\r\n<p><strong>Iterable Tip<\/strong>: With Iterable\u2019s <a href=\"https:\/\/iterable.com\/services\/\" target=\"_blank\" rel=\"noopener\">Deliverability Services<\/a> you\u2019ll have the support you need to ensure your emails will reach the intended customers and not landing in the spam folder.<\/p>\r\n<h3>Time is of the Essence<\/h3>\r\n<p>Yes, it\u2019s August, but as you can tell, there\u2019s a lot you can do in the next few months to ensure you\u2019re prepared for this year\u2019s holiday season. Like we mentioned, holiday shopping this year is likely going to look a bit different from previous years\u2014so prepping early is crucial. By personalizing messaging, taking a cross-channel approach, testing, connecting with loyal customers, and reviewing existing campaigns, your team will hit the ground running when the holidays arrive.<\/p>\r\n<p><em>If you\u2019re an Iterable customer and want to learn more holiday readiness tips, watch the <a href=\"https:\/\/community.iterable.com\/discussion\/2541\/holiday-readiness-virtual-user-group-watch-the-recording#latest\" target=\"_blank\" rel=\"noopener\">full user group recording<\/a>. And, if you\u2019re not yet an Iterable customer, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"5 Holiday Readiness Tips From Iterable\u2019s User Group","post_excerpt":"Purse strings may be a little tighter, but there are still strategies and tactics retailers can employ to help ensure holiday readiness.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-holiday-readiness-tips-from-iterables-user-group","to_ping":"","pinged":"","post_modified":"2023-08-17 10:17:36","post_modified_gmt":"2023-08-17 17:17:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116356","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 17, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081623_Holiday-Readiness-Tips_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Itrable light blue background wit holiday icons and a laptop with winter clothing and a shopping cart in the foreground.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081623_Holiday-Readiness-Tips_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081623_Holiday-Readiness-Tips_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/081623_Holiday-Readiness-Tips_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-holiday-readiness-tips-from-iterables-user-group\/"},{"ID":116305,"post_author":"79","post_date":"2023-08-16 09:07:59","post_date_gmt":"2023-08-16 16:07:59","post_content":"<p><em><span style=\"font-weight: 400;\">Lokalise is a <a href=\"https:\/\/lokalise.com\/\" target=\"_blank\" rel=\"noopener\">language management tool<\/a> that makes it easy for marketers to manage and collaborate on multilingual projects in one place. Say goodbye to spreadsheets, manual uploads and downloads, and files lost in your inbox. Instead, manage multilingual projects end-to-end with integrated CMS and project management tools that keep content moving back and forth and marketing projects moving forward.\u00a0<\/span><\/em><\/p>\r\n<hr \/>\r\n<blockquote>\r\n<p>\u201cLanguage launches are one of the most personal and meaningful things we can provide for users\u2014it reduces barriers to entry, empowers local toolmakers, and allows an entire region of humans to feel like our product is theirs.\u201d<\/p>\r\n<p>\u2014 <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7057352357705043968\/?utm_source=share&amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noopener\">Emma Yee Yick, community builder at Notion<\/a><\/p>\r\n<\/blockquote>\r\n<p>I saw this on LinkedIn and 100% agree.<\/p>\r\n<p>Launching your product or service in a new language is a way for companies to serve customers in a language they speak so that interactions feel natural. It\u2019s how global-first companies create very personal customer experiences, become more accessible, and drive growth in new markets.<\/p>\r\n<p>I would even argue that <strong>language is the foundation of personalization<\/strong>, so getting it right matters. But, as a marketer, how often do you think about reaching more audiences through language and <a href=\"https:\/\/lokalise.com\/blog\/what-is-localization\/\" target=\"_blank\" rel=\"noopener\">localization<\/a>?<\/p>\r\n<p>Personalizing with a customer name is a great first step, but to connect with your audience even further, you need to speak the same language, literally. In fact, based on a survey of 8,709 global consumers in 29 countries in Europe, Asia, North America, and South America, <a href=\"https:\/\/csa-research.com\/More\/Featured-Content\/CRWB-Series\/CRWB-B2C\" target=\"_blank\" rel=\"noopener\">CSA Research<\/a> found that 76% of online shoppers prefer to buy products with information in their native language. In addition, 40% will never buy from websites in other languages.<\/p>\r\n<p><strong>When you speak to customers in their language, they feel included, pay attention, and are more likely to interact with whatever you\u2019re selling.<\/strong><\/p>\r\n<p>Still, language is often overlooked in global growth marketing strategies. There\u2019s a perception that translation and localization require a lot of time, effort, and cost\u2014time and money that marketers deem better spent on shorter-term initiatives.<\/p>\r\n<p>But\u2026in case you haven\u2019t noticed, times are a-changin\u2019.<\/p>\r\n<h3>AI-Powered Localization and Translation<\/h3>\r\n<p>AI-powered generative tools for translation and localization will likely have a huge impact on global growth marketing strategies because they make it easier, faster, and more accessible. Marketing teams can adapt content more efficiently without using up all their time or making a huge dent in their budgets. Of course, language launches still involve hard work.<\/p>\r\n<p>Localizing your brand to reach new audiences is not covered by translation alone.<\/p>\r\n<p>Local payment preferences need to be installed and configured, new communications and branding work needs to be done to make sure your existing brand appeals to its new audience, plus legal frameworks and data protection need to be complied with. The bureaucracy and paperwork can seem endless.<\/p>\r\n<p>But what\u2019s great about generative AI tools, compared to machine translation tools like <a href=\"https:\/\/translate.google.com\/?hl=nl\" target=\"_blank\" rel=\"noopener\">Google Translate<\/a>, is that <strong>AI tools don\u2019t just translate, they consider context<\/strong>. This helps close the gap between <a href=\"https:\/\/lokalise.com\/blog\/translation-and-localization-difference\/\" target=\"_blank\" rel=\"noopener\">translation and localization<\/a>\u2014terms that are so closely related they\u2019re often used interchangeably.<\/p>\r\n<p>With translation, you\u2019re adapting a message. With localization, you\u2019re adapting an experience. For example, when it comes to numeric differences, like currency, units of measure, and date and time formats, you\u2019ll need to adapt these to local preferences.<\/p>\r\n<p>There\u2019s still a long way to go in terms of what generative AI for translation and localization can do, but the era of machine-translated content that\u2019s consistent, on-brand, and accurate is already here.<\/p>\r\n<h3>Lokalise + Iterable Integration for Generative AI Translation &amp; Localization<\/h3>\r\n<p>The <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/10378037280916-Lokalise-Iterable-Integration-\" target=\"_blank\" rel=\"noopener\">Lokalise + Iterable integration<\/a> lets you seamlessly translate and localize your templates quickly and at scale.<\/p>\r\n<p>Connect to Lokalise to sync email, SMS, and in-app messages, and push templates from your Iterable project to your Lokalise project\u2014where you can translate and proofread your content. Once translations are complete, you can send localized templates back to Iterable.<\/p>\r\n<p><a href=\"https:\/\/lokalise.com\/blog\/lokalise-ai-private-beta\/\" target=\"_blank\" rel=\"noopener\">Lokalise has released a bunch of new AI features<\/a> so you can deliver localized content that\u2019s:<\/p>\r\n<ul>\r\n\t<li><strong>On brand and consistent<\/strong>. You can add your style guide, glossary, and tone of voice guide to make sure your translations are on brand.<\/li>\r\n\t<li><strong>Translated with context<\/strong>. You can add screenshots and descriptions. For example, describe where the copy will go. Is it for a CTA or in-app message?<\/li>\r\n\t<li><strong>Ready in minutes<\/strong>. Translate hundreds of phrases in a matter of minutes with just one click, and set up automations and <a href=\"https:\/\/lokalise.com\/blog\/translation-memory-software\/\" target=\"_blank\" rel=\"noopener\">translation memory<\/a> to localize more efficiently.<\/li>\r\n\t<li><strong>Translated your way<\/strong>. With AI suggestions, you can rephrase, shorten (perfect for limited character space), and choose from variants with just one click.<\/li>\r\n\t<li><strong>Quality assured<\/strong>. Post-editing translations can take forever\u2014not with AI. You can review translations and create a QA report in seconds instead of hours.<\/li>\r\n<\/ul>\r\n<h3>Translation and Localization are the New Personalization<\/h3>\r\n<p>Building deeper personal and meaningful customer relationships starts with language. Even YouTube stars like MrBeast and Adam Waheed are using <a href=\"https:\/\/fortune.com\/2023\/06\/14\/youtube-stars-mrbeast-adam-waheed-ai-translation-languages-supercharge-growth\/\" target=\"_blank\" rel=\"noopener\">AI to speak different languages and \u2018supercharge\u2019 audience growth<\/a>.<\/p>\r\n<p>By dubbing their videos into different languages, MrBeast and Adam are making their content more accessible to people who may not understand English. Adam takes it a step further by dubbing with the same voice, inflections, and emotions so that his content feels authentic to local subscribers.<\/p>\r\n<p>Localization is like one of those lightbulb moments when you say to yourself, \u201cWhy didn\u2019t I think of this before?\u201d It\u2019s almost too obvious to be overlooked. While customers feel more closely connected to brands that speak their language, translation, and localization also help attract new customers that would have otherwise been unreachable. Now, with generative AI making it easier to localize and translate, there\u2019s never been a better time to adapt your content for different markets.<\/p>\r\n<p>Connect with more people in different parts of the world to make your brand more relatable. By doing so, you\u2019ll drive global growth.<\/p>\r\n<p><em>Interested in learning more about the Iterable and Lokalise integration? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"Localization & AI: Impacts on Global Marketing","post_excerpt":"Language is the foundation of personalization. As marketer, how often do you think about reaching more audiences through localization?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-ai-in-localization-translation-impact-global-marketing-strategies","to_ping":"","pinged":"","post_modified":"2024-02-05 12:14:54","post_modified_gmt":"2024-02-05 20:14:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116305","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 16, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Lokalise_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable orange background with white iterable logo overlay with lokalise and iterable logos\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Lokalise_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Lokalise_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Lokalise_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-ai-in-localization-translation-impact-global-marketing-strategies\/"},{"ID":116284,"post_author":"79","post_date":"2023-08-15 11:02:44","post_date_gmt":"2023-08-15 18:02:44","post_content":"<p>Marketing is in a bit of an experimental phase and it\u2019s in no small part due to AI\u2019s explosion onto the scene. It seems like every day there\u2019s a new AI tool or use case for marketers to test out on their audiences.<\/p>\r\n<p>And as audience members ourselves, we now have a fun new guessing game of what\u2019s been created with AI and what hasn\u2019t. Well, we may not always have to guess\u2014since it is still the experimental phase, some examples are a bit easier to notice than others.<\/p>\r\n<p>So, we thought it\u2019d be fun to highlight some great examples of AI in marketing\u2026and some that are not so great. That said, we all could end up on a \u201cnot so great\u201d list at some point so we aren\u2019t here to judge. Instead, we\u2019re here so you can hopefully leave with some inspiration and guidance to heed in your AI endeavors.<\/p>\r\n<p>You didn\u2019t come here for a long preamble though, let\u2019s get to it.<\/p>\r\n<p><em>Note: This list is ongoing as new campaigns and examples are happening every week, so be sure to check back to see updates and any additions to the lists\u2026great or not so great.<\/em><\/p>\r\n<h3>Great Examples of AI in Marketing<\/h3>\r\n<h4>Predictive Goals Helps Redfin Engage Inactive Users<\/h4>\r\n<p>We\u2019re starting off with an example Iterable played a part in. #NoShame. But really, the beauty of what <a href=\"https:\/\/iterable.com\/customers\/redfin\/\" target=\"_blank\" rel=\"noopener\">Redfin<\/a> is doing with AI is that they\u2019re accomplishing the near impossible: re-engaging inactive users at astounding rates.<\/p>\r\n<p>Due to the nature of home buying and selling, only a small percentage of Redfin\u2019s audience is considered active\u2014defined as having engaged with an email or visited Redfin.com in the last 30 days.<\/p>\r\n<p>So, with such a large inactive audience, it became increasingly difficult to predict which inactive users to send conversion-oriented emails to. It required developer and engineering support to sift through the millions of users and identify their place in the lifecycle.<\/p>\r\n<p>Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Introduction-to-Predictive-Goals-\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a>, part of <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Suite<\/a>, removed the guesswork and manual labor of this task, predicting the highest converting users to move them from inactive to active. Working with select groups of buyers and sellers to test, Redfin saw a 72% lift in converting inactive sellers and a 15% lift in converting inactive buyers.<\/p>\r\n<p>AI is about efficiency and optimization. Predictive tools like Predictive Goals make it infinitely easier on teams to achieve their goals much quicker.<\/p>\r\n<h4>Heinz Uses AI Image Generation to Prove Brand Recognition<\/h4>\r\n<p>What do you see when you picture a ketchup bottle? If you\u2019re like <a href=\"https:\/\/openai.com\/dall-e-2\" target=\"_blank\" rel=\"noopener\">OpenAI\u2019s Dall-E 2<\/a>, you see something reminiscent of a <a href=\"https:\/\/www.creativebloq.com\/news\/heinz-ai-draw-ketchup\" target=\"_blank\" rel=\"noopener\">Heinz bottle of ketchup<\/a>.<\/p>\r\n<p>Consumer-facing AI tools have made copy and image generation a breeze. But smart marketers have figured out how to take advantage of the fact that these tools scrub the web to source their information.<\/p>\r\n<p>Heinz got crafty\u2014and confident\u2014in thinking their iconic logo and bottle would stand up to an AI search for \u201cketchup\u201d.<\/p>\r\n\r\n[caption id=\"attachment_116285\" align=\"alignnone\" width=\"1320\"]<img class=\"size-full wp-image-116285\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Screen-Shot-2023-08-15-at-1.44.03-PM.png\" alt=\"Grid with 12 AI-generated images of ketchup bottles, all reminiscent of the Heinz brand\" width=\"1320\" height=\"776\" \/> <em>Heinz tested AI to see how iconic their label is\u2014and it paid off. Source: Heinz.<\/em>[\/caption]\r\n\r\n<p>Not everyone has the type of brand recognition or clout as Heinz does, but what it does show is that AI image generation can be more than a fun exercise.<\/p>\r\n<h4>ClickUp Optimized Their Blog SEO With AI<\/h4>\r\n<p>Advanced segmentation and predictive algorithms are not the only AI use cases. You can also optimize your SEO using AI tools like <a href=\"https:\/\/surferseo.com\/blog\/surfer-clickup-case-study\/#results\" target=\"_blank\" rel=\"noopener\">ClickUp<\/a> did.<\/p>\r\n<p>Using <a href=\"https:\/\/surferseo.com\/\" target=\"_blank\" rel=\"noopener\">SurferSEO<\/a>, ClickUp\u2019s SEO team of three was able to:<\/p>\r\n<ul>\r\n\t<li>Get actionable SEO data quickly<\/li>\r\n\t<li>Improve visibility into strategic copy for writers to manage their work<\/li>\r\n\t<li>Plan content, draft it, and maintain it post-publish<\/li>\r\n<\/ul>\r\n<p>By analyzing and producing over 150 optimized posts, ClickUp saw an 85% increase in blog traffic. Efficient and optimized.<\/p>\r\n<h4>Sephora\u2019s Virtual Artist Brings the Store to You<\/h4>\r\n<p>What we\u2019ve noticed is that AI tools and AI-powered features work best as accelerators, making other technologies and tools easier to use. <a href=\"https:\/\/www.sephora.my\/pages\/virtual-artist\" target=\"_blank\" rel=\"noopener\">Sephora\u2019s virtual artist<\/a> uses AI technology combined with virtual reality technology to give customers the store experience from their phone.<\/p>\r\n<p>In the last few years, rapid digital transformation has blurred the lines between the in-store experience and the digital one. By allowing customers to \u201ctest\u201d makeup options from home using their own face, Sephora is giving a similar experience as the one in the store using samples.<\/p>\r\n<p>One of marketing\u2019s main goals is to simplify the process for the customer. Sephora is using AI here in a brilliant way to give customers an experience they desire from wherever they want.<\/p>\r\n<h3>The Not-So-Great Examples of AI<\/h3>\r\n<p>Unfortunately, you can\u2019t really decide what\u2019s great without seeing what\u2019s not so great. While the below examples are not strictly in the marketing realm, the intent and use of AI in these situations can easily be adapted to marketing, so we\u2019ve decided to include them for your understanding of what to keep in mind when adding AI to your toolset.<\/p>\r\n<h4>Avoid Bias in AI<\/h4>\r\n<p>Whether it\u2019s race, gender or other forms of bias, we have seen a few AI examples fall into the trap of excluding or diminishing certain people.<\/p>\r\n<p>COMPAS (Correctional Offender Management Profiling for Alternative Sanctions) used an AI algorithm to predict the likelihood of repeat offenders. In practice, the algorithm predicted black offenders were <a href=\"https:\/\/www.propublica.org\/article\/how-we-analyzed-the-compas-recidivism-algorithm\" target=\"_blank\" rel=\"noopener\">twice as likely<\/a> than their white counterparts to repeat an offense.<\/p>\r\n<p>Amazon created a <a href=\"https:\/\/becominghuman.ai\/amazons-sexist-ai-recruiting-tool-how-did-it-go-so-wrong-e3d14816d98e\" target=\"_blank\" rel=\"noopener\">recruiting tool<\/a> that would scan resumes and applications, suggesting the best possible candidates. In this case, the algorithm analyzed resumes of successful candidates over the previous 10 years, which skewed heavily male. Amazon, to their credit, identified the issue and never used the algorithm to select employees.<\/p>\r\n<p>Most AI tools are using historical data at speeds impossible for humans to replicate. However, that means the success of the tool is heavily reliant on the data inputs\u2014like weighted race or gender data in the examples above.<\/p>\r\n<p>When considering AI for your next campaigns, make sure the data is demographically accurate for the audience you are targeting and doesn\u2019t exclude or diminish any one group. <br \/>\r\nCheck Your Work<br \/>\r\nFor image and copy generation, we cannot stress this enough: check your work. While astounding, many of these AI tools are still in the process of being refined, so some of the results are <a href=\"https:\/\/futurism.com\/the-byte\/ai-generated-art-failures\" target=\"_blank\" rel=\"noopener\">funny<\/a>\u2014at best\u2014and a bit frightening\u2014at worst.<\/p>\r\n<p>Always do a double check to make sure no phrasing is out of place or the image is realistic\u2014if that\u2019s your goal. Take this <a href=\"https:\/\/youtu.be\/Geja6NCjgWY\" target=\"_blank\" rel=\"noopener\">AI-generated beer commercial<\/a> where realism was definitely the goal\u2026but not the result.<\/p>\r\n<p>A simple check of the prompt is always worth doing to make sure you\u2019re getting exactly what you want\u2026like \u201ca corgi marketer who uses AI tools responsibly.\u201d<\/p>\r\n\r\n[caption id=\"attachment_116291\" align=\"alignnone\" width=\"658\"]<img class=\"size-full wp-image-116291\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Screen-Shot-2023-08-11-at-12.05.06-PM.png\" alt=\"Cartoon Corgi sitting at a desk with a view of a city behind them.\" width=\"658\" height=\"658\" \/> <em>Alt search option: the goodest employee. Source: Midjourney.<\/em>[\/caption]\r\n\r\n<p><em>We\u2019ll be updating this list periodically as new examples of great and not so great AI marketing come through. Be sure to subscribe to our blog to always be in the know about all things marketing!<\/em><\/p>","post_title":"AI Marketing Examples: Some Great... and Some Not So Great","post_excerpt":"So, we thought it\u2019d be fun to highlight some great examples of AI in marketing\u2026and some that are not so great.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"great-examples-of-ai-in-marketingand-some-not-so-great","to_ping":"","pinged":"","post_modified":"2024-01-18 07:16:31","post_modified_gmt":"2024-01-18 15:16:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116284","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 15, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080823_Best-and-Worst-AI-Marketing_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable lime green background with white node overlay and icons of a phone, gears, megaphones, dart board in the middle\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080823_Best-and-Worst-AI-Marketing_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080823_Best-and-Worst-AI-Marketing_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080823_Best-and-Worst-AI-Marketing_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/great-examples-of-ai-in-marketingand-some-not-so-great\/"},{"ID":116026,"post_author":"79","post_date":"2023-08-09 09:10:15","post_date_gmt":"2023-08-09 16:10:15","post_content":"<p><em><span style=\"font-weight: 400;\">Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Meta, Amazon, with nearly $4 billion in digital media under management and over 1,200 employees. With industry-leading expertise in search, social, Amazon and marketplaces, addressable TV and mobile apps, Lifecycle Marketing, and more, Tinuiti understands that success requires both strategy and channel expertise. <\/span><\/em><\/p>\r\n<p><em><span style=\"font-weight: 400;\">Each solution is delivered through Tinuiti\u2019s performance planning framework, GAMMA, and is enabled by a proprietary suite of marketing intelligence and media activation technology\u2013<\/span><a href=\"https:\/\/tinuiti.com\/our-technology\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Mobius<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><span style=\"font-weight: 400;\">For more information visit <\/span><a href=\"http:\/\/www.tinuiti.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">http:\/\/www.tinuiti.com<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/em><\/p>\r\n<hr \/>\r\n<p>First-party data refers to the information gathered from your customers. It holds immense value for brands, retailers, or publishers as it is voluntarily provided based on the existing relationship. This data is exclusive to your brand, making it truly ownable.<\/p>\r\n<p>In the current landscape where <a href=\"https:\/\/tinuiti.com\/blog\/data-privacy\/what-is-a-cookie-and-why-are-third-party-cookies-going-away\/\" target=\"_blank\" rel=\"noopener\">third-party cookies are diminishing<\/a>, first-party data plays a crucial role in your overall strategy. Marketers must be aware that they have a limited timeframe to leverage customer data and convert potential customers into loyal advocates.<\/p>\r\n<p>To gain a competitive edge, it is vital to learn the art of collecting, managing, and utilizing your website's data effectively. In the following article we will explore the value of first-party data and how brands and advertisers can leverage it to drive conversions in today\u2019s market.<\/p>\r\n<h3>First-Party vs. Zero-Party Data<\/h3>\r\n<p>Before we explore how to use different types of data, let's first understand the difference between first-party data and zero-party data. First-party data is the information that you <a href=\"https:\/\/tinuiti.com\/blog\/data-privacy\/first-party-data\/\" target=\"_blank\" rel=\"noopener\">collect implicitly from customers<\/a>. On the other hand, zero-party data refers to data willingly and knowingly shared by customers with a company.<\/p>\r\n<p>The key distinction is that first-party data is inferred from passive collection methods, like behavioral data and other sources, while zero-party data is intentionally shared by the consumers themselves.<\/p>\r\n<h3>Examples of First-Party Data<\/h3>\r\n<p>There are several types of qualitative and quantitative first-party data available for collection including:<\/p>\r\n<ul>\r\n\t<li><strong>Demographics<\/strong>: Statistical characteristics of a population, such as age, gender, income, and education.<\/li>\r\n\t<li><strong>Interests\/Psychographics<\/strong>: Data about people's preferences, attitudes, values, and lifestyle choices.<\/li>\r\n\t<li><strong>Purchase History (and Coupon\/Discount Use)<\/strong>: Records of customer transactions and use of coupons or discounts.<\/li>\r\n\t<li><strong>Web and App Activity<\/strong>: User actions and interactions while browsing websites or using mobile applications.<\/li>\r\n\t<li><strong>Email Engagement<\/strong>: Level of interaction and response to emails, measured by open rates and click-through rates.<\/li>\r\n\t<li><b>Social Media Engagement: <\/b>Interactions and reactions on social media platforms, like likes, shares, and comments.<\/li>\r\n\t<li><strong>Online Chat Transcripts<\/strong>: Written records of customer support conversations through online chat systems.<\/li>\r\n\t<li><strong>Heatmaps and Session Recordings<\/strong>: Tools to visualize user behavior on websites or apps, identifying engagement areas and usability issues.<\/li>\r\n<\/ul>\r\n<h3>Collecting Conversion-Focused First-Party Data<\/h3>\r\n<p>Modern consumers are now more aware and cautious about sharing their information. To establish a solid foundation, it's crucial to prioritize trust in both data collection and implementation.<\/p>\r\n<blockquote>\r\n<p><em>\u201cWith improvements to online privacy, customers are becoming more choosy about which companies to share their data with. Since trust is built on transparency, it\u2019s good form to be open about what information you\u2019re collecting, what you\u2019re using it for, if you are sharing it, and how they can opt-in or opt-out of this process.\u201d<\/em><\/p>\r\n<p><em>- Nirish Parsad, Practice Lead, Future of the Web at Tinuiti<\/em><\/p>\r\n<\/blockquote>\r\n<p>Here\u2019s a few different ways to collect conversion-focused first-party data:<\/p>\r\n<ul>\r\n\t<li><strong>Branded Apps<\/strong>: When customers create accounts on your app, they may share additional personal details, allowing you to track their engagement more effectively.<\/li>\r\n\t<li><strong>CRM Data<\/strong>: Customer Relationship Management (CRM) systems and Customer Data Platforms (CDPs) centralize your data, offering a unified view of customer interactions and providing options for organizing, automating, and synchronizing first-party data.<\/li>\r\n\t<li><strong>Opt-in Forms<\/strong>: Placed in emails, SMS, websites, or stores, opt-in forms enable customers to provide specific information voluntarily, such as measurements for finding the perfect fit of jeans.<\/li>\r\n\t<li><strong>Loyalty Programs<\/strong>: Brands can gather consented information like names, email addresses, locations, and interests through loyalty programs, which can be used in future marketing campaigns and make it easy to conduct surveys and quizzes.<\/li>\r\n\t<li><strong>Progressive Profiling<\/strong>: Gradually collecting preference-related data over time until you have a comprehensive understanding of how customers prefer to engage with your brand.<\/li>\r\n<\/ul>\r\n<p>Remember that all this data should have a purpose, and the places where you store your data should be meticulously managed and safeguarded. Regularly engage in deduplication, check your formatting, audit your data to ensure nothing is missing or miscategorized, and regularly purge old or relevant data.<\/p>\r\n<h3>Using First-Party Data to Boost Conversions<\/h3>\r\n<ul>\r\n\t<li><strong>Personalized Product Recommendations<\/strong>: Use prior engagement data to determine what customers are likely to want next. For instance, if someone regularly buys vanilla protein powder, they might be interested in trying similar flavors like birthday cake or cookies and cream.<\/li>\r\n\t<li><strong>Behavioral Triggers\/Insights<\/strong>: Set up email automation, SMS, etc., based on past or current behaviors. For example, if a customer adds an item to their cart but doesn't complete the purchase, you can trigger a reminder email a few hours later. Leveraging consented data allows you to tailor triggers to each customer's behavior, increasing the chances of successful conversions.<\/li>\r\n\t<li><strong>Targeted Subscription Strategy<\/strong>: For consumables like food, cosmetics, and supplements, satisfied customers tend to buy on a set schedule. Study individual purchase cadences and reach out just before their next purchase is due. If someone doesn't convert on time, send them a discount to seal the deal.<\/li>\r\n\t<li><strong>Fine-Tune Your Outreach<\/strong>: Utilize data like customer name, location, purchase history (product, category), and survey insights in your messaging. Providing personalized value in your communication builds trust and boosts conversions. Tailor your storytelling to speak directly to the customer instead of using generic messaging.<\/li>\r\n<\/ul>\r\n<h3>How to Optimize Holiday Conversions Using First-Party data<\/h3>\r\n<p>With Q4 just around the corner, the holiday season presents a unique opportunity for brands to engage customers and drive sales.<\/p>\r\n<p>In August, Tinuiti\u2019s Lifecycle Marketing experts will join conversion rate optimization industry leader, Justuno, AI-powered customer communication platform, Iterable, and affiliate marketing platform, Refersion by Pantastic to host \u201c<strong>How To Optimize Holiday Conversions by Leveraging First-Party Data Across the Funnel<\/strong>\u201d.<\/p>\r\n<p><em>Want to learn more? <a href=\"https:\/\/tinuiti.com\/content\/webinars\/2023-playbook-for-q4-and-holiday-success\/?utm_source=iterable&amp;utm_medium=partner\" target=\"_blank\" rel=\"noopener\">Register for the free event here<\/a>!<\/em><\/p>","post_title":"How to Collect & Leverage First-Party Data for Conversions","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-collect-leverage-first-party-data-for-conversions","to_ping":"","pinged":"","post_modified":"2023-08-09 09:10:15","post_modified_gmt":"2023-08-09 16:10:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=116026","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 09, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Tinuiti_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Tinuiti and iterable logos over iterable purple with iterable nodes overlaid\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Tinuiti_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Tinuiti_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080923_Tinuiti_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-collect-leverage-first-party-data-for-conversions\/"},{"ID":116000,"post_author":"113","post_date":"2023-08-08 12:16:38","post_date_gmt":"2023-08-08 19:16:38","post_content":"<p>In today\u2019s competitive business landscape, user engagement and retention rates are crucial for a company's success. In this edition of the <em>\u201cAsk A Marketer How\u201d<\/em> series, we explore the significance of personalized journeys in delivering an exceptional customer experience.<\/p>\r\n<p>Join Vahe Baghdasaryan, Senior Growth Marketing Manager at CoinStats, as he shares his team\u2019s successful implementation of a targeted campaign to identify and address user difficulties, resulting in a 35% decrease in abandonment rates and 20% increase in user activity.<\/p>\r\n<p><strong>Walk away from this webinar understanding how to leverage data-driven insights to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Boost User Engagement levels to optimize customer loyalty<\/li>\r\n\t<li>Create personalized campaigns to elevate user satisfaction<\/li>\r\n\t<li>Address user difficulties with solutions fitting for your team<\/li>\r\n\t<li>Implement a solid customer retention strategy<\/li>\r\n<\/ul>\r\n<p>Don't miss this opportunity to learn and apply these strategies for business growth.<\/p>","post_title":"Ask a Builder About: How CoinStats Decreased Abandonment Rates by 35% Through Personalized Journeys","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-builder-about-how-coinstats-decreased-abandonment-rates-by-35-through-personalized-journeys","to_ping":"","pinged":"","post_modified":"2023-08-23 15:36:13","post_modified_gmt":"2023-08-23 22:36:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=116000","menu_order":11,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"August 08, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Ask-a-Marketer_CoinStats_Resources-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Ask-a-Marketer_CoinStats_Resources-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Ask-a-Marketer_CoinStats_Resources-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Ask-a-Marketer_CoinStats_Resources-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-builder-about-how-coinstats-decreased-abandonment-rates-by-35-through-personalized-journeys\/"},{"ID":115895,"post_author":"79","post_date":"2023-08-03 07:45:14","post_date_gmt":"2023-08-03 14:45:14","post_content":"<p style=\"font size: 9;\"><em>Capture zero-party data, grow your email &amp; SMS marketing list, and drive more revenue with high-converting product recommendation quizzes, surveys, mini-quizzes, dynamic forms, landing pages, preference centers, and more! <a href=\"https:\/\/www.linkedin.com\/company\/digioh\/\" target=\"_blank\" rel=\"noopener\">Digioh\u2019s<\/a> flexible offering empowers brands to reap the rewards of data activation across onsite experiences, in-app experiences, retention marketing efforts, and retargeting campaigns. <\/em><\/p>\r\n<p><em>With over 1,700 customers, such as BistroMD, Better Homes &amp; Gardens, People, MeUndies, and RedBubble\u2014plus 200+ integrations to seamlessly align with your technology stack\u2014there is no platform stronger than <a href=\"http:\/\/digioh.com\/\" target=\"_blank\" rel=\"noopener\">Digioh<\/a> to help brands drive incremental revenue growth, build customer experience, and activate zero-party data at every consumer touch point.<\/em><\/p>\r\n<hr \/>\r\n<p>Zero-party data is the key to building customer profiles, but what\u2019s the best way to collect it? Quizzes at face value are a fantastic way to generate more sales and increase your conversion rate (CVR) up to 5X, but they\u2019re also a secret weapon when it comes to collecting zero-party data. A well-designed quiz can provide valuable customer insights, helping you tailor your business and marketing strategies to customer needs.<\/p>\r\n<p><a href=\"https:\/\/techcrunch.com\/2023\/05\/18\/google-will-disable-third-party-cookies-for-1-of-chrome-users-in-q1-2024\/#:~:text=Starting%20in%20early%202024%2C%20Google,of%202024%20remains%20on%20track.\" target=\"_blank\" rel=\"noopener\">As cookies and third-party tracking are phased out<\/a>, marketers must get creative and find ways to incentivize customers to share their personal information and preferences\u2014also known as <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>. Collecting this type of data may sound a bit daunting, but it benefits everyone! Customers can be sure that the only data collected is data they\u2019ve intentionally shared, while brands can be confident their data is accurate as they build consumer trust.<\/p>\r\n<h3>Quizzes Give Customers a Reason to Share Their Data<\/h3>\r\n<p>One of the most difficult aspects of collecting customer-consented data is getting customers to share it in the first place. Gathering zero-party data requires you to build trust and provide strong incentives. Quizzes come packed with strong incentives and benefits for customers, making them incredibly effective tools for gathering zero-party data. But there are a variety of benefits to including quizzes in your customer journey.<\/p>\r\n<h4>Provide Entertainment<\/h4>\r\n<p>Quizzes are fun! An interactive, engaging experience will capture your audience\u2019s attention and keep it. In fact, <a href=\"https:\/\/www.digioh.com\/blog\/engagement-rate-optimization-quiz\" target=\"_blank\" rel=\"noopener\">more than 25% of all site visitors will take a quiz<\/a>. You can increase the entertainment value of a quiz by incorporating gamification elements like scoring, badges, and rewards.<\/p>\r\n<h4>Give Product Recommendations<\/h4>\r\n<p>Product recommendation quizzes help customers narrow down an entire catalog of products based on their needs, preferences, and budget. Customers also understand why you\u2019re asking these specific questions because they relate directly to helping them find the right items, which helps build trust.<\/p>\r\n<h4>Offer Education<\/h4>\r\n<p>Trivia quizzes test a user\u2019s knowledge and provide interesting facts. These types of quizzes are especially effective for brands and organizations that have a steep learning curve when it comes to their products or services. For example, a security software company might have a quiz that tests your knowledge on website security, which can help users understand why they need their product.<\/p>\r\n<h4>Help With Decision Making<\/h4>\r\n<p>Making purchasing decisions can be tough, especially with big-ticket items, specialty products, or technology. <a href=\"https:\/\/www.digioh.com\/product-recommendation-quiz-examples\" target=\"_blank\" rel=\"noopener\">Recommendation quizzes<\/a> ask the right questions to make suggestions based on their specific needs. For example, <a href=\"https:\/\/onewillow.com\/pump-quiz\/\" target=\"_blank\" rel=\"noopener\">Willow<\/a>, a breast pump brand, helps new moms find their perfect pump based on their lifestyle. Unlike a recommendation quiz that is helping shoppers sort through hundreds or even thousands of items, Willow\u2019s quiz helps them decide between a few different items.<\/p>\r\n<h4>Allow for Self-Discovery<\/h4>\r\n<p>Quizzes can help users gain personal insights about their health, strengths, personality, style, or even ideal vacation destination. Personality quizzes also have a high re-share value because they\u2019re fun to share with friends to compare results.<\/p>\r\n<h3>Building Detailed Customer Profiles<\/h3>\r\n<p>The main goal of a quiz is to deliver some kind of results, but you can gain a lot of useful customer profile data depending on the questions you ask. Carefully planned questions can help determine your results and provide you with valuable customer information.<\/p>\r\n<h4>Asking the Right Questions<\/h4>\r\n<p>To determine quiz results, the right questions to ask depends on your brand. However, there are some questions that can be useful in any niche.<\/p>\r\n<p>Here are example quiz questions to help build customer profiles:<\/p>\r\n<ul>\r\n\t<li>What is your name?<\/li>\r\n\t<li>How old are you?<\/li>\r\n\t<li>What is your gender?<\/li>\r\n\t<li>Where do you live?<\/li>\r\n\t<li>What is your budget?<\/li>\r\n\t<li>What is your favorite [color, style, etc?]<\/li>\r\n\t<li>What are your favorite brands?<\/li>\r\n\t<li>Are you interested in a subscription or a one-time purchase?<\/li>\r\n\t<li>Are you shopping for yourself or someone else?<\/li>\r\n\t<li>How much experience do you have with [topic]?<\/li>\r\n\t<li>What are your top goals?\/What problems are you hoping to solve?<\/li>\r\n\t<li>What is the most important factor in making a purchasing decision? (price, quality, trusted brand, etc)<\/li>\r\n\t<li>What is your preferred contact method? (For delivering results, or offers)<\/li>\r\n<\/ul>\r\n<h4>Segmenting Customer Profiles Based on Quiz Questions<\/h4>\r\n<p>Nearly any quiz question that guides product recommendation can also be used in building segments in your customer profiles. For example, a health brand may ask for the user\u2019s age to recommend the right supplements. But age is also an important piece of data when it comes to building customer segments and re-targeting those customers in the future, as customers\u2019 needs for vitamins and supplements change as they get older.<\/p>\r\n<h4>Understanding and Identifying Your Ideal Customer Profile<\/h4>\r\n<p>Sometimes quizzes provide some surprising insights that can really impact your overall marketing strategy. Before launching a product quiz, men's jewelry brand, <a href=\"https:\/\/www.digioh.com\/client\/jaxxon\" target=\"_blank\" rel=\"noopener\">Jaxxon,<\/a> assumed most of their customers were women buying gifts.<\/p>\r\n\r\n[caption id=\"attachment_115909\" align=\"alignnone\" width=\"659\"]<img class=\"size-full wp-image-115909\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Jaxxon-Shopping-for-Example.png\" alt=\"Jaxxon site asking users if they are buying jewelry for themselves or someone else. \" width=\"659\" height=\"539\" \/> <em><a href=\"https:\/\/www.digioh.com\/client\/jaxxon\" target=\"_blank\" rel=\"noopener\">Jaxxon\u2019s Chain Style Quiz<\/a> asks users if they\u2019re buying for themselves or someone else.<\/em>[\/caption]\r\n\r\n<p>However, they were surprised to learn that most quiz takers when asked \u201cAre you shopping for yourself or someone else?\u201d were men shopping for themselves. That one quiz question had a significant impact on their understanding of their ICP and how they communicate with their audience.<\/p>\r\n<h3>Enhancing Marketing Strategies with Customer Profile Data<\/h3>\r\n<p>Building better customer profiles opens up many opportunities to tailor your marketing messaging, reduce abandonment, improve recommendations, and upsell more effectively.<\/p>\r\n<h4>Widespread Personalization<\/h4>\r\n<p><a href=\"https:\/\/www.benchmarkemail.com\/blog\/personalization\/\" target=\"_blank\" rel=\"noopener\">Email marketing is\u00a0more effective with personalization<\/a>. Apply that principle to not only your email marketing campaigns, but your SMS messages and on your website. Customize everything your visitors see. Use their name, show specific products based on their preferences, or even call back to specific quiz questions in your offers.<\/p>\r\n\r\n[caption id=\"attachment_115915\" align=\"alignnone\" width=\"631\"]<img class=\"size-full wp-image-115915\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/Side-Sleeper.png\" alt=\"Sample quiz asking users if they sleep on their side.\" width=\"631\" height=\"525\" \/> <em>Mock-up quiz that asks users if they're side-sleepers.<\/em>[\/caption]\r\n\r\n<h4>Retargeting and Abandonment Campaigns<\/h4>\r\n<p>Understanding your customers\u2019 interests and needs lets you target them effectively across all of your marketing channels and in search results. Remind them of their quiz results if they haven\u2019t made a purchase yet. Or if they have, use the opportunity to upsell, or show them something new they might like based on their quiz answers.<\/p>\r\n<p>Using zero-party data to your advantage can also help tremendously when it comes to abandonment strategies. Just sending a follow-up email to quiz takers with their results has <a href=\"https:\/\/www.digioh.com\/client\/andie\" target=\"_blank\" rel=\"noopener\">increased our customers\u2019 CVR by more than 300%<\/a>.<\/p>\r\n<h4>Overall Marketing Strategy<\/h4>\r\n<p>In addition to tailoring messaging to existing customers, you can\u2014and should\u2014find ways to use this data to attract new customers. If you see trends in quiz answers, use that to inform your marketing efforts. For example, if you find that most quiz takers are female, prefer the color blue, and have a budget of around $100, then you may infer that your ads should contain products that fit that bill.<\/p>\r\n<h3>Addressing Privacy Concerns<\/h3>\r\n<p>Another challenge of collecting zero-party data is that not everyone feels comfortable sharing their data without knowing how it\u2019s going to be used. In fact, <a href=\"https:\/\/www.shopify.com\/plus\/commerce-trends\" target=\"_blank\" rel=\"noopener\">67% of customers<\/a> believe brands aren\u2019t using their data responsibly. It\u2019s necessary to be transparent and compliant when collecting data.<\/p>\r\n\r\n[caption id=\"attachment_115903\" align=\"alignnone\" width=\"937\"]<img class=\"size-full wp-image-115903\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/BistroMD-Tooltip-Example.png\" alt=\"BistroMD page asking users to select their gender. On the right is the expanded &quot;Why do we ask&quot; link which explains how hormones impact metabolic rate.\" width=\"937\" height=\"588\" \/> <em><a href=\"https:\/\/www.bistromd.com\/\" target=\"_blank\" rel=\"noopener\">BistroMD<\/a> uses a tooltip to explain why they are asking for gender and why it\u2019s relevant to recommending a healthy meal plan.<\/em>[\/caption]\r\n\r\n<p>Here are some ways to increase transparency:<\/p>\r\n<ul>\r\n\t<li>\u201c<strong>Why Do We Ask<\/strong>\u201d <strong>Tooltips<\/strong>: if you ask a question that seems personal or somehow unrelated to the results, explain how that information is used to benefit the customer.<\/li>\r\n\t<li><strong>Opt-In Checkbox<\/strong>: Include an affirmative opt-in checkbox and disclosure text on your quiz\u2019s email capture page.<\/li>\r\n<\/ul>\r\n<p>It\u2019s also vital to secure your collected customer data. Using login security features like multi-factor authentication and multiple user accounts (rather than shared passwords) goes a long way to protect user data. Additionally, it\u2019s important to work with technology and marketing platforms that are SOC2 Type II certified, and GDPR and CCPA compliant.<\/p>\r\n<p>An effective zero-party data marketing strategy hinges on maintaining data privacy and retaining customer trust. It only takes one bad experience or data breach to ruin your reputation.<\/p>\r\n<h3>Start Using Quizzes to Build Better Customer Profiles<\/h3>\r\n<p>Quizzes are the perfect way to connect brands with their customers. Customers love how engaging and helpful they are, while brands appreciate how effective they are at increasing conversions and collecting zero-party data. By building more accurate customer profiles based on quiz data, you can tailor your marketing strategy and create more compelling customer experiences\u2014even long after they\u2019ve taken the quiz. In a competitive landscape, quizzes can give you the edge you need to reach your customers and grow your business.<\/p>\r\n<p><em>Want to learn more about how Digioh builds quizzes to help brands collect zero-party data? <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/collect-and-converge-to-convert-with-consumer-consented-data\/\" target=\"_blank\" rel=\"noopener\">Check our their session from #Activate23<\/a>.\u00a0<\/em><\/p>","post_title":"How Quizzes Collect Zero-Party Data to Help Build Customer Profiles","post_excerpt":"Quizzes are a great way to generate more sales and increase conversion rate, but they\u2019re also a secret weapon for collecting zero-party data.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-quizzes-collect-zero-party-data-to-help-build-customer-profiles","to_ping":"","pinged":"","post_modified":"2023-08-03 07:45:14","post_modified_gmt":"2023-08-03 14:45:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=115895","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 03, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080323_Digioh-Blog-Swap_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"digioh and iterable logos on iterable blue background with iterable nodes overlay\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080323_Digioh-Blog-Swap_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080323_Digioh-Blog-Swap_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/080323_Digioh-Blog-Swap_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-quizzes-collect-zero-party-data-to-help-build-customer-profiles\/"},{"ID":115852,"post_author":"79","post_date":"2023-08-02 10:30:30","post_date_gmt":"2023-08-02 17:30:30","post_content":"<p><a href=\"https:\/\/www.sololearn.com\/\" target=\"_blank\" rel=\"noopener\">Sololearn<\/a> is an application designed to help users learn how to code. With over 20 available courses and a mobile app for learning on the go, their bite-sized lessons make learning how to code a breeze. A crucial part of learning, especially with short, achievement-based lessons, is a strong customer communication strategy\u2014with a platform to back it up.<\/p>\r\n<p>This is exactly why Sololearn chose to partner with Iterable. Iterable\u2019s centralized data paired with in-app, SMS, and email marketing capabilities gave Sololearn the ability to connect with each user at every stage of their unique journey.<\/p>\r\n<p>Sololearn became an Iterable customer in 2020 and, since then, they\u2019ve strived to improve efficiencies. As a result, the Sololearn team realized they needed to expand upon their Iterable integration to activate the rich customer data they had access to. So, they decided to take their relationship with Iterable to the next level.<\/p>\r\n<h3>What Was Sololearn Hoping to Achieve?<\/h3>\r\n<p>When Mirto Grigoropoulou, CRM Lifecycle Specialist at Sololearn, and Sergio Maga\u00f1a Mesa, Senior Backend Developer at Sololearn, and the team started digging into their data, they began to realize inconsistencies. But, it was hard to say where the inconsistencies were coming from.<\/p>\r\n<p>They decided to revamp their integration with Iterable, aiming to achieve:<\/p>\r\n<ol>\r\n\t<li>Accurate real-time data to communicate with the right users at the right times<\/li>\r\n\t<li>Clear control of content and performance of that content<\/li>\r\n\t<li>The ability to monitor and determine errors to help CS with user queries<\/li>\r\n<\/ol>\r\n<p>As an example, let\u2019s dig into the second goal, \u201cclear control of content.\u201d All emails were being sent through Iterable\u2026with the exception of transactional emails. Transactional emails were triggered through a different source. Without consolidating all customer communications, this can quickly lead to a confusing customer experience for the end user. There\u2019s the opportunity to add more value for customers when all data and communications live within the same platform.<\/p>\r\n<p>Sololearn\u2019s goals were very easy to achieve with Iterable\u2019s existing functionalities, it was just a matter of untangling some wires to make processes more streamlined.<\/p>\r\n<h3>Enhanced Partnership With Iterable<\/h3>\r\n<p>When we asked the Sololearn team why they decided to revamp the integration with Iterable versus looking elsewhere, Mirto told us that her team knew what Iterable was capable of and they wanted to take full advantage. Throughout the partnership, the Sololearn team regularly provided feedback to the Iterable team about features that could be beneficial to their team\u2014and Iterable listened. With new releases every quarter (<a href=\"https:\/\/iterable.com\/blog\/individualization-on-a-global-scale-with-global-sms-locales-and-more\/\" target=\"_blank\" rel=\"noopener\">like this one<\/a>), the Iterable team consistently adds new platform functionalities to make marketers\u2019 lives easier. Plus, the Sololearn team knew there were existing Iterable capabilities that, based on their initial data setup, they couldn\u2019t access the way they needed to.<\/p>\r\n<p>Now, Mirto and the team are even using beta features to their fullest potential. Mirto shared, \u201cThe <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/14319818758036-Adding-Delays-to-a-Journey-#:~:text=next%20few%20weeks!-,Hold%20Until%20tiles%20hold%20users%20at%20a%20point%20in%20the,an%20item%20to%20their%20wishlist.\" target=\"_blank\" rel=\"noopener\"><strong>Hold Until<\/strong> tile<\/a> in Iterable Studio has been a game-changer for me. It allows me to trigger campaigns at the right time for the right users.<\/p>\r\n<p>Previously, I had to group users together and send the campaign with a delay, which often made it less relevant. With the Hold Until tile, I can ensure that the campaign reaches users at precisely the right moment, making it more impactful and personalized. This feature has significantly improved the effectiveness of my campaigns.\u201d<\/p>\r\n<p>Mirto also cited <strong>Iterable\u2019s customer support<\/strong>. The Sololearn team uses Iterable live chat support feature to get answers to questions quickly. Plus, with access to the Iterable support team, they\u2019re reassured that they can get any additional help they may need.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIterable's knowledge base is very clear and most of the time contains all the information needed, therefore, we only needed support through live chat a few times. The team is always very helpful and provides solutions.\u201d <\/em><\/p>\r\n<p><em>- Mirto Grigoropoulou, CRM Lifecycle Specialist @ Sololearn<\/em><\/p>\r\n<\/blockquote>\r\n<p>We had a good thing going, we just needed to polish it up a bit.<\/p>\r\n<h3>What Were the Results?<\/h3>\r\n<p>The reintegration took a few months with the Iterable and Sololearn teams working together to determine the best approach. Sololearn saw this as an opportunity to clean up old custom events and user attributes that were sent but either not accurate or not used at all. <strong>Now they have fewer events\u2014most of which they use daily\u2014with correct data.<\/strong><\/p>\r\n<p>They\u2019re also seeing improvements in metrics. According to Mirto, \u201cOur delivery, open and click rates have improved a lot since the reintegration as we now have more accurate data and events triggering at the right time for the right user.\u201d Plus, with holes being filled in from previously missing data, Sololearn was able to <strong>increase push and email send volumes.<\/strong><\/p>\r\n<p>Another result Mirto shared was <strong>faster resolution of errors<\/strong>. With the new system, Sololearn is now able to quickly and easily figure out where the error is when something doesn't add up in their Iterable data.<\/p>\r\n<p>Plus, with this newfound confidence in the data stored in Iterable, <strong>the Sololearn team has been able to do a lot more experimentation<\/strong>. Their journeys are set up so well they can now focus purely on optimization versus worrying about data configuration. They test AI features, email subject lines, content holdout groups, and more.<\/p>\r\n<p>We were able to work together with the Sololearn team to help them achieve their goals and improve their efficiencies. Win-win.<\/p>\r\n<h3>Advice From the Sololearn Team<\/h3>\r\n<p>The Sololearn story is unique, but there are likely aspects of their experience that other marketers can relate to. We asked what advice they\u2019d pass on to anyone considering upleveling their Iterable integration. They said:<\/p>\r\n<ul>\r\n\t<li><strong>Rely on your logs for understanding<\/strong>. Logs provide insight into what and when events are triggered and allow you to understand the flow of data to Iterable. Pay attention to the order in which events are triggered, as it can be crucial for the intended functionality.<\/li>\r\n\t<li><strong>Start with a minimum viable product (MVP)<\/strong>. Learn from your previous integration experience and identify the key attributes and custom events that are truly necessary for your campaigns and user engagement strategies. By starting with an MVP, you can streamline the implementation process and avoid unnecessary overhead.<\/li>\r\n\t<li><strong>Avoid unnecessary bulk calls<\/strong>. Reassess the need for bulk calls and consider sending single calls for the relevant campaigns and user attributes. By focusing on the specific campaigns and attributes that are truly valuable, you can optimize the integration process and reduce unnecessary complexity.<\/li>\r\n<\/ul>\r\n<p>We\u2019re grateful to the Sololearn team for working with us through this reintegration process and we\u2019re thrilled that the results speak for themselves.<\/p>\r\n<p><em>If you\u2019re interested in more Iterable integration stories, check out <a href=\"https:\/\/iterable.com\/blog\/how-dotdash-meredith-tackled-a-large-scale-migration-to-iterable\/\" target=\"_blank\" rel=\"noopener\">the story Dotdash Meredith shared<\/a> at #Activate23. Or, if you want to learn more about integrating your brand with Iterable, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"How Sololearn Took Their Iterable Integration to the Next Level","post_excerpt":"The Sololearn team realized they needed to expand upon their Iterable integration to activate the rich customer data they had access to.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-sololearn-took-their-iterable-integration-to-the-next-level","to_ping":"","pinged":"","post_modified":"2023-08-02 10:30:30","post_modified_gmt":"2023-08-02 17:30:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=115852","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 02, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072523_Sololearn-Integration_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Woman working on laptop with two monitors, code is on the screen. The woman&#039;s back is to the camera. Iterable nodes overlay the lefthand side.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072523_Sololearn-Integration_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072523_Sololearn-Integration_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/08\/072523_Sololearn-Integration_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-sololearn-took-their-iterable-integration-to-the-next-level\/"},{"ID":115823,"post_author":"103","post_date":"2023-07-28 11:09:09","post_date_gmt":"2023-07-28 18:09:09","post_content":"<p>In these challenging economic times, doing more with less is crucial. Our comprehensive checklist is your go-to resource for incorporating AI into your marketing campaigns and unlocking optimization opportunities to boost team efficiencies. Learn how to get started with AI and how it can revolutionize your customer experiences\u2014all while saving you valuable time.<\/p>\r\n<p><br \/>\r\nIn this checklist, you\u2019ll learn:<\/p>\r\n<ul>\r\n\t<li>Where to start with AI and how to evaluate suitable solutions<\/li>\r\n\t<li>How to leverage AI-powered automation to streamline tasks<\/li>\r\n\t<li>How AI can enhance personalization and segmentation<\/li>\r\n\t<li>How the power of predictive analytics can help you make proactive decisions<\/li>\r\n<\/ul>\r\n<p>Take the first step in unlocking the potential of AI for your marketing success.<\/p>","post_title":"The Power of AI in Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"your-checklist-for-unlocking-the-power-of-ai","to_ping":"","pinged":"","post_modified":"2024-02-05 11:53:13","post_modified_gmt":"2024-02-05 19:53:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=115823","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"July 28, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/AI_Checklist_Resource.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Woman&#039;s profile on the right hand side with tech icon overlay. Text regarding the AI Checklist on the righthand side.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/AI_Checklist_Resource.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/AI_Checklist_Resource-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/AI_Checklist_Resource-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/your-checklist-for-unlocking-the-power-of-ai\/"},{"ID":115780,"post_author":"79","post_date":"2023-07-27 09:43:04","post_date_gmt":"2023-07-27 16:43:04","post_content":"<p>We all know someone with their entire coffee table covered in remote controls (one for the Roku, the TV, the speakers, the gaming console, etc.)\u2014each of them having pretty much the same buttons. But, as you reach for one to raise the volume, you\u2019re swiftly met with an explanation of why it\u2019s the wrong one to use. Sure, they all <em>can<\/em> control the volume but this one happens to control the surround sound too.<\/p>\r\n<p>Think of each remote on the coffee table as a tool in your martech stack. These remote controls have some overlapping capabilities, but they all have unique capabilities too. It\u2019s messy and confusing and can quickly start a family argument. (Okay, maybe that last point isn\u2019t applicable to your martech stack, but the rest of the metaphor is solid.)<\/p>\r\n<p>Having a variety of tools in your martech stack is absolutely beneficial\u2014according to ChiefMartec, enterprise brands use <a href=\"https:\/\/chiefmartec.com\/2020\/02\/average-enterprise-uses-1295-cloud-services\/\" target=\"_blank\" rel=\"noopener\">120 marketing tools<\/a>, on average\u2014but, with the expanding capabilities of the existing tools on the market, it\u2019s likely there are redundancies that are causing inefficiencies\u2014not to mention costing a pretty penny.<\/p>\r\n<h3>Consolidating is Crucial<\/h3>\r\n<p>Besides reducing confusion and friction in the marketing process\u2014which can trickle down and impact the customer experience\u2014consolidating your martech stack has other perks.<\/p>\r\n<ol>\r\n\t<li><strong>Reducing or Eliminating Redundancies.<\/strong> We touched on it a bit, but having multiple tools that can execute the same tasks can cause duplicate work and inefficient marketing practices. Plus, the costs can add up. According to Bain, 30% to 40% of cost savings come from fundamentally <a href=\"https:\/\/www.bain.com\/insights\/reduce-replace-rethink-transforming-technology-costs\/\" target=\"_blank\" rel=\"noopener\">rethinking and reengineering technology<\/a>.<\/li>\r\n\t<li>\r\n<p><strong>Maximizing Return on Investment<\/strong>. If you\u2019re already paying for a tool, why would you pay for another tool that does the exact same thing just because of an additional feature? Have you explored all of the features in your existing tools?<\/p>\r\n<p>There are probably ways to use individual tools to their fullest potential without needing to add new tools to your stack. Marketers report using <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2022-10-03-gartner-survey-finds-marketers-utilize-just-42-percent-of-their-martech-stack-capabilities\" target=\"_blank\" rel=\"noopener\">only 42% of the breadth of capabilities available in their martech stack overall<\/a>, down from 58% in 2020, according to a new survey by Gartner.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Scaling Impact<\/strong>. A snowball can turn into an avalanche if your business continues to grow without organizing your stack. Too many tools quickly can become unwieldy. Consolidation can help prep your brand to scale and save your team time in the future.<\/p>\r\n<\/li>\r\n<\/ol>\r\n<p>Consolidation is key\u2014everyone can appreciate a universal remote\u2014but you can\u2019t just start hacking tools out of your martech stack without understanding how it\u2019s built. You first have to look inward to understand what you\u2019re working with.<\/p>\r\n<h3>Understanding a MarTech Stack Audit<\/h3>\r\n<p>Auditing sounds scary and official, but really it\u2019s just examining what capabilities and platforms are in your martech stack and how they\u2019re all connected. This way if you do decide to consolidate you\u2019ll know the impact it will have. This layout of tool connections and the way your martech stack is built is often referred to as the martech stack architecture.<\/p>\r\n<h4>Diving Into MarTech Stack Architecture<\/h4>\r\n<p>Martech stacks generally have some key ingredients that you\u2019ll find across industries. We\u2019re talking about a customer data activation platform, a data management platform, a journey orchestration platform, etc.<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n[caption id=\"attachment_115787\" align=\"alignnone\" width=\"1080\"]<img class=\"size-full wp-image-115787\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Slide1.jpeg\" alt=\"A pyramid with four tiers. The bottom is data, in iterable red, then design, in iterable purple, then delivery, in iterable green, and the top is optimization in iterable light blue.\" width=\"1080\" height=\"608\" \/> <em>An example of how to think about martech stack architecture. Data is the foundation and the rest of the stack is layered on.<\/em>[\/caption]\r\n\r\n<p>When thinking about your martech stack architecture, there\u2019s one golden rule to keep in mind: <strong>consider your use case<\/strong>. You have to <strong>start with a basic set of tools that allows you to execute your business\u2019 most important use case<\/strong>\u2014these tools can be qualified as just the cost of doing business. Once you\u2019ve established the basics you can layer on other tools.<\/p>\r\n<p>This is where you need to be vigilant and evaluate each new tool and its capabilities to make sure it\u2019s helping you achieve your business goals. There likely will be some redundancies as you begin to layer. You may have two customer data platforms (CDPs) in your stack, for example, but if their individual capabilities are uniquely important to your use case, you can prioritize them both in your stack.<\/p>\r\n<p>A martech stack audit can help you determine which tools need to be part of your stack and which don\u2019t.<\/p>\r\n<h3>Embarking on a MarTech Stack Audit<\/h3>\r\n<p>We specifically chose the word \u201cembarking\u201d because a martech stack audit is a journey. Tools alone don\u2019t deliver results, it requires strategic orchestration, governance, and oversight to maximize return for your organization.<\/p>\r\n<h4>Taking Inventory<\/h4>\r\n<p>Like you\u2019d do in any stock room, to understand what you have and what you need, you have to start by taking inventory. Be sure to <strong>document this process<\/strong> in depth so you can refer back to it as you continue on your consolidation journey.<\/p>\r\n<p>Mike Braund, Iterable\u2019s Senior Director of Marketing Operations, recommends creating a spreadsheet to take inventory and align tools to use cases. Your spreadsheet could <strong>have a column for the platform, what it does, what use case it supports, what it integrates with, pricing, point of contact, and when it renews<\/strong>. Have your team complete this exercise too, then compare. See where there\u2019s overlap, where there are gaps, and review how each member is using the tools.<\/p>\r\n\r\n[caption id=\"attachment_115793\" align=\"alignnone\" width=\"2380\"]<img class=\"size-full wp-image-115793\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-27-at-12.07.16-PM.png\" alt=\"Screenshot of Google sheets showing a sample martech stack audit spreadsheet. Columns align with what's in the text example.\" width=\"2380\" height=\"590\" \/> <em>Example of martech stack audit documentation.<\/em>[\/caption]\r\n\r\n<p>You\u2019ll likely note the redundancies in this phase of consolidation. Are there different versions of the same information? Which is the easiest for your team to access and why? <strong>Would removing any of these tools impede your team\u2019s ability to execute the necessary use case<\/strong>?<\/p>\r\n<h4>Centralizing Governance<\/h4>\r\n<p>You also need to create a centralized way to manage all of the different tools, capabilities, and team needs. Someone needs to own each environment you\u2019re working in so you can get decisions made quickly. For example, if your goal is to create cross-channel journeys the technology may start to fade into a gray area between customer success management and martech. Have someone on the customer success (CS) team audit the tools they use and act as a liaison for their team.<\/p>\r\n<p>Once these various team leads have been appointed, you can create a steering committee\u2014a group that helps offer insight and resources as well as creates buy-in and team-wide adoption of tools.<\/p>\r\n\r\n[caption id=\"attachment_115799\" align=\"alignnone\" width=\"1772\"]<img class=\"size-full wp-image-115799\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-27-at-12.32.34-PM.png\" alt=\"Slide from a deck showing some iterable quick tips on centralizing governance.\" width=\"1772\" height=\"984\" \/> <em>Some Iterable Quick Tips to get started on centralizing governance.<\/em>[\/caption]\r\n\r\n<p>Be sure to develop a regular cadence at which your steering committee connects to look over metrics, performance, and discuss any problems that may arise as you start to better understand the variety of tools in your stack.<\/p>\r\n<p>Like we said, this is going to take time. To move forward you have to fully understand your martech stack as it stands.<\/p>\r\n<h3>We\u2019re Just Getting Started<\/h3>\r\n<p>A martech stack audit will have different results for everyone. Based on use cases, martech stack architecture will look different for every brand. That\u2019s why it\u2019s important to remember this is only the beginning of the tech consolidation process.<\/p>\r\n<p>After looking inward and understanding what your martech stack looks like, you have to look outward and understand the landscape of what\u2019s available and what your martech stack really needs. Once you\u2019ve explored options, then it\u2019s time to plan for the future, look forward, and think about an integration or migration to make your martech stack as efficient as possible.<\/p>\r\n<p>For a quick guide through the initial steps of consolidation and maximizing your martech stack value, be sure to check out our <a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\">downloadable checklist<\/a>.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-115781\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Blog-Banner-1.png\" alt=\"Banner featuring a couple on the far right side looking at a tablet. The left is a promotion for a martech checklist.\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"MarTech Stack Consolidation Part 1: Looking Inward","post_excerpt":"With the expanding capabilities of the existing tools on the market, there are likely redundancies in your martech stack you can examine.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"martech-stack-consolidation-part-1","to_ping":"","pinged":"","post_modified":"2023-07-28 10:20:30","post_modified_gmt":"2023-07-28 17:20:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=115780","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 27, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072723_Martech-Consolidation-1_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Couple looking at a tablet together, white iterable node across the bottom righthand corner of the image with an iterable purple node end on the right side.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072723_Martech-Consolidation-1_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072723_Martech-Consolidation-1_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072723_Martech-Consolidation-1_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/martech-stack-consolidation-part-1\/"},{"ID":115521,"post_author":"79","post_date":"2023-07-26 12:44:40","post_date_gmt":"2023-07-26 19:44:40","post_content":"<div class=\"c-message_kit__blocks c-message_kit__blocks--rich_text\">\r\n<div class=\"c-message__message_blocks c-message__message_blocks--rich_text\" data-qa=\"message-text\">\r\n<div class=\"p-block_kit_renderer\" data-qa=\"block-kit-renderer\">\r\n<div class=\"p-block_kit_renderer__block_wrapper p-block_kit_renderer__block_wrapper--first\">\r\n<div class=\"p-rich_text_block\" dir=\"auto\">\r\n<div class=\"p-rich_text_section\"><em>Indicia Worldwide is the only customer insight and marketing technology led communications agency with global production expertise. They realize ROI for their clients by helping them deliver more engaging, cost-effective, and sustainable customer experiences through maximizing engagement across the entire customer journey. Indicia Worldwide uniquely combines creative, data and technology talent with production and procurement expertise, to improve marketing performance and production efficiencies.<\/em><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<div class=\"c-files_container\" role=\"none\">\r\n<div class=\"c-message_kit__file__meta\">\r\n<hr \/><\/div>\r\n<\/div>\r\n<p>According to research by Capgemini, <strong><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2017\/11\/dti_loyalty-deciphered_29nov17_final.pdf\" target=\"_blank\" rel=\"noopener\">70% of emotionally connected customers spend over twice as much<\/a> with brands they\u2019re loyal to<\/strong>. Personalization is now an expectation, and brands that resonate with their customers\u2019 values form deeper connections and build lasting trust.<br \/>\r\n<br \/>\r\nData insights may provide brands with the information they need to successfully connect with customers, drive results, and promote loyalty, but without the right strategy and creative, execution often falls flat.<br \/>\r\n<br \/>\r\nTo get results and deliver personalization at scale, brands should consider the following:<\/p>\r\n<h3>1. Positive Emotion Can Influence Consumers to Make an Unconscious Decision<\/h3>\r\n<p>Keeping customers engaged and happy is at the heart of all successful campaign activity. According to Statista, <a href=\"https:\/\/www.statista.com\/statistics\/456500\/daily-number-of-e-mails-worldwide\/\" target=\"_blank\" rel=\"noopener\">over 347 billion emails<\/a> alone will be sent daily in 2023. The key to breaking through the noise is understanding consumer emotions and then tailoring communications to drive positive outcomes.<\/p>\r\n<p>Once the initial positive connection is formed, maintaining it is just as important. Through personalized touchpoints that align with a customer\u2019s wants and needs, brands can guide their customers to make an informed purchase decision, because an affinity for the brand has already been established.<br \/>\r\n<br \/>\r\n<a href=\"https:\/\/wolt.com\/en\" target=\"_blank\" rel=\"noopener\">Wolt<\/a> knows about an emotionally invested customer. Is there any better feeling than getting sushi delivered to your front door? Because they\u2019re an app-based service, we helped Wolt create customer experiences and connect with their audience through other digital channels like email and push messages. This ensured their customers remain connected, even when they weren\u2019t in-app.<\/p>\r\n<p>With over 420 emails, push notifications, and in-app messages\u2014in 15 different languages\u2014Wolt created connections with merchants and customers. Personalizing language and content, Wolt was able to show customers they wanted to take time to connect with them on a personal level. This helped build a positive connection with their customers. Once the initial positive connection was formed, Wolt used surprise-and-delight campaigns like \u201c14 days of free delivery,\u201d to solidify them as the first choice when convenience calls.<\/p>\r\n<h3>2. Demonstrate Value to Customers to Form Deeper Connections<\/h3>\r\n<p>Focusing on the emotional benefit of using a product or service demonstrates a higher ROI to the consumer than the initial cost of investing. Furthermore, connecting that value to a relatable, real-life scenario creates a deep connection between brand and consumer. Building audience personas is one strategy brands can use to personalize value-based messaging. For example, a telemedicine brand may target a university student with messaging that shows how a reduction in anxiety could be a huge benefit for their next presentation. A secondary persona for that same brand could be a mother with young children, served with messaging to demonstrate by reducing their anxiety levels, they could increase the amount of quality time spent with their children.<\/p>\r\n<p><a href=\"https:\/\/www.bighealth.com\/\" target=\"_blank\" rel=\"noopener\">Big Health<\/a> is familiar with value-based messaging. It seeks to chart the future of digital medicine with digital therapeutics, focused on helping millions with a priceless commodity: mental wellbeing. With the rising popularity of telehealth, Big Health want to demonstrate value in a competitive market, building customer engagement driven by trust.<\/p>\r\n<p>To begin demonstrating a deeper value, Big Health first needed to determine who their customers are, and the intrinsic motivation to improving their mental health. Primary and secondary audience personas were created with sub-categories including, personal interests, needs, challenges, and life goals. Unique customer journeys were constructed, and each persona has its own sequence, cadence, triggers, and content.<\/p>\r\n<p>What sets Big Health apart, is the clinically validated, cognitive behavioral therapy, accessible through a phone. Data insights, like the fact their \u2018Daylight\u2019 product helps 71% of patients achieve clinical improvement in anxiety are used strategically in the unique customer journeys, giving Big Health the opportunity to build trust and deepen connections with their customers.<\/p>\r\n<p>When general brand value is focused on how a product will integrate to improve the customers overall quality of life, the commodity almost becomes priceless.<\/p>\r\n<h3>3. Combine Strategy and Creative With Tech and Data to Deliver the Highest ROI<\/h3>\r\n<p>It\u2019s crucial to engage both sides of the brain\u2014the rational left and the emotional right\u2014to create long lasting personalization at scale. Combining powerful tech and data, like <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Suite<\/a>, to inform personalized messaging, enables a clearer understanding of which messaging will resonate with customers. This includes geolocation, language, and typical orders\u2014for example, takeout on a Tuesday. With Iterable\u2019s <a href=\"https:\/\/www.google.com\/aclk?sa=l&amp;ai=DChcSEwiOysfJv-H_AhUJRHIKHS6jA00YABAAGgJxdQ&amp;sig=AOD64_0WQLl2CnuUOAK1ZzQTauu7l4JrMA&amp;q&amp;adurl&amp;ved=2ahUKEwjSlcDJv-H_AhUJD1kFHWyLCt4Q0Qx6BAgJEAE\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a>, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization-\" target=\"_blank\" rel=\"noopener\">channel optimization<\/a>, and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Introduction-to-Predictive-Goals-\" target=\"_blank\" rel=\"noopener\">predictive goals<\/a> at your fingertips, brands can target each customer at the right time and on the right channel to ensure on-going relevancy.<\/p>\r\n<p>But, we can\u2019t forget that strategy and creative are important tools to use alongside data and tech. Personalized data can be used by strategy to create brand personas and determine the optimal time and channel to receive the highest clicks and conversions. Creative adds to this customer-centric strategy to pull all campaign pieces together and cut-through to deliver an emotional connection.<\/p>\r\n<p>The world has changed, and customer retention has never been more important. Acquisition has never been harder for brands. As <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2017\/11\/dti_loyalty-deciphered_29nov17_final.pdf\" target=\"_blank\" rel=\"noopener\">evidence tells us<\/a>, customers don\u2019t just buy what you do, they buy why you do it. To get results and deliver personalization at scale you need to execute both sides, left and right, rational and emotional. With strategically led data and tech informing the creative, you can have the winning formula to make that all-important emotional connection and drive ROI. <br \/>\r\n<br \/>\r\n<em>Want more? Check out our full Activate session, <a href=\"https:\/\/indicia.konicaminolta.com\/en-us\/activate\" target=\"_blank\" rel=\"noopener\">Let\u2019s Get Rational About Emotion<\/a>.\u00a0<\/em><\/p>","post_title":"How Brands Combine Rational & Emotional Strategies to Increase ROI","post_excerpt":"With strategically-led data and tech informing the creative, you have the winning formula to make an emotional connection and increase ROI.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-brands-combine-rational-emotional-strategies-to-increase-roi","to_ping":"","pinged":"","post_modified":"2023-07-26 12:44:40","post_modified_gmt":"2023-07-26 19:44:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=115521","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 26, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072623_Indicia_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"white iterable and indicia logos on an iterable red background with transparent white nodes\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072623_Indicia_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072623_Indicia_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072623_Indicia_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-brands-combine-rational-emotional-strategies-to-increase-roi\/"},{"ID":115625,"post_author":"103","post_date":"2023-07-25 11:29:49","post_date_gmt":"2023-07-25 18:29:49","post_content":"<p>With the transformation of customer experiences, increased data collection, and endless campaign possibilities, the modern martech stack has become incredibly powerful for marketers. But, having a fancy stack of tools isn\u2019t enough. You may still find yourself challenged with getting the most out of your investments.<\/p>\r\n<p>Fear not! We\u2019ve put together this handy guide to walk you through the steps to take to ensure you\u2019re maximizing the value of your martech stack. We also introduce consolidation as a way to drive even more efficiencies and boost ROI.<\/p>\r\n<p><strong>In this checklist, learn about getting the most of your investments with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Immediate actions you can put in place today<\/li>\r\n\t<li>Longer-term goals to optimize your marketing tech stack<\/li>\r\n\t<li>Options to consider for consolidating your tools<\/li>\r\n<\/ul>\r\n<p>When it comes to optimizing your martech stack, it\u2019s all about making the most of your existing tools, considering new investments, and trimming the fat. You\u2019ll soon be on your way to boosting your team\u2019s efficiency, creating harmonized customer experiences, and maximizing your ROI.<\/p>","post_title":"Unlock the Value: Maximize the ROI of Your MarTech","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unlock-the-value-maximize-the-roi-of-your-martech","to_ping":"","pinged":"","post_modified":"2023-07-25 11:29:49","post_modified_gmt":"2023-07-25 18:29:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=115625","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"July 25, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Resource-Pg-Thumbail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Resource-Pg-Thumbail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Resource-Pg-Thumbail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/PROMOS_Martech-Investment-Checklist_Resource-Pg-Thumbail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/unlock-the-value-maximize-the-roi-of-your-martech\/"},{"ID":115170,"post_author":"79","post_date":"2023-07-20 08:46:59","post_date_gmt":"2023-07-20 15:46:59","post_content":"<p>Unless you\u2019re living under a rock\u2014which, at this point, would be painted pink and have a movie poster slapped across it\u2014you probably know <a href=\"https:\/\/www.barbie-themovie.com\/\" target=\"_blank\" rel=\"noopener\">Barbie Movie<\/a> is coming out this week. In the past month or so it seems that no matter which way you look, your eyes are bound to land on a Barbie Movie marketing campaign of some sort.<\/p>\r\n<p>Everyone is a Barbie girl in this inarguably Barbie world. Influencers are in on it, <a href=\"https:\/\/www.instyle.com\/barbie-movie-brand-collaborations-7558155\" target=\"_blank\" rel=\"noopener\">brand partnerships<\/a> keep cropping up, and everything\u2019s being painted Barbie pink. (Did you know the set of Barbie Movie <a href=\"https:\/\/www.latimes.com\/entertainment-arts\/movies\/story\/2023-06-03\/barbie-production-design-shortage-pink-paint-greta-gerwig\" target=\"_blank\" rel=\"noopener\">used so much pink paint<\/a> they ran through a global supplier\u2019s entire inventory?) You can even <a href=\"https:\/\/news.airbnb.com\/barbies-malibu-dreamhouse-is-back-on-airbnb-but-this-time-kens-hosting\/\" target=\"_blank\" rel=\"noopener\">rent Barbie\u2019s Dreamhouse<\/a> on Airbnb.<\/p>\r\n<p>Before we get started, we should probably point out that this article is not a paid sponsorship.<\/p>\r\n<p>With all of the hype around this movie, we got to thinking\u2014is movie marketing (to this extent) common? Why is this even happening in the first place? Is life in plastic really fantastic? There\u2019s a lot to unpack.<\/p>\r\n<h3>Film Financing and Marketing 101<\/h3>\r\n<p>Production companies spend a lot of money to make a movie. From the actual production of the movie, to paying distributors and theaters, their cost cup runneth over. One way to ensure some money is made on a movie is to get people to see it. According to <a href=\"https:\/\/www.investopedia.com\/articles\/investing\/093015\/how-exactly-do-movies-make-money.asp\" target=\"_blank\" rel=\"noopener\">Investopedia<\/a>, \u201ca studio might make about 60% of a film's ticket sales in the United States, and around 20% to 40% of that on overseas ticket sales.\u201d<\/p>\r\n<p>If a production company can get people to see their movie they have the chance to make a good chunk of change, and film marketing is how production companies spread the word. It\u2019s another cost, certainly, but a wildly important one. In fact, according to <a href=\"https:\/\/www.slashgear.com\/how-much-does-a-movie-need-to-be-profitable-25607407\/\" target=\"_blank\" rel=\"noopener\">Slash Gear<\/a>, \u201cThere are generally two parts of financing a film: Making the movie itself and marketing it.\u201d<\/p>\r\n<h3>What Makes Barbie Movie Marketing Different?<\/h3>\r\n<p>Marketing aims to get people to buy\u2014a tale as old as time. And film marketing has been known to go above and beyond in the past. As the <a href=\"https:\/\/www.hollywoodreporter.com\/business\/business-news\/movie-marketing-spends-summer-films-1235142253\/\" target=\"_blank\" rel=\"noopener\">Hollywood Reporter<\/a> says, \u201cDon\u2019t be surprised if studios set aside $150\u202fmillion or more on global marketing spend for the biggest titles.\u201d But there\u2019s something different, new, and, dare we say, extra, about the Barbie Movie marketing strategy.<\/p>\r\n\r\n[caption id=\"attachment_115171\" align=\"alignnone\" width=\"987\"]<img class=\"size-full wp-image-115171\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/screencapture-twitter-BurgerKingBR-status-1678858830334001153-2023-07-18-14_05_54-edit.png\" alt=\"Burger King's Barbie Burger with pink sauce\" width=\"987\" height=\"1616\" \/> <em>Barbie pink is really showing up everywhere. Source: <a href=\"https:\/\/twitter.com\/BurgerKingBR\/status\/1678858830334001153?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1678858830334001153%7Ctwgr%5Ea44719583f6cd1184be4025dcc90f07f38570c8f%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Ftime.com%2F6294123%2Fbarbie-partnerships-crocs-burger-king%2F\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/em>[\/caption]\r\n\r\n<p>When we say it\u2019s everywhere, we mean everywhere. From <a href=\"https:\/\/ruggable.com\/collections\/barbie-rugs-and-doormats\" target=\"_blank\" rel=\"noopener\">Ruggable<\/a> to <a href=\"https:\/\/www.creativebloq.com\/news\/burger-king-barbie-combo-meal\" target=\"_blank\" rel=\"noopener\">Burger King<\/a>, Barbie Movie has made its way into a wide swath of industries and products. <a href=\"https:\/\/time.com\/6294123\/barbie-partnerships-crocs-burger-king\/\" target=\"_blank\" rel=\"noopener\">Time Magazine<\/a> published a full article about all of the partnerships and collaborations and it\u2019s\u2026eye opening.<\/p>\r\n<p>According to the article, \u201cThe Copyright Office in the Library of Congress has registered more than 2,000 Barbie-related works including dolls, games, and songs for the movie, according to public records.\u201d We even spotted a few familiar faces on this long list\u2014<a href=\"https:\/\/www.meundies.com\/collections\/barbie-collection\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a> and <a href=\"https:\/\/joybird.com\/collaborations\/barbie\/#catalog\/barbie-x-joybird\/page\/1\" target=\"_blank\" rel=\"noopener\">Joybird<\/a> both feature Barbie-themed products on their websites.<\/p>\r\n<p>Barbie Movie marketing has fully infiltrated our lives\u2014so why aren\u2019t we seeing similar marketing for other blockbusters?<\/p>\r\n<h3>Why it Works for Barbie Movie and Not Others<\/h3>\r\n<p>We haven\u2019t really seen this level of widespread inundation via film marketing from other blockbuster movies, so there\u2019s something special about what Barbie and Mattel\u2014Barbie\u2019s parent company\u2014are doing.<\/p>\r\n<p>In a recent <a href=\"https:\/\/www.bbc.com\/news\/newsbeat-66184513\" target=\"_blank\" rel=\"noopener\">BBC article<\/a>, Ali Plumb, BBC Radio 1\u2019s Film Critic, brought up the point that there are other movies coming out around the same time but we\u2019re not seeing the same marketing strategy being applied. Ali specifically mentions Oppenheimer, which comes out the same day as the Barbie Movie. Because of the stark juxtaposition\u2014one is about an atomic bomb and one is about the world of Barbie\u2014the simultaneous release has been dubbed \u201c<a href=\"https:\/\/www.yahoo.com\/entertainment\/what-is-barbenheimer-barbie-oppenheimer-july-21-2030-release-date-double-feature-explainer-233351171.html\" target=\"_blank\" rel=\"noopener\">Barbenheimer<\/a>.\u201d<\/p>\r\n<p>Ali points out how the topic of Oppenheimer doesn\u2019t lend itself well to being marketed the same way as Barbie Movie. He says, \u201c[Oppenheimer is] a movie about the man who helped create the Manhattan Project and the atomic bomb, so you can't sell toys off the back of that, you can't sell fishing rods and shirts and hats and whatever random stuff [Barbie Movie] might be selling - it's just the movie.\"<\/p>\r\n<p>In the same BBC article, Moshe Isaacian, a senior brand consultant, said that Mattel has been great at being selective about which brands they partner with. He said, \u201cIt's more like [they're selling] Barbie's lifestyle plan now, like this is how Barbie would dress up, talk, the things she would eat, what kind of candles she would have in her house.\u201d<\/p>\r\n\r\n[caption id=\"attachment_115177\" align=\"alignnone\" width=\"2778\"]<img class=\"size-full wp-image-115177\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/Screen-Shot-2023-07-18-at-2.13.02-PM.png\" alt=\"\" width=\"2778\" height=\"820\" \/> <em>This is how Barbie would decorate her house. Source: <a href=\"https:\/\/joybird.com\/collaborations\/barbie\/#catalog\/barbie-x-joybird\/page\/1\" target=\"_blank\" rel=\"noopener\">Joybird<\/a>.<\/em>[\/caption]\r\n\r\n<p>Now when you see Barbie Movie collaborations, you\u2019ll be able to see it through the lens of achieving the Barbie Lifestyle. The way Mattel and Barbie have tackled this Barbie Movie marketing strategy is admirable and, while it\u2019s definitely a lot, we, as marketers, can learn a little something from it.<\/p>\r\n<h3>What Barbie Movie Marketing Can Teach Us<\/h3>\r\n<p>There\u2019s an excitement, an intense, sugary-sweet elation that comes with the Barbie branding. There\u2019s energy in the colorful confections and fabulous furniture that Barbie Movie and their partners have created. After all, nothing screams joy like a bright pink vacation home.<\/p>\r\n\r\n[caption id=\"attachment_115183\" align=\"alignnone\" width=\"2072\"]<img class=\"size-full wp-image-115183\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/screencapture-news-airbnb-barbies-malibu-dreamhouse-is-back-on-airbnb-but-this-time-kens-hosting-2023-07-20-10_30_21-edit.png\" alt=\"A bright pink house features a swimming pool in the front with floating letters K, E and N.\" width=\"2072\" height=\"1382\" \/> <em>Renting Barbie\u2019s Dreamhouse is a reality thanks to Airbnb. Source: <a href=\"https:\/\/news.airbnb.com\/barbies-malibu-dreamhouse-is-back-on-airbnb-but-this-time-kens-hosting\/\" target=\"_blank\" rel=\"noopener\">Airbnb<\/a>. <\/em>[\/caption]\r\n\r\n<p>Mattel and Barbie have bottled and branded the nostalgia of childhood memories for adults with the eye-catching allure of modern-day toys for kids. These products and partnerships elicit feelings, they connect to customers.<\/p>\r\n<p>Sure, the Barbie brand obviously lends itself well to these kinds of campaigns, but it can be carried into strategies for other brands too. When you\u2019re crafting your next marketing campaign, think about how you can spark joy to deepen connections and build customer relationships.<\/p>\r\n<p><em>To learn more about how Iterable helps create joy for our customers, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Let\u2019s Talk About the Barbie Movie Marketing Strategy","post_excerpt":"It seems that no matter which way you look, your eyes are bound to land on a Barbie Movie marketing campaign of some sort.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"lets-talk-about-the-barbie-movie-marketing-strategy","to_ping":"","pinged":"","post_modified":"2023-07-20 13:28:44","post_modified_gmt":"2023-07-20 20:28:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=115170","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 20, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072023_Barbie-Movie_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"bright pink background with a light pink film strip running across. On the right is a light pink silhouette of an old-fashioned movie camera.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072023_Barbie-Movie_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072023_Barbie-Movie_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/072023_Barbie-Movie_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/lets-talk-about-the-barbie-movie-marketing-strategy\/"},{"ID":114875,"post_author":"79","post_date":"2023-07-17 09:50:38","post_date_gmt":"2023-07-17 16:50:38","post_content":"<p>In the vast landscape of email communication, standing out from the crowd can be quite the challenge. This channel continues to be vital for connecting individuals and brands worldwide. With the rise of phishing attacks and email impersonation, the credibility of email has been called into question.<\/p>\r\n<p>But fear not, this is where Brand Indicators for Message Identification (BIMI) comes into play. BIMI (pronounced Bih-mee) is an email specification developed by the <a href=\"https:\/\/www.linkedin.com\/company\/authindicators-working-group\/\" target=\"_blank\" rel=\"noopener\">AuthIndicators Working Group<\/a>\u2014a collective effort of industry leaders. AuthIndicator Group\u2019s primary goal is to combat email fraud, phishing, and email impersonation by providing visual cues to users that an email is legitimate and sent from a trusted source. It\u2019s supported by an <a href=\"https:\/\/bimigroup.org\/bimi-infographic\" target=\"_blank\" rel=\"noopener\">ever growing list of mail clients<\/a>.<\/p>\r\n<p>BIMI has emerged as a new standard that allows organizations to display their brand logos alongside authenticated emails, thereby improving email security and establishing trust with recipients. In this article, we will explore what BIMI is, how it works for email, and how someone can implement BIMI to enhance their email communications.<\/p>\r\n<h3>What is BIMI?<\/h3>\r\n<p>Imagine you're attending an event where security is of utmost importance. To ensure the authenticity and legitimacy of the attendees, a strict verification process is in place. This process involves two crucial elements: identity verification and personalized badges.<\/p>\r\n<p>BIMI can be likened to the personalized badges provided to event attendees. These badges serve two purposes: identification and trust.<\/p>\r\n<ol>\r\n\t<li><strong>Identification<\/strong>: Just like personalized badges displaying an attendee's name and affiliation, BIMI enables email clients to display the sender's brand logo in the recipient's inbox. This identification helps recipients quickly recognize and associate emails with brands.<\/li>\r\n\t<li><strong>Trust<\/strong>: The personalized badges at the event serve as an indicator of trustworthiness. When recipients see a brand logo displayed through BIMI, it signifies that the email has passed through an authentication process, ensuring its legitimacy. This builds trust between the brand and the recipient, making it easier to discern genuine messages from potential phishing or spoofed emails.<\/li>\r\n<\/ol>\r\n<p>By implementing BIMI, email senders can establish a visual indicator of trust. This way, recipients can have increased confidence in the legitimacy of the emails they receive, mitigating the risk of falling victim to scams or fraudulent activities.<\/p>\r\n<h4>How Does BIMI Work?<\/h4>\r\n<p>The implementation of BIMI involves a few key components. Firstly, it relies on established email authentication protocols such as <a href=\"https:\/\/support.google.com\/a\/answer\/33786?hl=en\" target=\"_blank\" rel=\"noopener\">SPF (Sender Policy Framework)<\/a> and <a href=\"https:\/\/support.google.com\/a\/answer\/174124?hl=en\" target=\"_blank\" rel=\"noopener\">DKIM (DomainKeys Identified Mail)<\/a>. These protocols work together to verify the authenticity. and integrity of an email, ensuring it was sent from an authorized server and has not been tampered with during transit.<\/p>\r\n<h3>Benefits of BIMI<\/h3>\r\n<p>With over 80% of Iterable customers' monthly sending volume going to Mailbox Providers that support BIMI, this technical standard is simply beneficial to everyone. Implementing BIMI offers several benefits for your email marketing strategy:<\/p>\r\n<ul>\r\n\t<li><strong>Enhanced brand visibility &amp; recognition: <\/strong>Display your brand logo directly in the recipient's email client. This visual representation of your brand enhances brand visibility and recognition. When recipients consistently see your logo in their inboxes, it reinforces brand recall and distinguishes your emails from generic or potentially harmful messages.<\/li>\r\n\t<li><strong>Enhanced email authentication &amp; security<\/strong>: Email spoofing and phishing attacks have become prevalent, posing significant risks to businesses and individuals. BIMI helps combat these threats by requiring the implementation of strong email authentication protocols. By ensuring that only legitimate senders can display their brand logos, BIMI helps recipients distinguish between genuine emails and potential phishing attempts, thus bolstering email security.<strong>Improved recipient trust &amp; user experience<\/strong>: When recipients see your brand logo prominently displayed in their email clients, it establishes a sense of trust and authenticity. They can quickly associate the logo with your brand identity, reinforcing the legitimacy of your emails. This increased trust can lead to higher engagement rates, as recipients are more likely to open and interact with emails from recognized and trusted sources.<\/li>\r\n\t<li><strong>Potential deliverability benefits<\/strong>: By implementing these protocols and using BIMI, you demonstrate to email service providers (ESPs) and mailbox providers that you take email security seriously. This, in turn, increases your email deliverability rates as your messages are more likely to pass through spam filters and reach the intended recipients' inboxes.<\/li>\r\n\t<li><strong>Stand out from the crowd<\/strong>: In a crowded digital landscape, standing out from the competition is crucial. BIMI provides a unique opportunity to differentiate your brand's email communications.<\/li>\r\n<\/ul>\r\n<p>By leveraging BIMI, you can elevate your email branding efforts and establish a strong and credible presence in recipients' inboxes.<\/p>\r\n<h3>How to Implement BIMI<\/h3>\r\n<p>Now that we\u2019ve covered what BIMI is, let's dive into the implementation process of BIMI:<\/p>\r\n<h4>Step 1: Evaluate Readiness<\/h4>\r\n<p>Before diving into BIMI implementation, assess your email infrastructure and ensure it meets the prerequisites for email authentication. This involves setting up SPF and DKIM records to establish a strong foundation for BIMI.<\/p>\r\n<p>If you are unsure if your domain already uses BIMI, enter your domain in the <a href=\"https:\/\/bimigroup.org\/bimi-generator\/\" target=\"_blank\" rel=\"noopener\">BIMI Inspector tool<\/a>.<\/p>\r\n<h4>Step 2: Authenticate your Domain<\/h4>\r\n<p>Implement DMARC policies that align with your email authentication goals. Gradually increase the policy strictness to maximize the benefits of BIMI while ensuring a smooth transition for your email ecosystem.<\/p>\r\n<h4>Step 3: Register Your Trademark<\/h4>\r\n<p>Before you can display your brand logo using BIMI, you need to have a registered trademark associated with your domain. This ensures that only legitimate brand owners can utilize BIMI for email branding.<\/p>\r\n<h4>Step 4: Create a Verified Mark Certificate (VMC)<\/h4>\r\n<p>A VMC is a digital certificate that confirms your ownership of the brand logo you want to display alongside your emails. You will need to work with an authorized Certification Authority (CA) to obtain a VMC.* The CA will verify your ownership and issue the certificate.<\/p>\r\n<p><em>*There is a cost associated with a VMC<\/em><\/p>\r\n<h4>Step 5: Publish BIMI Records<\/h4>\r\n<p>Once you have a VMC, publish a BIMI record in your domain's DNS (Domain Name System) settings. This record points to the location of your brand logo and includes the VMC information. It acts as a reference for email clients to retrieve and display your logo.<\/p>\r\n<h4>Step 6: Monitor and Maintain<\/h4>\r\n<p>Regularly monitor your DMARC reports to identify any email authentication failures or unauthorized use of your domain. Stay vigilant and update your BIMI record and VMC if any changes to your branding or logo occur.<\/p>\r\n<p>This may seem overwhelming, but Iterable professional services, and our partners, are here to help.<\/p>\r\n<h3>Build Trust with BIMI<\/h3>\r\n<p>BIMI represents a significant step forward in email authentication and brand visibility. By combining email authentication protocols with visual brand indicators, BIMI helps organizations combat email fraud, strengthen security, and build relationships with their audiences.<\/p>\r\n<p><em>Read more about our <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener\">Deliverability Services<\/a> and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> if you\u2019re interested in working with the best deliverability team there is.<\/em><\/p>","post_title":"BIMI: Enhancing Email Experiences","post_excerpt":"In this article, we will explore what BIMI is, how it works, and how someone can implement BIMI to enhance their email communications.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"bimi-enhancing-email-experiences","to_ping":"","pinged":"","post_modified":"2023-07-25 09:28:07","post_modified_gmt":"2023-07-25 16:28:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=114875","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 17, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/071723_Deliverability-Pt1_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable light blue background with lighter blue top right and bottom left corners. An illustration of an inbox sits in the center with a small yellow email envelop sitting on the right side of the illustration with a red notification bubble.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/071723_Deliverability-Pt1_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/071723_Deliverability-Pt1_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/07\/071723_Deliverability-Pt1_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/bimi-enhancing-email-experiences\/"},{"ID":4718,"post_author":"97","post_date":"2023-07-10 09:00:32","post_date_gmt":"2023-07-10 16:00:32","post_content":"<p><em>This updated post was originally published by Iterable on August 30, 2018.<\/em><\/p>\r\n<p>In the half-decade since this post was initially written, adoption of artificial intelligence (AI) has <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener\">more than doubled<\/a>. McKinsey reports that <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener\">52% of organizations<\/a> are already investing into AI, and 63% expect that investment to increase over the next three years. Companies of all sizes are seeing value in AI\u2014from cutting-edge startups to industry giants.<\/p>\r\n<p>In 2018, we posited that we were only a few years away from a turning point, in which <a href=\"https:\/\/hbr.org\/2021\/09\/ai-adoption-skyrocketed-over-the-last-18-months\" target=\"_blank\" rel=\"noopener\">most businesses<\/a> will use AI in some form. And with the recent skyrocketing popularity of <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/generative-ai-is-here-how-tools-like-chatgpt-could-change-your-business\" target=\"_blank\" rel=\"noopener\">generative AI tools like ChatGPT<\/a>, it\u2019s safe to say that a turning point has arrived.<\/p>\r\n<p>However, misinformation continues to stymie the conversation around real-life, practical applications, especially when it comes to digital marketing, so we\u2019re back to re-evaluate the three most common AI myths we encountered five years ago and weigh in on whether they\u2019re still debunked in 2023.<\/p>\r\n<h3>AI Myth #1: It Will Take Marketers\u2019 Jobs<\/h3>\r\n<p>This remains a common fear, especially as the role of AI in marketing evolves. And yet, Gartner reports that the <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/03-18-2020-gartner-says-strongest-demand-for-ai-talent-comes-from-non-it-departments\" target=\"_blank\" rel=\"noopener\">strongest demand for AI talent<\/a> (i.e., people who are skilled in AI) comes from non-IT departments, such as marketing, sales, and customer service.<\/p>\r\n<p>AI does not \u201cthink\u201d or operate on its own\u2014a user is always driving the experience and providing the inputs. So regardless of how sophisticated AI tools become, there is still going to be a need for humans to be involved in their utilization.<\/p>\r\n<p>Much like any other technology advancement that came before, AI solutions will play a support role to make our work more efficient. AI can remove the day-to-day drudgery that typically hampers the creative process\u2014imagine a workday without digging through data, pulling reports or running queries!<\/p>\r\n<p>Eliminating rudimentary burdens gives valuable time back to marketers where they can focus on high-value projects to dial-up engagement. Invest this time in nuanced storytelling rich with elements of a \u201chuman touch,\u201d something that AI isn\u2019t quite capable of reproducing.<\/p>\r\n<h3>Truth: AI Will Open New Career Doors<\/h3>\r\n<p>Rather than stressing about technology minimizing your marketing role, <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">apply a growth mindset<\/a>. Learning and experimentation are synonymous with marketing and finding new (and better) ways to reach your audience will impact your business substantially.<\/p>\r\n<p>Marketers who understand the importance of AI and can <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">leverage it in their martech stacks<\/a> will lead the charge inside their organizations and cultivate deeper relationships with customers.<\/p>\r\n<h3>AI Myth #2: It\u2019s a Magic Bullet<\/h3>\r\n<p>Successful businesses are driven by results\u2014improved operations and higher revenues. But simply adopting AI technology won\u2019t guarantee your company these results\u2014success will come from the marketers who\u2019ve thought critically about their goals and the specific challenges that AI can impact.<\/p>\r\n<p>AI has <a href=\"https:\/\/www.theguardian.com\/technology\/2023\/mar\/16\/the-stupidity-of-ai-artificial-intelligence-dall-e-chatgpt\" target=\"_blank\" rel=\"noopener\">not yet advanced far enough<\/a> in determining whether its choices for your business are subjectively \u201cgood\u201d or \u201cbad.\u201d These solutions are designed to operate as quickly and efficiently with as little input as possible\u2014their strengths align with execution.<\/p>\r\n<p>If you prioritize AI adoption over strategy, then you\u2019re setting yourself up for failure.<\/p>\r\n<h3>Truth: AI is a Process<\/h3>\r\n<p>Just as it takes time to understand the problems you hope to solve using AI, you must also plan for the time you\u2019ll need to spend preparing for its use.<\/p>\r\n<p>In most cases, AI is anything but out-of-the-box ready. Collecting, routing and cleaning your data is just the beginning.<\/p>\r\n<p>You also need to budget time for AI algorithms to learn from this data and optimize its output effectively. For instance, we recommend Iterable customers have <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990091-Iterable-AI-Overview-\" target=\"_blank\" rel=\"noopener\">at least three months<\/a> of active user data so <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable AI<\/a> can provide the best insights.<\/p>\r\n<p>Once your technologies are up and running, you still need the human expertise to make sure any AI decision-making is accurate and useful to your operations. Marketers must still provide oversight to ensure campaign quality control.<\/p>\r\n<p>Setting the right expectations will be a vital component of your company\u2019s success with AI.<\/p>\r\n<h3>AI Myth #3: It Isn\u2019t a Fit for My Business<\/h3>\r\n<p>Modern businesses run on some form of marketing operations and analytics\u2014this likely qualifies your business as an eligible candidate for AI, even though you may not think it does.<\/p>\r\n<p>In 2017, Forrester Consulting found that nearly half of marketing executives surveyed assume <a href=\"https:\/\/martechtoday.com\/report-marketers-like-ai-based-tools-think-already-195107\" target=\"_blank\" rel=\"noopener\">AI will cost too much<\/a>. That sentiment has vanished, as new research demonstrates that 70% of marketing and sales departments are seeing <a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\">AI-related revenue increases<\/a> and 28% are seeing AI-related cost decreases.<\/p>\r\n<p>As McKinsey definitively states, \u201c<a href=\"https:\/\/www.mckinsey.com\/capabilities\/quantumblack\/our-insights\/the-state-of-ai-in-2022-and-a-half-decade-in-review\" target=\"_blank\" rel=\"noopener\">The bottom-line value realized from AI remains strong and largely consistent<\/a>.\u201d Forward-thinking business leaders are already moving the needle by using AI technology, so don\u2019t let your uncertainty keep you from taking action.<\/p>\r\n<h3>Truth: The Time to Act is Now<\/h3>\r\n<p>The majority of businesses are already leveraging AI to some degree\u2014including your competitors. Why not familiarize yourself with the AI landscape now and prepare the path for experimentation?<\/p>\r\n<p>Hesitation will only set your brand further back from your peers who are identifying and driving new opportunities for growth.<br \/>\r\nSeparating AI Myths From Reality<\/p>\r\n<p>Don\u2019t let these three AI myths dissuade your company from missing out on the next wave of innovation.<\/p>\r\n<p>We all could benefit from making sense of complex data and executing specific business functions more effectively\u2014AI provides this assistance, so why not take advantage of it?<\/p>\r\n<p>Savvy marketers and customer experience professionals already have access to a host of AI-powered tools with <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable AI<\/a>, including channel and send time optimization, predictive goals, user sentiment analysis, and copy generation.<\/p>\r\n<p>Our glass-box approach ensures our AI functionality is always explainable and customized to your specific business needs\u2014so it\u2019s easier than ever to create authentic experiences your customers love.<\/p>\r\n<p><em>To see how Iterable is using AI to help modern marketers master customer engagement, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"Debunking AI Myths in Marketing","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-ai-myths-marketing","to_ping":"","pinged":"","post_modified":"2024-02-05 12:01:56","post_modified_gmt":"2024-02-05 20:01:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=4718","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 10, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2018\/08\/071023_AI-Myths_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Teal computer chip pattern with white Iterable nodes overlayed\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/08\/071023_AI-Myths_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/08\/071023_AI-Myths_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/08\/071023_AI-Myths_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-ai-myths-marketing\/"},{"ID":112616,"post_author":"79","post_date":"2023-06-30 11:31:21","post_date_gmt":"2023-06-30 18:31:21","post_content":"<p>While the thought of a European vacation makes some Americans of a certain age reflexively say, \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=iAgX6qlJEMc\" target=\"_blank\" rel=\"noopener\">Look kids! Big Ben. Parliament<\/a>,\u201d Iterable took the concept of a European vacation and added a little spice.<\/p>\r\n<p>Over the course of the last few months we\u2019ve made stops in Berlin, London\u2014for Activate Tour\u2014and Cannes to connect with new members of our community, make a few announcements, and learn a little along the way.<\/p>\r\n<p>Since you likely weren\u2019t with us for the whole trip\u2014as much as we\u2019d love to take you with us everywhere\u2014we\u2019ve compiled a few of the best takeaways from our three stops on #EUSummerVacation2023.<\/p>\r\n\r\n[caption id=\"attachment_112623\" align=\"alignnone\" width=\"2560\"]<img class=\"wp-image-112623 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/IMG_7592-scaled.jpg\" alt=\"Tote bags with the iterable logo organized on a swag table\" width=\"2560\" height=\"1707\" \/> <em>With all the swag, attendees may have needed to check a bag on the way home.<\/em>[\/caption]\r\n\r\n<h3>London, Berlin, and Cannes<\/h3>\r\n<p><strong>1.<\/strong> Complex challenges like creating personalized journeys across multiple languages and geographies requires out-of-the-box thinking. In Berlin, Amanda Ramsahal, Customer Engagement Manager at <a href=\"https:\/\/www.dfds.com\/en\" target=\"_blank\" rel=\"noopener\">DFDS<\/a>, spoke about how she partnered with Iterable\u2019s Solutions Architect team to come up with creative solutions to modern problems.<\/p>\r\n<p><strong>2<\/strong>. The quickest way to connect is by being where your customers want you to be. London saw an announcement of global proportions as we unveiled <a href=\"https:\/\/iterable.com\/blog\/individualization-on-a-global-scale-with-global-sms-locales-and-more\/\" target=\"_blank\" rel=\"noopener\">Global SMS, Locales, and our EU data center<\/a> to make it easier to be where your audience is\u2026across the globe.<\/p>\r\n<p><strong>3.<\/strong> Bringing an established brand into the digital age requires hyperfocus on the customer journey. Volvo Cars told our Activate Tour London audience how their transition to a D2C model meant they needed to look at what each customer needs in their search for that perfect car.<\/p>\r\n\r\n[caption id=\"attachment_112629\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-112629\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/IMG_8057-scaled.jpg\" alt=\"Speakers on a stage, actively presenting to a crowded room.\" width=\"2560\" height=\"1707\" \/> <em>Carlo Maraschin from Volvo Cars talking about keeping customers engaged in their new journey.<\/em>[\/caption]\r\n\r\n<p><strong>4.<\/strong> Experimentation can yield insights previously thought impossible Dani Gonzalez, CEO and founder of <a href=\"https:\/\/iterable.com\/customers\/dgtl-fundraising\/\" target=\"_blank\" rel=\"noopener\">dgtl fundraising<\/a>, presented how they improved the experience for over 15% of users by testing messaging and send times to find the right fit for each customer.<\/p>\r\n<p><strong>5.<\/strong> Meanwhile, Cannes emphasized the influence of Gen Z and how brands need to frame their mindset as trusting Gen Z while also appealing to them.<\/p>\r\n\r\n[caption id=\"attachment_112635\" align=\"alignnone\" width=\"1920\"]<img class=\"size-full wp-image-112635\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/IMG_8841-scaled.jpg\" alt=\"Presentation at Cannes showing a slide that reads &quot;joyful connection, entertainment &amp; realness create trust.&quot;\" width=\"1920\" height=\"2560\" \/> <em>Trust is the key to joy.<\/em>[\/caption]\r\n\r\n<p><strong>6.<\/strong> In a time of seemingly endless digital noise, it\u2019s easier than ever to also ignore it all. Engagement is about making people want to listen to you by adding value to their experience.<\/p>\r\n<p><strong>7.<\/strong> Finally, Cannes made us feel inspired with one final message: Dare to be creative! Creative brands are the ones who succeed the most.<\/p>\r\n<p>This wasn\u2019t the first time we made our way to Europe in a big way and it certainly won\u2019t be the last. In fact\u2026there may or may not be more to come in the next few months. (Stay tuned!)<\/p>\r\n<p>But in the meantime, our trip left us feeling hopeful about a more connected world\u2014one that is creative, individualized, and trusted. Next time we\u2019ll be sure to save a little extra time, though, to see Big Ben and Parliament.<\/p>\r\n<p><em>To stay in the loop for all things Activate Tour, be sure to check out our <a href=\"https:\/\/iterable.com\/activate-tour\/\" target=\"_blank\" rel=\"noopener\">upcoming events<\/a>.<\/em><\/p>","post_title":"7 Learnings From Iterable\u2019s Summer European \u201cVacation\u201d","post_excerpt":"We made stops in Berlin, London\u2014for Activate Tour\u2014and Cannes to make connections and learn a little along the way.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"7-learnings-from-iterables-summer-european-vacation","to_ping":"","pinged":"","post_modified":"2023-06-30 11:31:21","post_modified_gmt":"2023-06-30 18:31:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=112616","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 30, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/063023_Activate-LDN-Cannes_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Purple map of europe with iterable nodes overlayed\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/063023_Activate-LDN-Cannes_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/063023_Activate-LDN-Cannes_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/063023_Activate-LDN-Cannes_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/7-learnings-from-iterables-summer-european-vacation\/"},{"ID":112556,"post_author":"113","post_date":"2023-06-29 13:25:59","post_date_gmt":"2023-06-29 20:25:59","post_content":"<p>In the July edition of this webinar series, we\u2019re demystifying webhooks. You\u2019ll discover how harnessing the flexibility of webhooks creates tighter relationships between your stack tools that maximize the impact of your communications\u2014 without needing extensive technical resources.<\/p>\r\n<p>Join Emily Benoit, Manager of Lifecycle Engagement at InStride, as she demonstrates how her team leverages webhooks to connect users to each other with customized, low-code data. Gain practical insights into effective webhooks uses, including strategizing triggers, entries and exit points, how to connect relational customer data, and some easy use cases and examples you can implement today!<\/p>\r\n<p><strong>Walk away from this webinar with insights on how to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Harness the power of webhooks to enhance the customer experience<\/li>\r\n\t<li>Create personalized connections between users<\/li>\r\n\t<li>Customize data fields to deliver tailored messaging<\/li>\r\n\t<li>Build new lifecycle features without additional vendors or teams<\/li>\r\n<\/ul>\r\n<p>Register now to gain practical insights and optimize your B2B2C communications from two incredible industry experts.<\/p>","post_title":"Ask a Builder About: How InStride Unlocks the Power of Webhooks for B2B2C Success","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-builder-about-how-instride-unlocks-the-power-of-webhooks-for-b2b2c-success","to_ping":"","pinged":"","post_modified":"2023-07-20 08:21:59","post_modified_gmt":"2023-07-20 15:21:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=112556","menu_order":12,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"June 29, 2023","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_InStride_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_InStride_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_InStride_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_InStride_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-builder-about-how-instride-unlocks-the-power-of-webhooks-for-b2b2c-success\/"},{"ID":112563,"post_author":"79","post_date":"2023-06-29 07:38:58","post_date_gmt":"2023-06-29 14:38:58","post_content":"<p><i data-stringify-type=\"italic\">Hightouch is a leading provider of Data Activation and Customer Data Platform (CDP) solutions, enabling marketing and data teams to activate customer data directly from their data warehouse to over 200 destinations like ad platforms and CRMs. <\/i><\/p>\r\n<p><i data-stringify-type=\"italic\">Hightouch is used by leading organizations like\u00a0<\/i><i data-stringify-type=\"italic\"><a class=\"c-link\" href=\"http:\/\/cars.com\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-stringify-link=\"http:\/\/Cars.com\" data-sk=\"tooltip_parent\">Cars.com<\/a><\/i><i data-stringify-type=\"italic\">, Spotify, TripAdvisor and GameStop to unlock a fast, flexible, and scalable CDP alternative by enabling them to activate audiences and other customer data points directly from their organization\u2019s single source of truth - the data warehouse out to the many business tools it is needed in.<\/i><\/p>\r\n<hr \/>\r\n<p>For years, marketers have relied on traditional Customer Data Platforms (<a href=\"https:\/\/hightouch.com\/blog\/what-is-a-customer-data-platform-cdp\" target=\"_blank\" rel=\"noopener\">CDPs<\/a>) to power their most complex personalization use cases. CDPs enable marketers to collect, store, and activate customer data and attributes in their martech tools, like Iterable. However, as the martech ecosystem has evolved, many organizations are now beginning to realize that they don\u2019t need a separate platform to activate customer data they already own\u2013and this has given rise to the Composable CDP.<\/p>\r\n<h3>The Evolution of MarTech<\/h3>\r\n<p>In the early 2010s, Scott Brinker coined the word martech to describe the convergence that was taking place between marketing and data tools. Since then, the martech world has witnessed a proliferation of development, with the latest martech report <a href=\"https:\/\/martech.org\/scott-brinker-unveils-2023-martech-landscape\/\" target=\"_blank\" rel=\"noopener\">highlighting over 11,000 different technologies<\/a> across numerous different categories.<\/p>\r\n<p>Marketers have more tools than ever to orchestrate campaigns and touchpoints across channels, and data teams have more data available than ever before, thanks to <a href=\"https:\/\/iterable.com\/blog\/closing-the-activation-gap-embracing-customer-data\/\" target=\"_blank\" rel=\"noopener\">cloud data warehouses<\/a>.<\/p>\r\n<p>Cross-channel communication platforms, like Iterable, paved the way for complex multi-touch marketing campaigns by creating a single, centralized platform where companies can easily (and automatically) orchestrate cohesive and consistent campaigns across email, web, and mobile.<\/p>\r\n<p>Still, even with the best tools and data, many organizations fail to actually drive meaningful, personalized experiences that move the needle forward. For many years, marketing teams have been stuck doing basic personalization\u2013usually auto-filling a few basic fields like name, email, or job title. This level of personalization doesn\u2019t cut it today: <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">customers want and expect personalized experiences<\/a> that are tailored to their preferences.<\/p>\r\n<p>However, many data tools weren\u2019t built for marketers, and marketing tools weren\u2019t built for data teams, but both teams are needed to drive personalization at scale. As more and more companies look to drive value from their data, this gap gave birth to the multi-billion dollar CDP industry.<\/p>\r\n<h3>The Rise of CDPs<\/h3>\r\n<p>CDPs were essentially the very first managed-cloud offerings that made it possible to store and activate customer data at scale. Traditional CDPs actually pre-date cloud data warehouses in some capacity because these platforms were the very first single-platform solutions available to organizations that enabled data and marketing teams to monetize and drive value from their customer data. Interestingly enough, under the hood, most CDPs today are powered by cloud data warehouses.<\/p>\r\n<p>Most traditional CDPs are made up of several core components:<\/p>\r\n<ul>\r\n\t<li><strong>Data Storage<\/strong>: Fully managed data storage for both events and customer profiles<\/li>\r\n\t<li><a href=\"https:\/\/hightouch.com\/blog\/what-is-identity-resolution\" target=\"_blank\" rel=\"noopener\"><strong>Identity Resolution<\/strong><\/a>: Built-in data modeling capabilities to link online and offline actions to a single customer profile<\/li>\r\n\t<li><strong>Audience Management<\/strong>: Granular audience management capabilities for building and orchestrating journeys across user cohorts<\/li>\r\n\t<li><strong>Data Syncing<\/strong>: Pre-built integrations to automatically sync data to downstream destinations<\/li>\r\n<\/ul>\r\n<p>Prior to CDPs, anytime a marketer wanted to launch a new experiment or target a specific audience, a ticket had to be submitted to the data team.<\/p>\r\n<p>This ad-hoc manual process created several problems. Firstly, data teams had to write custom code every time data needed to be moved out of the warehouse for each desired downstream destination. For small organizations, this was not too problematic, but for larger enterprise-level organizations that operate across hundreds of marketing channels, this was an engineering nightmare because it meant building and maintaining hundreds of scripts and custom pipelines.<\/p>\r\n<p>Without the necessary data, marketing teams were locked out from any experimentation, and simply asking for an additional data point or customer attribute could create longer lead times.<\/p>\r\n<h3>Why Traditional CDPs Fail<\/h3>\r\n<p>What most people don\u2019t realize is that many of the traditional CDP vendors, as you know them today, didn\u2019t actually set out to build out a platform focused on creating and activating a <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-a-360-degree-customer-view\/\" target=\"_blank\" rel=\"noopener\">360-degree view of the customer<\/a>. Many of the largest CDPs began as event collection platforms and CRMs and only transitioned into fully-managed customer data offerings after realizing that marketing teams had much more complex use cases they needed to solve.<\/p>\r\n<p>While the core value proposition that CDPs continue to solve isn\u2019t going away anytime soon, the bundled architectural approach of these platforms introduces several challenges:<\/p>\r\n<ul>\r\n\t<li><strong>Limited Customer Understanding<\/strong>: Traditional CDPs were built to collect behavioral events (e.g., page view, abandon cart, button click, etc.), which means the platforms are designed around a strict user\/account model. This means you can\u2019t leverage existing first-party data or additional attributes without substantial engineering effort.<\/li>\r\n\t<li><strong>Duplicate Storage and Compute<\/strong>: CDPs house data outside of your existing data infrastructure into a separate entity, forcing you to purchase an additional storage and compute layer to manage data that you already own. This can quickly introduce security and compliance issues with GDPR, HIPAA, and CCPA laws.<\/li>\r\n\t<li><strong>Long Implementation Time<\/strong>: The average CDP implementation takes anywhere from six months to a year, and that\u2019s not even factoring in onboarding and training time. Additionally, anytime you want to store a new data point or attribute in your CDP, you have to build an entirely new ingestion pipeline and re-architect your CDP from scratch.<\/li>\r\n\t<li><strong>Inflexible Modeling<\/strong>: Because CDPs are designed to collect and store behavioral clickstream data (e.g., signup, page view, abandon cart, etc.), these platforms are often built around a strict user\/account model. This makes it very difficult to solve complex personalization use cases for custom objects like playlists, pets, workspaces, albums, artists, etc.<\/li>\r\n\t<li><strong>High Cost of Ownership<\/strong>: Traditional CDPs make your purchase and pay for every feature in a bundle. Often this means you\u2019re forced to pay for features you\u2019ve already solved for upstream in your existing data stack.<\/li>\r\n<\/ul>\r\n<h3>The Emergence of the Composable CDP<\/h3>\r\n<p>With the rapid adoption of cloud data warehouses, many companies are now coming to the realization that they don\u2019t need to pay for a CDP to manage and store data they already own. This paradigm shift has given rise to what\u2019s now commonly referred to as a Composable CDP.<\/p>\r\n<p>A Composable CDP has the <a href=\"https:\/\/hightouch.com\/blog\/composable-cdp\" target=\"_blank\" rel=\"noopener\">same goal as a traditional CDP<\/a>\u2014activating customer data to downstream tools\u2014but rather than operating as a separate entity and storing data outside of your current data infrastructure like a traditional CDP does, a Composable CDP is an activation layer that lets you curate audiences, orchestrate journeys, and send your existing data to your frontline marketing tools.<\/p>\r\n\r\n[caption id=\"attachment_112591\" align=\"alignnone\" width=\"1804\"]<img class=\"wp-image-112591 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Screen-Shot-2023-06-29-at-10.32.28-AM.png\" alt=\"A chart depicting the flow of data from left to right. On the left is hightouch, the middle is building and syncing audiences, and the far right is Iterable.\" width=\"1804\" height=\"970\" \/> <em>How a Composable CDP works.<\/em>[\/caption]\r\n\r\n<p>This architectural approach offers several advantages compared to bundled CDP offerings because rather than having to pay additional storage and compute costs, you can leverage your existing data assets to drive immediate value.<\/p>\r\n<p>Because a Composable CDP is really just a <a href=\"https:\/\/hightouch.com\/blog\/what-is-data-activation\" target=\"_blank\" rel=\"noopener\">data activation layer<\/a> that sits on top of your existing data stores, the architecture is technology agnostic. Under the hood, a composable CDP is just powered by <a href=\"https:\/\/hightouch.com\/blog\/reverse-etl\" target=\"_blank\" rel=\"noopener\">reverse ETL.<\/a> This means you can easily scale and adjust your infrastructure to facilitate your most complex use cases.<\/p>\r\n<p>The modularity allows you to avoid the major shortcomings of CDPs because you can take advantage of your existing data collection, data storage, and data modeling capabilities. The flexible nature of this architecture means that you're not locked into the constraints of a single platform, and you can easily access any and all of your data to build rich audience cohorts for personalization.<\/p>\r\n<p>Additionally, because you\u2019re simply adding an activation layer on top of your existing data assets, you can avoid the long, drawn-out implementation time of traditional CDPs\u2014allowing you to think in terms of use cases rather than technologies.<\/p>\r\n<h3>How to Get Started With a Composable CDP<\/h3>\r\n<p>Unfortunately, there\u2019s a bit of a misconception around Composable CDPs because many organizations think they need to reach a certain level of data maturity before they can actually drive value from their data. The reality is that a composable CDP is simply an activation layer that sits on top of your existing data assets, whether that\u2019s a customer events table or a propensity model your data team has built in your warehouse.<\/p>\r\n<p>Data activation platforms like Hightouch enable you to push your data to over <a href=\"https:\/\/hightouch.com\/integrations\" target=\"_blank\" rel=\"noopener\">200+ destinations<\/a>, including cross-channel communication platforms like Iterable. This has many benefits because having access to all of your customer data means you can power your most complex personalization use cases.<\/p>\r\n<p>Here are a few examples of what this might look like in the context of Iterable:<\/p>\r\n<ul>\r\n\t<li><strong>SMS Messages<\/strong>: Notifying users when their order has been delivered<\/li>\r\n\t<li><strong>Email<\/strong>: Delivering a personalized email with product recommendations using a propensity model your data team has built<\/li>\r\n\t<li><strong>Push Notifications<\/strong>: Notifying users of a local in-store promotion<\/li>\r\n<\/ul>\r\n<p><em>If you\u2019re interested in learning more about how you can use Hightouch to power your lifecycle marketing campaigns in Iterable, you can schedule a <a href=\"https:\/\/hightouch.com\/demo?ref=\/platform\/customer-studio\" target=\"_blank\" rel=\"noopener\">Hightouch demo<\/a> and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Iterable demo<\/a> today.<\/em><\/p>","post_title":"Composable CDP & Martech Stack Relationship","post_excerpt":"Brands are now to realizing they don't need a separate platform to activate customer data\u2014enter the Composable CDP.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-a-composable-cdp-fits-into-the-martech-stack","to_ping":"","pinged":"","post_modified":"2024-02-05 11:20:42","post_modified_gmt":"2024-02-05 19:20:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=112563","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 29, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/062923_Hightouch-CDP_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Navy background with hightouch and iterable logos\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/062923_Hightouch-CDP_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/062923_Hightouch-CDP_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/062923_Hightouch-CDP_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-a-composable-cdp-fits-into-the-martech-stack\/"},{"ID":112543,"post_author":"113","post_date":"2023-06-28 13:17:39","post_date_gmt":"2023-06-28 20:17:39","post_content":"<p>Iterable has been named #2 on the leaderboard in the latest Summer 2023 G2 Mid-Market Relationship Index\u00ae Report for Mobile Marketing. This achievement is attributed to its impressive relationship scores, exceptional customer support, and the ease of doing business in the mobile space.<\/p>\r\n<p>The G2 Report offers an in-depth evaluation of the leading marketing automation technologies in the market, providing authentic ratings and comprehensive comparisons between Iterable and other prominent providers.<\/p>\r\n<p>Download the full report to:<\/p>\r\n<ul>\r\n\t<li>Access Iterable\u2019s product profile and read 380+ verified user reviews on our partnership &amp; solution<\/li>\r\n\t<li>Review customer satisfaction ratings on key metrics<\/li>\r\n\t<li>Understand how product features compare across mobile marketing, email marketing, and other marketing automation categories<\/li>\r\n\t<li>Explore additional data on various providers, including average user adoption and ROI<\/li>\r\n<\/ul>","post_title":"Iterable Named a G2\u00ae\ufe0f Mobile Marketing Leader for Summer 2023","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-named-a-g2-mobile-marketing-leader-for-summer-2023","to_ping":"","pinged":"","post_modified":"2023-07-06 07:40:42","post_modified_gmt":"2023-07-06 14:40:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=112543","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"June 28, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-2048x1366.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/G2-Summer-Leader-01-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-mobile-marketing-leader-for-summer-2023\/"},{"ID":9521,"post_author":"7","post_date":"2023-06-27 09:00:38","post_date_gmt":"2023-06-27 16:00:38","post_content":"<p><em>This updated post was originally written for Iterable by Arazoo Kadir, Head of Agency Growth for Yodel Mobile, and published on May 28, 2020.<\/em><\/p>\r\n<p>In a hugely saturated market, competing for users in the app space can be incredibly challenging. Consumers downloaded a record <a href=\"https:\/\/www.statista.com\/statistics\/271644\/worldwide-free-and-paid-mobile-app-store-downloads\/\" target=\"_blank\" rel=\"noopener\">255 billion apps in 2022<\/a>, with research showing that <a href=\"https:\/\/www.statista.com\/statistics\/266275\/mobile-app-consumer-spend-on-mobile-apps-quarter\/#:~:text=In%202022%2C%20the%20total%20consumer,approximately%20167%20billion%20U.S.%20dollars.\" target=\"_blank\" rel=\"noopener\">approximately 167 billion U.S. dollars<\/a> has been spent globally on apps, subscriptions and other in-app spending over the past year.<\/p>\r\n<p>Many app owners are fighting for screen time both within their categories and across the app stores. Long-gone are the days of placing value in vanity metrics\u2014like install rates\u2014as a measure of growth and success for an app business. Instead, success should be based on the ability to acquire, retain and convert high-value users and actions.\u00a0<\/p>\r\n<p>Here are our top five strategies that you could implement for your app business to successfully grow your app user base.<\/p>\r\n<h3>1. Align on a Shared Vision\u00a0\u00a0<\/h3>\r\n<p>Agreeing on a shared vision across your business is essential to working towards a common goal. While this sounds like a big feat, there are steps you can take in the early stages of your app marketing efforts to establish a clear and concise strategy.<\/p>\r\n<p>To achieve your growth targets, you need to establish your <a href=\"https:\/\/mixpanel.com\/blog\/north-star-metric\/\" target=\"_blank\" rel=\"noopener\">\u201cNorth Star\u201d<\/a> metric. Your \u201cNorth Star\u201d metric should reflect what action provides realized value to your customer and is typically the best indication of future revenue for your app.<\/p>\r\n<p>For a workout app, this could be the number of paid workouts completed or for a music streaming app, the number of premium-tier subscribers. Once you have determined your \u201cNorth Star\u201d and communicated this across the business, you can take the next step and focus on your acquisition, engagement and retention targets.<\/p>\r\n<p><strong>Iterable tip<\/strong>: Once you\u2019ve defined your \u201cNorth Star\u201d metric, you can go even further by implementing Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/5000056031508-Introduction-to-Predictive-Goals-\" target=\"_blank\" rel=\"noopener\">Predictive Goals<\/a>, which analyzes your historical data to predict which users are most likely to convert in the future.<\/p>\r\n<h3>2. Set Up Your App for Success<\/h3>\r\n<p>Before brands even consider what the ideal in-app experience should be like, mobile marketers need to ensure their apps are discoverable within these highly saturated app stores. This is where <a href=\"https:\/\/iterable.com\/blog\/3-tips-for-app-store-optimization-aso\/\" target=\"_blank\" rel=\"noopener\">app store optimization (ASO)<\/a> can help.\u00a0<\/p>\r\n<p>Much like how search engine optimization (SEO) can help brands get their content to land in those coveted top spots, ASO helps apps rank better\u2014with the goal of increasing visibility and likelihood of user engagement.<\/p>\r\n<p>Here are two tips to keep in mind when it comes to improving discoverability and ranking in an app store:<\/p>\r\n<ul>\r\n\t<li><strong>Pick your title and stick with it.<\/strong> Your app\u2019s name can match your brand name, but the app title\u2014the first line that appears in your app description in the app store\u2014should be carefully constructed. Include top keywords in your app title, but select those that match intent over those with high search volume if it comes down to choosing between the two.<\/li>\r\n\t<li><strong>Write a detailed description<\/strong>. If you couldn\u2019t fit all of your top keywords in your app title, the app description is the perfect place to include some more in a detailed explanation of what your app does. Unlike your app title, the app description can change. It\u2019s not immediately on display when the app is searched for, so it can evolve depending on what resonates with your audience.<\/li>\r\n<\/ul>\r\n<p><strong>Iterable tip:<\/strong> So much more goes into app store optimization, but your team doesn\u2019t have to tackle it alone. With Iterable\u2019s expansive ecosystem of solutions partners like <a href=\"https:\/\/iterable.com\/partners\/solutions\/yodel-mobile\" target=\"_blank\" rel=\"noopener\">Yodel Mobile<\/a>, you can access award-winning mobile marketing services that drive sustainable business growth.<\/p>\r\n<h3>3. Acquire High-Value App Users<\/h3>\r\n<p>The best way to tackle the growth of your user base is to bridge your efforts towards, and the gap between, your organic and paid acquisition methods.<\/p>\r\n<p><strong>Organic acquisition:<\/strong> The beauty of a great organic acquisition strategy is that there is demonstrated intent in your services or brand. This indicates a higher probability for success with down-the-line engagement, retention, and monetization, impacting the whole user funnel.<\/p>\r\n<p>Make sure to:<\/p>\r\n<ul>\r\n\t<li>Implement ongoing keyword optimizations to drive app discoverability<\/li>\r\n\t<li>Ensure your listings foreground your value proposition and\/or make use of your existing brand success to drive traction<\/li>\r\n\t<li>Test and implement compelling creative assets, such as your product screenshots or promotional videos that foreground your app\u2019s features<\/li>\r\n<\/ul>\r\n<p><strong>Paid user acquisition<\/strong>: By sending users towards a highly optimized listing, you\u2019ve safeguarded your advertising budget and can freely focus on your paid user acquisition strategies. Paid advertising offers the ability to target new and niche audiences with a high level of granularity, targeting with the right message, at the right time and on the right platform.<\/p>\r\n<p>You should:<\/p>\r\n<ul>\r\n\t<li>Implement and test your attribution tracking, including post-install events to determine high-value acquisition sources<\/li>\r\n\t<li>Make sure you\u2019ve determined the best possible combination of channels to acquire your users from (ad networks, app store search, social, etc.) and how much budget to allocate to each channel<\/li>\r\n\t<li>Optimize your campaigns continuously to execute the most successful creative and copy to capture and convert your target audience<\/li>\r\n<\/ul>\r\n<p><strong>Iterable tip<\/strong>: Acquiring high-value users isn\u2019t enough if you aren\u2019t going to prioritize activating their data and putting it to good use. Make sure your marketing tech stack <a href=\"https:\/\/iterable.com\/features\/centralized-data\/\" target=\"_blank\" rel=\"noopener\">centralizes all customer data<\/a>\u2014both within your app and beyond it. Eliminating these data silos ensures access to rich data sets for real-time message personalization.<\/p>\r\n<h3>4. Gamify In-App Promotions<\/h3>\r\n<p>Now that you\u2019ve optimized for the app store and acquired high-value users, it\u2019s time to encourage customer engagement to drive actions within your app. When it comes to engaging and re-engaging users, two of the greatest channels at your disposal are push notifications and in-app messaging.<\/p>\r\n<p>In-app messages, in particular, offer highly effective delivery for coupons, promotions, and flash sales. The mobile gaming industry, which is often considered the most sophisticated app vertical, has widely used in-app messages for promotions because of the channel\u2019s ability to generate incremental lift (earnings you wouldn\u2019t have gained without a specific campaign).<\/p>\r\n<p>A best practice is to have the logic for the promotional sale on the backend so that you can sunset the promotion or change it towards a seasonal offering without having to update the application.<\/p>\r\n<p>To take things one step further, you will want to not only measure your incremental lift with analytics, but also test which campaigns are creating more conversions by A\/B testing the promotional content.<\/p>\r\n<p><strong>Iterable tip<\/strong>: Building in-app messaging in-house is time-consuming and technically challenging, but Iterable\u2019s <a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\">Embedded Messages<\/a> solution allows marketers to effortlessly integrate native in-app and website message placements that dynamically adapt to individual user data. And with pre-built templates for hero banners, scrolling carousels and more, you can create personalized communications\u2014no coding required.<\/p>\r\n<h3>5. Encourage App User Reviews<\/h3>\r\n<p>Reviews are important because users value the feedback from those similar to themselves. We know that the opinions of like-minded users (<a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">peer-to-peer marketing<\/a>) can influence a purchase, and that holds true for app downloads as well. According to <a href=\"https:\/\/www.mobileappdaily.com\/importance-of-mobile-app-reviews\" target=\"_blank\" rel=\"noopener\">Mobile App Daily<\/a>, \u201c90% of users go through reviews and ratings before installing an app.\u201d<\/p>\r\n<p>But not only that, getting reviews is incredibly important for app store optimization because app stores also value quality. Simply put, \u201cApps with higher ratings also <a href=\"https:\/\/neilpatel.com\/blog\/app-store-optimization\/\" target=\"_blank\" rel=\"noopener\">ranked higher<\/a>.\u201d So, while brands should strive to get more app reviews, they also should aim to get positive reviews: a tough balance to strike.\u00a0<\/p>\r\n<p>An additional, yet equally important, benefit of reviews is that they also allow you to collect qualitative data on your users\u2019 experience in the app, which could feed into your product roadmap.<\/p>\r\n<p>Be sure your brand is soliciting reviews both within your app and via other marketing channels, such as email, SMS, or mobile push. Remember: paid or incentivized reviews will get your app taken down from the app stores, so keep the content of these review request messages short and to the point.<\/p>\r\n<p><strong>Iterable tip<\/strong>: Increase the likelihood your customers will leave app reviews with Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/13102589168916-Channel-Optimization-\" target=\"_blank\" rel=\"noopener\">Channel Optimization<\/a>, which analyzes each user\u2019s historical data and sends a message to the channel they\u2019re most likely to engage with, whether it be email, SMS, or push notification.<\/p>\r\n<h3>Successful App Growth, One Tip at a Time<\/h3>\r\n<p>By bringing together these top five strategies, you\u2019ll be well on your way to delivering on your brand\u2019s shared vision and growing your app user base successfully.<\/p>\r\n<p>The common thread throughout all of these tips is understanding your audience and their perspective. Put yourself in their shoes and make sure each message you send is catered to their unique needs and personalized so as to prompt action and engagement. Only then will you have an app they\u2019ll return to, again and again.<\/p>\r\n<p><em>To learn more about improving your mobile marketing strategy, download our <a href=\"https:\/\/iterable.com\/whitepaper\/from-welcome-to-winback-a-mobile-marketing-lookbook-of-lifecycle-campaigns\/\" target=\"_blank\" rel=\"noopener\">Mobile Marketing Lookbook of Lifecycle Campaigns<\/a> or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo of Iterable today<\/a>.<\/em><\/p>","post_title":"Top 5 Strategies to Successfully Grow Your App User Base","post_excerpt":"Here are our top five strategies that you could implement for your app business to successfully grow your app user base.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-5-strategies-successfully-grow-app-user-base","to_ping":"","pinged":"","post_modified":"2023-06-27 13:29:32","post_modified_gmt":"2023-06-27 20:29:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9521","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 27, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Overhead view of woman standing using her phone. We see a screen full of apps and in the background, her crossed sneakers on the ground behind it.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/"},{"ID":112399,"post_author":"79","post_date":"2023-06-21 02:41:35","post_date_gmt":"2023-06-21 09:41:35","post_content":"<p>The digital landscape for an individualized customer experience is changing\u2014in a multitude of ways.<\/p>\r\n<p>An increasing number of businesses are exploring opportunities to diversify their business operations on a global scale. Channel usage and preferences have shifted, with 54% of customers wanting marketing texts, but only about 11% of businesses <a href=\"https:\/\/smallbiztrends.com\/2019\/12\/text-message-marketing-statistics.html#:~:text=54%25%20of%20Consumers%20Want%20Marketing%20Text%20Messages%20But,11%25%20of%20Businesses%20Send%20Them&amp;text=Over%20half%20of%20consumers%20(54,send%20such%20information%20by%20text.\" target=\"_blank\" rel=\"noopener\">using SMS<\/a>.<\/p>\r\n<p>With the push for global and channel expansion, so too have consumers begun pushing back for a better and more secure experience\u2014one with <a href=\"https:\/\/www.prnewswire.com\/news-releases\/23-of-consumers-receive-marketing-emails-from-companies-they-never-subscribed-to-301234484.html\" target=\"_blank\" rel=\"noopener\">less noise<\/a>.<\/p>\r\n<p>Brands are stuck trying to reach more customers, but in a way that\u2019s secure and relevant. It\u2019s tough, which is why we\u2019re excited to introduce you to the newest additions to Iterable that help marketers individualize the customer experience globally, at scale, and in ways the customer can trust.<\/p>\r\n<h3>Connecting With Customers Across the Globe the Way They Want<\/h3>\r\n<p>With <a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s Summer Product Release<\/a>, we\u2019re providing the easiest and most secure way to connect with global audiences at scale. These key features will help improve efficiency so you can focus on optimizing for just the right experience for each customer.<\/p>\r\n<h4>Increase Global Reach With SMS<\/h4>\r\n<p>A big concern for marketers has been the ease of adopting SMS globally. Full SMS adoption often requires a third party provider with more contracts, more vendor negotiations, and more points making it harder to activate your data.<\/p>\r\n<p>With Iterable\u2019s Global SMS, there is no third-party involvement and only one contract. Now, marketers can harmonize their cross-channel experiences using SMS while still maintaining a single source of truth. You can now consolidate all of your SMS needs into Iterable with the comfort of knowing you have a full suite of compliance and acquisition tools behind you that can send messages to 30+ locales.<\/p>\r\n<p>With Iterable, brands can rest assured they are abiding by local compliance standards with country-specific SMS compliance baked into the Iterable platform. For example, because you cannot send text messages to customers in France on public holidays, if the user tries to send SMS on those days, the Iterable system will create a \"Send Skip\" event to prevent the message from sending.<\/p>\r\n<p>And with Iterable\u2019s powerful shortlink builder, you can easily attribute ROI and revenue to your SMS campaigns.<\/p>\r\n<h4>Make Localized Campaigns a Breeze<\/h4>\r\n<p>Expanding to a more global audience means new languages, dialects, and region-specific content. Individualizing the experience for each of these locales, while also accommodating users\u2019 language preferences is a near impossible task to execute for most teams.<\/p>\r\n<p><strong>Iterable\u2019s new Default Locales<\/strong> makes it easier to send messages tailored to a user\u2019s locale and preferences by providing the flexibility to define locales at the campaign and template level. You no longer have to manually build out a new journey. Default Locales add a new dimension of scalability and efficiency for teams serving geo-specific audiences.<\/p>\r\n<h4>Avoid Message Fatigue With Frequency Capping and Optimization<\/h4>\r\n<p>Message fatigue is real. Marketers are pushed to increase messaging volume, but everyone\u2019s doing that, so the customer experience feels noisy, intrusive, and cluttered.<\/p>\r\n<p>Iterable\u2019s new Frequency Capping and AI-powered Frequency Optimization features help marketers manage the amount of messages sent to each individual. Timing is everything, and with these features, marketers can use AI to identify the optimal amount of messages to send to each user. With Frequency Capping, marketers can set a limit\u2014or cap\u2014of how many messages can be sent to specific users, while Frequency Optimization taps into Iterable\u2019s powerful AI capabilities to determine what frequency is right for each individual within a set range. No more one-size-fits-all approach. Everyone gets an experience that is right for them.<\/p>\r\n<h4>Operate Globally and Securely With New EU Data Center Coming This Fall<\/h4>\r\n<p>Data security is top of mind, especially for EU-based and multinational companies operating amidst increasingly strict regulations. Consumers are inundated with news stories about security breaches where consumer data is compromised. It\u2019s gotten to the point where an overwhelming majority of users believe <a href=\"https:\/\/www.truata.com\/resources\/report\/global-consumer-state-of-mind-report-2021\/\" target=\"_blank\" rel=\"noopener\">companies must do more to protect their data online<\/a>.<\/p>\r\n<p>With our new EU Data Center coming this Fall, Iterable is taking a big step to helping our EU-based and multinational companies provide security and build trust for their customers. This new data center\u2014based in Ireland\u2014also has massive benefits for users beyond compliance, including reduced latency and improved liability.<\/p>\r\n<p>Trust is a vital piece of a customer experience that drives retention. Better data privacy and security goes a long way in building that trust.<\/p>\r\n<p>With the new slate of features above, marketers can feel empowered to connect with customers around the world in a way that is efficient and optimized for execution.<\/p>\r\n<p><em>Learn more about each of these features by signing up for a <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">demo<\/a> with our experts.<\/em><\/p>","post_title":"Individualization on a Global Scale With Global SMS, Locales, and More","post_excerpt":"With Iterable\u2019s Summer Product Release, we\u2019re providing the easiest and most secure way to connect with global audiences at scale.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"individualization-on-a-global-scale-with-global-sms-locales-and-more","to_ping":"","pinged":"","post_modified":"2023-06-21 06:33:40","post_modified_gmt":"2023-06-21 13:33:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=112399","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 21, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Stock illustration of a cell phone with passport, chat bubble, email icon and more emerging from the screen to appear 3D. Colors are yellows, teals, blues, and reds.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/individualization-on-a-global-scale-with-global-sms-locales-and-more\/"},{"ID":112001,"post_author":"35","post_date":"2023-06-15 10:27:55","post_date_gmt":"2023-06-15 17:27:55","post_content":"<div>Web push notifications are messages that you can send through a browser to a user\u2019s device. That could include a smartphone, tablet, or desktop computer. The user doesn\u2019t have to be on your website to get the message, they just need to have a browser such as Chrome or Firefox open.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>The goal of web push notifications is to get people to re-engage with your website or brand. These notifications typically contain a brief text box with a link or photo and are meant to drive the recipient to take some action. That might include making another purchase or leaving a review for your product. For example, you might send a web push notification that alerts your customer to a 50% off deal to entice them to return to your site. These notifications are meant to have a sense of urgency.<\/div>\r\n<h3>How Do Web Push Notifications Work?<\/h3>\r\n<div>A user only has to visit your website once to be a potential candidate for web push notifications. You can use a <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/beginners-guide-to-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">cross-channel marketing platform<\/a> to initiate an opt-in to appear after a user has spent a little time browsing your site.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>There are both soft and hard opt-in options. A <a href=\"https:\/\/uxdesign.cc\/ask-for-push-notification-opt-in-properly-you-have-only-one-chance-64d66fac618e\" target=\"_blank\" rel=\"noopener\">hard option<\/a> simply asks the visitor to click yes or no on whether to receive notifications from your site. A <a href=\"https:\/\/dma.org.uk\/article\/soft-opt-what-soft-opt-in-for-direct-marketing\" target=\"_blank\" rel=\"noopener\">soft opt-in<\/a> uses two dialogue boxes, with the first one explaining the benefits of your notifications.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>With a soft opt-in, a site dedicated to cooking, for example, might alert people that agreeing to notifications means they\u2019ll hear about new recipes first. Both opt-in types have their benefits and drawbacks. A hard opt-in is more streamlined, but a soft opt-in gives you a chance at asking a customer again if they say no the first time.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Once customers agree to receive notifications, they\u2019ll receive them whenever they have a browser open. Web push looks different based on the type of browser, but they typically appear as small alerts in the top right or bottom right of the screen. On a mobile device, they look almost identical to the push notifications people receive from an app. When users click on the notification, it will then take them to your chosen destination.<\/div>\r\n<h3>The Benefits\u00a0<\/h3>\r\n<div>One of the biggest upsides to web push is their reach. Once people opt in, you\u2019re able to catch them whenever they have a browser open. Unlike app push notifications, the user doesn\u2019t have to download your app first. In fact, web push notifications are a workaround if you don\u2019t have an app.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Web push notifications are also more timely and reliable than email marketing efforts. They won\u2019t end up in someone\u2019s spam folder and they have a high open rate\u2014<a href=\"https:\/\/www.moengage.com\/learn\/push-notification-statistics\/\" target=\"_blank\" rel=\"noopener\">the open rate for web push notifications can be 15%, up to 18% for rich web push<\/a>. Because users don\u2019t have to provide personal information to receive web notifications, they\u2019re also more likely to opt in to receive them. The opt-out rate for web push notifications is also low.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>These notifications can drive conversions because they keep customers up-to-date on your sales, offers, and new products. They can also boost traffic to your website through the use of engaging headlines and links that point people toward your website or social media channels.\u00a0<\/div>\r\n<h3>What are the Best Ways to Use Web Push Notifications?<\/h3>\r\n<div>There are dozens of ways you can use web push notifications to encourage <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-customer-engagement-marketing\/\" target=\"_blank\" rel=\"noopener\">customer retention and engagement<\/a>. These notifications allow you to reach your customers based on their past behaviors and on the devices and platforms of their choosing. There are some types of web push notifications that can be particularly successful, including:<\/div>\r\n<ul>\r\n\t<li><strong>Promotional: <\/strong>These notifications can alert users to exclusive offers, new discounts, your latest ebook, or a new line of products.<\/li>\r\n\t<li><strong>Personalized: <\/strong>Tailor messages to reach users at different points in the customer lifecycle. You can send a welcome message to a new customer encouraging them to follow you on social media, or special offers to a customer who hasn\u2019t visited your site in a long time.\u00a0<\/li>\r\n\t<li><strong>Feedback requests:<\/strong> A perfect way to engage customers is to ask them to review your business, leave a rating, or offer constructive feedback.<\/li>\r\n\t<li><strong>Helpful updates: <\/strong>Communicate with your customers regarding order status or to send alerts when items they\u2019ve left abandoned in their shopping carts go on sale.\u00a0\u00a0<\/li>\r\n<\/ul>\r\n<div>Be sure to keep your notifications clear, concise, and engaging. You have limited space to catch someone\u2019s attention and get your message across.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>The most successful web push notifications follow some basic guidelines: They are personalized based on a user\u2019s location, language and behavior. And finally, they have a clear purpose through a call to action that very directly spells out the action users should be taking.<\/div>\r\n<h3>How to Use Web Push Notifications in Cross-Channel Marketing<\/h3>\r\n<div>Web push notifications are a powerful way to get a nearly instantaneous reaction from consumers. They can become even more beneficial when combined with other marketing channels for a seamless cross-channel marketing plan. Combining web push with <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-email-marketing\/\" target=\"_blank\" rel=\"noopener\">emails<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360035084412-Push-Notification-Best-Practices-\" target=\"_blank\" rel=\"noopener\">mobile push notifications<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messages<\/a> ensures you\u2019re tapping into a wide market of current and potential customers. In particular, web push notifications can be used very successfully to elevate the visibility of some of your longer-form content such as emails or blog posts, or to notify customers of limited-time sales and promotional offers.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Using a cross-channel marketing platform like Iterable, you can incorporate web push notifications into a cohesive cross-channel marketing plan that enables you to engage with customers across all of their preferred marketing channels, at the times when they\u2019re most likely to interact. By developing personalized user experiences based on each customer\u2019s unique preferences and behaviors, you can drive higher engagement levels and conversion rates.<\/div>","post_title":"What Are Web Push Notifications?","post_excerpt":"Web push notifications are messages that you can send through a browser to a user\u2019s device, including smartphones, tablets, or desktops.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-are-web-push-notifications","to_ping":"","pinged":"","post_modified":"2023-06-22 12:06:21","post_modified_gmt":"2023-06-22 19:06:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=112001","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 15, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061523_Web-Push-Notifications_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The Benefits of Web Push Notifications\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061523_Web-Push-Notifications_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061523_Web-Push-Notifications_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061523_Web-Push-Notifications_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-are-web-push-notifications\/"},{"ID":111608,"post_author":"35","post_date":"2023-06-13 12:55:46","post_date_gmt":"2023-06-13 19:55:46","post_content":"<div><em>This updated post was <a href=\"https:\/\/iterable.com\/blog\/moving-beyond-email-4-channels-to-incorporate-into-your-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">originally published by Iterable<\/a> and published on November 2, 2017.<\/em><\/div>\r\n<div>\u00a0<\/div>\r\n<div>Most marketers already know that email marketing is a powerful force for connecting with consumers. According to our friends at SparkPost, email is one of the most effective marketing channels, achieving an <a href=\"https:\/\/www.adweek.com\/resource-library\/the-trends-shaping-email-marketing-in-2022\/\" target=\"_blank\" rel=\"noopener\">average ROI<\/a> of $44 for every dollar spent\u2014up from <a href=\"https:\/\/venturebeat.com\/marketing\/email-marketing-learn-the-strategies-that-are-achieving-300-roi-and-more-vb-live\/\" target=\"_blank\" rel=\"noopener\">$38<\/a> when this post was originally published.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Problem is, everyone\u2019s investing heavily in email\u2014and it\u2019s getting harder and harder to stand out from all the noise. Research predicts that by 2025, <a href=\"https:\/\/www.statista.com\/statistics\/456500\/daily-number-of-e-mails-worldwide\/\" target=\"_blank\" rel=\"noopener\">over 376 billion emails<\/a> will be sent and received globally every single day. As one marketer among many vying for space in your ideal customer\u2019s inbox, how can you ensure that your messages don\u2019t go unread?<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Today\u2019s marketing leaders are moving towards a highly integrated approach to build an immersive, cross-channel experience: Embrace email marketing, of course, but don\u2019t stop there. Build a marketing program that engages with your audience with personalized messaging across all of the communication channels they use, including their physical mailboxes, mobile devices, and more.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>In fact, Forrester just released the results of its <a href=\"https:\/\/www.forrester.com\/blogs\/q2-2023-these-5-priorities-are-most-critical-to-b2c-cmos\/\" target=\"_blank\" rel=\"noopener\">Q2 2023 B2C Marketing CMO Pulse Survey<\/a>, and the number-one priority for U.S. B2C marketing executives was evaluating whether they\u2019re using the right channels to target audiences.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>By mapping your subscribers\u2019 engagement across all the marketing channels at your disposal, you\u2019ll have a clear sense of their relationship with your brand, enabling your team to build meaningful connections and deliver joyous cross-channel experiences.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>So which marketing channels can be leveraged to complement email? Consider incorporating these five into your next campaign.<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>1. SMS Marketing<\/h3>\r\n<div>While plenty of emails in your audience\u2019s inboxes go deleted, nearly all (98 percent) of <a href=\"https:\/\/iterable.com\/blog\/3-top-mobile-marketing-automation-strategies\/\" target=\"_blank\" rel=\"noopener\">SMS messages are opened within minutes of being received<\/a>. And while consumers might be texting to finalize dinner plans, globally, <a href=\"https:\/\/www.agilitypr.com\/pr-news\/retail\/consumers-want-to-text-with-brands\/\" target=\"_blank\" rel=\"noopener\">47 percent prefer native SMS<\/a> when communicating with brands.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Great for:<\/strong> Timely, high-importance messages. Consider SMS for sending updates on an order status, alerts when a package is out for delivery, or a notification for a special flash sale.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Best practices:<\/strong> Use SMS in moderation, lest you end up a blocked number. Make sure to implement <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">send time optimization and frequency capping<\/a> to optimize when and how often to text your subscribers. Moreover, the best cross-channel messaging is aligned across platforms, but not repeated. Nobody wants to see the exact same message on every device.<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>2. Mobile Push Notifications and Embedded Messages<\/h3>\r\n<div>Smartphones are essential to daily life for most people around the world. Globally, the average consumer now spends <a href=\"https:\/\/www.statista.com\/statistics\/1269704\/time-spent-mobile-apps-worldwide\/\" target=\"_blank\" rel=\"noopener\">over 5 hours per day using mobile apps<\/a>, and mobile commerce in the U.S. is expected to account for <a href=\"https:\/\/www.insiderintelligence.com\/insights\/mobile-commerce-shopping-trends-stats\/\" target=\"_blank\" rel=\"noopener\">43 percent of all retail e-commerce<\/a>.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>A highly optimized mobile experience in your app and beyond is crucial to maintain engagement with your audience as they go through their daily routines\u2014during their commute, while at work, while out with friends, or wherever they may be.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Embracing a mobile-optimized web experience today is a must, but brands can build loyalty and expand their mobile capabilities by offering an app as well. With a mobile app, you can engage users through <a href=\"https:\/\/iterable.com\/blog\/push-notification-marketing-examples\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> and <a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\">embedded in-app messages<\/a>.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Great for:<\/strong> Mobile apps are ideal for crowdsourcing feedback and creating conversations among your fans. And, of course, you\u2019ll want to make it as simple as possible for your audience to purchase a product. Create a seamless online shopping cart experience that retains stored credit card data, past orders, and saved wishlist items.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Best practices:<\/strong> Use push notifications to encourage your customers to come back to your app over and over again. These can be used to promote a sale, spotlight a leaderboard winner, or encourage your audience to check out a new feature or video within the app. Then tie in their engagement behavior via other channels with embedded messages to give them a seamless cross-channel experience that feels natural, but also helps your team visualize how in-app marketing can increase sales through desktop or in-store purchases.<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>3. Web Push Notifications<\/h3>\r\n<div>Don\u2019t forget about the desktop experience, either. <a href=\"https:\/\/www.broadbandsearch.net\/blog\/mobile-desktop-internet-usage-statistics\" target=\"_blank\" rel=\"noopener\">Time spent on websites<\/a> still favors desktops about 56 percent of the time. There\u2019s a good chance your customers switch over to a shopping site several times a day\u2014and that provides another opportunity to build a connection. With <a href=\"https:\/\/iterable.com\/blog\/art-web-push-notifications\/\" target=\"_blank\" rel=\"noopener\">web push notifications<\/a>, you can send alerts to a user\u2019s browser (either on desktop or mobile) whenever you have something to share.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Great for:<\/strong> Web push notifications should be used sparingly, for high-value, timely messages. Like SMS messages, consider using them for special limited-time promotional discounts, order updates, and new product alerts.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Best practices:<\/strong> Focus on building personalized notifications that tie into your subscribers\u2019 browsing history so that you\u2019ll keep them engaged. For instance, if a segment of your audience has previously bought shoes from your site, you can send those subscribers a web push notification when you\u2019ve added a new shoe brand to your inventory.<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>4. Direct Mail<\/h3>\r\n<div>Cross-channel marketing doesn't always have to be digital. Way back in 1888, Sears Roebuck started sending catalogs to farmers in the heartland so they could explore the company\u2019s range of tractors and farm gear at their kitchen tables.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>While direct mail\u2019s gotten a little glossier in the hundred-plus years since, it\u2019s no less effective: a study by <a href=\"https:\/\/whattheythink.com\/articles\/108850-hbr-study-finds-28-lift-sales-600-roi-adding-print-catalogs\/\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a> found that print catalogs increased sales by 28% and yielded a direct ROI of 600%. With all the clutter in our virtual inboxes, it\u2019s still a lot easier to grab our attention with compelling messages in our real ones.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Great for:<\/strong> With the added cost of printing and shipping, direct mail works best for your biggest promotional events, such as holidays or semi annual sales, as well as key points along the customer journey, like inciting a first purchase or converting to a premium subscription.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Best practices:<\/strong> One of the key problems with direct mail is the lack of accountability\u2014you know how many mailers you\u2019ve sent out, but how many subscribers actually read them or made a purchase? Build in tools to help you attribute sales, such as including a promo code in the catalog or <a href=\"https:\/\/iterable.com\/blog\/direct-mail-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">using a QR code<\/a> to access a special deal via mobile phone.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<h3>5. Connected TV (OTT)<\/h3>\r\n<div>Mobile channels and direct mail have been longstanding channels in a marketer\u2019s toolbelt, but these days, you can reach users on all kinds of devices\u2014including their TV. For media and entertainment companies, marketing via connected TV and OTT streaming platforms, such as Roku, Amazon Fire TV, or Apple TV. Of those three, <a href=\"https:\/\/www.mediaplaynews.com\/apple-tv-streaming-devices-rank-far-behind-roku-and-fire-tv\/\" target=\"_blank\" rel=\"noopener\">Roku has the highest market penetration<\/a>, with approximately 25 percent adoption among consumers who own an internet-enabled video streaming media device.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Great for:<\/strong> For brands that want to keep TV watchers informed, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/12900805484692-Roku-Overview-\" target=\"_blank\" rel=\"noopener\">Roku messaging<\/a> works well when sending alerts when new episodes of their favorite shows are available, recommending content based on watch history, and promoting upcoming events, like a live dancing competition.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><strong>Best practices:<\/strong> When juggling in-app messaging to mobile apps, web browsers, and connected TV devices like Roku, you can send campaigns to all of these destinations, but make sure users are prevented from seeing the same message in more than one place.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>When designing the content of your Roku message, here are a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/14763400467604-Sending-a-Roku-Campaign-\" target=\"_blank\" rel=\"noopener\">few guidelines<\/a> to keep in mind:<\/div>\r\n<ul>\r\n\t<li>Images have no size limit, but for best results, stick to 540x304 pixels and a 16:9 aspect ratio<\/li>\r\n\t<li>Titles are restricted to the 100-character limit, but custom fonts and background colors can be used<\/li>\r\n\t<li>Up to two buttons can be added with deep links to the part of the app where you want to send users when they click<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>\r\n<h3>Moving From Email to Cross-Channel Marketing<\/h3>\r\n<div>Email marketing is essential, but the best brands will look beyond a single channel to identify the clearest paths to engagement and strengthen brand loyalty.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Every brand needs to find the right marketing mix by testing, iterating, and constantly optimizing. Pay attention to who your customers are and how they choose to engage with you: What platforms do they like to use, how often, and when? When they click on a link or buy a product, what can you share with them that\u2019s relevant to their specific interests?<\/div>\r\n<div>\u00a0<\/div>\r\n<div>With a holistic, cross-channel approach that focuses on building highly relevant, behavioral-based messaging, you can more effectively meet your customers\u2019 needs and treat them each like the unique individuals they are.<\/div>\r\n<div>\u00a0<\/div>\r\n<div><em>Want to learn more about moving beyond email? Download our <a href=\"https:\/\/iterable.com\/whitepaper\/from-welcome-to-winback-a-mobile-marketing-lookbook-of-lifecycle-campaigns\/\" target=\"_blank\" rel=\"noopener\">Mobile Marketing Lookbook of Lifecycle Campaigns<\/a> for best practices when it comes to captivating your customers on the go.<\/em><\/div>\r\n<div>\u00a0<\/div>\r\n<div>\u00a0<\/div>","post_title":"Moving Beyond Email: 5 Channels to Incorporate Into Your Marketing Strategy","post_excerpt":"The best experiences move beyond email. There are 5 key channels you can incorporate for a great cross-channel customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-cross-channel-marketing-strategies-to-incorporate","to_ping":"","pinged":"","post_modified":"2023-06-13 12:55:46","post_modified_gmt":"2023-06-13 19:55:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111608","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 13, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061323_Moving-Beyond-Email_Blog-Header-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Benefits of Expanding Cross-Channel Beyond Email\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061323_Moving-Beyond-Email_Blog-Header-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061323_Moving-Beyond-Email_Blog-Header-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/061323_Moving-Beyond-Email_Blog-Header-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-cross-channel-marketing-strategies-to-incorporate\/"},{"ID":111425,"post_author":"119","post_date":"2023-06-12 11:30:01","post_date_gmt":"2023-06-12 18:30:01","post_content":"<p>Pack your bags and embark on an adventure with Iterable as we unveil our latest platform capabilities during this highly anticipated webinar. With expanded global SMS service, flexible localization, and AI-powered frequency management capabilities, Iterable provides the easiest and most secure way to connect with your customers - no matter where they're located.<\/p>\r\n<p>Michele Nieberding, Director of Product Marketing, will be your guide on this virtual expedition and the travel itinerary will include:<\/p>\r\n<ul>\r\n\t<li>The driving force behind this innovation, including market trends and customer feedback<\/li>\r\n\t<li>An exploration of the vast offerings in the<strong> <span style=\"color: #59c1a7;\"><a style=\"color: #59c1a7;\" href=\"https:\/\/iterable.com\/whats-new\/?utm_source=blog&amp;utm_medium=brand&amp;utm_campaign=summer-release-webinar\">Summer Release<\/a><\/span><\/strong><\/li>\r\n\t<li>Q&amp;A with a chance to win travel-themed prizes<\/li>\r\n<\/ul>","post_title":"Iterable\u2019s Summer Release is Your Global Passport","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterables-summer-release-is-your-global-passport","to_ping":"","pinged":"","post_modified":"2023-06-28 12:48:22","post_modified_gmt":"2023-06-28 19:48:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=111425","menu_order":13,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"June 12, 2023","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Summer-2023_Resource-Thumbnail-Secret-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/iterables-summer-release-is-your-global-passport\/"},{"ID":111265,"post_author":"103","post_date":"2023-06-06 09:26:09","post_date_gmt":"2023-06-06 16:26:09","post_content":"<p>Getting a marketing campaign out the door is a lot like throwing a dinner party \u2013 lots of moving pieces to manage, requests (dietary or otherwise) to account for, and never as much time to execute as you\u2019d like. How do you pull it off without a hitch? It's simple: Go Agile.<\/p>\r\n<p>Join Abby Gailey, Senior Manager of Marketing Operations at Vibrent Health, as she reveals the secrets to successfully navigating marketing campaigns, comparing them to the intricate nature of hosting a dinner party. In this webinar, you will be introduced to Agile, a powerful methodology that prioritizes continual delivery, rapid response to change, and fostering collaboration both with customers and within teams.<\/p>\r\n<p><strong>During this webinar, you will gain valuable insights on:<\/strong><\/p>\r\n<ul>\r\n\t<li>Effectively implementing Agile practices and principles within your team<\/li>\r\n\t<li>Streamlining processes, enhancing adaptability, and improving overall efficiency<\/li>\r\n\t<li>Expertly managing the dynamic nature of marketing campaigns and accommodating various requests<\/li>\r\n<\/ul>\r\n<p>Register now to gain practical knowledge and actionable strategies from an industry expert.<\/p>","post_title":"Ask a Builder About: The Agile Dinner Party - Applying Agile Practices Across Teams and Projects","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-builder-about-the-agile-dinner-party-applying-agile-practices-across-teams-and-projects","to_ping":"","pinged":"","post_modified":"2023-06-21 11:44:28","post_modified_gmt":"2023-06-21 18:44:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=111265","menu_order":14,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"June 06, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_VibrentHealth_Resources-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_VibrentHealth_Resources-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_VibrentHealth_Resources-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Ask-a-Marketer_VibrentHealth_Resources-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-builder-about-the-agile-dinner-party-applying-agile-practices-across-teams-and-projects\/"},{"ID":111367,"post_author":"79","post_date":"2023-06-06 07:51:10","post_date_gmt":"2023-06-06 14:51:10","post_content":"<p>Key performance indicators (KPIs) are a quantifiable way to assess how well a strategy has worked and whether it\u2019s achieved the desired results. In the world of <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-email-marketing\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a>, KPIs are the most objective way to answer the question, \"Is this email campaign achieving what the marketer set out to achieve?\"<\/p>\r\n<p>Numbers in a vacuum don\u2019t mean much, though. For email marketing KPIs to deliver insights, they have to be put into context. There are two main ways to do so\u2013comparing your campaign with your other campaigns and comparing them with industry benchmarks.<\/p>\r\n<p>Comparing the specific KPIs from one campaign to matching KPIs from similar campaigns is what allows marketers to analyze, for instance, whether this year\u2019s holiday promotion emails had a higher or lower open rate than previous seasons, and what that might mean for the success of this year\u2019s campaign.<\/p>\r\n<p>Marketers are also quick to compare their email marketing KPIs with industry benchmarks\u2014and for good reason. Knowing that a campaign\u2019s bounce rate is far higher than the industry average, for instance, is a good indicator that it\u2019s time to cleanse the email list of invalid email addresses, or potentially rethink the email service provider you\u2019re using.<\/p>\r\n<p>At a time when marketers have access to tools that can measure pretty much anything, it may be tempted to measure, well, everything. But that data deluge can sometimes make it even harder to glean insights. With that in mind, here are some email marketing KPIs to keep an eye on.<\/p>\r\n<h3>Inbox Placement Rate (IPR)<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: The percentage of emails that successfully land in a customer\u2019s inbox, rather than getting snagged by a spam filter or bouncing entirely.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: Even the most compelling email message won\u2019t deliver results if it\u2019s not getting to a customer\u2019s inbox in the first place. Keeping an eye on this KPI is crucial, so you can spot any sudden dips. That might mean an uptick in customers marking your messages as spam, rather than unsubscribing. Or it could mean a delivery issue, such as being temporarily flagged by an ISP\u2013meaning you might need to adjust your send cadence and focus on internet protocol (IP) warming to slowly but surely build trust with your user\u2019s ISP.<\/li>\r\n<\/ul>\r\n<h3>Open Rate<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: The percentage of email recipients who open a particular email out those delivered.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: Plenty of emails will hit someone\u2019s inbox, and languish there, unopened. This email marketing KPI helps uncover how often people actually open that email (though keep in mind that things such as image-blockers may artificially suppress this KPI). If open rates on a campaign are low, it may be a sign that your subject lines need help. Low open rates could also point to the Apple iOS15 update in the fall of 2021 that drastically changed open rates \u2013 but don\u2019t worry \u2013 marketers have many options to overcome the new changes.<\/li>\r\n<\/ul>\r\n<h3>Click-Through Rate (CTR)<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: The percentage of email recipients who clicked on a link in an email. CTR can be calculated using either total clicks or unique clicks, depending on which is more relevant. Just be sure to be consistent in how this KPI is calculated across campaigns.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: This email marketing KPI sheds light on how many people are actively engaging with your content. CTR can also be useful for figuring out exactly where in an email message links should be placed. Through <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-a-b-testing\/\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a>, you might find that links at the top of an email yield a higher CTR than those placed along the right of a message. If your main goal is to encourage more clicks (and whose isn\u2019t?), that insight might lead you to place more links in those high-performing spots. If your CTR is low, you might discover it has been impacted by the Apple iOS15 update and that you need to change your call to action (CTA) to an eye-catching image rather than plain text.<\/li>\r\n<\/ul>\r\n<h3>Conversion Rate<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: The percentage of email recipients who completed the desired action after reading your email. Conversion doesn\u2019t always mean sale, of course. The desired action might be signing up for a webinar, downloading a guide, or reaching out for more information.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: This is perhaps the most important email marketing KPI, when it comes to judging whether an email marketing campaign is achieving its overall goals. Because call-to-actions can be highly specific, it\u2019s harder to compare conversion rates across industries.<\/li>\r\n<\/ul>\r\n<h3>Email Sharing\/Forwarding Rate<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: The percentage of email recipients who clicked a button within the email to either post that content to a social network or forward the email to another person.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: People are naturally more likely to open and engage with content that\u2019s <a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">sent to them by a friend<\/a>. And, when email recipients share brand content this way, it becomes a powerful opportunity to get in front of a new audience and potentially grow your email list.<\/li>\r\n<\/ul>\r\n<h3>List Growth Rate<\/h3>\r\n<ul>\r\n\t<li><strong>What it is<\/strong>: Just like it sounds, this KPI measures the rate at which your email list is expanding. It\u2019s calculated by tallying the number of new subscribers minus the number of unsubscribers and spam complaints, and dividing this total by the number of email addresses on your email marketing list.<\/li>\r\n\t<li><strong>Why it matters<\/strong>: Left on their own, email lists will shrink over time\u2014as people unsubscribe, change email addresses, or lose interest. Actively acquiring new emails is the only way to maintain your list\u2014and this KPI can help you track whether you\u2019re maintaining or growing your reach.<\/li>\r\n<\/ul>\r\n<h3>Optimizing Email Marketing KPIs with Cross-Channel Marketing<\/h3>\r\n<p>Using a <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/beginners-guide-to-cross-channel-marketing\" target=\"_blank\" rel=\"noopener\">cross-channel marketing<\/a> platform, like Iterable, can help you optimize your campaigns for the email marketing KPIs you care about.<\/p>\r\n<p>By connecting with customers on a personalized basis, and integrating the content they care about on the channels they most frequently use, you\u2019ll be able to optimize for higher engagement. For example, you\u2019ll be able to automatically follow up unopened messages with a sequenced message on another channel, such as following up an email with an SMS message. That action might drive the customer to view the SMS message, and also go back to the email they\u2019d previously missed.<\/p>\r\n<p>Cross-channel marketing provides you with more opportunities to use personalized messaging to drive your customers towards action. By using personalized <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/what-is-a-nurture-campaign\" target=\"_blank\" rel=\"noopener\">nurture campaigns<\/a> to engage and re-engage your customers, you\u2019ll be able to increase email open rates, click through rates, conversion rates, and other email marketing KPIs that are important for your brand.<\/p>","post_title":"Email Marketing KPIs to Keep an Eye On","post_excerpt":"Email marketing KPIs are the most objective way to answer the question, \"Is this email campaign achieving what we set out to achieve?\"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"email-marketing-kpis-to-keep-an-eye-on","to_ping":"","pinged":"","post_modified":"2023-06-06 07:51:10","post_modified_gmt":"2023-06-06 14:51:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111367","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 06, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/060623_Email-Marketing-KPIs_Blog-header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"A yellow envelope is open with a white paper sticking out. On the paper is a red line graph going up to the right. The whole image is on a grey background with small iterations of Iterable&#039;s node logo in white.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/060623_Email-Marketing-KPIs_Blog-header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/060623_Email-Marketing-KPIs_Blog-header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/060623_Email-Marketing-KPIs_Blog-header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/email-marketing-kpis-to-keep-an-eye-on\/"},{"ID":111273,"post_author":"79","post_date":"2023-06-01 09:02:44","post_date_gmt":"2023-06-01 16:02:44","post_content":"<p>Once you\u2019ve got your <a href=\"https:\/\/iterable.com\/blog\/3-things-you-can-do-with-email-marketing-automation\/\" target=\"_blank\" rel=\"noopener\">email marketing automation<\/a> locked and loaded, often your next best action is to ensure your mobile channels are just as seamless so your brand can achieve a truly holistic, cross-channel customer experience.<\/p>\r\n<p>But what mobile marketing automation use cases will give you the best bang for your buck? Here are three innovative strategies we\u2019re seeing today, all of which are easy to adopt using Iterable\u2019s comprehensive set of tools.<\/p>\r\n<p><em>And for a deeper dive into specific lifecycle campaign examples from welcome to winback, download your copy of Iterable\u2019s <a href=\"https:\/\/iterable.com\/whitepaper\/from-welcome-to-winback-a-mobile-marketing-lookbook-of-lifecycle-campaigns\/\" target=\"_blank\" rel=\"noopener\">mobile marketing lookbook<\/a>.<\/em><\/p>\r\n<h3>1. Make SMS Compliance a Piece of Cake<\/h3>\r\n<p>As <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/top-strategies-for-epic-sms-campaigns\/\" target=\"_blank\" rel=\"noopener\">explained at this year\u2019s Activate<\/a>, SMS is the fastest and most engaging way to adopt, connect, and build loyalty with today\u2019s mobile-first consumer. And the numbers don\u2019t lie:<\/p>\r\n<ul>\r\n\t<li><strong>98% average open rate<\/strong> for SMS campaigns<\/li>\r\n\t<li><strong>90% of text messages are read<\/strong> within the first three minutes of receipt<\/li>\r\n\t<li><strong>75% of U.S. consumers subscribe<\/strong> to SMS marketing<\/li>\r\n\t<li><strong>2-10x higher click-through rate (CTR)<\/strong> than similar channels like email<\/li>\r\n<\/ul>\r\n<p>And yet, SMS is underutilized by marketers because it\u2019s a channel that\u2019s perceived as having complex setup and maintenance. With modern mobile marketing automation, however, compliance doesn\u2019t have to be complicated.<\/p>\r\n<p>When you\u2019re evaluating mobile marketing automation platforms, make sure your solution has the following built in:<\/p>\r\n<ul>\r\n\t<li><strong>SMS smart opt-in<\/strong> that allows users to confirm their written consent in just a click<\/li>\r\n\t<li><strong>Phone verification<\/strong> for enhanced security and list hygiene<\/li>\r\n\t<li><strong>Configurable quiet hours<\/strong> to comply with regulations and retain brand trust<\/li>\r\n\t<li><strong>Verified contact cards<\/strong> that users can add to their contacts for improved deliverability<\/li>\r\n\t<li><strong>Frequency capping<\/strong> to limit the number of texts (and other message types!) a user can receive within a certain duration<\/li>\r\n\t<li><strong>Opt-out attribution<\/strong> for automated tracking for every SMS campaign<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_111305\" align=\"alignnone\" width=\"1886\"]<img class=\"wp-image-111305 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/Screen-Shot-2023-06-01-at-11.59.54-AM.png\" alt=\"A phone screen with a sample SMS on the righthand side and on the left is what the Quiet Hours functionality looks like in the Iterable platform\" width=\"1886\" height=\"1414\" \/> <em>Iterable\u2019s Quiet Hours functionality allows brands to send SMS messages only within the permissible times.<\/em>[\/caption]\r\n\r\n<p>With native features like these, your mobile marketing automation platform should not only follow global laws to a T, but also preserve your brand\u2019s reputation as a welcome presence on your customers\u2019 devices.<\/p>\r\n<h3>2. Improve App Onboarding With Personalized Push<\/h3>\r\n<p>Converting freemium to premium users is a quintessential objective for mobile apps, and <a href=\"https:\/\/iterable.com\/customers\/headway\/\" target=\"_blank\" rel=\"noopener\">Headway<\/a> is no exception. The global edtech startup serves more than 15 million people in 35+ countries, making it a top-ten app in the education category.<\/p>\r\n<p>With Iterable\u2019s advanced segmentation, Headway can build unique onboarding journeys for freemium and premium users according to their app behavior. Freemium users are shown the app\u2019s benefits with enticing offers to subscribe, while premium users are sent messages that emphasize lifelong learning to increase their usage.<\/p>\r\n\r\n[caption id=\"attachment_111280\" align=\"alignnone\" width=\"1600\"]<img class=\"size-full wp-image-111280\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/headway_push.png\" alt=\"Three phone lock screens, with baby pink backgrounds, show three different push notifications from Headway.\" width=\"1600\" height=\"1000\" \/> <em>Headway uses Iterable to personalize push notifications based on app behavior.<\/em>[\/caption]\r\n\r\n<p>Additionally, Headway leverages Iterable\u2019s AI suite within these customer journeys, including <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization (STO)<\/a> to automatically select the optimal timing of each push and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a> to test specific offers to their most engaged freemium users in an effort to convert them.<\/p>\r\n<p>With the combined power of robust segmentation and AI, Headway was able to <strong>nearly double its open rate with push notifications, <\/strong>and its<strong> freemium-to-premium conversion increased 1.3% on average<\/strong>, specifically from opening push notifications. And that doesn\u2019t even include the impressive results they\u2019ve experienced with email and other channels.<\/p>\r\n<h3>3. Deliver Delightful Moments Directly In-App<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/the-body-coach\/\" target=\"_blank\" rel=\"noopener\">The Body Coach<\/a> intimately knows how to get personal. Founded by trainer Joe Wicks, who has one of the largest YouTube fitness channels in Europe, The Body Coach app is one of the fastest-growing mobile fitness apps and was selected as Apple\u2019s Editor\u2019s choice and Google\u2019s 2022 Best App of the Year.<\/p>\r\n<p>But how do you maintain your special sauce as you scale to millions of users? The team turned to Iterable\u2019s in-app messaging to launch Voice Notes from Joe. These inspirational recordings bring Joe\u2019s personality into the app and prompt moments of surprise and delight for users.<\/p>\r\n<p>Here\u2019s how it works:<\/p>\r\n<ul>\r\n\t<li>The Body Coach team records personal voice messages from their founder Joe<\/li>\r\n\t<li>That audio file is hosted on their content management system (CMS)<\/li>\r\n\t<li>An Iterable campaign is created for each recording using an in-app template, and the audio file is attached to that template<\/li>\r\n\t<li>Iterable sends push notifications to users to prompt them to listen to Voice Notes from Joe in the app<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_111286\" align=\"alignnone\" width=\"900\"]<img class=\"size-full wp-image-111286\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/The-Body-Coach_CS-Graphics_Phones.png\" alt=\"Two phone screens side by side show different pages of The Body Coach App. On the left is a get started screen, on the right is a screen showing what a Voice Note looks like in the app.\" width=\"900\" height=\"675\" \/> <em>The Body Coach\u2019s Voice Notes from Joe makes virtual fitness feel as intimate as a one-on-one training session.<\/em>[\/caption]\r\n\r\n<p>This entire process takes less than an hour to implement, and the results have paid off big: <strong>60% of users who interacted with a recent Voice Note completed a workout within three days.<\/strong><\/p>\r\n<p>Now The Body Coach can bring the same, effective engagement between Joe and his followers on social media into the platform with every push, email, voice note, and in-app message delivered automatically.<\/p>\r\n<h3>Mobile Marketing Automation That Marvels<\/h3>\r\n<p>Over the years, smartphones have only become smarter\u2014and so have the industry\u2019s leading marketers and brand-builders. Between SMS, push, and in-app messaging, mobile marketing automation continues to advance into never-before-seen territory.<\/p>\r\n<p>And that\u2019s only the start at Iterable. Just this spring we announced <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">two more expansions to our channel offerings<\/a>:<\/p>\r\n<ul>\r\n\t<li><strong>Embedded Messages<\/strong> that give marketers the ability to create customized, native in-app messaging that increases customer engagement through real-time eligibility<\/li>\r\n\t<li><strong>Roku as an OTT<\/strong> channel to build cohesive in-app experiences across mobile, desktop, and Connected TV<\/li>\r\n<\/ul>\r\n<p>Now sending joy directly to your customers is right at your fingertips. We hope these strategies and success stories motivate you to roll up your sleeves and hit send with confidence.<\/p>\r\n<p><em>Want to get your hands on the latest mobile marketing automation technology? Watch our <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/iterable-product-keynote-and-showcase\/\" target=\"_blank\" rel=\"noopener\">Product Showcase from Activate Summit<\/a> to learn about the features above and more.<\/em><\/p>","post_title":"3 Top Mobile Marketing Automation Strategies","post_excerpt":"What mobile marketing automation use cases will give you the best bang for your buck? Here are three innovative strategies we\u2019re seeing today.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-top-mobile-marketing-automation-strategies","to_ping":"","pinged":"","post_modified":"2023-06-01 09:02:44","post_modified_gmt":"2023-06-01 16:02:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111273","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 01, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/052523_Mobile-Marketing-Automation_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/052523_Mobile-Marketing-Automation_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/052523_Mobile-Marketing-Automation_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/06\/052523_Mobile-Marketing-Automation_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-top-mobile-marketing-automation-strategies\/"},{"ID":111248,"post_author":"79","post_date":"2023-05-30 14:43:07","post_date_gmt":"2023-05-30 21:43:07","post_content":"<p>A martech stack, short for marketing technology stack, is a group of tools that marketers use to execute marketing tasks. This includes technology to manage, execute, and measure marketing operations. The martech stack acts as a central command for marketing efforts. A well-built martech stack allows marketers to work more efficiently and create engaging messaging while reducing manual effort.<\/p>\r\n<p>The tools in a martech stack are varied. They can range from legacy software to cloud-based software as a service (SaaS), and might include digital asset management systems, website analytics, a <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/what-is-a-customer-data-platform-cdp\" target=\"_blank\" rel=\"noopener\">customer data platform<\/a>, and social media tracking systems. As disparate as these tools can be, they\u2019re also used together to accomplish common goals such as optimizing content or making workflows more efficient.<\/p>\r\n<h3>What Should Be Included?<\/h3>\r\n<p>The type of tools in a martech stack is of course partly dependent on your business type and needs. For example, B2B and B2C businesses may require different tools because they sell their products to different audiences.<\/p>\r\n<p>There are some components of a martech stack, though, that are common across many companies. These tools are most powerful when used in combination, and should seamlessly integrate with each other so that you can communicate with customers across multiple channels in a holistic manner.<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-an-email-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\"><strong>Email marketing<\/strong><\/a>: Email remains a crucial part of any marketing effort. Email can sometimes come paired with a marketing automation software that makes it easy to send out personalized, targeted messages. You might use an email marketing platform that doubles as your automation software or one that can integrate with your CRM and automation software.<\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/what-is-a-mobile-marketing-platform\" target=\"_blank\" rel=\"noopener\"><strong>Mobile marketing<\/strong><\/a>: Customers engage with brands via their smartphones multiple times a day, so it\u2019s crucial to use technology that helps you engage with them there. Your mobile marketing solution should include the capability to engage with users via push notifications, SMS marketing, and in-app messaging.<\/li>\r\n\t<li><strong>Social media<\/strong>: Technology to monitor your social media channels and track your campaigns. Within this category, you might have analytics, scheduling tools, and tools to help you create visual elements for your social pages.<\/li>\r\n\t<li><strong>Website analytics<\/strong>: Tools that help you track who your marketing content is attracting, how many people it\u2019s attracting, where they\u2019re coming from, and what type of content is performing best.<\/li>\r\n\t<li><strong>Search engine optimization (SEO)<\/strong>: Most marketers use paid and organic methods for customer acquisition. SEO helps your website and content rank higher on search engine results pages (SERPs) for specific keywords. Content that ranks higher translates to more organic traffic and transactions. SEO tools in a martech stack can help with keyword research, backlinking, and to optimize content.<\/li>\r\n<\/ul>\r\n<h3>What are the Benefits of a MarTech Stack?<\/h3>\r\n<p>A well-designed martech stack should make your marketing efforts easier to manage. The tools included in your stack enable you to track your marketing operations through every phase of the customer lifecycle, and help you break down silos. With a well-integrated martech stack, you can get a <a href=\"https:\/\/iterable.com\/articles\/what-is-a-360-degree-customer-view\/\" target=\"_blank\" rel=\"noopener\">360-degree view<\/a> of each customer without exporting data from multiple sources.<\/p>\r\n<p>Efficiency is one major benefit of a martech stack. Automation tools are incredible time-savers for otherwise previously laborious manual tasks such as pulling data and finding assets. That leaves more time for marketers to optimize and innovate.<\/p>\r\n<p>Martech stacks are also a major boon for internal communication. Putting everyone on the same page (i.e. platform) improves project tracking and progress toward goals. They also are beneficial to communication with customers as well. A martech stack houses all the information you need to have informed interactions with your customers such as records of past interactions and subscription information.<\/p>\r\n<p>Finally, customer data and insights are key to creating better performing marketing content. When you can turn data into insights, that can give you a competitive edge.<\/p>\r\n<p>Iterable is a key component of the modern marketer\u2019s tech stack because it can help you centralize your marketing data from the multiple interactions your customers have with your brand. You can gain valuable data from each customer interaction through email, your app, your e-commerce platform, and more. These individual pieces of data become much more valuable when connected through a centralized marketing platform. Iterable gives you that 360-degree view of all your marketing data in context and ensures you can integrate all the individual pieces of your martech stack.<\/p>\r\n<p>Employing the right tool is the key to the modern marketer\u2019s tech stack. A high-quality cross-channel marketing software system like Iterable can pull all of your data from various sources to inform and trigger <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-real-time-personalization\/\" target=\"_blank\" rel=\"noopener\">real-time personalized<\/a> marketing messages for your visitors and customers. You\u2019ll capture data such as information from your customer relationship management system, e-commerce data, web forms filled out by your visitors, email marketing lists and actions, social media activity, and various website interactions.<\/p>\r\n<p>Iterable also offers the flexibility to reach your customers across all channels, connecting with them on their preferred devices and platforms. You can set automated campaigns to trigger upon specific user behavior, such as sending a welcome campaign immediately when a user signs up for updates \u2013 and you can send it via email, SMS, and push notifications depending on your customer\u2019s previous actions.<\/p>\r\n<p>You might not build the optimal martech stack right off the bat. Crafting one that works best for your business is a process and it should evolve with time to meet technology changes and changes to your business and customer needs. The idea is to start building your stack and then add integrated pieces over time\u2014but incorporating a best-in-class cross-channel marketing solution like Iterable will help you build a strategy that you can scale effortlessly.<\/p>\r\n<p><em>To learn how Iterable can be integrated into your martech stack, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.\u00a0<\/em><\/p>","post_title":"What is a MarTech Stack?","post_excerpt":"A well-built martech stack allows marketers to work more efficiently and create engaging messaging while reducing manual effort.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-a-martech-stack","to_ping":"","pinged":"","post_modified":"2023-05-30 15:02:48","post_modified_gmt":"2023-05-30 22:02:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111248","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 30, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/053023_Martech-Stack_Blog-Header-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Various icons, including a mint green cell phone, a red white and purple pie chart, a red location pin and a white bar chart flowing into a white funnel with a purple inside. The whole graphic sits on top of a bright blue background.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/053023_Martech-Stack_Blog-Header-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/053023_Martech-Stack_Blog-Header-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/053023_Martech-Stack_Blog-Header-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-a-martech-stack\/"},{"ID":111230,"post_author":"79","post_date":"2023-05-25 11:50:57","post_date_gmt":"2023-05-25 18:50:57","post_content":"<p>It\u2019s not like email marketing automation is a new concept\u2014the first email service providers have been around since the dawn of the world wide web in the early \u201890s.<\/p>\r\n<p>But in that time, a lot has changed, so we thought we\u2019d share what excites us most about email marketing automation and where it\u2019s headed in the future.<\/p>\r\n<p>You already know the importance of deploying a welcome campaign or triggering abandoned cart emails, but here are three modern benefits of email marketing automation you can take advantage of today.<\/p>\r\n<h3>1. Individualize the Welcome Email<\/h3>\r\n<p>Oftentimes, personalization starts long after the initial welcome email. Brands don\u2019t know the customers this early on and, without that history, it\u2019s hard to create individualized campaigns based on customer data. Not all hope is lost, however. By using the data that is available, brands can still send unique welcome emails to each and every user\u2014automatically.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/ae-networks\/\" target=\"_blank\" rel=\"noopener\">A+E Networks<\/a> has a variety of channels under their brand\u2014each appealing to different audiences. It\u2019s important that marketing messages are relevant and resonate with each individual recipient. But how does A+E Networks know which customer prefers which channels if they\u2019re new users? Well, each channel has a different website where users can opt-in to emails. A+E Networks uses this initial data to create automated welcome emails based on the site they signed up through.<\/p>\r\n\r\n[caption id=\"attachment_111231\" align=\"alignnone\" width=\"2318\"]<img class=\"size-full wp-image-111231\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2022-11-16-at-4.57.07-PM.png\" alt=\"From left to right: an example of a History Channel welcome email, an example of a Lifetime welcome email, then, in the middle, there's an example of an A&amp;E welcome email. On the far right is a &quot;This Day in History&quot; email example featuring the New York skyline. All emails are on a dark black background. \" width=\"2318\" height=\"1084\" \/> <em>A+E Networks automatically sends welcome emails based on where they signed up.<\/em>[\/caption]\r\n\r\n<p>Not only that, but because A+E Networks can also see where users are signing up from, they can use that information to send automated personalized emails after signup. For example, if a user signs up for the HISTORY\u00ae Channel in New York, they may get a \u201cThis Day in History\u201d email featuring facts about NYC. All of this content is created ahead of time and dynamically populated based on the initial user data.<\/p>\r\n<h3>2. Personalize Magical Moments Based on Brand Love<\/h3>\r\n<p>How much more effective would our marketing be if we knew precisely how a customer felt about us in that very moment?<\/p>\r\n<p>For greeting-card maker <a href=\"https:\/\/iterable.com\/customers\/lovepop\/\" target=\"_blank\" rel=\"noopener\">Lovepop<\/a>, loyalty is at the heart of their mission to create \u201c1 billion magical moments.\u201d With Iterable\u2019s AI-driven <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<sup>TM<\/sup><\/a>, the Lovepop team can not only individualize messaging based on acquisition source and product interests, but also on customer sentiment (loyal, neutral, negative, etc.).<\/p>\r\n<p>Higher-affinity customers are communicated to more frequently, while lower-affinity customers can be suppressed from certain campaigns, which reduces unsubscribes and maximizes revenue capture. Again, this usability of Iterable\u2019s segmentation and email marketing automation <strong>saves Lovepop at least two hours per week<\/strong>\u2014getting them that much closer to achieving their mission faster.<\/p>\r\n<h3>3. Bring the Browsing Experience to the Inbox<\/h3>\r\n<p>Data feeds are often the common denominator in email marketing automation\u2014meaning the more integrated your tech stack, the more seamless your customer experience will become.<\/p>\r\n<p>Leading, members-only travel site <a href=\"https:\/\/iterable.com\/customers\/secret-escapes\/\" target=\"_blank\" rel=\"noopener\">Secret Escapes<\/a> used to be limited to only showing discounts based on the destination searched, but data points like date parameters (when you\u2019re going) and trip type (why you\u2019re traveling) were just as crucial.<\/p>\r\n<p>With Iterable\u2019s built-in <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/\" target=\"_blank\" rel=\"noopener\">data feeds<\/a>, these criteria are imported into email templates, automatically and in real time, so the messages that members receive match their unique search results.<\/p>\r\n<p>For as dynamic an industry as travel booking, where availability and pricing is constantly in flux, this innovation was a game changer. The Secret Escapes team achieved a <strong>45% open rate<\/strong> and <strong>8.3% click-through rate<\/strong> with their timely, personalized keyword search emails\u2014allowing them to build long-term brand value at a global scale.<\/p>\r\n<h3>Email Marketing Automation Made Easy<\/h3>\r\n<p>Despite its more than thirty-year history, email marketing automation continues to become more technologically advanced and intuitive to customer behavior. And we\u2019re excited to lead the charge into the next generation of automation tools.<\/p>\r\n<p>Just this spring we launched our expanded <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">AI Suite<\/a>, which includes these cutting-edge innovations:<\/p>\r\n<ul>\r\n\t<li><strong>Next Best Action<\/strong> to automatically recommend audience segments and set up campaigns<\/li>\r\n\t<li><strong>Copy Assist<\/strong> to generate copy ideas and iterate on messaging quickly<\/li>\r\n\t<li><strong>Frequency Optimization<\/strong> to optimize communication cadence to each individual user<\/li>\r\n<\/ul>\r\n<p>All of these solutions weren\u2019t available a decade ago, so we are thrilled to see where email marketing automation takes us in the years to come.<\/p>\r\n<p><em>Want to get your hands on the latest email marketing automation technology? Watch our <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/iterable-product-keynote-and-showcase\/\" target=\"_blank\" rel=\"noopener\">Product Showcase from Activate Summit<\/a> to learn about the features above and more.<\/em><\/p>","post_title":"3 Things You Can Do With Email Marketing Automation","post_excerpt":"A lot has changed, so we thought we\u2019d share what excites us most about email marketing automation and where it\u2019s headed in the future.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-things-you-can-do-with-email-marketing-automation","to_ping":"","pinged":"","post_modified":"2023-05-25 11:53:04","post_modified_gmt":"2023-05-25 18:53:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111230","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 25, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/052523_Email-Marketing-Automation_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"On the Iterable red background is a pink circle with white arrows circling the circle. In the middle of the circle is an Iterable red paper airplane to symbolize email.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/052523_Email-Marketing-Automation_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/052523_Email-Marketing-Automation_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/052523_Email-Marketing-Automation_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-things-you-can-do-with-email-marketing-automation\/"},{"ID":111061,"post_author":"79","post_date":"2023-05-18 13:07:32","post_date_gmt":"2023-05-18 20:07:32","post_content":"<p>To set expectations: this won\u2019t be a love letter. But, I do have some kind words to say about the March 2023 Google Core Algorithm Update.<\/p>\r\n<p>If you\u2019re like me\u2014on the content side of your marketing team, constantly looking at organic search traffic\u2014you may have noticed some dramatic differences between your March and April metrics. And, those differences may not have been in your favor. Which, again, if you\u2019re like me, may have caused you to frantically Google \u201calgorithm updates 2023.\u201d As it turns out, there was a major core algorithm update in March (specifically March 15th-March 28th).<\/p>\r\n<p>Wait. Don\u2019t panic and go digging into your metrics just yet\u2014it\u2019s really not all that bad. But, before I give my two cents on why, let\u2019s start off with some basics about algorithm updates in general and the March 2023 Google Core Algorithm Update.<\/p>\r\n<h3>What are Core Algorithm Updates?<\/h3>\r\n<p>Since we\u2019re not all SEO experts\u2014speaking from all-too-personal experience\u2014I wanted to quickly touch on what core algorithm updates are to begin with. (Disclaimer: I\u2019m still very much not an SEO expert, but getting there.)<\/p>\r\n<p>Search engines, like Google, have in-depth algorithms that determine which order web pages show up on the search engine results pages (SERPs). The first page (ranking 1-10) is where you want to be and the first result\u2014the top spot\u2014is the most coveted.<\/p>\r\n<p>Many factors go into deciding which pages are displayed and over time, these factors evolve. With that evolution comes updates to the algorithm to ensure that users are finding information that matches what they\u2019re searching for. Google previously considered three factors when ranking web pages: expertise, authoritativeness, and trustworthiness (E-A-T).<\/p>\r\n<p>As of December, however, <a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/12\/google-raters-guidelines-e-e-a-t\" target=\"_blank\" rel=\"noopener\">Google has added a second E<\/a>: experience (E-E-A-T). In addition to content coming from a knowledgeable, reliable source, Google now also considers first-hand experience when ranking information on the web. For example, as Google says, \u201cactual use of a product [or] having actually visited a place or communicating what a person experienced.\u201d<\/p>\r\n<p>With that new wrinkle in mind, let\u2019s dig into the March 2023 Google Core Algorithm Update.<\/p>\r\n<h3>What was the March 2023 Google Core Algorithm Update?<\/h3>\r\n<p>As you might know, the powers that be\u2014*ahem* Google\u2014aren\u2019t super forthcoming with the specific details of their algorithm updates. It makes sense. If they laid out every step on how to rank well, every site would attempt to meet that criteria, burying the valuable content. So while it\u2019s hard to know exactly what changed, based on changes to metrics, experts across the web have picked out some key details.<\/p>\r\n<p>According to <a href=\"https:\/\/www.semrush.com\/blog\/google-march-2023-core-update\/\" target=\"_blank\" rel=\"noopener\">SEMRush<\/a>, this core algorithm update was incredibly volatile. \u201c<a href=\"https:\/\/www.semrush.com\/blog\/serp-volatility-sensor\/#:~:text=Volatility%20is%20defined%20as%20a,synonymous%20with%20stress%20and%20anxiety.\" target=\"_blank\" rel=\"noopener\">Volatility<\/a> is defined as a liability to change, often unpredictably and for the worse. SERP volatility measures the overall amount of change happening to search engine results.\u201d To sum it up: things went a little bonkers.<\/p>\r\n\r\n[caption id=\"attachment_111062\" align=\"alignnone\" width=\"1458\"]<img class=\"size-full wp-image-111062\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-18-at-3.58.09-PM.png\" alt=\"Line chart from SEMRush depicting SERP volatility from March 1 through March 28 2023. Volatility peaks at 8.2 on March 16,.\" width=\"1458\" height=\"728\" \/> <em>The March algorithm update was more volatile than the September 2022 algorithm update. Source: <a href=\"https:\/\/www.semrush.com\/blog\/google-march-2023-core-update\/\" target=\"_blank\" rel=\"noopener\">SEMRush<\/a>.<\/em>[\/caption]\r\n\r\n<p>One stat in particular that jumped out at me from the same article was, \u201cThe net effect of the March 2023 Core Update was 8.7% of the top 10 URLs being ranked beyond position 20 prior to the update.\u201d Let\u2019s unpack this.<\/p>\r\n<p>Essentially, rounding up, about 10% of the pages ranking 1-10 (so, let\u2019s say roughly one result on the first page) were not on the first page before this algorithm update. Not only that, the new first-page results previously ranked higher than 20, meaning they weren\u2019t even on the second page of results before this. Clearly, Google made a huge change to what content is considered valuable.<\/p>\r\n<p>Lily Ray, Sr. Director of SEO &amp; Head of Organic Search at Amsive Digital (\ud83d\udea8SEO expert alert\ud83d\udea8) published an <a href=\"https:\/\/www.amsivedigital.com\/insights\/seo\/googles-march-2023-core-update-winners-losers-analysis\/\" target=\"_blank\" rel=\"noopener\">article about the algorithm update<\/a> a day after the rollout was completed. She explained that the March 2023 Core Algorithm Update values original and high-quality content. The keyword here being original. As Lily points out, this is \u201can important consideration with the rise of generative AI content tools like ChatGPT.\u201d<\/p>\r\n<p>\u2026see where I\u2019m going?<\/p>\r\n<h3>The March 2023 Core Algorithm Update is a Warning<\/h3>\r\n<p>ChatGPT who? Just kidding. ChatGPT and similar generative AI tools certainly aren\u2019t going anywhere and are incredibly useful, but this algorithm update sheds light on an interesting subject: content originality and value. AI content generators have certainly gained popularity in the past few months. They\u2019re quick, they\u2019re smart\u2014what\u2019s not to like?<\/p>\r\n<p>Here\u2019s the thing: AI is only as good as the information that already exists in the world. In a <a href=\"https:\/\/venturebeat.com\/ai\/deep-dive-how-ai-content-generators-work\/\" target=\"_blank\" rel=\"noopener\">VentureBeat<\/a> article, David Schubmehl, research vice president for conversational AI and intelligent knowledge discovery at IDC, said, \u201cUsing pre-existing data, AI algorithms are used to make sure that the content fits the interests and desires of the person it is being targeted to.\u201d<\/p>\r\n<p>\u201cPre-existing data\u201d is a nice way of saying, \u201cstuff that\u2019s already been done.\u201d AI pulls from a supply of information that already exists. Who\u2019s supplying that information? *Wave* Hi. Us. Content marketers, writers, journalists, etc.<\/p>\r\n<p>This March 2023 Core Algorithm Update is a warning that Google won\u2019t prioritize repetitive regurgitations compiled by AI, no matter how many \u201ccasual + funny\u201d prompts you add to the query. Original, expert-driven content is most likely still going to outrank something churned out by a robot. <\/p>\r\n<h4>Google\u2019s Generative AI Search Functionality<\/h4>\r\n<p>Now, here\u2019s a fun curveball. Google recently (after the majority of this post was already written) rolled out a preview of their <a href=\"https:\/\/blog.google\/products\/search\/generative-ai-search\/\" target=\"_blank\" rel=\"noopener\">generative AI search functionality<\/a>. Basically, at the top of search results Google\u2019s own AI will be able to populate a module with answers their users are looking for without them having to leave the SERPs.<\/p>\r\n<p>Before you hit me with an \u201cI told you so,\u201d this AI is no different than the generative AI tools we\u2019ve all come to know and love. I mean, sure, it probably is in some ways\u2014it\u2019s Google, after all\u2014but at the end of the day it\u2019s AI that uses existing data to formulate answers.<\/p>\r\n<p>So, while it still seems like Google isn\u2019t prioritizing others\u2019 AI-generated content, <a href=\"https:\/\/www.washingtonpost.com\/technology\/2023\/05\/04\/google-ai-stop-sharing-research\/\" target=\"_blank\" rel=\"noopener\">they\u2019re probably prioritizing their own<\/a>. <\/p>\r\n<h3>No P(AI)n, No Gain<\/h3>\r\n<p>But this, my friends, is why I\u2014a content marketer\u2014don\u2019t hate the March 2023 Core Algorithm Update. I don\u2019t hate it because it continues to push us. We have to keep being creative, we have to keep innovating, we have to be original.<\/p>\r\n<p>And before you start banging down my door with long AI-generated lists of why AI is a good thing, I\u2019m not saying AI is a bad thing. It\u2019s a great jumping off point. It tells us where there may be a gap in information, it helps us ideate, it saves us time, and it cures writer\u2019s block. It forces us, the creatives\u2014the humans\u2014to be better. (Remember when <a href=\"https:\/\/www.youtube.com\/watch?v=iZ6bamP8wZk\" target=\"_blank\" rel=\"noopener\">Dwight out-sold the computer<\/a>?)<\/p>\r\n<p>This core algorithm update is reinforcing the fact that only people can truly connect with people\u2014kind of ironic, huh?<\/p>\r\n<p><em>If you\u2019re looking for ways to incorporate AI into your marketing strategies without pissing off the algorithm, check out <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2023\/how-to-include-ai-as-part-of-your-marketing-team\/\" target=\"_blank\" rel=\"noopener\">Denys Kapush\u2019s session from Activate Summit \u201823<\/a>.<\/em><\/p>","post_title":"Why the March 2023 Google Core Algorithm Update Isn\u2019t All Bad","post_excerpt":"To set expectations: this won\u2019t be a love letter. But, I do have some kind words to say about the March 2023 Google Core Algorithm Update.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-the-march-2023-google-core-algorithm-update-isnt-all-bad","to_ping":"","pinged":"","post_modified":"2023-05-18 13:07:32","post_modified_gmt":"2023-05-18 20:07:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=111061","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 18, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051823_Google-Core-Algorithm-Update_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"On top of a forest green background sits a white magnifying glass with arrows circling it. Off of those arrows are paths on the top and a plug on the bottom.\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051823_Google-Core-Algorithm-Update_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051823_Google-Core-Algorithm-Update_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051823_Google-Core-Algorithm-Update_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-the-march-2023-google-core-algorithm-update-isnt-all-bad\/"},{"ID":3784,"post_author":"7","post_date":"2023-05-15 08:00:38","post_date_gmt":"2023-05-15 15:00:38","post_content":"<p><em>This updated post was originally written for Iterable by Carl Sednaoui, the Director of Marketing for MailCharts, and published May 15, 2018.<\/em><\/p>\r\n<p>Memorial Day comes at a tricky time in the email marketing calendar. It\u2019s squeezed amongst other holidays\u2014Mother\u2019s Day, Father\u2019s Day, Independence Day, etc.\u2014and it\u2019s also not a major spending holiday, according to the <a href=\"https:\/\/nrf.com\/research-insights\/retail-holiday-and-seasonal-trends\" target=\"_blank\" rel=\"noopener\">National Retail Federation\u2019s Holiday Spending Guide<\/a>.<\/p>\r\n<p>In the U.S., Memorial Day is a federal holiday, always celebrated on the last Monday in May. It originated to honor veterans who died while on active military duty, and it evolved from a Southern and Midwestern event called <a href=\"https:\/\/www.military.com\/holidays\/memorial-day\/how-decoration-day-became-memorial-day.html\" target=\"_blank\" rel=\"noopener\">Decoration Day<\/a>.<\/p>\r\n<p>Over time, as the unofficial start of summer, Memorial Day has also become a holiday synonymous with barbecues, beach days, and good deals. So, to kick off the summer season, here are some key stats and examples to heat up your Memorial Day campaigns.<\/p>\r\n<h3>Challenges of Memorial Day Campaigns<\/h3>\r\n<p>As you can see from the chart below, Memorial Day has a narrow window of opportunity.<br \/>\r\nWe see a rapid ramp-up of email volume for Memorial Day, particularly on the Thursday before the holiday.<\/p>\r\n\r\n[caption id=\"attachment_110856\" align=\"alignnone\" width=\"1594\"]<img class=\"size-full wp-image-110856\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-16-at-11.15.48-AM.png\" alt=\"Memorial Day email volume\" width=\"1594\" height=\"514\" \/> <em>Memorial Day email volume during the month of May. Source: MailCharts<\/em>[\/caption]\r\n\r\n<p>Take note: only <strong>21% of Memorial Day emails are sent on the day itself.<\/strong><\/p>\r\n<p>With the heaviest mailing coming five to seven days before the weekend, your biggest challenge will be finding ways to stand out in a crowded inbox.<\/p>\r\n\r\n[caption id=\"attachment_110862\" align=\"alignnone\" width=\"1576\"]<img class=\"wp-image-110862 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-16-at-11.15.59-AM.png\" alt=\"Emails sent around Memorial Day\" width=\"1576\" height=\"354\" \/> <em>Percentage of emails sent for Memorial Day. Source: MailCharts<\/em>[\/caption]\r\n\r\n<p>For creative inspiration, check the email examples below. They give you some alternatives to the \u201csame old, same old\u201d Memorial Day messaging, even when you\u2019re under pressure to churn out yet another email.<\/p>\r\n<p>Even with its challenge, Memorial Day\u2014or, rather, a long weekend\u2014is one that many Americans eagerly await. Your emails can capitalize on that enthusiasm and anticipation to drive incremental sales, offer a diversion from the usual flood of promotions and introduce your summer themes.<\/p>\r\n<h3>3 Memorial Day Email Themes<\/h3>\r\n<p>Back in 2018 the four themes that we covered in this article were \u201cappealing to patriotism,\u201d \u201cfocusing on summer,\u201d \u201cemphasizing friends, family, and partying,\u201d and \u201coffering a discount.\u201d<\/p>\r\n<p>Since 2018, however, email marketing has changed\u2014and so have customers. For example, we\u2019ve experienced a whole pandemic since 2018, so customer priorities look a little different than they did five years ago. Here are some new themes to look out for.<\/p>\r\n<h4>1. Planning Ahead<\/h4>\r\n<p>We\u2019re still very much in the aftershock of a global pandemic. And in the U.S., this is only our second (maybe first\u2026maybe third) Memorial Day since COVID where people may feel totally comfortable gathering to celebrate. So, customers may be a little rusty when it comes to party planning.<\/p>\r\n<p>To help customers plan for their long weekends, brands may focus on shipping to ensure their orders arrive on time. <a href=\"https:\/\/www.eataly.com\/us_en\" target=\"_blank\" rel=\"noopener\">Eataly<\/a>, the Italian dining emporium, highlighted their shipping with the copy \u201cget it in time for the weekend.\u201d<\/p>\r\n\r\n[caption id=\"attachment_110828\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-110828\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/Eataly-Net-USA-LLC_2022-05-25_1404_wednesday_Fresh-picks-for-Memorial-Day-.png\" alt=\"Memorial Day Email from Eataly\" width=\"800\" height=\"2797\" \/> <em>Eataly educates customers while helping them plan for the long weekend. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/0272e253-19e0-86f7-cbf2-9b47a113cb84?list_id=1380\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>They also highlighted in-season produce in the \u201cSale into Summer\u201d section, which is timely, relevant, and adds some urgency, since the produce won\u2019t be in-season forever.<\/p>\r\n<h4>2. Using Peer-to-Peer Marketing<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">Peer-to-peer (P2P) marketing<\/a> is super important\u2014and effective\u2014for today\u2019s customers. According to <a href=\"https:\/\/hbr.org\/2023\/03\/research-the-pros-and-cons-of-soliciting-customer-reviews#:~:text=Online%20reviews%20have%20substantial%20value,affect%20%243.8%20trillion%20revenues%20worldwide.\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a>, \u201cNinety-eight-percent of customers read reviews before they shop, making it one of the most important sources of information about products and services; for 2021, online reviews were predicted to affect $3.8 trillion revenues worldwide.\u201d<\/p>\r\n<p>To take advantage of the power of P2P marketing, <a href=\"https:\/\/www.cotopaxi.com\/\" target=\"_blank\" rel=\"noopener\">Cotopaxi<\/a>, the outdoor apparel brand included their customer favorites in their Memorial Day email. Not only that, but Cotopaxi offered a 60% discount on these customer favorites.<\/p>\r\n\r\n[caption id=\"attachment_110834\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-110834\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/Cotopaxi_2020-05-21_1412_thursday_Your-Memorial-Day-Favorites-Save-Up.png\" alt=\"Cotopaxi used peer reviews to create emails\" width=\"800\" height=\"2872\" \/> <em>Cotopaxi uses peer-to-peer marketing in their \u201cBest of\u201d Memorial Day sale. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/71edcc16-de4e-388c-8747-2cfa006f68c6?list_id=1380\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>. <\/em>[\/caption]\r\n\r\n<p>Cotopaxi also uses multiple CTAs (six) in the same email to give customers options when scrolling through the email. If the \u201cBest of\u201d doesn\u2019t get their attention, maybe the other product call-outs will.<\/p>\r\n<h4>3. Being Audience-First<\/h4>\r\n<p>In today\u2019s marketing landscape, brands are putting their customers first. It\u2019s not enough to send an email with a broad sale, hoping someone takes the bait. Now brands are thinking about their audiences and how their products can make a difference in their customers\u2019 lives.<\/p>\r\n<p><a href=\"https:\/\/bumpboxes.com\/\" target=\"_blank\" rel=\"noopener\">Bump Boxes<\/a>, the monthly subscription box for expecting moms, chose to highlight sun safety products in their Memorial Day email. The email\u2019s subject line was, \u201cReady to bare your bump this Memorial Day?\u201d and the email featured lotions and creams to help expecting moms protect their baby bumps in the hot summer sun.<\/p>\r\n\r\n[caption id=\"attachment_110840\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-110840\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/Bump-Boxes_2022-05-30_2308_monday_Ready-to-bare-your-bump-this-Memori.png\" alt=\"Bump Boxes sent a seasonally relevant email during the Summer\" width=\"800\" height=\"2882\" \/> <em>Bump Boxes\u2019 top CTA is \u201cShop Summer Products.\u201d Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/77584ecf-33ec-9c6d-c532-cc55b7a5cf94?list_id=1380\" target=\"_blank\" rel=\"noopener\">MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Bump Boxes\u2019 marketing team put themselves in their customers' shoes. They asked themselves \u201cwhat would our customers be looking for now?\u201d and they chose to highlight those products (without a discount) in their email.<\/p>\r\n<h3>Holiday Emails are a-Changin\u2019<\/h3>\r\n<p>While there are still a ton of promotional emails being sent around tentpole sales holidays, like Memorial Day, there is a shift in the way brands communicate with their audiences. Now, a focal point for brands is meeting customers\u2019 needs. Memorial Day emails are no longer about sharing a company\u2019s point-of-view or generic discounts, now it\u2019s about thinking from the customers\u2019 perspective.<\/p>\r\n<p>Is there room for improvement? Yes, definitely. Something we still didn\u2019t see in our Memorial Day email research was personalization. The content of these promotional emails is definitely trending in the right direction, but there is room for more dynamic, individualized content, even on Memorial Day.<\/p>\r\n<p><em>To learn more about how to create <a href=\"https:\/\/iterable.com\/solutions\/email-marketing\/\" target=\"_blank\" rel=\"noopener\">templatized, automated, individualized emails<\/a> for your customers, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<div id=\"1684249684.639219\" class=\"c-virtual_list__item c-virtual_list__item--initial-activeitem\" tabindex=\"0\" role=\"listitem\" aria-setsize=\"-1\" data-qa=\"virtual-list-item\" data-item-key=\"1684249684.639219\">\r\n<div class=\"c-message_kit__background p-message_pane_message__message c-message_kit__message\" role=\"presentation\" data-qa=\"message_container\" data-qa-unprocessed=\"false\" data-qa-placeholder=\"false\">\r\n<div class=\"c-message_kit__hover\" role=\"document\" aria-roledescription=\"message\" data-qa-hover=\"true\">\r\n<div class=\"c-message_kit__actions c-message_kit__actions--default\">\r\n<div class=\"c-message_kit__gutter\">\r\n<div class=\"c-message_kit__gutter__right\" role=\"presentation\" data-qa=\"message_content\">\r\n<div class=\"c-message_kit__blocks c-message_kit__blocks--rich_text\">\r\n<div class=\"c-message__message_blocks c-message__message_blocks--rich_text\" data-qa=\"message-text\">\r\n<div class=\"p-block_kit_renderer\" data-qa=\"block-kit-renderer\">\r\n<div class=\"p-block_kit_renderer__block_wrapper p-block_kit_renderer__block_wrapper--first\">\r\n<div class=\"p-rich_text_block\" dir=\"auto\">\r\n<div class=\"p-rich_text_section\"><i data-stringify-type=\"italic\">*The brands mentioned in this post are not Iterable customers.<\/i><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>","post_title":"Updated: 3 Ways to Heat Up Your Memorial Day Email Campaigns","post_excerpt":"Memorial Day is a holiday that many Americans eagerly await. Capitalize on that enthusiasm to drive incremental sales with an effective email campaign.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"memorial-day-email-campaigns","to_ping":"","pinged":"","post_modified":"2023-05-16 08:19:10","post_modified_gmt":"2023-05-16 15:19:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=3784","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 15, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2018\/05\/051523_Memorial-Day_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"memorial day emails\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/051523_Memorial-Day_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/051523_Memorial-Day_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/051523_Memorial-Day_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/memorial-day-email-campaigns\/"},{"ID":110744,"post_author":"79","post_date":"2023-05-11 10:02:50","post_date_gmt":"2023-05-11 17:02:50","post_content":"<p>At Iterable, we talk a lot about the digital space\u2014emails, SMS, push, in-app, etc\u2014and how marketers can communicate with their customers digitally to make a joyful experience. We\u2019ve also ventured into the physical space talking about effective use cases for direct mail marketing, but there\u2019s so much more to marketing than just these channels.<\/p>\r\n<p>And there\u2019s so much more we can learn from them.<\/p>\r\n<p>With my background in content and journalism, I find myself fascinated with the ways stories are being told. I came across Variety\u2019s recent cover focusing on the writers strike and it\u2026well, struck me.<\/p>\r\n\r\n[caption id=\"attachment_110745\" align=\"alignnone\" width=\"1005\"]<img class=\"size-full wp-image-110745\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Writers-Strike-Variety-Cover-FOR-WEB-Rule-2.webp\" alt=\"Variety Magazine Cover, blank other than nine words with pencil shavings in the bottom right corner\" width=\"1005\" height=\"1298\" \/> <em>Immediately brings me back to sharpening my pencil in class. <a href=\"https:\/\/variety.com\/2023\/tv\/features\/writers-strike-2023-how-long-1235601720\/\" target=\"_blank\" rel=\"noopener\">Source<\/a>.<\/em>[\/caption]\r\n\r\n<p>It would be difficult to have a more minimalistic cover to a magazine, and yet everything you need to know is right here. In nine words we know exactly what the top story of this magazine is. With a small image accent at the bottom we also get the sentiment and emotion of the story: hard work, grinding, and absence.<\/p>\r\n<p>It got me thinking how a magazine cover is the entryway to a publication\u2019s weekly\/monthly\/quarterly issue is similar to an email sent by email marketers, particularly promotions and newsletters.<\/p>\r\n<p>So, with that in mind, let\u2019s take a look at a few things magazine covers do so well that email marketers can keep in mind to tell a story in a small space.<\/p>\r\n<h3>Tips for Better Email Marketing From Magazine Covers<\/h3>\r\n<h4>Know Your Audience<\/h4>\r\n<p>Variety is an entertainment news publication. They know perfectly well their core audience is (1) interested in the latest news in the entertainment industry and (2) already aware of the writers strike. There\u2019s no need for them to say more than nine words to catch their audience\u2019s attention.<\/p>\r\n<p>When you know your audience for who they are and what they want, you can skip the pleasantries. While yes, Variety is a very established brand, it still speaks volumes to the trust they have in their audience to read between the lines\u2014or lack thereof\u2014to know what\u2019s inside the proceeding pages.<\/p>\r\n<p>The above is the most simplistic, straightforward approach, but it is not uncommon to see a busier cover be just as effective. It\u2019s all dependent on the goal of your message. Sometimes your email will have a singular CTA, like Variety\u2019s cover above, and that should be the main attention grabber.<\/p>\r\n<p>On the other hand, you may have a lot to update your audience on so there is more of a need to use the empty space. Let\u2019s look at another entertainment industry publication to see the other side of the spectrum: People.<\/p>\r\n\r\n[caption id=\"attachment_110751\" align=\"alignnone\" width=\"958\"]<img class=\"size-full wp-image-110751\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-11-at-12.39.13-PM.png\" alt=\"People Magazine cover featuring Hugh Grant\" width=\"958\" height=\"1276\" \/> <em>People has often put four stories on their cover for years. Source.<\/em>[\/caption]\r\n\r\n<p>This cover highlighting Hugh Jackman follows a similar style People has employed for years: one main story with three feature stories, and significantly more than nine words. But that\u2019s ok, because People knows their audience has varied interests and chooses their magazine for the options.<\/p>\r\n<p>With email marketing, above arguably all else, brands need to understand who is on the other side of that send button. Are the recipients looking for options, or are they best served with a main story?<\/p>\r\n<p>When determining how to fill the content of your email, focus on who your audience is, what they want, and why they come to your brand to get it.<\/p>\r\n<p>Variety knows the answer to these three prompts: Entertainment industry fans, latest industry updates, detailed focused reporting. Nine words again.<\/p>\r\n<h4>Brand Consistency<\/h4>\r\n<p>Our inboxes are similar to a newsstand. Your message is not alone and only has a passing glance to grab attention. When I\u2019m looking at a newsstand full of magazines\u2014probably in the airport\u2014I\u2019m noticing two things: who has the most eye-catching cover and whose brand I recognize immediately.<\/p>\r\n<p>Brand consistency is vital across all channels, but it\u2019s particularly helpful in email marketing when looking to develop a loyal and engaged audience.<\/p>\r\n<p>Look what comes up when Googling \u201cTime magazine cover.\u201d You know immediately it\u2019s Time when you see that red outline and big, all-caps lettering. I could be sprinting past the newsstand about to miss my flight and still be able to identify that they have the latest issue of Time.<\/p>\r\n\r\n[caption id=\"attachment_110757\" align=\"alignnone\" width=\"1702\"]<img class=\"size-full wp-image-110757\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/screencapture-google-search-2023-05-11-12_40_59-edit.png\" alt=\"Google search results for time magazine cover shows similarly branded images\" width=\"1702\" height=\"2726\" \/> <em>Everyone knows that red border. <a href=\"https:\/\/www.google.com\/search?q=time+magazine+cover&amp;tbm=isch&amp;ved=2ahUKEwjF17nkzuv-AhWSMUQIHVN2DnAQ2-cCegQIABAA&amp;oq=time+magazine+cover&amp;gs_lcp=CgNpbWcQAzIKCAAQigUQsQMQQzIFCAAQgAQyBwgAEIoFEEMyBQgAEIAEMgcIABCKBRBDMgcIABCKBRBDMgUIABCABDIFCAAQgAQyBQgAEIAEMgUIABCABDoICAAQgAQQsQNQ7wVYrgtgsAxoAHAAeACAAesDiAHMB5IBBTYuNC0xmAEAoAEBqgELZ3dzLXdpei1pbWfAAQE&amp;sclient=img&amp;ei=7wFcZIWkNZLjkPIP0-y5gAc&amp;bih=2056&amp;biw=1920&amp;rlz=1C5GCEM_enUS1053US1054\" target=\"_blank\" rel=\"noopener\">Source<\/a>.<\/em>[\/caption]\r\n\r\n<p>Same thing for Cosmopolitan. From the font to the poses to the busy cover like People above, you know immediately.<\/p>\r\n\r\n[caption id=\"attachment_110763\" align=\"alignnone\" width=\"1674\"]<img class=\"size-full wp-image-110763\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/screencapture-google-search-2023-05-11-12_43_30-edit.png\" alt=\"Google search of cosmopolitan magazine cover shows consistent colors and model poses\" width=\"1674\" height=\"2418\" \/> <em>Going beyond just the title, the cover image shape to show similar model poses stays consistent. <a href=\"https:\/\/www.google.com\/search?q=cosmo+magazine+cover&amp;&amp;tbm=isch&amp;ved=2ahUKEwiuwrHs0uv-AhWqCEQIHVkjBLIQ2-cCegQIABAA&amp;oq=Cosmo+magazine+cover&amp;gs_lcp=CgNpbWcQARgAMgUIABCABDIFCAAQgAQyBQgAEIAEMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB4yBggAEAcQHjIGCAAQBxAeMgYIABAHEB46CggAEIoFELEDEEM6BwgAEIoFEEM6CAgAEAgQBxAeUOoKWP0RYI0faAFwAHgAgAFZiAGqBJIBATeYAQCgAQGqAQtnd3Mtd2l6LWltZ8ABAQ&amp;sclient=img&amp;ei=MgZcZK7hD6qRkPIP2caQkAs&amp;bih=2056&amp;biw=1920&amp;rlz=1C5GCEM_enUS1053US1054\" target=\"_blank\" rel=\"noopener\">Source<\/a>.<\/em>[\/caption]\r\n\r\n<p>Your email and magazine still has to provide value in the content, but it\u2019s unlikely your audience will even reach the content if they don\u2019t first recognize the branding. If you back up good, consistent design with value, the brand recognition that comes from that first glance will ensure readers take a pause to see what you have to say.<\/p>\r\n<h4>Color and Contrast<\/h4>\r\n<p>The last piece of advice for email marketing that brands can take from magazine cover designers is something email has been doing for a while, but it\u2019s worth a reminder: don\u2019t forget to use color!<\/p>\r\n<p>Time\u2019s iconic red. Variety\u2019s use of white. Wired\u2019s use of contrasting colors. There are a host of examples in the magazine world that highlight the importance of using proper color complements and contrast to attract attention.<\/p>\r\n<p>As you\u2019d expect\u2026or hope\u2026fashion publications like Vogue often nail these concepts. This cover uses shades of red and blue while using shadow on the model to provide contrast.<\/p>\r\n\r\n[caption id=\"attachment_110769\" align=\"alignnone\" width=\"1090\"]<img class=\"size-full wp-image-110769\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-11-at-12.48.26-PM.png\" alt=\"Cara Delevingne standing center on the cover, against a light blue background with large VOGUE text in red behind her head\" width=\"1090\" height=\"1446\" \/> <em>A lighter background allows for the more contrasted focal point to shine. <a href=\"https:\/\/alltimedesign.com\/magazine-cover-design\/\" target=\"_blank\" rel=\"noopener\">Source<\/a>.<\/em>[\/caption]\r\n\r\n<p>Whether your audience is flipping through the newsstand or quickly scrolling through emails, a striking set of colors will often be cause for pause. We\u2019ve talked about color in our annual design trends posts (email design in <a href=\"https:\/\/iterable.com\/blog\/2023-email-design-trends\/\" target=\"_blank\" rel=\"noopener\">2023<\/a>, <a href=\"https:\/\/iterable.com\/blog\/start-fresh-with-these-2022-email-design-trends\/\" target=\"_blank\" rel=\"noopener\">2022<\/a>, <a href=\"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/\" target=\"_blank\" rel=\"noopener\">2021<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/email-design-trends-2020\/\" target=\"_blank\" rel=\"noopener\">2020<\/a>) so refer back to those to see how your design efforts stack up to the recent trends across the industry.<\/p>\r\n<h3>Email and Magazines: It\u2019s About the Story<\/h3>\r\n<p>I believe in the power of drawing inspiration from outside your industry\u2019s bubble. While journalism and magazine covers aren\u2019t a drastic departure from digital marketing, it\u2019s still useful to analyze how the different use cases are still working towards a similar goal: grabbing and keeping the attention of an audience.<\/p>\r\n<p>So, next time you\u2019re in an airport, coffee shop, waiting room, or wherever else magazine covers live, take a more discerning look and think if there\u2019s anything about it you might adopt into your digital marketing efforts.<\/p>","post_title":"Email Marketing Learnings From Magazine Covers","post_excerpt":"Let\u2019s take a look at a few things magazine covers do that can be used in email marketing to tell a story in a small space.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"email-marketing-learnings-from-magazine-covers","to_ping":"","pinged":"","post_modified":"2023-05-11 10:32:37","post_modified_gmt":"2023-05-11 17:32:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110744","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 11, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051123_Magazine-Covers_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Women browsing at a newsstand\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051123_Magazine-Covers_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051123_Magazine-Covers_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/051123_Magazine-Covers_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/email-marketing-learnings-from-magazine-covers\/"},{"ID":110710,"post_author":"79","post_date":"2023-05-10 09:18:58","post_date_gmt":"2023-05-10 16:18:58","post_content":"<p>On one hand, it\u2019s essential for small SaaS companies to capitalize software R&amp;D costs promptly and accurately. On the other hand, we can\u2019t expect engineers or engineering managers to devote too much time to software R&amp;D cost capitalization, as it falls outside the scope of their day-to-day job responsibilities. So, how can engineering teams still accomplish R&amp;D cost capitalization without deprioritizing other work? What makes R&amp;D cost capitalization so time-consuming in the first place?<\/p>\r\n<p><em><strong>For a quick refresher on software R&amp;D cost capitalization read <a href=\"https:\/\/iterable.com\/blog\/7-steps-to-streamline-the-software-rd-cost-capitalization-process\/\" target=\"_blank\" rel=\"noopener\">7 Steps to Streamline the Software R&amp;D Cost Capitalization Process<\/a>.<\/strong><\/em><\/p>\r\n<h3>The Challenges of Software R&amp;D Cost Capitalization<\/h3>\r\n<p>In particular, capitalizing software R&amp;D costs can be challenging due to the difficulty in measuring the costs associated with R&amp;D projects, including the costs of labor, materials, and overhead. These costs are often spread out over an extended period of time and are difficult to allocate to specific projects, which can make it difficult for companies to accurately determine the potential benefits and outcomes of these projects.<\/p>\r\n<p>Let\u2019s take a closer look at some of these challenges.<\/p>\r\n<h4>Difficulty in Measurement<\/h4>\r\n<p>Measuring the costs associated with R&amp;D projects can be a complex and challenging task due to various factors. One of the key factors that contribute to this difficulty is the nature of engineering work, which can be hard to track and allocate costs to. Unlike other business activities, engineering work can be multifaceted and involve a great deal of collaboration and teamwork.<\/p>\r\n<p>Engineers often work on multiple projects simultaneously, making it challenging to keep track of the time and resources they allocate to each project. Moreover, engineering work involves different phases, each with varying costs. For instance, the early stages of an R&amp;D project may require more research and experimentation, which can be time-consuming and costly, while the later stages may require more prototyping and testing, which can require different types of resources.<\/p>\r\n<p>Additionally, it can be difficult to assign costs to specific individuals or projects due to the collaborative nature of engineering work. Engineers may work together on a project, and their contributions may not be easily distinguishable.<\/p>\r\n<h4>Time-Sensitivity<\/h4>\r\n<p>When it comes to capitalizing software R&amp;D costs, companies face a significant challenge\u2014the time-sensitive nature of the process. With the need to finalize financial reporting at the end of a month or quarter, companies have a short window to accurately track and allocate costs associated with R&amp;D projects.<\/p>\r\n<p>This time pressure can lead to errors and inaccuracies in project expenses, resulting in the misallocation of costs that can have <a href=\"https:\/\/www.aprio.com\/its-official-software-development-included-in-tax-definition-of-rd\/\" target=\"_blank\" rel=\"noopener\">serious legal and regulatory consequences<\/a>. Additionally, employees involved in the process may feel rushed and not have enough time to thoroughly review and document project expenses, leading to the use of inaccurate data or assumptions.<\/p>\r\n<p>The time-sensitive nature of software R&amp;D cost capitalization can also create additional pressure on companies to prioritize completing financial reporting over other aspects of project management. This can make it challenging to effectively monitor progress, identify risks, and make necessary adjustments to ensure project success.<\/p>\r\n<p>Overall, it's essential for companies to recognize the time-sensitive nature of software R&amp;D cost capitalization and plan accordingly to avoid errors and inaccuracies. By prioritizing accurate and thorough tracking and allocation of costs, companies can ensure that their financial reporting is reliable and their R&amp;D projects are effectively managed for success.<\/p>\r\n<h4>The Difficulty in Manage Cross-Team Work<\/h4>\r\n<p>When it comes to capitalizing software R&amp;D costs, collaboration is key. R&amp;D projects typically involve multiple teams, including product management, engineering, finance, and auditing, who all need to work together to ensure accurate financial reporting. But this collaborative process can be challenging, especially when teams have different priorities or don't fully understand each other's roles and responsibilities.<\/p>\r\n<ul>\r\n\t<li><strong>Product teams<\/strong> are responsible for creating customer-facing R&amp;D projects and setting goals and timelines.<\/li>\r\n\t<li><strong>Engineering teams<\/strong> carry out the work involved in R&amp;D projects and must accurately track their time and expenses while ensuring that they are allocated to the correct projects and phases.<\/li>\r\n\t<li><strong>Engineering managers<\/strong> oversee their team's work and ensure they are meeting project goals and timelines.<\/li>\r\n\t<li><strong>Finance teams<\/strong> play a critical role in logging and documenting project expenses and ensuring they are accurately recorded in the company's financial statements. They must work closely with engineering teams to track expenses and allocate them correctly, while also validating the accuracy of financial statements with auditing teams.<\/li>\r\n<\/ul>\r\n<p>The need for cross-team collaboration can make it challenging for companies to accurately track and allocate software R&amp;D costs. Miscommunications or misunderstandings can occur, leading to errors or inaccuracies in financial reporting. However, by prioritizing open and transparent communication between teams and ensuring that everyone understands their roles and responsibilities, companies can overcome these challenges.<\/p>\r\n<p>To foster a culture of collaboration, companies must provide teams with the necessary resources and support. This includes tools for accurate tracking and reporting of expenses, as well as training and education to ensure everyone understands the software R&amp;D cost capitalization process. By doing so, companies can successfully track and allocate software R&amp;D costs while ensuring accurate financial reporting.<\/p>\r\n<h3>Why Iterable Uses Jellyfish<\/h3>\r\n<p>Jellyfish is a software tool that can provide many benefits when used for R&amp;D project cost capitalization. With Jellyfish, we automated many of the processes involved in R&amp;D project cost capitalization, access a dedicated customer success team that understands our needs and can provide support as needed, customize the functions and view specific baked on our needs and requirements, improved accuracy, and gain higher-level information that can inform strategic decision-making.<\/p>\r\n<p>Here are some ways in which Jellyfish can be used for R&amp;D project cost capitalization:<\/p>\r\n<ul>\r\n\t<li><strong>Track Project Costs:<\/strong> Jellyfish allows us to track all expenses related to your R&amp;D project, including salaries, equipment, and materials. By doing so, we can determine the total cost of the project.<\/li>\r\n\t<li><strong>Allocate Costs<\/strong>: Jellyfish allows us to allocate costs to specific projects, phases, or tasks. This enables us to track the costs associated with each individual R&amp;D project, by person, by epic etc which is important for capitalization purposes.<\/li>\r\n\t<li><strong>Customized Capitalization Rules<\/strong>: Jellyfish can help us apply capitalization rules to our R&amp;D project costs. For example, by using jellyfish, we can connect our customized jira field to Jellyfish, giving engineers different allowance percentages by level.<\/li>\r\n\t<li><strong>Generate Reports<\/strong>: Jellyfish provides various reporting features that allow us to generate reports on project costs and capitalization. This can help us to ensure compliance with accounting standards and provide stakeholders with accurate information about the financial position of your company.<\/li>\r\n\t<li><strong>Integrate with Other Tools<\/strong>: Jellyfish can integrate with other tools such as Jira and Git, which can provide additional data on project costs and progress. This can help us to make more informed decisions about capitalization and improve your R&amp;D project management overall.<\/li>\r\n<\/ul>\r\n<p>Moreover, they provide exceptional support and service for optimal Jellyfish utilization. I have been extremely satisfied with the reliable and responsive support we have received from the Jellyfish solution team and tech support team. Our dedicated Customer Success Manager (CSM) meets with us weekly to offer guidance, answer questions, and configure our setup for optimal utilization. Their real-time response to address all our concerns has built our confidence in utilizing Jellyfish to its full potential. We truly appreciate the exceptional service and support provided by the Jellyfish team.<\/p>\r\n<h3>R&amp;D Cost Capitalization in the Future<\/h3>\r\n<p>Our small SaaS team was able to achieve improved collaboration by closely working with each other, Jellyfish, and external auditor teams. Our focus on executing all processes correctly while keeping an eye on future scalability has been key to our success. Plus, the transparent and easily traceable data in Jellyfish has given us greater insight into our R&amp;D project progress, enabling us to track deliverables and gain invaluable insights into our development process. We remain confident that by continuing this collaboration and utilizing Jellyfish data, we can achieve our company's future goals with ease.<\/p>","post_title":"How Our Small Engineering Team Improved Collaboration","post_excerpt":"Learn how our small engineering team collaborated to execute our R&D cost capitalization needs\u2014with the help of Jellyfish. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-our-small-engineering-team-improved-collaboration","to_ping":"","pinged":"","post_modified":"2023-05-10 10:04:42","post_modified_gmt":"2023-05-10 17:04:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110710","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 10, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050923_Lulu-Post-2_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Orange background overlayed on data imagery with the Jellyfish and Iterable logo on top in white\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050923_Lulu-Post-2_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050923_Lulu-Post-2_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050923_Lulu-Post-2_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-our-small-engineering-team-improved-collaboration\/"},{"ID":110522,"post_author":"79","post_date":"2023-05-04 11:35:18","post_date_gmt":"2023-05-04 18:35:18","post_content":"<p>Recently, organizations have struggled to fully utilize their marketing investments and, according to a recent <a href=\"https:\/\/emtemp.gcom.cloud\/ngw\/globalassets\/en\/marketing\/documents\/marketing_research_repackage-martech_survey_final.pdf\" target=\"_blank\" rel=\"noopener\">Gartner<\/a> survey, marketers are only utilizing 42% of platform capabilities\u2014a 16% drop in the last two years. In today\u2019s <a href=\"https:\/\/iterable.com\/whitepaper\/the-essential-guide-to-making-your-marketing-recession-proof\/\" target=\"_blank\" rel=\"noopener\">macroeconomic environment<\/a> it is critical for organizations to realize the benefits in their investments to gain efficiency and enable lean marketing teams to succeed. Here are the steps you can take to maximize your martech investments.<\/p>\r\n<h3>1. Define Goals With a Value Map<\/h3>\r\n<p>Before your marketing team can unlock the full potential of your martech, you need to understand your goals and objectives. Why did you invest in this technology to begin with? One way to do this is by creating a value map.<\/p>\r\n<p>Think of value mapping as a funnel. Start broad and get more specific.<\/p>\r\n<ol>\r\n\t<li><strong>Goals<\/strong>: First, define your overarching business goals. What does the company want to achieve broadly?<\/li>\r\n\t<li><strong>Strategies<\/strong>: Then, decide what strategies the company will pursue to achieve those overarching goals. What strategy does the business need to focus on to achieve the goal?<\/li>\r\n\t<li><strong>Initiatives<\/strong>: From the strategy, look at the initiatives that emerge and the tactics that help your team fulfill those initiatives. What initiatives come out of the strategy? What tactics can make those initiatives happen?<\/li>\r\n\t<li><strong>KPIs<\/strong>: Then, look at the key performance indicators (KPIs) that will define success. How can the business measure success?<\/li>\r\n\t<li><strong>Solutions<\/strong>: Lastly, determine what business capabilities, technical capabilities, and solutions are needed to impact those KPIs. What capabilities (business and tech) and solutions exist to enable the tactics? What solution features are necessary for enabling key capabilities?<\/li>\r\n<\/ol>\r\n<p>Value mapping involves a series of steps that will help you measure the financial impact of your business initiatives as well as the investments you need to make to succeed. This should be a collaborative process across the entire organization.<\/p>\r\n<p><strong>How it Boosts ROI<\/strong>: Value mapping gives you, your team, and your organization an agreed upon north star that keeps everyone going in the same direction, making ROI tracking easier and more tangible.<\/p>\r\n<h3>2. Use Lifecycle Marketing to Keep Customers Engaged<\/h3>\r\n<p>Once you have defined value for your organization you can start to look at how lifecycle marketing delivers joyful experiences. As a refresher, <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/customer-engagement\/what-is-lifecycle-marketing\/\" target=\"_blank\" rel=\"noopener\">lifecycle marketing<\/a> revolves around keeping customers engaged with your brand\u2014even after a purchase. Understanding how your customers interact with your brand throughout their entire lifecycle\u2014and beyond\u2014is essential for creating personalized and targeted messaging that resonates with each customer at every stage of their unique journeys.<\/p>\r\n\r\n[caption id=\"attachment_110526\" align=\"alignnone\" width=\"1200\"]<img class=\"wp-image-110526 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/lifecycle-map.png\" alt=\"Maximize martech investments with lifecycle mapping\" width=\"1200\" height=\"1500\" \/> <em>\u00a0Understanding the customer lifecycle can help your marketing team prioritize.<\/em>[\/caption]\r\n\r\n<p>Your martech tools should be able to create messages for each customer at every touchpoint as they move through the lifecycle. Better yet, by leveraging your martech stack, you can automate and optimize these marketing efforts, resulting in better engagement, conversion rates, and customer loyalty.<\/p>\r\n<p><strong>How it Boosts ROI<\/strong>: By using martech tools to address the pain points in the customer lifecycle that need improving, your brand can keep customers engaged and ultimately move them down the funnel.<\/p>\r\n<h3>3. Channel Plan to Help Prioritize Strategies<\/h3>\r\n<p>Lastly, you can get more from your martech tools by channel planning. Channel planning refers to the process of identifying which channels are most effective for reaching a target audience. It involves analyzing different channels, such as email, SMS, MMS, push, in-app, etc. and selecting the ones that are most effective.<\/p>\r\n<p>The best part? You don\u2019t have to do this manually. By using your martech tools, you can run <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-About-Experiments-\" target=\"_blank\" rel=\"noopener\">experiments<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/sections\/201058999-A-B-Experiments\" target=\"_blank\" rel=\"noopener\">A\/B tests<\/a> and, along with collecting <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero<\/a>- and first-party customer data, use the information gathered to determine which channels are the most effective for each individual user and automate future messaging.<\/p>\r\n<p><strong>How it Boosts ROI<\/strong>: Channel planning can help your team not only understand which channels your martech tools can activate, but on which of those channels your team should be focusing. Time is money\u2014saving your team time can save your team money.<\/p>\r\n<h4>Combining Lifecycle Marketing and Channel Planning<\/h4>\r\n<p>Lifecycle marketing and channel planning can also be combined to increase martech ROI. For example, there are a handful of steps in the customer lifecycle\u2014awareness, consideration, purchase, advocacy and loyalty. Focusing on these stages separately, and channel planning within each stage, can help your team design an effective customer journey to get the most bang for your buck.<\/p>\r\n<p>When thinking about what channels to use in each stage, think about the benefits of each channel. Take awareness, for example. SMS (Short Message Service) and MMS (Multimedia Messaging Service) are two different types of messaging services that can be used in your onboarding strategy. SMS is a text-only format that supports up to 160 characters. It is suitable for sending brief messages, such as reminders, notifications, and alerts. MMS, on the other hand, is a multimedia format that supports text, images, videos, and audio files. MMS messages can be up to 500 KB in size, and they require a data connection to send and receive.<\/p>\r\n\r\n[caption id=\"attachment_110540\" align=\"alignnone\" width=\"1114\"]<img class=\"wp-image-110540 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Screen-Shot-2023-05-04-at-1.27.42-PM.png\" alt=\"Use channel planning to maximize your martech investment\" width=\"1114\" height=\"1150\" \/> <em>Here\u2019s an example of a cross-channel customer journey.<\/em>[\/caption]\r\n\r\n<p>So, when deciding between SMS and MMS in the awareness stage, consider the content of your message. If you were only sending a brief text message, like a transactional message, you\u2019d use SMS. But, because awareness messages generally contain more information on the brand, like photos or videos, you\u2019d likely use MMS.<\/p>\r\n<p><em>For more information on SMS see our SMS guide <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/The-Savvy-Marketers-Guide-to-Building-a-Stellar-SMS-Strategy.pdf\" target=\"_blank\" rel=\"noopener\">HERE<\/a>.<\/em><\/p>\r\n<h3>Increasing the Return on Your Martech Investment<\/h3>\r\n<p>By focusing on value mapping, lifecycle marketing, and channel planning, your marketing team can make the most of your martech tools. Understanding all the capabilities of your marketing platform is critical for creating great customer experiences.<\/p>\r\n<p>Value mapping, lifecycle marketing, and channel planning work together to bring to life a successful marketing strategy, and when used together, they can improve the customer experience in several ways including improving the consistency in the experience across channels, providing relevant messaging, and understanding the preferred channel across the customer journey to reach your target audience\u2014ultimately having a positive impact on revenue.<\/p>\r\n<p><em>To learn more about Iterable's capabilities and how it can deliver maximum value, schedule a <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\">demo today<\/a>.<\/em><\/p>","post_title":"Maximize Your Martech Investments With Value Mapping, Lifecycle Marketing, and Channel Planning","post_excerpt":"Looking to get more bang for your buck? Here are the steps you can take to maximize your martech investments.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"maximize-your-martech-investments","to_ping":"","pinged":"","post_modified":"2023-05-04 11:35:18","post_modified_gmt":"2023-05-04 18:35:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110522","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 04, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050423_Patricia-Martech-Investments_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050423_Patricia-Martech-Investments_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050423_Patricia-Martech-Investments_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050423_Patricia-Martech-Investments_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/maximize-your-martech-investments\/"},{"ID":110337,"post_author":"104","post_date":"2023-05-03 06:45:16","post_date_gmt":"2023-05-03 13:45:16","post_content":"<p>Curious to hear how the team at Headway became the App of the Day in the US four times in a row?<\/p>\r\n<p>Get ready to level up your marketing game in this webinar where Olena Zarubina, Retention Manager and Ilya Lukach, Strategic Partnership Executive, will reveal how they use Iterable to power their marketing strategies and make personalised experiences that their users love.<\/p>\r\n<p>Olena and Ilya will discuss how Iterable AI-driven features create a more individualised experience for its users and how the improved onboarding journey has even lifted their open rates and app purchases to new heights thanks to sophisticated A\/B testing.<\/p>\r\n<p>Don't miss this chance to learn from the masters of fun and easy growth.<\/p>\r\n<p><strong>Walk away from this webinar understanding how to:<\/strong><\/p>\r\n<ul>\r\n\t<li>segment your subscribers based on behavioural and user data<\/li>\r\n\t<li>personalise activation of your new users<\/li>\r\n\t<li>develop your customers into long-term B2B relations<\/li>\r\n<\/ul>","post_title":"Ask a Builder About: How Headway Leveraged Iterable for Fun and Easy Marketing Success","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-builder-about-how-headway-leveraged-iterable-for-fun-and-easy-marketing-success","to_ping":"","pinged":"","post_modified":"2023-06-12 03:39:06","post_modified_gmt":"2023-06-12 10:39:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=110337","menu_order":16,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 03, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Ask-a-Marketer_Headway_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Ask-a-Marketer_Headway_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Ask-a-Marketer_Headway_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/Ask-a-Marketer_Headway_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-builder-about-how-headway-leveraged-iterable-for-fun-and-easy-marketing-success\/"},{"ID":110443,"post_author":"79","post_date":"2023-05-02 08:59:28","post_date_gmt":"2023-05-02 15:59:28","post_content":"<p>Last week at <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate '23<\/a> in San Francisco was such a whirlwind!<\/p>\r\n<p>When I look back on the festivities, it\u2019s overwhelming to imagine how I can possibly distill three days of content and networking with dozens of speakers and hundreds of the industry\u2019s leading brand marketers and customer experience experts.<\/p>\r\n<p>As a <a href=\"http:\/\/alyssajarrett.com\" target=\"_blank\" rel=\"noopener\">marketing consultant<\/a> who previously led Iterable\u2019s brand &amp; content team, I\u2019m intimately familiar with Activate since its founding as the company\u2019s flagship event, but only in the past couple of years have I been able to fully appreciate the outside attendee experience.<\/p>\r\n<p>Here are four reasons why I found Activate \u201823 to be uniquely special.<\/p>\r\n<h4>1. Iterable infused inclusivity from the beginning<\/h4>\r\n<p>I\u2019ve been to enough tech conferences to know that opening with a keynote panel exclusively made up of senior women leaders\u2014on the subject of unpacking AI, no less\u2014is a rare feat.<\/p>\r\n<p>Listening to chief marketing and business officers from Iterable, <a href=\"https:\/\/www.strava.com\/\" target=\"_blank\" rel=\"noopener\">Strava<\/a>, <a href=\"https:\/\/vimeo.com\/\" target=\"_blank\" rel=\"noopener\">Vimeo<\/a>, and <a href=\"https:\/\/about.gitlab.com\/\" target=\"_blank\" rel=\"noopener\">GitLab<\/a> set the mood for the rest of the event and created an atmosphere where everyone deserves a seat at the table when it comes to brand-building and customer engagement.<\/p>\r\n<p>This communal feeling was evident as I mingled between sessions, participated in roundtables, and walked around the buzzing partner hall. I spoke with recent college grads, startup entrepreneurs, and marketers on teams of all sizes. Everywhere I turned, there were folks from around the world, in a variety of industries, all looking to solve similar challenges.<\/p>\r\n<p>We\u2019ve all heard the platitude \u201cwe\u2019re all in this together\u201d (many of us sending pandemic emails with this exact sentiment), but at Activate \u201823, this message felt tangible from start to finish.<\/p>\r\n<h4>2. Marketing innovation was front and center<\/h4>\r\n<p>As someone who splits her time between freelance marketing and fiction writing, I\u2019m simultaneously intrigued by and skeptical of AI technology, especially as it relates to the ethics around content creation.<\/p>\r\n<p>But the sessions dedicated to AI managed to open my perspective to the profound impact it will have on businesses, both now and in the future. In <a href=\"https:\/\/www.linkedin.com\/in\/denys-kapush\" target=\"_blank\" rel=\"noopener\">Denys Kapush\u2019s<\/a> presentation, \u201cHow to Include AI as Part of Your Marketing Team,\u201d he referenced jaw-dropping stats, including that the global market for AI in marketing is expected to grow by 578% by 2028, and more than 80% of businesses will adopt AI for online marketing use cases.<\/p>\r\n<p>AI is clearly here to stay, and all the speakers reiterated how this technology is allowing them to dramatically improve their efficiency, reduce costs, and increase revenue. And rather than resist the inevitable, keynote speaker <a href=\"https:\/\/www.linkedin.com\/in\/ukonwa-kuzi-orizu-ojo-10a651\" target=\"_blank\" rel=\"noopener\">Ukonwa Ojo<\/a> advised the audience to consider AI as a further bifurcation of marketing between automation and humanity. According to her, becoming an expert at either is critical, since average work will be less valuable over time.<\/p>\r\n<p>And speaking of valuable\u2026<\/p>\r\n<h4>3. The real value comes from connecting with others<\/h4>\r\n<p>I jotted down so many valuable statistics and insights in the sessions, but the biggest treasures I gained from Activate were, as the clich\u00e9 goes, the friends I made along the way.<\/p>\r\n<p>On the main day of the conference, I attended two roundtables: the women\u2019s empowerment lunch sponsored by <a href=\"https:\/\/www.shawscott.com\/\" target=\"_blank\" rel=\"noopener\">Shaw\/Scott<\/a> and moderated by <a href=\"https:\/\/www.linkedin.com\/in\/markitajack\/\" target=\"_blank\" rel=\"noopener\">Markita Jack<\/a>, Iterable\u2019s VP of Diversity, Equity, and Inclusion, and \u201cNavigating the Job Search Journey,\u201d hosted by <a href=\"https:\/\/www.linkedin.com\/in\/emily-sung\/\" target=\"_blank\" rel=\"noopener\">Emily Sung<\/a>, Sr. Manager of People Operations at <a href=\"https:\/\/www.glassdoor.com\/index.htm\" target=\"_blank\" rel=\"noopener\">Glassdoor<\/a>.<\/p>\r\n<p>Markita shared her lived experiences as a Black woman working previously in banking and urged roundtable participants to \u201ctake up space\u201d because everyone\u2019s voices deserve to be heard.<\/p>\r\n<p>I took that advice to heart in the next roundtable, where I offered my advice to job candidates as a former hiring manager. The result? Several attendees came up to me afterward to ask follow-up questions or add me to their network.<\/p>\r\n<p>It can be too easy to discount what you have to offer, either as a consumer brand or a human being, but these roundtables served as a wonderful reminder that if you speak up with the intent to help your community, the right people will listen.<\/p>\r\n<h4>4. The biggest \u201ca-ha\u201d moments came from the most unexpected places<\/h4>\r\n<p>I\u2019m already a fan of many Iterable customers, whether it\u2019s searching for a forever home on <a href=\"https:\/\/www.redfin.com\/\" target=\"_blank\" rel=\"noopener\">Redfin<\/a>, maintaining my to-do list in <a href=\"https:\/\/asana.com\/\" target=\"_blank\" rel=\"noopener\">Asana<\/a>, or reading the latest celebrity news in PEOPLE Magazine, a brand of <a href=\"https:\/\/www.dotdashmeredith.com\/\" target=\"_blank\" rel=\"noopener\">Dotdash Meredith<\/a>.<\/p>\r\n<p>But one of the most intriguing sessions was hosted by the marketing team at <a href=\"https:\/\/www.sandboxx.us\/\" target=\"_blank\" rel=\"noopener\">Sandboxx<\/a>, which connects loved ones to military recruits in basic training. How do Sandboxx customers communicate with service members who have limited use of their cell phones?<\/p>\r\n<p>The answer is through Sandboxx Letters, which provide a critical offline touchpoint to the company\u2019s user journey. Depending on whether a loved one\u2019s email or phone number is provided on the recruit\u2019s family address card, Sandboxx sends email or SMS messaging with updates on the recruit\u2019s military career.<\/p>\r\n<p>As marketers, we\u2019re always told to go cross-channel, but Sandboxx is testament to the tangible impact communication plays in our daily lives. As their team asserted, each user interaction is a touchpoint on a path leading to a conversion. Your company can be selling skincare or improving the morale of the military, and the mission is the same: bringing joy to your customers.<\/p>\r\n<h3>What I Plan to Activate Going Forward<\/h3>\r\n<p>There were so many great nuggets of information I wrote down while attending Activate \u201823, from viral TikTok sensation <a href=\"https:\/\/www.corporatenatalie.com\/\" target=\"_blank\" rel=\"noopener\">Corporate Natalie\u2019s<\/a> reminder that \u201cperfect is boring\u201d to Iterable\u2019s customer success team offering tips to get \u201cone-percent better\u201d with each message.<\/p>\r\n<p>But my favorite was Ukonwa\u2019s poignant truth: \u201cYou will never be the best in the world at something you hate.\u201d Life is offensively short, but it\u2019s also the longest thing we do, so we might as well craft our careers so we can focus on what we love most.<\/p>\r\n<p>I\u2019m already thinking of how I can carry the ethos of Activate into my work. I downloaded TikTok (thanks Corporate Natalie!), I\u2019m considering ways to improve my monthly newsletter, and I\u2019m brainstorming how to maximize my future book launches.<\/p>\r\n<p>Now if I can just get my hands on Iterable\u2019s brand-new <a href=\"https:\/\/iterable.com\/whats-new\" target=\"_blank\" rel=\"noopener\">Copy Assist<\/a>, that would be rad.<\/p>\r\n<p><em>Don't forget, all Activate sessions are on demand now. <a href=\"https:\/\/iterable.com\/activate\/summit\/\">Go watch<\/a>!<\/em><\/p>","post_title":"I Attended Activate \u201823\u2014Here are My 4 Takeaways","post_excerpt":"I\u2019m familiar with Activate since its founding as the company\u2019s flagship event. Here are 4 takeaways that made Activate \u201823 special.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"i-attended-activate-23-here-are-my-4-takeaways","to_ping":"","pinged":"","post_modified":"2023-05-02 08:59:28","post_modified_gmt":"2023-05-02 15:59:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110443","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 02, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050223_Activate-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050223_Activate-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050223_Activate-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/05\/050223_Activate-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/i-attended-activate-23-here-are-my-4-takeaways\/"},{"ID":110316,"post_author":"79","post_date":"2023-04-27 10:06:03","post_date_gmt":"2023-04-27 17:06:03","post_content":"<p>Dotdash Meredith itself may not be a household name, but no other media company has brought so many leading titles under one roof. With 42 brands and counting, including PEOPLE Magazine, Better Homes and Gardens, Travel + Leisure, and Investopedia, Dotdash Meredith is America\u2019s largest digital and print publisher.<\/p>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/brookenp\/\" target=\"_blank\" rel=\"noopener\">Brooke Phillips<\/a>, VP, Growth Marketing, Audience Relationships, at <a href=\"https:\/\/www.dotdashmeredith.com\/\" target=\"_blank\" rel=\"noopener\">Dotdash Meredith<\/a> knows just how big their audience really is. At Iterable\u2019s <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate Summit<\/a> this year, she shared that overall, Dotdash Meredith sends 2 billion emails per month across 200 newsletters and 40 million user profiles.<\/p>\r\n<p>So when your customer communications outgrow the legacy technology used to send them, where do you even start with platform migration?<\/p>\r\n<h3>It\u2019s You, Hi, You\u2019re the Problem, It\u2019s You<\/h3>\r\n<p>Brooke was crystal clear about the source of Dotdash Meredith\u2019s customer engagement issues: it was their previous email service provider (ESP). She explained the ESP was built on outdated technology, primarily cobbled together through large mergers and acquisitions.<\/p>\r\n<p>The lack of seamless integration caused the company\u2019s data to be out of sync, which led to frustrated employees who were responsible for managing the ESP. Contacting the vendor did nothing to assuage their frustration, as the partnership they had was dwindling and the level of support they received was described by Brooke as poor.<\/p>\r\n<p>With the problem explicitly defined and the team united to find a solution, Brooke and her colleagues set out to compare alternative platforms.<\/p>\r\n<h3>Thank You, Next<\/h3>\r\n<p>When evaluating leading customer engagement solutions, the Dotdash Meredith team was aligned on their core goals:<\/p>\r\n<ul>\r\n\t<li><strong>A quick platform<\/strong> that didn\u2019t take hours to send millions of messages<\/li>\r\n\t<li><strong>Modern import and export<\/strong> for data speed and flexibility<\/li>\r\n\t<li><strong>Personalized messaging<\/strong> that\u2019s easy for marketers to build on their own<\/li>\r\n\t<li><strong>A true partnership<\/strong> with high-quality customer success and technical support teams<\/li>\r\n<\/ul>\r\n<p>With such a large company, it can be challenging to meet the expectations of all internal stakeholders\u2014from senior management and finance to the consumer revenue and registration teams. But Dotdash Meredith\u2019s key objectives were shared by the most involved functions:<\/p>\r\n<ul>\r\n\t<li>Marketing prioritized <strong>ease of use<\/strong> and <strong>one-to-one personalization<\/strong><\/li>\r\n\t<li>Operations evaluated <strong>data structure<\/strong> and <strong>integration<\/strong><\/li>\r\n\t<li>Engineering tested for <strong>scalability<\/strong> and <strong>reliability<\/strong><\/li>\r\n<\/ul>\r\n<p>After piloting a sandbox environment in which Iterable sent 1 million messages in 12 minutes\u2014a feat that took over five hours for half the volume with the previous ESP\u2014Dotdash Meredith had found their winner.<\/p>\r\n<h3>Putting Iterable to Work, Work, Work, Work, Work<\/h3>\r\n<p>Not only did Iterable pass the sandbox speed test, but it also achieved the company\u2019s goals and objectives. Specifically, Brooke explained the factors that led her team to Iterable were the platform\u2019s features, functionality, and data efficiencies, as well as the high level of service and strategy provided by its customer service and technical support. The fact that Iterable offered cost-effective pricing was just icing on the customer engagement cake.<\/p>\r\n<p>After the pilot with Iterable, Dotdash Meredith was positioned to support growth through personalized customer experiences, but now the real work was about to begin. And did we mention they only had eight weeks to fully migrate?<\/p>\r\n<p>Once the contract was signed on Halloween, it was off to the races. Dotdash Meredith deployed a rigorous IP warming schedule to send 80 million emails within 40 days. The team coordinated timing for specific brand cadences and monitored their performance metrics after each send.<\/p>\r\n<p>Their dedication and attention to detail paid off. Iterable worked tirelessly over the holidays to ensure their first deployment was completed in December and up-to-speed at full volume in January. By the time February rolled around, Iterable was sending all Dotdash Meredith emails across 40 domains\u2014improving deliverability as a result!<\/p>\r\n<h3>Cue That Large-Scale Migration Victory Song<\/h3>\r\n<p>Dotdash Meredith had their eyes on the prize throughout the entire large-scale migration, owing their success to the organized effort they shared with Iterable\u2019s onboarding team, which joined their planning meetings, daily standups, weekly deliverability calls, and a shared Slack channel for real-time collaboration.<\/p>\r\n<p>Brooke\u2019s team also became platform experts in record time, with 22 members enrolled in Iterable Academy, completing 161 courses. Together they created hundreds of contact lists, automated customer journeys, email snippets, and more key elements for world-class campaigns. They also partnered with <a href=\"https:\/\/www.digioh.com\/\">Digioh<\/a> to create hundreds of forms and form templates to collect vital first- and zero-party customer data.\u00a0<\/p>\r\n<p>Now that such a large-scale migration is complete, Dotdash Meredith is excited to leverage Iterable for even bigger and better things.<\/p>\r\n<p><em>Don\u2019t forget, you can watch <a href=\"https:\/\/activate.iterable.com\/hub\/events\/6f25a22a-dbdf-40bf-b31f-0b1e4cc3425c\/sessions\/f9795ce7-5278-4272-b078-d5b0f981a75a?autoPlay=true\" target=\"_blank\" rel=\"noopener\">Brooke\u2019s full Activate session on-demand<\/a> now. And, to learn how to ensure a smooth transition for your company\u2019s communication strategy, grab a copy of Iterable\u2019s <a href=\"https:\/\/iterable.com\/whitepaper\/the-growth-marketing-platform-migration-guide\/\" target=\"_blank\" rel=\"noopener\">Growth Marketing Platform Migration Guide<\/a> or <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"How Dotdash Meredith Tackled a Large-Scale Migration to Iterable","post_excerpt":"When your customer communications outgrow the legacy technology used to send them, where do you even start with a large-scale migration?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-dotdash-meredith-tackled-a-large-scale-migration-to-iterable","to_ping":"","pinged":"","post_modified":"2023-07-10 09:20:30","post_modified_gmt":"2023-07-10 16:20:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110316","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 27, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042723_Dotdash-Activate_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Dotdash Meredith large-scale migration to Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042723_Dotdash-Activate_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042723_Dotdash-Activate_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042723_Dotdash-Activate_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-dotdash-meredith-tackled-a-large-scale-migration-to-iterable\/"},{"ID":110137,"post_author":"79","post_date":"2023-04-25 09:56:32","post_date_gmt":"2023-04-25 16:56:32","post_content":"<p>We\u2019ve been pretty quiet about it, but in case you hadn\u2019t heard: last week was Activate Summit in San Francisco! Three days of marketing insights and relationship building. Much like any three-day event attended by hundreds of people in person and even more online, it can feel a bit like a whirlwind\u2014with a side of social hangover (to all our introverted friends, we see you).\u00a0<\/p>\r\n<p>So, to refresh your memory\u2014or trigger your FOMO reflex\u2014we\u2019ve compiled some of the best #activate23 takeaways from last week.<\/p>\r\n<h3>Activate Summit Takeaways<\/h3>\r\n<p>Keynotes are meant to inspire, inform, and energize. This year\u2019s batch of keynote speakers understood the assignment.\u00a0<\/p>\r\n<h4>Killer Keynotes<\/h4>\r\n<p>Kicking off Tuesday, Iterable\u2019s CEO and Founder Andrew Boni celebrated our <a href=\"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">decade of delivering joy<\/a> before Iterable CMO Adriana Gil Miner was joined by a few of her Friends (\ud83d\udc4f\ud83d\udc4f\ud83d\udc4f\ud83d\udc4f)\u2014Strava CBO Zipporah Allen, GitLab CMO Ashley Kramer, and Vimeo CMO Lynn Girotto.\u00a0<\/p>\r\n<p>The group broke down the hype of AI and put it in practical terms for marketers how we can adapt to changing technologies for the betterment of the customer experience.\u00a0<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110138\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Iterable-Conference-Chloe-Jackman-Photography-13-scaled.jpg\" alt=\"Adri and her &quot;friends&quot; at Activate '23\" width=\"2560\" height=\"1707\" \/><\/p>\r\n<p>On Wednesday, Founder and CEO of Zaia Ventures, and former Global CMO of Amazon Prime Video &amp; Studios, Ukonwa Ojo took the stage with Iterable CLO Sanam Saaber and left everyone in awe.\u00a0<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110144\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/IMG_8886.jpg\" alt=\"Ukonwa Ojo on the Activate Stage\" width=\"961\" height=\"1457\" \/><\/p>\r\n<p>Ukonwa brought extensive career advice starting from her brief stint in finance all the way through her experience leading Amazon Prime Video &amp; Studios to its most successful period. From building a \u201cgo to hell money\u201d fund to advice on taking risks, Ukonwa\u2019s insight truly inspired the whole audience to change the way they view their career development and growth.\u00a0<\/p>\r\n<p>Adri Gil Miner, Iterable\u2019s CMO, summed up the keynote on <a href=\"https:\/\/www.linkedin.com\/posts\/agilminer_activate-activity-7054597888949059584-zoSD?utm_source=share&amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>: \u201cAn amazing wrap to <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>\u2019s #Activate with the amazing and inspirational <a href=\"https:\/\/www.linkedin.com\/in\/ACoAAAAYZFoBibCAZnU6FNBuKVR8zE3Qtu29aqI\" target=\"_blank\" rel=\"noopener\">Ukonwa Kuzi-Orizu Ojo<\/a> \u2014 real, amazing journey and some incredible advice that I am taking to heart. \u2018You can never be the best at something you don\u2019t love and build some see ya money so you can be bold and take risks\u2019\u201d<\/p>\r\n<p style=\"text-align: left;\"><img class=\"alignnone size-full wp-image-110223\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/screencapture-linkedin-posts-agilminer-activate-activity-7054597888949059584-zoSD-2023-04-25-12_26_55-edit-1.png\" alt=\"Sanam, Ukonwa, Jeff, and Adri\" width=\"1104\" height=\"822\" \/><\/p>\r\n<h4>Wonderful Workshops<\/h4>\r\n<p>Speaking of development, our workshops this year were bustling with activity. The advanced workshop, specifically, went to the next level this year. So exciting seeing all of the new advanced Iterable users finding new ways to make the most of the platform.\u00a0<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110150\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Roundtables-scaled.jpeg\" alt=\"Roundtables at Activate '23\" width=\"1920\" height=\"2560\" \/><\/p>\r\n<h4>Sensational Sessions<\/h4>\r\n<p>Our session speakers brought the heat too.\u00a0<\/p>\r\n<p>As we posted on <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7054536677796556801\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>: <br \/>\r\n<br \/>\r\n\"Our Day 2 Speakers are on fire! \ud83d\udd25\ud83d\udd25\ud83d\udd25 Such amazing takeaways from the first few sessions and fireside chats. Here are a few of our favorites:<br \/>\r\n<br \/>\r\n\ud83d\udca1 Kimberly O'Dell from @<a href=\"https:\/\/www.linkedin.com\/company\/european-wax\/\" data-attribute-index=\"0\" data-entity-type=\"MINI_COMPANY\">EUROPEAN WAX<\/a>: Personalize customer experience by using handlebars and custom events to improve messaging and data processing.<br \/>\r\n<br \/>\r\n\ud83d\udca1 Mikko Westberg at\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/strava-inc.\/\" data-attribute-index=\"2\" data-entity-type=\"MINI_COMPANY\">Strava<\/a>: Improved onboarding by introducing zero-party data collection, resulting in an 8% increase in trial starts and improved 2-week retention rates.<br \/>\r\n<br \/>\r\n\ud83d\udca1 Corporate Natalie's fireside chat: Emphasized authenticity and storytelling in brand building.\"<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110231\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/screencapture-linkedin-feed-update-urn-li-activity-7054536677796556801-2023-04-25-10_37_04-edit-1.png\" alt=\"Corporate Natalie and Mikko Westberg\" width=\"1104\" height=\"1090\" \/><\/p>\r\n<p>https:\/\/twitter.com\/Iterable\/status\/1648763485021515777?s=20<\/p>\r\n<p>https:\/\/twitter.com\/Iterable\/status\/1648755900507668480?s=20<\/p>\r\n<p>https:\/\/twitter.com\/Iterable\/status\/1648383437219176459?s=20<\/p>\r\n<p>Activate, above all else, is a place to learn and be inspired by your fellow marketers. This year\u2019s attendees were treated with takeaway-heavy sessions that were thought-provoking and actionable.<\/p>\r\n<p>Just outside the session rooms, though, more conversations were taking place.\u00a0<\/p>\r\n<h4>Riveting Roundtables<\/h4>\r\n<p>Our roundtables this year sparked active conversations that carried their way throughout the entire event. Special shoutout to our friends at Shaw\/Scott and Glassdoor for hosting roundtables on women\u2019s empowerment and networking.\u00a0<\/p>\r\n<p>Both topics were buzzing even beyond their tables.\u00a0<\/p>\r\n<p>We added on <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7054215281581199360\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>:<\/p>\r\n<p>\"Just wrapped up the Women's Empowerment Roundtable, sponsored by <a href=\"https:\/\/www.linkedin.com\/company\/shaw---scott\/\" data-attribute-index=\"0\" data-entity-type=\"MINI_COMPANY\">Shaw\/Scott<\/a>, and the Networking Roundtable, sponsored by\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/glassdoor\/\" data-attribute-index=\"2\" data-entity-type=\"MINI_COMPANY\">Glassdoor<\/a>, both of which made for incredibly inspiring events \ud83e\udd29.<br \/>\r\n<br \/>\r\n\ud83d\udde3\ufe0f Here's what people are saying about them:<br \/>\r\n<br \/>\r\n\"The roundtables have been a fantastic avenue to build connections and foster a sense of community with peers in my industry. The conversations have been so fun and lively!\"<br \/>\r\n<br \/>\r\n\"The job searching roundtable was packed with passionate, curious professionals who asked rapid fire questions from beginning to end. That\u2019s the kind of talent any business would be lucky to bring on board!\"<br \/>\r\n<br \/>\r\nThank you to everyone who participated and made it a success!\"<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110237\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/screencapture-linkedin-feed-update-urn-li-activity-7054215281581199360-2023-04-25-11_44_08-edit-1.png\" alt=\"Roundtables are buzzing!\" width=\"1098\" height=\"1094\" \/><\/p>\r\n<p>As one attendee pointed out: <strong>\u201cThe job searching roundtable was packed with passionate, curious professionals who asked rapid fire questions from beginning to end. That\u2019s the kind of talent any business would be lucky to bring on board!\u201d<\/strong><\/p>\r\n<h4>Exciting Extras<\/h4>\r\n<p>Every once in a while though, we have a little fun, and the Iterator team stepped it up a notch this year.\u00a0<\/p>\r\n<p>Ken Rahn, Senior Enterprise Account Executive at Iterable, kicked off the whole show with an Iterable-themed rendition of Harry Styles\u2019 \u201cAs It Was.\u201d<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110199\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Iterable-Conference-Chloe-Jackman-Photography.jpg\" alt=\"Ken singing on the activate stage\" width=\"8256\" height=\"5504\" \/><\/p>\r\n<p>And last, but certainly not least, Iterable\u2019s own CFO Will Johnson and Neil Smith, Vice President of Technical Support, took us back to the days of Nirvana, Blink-182, and more at the Activate after party.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-110170\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/ActivateSummit23_159.jpg\" alt=\"Will Johnson Shredding at the Activate After Party\" width=\"5760\" height=\"8640\" \/><\/p>\r\n<p>And while we didn\u2019t capture all of the fun memories\u2014probably for the best \ud83d\ude1c\u2014we did capture all the takeaways. <em>Visit the <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate website<\/a> to watch all of the great sessions on-demand.\u00a0<\/em><\/p>\r\n<p>And keep an eye out for any future Activate events in your area.\u00a0<\/p>","post_title":"Activate Summit 23: Recap and Takeaways","post_excerpt":"To refresh your memory\u2014or trigger your FOMO reflex\u2014we\u2019ve compiled some of the best activate takeaways from last week.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-23-recap-and-takeaways","to_ping":"","pinged":"","post_modified":"2023-04-25 09:56:32","post_modified_gmt":"2023-04-25 16:56:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=110137","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 25, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042523_Iterable-POV-Activate-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Takeaways\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042523_Iterable-POV-Activate-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042523_Iterable-POV-Activate-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/042523_Iterable-POV-Activate-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-23-recap-and-takeaways\/"},{"ID":109838,"post_author":"79","post_date":"2023-04-18 09:51:13","post_date_gmt":"2023-04-18 16:51:13","post_content":"<p>When we started Iterable a little over 10 years ago, our goal was simple: to help companies unlock growth by transforming the way they communicate with their customers. Our vision was to build a platform that would empower modern marketers to create resonant and joyful experiences at scale, across every device and channel.<\/p>\r\n<p>It is hard to believe how quickly time has flown since we started back in 2013! But as I reflect on the journey we've taken to get here, I feel immense pride in what we have accomplished: over the past decade, we transformed customer communication and have helped over 1,000 of the world's most innovative brands build and scale personalized communications across email, mobile, social, and web channels.<\/p>\r\n<h3>Introducing the Next Generation of Iterable<\/h3>\r\n<p>While I am grateful for the last 10 years, I\u2019m even more excited about what lies ahead. We\u2019re now entering a new era in marketing\u2014personalization in the age of AI\u2014 and Iterable plans to be there, empowering next-gen marketers with the capabilities they need to deliver individualized, harmonized, and dynamic communications that deliver joy.<\/p>\r\n<h4>Augmenting Modern Marketers With Expanded AI Suite<\/h4>\r\n<p>In today\u2019s landscape, marketers are challenged to do more with less\u2014to drive greater impact and revenue with reduced time and resources. Building off the success of our <strong><a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">AI Suite<\/a><\/strong>, which catalyzes growth for marketers through explainability, simplification, and automation, we\u2019ve continued to expand our AI offerings with a few new additions.<\/p>\r\n<p>Our AI-powered <strong>Next Best<\/strong> Action feature automatically recommends audience segments, creates pre-populated copy, and quickly sets up the campaign. With the help of our generative-AI tool, <strong>Copy Assist<\/strong>, marketers can generate copy ideas and iterate messaging quickly, allowing marketers to create highly personalized messages faster than ever before!<\/p>\r\n<p>We are also excited to introduce our <strong>AI-Powered Frequency Optimization feature<\/strong>, which will help marketers optimize the number of messages sent to each individual user, eliminating message fatigue and reducing unsubscribe rates.<\/p>\r\n<blockquote>\r\n<p><em>\u201cAt Redfin, we face the challenge of keeping our millions of users engaged with our platform. Leveraging one of the tools in Iterable\u2019s AI Suite, Predictive Goals, we\u2019re able to deliver hyper-personalized experiences with ease and greater intelligence, driving results for our business and our clients. Predictive Goals has been an absolute game-changer for our team, maximizing our efficiencies and accelerating time to value. We\u2019ve seen the tangible benefits of AI on our business, and look forward to seeing the impact of Iterable\u2019s new AI innovations.\u201d <\/em><\/p>\r\n<p><em>- Lisa Tulloch, Email Marketing Channel Manager at Redfin<\/em><\/p>\r\n<\/blockquote>\r\n<h4>Delivering Harmonized and Personalized Experiences With Next Generation of In-App Messaging<\/h4>\r\n<p>Today's customers demand personalized and consistent interactions with brands across all devices and channels in real-time and at scale, and yet most brands are underutilizing their in-app experience. To help marketers meet these high customer expectations and this untapped opportunity, we\u2019ve launched a new generation of in-app messaging featuring <strong>Embedded Messages<\/strong>.<\/p>\r\n<p><strong>Embedded Messages<\/strong> offers marketers the ability to create customized, native messaging that engages users where they are, while also reducing friction, mitigating unsubscribes, and increasing customer engagement through real-time eligibility.<\/p>\r\n\r\n[caption id=\"attachment_109845\" align=\"alignnone\" width=\"2382\"]<img class=\"wp-image-109845 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Screen-Shot-2023-04-14-at-2.26.40-PM.png\" alt=\"Iterable embedded messages\" width=\"2382\" height=\"1786\" \/> <em>Deliver non-intrusive, in-line messaging in both apps and websites with Embedded Messages.<\/em>[\/caption]\r\n\r\n<p>And as part of our continued efforts to expand our channel offerings, I\u2019m also excited to share that we\u2019ve added <strong>Roku as an OTT<\/strong> channel, enabling marketers to build cohesive in-app messaging experiences across mobile, desktop, and Connected TV!<\/p>\r\n<h4>Build Faster Campaigns Your Way<\/h4>\r\n<p>Iterable is always about bringing joy to the dreamers, makers, and builders of customer experiences so in this release we made our UX more flexible and easier to use.<\/p>\r\n<ul>\r\n\t<li>Our new <strong>one-page campaign setup<\/strong> allows marketers to configure campaigns in any order they want, making it easy to design, visualize, and launch compelling customer journeys.<\/li>\r\n\t<li>With our redesigned <strong>Audience Selection Tools<\/strong>, marketers can target the right audience faster.<\/li>\r\n\t<li>With quick access to our <strong>Send Time Settings<\/strong>, marketers can deploy campaigns with the confidence that their messages will be delivered at precisely the right time in our new and improved UX.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_109894\" align=\"alignnone\" width=\"2200\"]<img class=\"size-full wp-image-109894\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Campaign-Modernization-Hero-Green.png\" alt=\"Iterable Campaign Modernization\" width=\"2200\" height=\"1200\" \/> <em>With the new one-page process and updated design, creating campaigns is more flexible and efficient than ever. <\/em>[\/caption]\r\n\r\n<h3>Celebrating Our Journey and Looking Forward to the Future<\/h3>\r\n<p>For any business, a 10-year anniversary is an incredible milestone\u2014a sign of resilience, momentum, and the notion that we're solving a massive pain point. And while this is certainly all true for our company, this 10-year anniversary is a sign of what the entire Iterable community\u2014our customers, partners, and team\u2014can achieve when working together!<\/p>\r\n<p>We\u2019ve come a long way since 2013, but we're still in the early chapters\u2014we have so much more to do! The innovations in this release are a signal of what\u2019s to come\u2014another decade of innovation, creativity, collaboration and joy. We have a bright future ahead of us!<\/p>\r\n<p><em>Want to learn more? Check out <a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\">what's new<\/a>.<\/em><\/p>","post_title":"AI-Powered Marketing & Next-Gen In-App Messaging","post_excerpt":"We\u2019re entering a new era of personalization in the age of AI. Iterable empowers marketers with the capabilities they need to deliver joy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"new-ai-powered-marketing-capabilities-next-gen-in-app-messaging","to_ping":"","pinged":"","post_modified":"2024-01-18 10:31:23","post_modified_gmt":"2024-01-18 18:31:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=109838","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 18, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/2023-Spring-Release_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"spring release AI\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/2023-Spring-Release_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/2023-Spring-Release_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/2023-Spring-Release_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/new-ai-powered-marketing-capabilities-next-gen-in-app-messaging\/"},{"ID":109240,"post_author":"97","post_date":"2023-04-17 13:43:03","post_date_gmt":"2023-04-17 20:43:03","post_content":"<p><span style=\"font-weight: 400;\">From day one, joy has been the driving force of our business; we connect people with products that bring them joy, and empower marketers with the capabilities to create joyful experiences for their customers. Over the last decade, we\u2019re proud to share that we've enabled over 1000 brands and businesses to deliver joy to millions of people around the world!\u00a0\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">To mark this milestone\u2014a Decade of Delivering Joy\u2014we wanted to celebrate some of our favorite customer success stories across the years. So we put together a special edition Customer Lookbook to showcase how a vast array of businesses have leveraged Iterable to solve major pain points, maximize their marketing investments, and build trust with <\/span><i><span style=\"font-weight: 400;\">their <\/span><\/i><span style=\"font-weight: 400;\">customers.\u00a0<\/span><\/p>","post_title":"Customer Lookbook: Celebrating a Decade of Delivering Joy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"decade-delivering-customer-joy","to_ping":"","pinged":"","post_modified":"2023-04-18 07:16:51","post_modified_gmt":"2023-04-18 14:16:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=109240","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"April 17, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Customer-LB_Promo_Assets_Resources-Pg-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Customer-LB_Promo_Assets_Resources-Pg-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Customer-LB_Promo_Assets_Resources-Pg-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Customer-LB_Promo_Assets_Resources-Pg-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/decade-delivering-customer-joy\/"},{"ID":109811,"post_author":"79","post_date":"2023-04-14 10:28:01","post_date_gmt":"2023-04-14 17:28:01","post_content":"<p>Each year brings new advancements, both in the technologies consumers use and in the laws and regulations imposed on those technologies to protect customer data. 2023, of course, is no exception.<\/p>\r\n<p>However, reporters well-versed in data privacy and security have noted a distinct and profound shift in recent years. While traditionally, privacy protections have been rooted in a <a href=\"https:\/\/www.reuters.com\/legal\/legalindustry\/us-data-privacy-laws-enter-new-era-2023-2023-01-12\/\" target=\"_blank\" rel=\"noopener\">\u201charms-prevention-based\u201d<\/a> approach, today, under the <a href=\"https:\/\/www.reuters.com\/legal\/legalindustry\/us-data-privacy-laws-enter-new-era-2023-2023-01-12\/\" target=\"_blank\" rel=\"noopener\">\u201crights-based\u201d<\/a> approach of the EU\u2019s General Data Protection Regulation (GDPR) and similar regulations, individuals have been empowered as the legal owners of their personal data.<\/p>\r\n<p>This shift to protect an individual\u2019s right to decide how their data can be used, and who has access to it, will only expand in the years to come.<\/p>\r\n<p>In this post, we\u2019ll summarize what consumer brands can expect from data privacy protections in 2023 and beyond, including:<\/p>\r\n<ul>\r\n\t<li>New privacy laws and regulations going into effect this year<\/li>\r\n\t<li>The legal trends we\u2019re seeing for mobile marketing channels<\/li>\r\n\t<li>The growing use of artificial intelligence (AI) and how the world is responding<\/li>\r\n\t<li>Quick takeaways on what these developments mean for your business<\/li>\r\n<\/ul>\r\n<p><em>This article is designed to be a brief overview of 2023 data privacy, security, and compliance updates. For Iterable\u2019s specific privacy and anti-spam policies, please visit our <a href=\"https:\/\/iterable.com\/trust\/\" target=\"_blank\" rel=\"noopener\">Trust Center<\/a>.<\/em><\/p>\r\n<h3>Protection at Home: Updates to U.S. Regulations<\/h3>\r\n<p>Five U.S. states have new statutes going live in 2023:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/cppa.ca.gov\/faq.html\" target=\"_blank\" rel=\"noopener\">The California Privacy Rights Act (CPRA)<\/a>, effective Jan. 1, 2023, amends the California Consumer Privacy Act (CCPA) by creating a new state agency and adding rights to rectification, restriction, and sensitive personally identifiable information (PII). These amendments will protect consumers\u2019 rights to correct inaccurate data and limit the use and disclosure of the PII collected about them.<\/li>\r\n\t<li><a href=\"https:\/\/leg.colorado.gov\/bills\/sb21-190\" target=\"_blank\" rel=\"noopener\">The Colorado Privacy Act (CPA)<\/a>, and <a href=\"https:\/\/portal.ct.gov\/AG\/Sections\/Privacy\/The-Connecticut-Data-Privacy-Act#:~:text=On%20May%2010%2C%202022%2C%20Governor,a%20comprehensive%20consumer%20privacy%20law.\" target=\"_blank\" rel=\"noopener\">The Connecticut Data Privacy Act (CTDPA)<\/a>, both effective July 1, 2023, require controllers to conduct data protection assessments for each of their high-risk processing activities. The controllers these acts apply to include commercial businesses that are intentionally targeted to state residents and that either (1) control or process personal data of at least 100,000 consumers annually or (2) derive revenue from the sale of personal data of at least 25,000 consumers.<\/li>\r\n\t<li><a href=\"https:\/\/pro.bloomberglaw.com\/brief\/what-is-the-vcdpa\/#:~:text=The%20VCDPA%20gives%20consumers%20the,targeted%20advertising%20and%20sales%20purposes.\" target=\"_blank\" rel=\"noopener\">The Virginia Consumer Data Protection Act (VCDPA)<\/a>, effective Jan. 1, 2023, provides similar protections as other states but was amended in April 2022 to include a \u201cright-to-delete\u201d exception for businesses that obtained personal data from a source other than the consumer.<\/li>\r\n\t<li><a href=\"https:\/\/iapp.org\/news\/a\/utah-becomes-fourth-state-to-enact-comprehensive-consumer-privacy-legislation\/\" target=\"_blank\" rel=\"noopener\">The Utah Consumer Privacy Act (UCPA)<\/a>, effective Dec. 31, 2023, has a much narrower scope than other state statutes and favors businesses in its approach to consumer privacy. Controllers subject to the UCPA are not required to conduct risk assessments, recognize universal opt-out signals or grant Utah consumers the right to correct data inaccuracies.<\/li>\r\n<\/ul>\r\n<p><strong>Quick takeaway<\/strong>: With more states enacting consumer privacy protections, we expect the rest to follow suit, sooner or later. U.S. businesses should take a proactive approach to data privacy by aligning their processes to statutes that require the most transparency on behalf of customers.<\/p>\r\n<h3>Protection Abroad: Global Regulation at a Glance<\/h3>\r\n<p>A host of new privacy laws are expected around the world, so while this list is not exhaustive, these are the ones making major headlines:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iapp.org\/news\/a\/2023-canada-private-sector-privacy-law-reform-keeping-track-of-moving-parts\/\" target=\"_blank\" rel=\"noopener\">Canada\u2019s Digital Charter Implementation Act<\/a>, Bill C-27, expected to become federal law in 2023, creates an enforcement regime and recommends penalties reaching the higher of $10 million CAD or 3 percent of an organization\u2019s previous year's gross global revenue.<\/li>\r\n\t<li><a href=\"https:\/\/iapp.org\/news\/a\/india-proposes-digital-personal-data-protection-act-2022\/\" target=\"_blank\" rel=\"noopener\">India\u2019s Digital Personal Data Protection Bill<\/a> proposes data processors, called data fiduciaries, to obtain consumer consent and provide notice and purpose of data collection. It establishes a board to oversee compliance and impose penalties of up to 5 billion rupees.<\/li>\r\n\t<li><a href=\"https:\/\/www.whitehouse.gov\/briefing-room\/statements-releases\/2022\/10\/07\/fact-sheet-president-biden-signs-executive-order-to-implement-the-european-union-u-s-data-privacy-framework\/\" target=\"_blank\" rel=\"noopener\">The EU-US Data Privacy Framework<\/a> was signed via executive order by President Biden in October 2022 to provide a mechanism for the transfer of data across EU and U.S. borders. A determination is expected by the European Commission this year, and if approved, will become effective immediately.<\/li>\r\n<\/ul>\r\n<p><strong>Quick takeaway<\/strong>: Data moves much more freely than physical products, but its safety is just as important. These new global regulations often come with strict penalties, so it behooves brands to consult appropriate legal counsel regardless of where they\u2019re headquartered.<\/p>\r\n<h3>Protection in Your Pocket: Mobile Data Privacy<\/h3>\r\n<p>While brands take a wait-and-see approach to the potential <a href=\"https:\/\/digiday.com\/marketing\/when-it-comes-to-tiktok-some-marketers-proceed-with-caution\/\" target=\"_blank\" rel=\"noopener\">U.S. ban of TikTok<\/a>, the battle of Big Tech continues as Google and Apple drive the final nails into the coffin of third-party cookies:<\/p>\r\n<ul>\r\n\t<li>Google\u2019s <a href=\"https:\/\/blog.google\/products\/android\/the-privacy-sandbox-beta-is-coming-to-android\/\" target=\"_blank\" rel=\"noopener\">Privacy Sandbox Beta<\/a> is coming to Android early this year, which will provide new APIs that don\u2019t use identifiers that track consumer activity across apps and websites. Users can see the topics Android has estimated they\u2019re interested in and block any that aren\u2019t relevant to them.<\/li>\r\n\t<li>In addition to kneecapping its competition with AppTrackingTransparency (ATT), <a href=\"https:\/\/digiday.com\/media\/apple-is-building-a-demand-side-platform\/\" target=\"_blank\" rel=\"noopener\">Apple is rumored to be building a demand-side platform (DSP)<\/a>. This would further its advertising business and close off Apple\u2019s products and services within its own ecosystem.<\/li>\r\n<\/ul>\r\n<p><strong>Quick takeaway<\/strong>: These technological advancements don\u2019t necessarily mean that consumers\u2019 data is better protected, but it will mean that walled gardens are getting exponentially steeper. To reach their audiences more effectively, brands will need to invest in personalization efforts using <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>.<\/p>\r\n<h3>Privacy Moving Forward: Regulatory Response to AI<\/h3>\r\n<p>With the meteoric rise of AI chatbots\u2014like OpenAI\u2019s <a href=\"https:\/\/www.nytimes.com\/2022\/12\/05\/technology\/chatgpt-ai-twitter.html\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a>\u2014comes more legal and regulatory scrutiny of AI technologies. Here are the most significant developments from around the world:<\/p>\r\n<ul>\r\n\t<li><strong>United States<\/strong>: While no federal legislation exists, the Biden Administration introduced the <a href=\"https:\/\/www.weforum.org\/agenda\/2022\/10\/understanding-the-ai-bill-of-rights-protection\/\" target=\"_blank\" rel=\"noopener\">AI Bill of Rights<\/a> in October, which contains five principles around building safe and effective systems, protecting against algorithmic discrimination, safeguarding data privacy, informing the public via notice and explanation, and providing alternative options. Additionally, <a href=\"https:\/\/www.progressivepolicy.org\/blogs\/an-overview-and-of-global-ai-regulation-and-whats-next\/\" target=\"_blank\" rel=\"noopener\">15 U.S. states<\/a> and localities have proposed legislation concerning AI. New York City\u2019s law to prevent AI employment bias became effective in January.<\/li>\r\n\t<li><strong>European Union<\/strong>: In 2021, the EU introduced the <a href=\"https:\/\/www.weforum.org\/agenda\/2023\/03\/the-european-union-s-ai-act-explained\/\" target=\"_blank\" rel=\"noopener\">Artificial Intelligence Act (AIA)<\/a>, which defines four levels of risk an AI technology could pose to a person\u2019s health, safety, or fundamental rights: minimal (like spam filters), limited (like chatbots), high (like autonomous vehicles), and unacceptable (like government social scoring). The higher the risk level of an AI technology, the more rigorous it will be regulated by the AIA.<\/li>\r\n\t<li><strong>China<\/strong>: In 2017, the Chinese government established a goal to become the <a href=\"https:\/\/www.china-briefing.com\/news\/ai-in-china-regulatory-updates-investment-opportunities-and-challenges\/\" target=\"_blank\" rel=\"noopener\">world\u2019s primary AI innovation center by 2030<\/a>, with the core AI industry generating 1 trillion RMB, or approx. $154 billion annually. The country currently regulates how private companies use online algorithms for consumer marketing, and as of Jan. 10, 2023, prohibits the use of <a href=\"https:\/\/arstechnica.com\/information-technology\/2022\/12\/china-bans-ai-generated-media-without-watermarks\/\" target=\"_blank\" rel=\"noopener\">AI-generated media<\/a> without clear identifiers, such as watermarks.<\/li>\r\n<\/ul>\r\n<p><strong>Quick takeaway<\/strong>: Legal and ethical concerns about AI tech exist in every corner of the globe, and time will tell how regulatory response will evolve. AI can be a powerful tool to develop smarter personalization strategies, but brands should seek solutions that provide a transparent, glass-box experience.<\/p>\r\n<h3>Looking Ahead\u00a0<\/h3>\r\n<p>Regardless of what comes to pass in 2023, both your company and your customers deserve to know how AI-driven marketing technologies are deriving deeper insights and powering predictions.<\/p>\r\n<p>If you\u2019re looking to unpack AI beyond the hype, join Iterable\u2019s executive team and CMOs from Strava, Gitlab, and Vimeo at <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate<\/a>, both in-person in San Francisco and virtual next week. We\u2019ll discuss what the next generation of the industry will hold for marketing teams and how to use AI to elevate our customer engagement game.<\/p>\r\n<p><em>Excited about the next generation of AI technology? To learn more, register for Iterable\u2019s <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate Summit<\/a> and <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> of our <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">AI Optimization Suite<\/a> today.<\/em><\/p>","post_title":"A Look at Consumer Data Privacy Protections in 2023","post_excerpt":"In this post, we\u2019ll summarize what consumer brands can expect from data privacy protections in 2023 and beyond.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-look-at-consumer-data-privacy-protections-in-2023","to_ping":"","pinged":"","post_modified":"2023-04-14 10:28:01","post_modified_gmt":"2023-04-14 17:28:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=109811","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 14, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041323_Consumer-Data-Privacy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Data privacy\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041323_Consumer-Data-Privacy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041323_Consumer-Data-Privacy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041323_Consumer-Data-Privacy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-look-at-consumer-data-privacy-protections-in-2023\/"},{"ID":109471,"post_author":"79","post_date":"2023-04-11 12:57:22","post_date_gmt":"2023-04-11 19:57:22","post_content":"<p>Less than one week from today we\u2019ll be kicking off <a href=\"https:\/\/iterable.com\/activate\/summit\/\" target=\"_blank\" rel=\"noopener\">Activate Summit 23<\/a>. From April 17-19, we\u2019ll have two and a half days of events, content, networking, conversations, and some fun that bring thousands of people together to make something they all love better: marketing.<\/p>\r\n<p>In particular, Activate Summit is about making the customer experience better. And in the modern age of marketing with high customer expectations and increasingly personalized experiences, two of the best ways to improve your marketing are through AI tools and cross-channel experiences.<\/p>\r\n<p>So, as you look through our <a href=\"https:\/\/iterable.com\/activate\/summit\/#schedule-2023\" target=\"_blank\" rel=\"noopener\">stacked agenda<\/a>\u2014seriously, we\u2019re so honored to showcase the speakers in this year\u2019s agenda\u2014we thought it might be helpful to give you a sense of what you can expect to learn about these important technologies and the strategic ways you can use them.<\/p>\r\n<h3>AI and Cross-Channel Sessions at Activate Summit<\/h3>\r\n<h4>Mind Meets Technology: Next Wave of AI and the Science Behind Motivation<\/h4>\r\n<p>Activate Summit is a hybrid event with a free virtual option for those unable to make it to San Francisco. As a special treat, we\u2019re kicking the first day of sessions (April 18th) off with a virtual-only session hosted by Europe\u2019s most booked female innovation forecaster, Shivvy Jervis.<\/p>\r\n<p>In a time when AI is still nascent enough that we\u2019re unsure how to meld technology with the human, Shivvy is going to bring findings from her renowned innovation lab to discuss exactly how human-centered AI and advancements in human psychology come together to elevate our marketing. No better way to get your ideas flowing from the start!<\/p>\r\n<h4>Unpacking AI Beyond the Hype<\/h4>\r\n<p>Shortly after Shivvy takes the virtual stage, the first in-person session featuring Iterable CEO and Co-founder, Andrew Boni and special guests from Vimeo, Strava, and GitLab keeps the energy high.<\/p>\r\n<p>Continuing the theme of bringing the technology and human together, Andrew will kick this session off highlighting the advancements made by marketers to get us to this point while Iterable Sr. VP of Product Management, Bela Stepanova closes the opening keynote with a look into where the Iterable platform is going to make AI and cross-channel marketing easier for marketers around the world.<\/p>\r\n<p>In the middle, Iterable CMO Adriana Gil Miner will be hosting a CMO panel highlighting how leading brands are adopting these new technologies and developing strategies around them.\u00a0<\/p>\r\n<p>Who better to cut through the hype than four marketing leaders?<\/p>\r\n<h4>Iterable Product Showcase<\/h4>\r\n<p>For those of you that have been to Activate before, welcome back. We missed you.<\/p>\r\n<p>But also, you know better than most that the Product Showcase is the session to go to if you\u2019re curious about technological advancements. Here, the Iterable Product team takes the stage to give a never-before-seen glimpse into the newest features available to Iterable customers.<\/p>\r\n<p><em>Hint: there\u2019s a reason it\u2019s in this blog post and we\u2019re <strong>very<\/strong> excited about it.<\/em><\/p>\r\n<h4>Mastering Iterable\u2019s AI Optimization Suite<\/h4>\r\n<p>The last year has seen a veritable cornucopia of AI features added to the Iterable platform. You can read about them <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">here<\/a>, but wouldn\u2019t you rather hear about them straight from the source? With visuals? And the chance to ask us a question directly?<\/p>\r\n<p>That\u2019s what this session is for.<\/p>\r\n<h4>Maximizing Customer Engagement: The Power of Multiple Messaging Channels in Marketing<\/h4>\r\n<p>It\u2019s not all AI all the time though! Our incredible friends at <a href=\"https:\/\/www.sandboxx.us\/\" target=\"_blank\" rel=\"noopener\">Sandboxx<\/a> are taking the stage to walk you through their journey towards cross-channel marketing excellence. From their challenge, to their strategic approach, all the way through how they created a cross-channel experience in Iterable, this session has it all for cross-channel, beginners, intermediates, and experts.<\/p>\r\n<h4>How to Include AI as Part of Your Marketing Team<\/h4>\r\n<p>Last in this blog, closing out the conference, but certainly at the top of the list in our hearts, Denys Kapush from Columbia Business School is joining the Activate speaker family to talk about the different ways he\u2019s seen marketing teams begin using AI.<\/p>\r\n<p>Working across industries, business sizes, and geographies, Denys has seen a variety of ways AI has been brought into marketing and is ready to share the secrets with you.<\/p>\r\n<h3>An Agenda Built for CYOA<\/h3>\r\n<p>We\u2019ve built Activate Summit to make the content a sort of choose your own adventure experience. AI and cross-channel are prevalent\u2014heck, these aren\u2019t even all of the sessions that cover those topics\u2014but we also cover data activation, zero- and first-party data, agile marketing, recession-proof marketing, winback campaigns, and migrations.<\/p>\r\n<p>It\u2019s all there and it\u2019s all happening April 17-19 at Activate Summit. Whether you\u2019re able to be in person in SF to say hi, or watching online, we can\u2019t wait for you to hear from these amazing speakers.<\/p>\r\n<p><em>Seats are filling up quickly, so if you can make it to San Francisco, we\u2019d love to see you! <a href=\"https:\/\/activate.iterable.com\/event\/6f25a22a-dbdf-40bf-b31f-0b1e4cc3425c\/regProcessStep1?rp=f484e0cd-5055-40f9-99aa-a8885a180d84\" target=\"_blank\" rel=\"noopener\">Register here<\/a>. If your home office is more your style, that\u2019s ok too. Virtual registration is <a href=\"https:\/\/activate.iterable.com\/event\/6f25a22a-dbdf-40bf-b31f-0b1e4cc3425c\/regProcessStep1:03c62dba-2f2a-4f82-9b7a-bc6e31c69898?rp=eae7b1aa-5839-4354-9d0b-f9c76bb13966\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/em><\/p>","post_title":"AI and Cross-Channel Marketing at Activate Summit '23","post_excerpt":"With high customer expectations, two of the best ways to improve your marketing are through AI tools and cross-channel experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ai-and-cross-channel-marketing-at-activate-summit-23","to_ping":"","pinged":"","post_modified":"2023-04-11 12:57:22","post_modified_gmt":"2023-04-11 19:57:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=109471","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 11, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041123_AI-at-Activate_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"AI at Activate\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041123_AI-at-Activate_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041123_AI-at-Activate_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/041123_AI-at-Activate_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ai-and-cross-channel-marketing-at-activate-summit-23\/"},{"ID":109105,"post_author":"79","post_date":"2023-04-04 06:49:48","post_date_gmt":"2023-04-04 13:49:48","post_content":"<p>Accurately measuring and tracking the costs associated with engineering research and development (R&amp;D) projects can be challenging for companies due to the complexity of engineering work, the time-sensitive nature of the process, and the need for cross-team collaboration. These factors make it difficult to allocate costs to specific projects, accurately determine potential benefits, and comply with accounting standards and regulations.<\/p>\r\n<p>Thanks to the time-saving benefits and increased accuracy of our automated cost tracking process, my boss has given me a new and exciting challenge: partner with our finance team to create a pain-free process for our engineering team. The aim is to make the process of capitalizing Iterable's software R&amp;D costs as seamless and effortless as possible for our hard working engineers.<\/p>\r\n<p><a href=\"https:\/\/dart.deloitte.com\/USDART\/home\/publications\/deloitte\/accounting-spotlight\/agile-software-development\" target=\"_blank\" rel=\"noopener\">Software R&amp;D cost capitalization<\/a>\u2014a.k.a. \u201ccost cap\u201d\u2014is the accounting practice of treating software R&amp;D costs as investments rather than expenses, allowing SaaS companies to take advantage of expenses incurred during software development as an asset, with significant financial benefits. Accurate software R&amp;D cost capitalization is crucial for SaaS companies to showcase the value of their R&amp;D investments, maintain competitiveness, and promote innovation.<\/p>\r\n<p>In this blog post, I\u2019ll cover the traditional manual process of cost capitalization, the updates that have been made, and some helpful tips and techniques to implement an automated process that will save time and effort.<\/p>\r\n<h3>The Old Way: Manual Procedures and Constraints<\/h3>\r\n<p>The old, manual R&amp;D cost capitalization process had its fair share of challenges, which is why we decided to switch to a more automated approach. In the previous process, the engineering manager manually owned the cost cap project through one spreadsheet, updating their engineers' time spent on each cost cap project quarterly.<\/p>\r\n<p>However, this manual process came with several challenges that restricted our ability to make informed decisions about R&amp;D investments.<\/p>\r\n<ul>\r\n\t<li><strong>Manual and error-prone process:<\/strong> Manual data entry into Excel spreadsheets results in a lack of visibility into cross-team effects and numbers based on best guesses.<\/li>\r\n\t<li><strong>Limited scalability:<\/strong> As the organization grows, the process becomes increasingly inefficient and unscalable due to the significant time required for engineers to update their data, leading to limited reporting frequency.<\/li>\r\n\t<li><strong>Lack of visibility into ROI:<\/strong> Without clear visibility into cross-team results, it's challenging to determine the return on engineering investments and understand how new features or products impact the entire organization.<\/li>\r\n\t<li><strong>Potential for inaccurate cost cap reports:<\/strong> The reliance on best-guessing numbers for each project can result in errors that may harm the financial health of the organization.<\/li>\r\n\t<li><strong>Time-consuming:<\/strong> Engineering managers spend numerous hours updating data that could be better spent on more strategic tasks such as analyzing data to make informed investment decisions.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_109106\" align=\"alignnone\" width=\"1119\"]<img class=\"size-full wp-image-109106\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/Example-manual-cost-cap-spreadsheet.png\" alt=\"Example manual cost-capitalization spreadsheet\" width=\"1119\" height=\"594\" \/> <em>Example manual cost-cap spreadsheet.<\/em>[\/caption]\r\n\r\n<h3>The New Way: Revolutionizing Cost Management in 7 Easy Steps<\/h3>\r\n<p>To address the limitations of the old process, we're thrilled to introduce the new and improved seven-step R&amp;D cost capitalization process! By automating this process, we've addressed the limitations of the old system.<\/p>\r\n<h4>Step 1: Define the Goal<\/h4>\r\n<p>Defining the goal is the critical first step in software R&amp;D cost capitalization. <strong>Our overarching company goal is to create a more efficient and effective way to manage costs.<\/strong><\/p>\r\n<p>As the operations manager, I've seen the struggles of our engineers, engineering managers, and finance team firsthand. That's why I'm personally committed to making their lives easier by streamlining our software R&amp;D cost capitalization process.<\/p>\r\n<h4>Step 2: Determine the Frequency<\/h4>\r\n<p>Determining the frequency of software R&amp;D cost capitalization is crucial to ensure that your company's financial statements accurately reflect your R&amp;D investments. It's important to strike a balance between the frequency of the process and the time and resources required to perform it.<\/p>\r\n<p>At Iterable, we've decided to perform software R&amp;D cost capitalization <strong>on a monthly basis<\/strong> to maintain an accurate and up-to-date record of our investments.<\/p>\r\n<h4>Step 3: Define the Scope<\/h4>\r\n<p>To manage expenses and account for R&amp;D activities accurately, Iterable establishes a clear definition of R&amp;D and capitalizable expenses.<\/p>\r\n<p><strong>Capitalizable Activities in the Application Development Stage:<\/strong><\/p>\r\n<ul>\r\n\t<li>Internal labor costs (<a href=\"https:\/\/en.wikipedia.org\/wiki\/Full-time_equivalent\" target=\"_blank\" rel=\"noopener\">full-time equivalent<\/a> and contractors) for time spent on design, coding, and testing software that is probable of resulting in additional functionality.<br \/>\r\n<ul>\r\n\t<li>Payroll and payroll-related costs (e.g., costs of employee benefits or stock-based compensation) for employees who are directly associated with and who devote time to software development<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li>External direct cost of materials and services consumed in developing or obtaining internal-use software.<br \/>\r\n<ul>\r\n\t<li>Example, fees to write program code or purchase third party software. (Tracked by vendor invoices)<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<p><strong>Non-Capitalizable Activities (Opex):<\/strong><\/p>\r\n<ul>\r\n\t<li>Architecture, planning, meetings and process development<\/li>\r\n\t<li>Support, maintenance, bug fixes and data movement<\/li>\r\n\t<li>Conversion and training<\/li>\r\n\t<li>Internal tools that help us deliver our services more effectively<\/li>\r\n\t<li>UI Adjustment<\/li>\r\n\t<li>Overhead costs including general and administrative<\/li>\r\n\t<li>Expanding user access for existing feature<\/li>\r\n<\/ul>\r\n<h4>Step 4: Identify and Track R&amp;D Projects<\/h4>\r\n<p>The fourth step in implementing the R&amp;D cost capitalization process is to identify the most critical engineering initiatives that drive revenue growth and customer satisfaction. Prioritize these initiatives based on their impact and the resources required to deliver them.<\/p>\r\n<p>As part of the project selection process, we\u2018ve incorporated a brief for each of the proposed projects. The aim is to enable the finance and engineering teams to make more informed decisions regarding which projects should be capitalized prior to their initiation. The brief includes:<\/p>\r\n<ul>\r\n\t<li><strong>Concept Doc<\/strong>: This detailed document outlines the project's purpose, ARR, use case, as well as any changes or new features that will be introduced.<\/li>\r\n\t<li><strong>Type of Work<\/strong>: A dropdown list is provided to define the type of work involved, including product development, maintenance, scalability, security, etc.<\/li>\r\n\t<li><strong>Scope<\/strong>: The size of the project is defined.<\/li>\r\n\t<li><strong>Number of Engineers Involved<\/strong>: This specifies the number of engineers that will be involved in the project.<\/li>\r\n\t<li><strong>Dependency<\/strong>: Any dependencies on other projects or initiatives are identified<\/li>\r\n<\/ul>\r\n<h4>Step 5: Assign Costs to R&amp;D Project<\/h4>\r\n<p>To make the cost cap process more efficient and accurate, we decided to use a software called <a href=\"https:\/\/jellyfish.co\/\" target=\"_blank\" rel=\"noopener\">Jellyfish<\/a> to help us automate this whole process. Jellyfish connects with Jira and Github to automatically collect engineering allowances.<\/p>\r\n<p>We pre-select the cost cap projects every quarter after finalizing the roadmap, and Jellyfish creates a report that we use to track the engineering costs. This report provides real-time visibility into the status of each cost cap project, making it easy to track cross-team effects.<\/p>\r\n<h4>Step 6: Record and Report R&amp;D Expenses<\/h4>\r\n<p>Jellyfish creates a daily report that consists of several tabs, including Summary-Output, Deliverable-Output, Issues-Output, and Person-Output. The report's data is refreshed daily, providing accurate and up-to-date information.<\/p>\r\n<p>Once the report is generated, our Finance team uses the data to create an Iterable version of the report and maintain the data. By doing so, we can ensure that the report is consistently updated with the latest information, enabling our team to make informed decisions based on accurate data.<\/p>\r\n<h4>Step 7: Validation<\/h4>\r\n<p>Validation is crucial to identify potential issues before the end of the month, make necessary changes, and improve our confidence level for the upcoming audit. To achieve this, we send capitalizable projects to the engineering manager at the beginning of each month, who validates the time spent by each engineer. This process ensures that our records are accurate, and expenses are accounted for appropriately.<br \/>\r\nBenefits of the New Cost Cap Process<\/p>\r\n<p>Implementing this new R&amp;D cost capitalization process with the implementation of Jellyfish has had several benefits for our company:<\/p>\r\n<ul>\r\n\t<li><strong>Saved Time<\/strong>: Automating the process of tracking R&amp;D project costs saved us significant amounts of time compared to manual tracking. Two hours turned into five minutes!) Git and Jira can capture data on project activities and expenses automatically, reducing the need for manual data entry and analysis.:<\/li>\r\n\t<li><strong>Improved Accuracy:<\/strong> Automating the process of tracking R&amp;D project costs improves accuracy, as it reduces the risk of human error. This can provide more reliable data for financial reporting and decision-making.<\/li>\r\n\t<li><strong>Better Insights<\/strong>: By analyzing Git and Jira data on R&amp;D project costs, we can gain valuable insights into our R&amp;D activities. For example, the leadership team can identify patterns in spending, assess the effectiveness of different projects and teams, and identify areas where they can improve their R&amp;D processes.<\/li>\r\n<\/ul>\r\n<p>Overall, automating the process of capitalizing R&amp;D project costs using Git and Jira data can provide significant benefits for companies looking to improve their financial reporting, accountability, and decision-making processes.<\/p>","post_title":"7 Steps to Streamline the Software R&D Cost Capitalization Process","post_excerpt":"Here are 7 steps to update your software cost capitalization process plus some helpful tips and techniques to save time and effort.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"7-steps-to-streamline-the-software-rd-cost-capitalization-process","to_ping":"","pinged":"","post_modified":"2023-04-04 06:49:48","post_modified_gmt":"2023-04-04 13:49:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=109105","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 04, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/040423_Cost-Capitalization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Cost Capitalization\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/040423_Cost-Capitalization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/040423_Cost-Capitalization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/04\/040423_Cost-Capitalization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/7-steps-to-streamline-the-software-rd-cost-capitalization-process\/"},{"ID":109058,"post_author":"79","post_date":"2023-03-31 12:35:39","post_date_gmt":"2023-03-31 19:35:39","post_content":"<p>Times are changing. The economic climate isn\u2019t what it used to be. Sure, it\u2019ll bounce back, but with these ebbs and flows, brands need to be flexible and adapt to their environments. To help your brand succeed now and in the future, we\u2019ve compiled a whitepaper full of tips and tricks to make your marketing recession-proof.<\/p>\r\n<p>This whitepaper features four steps for recession-proof marketing:<\/p>\r\n<ol>\r\n\t<li><strong>Consolidating your martech stack.<\/strong> Sure, you have to spend money to make money, but that doesn\u2019t mean you have to buy every tool under the sun.<\/li>\r\n\t<li><strong>Streamlining cross-channel communications.<\/strong> Your marketing channels are invaluable and will only appreciate in value once they are streamlined.<\/li>\r\n\t<li><strong>Activating zero-and first-party data.<\/strong> Zero- and first-party data is crucial for creating personalized experiences and, in the long-run, loyalty. Brands need to create methods for continuously collecting and activating customer data.<\/li>\r\n\t<li><strong>Automating and experimenting.<\/strong> To combat wasting valuable time (after all, time is money), your brand should focus on automating and experimentation to improve efficiency.<\/li>\r\n<\/ol>\r\n<p>For a little sneak peek of this whitepaper, we\u2019re going to dive into the first step, which focuses on tech consolidation.<\/p>\r\n<p><em><strong>To get all of our recession-proof marketing tips, be sure to <a href=\"https:\/\/iterable.com\/whitepaper\/the-essential-guide-to-making-your-marketing-recession-proof\/\" target=\"_blank\" rel=\"noopener\">download the full whitepaper<\/a>.<\/strong><\/em><\/p>\r\n<h3>Consolidate Your Martech Stack<\/h3>\r\n<p>The average enterprise uses <a href=\"https:\/\/www.progress.com\/blogs\/10-data-stats-your-martech-stack#:~:text=According%20to%20chiefmartec.com%2C%20the,technology%2C%20or%20martech%2C%20tools.\" target=\"_blank\" rel=\"noopener\">upwards of 120 marketing tools<\/a>. That\u2019s a lot.<\/p>\r\n<p>Many of these tools are legacy platforms that are limited in capabilities, difficult to use, time-consuming to use, and don\u2019t integrate well with others. Oh, and they\u2019re often expensive. Over time, teams tend to continue identifying needs as they scale, but the speed of growth overwhelms the ability to sit there and sift through the literal <a href=\"https:\/\/napoleoncat.com\/blog\/marketing-automation-statistics\/\" target=\"_blank\" rel=\"noopener\">thousands<\/a> of tools that might help.<\/p>\r\n<p>By the end, we\u2019re often left with a jumbled stack of technologies that require a significant amount of time to manage\u2014from working with different partner ecosystems down to the simple fact that you have to log in to all of them!<\/p>\r\n<p>To consolidate and integrate your stack into something more manageable, you need somewhere to start.<\/p>\r\n<h4>Consolidation for Tech Stack Optimization<\/h4>\r\n<p>When beginning to consolidate your tech stack, it\u2019s important to first determine where you\u2019re spending your money (and time) and if those resources are going to the right things.<\/p>\r\n<p>You can\u2019t make much progress without first identifying your toolset as it stands. But that\u2019s not where the process ends. Here\u2019s what we recommend:<\/p>\r\n<ol>\r\n\t<li><strong>Identify what tools you\u2019re using<\/strong><\/li>\r\n\t<li><strong>Determine what you actually need<\/strong><\/li>\r\n\t<li><strong>Trim the fat<\/strong><\/li>\r\n<\/ol>\r\n<p>In particular, you can bring orchestration (campaign design and execution), targeting (centralizing data for segmentation), and insights (your analytics) into one platform. These pieces can often be spread across a half dozen platforms at least, but that doesn\u2019t need to be the case.<\/p>\r\n<p>The difficulty for campaign execution and overall team efficiency comes when working with limited solution platforms (eg. a different platform each for orchestration, targeting, and insights). It\u2019s more cost efficient and easier to manage when moving everything to one platform for cross-channel campaign orchestration, targeted segmentation, and the analytics to identify strengths and weaknesses.<\/p>\r\n<p>Modern customer communication platforms like Iterable bring all of this into one tool so you can consolidate your stack for easier, more efficient execution.<\/p>\r\n<h3>Why Buy the Cow\u2026<\/h3>\r\n<p>Okay, okay. We can\u2019t give away all of our secrets here\u2014that\u2019s what the whitepaper is for. Believe it or not, in the whitepaper we dive even further into tech consolidation plus we share extensive tips for cross-channel communications, zero- and first-party data, and automation and experimentation.<\/p>\r\n<p>Not only that, we include customer success stories for each step so you can see how these tips have been applied in real-life scenarios. The brands featured include Georgia Aquarium, Joybird, Secret Escapes, and more.<\/p>\r\n<p><strong><em>What are you waiting for? <a href=\"https:\/\/iterable.com\/whitepaper\/the-essential-guide-to-making-your-marketing-recession-proof\/\" target=\"_blank\" rel=\"noopener\">Download the whitepaper today<\/a> to get all of your recession-proof marketing tips.<\/em><\/strong><\/p>","post_title":"The Essential Guide to Making Your Marketing Recession-Proof","post_excerpt":"This is just a little preview! Be sure to download the full whitepaper to get all the tips and tricks for recession-proof marketing. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-essential-guide-to-making-your-marketing-recession-proof","to_ping":"","pinged":"","post_modified":"2023-03-31 12:35:39","post_modified_gmt":"2023-03-31 19:35:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=109058","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 31, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Recession-proof marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-essential-guide-to-making-your-marketing-recession-proof\/"},{"ID":108903,"post_author":"79","post_date":"2023-03-28 13:05:49","post_date_gmt":"2023-03-28 20:05:49","post_content":"<p>The first quarter of 2023 is ending, but for most mobile marketers, the work of upleveling their campaigns has only just begun. By now you\u2019ve likely determined the <a href=\"https:\/\/iterable.com\/blog\/classic-and-advanced-mobile-marketing-metrics-to-prioritize\/\" target=\"_blank\" rel=\"noopener\">mobile marketing metrics<\/a> you\u2019re prioritizing this year and are in full execution mode to achieve your brand\u2019s goals.<\/p>\r\n<p>In our last post, we provided an introduction to B2C text messaging and explained the <a href=\"https:\/\/iterable.com\/blog\/what-is-the-difference-between-sms-and-mms\/\" target=\"_blank\" rel=\"noopener\">differences between SMS and MMS<\/a>. Now that you\u2019re up to speed on these channels and <a href=\"https:\/\/iterable.com\/blog\/mobile-trends-2023\/\" target=\"_blank\" rel=\"noopener\">the latest mobile trends<\/a>, let\u2019s dive deeper into MMS strategy.<\/p>\r\n<p>We\u2019ll cover key strategic aspects, such as how to:<\/p>\r\n<ul>\r\n\t<li>Find the right use cases for SMS and MMS for your business<\/li>\r\n\t<li>Leverage an SMS and MMS strategy at each stage of the marketing funnel<\/li>\r\n\t<li>Identify what kinds of multimedia to send via MMS and when<\/li>\r\n<\/ul>\r\n<p>Let\u2019s jump in.<\/p>\r\n<h3>Use Cases for SMS and MMS<\/h3>\r\n<p>Whether you\u2019re using simpler, text-based SMS (short message service) or interactive MMS (multimedia messaging service), you\u2019ll need to decide both why and how you\u2019re communicating with your customers via these channels.<\/p>\r\n<p>In last year\u2019s Activate session, \u201c<a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/deep-dive-into-cross-channel-sms\/\" target=\"_blank\" rel=\"noopener\">How to Confidently Leverage SMS as a Marketing Channel<\/a>,\u201d our friends at Telnyx revealed the four major I\u2019s of text message marketing:<\/p>\r\n<ol>\r\n\t<li><strong>Immediate:<\/strong> Sent with urgency and received as an opportunity<\/li>\r\n\t<li><strong>Informative<\/strong> : Valuable and wanted information<\/li>\r\n\t<li><strong>Intimate: <\/strong>Interact in a meaningful way to show you know your customers<\/li>\r\n\t<li><strong>Individual: <\/strong>Personalized and customized engagements that grow loyalty<\/li>\r\n<\/ol>\r\n<p>This is a great framework to justify your brand\u2019s presence in your customers\u2019 text messages and make sure your campaigns are received with smiles instead of eye rolls. So before you hit send on any SMS or MMS, ask yourself if it embodies at least one of the four I\u2019s to start.<\/p>\r\n<p>But before we walk through campaigns by funnel stage, let\u2019s revisit MMS.<\/p>\r\n<h3>MMS: Types of Multimedia Magic<\/h3>\r\n<p>As the acronym implies, the tangible benefit of MMS campaigns is the ability to send rich multimedia. But with all the options at your disposal, how do you know what to send when?<\/p>\r\n<p>Here are some general guidelines that can steer you in the right direction with MMS:<\/p>\r\n<h4>Rich Text<\/h4>\r\n<p>Unlike SMS, which is limited to only 160 characters, with MMS you can send up to 1,600 characters, including a bold subject line of up to 64 characters.<\/p>\r\n<p>Use that formatting to your advantage by using attention-grabbing headlines for timely announcements and promotions. For transactional messages, you also have the space to send detailed order confirmations so customers know exactly what to expect.<\/p>\r\n<h4>Images<\/h4>\r\n<p>You can send either a single image (PNG, JPEG, and GIF files) or a slideshow of multiple images, so the easiest application of this media type is to feature your sale items based on customer preferences and shopping history, as well as jog their memory of products left in their abandoned carts. This is also useful for transactional deliveries of tickets, QR codes, or event invitations.<\/p>\r\n<h4>Audio<\/h4>\r\n<p>Audio is an intimate and underutilized file type, so tread lightly. Media and entertainment companies can send clips of their latest podcast episodes or music releases, and brands can benefit from spicing up their promotions with cheerful sound. Just make sure you obtained licensed use of any copyrighted audio for commercial purposes.<\/p>\r\n<h4>Video<\/h4>\r\n<p>With the ability to send up to 30 seconds of video, MMS is a great channel to share onboarding walkthroughs, new product releases, store and venue tours, and more. They\u2019re valuable at every funnel stage, from activating new subscribers to your products and services, nurturing potential buyers with intriguing content, and celebrating your VIPs with exclusive sneak peeks.<\/p>\r\n<p>Regardless of the type of multimedia you use, MMS messages may be up to 1MB in size, but we recommend keeping the limit of your MMS messages to 900kb, so you have enough data space for <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/211970843-SMS-Overview-#can-i-send-videos-or-other-file-types-in-my-messages\" target=\"_blank\" rel=\"noopener\">messaging encoding<\/a>. This ensures your campaigns are delivered successfully.<\/p>\r\n<h3>SMS and MMS Strategies Across the Marketing Funnel<\/h3>\r\n<h4>Top-of-Funnel<\/h4>\r\n<p>Some marketers refer to the top of the funnel as \u201cAwareness\u201d or \u201cActivation,\u201d but, regardless of the name, its purpose is to build a relationship with consumers that will ultimately drive them to conversion\u2014whether that\u2019s becoming a paid subscriber or making their first purchase.<\/p>\r\n<p>Once consumers have shared their phone numbers and given consent to be communicated via text, you\u2019re already in an advantageous position. But don\u2019t lean too far over your skis quite yet.<\/p>\r\n<p>Start by establishing your brand presence with SMS\u2014which is a more economical option to communicate with pre-conversion consumers. Transactional messaging, such as two-factor authentication (2FA) and password resets, is a great place to start because people are used to receiving these messages, they\u2019re inherently immediate, and they\u2019re easily automated so the lift is lighter on your team.<\/p>\r\n<p>Once that connection is solidified, you can deploy more enticing SMS marketing campaigns to create a greater sense of urgency and drive conversions.<\/p>\r\n<p>These can include:<\/p>\r\n<ul>\r\n\t<li>New product launches<\/li>\r\n\t<li>Flash sales<\/li>\r\n\t<li>Limited-time promotions<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_108904\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108904\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/File-101.jpg\" alt=\"Resy SMS transactional message\" width=\"1125\" height=\"555\" \/> <em>Reservation app, Resy, uses SMS to send transactional reservation confirmations and reminders. <\/em>[\/caption]\r\n\r\n<h4>Middle-of-Funnel<\/h4>\r\n<p>Now we\u2019re cooking! The middle of the funnel, otherwise called \u201cEvaluation,\u201d \u201cConsideration,\u201d or \u201cNurture,\u201d is the stage when consumers are aware of your brand, are regularly interacting with it, and are actively considering a purchase.<\/p>\r\n<p>Now\u2019s the time to make a more substantial investment into an MMS strategy. The richer, more interactive content of MMS can be that extra oomph you need to overcome any remaining hesitation and seal the deal.<\/p>\r\n<p>Here are just a few ideas to send powerful MMS campaigns that meet all the major I\u2019s:<\/p>\r\n<ul>\r\n\t<li>Outfit of the day (OOTD) suggestions based on local weather<\/li>\r\n\t<li>Invitations to events at their nearest store<\/li>\r\n\t<li>Promotions based on their browsing behavior<\/li>\r\n\t<li>Abandonment reminders with images of what\u2019s in their cart<\/li>\r\n<\/ul>\r\n<h4>Bottom-of-Funnel<\/h4>\r\n<p>At the bottom of the funnel, often referred to as \u201cConversion,\u201d \u201cReactivation,\u201d or \u201cLoyalty,\u201d consumers have finally become paying customers. But you can\u2019t rest on your laurels now, as strengthening that relationship is of the utmost importance.<\/p>\r\n<p>This funnel stage will require a mix of SMS and MMS campaigns to experiment with more personalized messaging and keep engagement fresh.<\/p>\r\n<p>Here\u2019s a shortlist of campaigns you can incorporate into your strategy:<\/p>\r\n<ul>\r\n\t<li>Transactional order, shipping, and delivery confirmations<\/li>\r\n\t<li>Exclusive promo codes and coupons for loyalty members<\/li>\r\n\t<li>NPS surveys and requests for feedback<\/li>\r\n\t<li>Milestone messages to celebrate birthdays and anniversaries<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_108922\" align=\"alignnone\" width=\"684\"]<img class=\"wp-image-108922 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-28-at-2.29.33-PM.png\" alt=\"United Airlines MMS Strategy\" width=\"684\" height=\"838\" \/> <em>United Airlines sends personalized travel-related notifications to inform travelers pre-flight.<\/em>[\/caption]\r\n\r\n<h3>Successful SMS and MMS Strategy With Iterable and Telynx<\/h3>\r\n<p>We\u2019ve already discussed the importance of sending SMS and MMS messaging that is immediate, informative, intimate, and individual, but we recommend one final \u201cI\u201d\u2014interoperability.<\/p>\r\n<p>Mobile messaging has a history of living in a silo\u2014separate from other marketing channels. We want to help brands break down those silos and optimize their SMS and MMS strategy to deliver the richest, most cost-effective experience.<\/p>\r\n<p><em>Iterable\u2019s partnership with Telnyx allows Iterable customers to benefit from Telnyx\u2019s status as a licensed carrier and its multi-cloud IP network to deliver fast, reliable connectivity to over 200 countries. <a href=\"https:\/\/telnyx.com\/resources\/telnyx-iterable-partnership\" target=\"_blank\" rel=\"noopener\">Learn more about our partnership<\/a> and reach out to <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How to Optimize Your SMS and MMS Strategy at Every Funnel Stage","post_excerpt":"We provided an introduction to text messaging and explained the differences between SMS and MMS. Now, let\u2019s dive deeper into MMS strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-optimize-your-sms-and-mms-strategy","to_ping":"","pinged":"","post_modified":"2023-04-26 09:03:45","post_modified_gmt":"2023-04-26 16:03:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108903","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 28, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032823_MMS-Strategies_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"MMS strategy\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032823_MMS-Strategies_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032823_MMS-Strategies_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032823_MMS-Strategies_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-optimize-your-sms-and-mms-strategy\/"},{"ID":108725,"post_author":"103","post_date":"2023-03-22 16:55:54","post_date_gmt":"2023-03-22 23:55:54","post_content":"<p><br \/>\r\nYou don\u2019t have to be an economic expert to feel apprehensive about market forces. Perhaps you\u2019re feeling the impact of inflation, the cost of groceries, or even the layoffs in the news. In times like these, it\u2019s possible your own marketing team is suffering from workforce reductions, budget cuts, and other cost-cutting measures. Instead of panicking, giving up, or doing the same ol\u2019, same ol\u2019, let\u2019s learn how your team can weather economic storms, and come out of a recession better than ever.<\/p>\r\n<p><strong>In this guide, learn how to make your marketing recession-proof with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Iterable\u2019s four-step game plan<\/li>\r\n\t<li>Immediate actions you can put in place today<\/li>\r\n\t<li>Longer-term goals to optimize your marketing tech stack<\/li>\r\n\t<li>Examples of success stories from other leading brands<\/li>\r\n<\/ul>\r\n<p>While times may be tough, by learning how to take your customer communications to the next level, you can achieve dramatic business growth and fortify your brand for years and years to come.<\/p>","post_title":"The Essential Guide to Making Your Marketing Recession-Proof","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-essential-guide-to-making-your-marketing-recession-proof","to_ping":"","pinged":"","post_modified":"2023-04-04 10:43:47","post_modified_gmt":"2023-04-04 17:43:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=108725","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 22, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Resource-Thumbnail-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Resource-Thumbnail-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Resource-Thumbnail-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession-Guide_Promo-Assets_Resource-Thumbnail-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/the-essential-guide-to-making-your-marketing-recession-proof\/"},{"ID":108560,"post_author":"79","post_date":"2023-03-22 14:38:03","post_date_gmt":"2023-03-22 21:38:03","post_content":"<p>Push notifications are <a href=\"https:\/\/m-2-t.com\/push-notifications-how-78-of-companies-engage-their-customers\/\" target=\"_blank\" rel=\"noopener\">gaining momentum<\/a>, and it doesn\u2019t look like they\u2019re slowing down. They\u2019re an incredibly effective way to garner customer engagement\u2014mobile app push notifications can <a href=\"https:\/\/www.invespcro.com\/blog\/push-notifications\/\" target=\"_blank\" rel=\"noopener\">boost app engagement up to 88%<\/a>\u2014and are an <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">integral part<\/a> of any cross-channel marketing strategy.\u00a0<\/p>\r\n<p>What\u2019s interesting, however, is that while the average smartphone user receives <a href=\"https:\/\/www.businessofapps.com\/marketplace\/push-notifications\/research\/push-notifications-statistics\/\" target=\"_blank\" rel=\"noopener\">46 push notifications a day<\/a>, there isn\u2019t a good repository of push notification examples available to easily browse. So, we\u2019ve combined the power of the Iterable team to gather exemplary push notifications for our fellow marketers out there. Take a look at how other brands are doing push notification marketing and get ready to be inspired.\u00a0<\/p>\r\n<h3>Abandoned Cart<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">Abandoned cart<\/a> messages are a powerful way to convert customers who have left items behind. When users have opted-in to receive push notifications from a mobile app, push notifications can be employed to serve the same purpose as a traditional abandoned cart email.<\/p>\r\n<h4>ASOS<\/h4>\r\n\r\n[caption id=\"attachment_108698\" align=\"alignnone\" width=\"1080\"]<img class=\"wp-image-108698 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Example-images_Asos.png\" alt=\"ASOS Abandoned Cart push\" width=\"1080\" height=\"1620\" \/> <em>Clothing brand <a href=\"https:\/\/www.asos.com\/us\/\" target=\"_blank\" rel=\"noopener\">ASOS<\/a> reminded app users of the items they saved, hoping to lead them to purchase.<\/em>[\/caption]\r\n\r\n<h3>Curated Content<\/h3>\r\n<p>Creating timely, curated in-app content is also a great opportunity to engage customers through a push notification. What\u2019s more, these push notifications include <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-deep-linking\/\" target=\"_blank\" rel=\"noopener\">deep links<\/a>, which provide a seamless customer experience by sending users directly to the content mentioned in the notifications.<\/p>\r\n<h4>Drizly<\/h4>\r\n\r\n[caption id=\"attachment_108704\" align=\"alignnone\" width=\"1080\"]<img class=\"wp-image-108704 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Example-images_Drizly.png\" alt=\"Drizly curated content push\" width=\"1080\" height=\"1920\" \/> <em><a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>, the liquor delivery brand, created a women-owned product page and deep linked their push notification to it during Women\u2019s History Month.<\/em>[\/caption]\r\n\r\n<h4>Amazon Prime Video<\/h4>\r\n\r\n[caption id=\"attachment_108676\" align=\"alignnone\" width=\"1122\"]<img class=\"wp-image-108676 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-22-at-5.18.02-PM.png\" alt=\"Amazon curated content for Black History Month\" width=\"1122\" height=\"1378\" \/> <em><a href=\"https:\/\/www.amazon.com\/Prime-Video\/\" target=\"_blank\" rel=\"noopener\">Amazon<\/a> curated a list of programs about Black culture and by Black creators during Black History Month.<\/em>[\/caption]\r\n\r\n<h3>Re-Engagement<\/h3>\r\n<p>Re-engagement push notifications are effective because they\u2019re a direct line to your mobile app. There are certain types of mobile apps that rely on re-engagement campaigns\u2014one of those being gaming apps. We\u2019ve talked about <a href=\"https:\/\/iterable.com\/blog\/score-big-with-these-mobile-gaming-user-retention-tips\/\" target=\"_blank\" rel=\"noopener\">mobile gaming retention<\/a> and push notification marketing is one way to keep app users in the loop.\u00a0\u00a0<\/p>\r\n<h4>Words With Friends<\/h4>\r\n\r\n[caption id=\"attachment_108591\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108591\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/File-63-1.jpg\" alt=\"Words With Friend Re-Engagement push\" width=\"1125\" height=\"302\" \/> <em>Popular mobile game, <a href=\"https:\/\/wordswithfriends.com\/\" target=\"_blank\" rel=\"noopener\">Words With Friends<\/a>, uses urgency and social proof to try and get users to re-engage with their app via push notifications.<\/em>[\/caption]\r\n\r\n<h4>Duolingo<\/h4>\r\n\r\n[caption id=\"attachment_108597\" align=\"alignnone\" width=\"1170\"]<img class=\"size-full wp-image-108597\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Image-from-iOS-14.jpg\" alt=\"Duolingo \" width=\"1170\" height=\"280\" \/> <em>Language learning app, <a href=\"https:\/\/www.duolingo.com\/\" target=\"_blank\" rel=\"noopener\">Duolingo<\/a>, aims to re-engage users with short lessons, specific to each individual\u2019s selected languages.<\/em>[\/caption]\r\n\r\n<h3>Transactional<\/h3>\r\n<p>Push notification marketing can also serve the purpose of sending transactional messages. With food delivery apps, for example, when an order is placed, updates on that order are crucial for customer satisfaction. Sending multiple transactional push notifications during an active order isn\u2019t viewed as annoying, it\u2019s helpful.<\/p>\r\n<h4>DoorDash\u00a0<\/h4>\r\n\r\n[caption id=\"attachment_108657\" align=\"alignnone\" width=\"694\"]<img class=\"wp-image-108657 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-22-at-5.11.36-PM.png\" alt=\"DoorDash informational push\" width=\"694\" height=\"1100\" \/> <em><a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a> updates users on the status of their order with multiple push notifications.<\/em>[\/caption]\r\n\r\n<h3>Promotional<\/h3>\r\n<p>We can\u2019t overlook the importance of promotional push notification marketing either. For retail brands, the goal is to get app users to buy their products. One way to do that is to offer discounts or special deals for those shopping within the app. With deep linking, users can be directed to a deal within the app versus having to search online.<\/p>\r\n<h4>Ulta Beauty<\/h4>\r\n\r\n[caption id=\"attachment_108710\" align=\"alignnone\" width=\"1080\"]<img class=\"wp-image-108710 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Example-images_Ulta.png\" alt=\"Ulta Beauty promotional push notification marketing\" width=\"1080\" height=\"1220\" \/> <em><a href=\"https:\/\/www.ulta.com\/\" target=\"_blank\" rel=\"noopener\">Ulta Beauty<\/a> offered an app-only deal and featured a product photo in the push notification details.<\/em>[\/caption]\r\n\r\n<h4>Beauty Bay<\/h4>\r\n\r\n[caption id=\"attachment_108651\" align=\"alignnone\" width=\"1114\"]<img class=\"wp-image-108651 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-22-at-5.10.20-PM.png\" alt=\"Beauty Bay promotional push notification\" width=\"1114\" height=\"604\" \/> <em><a href=\"https:\/\/www.beautybay.com\/\" target=\"_blank\" rel=\"noopener\">Beauty Bay<\/a> uses push notifications to offer a coupon code and a reminder of the discount tiers.<\/em>[\/caption]\r\n\r\n<h4>ASOS, House of Fraser<\/h4>\r\n\r\n[caption id=\"attachment_108669\" align=\"alignnone\" width=\"1684\"]<img class=\"wp-image-108669 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-22-at-5.14.12-PM.png\" alt=\"Retail brands promotional push notifications\" width=\"1684\" height=\"1322\" \/> <em>Clothing brands <a href=\"https:\/\/www.asos.com\/us\/\" target=\"_blank\" rel=\"noopener\">ASOS<\/a> and <a href=\"https:\/\/www.houseoffraser.co.uk\/\" target=\"_blank\" rel=\"noopener\">House of Fraser<\/a> send promotional push notifications to advertise products and sales.<\/em>[\/caption]\r\n\r\n<h3>Informational<\/h3>\r\n<p>Push notifications are also an excellent channel for sharing information, especially timely information. Everyone is glued to their phones these days, so being able to reach users wherever they are is helpful for sharing important information. Think about news headlines\u2014we\u2019ve all gasped when a shocking push notification hits our home screens.\u00a0<\/p>\r\n<h4>Wired<\/h4>\r\n\r\n[caption id=\"attachment_108633\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108633\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/IMG_2901.jpg\" alt=\"Apple News - Wired\" width=\"1125\" height=\"441\" \/> <em>Apple News shares <a href=\"https:\/\/www.wired.com\/\" target=\"_blank\" rel=\"noopener\">Wired<\/a> magazine's updates midday. This update is particularly relevant with ChatGPT top-of-mind.<\/em>[\/caption]\r\n\r\n<h4>CNN<\/h4>\r\n\r\n[caption id=\"attachment_108639\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108639\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/IMG_2902.jpg\" alt=\"Apple News - CNN\" width=\"1125\" height=\"519\" \/> <em>Apple News shares updates from <a href=\"https:\/\/www.cnn.com\/\" target=\"_blank\" rel=\"noopener\">CNN<\/a> as well. With the CNN app installed, users would get notifications directly from CNN.<\/em>[\/caption]\r\n\r\n<h4>ESPN<\/h4>\r\n\r\n[caption id=\"attachment_108645\" align=\"alignnone\" width=\"1170\"]<img class=\"size-full wp-image-108645\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Image-from-iOS-15.jpg\" alt=\"ESPN push notification marketing\" width=\"1170\" height=\"632\" \/> <em><a href=\"https:\/\/www.espn.com\/\" target=\"_blank\" rel=\"noopener\">ESPN<\/a> shares sport-related news via push notification marketing.<\/em>[\/caption]\r\n\r\n<h3>More Push Notification Marketing Examples to Come<\/h3>\r\n<p>What\u2019s important to remember is that users have to opt in to receive push notifications. This means that as a brand, you\u2019ll have to strike a balance between providing value and being a nuisance. With too many notifications you run the risk of users opting out, but with too few your brand may be forgotten.\u00a0<\/p>\r\n<p>If you\u2019re not sure what works best for your users, don\u2019t be afraid to test. Try out some options, see what works, and run with the top performer. <a href=\"https:\/\/iterable.com\/customers\/obrio\/\" target=\"_blank\" rel=\"noopener\">OBRIO's astrology app, Nebula,<\/a>\u00a0was able to use A\/B testing to figure out which subscription offer push notifications were most impactful.<\/p>\r\n<p>There are endless possibilities with push notifications and brands are starting to get more creative. We\u2019ll continue to collect examples so our library of push notification marketing examples will only continue to grow.\u00a0<\/p>\r\n<p><em>Have you received push notifications you think are noteworthy? Share them on LinkedIn and tag @Iterable.\u00a0<\/em><\/p>","post_title":"The Best Push Notification Examples","post_excerpt":"Take a look at these examples of how other brands are doing push notification marketing and get ready to be inspired.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"push-notification-marketing-examples","to_ping":"","pinged":"","post_modified":"2024-01-22 12:56:38","post_modified_gmt":"2024-01-22 20:56:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108560","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 22, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Push-Notification-Examples_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"push notification marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Push-Notification-Examples_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Push-Notification-Examples_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/032223_Push-Notification-Examples_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/push-notification-marketing-examples\/"},{"ID":108540,"post_author":"113","post_date":"2023-03-22 13:51:36","post_date_gmt":"2023-03-22 20:51:36","post_content":"<p><span style=\"font-weight: 400;\">When it comes to standing apart from your competition, it\u2019s all about getting your messages in front of consumers in the most engaging ways possible.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">A comprehensive mobile marketing strategy, that complements all your channels, enables you to stay ahead of the curve\u2014and keep customers coming back for more.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this guide, we\u2019ll dive deep into how to gain a competitive advantage by putting joy at the center of your cross-channel strategy, while paying attention to the most popular mobile channels.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this guide, you\u2019ll learn:\u00a0<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More about Welcome, Loyalty, Abandonment, and Re-engagement campaigns\u00a0<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">From brand names about how they built their mobile marketing strategy\u00a0<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why joyful experiences are what build brand loyalty\u00a0<\/span><\/li>\r\n<\/ul>","post_title":"From Welcome to Winback: A Mobile Marketing Lookbook of Lifecycle Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"from-welcome-to-winback-a-mobile-marketing-lookbook-of-lifecycle-campaigns","to_ping":"","pinged":"","post_modified":"2023-03-22 15:46:58","post_modified_gmt":"2023-03-22 22:46:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=108540","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 22, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Mobile_LB_Promo-Assets_Resource-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Mobile_LB_Promo-Assets_Resource-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Mobile_LB_Promo-Assets_Resource-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Mobile_LB_Promo-Assets_Resource-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/from-welcome-to-winback-a-mobile-marketing-lookbook-of-lifecycle-campaigns\/"},{"ID":108487,"post_author":"103","post_date":"2023-03-22 06:14:23","post_date_gmt":"2023-03-22 13:14:23","post_content":"<p><span style=\"font-weight: 400;\">We\u2019re all feeling the challenges brought on by the current economic climate, including budget cuts, workforce reductions, and decreased consumer spending. To adapt to these challenges, we must learn to do more with less when it comes to our marketing efforts.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">You\u2019ve come to the right place! We\u2019ve got you covered with this checklist. It will give you all you need to get started on implementing tactics <\/span><i><span style=\"font-weight: 400;\">today<\/span><\/i><span style=\"font-weight: 400;\"> to optimize your marketing strategies and techstack, so you\u2019re better prepared for the challenges ahead.<\/span><\/p>","post_title":"Your Checklist for Recession-Proof Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"your-checklist-for-recession-proof-marketing","to_ping":"","pinged":"","post_modified":"2023-03-22 06:14:23","post_modified_gmt":"2023-03-22 13:14:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=108487","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 22, 2023","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/PROMOS_Recession-Guide-Checklist_Resources-Pg-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/PROMOS_Recession-Guide-Checklist_Resources-Pg-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/PROMOS_Recession-Guide-Checklist_Resources-Pg-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/PROMOS_Recession-Guide-Checklist_Resources-Pg-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/your-checklist-for-recession-proof-marketing\/"},{"ID":108313,"post_author":"79","post_date":"2023-03-16 14:03:59","post_date_gmt":"2023-03-16 21:03:59","post_content":"<p>We\u2019re all very accustomed to brands asking for our email addresses in exchange for 10% off when we first visit their website, but as of late, there\u2019s a second step to the onboarding process. What feels like all-of-a-sudden, brands have started also getting users to opt-in to receive marketing text messages, or SMS.<\/p>\r\n<p>But, it\u2019s not surprising. It\u2019s the perfect channel for promotional messaging considering \u201cSMS text marketing has an open rate of <a href=\"https:\/\/textsanity.com\/text-message-marketing\/sms-open-rates\/\" target=\"_blank\" rel=\"noopener\">over 98%<\/a> compared to an open rate of just 20% with emails.\u201d<\/p>\r\n<p>Now that brands are jumping on the SMS bandwagon, there are a lot of examples of promotional text messages out there. Obviously, some promotional SMS messages are more engaging than others, but we want to know why. What are the ingredients that make up an engaging promotional SMS that actually leads to conversions?<\/p>\r\n<h3>1. Urgency<\/h3>\r\n<p>Text messages have an urgency behind them that email doesn\u2019t have. If a friend wants to get your attention, they\u2019re going to shoot you a text message. Unless the sender is your grandma, you\u2019re likely not going to get the hot gossip via email.<\/p>\r\n<p>The same thinking applies to promotional SMS messages. If it\u2019s the last day of your brand\u2019s major sale (let\u2019s be honest, you\u2019re going to extend it anyway), you may want to text subscribers to remind them, versus sending them an email that could get buried in an inbox.<\/p>\r\n<p>Urgency isn\u2019t always easy to convey in written copy. <a href=\"http:\/\/searchenginejournal.com\/create-urgency-conversions-sales\/249643\/#close\" target=\"_blank\" rel=\"noopener\">Search Engine Journal<\/a> recommends the following to create a sense of urgency in marketing messages:<\/p>\r\n<ol>\r\n\t<li>Offer something people want<\/li>\r\n\t<li>Set a deadline<\/li>\r\n\t<li>Create scarcity<\/li>\r\n\t<li>Use the right words (now, hurry, last chance, etc.)<\/li>\r\n\t<li>Offer a bonus incentive<\/li>\r\n\t<li>Use numbers<\/li>\r\n\t<li>Customize offers<\/li>\r\n<\/ol>\r\n<p>Combining the high open rate of marketing SMS messages with urgency gives your brand a better chance of engaging customers and, as a result, converting them.<\/p>\r\n<h3>2. Pictures<\/h3>\r\n<p>Technically, adding images to text messages means <a href=\"https:\/\/iterable.com\/blog\/what-is-the-difference-between-sms-and-mms\/\" target=\"_blank\" rel=\"noopener\">we\u2019re in MMS territory, not SMS<\/a>, but that\u2019s besides the point. Texts are great for conveying important information in a short, concise way. But as more and more brands start to take advantage of promotional SMS messages, there needs to be something that sets your mobile marketing messages apart\u2014like an image.<\/p>\r\n<p>Texts, being so short, are easy to read, but not as easy to interpret as an image. According to <a href=\"https:\/\/csfjournal.com\/volume-1-issue-3\/2019\/5\/23\/a-picture-is-worth-a-million-words-measuring-reading-comprehension-differences-between-plain-text-and-text-with-graphics#:~:text=Research%20has%20shown%20that%20the,more%20of%20the%20story%20elements.\" target=\"_blank\" rel=\"noopener\">CSF Journal<\/a>, \u201cResearch has shown that the brain processes visual data 60,000 times faster than text.[6] This combination of text and images should help the reader recognize more of the story elements.\u201d If you're looking to stand out and tell a story quickly via text, think about adding an image.<\/p>\r\n<h3>3. Discounts<\/h3>\r\n<p>We know, we know, try to control your shock, pick your jaw up off the floor\u2014discounts get higher engagement. You might be thinking \u201cwhat is a promotional SMS without a discount?\u201d Fair point. But not all promotional SMS messages contain discounts. They could be new product announcements, exclusive product drops, store openings\u2014you get it. So, while including a discount may seem obvious, a reminder to do so never hurts.<\/p>\r\n\r\n[caption id=\"attachment_108332\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108332\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/IMG_2822.jpg\" alt=\"Harper Wilde discount SMS\" width=\"1125\" height=\"1651\" \/> <em>Bra brand, <a href=\"https:\/\/harperwilde.com\/\" target=\"_blank\" rel=\"noopener\">Harper Wilde<\/a>, sent a 25% off discount giving shoppers the option to use a code or click the link to make a purchase.<\/em>[\/caption]\r\n\r\n<p>In a grand slam of promotional SMS messaging, <a href=\"https:\/\/harperwilde.com\/\" target=\"_blank\" rel=\"noopener\">Harper Wilde<\/a> uses all three ingredients: urgency (one day only), pictures, and a discount. Not only that, they tossed in some <a href=\"https:\/\/iterable.com\/blog\/marketing-emojis-%F0%9F%91%8E-or-%F0%9F%91%8D\/\" target=\"_blank\" rel=\"noopener\">emojis<\/a> to add an extra eye-catching element to their text. Plus, as another added bonus, Harper Wilde offers a promo code or a link to activate the discount. This makes it really easy for subscribers to take advantage of this deal across channels, or even share the promo code with friends.<\/p>\r\n<h3>Make the Promotional SMS Worthwhile<\/h3>\r\n<p>When we say make the SMS worthwhile we mean make it worthwhile for both your brand and the customer. While urgency, pictures, and discounts are crucial ingredients for creating effective promotional SMS messages, there\u2019s a final element that should be woven into every single marketing message sent, SMS or otherwise: individualization.<\/p>\r\n<p>We mentioned it briefly in the above list from Search Engine Journal (the last item is customizing offers), but customizing your promotional SMS messages shows a deep understanding of the customer and builds trust. With the right marketing tools in place, and fleshed out customer profiles, your brand has the ability to send highly individualized messages to each and every customer. Your texts should improve the overall experience with your brand, not annoy customers.<\/p>\r\n<p><em>Interested in sending automated, individualized SMS messages to your customers? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule an Iterable demo<\/a>.<\/em><\/p>","post_title":"SMS Marketing Ideas","post_excerpt":"There are a lot of examples of promotional text messages out there\u2014some promotional SMS messages are more engaging than others, but why?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"mobile-marketing-tips-promotional-sms","to_ping":"","pinged":"","post_modified":"2024-02-05 12:08:18","post_modified_gmt":"2024-02-05 20:08:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108313","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 16, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/031623_Promotional-Mobile-Messages_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/031623_Promotional-Mobile-Messages_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/031623_Promotional-Mobile-Messages_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/031623_Promotional-Mobile-Messages_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/mobile-marketing-tips-promotional-sms\/"},{"ID":108164,"post_author":"97","post_date":"2023-03-16 11:49:59","post_date_gmt":"2023-03-16 18:49:59","post_content":"<!-- wp:acf\/itbl-hero-2023 {\"name\":\"acf\/itbl-hero-2023\",\"data\":{\"itbl_hero_2023_layout\":\"layout-7\",\"_itbl_hero_2023_layout\":\"field_641af1806ede8\",\"itbl_hero_2023_breadcrumbs_breadcrumbs\":\"\",\"_itbl_hero_2023_breadcrumbs_breadcrumbs\":\"field_645cdc5a7bff0_field_6434098111090\",\"itbl_hero_2023_breadcrumbs\":\"\",\"_itbl_hero_2023_breadcrumbs\":\"field_645cdc477bfef\",\"itbl_hero_2023_title_2_title\":\"Martech Stack Consolidation Guide\",\"_itbl_hero_2023_title_2_title\":\"field_647ee87628ebf_field_64075b7849bf4\",\"itbl_hero_2023_title_2_separate_mobile_title\":\"0\",\"_itbl_hero_2023_title_2_separate_mobile_title\":\"field_647ee87628ebf_field_64b958eea8ac8\",\"itbl_hero_2023_title_2_title_tag\":\"h1\",\"_itbl_hero_2023_title_2_title_tag\":\"field_647ee87628ebf_field_64075ace49bf3\",\"itbl_hero_2023_title_2_title_alignment\":\"left\",\"_itbl_hero_2023_title_2_title_alignment\":\"field_647ee87628ebf_field_640f189a2a5f6\",\"itbl_hero_2023_title_2_eyebrow_dots\":\"1\",\"_itbl_hero_2023_title_2_eyebrow_dots\":\"field_647ee87628ebf_field_64075c759c904\",\"itbl_hero_2023_title_2_white_title\":\"0\",\"_itbl_hero_2023_title_2_white_title\":\"field_647ee87628ebf_field_64075db80cf33\",\"itbl_hero_2023_title_2_bottom_margin\":\"2\",\"_itbl_hero_2023_title_2_bottom_margin\":\"field_647ee87628ebf_field_64368b5ba7210\",\"itbl_hero_2023_title_2\":\"\",\"_itbl_hero_2023_title_2\":\"field_647ee87628ebe\",\"itbl_hero_2023_text\":\"\\u003cp\\u003eDiscover how to streamline your marketing ecosystem and maximize martech stack investments to thrive in today's economy. 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\/-->","post_title":"Recession Proof Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"recession-proof-marketing","to_ping":"","pinged":"","post_modified":"2023-07-27 13:13:19","post_modified_gmt":"2023-07-27 20:13:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=108164","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Popular Download","pretty_date":"March 16, 2023","terms":[{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"6"}],"term_slugs":["popular-download"],"term_names":["Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/recession-proof-marketing\/"},{"ID":108129,"post_author":"79","post_date":"2023-03-14 07:38:47","post_date_gmt":"2023-03-14 14:38:47","post_content":"<p>Regardless of your brand\u2019s industry or business model, successful marketing measurement is easier said than done. A 2023 research study by the <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2023\/01\/B2C_2023_Research_Final.pdf\" target=\"_blank\" rel=\"noopener\">Content Marketing Institute<\/a> found that the top challenge B2C marketers face when measuring content performance is the difficulty integrating and correlating data across multiple platforms.<\/p>\r\n<p>This is especially true as marketers expand into mobile channels, like SMS\/MMS, mobile push, and in-app notifications. Adding more channels can make measurement more complex, and the rapidly evolving mobile landscape, in particular, is impacted by ongoing privacy updates and regulations. The loops that get thrown marketers\u2019 ways are enough to dissuade <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2023\/01\/B2C_2023_Research_Final.pdf\" target=\"_blank\" rel=\"noopener\">18% from measuring content performance <em>at all<\/em><\/a>.<\/p>\r\n<p>So what\u2019s a new mobile marketer to do? It can be tempting to abandon key performance indicators (KPIs) and rely on gut instinct alone, but with the right mobile marketing metrics and modern technologies making data activation possible, you can learn what\u2019s working and what\u2019s not, and also understand your customers on a much deeper, more meaningful level.<\/p>\r\n<p>Keep reading for classic mobile marketing metrics to get started, as well as more advanced metrics when you\u2019re ready to take your campaign measurement up a notch.<\/p>\r\n<p><em>If you want to become your team\u2019s resident expert on all things mobile, be sure to grab your copy of <a href=\"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/\" target=\"_blank\" rel=\"noopener\">The Savvy Marketer\u2019s Guide to Building a Stellar SMS Strategy<\/a>.<\/em><\/p>\r\n<h3>Welcome and Onboarding<\/h3>\r\n<p><strong>Classic metrics<\/strong>: App downloads, bounce rates, and mobile channel opt-ins<br \/>\r\n<strong>Advanced metrics<\/strong>: Referral sources and completion rates of user profiles and preferences<\/p>\r\n<p>Mobile marketers pay a lot of mind to their <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">welcome and onboarding campaigns<\/a>, and rightfully so: apps lose nearly <a href=\"https:\/\/andrewchen.com\/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better\/\" target=\"_blank\" rel=\"noopener\">80 percent of their daily active users<\/a> within just three days. There aren\u2019t second chances for bad first impressions.<\/p>\r\n<p>The mobile marketing metrics that are most critical at this initial lifecycle stage involve understanding how many customers are picking up what you\u2019re putting down, so to speak. That means <strong>tracking app downloads, bounce rates, and opt-in rates<\/strong> for each mobile channel to know exactly how many new users are interested in engaging with your brand.<\/p>\r\n<p>That said, nothing ruins a conversation faster than monologuing. Odds are, you don\u2019t know enough about your new mobile users to send highly personalized messages (yet), so it\u2019s essential to collect <a href=\"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a> straight from the source by asking customers to share more about themselves. Make sure you\u2019re measuring <strong>completion rates of users\u2019 profiles and preferences, as well as tracking referral sources<\/strong> using \u201cHow did you hear about us?\u201d surveys. SMS is the best mobile channel for two-way conversations with customers.<\/p>\r\n<p><em>To learn more about encouraging opt-ins and optimizing ROI, check out this <a href=\"https:\/\/iterable.com\/blog\/your-go-to-guide-for-sms-marketing\/\" target=\"_blank\" rel=\"noopener\">go-to guide for SMS marketing<\/a>.<\/em><\/p>\r\n\r\n[caption id=\"attachment_108130\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-108130 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/File-91-1.jpg\" alt=\"Bravo captures zero-party data - mobile marketing metrics\" width=\"1125\" height=\"2436\" \/> <em>TV network <a href=\"https:\/\/www.bravotv.com\/\" target=\"_blank\" rel=\"noopener\">Bravo<\/a> uses an SMS welcome campaign to learn users\u2019 favorite shows.<\/em>[\/caption]\r\n\r\n<h3>Nurture and Loyalty<\/h3>\r\n<p><strong>Classic metrics<\/strong>: Message engagement rates and mobile-attributed purchase frequency, average order value, or paid subscription conversion rate<br \/>\r\n<strong>Advanced metrics<\/strong>: Referral program enrollment and app review rate<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-a-nurture-campaign\/\" target=\"_blank\" rel=\"noopener\">Nurture campaigns<\/a> encompass any message you send to existing users to foster affinity, and once they become your top fans, <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/customer-engagement\/how-to-build-a-customer-loyalty-program\/\" target=\"_blank\" rel=\"noopener\">loyalty campaigns<\/a> celebrate and cater to them. As two sides of the same coin, they\u2019re both designed to increase your brand\u2019s relevance to the point where checking in becomes a regular habit for customers.<\/p>\r\n<p><strong>Message engagement rates<\/strong> will be the most obvious mobile marketing metrics for these campaigns, as well as your brand\u2019s core revenue-focused KPIs, whether they be <strong>mobile-attributed purchase frequency, average order value, or paid subscription conversion rate<\/strong>.<\/p>\r\n<p>Although it\u2019s important to keep your brand top-of-mind with current customers, don\u2019t forget to use these campaigns to expand your reach to new audiences. After all, your VIPs are most likely to <a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">recruit their social circles<\/a>, so measuring <strong>referral program enrollment, app review rate, and other mobile marketing metrics around influence<\/strong> can create exponential network effects.<\/p>\r\n<p>Few industries know the powers of habit formation and social proof quite like mobile gaming, so consider how <a href=\"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">gamification strategies<\/a> can level up your customer engagement.<\/p>\r\n<h3>Abandonment<\/h3>\r\n<p><strong>Classic metrics<\/strong>: Cart conversion rates<br \/>\r\n<strong>Advanced metrics<\/strong>: Channel and send time optimization<\/p>\r\n<p>Mobile channels are valuable because they give customers more accessible methods to complete their purchases. But their double-edged sword is that they also offer infinitely more opportunities for distraction: American mobile phone shoppers had the <a href=\"https:\/\/financesonline.com\/statistics-shopping-cart-abandonment-statistics\/\" target=\"_blank\" rel=\"noopener\">highest cart abandonment rate at 80.5%<\/a>, compared to desktop shoppers at 67.8%.<\/p>\r\n<p>You\u2019ll want to measure <strong>conversion rates<\/strong> to determine how well your abandonment campaigns are doing at collecting lost carts. But advanced mobile marketing metrics that can move the needle are <strong>channel and send time optimization<\/strong>, which identify where and when to send reminders to generate the most revenue.<\/p>\r\n<p>One caveat, however, is not to abandon all common sense with your abandonment campaigns. Consumers are savvy, and once they learn a brand sends discounts and other incentives when carts are abandoned, they\u2019ll only continue the practice\u2014and tell all their friends to do the same.<\/p>\r\n<p><em>For more abandonment campaign advice, check out our tips on how to unify carts across channels and <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-abandonment-campaigns\/\" target=\"_blank\" rel=\"noopener\">orchestrate peak harmonization<\/a>.<\/em><\/p>\r\n\r\n[caption id=\"attachment_108136\" align=\"alignnone\" width=\"1939\"]<img class=\"size-full wp-image-108136\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Asos-1.png\" alt=\"Asos sends abandoned cart push\" width=\"1939\" height=\"1999\" \/> <em>U.K. online retailer <a href=\"https:\/\/www.asos.com\/us\/\" target=\"_blank\" rel=\"noopener\">ASOS<\/a> reminds shoppers of abandoned carts via mobile push. <\/em>[\/caption]\r\n\r\n<h3>Re-engagement and Winback<\/h3>\r\n<p><strong>Classic metrics<\/strong>: Unsubscribe rates and customer churn<br \/>\r\n<strong>Advanced metrics<\/strong>: Cross-channel reactivation rates and last activity<\/p>\r\n<p>Even the most beloved brands struggle to retain customers, but you can\u2019t fix a leaky bucket if you don\u2019t know how much you\u2019re losing in the first place. <strong>Unsubscribe rates and customer churn<\/strong> are natural mobile marketing metrics to analyze first, but the best-case scenario would be to prevent opt-outs and signoffs before they happen.<\/p>\r\n<p>The benefit of mobile marketing is the increased likelihood of reactivating users by enlisting the use of multiple channels. If someone unsubscribes from email but still accepts texts or push notifications, not all hope is lost.<\/p>\r\n<p>Make sure you\u2019re measuring <strong>reactivation rates across all channels<\/strong>, as well as <strong>when users were last active<\/strong> to avoid the dreaded breakup message.<\/p>\r\n<p><em>For more ways to get tactical when <a href=\"https:\/\/iterable.com\/blog\/getting-tactical-about-subscriber-churn\/\" target=\"_blank\" rel=\"noopener\">combating subscriber churn<\/a>, we\u2019ve got you covered.<\/em><\/p>\r\n<h3>Measure Mobile Marketing Metrics With Iterable<\/h3>\r\n<p>Whether you\u2019re setting benchmarks for your app launch or looking to uplevel your brand\u2019s effectiveness at reaching audiences wherever they are, the KPIs you prioritize will set the tone for your team and the content they create.<\/p>\r\n<p>And the first step to achieving your goals is to have the right tools at your disposal, ensuring you can track your progress throughout the entire customer lifecycle.<\/p>\r\n<p>As a unified customer engagement platform, Iterable makes it easy to measure mobile marketing metrics across SMS\/MMS, mobile push, in-app and more\u2014all in one place.<\/p>\r\n<p><em>To learn how your brand can measure smarter and message better, <a href=\"http:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">request a demo of Iterable today<\/a>.<\/em><\/p>","post_title":"Classic and Advanced Mobile Marketing Metrics to Prioritize","post_excerpt":"Keep reading for classic mobile marketing metrics to get started, plus more advanced metrics to take your campaign measurement up a notch.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"classic-and-advanced-mobile-marketing-metrics-to-prioritize","to_ping":"","pinged":"","post_modified":"2023-04-26 09:00:20","post_modified_gmt":"2023-04-26 16:00:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108129","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 14, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_Mobile-KPIs-by-Lifecycle_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"mobile marketing metrics\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_Mobile-KPIs-by-Lifecycle_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_Mobile-KPIs-by-Lifecycle_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_Mobile-KPIs-by-Lifecycle_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/classic-and-advanced-mobile-marketing-metrics-to-prioritize\/"},{"ID":108024,"post_author":"79","post_date":"2023-03-09 12:11:46","post_date_gmt":"2023-03-09 20:11:46","post_content":"<p>By now, you\u2019ve likely started seeing more text messages from brands. In 2021, <a href=\"https:\/\/simpletexting.com\/2022-texting-and-sms-marketing-statistics\/#:~:text=In%202021%2C%2042%25%20of%20business,over%2Dgrowth%20in%20SMS%20adoption.\" target=\"_blank\" rel=\"noopener\">42% of business owners<\/a> texted their customers, while in 2022, that number grew to 55%. Brands are using texting more and more as a way to reach customers because, well, it often works. As <a href=\"https:\/\/www.marketingdive.com\/ex\/mobilemarketer\/cms\/opinion\/columns\/4755.html\" target=\"_blank\" rel=\"noopener\">Marketing Dive<\/a> pointed out when looking at the efficacy of mobile advertising, \u201cthe average successfulness of individual SMS\/MMS campaigns was approximately 27 times higher than in the case of Internet banner campaigns.\u201d<\/p>\r\n<p>This brings up a good point. What you might not know immediately is that text messages can actually be broken up into two categories: SMS and MMS. Let\u2019s do a quick introduction into these two messaging types and how you might use them differently.<\/p>\r\n<h3>What is SMS?<\/h3>\r\n<p>SMS, or Short Message Service, is the more commonly known term of the two. These are simple messages coming in at under 160 characters and featuring only text. SMS messages are effective for a few reasons, but marketers love them because they\u2019re affordable and don\u2019t require an internet connection to send or receive\u2014so, as a brand, your chances of reaching the customer are much higher.<\/p>\r\n\r\n[caption id=\"attachment_108025\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-108025\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/File-70-1.jpg\" alt=\"SMS from Grubhub\" width=\"1125\" height=\"826\" \/> <em><a href=\"https:\/\/www.grubhub.com\/\" target=\"_blank\" rel=\"noopener\">Grubhub<\/a>, the food delivery app, allows drivers to send short and sweet transactional SMS messages to inform customers about their orders.<\/em>[\/caption]\r\n\r\n<h3>What is MMS?<\/h3>\r\n<p>MMS, or Multimedia Message Service, are like fancy SMS messages. These are the text messages you receive from brands that include media like links, images, videos, or audio. Also, these are the messages that exceed 160 characters\u2014up to <a href=\"https:\/\/telnyx.com\/resources\/sms-vs-mms\" target=\"_blank\" rel=\"noopener\">1,600<\/a> in fact according to our friends at Telnyx.<\/p>\r\n<p>Unlike SMS, MMS requires internet or a strong cellular service to be sent and received, which makes sense as media files are much bigger than text files. MMS messages also tend to be slightly more expensive than SMS.<\/p>\r\n\r\n[caption id=\"attachment_108031\" align=\"alignnone\" width=\"638\"]<img class=\"size-full wp-image-108031\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-09-at-2.27.39-PM.png\" alt=\"United Airlines MMS\" width=\"638\" height=\"1232\" \/> <em><a href=\"https:\/\/www.united.com\/\" target=\"_blank\" rel=\"noopener\">United Airlines<\/a> sends lengthy, detailed MMS messages to travelers to inform them of flight status.<br \/>\r\n<\/em>[\/caption]\r\n\r\n<h3>Common Use Cases for SMS and MMS<\/h3>\r\n<p>With <a href=\"https:\/\/simpletexting.com\/2022-texting-and-sms-marketing-statistics\/#:~:text=In%202021%2C%2042%25%20of%20business,over%2Dgrowth%20in%20SMS%20adoption.\" target=\"_blank\" rel=\"noopener\">opt-in rates for SMS marketing also increasing<\/a>, it\u2019s valuable to understand the different ways you can incorporate SMS and MMS into your cross-channel marketing strategies.<\/p>\r\n<p>Let\u2019s start with SMS. Due to character limitations, SMS use cases tend to be more transactional in nature (like the Grubhub example).<\/p>\r\n<p>From our customers we\u2019ve seen these to be the most common:<\/p>\r\n<ul>\r\n\t<li>Event reminders (like appointments)<\/li>\r\n\t<li>Order confirmations<\/li>\r\n\t<li>Updates for things like delivery<\/li>\r\n\t<li>Two-factor authentications<\/li>\r\n\t<li>Customer satisfaction surveys<\/li>\r\n<\/ul>\r\n<p>This last one is where we see room for growth from SMS use in the immediate future. As <a href=\"https:\/\/www.epsilon.com\/us\/insights\/trends\/third-party-cookies\" target=\"_blank\" rel=\"noopener\">third-party cookies die out<\/a>, collecting zero-party data like a customer\u2019s satisfaction or preferences will be crucial to enhancing the user experience.<\/p>\r\n<p>Now for MMS. Much like social media algorithms that <a href=\"https:\/\/www.inc.com\/young-entrepreneur-council\/videos-vs-images-what-should-you-be-promoting-on-social-media.html\" target=\"_blank\" rel=\"noopener\">prefer multimedia<\/a>, there seems to be an inherent draw of an image or video that text can\u2019t quite replicate. Consequently, the use cases for MMS tend to move beyond more transactional communications.<\/p>\r\n<p>These include:<\/p>\r\n<ul>\r\n\t<li>New product announcements<\/li>\r\n\t<li>Video walkthroughs<\/li>\r\n\t<li>Customer support screenshots<\/li>\r\n\t<li>Promotions<\/li>\r\n\t<li>Event invites<\/li>\r\n\t<li>Abandoned cart notifications<\/li>\r\n<\/ul>\r\n<p>Or, in some cases, just to amp up excitement. Those fun, gif-laden texts you get from brands? MMS.<\/p>\r\n\r\n[caption id=\"attachment_108045\" align=\"alignnone\" width=\"890\"]<img class=\"wp-image-108045 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Screen-Shot-2023-03-09-at-2.39.26-PM.png\" alt=\"MMS with gif from The Nudge\" width=\"890\" height=\"1382\" \/> <em><a href=\"https:\/\/www.nudgetext.com\/\" target=\"_blank\" rel=\"noopener\">The Nudge<\/a>, a planning app, adds fun gifs and imagery to the MMS messages to start the message on a fun note. <\/em>[\/caption]\r\n\r\n<p>When you look at it plainly, SMS and MMS are very similar and can be used in sometimes interchangeable ways.<\/p>\r\n<h3>SMS vs. MMS for Your Brand<\/h3>\r\n<p>The natural question becomes: \u201cDo I use MMS or SMS for my brand?\u201d<\/p>\r\n<p>Like most general marketing questions, the answer is \u201cit depends.\u201d But there are a few ways you can identify what works for your brand.<\/p>\r\n<p>First is your brand tone and style. Do you keep things light and fun? MMS might be better suited as your main texting option. If your brand is more formal, simple SMS messages might be more your speed.<\/p>\r\n<p>Second is your product and industry. Does your brand sell a product that looks good in images or needs an explainer video? MMS. Are you in an industry that covers more serious topics like mental health? An SMS might be better suited.<\/p>\r\n<p>This is not to say that MMS always has to be fun and playful. MMS messages can be informative and educational as well. It\u2019s all how you use it, but within the parameters of your own brand. We encourage you to experiment with both\u2014if you have the budget\u2014and see if engagement rates change!<\/p>\r\n<p><em>And, when you are curious to learn more, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">reach out<\/a> or <a href=\"https:\/\/iterable.com\/whitepaper\/ungated\/mobile-marketing-outlook\/\" target=\"_blank\" rel=\"noopener\">check out this guide<\/a> to learn more about mobile marketing overall!<\/em><\/p>","post_title":"What is the Difference Between SMS and MMS?","post_excerpt":"Text messages can actually be broken up into two categories: SMS and MMS. Here's a quick intro to these two messaging types.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-the-difference-between-sms-and-mms","to_ping":"","pinged":"","post_modified":"2023-03-15 17:24:57","post_modified_gmt":"2023-03-16 00:24:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=108024","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 09, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_MMS-vs-SMS.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS and MMS\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_MMS-vs-SMS.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_MMS-vs-SMS-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030923_MMS-vs-SMS-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-the-difference-between-sms-and-mms\/"},{"ID":107953,"post_author":"79","post_date":"2023-03-06 10:48:52","post_date_gmt":"2023-03-06 18:48:52","post_content":"<p>Every March we recognize Women\u2019s History Month\u2014a month dedicated to acknowledging and celebrating the challenges women have faced and, in spite of those challenges, the achievements they\u2019ve been able to accomplish. According to the <a href=\"https:\/\/nationalwomenshistoryalliance.org\/2023-theme\/\" target=\"_blank\" rel=\"noopener\">National Women\u2019s History Alliance<\/a>, the theme this year for Women\u2019s History Month is \u201cCelebrating Women Who Tell Our Stories.\u201d<\/p>\r\n<p>Because the theme focuses on uplifting women who can speak for the voiceless, this month, brands should strive to put an emphasis on highlighting specific women who belong to underrepresented groups or minorities. This month, especially with this theme, is all about sharing perspectives and experiences to help deepen understanding and acceptance.<\/p>\r\n<p>During Women\u2019s History Month we often see brands strive to embody these goals through their marketing communications. Some succeed, others may fall short, but today, we\u2019re focusing on the positive. Which brands, as of late, have gotten Women\u2019s History Month marketing right? What makes them stand out as good examples? Let\u2019s get into it.<\/p>\r\n<h3>1. M&amp;M\u2019s Flips the Status Quo<\/h3>\r\n<p><a href=\"https:\/\/www.polygon.com\/23567793\/m-and-m-spokescandies-controversy-explained-shoe-change-green-tucker-carlson\" target=\"_blank\" rel=\"noopener\">Spokescandy controversy<\/a> aside (insert eyeroll here), <a href=\"https:\/\/www.mms.com\/en-us\/\" target=\"_blank\" rel=\"noopener\">M&amp;M\u2019s<\/a> is embracing Women\u2019s History Month by creating brand new packaging. For the first time, the brand is debuting a design featuring only their female-identifying spokescandies: green, brown, and purple. In addition, the packaging is upside down to represent women who are \u201cflipping the status quo.\u201d<\/p>\r\n\r\n[caption id=\"attachment_107966\" align=\"alignnone\" width=\"2700\"]<img class=\"size-full wp-image-107966\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/screencapture-mms-en-us-flipthestatusquo-2023-02-27-14_04_35-edit.png\" alt=\"M&amp;Ms Women's History Month website\" width=\"2700\" height=\"3800\" \/> <em>For Women\u2019s History Month, M&amp;M\u2019s all-female spokescandies are flipped upside down to represent flipping the status quo.<\/em>[\/caption]\r\n\r\n<p>Not only are they revamping their packaging, but M&amp;M\u2019s also created an entire section of their website dedicated to \u201c<a href=\"https:\/\/www.mms.com\/en-us\/flipthestatusquo\" target=\"_blank\" rel=\"noopener\">flipping the status quo<\/a>.\u201d And, to align with the theme of the month, this page features a carousel of women who are making a difference, like <a href=\"https:\/\/www.instagram.com\/eyeconicash\/?hl=en\" target=\"_blank\" rel=\"noopener\">Ashlee Muhammed<\/a>, a streetwear designer, and <a href=\"https:\/\/www.instagram.com\/ledania\/?hl=en\" target=\"_blank\" rel=\"noopener\">Ledania<\/a>, a graffiti artist. They also are donating to the <a href=\"https:\/\/seejane.org\/\" target=\"_blank\" rel=\"noopener\">Geena Davis Institute on Gender in Media<\/a> and the <a href=\"https:\/\/femalefoundercollective.com\/\" target=\"_blank\" rel=\"noopener\">Female Founder Collective<\/a>.<\/p>\r\n<h3>2. Apt2b Highlights Women Making a Difference<\/h3>\r\n<p><a href=\"https:\/\/www.apt2b.com\/\" target=\"_blank\" rel=\"noopener\">Apt2b<\/a>, the furniture brand, sent out an email asking subscribers to nominate a woman who inspires them. There are a few noteworthy elements of this campaign to point out. First, the timing of the campaign. Rather than waiting until March, Apt2b got ahead of Women's History Month and launched mid-February, giving the campaign plenty of time to run before and into March.<\/p>\r\n\r\n[caption id=\"attachment_107972\" align=\"alignnone\" width=\"927\"]<img class=\"size-full wp-image-107972\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/screencapture-mail-google-mail-u-0-2023-02-28-11_46_00-edit.png\" alt=\"Apt2b supporting the theme of Women's History Month\" width=\"927\" height=\"3119\" \/> <em>Apt2b offers a sectional or a design consultation to one of the nominees.<\/em>[\/caption]\r\n\r\n<p>Not only is the timing of the campaign noteworthy, but the focus of the campaign is asking subscribers to nominate women who have been an asset to their communities and who have achievements they want to recognize. This directly aligns with the theme of \u201cCelebrating Women Who Tell Our Stories.\u201d Lastly, they are offering a prize to one of the nominees, showing their appreciation for the women who make a difference.<\/p>\r\n<h3>3. Quizlet Offers Women's History Month Study Sets<\/h3>\r\n<p>Learning and studying site, <a href=\"https:\/\/quizlet.com\/\" target=\"_blank\" rel=\"noopener\">Quizlet<\/a>, also sent out communications that aligned with the overarching theme of Women\u2019s History Month. Their email puts a huge emphasis on learning with the top module including a CTA to women\u2019s history study sets. The email continues with a blog post focused on women who challenged the status quo.<\/p>\r\n\r\n[caption id=\"attachment_107978\" align=\"alignnone\" width=\"1544\"]<img class=\"size-full wp-image-107978\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/screencapture-reallygoodemails-emails-celebrating-womens-history-month-2023-02-28-12_43_55-edit.png\" alt=\"Quizlet Provides Women's History Study Sets\" width=\"1544\" height=\"4191\" \/> <em>Quizlet\u2019s Women\u2019s History Month email featured content specifically created for March. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/celebrating-womens-history-month-\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s important to call out about this email is that it closely aligns with Quizlet\u2019s brand. Their mission, as it says on their site, is \u201cwe believe that anyone can learn anything. All it takes is a tenacious spirit, the right guidance, and the tools to see it through.\u201d So, by offering study sets about women\u2019s history, they\u2019re encouraging learning while also supporting the cause.<\/p>\r\n<h3>How Can Your Brand Support Women\u2019s History Month?<\/h3>\r\n<p>As with all months of recognition, your brand shouldn\u2019t speak up just for the sake of being part of the conversation. It\u2019s not enough anymore. Brands have the resources to make a difference and during these months of recognition\u2014Women\u2019s History Month and others\u2014brands need to step up and move the needle to create change.<\/p>\r\n<p>When thinking about marketing messaging to create during Women\u2019s History Month, think about what your brand excels in and how it can offer to support the cause. In the past, we\u2019ve spoken a lot about <a href=\"https:\/\/iterable.com\/blog\/how-to-approach-marketing-during-womens-history-month\/\" target=\"_blank\" rel=\"noopener\">authenticity in marketing<\/a> and aligning with your brand is a great place to start. M&amp;M\u2019s highlighted their female-identifying spokescandies, Apt2b offered prizes of furniture or design consultations, and Quizlet created study sets to help subscribers learn more about women\u2019s history. Tying the cause to the brand helps create a more authentic connection with customers.<\/p>\r\n<p>At Iterable, our Women\u2019s Network affinity group is open and welcome to all Iterators. It\u2019s a community where we can share our experiences, uplift each other, and initiate change at Iterable to continue to support underrepresented groups.<\/p>\r\n<p><em>Follow us on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> and <a href=\"https:\/\/www.instagram.com\/iterable\/?hl=en\" target=\"_blank\" rel=\"noopener\">Instagram<\/a> throughout this month as we highlight some female marketers who have flipped the status quo and let us know any you know are worth highlighting as well.<\/em><\/p>","post_title":"Brands Getting Women\u2019s History Month Right","post_excerpt":"Which brands, as of late, have gotten Women\u2019s History Month marketing right? What makes them stand out as good examples? Let\u2019s get into it.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brands-getting-womens-history-month-right","to_ping":"","pinged":"","post_modified":"2023-03-06 10:48:52","post_modified_gmt":"2023-03-06 18:48:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107953","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 06, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030223_WHM_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030223_WHM_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030223_WHM_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/030223_WHM_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/brands-getting-womens-history-month-right\/"},{"ID":107880,"post_author":"103","post_date":"2023-03-02 14:02:02","post_date_gmt":"2023-03-02 22:02:02","post_content":"<p>The current economic climate presents a number of challenges for marketers, including budget cuts, workforce reductions, and decreased consumer spending. To adapt to these challenges, we must learn to do more with less. It\u2019s more important than ever to take a strategic approach to marketing that focuses on targeting the right audience at the right time with a seamless tech-stack that allows you to focus on what matters \u2013 the customer experience. By adopting creative strategies, marketers can overcome these challenges and achieve success in a resource-constrained environment.<\/p>\r\n<p>In this webinar, you\u2019ll learn tactics that can help increase marketing program performance while maintaining a positive customer experience. Iterable\u2019s very own Hannah Ogden Borst, Senior Strategy Consultant, and Ryan Brelje, Senior Product Marketing Manager, will discuss practical steps that businesses can take to make their marketing campaigns recession-proof. By the end of the webinar, you\u2019ll have a clear understanding of how to boost marketing efficiency and drive revenue growth in the face of economic uncertainty.<\/p>\r\n<p><strong>You\u2019ll walk away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Iterable\u2019s four-step game plan<\/li>\r\n\t<li>Immediate actions you can put in place today<\/li>\r\n\t<li>Longer-term goals to optimize your CX tech-stack<\/li>\r\n\t<li>Examples of success stories from other leading brands<\/li>\r\n<\/ul>","post_title":"Thriving Not Just Surviving: Proven Tactics for Recession-Proof Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"thriving-not-just-surviving-proven-tactics-for-recession-proof-marketing","to_ping":"","pinged":"","post_modified":"2023-03-22 10:33:48","post_modified_gmt":"2023-03-22 17:33:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=107880","menu_order":17,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 02, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession_Webinar_Promo-Assets_Resource-Thumbnail-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession_Webinar_Promo-Assets_Resource-Thumbnail-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession_Webinar_Promo-Assets_Resource-Thumbnail-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/03\/Recession_Webinar_Promo-Assets_Resource-Thumbnail-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/thriving-not-just-surviving-proven-tactics-for-recession-proof-marketing\/"},{"ID":107745,"post_author":"79","post_date":"2023-02-28 10:58:26","post_date_gmt":"2023-02-28 18:58:26","post_content":"<p>It\u2019s no mystery that a \u201ccookieless future\u201d is upon us. Despite some initial delays, <a href=\"https:\/\/www.cookiebot.com\/en\/google-third-party-cookies\/\" target=\"_blank\" rel=\"noopener\">Google plans to eliminate third-party cookies<\/a> in Chrome browsers this year and Apple has already <a href=\"https:\/\/www.forbes.com\/sites\/kateoflahertyuk\/2022\/05\/25\/apple-slams-facebook-and-google-with-bold-new-privacy-ad\/?sh=25fbb9e63287\" target=\"_blank\" rel=\"noopener\">blocked data aggregators<\/a> and social media platforms like Facebook and Instagram from collecting data from iPhones and iPads\u2014which make up about 60% of mobile devices used today\u2014causing companies to lose over half of their third-party data.<\/p>\r\n<p>Nearly <a href=\"https:\/\/www.adrianswinscoe.com\/2022\/08\/nearly-half-of-cmos-are-not-ready-for-a-cookieless-future\/\" target=\"_blank\" rel=\"noopener\">half of CMOs<\/a> agree that their teams are not ready for this transition away from third-party data. And although many brands inherently have a \u201csweet tooth\u201d for zero-party data, they are not confident in their ability to collect and act on that data. In fact, according to a new report from <a href=\"https:\/\/cmocouncil.org\/expert-views\/cmo-blog\/data-moving-at-the-speed-of-disruption\" target=\"_blank\" rel=\"noopener\">The CMO Council<\/a>, while 91% of CMOs say direct access to customer data is a critical competitive advantage, only 11% say that data is readily accessible to them.<\/p>\r\n<p>But, without getting on board now and putting a strategic foundation in place\u2014as stricter consumer privacy restrictions pop up\u2014it will only become harder to navigate the future of zero-party data collection. The time to embrace zero-party data collection and application is here. Whether your team is ready or not, it\u2019s time to start putting these strategies in place. We\u2019re hoping we can help make it less daunting.<\/p>\r\n<h3>Shifting to a Zero-Party Mindset<\/h3>\r\n<p>Zero-party data is data that comes directly from the customer. It\u2019s information they provide\u2014think profile settings, birthdays, etc. Collecting zero-party data requires embracing a mindset shift. Marketers of the past were like hoarders\u2014keeping any data they could get their hands on and figuring out what to do with it later. Now, by remodeling data collection practices, and restructuring strategies with consumers in mind, brands can deliver on high consumer expectations and work with\u2014not against \u2014 consumers to do so. <br \/>\r\nBuilding an effective zero-party strategy requires:<\/p>\r\n<ol>\r\n\t<li>Understanding what zero-party data is and why it\u2019s important<\/li>\r\n\t<li>Determining what data to collect and how to get it (without overwhelming or annoying the customer)<\/li>\r\n\t<li>Applying zero-party data to existing campaigns to deliver better results<\/li>\r\n<\/ol>\r\n<p>Your data strategy should be transparent and deliver value. Customers need to know why your brand wants to collect this data, and they need to understand that by divulging this information, they'll see returns in the form of a valuable experience.<\/p>\r\n<h3>Understanding Zero-Party Data<\/h3>\r\n<p>Collecting zero-party data is a chicken-or-egg scenario in the sense that brands need to convince customers of the value of providing that information but, to demonstrate value, they need the data. When customers offer up zero-party data they\u2019re basically saying, \u201cI like you enough as a brand that I'm willing to give you information you don't necessarily need.\u201d<\/p>\r\n<p>But, the zero-party data your brand collects can\u2019t be frivolous\u2014remember, we\u2019re no longer data-hoarders. Each nugget of information you ask customers to provide needs to make their journey more seamless and their experience overall more cohesive.<\/p>\r\n<h3>Collecting Zero-Party Data<\/h3>\r\n<p>So once you\u2019ve decided you need to gather zero-party data, the question then becomes, \u201chow?\u201d From a tactical perspective, when we think about how brands are obtaining this information, there are multiple ways to collect zero-party data. Here are three common collection methods:<\/p>\r\n<h4>1. Account Creation<\/h4>\r\n<p>Brands often ask users to create an account in exchange for some benefit. Account creation, for example, at the bare minimum, requires a user's email address. Brands often offer easier order tracking or membership to a loyalty program in exchange for this information. An easy way to uplevel account creation is to add preference options. Let the user choose right away the types of messages or products they want to hear about. It sets the expectation of value that you can now deliver on.<\/p>\r\n\r\n[caption id=\"attachment_107764\" align=\"alignnone\" width=\"2624\"]<img class=\"wp-image-107764 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Screen-Shot-2023-02-28-at-1.49.22-PM.png\" alt=\"Sephora collects zero-party data by getting users to sign in for free shipping.\" width=\"2624\" height=\"1204\" \/> <em>Sephora offers free standard shipping in exchange for users signing up and in that process, providing their email address.<\/em>[\/caption]\r\n\r\n<h4>2. Post-Purchase Surveys<\/h4>\r\n<p>After a purchase is made, brands often reach out to customers to get their feedback on the product and overall shopping experience. Because the brand already has access to the customers\u2019 email address and other information required for a purchase, this method of zero-party data collection can capture additional preferences to help personalize future communications\u2014like product recommendations. Survey engagement can be tough. Try incentivizing survey completion with a discount or gift of some sort.<\/p>\r\n\r\n[caption id=\"attachment_107752\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-107752 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/File-97.jpg\" alt=\"Resy collects post-purchase zero-party data via survey\" width=\"1125\" height=\"1671\" \/> <em>Through post-experience surveys Resy aims to understand the user\u2019s restaurant preferences.<\/em>[\/caption]\r\n\r\n<h4>3. Tracking Website Activities<\/h4>\r\n<p>While browsing and web activity would technically be considered first-party data (it\u2019s collected implicitly), there are opportunities to collect zero-party data as users interact with your website or app. Helpful in-browser or in-app messages, for example, can make the overall experience easier while collecting customer preferences.<\/p>\r\n\r\n[caption id=\"attachment_107770\" align=\"alignnone\" width=\"1456\"]<img class=\"size-full wp-image-107770\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Conversational-Popup-from-Octane-AI-Bariatric-Fusion.gif\" alt=\"conversational pop-ups to collect zero-party data\" width=\"1456\" height=\"821\" \/> <em>According to <a href=\"https:\/\/www.octaneai.com\/blog\/what-is-zero-party-data-and-how-to-collect-it\" target=\"_blank\" rel=\"noopener\">Octane AI,<\/a> conversational pop-ups help drive six times the conversions and twice the opt-ins while also collecting vital zero-party data. Source: <a href=\"https:\/\/www.octaneai.com\/blog\/what-is-zero-party-data-and-how-to-collect-it\" target=\"_blank\" rel=\"noopener\">Octane AI<\/a>.<br \/>\r\n<\/em>[\/caption]\r\n\r\n<p>We recommend brands start collecting this data during the onboarding\/new user registration process. New customers tend to be more amenable to sharing information because they know they\u2019ll receive more relevant product recommendations by stating their needs up front.<\/p>\r\n<h3>Applying Zero-Party Data<\/h3>\r\n<p>Once you\u2019ve collected the data, your brand needs to use it\u2014easier said than done. According to <a href=\"https:\/\/hbr.org\/2020\/02\/small-data-can-play-a-big-role-in-ai\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a>, while businesses have more data than ever, they struggle to put that data to work. The report notes that for every \u201cbig\u201d data set, one that contains at least a billion columns and rows, brands likely have a thousand smaller sets of data going totally unused.<\/p>\r\n<p>In fact, while <a href=\"https:\/\/www.statista.com\/topics\/4481\/personalized-marketing\/\" target=\"_blank\" rel=\"noopener\">90% of U.S. consumers<\/a> find marketing personalization very or somewhat appealing, <a href=\"https:\/\/hbr.org\/sponsored\/2019\/10\/beyond-big-data-why-small-data-integration-is-the-key-to-cxm-success\" target=\"_blank\" rel=\"noopener\">only 15% of marketers<\/a> can integrate data to create a holistic customer view. This gap between data and data usage is what we call <a href=\"https:\/\/iterable.com\/blog\/closing-the-activation-gap-embracing-customer-data\/\" target=\"_blank\" rel=\"noopener\">the activation gap<\/a>.<\/p>\r\n<h4>Zero-Party Data in Practice<\/h4>\r\n<p><a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, the real estate site, for example, sends out curated, dynamic, automated emails featuring properties that are relevant to each individual user. To get those curated house listings, customers are prompted with a series of questions about what they like and dislike, where they want to purchase, their price range, their income, what interest rates they\u2019re comfortable with, what kind of loans, etc.<\/p>\r\n<p>They\u2019ve also put zero-party data to work in their re-engagement campaigns. To engage pre-existing users during their home shopping experience, Zillow sends a nurture email campaign with targeted content when someone takes an identified home shopping action on the site\u2014 resulting in <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-zillow-case-study\/\" target=\"_blank\" rel=\"noopener\">a 161% increase in open rates and an 18% increase in click-to-open rates<\/a>.<\/p>\r\n<h3>Embracing This Data Type<\/h3>\r\n<p>While reaching buyers at scale will be more difficult without third-party cookies, challenges force us to grow. The move to a cookieless strategy is part of an overall shift to being more privacy-centric, which consumers want. These changes will also lead to more engagement with brands via email and other marketing channels to ultimately help marketers drive more value for their brands and customers.<\/p>\r\n<p>Marketers should be focusing on building connections with their individual customers, anyways. The shift towards zero-party data is just the nudge we all need. Broad swaths of mass marketed ads might yield short-term conversions, but fall short in delivering long term value. By activating zero-party data, marketers will reach the right people at the right time and deliver better ROI for marketing dollars spent.<\/p>\r\n<p><em>To learn more about how Iterable can help your brand close the activation gap and take advantage of zero-party data, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Zero-Party Data Strategies for 2023","post_excerpt":"It\u2019s time to start putting these zero-party data strategies in place. We\u2019re hoping we can help make it less daunting.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"zero-party-data-strategies-for-2023","to_ping":"","pinged":"","post_modified":"2023-02-28 10:58:26","post_modified_gmt":"2023-02-28 18:58:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107745","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 28, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021623_Zero-Party-Data.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Zero-Party Strategies\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021623_Zero-Party-Data.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021623_Zero-Party-Data-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021623_Zero-Party-Data-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/zero-party-data-strategies-for-2023\/"},{"ID":107686,"post_author":"79","post_date":"2023-02-23 08:27:58","post_date_gmt":"2023-02-23 16:27:58","post_content":"<p>There\u2019s nothing that compares to the flutter of your heart when you hear that notorious \u201cbuzz buzz\u201d of your phone. Something exciting is happening on that little digital brick and you have to know\u2014right away\u2014what\u2019s going on. Marketers are fully aware that mobile devices are extensions of their customers and serve as a direct line of communication.<\/p>\r\n<p>Because of this ability to reach customers wherever and whenever, they\u2019re starting to increasingly embrace mobile marketing strategies. But, as mobile capabilities evolve, new trends are starting to emerge\u2014and brands are taking note. Let\u2019s explore some of these latest mobile trends.<\/p>\r\n<h3>Mobile Gaming<\/h3>\r\n<p>Mobile gaming is taking off. According to <a href=\"https:\/\/venturebeat.com\/business\/newzoo-over-3-billion-gamers-by-2023\/\" target=\"_blank\" rel=\"noopener\">VentureBeat<\/a>, the <strong>total global number of gamers will reach three billion this year<\/strong>. That means over a third of the global population plays games. While much of this growth is attributed to shifting demographics\u2014\u201dmost young folks play games\u201d\u2014mobile gaming is also responsible for some of the growth.<\/p>\r\n<p>One reason why mobile gaming, specifically, is contributing to the growth of the gaming industry is because of the free-to-play model. Users can download a mobile gaming app, play for free, and then make in-game purchases. The free-to-play model is so effective that \u201c<a href=\"https:\/\/venturebeat.com\/business\/newzoo-over-3-billion-gamers-by-2023\/\" target=\"_blank\" rel=\"noopener\">98% of all mobile game revenues<\/a> were generated through in-game transactions.\u201d<\/p>\r\n<p>So what\u2019s the connection to mobile marketing? Understanding there\u2019s a large gaming population, and the difficulty of <a href=\"https:\/\/iterable.com\/blog\/score-big-with-these-mobile-gaming-user-retention-tips\/\" target=\"_blank\" rel=\"noopener\">retaining<\/a> and <a href=\"https:\/\/iterable.com\/blog\/5-ways-to-improve-mobile-app-engagement\/\" target=\"_blank\" rel=\"noopener\">engaging<\/a> app users, mobile marketers have started to incorporate aspects of gamification.<\/p>\r\n<h4>Gamification in Non-Gaming Apps<\/h4>\r\n<p>Adding gaming elements to consumer apps can increase retention. Diet app, Noom, for example, sets reading goals within the app. Once the daily reading task is achieved, users are rewarded with coins. Users try to complete readings, collect coins, and level up\u2014similar to a game. This aspect of leveling up and making progress helps retain customers and reduce churn. After all, who wants to start over at level one?<\/p>\r\n\r\n[caption id=\"attachment_107693\" align=\"alignnone\" width=\"1100\"]<img class=\"size-full wp-image-107693\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/MTkwMDM3ODgzNTY5MDU1Mzkw.webp\" alt=\"Noom gamification mobile trend\" width=\"1100\" height=\"615\" \/> <em>Noom offers readings and quizzes to help customers \u201clevel up\u201d as they continue to use the app. Source: <a href=\"https:\/\/www.si.com\/showcase\/health\/noom-weight-loss-app-review\" target=\"_blank\" rel=\"noopener\">Sports Illustrated<\/a>.<\/em>[\/caption]\r\n\r\n<h3>Mobile Video<\/h3>\r\n<p>Video, as a medium, has always held consumers\u2019 attention. But the popularity of mobile video, in particular, is skyrocketing. \u201cIn 2020, 63% of all mobile traffic was video traffic. This number is predicted to grow to <a href=\"https:\/\/www.blog.udonis.co\/mobile-marketing\/mobile-marketing-trends-in-2020\" target=\"_blank\" rel=\"noopener\">76% by 2025<\/a>.\u201d Also of note, \u201cin 2021, the average US user had 9.5 streaming apps on a mobile device. This is an <a href=\"https:\/\/www.blog.udonis.co\/mobile-marketing\/mobile-marketing-trends-in-2020\" target=\"_blank\" rel=\"noopener\">85% increase<\/a> in comparison to 2019.\u201d<\/p>\r\n<p>Understanding how consumers are using different platforms is crucial for video success. If videos interrupt or prolong activities, they\u2019re not going to engage users. Take TikTok, for example. The video-based social network is rapidly gaining popularity (it\u2019s been downloaded <a href=\"https:\/\/wallaroomedia.com\/blog\/social-media\/tiktok-statistics\/\" target=\"_blank\" rel=\"noopener\">2.6 billion times worldwide<\/a>) and it runs on short, user-generated videos. Plus TikTok\u2019s algorithm gives each individual user a custom experience\u2014delivering only videos the user is most likely to interact with. If your brand\u2019s ad or video is too long, staged, or irrelevant, users are going to scroll.<\/p>\r\n<h4>Video Ads<\/h4>\r\n<p>One marketing example of mobile videos <a href=\"https:\/\/www.blog.udonis.co\/mobile-marketing\/mobile-marketing-trends-in-2020\" target=\"_blank\" rel=\"noopener\">Udonis<\/a> points to is the expansion of mobile video ads. As mentioned above, free-to-play mobile games prove to be beneficial for increased engagement but how can brands make money while they wait for users to make in-app purchases? Ads. But, with a variety of mobile video platforms to choose from, Udonis points out, brands have to be smart about how and where they display their video ads.<\/p>\r\n\r\n[caption id=\"attachment_107699\" align=\"alignnone\" width=\"1024\"]<img class=\"size-full wp-image-107699\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/In-app-video-ad-example-1024x532-1.jpeg\" alt=\"Motioncue example of a video ad within a mobile game\" width=\"1024\" height=\"532\" \/> <em>One place we often see mobile video ads is in free-to-play games. They pop up, advertising other similar games to capture users\u2019 attention. Source: <a href=\"https:\/\/motioncue.com\/mobile-video-advertising\/\" target=\"_blank\" rel=\"noopener\">Motioncue<\/a>.<\/em>[\/caption]\r\n\r\n<h3>Social Commerce as a Mobile Trend<\/h3>\r\n<p>Speaking of social networks, another mobile trend to watch is social commerce. Social commerce, very simply, is selling through social networks. According to McKinsey, \u201cIn 2021, $37 billion in goods and services were purchased through social-commerce channels. By 2025, that figure is expected to swell to nearly $80 billion, or 5 percent of total US e-commerce.\u201d<\/p>\r\n<p>The umbrella of \u201csocial commerce,\u201d however, covers a variety of marketing tactics. One example is brands implementing augmented reality (AR). L\u2019Oreal, the beauty brand, rolled out a <a href=\"https:\/\/techcrunch.com\/2020\/11\/12\/loreal-rolls-out-a-line-of-virtual-makeup\/\" target=\"_blank\" rel=\"noopener\">virtual filter<\/a> that allowed users to \u201cwear\u201d their lipstick colors while on apps like Snapchat.<\/p>\r\n<h4>Influencer Marketing<\/h4>\r\n<p>Influencer marketing is another category of social commerce. People with large social media followings jump on their platforms, post a minute-long video talking about the benefits of certain products, and BAM, the brand behind the product makes a killing.<\/p>\r\n<p>As <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/social-commerce-the-future-of-how-consumers-interact-with-brands\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> explains, \u201cFor example, rather than watching an ad for a new skin-care formula, your favorite celebrity can invite you behind the scenes into their daily skin-care routine, showing you how they use the branded product and why they love it. Consumers can then buy the product directly within the platform, whether it\u2019s on Instagram or TikTok or through YouTube Shopping.\u201d<\/p>\r\n\r\n[caption id=\"attachment_107711\" align=\"alignnone\" width=\"799\"]<img class=\"size-full wp-image-107711\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/perlen-des-influencer-marketings-19.gif\" alt=\"Influencer marketing falls under the mobile trend of social commerce\" width=\"799\" height=\"602\" \/> <em>Influencers are now required to use \u201c#ad\u201d in their paid posts to make it clear to users that the post is an advertisement. Source: <a href=\"https:\/\/swat.io\/en\/advertise\/top-20-pearls-of-influencer-marketing-examples\/\" target=\"_blank\" rel=\"noopener\">Swat.io<\/a>.<\/em>[\/caption]\r\n\r\n<p>Social commerce connects brands with customers on a more personal level while making the shopping experience easier and more interactive.<\/p>\r\n<h3>Mobile Trends Continue to Evolve, Especially When it Comes to Marketing<\/h3>\r\n<p>Mobile gaming, mobile videos, and social commerce are just a few of the mobile trends that we expect to become more mainstream in the future. With mobile channels providing an open line of communication to every customer, brands are taking advantage and new trends will continue to emerge, especially when it comes to mobile marketing.<\/p>\r\n<p>One huge factor that makes mobile marketing so appealing is the ability to personalize communications. The two-way line of communication not only gives brands the ability to reach customers, but it gives customers the ability to reach brands, providing highly valuable zero party data that can inform hyper-personalized messaging going forward. The more you lean into integrating mobile channels, the more you\u2019ll get out of them.<\/p>\r\n<p><em>To learn more about how Iterable can help you develop and heighten your mobile marketing program, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"The Latest Mobile Trends to Watch in 2023","post_excerpt":"As mobile capabilities evolve, new trends are emerging\u2014and brands are taking note. Let\u2019s explore some of these latest mobile trends.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"mobile-trends-2023","to_ping":"","pinged":"","post_modified":"2023-03-15 17:24:42","post_modified_gmt":"2023-03-16 00:24:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107686","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 23, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/011623_Mobile-Trends-2023_768-x-512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Mobile Trends 2023\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/011623_Mobile-Trends-2023_768-x-512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/011623_Mobile-Trends-2023_768-x-512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/011623_Mobile-Trends-2023_768-x-512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/mobile-trends-2023\/"},{"ID":107528,"post_author":"103","post_date":"2023-02-17 06:43:51","post_date_gmt":"2023-02-17 14:43:51","post_content":"<p>Have you hit a creative block? Do all of your marketing campaigns feel the same? It\u2019s time to get outside of the box!<\/p>\r\n<p>Rachel Kamel, Growth Director in the gaming industry, will lead us through how she pushes creative boundaries to capture the attention of her audience, all while staying true to the brand\u2019s voice, look, and feel. Learn how she works efficiently with other teams to brainstorm fresh ideas, test multiple variables, and deliver joy to her customers through aesthetic messages.<\/p>\r\n<p>Deja Darrington, Customer Marketing Manager at Iterable will join Rachel as they chat through pushing past creative roadblocks and thinking outside the box to capture attention and increase revenue.<\/p>\r\n<p><br \/>\r\n<strong>Walk away from this webinar understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to think outside of the box<\/li>\r\n\t<li>Best practices for effectively testing new creative approaches<\/li>\r\n\t<li>Tips for maintaining customer-centric campaigns<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Ask A Dreamer About: Pushing Creative Boundaries to Boost Engagement","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-dreamer-about-pushing-creative-boundaries-to-boost-engagement","to_ping":"","pinged":"","post_modified":"2023-03-08 12:33:04","post_modified_gmt":"2023-03-08 20:33:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=107528","menu_order":18,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 17, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Ask-a-Marketer_Pushing-Creative-Boundaries_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Ask-a-Marketer_Pushing-Creative-Boundaries_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Ask-a-Marketer_Pushing-Creative-Boundaries_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Ask-a-Marketer_Pushing-Creative-Boundaries_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-dreamer-about-pushing-creative-boundaries-to-boost-engagement\/"},{"ID":107554,"post_author":"35","post_date":"2023-02-16 12:20:21","post_date_gmt":"2023-02-16 20:20:21","post_content":"<p style=\"font-size: 7px;\"><em>The emails presented in this communication are for illustrative purposes only and are not representative of any official endorsements or partnerships with the brands featured. Not all of the brands mentioned in this communication are not Iterable customers or affiliates. The purpose of showcasing these examples is to provide generic representations of effective email marketing strategies, design elements, or content practices. The inclusion of any brand names or logos does not imply any association, endorsement, or relationship with the entities mentioned. If you have any concerns or inquiries regarding the content presented, please contact us for clarification. We respect the intellectual property rights of all brands and aim to use examples that adhere to ethical standards.<\/em><\/p>\r\n<p>As soon as the calendar reaches February 1st (and maybe slightly before), brands begin rolling out their marketing campaigns that commemorate and pay homage to Black History Month. But is starting near or around February and abruptly ending come March enough? In the past we\u2019ve written about the <a href=\"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/\" target=\"_blank\" rel=\"noopener\">history<\/a> of Black History Month and the importance of creating <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">authentic<\/a> marketing campaigns. To achieve authenticity, customers are calling on brands to focus on inclusive marketing year-round.\u00a0<\/p>\r\n<p>As <a href=\"https:\/\/digiday.com\/marketing\/brands-extend-inclusive-marketing-efforts-beyond-black-history-month\/\" target=\"_blank\" rel=\"noopener\">Digiday<\/a> says, \u201cIn recent years, the one-month approach to Black History Month marketing hasn\u2019t worked for brands as consumers have become skeptic[al] of brand marketing\u2026\u201d As a result of widespread misinformation and undergoing the collective trauma of a pandemic, customers are nervous about the intentions behind brands\u2019 messaging. According to <a href=\"https:\/\/hbr.org\/2022\/06\/3-ways-marketers-can-earn-and-keep-customer-trust\" target=\"_blank\" rel=\"noopener\">HBR<\/a>, \u201cA <a href=\"https:\/\/www.thedrum.com\/news\/2021\/03\/24\/just-over-third-consumers-trust-brands-say-clear-channel-and-jcdecaux\" target=\"_blank\" rel=\"noopener\">2021 survey of 1,000 consumers<\/a> concluded that more than 80% consider trust a deciding factor in their buying decisions, despite the fact that only 34% trust the brands they use.\u201d<\/p>\r\n<p>With customer trust currently in the toilet, brands need to demonstrate that their \u201cinclusive\u201d marketing messages during Black History Month aren\u2019t just to check a box on an editorial calendar. But how?<\/p>\r\n<h3>Black History, Not Just in the Month of February<\/h3>\r\n<p>As consumers, we\u2019re well aware of these \u201ctentpole\u201d holidays that brands are desperate to be a part of. We\u2019ve gotten the one-off rainbow-smattered emails in June and the nods to Rosie the Riveter in March. Unfortunately, Black History Month has also fallen victim to these inbox-stuffers brands insist on sending out.\u00a0<\/p>\r\n<p>As marketers, however, we\u2019re faced with a challenge\u2014a double-edged sword. Don\u2019t send anything and you\u2019ll be criticized; send something vague and you could be criticized even more. It\u2019s not enough to be part of a conversation anymore. Brands need to align their values with their inclusive marketing efforts and their marketing messages should reflect this connection. Plus, to be seen as truly authentic, these inclusive marketing efforts have to extend beyond February. Let\u2019s take a look at some brands that are doing it right.<\/p>\r\n<h4>1. Creating Permanent Pages on a Website<\/h4>\r\n<p><a href=\"https:\/\/digiday.com\/marketing\/brands-extend-inclusive-marketing-efforts-beyond-black-history-month\/\" target=\"_blank\" rel=\"noopener\">Digiday<\/a> pointed out <a href=\"https:\/\/www.jackdaniels.com\/en-us\" target=\"_blank\" rel=\"noopener\">Jack Daniel\u2019s<\/a>, the whiskey maker, as a brand who celebrates the Black community beyond the month of February. Through their \u201c<a href=\"https:\/\/www.jackdaniels.com\/en-us\/BHM\" target=\"_blank\" rel=\"noopener\">Every Legacy Has a Beginning<\/a>\u201d campaign, Jack Daniel\u2019s highlights the importance of having \u201cStraight Up\u201d conversations, featuring Legacy Makers, printable cards to start conversations, and the history of Nathan \u201cNearest\u201d Green, the enslaved man who, in the late 1850s, taught Jack Daniel\u2019s how to make whiskey.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_107587\" align=\"alignnone\" width=\"2460\"]<img class=\"size-full wp-image-107587\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/screencapture-jackdaniels-en-us-BHM-2023-02-12-14_32_27-edit.png\" alt=\"Jack Daniel's permanent Black History Month page\" width=\"2460\" height=\"3960\" \/> <em>Jack Daniel\u2019s hosts a permanent section on their website dedicated to having honest conversations and celebrating the company\u2019s Black community throughout history.<\/em>[\/caption]\r\n\r\n<p>This section of the Jack Daniel\u2019s site is tied directly to Black History Month, but it doesn\u2019t go away at the end of February. While this page is now a permanent fixture on their site, Jack Daniel\u2019s didn\u2019t always acknowledge the role Nathan \u201cNearest\u201d Green played in the company\u2019s history, but once author and real estate investor, <a href=\"https:\/\/www.nytimes.com\/2017\/08\/15\/dining\/jack-daniels-whiskey-slave-nearest-green.html\">Fawn Weaver<\/a>, dug into their past, Jack Daniel\u2019s now recognizes Nathan \u201cNearest\u201d Green as their first master distiller, with Jack Daniel listed second.<\/p>\r\n<h4>2. Donating to a Cause<\/h4>\r\n<p>Another way brands can extend their recognition of Black History Month beyond February is by donating to a cause that supports and uplifts the Black community. <a href=\"https:\/\/www.globalcitizen.org\/en\/\" target=\"_blank\" rel=\"noopener\">Global Citizen<\/a>, an international education and advocacy organization dedicated to ending extreme poverty, issued an Action Alert via email. This Action Alert calls out the need to fight inequality and discrimination every day, not just in February.<\/p>\r\n\r\n[caption id=\"attachment_107593\" align=\"alignnone\" width=\"820\"]<img class=\"size-full wp-image-107593\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/screencapture-mail-google-mail-u-0-2023-02-12-19_30_10-edit.png\" alt=\"Global Citizen BHM Equity Heroes\" width=\"820\" height=\"2498\" \/> <em>Global Citizen recognizes that discrimination is an issue that extends far beyond the bounds of February and asks members to become Equity Heroes.<\/em>[\/caption]\r\n\r\n<p>Taking action on Global Citizen\u2019s site directly contributes to their goal of ending extreme poverty. As they say on their site, \u201cWhen you take action, you\u2019re fighting for a world free from extreme poverty. Global citizens' voices influence world leaders and decision makers, and contribute to shaping our world.\u201d This email, when clicked, takes users to a challenge titled \u201cEquity Hero.\u201d\u00a0<\/p>\r\n<p>To become an equity hero, Global Citizen outlines seven steps:<\/p>\r\n<ol>\r\n\t<li>Equity vs. Equality: What\u2019s the Difference?<\/li>\r\n\t<li>Follow Some Activists!<\/li>\r\n\t<li>Get to Grips with Intersectionality<\/li>\r\n\t<li>Do a Self Assessment<\/li>\r\n\t<li>Educate Yourself<\/li>\r\n\t<li>Start a Conversation<\/li>\r\n\t<li>Choose Equity and Justice Everyday.<\/li>\r\n<\/ol>\r\n<p>A big part of inclusive marketing is the actual inclusion of underrepresented groups, as well as the recipient of messages. Too often is marketing a one-way street of sender to recipient. Global Citizen\u2019s example here shows a good way to empower an email audience to make a difference they might not have know about previously.<\/p>\r\n<h4>3. Building Support Into Your Business<\/h4>\r\n<p>Another way brands can uplift and celebrate the Black community during Black History Month and beyond is by making it easy for their customers to support the community. <a href=\"https:\/\/www.yelp.com\/\" target=\"_blank\" rel=\"noopener\">Yelp<\/a>, the review app, for example, includes a filter on their app making it easy for users to find Black-owned businesses and restaurants in any part of the world. This feature is built into the app and doesn\u2019t disappear come March.<\/p>\r\n\r\n[caption id=\"attachment_107599\" align=\"alignnone\" width=\"922\"]<img class=\"size-full wp-image-107599\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/screencapture-mail-google-mail-u-0-2023-02-12-19_58_11-edit.png\" alt=\"Yelp Black Owned Businesses Filter\" width=\"922\" height=\"2089\" \/> <em>Yelp celebrates Black-owned businesses and makes it easy for users to find and support these businesses.<\/em>[\/caption]\r\n\r\n<p>In their Black History Month email, Yelp highlights the fact that their app allows users to filter by Black-owned businesses. It\u2019s not a new feature or a pop-up, one-time occurrence. Their ones-to-watch CTA leads to a nationwide list of Black-owned businesses in food, beauty, and home decor. Featuring this list further demonstrates Yelp\u2019s awareness of new Black-owned businesses on a national scale as something that happens all the time, not just in February.<\/p>\r\n<h3>The Intersection of Brand Identity and Brand Values<\/h3>\r\n<p>Celebrating Black History Month can be an opportunity for your brand to highlight year-round initiatives that are already underway. Don\u2019t be the brand that, for 28 days, supports a cause or throws up a celebratory LinkedIn banner. Be the brand that continuously makes a difference and contributes to the cause beyond February.\u00a0<\/p>\r\n<p>As Iterable\u2019s DEI Specialist Jasmine Jackson puts it, \u201cThroughout the year, we embed the importance and dignity of Black voices and experiences. In the United States, February serves as an opportunity to illuminate this sentiment by celebrating Black History Month.\u00a0<\/p>\r\n<p>Across history, Black people have made extraordinary contributions throughout the realms of creativity, innovation, and culture. This Black History Month, it is as important as ever to recognize the power of knowledge, celebration, and community.\u00a0<\/p>\r\n<p>Iterable is excited and proud to celebrate this month with our Black @ IT Affinity Group and Iterator community. Whether it\u2019s finding community events, exploring learning resources, or supporting Black-owned businesses, we encourage you to find ways to observe this month!\u201d\u00a0\u00a0<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Supporting the Black Community During Black History Month & Beyond","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-black-history-month-2023","to_ping":"","pinged":"","post_modified":"2024-02-05 12:20:42","post_modified_gmt":"2024-02-05 20:20:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107554","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 16, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021423_BHM_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021423_BHM_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021423_BHM_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/021423_BHM_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-black-history-month-2023\/"},{"ID":107322,"post_author":"79","post_date":"2023-02-09 11:19:08","post_date_gmt":"2023-02-09 19:19:08","post_content":"<p>February is here and that means shelves are stocked with assorted chocolates, pink and red trinkets, and cards featuring language as flowery as the literal bouquets next to them. Shelves aren\u2019t the only things getting filled with Valentine\u2019s Day cheer\u2014inboxes, whether email, SMS, or otherwise\u2014are too. Without a major tentpole holiday in the early months of the year, brands tend to take advantage of the lovey-dovey holiday and run major promotions.<\/p>\r\n<p>Not all of these promotional messages hit the mark, however. To be the most impactful, brands should aim to align their holiday promotions with what the audience is looking for, what their brand offers, and the channel they\u2019re sent through. In other words, trying to force a connection to Valentine\u2019s Day might come across as disingenuous\u2014not the type of impression you want to make on the holiday of love and affection. It\u2019s not all bad, though. Some brands are playing to their strengths and using Valentine\u2019s Day marketing messaging to make an impact.<\/p>\r\n<h3>1. Aligning With the Audience<\/h3>\r\n<p>What\u2019s something everyone makes on Valentine\u2019s Day? Reservations. <a href=\"https:\/\/resy.com\/\" target=\"_blank\" rel=\"noopener\">Resy<\/a>, the reservation app, is well aware of this and knows some people may wait until the very last minute to secure a table. They sent a Valentine\u2019s Day marketing message giving users the opportunity to add themselves to multiple waiting lists at already-full restaurants in the hopes of getting a seat. `<\/p>\r\n\r\n[caption id=\"attachment_107323\" align=\"alignnone\" width=\"1553\"]<img class=\"size-full wp-image-107323\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/screencapture-reallygoodemails-emails-where-to-spend-valentines-day-2023-01-30-14_32_37-edit.png\" alt=\"Valentine's Day Marketing Email from Resy\" width=\"1553\" height=\"4807\" \/> <em>Resy employs three different email marketing strategies in their Valentine\u2019s Day email. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/where-to-spend-valentines-day\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>But that\u2019s not all. To align with their audience, Resy uses <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-email-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based marketing<\/a> to send hyper-individualized content to users. The body copy speaks specifically to Chicago-based customers and it\u2019s likely this copy changes to reflect where each customer is located.<\/p>\r\n<p>On top of that, Resy aims to ensure that the dynamic content displayed in the email is in fact relevant. So, in an attempt to collect <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>, they ask the user if Chicago is the correct location and, if not, they offer solutions. Brand alignment, location-based dynamic content, and zero-party data collection\u2014we\u2019re in love.<\/p>\r\n<h3>2. Aligning With the Brand<\/h3>\r\n<p>While it\u2019s obviously important to align your messaging with the audience, it\u2019s also important to align messaging with your brand. In the previous example, Resy aligns their brand\u2014a reservation app\u2014with a classic Valentine\u2019s Day scenario: the reservation scramble. <a href=\"https:\/\/unsplash.com\/\" target=\"_blank\" rel=\"noopener\">Unsplash<\/a>, the stock photo library, aligns their Valentine\u2019s Day marketing emails to their brand as well.<\/p>\r\n\r\n[caption id=\"attachment_107335\" align=\"alignnone\" width=\"1304\"]<img class=\"size-full wp-image-107335\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/screencapture-reallygoodemails-emails-fall-in-love-with-matchs-curated-collection-2023-02-09-14_07_50-edit.png\" alt=\"Unsplash and Match Partner for Valentine's Day\" width=\"1304\" height=\"2734\" \/> <em>Unplash and Match paired up to deliver a curated love-filled photo library. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/fall-in-love-with-matchs-curated-collection-\" target=\"_blank\" rel=\"noopener\">Really Good Emails.<\/a><\/em>[\/caption]\r\n\r\n<p>In a maybe not-so-obvious pairing, Unsplash partnered with <a href=\"https:\/\/www.match.com\/\" target=\"_blank\" rel=\"noopener\">Match<\/a>, the dating site, to create curated Valentine\u2019s Day image libraries. Match is known for creating love connections and Unsplash is known for delivering high-quality stock images, so the two brands are playing to their strengths. They even call out the specific members of Match\u2019s Brand Marketing team that curated the collection. Plus, we know that <a href=\"https:\/\/iterable.com\/blog\/understanding-brand-partnerships-and-second-party-data\/\" target=\"_blank\" rel=\"noopener\">brand partnerships<\/a> are valuable for gathering second-party data, so Match and Unsplash are likely benefitting on the backend from this collaboration.<\/p>\r\n<p>This email also aligns with Unsplash\u2019s audience. Marketers (like us) will probably need Valentine\u2019s Day stock images (for example, the header image of this blog post) to populate their February marketing collateral. This email provides a great resource for presumably a large portion of Unsplash\u2019s audience.<\/p>\r\n<h3>3. Aligning With the Channel<\/h3>\r\n<p>Lastly, we can\u2019t forget about the channel. We wouldn\u2019t be Iterable if we didn\u2019t also touch on mobile. HBO Max, the streaming service, has a mobile app and\u2014assuming users have opted in to receive notifications\u2014can send push notifications right to their phones. With a <a href=\"https:\/\/www.retaildive.com\/ex\/mobilecommercedaily\/how-does-push-compare-to-email\" target=\"_blank\" rel=\"noopener\">21% engagement rate<\/a>, taking advantage of this marketing channel can be incredibly beneficial.<\/p>\r\n\r\n[caption id=\"attachment_107341\" align=\"alignnone\" width=\"1776\"]<img class=\"size-full wp-image-107341\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Screen-Shot-2023-02-09-at-2.11.35-PM.png\" alt=\"HBO Max Valentine's Day Push Notifications\" width=\"1776\" height=\"654\" \/> <em>HBO Max sends push notifications to users reminding them of the best Valentine\u2019s Day movies to stream. Source: <a href=\"https:\/\/www.seodogs.com\/blog\/tips-for-writing-perfect-push-notification-content\/\" target=\"_blank\" rel=\"noopener\">Dallas SEO Dogs<\/a>.<\/em>[\/caption]\r\n\r\n<p>While this information could be (and probably also was) sent via email, this push notification is different because it can appear on a tablet or mobile device, linking users immediate access to the app content on the same device. Sure, you and your betrothed may not want to huddle around an iPhone to watch a romantic movie, but this serves as a good reminder a) about Valentine\u2019s Day in general and b) to choose a movie to watch.<\/p>\r\n<p>It\u2019s important to note the timestamp on the notification as well. It wasn\u2019t sent at eight in the evening or eight in the morning\u2014it was sent before someone may leave for a romantic reservation (thanks, Resy!), giving the recipient plenty of time to plan.<\/p>\r\n<h3>Love is in the <del>Air<\/del> Inbox<\/h3>\r\n<p>While some Valentine\u2019s Day marketing messages can err on the side of cheesy, it is possible to create campaigns that provide value. By aligning with your audience, your brand, and the channels through which you send your messages, you\u2019ll be able to set yourself apart from the generic batch-and-blast, heart-filled campaigns.<\/p>\r\n<p>Remember, rather than aligning with just one of the above examples, the goal is to cover all three\u2014the trifecta\u2014in every message. For example if you align with brand and audience but send a lengthy message via SMS and images don\u2019t populate correctly, the message won\u2019t be well-received (literally and figuratively). Every channel serves a purpose to be sure that while maintaining audience and brand relevance, you\u2019re also playing to the strengths of each marketing channel.<\/p>\r\n<p>While tackling brand, audience, and channel may seem overwhelming, it doesn\u2019t have to be. With the right customer communication platform consolidating your customer data, personalizing journeys, and creating channel-specific content can be a breeze.<\/p>\r\n<p><em>To learn how Iterable can help you create relevant, timely, individualized marketing campaigns with ease, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a>.<\/em><\/p>","post_title":"Valentine\u2019s Day Marketing Messages That Make an Impact","post_excerpt":"Some brands are playing to their strengths and using Valentine\u2019s Day marketing messaging to make an impact.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"valentines-day-marketing-messages-that-make-an-impact","to_ping":"","pinged":"","post_modified":"2023-02-09 11:19:08","post_modified_gmt":"2023-02-09 19:19:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107322","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 09, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/020723_Valentines-Day_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Valentine&#039;s Day Marketing Messaging\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/020723_Valentines-Day_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/020723_Valentines-Day_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/020723_Valentines-Day_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/valentines-day-marketing-messages-that-make-an-impact\/"},{"ID":107294,"post_author":"104","post_date":"2023-02-09 10:13:40","post_date_gmt":"2023-02-09 18:13:40","post_content":"<p>In recent years, subscriptions have become more popular and customers are enjoying the convenience they offer.<\/p>\r\n<p>With the rising cost of living, customers have to be selective and choose the ones they want to use and, in the highly competitive fitness industry, building and maintaining customer loyalty is critical for success.<\/p>\r\n<p>In this webinar, Saagar Bains and Alicia Gillard from The Body Coach and Murray Wright from Iterable discuss how the fitness app, whose online workouts during the pandemic reached huge audiences, builds customer loyalty with increased personalisation.<\/p>\r\n<p><strong>You will learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>How The Body Coach enhance customer loyalty and drive long-term growth<\/li>\r\n\t<li>The role of personalisation in fostering customer loyalty<\/li>\r\n\t<li>How The Body Coach is using Martech to create engaging and effective customer experiences<\/li>\r\n<\/ul>","post_title":"Getting Fit with Martech: How Iterable Helps The Body Coach Build Customer Loyalty","post_excerpt":"How The Body Coach, whose online workouts during the pandemic reached huge audiences, builds customer loyalty with increased personalisation.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"getting-fit-with-martech-body-coach","to_ping":"","pinged":"","post_modified":"2023-02-09 11:02:54","post_modified_gmt":"2023-02-09 19:02:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=107294","menu_order":19,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 09, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"431\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Screenshot-2023-02-08-at-14.34.16-768x431.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Screenshot-2023-02-08-at-14.34.16-768x431.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Screenshot-2023-02-08-at-14.34.16-300x168.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Screenshot-2023-02-08-at-14.34.16-1024x575.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/02\/Screenshot-2023-02-08-at-14.34.16.png 1251w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/getting-fit-with-martech-body-coach\/"},{"ID":107178,"post_author":"79","post_date":"2023-01-30 08:25:53","post_date_gmt":"2023-01-30 16:25:53","post_content":"<p>Customer data powers the ultimate customer experience. Seems obvious, right? We have so much information at our fingertips\u2014birthdays, purchase history, location, etc. How could we, as marketers, not take advantage of this wealth of information? What we\u2019ve learned, however, is that it\u2019s not that brands don\u2019t want to activate their customer data, but they don\u2019t know how.<\/p>\r\n<p>The challenge many brands today face is connecting the available data to the marketing channels being used to reach customers. This gap\u2014the Activation Gap\u2014leads to disjointed, clunky experiences that result in frustration for both the marketer, and the customer. How frustrating is it when you, as a customer, create a cart on your mobile device and, when you log in on a desktop computer, your cart is empty? How annoying is it when you, as a marketer, have duplicate email addresses for the same customer on multiple email lists but can\u2019t sift through your lists cleanly to find the repeats?<\/p>\r\n<p>The Activation Gap is not only frustrating, it\u2019s costly. It can lead to wasted funds, poor customer retention, burned-out teams, and higher churn rates. For example, according to Forrester, marketers <a href=\"https:\/\/www.businesswire.com\/news\/home\/20190905005109\/en\/New-Study-Finds-Marketers-Waste-21-Cents-of-Every-Media-Dollar-From-Poor-Data-Quality\" target=\"_blank\" rel=\"noopener\">spend 32% of their time<\/a> managing data quality.<\/p>\r\n<p>To create a seamless, cross-channel customer experience, brands need to build a bridge between their data and their marketing channels to create a holistic view of each individual customer. Let\u2019s focus on how data can help build better, deeper connections.<\/p>\r\n<h3>Collecting Customer Data<\/h3>\r\n<p>We mentioned the sheer volume of data that brands collect from customer interactions. But how is it collected? With increasing privacy concerns, the way companies collect customer data is evolving. Brands should strive to empower customers to own their own data and how it\u2019s distributed.<\/p>\r\n<p>For example, with the deprecation of third-party cookies, brands are starting to heavily rely on <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>\u2014data collected from websites customers visit or directly from the customers themselves. First-party data is collected when a customer visits a brand\u2019s site, their activity on the site is implicitly collected (we\u2019re all too familiar with those \u201caccept all cookies\u201d pop-ups). Zero-party data, in contrast, is collected from the customer through surveys, customer service chats, and reviews.<\/p>\r\n<h4>Storing Data<\/h4>\r\n<p>Once the data is collected, it needs to live somewhere that can be easily accessed. Having all customer data in a single location creates a single source of truth for all of the information being used to power product, sales, and marketing platforms. Using a <a href=\"https:\/\/iterable.com\/blog\/how-data-warehouses-help-build-better-customer-experiences\/\" target=\"_blank\" rel=\"noopener\">cloud data warehouse<\/a> is a modern solution for consolidating customer data in a more affordable, more flexible way. By separating the computing from the storing, cloud <a href=\"https:\/\/hightouch.com\/blog\/warehouse-for-marketers\">data warehouses<\/a> make it easier to access data.<\/p>\r\n<h3>Accessing Data<\/h3>\r\n<p>Accessing customer data is where <a href=\"https:\/\/hightouch.com\/blog\/reverse-etl\" target=\"_blank\" rel=\"noopener\">reverse ETL platforms<\/a>, like one of our partners, <a href=\"https:\/\/iterable.com\/partners\/hightouch\/\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a>, come into play. But first, let\u2019s rewind a bit and review ETL platforms. ETL platforms are data-centric platforms\u2014ETL actually stands for \u201c<a href=\"https:\/\/iterable.com\/blog\/ask-an-expert-hightouch-iterable\/\" target=\"_blank\" rel=\"noopener\">extract, transform, and load<\/a>.\u201d According to <a href=\"https:\/\/cloud.google.com\/learn\/what-is-etl\" target=\"_blank\" rel=\"noopener\">Google Cloud<\/a>, ETL platforms are \u201ca traditionally accepted way for organizations to combine data from multiple systems into a single database, data store, data warehouse, or data lake.\u201c<\/p>\r\n<p><a href=\"https:\/\/hightouch.com\/blog\/reverse-etl\" target=\"_blank\" rel=\"noopener\">Reverse ETL<\/a> platforms \u201c[copy] data from your central data warehouse to your operational tools, including but not limited to SaaS tools used for growth, marketing, sales, and support.\u201d So, instead of extracting, transforming, and loading data into the warehouse, the reverse ETL process loads, transforms, and extracts data.<\/p>\r\n<p>This transformation and extraction makes reverse ETL more effective for real-time communications\u2014a key ingredient for activating customer data.<\/p>\r\n<h3>Activating Data<\/h3>\r\n<p>Activating customer data is all about using the data you have stored in your data warehouse to communicate with customers in ways that resonate with them. This is where a customer communication platform, like Iterable, metaphorically \u201centers the chat.\u201d<\/p>\r\n<p>Through a live-sync, the data is constantly updated and extracted from the data warehouse and can then be used to create real-time automated customer journeys and messaging that\u2019s triggered based on customer actions. This is how brands can create individualized customer communications\u2014there\u2019s data attributed to individual user IDs and each user has unique interactions with your brand.<\/p>\r\n<p>For example, if one customer opens your promotional email and makes a purchase, they may be sent an SMS confirming their order. But, if another customer gets the same promotional email and a week passes without them opening it, instead of sending a transactional SMS message, you could send a follow-up email that includes a deeper discount. The interactions\u2014or lack of\u2014are stored as customer data that helps you send more relevant, personalized messages going forward.<\/p>\r\n<h3>Embracing Customer Data to Uplevel the Experience<\/h3>\r\n<p>Every customer interaction is the opportunity to collect information. From every clicked CTA to every abandoned cart, each action provides insight into how that individual customer engages with your brand.<\/p>\r\n<p>That being said, collecting customer data shouldn\u2019t be the end-all-be-all for your brand. Yes, data is gold for marketers but it\u2019s because of the possibilities created by this data. The goal is to take that data that is collected and bridge the activation gap to create unforgettable customer experiences on an individual level. Once you\u2019ve embraced the opportunities\u00a0 data can provide, you can deliver customer joy.<\/p>\r\n<p><em>To learn more about how Iterable can help your brand activate customer data, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Closing the Activation Gap, Embracing Customer Data","post_excerpt":"To create a seamless, cross-channel customer experience, brands need to build a bridge between customer data and their marketing channels","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"closing-the-activation-gap-embracing-customer-data","to_ping":"","pinged":"","post_modified":"2023-02-28 08:49:42","post_modified_gmt":"2023-02-28 16:49:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107178","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 30, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/013123_Hightouch-Customer-Data_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activating Customer Data\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/013123_Hightouch-Customer-Data_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/013123_Hightouch-Customer-Data_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/013123_Hightouch-Customer-Data_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/closing-the-activation-gap-embracing-customer-data\/"},{"ID":107113,"post_author":"79","post_date":"2023-01-26 09:06:22","post_date_gmt":"2023-01-26 17:06:22","post_content":"<p>There has been a lot of chatter about AI recently. Enough that a search for AI leads to almost <a href=\"https:\/\/www.google.com\/search?q=ai&amp;oq=ai&amp;aqs=chrome..69i57j46i131i199i433i465i512l2j0i131i433i512j46i131i199i433i465i512j69i61l2j69i60.1000j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener\">9.5 trillion results<\/a> in under half a second. As a content marketer, hearing about AI like ChatGPT creating decent content in a matter of seconds is initially jarring, if not slightly worrying. (I went into full <a href=\"https:\/\/www.youtube.com\/watch?v=ObWrdYQ_6xY\" target=\"_blank\" rel=\"noopener\">fire drill mode<\/a>.)<\/p>\r\n<p>What could take me and my peers 30 minutes\/an hour\/sometimes even longer, now is done instantly with a properly-worded prompt. \u201cWrite me a 1,000 word article on the impact of personalized marketing.\u201d Typing that sentence alone takes as long as <a href=\"https:\/\/openai.com\/blog\/chatgpt\/\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a> takes to write it.<\/p>\r\n<p>Terrifying.<\/p>\r\n<p>But, as with any progression through the stages of grief, after briefly panicking about my job being replaced by algorithms, I landed at acceptance. To be clear, this isn\u2019t acquiescence. It\u2019s an acceptance that AI\u2019s role in marketing is not really a replacement, but rather an enhancement. It\u2019s a starting point for ideas. An efficiency booster. A time saver. A collaborator.<\/p>\r\n<p>So, I figured rather than trying to swim upstream, I\u2019d see what it\u2019s all about and hear it from the source. I asked ChatGPT what it thinks its role in marketing is and got\u2026surprising results. I\u2019d even go so far as to say the answers are measured and logical. From an algorithm! Who would\u2019ve guessed?<\/p>\r\n<h3>An Interview With ChatGPT<\/h3>\r\n<p><strong>What is AI\u2019s role in marketing?<\/strong><\/p>\r\n<p><em>Artificial intelligence (AI) can play a significant role in marketing by helping companies automate and optimize various tasks, such as personalizing content and offers, identifying patterns in customer data, and predicting future behavior. This can improve the efficiency and effectiveness of marketing campaigns, leading to better engagement and conversion rates. Some specific examples of AI applications in marketing include natural language processing (NLP) for chatbots and voice assistants, computer vision for image and video analysis, and machine learning (ML) for predictive analytics and personalization.<\/em><\/p>\r\n<p>(The focus of \u201cefficiency and effectiveness\u201d here is crucial to understanding how we as marketers should be approaching AI. No rip and replace here [*phew*]. Just force multipliers, to borrow a buzzy term.)<\/p>\r\n<p><strong>How would you recommend marketers use ChatGPT?<\/strong><\/p>\r\n<p><em>There are several ways marketers can use ChatGPT:<\/em><\/p>\r\n<ul>\r\n\t<li><em>Content creation: ChatGPT can be used to generate high-quality, unique content such as blog posts, product descriptions, and social media posts.<\/em><\/li>\r\n\t<li><em>Chatbot development: ChatGPT can be used to build conversational chatbots that can engage with customers and provide them with information or assistance.<\/em><\/li>\r\n\t<li><em>Personalization: ChatGPT can be used to personalize communication with customers by generating tailored responses based on their preferences and behavior.<\/em><\/li>\r\n\t<li><em>Lead generation: ChatGPT can be used to generate leads by engaging with potential customers in a conversational manner.<\/em><\/li>\r\n\t<li><em>Sentiment analysis: ChatGPT can be used to analyze customer feedback and reviews, to identify patterns and sentiments that can be used to improve products or services.<\/em><\/li>\r\n\t<li><em>Product suggestion: ChatGPT can be used to suggest products to customers based on their search and browsing history.<\/em><\/li>\r\n\t<li><em>Email Campaigns: ChatGPT can be used to generate personalized, automated email campaigns that can be triggered by certain actions or conditions.<\/em><\/li>\r\n<\/ul>\r\n<p><em>Marketers should be aware that ChatGPT is a machine learning model and thus will require a certain level of technical know-how and data to be used effectively.<\/em><\/p>\r\n<p>(Like anything, it takes some adoption to really harness the power. But the wide variety of use cases here is encouraging. Remember how bad we all were at Googling things 15-20 years ago? That\u2019s where we\u2019re at with AI right now. It\u2019ll take practice and experimentation.)<\/p>\r\n<p><strong>Where do you see the future of AI in marketing?<\/strong><\/p>\r\n<p><em>I see the future of AI in marketing as being very promising. Here are a few ways AI is likely to impact the field of marketing in the future:<\/em><\/p>\r\n<ul>\r\n\t<li><em>Personalization: AI will enable marketers to personalize communication with customers on an unprecedented level, providing them with highly relevant and targeted content and offers.<\/em><\/li>\r\n\t<li><em>Automation: AI will automate many of the repetitive and time-consuming tasks that marketers currently have to do manually, such as data analysis and email campaigns.<\/em><\/li>\r\n\t<li><em>Optimization: AI will be able to optimize marketing strategies in real-time, using data and machine learning algorithms to identify the most effective tactics and adjust them as needed.<\/em><\/li>\r\n\t<li><em>Predictive analytics: AI will enable marketers to predict customer behavior and preferences, which can help them identify new opportunities and make better decisions.<\/em><\/li>\r\n\t<li><em>Deep learning: AI will enable marketers to harness the power of deep learning algorithms, which can help them to analyze and interpret large volumes of data more effectively.<\/em><\/li>\r\n\t<li><em>Voice assistants and chatbots: AI-powered chatbots and voice assistants will become more sophisticated and will be able to provide customers with more personalized and responsive customer service.<\/em><\/li>\r\n\t<li><em>Influencer marketing: AI will help to identify and target the most effective influencers for a particular campaign, and automate the process of reaching out to them.<\/em><\/li>\r\n\t<li><em>Measurement and attribution: AI will enable marketers to accurately measure the ROI of their campaigns, and allocate budget more efficiently.<\/em><\/li>\r\n<\/ul>\r\n<p><em>Overall, AI is likely to revolutionize the way marketers work by automating many of their tasks and providing them with powerful new tools and insights that will help them to reach and engage with customers more effectively.<\/em><\/p>\r\n<p>(We\u2019re getting a bit repetitive now. Same topics, without personality. At this point, the human element of creativity and tone of voice becomes a question\u2026)<\/p>\r\n<p><strong>Does AI limit creativity?<\/strong><\/p>\r\n<p><em>AI can be a powerful tool to assist and augment human creativity, but it is not without its limitations. There are a few ways in which AI may limit creativity:<\/em><br \/>\r\n<em>Algorithm-based thinking: AI relies on algorithms and data to generate content and ideas, which can lead to a more formulaic and predictable output. This can limit the scope for creative experimentation and originality.<\/em><\/p>\r\n<ul>\r\n\t<li><em>Lack of context: AI may struggle to understand and interpret the cultural, historical, and social context of a creative project, which can limit its ability to generate meaningful and relevant content.<\/em><\/li>\r\n\t<li><em>Lack of emotional intelligence: AI may lack the emotional intelligence to understand and express the human experience, which can limit its ability to generate content that resonates with audiences on an emotional level.<\/em><\/li>\r\n\t<li><em>Dependence on data and training: AI's performance is limited by the quality of the data and training it receives. Therefore, the AI output may be biased or limited in scope due to the data it's been trained on.<\/em><\/li>\r\n\t<li><em>Lack of human touch: AI may lack the human touch and intuition that is often essential for creating truly memorable and impactful creative work.<\/em><\/li>\r\n<\/ul>\r\n<p><em>It's important to note that AI is still in its early stages of development and as the technology advances, we may see AI being able to overcome some of these limitations. Additionally, the best approach to use AI in creative endeavors is to use it as a tool to assist and augment the human creative process, rather than replace it.<\/em><\/p>\r\n<p>(Oh no\u2026it\u2019s already self aware!)<\/p>\r\n<h3>Don\u2019t Fear the (AI) Reaper<\/h3>\r\n<p>Yep. Definitely in the acceptance stage. Couldn\u2019t have said the above any better myself! Although maybe with a bit more personal flair and pizzazz.<\/p>\r\n<p>There\u2019s a lot to unpack above, but the biggest takeaway is that AI is simultaneously versatile beyond measure, but not without its limitations.<\/p>\r\n<p>Human connection in marketing requires humanity, and empathy, and authenticity, and colloquialisms that an AI algorithm can\u2019t quite replicate. It\u2019s why we talk about the Activation Gap at Iterable. You have the data, and you may even have AI tools to help you use it. But to actually engage with customers, you have to understand them as the individuals they are.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s AI Optimization Suite<\/a> helps you close that gap while saving time and resources to focus on that human connection. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to learn more. In the meantime, I\u2019m going to go back and ask ChatGPT what\u2019s in store for my future. Wish me luck.<\/em><\/p>\r\n<hr \/>\r\n<p>And, as an added piece of fun, here\u2019s a ChatGPT original blog post:<\/p>\r\n<p><strong>Can you write me a 500-word blog post about how ChatGPT helps marketers?<\/strong><\/p>\r\n<p><em>ChatGPT is a powerful language model developed by OpenAI that has the ability to generate high-quality, unique text. This makes it an incredibly valuable tool for marketers, as it can help them to create content, build chatbots, personalize communication, generate leads, and analyze sentiment.<\/em><\/p>\r\n<p><em>One of the key ways in which ChatGPT helps marketers is by enabling them to generate high-quality, unique content quickly and efficiently. Whether it's blog posts, product descriptions, or social media posts, ChatGPT can help marketers to create compelling and engaging content that resonates with their target audience. This can help to increase brand awareness, drive traffic to a website, and ultimately, boost sales.<\/em><\/p>\r\n<p><em>Another way in which ChatGPT can help marketers is by building chatbots. ChatGPT can be used to create conversational chatbots that can engage with customers and provide them with information or assistance. This can help to improve the customer experience, increase brand loyalty, and ultimately drive sales. ChatGPT-powered chatbots can be used to handle customer inquiries, provide product recommendations, and even handle sales transactions.<\/em><\/p>\r\n<p><em>ChatGPT can also be used to personalize communication with customers. By analyzing customer data and preferences, ChatGPT can generate tailored responses that are highly relevant and targeted to each individual customer. This can help to increase engagement and drive sales, as customers are more likely to respond positively to personalized communication.<\/em><\/p>\r\n<p><em>Another way in which ChatGPT can help marketers is by generating leads. By engaging with potential customers in a conversational manner, ChatGPT can help to identify and nurture leads, increasing the chances of converting them into paying customers.<\/em><\/p>\r\n<p><em>ChatGPT can also be used to analyze customer feedback and reviews, which can help marketers to identify patterns and sentiments that can be used to improve products or services. This can help to increase customer satisfaction and ultimately boost sales.<\/em><\/p>\r\n<p><em>In addition, ChatGPT can be used to suggest products to customers based on their search and browsing history. This can help to increase conversion rates and drive sales, as customers are more likely to be interested in products that are tailored to their individual preferences and interests.<\/em><\/p>\r\n<p><em>Finally, ChatGPT can be used to generate personalized, automated email campaigns that can be triggered by certain actions or conditions. This can help to increase engagement and drive sales, as customers are more likely to respond positively to personalized communication.<\/em><\/p>\r\n<p><em>In conclusion, ChatGPT is a powerful tool that can help marketers to create high-quality, unique content, build chatbots, personalize communication, generate leads, analyze sentiment, suggest products, and generate automated email campaigns. By harnessing the power of ChatGPT, marketers can increase engagement, drive sales, and ultimately, boost their bottom line.<\/em><\/p>","post_title":"AI\u2019s Role in Marketing, According to ChatGPT","post_excerpt":"I asked ChatGPT what it thinks its role in marketing is and got surprising results. From an algorithm! Who would\u2019ve guessed?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ais-role-in-marketing-according-to-chatgpt","to_ping":"","pinged":"","post_modified":"2023-03-15 17:28:35","post_modified_gmt":"2023-03-16 00:28:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107113","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 26, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012623_ChatGBT_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"ChatGPT Blog Writing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012623_ChatGBT_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012623_ChatGBT_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012623_ChatGBT_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ais-role-in-marketing-according-to-chatgpt\/"},{"ID":107010,"post_author":"79","post_date":"2023-01-24 06:11:44","post_date_gmt":"2023-01-24 14:11:44","post_content":"<p>In September of last year, we announced Iterable\u2019s exciting plans to expand our operations to Australia and New Zealand (ANZ). While we have long been on a path of rapid growth, over the last few years we\u2019ve gained incredible momentum. In fact, a few months before our ANZ announcement, we celebrated surpassing the 1,000 customer milestone with NASDAQ in New York. We also have customers in nearly 50 countries around the world, and opened up our first international office in London nearly three years ago. I suppose you could say that we\u2019re no strangers to business abroad.<\/p>\r\n<p>While we\u2019re certainly proud of our image as a high-speed martech disruptor, our true passion is customer success. We succeed when our customers succeed and we are driven by our commitment to providing unmatched support to our growing customer community. That\u2019s what made our expansion to ANZ so exciting\u2014it not only enabled our expansion in a booming region, but brought us closer to more brands and businesses that need our expertise.<\/p>\r\n<p>Now, almost six months after our expansion was announced, I thought it was high-time I shared more about myself, Iterable\u2019s new ANZ operations, and what makes our team (and this region) so special.<\/p>\r\n<h3>Hi, I\u2019m Jeremy<\/h3>\r\n<p>The first thing I do when I introduce myself to my international colleagues is explain where I work: Australia. People\u2019s reactions never cease to entertain me\u2014there are a lot of smiles, gasps of amazement, and glimmers of jealousy because I work \u201cDown Under\u201d. The following few minutes are filled with questions about Australia, like, \u201cHow is the surfing at your local beach? (Most people assume I surf, which, shockingly, I don\u2019t). It\u2019s only after I\u2019ve been through a few Australian anecdotes that I can give some quick fire facts:<\/p>\r\n<ul>\r\n\t<li>I\u2019ve spent the last 16 years in the SaaS industry in the UK, EMEA, ASIA and now ANZ.<\/li>\r\n\t<li>I love the passion and energy people get from technology and how it not only helps solve business problems, but can be an enabler to do good in the world.<\/li>\r\n\t<li>One of my personal values is \u201ccuriosity.\u201d This has always served me well as our industry is constantly innovating and we, our partners, and our customers are always pushing the status quo. I get excited about how I can help them achieve their goals.<\/li>\r\n\t<li>I\u2019m passionate about the success of others\u2014I want my colleagues, my team, our customers, and our communities to prosper. When I see or hear about their successes it gives me a great sense of pride!<\/li>\r\n<\/ul>\r\n<h3>Why I Chose Iterable<\/h3>\r\n<p><em>\u201cHi Jeremy, looking forward to our catch up this afternoon. Let me know what coffee you would like!\u201d<\/em><\/p>\r\n<p>This was the first message I received from Iterable CEO and co-founder, Andrew Boni. I should have known from that message that our meeting would blow me away. He was incredibly open, inspiring, humble, and kind. I left our meeting feeling excited and was \u201call in\u201d and ready to lead the charge for Iterable in ANZ.<\/p>\r\n<p>Leading Iterable\u2019s founding team in this new region, it was really important for me that our team felt like a natural extension of the company, rather than a satellite organisation. To do so, I knew I really needed to embrace all things Iterable. There is a real sense of connection and humility across the organisation, so reaching out to other Iterators for support has never been hard.<\/p>\r\n<p>Within the first few months, I had the pleasure of meeting so many vibrant and intelligent Iterators, both while I was in San Francisco and virtually. Iterators are renowned for their curiosity, compassion, and conviction and lean into their creative sides and entrepreneurial spirit. Every Iterator I meet reminds me of why this company is such a fantastic workplace and why it\u2019s the right place for me and my team!<\/p>\r\n<p>Iterable\u2019s focus on people comes across everyday\u2014from our focus and continuous investment in everyone's professional development, to the launch of our global mentorship program, Iterable\u2019s efforts have such a positive impact on the success of every individual, which in return has seen the business thrive.<\/p>\r\n<p>The opportunity to learn and grow, work closely with customers, and have an impact on people's careers and lives gets me excited. And, to be able to do all of this with a company that has values that align with my personal values, in an industry and region I know and love, is a dream come true.<\/p>\r\n<h3>Iterable\u2019s Opportunity in the ANZ Market<\/h3>\r\n<p>There\u2019s a quote from Bobby Unser, a famous American automobile racer, that perfectly answers the question of \u201cwhy\u201d when it comes to Iterable expanding to Australia: \u201cSuccess is where preparation and opportunity meet.\"<\/p>\r\n<p>Iterable has been preparing for its expansion since the beginning. When Andrew Boni founded the company in 2013, he knew the platform would help organisations connect with their customers and drive growth by delivering joyful experiences. The company started in San Francisco, expanded to Denver, New York, and London and is bringing the opportunity of joyful experiences to Australia\u2014a region that is ready for relationship-building and ready for Iterable.<\/p>\r\n<p>There are so many reasons why Australia was the perfect market opportunity for Iterable, but my favourite four are, as follows:<\/p>\r\n<ul>\r\n\t<li><strong>Value Alignment<\/strong>: When I became a citizen of Australia, I was introduced to the term 'Mateship\u2019. Mateship is friendship and camaraderie. In business, it\u2019s equality, loyalty, and trust. There is a genuine focus here of looking out for each other and supporting each other\u2019s successes. It\u2019s a value that Australia\u2014and Iterable\u2014is built on.<\/li>\r\n\t<li><strong>Cultural Cohesion<\/strong>: I\u2019d be remiss if I didn\u2019t also touch on ANZ\u2019s business culture, which is incredibly relationship-centric. Customers are the only reason brands exist, so it is important we take time to listen, communicate transparently, operate with the highest level of integrity, and ensure we are there to support our customers when issues arise. Our team focuses on the success of our customers and building long lasting and trusted relationships.<\/li>\r\n\t<li><strong>Modernization<\/strong>: In ANZ, brands are looking to adopt more modern technology that allows them to tap into their customer data. It\u2019s incumbent on Iterable to meet these growing needs, which is why we\u2019re constantly iterating on the product and how we go to market. The market is ready and Iterable, as a modern customer communication platform, is uniquely positioned to help organisations close the Activation Gap by providing brands with access to their data, allowing them to deliver joy to their customers.<\/li>\r\n\t<li><strong>Technological Adoption<\/strong>: Although we are seeing a lot of uncertainty across the world, the tech industry is still very strong and we are seeing both new start ups and legacy brands pivot to adapt to newer technology. This adoption of new technology is fueled by the need for businesses to provide the best customer experience in a very noisy and competitive market.<\/li>\r\n<\/ul>\r\n<p>Iterable is renowned for our focus on our customers. In fact, we were recently named a <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-customers-choice-in-gartners-peer-insights-2022\/\" target=\"_blank\" rel=\"noopener\">\u201cCustomers\u2019 Choice\u201d vendor in the Gartner\u00ae Peer Insights\u2122 Voice of the Customer: Multichannel Marketing Hubs<\/a> report. Not only do we see an opportunity to expand our customer community in ANZ, but we\u2019re leveraging this growth to form deeper connections with our current customers in the region, build roots in the local community, and share knowledge and information with our partners in the region. Part of delivering joy to our customers is being there to iterate and celebrate alongside them..<\/p>\r\n<h3>What\u2019s Next?<\/h3>\r\n<p>A lot has happened in the six months since we launched in Australia\u2014our reception across the region has been fantastic. The community has been friendly, warm, and excited. They want to grow and expand and they\u2019re ready right now.<\/p>\r\n<p>But, as the first team in any region will know, branching out in a new area is not easy. I am so grateful to our customers we have here for being so open and passionate about our journey. We have a huge opportunity ahead of us and it\u2019s critical that while we grow the region we continuously embody our values: Balance, Trust, Humility, and, of course, a Growth Mindset.<\/p>\r\n<p>We have hired an amazing local team of individuals who embrace challenges, are ambitious, are highly motivated to learn, and are connected as one team. I have a deep sense of responsibility for everyone in our team and I know that we can all achieve amazing things together.<\/p>\r\n<p><em><span style=\"font-weight: 400;\">Want to see our incredible team in action? Join Iterable April 17-19 in San Francisco for <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\">Activate Summit North America.<\/a>\u00a0<\/span><\/em><\/p>","post_title":"The Lowdown from Down Under: Thoughts from ANZ VP & Country Manager, Jeremy Smith","post_excerpt":"I thought it was high-time I shared more about myself, Iterable\u2019s new ANZ operations, and what makes our team (and this region) so special.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-lowdown-from-down-under-thoughts-from-anz-vp-country-manager-jeremy-smith","to_ping":"","pinged":"","post_modified":"2023-01-24 06:11:44","post_modified_gmt":"2023-01-24 14:11:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=107010","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 24, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012423_Jeremy-Smith-ANZ_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Jeremy Smith, ANZ\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012423_Jeremy-Smith-ANZ_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012423_Jeremy-Smith-ANZ_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/012423_Jeremy-Smith-ANZ_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-lowdown-from-down-under-thoughts-from-anz-vp-country-manager-jeremy-smith\/"},{"ID":106986,"post_author":"79","post_date":"2023-01-20 12:19:57","post_date_gmt":"2023-01-20 20:19:57","post_content":"<p>Retargeting is a term we, as marketers, have heard tossed around in a variety of different contexts\u2014ad retargeting, web retargeting, social retargeting, etc. \u201cRetargeting\u201d has evolved to serve as a semi-vague umbrella term for a swath of personalized marketing techniques. So, to understand it a bit better, we\u2019re going to focus on just one (kinda): email retargeting.<\/p>\r\n<p>According to <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/email-retargeting-what-it-is-and-how-it-works\/\" target=\"_blank\" rel=\"noopener\">Campaign Monitor<\/a>, \u201cemail retargeting is a marketing tactic that helps [brands] reintroduce a specific product to a particular audience.\u201d While we agree, we also want to expand on this definition. Retargeting doesn\u2019t necessarily need to be product-related but, instead, should focus more on the customer journey.<\/p>\r\n<p>You\u2019re probably already somewhat familiar with retargeting via email, so let's talk about some examples of how you can adapt these to a cross-channel retargeting campaign with your mobile, web, social, and any other channels you have at your disposal.<\/p>\r\n<h3>Email Retargeting in a Cross-Channel Strategy<\/h3>\r\n<p>While email is consistently proven to be a powerful marketing channel, today\u2019s customers expect us to use more than just email. With channels like SMS, push notifications, mobile inbox, and even direct mail available, there are multiple ways to connect customers. The trick, however, is having these channels communicate with one another to create a cohesive experience\u2014regardless of where and how the customer interacts with your brand.<\/p>\r\n<p>As users interact with your brand, retargeting emails can be triggered to send automatically, without a heavy manual lift. But\u2014and here\u2019s where cross-channel marketing comes into play\u2014these interactions can extend beyond just those completed on your website. Users can interact with your different marketing channels\u2014app, mobile site, direct mail, etc.\u2014and, based on those interactions, you can send the same types of automated retargeting emails.<\/p>\r\n<p>Let\u2019s revisit some examples of retargeting emails with the cross-channel marketing lens.<\/p>\r\n<h4>Completing a User Profile<\/h4>\r\n<p>As a user goes through your onboarding process, they may be asked to fill out their preferences as part of a user profile. This step could get skipped as users often want to jump right into using a product. (Think about any streaming service asking you to select shows you like when you first create your account.) But, their online profile is important for your brand because it holds valuable information that could inform future marketing messages.<\/p>\r\n\r\n[caption id=\"attachment_106987\" align=\"alignnone\" width=\"1192\"]<img class=\"size-full wp-image-106987\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-complete-your-profile-2023-01-17-11_53_26-edit.png\" alt=\"LinkedIn Email Retargeting\" width=\"1192\" height=\"1606\" \/> <em><a href=\"https:\/\/www.linkedin.com\/\" target=\"_blank\" rel=\"noopener\">Linkedin<\/a> sent this retargeting email asking users to complete their profiles and add job preferences. Source: Really Good Emails.<\/em>[\/caption]\r\n\r\n<p>With centralized data and the ability to track the actions they\u2019ve completed on various marketing channels, you can see that the customer not only hasn\u2019t completed their profile, but they haven\u2019t downloaded your mobile app yet either. After a certain amount of time has passed, you can send a retargeting email encouraging them to download the app and fill out their profile. The email can feature a link to the app store, making it easy to access if the user is on their phone. If they download the app, but still don\u2019t complete their profile, you can send additional emails or mobile inbox messages that link the user directly to the profile setup page within the app.<\/p>\r\n<h4>Abandoned Cart<\/h4>\r\n<p>A more traditional example of email retargeting is the <a href=\"https:\/\/iterable.com\/articles\/what-is-a-cart-abandonment-campaign\/\" target=\"_blank\" rel=\"noopener\">abandoned cart<\/a> email. A user could be shopping on your retail website, add a shirt to their online cart, but then leave the site without purchasing said shirt. As soon as they left your site, a retargeting email could be triggered to send, featuring the shirt they left behind. To sweeten the deal and entice the user to make the purchase, some brands may also offer a discount code or free shipping.<\/p>\r\n\r\n[caption id=\"attachment_106993\" align=\"alignnone\" width=\"1316\"]<img class=\"size-full wp-image-106993\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-did-you-forget-something-away-2023-01-20-14_55_01-edit.png\" alt=\"Away Abandoned Cart Email\" width=\"1316\" height=\"1368\" \/> <em>Luggage brand, <a href=\"https:\/\/www.awaytravel.com\/\" target=\"_blank\" rel=\"noopener\">Away<\/a>, sends a summary of the entire cart with the item details and quantities. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/did-you-forget-something-away\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>What if the shopper is on your mobile app or mobile site? With a cross-channel strategy in place, your brand can recognize this user, regardless of where or how they interact with your brand, and send communications based on those interactions.<\/p>\r\n<p>For example, if a user adds a product to their cart on your mobile site but doesn\u2019t check out, you can send an abandoned cart retargeting email that includes a deep link to their shopping cart. Then, once they arrive on your site you could send an in-browser message or SMS featuring a limited-time coupon code.<\/p>\r\n<p>From the customer\u2019s perspective, you\u2019ve now created a holistic experience where, regardless of the channel they use, they\u2019re recognized by your brand as the same user with a cohesive recognition of their behavior and messaged as such.<\/p>\r\n<h3>Retargeting is a Tool for Individualization<\/h3>\r\n<p>Recognizing every customer as an individual is critical when designing a cross-channel strategy. Sending the same broad messages across multiple channels to every customer isn\u2019t going to move the needle. But, using every channel to connect with the customer in ways that make sense to them will not only increase the likelihood of engagement, but build trust as well.<\/p>\r\n<p>Email retargeting is a tool that can help develop your brand\u2019s ability to connect with each user as an individual. Like we said earlier, email retargeting shouldn\u2019t be based on products, but where each customer is on their unique journey.<\/p>\r\n<p><em>To learn more about how Iterable\u2019s automation features can help you build out your cross-channel email retargeting strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today.<\/a><\/em><\/p>","post_title":"How to Use Email Retargeting in a Cross-Channel Marketing Strategy","post_excerpt":"\u201cRetargeting\u201d is an umbrella term for personalized marketing techniques. To understand it better, we\u2019re going to look at email retargeting.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-use-email-retargeting-in-a-cross-channel-marketing-strategy","to_ping":"","pinged":"","post_modified":"2023-03-15 17:26:27","post_modified_gmt":"2023-03-16 00:26:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106986","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 20, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_Email-Retargeting_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_Email-Retargeting_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_Email-Retargeting_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_Email-Retargeting_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-use-email-retargeting-in-a-cross-channel-marketing-strategy\/"},{"ID":106950,"post_author":"79","post_date":"2023-01-18 10:30:18","post_date_gmt":"2023-01-18 18:30:18","post_content":"<p><i data-stringify-type=\"italic\">This article was originally published in <a href=\"https:\/\/www.securitymagazine.com\/blogs\/14-security-blog\/post\/98746-5-trust-building-tips-from-a-risk-minded-ciso\" target=\"_blank\" rel=\"noopener\">Security Magazine<\/a>.<\/i><\/p>\r\n<p>The role of the chief information security officer (CISO) has continuously evolved over the past few years. Effective CISOs have transformed into business leaders with a major say (and stake) in business strategy and priorities. CISOs need to be embedded in every department and at every level of the business. They need to be both on the ground and in the boardroom.<\/p>\r\n<p>In theory, being everywhere, all the time, all at once, seems impossible. But, as a CISO with a track record of effectively managing risk in remote, in-person, and hybrid environments, I know that success is actually quite simple. So simple, in fact, that it\u2019s tied to one key factor: trust.<\/p>\r\n<p>Here are five essential trust-building actions CISOs must take to properly secure their organization.<\/p>\r\n<h3>1. Champion a risk management culture<\/h3>\r\n<p>CISOs, like most C-level leaders, have an extremely wide range of influence. We interact with people across the organization and at all levels, from the board of directors and executive team, to business unit leaders and operational staff, with incredible frequency. We also often connect with external entities, such as partners and customers. It\u2019s important that CISOs view our close proximity to such a diverse range of individuals as a unique opportunity to influence the wider culture of an organization.<\/p>\r\n<p>By encouraging your team and your peers to process decisions using a business risk-based approach you will help their chances of impact and success. Building upon that, they can leverage resources on-hand in a balanced way and optimize their contribution to delivering against the larger company vision. With a bit of guidance and conscious investment from yourself, your colleagues will approach their everyday decisions with critical intentionality that they didn\u2019t have before \u2014 helping to prevent them from making critical mistakes and missteps.<\/p>\r\n<p>Leveraging each interaction as an opportunity to educate and champion others, CISOs can build high-trust and high-value relationships across a business. Gradually, these individual investments and trust-building touchpoints will improve the overall security posture of your organization.<\/p>\r\n<h3>2. Communicate with clarity<\/h3>\r\n<p>A good CISO is a subject matter expert in security who understands how security frameworks impact business success and how to implement the processes needed to protect the organization. A great CISO disseminates their expertise, empowering people with a clear understanding of how they can play their part in securing the business against information security threats. But an outstanding CISO? They will bring observability and alignment around security to their colleagues, ensuring everyone is on the same page and in it together.<\/p>\r\n<p>When you break corporate words like \u201cobservability\u201d and \u201calignment\u201d down, you get a simple and straightforward term: clarity. We all work better when we\u2019re given clarity \u2014 clear instructions, reasoning, deadlines, and feedback. With clarity, we can make informed decisions, own our actions, and explain the \u201cwhy\u201d behind our work. Clarity breeds understanding, predictability, and certainty, thereby ensuring that we are operating with aligned expectations. This reduces the likelihood of confusion and conflict, thereby protecting trust.<\/p>\r\n<p>Clarity is the cornerstone of trust and a critical investment for an outstanding CISO. Here\u2019s what the approach to greater clarity looks like for security leaders:<\/p>\r\n<ul>\r\n\t<li>Identify critical processes with colleagues<\/li>\r\n\t<li>Identify their success criteria<\/li>\r\n\t<li>Work together to define key performance metrics that incorporate security<\/li>\r\n\t<li>Align on how these performance metrics play into key risk indicators<\/li>\r\n\t<li>Define clear thresholds for notification and alerting<\/li>\r\n<\/ul>\r\n<p>By empowering your colleagues with the information and direction they need to succeed, your colleagues can work smarter, not harder, to accomplish shared goals. A good leader gives their team the tools they need to succeed before a direction is given. Demands made without direction set both the individual and the organization up for failure.<\/p>\r\n<h3>3. Activate empathy<\/h3>\r\n<p>When it comes to empathy, many leaders get stuck in the theory of it; it\u2019s an oft-lauded leadership skill with direct ties to employee retention and business success. It\u2019s easy to get caught up in talking about empathy\u2019s benefits, and completely forget to act on it. But empathy without action is not a luxury security leaders can afford. Because empathy plays such an enormous role in trust, it\u2019s much more than a theory to security leaders \u2014 it\u2019s a critical variable of our success.<\/p>\r\n<p>For the modern CISO, the key to successfully mitigating risk is to completely embed security throughout the enterprise. But before we can embed a security mindset in another business unit, we need to create connections, generate buy-in, and build trust with key stakeholders. We need to activate empathy.<\/p>\r\n<p>The road to empathy starts with listening. Do you know what your business partner is going through at this exact moment? Maybe they just got reprimanded by a customer. Perhaps their supervisor just came down hard on their last deal size. Maybe they are going through a tough time at home. The point is, you never know what\u2019s going on behind the scenes. That is, of course, unless you ask. It\u2019s important CISOs understand what challenges (personal and professional) your business partner is facing, so we can make an informed decision on how to proceed.<\/p>\r\n<p>Is this the right time for a conversation to happen? Is there another, more effective forum or approach? Catering conversations to the needs of our colleagues is critical to ensuring shared success.<\/p>\r\n<p>Next, make an effort to understand the organizational model of the team you\u2019re trying to engage. Is their organization operating at peak efficiency? Is their team set up to support their own success? Before a department can tackle security projects, it needs to be designed to support its own. Ask yourself: \u201cHow can I invest in my partner organization\u2019s operational maturity to make them fit to handle security requests?\u201d Help them help you.<\/p>\r\n<p>CISOs have significant influence when it comes to business demands and decisions. It\u2019s important we use this power for \u201cgood\u201d \u2014 to leverage this influence to set up our business partners for success before our own. Once we understand a collaborator\u2019s business needs, we can make more informed asks, setting them up for success when they are ready to tackle our challenges.<\/p>\r\n<h3>4. Prioritize growth mindset and agility<\/h3>\r\n<p>This should come as no surprise. We are not always going to get our strategy or actions right. And I know that this is terrifying for a security leader to admit. But we have to afford ourselves the same empathy and understanding we give our colleagues and recognize that learning is all part of the job. Mistakes will be made. And we have to pivot \u2014 quickly \u2014 to assess and neutralize the mistake. And then pivot again \u2014 just as quickly \u2014 to assess when we learned and implement changes to our frameworks accordingly. Agility and a growth mindset demonstrate humility and strong intent for successful outcomes for our business partners, thereby building further trust.<\/p>\r\n<p>It\u2019s helpful to start your growth mindset journey with a simple consideration: what is our job really about? No, it\u2019s not technical prowess. Most CISOs have a good technical understanding of security tools and processes, but at the end of the day, this knowledge is a baseline expectation. What our job comes down to is both holding the view of the massive span of a business (and its surface area) while also consistently bringing the question of \u201cWhat can we do to optimize security today, and how can we do it better tomorrow?\u201d Knowing that agility and evolution is a part of your daily routine makes the reality of constant change easier to swallow. And a lot more fun. Believe me.<\/p>\r\n<h3>5. Arm your team with trust<\/h3>\r\n<p>When we talk about team management, it\u2019s easy to put the burden of trust on your team. We need to trust that our team can execute, so we sometimes fixate on the idea that they need to build and maintain trust with us. But it\u2019s important to remember that trust is a two-way street. And a key to operationalizing an effective security program is arming your team with trust in you: the security leader.<\/p>\r\n<p>To get an accurate measure of trust in your leadership, you should take a look at team dynamics. A high-trust team will have zero hesitation in sharing an unpopular opinion and a high level of comfort in being open and vulnerable in meetings. They will be supportive, engaging, and creative. Meetings will be heavy with discussion and collaboration. Trust feels blameless. When something goes wrong, a team with a culture of trust focuses on what went wrong and how to engage moving forward. Feedback in a trusting environment is focused, collaborative, and safe. A capable team that has trust in you as a leader and trust in each other is well-prepared to manage and mitigate organizational risk.<\/p>\r\n<p>If trust seems like it is trending low in your organization, don\u2019t stress. Trust in your leadership is built over time, and is built on some of the tips I mentioned earlier, like clarity and direction. By establishing a core set of team values, and generating alignment in these values, leaders can build a shared sense of purpose and camaraderie (stepping stones on the road to trust).<\/p>\r\n<h3>A quiet career<\/h3>\r\n<p>The CISO\u2019s capacity to cultivate trust is more than an esoteric discussion in a business-school course \u2014 it\u2019s a critical component of our job. But security, unlike the rest of the C-suite, doesn't have as obvious a tie between trust and business success metrics. While the rest of the C-suite may be able to point to the connection between trust and revenue or customer retention, security teams have to look a little closer at that connection. And that\u2019s because the mark of a job well done for a CISO is not as bombastic (or tangible) as a merger or product launch. It\u2019s silence and persistence. And the subtlety of our success is sometimes hard to see.<\/p>\r\n<p><em>Visit <a href=\"https:\/\/www.securitymagazine.com\/blogs\/14-security-blog\/post\/98746-5-trust-building-tips-from-a-risk-minded-ciso\">securitymagazine.com<\/a> to view the original article.<\/em><\/p>","post_title":"5 trust-building tips from a risk-minded CISO","post_excerpt":"Originally published in Security Magazine. Here are five trust-building actions CISOs must take to secure their organization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-trust-building-tips-from-a-risk-minded-ciso","to_ping":"","pinged":"","post_modified":"2023-01-18 10:30:18","post_modified_gmt":"2023-01-18 18:30:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106950","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 18, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_CISO_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"CISO\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_CISO_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_CISO_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011823_CISO_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-trust-building-tips-from-a-risk-minded-ciso\/"},{"ID":106930,"post_author":"79","post_date":"2023-01-13 12:30:11","post_date_gmt":"2023-01-13 20:30:11","post_content":"<p>Web3 is emerging as a label for the reinvention of how the internet works. It portrays an evolution of the world wide web and paves a new road for what the internet will look like in the future.<\/p>\r\n<p>For example, in the past year there has been an explosion in the development of abstract concepts like NFTs, crypto, and more. These concepts are run by blockchain technology, which is classified as a \u201cdistributed ledger.\u201d Blockchain allows for data to be stored by a network of servers instead of a single server, which, as <a href=\"https:\/\/hbr.org\/2022\/05\/what-is-web3\">Harvard Business Review<\/a> puts it, \u201coffers users an immutable and transparent way to store information.\u201d<\/p>\r\n<p>Blockchain technology is being introduced in new ways to help distribute and decentralize stored information. And, while this decentralization of data makes up a large portion of Web3, there are a handful of other elements that also contribute to the definition of Web3. So, before we dig into Web3 marketing, let's first fully understand Web3.\u00a0<\/p>\r\n<h3>Additional Elements of Web3<\/h3>\r\n<p>In addition to decentralized data storage via Blockchain, Web3 also includes the semantic web, artificial intelligence and machine learning, and augmented and virtual reality.<\/p>\r\n<h4>Semantic Web<\/h4>\r\n<p>According to <a href=\"https:\/\/www.growthchain.io\/blog\/web3-marketing\" target=\"_blank\" rel=\"noopener\">Growthchain.io<\/a>, \u201cThe semantic web is an umbrella term for implementing and improving online technologies by enabling internet users to create, share, and link material through search and analysis based on the ability to understand the meaning of words rather than keywords, ultimately allowing a search engine and humans to communicate more efficiently.\u201d<\/p>\r\n<p>Boiled down, the semantic web is built on data that can be easily read, understood, and interpreted by machines, allowing the information to be dispelled across a network versus owned in siloes. So again, we see the theme of a decentralization of information with the goal of the semantic web being a <a href=\"https:\/\/www.techopedia.com\/definition\/27961\/semantic-web\" target=\"_blank\" rel=\"noopener\">globally-linked database<\/a>.<\/p>\r\n<h4>Artificial Intelligence &amp; Machine Learning<\/h4>\r\n<p>With the availability of data designed to be interpreted by machines, artificial intelligence (AI) and machine learning (ML) will continue to improve and be a large part of the next iteration of the internet. AI will be smart enough to design products and contribute to the economy. According to <a href=\"https:\/\/www.leewayhertz.com\/ai-in-web3\/\" target=\"_blank\" rel=\"noopener\">LeewayHertz<\/a>, \u201cPWC estimates that AI will contribute $15.7 trillion to the global economy by 2030, resulting in a 14% increase in global GDP.\u201d<\/p>\r\n<h4>Augmented &amp; Virtual Reality<\/h4>\r\n<p>We\u2019ve all heard of the metaverse at this point. Whole worlds exist in alternate, virtual worlds. (There are even metaverse real estate agents selling <a href=\"https:\/\/www.nar.realtor\/magazine\/real-estate-news\/technology\/virtual-property-in-the-metaverse\" target=\"_blank\" rel=\"noopener\">virtual properties<\/a>!) The possibilities are endless in a virtual reality\u2014people from all over the globe can connect in the same \u201croom.\u201d Again, we are seeing the theme of global connection and decentralized information.<\/p>\r\n<p>These aspects of Web3 can expand into a variety of different areas, one being marketing. Web3 marketing is changing the marketing landscape by requiring new ways for brands to connect with customers.<\/p>\r\n<h3>Web3 Marketing<\/h3>\r\n<p>A lot of the elements of Web3 connect directly to marketing. One of the key connections to marketing is the level of transparency that Web3 brings to all communications. With the decentralization of data, customers will gain more in control of their own data. Which, as <a href=\"https:\/\/zenmedia.com\/blog\/web3-marketing\/\" target=\"_blank\" rel=\"noopener\">ZenMedia<\/a> put it, \u201c...will require marketers to focus on building relationships with prospects through direct communication.\u201d<\/p>\r\n<h4>Increasing Importance of First- and Zero-Party Data<\/h4>\r\n<p>With decentralization and protection of data through technology like Blockchain, the power is being transferred back to the customer. Think about the <a href=\"https:\/\/www.searchenginejournal.com\/google-gives-third-party-cookies-another-year\/459412\/\" target=\"_blank\" rel=\"noopener\">deprecation of third-party cookies<\/a>. Data can no longer be collected and stored without customers\u2019 knowledge, which only increases the value of customer data, for marketers.<\/p>\r\n<p>The importance of privacy and transparency with customer data extends into the metaverse. Like <a href=\"https:\/\/venturebeat.com\/datadecisionmakers\/who-owns-your-data-re-imagining-data-management-for-web3\/\" target=\"_blank\" rel=\"noopener\">VentureBeat<\/a> says, \u201cwhen forming their metaverse strategy, brand marketers must consider the privacy implications of reaching audiences through ads as we move <a href=\"https:\/\/venturebeat.com\/2022\/07\/27\/who-owns-your-data-re-imagining-data-management-for-web3\/\" target=\"_blank\" rel=\"noopener\">beyond third-party cookies<\/a> into Web3\u201d<\/p>\r\n<p>As a result, brands will need to figure out new ways to collect customer data while <a href=\"https:\/\/dmexco.com\/stories\/web3-marketing-what-marketers-need-to-know\/\" target=\"_blank\" rel=\"noopener\">maintaining transparency and building trust<\/a>. First- and zero-party data\u2014data collected implicitly from sites the customer visits (think: \u201caccept cookies) and data collected by asking the customer directly\u2014will continue to gain popularity in the cookieless, transparent world of Web3 marketing.<\/p>\r\n<h4>Artificial Intelligence in Web3 Marketing<\/h4>\r\n<p>With data becoming more secure and the simultaneous need for brands to become more transparent, AI will continue to be beneficial for marketers\u2014if not increasingly so. AI can help in recognizing patterns in user behavior. As customers connect and engage with brands, AI tools can observe these real-time behaviors and predict future behaviors.<\/p>\r\n<p>This ability to predict future behavior or preferences is crucial, especially when developing a cross-channel marketing strategy. With a variety of channels\u2014SMS, email, push notifications, etc.\u2014it\u2019s difficult to know which channel will be the most effective with each individual customer.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities\/\" target=\"_blank\" rel=\"noopener\">Advanced AI tools<\/a> can automatically recognize trends like which channels each customer is more receptive to and even at what times to send those messages to improve engagement. Plus, AI automation can then go one step further and actually send messages triggered by those behavioral preferences or send times.<\/p>\r\n<p>Serving as a marketing automation tool, AI can deliver personalized marketing messages to every individual customer without a manual lift from a brand\u2019s marketing team.<\/p>\r\n<h3>Web3 Marketing is Creating a Customer-Centric Future<\/h3>\r\n<p>There\u2019s a theme emerging from these aspects of Web3 marketing: customer-centricity. Customer needs, wants, and preferences are at the heart of all of these new technologies and capabilities. Data decentralization helps protect customer data and artificial intelligence improves the overall customer experience by analyzing behaviors and delivering content based on those behaviors.<\/p>\r\n<p>As marketers, we should always aim to think from the customer\u2019s perspective. With each new campaign that\u2019s created, consider how relevant each message is to the individual customer and how you can build a one-to-one relationship with every single one.<\/p>\r\n<p><em>To learn more about Iterable\u2019s new <a href=\"https:\/\/iterable.com\/blog\/iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities\/\" target=\"_blank\" rel=\"noopener\">AI Optimization Suite<\/a>, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"An Introduction to Web3 Marketing","post_excerpt":"Web3 is all about transparency and efficiency. As a result, the central theme emerging in Web3 marketing is customer-centricity. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"an-introduction-to-web3-marketing","to_ping":"","pinged":"","post_modified":"2023-01-13 12:30:11","post_modified_gmt":"2023-01-13 20:30:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106930","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 13, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Web3 Marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/an-introduction-to-web3-marketing\/"},{"ID":106773,"post_author":"79","post_date":"2023-01-11 06:44:52","post_date_gmt":"2023-01-11 14:44:52","post_content":"<p>A new year is a fresh start. With this fresh start we expect some new trends to emerge in the world of graphic design\u2014particularly in emails. Every year we like to forecast what we believe will be the design trends for the coming year. In <a href=\"https:\/\/iterable.com\/blog\/start-fresh-with-these-2022-email-design-trends\/\" target=\"_blank\" rel=\"noopener\">2022<\/a>, for example, we predicted bright colors, overlapping elements, and combining photography and illustration\u2014amongst others. This year, as one of Iterable\u2019s resident brand designers, I was asked to give my perspective on the email design trends for 2023.<\/p>\r\n<h3>Doing the Most in 2023<\/h3>\r\n<p>As I put together this list of design trends, I started to notice a pattern. All of these trends are loud, bold, and playful. We saw a hint of this in 2022, but, as of late, we\u2019re seeing exciting design everywhere\u2014<a href=\"https:\/\/www.thespruce.com\/what-is-maximalist-style-4685629\" target=\"_blank\" rel=\"noopener\">interior design<\/a>, <a href=\"https:\/\/www.jumpstartmag.com\/fashion-trend-where-did-it-come-from-and-where-is-it-going\/\" target=\"_blank\" rel=\"noopener\">fashion<\/a>, etc. Even the <a href=\"https:\/\/www.pantone.com\/color-of-the-year\/2023\" target=\"_blank\" rel=\"noopener\">Pantone Color of the Year for 2023<\/a> is Viva Magenta, an extremely bright color. This year, expect to see the \u201cmaximalist\u201d mindset shine through in the following graphic design trends.<\/p>\r\n<h4>1. Retro Inspiration<\/h4>\r\n<p>Being bold isn\u2019t new. (Remember the neons and patterns of the \u201880s and \u201890s?) In 2023 you can expect a lot of brands to take inspiration from the past and create retro- or vintage-style designs. Take a look at this example from Australian brand <a href=\"https:\/\/sometimesalways.com.au\/\" target=\"_blank\" rel=\"noopener\">Sometimes Always<\/a>, an online wine boutique.<\/p>\r\n\r\n[caption id=\"attachment_106787\" align=\"alignnone\" width=\"1514\"]<img class=\"size-full wp-image-106787\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-last-chance-bottles-sale-take-15-off-2023-01-09-11_29_08-edit.png\" alt=\"Bold, retro colors and fonts featured\" width=\"1514\" height=\"3389\" \/> <em>Sometimes Always uses \u201870s colors and fonts to create a feeling of nostalgia. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/last-chance-bottles-sale-take-15-off\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Right off the bat, Sometimes Always plays with bright color by using a vintage yellow background. But, in addition to color, Sometimes Always features fonts and imagery that bring a \u201870s feel. One feature, in particular, that screams \u201cretro\u201d is the rounded edges of the header image\u2014it almost feels like an old bar coaster or a photo in an album at your grandma\u2019s house.<\/p>\r\n<h4>2. Monochromatic Color Schemes<\/h4>\r\n<p>Including loud color in design doesn\u2019t necessarily mean more than one color. A 2023 email design trend you can expect to see is monochromatic color schemes. This means taking one color and using different shades or hues of that color to create depth and contrast. This example from Notorious Nooch, a plant-based seasoning brand, showcases a blue monochromatic color palette.<\/p>\r\n\r\n[caption id=\"attachment_106793\" align=\"alignnone\" width=\"1512\"]<img class=\"size-full wp-image-106793\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-new-prouct-launch-today-2023-01-09-11_58_10-edit.png\" alt=\"Monochromatic Email Design\" width=\"1512\" height=\"7270\" \/> <em>To promote the launch of their B12 Super Nooch seasoning, <a href=\"https:\/\/notoriousnooch.co\/\" target=\"_blank\" rel=\"noopener\">Notorious Nooch<\/a> used the color of the product to make a bold statement. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-prouct-launch-today\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>The monochromatic design may be simple, but it\u2019s effective. Notorious Nooch is using it to specifically promote a new product that has this same color blue packaging. It\u2019s a smart choice to introduce a new product in an email that makes the color impossible to forget. Plus, this electric blue will certainly stand out in inboxes.<\/p>\r\n<h4>3. Highlighted Text and Images<\/h4>\r\n<p>Aligning with the bold and playful use of color, we\u2019re going to also be seeing a lot of highlighting certain words or images to draw attention to them. Rather than changing the color of the text itself, highlighting creates contrast and offers an opportunity to add even more color. This example from <a href=\"https:\/\/venmo.com\/\" target=\"_blank\" rel=\"noopener\">Venmo<\/a>, the money transfer app, shows some traditional highlighter colors\u2014greens, pinks, oranges\u2014that brighten the email and call out some key words and phrases.<\/p>\r\n\r\n[caption id=\"attachment_106799\" align=\"alignnone\" width=\"1320\"]<img class=\"size-full wp-image-106799\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-just-in-time-add-venmo-to-amazon-for-all-your-holiday-shopping-2023-01-09-16_33_08-edit.png\" alt=\"Highlighting text email example\" width=\"1320\" height=\"3382\" \/> <em>Venmo highlighted their name and Amazon\u2019s name, along with holiday-related words, to showcase a holiday partnership. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/just-in-time-add-venmo-to-amazon-for-all-your-holiday-shopping\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Highlighting helps draw the eye to the most important pieces of information in the email. The first thing someone sees when they open and skim this Venmo email is \u201cAmazon\u201d and \u201cVenmo.\u201d The last thing they see is \u201choliday shopping.\u201d This could prompt the customer to want to learn more and continue to read and engage with the email.<\/p>\r\n<h4>4. Outlined Text<\/h4>\r\n<p>Another big and bold email design trend we\u2019ll see in 2023 is outlined text. This is another device for drawing attention to the key information in the email while adding negative space, depth, and dimension. This example from <a href=\"https:\/\/www.alltrails.com\/\" target=\"_blank\" rel=\"noopener\">AllTrails<\/a>, an app featuring a database of outdoor trails, features the promotion, 20% off, in huge outlined text.<\/p>\r\n\r\n[caption id=\"attachment_106805\" align=\"alignnone\" width=\"1393\"]<img class=\"size-full wp-image-106805\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-our-first-ever-sale-on-alltrails-gear-is-happening-now-2023-01-10-09_19_27-edit.png\" alt=\"AllTrails text outline example\" width=\"1393\" height=\"2034\" \/> <em>This email from AllTrails features a large outlined promotion, layered within a photograph. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/our-first-ever-sale-on-alltrails-gear-is-happening-now\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>AllTrails was clever in their usage of outlined text because you can still see the background image. Their whole brand focuses on the outdoors, so keeping the landscape visible\u2014while still showcasing a promotion in a large text size\u2014aligns with their brand. They also layered the image and words in a way that creates a foreground, middle ground, and background, which adds interest.<\/p>\r\n<h4>5. Hints of Illustration<\/h4>\r\n<p>We\u2019re also going to see a lot of illustration popping up in emails. But, it will be combined with photography. The illustrations act as an accent to the photography and inject the brand\u2019s colors and style to enhance the look and feel of the email. This example from Austin East Ciders, an Austin-based cider brand, features their new sangria cider flanked by illustrated fruits.<\/p>\r\n\r\n[caption id=\"attachment_106811\" align=\"alignnone\" width=\"1303\"]<img class=\"size-full wp-image-106811\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/screencapture-reallygoodemails-emails-our-newest-flavor-of-cider-is-here-2023-01-10-10_00_22-edit-1.png\" alt=\"Illustration design trends\" width=\"1303\" height=\"4173\" \/> <em>Austin East Ciders uses illustrated fruit to showcase their new sangria cider. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/our-newest-flavor-of-cider-is-here\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s particularly clever about this email is the illustrated fruit at the top is then mirrored by a photo of fruit at the bottom. The two elements are similar, which creates consistency, but in the header image the can of cider is the star against the illustrated fruit. (Also, is that a nod to Viva Magenta we\u2019re seeing in the bottom photo?)<\/p>\r\n<h3>Making a Statement in 2023<\/h3>\r\n<p>These 2023 email design trends are all about making a statement\u2014they\u2019re loud, they\u2019re bold, they\u2019re playful. Adding color, outlines, highlights, and illustrations can help emails catch customers\u2019 attention.<\/p>\r\n<p>But, if all emails start to be visually bold, your brand will have to be strategically bold to set yourself apart. Design can help open the door to engaging customers, but the content of the emails, including personalization, can keep them engaged. Being bold goes beyond design in 2023.<\/p>\r\n<p><em>To learn more about Iterable and how it can take your email marketing strategy to the next level, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a>.<\/em><\/p>","post_title":"2023 Email Design Trends","post_excerpt":"This year, Nick Jarrett, one of Iterable\u2019s resident brand designers, was asked to give his perspective on the email design trends for 2023.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2023-email-design-trends","to_ping":"","pinged":"","post_modified":"2023-01-11 06:44:52","post_modified_gmt":"2023-01-11 14:44:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106773","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 11, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011123_2023-Design-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2023 Email Design Trends\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011123_2023-Design-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011123_2023-Design-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/011123_2023-Design-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2023-email-design-trends\/"},{"ID":106763,"post_author":"103","post_date":"2023-01-11 05:31:24","post_date_gmt":"2023-01-11 13:31:24","post_content":"<p>Do you believe \u201cif you build it, they will come?\u201d In episode three of this series, hear how TaskHuman found that to not always be true!<\/p>\r\n<p>What <em>does<\/em> work? TaskHuman discovered that a robust user journey strategy was the key to increasing user engagement and retention. During this webinar, Head of Growth Marketing at TaskHuman, Emma Lehman, will share how her team uses Iterable to personalize journeys across the lifecycle\u2014from welcome to onboarding, and beyond.<\/p>\r\n<p>Iterable\u2019s Senior Director of Customer &amp; Partner Marketing, Katie Pope, will join Emma as she demonstrates how TaskHuman\u2019s onboarding journey\u2014a sequential step-by-step user experience\u2014increased user adoption, participation, and KPIs across the board.<\/p>\r\n<p><strong>Walk away from this webinar understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to increase user engagement and adoption through user journeys<\/li>\r\n\t<li>How to build robust journeys throughout the customer lifecycle<\/li>\r\n\t<li>New ideas to personalize messages and earn loyalty<\/li>\r\n\t<li>Best practices for executing multi-channel messages<\/li>\r\n<\/ul>","post_title":"Ask a Builder About: How TaskHuman Improves Program Engagement From Personalized Journeys","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers using Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-builder-about-taskhuman-improves-program-engagement-from-personalized-journeys","to_ping":"","pinged":"","post_modified":"2023-02-15 12:42:54","post_modified_gmt":"2023-02-15 20:42:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=106763","menu_order":21,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"January 11, 2023","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Ask-a-Marketer_TaskHuman_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Ask-a-Marketer_TaskHuman_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Ask-a-Marketer_TaskHuman_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/Ask-a-Marketer_TaskHuman_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-builder-about-taskhuman-improves-program-engagement-from-personalized-journeys\/"},{"ID":106721,"post_author":"79","post_date":"2023-01-05 06:11:03","post_date_gmt":"2023-01-05 14:11:03","post_content":"<p>In the first part of this series, we touched upon <a href=\"https:\/\/iterable.com\/blog\/level-up-your-mobile-gaming-user-acquisition-tactics\/\" target=\"_blank\" rel=\"noopener\">mobile gaming user acquisition<\/a>. In a highly saturated mobile app market\u2014the App Store and Google Play Store have <a href=\"https:\/\/www.statista.com\/statistics\/276623\/number-of-apps-available-in-leading-app-stores\/\" target=\"_blank\" rel=\"noopener\">more than five million apps available<\/a>\u2014brands have to make sure their apps are not only discoverable, but also align with the needs and wants of their intended audiences. But, once your brand has overcome the acquisition hurdles, how do you keep them engaged?<\/p>\r\n<p>In this installment of our mobile gaming series, we\u2019ll be covering mobile gaming user retention strategies to ensure that once your game is installed on a user\u2019s phone, it stays there.<\/p>\r\n<h3>The Challenges of Mobile Gaming User Retention<\/h3>\r\n<p>Once a user downloads your app, it\u2019s pretty easy for them to remove it from their phones. In fact, <a href=\"https:\/\/clearbridgemobile.com\/stats-for-mobile-app-growth-and-success\/\" target=\"_blank\" rel=\"noopener\">25% of users<\/a> open an app only once. But, if they decide to uninstall, you lose an engaged, active user plus access to multiple marketing channels (push notifications, in-app messages, etc.), which is why retention\u2014and timing\u2014is crucial.<\/p>\r\n<p>The actions taken in the first \u201cN\u201d days\u2014from initial install\u2014are often used to define retention success in the mobile gaming industry.<\/p>\r\n<h4>The First \u201cN\u201d Days<\/h4>\r\n<p>To determine retention success, mobile gaming brands generally track user behavior within the first N days\u2014a predetermined time frame. Some common defaults are one day, seven days, or 30 days.<\/p>\r\n<p>Keep in mind that, depending on your specific app, this timeframe can be <a href=\"https:\/\/amplitude.com\/blog\/n-day-retention-for-mobile-games\" target=\"_blank\" rel=\"noopener\">shortened or extended<\/a>\u2014this is just a common default. In fact, <a href=\"https:\/\/www.deconstructoroffun.com\/blog\/2020\/4\/7\/long-term-retention-why-d180-is-the-new-d30\" target=\"_blank\" rel=\"noopener\">Deconstructor of Fun<\/a> suggests an even longer-term\u2014180 days\u2014measurement. Once the timeframe is set, brands can determine expectations within those timeframes and challenges users have when executing those expectations.<\/p>\r\n<h4>Consistent Engagement<\/h4>\r\n<p>A challenge mobile gaming brands face is consistent interaction with their users in a set number of days. It\u2019s proven that <a href=\"https:\/\/clearbridgemobile.com\/stats-for-mobile-app-growth-and-success\/\" target=\"_blank\" rel=\"noopener\">90% of mobile users<\/a> who regularly engage with an app (even once a week) are more likely to continue using it. So, how can brands stay engaged with users both in the short term and long term?<\/p>\r\n<p>It\u2019s all about delivering the right value at the right time. Brands need to find the right balance between connecting with the user and overwhelming them with notifications and messaging. Plus, brands have to understand which milestones or achievements help retain users and make the game worth playing. Remember, there are five million other apps to choose from, so getting users to continue to choose yours is a huge hurdle.<\/p>\r\n<h4>Gaming Fatigue<\/h4>\r\n<p>Another challenge mobile gaming apps face in the first N days, for example, is gaming fatigue. So, even if you do create ways to engage the users, they could get bored or even overwhelmed. <a href=\"https:\/\/www.thegamer.com\/gaming-fatigue-how-to-prevent\/\" target=\"_blank\" rel=\"noopener\">The Gamer<\/a> equates gaming fatigue to burnout. \u201cFor [gaming] hobbyists, the time they spend working can drain their mental stamina, and trying to accomplish tasks in a video game just taxes them more. Sometimes, the game itself can be a stressor\u2026\u201d With all of this stress and exhaustion, gamers can <a href=\"https:\/\/esportshealthcare.com\/gaming-fatigue\/\" target=\"_blank\" rel=\"noopener\">lose interest in the game itself<\/a>.<\/p>\r\n<p>Mobile gaming brands need to get creative when it comes to overcoming engagement and fatigue challenges.<\/p>\r\n<h3>Overcoming the Challenges<\/h3>\r\n<p>To overcome the challenges of mobile gaming user retention, it helps to put yourself in the gamers\u2019 shoes. With a world of other entertainment options to compete with (not just other apps, but all media), brands have to find the right engagement tactics to ensure longer interactions.<\/p>\r\n<p>Think from their perspective. What do users need to first get introduced to your game? What are they expecting as they continue to interact with your game? When answering these questions, it\u2019s crucial to remember that each user is an individual, with unique stories and experiences, and should be treated as such.<\/p>\r\n<h4>Clear, Concise Onboarding<\/h4>\r\n<p>If a user is trying your game for the first time, but finds the interface confusing and can\u2019t determine the goal of the game, they\u2019re going to give up. <a href=\"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/\" target=\"_blank\" rel=\"noopener\">Onboarding<\/a> is a crucial part of the mobile gaming customer journey because it can really make or break a relationship. As <a href=\"https:\/\/www.appcues.com\/blog\/3-fundamental-user-onboarding-lessons-from-classic-nintendo-games\" target=\"_blank\" rel=\"noopener\">Appcues<\/a> puts it, \u201cIn many cases, an effective user onboarding strategy meant the difference between a beloved classic and a forgotten flop.\u201d<\/p>\r\n<p>They also mention that early retention rates can result in compounding engagement rates over time. \u201cA <a href=\"https:\/\/www.appcues.com\/blog\/reduce-customer-churn\" target=\"_blank\" rel=\"noopener\">15% improvement in user retention<\/a> in the first week can compound into nearly twice the number of retained users after 10 weeks.\u201d But, each user is different and will need the right messaging during onboarding\u2014and beyond\u2014to create a long-lasting relationship with your game.<\/p>\r\n<h4>Real-Time Personalization<\/h4>\r\n<p>Each user is unique in how they interact with your game; mobile gaming retention strategies need to be highly personalized to be the most impactful. For example, you could send triggered, individualized communications based on the actions a user has taken. The messaging would be different for a user who has only logged in once compared to a user that logs in every day.<\/p>\r\n<p>What\u2019s more, personalization isn\u2019t widely adopted by gaming apps\u2026yet. According to <a href=\"https:\/\/www.blog.udonis.co\/mobile-marketing\/mobile-apps\/mobile-app-personalization\" target=\"_blank\" rel=\"noopener\">Udonis<\/a>, \u201cOnly 28% of all apps are personalized.\u201d So brands should strike while the iron is hot and make sure their real-time personalization strategies are in place to increase engagement and mobile gaming user retention.<\/p>\r\n<h4>Predictive Analytics<\/h4>\r\n<p>Another tool to overcome mobile gaming user retention challenges is predictive analytics. Based on how users have interacted with your app in the past, predictive analytics uses AI to recognize patterns and determine where along their journey an individual user is likely to drop off. This is highly beneficial for brands because measures can be taken before users drop off, to keep them engaged.<\/p>\r\n<p>For instance, if, according to your predictive analytics, users tend to stop playing after level 10, maybe at level nine, you can offer incentives. Give users extra lives, exclusive content, new challenges, etc. to keep them playing through level 10 and long after. New tools and technology can help improve and automate mobile gaming user retention.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener\">Advanced predictive analytics tools<\/a> can also shed light on the data behind the predictions. They not only provide a \u201cwhat\u201d but a \u201cwhy\u201d and \u201chow\u201d as well. If a gamer is at risk of churning, these advanced tools can show what data indicates a predicted churn, allowing your marketing team to adjust strategies to prevent that from happening.<\/p>\r\n<h3>From Retention to Conversion<\/h3>\r\n<p>Now we\u2019ve covered acquisition and retention, but the last and final step in the journey is conversion. We\u2019re all familiar with in-app purchases, but how do you get users\u2014once they\u2019ve discovered your app, downloaded it, and use it regularly\u2014to make in-app purchases. Stay tuned for the next installment of this mobile gaming series.<\/p>\r\n<p><em>To learn how Iterable can improve your mobile gaming user retention strategies (and beyond) through onboarding, real-time personalization, and predictive AI, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Score Big With These Mobile Gaming User Retention Tips","post_excerpt":"We\u2019ll be covering mobile gaming user retention strategies to ensure that once your game is installed on a user\u2019s phone, it stays there.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"score-big-with-these-mobile-gaming-user-retention-tips","to_ping":"","pinged":"","post_modified":"2023-01-05 06:11:03","post_modified_gmt":"2023-01-05 14:11:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106721","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 05, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/122222_GamingEntertainment-Retention_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"mobile gaming retention\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/122222_GamingEntertainment-Retention_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/122222_GamingEntertainment-Retention_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/122222_GamingEntertainment-Retention_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/score-big-with-these-mobile-gaming-user-retention-tips\/"},{"ID":106646,"post_author":"79","post_date":"2023-01-04 06:13:12","post_date_gmt":"2023-01-04 14:13:12","post_content":"<h3>Iterable Named a Customers\u2019 Choice in the December 2022 Gartner<sup>\u00ae<\/sup> Peer Insights\u2122 \u201cVoice of the Customer\u201d: Multichannel Marketing Hubs<\/h3>\r\n<p>We\u2019re honored to be recognized as a Customers\u2019 Choice in the <a href=\"https:\/\/www.gartner.com\/doc\/reprints?id=1-2C2V0OV4&amp;ct=221223&amp;st=sb\" target=\"_blank\" rel=\"noopener\">December 2022 Gartner Peer Insights \u201cVoice of the Customer\u201d: Multichannel Marketing Hubs<\/a>. We wouldn\u2019t have received this recognition without our customers, so, first and foremost, to our customers: thank you. We aim to lead by example and create world-class customer experiences that bring joy not only to our customers\u2019 customers, but our direct customers\u2014the brands that use Iterable\u2014as well. We\u2019re honored to have been given the distinction of Customers' Choice. We\u2019re proud of everything our team has accomplished and the relationships we\u2019ve built with our customers.<\/p>\r\n<p>And, as if the distinction of Customers' Choice and these outstanding customer reviews (we\u2019re not crying, you\u2019re crying) wasn\u2019t enough already, <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener\">G2<\/a>, a peer-to-peer review site, has named Iterable a Marketing Automation Leader in their <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-winter-2023\" target=\"_blank\" rel=\"noopener\">Winter 2023 Momentum Grid\u00ae Report<\/a>.<\/p>\r\n<p>But don\u2019t just take our word for it\u2014let\u2019s hear from the customers themselves!<\/p>\r\n<h3>Customers Choose Iterable as a Superior Product<\/h3>\r\n<h4>\u201cIterable Changed the Game for Us.\u201d<\/h4>\r\n<blockquote>\r\n<p>\u201cI fell in love with Iterable as soon as I found it. We were struggling with having our communications spread out across all different tools and Iterable has allowed us to bring everything into one place.\u201d<\/p>\r\n<p><br \/>\r\n<em>- Director of Growth, Travel and Hospitality (<a href=\"https:\/\/www.gartner.com\/reviews\/market\/multichannel-marketing-hubs\/vendor\/iterable\/product\/iterable\/review\/view\/4442894\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cThe Single Best Multichannel Platform in 2022\u201d<\/h4>\r\n<blockquote>\r\n<p>\"Iterable is the best in class when it comes to ESP's, from the technological side, the ease of integration and quality of API, the power to insert data to personalize customer experience to the incredible support from the success team.\u201d<\/p>\r\n<p><br \/>\r\n<em>- Head of CRM, Banking (<a href=\"https:\/\/www.gartner.com\/reviews\/market\/multichannel-marketing-hubs\/vendor\/iterable\/product\/iterable\/review\/view\/4210912\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cMy Experience with Iterable Has Been Amazing\u201d<\/h4>\r\n<blockquote>\r\n<p>\u201cThe UI is easy to get down and their documentation is exceptional. It's been easy to learn new features and build my skill set over the years with their journeys, ability to personalize templates with logic, and more.\u201d<\/p>\r\n<p><br \/>\r\n<em>- Senior CRM Manager, Retail &amp; Ecommerce (<a href=\"https:\/\/www.gartner.com\/reviews\/market\/multichannel-marketing-hubs\/vendor\/iterable\/product\/iterable\/review\/view\/4154428\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cGreat Platform for Marketing Automation\u201d<\/h4>\r\n<blockquote>\r\n<p>\"Live chat support is usually fantastic - you get an answer within 30 minutes. Workflows work consistently well, and are clear to sort out and start new workflows. Scheduling and building lists are speedy and painless. Iterable seems to deal with large amounts of data with ease.\"<\/p>\r\n<p><br \/>\r\n<em>- Phil S., Email Marketing Specialist, Media &amp; Entertainment (<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-7174890\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h3>Customers Choose Iterable Because it\u2019s Easy to Use &amp; Flexible<\/h3>\r\n<h4>\u201cGreat Modern, Flexible ESP\u201d<\/h4>\r\n<blockquote>\r\n<p>\"Had a great experience switching over to Iterable. Very intuitive, flexible, easy for our business users to create workflows and customer segments without Dev, and our Creative team loved the drag and drop UI. Made our email operations much more streamlined.\"<\/p>\r\n<p><br \/>\r\n<em>- VP Ecommerce, Consumer Goods (<a href=\"https:\/\/www.gartner.com\/reviews\/market\/email-marketing\/vendor\/iterable\/product\/iterable\/review\/view\/4123770\" target=\"_blank\" rel=\"noopener\">Gartner<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cIterable allows for personalization and complexity without sacrificing user-friendliness\u201d<\/h4>\r\n<blockquote>\r\n<p>\u201cI love Iterable for its powerful segmentation and automation capabilities. We can leverage all kinds of user data, from basic info to complex behavioral insights, to create highly personalized, timely campaigns. Its customer support is the best I\u2019ve ever received for a marketing product.\u201d<\/p>\r\n<p><br \/>\r\n<em>- Verified User, Real Estate (<a href=\"https:\/\/www.g2.com\/survey_responses\/iterable-review-7088465\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cFast pivoting platform that is easy to use!\u201d<\/h4>\r\n<blockquote>\r\n<p>\"Iterable is constantly adapting to new trends, which is huge. The UI is relatively easy to use, and the product team is always receptive to suggestions from our team.\"<\/p>\r\n<p><br \/>\r\n<em>- Delano W., Marketing Manager, Apps &amp; Services (<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-7165711\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cModular platform that scales to meet your CRM needs\u201d<\/h4>\r\n<blockquote>\r\n<p>\"The best feature of Iterable is by far the modular nature of the core structure of customer data. There really is no limit when it comes to the data you can store about your customer, and what this unlocks is a host of industry-leading tools that allow you to build multi-channel campaigns and automations to target these customers. This, coupled with a simple to use journeys tool and powerful campaigns builder is a great combination to help you better understand, segment and effectively target your customers on a truly personal level.\"<\/p>\r\n<p><br \/>\r\n<em>- Ethan B., CRM Manager, Consumer Apps &amp; Services (<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-6985320\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h3>Customers Choose Iterable Because of Stellar Support<\/h3>\r\n<h4>\u201cI have loved working with Iterable! Their customer service is fast, attentive, and amazing!\u201d<\/h4>\r\n<blockquote>\r\n<p>\u201cIterable has amazing training videos, modules, and live training courses you can take to stay updated on features and updates. So thankful for their resources!\u201d<\/p>\r\n<p><br \/>\r\n<em>- Marissa N., Email Analyst (<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-7312790\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cA great partner to help deliver amazing communications\u201d<\/h4>\r\n<blockquote>\r\n<p>\u201cThe team at Iterable are an extension of our own teams, they seek to understand your problems and opportunities and have the people available to help you quickly and effectively deliver value. The tool itself is simple but powerful and the onboarding process has been seamless.\u201d<\/p>\r\n<p><br \/>\r\n<em>- Verified User, Hospitality (<a href=\"https:\/\/www.g2.com\/survey_responses\/iterable-review-6928144\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<h4>\u201cGreat platform for email and push notifications and the onboarding support is great!\u201d<\/h4>\r\n<blockquote>\r\n<p>\"Easy to use platform. Creating Journeys (Workflows) is easy for both push notifications and email. The onboarding support is excellent and help us ensure we reached all the technical implementation and began to execute.\"<\/p>\r\n<p><br \/>\r\n<em>- Peter V., Head of Marketing, Fintech &amp; Insurance (<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-7329691\" target=\"_blank\" rel=\"noopener\">G2<\/a>)<\/em><\/p>\r\n<\/blockquote>\r\n<p>For us, customer centricity means building a platform that makes the lives of our customers\u2019 easier. Both the Iterable platform and the Iterable team were established with the understanding that our customers\u2019 success is of the utmost importance.<\/p>\r\n<h3>Continuing to Be Unabashedly Bold<\/h3>\r\n<p>None of these recognitions would be possible without our customers, so again, we want to say a huge thank you. We\u2019re so grateful we\u2019re able to deliver a best-in-class experience, and the kind words of our customers give us the motivation to continue innovating and connecting people with products and services that bring them joy.<\/p>\r\n<p>We\u2019re constantly iterating and looking for new ways to make our customers\u2019 jobs not only easier, but more effective and efficient at the same time. (Want to learn more? <a href=\"https:\/\/iterable.com\/blog\/iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities\/\" target=\"_blank\" rel=\"noopener\">Check out our latest product release<\/a>.)<\/p>\r\n<p>We love hearing from our customers and opening up all communication channels. If you want to join the conversation, <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America<\/a>, happening April 17-19 in San Francisco. We\u2019ll see you there!<\/p>\r\n<p style=\"font-size: 9px;\"><span style=\"font-weight: 400;\">GARTNER\u00a0 is a\u00a0<\/span><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">registered trademark<\/span><\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">and service mark, and\u00a0<\/span><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">PEER INSIGHTS is a\u00a0 registered trademark<\/span>\u00a0<\/span><span style=\"font-weight: 400;\">, of Gartner, Inc. and\/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.<\/span><\/p>\r\n<p style=\"font-size: 9px;\"><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Gartner Peer Insights content consists of the opinions of individual end users based on their own experiences, and should not be construed as statements of fact, nor do they represent the views of Gartner or its affiliates. Gartner does not endorse any vendor, product or service depicted in this content nor makes any warranties, expressed or implied, with respect to this content, about its accuracy or completeness, including any warranties of merchantability or fitness for a particular purpose.<\/span><\/span><\/p>","post_title":"Customers are Choosing Iterable, Here\u2019s Why","post_excerpt":"Iterable Named a Customers\u2019 Choice in the December 2022 Gartner\u00ae Peer Insights\u2122 \u201cVoice of the Customer\u201d: Multichannel Marketing Hubs.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customers-are-choosing-iterable-heres-why","to_ping":"","pinged":"","post_modified":"2023-03-15 17:28:23","post_modified_gmt":"2023-03-16 00:28:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106646","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 04, 2023","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/DRAFT-1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Blog-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"December 2022 Gartner\u00ae Peer Insights\u2122 \u201cVoice of the Customer\u201d: Multichannel Marketing Hubs\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/DRAFT-1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Blog-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/DRAFT-1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Blog-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2023\/01\/DRAFT-1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Blog-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/customers-are-choosing-iterable-heres-why\/"},{"ID":106506,"post_author":"79","post_date":"2022-12-19 11:07:07","post_date_gmt":"2022-12-19 19:07:07","post_content":"<p>The past few years have felt like a marathon. But unlike a marathon, it\u2019s been impossible to preview the journey, prepare for all possible scenarios, and rest, stretch, and recover when things get tough. The world has been changing at such a fast pace that, sometimes, it felt like all we could do was try to keep up.<\/p>\r\n<p>Running this marathon has not been easy. But we did it. We survived a pandemic, a great resignation, supply chain disruptions, heightened consumer expectations, and so much more. In overcoming these challenges, we\u2019ve learned that we are strong, capable, resourceful, and resilient. Our confidence helped us stand tall, embrace uncertainty, and take calculated risks. And it\u2019s because of our boldness that, when looking back on the year, we have so much to celebrate.<\/p>\r\n<h3>2022 in Review<\/h3>\r\n<p>It\u2019s thanks to our talented team, and their commitment to delivering joyful experiences for every organization around the world, that we have so much to celebrate.<\/p>\r\n<p>Over the past 12 months, we:<\/p>\r\n<ul>\r\n\t<li>Were recognized for our incredible company culture by <a href=\"https:\/\/www.forbes.com\/lists\/americas-best-startup-employers\/?sh=5299edbc2ad7\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, <a href=\"https:\/\/www.inc.com\/profile\/iterable\" target=\"_blank\" rel=\"noopener\">Inc.<\/a>, and the SF Business Times<\/li>\r\n\t<li>Launched our <a href=\"https:\/\/venturebeat.com\/business\/iterable-optimizes-ai-to-hyper-personalize-marketing-and-predict-future-purchases\/\" target=\"_blank\" rel=\"noopener\">new AI Optimization Suite<\/a>, enabling brands to deliver outcome-based marketing strategies that drive stronger, individualized customer experiences<\/li>\r\n\t<li>Surpassed <a href=\"https:\/\/www.globenewswire.com\/news-release\/2022\/06\/23\/2468065\/0\/en\/Iterable-Surpasses-1-000-Customers-Using-Its-Platform-Around-the-World.html\" target=\"_blank\" rel=\"noopener\">1000 customers<\/a> using our platform around the world<\/li>\r\n\t<li>Were ranked #6 on the #GirlsClub list of <a href=\"https:\/\/wearegirlsclub.com\/2021-top-25-companies-where-women-want-to-work\/\" target=\"_blank\" rel=\"noopener\">Top 25 Companies Where Women Want to Work<\/a><\/li>\r\n\t<li>Expanded our operations to <a href=\"https:\/\/www.globenewswire.com\/news-release\/2022\/09\/28\/2524457\/0\/en\/Iterable-Expands-Global-Presence-in-Australia-and-New-Zealand.html\" target=\"_blank\" rel=\"noopener\">Australia and New Zealand<\/a><\/li>\r\n\t<li>Released cutting-edge <a href=\"https:\/\/venturebeat.com\/automation\/not-phoning-it-in-iterables-new-tools-help-marketers-harness-the-power-of-sms\/\" target=\"_blank\" rel=\"noopener\">new cross-channel capabilities<\/a><\/li>\r\n\t<li>Brought Activate Summit back in-person to London and San Francisco (<a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">register<\/a> for the next Activate Summit, happening in April)<\/li>\r\n\t<li>Hosted our first-ever Activate Tour, stopping in <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6996985477828399104\" target=\"_blank\" rel=\"noopener\">NY<\/a>, <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6991576804150968320\" target=\"_blank\" rel=\"noopener\">Seattle<\/a>, <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6996985477828399104\" target=\"_blank\" rel=\"noopener\">Boston<\/a>, <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6998947927595368448\" target=\"_blank\" rel=\"noopener\">London<\/a>, LA, and Miami<\/li>\r\n\t<li>Welcomed some amazing <a href=\"https:\/\/www.globenewswire.com\/en\/news-release\/2022\/10\/04\/2528014\/0\/en\/Iterable-Strengthens-Executive-Team-with-New-Chief-Revenue-Officer-Chief-People-Officer-and-Chief-Information-Security-Officer.html\" target=\"_blank\" rel=\"noopener\">new leaders<\/a> to our executive team<\/li>\r\n\t<li>And so much more\u2026<\/li>\r\n<\/ul>\r\n<p>We\u2019ll always face new challenges. But if we\u2019ve learned anything over the past few years, it\u2019s that, if we shift our perspective, and view these obstacles as opportunities, we can overcome anything that comes our way\u2014and we\u2019ll continue to do so going forward.<\/p>\r\n<h3>Being Bold in 2023<\/h3>\r\n<p>Next year, we\u2019re going to continue to dream big, take chances, embrace change, and work together. We will continue to dream big about the future of marketing. We will continue to build the tools and capabilities that enable today\u2019s most innovative brands and businesses to win. And we will continue to deliver joyful experiences to every organization in the world.<\/p>\r\n<p>Fortune favors the bold. And in 2023, that\u2019s what we\u2019re going to be.<\/p>\r\n<h3>Bold Advice from Iterable\u2019s Newest Executives<\/h3>\r\n<p>But what does being bold really mean? How does that trickle down to your business and team? We asked the newest members of our executive team to help, by sharing their advice on how to be bold.<\/p>\r\n<h4>Vasu Kohli, Chief Information Security Officer<\/h4>\r\n<blockquote>\r\n<p>\u201cDon\u2019t be afraid of risks and needed changes; instead, partner with those around you to help gain a deeper understanding of them. Lead with curiosity and humility and be confident that together you can navigate change. Coming to work every day expecting change as the status quo will not yield the transformation that any company deserves and needs to grow and meet its full potential.<\/p>\r\n<p>It\u2019s also important that leaders are good listeners and instill trust and confidence in their team, to not only go through the motions every day, but also share opportunities for improvement along the way. This empowers and encourages them to lean into a growth mindset and turn those opportunities into a string of successes. With these principles my team has been successfully growing and meeting our fast-paced environment.\u201d<\/p>\r\n<\/blockquote>\r\n<h4>Sejal Patel Daswani, Chief People Officer<\/h4>\r\n<blockquote>\r\n<p>\u201cAs the pace of innovation and technology in the workplace continues to accelerate, it gives us an opportunity to innovate and rethink how we support our employees and managers. As a people leader, my job is to empower Iterators to achieve their human potential and career aspirations and execute so that we can continue to grow our business.<\/p>\r\n<p>It\u2019s more important now than ever before to let go of hesitation, forget legacy mindsets, and embrace an iterative and experimental mindset\u2014be agile! You don\u2019t have to be 100% ready to move forward on a People team initiative but start with listening to employees and managers, define the problem statement and then design solutions and pilot. Get your ideas out there, test them, pilot, listen closely to feedback, and move quickly to make improvements and iterate. As any product requires, we begin with pilots and then iterate on versions...1.0, 2.0 and beyond.<\/p>\r\n<p>We bring the product development cycle into our work as People leaders and have a mindset to integrate feedback and user inputs and create experiences that delight our employees and solve critical pain points. Our Iterable People Team mission is to empower and elevate all of Iterable to grow to their full potential and drive business growth with a mindset of being agile, innovative, and attune to feedback, we can do it.\u201d<\/p>\r\n<\/blockquote>\r\n<h4>Bobby Jaffari, Chief Revenue Officer<\/h4>\r\n<blockquote>\r\n<p>\u201cI was once told that you couldn\u2019t sell something you don\u2019t believe in. So I think boldness for me is a function of belief and conviction. I focus on instilling a sense of confidence in my sales team\u2014confidence in Iterable\u2019s product and confidence in our story, and, of course, confidence in themselves.<\/p>\r\n<p>Luckily, with Iterable, believing in our product and story is our strong suit. We all know that we have the most powerful customer communication platform out there. We know how our product has helped our customers do great things for their users. And we know that our company story is powerful because it is values-driven. When we can communicate these convictions with confidence, it\u2019s magic.\u201d<\/p>\r\n<\/blockquote>\r\n<h4>Sanam Saaber, Chief Legal Officer<\/h4>\r\n<blockquote>\r\n<p>\u201cIt doesn\u2019t matter what level you are at a company, or where you are at in your education or career: risks, big or small, are terrifying. That\u2019s why I\u2019m a huge fan of small acts of courage\u2014taking micro steps and small, calculated risks. Over time, these seemingly minor acts of courage have incremental impacts that can build up.<\/p>\r\n<p>While it\u2019s true that growth happens outside of your comfort zone, the perception that you have to feel like you\u2019re jumping off a cliff to develop is misguided. You\u2019ll see much more profound returns by pushing yourself outside your comfort zone a little every day. The biggest risk is not taking any risk\u2014if you don't go out on the branch, you're never going to get the best fruit.\u201d<\/p>\r\n<\/blockquote>\r\n<h3>Iterable in the New Year<\/h3>\r\n<p>Our company name, Iterable, means we\u2019re not afraid to iterate, test, and try again. What sets us apart as a business, and what makes us a best place to work, is the pace at which we innovate. We build products and create capabilities that ensure our customers succeed in this competitive and challenging environment.<\/p>\r\n<p>The fact of the matter is that the world moves fast. Look around you! The pace of our society and technology is only picking up speed. And in today\u2019s world, where innovation is currency, companies can\u2019t afford to slow their pace.<\/p>\r\n<p>There\u2019s no time for hesitation in the new year. There\u2019s no time to stick to the status quo. If you\u2019re brave and bold, you will win.<\/p>\r\n<p><em>Marketing wins begin at <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a>. Register now to join the world\u2019s boldest marketers in San Francisco April 17-19!<\/em><\/p>","post_title":"How Iterable Plans to Be Bold in 2023","post_excerpt":"Thanks to our team, and their commitment to delivering joyful experiences, we have a lot to look forward to for the future of Iterable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-iterable-plans-to-be-bold-in-2023","to_ping":"","pinged":"","post_modified":"2022-12-19 11:07:07","post_modified_gmt":"2022-12-19 19:07:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106506","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121922_Exec-Roundup_Blog_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"being bold in 2023\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121922_Exec-Roundup_Blog_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121922_Exec-Roundup_Blog_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121922_Exec-Roundup_Blog_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-iterable-plans-to-be-bold-in-2023\/"},{"ID":106434,"post_author":"79","post_date":"2022-12-15 13:12:10","post_date_gmt":"2022-12-15 21:12:10","post_content":"<p>Smartphones have become akin to digital Swiss Army knives\u2014they have so many different functions and are compact and pocket-sized. But, unlike the foldable blade or ejectable toothpick of a Swiss Army knife, users are able to (mostly) choose which functions they want to fill their phone with via downloaded apps.<\/p>\r\n<p>There are apps for everything. Remember the <a href=\"https:\/\/www.wired.com\/2010\/10\/app-for-that\/\" target=\"_blank\" rel=\"noopener\">2009 Apple commercial<\/a> that touted \u201cThere\u2019s an app for that?\u201d That was true then, and it\u2019s even truer now, as the number of apps available has only increased since. In fact, as of November 2022, the Google Play Store and Apple\u2019s App Store (the two largest app stores) offer over <a href=\"https:\/\/www.statista.com\/statistics\/276623\/number-of-apps-available-in-leading-app-stores\/\" target=\"_blank\" rel=\"noopener\">five million apps combined<\/a>. (Seriously, there\u2019s even a \u201ctherapeutic\u201d <a href=\"https:\/\/apps.apple.com\/us\/app\/pimple-popper\/id312383694\" target=\"_blank\" rel=\"noopener\">virtual pimple-popping app<\/a>, if you\u2019re into that kind of thing.)<\/p>\r\n<p>With such a variety of apps to choose from, mobile marketers need to ensure their apps are discoverable within these highly saturated app stores. This is where app store optimization (ASO) can help.<\/p>\r\n<h3>What is App Store Optimization (ASO)?<\/h3>\r\n<p>App stores are a lot like web browsers. Users visit, search for what they want, and the most relevant results appear towards the top. And, like how search engine optimization (SEO) can help brands get their content to land in those coveted top spots, app store optimization (ASO) helps apps rank better\u2014with the goal of increasing visibility and likelihood of user engagement.<\/p>\r\n<p>Think about all of the information that\u2019s available for one app in an app store. There are titles, descriptions, reviews, and so on. Knowing how to populate this information can help improve your app\u2019s rankings.<\/p>\r\n<h3>Tips for Impactful ASO<\/h3>\r\n<p>While some strategies for ASO are similar to SEO, there are also some key differences when it comes to improving discoverability and ranking in an app store versus a web browser. Understanding these differences\u2014and similarities\u2014can elevate your app presence.<\/p>\r\n<h4>1. Pick Your Title and Stick With it<\/h4>\r\n<p>The app title and app name are different. The app name can be your brand name, but the app title\u2014the first line that appears in your app description in the app store\u2014should be carefully constructed.<\/p>\r\n\r\n[caption id=\"attachment_106435\" align=\"alignnone\" width=\"664\"]<img class=\"size-full wp-image-106435\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Screen-Shot-2022-12-13-at-1.18.17-PM.png\" alt=\"LinkedIn title in app store\" width=\"664\" height=\"758\" \/> <em>LinkedIn\u2019s app title has the keywords \u201cnetwork\u201d and \u201cjob finder\u201d which are two main functions of the app. Source: <a href=\"https:\/\/apps.apple.com\/us\/app\/linkedin-network-job-finder\/id288429040\" target=\"_blank\" rel=\"noopener\">Apple App Store<\/a>.<\/em>[\/caption]\r\n\r\n<p>The keywords you include in your app\u2019s title can vastly impact app store optimization because the name needs to align with your app\u2019s function. This is where keywords come into play. You should research keywords with high search volume that strongly relate to your app\u2019s purpose\u2014we\u2019d recommend choosing keywords that match intent over those with high search volume if it comes down to choosing between the two\u2014and include the top keywords in your app title.<\/p>\r\n<p>The key, however, is that your title should be set for the long haul. As <a href=\"https:\/\/neilpatel.com\/blog\/app-store-optimization\/\" target=\"_blank\" rel=\"noopener\">Neil Patel<\/a> says, \u201c...changing your title too often can be detrimental. As your app begins to rank higher and gain more reviews, your app\u2019s news will begin to spread by word of mouth. Changing the title can make it difficult for word to spread about your app.\u201d<\/p>\r\n<p>But remember, in both the Google Play Store and the Apple App Store, titles can only have a maximum of 30 characters.<\/p>\r\n<h4>2. Write a Detailed Description<\/h4>\r\n<p>If you couldn\u2019t fit all of your top keywords in your app title, the app description is the perfect place to include some more keywords amidst a detailed explanation of what your app does. The description is really where you get to connect to your audience\u2019s needs and wants by describing the functionality of your app.<\/p>\r\n\r\n[caption id=\"attachment_106441\" align=\"alignnone\" width=\"642\"]<img class=\"size-full wp-image-106441\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Screen-Shot-2022-12-14-at-9.53.18-AM.png\" alt=\"LinkedIn's app description for app store optimization\" width=\"642\" height=\"964\" \/> <em>LinkedIn\u2019s app description explains exactly what LinkedIn is for and the various functions of the app. Source: <a href=\"https:\/\/apps.apple.com\/us\/app\/linkedin-network-job-finder\/id288429040\" target=\"_blank\" rel=\"noopener\">Apple App Store<\/a>.<\/em>[\/caption]\r\n\r\n<p>Your app description should include keywords that audiences would search for but, more importantly, it should include information about your app. What are users who find your app going to want to know? App descriptions are only 252 characters, so while keywords are important, answering audience questions should take priority.<\/p>\r\n<p>Unlike your app title, the app description can change. It\u2019s not immediately on display when the app is searched for, so it can evolve depending on what resonates with your audience. As <a href=\"https:\/\/neilpatel.com\/blog\/app-store-optimization\/\" target=\"_blank\" rel=\"noopener\">Neil Patel<\/a> says, \u201cThere\u2019s no room for fluff, and you may need to A\/B test several iterations to find what works best.\u201d<\/p>\r\n<h4>3. Gather Customer Reviews<\/h4>\r\n<p>Lastly, getting customer reviews is incredibly important for app store optimization. We know that the reviews and opinions of like-minded users (<a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">peer-to-peer marketing<\/a>) can influence a purchase, and that holds true for app downloads as well. According to <a href=\"https:\/\/www.mobileappdaily.com\/importance-of-mobile-app-reviews\" target=\"_blank\" rel=\"noopener\">Mobile App Daily<\/a>, \u201c90% of users go through reviews and ratings before installing an app.\u201d<\/p>\r\n\r\n[caption id=\"attachment_106447\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-106447\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/File-61.jpg\" alt=\"Top rated apps get higher rankings in app stores\" width=\"1125\" height=\"2231\" \/> <em>The App Store allows users to filter reviews by \u201cMost Helpful,\u201d \u201cMost Favorable,\u201d \u201cMost Critical,\u201d and \u201cMost Recent.\u201d Source: <a href=\"https:\/\/apps.apple.com\/us\/app\/linkedin-network-job-finder\/id288429040\" target=\"_blank\" rel=\"noopener\">Apple App Store<\/a>.<\/em>[\/caption]\r\n\r\n<p>Reviews are important because users value the feedback from those similar to themselves, but not only that, app stores also value quality. Simply put, \u201cApps with higher ratings also <a href=\"https:\/\/neilpatel.com\/blog\/app-store-optimization\/\" target=\"_blank\" rel=\"noopener\">ranked higher<\/a>.\u201d So, while brands should strive to get more app reviews, they also should aim to get positive reviews: a tough balance to strike.<\/p>\r\n<p>Be sure your brand is soliciting reviews both within your app and via other marketing channels. You can request app reviews via email, on your website, etc. If negative reviews do come in, use those as an opportunity to change and grow. Like with SEO, with a focus on app store optimization, there\u2019s always room to improve your ranking.<\/p>\r\n<h3>App Store Optimization from the Users' Perspective<\/h3>\r\n<p>The common thread throughout all of these tips is understanding your audience and their perspective. Put yourself in their shoes and imagine they\u2019re searching the app store. What will they type in? What additional information could they want? Does your app have reviews? If so, what reviews are they seeing?<\/p>\r\n<p>When you have this full understanding of your user base you\u2019ll be able to match their search intent and improve your app store ranking.<\/p>\r\n<p><em>To learn more about how Iterable can improve your mobile marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"3 Tips for App Store Optimization (ASO)","post_excerpt":"With such a saturated market, mobile marketers need to ensure users can find their apps. This is where app store optimization (ASO) can help.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-tips-for-app-store-optimization-aso","to_ping":"","pinged":"","post_modified":"2023-03-15 17:26:51","post_modified_gmt":"2023-03-16 00:26:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106434","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121522_ASO_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121522_ASO_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121522_ASO_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/121522_ASO_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-tips-for-app-store-optimization-aso\/"},{"ID":106223,"post_author":"103","post_date":"2022-12-12 07:44:26","post_date_gmt":"2022-12-12 15:44:26","post_content":"<p>Kicking off a new year provides the perfect opportunity to reflect on the past and plan for the future. And as the market continues to evolve, you can't keep doing the same thing and just expect for success to follow.\u00a0<\/p>\r\n<p>In this webinar, we will be talking through 5 trendsetting resolutions to help B2B companies break out of the mold and engage users on a deeper, more meaningful level, including:<\/p>\r\n<ul>\r\n\t<li>Orchestrate journeys that accelerate product growth and maturity<\/li>\r\n\t<li>Engage individual users and turn them into lifelong champions<\/li>\r\n\t<li>Increase team efficiencies, and let reps do what they do best...SELL!<\/li>\r\n<\/ul>\r\n<p>Register now to learn how to make 2023 your best year yet!<\/p>","post_title":"Bringing Sexy Back: 5 Trendsetting Resolutions for B2B Marketers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"bringing-sexy-back-5-trendsetting-resolutions-for-b2b-marketers","to_ping":"","pinged":"","post_modified":"2023-03-02 22:46:11","post_modified_gmt":"2023-03-03 06:46:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=106223","menu_order":22,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 12, 2022","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/B2B-Marketers_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"B2B Webinar\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/B2B-Marketers_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/B2B-Marketers_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/B2B-Marketers_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/bringing-sexy-back-5-trendsetting-resolutions-for-b2b-marketers\/"},{"ID":106271,"post_author":"97","post_date":"2022-12-09 13:20:04","post_date_gmt":"2022-12-09 21:20:04","post_content":"<p><img class=\"aligncenter wp-image-106667\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/gartner-grid-266x300.png\" alt=\"\" width=\"450\" height=\"507\" \/><\/p>\r\n<p>Iterable is honored to be named a \u201cCustomers' Choice\u201d vendor in the Gartner\u00ae Peer Insights\u2122 Voice of the Customer: Multichannel Marketing Hubs, report.\u00a0<\/p>\r\n<p>Here\u2019s a sneak peek at what Iterable customers told Gartner in their latest \u201cVoice of the Customer\u201d report:\u00a0<\/p>\r\n<ul>\r\n\t<li aria-level=\"1\"><b>100% <\/b>of our customers would recommend using Iterable<\/li>\r\n\t<li aria-level=\"1\">Iterable recognized in the<b> \u201cCustomers' Choice\u201d<\/b> category, exceeding the market average for both overall experience and user interest and adoption<\/li>\r\n<\/ul>\r\n<p>Iterable Customers are saying:<\/p>\r\n<p style=\"padding-left: 40px;\"><b>\u201cIterable Changed the Game for Us.\u201d<\/b><\/p>\r\n<p style=\"padding-left: 40px;\">\u201cI fell in love with Iterable as soon as I found it. We were struggling with having our communications spread out across all different tools and Iterable has allowed us to bring everything into one place.\u201d\u00a0<\/p>\r\n<p style=\"padding-left: 40px;\"><b><i>- Director of Growth, Travel and Hospitality (<\/i><\/b><a href=\"https:\/\/www.gartner.com\/reviews\/market\/multichannel-marketing-hubs\/vendor\/iterable\/product\/iterable\/review\/view\/4442894\"><b><i>Gartner<\/i><\/b><\/a><b><i>)<\/i><\/b><\/p>\r\n<p style=\"padding-left: 40px;\"><b>\u201cThe Single Best Multichannel Platform in 2022\u201d<\/b>\u00a0<\/p>\r\n<p style=\"padding-left: 40px;\">\u201cIterable is the best in class when it comes to ESP's, from the technological side, the ease of integration and quality of API, the power to insert data to personalize customer experience to the incredible support from the success team.\u201d<\/p>\r\n<p style=\"padding-left: 40px;\"><b><i>- Head of CRM, Banking (<\/i><\/b><a href=\"https:\/\/www.gartner.com\/reviews\/market\/multichannel-marketing-hubs\/vendor\/iterable\/product\/iterable\/review\/view\/4210912\"><b><i>Gartner<\/i><\/b><\/a><b><i>)<\/i><\/b><\/p>\r\n<p style=\"padding-left: 40px;\">Source: Gartner Peer Insights \u2018Voice of the Customer\u2019: Multichannel Marketing Hubs, December 2022<\/p>\r\n<p>Want to see the full report? Download your complimentary copy at the top of this page.\u00a0<\/p>\r\n<p style=\"text-align: left;\">\u00a0<\/p>\r\n<p style=\"text-align: left;\"><em><span style=\"font-size: 11px;\">Gartner Disclaimer<\/span><\/em><\/p>\r\n<p><em><span style=\"font-size: 11px;\">GARTNER is a registered trademark and service mark, and PEER INSIGHTS is a registered trademark, and Gartner Peer Insights Customers' Choice badge is a trademark of Gartner, Inc. and\/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.<\/span><\/em><\/p>\r\n<p><em><span style=\"font-size: 11px;\">This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Iterable <a href=\"https:\/\/www.gartner.com\/doc\/reprints?id=1-2C2V0OV4&amp;ct=221223&amp;st=sb\">here<\/a>.<\/span><\/em><\/p>\r\n<p><em><span style=\"font-size: 11px;\">Gartner Peer Insights content consists of the opinions of individual end users based on their own experiences, and should not be construed as statements of fact, nor do they represent the views of Gartner or its affiliates. Gartner does not endorse any vendor, product or service depicted in this content nor makes any warranties, expressed or implied, with respect to this content, about its accuracy or completeness, including any warranties of merchantability or fitness for a particular purpose.<\/span><\/em><\/p>\r\n<div style=\"width: 25%; padding: 0 10px 0 0; float: right;\">\r\n<p style=\"text-align: right;\"><img class=\"size-full wp-image-106348\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Logo_Gartner_on_white.png\" alt=\"\" width=\"99\" height=\"23\" \/><\/p>\r\n<\/div>","post_title":"2022 Gartner Peer Insights \"Voice of the Customer\": Multichannel Marketing Hubs","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-named-customers-choice-in-gartners-peer-insights-2022","to_ping":"","pinged":"","post_modified":"2024-01-23 06:59:30","post_modified_gmt":"2024-01-23 14:59:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=106271","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"December 09, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Resource-Pg-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Resource-Pg-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Resource-Pg-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/1-3-23_Gartner-Peer-Insights-2022_Design-Assets_Resource-Pg-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/iterable-named-customers-choice-in-gartners-peer-insights-2022\/"},{"ID":106176,"post_author":"79","post_date":"2022-12-07 10:27:36","post_date_gmt":"2022-12-07 18:27:36","post_content":"<p>The gaming and entertainment industry has erupted over the last decade. In 2022, the mobile gaming industry alone garnered $103.5 billion, which, as <a href=\"https:\/\/www.statista.com\/statistics\/292751\/mobile-gaming-revenue-worldwide-device\/\" target=\"_blank\" rel=\"noopener\">Statista<\/a> says, \u201caccount[ed] for 53 percent of the <a href=\"https:\/\/www.statista.com\/statistics\/278181\/global-gaming-market-revenue-device\/\" target=\"_blank\" rel=\"noopener\">global gaming market<\/a> during the measured period.\u201d Throughout this success, the way users interact with mobile games has evolved as well.<\/p>\r\n<p>Step into a time machine and think back to the very first mobile game, <a href=\"https:\/\/www.itsnicethat.com\/features\/taneli-armanto-the-history-of-snake-design-legacies-230221\" target=\"_blank\" rel=\"noopener\">Snake<\/a>. Yep, that game where you collected blocks on a continuously growing string of blocks circling the screen on your old Nokia phone. That game first entered the zeitgeist in 1997 and, as <a href=\"https:\/\/venturebeat.com\/games\/how-mobile-gaming-has-changed-in-the-last-10-years\/\" target=\"_blank\" rel=\"noopener\">VentureBeat<\/a> pointed out, Snake came pre-downloaded on the phone. \u201cToday, getting your hands on a mobile game requires searching, or browsing by categories, sometimes spending money, and then downloading it on your mobile device.\u201d<\/p>\r\n<p>For a mobile gaming or entertainment brand, the question becomes: how do you get people to not only find, but also download and use your gaming app?<\/p>\r\n<h3>The Challenges of Mobile Gaming User Acquisition<\/h3>\r\n<p>When you get a new phone today it does come with some pre-installed applications. You\u2019ll have a calendar, a calculator, messaging, etc. Apps made for productivity and communication, not gaming. Users have to go out and actively search for, discover, and download mobile gaming apps. So, for brands to get users to install their apps, they need to not only be easy to find, but resonate with the users that find them. No small feat.<\/p>\r\n<p>Mobile gaming user acquisition is also <a href=\"https:\/\/mobilegrowthassociation.com\/a-look-at-rising-customer-acquisition-costs-in-2021\/\" target=\"_blank\" rel=\"noopener\">more expensive than ever<\/a>. Because downloading a game isn\u2019t a passive choice, like in the good ol\u2019 days of Snake, but an active decision, gaming apps need to put in effort to reach the end users. But, with over <a href=\"https:\/\/playtoday.co\/blog\/stats\/mobile-game-statistics\/\" target=\"_blank\" rel=\"noopener\">900K mobile games<\/a> available in the App Store, the market has become highly saturated, making it that much more difficult for gaming apps to set themselves apart.<\/p>\r\n<h3>Overcoming the Challenges<\/h3>\r\n<p>As a gaming brand, the onus is on you to appeal to the customer. Because of the swath of gaming apps that exist, if a customer can\u2019t find yours, they have plenty of other options. To set your app apart you need to:<\/p>\r\n<ul>\r\n\t<li>Understand your target audience<\/li>\r\n\t<li>Make sure your target audience can find you<\/li>\r\n\t<li>Define what success looks like to be able to adjust your strategy, if needed<\/li>\r\n<\/ul>\r\n<h4>Understanding Your Target Audience<\/h4>\r\n<p>Understanding your target audience is more than the simple demographic stats. You can create personas until the cows come home, but in addition to just who you think will use your app, you have to think about why and how.<\/p>\r\n<p>As <a href=\"https:\/\/www.contentstack.com\/blog\/all-about-headless\/7-strategies-to-increase-game-app-revenue\/\" target=\"_blank\" rel=\"noopener\">ContentStack<\/a> puts it, \u201cThe rise of mobile gaming has created an entirely new type of gamer. Today, the market is the mom waiting in the school pick up line, the corporate employee waiting for a meeting to start, and regular folks looking to unwind after a long day at work.\u201d<\/p>\r\n<p>Consider the motivation behind your app download. According to Facebook\u2019s <a href=\"https:\/\/scontent-bos5-1.xx.fbcdn.net\/v\/t39.8562-6\/292494306_761788118350023_7680366284169070900_n.pdf\/Big-Catch-for-Gaming.pdf?_nc_cat=106&amp;ccb=1-7&amp;_nc_sid=ad8a9d&amp;_nc_ohc=9ySSuOjBmM8AX-jVrIB&amp;_nc_ht=scontent-bos5-1.xx&amp;oh=00_AfDmcPBVVHcBDg-2ErKiZjoETqlgvsZcINxVgNgZi0jBOg&amp;oe=638D555A\" target=\"_blank\" rel=\"noopener\">Big Catch for Gaming<\/a>, the top five reasons people play games are: relieving stress, passing time, feeling accomplished, defeating others, and being dazzled. Your audience could have multiple motivations, but including motivation in your audience analysis gives you the ability to segment your larger audience and create content specifically for these different groups.<\/p>\r\n<h4>Reaching Your Target Audience<\/h4>\r\n<p>Once you\u2019ve established the who, what, and why of your audience, how do they find your app? Put simply, there are two ways to go about mobile gaming user acquisition: paid methods, and organic ones.<\/p>\r\n<h5>Paid Methods<\/h5>\r\n<p>When we say paid methods, we\u2019re mostly talking about advertisements. Think about all the times you\u2019ve seen an ad for an app as you\u2019re scrolling through Instagram or TikTok\u2014boom. Acquisition tactic. According to <a href=\"https:\/\/www.blog.udonis.co\/mobile-marketing\/mobile-games\/user-acquisition-strategy-mobile-games\" target=\"_blank\" rel=\"noopener\">Udonis<\/a>, \u201cmobile gaming accounts for 50% of user acquisition ad spending.\u201d<\/p>\r\n<p>Another form of paid acquisition is referrals. Getting existing users to invite their friends is a powerful method for not only gaining new users, but retaining them by building a community. It\u2019s considered a paid method, while indirect, because the existing users are often rewarded for referring friends. (Think: credits, free features, extra lives, etc.)<\/p>\r\n<h5>Organic Methods<\/h5>\r\n<p>As for organic methods for acquiring new users, this is all about making your app easy to find. Whether it be on search engine result pages (SERPs) or <a href=\"https:\/\/iterable.com\/blog\/watch-listen-yodel-mobile-advice-for-app-growth\/\" target=\"_blank\" rel=\"noopener\">in the app store<\/a>\u2014via App Store Optimization (ASO)\u2014you want your app to appear at the top of the list.<\/p>\r\n<p>ASO, also known as App Store Marketing or Mobile App SEO, is similar to good old-fashioned SEO, but instead of search engines, the arena is app stores. Like <a href=\"https:\/\/www.searchenginejournal.com\/app-store-optimization-how-to-guide\/241967\/#close\" target=\"_blank\" rel=\"noopener\">Search Engine Journal<\/a> says, \u201cYou may be surprised to discover that lots of the traditional search engine optimization tactics that work for search engine performance, such as Google and Bing, can also be directly applied to ASO.\u201d<\/p>\r\n<p>Paid and organic methods aren\u2019t mutually exclusive. In fact, we recommend a hybrid approach using both paid and organic to reach your target audience. Just be sure you know how to determine what works and what doesn\u2019t.<\/p>\r\n<h4>Defining Success<\/h4>\r\n<p>Once you narrow down your audience and develop paid and organic marketing strategies, you have to determine what success looks like for your brand. Your segmentation strategy and marketing channels aren\u2019t set in stone, but if you don\u2019t know if they\u2019re working or not, you won\u2019t be able to adjust accordingly.<\/p>\r\n<p>Let\u2019s say you\u2019re planning to launch a campaign. What are you expecting to happen in the first 30, 60, 90 days of this campaign? In the early stages, you\u2019ll want to consider the obvious key performance indicators (KPIs), like number of app downloads. But in the later stages, look at the actual app usage. What are these users doing in the app? How often are they opening the app? Have they made any in-app purchases? Have they upgraded their subscription?<\/p>\r\n<p>All of these metrics can help quantify the value of the users you\u2019re acquiring. If they are downloading the app and not using it, or, worse, deleting it, maybe you need to adjust your audience or discovery tactics. Everything can be fixed, you just need metrics to know what needs to be fixed.<\/p>\r\n<h3>Acquisition is Just the Beginning\u2026<\/h3>\r\n<p>If only it was as easy as just getting users to download the app. All that work and we\u2019re just getting started because, unfortunately, apps can be deleted as easily as they can be downloaded.<\/p>\r\n<p>Mobile gaming user acquisition\u2014as we\u2019ve just covered\u2014is no small undertaking, which is why retaining customers is incredibly important and valuable. Stay tuned for the next part of this series where we\u2019ll cover mobile gaming app retention strategies.<\/p>\r\n<p><em>For more information on how Iterable can play a role in your mobile gaming app marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"Level Up Your Mobile Gaming User Acquisition Tactics","post_excerpt":"Mobile gaming user acquisition is also more expensive than ever. How do you get new users to find, download, and use your gaming app?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"level-up-your-mobile-gaming-user-acquisition-tactics","to_ping":"","pinged":"","post_modified":"2023-03-15 17:26:39","post_modified_gmt":"2023-03-16 00:26:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106176","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 07, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120622_Gaming-Entertainment-Aquisition_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"mobile gaming user acquisition\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120622_Gaming-Entertainment-Aquisition_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120622_Gaming-Entertainment-Aquisition_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120622_Gaming-Entertainment-Aquisition_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/level-up-your-mobile-gaming-user-acquisition-tactics\/"},{"ID":105764,"post_author":"97","post_date":"2022-12-06 09:59:45","post_date_gmt":"2022-12-06 17:59:45","post_content":"<p>SMS enables near real-time connection and engagement at massive scale, making it a truly invaluable medium for brands\u2014but only if it\u2019s done well.<\/p>\r\n<p>Text messaging comes with a lot of nuance and complexity, so marketers\u2019 foray into SMS\/MMS must be intentional, focused, and well-planned. In this webinar, we\u2019ll provide step-by-step guidance for building an effective SMS program to delight customers and supercharge acquisition, loyalty, and revenue.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Best practices for launching, managing, and optimizing an SMS program that\u2019s catered to your organization\u2019s\u2014and your customers\u2019\u2014specific needs<\/li>\r\n\t<li>Tactical guidance on navigating setup, deliverability &amp; compliance, growing your user base, setting KPIs, and proving the overall ROI of the channel<\/li>\r\n\t<li>Deep perspective on how to incorporate SMS into your cross-channel strategy<\/li>\r\n<\/ul>\r\n<p>Featuring our partner:\u00a0<\/p>\r\n<p><img class=\"alignnone size-medium wp-image-100675\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Telnyx-Logo-300x59.png\" alt=\"\" width=\"300\" height=\"59\" \/><\/p>","post_title":"SMS Marketing Strategies: Tips & Examples","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"sms-strategies-for-the-savvy-marketer","to_ping":"","pinged":"","post_modified":"2024-01-22 13:53:47","post_modified_gmt":"2024-01-22 21:53:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=105764","menu_order":24,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 06, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/SMS-Strategies-Webinar_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/SMS-Strategies-Webinar_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/SMS-Strategies-Webinar_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/SMS-Strategies-Webinar_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/sms-strategies-for-the-savvy-marketer\/"},{"ID":106070,"post_author":"103","post_date":"2022-12-06 08:52:32","post_date_gmt":"2022-12-06 16:52:32","post_content":"<p>In part two of this series, we\u2019ll explore how to efficiently automate complex journeys. With so many opportunities to personalize messages throughout the customer lifecycle, it can feel overwhelming, and we\u2019re here to help unpack it together.<\/p>\r\n<p>During this webinar, you\u2019ll learn all about how Ryan Glanzer, Senior Manager of Lifecycle Marketing at ConsumerAffairs, leverages Iterable to send automated, relevant, and personalized messages to users depending on where they fall in their unique journey.<\/p>\r\n<p>Hosted by Iterable\u2019s Senior Customer Marketing Manager, Sarah Lubecki, Ryan will share how his team uses profile field attributes to bucket users and send them through their individualized journeys via split nodes. Learn from a true Maker about how he approaches making the user experience personalized and unique, all while saving about 170 hours of work.<\/p>\r\n<p><strong>Walk away from this webinar understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to consolidate and automate journeys for better efficiency<\/li>\r\n\t<li>New ways to use profile fields to send unique messages<\/li>\r\n\t<li>Tricks on how to save time and resources while maintaining a high level of personalized journeys<\/li>\r\n<\/ul>","post_title":"Ask a Maker About: How ConsumerAffairs Automates Complex Customer Journeys","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers. ","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-maker-about-how-consumeraffairs-automates-complex-customer-journeys","to_ping":"","pinged":"","post_modified":"2023-01-11 09:58:49","post_modified_gmt":"2023-01-11 17:58:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=106070","menu_order":23,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 06, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Ask-a-Marketer_ConsumerAffairs_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"AMA January\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Ask-a-Marketer_ConsumerAffairs_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Ask-a-Marketer_ConsumerAffairs_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/Ask-a-Marketer_ConsumerAffairs_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-maker-about-how-consumeraffairs-automates-complex-customer-journeys\/"},{"ID":106084,"post_author":"79","post_date":"2022-12-05 08:02:26","post_date_gmt":"2022-12-05 16:02:26","post_content":"<p>Our engineering team at Iterable strives to enable marketers to deliver high quality customer experiences at scale. Releasing updates and new features without any failures (such as service impairment or outage) is an essential part in accomplishing this goal, and the Change Failure Rate of the DORA metrics helps us measure this.<\/p>\r\n<p><a href=\"https:\/\/cloud.google.com\/blog\/products\/devops-sre\/dora-2022-accelerate-state-of-devops-report-now-out\" target=\"_blank\" rel=\"noopener\">DevOps Research and Assessment (DORA)<\/a> metrics refer to the four key metrics that DevOps teams use to measure performance of delivery practice of an organization. They are deployment frequency (DF), lead time for changes (LT), mean time to recovery (MTTR), and change failure rate (CFR).<\/p>\r\n<h3>Why We Integrated Jellyfish<\/h3>\r\n<p>Change Failure Rate is the percentage of deployments that result in degraded services in production. Calculating this metric is simple\u2014take the number of failures and divide them by the total number of deployments. What is not so simple, though, is getting the total number of deployments\u2014or the Deployment Frequency of the DORA.<\/p>\r\n<p>This data is usually available in your organization\u2019s pipeline tool, but oftentimes the tool does not come with an out-of-the-box solution for you to automatically retrieve them. <a href=\"https:\/\/harness.io\/\" target=\"_blank\" rel=\"noopener\">Harness<\/a>, the CI\/CD pipeline tool used at Iterable, was no exception. We had this data in Harness, but the only way to pull them was to create a custom dashboard and perform a manual check every month. This was not scalable, nor did we have a centralized place to record the number and analyze the trends.<\/p>\r\n<p>That\u2019s why we decided to integrate Harness with <a href=\"https:\/\/jellyfish.co\/platform\/devops-metrics\/\" target=\"_blank\" rel=\"noopener\">Jellyfish<\/a>. Jellyfish provides a way to collect and organize the Deployment Frequency data via a simple POST API endpoint that can be added to each pipeline. The challenge here was that there was no article available that shows us how to implement this step by step. So with the help of our site reliability team and their expertise, we decided to put together one ourselves. In this article we will walk you through the steps we took to integrate Harness with Jellyfish to automatically collect deployment frequency.<\/p>\r\n<h3>How We Integrated Jellyfish<\/h3>\r\n<p>This integration was done in three main steps. First, we built a shell script, then, we configured Harness, and, lastly, we tested and launched.<\/p>\r\n<h4>Building a Shell Script<\/h4>\r\n<p>The core part of the integration was pretty simple: writing a shell script that calls Jellyfish\u2019s deployment POST endpoint. There were a few pieces of information to gather before writing the actual script.<\/p>\r\n<h4>Understanding Jellyfish Requirements<\/h4>\r\n<p>To send data from Harness to Jellyfish, we first needed to store the API key of Jellyfish in Harness. This was done via <a href=\"https:\/\/docs.harness.io\/article\/ygyvp998mu-use-encrypted-text-secrets\" target=\"_blank\" rel=\"noopener\">Secrets Management<\/a> in Harness UI. (Note: only the users with admin permissions are able to add secrets.) After adding the secret, you can reference the key using the following expression: <code>${secrets.getValue(\"secret_name\")}<\/code><\/p>\r\n<p>After storing the API key, we took a look at the fields required by the endpoint. Jellyfish lists the minimum API specifications for Deployment POST Endpoint <a href=\"https:\/\/help.jellyfish.co\/hc\/en-us\/articles\/9281148741901-Sending-deployment-data-via-the-API-s-Deployment-POST-Endpoint\" target=\"_blank\" rel=\"noopener\">here<\/a>, namely:<\/p>\r\n<ul>\r\n\t<li>reference_id (string)<\/li>\r\n\t<li>deployed_at in ISO 8601 datetime string (YYYY-MM-DDThh:mm:ss, in UTC)\u00a0<\/li>\r\n\t<li>repo_name (string)<\/li>\r\n\t<li>commit_sha or prs (array)<\/li>\r\n<\/ul>\r\n<p>Optional (but useful) fields we decided to use:<\/p>\r\n<ul>\r\n\t<li>name<\/li>\r\n\t<li>labels<\/li>\r\n\t<li>is_successful<\/li>\r\n\t<li>source_url<\/li>\r\n<\/ul>\r\n<h4>Understanding Built-In Harness Variables<\/h4>\r\n<p>To pass those minimum requirements to Jellyfish, we used the built-in Harness variables as much as possible. The following list is what we ended up using. (You can find the full list of built-in variables <a href=\"https:\/\/docs.harness.io\/article\/aza65y4af6-built-in-variables-list\" target=\"_blank\" rel=\"noopener\">here<\/a>.)<\/p>\r\n<ul>\r\n\t<li>workflow.variables.githash (Used for commit_sha)<\/li>\r\n\t<li>workflow.startTs (Used for generating unique reference_id for each deploy, combined with commit sha)<\/li>\r\n\t<li>service.name (Passed as labels)<\/li>\r\n\t<li>deploymentUrl (Passed as source_url. It provides a direct link to the deploy in the Harness Deployments page)<\/li>\r\n<\/ul>\r\n<h4>The Shell Script<\/h4>\r\n<p>After we safely secured the Jellyfish API key, nailed down the requirements, and took Harness variables into account, we had to write the script. Here\u2019s what we landed on, after going through many different variations along the way:<\/p>\r\n\r\n[caption id=\"attachment_106085\" align=\"alignnone\" width=\"692\"]<img class=\"size-full wp-image-106085\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/12.png\" alt=\"The final shell script\" width=\"692\" height=\"532\" \/> <em>Final shell script. <\/em>[\/caption]\r\n\r\n<p>To write this script, we took the <a href=\"https:\/\/help.jellyfish.co\/hc\/en-us\/articles\/9281148741901-Sending-deployment-data-via-the-API-s-deployment-POST-endpoint#heading-2\" target=\"_blank\" rel=\"noopener\">sample curl request<\/a> from Jellyfish and built on it. Since we\u2019re passing more metadata than the sample, we separated out the request payload in its own <code>generate_post_data()<\/code> definition for easier reading. In addition, we found it easier to declare variables for certain fields like <code>apiKey<\/code> and <code>sha<\/code> before passing them into the payload. Doing this also proved to be a better way to simplify the syntax\u2014otherwise the script would be harder to maintain.<\/p>\r\n<h4>Additional Metadata Explained<\/h4>\r\n<p>Although the <code>name<\/code> field is not required, this field is visible in the Jellyfish\u2019s Deployment table (screenshot in the Results section). We wanted this field to be unique enough to identify each deploy and also human readable, hence combined <code>service.name<\/code> and the <code>deployed_at<\/code> timestamp.<\/p>\r\n<p><code>is_successful<\/code> and <code>X-jf-api-backfill-commits<\/code><\/p>\r\n<p><code>is_successful<\/code> tag was added in to indicate whether a deploy was successful or not (more on this in the Configuring Harness section below). <code>X-jf-api-backfill-commits<\/code> tag was added to enable Jellyfish\u2019s <a href=\"https:\/\/help.jellyfish.co\/hc\/en-us\/articles\/9281148741901-Sending-deployment-data-via-the-API-s-Deployment-POST-Endpoint#heading-1\" target=\"_blank\" rel=\"noopener\">Commit \u201cbackfilling\u201d feature<\/a> that calculates lead time for changes more accurately. This essentially finds and sends in all the commits associated with each deployment, along with the HEAD commit being deployed. <code>is_successful<\/code> and <code>X-jf-api-backfill-commits<\/code> tags are recent additions, and are optional.<\/p>\r\n<h3>Configuring Harness<\/h3>\r\n<p>Once we had a final version of the shell script, we applied it to workflows in Harness. In doing so, we made sure to experiment with our changes on a test workflow\u2014a simplified version of the most frequently used workflow.<\/p>\r\n<h4>Adding the Script in the Right Place<\/h4>\r\n<p>Finding the correct workflow step for the script to run within took some trial and error. At first, we placed the script at the Post-Deployment step. This was most logical at the time, as we only wanted to track and send the deploy data only when the deployment is fully complete, and the Post-Deployment step is the concluding step of the workflow.<\/p>\r\n\r\n[caption id=\"attachment_106097\" align=\"alignnone\" width=\"584\"]<img class=\"size-full wp-image-106097\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/11.png\" alt=\"Post-deployment at the end of a workflow\" width=\"584\" height=\"256\" \/> <em>The Post-Deployment step is the concluding step of the workflow.<\/em>[\/caption] [caption id=\"attachment_106091\" align=\"alignnone\" width=\"530\"]<img class=\"size-full wp-image-106091\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/10.png\" alt=\"error message\" width=\"530\" height=\"70\" \/> <em>The shell script failed in an error, when placed at the Post-Deployment step<br \/>\r\n<\/em>[\/caption]\r\n\r\n<p>But, that didn\u2019t work quite as expected. It resulted in \u201ca bad substitution\u201d error at pulling in <code>${service.name}<\/code> as shown above. As it turns out, at this step of the workflow, <code>${service.name}<\/code> variable was no longer in scope to be referenced. This made us move the script to take place earlier in the workflow where the variable is still in scope, right before it reaches the Post-Deployment phase.<\/p>\r\n\r\n[caption id=\"attachment_106103\" align=\"alignnone\" width=\"812\"]<img class=\"size-full wp-image-106103\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/9.png\" alt=\"Script moved earlier in the workflow\" width=\"812\" height=\"390\" \/> <em>Moved the script step to take place before the Post-Deployment.<\/em>[\/caption]\r\n\r\n<p>And voila! That change resolved the bad substitution error.<\/p>\r\n<h4>Adding an Execution Condition<\/h4>\r\n<p>After we added the script, we wanted to ensure only the production deploy is sent to Jellyfish, and staging deploys aren\u2019t. We did this by setting an execution condition on the script using the <code>${env.name}<\/code> variable. If the deployment is for a staging environment, it will skip the script execution.<\/p>\r\n\r\n[caption id=\"attachment_106109\" align=\"alignnone\" width=\"818\"]<img class=\"size-full wp-image-106109\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/8.png\" alt=\"Skip conditions modal\" width=\"818\" height=\"142\" \/> <em>Detailed view of the skip conditions modal.<\/em>[\/caption]\r\n\r\n<p>The Deployment to Jellyfish tile with the skip logic (yellow icon):<\/p>\r\n\r\n[caption id=\"attachment_106115\" align=\"alignnone\" width=\"819\"]<img class=\"size-full wp-image-106115\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/7.png\" alt=\"skip logic\" width=\"819\" height=\"379\" \/> <em>Execution skip logic is indicated with yellow icon.<\/em>[\/caption]\r\n\r\n<h4>Adding Failure Strategy<\/h4>\r\n<p>One final remaining configuration was Failure Strategy. It was critical for the script step to not interfere with the ongoing deployment in any way, even if it errors out. This was achieved by specifying which type of script failures can be ignored in the workflow.<\/p>\r\n\r\n[caption id=\"attachment_106121\" align=\"alignnone\" width=\"589\"]<img class=\"size-full wp-image-106121\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/6.png\" alt=\"failure strategy\" width=\"589\" height=\"293\" \/> <em>Detailed view of the failure strategy modal.<\/em>[\/caption]\r\n\r\n<h4>Repeat for Failed Deployment Scenario<\/h4>\r\n<p>Once the failure strategy was added, we were all set to send successful deployments to Jellyfish. Since we wanted to capture failed deployments as well, we followed the same process above one more time, with a couple of changes.<\/p>\r\n<p>First, we cloned the script (call it a \u201cfailed\u201d version) and replaced <code>is_successful=true<\/code> with <code>is_successful=false<\/code>. Jellyfish can filter between successful versus failed deployments based on this tag.<\/p>\r\n<p>Then, we had to look for the best step for this failed version of the script to run. It wouldn\u2019t make sense to place the script at the same step as successful deploy. Failed deploy takes a rollback route in a workflow, successful deploy doesn\u2019t. This made us choose to place the script at the end of the rollback step.<\/p>\r\n\r\n[caption id=\"attachment_106127\" align=\"alignnone\" width=\"832\"]<img class=\"size-full wp-image-106127\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/5.png\" alt=\"workflow showing failed version at the end of rollback step\" width=\"832\" height=\"390\" \/> <em>The failed version of the script was placed at the end of the rollback step.<\/em>[\/caption]\r\n\r\n<p>Lastly, the same set of execution conditions and failure strategy was applied. The workflow\u2019s main deploy tile looked something like this at the end:<\/p>\r\n<p>View of the main deploy tile at the end:<\/p>\r\n\r\n[caption id=\"attachment_106133\" align=\"alignnone\" width=\"1600\"]<img class=\"size-full wp-image-106133\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/4.png\" alt=\"Main deploy tile\" width=\"1600\" height=\"891\" \/> <em>View of the main deploy tile at the end.<\/em>[\/caption]\r\n\r\n<h3><br \/>\r\nTest and Launch<\/h3>\r\n<p>Testing is our third step in this article, but by no means should you skip testing until later in the project. <strong>We recommend running a test deploy with a simplified version of a workflow in each step of the project<\/strong>, making sure to use a non-production environment, dummy service, and build. We were able to catch most errors and mistakes (syntax error, data type mismatch, etc) early on by testing frequently.<\/p>\r\n<p>Some of the errors we were able to handle include:<\/p>\r\n<ul>\r\n\t<li>400 Bad request<\/li>\r\n\t<li>403 Unauthorized<\/li>\r\n\t<li>Bad substitution<\/li>\r\n\t<li>Failed to parse request data as JSON<\/li>\r\n\t<li>Syntax error<\/li>\r\n<\/ul>\r\n<p>After we verified that our test deploy runs to Jellyfish consistently returned success status, we felt confident and expanded the same script and configuration to all live workflows in Harness.<\/p>\r\n<h3>The Results<\/h3>\r\n<p>We did it! We successfully launched this integration for 11 workflows in total. Below is a sneak peek of our deployments in November 2022 in Jellyfish.<\/p>\r\n\r\n[caption id=\"attachment_106139\" align=\"alignnone\" width=\"1600\"]<img class=\"size-full wp-image-106139\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/3.png\" alt=\"successful launch\" width=\"1600\" height=\"565\" \/> <em>From left to right: Deployment = name, Deployed At = deployed_at, Successful = is_successful, Teams (lists of teams contributed to the deploy - not covered in this blog), Source = source_url.<\/em>[\/caption]\r\n\r\n<p>We can also review our deployment rate breakdown by day, week and month, and gauge where we stand according to the delivery performance metric from the <a href=\"https:\/\/cloud.google.com\/blog\/products\/devops-sre\/using-the-four-keys-to-measure-your-devops-performance\" target=\"_blank\" rel=\"noopener\">DORA report<\/a>:<\/p>\r\n\r\n[caption id=\"attachment_106145\" align=\"alignnone\" width=\"1600\"]<img class=\"size-full wp-image-106145\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/2.png\" alt=\"Jellyfish deployment rate\" width=\"1600\" height=\"484\" \/> <em>Daily view of Deployment Rate In November 2022 in Jellyfish.<\/em>[\/caption] [caption id=\"attachment_106151\" align=\"alignnone\" width=\"1009\"]<img class=\"size-full wp-image-106151\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/1.png\" alt=\"delivery performance metric\" width=\"1009\" height=\"176\" \/> <em>Delivery performance metric from the DORA report.<\/em>[\/caption]\r\n\r\n<p>By integrating Harness with Jellyfish to automate Deployment Frequency reporting, we no longer need to perform any manual checks to count how many deployments we had in a month. Having more accurate data on both types of deployments (successes versus. failures) also gave us a better insight into deployment trends and efficiency. This Deployment Frequency data will serve as a basis to measuring Change Failure Rate \u2014the main objective that started this project\u2014to improve the overall quality of product delivery of our engineering org in the long run. Jellyfish helped us streamline and visualize the process, and, at Iterable, we plan to continue utilizing it for the rest of the DORA metrics.<\/p>\r\n<p><em>To learn more about Iterable's capabilities,<a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\"> schedule a demo<\/a> today.<\/em><\/p>","post_title":"Deployment Frequency Tracking With Harness-Jellyfish Integration","post_excerpt":"Our Jellyfish integration allows us to organize Deployment Frequency data via a simple POST API endpoint that can be added to each pipeline.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"deployment-frequency-tracking-with-harness-jellyfish-integration","to_ping":"","pinged":"","post_modified":"2022-12-05 08:02:26","post_modified_gmt":"2022-12-05 16:02:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=106084","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 05, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120122_harness-jellyfish_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120122_harness-jellyfish_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120122_harness-jellyfish_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/12\/120122_harness-jellyfish_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/deployment-frequency-tracking-with-harness-jellyfish-integration\/"},{"ID":105771,"post_author":"79","post_date":"2022-11-30 13:24:30","post_date_gmt":"2022-11-30 21:24:30","post_content":"<p>There\u2019s a wide variety of marketing channels brands can use to communicate with their customers\u2014email, SMS, push notifications, etc. But, cross-channel marketing doesn\u2019t just mean using multiple channels, it means using those channels in a cohesive way to create a seamless experience for customers. On average, a customer interacts with <a href=\"https:\/\/www.outbrain.com\/blog\/best-practices-for-competitive-omnichannel-b2c-marketing\/\" target=\"_blank\" rel=\"noopener\">six-to-eight touchpoints<\/a> before making a purchase. Each interaction shouldn\u2019t require the customer to start from scratch\u2014they should build on one-another, creating an overarching journey that leads the customer to purchase.<\/p>\r\n<p>The challenge with building a cohesive cross-channel strategy, however, is being able to prove the return on investment (ROI). With channels ending up in silos, trying to measure the return can often result in individual channel ROI versus an overall ROI. To help overcome those hurdles, we\u2019re offering five tips for measuring cross-channel marketing ROI.<\/p>\r\n<h3>1. Know Your Channels<\/h3>\r\n<p>When designing a cross-channel marketing strategy, with ROI in mind, it\u2019s crucial to identify the channels your brand will be using to reach customers. You don\u2019t have to use every single channel, but use the channels that make sense for your brand, customers, and product.<\/p>\r\n<p>Understanding which channels you\u2019ll be using and the strengths of each channel will help you determine the impact each channel has on the customer journey. SMS for example, is the perfect channel for urgent communications. If a deal is about to expire, send customers an SMS to let them know. An email, however, is less urgent but better for fitting more information. Decide which channels will be a part of your journey and play to their strengths.<\/p>\r\n<h4>Envision the Journey<\/h4>\r\n<p>Speaking of the customer journey, when aiming to understand cross-channel marketing ROI, marketing teams need to consider what the whole cross-channel journey will look like for each customer. What is the first touchpoint? What comes next? What if they take an unexpected path? Do you have a plan?<\/p>\r\n<p>Without a journey designed to take advantage of each channel, it\u2019s hard to measure how effective the overall cross-channel strategy is. You\u2019ll end up re-siloing the channels when looking at ROI because collectively they can\u2019t communicate with one another like they should be.<\/p>\r\n<h3>2. Set Goals<\/h3>\r\n<p>To determine if your cross-channel strategy is delivering a high ROI, you have to first set goals you want to accomplish. What are you hoping to achieve by implementing a cross-channel strategy? Without setting goals, it will be hard to suss out what impact your cross channel strategy is having on your bottom line.<\/p>\r\n<p>For example, maybe one goal is to increase app downloads. Your team can design a path to download through multiple marketing channels. First, maybe you send subscribers an email with a deep link to the app store. If users don\u2019t open it, maybe then you send an SMS. By setting app download as the goal, you can determine right away which channel\u2014or, more likely, channel combination\u2014is more successful in achieving that goal.<\/p>\r\n<h3>3. Test, Test, and Test Again<\/h3>\r\n<p>When achieving goals, if at first you don\u2019t succeed, try and try again. The way to accomplish the goals you\u2019ve set is to test out different scenarios to see which is the most impactful. If you give up after the first failed attempt, you\u2019ll end up unfairly skewing your marketing ROI\u2014if a desired goal isn\u2019t met, you\u2019ve sunk costs. But, if you can adapt and test all possible scenarios, you can improve your return by running the most impactful campaigns.<\/p>\r\n<p>What\u2019s better than testing? Automated testing. With Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities\/\" target=\"_blank\" rel=\"noopener\">channel optimization<\/a>, you can automatically run tests to design a customer journey that garners the highest engagement. Not only is this process automated, but it\u2019s on an individual level. Iterable\u2019s AI-powered optimization suite can, based on historical data, determine the channel with which each user is more likely to engage.<\/p>\r\n<h3>4. Define Key Performance Indicators<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/marketing-kpis-to-focus-on-in-2022\/\" target=\"_blank\" rel=\"noopener\">Key performance indicators (KPIs)<\/a> can determine whether or not your cross-channel campaigns are having a positive impact on your bottom line. Without setting KPIs it\u2019ll be difficult to determine what tests are successful and which aren\u2019t. KPIs help your team both define goals and determine if they\u2019ve been accomplished.<\/p>\r\n<p>It\u2019s important to note that there are both channel-specific and overall KPIs\u2014both of which you should keep track of when trying to measure cross-channel ROI.<\/p>\r\n<p><strong>Overall KPIs:<\/strong><\/p>\r\n<ul>\r\n\t<li>Customer Acquisition Cost (CAC)<\/li>\r\n\t<li>Customer Lifetime Value (LTV)<\/li>\r\n<\/ul>\r\n<p><strong>Channel-Specific KPIs:<\/strong><\/p>\r\n<ul>\r\n\t<li>Email deliverability<\/li>\r\n\t<li>App user growth<\/li>\r\n<\/ul>\r\n<h3>5. Let Your Tools Do the Work<\/h3>\r\n<p>The right martech tools can take your marketing efforts to the next level. With technology providing capabilities\u2014like automation\u2014measuring marketing ROI should be a breeze. You\u2019ll be able to understand exactly how each channel is performing not only alone, but as part of a broader cross-channel strategy.<\/p>\r\n<p>With Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>, as an example, your marketing team will be able to evaluate each step of the customer journey with detailed analytics. These analytics allow you to adjust message-level resonance, calibrate Journey progression, measure campaign proficiency, and assess lifecycle efficacy holistically. Like we said, measuring cross-channel marketing ROI will be a breeze.<\/p>\r\n<h3>Understanding Cross-Channel Marketing ROI<\/h3>\r\n<p>Cross-channel ROI is the return on investment of the entire cross-channel strategy\u2014each step in the overall journey working together in unison. To measure this ROI you need to understand how each channel interacts with one another to lead customers to a purchasing decision. When layering marketing channels on top of one another they become more powerful, so your marketing team can\u2019t just look at the performance of each individual channel\u2014they\u2019ll end up selling themselves short.<\/p>\r\n<p>By knowing your channels, envisioning the journey, setting goals, testing, and implementing the right martech tools, you\u2019ll be able to measure the cross-channel ROI. Not only that, you\u2019ll be able to develop a successful cross-channel marketing strategy.<\/p>\r\n<p><em>To learn more about how Iterable\u2019s capabilities can help your team measure cross-channel marketing ROI, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"5 Tactics to Deliver Cross-Channel Marketing ROI","post_excerpt":"Trying to measure return can often result in individual channel ROI, so we\u2019re offering five tips for measuring cross-channel marketing ROI.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tactics-to-deliver-cross-channel-marketing-roi","to_ping":"","pinged":"","post_modified":"2022-11-30 13:24:30","post_modified_gmt":"2022-11-30 21:24:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105771","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 30, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112922_Measuring-Cross-Channel-ROI_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"cross-channel marketing ROI\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112922_Measuring-Cross-Channel-ROI_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112922_Measuring-Cross-Channel-ROI_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112922_Measuring-Cross-Channel-ROI_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-tactics-to-deliver-cross-channel-marketing-roi\/"},{"ID":105661,"post_author":"79","post_date":"2022-11-23 06:24:54","post_date_gmt":"2022-11-23 14:24:54","post_content":"<p>The holidays are a time when we see brands\u2019 ingenuity really shine. At the end of the year, there\u2019s one last push to make sales and gain new customers so brands can start the next year off right. Come November, marketing teams flex their creative muscles to create eye-catching Thanksgiving-themed campaigns.<\/p>\r\n<p>We found and compiled some of the best Turkey Day emails that demonstrate both individualization and innovation.<\/p>\r\n<h3>Subtle Geo-Location<\/h3>\r\n<p>As you know, we\u2019re fans of <a href=\"https:\/\/iterable.com\/blog\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>, especially individualization that takes advantage of dynamic content or segmentation. <a href=\"https:\/\/resy.com\/\" target=\"_blank\" rel=\"noopener\">Resy<\/a>, the reservation app, used the most subtle form of geo-location in their Thanksgiving campaign. It\u2019s so subtle you may even miss it. The second paragraph ends with \u201c...where you can find the latest special offerings in Chicago\u2014for Thanksgiving, or any time.\u201d<\/p>\r\n\r\n[caption id=\"attachment_105662\" align=\"alignnone\" width=\"1342\"]<img class=\"size-full wp-image-105662\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/screencapture-reallygoodemails-emails-resys-tips-for-thanksgiving-2022-11-17-10_03_33-edit.png\" alt=\"Resy uses geo-location in their thanksgiving campaign\" width=\"1342\" height=\"7138\" \/> <em>Resy uses subtle geo-location to individualize their Thanksgiving emails. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/resys-tips-for-thanksgiving\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>The way this location is incorporated into the email makes us think a smart segmentation strategy is behind it. By knowing where users live, Resy can easily segment their email lists to send location-specific content to each zip code. Because only the intro copy is customized, this could have also been done with dynamic content, where the whole top content block is automatically pulled in based on individual user data.<\/p>\r\n<h3>A Go-To Guide<\/h3>\r\n<p>Sending emails packed with helpful advice is a good way to ensure your emails are not only opened, but saved in customers\u2019 inboxes. <a href=\"https:\/\/www.aenetworks.com\/ventures\/panna\" target=\"_blank\" rel=\"noopener\">Panna<\/a>, the subscription-based digital cooking magazine from A+E Networks, sent a Thanksgiving email bursting with advice. The email starts by offering new twists on Thanksgiving classics, then has tips and tricks for a juicy turkey, and ends with Asian-inspired recipes. There\u2019s so much Panna offers in this one email.<\/p>\r\n\r\n[caption id=\"attachment_105668\" align=\"alignnone\" width=\"1337\"]<img class=\"size-full wp-image-105668\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/screencapture-reallygoodemails-emails-so-many-sides-bacon-leek-stuffing-luscious-gravy-mashed-potatoes-more-2022-11-21-12_45_24-edit-1.png\" alt=\"Panna offers helpful content for their Thanksgiving campaign\" width=\"1337\" height=\"4371\" \/> <em>Panna sent a roundup of helpful Thanksgiving information to their subscribers. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/so-many-sides-bacon-leek-stuffing-luscious-gravy-mashed-potatoes-more\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s interesting about this email is that it\u2019s almost a standalone piece of content sent directly to inboxes. Yes, you still have to click links and get taken to the Panna site, but this email reads like a content roundup. Instead of bookmarking a go-to guide in their browser, subscribers can just save the email in their inbox, knowing they can come back to it if they need.<\/p>\r\n<h3>Sharing Recipes<\/h3>\r\n<p>Majority of emails are designed to bring traffic to websites or mobile apps, but the way in which they do so can vary greatly. In the previous two examples we saw multiple CTAs with a variety of content made available to subscribers. What <a href=\"https:\/\/www.vitamix.com\/us\/en_us\" target=\"_blank\" rel=\"noopener\">Vitamix<\/a>\u2014the appliance brand\u2014did, however, was provide just one piece of information: a recipe.<\/p>\r\n\r\n[caption id=\"attachment_105674\" align=\"alignnone\" width=\"1597\"]<img class=\"size-full wp-image-105674\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/screencapture-reallygoodemails-emails-recipe-of-the-week-easy-pumpkin-risotto-whole-for-the-holidays-2022-11-17-10_57_33-edit.png\" alt=\"Vitamix shared a partial recipe\" width=\"1597\" height=\"3972\" \/> <em>Vitamix offers the ingredients of a recipe, with a CTA to the rest of the instructions. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/recipe-of-the-week-easy-pumpkin-risotto-whole-for-the-holidays\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s clever about this email is that Vitamix shared just the ingredient list, not the full recipe. Subscribers can see the ingredients, determine whether or not they want to try making the pumpkin risotto, and continue onto the site. This is another example of an email that could get saved in an inbox as a resource or one that could get forwarded to someone else who wants to make it.<\/p>\r\n<h3>Just Desserts<\/h3>\r\n<p>Rather than sharing tips for cooking at home, <a href=\"https:\/\/postmates.com\/\" target=\"_blank\" rel=\"noopener\">Postmates<\/a>\u2014the food delivery app\u2014plays to their strengths. Assuming Thanksgiving and post-Thanksgiving isn\u2019t a high-traffic time for food delivery (leftovers, anyone?) Postmates pivoted to focus on two aspects of Thanksgiving: awkward family encounters and dessert.<\/p>\r\n\r\n[caption id=\"attachment_105680\" align=\"alignnone\" width=\"1405\"]<img class=\"size-full wp-image-105680\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/screencapture-reallygoodemails-emails-reminder-25-delivery-fee-credit-2022-11-17-11_45_00-edit.png\" alt=\"Postmates reduces friction by automatically applying coupon\" width=\"1405\" height=\"3545\" \/> <em>Postmates targeted Gen Z and MIllennial customers by offering an easy escape from awkward dinners. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/reminder-25-delivery-fee-credit\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Postmates gives users a $25 delivery fee credit, telling them they can skip out on dessert at their relative\u2019s house and order dessert at home. It\u2019s a different approach to Thanksgiving dinner that seems like it was aimed at Gen Z and Millennials. What\u2019s more, Postmates reduced the friction in the path-to-purchase by not requiring a code and automatically applying the discount at purchase.<\/p>\r\n<h3>Recipe for Success<\/h3>\r\n<p>These Thanksgiving campaigns all have different ingredients that contribute to successful emails. Whether offering location-specific content or a friction-free coupon, these emails are all authentic, individualized, and helpful.<\/p>\r\n<h4>Authentic<\/h4>\r\n<p>It\u2019s no surprise that all of these Thanksgiving emails are food-related. After all, that\u2019s a big\u2014if not the biggest\u2014part of Thanksgiving. What\u2019s important to note, however, is that these brands are also all related to food in some way. Brands that stay in their realm of expertise will present themselves more authentically than brands stretching to be part of the conversation.<\/p>\r\n<h4>Individualized<\/h4>\r\n<p>The best example of individualization is the email from Resy. By adding geolocation, while subtle, they are creating a one-to-one connection with their customers. Individualization isn\u2019t going above and beyond anymore. <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">Customers are expecting it<\/a>. Individualization creates a deeper connection with your subscribers, building trust and loyalty.<\/p>\r\n<h4>Helpful<\/h4>\r\n<p>Lastly, these emails all provide something. They are either providing location-based recommendations, recipes, or discounts. Offering timely information is also highly valuable. These were all sent around Thanksgiving, making them relevant to the recipient. This, in turn, increases the likelihood of engagement.<\/p>\r\n<h3>Send Emails Customers are Thankful for<\/h3>\r\n<p>When designing Thanksgiving (or any) campaigns, put yourself in the customers\u2019 shoes. How would you feel if you received one of these emails in your inbox? How do the emails your brand sends compare? Adding authenticity, creating individualization, and offering help results in campaigns that stand out from the rest. Use the holiday email flurry to gather inbox inspiration and think about what your brand could do to improve on your holiday emails going forward.<\/p>\r\n<p><em>If you\u2019re looking to further uplevel your email marketing capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Thanksgiving Campaigns Stuffed with Creativity","post_excerpt":"We found and compiled some of the best Thanksgiving campaigns that demonstrate both individualization and innovation.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"thanksgiving-campaigns-stuffed-with-creativity","to_ping":"","pinged":"","post_modified":"2022-11-23 06:24:54","post_modified_gmt":"2022-11-23 14:24:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105661","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112322_Thanksgiving-Campaigns_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112322_Thanksgiving-Campaigns_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112322_Thanksgiving-Campaigns_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/112322_Thanksgiving-Campaigns_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/thanksgiving-campaigns-stuffed-with-creativity\/"},{"ID":105537,"post_author":"79","post_date":"2022-11-17 07:06:32","post_date_gmt":"2022-11-17 15:06:32","post_content":"<p>We\u2019re simultaneously still reeling from the excitement of the last <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\">Activate Summit North America<\/a> while also gearing up for the next one. Each session shared at Activate in September gave attendees invaluable marketing insights for a variety of industries and channels.<\/p>\r\n<p>In this limited series we\u2019re covering a handful of the most loved sessions in-depth, providing skimmable, sharable tidbits. How is our memory that good, you ask? It\u2019s not! All of the <a href=\"https:\/\/iterable.com\/activate\/noam\/2022-recordings\/\" target=\"_blank\" rel=\"noopener\">session recordings<\/a> are available on-demand right now. We know not everyone has 30 minutes to watch a recording, so we\u2019re providing a written breakdown of some of these sessions (but we do strongly recommend listening to the speakers tell it themselves. They do much better than we ever could).<\/p>\r\n<h3>How to Confidently Leverage SMS as a Marketing Channel<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/deep-dive-into-cross-channel-sms\/\" target=\"_blank\" rel=\"noopener\"><em>How to Confidently Leverage SMS as a Marketing Channel<\/em><\/a> was presented by Brad Blanken, VP of Strategic Alliances at <a href=\"https:\/\/telnyx.com\/\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>. Telnyx, an <a href=\"https:\/\/iterable.com\/partners\/telnyx\/\" target=\"_blank\" rel=\"noopener\">Iterable partner<\/a>, is a global connectivity platform that provides carrier-grade services on a private, cloud-agnostic IP network. Its Voice, Messaging, Numbering, Video, Wireless, Fax, and Security solutions are accessible through RESTful APIs and its award-winning Mission Control Portal.<\/p>\r\n<p>At Telnyx, Brad\u2019s role, as he put it, is to \u201chelp carriers, vendors, and industry players make texting work better.\u201d But Brad has been working in the messaging space since its inception in the mid-\u201990s. He played a strong role in short-code messaging (he uses American Idol voting or texting to donate as an example), amber alerts, and more. He\u2019s the go-to guy for SMS.<\/p>\r\n<p><em><strong>If you\u2019re looking for a go-to guide for SMS marketing, check out <a href=\"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/\" target=\"_blank\" rel=\"noopener\">The Savvy Marketer\u2019s Guide to Building a Stellar SMS Strategy<\/a>.<\/strong> <\/em><\/p>\r\n<h3>SMS Appeal<\/h3>\r\n<p>Speaking of <a href=\"https:\/\/iterable.com\/features\/sms\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, Brad began by talking about SMS relevancy. Does it even matter anymore? Is it a dying form of communication, or is it thriving? Turns out, it\u2019s thriving. As Brad said, \u201cpeople don\u2019t answer the phone anymore, so texting becomes even more important.\u201d<\/p>\r\n<p>He went on to talk about the trends, metrics, and challenges of SMS marketing.<\/p>\r\n<p><strong>Trends<\/strong><\/p>\r\n<ul>\r\n\t<li>Owned channel for direct customer communication<\/li>\r\n\t<li>Consumer consent<\/li>\r\n\t<li>Creating intimate relationships<\/li>\r\n\t<li>Sense of immediacy<\/li>\r\n<\/ul>\r\n<p><strong>Metrics<\/strong><\/p>\r\n<ul>\r\n\t<li>Often used for basic interactions (password resets, two-factor authentication, etc.)<\/li>\r\n\t<li>Metrics include delivery rate, opt-in rate, unsubscribe rate, click-through rate, conversion, acquisitions, list growth, and more<\/li>\r\n\t<li>Time of day, CTAs, and campaign types can determine efficacy<\/li>\r\n<\/ul>\r\n<p><strong>Challenges<\/strong><\/p>\r\n<ul>\r\n\t<li>Perceived as expensive<\/li>\r\n\t<li>Reliant on performance<\/li>\r\n\t<li>Organizations need to be metrics-driven<\/li>\r\n\t<li>ROI, acquisition costs, and long-term value need to be able to support an SMS program<\/li>\r\n<\/ul>\r\n<p>Once he covered why SMS marketing is appealing to brands\u2014and addressed some challenges\u2014he talked about how brands can leverage SMS.<\/p>\r\n<h3>How to Leverage SMS<\/h3>\r\n<p>When considering an SMS marketing program for your brand, you should consider the regulations and carrier compliance. Phone calls are highly and consistently regulated. No matter where or how you get a phone call, they need to feel the same. With SMS messaging, there are an array of regulations brands need to follow that can differ depending on a variety of different variables. For example, there are federal, international, and private (carrier) SMS regulations.<\/p>\r\n<p>The fun twist is that if you follow federal regulations you may still not be compliant with carrier regulations and if you\u2019re only following carrier regulations, your messaging may not be legal. It can be complicated so <strong>Brad advises brands to 1) pick a messaging partner that can guarantee both legal and carrier compliance and 2) consult with internal counsel.<\/strong><\/p>\r\n<p>Once brands have set themselves up for success from a regulatory standpoint, they can move onto some of the following use cases\u2014the five \u201cI\u201ds.<\/p>\r\n<h4>The Five \u201cI\u201ds of SMS Marketing<\/h4>\r\n<p><strong>Immediate<\/strong><\/p>\r\n<p>These messages are sent with urgency and are often received as an opportunity. Examples include flash sales or two-factor authentication.<\/p>\r\n<p><strong>Informative<\/strong><\/p>\r\n<p>These messages have valuable and needed information. Examples include news alerts, sports scores, delivery notifications, etc.<\/p>\r\n<p><strong>Intimate<\/strong><\/p>\r\n<p>These messages show customers that your brand really knows and understands them. Examples include political messages, milestone messages, or targeted messages.<\/p>\r\n<p><strong>Individual<\/strong><\/p>\r\n<p>These messages encourage personalized and customized engagements that grow loyalty. Examples include appointment reminders, requests for feedback, the customers\u2019 name in text, abandoned carts, and behavior-based coupons.<\/p>\r\n<p><strong>Interoperable<\/strong><\/p>\r\n<p>While not a type of message, interoperability speaks to how messaging can work globally to connect your brand to your customers. Working with a partner can help you navigate these complexities to ensure you're delivering the most bang for your buck.<\/p>\r\n<h3>How Iterable + Telnyx Can Help<\/h3>\r\n<p>To round-out the presentation, Iterable\u2019s Senior Solutions Consultant, Alyssa Roe, walked through a quick demo of some of the features within Iterable that enable brands to create captivating SMS marketing campaigns.<\/p>\r\n<h4>SMS Journeys<\/h4>\r\n<p>Through Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>, you can easily design a drag-and-drop journey that incorporates SMS. By pulling in specific lists, Alyssa demonstrates how the example brand \u201cChoco Drop\u201d can automatically send a text message to subscribers who have made a purchase in the last six months.<\/p>\r\n\r\n[caption id=\"attachment_105544\" align=\"alignnone\" width=\"1802\"]<img class=\"size-full wp-image-105544\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Screen-Shot-2022-11-14-at-3.54.21-PM.png\" alt=\"Drag and Drop Journeys in Studio\" width=\"1802\" height=\"1106\" \/> <em>The drag-and-drop functionality in Iterable Studio makes it easy to design SMS journeys.<\/em>[\/caption]\r\n\r\n<h4>Personalized Messaging<\/h4>\r\n<p>Not only is the journey personalized to send only to those customers who have made a purchase recently, but the messaging itself can be tailored to each individual customer. With <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a>, the SMS message featured in the demo pulled each users\u2019 favorite chocolate into the text.<\/p>\r\n\r\n[caption id=\"attachment_105550\" align=\"alignnone\" width=\"1804\"]<img class=\"size-full wp-image-105550\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Screen-Shot-2022-11-14-at-4.00.02-PM.png\" alt=\"Dynamic content to personalize SMS messages\" width=\"1804\" height=\"1108\" \/> <em>Dynamic content can be used to customize message content to each individual\u2019s preferences.<\/em>[\/caption]\r\n\r\n<h4>Link Shortener and Click Tracking<\/h4>\r\n<p>Because SMS ROI can sometimes be difficult to measure, we introduced the link shortener and click tracking. The link shortener lets you include your domain\u2019s links with tracking parameters without going over the character limit per message.<\/p>\r\n<p>The click tracking adds a click event to a user\u2019s profile once they\u2019ve clicked a link. From there, you can look at sophisticated attribution models, incorporate deep linking, or include dynamic URLs for each user.<\/p>\r\n<h3>But That\u2019s Not All<\/h3>\r\n<p>Brad and Alyssa showed both the importance of SMS messaging as part of an overall strategy and how Iterable can help brands <a href=\"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/\" target=\"_blank\" rel=\"noopener\">create an effective SMS strategy<\/a>. With our latest product release, which includes <a href=\"https:\/\/iterable.com\/features\/sms\/\" target=\"_blank\" rel=\"noopener\">Iterable SMS<\/a>, brands can take their mobile messaging to the next level. Be sure to join us for our <a href=\"https:\/\/iterable.com\/webinars\/fall-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Product Showcase<\/a> to learn more.<\/p>\r\n<p><em>If you\u2019re interested in coming to the next Activate North America, registration is open! What are you waiting for? <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#agenda\" target=\"_blank\" rel=\"noopener\">Get your tickets today<\/a>.<\/em><\/p>","post_title":"Activate Summit NA Deep Dive: Telnyx","post_excerpt":"Brad Blanken, VP of Strategic Alliances at Telnyx, talks about why SMS marketing is appealing to brands and how they can leverage it.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-na-deep-dive-telnyx","to_ping":"","pinged":"","post_modified":"2022-11-17 07:06:32","post_modified_gmt":"2022-11-17 15:06:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105537","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/092922_Activate-NA-Deep-Dive_Telnyx_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Telnyx on SMS Marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/092922_Activate-NA-Deep-Dive_Telnyx_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/092922_Activate-NA-Deep-Dive_Telnyx_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/092922_Activate-NA-Deep-Dive_Telnyx_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-na-deep-dive-telnyx\/"},{"ID":105006,"post_author":"79","post_date":"2022-11-15 10:40:29","post_date_gmt":"2022-11-15 18:40:29","post_content":"<p>Creating an engaging customer experience all starts with ensuring you\u2019re connecting with the right audience. If you\u2019re not reaching the right people, your messaging could go to waste. But, understanding your audience isn\u2019t something that happens overnight. Through zero- and first-party data collection, A\/B testing, and a slew of other marketing tactics, you can learn about your customers and better understand how and where your audience interacts with your brand.<\/p>\r\n<p>Once you have your audience established, how do you cast a wider net and capture new users who fit into that category? This is where Custom Audiences can help.<\/p>\r\n<h3>What are Custom Audiences?<\/h3>\r\n<p>Custom Audiences are an ad targeting product that helps you find your existing audiences among users on Meta technologies.To create your Custom Audiences, you can use sources like customer lists, website or app traffic, or engagement on Facebook, building lists of people who already know your business.<\/p>\r\n<p>When you're ready to expand beyond existing audiences, you can use your Custom Audience to create a lookalike audience to reach new and potential customers. Lookalike audiences are lists of people to target with advertising who are similar to the people currently engaging with your business.<\/p>\r\n<p>Let\u2019s rewind, though. Where do you get your customer lists? How do you know which audiences are engaging? That\u2019s where Iterable can help.<\/p>\r\n<h3>How Iterable and Meta Custom Audiences Work Together<\/h3>\r\n<p>Iterable provides a centralized hub for all of your customer data, providing an understanding of each user on an individual level\u2014including how and where they engage and interact with your brand. With this understanding, you can then create a cross-channel experience that delivers the right messaging at the right time. Think of Meta as another channel to add to your marketing arsenal.<\/p>\r\n<p>Through the Custom Audiences and Iterable integration, you can unite your entire marketing funnel by leveraging insights from your engagement campaigns to use in your retargeting and new user acquisition efforts.<\/p>\r\n<h4>Syncing User Lists<\/h4>\r\n<p>In Iterable you know which users are driving value for your business. You can then leverage these users as the blueprint for finding new, similar users on Facebook to continue accelerating your growth. As a more static option, you can build a list in Iterable and export it to Custom Audiences to incorporate these audiences into your Ads account. Then, you can retarget current customers or build lookalike audiences of your most valuable users.<\/p>\r\n<h4>Reaching Audiences in Real-Time<\/h4>\r\n<p>Using the power of Iterable\u2019s real-time journeys\u2014built in <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>\u2014you can add Meta Custom Audiences as a node within your journey and, as users engage with certain parts in your Iterable journey, they\u2019ll get sent to Meta Custom Audiences. This ensures retargeting ads are sent to your audience when they\u2019re most relevant, to help drive conversions. So, you can retarget individual users with timely ads, specific to where they are within their journey.<\/p>\r\n<h4>Saving Time and Money<\/h4>\r\n<p>Nobody wants to waste their time. If you have disengaged audiences in Iterable, you can use that information to avoid retargeting this audience. By creating suppression lists and importing that data into Custom Audiences, you can maximize your efficiency and ensure you\u2019re strategic with your ad budget. No need to send ads to users who recently converted or aren\u2019t ready to convert.<\/p>\r\n<h3>All About Efficiency<\/h3>\r\n<p>The Iterable platform is designed to improve efficiency and automate processes to free up your marketing team and allow them to think about the bigger picture. With the Iterable and Meta Custom Audiences integration, your team can easily export valuable audience information to reach similar, new audiences on Facebook. We\u2019re all about working smarter, not harder.<\/p>\r\n<p><em>Check out our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115005019663-Facebook-Custom-Audience\" target=\"_blank\" rel=\"noopener\">integration documentation<\/a> to learn more about the Iterable + Meta <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/IterableCustom_Audiences_One-Pager.pdf\" target=\"_blank\" rel=\"noopener\">Custom Audiences<\/a> integration. And, if you\u2019re not an Iterable customer yet, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How Iterable + Meta Custom Audiences Can Attract New Users","post_excerpt":"Through the Custom Audiences and Iterable integration, you can unite your marketing funnel with insights from your engagement campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-iterable-meta-custom-audiences-can-attract-new-users","to_ping":"","pinged":"","post_modified":"2022-11-15 10:40:29","post_modified_gmt":"2022-11-15 18:40:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105006","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Facebook-Audiencest_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Meta logo and Iterable logo\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Facebook-Audiencest_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Facebook-Audiencest_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Facebook-Audiencest_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-iterable-meta-custom-audiences-can-attract-new-users\/"},{"ID":105348,"post_author":"79","post_date":"2022-11-11 06:11:43","post_date_gmt":"2022-11-11 14:11:43","post_content":"<p>It\u2019s no secret we\u2019re proponents of cross-channel marketing. Let\u2019s be real\u2014we\u2019ve all but <a href=\"https:\/\/iterable.com\/features\/sms\/\" target=\"_blank\" rel=\"noopener\">shouted it from the rooftops<\/a> at this point. Our definition of cross-channel marketing has always included non-digital channels\u2014like direct mail, for example\u2014but a new term is trending that highlights non-digital marketing channels as much as digital ones.<\/p>\r\n<p>Phygital marketing, plainly put, is the combination of physical and digital marketing. But, more than just a portmanteau, phygital marketing speaks to marketing that bridges the gap and blurs the line between online and offline to create a holistic experience. But where did this term come from? And why is it important in today\u2019s marketing landscape?<\/p>\r\n<h3>Phygital Marketing Isn\u2019t New<\/h3>\r\n<p>When researching this term, we were surprised to learn that it actually first appeared all the way back in 2007. According to <a href=\"https:\/\/onlinelibrary.wiley.com\/pb-assets\/assets\/14679310\/R&amp;DM%20-%20CFP%20Phygital%20Transformation.pdf\" target=\"_blank\" rel=\"noopener\">R&amp;D Management<\/a>, \u201cChris Weil, currently Chairman-CEO at Momentum Worldwide, [used it] to describe the inseparable connections between the physical and the digital worlds.\u201d<\/p>\r\n<h4>The Experience Economy<\/h4>\r\n<p>In terms of marketing, the idea of a physical and digital overlap has been around even longer. <a href=\"https:\/\/www.businessprocessincubator.com\/content\/why-top-brands-are-obsessed-with-phygital-marketing\/\" target=\"_blank\" rel=\"noopener\">Business Process Incubator<\/a> likens phygital marketing to experiential marketing. They reference the experience of seeing electricity at the Chicago World\u2019s Fair in 1893. Fair-goers would get popcorn and treats while at the fair, but seeing the lights turn on was really the main attraction. They went for the experience, not something they could take home with them.<\/p>\r\n\r\n[caption id=\"attachment_105350\" align=\"alignnone\" width=\"1024\"]<img class=\"size-full wp-image-105350\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Why-Top-Brands-Are-Obsessed-With-Phygital-Marketing-05.png\" alt=\"The Experience Economy\" width=\"1024\" height=\"713\" \/> <em>The Experience Economy is the sweet spot between absorption, immersion, passive, and active. Source: <a href=\"https:\/\/www.businessprocessincubator.com\/content\/why-top-brands-are-obsessed-with-phygital-marketing\/\" target=\"_blank\" rel=\"noopener\">Business Process Incubator<\/a>.<\/em>[\/caption]\r\n\r\n<p>Business Process Incubator refers to this as \u201cThe Experience Economy.\u201d<\/p>\r\n<p>\u201cWhile modern examples of viral marketing and pop-up events may not possess the same awe-inspiring effect as a (small) city being lit by electricity for the very first time, they do utilize the same technique: memorability, connectivity, and emotion.\u201d<\/p>\r\n<p>To put this in modern context, think about if you, as a customer, walk into a store and get a text from that brand with a coupon for a product you had left in your online shopping cart. How convenient is that? This brand is creating an experience by combining physical and digital marketing channels. It\u2019s memorable, built on connectivity, and likely brings you, the customer, joy.<\/p>\r\n<p>If this kind of marketing\u2014marketing that creates an experience\u2014has been around for over 100 years, why is phygital marketing trending today?<\/p>\r\n<h3>Why is Phygital Marketing Trending Now?<\/h3>\r\n<p>Blending of the physical and digital also means incorporating digital experiences where there were previously none\u2014injecting digital into the physical. So, an obvious catalyst for the uptick in interest in phygital marketing is the pandemic.<\/p>\r\n\r\n[caption id=\"attachment_105356\" align=\"alignnone\" width=\"2312\"]<img class=\"wp-image-105356 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Screen-Shot-2022-11-08-at-10.14.57-AM.png\" alt=\"Phygital as a trend according to Google\" width=\"2312\" height=\"790\" \/> <em>The term \u201cphygital\u201d started to gain more traction in early 2020 and continues through today. Source: <a href=\"https:\/\/trends.google.com\/trends\/explore?q=%2Fg%2F11h718r_06&amp;date=2015-01-01%202022-11-08\" target=\"_blank\" rel=\"noopener\">Google Trends<\/a>.<\/em>[\/caption]\r\n\r\n<p>During COVID-19, consumers were avoiding in-store interactions and executing whatever tasks they could online. As a result, brands were forced to speed up their timelines to incorporate digital channels. In a 2020 report from <a href=\"https:\/\/www.mckinsey.com\/capabilities\/strategy-and-corporate-finance\/our-insights\/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a>, they stated, \u201cDigital adoption has taken a quantum leap at both the organizational and industry levels.\u201d<\/p>\r\n<p>In the aftermath of the pandemic, brands aren\u2019t flipping a switch and reverting back to the way things were in 2019. As <a href=\"https:\/\/www.forbes.com\/sites\/hankprybylski\/2022\/05\/04\/two-years-into-the-pandemic-digital-transformation-is-moving-forward-heres-how\/?sh=7df3933f4773\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> puts it, \u201c2020 became 2025 on the digital acceleration timeline.\u201d A lot of capabilities were realized as a result of the forced digital transformation and brands are now\u2014since the majority of covid restrictions have been lifted\u2014reintegrating the physical back into the digital.<\/p>\r\n<h3>Examples of Phygital Marketing<\/h3>\r\n<p>Phygital marketing is about exploring the relationship between the physical and digital. Historically, these two avenues may have been viewed as competing with one-another\u2014you either have an online experience or an in-store experience\u2014but, they\u2019re actually <a href=\"https:\/\/awabot.com\/en\/in-a-phygital-world\/\" target=\"_blank\" rel=\"noopener\">complementary<\/a>.<\/p>\r\n<h4>QR Codes<\/h4>\r\n<p>One of the most common examples of a phygital experience is the <a href=\"https:\/\/iterable.com\/blog\/qr-codes-privacy-and-cx\/\" target=\"_blank\" rel=\"noopener\">QR code<\/a>. Once restaurants started to reopen post-pandemic, QR codes re-gained popularity because they allowed restaurants to provide a touch-free menu. Users scan the code with their phone cameras and the restaurant\u2019s website pops up.<\/p>\r\n\r\n[caption id=\"attachment_105387\" align=\"alignnone\" width=\"1092\"]<img class=\"wp-image-105387 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Screen-Shot-2022-11-10-at-5.15.32-PM.png\" alt=\"Target Uses QR Codes for Phygital Marketing\" width=\"1092\" height=\"1094\" \/> <em>Target uses QR codes to open up another marketing channel, their app. Source: <a href=\"https:\/\/www.fixturescloseup.com\/2020\/10\/12\/get-the-coupon-in-app-qr-code\/\" target=\"_blank\" rel=\"noopener\">Fixtures Close Up<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\">Target<\/a> uses their QR codes to 1) offer coupons 2) increase sales and 3) encourage app downloads. This QR code is displayed in front of Pepsi products and the code will give those who scan a $5 Target gift card if they spend $20 or more on Pepsi products.<\/p>\r\n<h4>Augmented Reality<\/h4>\r\n<p>Another bridge between the physical and digital is augmented reality. Specifically, instances where digital \u201cproducts\u201d are displayed in the physical world. Eyewear brand, <a href=\"https:\/\/www.warbyparker.com\/\" target=\"_blank\" rel=\"noopener\">Warby Parker<\/a>, offers a \u201cvirtual try-on\u201d that\u2019s the perfect example of augmented reality phygital marketing.<\/p>\r\n\r\n[caption id=\"attachment_105368\" align=\"alignnone\" width=\"2044\"]<img class=\"size-full wp-image-105368\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Screen-Shot-2022-11-08-at-11.27.29-AM.png\" alt=\"Warby Parker allows for virtual try-on as a phygital marketing strategy\" width=\"2044\" height=\"1110\" \/> <em>Warby Parker offers a virtual try on through their mobile app. Source: <a href=\"https:\/\/www.warbyparker.com\/app\" target=\"_blank\" rel=\"noopener\">Warby Parker<\/a>.<\/em>[\/caption]\r\n\r\n<p>Through their app, Warby Parker gives users the ability to see what they look like in different frames. Then, users can order the actual frames, try the real products on, and send back what they don\u2019t want to keep. The initial step of a virtual try-on takes out a lot of the guesswork and makes it more likely the customer will like the products they physically try on.<\/p>\r\n<h4>Geolocation<\/h4>\r\n<p>The fact that the majority of the planet has a mobile phone, equipped with location services, makes geolocation the perfect bridge between the physical and digital. Brands can, with permission, use their customers\u2019 physical location to send targeted, hyper-relevant digital marketing messages.<\/p>\r\n\r\n[caption id=\"attachment_105374\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-105374\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/SPG_Keyless_Entry-scaled.jpeg\" alt=\"Starwood Hotels sends keys directly to guests' phones.\" width=\"2560\" height=\"1685\" \/> <em>Starwood Hotels &amp; Resorts sends keys to user\u2019s phones, helping to speed up the check-in\/check-out process. Source: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20160628005607\/en\/Unlock-a-New-Way-to-Stay-with-Starwood-Preferred-Guest%E2%80%99s-Next-Generation-of-SPG-Keyless\" target=\"_blank\" rel=\"noopener\">Business Wire<\/a>.<\/em>[\/caption]\r\n\r\n<p>In a previous article on <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based mobile marketing<\/a>, we mention the example of Starwood Hotels &amp; Resorts using beacon marketing. \u201cWhen hotel guests walk into a Starwood Hotels &amp; Resorts location they would receive a digital room key sent directly to their mobile device via a beacon.\u201d The experience is seamless, touchless, and simple.<\/p>\r\n<h3>Creating a Joyful Experience<\/h3>\r\n<p>Phygital marketing is all about the complete experience. Brands can no longer get away with an excellent in-store experience but a terrible online experience, or vice versa. The two worlds are becoming more and more intertwined, meaning brands should aim to reduce the friction between them.<\/p>\r\n<p>Don\u2019t worry, creating a seamless experience across physical and digital channels doesn\u2019t need to be overly complicated. It all boils down to the tools you have in your marketing arsenal and how you use them. Building a joyful customer experience is a click away.<\/p>\r\n<p><em>To learn more about how Iterable can help you power a phygital marketing experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a>.<\/em><\/p>","post_title":"Let\u2019s Get Phygital: A Look at Phygital Marketing","post_excerpt":"Phygital marketing speaks to marketing that bridges the gap and blurs the line between online and offline to create a holistic experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"lets-get-phygital-a-look-at-phygital-marketing","to_ping":"","pinged":"","post_modified":"2022-11-11 06:11:43","post_modified_gmt":"2022-11-11 14:11:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105348","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 11, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/110922_Phygital-Marketing_2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/110922_Phygital-Marketing_2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/110922_Phygital-Marketing_2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/110922_Phygital-Marketing_2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/lets-get-phygital-a-look-at-phygital-marketing\/"},{"ID":105102,"post_author":"97","post_date":"2022-11-09 11:13:21","post_date_gmt":"2022-11-09 19:13:21","post_content":"<p>Mobile has completely changed the consumer experience. In all likelihood you probably checked your phone at least a dozen times before getting on this page, and with 71% of consumers expecting flawless device-agnostic experiences, as a business you simply can\u2019t afford to not be there.<\/p>\r\n<p>Iterable helps marketers harmonize mobile-first campaigns across SMS, apps, and browsers with sophisticated targeting, smart opt-in, and AI-Driven Optimization. In our Fall Release, we cover how new features such as Iterable SMS, In-Browser Messaging and Channel Optimization can help you powerfully deliver your message across mobile.<\/p>\r\n<p><strong>In this webinar, see an overview and demonstration of the latest product capabilities and partnerships to help you:<\/strong><\/p>\r\n<ul>\r\n\t<li>Drive loyalty and revenue with dynamic, deeply personalized, SMS\/MMS campaigns<\/li>\r\n\t<li>Drive more individualized experiences with AI-driven channel optimization<\/li>\r\n\t<li>Increase website conversion with personalized in-browser messaging<\/li>\r\n\t<li>Drive operational efficiency, with more privacy controls at scale.<\/li>\r\n<\/ul>","post_title":"Fall Product Showcase: New Mobile Capabilities to Drive Loyalty and Revenue","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"fall-22-product-release","to_ping":"","pinged":"","post_modified":"2023-03-02 22:51:05","post_modified_gmt":"2023-03-03 06:51:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=105102","menu_order":26,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 09, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Featured-Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Featured-Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Featured-Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Featured-Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/fall-22-product-release\/"},{"ID":105042,"post_author":"79","post_date":"2022-11-09 01:10:38","post_date_gmt":"2022-11-09 09:10:38","post_content":"<p>The majority of the planet has a phone. According to Bank My Cell, <a href=\"https:\/\/www.bankmycell.com\/blog\/how-many-phones-are-in-the-world#:~:text=How%20Many%20People%20Have%20Mobile%20Phones%20In%20The%20World%3F&amp;text=In%202022%2C%20including%20both%20smart,the%20world%20cell%20phone%20owners.\" target=\"_blank\" rel=\"noopener\">91% of the total global population<\/a> are mobile phone owners. That\u2019s roughly 7.26 billion people interconnected through a network of mobile communications. There\u2019s quite literally the whole world at our fingertips.<\/p>\r\n<p>But, we\u2019ve noticed a chasm between all of the available customer data and the channels through which customers interact with brands. We call this the activation gap and, historically, it\u2019s been a difficult gap for brands to close. Every marketing channel contributes to shrinking the activation gap\u2014especially mobile marketing.<\/p>\r\n<p>We\u2019ve seen brands that agree on the importance of mobile marketing but then, when attempting to dive headfirst into a mobile strategy, only to run into common obstacles. These obstacles include lack of resources and budget for an SMS program, uncertainty around which marketing channel is right for each user, and avoidance altogether due to complex pricing models.<\/p>\r\n<p>So, we decided to do something about it.<\/p>\r\n<h3>New Mobile Capabilities to Drive Revenue and Loyalty<\/h3>\r\n<p>With this latest release, we\u2019re providing solutions to these exact mobile marketing problems (and more) with a whole slew of new features being added to Iterable\u2019s capabilities. If you\u2019re looking for a rundown of each feature, you\u2019ve come to the right place.<\/p>\r\n<h4>Get the Message Across With SMS<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/\" target=\"_blank\" rel=\"noopener\">Short Message Service (SMS)<\/a>, more commonly referred to as \u201ctexting,\u201d is an incredibly valuable mobile marketing channel. It\u2019s highly responsive (SMS messages have an <a href=\"https:\/\/www.gartner.com\/en\/digital-markets\/insights\/the-future-of-sales-follow-ups-text-messages\" target=\"_blank\" rel=\"noopener\">average open rate of 98%<\/a>), but under-used by brands. In fact, of the brands <a href=\"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">we analyzed in 2020<\/a>, only 20% sent SMS messages as part of their marketing strategy.<\/p>\r\n<p>Why is a channel that\u2019s easy to personalize, can target individual customers, and has such high engagement rates not being utilized by more brands? Because SMS data has historically wound up in its own silo, not connecting to the customer data being received from other marketing channels.<\/p>\r\n<p>With <a href=\"https:\/\/iterable.com\/features\/sms\" target=\"_blank\" rel=\"noopener\">Iterable SMS<\/a>, brands can close the activation gap by connecting real-time customer data, experience design, channel orchestration, and market-leading SMS functionality.<\/p>\r\n<p><strong>Iterable SMS features include:<\/strong><\/p>\r\n<ul>\r\n\t<li>Combining SMS with email, web, and other mobile channels with a simple drag and drop journey orchestration interface in Iterable Studio<\/li>\r\n\t<li>Triggering SMS campaigns based on customers\u2019 actions, behaviors, and preferences across all brand touchpoints.<\/li>\r\n\t<li>Sending via Journeys, API calls, or as one-time or recurring blast campaigns<\/li>\r\n\t<li>In-flight testing to easily add A\/B testing to standalone or multichannel SMS campaigns to optimize business outcomes without pausing the live campaign<\/li>\r\n\t<li>Observing compliance and privacy requirements like TCPA compliant opt-ins and quiet hours, CTIA compliant program details, and CAN-SPAM compliant opt-outs<\/li>\r\n\t<li>A powerful native shortlink builder, allowing you to attribute revenue to SMS campaigns<\/li>\r\n\t<li>Support and services to assist in building your brand\u2019s SMS playbook<\/li>\r\n<\/ul>\r\n<blockquote>\r\n<p><em>\u201cThe power of providing an SMS channel for our guests is immense. It allows us to engage the guests when and how they would like to receive information, while providing a seamless experience for them to enjoy the aquarium without having to navigate through multiple channels.\u201d<\/em><\/p>\r\n<p><em>- Josh Cherfoli, Senior Director of Marketing and Digital Engagement @ <a href=\"https:\/\/www.georgiaaquarium.org\/\" target=\"_blank\" rel=\"noopener\">Georgia Aquarium<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<h4>AI-Powered Channel Optimization<\/h4>\r\n<p>Adding SMS to your mobile marketing mix may seem overwhelming. It can be difficult to know how the channels interact, which channels your customers prefer, and therefore, which channel to use for future communications. Consumer channel preferences and behaviors can change over time making it challenging to optimize the right delivery channel for each message.<\/p>\r\n<p>While there are manual ways of analyzing performance through reports and analytics, Iterable\u2019s Channel Optimization can automate this process for marketers and allow you to reach your customers on the channel they are most likely to engage on.<\/p>\r\n<p><strong>Channel Optimization is part of our AI Optimization Suite. Features include:<\/strong><\/p>\r\n<ul>\r\n\t<li>Leveraging historical data to determine which channel to send the message based on each user\u2019s likelihood to engage with the message<\/li>\r\n\t<li>Optimizing across email, push, and SMS<\/li>\r\n\t<li>Integrating with Iterable Studio<\/li>\r\n\t<li>Increasing personalization and satisfaction, resulting in more authentic interactions<\/li>\r\n<\/ul>\r\n<h4>In-Browser Messaging<\/h4>\r\n<p>In-browser messages are another highly valuable communication channel that falls under the mobile marketing umbrella. Did you know that <a href=\"https:\/\/explodingtopics.com\/blog\/mobile-internet-traffic\" target=\"_blank\" rel=\"noopener\">over 60%<\/a> of web visitors are on a mobile device? Mobile In-browser messaging gives brands the ability to send personalized, targeted communications to these mobile users and ultimately drive business outcomes. Plus, these messages can be part of a larger mobile communication strategy and work cohesively with other mobile marketing messages.<\/p>\r\n<p>For example, Because no opt-in is required for in-browser messaging, this channel is the perfect avenue for encouraging SMS opt-in. While users are on your mobile site, they may be more inclined to sign up for an exclusive coupon only available through SMS. They\u2019re already on their phone, so an in-browser message offering a coupon with SMS opt-in can be the gentle nudge customers need.<\/p>\r\n<p><strong>In-browser messaging can lead to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Higher website conversion rates. No more dead-ends.<\/li>\r\n\t<li>Increase in goal conversions<\/li>\r\n\t<li>Increased customer satisfaction by helping direct them to the information they want\/need instead of leaving them to fend for themselves<\/li>\r\n\t<li>Increased reach of programs and campaigns with ability to capture web and web\/app audiences<\/li>\r\n\t<li>Increased in-browser engagement<\/li>\r\n<\/ul>\r\n<h4>A Simplified Pricing Model<\/h4>\r\n<p>This all sounds great, but we\u2019re guessing you\u2019re probably worried about the cost\u2014we don\u2019t blame you. SMS pricing can quickly become complex. With multiple message types, phone numbers, and carriers, budget constraints can often override marketing priorities.<\/p>\r\n<p>Iterable\u2019s pricing model allows marketers to send messages that best fit their customer needs, without worrying about the budget. You can eliminate duplicate data storage fees with our integrated platform fees that include all channels.<\/p>\r\n<h3>Bring Mobile Into the Fold<\/h3>\r\n<p>With a handful of hurdles posing challenges for marketers, we wanted to be able to provide solutions that not only make marketers\u2019 jobs easier, but deliver results. With the new capabilities in Iterable\u2019s Fall Product Showcase and SMS launch, marketers, like you, will be able to confidently add mobile channels to their marketing mix.<\/p>\r\n<p><em>Curious to learn more about our fall release? Join us for the <a href=\"https:\/\/iterable.com\/webinars\/fall-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Product Showcase<\/a> where we\u2019ll dive deep into the above and so much more.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whats-new\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-105251\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Sigstr-01.png\" alt=\"\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Iterable Unveils Cutting-Edge Mobile and Cross-Channel Capabilities","post_excerpt":"With this latest release, we\u2019re providing solutions to common mobile marketing problems (and more) with a slew of new mobile capabilities.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities","to_ping":"","pinged":"","post_modified":"2022-11-10 11:09:31","post_modified_gmt":"2022-11-10 19:09:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105042","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 09, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/11\/Fall-SMS_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-unveils-cutting-edge-mobile-and-cross-channel-capabilities\/"},{"ID":105017,"post_author":"79","post_date":"2022-11-01 06:28:05","post_date_gmt":"2022-11-01 13:28:05","post_content":"<p>It\u2019s officially November and, as the leaves change and we turn our clocks back, it\u2019s important to reflect upon, pay respect to, and raise awareness of Indigenous communities. During Native American Heritage Month we want to share some inclusive marketing tips that focus on using the right language and terminology as well as how we can pay homage to the land we live on. Let\u2019s start at the beginning.<\/p>\r\n<h3>The History of Native American Heritage Month<\/h3>\r\n<p>November has been nationally recognized as Native American Heritage Month for <a href=\"https:\/\/nativeamericanheritagemonth.gov\/about\/\" target=\"_blank\" rel=\"noopener\">almost 30 years<\/a>. Native American Heritage Month first appeared on calendars back in 1915. Before 1915, Director of the Museum of Arts and Science in Rochester, New York, Dr. Arthur C. Parker, a Seneca Indian, asked the Boy Scouts of America to dedicate one day a year to the \u201cFirst Americans.\u201d<\/p>\r\n<p>Then, in 1915 the Congress of the American Indian Association directed its president, Rev. Sherman Coolidge, an Arapahoe, to do the same. Coolidge then issued a proclamation that said the second Saturday of each May would be American Indian Day and also \u201ccontained the first formal appeal for recognition of Indians as citizens.\u201d<\/p>\r\n<p>While some states have observed American Indian day since the early 1900s, it wasn\u2019t formally recognized as a national holiday. But, in 1990 George H. W. Bush approved a joint resolution, making November Native American Indian Heritage Month. Plus, \u201csimilar proclamations, under variants on the name (including \u2018Native American Heritage Month\u2019 and \u2018National American Indian and Alaska Native Heritage Month\u2019) have <a href=\"https:\/\/nativeamericanheritagemonth.gov\/\" target=\"_blank\" rel=\"noopener\">been issued each year since 1994<\/a>.\u201d<\/p>\r\n<p>With this month being about paying respect to the Indigenous American people, we wanted to explore ways to do just that.<\/p>\r\n<h3>Using the Right Language<\/h3>\r\n<p>Marketers, especially content marketers (hi!), know the importance of using the right language to get a certain message across. When writing about heritage months or months dedicated to certain groups of people or cultures, it\u2019s critical that we use respectful language.<\/p>\r\n<h4>As a Broader Group<\/h4>\r\n<p>Firstly, is <em>Native American<\/em> even the preferred language? According to the <a href=\"https:\/\/americanindian.si.edu\/nk360\/faq\/did-you-know#:~:text=What%20is%20the%20correct%20terminology,by%20their%20specific%20tribal%20name.\" target=\"_blank\" rel=\"noopener\">National Museum of the American Indian<\/a>, \u201cWhen possible, Native people prefer to be called by their specific tribal name.\" However, when not possible, American Indian, Indian, Native American, Indigenous, or Native are all accepted.<\/p>\r\n<p><em>Native American<\/em>, however, is becoming a less popular choice. As the National Museum of the American Indian says, \u201c<em>Native American<\/em> has been widely used but is falling out of favor with some groups, and the terms American Indian or Indigenous American are preferred by many Native people. Native peoples often have individual preferences on how they would like to be addressed.\u201c<\/p>\r\n<h4>By Tribe<\/h4>\r\n<p>The <a href=\"https:\/\/www.nps.gov\/lecl\/getinvolved\/november-2022-native-american-heritage-month.htm#:~:text=During%20National%20Native%20American%20Heritage,Service%20collaborates%20with%20Indigenous%20communities.\" target=\"_blank\" rel=\"noopener\">National Park Service<\/a> also published an informational page about Native American Heritage Month that specifically mentions the importance of word choice and how to refer to the Indigenous American people. They mention that those referring to the Indigenous American people need to be cognizant of distinctions between tribes. \u201cThere are distinctions among various tribes resulting from geographic location, language, and cultural practices. For example, within the Lakota Nation (aka Sioux), there are seven bands and within one band there are three: Hidasta, Arikara, and Mandan.\u201d<\/p>\r\n<h3>Territorial Acknowledgements<\/h3>\r\n<p>The National Park Service brings up the point of tribal distinctions due to many factors, one of which is geographic location. As the <a href=\"https:\/\/www.acf.hhs.gov\/ana\/fact-sheet\/american-indians-and-alaska-natives-numbers#:~:text=While%20there%20are%20currently%20566,Oklahoma%20tribal%20statistical%20areas%2C%20tribal\" target=\"_blank\" rel=\"noopener\">Administration for Native Americans<\/a> highlights, \u201c[today] there are 325 American Indian reservations and a total of 618 legal and statistical areas for which the Census Bureau provides statistics, including reservations, off-reservation trust lands, Oklahoma tribal statistical areas, tribal designated statistical areas, state American Indian reservations, and state designated American Indian statistical areas.\u201d<\/p>\r\n<p>With so many reservations, legal areas, and statistical areas in the United States, we need to be aware of the land we are using and offer territorial acknowledgements, when applicable.<\/p>\r\n<h4>What is a Territorial Acknowledgment?<\/h4>\r\n<p>Really, a territorial acknowledgement is just what it sounds like\u2014acknowledging the territory you are in and the tribes that currently reside there or have resided there in the past. As <a href=\"https:\/\/native-land.ca\/resources\/territory-acknowledgement\/\" target=\"_blank\" rel=\"noopener\">native-land.ca<\/a> says, \u201cThis is often done at the beginning of ceremonies, lectures, or any public event. It can be a subtle way to recognize the history of colonialism and a need for change in settler colonial societies.\u201d<\/p>\r\n<p>The site also points out that a territorial acknowledgement can often be thrown in as a token rather than as a way to fully respect the indigenous cultures that came before. When giving a territorial acknowledgement\u2014whether as an individual, institution, or even as a brand\u2014you also need to recognize the history and legacy of colonialism.<\/p>\r\n<p>Some questions to ask yourself (as provided by <a href=\"https:\/\/native-land.ca\/resources\/territory-acknowledgement\/\" target=\"_blank\" rel=\"noopener\">native-land.ca<\/a>):<\/p>\r\n<ul>\r\n\t<li>What are some of the privileges settlers enjoy today because of colonialism?<\/li>\r\n\t<li>How can individuals develop relationships with peoples whose territory they are living on in the contemporary geopolitical landscape?<\/li>\r\n\t<li>What are you, or your organization, doing beyond acknowledging the territory where you live, work, or hold your events?<\/li>\r\n\t<li>What might you be doing that perpetuates settler colonial futurity rather than considering alternative ways forward?<\/li>\r\n\t<li>Do you have an understanding of the on-going violence and the trauma that is part of the structure of colonialism?<\/li>\r\n<\/ul>\r\n<p><strong>If you\u2019re curious about the tribes around you, on <a href=\"https:\/\/native-land.ca\/\" target=\"_blank\" rel=\"noopener\">native-land.ca<\/a> you can search your address to learn more about the tribes in your area.<\/strong><\/p>\r\n<h3>Words Are Impactful<\/h3>\r\n<p>We need to make conscious efforts to choose respectful language when referring to any cultural, racial, or ethnic group. This should also be the case year-round, and not just within the groups\u2019 respective heritage months.<\/p>\r\n<p>During Native American Heritage Month we can pledge to learn something new about the Indigenous American people and use that new knowledge to inform how we move about the world every day.<\/p>","post_title":"Inclusive Marketing Tips During Native American Heritage Month","post_excerpt":"It's Native American Heritage Month\u2014here are inclusive marketing tips for using language that pays homage to the Native people and land.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"inclusive-marketing-tips-during-native-american-heritage-month","to_ping":"","pinged":"","post_modified":"2022-11-17 11:43:08","post_modified_gmt":"2022-11-17 19:43:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=105017","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 01, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/110122_Native-American-Heritage-Month_Blog_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Native American Heritage Month\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/110122_Native-American-Heritage-Month_Blog_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/110122_Native-American-Heritage-Month_Blog_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/110122_Native-American-Heritage-Month_Blog_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/inclusive-marketing-tips-during-native-american-heritage-month\/"},{"ID":104874,"post_author":"79","post_date":"2022-10-18 07:06:47","post_date_gmt":"2022-10-18 14:06:47","post_content":"<p>SMS marketing is becoming a necessity for brands. Being able to reach customers where they are\u2014with a highly relevant message\u2014is key to creating a fully harmonized, individualized customer experience.<\/p>\r\n<p>As a result of becoming a highly coveted channel, there\u2019s a lot of information available about SMS marketing. Rather than scouring the web, we thought it would be easier to just give you the best of the best SMS marketing resources in one list. Feel free to bookmark and save for later.<\/p>\r\n<p><strong>That said, if you\u2019re curious to learn more about SMS marketing, subscribe using the button in the nav bar, and if you\u2019re curious about SMS with Iterable, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">a demo<\/a> is a great start.<\/strong><\/p>\r\n<h4>1. <a href=\"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/\" target=\"_blank\" rel=\"noopener\">The Savvy Marketer\u2019s Guide to Building a Stellar SMS Strategy<\/a><\/h4>\r\n<p>We partnered with Telnyx to create a guide that\u2019s meant to help brands determine what they need to create a winning SMS strategy. This whitepaper focuses not only on what your brand needs to be successful, but what customers are expecting and how to do it with Iterable and Telnyx. Remember, your SMS strategy is only as good as your customers think it is.<\/p>\r\n<p><strong>Great for:<\/strong> Helping you get started with an SMS marketing strategy.<\/p>\r\n<h4>2. <a href=\"https:\/\/iterable.com\/whitepaper\/ungated\/mobile-marketing-outlook\/\" target=\"_blank\" rel=\"noopener\">The Current State of Mobile Marketing<\/a><\/h4>\r\n<p>SMS marketing is part of the broader mobile marketing landscape. This interactive whitepaper will give you a high-level overview of the importance of mobile marketing, where it\u2019s been, and where it\u2019s going. You\u2019ll get a sense of the overarching mobile ecosystem as well as steps to help you determine your fit in the mobile marketing world. (Pssst: if that\u2019s not enough, we also have <a href=\"https:\/\/iterable.com\/webinars\/the-state-of-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">a webinar titled \u201cThe State of Mobile Marketing!<\/a>\u201d)<\/p>\r\n<p><strong>Great for:<\/strong> Getting a broader sense of where mobile marketing\u2014as a whole\u2014stands today and where it\u2019s going tomorrow.<\/p>\r\n<h4>3. <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">What is SMS Marketing?<\/a><\/h4>\r\n<p>No better place to start than from the beginning. This quick article gives a definition of SMS marketing and some stats. It also helps explain when brands should use SMS marketing and how it can be part of a broader cross-channel marketing strategy.<\/p>\r\n<p>Great for: Going back to basics and getting a no-frills definition of SMS marketing.<\/p>\r\n<h4>4.<a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\"> Plus One: How Adding SMS Benefits Your Marketing<\/a><\/h4>\r\n<p>If your brand already has an established marketing strategy but SMS isn\u2019t part of it, this article dives into how adding SMS can be beneficial. \u201cSMS marketing is about tapping into one of the currently most used communication methods. It\u2019s a direct line to your users where they are spending a significant\u2014sometimes the majority\u2014amount of their time.\u201d<\/p>\r\n<p><strong>Great for<\/strong>: Understanding the benefits of adding SMS marketing to your existing marketing strategy.<\/p>\r\n<h4>5. <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">How to Personalize SMS Messages<\/a><\/h4>\r\n<p>After getting a crash course in SMS marketing and understanding the benefits of adding it to your strategy, this article will give you tips on how to personalize the messages. Sending texts to customers is one thing, but having them align with what each individual wants and needs is something completely different. Don\u2019t miss out on an opportunity to connect with your customers because your SMS messages aren\u2019t personalized.<\/p>\r\n<p><strong>Great for:<\/strong> Getting tips on individualizing SMS marketing messages and understanding why personalization is so important for this marketing channel.<\/p>\r\n<h4>6. <a href=\"https:\/\/iterable.com\/blog\/tag\/sms-marketing-series\/\" target=\"_blank\" rel=\"noopener\">SMS Marketing Series<\/a><\/h4>\r\n<h5 style=\"padding-left: 40px;\">a. <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">Part I: Opting In and Out<\/a><\/h5>\r\n<p style=\"padding-left: 40px;\">The first step in sending personalized SMS messages to customers is getting them to opt in. Without an opt-in it\u2019s actually illegal to send customers SMS marketing messages. On the flipside, you also have to give customers a way out once they\u2019ve opted-in.<\/p>\r\n<h5 style=\"padding-left: 40px;\">b. <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-ii-sms-keywords\/\" target=\"_blank\" rel=\"noopener\">Part II: SMS Keywords<\/a><\/h5>\r\n<p style=\"padding-left: 40px;\">Using SMS keywords can help brands personalize their customers\u2019 SMS experience. By allowing customers to send short keywords as a response, you can tailor future content while collecting vital preference data.<\/p>\r\n<h5 style=\"padding-left: 40px;\">c. <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-iii-optimizing-sms-roi\/\" target=\"_blank\" rel=\"noopener\">Part III: Optimizing SMS ROI<\/a><\/h5>\r\n<p style=\"padding-left: 40px;\">It\u2019s hard to get buy-in from other team members without being able to deliver ROI. This article will help brands determine which metrics to look at to determine their SMS marketing return.<\/p>\r\n<h5 style=\"padding-left: 40px;\">d. <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-iv-sms-preferences-by-generation\/\" target=\"_blank\" rel=\"noopener\">Part IV: SMS Preferences by Generation<\/a><\/h5>\r\n<p style=\"padding-left: 40px;\">Each generation has different preferences when it comes to the SMS marketing messages they want to receive. This article takes a look at each generation, what they prefer, and why.<\/p>\r\n<p><strong>Great for<\/strong>: A deep dive into multiple aspects of SMS Marketing, from opt-in to generational trends.<\/p>\r\n<h4>7. <a href=\"https:\/\/iterable.com\/blog\/4-focus-areas-of-sms-marketing-compliance\/\" target=\"_blank\" rel=\"noopener\">4 Focus Areas of SMS Marketing Compliance<\/a><\/h4>\r\n<p>A huge part of incorporating SMS marketing into your marketing strategy is understanding the rules and regulations that surround the channel. This article covers the why behind opt-ins and opt-outs as well as why brands need to set expectations for SMS marketing programs and why brands need to respect \u201cquiet hours.\u201d If you\u2019re looking to better understand SMS regulations, this is the article for you.<\/p>\r\n<p><strong>Great for:<\/strong> A look at the laws and regulations around SMS marketing if you want to be sure your brand is abiding by the rules.<\/p>\r\n<h4>8. <a href=\"https:\/\/iterable.com\/webinars\/5-tips-for-black-friday-cyber-monday\/\" target=\"_blank\" rel=\"noopener\">5 Last-Minute Email and SMS Marketing Tips for Black Friday and Cyber Monday<\/a><\/h4>\r\n<p>What would an October article be without a nod to the holidays. While not as evergreen as the rest of the resources in the roundup, this webinar is helpful for the end of the year. Here we spoke with experts from Tinuiti and Yotpo to explore how brands should build out a promotional calendar and take the heavy lift off of marketing teams by automating messaging\u2014all while maintaining relevant, personalized messaging.<\/p>\r\n<p><strong>Great for<\/strong>: Preparing for the holidays. This webinar can help your brand plan for the upcoming season and plan your promotional calendar.<\/p>\r\n<h3>So Much SMS Marketing<\/h3>\r\n<p>There\u2019s a lot here. But imagine scouring the web for all of this versus having it in this neat, compact roundup? Basically, what we\u2019re trying to say is\u2026you\u2019re welcome. All the SMS marketing content you could ever need is right here, in one spot. We\u2019ll definitely be coming up with some more SMS marketing content in the future, so be sure to check back in for updates.<\/p>\r\n<p><em>If you\u2019re interested in seeing how Iterable can help incorporate mobile channels into your marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Your Go-To Guide for SMS Marketing","post_excerpt":"It's easier to just give you the best of the best SMS marketing resources in one list. Feel free to bookmark and save for later.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"your-go-to-guide-for-sms-marketing","to_ping":"","pinged":"","post_modified":"2023-03-15 17:29:47","post_modified_gmt":"2023-03-16 00:29:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104874","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101422_SMS-Content-Round-Up_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS Marketing Round Up\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101422_SMS-Content-Round-Up_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101422_SMS-Content-Round-Up_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101422_SMS-Content-Round-Up_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/your-go-to-guide-for-sms-marketing\/"},{"ID":104851,"post_author":"79","post_date":"2022-10-13 11:48:03","post_date_gmt":"2022-10-13 18:48:03","post_content":"<p><a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">Activate<\/a>, Iterable\u2019s annual conference series focused on marketing strategies and execution, is returning in April. While we can design the theme and tracks, fill swag bags with fun goodies, and host ancillary networking events, the speakers are what really bring Activate to life. With about six months until Activate \u201823, we are looking for speakers like you to bring your knowledge and know-how to the Activate stage.<\/p>\r\n<h3>Top 5 Reasons to Speak at Activate<\/h3>\r\n<p>What\u2019s in it for you? We\u2019re glad you asked. We\u2019re going to share the top five reasons why you should <a href=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSdvmGuKS2l13rObxYT-O8_1m4-fy8ta5aLnnW1t2Y8t12XPBA\/viewform\" target=\"_blank\" rel=\"noopener\">enter a submission to speak at Activate<\/a>.<\/p>\r\n<h4>1. Get Your Name Out There<\/h4>\r\n<p>We don\u2019t stuff our schedule with huge headliners and celebrities. Sure, we have stellar keynotes, but we want the majority of our sessions to be presented by marketing superstars who are in the trenches every day.<\/p>\r\n<p>Activate provides a platform for you to have your voice heard. Get your name out to thousands of fellow marketers while sharing your knowledge and unique experiences. Plus, to promote your session at Activate, we\u2019ll put your name in lights. Well, all over our website and social networks, but it\u2019s just as effective as a name in lights. We\u2019ll tag you and provide opportunities to share posts, so you can bump up your followers on social accounts while letting them know you\u2019ll be at Activate.<\/p>\r\n<h4>2. Develop Soft Skills<\/h4>\r\n<p>Public speaking can feel daunting and terrifying, but we\u2019re hoping Activate\u2014and the preparation process\u2014can be a safe space for you to hone your craft. Our content and customer marketing teams have been working events for years and know from attendee feedback what works and what doesn\u2019t. Before Activate, our teams work with you to develop presentations and practice dry-runs to ensure every session makes an impact and even the newest speakers are comfortable while presenting.<\/p>\r\n<p>Trust us, we know it can be scary, but because we want to elevate all voices, we\u2019re here to help every step of the way.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIterable communicates the timelines quite well and provides extensive templating and feedback on your presentation, so <strong>you can feel confident that you'll be putting the best presentation of your work out there<\/strong>.\u201d<\/em><\/p>\r\n<p><em>- Nate Casimiro, Sr. Marketing Operations Specialist @ StreetEasy<\/em><\/p>\r\n<\/blockquote>\r\n<h4>3. Make Meaningful Connections<\/h4>\r\n<p>Participating as a speaker at Activate not only gives you exposure, but it gives you the opportunity to connect with people in your field. Once you step off the stage, you have the chance to mingle with other like-minded marketers and hear their experiences. They\u2019ll get to ask questions about your session, but you\u2019ll also get to understand other perspectives.<\/p>\r\n<p>Plus, you\u2019ll get to connect with people from near and far. So, while you may bump into San Francisco locals, you could also network with people from across the globe. In fact, many speakers share their contact information or LinkedIn profiles in their presentations to keep the dialogue going well after Activate has ended.<\/p>\r\n<h4>4. Build Brand Presence<\/h4>\r\n<p>As a speaker at Activate you not only represent yourself, but you're representing the company you work for. Dazzle your coworkers (they\u2019ll want to see you speak!) and audience members alike by sharing examples of the work the team has done and why it sets your brand apart.<\/p>\r\n<p>People come to Activate to learn, so don\u2019t be shy about showing your brand\u2019s success (or missteps) and what your team was able to take away from it.<\/p>\r\n<blockquote>\r\n<p><em>\u201cI joked about taking credit for my teammate's work on stage during my session, but at the end of the day <strong>it was a true delight for the team to see their work highlighted in front of an audience who understands and appreciates the creative strategies<\/strong> we employ to millions of consumers.\u201d<\/em><\/p>\r\n<p><em>- Nate Casimiro, Sr. Marketing Operations Specialist @ StreetEasy<\/em><\/p>\r\n<\/blockquote>\r\n<h4>5. Have Some Good, Clean Fun<\/h4>\r\n<p>We can sometimes forget that we\u2019re people and not just \u201cmarketers.\u201d We like to have fun with the best of them and Activate certainly delivers in the fun department. We don\u2019t need presentations to be buttoned up and stiff. We welcome outside-the-box thinking, jokes, and even the occasional pun. By removing presentation guardrails, our goal is for all sessions at Activate to be insightful and entertaining.<br \/>\r\n<br \/>\r\nPlus, like we mentioned before, we do always aim to have killer keynote speakers that shed a different light on the broader Activate theme and help us gain new perspectives outside of the marketing bubble. You won\u2019t want to miss them.<\/p>\r\n<h3>Show Us What You\u2019ve Got<\/h3>\r\n<p>We design Activate so Dreamers, Builders, and Makers can showcase their individualized experiences and help others succeed while learning from fellow marketers. It\u2019s an environment created to spark innovation and collaboration and we\u2019d love for you to be a part of it. Bring your story to the Activate stage and make your name known.<\/p>\r\n<p><em>The call for speakers is now open, so if you\u2019re interested in bringing your expertise to Activate, please <a href=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSdvmGuKS2l13rObxYT-O8_1m4-fy8ta5aLnnW1t2Y8t12XPBA\/viewform\" target=\"_blank\" rel=\"noopener\">send over your submission<\/a>!<\/em><\/p>","post_title":"5 Reasons Why You Should Speak at Activate","post_excerpt":"With about six months until Activate \u201823, we are looking for speakers like you to bring your knowledge and know-how to the Activate stage.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-reasons-why-you-should-speak-at-activate","to_ping":"","pinged":"","post_modified":"2022-10-13 11:48:03","post_modified_gmt":"2022-10-13 18:48:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104851","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 13, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101322_5-Reasons-Speaker-Activate_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"5 Reasons to Speak at Activate\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101322_5-Reasons-Speaker-Activate_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101322_5-Reasons-Speaker-Activate_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/101322_5-Reasons-Speaker-Activate_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-reasons-why-you-should-speak-at-activate\/"},{"ID":104720,"post_author":"87","post_date":"2022-10-05 15:36:07","post_date_gmt":"2022-10-05 22:36:07","post_content":"<p>In part 1 of this series, we\u2019ll dive deep into data. In today\u2019s world, it can feel like we are swimming in data\u2013but with no idea how to use it.<\/p>\r\n<p>Learn from Chelsea McClure, Director of Customer Growth &amp; Lifecycle at Ritual, about how she approaches data, infusing it with personality and enabling her team to deliver unique, meaningful experiences to customers.<\/p>\r\n<p>Joined by Iterable\u2019s Senior Customer Marketing Manager, Jessica Hooper, Chelsea details how Ritual approaches personalization, from top to bottom, and how they are building this in Iterable today. Get into the mind of a Dreamer and hear how they approach a campaign, from the initial idea to the end result.<\/p>\r\n<p><strong>Walk away from this webinar understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li><span style=\"font-weight: 400;\">New tactics and techniques to personalize your customer journey<\/span><\/li>\r\n\t<li><span style=\"font-weight: 400;\">How to use data dynamically to send unique messages<\/span><\/li>\r\n\t<li><span style=\"font-weight: 400;\">The impact sending individual, 1:1 messages can have for a business<\/span><\/li>\r\n<\/ul>","post_title":"Ask a Dreamer About: How Ritual Uses Data to Humanize the Customer Experience","post_excerpt":"The \u201cAsk A Marketer About\u201d webinar series provides unparalleled access to the Dreamers, Builders, and Makers behind extraordinary campaigns. Learn how some of the brightest marketing minds deliver joy to their customers. ","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ask-a-dreamer-about-how-ritual-uses-data-to-humanize-the-customer-experience","to_ping":"","pinged":"","post_modified":"2022-11-09 10:05:35","post_modified_gmt":"2022-11-09 18:05:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=104720","menu_order":27,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"October 05, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/Ask-a-Marketer_Ritual_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/Ask-a-Marketer_Ritual_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/Ask-a-Marketer_Ritual_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/Ask-a-Marketer_Ritual_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/ask-a-dreamer-about-how-ritual-uses-data-to-humanize-the-customer-experience\/"},{"ID":104785,"post_author":"79","post_date":"2022-10-05 11:41:53","post_date_gmt":"2022-10-05 18:41:53","post_content":"<p>There\u2019s another Activate to look forward to on the horizon. But, to whet your appetite during this Activate in-between, we want to keep the incredible speakers at Activate Summit North America, and the inspirational sessions they presented, top of mind.<\/p>\r\n<p>In this limited series (see the first installment <a href=\"https:\/\/iterable.com\/blog\/activate-summit-na-deep-dive-streeteasy\/\" target=\"_blank\" rel=\"noopener\">here<\/a>) we\u2019ll be covering a handful of the most loved sessions in-depth, providing skimmable, sharable tidbits. All of the <a href=\"https:\/\/iterable.com\/activate\/noam\/2022-recordings\/\" target=\"_blank\" rel=\"noopener\">session recordings<\/a> are available on-demand right now. We\u2019re providing a written breakdown of some of these sessions but we do strongly recommend listening to the speakers tell it themselves.<\/p>\r\n<h3>Creating Process Out of CRM Chaos<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/how-to-create-process-out-of-crm-chaos\/\" target=\"_blank\" rel=\"noopener\"><em>Creating Process Out of CRM Chaos<\/em><\/a> was presented by <a href=\"https:\/\/www.google.com\/aclk?sa=l&amp;ai=DChcSEwjS7Zm45cb6AhUKi8gKHf1fCCYYABABGgJxdQ&amp;sig=AOD64_1mzlK3A8utLmjVBgp_ZgOHjb5UqQ&amp;q&amp;adurl&amp;ved=2ahUKEwivz5C45cb6AhXtFVkFHe-hByoQ0Qx6BAgJEAE\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a>\u2019s Associate Manager of Retention Marketing, Phil Hill. Phil took to the stage to discuss the importance of creating processes. Specifically, he touched upon the importance of processes in customer relationship management (CRM).<\/p>\r\n<p>When starting his presentation, Phil actually focused on one of his hobbies: plants. Initially, he didn\u2019t have a green thumb, but now, thanks to creating a process for gardening, he is recognized for his plant savviness. By creating a spreadsheet with plant types in one column, and all of their care needs throughout other columns, he was able to improve his gardening skills\u2014all by developing a process.<\/p>\r\n<h4>Benefits of Process<\/h4>\r\n<p>Phil pointed out three key benefits of creating a process. You can 1) save yourself, 2) save your time, and 3) save your mind.<\/p>\r\n<p><strong>Save Yourself<\/strong><\/p>\r\n<p>Phil describes processes as \u201csaving yourself\u201d because they can multiply your capabilities. Rather than sitting in a meeting or explaining how stuff works to a coworker, a process can take your place.<\/p>\r\n<ul>\r\n\t<li>Your process is an extension of you<\/li>\r\n\t<li>Allow your team to work without you<\/li>\r\n<\/ul>\r\n<p><strong>Save Your Time<\/strong><\/p>\r\n<p>Processes can save time because you can do multiple steps at once. When you are designing processes, you\u2019re looking at every detail, but when the process is running you can layer steps, knowing everything is planned meticulously.<\/p>\r\n<ul>\r\n\t<li>Be as efficient as possible with time<\/li>\r\n\t<li>Skip figuring how and what to do each time<\/li>\r\n<\/ul>\r\n<p><strong>Save Your Mind<\/strong><\/p>\r\n<p>\u201cLet the process take care of those mundane tasks.\u201d If there\u2019s a process in place, you don\u2019t have to continuously think about the small tasks you need to accomplish\u2014they\u2019re built into the process.<\/p>\r\n<ul>\r\n\t<li>Stop forgetting to do routine tasks<\/li>\r\n\t<li>Stop double-, triple-checking that you did everything<\/li>\r\n<\/ul>\r\n<h4>Need of Process<\/h4>\r\n<p>After discussing the benefits of processes, Phil went into how your team can determine if you need a process. He highlighted some questions that are red flags, letting your team know when a process is needed. For example, \u201cWhy does it take so long to just send one email?\u201d<\/p>\r\n<p>The biggest takeaway from this section is to stop. Stop what you\u2019re doing if these red flag questions come up. While, as Phil pointed out, stopping is the opposite of what CRM marketers and email marketers want to do\u2014send more emails, etc.\u2014stopping is going to save you time in the long run.<\/p>\r\n<h4>Love of Process<\/h4>\r\n<p>Once the process is established, who will it benefit? Designing an efficient, effective process can help you, your team, and your partners. Phil likened processes for your team to rules for your kids. It\u2019s helpful to have guardrails and guidelines in place to set your team up for success.<\/p>\r\n<p><strong>You<\/strong><\/p>\r\n<p>When processes are injected into your work you\u2019ll be able to press \u201csend\u201d on that email because you\u2019ll be confident your processes will allow you to do so.<\/p>\r\n<ul>\r\n\t<li>You\u2019re going to have peace of mind<\/li>\r\n\t<li>You\u2019ll be more confident in your work<\/li>\r\n<\/ul>\r\n<p><strong>Your Team<\/strong><\/p>\r\n<p>Your team will be able to move quickly knowing that there\u2019s a process in place to help reduce risk in executing tasks.<\/p>\r\n<ul>\r\n\t<li>Your team will see your value<\/li>\r\n\t<li>Your team will be able to do more<\/li>\r\n<\/ul>\r\n<p><strong>Your Partners<\/strong><\/p>\r\n<p>Expectations will be set because you\u2019ll be able to share service level agreements (SLAs) with them. Partners will no longer have to ask \u201cwhy does it take so long to send one email?\u201d<\/p>\r\n<ul>\r\n\t<li>Your partners will have realistic expectations<\/li>\r\n\t<li>Your partners will know exactly how to support you on your projects<\/li>\r\n<\/ul>\r\n<h4>Create a Process<\/h4>\r\n<p>Phil also covered how to build a process, including six key steps: gather stakeholders, identify tasks, assign roles, recruit champions, document process, and rollout and monitor.<\/p>\r\n<p><strong>Gather Stakeholders<\/strong><\/p>\r\n<p>Most times you have other people you\u2019re working with. The first step is getting everyone in a room or into a Slack channel.<\/p>\r\n<p><strong>Identify Tasks<\/strong><\/p>\r\n<p>Phil recommends being very specific and detailed about the tasks created in this step. \u201cIf it seems like you could look over it, put it in as a task.\u201d<\/p>\r\n<p><strong>Assign Roles<\/strong><\/p>\r\n<p>Once tasks are established, you need to assign roles to all of those tasks. Whose job is it to complete the task? Phil said he likes to use the RACI format here, but it\u2019s not always necessary. Also be sure to lean on cross-functional partners and respect their roles and responsibilities too.<\/p>\r\n<p><strong>Recruit Champions<\/strong><\/p>\r\n<p>\u201cYou're always going to be the largest champion of your process.\u201d Try to get a top-down adoption of your process. Phil recommends getting director-level buy-in and having that director get other director buy-in as well.<\/p>\r\n<p><strong>Document Process<\/strong><\/p>\r\n<p>This is the most important step. \u201cIf you don\u2019t document your process, you don\u2019t have a process.\u201d Documenting is important so everyone can learn the process and, if you were to leave the company, someone else could come in and hit the ground running.<\/p>\r\n<p><strong>Rollout &amp; Monitor<\/strong><\/p>\r\n<p>Lastly, it\u2019s important when you roll out your process to ask for feedback and get input from those people who use your process. Then, be sure to monitor how impactful or effective the process is.<\/p>\r\n<h3>You\u2019ll Thank the Past Version of Yourself<\/h3>\r\n<p>When you create a process, you get rid of the sense of dread that can accompany burdensome tasks. Monthly metrics become two clicks in saved reports, creating emails is as easy as using a pre-built template, the list goes on. Rather than starting from scratch every time you initiate a new project, design something that\u2019s repetitive and effective to help save time and resources.<\/p>\r\n<p>In his session, Phil gives examples of processes that fit this framework, so be sure to check out the <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/how-to-create-process-out-of-crm-chaos\/\" target=\"_blank\" rel=\"noopener\">full session<\/a>.<\/p>\r\n<p><em>Each Activate session was jam-packed with helpful information, so be sure to check out some of the <a href=\"https:\/\/iterable.com\/activate\/noam\/2022-recordings\/\" target=\"_blank\" rel=\"noopener\">other sessions<\/a>. Plus, don\u2019t miss the chance to see next year\u2019s Activate in-person! <a href=\"https:\/\/iterable.com\/activate\/northamerica-2023\/\" target=\"_blank\" rel=\"noopener\">Save the date for Activate \u201823<\/a>.<\/em><\/p>","post_title":"Activate Summit NA Deep Dive: DoorDash","post_excerpt":"At Activate Summit NA DoorDash\u2019s Associate Manager of Retention Marketing, Phil HIll, discussed the importance of creating processes.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-na-deep-dive-doordash","to_ping":"","pinged":"","post_modified":"2023-03-15 17:30:16","post_modified_gmt":"2023-03-16 00:30:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104785","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 05, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Activate-NA-Deep-Dive_CRM-Chaos_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit NA Deep Dive\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Activate-NA-Deep-Dive_CRM-Chaos_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Activate-NA-Deep-Dive_CRM-Chaos_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/10\/100522_Activate-NA-Deep-Dive_CRM-Chaos_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-na-deep-dive-doordash\/"},{"ID":104555,"post_author":"79","post_date":"2022-09-29 12:19:15","post_date_gmt":"2022-09-29 19:19:15","post_content":"<p>Activate just ended\u2026miss us yet? If you\u2019re itching for more Activate content, have no fear, there\u2019s another Activate to look forward to on the horizon. But, to whet your appetite during this Activate in-between, we want to keep the incredible speakers at Activate Summit North America, and the inspirational sessions they presented, top of mind.<\/p>\r\n<p>In this limited series we\u2019ll be covering a handful of the most loved sessions in-depth, providing skimmable, sharable tidbits. How is our memory that good, you ask? It\u2019s not! All of the session recordings are available on-demand right now. We know not everyone has 30 minutes to watch a recording, so we\u2019re providing a written breakdown of some of these sessions (but we do strongly recommend listening to the speakers tell it themselves. They do much better than we ever could).<\/p>\r\n<h3>Connect &amp; Collect: Propelling Customer Journeys With the Power of Automation<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/connect-and-collect-propelling-customer-journeys-with-the-power-of-automation\/\" target=\"_blank\" rel=\"noopener\"><em>Connect &amp; Collect: Propelling Customer Journeys With the Power of Automation<\/em> <\/a>was presented by Nate Casimiro, StreetEasy\u2019s Senior Marketing Operations Specialist. <a href=\"https:\/\/streeteasy.com\/\" target=\"_blank\" rel=\"noopener\">StreetEasy<\/a> is Zillow\u2019s New York-specific real estate app, tailored to the complex boroughs and neighborhoods of NYC.<\/p>\r\n<p>To give a sense of the scale StreetEasy operates within, Nate highlighted that StreetEasy sends over 80 million messages a month using over 150 journeys and triggered campaigns (most of which use <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener\">Catalog<\/a> or data feeds).<\/p>\r\n<p>In his session, Nate covered five ways StreetEasy uses Iterable features to automate once-manual marketing processes: content and applications, confirmations and alerts, listing cards and recommendations, announcements and reports, and blog updates and rollups.<\/p>\r\n<h4>Gated Content &amp; Applications<\/h4>\r\n<p>To automate gated content creation and applications for data collection, Nate mentioned how his team employs third party applications and webhooks. While it may have been a bold choice to kick off the session with third party applications, Nate made a good point. He said, \u201cLet\u2019s face it. Everyone here has a super hyper complex, convoluted marketing tech stack, so you probably have some platform you have to make work.\u201d<\/p>\r\n<p>Four requirements for third party applications and webhook journeys:<\/p>\r\n<ul>\r\n\t<li><strong>Web forms:<\/strong> I want a message triggered when a user fills out a form on our website.<\/li>\r\n\t<li><strong>Gated content<\/strong>: I want to deliver content that is not easily accessible by others to specific people.<\/li>\r\n\t<li><strong>Update other platforms<\/strong>: I want to update another platform when an action is taken in a communication sent via Iterable.<\/li>\r\n\t<li><strong>Real-time triggers<\/strong>: I want my communications to fire as soon as an action is taken.<\/li>\r\n<\/ul>\r\n<h4>Confirmations &amp; Alerts<\/h4>\r\n<p>When automating confirmations and alerts, Nate\u2019s team uses custom events and journeys. Nate used resetting a password as a perfect example of a custom event because you have to pass through a token to reset it, but you also want the email to expire in 24 hours.<\/p>\r\n<p>Four requirements for custom events and journeys:<\/p>\r\n<ul>\r\n\t<li><strong>Real time triggers<\/strong>: I want my communications to fire as soon as an action is taken.<\/li>\r\n\t<li><strong>Filter by field<\/strong>: Once an event is triggered, I want to filter which users receive communications based on event or user profile data.<\/li>\r\n\t<li><strong>Product data<\/strong>: I want to populate data from my product within a communication.<\/li>\r\n\t<li><strong>Timelines &amp; schedules<\/strong>: I want to trigger a communication in real time but hold a send until specific days of the week or time of day.<\/li>\r\n<\/ul>\r\n<h4>Listing Cards &amp; Recommendations<\/h4>\r\n<p>Nate\u2019s team uses catalogs, collections, and snippets to create listing cards and recommendations. StreetEasy uses more than 12 catalogs with tens of thousands of values in each catalog. Nate says his team uses Catalog when they want to automatically sync with data in their product, store and compile it in Iterable, and pull it into emails, as needed. (Think: Zillow\u2019s listing recommendation emails.)<\/p>\r\n<p>Four requirements for catalogs, collections, and snippets:<\/p>\r\n<ul>\r\n\t<li><strong>Dynamic content<\/strong>: I want to populate specific property details based on a single key value using a minimal amount of code.<\/li>\r\n\t<li><strong>Code collections<\/strong>: I want to easily reproduce this result across a number of templates with minor adjustments.<\/li>\r\n\t<li><strong>Minimize engineering<\/strong>: I want to iterate versions of this content while minimizing the amount of engineering effort.<\/li>\r\n\t<li><strong>Personalized data<\/strong>: I want to display pieces of data and content within a message that is personal to a user.<\/li>\r\n<\/ul>\r\n<h4>Announcements &amp; Reports<\/h4>\r\n<p>To create announcements and reports, one of Nate\u2019s \u201cfavorite things to talk about,\u201d the StreetEasy team uses both Catalog and Google sheets to automate the process. In the example provided, Nate explains how the emails his team sends to agents are half populated by Catalog, and half populated by a Google sheet, making it extremely easy to edit without breaking the email template.<\/p>\r\n<p>Four requirements for catalogs and Google sheets:<\/p>\r\n<ul>\r\n\t<li><strong>Self service<\/strong>: I want copywriters or other team members to edit the copy of a campaign, at will, without me.<\/li>\r\n\t<li><strong>Safety first<\/strong>: I don\u2019t want the copywriters to have the ability to change any code and break my template.<\/li>\r\n\t<li><strong>Time after time<\/strong>: I want to reuse this process every week, month, etc.<\/li>\r\n\t<li><strong>Style savant<\/strong>: I want copywriters with fundamental HTML skills to be able to change colors, text styles, etc.<\/li>\r\n<\/ul>\r\n<h4>Blog Updates &amp; Rollups<\/h4>\r\n<p>To send blog updates and rollup emails, Nate\u2019s team uses data feeds. Nate points out that one of the main reasons to use data feeds is because it\u2019s real-time. Data feeds automatically pull in information that already exists elsewhere and doesn\u2019t need to be created from scratch, like in the emails sent to agents.<\/p>\r\n<p>Four requirements for data feeds:<\/p>\r\n<ul>\r\n\t<li><strong>Blog content<\/strong>: I want to populate content I\u2019ve created in another platform, such as Wordpress.<\/li>\r\n\t<li><strong>One and done<\/strong>: my copywriters don\u2019t want to rewrite copy for email that they\u2019ve already summarized on web.<\/li>\r\n\t<li><strong>Time after time<\/strong>: I want to reuse this process every week, month, etc.<\/li>\r\n\t<li><strong>Safety first<\/strong>: I don\u2019t want the copywriters to have the ability to change any code and break my template.<\/li>\r\n<\/ul>\r\n<h3>Data Feeds Versus Catalog<\/h3>\r\n<p>To close out the presentation, Nate presented an analogy to help clarify the difference between Catalog and data feeds. He said, \u201cif you have a guest over at your house, and they\u2019re thirsty and they want some water, you would go into your fridge and you could get them a bottle of water\u2014maybe you have ten bottles of water. That\u2019s kind of a catalog. It\u2019s convenient, you can hand it to them, they can take it somewhere else.<\/p>\r\n<p>But, if you want a data feed, that\u2019s like handing them just a glass and they walk up to your fridge\u2014the water dispenser\u2014and they fill the glass with water. You\u2019re never going to run out of water.\u201d<\/p>\r\n<p>We had to include this analogy because it is an extremely helpful visual to clarify in which scenarios you\u2019d want to employ Catalog versus data feeds. Nate also shares StreetEasy examples to help clarify further, so be sure to check out <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/connect-and-collect-propelling-customer-journeys-with-the-power-of-automation\/https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/connect-and-collect-propelling-customer-journeys-with-the-power-of-automation\/\" target=\"_blank\" rel=\"noopener\">the full recording<\/a> if you have the time.<\/p>\r\n<p><em>Each Activate session was jam-packed with helpful information, so be sure to check out some of the <a href=\"https:\/\/iterable.com\/activate\/noam\/2022-recordings\/\" target=\"_blank\" rel=\"noopener\">other sessions<\/a>. Plus, don\u2019t miss the chance to see next year\u2019s Activate in-person! <a href=\"https:\/\/iterable.com\/activate\/northamerica-2023\/https:\/\/iterable.com\/activate\/northamerica-2023\/\" target=\"_blank\" rel=\"noopener\">Save the date for Activate \u201823<\/a>.<\/em><\/p>","post_title":"Activate Summit NA Deep Dive: StreetEasy","post_excerpt":"In this series we\u2019ll be covering a handful of the most loved Activate Summit NA sessions in-depth, providing skimmable, sharable tidbits.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-na-deep-dive-streeteasy","to_ping":"","pinged":"","post_modified":"2023-03-15 17:30:51","post_modified_gmt":"2023-03-16 00:30:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104555","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092922_Activate-NA-Deep-Dive_Streeteasy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"StreetEasy Activate Deep Dive\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092922_Activate-NA-Deep-Dive_Streeteasy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092922_Activate-NA-Deep-Dive_Streeteasy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092922_Activate-NA-Deep-Dive_Streeteasy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-na-deep-dive-streeteasy\/"},{"ID":104452,"post_author":"79","post_date":"2022-09-27 12:11:06","post_date_gmt":"2022-09-27 19:11:06","post_content":"<p>We live in a world where increasingly, the end user holds the buying power. This means that for many business-to-business (B2B) brands to be successful, they need to turn individual users into product champions.<\/p>\r\n<p>Many of today\u2019s leading B2B brands outpace the market by \u201cconsumerizing\u201d their marketing strategy\u2014placing an extra focus on every end user, rather than a single buyer or handful of buyers. B2B brands need to find modern solutions that can improve engagement and product familiarity, more effectively push users toward organic upsell and cross-sell opportunities, and ultimately create lifelong champions\u2014often within a product-led growth (PLG) model.<\/p>\r\n<p>Understanding this is one thing, executing is another.<\/p>\r\n<h3>Consumerization of B2B Practices<\/h3>\r\n<p>The B2B brands that have been most successful at this are those applying what have historically been business-to-consumer (B2C) strategies, which are inherently designed for 1:1 communications with customers.<\/p>\r\n<p>One simple example we\u2019re all familiar with: two consumers who purchased different items from a retail store should anticipate very different personalized marketing. So let\u2019s look at four B2C strategies that are helping guide the \u201cconsumerization\u201d of B2B marketing and transforming B2B marketing in a PLG\/user-driven world.<\/p>\r\n<h4>1. Focus on the Individual User<\/h4>\r\n<p>To cultivate true 1:1 relationships, B2B brands have to make the switch from account-level to individualized user-level messaging. While easy for B2C brands, this poses a challenge for B2B brands because historically, B2B marketing has been oriented toward reaching an account or a group of stakeholders, not an individual product consumer.<\/p>\r\n<p>Even so, this shift is critical: in today\u2019s market, one-size-fits-all messaging that aims to cast a wide net doesn\u2019t cut it, regardless of business model. Whether in a B2B or a B2C environment, there is an individual human on the receiving end of your marketing communications, reading your messaging and using your product or service.<\/p>\r\n<p>Every user\u2019s journey is different\u2014the actions they take (or don\u2019t take), the amount of time they spend in the product, their maturity as a user, etc. But, the end goal for each individual is the same\u2014you want them to use, love, and champion your product. To get them there, support them at an individual level and create value for the end user so they feel more likely to advocate for implementing it on a larger, enterprise scale.<\/p>\r\n<p><a href=\"https:\/\/evernote.com\/\" target=\"_blank\" rel=\"noopener\">Evernote<\/a>, the note-taking and task management app, has a goal of signing enterprise-level agreements. To get closer to this goal, they send out monthly \"review\" emails specific to each individual user. The email not only shows that individual\u2019s personal product usage (active days, longest daily streak, tasks completed, notes created, notes shared, etc.), but it recommends what to do next to \"keep the momentum going.\"<\/p>\r\n<p>Evernote gives <a href=\"https:\/\/iterable.com\/activate\/schedule\/noam\/2022\/building-long-term-value-to-keep-customers-engaged\/\" target=\"_blank\" rel=\"noopener\">personalized recommendations<\/a> for the next action to take to become proficient and effective at using the product, making it more likely a user gets value from Evernote\u2019s features. The more users who find your product valuable, the more likely they are to become brand advocates within a business.<\/p>\r\n<p><strong>Takeaway: Make your data work for you by using it to deliver individualized experiences that deliver value and accelerate users\u2019 journeys.<\/strong><\/p>\r\n<h4>2. Use Real-Time Behavioral Data<\/h4>\r\n<p>Understanding how people (and businesses) use your product is pivotal to increasing education and adoption. For example, if you offer project management software, having the ability to send users relevant messaging based on knowing whether they\u2019ve uploaded a file, created a project, or added collaborators could be the difference between a user becoming a cheerleader or churning.<\/p>\r\n<p>Communications need to be timely to be relevant. That\u2019s why using real-time behavioral and product usage data\u2014like when a user or collaborator is added, a file is uploaded, a dashboard is shared, a widget is used, etc.\u2014improves engagement and accelerates product growth and adoption.<\/p>\r\n<p><a href=\"https:\/\/www.box.com\/\" target=\"_blank\" rel=\"noopener\">Box<\/a>, the cloud-based content management company, developed a more effective user onboarding experience to increase and accelerate adoption rates. They found that once a user uploads a file, the adoption rate of the product increases exponentially. So, they built a messaging strategy focused on getting new users to upload a file early in their journey, when they\u2019re more likely to adopt the product. By adding real-time triggered campaigns, encouraging users to upload a file, and sharing the best next steps once a user does, Box increased their adoption rate by over 10%.<\/p>\r\n<p><strong>Takeaway: Using real-time behavioral and product usage data improves engagement and accelerates product growth and adoption.<\/strong><\/p>\r\n<h4>3. Activate Users With Intent in Mind<\/h4>\r\n<p>Speaking of journeys, to accelerate and deepen product growth and adoption from individual users, you need to activate them with a specific intent. This means understanding what journey your users should be taking and how you can get them to key milestones faster.<\/p>\r\n<p>For B2C brands, each user experience takes place in a silo. Their relationship with your brand is their own. But, for B2B brands, intent can be influenced by the broader organization the user falls within. How a user intends to use your product depends on how others in their company use the product as well.<\/p>\r\n<p>The first step is identifying what actions a user can take. Can they download an app? Create a report? Share a dashboard? Then, using funnel analytics\u2014supported by integrations with some of our partners like <a href=\"https:\/\/iterable.com\/partners\/heap\/\" target=\"_blank\" rel=\"noopener\">Heap<\/a>, <a href=\"https:\/\/iterable.com\/partners\/amplitude\/\" target=\"_blank\" rel=\"noopener\">Amplitude<\/a>, and <a href=\"https:\/\/iterable.com\/partners\/mixpanel-3\/\" target=\"_blank\" rel=\"noopener\">Mixpanel<\/a>\u2014find acceleration points based on how the user is progressing, and build a user-specific journey to get each user to those milestones faster.<\/p>\r\n<p>For <a href=\"https:\/\/www.airtable.com\/\" target=\"_blank\" rel=\"noopener\">Airtable<\/a>, the cloud collaboration service, success isn\u2019t linked to the number of features used or how frequently the software is used, it\u2019s linked to <a href=\"https:\/\/iterable.com\/activate\/schedule\/virtual\/2022\/how-to-craft-a-dynamic-customer-journey\/\" target=\"_blank\" rel=\"noopener\"><em>how<\/em> features are used<\/a> and what skills are built. If a user develops proficiency in an area, that predicts the user\u2019s success\u2014making \u201ccreator sophistication\u201d their north star.<\/p>\r\n<p>To build successful users, Airtable had to:<\/p>\r\n<ul>\r\n\t<li>Identify all actions a user can take, assigning them to a proficiency area, and scoring them from 1 to 5 (5 being most complex)<\/li>\r\n\t<li>Map their Learning Path\u2014i.e. the fastest way to get from 1 to 5 in each proficiency area<\/li>\r\n\t<li>Find acceleration points based on how the creator is maturing<\/li>\r\n\t<li>Visually represent this to inform the marketing strategy<\/li>\r\n<\/ul>\r\n<p>Going through this process, Airtable has been able to gain huge operational and financial efficiencies.<\/p>\r\n<p><strong>Takeaway: To align with the consumerization of B2B practices, B2B brands need to consider the intent of the larger enterprise while still customizing and personalizing messages at the user level.<\/strong><\/p>\r\n<h4>4. Take Advantage of AI Advancements<\/h4>\r\n<p>Artificial Intelligence (AI) is defined as a (partially or fully) automated computing system that can take in external information and perform a task. To bring about dramatic change, AI doesn\u2019t need to be the stuff of science fiction or offer tremendous complexity.<\/p>\r\n<p>Although there are a few systems out there designed to solve multiple tasks with more flexible definitions, most modern B2B AI systems today are used to score behaviors of new leads. B2C AI systems score behaviors of customers who already use the product, and this is the direction B2B AI is headed in. Understanding the sentiments of users who are already interacting and engaging with your brand versus new \u201caccounts\u201d gives B2B brands more insight into how their product is being used and, as a result, B2B brands can determine the best next steps for these existing users.<\/p>\r\n<p>Advancements in AI are contributing to the consumerization of B2B by helping companies bridge the gap between insights and action, using valuable first-party data from customers to identify and predict the likelihood they achieve a specific goal such as likelihood to move from a free to paid user or upgrade the next paid tier.<\/p>\r\n<p>In the B2B marketing context, AI can be used in a variety of ways:<\/p>\r\n<ul>\r\n\t<li>Driving incremental revenue by predicting and targeting users that will move from free to paid<\/li>\r\n\t<li>Understanding how people are using the product and taking actions to improve it<\/li>\r\n\t<li>Identifying what attributes contribute to a high propensity to convert or upgrade<\/li>\r\n<\/ul>\r\n<p>AI is leading the way for B2B companies to better understand and market to their users and accelerate their product knowledge and expertise.<\/p>\r\n<p><strong>Takeaway: B2B brands are shifting using AI to not score new lead sentiment, as they\u2019ve done in the past, but existing user sentiment, as B2C brands have done.<\/strong><\/p>\r\n<h3>B2B Marketing Can Be Individualized<\/h3>\r\n<p>With the consumerization of B2B practices, B2B companies need to focus on the end users, not the accounts. Users are a brand\u2019s best advocates and most efficient path to growth. B2B brands need to speak to them individually, in a way that\u2019s specific to their needs and product comfort level.<\/p>\r\n<p>Traditional \u201caccount-based\u201d B2B marketing won\u2019t cut it. But, by applying best practices learned from B2C, B2B brands can reach new heights and succeed now and well into the future.<\/p>\r\n<p><em>To learn more about how Iterable can help your <a href=\"https:\/\/iterable.com\/b2b\/\" target=\"_blank\" rel=\"noopener\">B2B marketing<\/a> needs, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"4 Ways the Consumerization of B2B Practices Helps Individualize Marketing","post_excerpt":"The consumerization of B2B practices is the shifting B2B brands turning individual users into product champions, just like B2C brands.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-the-consumerization-of-b2b-practices-helps-individualize-marketing","to_ping":"","pinged":"","post_modified":"2023-03-15 17:31:58","post_modified_gmt":"2023-03-16 00:31:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104452","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 27, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092722_B2C_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Consumerization of B2B Practices\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092722_B2C_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092722_B2C_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092722_B2C_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-the-consumerization-of-b2b-practices-helps-individualize-marketing\/"},{"ID":104393,"post_author":"79","post_date":"2022-09-22 10:32:26","post_date_gmt":"2022-09-22 17:32:26","post_content":"<p>Since 1988 Hispanic Heritage Month, which runs from September 15 through October 15, has celebrated \u201c<a href=\"https:\/\/www.hispanicheritagemonth.gov\/about\/\" target=\"_blank\" rel=\"noopener\">histories, cultures and contributions<\/a> of American citizens whose ancestors came from Spain, Mexico, the Caribbean and Central and South America.\u201d<\/p>\r\n<p>You may have noticed that, unlike other observance months, Hispanic Heritage month runs from the half-month to the next half-month. It\u2019s not without reason. September 15 marks independence day for Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. Mexico celebrates independence day on September 16, and Chile celebrates on September 18.<\/p>\r\n<p>Also, Columbus Day, now more commonly known as Indigenous Peoples\u2019 Day or, in hispanic culture, as D\u00eda de la Raza, falls on October 12. D\u00eda de la Raza or \u201cDay of the Races\u201d symbolizes the blending of indigenous American heritage and Spanish heritage. Having Hispanic Heritage Month span from mid-September to mid-October allows for the inclusion of all of these important days.<\/p>\r\n<p>As with all months that pay homage to cultures and communities, many brands strive to incorporate Hispanic Heritage Month into their marketing communications. Let\u2019s take a look at <a href=\"https:\/\/www.entrepreneur.com\/science-technology\/5-ways-brands-can-celebrate-hispanic-heritage-month-using\/434828\" target=\"_blank\" rel=\"noopener\">how brands can do this<\/a> successfully.<\/p>\r\n<h3>Represent All Cultures<\/h3>\r\n<p>There are over <a href=\"https:\/\/www.nbcnewyork.com\/news\/national-international\/things-to-know-about-hispanic-heritage-month\/1991285\/#:~:text=Hispanic%20countries%20are%3A%20Argentina%2C%20Bolivia,Spain%2C%20Uruguay%2C%20and%20Venezuela.\" target=\"_blank\" rel=\"noopener\">20 countries<\/a> that identify as Hispanic, each with different cultures and traditions. To fully represent what Hispanic Heritage Month is trying to encapsulate, brands need to be aware of these differences and the vast landscape of Hispanic culture.<\/p>\r\n<p>The <a href=\"https:\/\/www.miamidolphins.com\/\" target=\"_blank\" rel=\"noopener\">Miami Dolphins<\/a> football team tweeted highlighting their hispanic fans. The tweet features a gif with Hispanic fans holding up their countries\u2019 flags.<\/p>\r\n\r\n[caption id=\"attachment_104408\" align=\"alignnone\" width=\"948\"]<img class=\"size-full wp-image-104408\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Screen-Shot-2022-09-19-at-9.41.36-AM.png\" alt=\"Miami Dolphins celebrate Hispanic diversity\" width=\"948\" height=\"1262\" \/> <em>The Miami Dolphins showcase their fans\u2019 diversity by featuring a gif of multiple countries\u2019 flags. Source: <a href=\"https:\/\/twitter.com\/miamidolphins\/status\/1316144181140688896\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/em>[\/caption]\r\n\r\n<p>It\u2019s not a huge campaign with flashy billboards and TV spots, but it gets the message across. And because the team represents Miami, a city where <a href=\"https:\/\/www.nbcnews.com\/news\/latino\/not-just-cubans-many-latinos-now-call-miami-home-n37241\" target=\"_blank\" rel=\"noopener\">70% of the population<\/a> is Hispanic, this tweet aligns with the team\u2019s overall brand and values.<\/p>\r\n<h3>Highlight Hispanic Creators<\/h3>\r\n<p>Brands that offer multiple products can highlight the products offered by Hispanic creators. Think Target, for example. Highlighting the Hispanic-owned brands and products can bring Hispanic culture to the forefront.<\/p>\r\n<p><a href=\"https:\/\/www.target.com\/c\/mas-que\/-\/N-639c7\" target=\"_blank\" rel=\"noopener\">Target<\/a>, in fact, did just that. They currently have a separate page on their site titled \u201cM\u00e1s Que a Month.\u201d The page features Hispanic-owned brands and the stories behind those brands. There is also a way for shoppers to add products from Hispanic-owned brands directly to their carts.<\/p>\r\n\r\n[caption id=\"attachment_104402\" align=\"alignnone\" width=\"2203\"]<img class=\"size-full wp-image-104402\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/screencapture-target-c-mas-que-N-639c7-2022-09-19-10_12_43-edit.png\" alt=\"Target's M\u00e1s Que a Month page\" width=\"2203\" height=\"6961\" \/> <em>Target\u2019s M\u00e1s Que a Month page features Hispanic-owned brands and products. Source: <a href=\"https:\/\/www.target.com\/c\/mas-que\/-\/N-639c7\" target=\"_blank\" rel=\"noopener\">Target<\/a>.<\/em>[\/caption]\r\n\r\n<p>Having an entire page dedicated to Hispanic Heritage Month not only makes it easier to find Hispanic-owned brands, but it demonstrates Target\u2019s support and recognition of the month.<\/p>\r\n<h3>Hear From Your Brand\u2019s Hispanic Community<\/h3>\r\n<p>If you\u2019re not a large retailer that carries multiple Hispanic-owned brands, that\u2019s okay! To respect Hispanic Heritage Month, brands can always look inwards, identify, and celebrate the members of their teams who identify as part of the Hispanic community.<\/p>\r\n<p><a href=\"https:\/\/www.microsoft.com\/\" target=\"_blank\" rel=\"noopener\">Microsoft<\/a> published a <a href=\"https:\/\/inculture.microsoft.com\/our-voz\/?ocid=FY21_soc_omc_br_tw_HMM&amp;ranMID=24542&amp;ranEAID=TnL5HPStwNw&amp;ranSiteID=TnL5HPStwNw-be2aig95bC3lUv1mNJvk8Q&amp;epi=TnL5HPStwNw-be2aig95bC3lUv1mNJvk8Q&amp;irgwc=1&amp;OCID=AID2200057_aff_7593_1243925&amp;tduid=%28ir__mqctnn3ivckf61lvkyllmqhwjn2xqjovphw16agq00%29%287593%29%281243925%29%28TnL5HPStwNw-be2aig95bC3lUv1mNJvk8Q%29%28%29&amp;irclickid=_mqctnn3ivckf61lvkyllmqhwjn2xqjovphw16agq00\" target=\"_blank\" rel=\"noopener\">blog post<\/a> featuring employees that are part of the Hispanic community. When clicked, each employee has their own blog post where they tell their stories about growing up in the Hispanic community and how they came to work at Microsoft.<\/p>\r\n\r\n[caption id=\"attachment_104414\" align=\"alignnone\" width=\"2556\"]<img class=\"size-full wp-image-104414\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/screencapture-inculture-microsoft-our-voz-2022-09-19-11_26_35-edit.png\" alt=\"Microsoft shares stories during Hispanic Heritage Month\" width=\"2556\" height=\"9406\" \/> <em>Microsoft amplifies the voices of Hispanic employees by sharing their stories. Source: <a href=\"https:\/\/inculture.microsoft.com\/our-voz\/?ocid=FY21_soc_omc_br_tw_HMM&amp;ranMID=24542&amp;ranEAID=TnL5HPStwNw&amp;ranSiteID=TnL5HPStwNw-OtWJ7CIed2Qv_k4pKVqq9Q&amp;epi=TnL5HPStwNw-OtWJ7CIed2Qv_k4pKVqq9Q&amp;irgwc=1&amp;OCID=AID2200057_aff_7593_1243925&amp;tduid=%28ir__mqctnn3ivckf61lvkyllmqhwjn2xqjoqw6w16agq00%29%287593%29%281243925%29%28TnL5HPStwNw-OtWJ7CIed2Qv_k4pKVqq9Q%29%28%29&amp;irclickid=_mqctnn3ivckf61lvkyllmqhwjn2xqjoqw6w16agq00\" target=\"_blank\" rel=\"noopener\">Microsoft<\/a>.<\/em>[\/caption]\r\n\r\n<p>Rather than self-promoting products and trying to make sales, brands can step out of the spotlight to allow the voices of the Hispanic community to be heard. Sharing the stories and perspectives of members of the Hispanic community at your company can demonstrate authenticity in your brand\u2019s support during Hispanic Heritage Month.<\/p>\r\n<h3>Iterable\u2019s Hispanic Community<\/h3>\r\n<p>We aim to uplift all communities in a number of ways. In addition to a variety of other employee-led Affinity Groups, we have a Latinx Affinity Group, which aims to foster a sense of belonging for the Hispanic and Latin American community of Iterable. <a href=\"https:\/\/iterable.com\/blog\/ask-an-iterator-sebastian-cabrera-launches-the-latinx-affinity-group\/\" target=\"_blank\" rel=\"noopener\">Launched last year<\/a>, The Latinx Affinity Group elevates the voices of Latinx Iterators and promotes their contributions to the growth of Iterable.<\/p>\r\n<blockquote>\r\n<p><em>\u201cI feel pride for the prior and current contributions of Hispanic and Hispanic ancestors that made\/make for the betterment of society. From practical and impressive scientific and technological inventions like the Aztec calendar and <a href=\"https:\/\/www.thearchaeologist.org\/blog\/chinampas-the-ancient-aztec-floating-gardens-that-hold-promise-for-future-urban-agriculture\" target=\"_blank\" rel=\"noopener\">chinampas<\/a> to the development\/cultivation of food and cuisine like chocolate and maize.<\/em><\/p>\r\n<p><em>Today, Hispanics in the U.S. make up a large proportion of a class of workers that are paradoxically under-appreciated and compensated yet essential.\u201d<\/em><\/p>\r\n<p><em>- Arthur Gonzalez, Senior Data Scientist, People @ Iterable<\/em><\/p>\r\n<p><em>\u201cI love Hispanic Heritage Month because it allows us to highlight and showcase our Hispanic Culture. Being first-generation American, I have so much respect and am appreciative of the sacrifices my parents made to come here for college and establish their lives here for a better future for their children. It is also a way to learn more and honor the cultural richness and diversity of the community around us.<\/em><\/p>\r\n<p><em>We celebrate and take pride in our hispanic heritage year round in my house. You will always hear Vallenato, Merengue, or Cumbia playing and mom or dad making arepas or patacones at least once a week! One thing is to appreciate your culture and another is to take pride in it.\u201d<\/em><\/p>\r\n<p><em>- Andrea Gonzalez, Customer Success Manager @ Iterable<\/em><\/p>\r\n<\/blockquote>\r\n<p>The Latinx Affinity group has hosted, and will continue to host, multiple events during Hispanic Heritage Month. This includes:<\/p>\r\n<ul>\r\n\t<li>Trivia in collaboration with our Mixed Identities Affinity Group, where all the questions are based on Hispanic history and leaders<\/li>\r\n\t<li>An Inclusive Leadership Certification, which provides a space to remove cultural barriers, cultural preconceptions, and stereotypes to succeed by equipping leaders with the skills they need to reach higher-level positions<\/li>\r\n\t<li>And coming soon, a \u201cHow to Beat Imposter Syndrome\" workshop.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_104394\" align=\"alignnone\" width=\"695\"]<img class=\"size-full wp-image-104394\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Pastel-Green-Trivia-Night-Flyer-Made-with-PosterMyWall-2.jpg\" alt=\"Hispanic Heritage Month Trivia\" width=\"695\" height=\"900\" \/> <em>The Latinx Affinity Group shared this flyer before the Trivia event last week!<\/em>[\/caption]\r\n\r\n<p>Much like the companies highlighted above, we strive to continue finding new ways to highlight and celebrate the Hispanic community and culture in and out of Iterable. These are just a few ways Iterable will be celebrating this month. Please find us on social (<a href=\"https:\/\/www.linkedin.com\/company\/iterable\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/twitter.com\/Iterable\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>, <a href=\"https:\/\/www.facebook.com\/Iterable\/\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>, <a href=\"https:\/\/www.instagram.com\/iterable\/\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>) to learn more and share the ways you\u2019re celebrating!<\/p>\r\n<p><em>If you or someone you know is interested in joining the Iterable team, check out our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open roles<\/a>.<\/em><\/p>","post_title":"Marketing During Hispanic Heritage Month","post_excerpt":"Let\u2019s take a look at how brands can successfully incorporate Hispanic Heritage Month into their marketing strategies.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-during-hispanic-heritage-month","to_ping":"","pinged":"","post_modified":"2022-09-22 10:32:26","post_modified_gmt":"2022-09-22 17:32:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104393","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/HHM_Design-Assets_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/HHM_Design-Assets_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/HHM_Design-Assets_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/HHM_Design-Assets_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-during-hispanic-heritage-month\/"},{"ID":104356,"post_author":"97","post_date":"2022-09-21 08:20:41","post_date_gmt":"2022-09-21 15:20:41","post_content":"<p>{first name} and {birth date} are just not cutting it anymore. We\u2019re more than our {first name} and {birth date}... right?! Email personalization has become imperative for winning brands\u2019 success.<\/p>\r\n<p>So, with the flood of emails incoming daily to your customers\u2019 inboxes, understanding how to connect on an individualized level with them is crucial to building loyalty and deepening your relationships. Harness the power of data to individualize the email experience and increase customer engagement.<\/p>\r\n<p><strong>In this session, Kelly Schaefer-Flake, Iterable\u2019s Senior Manager of Solutions Consulting walks you through:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why personalization matters now more than ever for your customers<\/li>\r\n\t<li>How award-winning brands are breaking through the noise and winning customer loyalty<\/li>\r\n\t<li>Strategies you can implement right away to up-level your email individualization<\/li>\r\n<\/ul>","post_title":"Email Personalization 101: Captivating Customer Attention with the Power of Data","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-camp-2022-email-personalization","to_ping":"","pinged":"","post_modified":"2022-09-21 08:20:41","post_modified_gmt":"2022-09-21 15:20:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=104356","menu_order":28,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 21, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"432\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02-768x432.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02-768x432.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02-300x169.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02-1024x576.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02-1536x864.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/EN-Road-Trip-2022-Marketing-02.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/email-camp-2022-email-personalization\/"},{"ID":104363,"post_author":"79","post_date":"2022-09-21 07:09:43","post_date_gmt":"2022-09-21 14:09:43","post_content":"<p>Did you know that the term \u201cDrag and Drop\u201d was originally called \u201c<a href=\"https:\/\/web.stanford.edu\/dept\/SUL\/sites\/mac\/primary\/interviews\/raskin\/mouse.html\" target=\"_blank\" rel=\"noopener\">Click and Drag<\/a>?\u201d Click and Drag is said to be an invention of human-computer interface expert, Jef Raskin, best known for starting the Macintosh project at Apple in the \u201870s.<\/p>\r\n<p>Drag and drop\u2014as it\u2019s known today\u2014was introduced in 1984 by Raskin. We\u2019ve all dragged items from the desktop into the trash. Yep, we\u2019ve been dragging and dropping for a long long time.<\/p>\r\n<p>Nowadays, when we think of drag and drop, we think \u201ceditor\u201d or \u201csoftware.\u201d For example, you might use drag and drop to create your new website, complex automations in Iterable, social media graphics, <a href=\"https:\/\/www.dyspatch.io\/platform\/email-builder\/\" target=\"_blank\" rel=\"noopener\">beautiful emails in Dyspatch<\/a>, and more!<\/p>\r\n<p>But why has drag and drop become so prolific in everyday technology? What benefits can it provide? Let\u2019s take a look at the top five reasons drag and drop editors are beneficial to marketers!<\/p>\r\n<h3>1. Drag and Drop Means No Code<\/h3>\r\n<p>To me, software developers are magicians who create complex tools\u2014or games\u2014by writing lines of code. Drag and drop editors like those available in Iterable and Dyspatch take those lines of code and break them down into digestible modules. The code is still there\u2014code that has been written to enable people like myself to build beautiful, engaging, and highly converting marketing campaigns\u2014but it\u2019s packaged in an easily movable and manipulatable block of content.<\/p>\r\n<p>Without drag and drop editors, we\u2019d be designing and creating everything from scratch, using code\u2014no easy feat. In fact, prior to drag and drop editors, marketers would either need to have a decent understanding of code themselves, or they would often need to hire developers to join the marketing team. Drag and drop editors have not only removed the developer bottleneck from marketing operations, but it has also freed up developers to work on more inspiring projects (which usually doesn\u2019t involve coding emails!)<\/p>\r\n<h3>2. Instant Feedback With Visual Editing<\/h3>\r\n<p>When I say that drag and drop editors are \u2018no code,\u2019 what we\u2019re silently also saying is that they are all visual.<\/p>\r\n<p>Code looks like an alien language to most of us\u2014it doesn\u2019t look or function in any way like the program you\u2019re creating, which means, until you test the whole program, there\u2019s no immediate feedback.<\/p>\r\n<p>Getting immediate feedback by seeing your product as you build it can help mitigate your chances of making a mistake. Rather than sifting through 10,000 lines of code to find the one missing bracket that\u2019s breaking your entire project, you can see if it works or not as you piece it together.<\/p>\r\n<h3>3. It's Simple, Yet Sophisticated<\/h3>\r\n<p>If your five-year-old kid knows how to open a garbage can, throw away their trash, and then close the garbage can again, then they know how to operate drag and drop.<\/p>\r\n<p>When Jef Raskin developed the concept of drag and drop, he was very deliberate in his effort to digitally emulate the way humans interact with objects in the real world. Dropping items in the trash can on your Macbook, and dropping items in the trash can in your kitchen are very similar\u2026 you hold, drag to where you want it to go, and drop.<\/p>\r\n<p>Rather than teaching the entire marketing workforce to write code, developers had the bright idea to enable us to do some of what they do by writing the code for us. And they did it in a way that anybody could understand. No fancy engineering degree required.<\/p>\r\n<p>In a world where everything seems complicated, intuitive drag and drop makes sophisticated work so simple.<\/p>\r\n<h3>4. Resources Saved are Astronomical<\/h3>\r\n<p>Earlier, I discussed how drag and drop editors allow marketers to essentially be software developers without having to learn to code. What I didn\u2019t talk about is how much time it takes to actually write code, test it, deploy it, make changes, merge those changes, test again, and so on and so forth.<\/p>\r\n<p>I work at Dyspatch, where our platform allows you to build beautiful email templates using a drag and drop block editor. We put together a little <a href=\"https:\/\/www.dyspatch.io\/roi-calculator\/\" target=\"_blank\" rel=\"noopener\">email ROI calculator<\/a> that measures the amount of time you\u2019d save by building your emails in Dyspatch compared to coding them from scratch. Based on that calculator, if you created two email templates per month from scratch, and sent four emails using those templates it would take approximately 80 hours of developer time to design, create, and test those emails and templates.<\/p>\r\n<p>In comparison, if you built it all in Dyspatch\u2019s drag and drop editor, it would take eight hours of a marketer\u2019s time to do the same. A savings of 72 developer hours per month\u2014more than a work week!<\/p>\r\n<p>Aside from saving well over $2,000 a month on developer labor, you\u2019re also freeing up your developers\u2019 time to work on things that a marketer can not.<\/p>\r\n<p>And we\u2019re just talking about emails! Imagine executing the tasks that Iterable does across channels, testing, and more, but by writing code instead. You\u2019d need dozens of full-time developers to run your marketing system\u2014and very deep pockets.<\/p>\r\n<h3>5. Drag and Drop Platforms Want to Deliver You Value<\/h3>\r\n<p>Consider this: every drag and drop editor out there is a part of a\u2014if not an entire\u2014business.<\/p>\r\n<p>What this means for you, the end user: platforms like Iterable and Dyspatch are trying to provide a service that makes your life easier.<\/p>\r\n<p>Modern drag and drop editors are chock full of features that exist to ensure you have to do the bare minimum to get maximum return. We need to stay sharp, stay competitive, and keep delivering everything you need to get the most out of your marketing\u2014or we might lose you!<\/p>\r\n<p>Rest assured, we\u2019re working extra hard so that you don\u2019t have to.<\/p>\r\n<h3>More Than a Buzzword<\/h3>\r\n<p>Drag and drop is more than a buzzword. It\u2019s a powerful, UX-enhancing tool that saves you time, effort, and money, and makes your work easier. Thousands, maybe millions of lines of code were written for every drag and drop platform we use. All so that we can drag and drop our way to the marketing promiseland!<\/p>\r\n<p>Like <a href=\"https:\/\/iterable.com\" target=\"_blank\" rel=\"noopener\">Iterable<\/a> and <a href=\"https:\/\/dyspatch.io\" target=\"_blank\" rel=\"noopener\">Dyspatch<\/a> are your best buds in the realm of email marketing, drag and drop is your best bud in the realm of MarTech.<\/p>\r\n<p><em>To learn more about the <a href=\"https:\/\/iterable.com\/partners\/dyspatch\/\" target=\"_blank\" rel=\"noopener\">Dyspatch and Iterable partnership<\/a>, schedule an <a href=\"https:\/\/web.stanford.edu\/dept\/SUL\/sites\/mac\/primary\/interviews\/raskin\/mouse.html\" target=\"_blank\" rel=\"noopener\">Iterable demo<\/a> today.<\/em><\/p>","post_title":"5 Reasons Drag and Drop Editors Are Magic for Marketers","post_excerpt":"Let\u2019s take a look at the top five reasons drag and drop editors are beneficial to marketers!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-reasons-drag-and-drop-editors-are-magic-for-marketers","to_ping":"","pinged":"","post_modified":"2022-09-21 07:09:55","post_modified_gmt":"2022-09-21 14:09:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104363","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092022_Dyspatch-Drag-Drop_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Drag and Drop Editors\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092022_Dyspatch-Drag-Drop_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092022_Dyspatch-Drag-Drop_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/092022_Dyspatch-Drag-Drop_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-reasons-drag-and-drop-editors-are-magic-for-marketers\/"},{"ID":104340,"post_author":"79","post_date":"2022-09-19 11:06:58","post_date_gmt":"2022-09-19 18:06:58","post_content":"<p>SMS messaging\u2014we all know it, we all use it, we all love it. To clarify, Short Message Service (SMS) is the data service that powers our thumbs\u2019 favorite hobby: texting. While we know texting is massively popular (<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/\" target=\"_blank\" rel=\"noopener\">65% of the world\u2019s population<\/a> sends and receives text messages), texting isn\u2019t just being used for communication between friends and family. Because SMS messaging creates an open line of communication with the recipient, brands are now jumping on the SMS bandwagon as well.<\/p>\r\n<p>Here\u2019s the thing though: brands have strict rules they need to follow when implementing SMS marketing. As consumers, we\u2019ve all experienced SPAM in some capacity or another. Whether it\u2019s an irrelevant email or a door-to-door salesman, no one likes receiving unsolicited messages. Same applies for texting. Therefore, brands need to follow strict SMS marketing compliance guidelines or they risk getting charged hefty fines or\u2014even worse\u2014losing customers.<\/p>\r\n<h3>4 Focus Areas of SMS Marketing Compliance<\/h3>\r\n<p>To make SMS marketing compliance even more complicated, there isn\u2019t just one item to check off to make sure your program is compliant\u2014there are many. Okay, maybe not many\u2026but at least four. That\u2019s still a lot of items to check off your compliance to-do list, so let\u2019s review the four buckets of SMS marketing compliance.<\/p>\r\n<h4>1. Get Explicit Opt-Ins<\/h4>\r\n<p>Like we said before, no one likes receiving unsolicited messages. When it comes to SMS marketing compliance, brands are required by law to ensure their customers have explicitly said they want to receive future marketing messages via SMS.<\/p>\r\n<p><a href=\"https:\/\/www.fcc.gov\/sites\/default\/files\/tcpa-rules.pdf\" target=\"_blank\" rel=\"noopener\">The Telephone Consumer Protection Act (TCPA)<\/a> states:<\/p>\r\n<p><em>\u201cIt shall be unlawful for any person within the United States, or any person outside the United States if the recipient is within the United States to use any telephone facsimile machine, computer, or other device to send, to a telephone facsimile machine, an unsolicited advertisement to a telephone facsimile machine.\u201d<\/em><\/p>\r\n<p>In this very long-winded, old-timey phrasing, the law continues by saying businesses can\u2019t send unsolicited texts to recipients in the US unless \u201cthe sender obtained the number of the telephone facsimile machine through the voluntary communication of such number, within the context of such established business relationship, from the recipient of the unsolicited advertisement.\u201d<\/p>\r\n<p>What\u2019s important to note is that brands <a href=\"https:\/\/telnyx.com\/resources\/sms-opt-in\" target=\"_blank\" rel=\"noopener\">can\u2019t text customers<\/a> to get the initial opt-in\u2014the first SMS opt-in has to come before the brand sends their first text message or the first message has to be sent by the recipient to the brand.<\/p>\r\n<h4>2. Set Text-pectations<\/h4>\r\n<p>Customers need to know what they are getting themselves into. Once recipients have opted in, the second requirement for SMS marketing compliance is informing recipients of the program details. These voluntary principles, recommended by the <a href=\"https:\/\/www.ctia.org\/the-wireless-industry\/industry-commitments\/messaging-interoperability-sms-mms\" target=\"_blank\" rel=\"noopener\">Cellular Telecommunications Industry Association (CTIA)<\/a>, \u201care intended to reflect the wireless industry\u2019s efforts to preserve the trust in and utility of Wireless Providers\u2019 messaging services.\u201d<\/p>\r\n<p><a href=\"https:\/\/api.ctia.org\/wp-content\/uploads\/2019\/07\/190719-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf\" target=\"_blank\" rel=\"noopener\">The CTIA recommends<\/a> that businesses confirm recipients have opted in to receive promotional messaging. (This can be sent via text since the consumer has already opted in.) They suggest the confirmation message contains the following:<\/p>\r\n<ol>\r\n\t<li>The program name or product description<\/li>\r\n\t<li>Customer care contact information (e.g., a toll-free number, 10-digit telephone number, or HELP command instructions)<\/li>\r\n\t<li>How to opt-out<\/li>\r\n\t<li>A disclosure that the messages are recurring and the frequency of the messaging (if texts frequency is more than stated in the disclosure, it\u2019s a TCPA violation)<\/li>\r\n\t<li>Clear and conspicuous language about any associated fees or charges and how those charges will be billed.<\/li>\r\n<\/ol>\r\n<p>It may seem like a lot to get customers to opt-in and then confirm they want to receive the types of messages your brand plans to send, but setting expectations can not only build trust, but ensure customers aren\u2019t immediately opting out.<\/p>\r\n<h4>3. Respect Opt-Outs<\/h4>\r\n<p>Speaking of opting out, not only do brands need to provide an easy way for customers to opt out of SMS messages, but to truly follow SMS marketing compliance regulations, brands need to fully respect the opt-out and end communications via that channel once the opt-out has been initiated.<\/p>\r\n<p>Think about when you unsubscribe from a brand\u2019s marketing emails, they confirm you\u2019ve unsubscribed but then send you a follow-up email asking why you unsubscribed\u2026frustrating right? That\u2019s exactly what the CAN-SPAM Act is trying to prevent.<\/p>\r\n<p>According to the <a href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">CAN-SPAM Act<\/a>:<\/p>\r\n<p><em>\u201cAny opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient\u2019s opt-out request within 10 business days. You can\u2019t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request.\u201d<\/em><\/p>\r\n<p>While it\u2019s hard to see customers opt-out, they\u2019re doing so for a reason. If nothing else, treat opt-outs as a learning experience to see what your brand could improve on to retain customers in the future.<\/p>\r\n<h4>4. Pay Attention to Quiet Hours<\/h4>\r\n<p>Shhh! We\u2019re going to cover quiet hours so as you read this section, bring the voice in your head down to a whisper. Quiet hours are certain windows of time when businesses cannot send marketing messages to customers.<\/p>\r\n<p>The <a href=\"https:\/\/www.ftc.gov\/legal-library\/browse\/statutes\/telemarketing-consumer-fraud-abuse-prevention-act\" target=\"_blank\" rel=\"noopener\">TCPA<\/a> restricts businesses from sending marketing text messages before 8:00AM and after 9:00PM, in the recipient\u2019s local time zone. But some states have even stricter laws. New York, for example, <a href=\"https:\/\/www.jdsupra.com\/legalnews\/new-york-adds-text-messages-to-9272496\/\" target=\"_blank\" rel=\"noopener\">applied the same do not call (DNC) restrictions<\/a> they have for telemarketing phone calls to marketing text messages.<\/p>\r\n<p>While it may be tempting to be the first brand to send a promotional message during a holiday, it\u2019s best you don\u2019t run the risk of both breaking the law, racking up expensive fines (up to $1,500 per message, per recipient!) and losing customers\u2019 trust.<\/p>\r\n<h3>That\u2019s a Lot to Remember<\/h3>\r\n<p>There\u2019s a lot to keep track of to make sure you\u2019re following SMS marketing compliance regulations. On top of the four focus areas above, SMS messages from your brand should also include:<\/p>\r\n<ul>\r\n\t<li>Details of your privacy policy<\/li>\r\n\t<li>How to opt-out (a process that should be easy)<\/li>\r\n\t<li>How to get help<\/li>\r\n\t<li>Disclose possible carrier costs and fees<\/li>\r\n\t<li>A coupon or value proposition<\/li>\r\n\t<li>Mention your company name<\/li>\r\n<\/ul>\r\n<p>Luckily, you don\u2019t need to manually apply all of these guidelines. With the right marketing tools in place, you can easily ensure you\u2019re adhering to all of the regulations while still creating an individualized, cross-channel customer experience.<\/p>\r\n<p>With functionality like automated opt-in requests, triggered compliant messages, fast opt-out processing, and the ability to suspend SMS messages based on individual customers\u2019 time zones, modern marketing communication platforms do the heavy lifting for you. Take advantage of the technology that\u2019s out there\u2014your brand could be the <em>text<\/em> best thing.<\/p>\r\n<p><em>For more information on how Iterable\u2019s Smart Compliance functionality can benefit your SMS marketing program, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"4 Focus Areas of SMS Marketing Compliance","post_excerpt":"Brands need to follow strict SMS marketing compliance guidelines or they risk getting charged hefty fines or\u2014even worse\u2014losing customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-focus-areas-of-sms-marketing-compliance","to_ping":"","pinged":"","post_modified":"2022-09-19 11:06:58","post_modified_gmt":"2022-09-19 18:06:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104340","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091922_Smart-Compliance_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"sms marketing compliance\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091922_Smart-Compliance_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091922_Smart-Compliance_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091922_Smart-Compliance_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-focus-areas-of-sms-marketing-compliance\/"},{"ID":104308,"post_author":"79","post_date":"2022-09-15 14:53:57","post_date_gmt":"2022-09-15 21:53:57","post_content":"<p>Remember the days when people would sit down for dinner, say what they were grateful for, and then literally trample each other to get the best deals at their local big box store? Ah, Black Friday. Now that we\u2019re hopefully past the days of pushing and shoving to get the lowest price, customers are expecting brands to treat them as more than just a face in a stampeding crowd.<\/p>\r\n<p>A feral herd is the polar opposite of individualized marketing. If customers are banging down your door, you may know that they want to shop at your store and find the best deal, but do you really know what product they want to buy? Do you know why they want to buy that product? The entire experience is pretty vague.<\/p>\r\n<h3>Strategies for Individualizing Black Friday Promotions<\/h3>\r\n<p>Today, brands are equipped with data and tools that allow them to understand every customer, on an individual level. And, with that knowledge comes the ability to individualize marketing campaigns\u2013even during Black Friday. To prepare for the upcoming holiday season, let\u2019s take a look at how some brands have been individualizing Black Friday promotions.<\/p>\r\n<h4>Aligning Values With Social Causes<\/h4>\r\n<p>Brands can combine their values with their promotions and contribute to causes that align with their beliefs. In doing so, these brands are appealing to those individuals who want to shop with brands that make a difference\u2014we\u2019re looking at you, <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">Gen Z<\/a>.<\/p>\r\n<p>Last year, <a href=\"https:\/\/www.everlane.com\/\" target=\"_blank\" rel=\"noopener\">Everlane<\/a>, a clothing brand known for ethically-made apparel, partnered with the <a href=\"https:\/\/rodaleinstitute.org\/\" target=\"_blank\" rel=\"noopener\">Rodale Institute<\/a> for their Black Friday campaign. The Rodale Institute is a non-profit organization leading the way in organic agriculture. Proceeds from every Everlane order, starting November 24th, were donated to the Rodale institute until the $200k goal was reached.<\/p>\r\n\r\n[caption id=\"attachment_104309\" align=\"alignnone\" width=\"1436\"]<img class=\"size-full wp-image-104309\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/screencapture-reallygoodemails-emails-this-wednesday-black-friday-fund-is-back-2022-09-13-09_44_09-edit.png\" alt=\"Everlane Individualizing Black Friday Promotions\" width=\"1436\" height=\"8558\" \/> <em>Everlane partnered with the Rodale Institute, a non-profit that aligns with Everlane\u2019s core values. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/this-wednesday-black-friday-fund-is-back\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Last year wasn\u2019t the only time Everlane partnered with a non-profit during Black Friday. Everlane actually has a \u201cBlack Friday Fund\u201d that has been active since 2014. They\u2019ve raised over $1M for non-profits that align with their brand\u2019s core values and beliefs. While it\u2019s not necessarily granular individualization, contributing to the greater good can speak to a specific segment of Everlane\u2019s audience.<\/p>\r\n<h4>Combining Dynamic Content and Discounts<\/h4>\r\n<p>With modern marketing tools, brands can track customer activity on their websites or mobile apps. Brands can then use that information to send <a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">abandoned cart or abandoned browse emails<\/a>, featuring the product that was left behind. Because this data is at the user level, including specific product information in promotional emails creates a highly individualized customer experience.<\/p>\r\n<p>In 2019 <a href=\"https:\/\/www.columbia.com\/\" target=\"_blank\" rel=\"noopener\">Columbia<\/a>, the outerwear brand, did just that. They sent abandoned browse emails to their customers and combined it with their Black Friday promotion. Not only is the specific item still available, but it\u2019s now at a lower price.<\/p>\r\n\r\n[caption id=\"attachment_104315\" align=\"alignnone\" width=\"1352\"]<img class=\"size-full wp-image-104315\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/screencapture-reallygoodemails-emails-price-drop-on-your-favorites-2022-09-13-10_14_40-edit.png\" alt=\"Columbia Used Dynamic Content \" width=\"1352\" height=\"2720\" \/> <em>Columbia used dynamic content combined with a Black Friday promotion to create hyper-individualized campaigns. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/price-drop-on-your-favorites\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>The best part about this campaign is that it was likely completely automated. The Black Friday banner was probably static across all emails sent during a certain timeframe, but the rest was dynamic. The browse information is stored at the user level and, when there is a price drop, the abandoned browse campaign is triggered to send, featuring that product. Because the price drop is a result of the Black Friday promotion, this campaign triggered at the right moment, featuring the Black Friday banner. Keep in mind this was done three years ago\u2014this level of individualization isn\u2019t new!<\/p>\r\n<h4>Meeting Customers Where They Are, Literally<\/h4>\r\n<p>Another tool brands can take advantage of to individualize their campaigns is <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-geofencing\/\" target=\"_blank\" rel=\"noopener\">geolocation<\/a>. Whether customers are on a mobile device or desktop, they provide a digital thumbprint (think: GPS or IP address) that shows brands where they\u2019re logging in from. Brands can use this information to send tailored content to customers (while being careful to not be creepy).<\/p>\r\n<p>In their 2019 Black Friday campaign, <a href=\"https:\/\/www.rei.com\/\" target=\"_blank\" rel=\"noopener\">REI<\/a>, the camping company, used geolocation perfectly. Famously, REI closes their doors on Black Friday to better align the holiday with their brand values\u2014they want customers to spend the day enjoying the great outdoors, rather than shopping indoors. To help get their customers ready for their outdoor adventures, REI used geolocation to show customers their local weather and local hiking trails.<\/p>\r\n\r\n[caption id=\"attachment_104321\" align=\"alignnone\" width=\"1434\"]<img class=\"size-full wp-image-104321\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/screencapture-reallygoodemails-emails-switch-things-up-on-black-friday-and-optoutside-2022-09-13-10_32_42-edit.png\" alt=\"REI individualizing Black Friday promotions with geolocation\" width=\"1434\" height=\"5829\" \/> <em>REI used geolocation to show customers local weather and hiking trails to help them #optoutside. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/switch-things-up-on-black-friday-and-optoutside\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Providing the local weather and hiking trails creates a highly tailored experience for customers, but so does the overall campaign. People who shop at REI likely enjoy outdoor activities, and REI is well aware of that. By sending this email, REI demonstrated that they really know their customers and are thinking about what they need and want from each campaign they create.<\/p>\r\n<h3>It\u2019s No Longer About the Lowest Price<\/h3>\r\n<p>Finding the lowest price during Black Friday has become irrelevant. With price match and extended online shopping deals, every brand can offer a good discount. Customers are looking for the best experience, and that\u2019s not something every brand can offer.<\/p>\r\n<p>When we say customers are looking for the best experience, we\u2019re not saying that in general terms. We\u2019re saying that each individual customer is looking for the best experience for them. This means that your brand has to be able to create unique experiences that align with every individual customer\u2019s wants and needs.<\/p>\r\n<p>It\u2019s not impossible. The examples we just shared show how brands are connecting with customers on an individual level without a huge manual lift. With the right marketing communication platform, your brand can start individualizing Black Friday promotions and provide the elevated experiences your customers are looking for.<\/p>\r\n<p><em>Black Friday is around the corner. To learn how Iterable can help your brand automate and individualize your Black Friday campaigns, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"Individualizing Black Friday Promotions","post_excerpt":"To prepare for the upcoming holiday season, let\u2019s take a look at how some brands have been individualizing Black Friday promotions.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"individualizing-black-friday-promotions","to_ping":"","pinged":"","post_modified":"2023-03-15 17:31:40","post_modified_gmt":"2023-03-16 00:31:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104308","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091522_Black-Friday2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091522_Black-Friday2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091522_Black-Friday2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091522_Black-Friday2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/individualizing-black-friday-promotions\/"},{"ID":104274,"post_author":"79","post_date":"2022-09-12 09:46:43","post_date_gmt":"2022-09-12 16:46:43","post_content":"<p>Last week we blew the proverbial conch shell and called all marketers\u2014from near and far\u2014to gather at Activate Summit North America in San Francisco. Established on our Dreamers, Builders, and Makers foundation, Activate featured three tracks geared towards strategy, execution, and professional development.<\/p>\r\n<p>In addition to the three tracks, there were keynotes, roundtables, and networking opportunities galore!\u00a0<\/p>\r\n<p>If you weren\u2019t able to attend, we\u2019ve got you covered. While we can\u2019t give you a play-by-play of everything that happened, we\u2019re going to recap some of the sessions and events to give you a sample of the takeaways shared at Activate. (But be sure to register for the next Activate so you don\u2019t miss out!)<\/p>\r\n<h3>The Keynotes<\/h3>\r\n<p>We had three keynote sessions at Activate Summit: the Morning Keynote, with appearances from Iterable\u2019s CEO, CMO, and COO, the Product Keynote and Showcase, lead by Iterable\u2019s Senior VP of Product Management, Bela Stepanova, and the Celebrity Keynote delivered by the one-and-only Nicole Byer. Let\u2019s look at the key points.<\/p>\r\n<h4>The Morning Keynote<\/h4>\r\n<p>We started much in the same way Iterable began: by focusing on the people. Iterable co-founder and CEO Andrew Boni kicked us off by highlighting the amazing work of marketers in our community\u2014and in the room at Activate! He announced our slate of <a href=\"https:\/\/iterable.com\/blog\/here-are-the-winners-of-the-2022-iterable-expie-awards\/\" target=\"_blank\" rel=\"noopener\">2022 Expie Award Winners<\/a> and showed examples of how everyone can make a difference in their customers\u2019 lives.\u00a0<\/p>\r\n<p>Following Andrew, Iterable\u2019s CMO Adriana Gil Miner spoke about how the way we market has changed, but the goal is still the same: bring joy to our customers. She addressed the \u201cforever problems\u201d that marketers face and how to fix them.<\/p>\r\n<p>And to close out, Iterable\u2019s COO Jeff Samuels was joined by two Iterable customers\u2014Merryfield, PBC and A+E Networks\u2014to talk through how to make it all happen in practice.<\/p>\r\n<h4>The Product Keynote and Showcase<\/h4>\r\n<p>Featuring Bela and members of Iterable\u2019s Solutions Consulting and Product Management teams, the Product Keynote was an absolute delight. Here, we unveiled a variety of new features and demonstrated live on stage how they impact your business in meaningful ways. From our <a href=\"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/\" target=\"_blank\" rel=\"noopener\">AI Optimization Suite<\/a> to features improving efficiency, the showcase highlighted the future of marketing.<\/p>\r\n<h4>The Celebrity Keynote: Bringing Joy Through Laughter<\/h4>\r\n<p>We began the final day of Activate the way any good day should begin: with lots of laughs. Comedian, television host, and podcaster Nicole Byer took the stage with Iterable\u2019s VP of DEI Markita Jack to chat about her career, the importance of joy in our lives, connecting with an audience, and generally to just have a ton of fun!<\/p>\r\n<h3>A Few Sessions<\/h3>\r\n<p>With strategy, execution, and professional development tracks available to all attendees, the sessions provided a wide array of thought leadership, tactical takeaways, and advice on how to build soft skills. We\u2019ve highlighted a few sessions below.<\/p>\r\n<h4>Studio and Segmentation: Building Complex, Reusable Audiences for Dynamic Content<\/h4>\r\n<p>Sr. Manager of Digital Communications at Cinemark, Anna Bayacal, took to the stage to share how complex segmentation needs and multiple focal areas posed challenges for her team. By using Iterable to build lists and create automated journeys, Anna\u2019s team was able to improve efficiency and save over five hours a week.<\/p>\r\n<h4>Connect and Collect: Propelling Customer Journeys With the Power of Automation<\/h4>\r\n<p>StreetEasy\u2019s Sr. Marketing Operations Specialist, Nate Casimiro, walked through five different scenarios in which Iterable helps to increase efficiency: gated content and applications, confirmations and alerts, listing cards and recommendations, announcements and reports, and blog updates and rollups. With features like Data Feeds, Catalog, and Snippets, Nate\u2019s team was able to automate previously challenging processes.<\/p>\r\n<h4>Get in the Game: Level Up Your Player Experiences With Personalized Customer Journeys<\/h4>\r\n<p>Rachel Kamel, Director of Growth at NCSoft, highlighted her team\u2019s quest: creating more fun for users. To get players into the game faster, the NCSoft team developed a welcome journey consisting of five emails, each sent at specific times with specific goals. As a result, the NCSoft team saw a 48% increase in incremental sales.<\/p>\r\n<h3>A Couple Roundtables<\/h3>\r\n<h4>Intersectionality Roundtable<\/h4>\r\n<p>Folks gathered at the Intersectionality roundtable to share their own unique experiences of discrimination and oppression, and discuss how businesses can acknowledge all sides of marginalization in company culture and marketing. Some discussion questions include \u201cDoes the makeup of our team actively represent a diverse set of identities and experiences?\u201d and \u201cHow can you evolve your language or messaging to reflect the experiences of people of a singular identity?\u201d<\/p>\r\n<h4>Insurance &amp; FinTech Roundtable<\/h4>\r\n<p>In an industry-centric roundtable, members of the Insurance and FinTech industries got together to chat about the personal aspects of marketing. After all, marketers in the FinTech and Insurance industries have to ensure customer communication is handled with a level of sensitivity to build\u2014and maintain\u2014customer trust. Discussion questions included \u201cWhat unique approach does your business take to communicating about finances with your customers?\u201d and \u201cHow do you project sentiment will shift in the next year?\u201d<\/p>\r\n<h3>Networking Nights<\/h3>\r\n<p>In addition to the breakout sessions and roundtable discussions, attendees had the opportunity to chat at the Iterable-hosted happy hour and then gathered at <a href=\"https:\/\/www.cityviewmetreon.com\/\" target=\"_blank\" rel=\"noopener\">City View at Metreon<\/a> for a bumpin\u2019 after party. Drinks, snacks, and marketing tips were shared as the crowd looked out over the glowing San Francisco skyline.\u00a0\u00a0<\/p>\r\n<h3>Get Ready to Do It All Again<\/h3>\r\n<p>We may have just finished Activate \u201822, but Activate \u201823 is already around the corner. While we were able to share a few takeaways from this year, there will be even more actionable insights to gain next year. <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Join us again<\/a> April 17-19, to get the full scoop.\u00a0\u00a0\u00a0<\/p>","post_title":"Takeaways from Activate Summit North America\u00a0","post_excerpt":"We\u2019re going to recap some of the sessions and events to give you a sample of the takeaways shared at Activate.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"takeaways-from-activate-summit-north-america","to_ping":"","pinged":"","post_modified":"2022-09-12 09:46:43","post_modified_gmt":"2022-09-12 16:46:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104274","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091222_Activate-NA-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Takeaways\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091222_Activate-NA-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091222_Activate-NA-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/091222_Activate-NA-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/takeaways-from-activate-summit-north-america\/"},{"ID":104015,"post_author":"79","post_date":"2022-09-08 08:29:57","post_date_gmt":"2022-09-08 15:29:57","post_content":"<p>When we announced the <a href=\"https:\/\/iterable.com\/blog\/announcing-the-2022-iterable-expie-awards-finalists\/\" target=\"_blank\" rel=\"noopener\">finalists<\/a> of this year\u2019s Expie Awards, we likened marketers to the fuel behind the fire. Sales teams bring the heat, but marketers are the energy sources, supplying sales with everything they need to close deals.\u00a0<\/p>\r\n<p>At Activate today, we revealed the winners of the 2022 Expie Awards and, without a doubt, these winners are the powerhouses behind the scenes. They think innovatively, bring new ideas to the forefront, and iterate on those ideas until they deliver results.\u00a0<\/p>\r\n<p>Without further ado, the 2022 Iterable Expie Award Winners.<\/p>\r\n<h3>Expie Award Winners by Category<\/h3>\r\n<h4>Marketing Dream Team of the Year, Enterprise: Cinemark<\/h4>\r\n<p>Headquartered in Plano, TX, <a href=\"https:\/\/www.cinemark.com\/\">Cinemark<\/a> is a leader in the motion picture exhibition industry with 521 theatres and 5,849 screens in the U.S. and Latin America. The marketing team at Cinemark was recognized as Marketing Dream Team of the Year, Enterprise by the Expie Awards for their work delivering engaging experiences for their customers on and off the screen.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104174\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/TOY-ENT-Blog-Photo.png\" alt=\"\" width=\"4267\" height=\"2235\" \/><\/p>\r\n<p>\u201cOur customers come to Cinemark to make big-screen memories, and we work hard to ensure that their entire customer journey is frictionless\u2014from ticket purchase to the end credits,\u201d\u00a0 said Wanda Gierhart Fearing, Cinemark Chief Marketing and Content Officer. \u201cPartnering with Iterable for our customer communication makes it easy to deliver valuable, relevant messages that are catered to the needs and preferences of each moviegoer. This attention to detail in our communication helps us build trust and loyalty with our audience, driving our business forward.\u201d<\/p>\r\n<h4>Marketing Dream Team of the Year, SMB: WeTransfer<\/h4>\r\n<p>Founded in 2009 as the simplest way to send big files around the world, <a href=\"https:\/\/wetransfer.com\/\">WeTransfer<\/a> has since grown into an ecosystem of creative productivity tools. The company\u2019s suite of tools is specifically designed for creative professionals, enabling collaboration, co-creation, and client management across their workflow process. WeTransfer is a certified B Corporation\u2122 and donates 30% of its advertising real estate to artists and social causes. The WeTransfer team was awarded the Expie Award in the Marketing Dream Team of the Year, SMB category for their commitment to developing compelling and creative customer-first communications.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104180\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/TOY-SMB-Blog-Photo-1.png\" alt=\"\" width=\"4267\" height=\"2234\" \/><\/p>\r\n<p>\u201cCreativity is at the heart of everything we do at WeTransfer. We believe that, while not every idea will change the world, every world-changing idea has to start somewhere,\u201d shared Darren Kunar, Director of Email at WeTransfer. \u201cWe support the creative process by taking care of our customers, and Iterable has been an instrumental partner in our customer-first communications.\u201d\u00a0<\/p>\r\n<p>\u201cOur team is now able to deliver real-time lifecycle communication, and cater to the unique needs and preferences of our customers, enriching their relationship with WeTransfer. With Iterable, our team can spend less time managing customer data and communications, and more time doing what they do best: designing compelling and creative customer experiences.\u201d<\/p>\r\n<h4>Most Inspiring Switch to Iterable: Secret Escapes<\/h4>\r\n<p><a href=\"https:\/\/www.secretescapes.com\/\">Secret Escapes<\/a> is a members-only travel company selling discounted luxury hotel stays and trips through its website and mobile app. The luxury travel company thinks booking a holiday should be an exciting, enjoyable, and stress-free experience, which is why their team of travel experts hand-pick the best hotels and holidays and curate exclusive offers available only to our members. Secret Escapes has been awarded the Expie Award in the category of Most Inspiring Switch to Iterable for the immediate and meaningful impact the switch to Iterable has had on their business.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104186\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Switch-Blog-Photo.png\" alt=\"\" width=\"4267\" height=\"2235\" \/><\/p>\r\n<p>\u201cAs a brand in the travel and hospitality industry, we\u2019re inundated with an extensive amount of first- and zero-party customer data, like location, language, and holiday preferences, which can help us design personalized experiences and create valuable communications for our customers.\u201d\u00a0<\/p>\r\n<p>\u201cDespite all of this information, we were missing two crucial components of our customers\u2019 profile\u2014impressions and real-time search results\u2014that would help our team optimize the customer experience. When we made the switch to Iterable, we not only solved these pain points, but accelerated our search results delivery and augmented our impressions data, which is now more scalable, powerful, and accurate than ever! Importantly, the switch has empowered our team with the tools and time they need to send hyper-personalized messaging and build the 1-to-1 experiences with our customers that they deserve.\u201d<\/p>\r\n<h4>Most Valuable Marketer: Matthew Jung, Clair<\/h4>\r\n<p>Matt Jung is a Product Marketing Manager, Lifecycle at <a href=\"https:\/\/getclair.com\/\">Clair<\/a>\u2014a New York-based mission-driven digital banking app rewiring the way America\u2019s workforce gets paid\u2014in a manner that is instant, on-demand, and in their control. Matt was awarded the Expie Award for Most Valuable Marketer for his dedication and leadership. In his time at Clair, Matt has transformed the lifecycle marketing team; he has had a direct impact on his team\u2019s efficiency, quality of work, and Clair\u2019s growth.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104192\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/MVM-Blog-Photo.png\" alt=\"\" width=\"4267\" height=\"2234\" \/><\/p>\r\n<p>\u201cIn just six short months, Matt has collaborated across every business unit to support our company growth goals. Thanks to his technical skills, cross-collaboration, and passion for all things Clair, we now work together more efficiently and cohesively,\u201d shared Kira Walter, Director of Marketing at Clair. \u201cLeveraging Iterable to help launch new products and build personalized experiences, Matt has helped our team deliver joyful experiences to customers that keep them coming back. Since he joined, our user base has multiplied tenfold! We have a bright future ahead with Matt at the helm of our lifecycle marketing.\u201d<\/p>\r\n<h4>Marketing Moment of the Year: Jersey Mike\u2019s<\/h4>\r\n<p><a href=\"https:\/\/www.jerseymikes.com\/\">Jersey Mike\u2019s Subs<\/a>, a fast-casual sub sandwich franchise with more than 2,200 locations nationwide, believes that making a sub sandwich and making a difference can be one and the same.\u00a0 Jersey Mike\u2019s offers a Sub Above, serving authentic fresh sliced\/fresh grilled subs on freshly baked bread\u2014the same recipe it started with in 1956.\u201cGiving\u2026making a difference in someone\u2019s life\u201d has always been a guiding principle at Jersey Mike\u2019s. A great example is Jersey Mike\u2019s annual \u201cMonth of Giving\u201d fundraising campaign, which has raised more than $67 million for hundreds of charities since 2011.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104198\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/MMOY-Blog-Photo.png\" alt=\"\" width=\"4267\" height=\"2234\" \/><\/p>\r\n<p>Generating \u201cbuzz\u201d around its giving campaign, and sustaining interest, requires in-the-moment messaging\u2014email, push notifications to the mobile app, and SMS\u2014and a personalized touch. To do just that, Jersey Mike\u2019s partnered with Iterable to build specific, personalized, and localized campaigns to drive interest and engagement.\u00a0<\/p>\r\n<p>The results of this year\u2019s fundraising campaign demonstrates the value of effective messaging:\u00a0 Jersey Mike's franchisees, team members, and its customers raised a record-breaking $20 million for the 2022 Special Olympics USA Games!<\/p>\r\n<h4>Best in Data Activation: Evernote<\/h4>\r\n<p><a href=\"https:\/\/evernote.com\/\">Evernote<\/a>, an independent, privately-held global organization headquartered in Redwood City, California, was founded to address a growing problem that technology helped to create: how to succeed in a world where the volume and velocity of information are constantly increasing. The company launched the digital personal productivity movement, and has been growing ever since; today, more than 225 million people around the world have discovered Evernote. The Evernote team was awarded the Expie Award for Best in Data Activation for their work leveraging Iterable to collect, organize, and activate their data and deliver joyful and valuable experiences for their users.\u00a0<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104204\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Data-Blog-Photo.png\" alt=\"\" width=\"4267\" height=\"2234\" \/><\/p>\r\n<p>\u201cIterable's platform, integrations, and fantastic customer support team have allowed us to deliver messages to our customers that contain the valuable information they need, exactly when they need it,\u201d shared Sterling Bailey, Sr. Director of Marketing Infrastructure at Evernote. \u201cWhat's more, Iterable has allowed us to build a more meaningful relationship with our customers, making them feel a connection to Evernote\u2014as more of a partner in their organizational process, rather than just another tool.\u201d<\/p>\r\n<h4>Most Harmonized Customer Experience: Georgia Aquarium<\/h4>\r\n<p><a href=\"https:\/\/www.georgiaaquarium.org\/\">Georgia Aquarium<\/a> is a public aquarium and non-profit committed to inspiring awareness and preservation of our ocean and aquatic animals worldwide. By combining field research with the study of on-site animals in a controlled environment, the Aquarium is contributing to the advancement of human knowledge in the area of animal science. Georgia Aquarium has been recognized by the Expie Awards in the category Most Harmonized Customer Experience for their work designing engaging experiences that will develop long-term relationships with their visitors.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104210\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/CX-Blog-Photo-1.png\" alt=\"\" width=\"4268\" height=\"2235\" \/><\/p>\r\n<p>\u201cOver 2.2 million visitors each year come to Georgia Aquarium to get inspired, educated, and immersed in our award-winning natural and artificial habitats. But while the experience at our Aquarium is filled with delight and wonder, the experience with our email and app was filled with friction and frustration,\u201d shared Josh Cherfoli, Senior Director of Marketing and Digital Engagement at Georgia Aquarium.\u00a0<\/p>\r\n<p>\u201cWe were missing an opportunity to truly connect with our guests and build relationships beyond ticket transactions and delivery. Leveraging Iterable, we tackled priority issues (delayed ticket delivery, inconsistent messaging, email design) and built a broader strategy for streamlined customer communications. Our investment in customer connection and harmonized experiences yielded a 238% increase in revenue. Importantly, this experience has given our team much-needed confidence in having a creative and flexible solution for future campaigns.\u201d<\/p>\r\n<h4>Agency Partner of the Year: Shaw\/Scott<\/h4>\r\n<p><a href=\"https:\/\/www.shawscott.com\/\">Shaw\/Scott<\/a> a boutique agency and consultancy that empowers B2C brands to elevate their retention and loyalty. They are owned-channel experts, providing clients with a full suite of services in email and digital marketing, from creative and strategy to development, analytics, and tech stack implementation. They\u2019re a women\/LGBT founded company designed for the modern world where diversity, flexibility, partnership, and innovation thrive. Shaw\/Scott are recognized by the Expies as Agency Partner of the Year for success in collaborating with Iterable to provide clients top-notch customer engagement capabilities.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104217\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Agency-POY-v1-1-1.png\" alt=\"\" width=\"4267\" height=\"2234\" \/><\/p>\r\n<p>\u201cWe\u2019ve worked closely with Iterable for many years to support our joint clients with the technical and professional support they need to evolve and execute improved retention and growth marketing strategies,\u201d said Melissa Shaw, CEO of Shaw\/Scott.\u00a0<\/p>\r\n<p>\u201cTogether, we\u2019re unstoppable; our partnership drives incredible value for clients who are looking for a partner to help them create, implement, and deploy top-notch customer communications. Bringing highly impactful strategies and flawless execution to our clients, Iterable has been a critical partner in increasing our retention rate. We\u2019re a dream team with a track record of success and extraordinary potential moving forward.\u201d<\/p>\r\n<h4>Technology Partner of the Year: mParticle<\/h4>\r\n<p><a href=\"https:\/\/www.mparticle.com\/\">mParticle<\/a> makes it easy to holistically manage customer data along the entire product and customer lifecycle. The mParticle team was awarded the Expie Award for Technology Partner of the Year for their work delivering joint customer value with Iterable.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-104223\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/TechPOY-Blog-Photo.png\" alt=\"\" width=\"4268\" height=\"2234\" \/><\/p>\r\n<p>\u201cOver the last year, we\u2019ve had the opportunity to collaborate closely with Iterable on events, content, customer dinners, and more. The opportunity to get \u201cin front\u201d of Iterable customers has had a positive impact on the business and helped to drive revenue for mParticle,\u201d shared Michael Katz, CEO of mParticle.\u00a0<\/p>\r\n<p>\u201cSuffice it to say, the referral street goes both ways, and we\u2019ve been able to refer some incredible customers to Iterable as well. Importantly, by working together, we can provide joint customers the ability to harness the full power of their customer data to create incredible customer experiences.\u201d<\/p>\r\n<h3>Until Next Year<\/h3>\r\n<p>That\u2019s a wrap on the 2022 Iterable Expie Awards! Congratulations to our winners and our <a href=\"https:\/\/iterable.com\/blog\/announcing-the-2022-iterable-expie-awards-finalists\/\" target=\"_blank\" rel=\"noopener\">finalists!<\/a>\u00a0If you think your team has what it takes to win an Expie next year, keep your eyes peeled for the chance to nominate your peers.\u00a0<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Here are the Winners of the 2022 Iterable Expie Awards","post_excerpt":"At Activate, we revealed the winners of the 2022 Expie Awards and, without a doubt, these winners are the powerhouses behind the scenes.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"here-are-the-winners-of-the-2022-iterable-expie-awards","to_ping":"","pinged":"","post_modified":"2022-09-08 14:10:29","post_modified_gmt":"2022-09-08 21:10:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104015","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"September 08, 2022","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Expie-Assets-2022_Winners-Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/here-are-the-winners-of-the-2022-iterable-expie-awards\/"},{"ID":104103,"post_author":"79","post_date":"2022-09-07 11:11:50","post_date_gmt":"2022-09-07 18:11:50","post_content":"<p>We know personalized marketing works. In fact, customers not only want brands to personalize their experiences, they expect it from all brands. According to <a href=\"https:\/\/www.mckinsey.com\/business-functions\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a>, \u201cSeventy-one percent of consumers expect companies to deliver personalized interactions. And seventy-six percent get frustrated when this doesn\u2019t happen.\u201d<\/p>\r\n<p>But why? Why is personalization the tipping point when it comes to brand satisfaction? Well, as it turns out, there are scientific, psychological reasons that support personalizing your brand\u2019s customer experience.<\/p>\r\n<h3>What is Personalized Marketing?<\/h3>\r\n<p>Before we explore the psychology of personalized marketing, let\u2019s do a quick refresh on personalized marketing. \u201cPersonalized marketing is <a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/full\/10.1002\/mar.21670\" target=\"_blank\" rel=\"noopener\">defined<\/a> as designing and delivering tailor-made products and services to individual customers. In other words, personalized marketing involves differentiated offerings for individual customers, and thus, it has often been described as one-to-one marketing and customerization.\u201d<\/p>\r\n<p>There are <a href=\"https:\/\/iterable.com\/blog\/3-keys-to-unlocking-personalization\/\" target=\"_blank\" rel=\"noopener\">three keys<\/a> to unlocking personalization: the right person, the right message, and the right marketing channel.<\/p>\r\n<h4>The Right Person<\/h4>\r\n<p>Through historical data and collecting new <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero- and first-party data<\/a>, your brand has the ability to identify customers on an individual level. For example, you can tell if a customer made a purchase, when they made a purchase, and if they left a review. Each customer is unique and how they prefer to be communicated with is unique as well.<\/p>\r\n<h4>The Right Message<\/h4>\r\n<p>That brings us to the right message. Now that you have your customer data and understand how they interact with your brand, it\u2019s time to think about what marketing messages they may find helpful. If they just purchased an item, maybe you send a followup email with instructions on how to use the product. But, you have to consider how you send the message as well.<\/p>\r\n<h4>The Right Channel<\/h4>\r\n<p>Determining which marketing channels to use is a crucial part of a personalized customer experience. You know who you\u2019re trying to reach and what you want to say, but where you send the message could make or break your campaign. If your customer has never opened an email from you, don\u2019t waste your time sending yet another email\u2014try a push notification or an SMS message. See what works for that individual and stick to it.<\/p>\r\n<p>Now that we\u2019ve done a quick refresh on what personalization is, let\u2019s get into why it works.<\/p>\r\n<h3>Psychology of Personalized Marketing<\/h3>\r\n<p>As a consumer, we know when a brand gets personalization right. There\u2019s an unmistakable warm, fuzzy feeling that comes over us when we get a message that was seemingly written just for us\u2014but why? It may, on the surface, seem obvious, but we\u2019re curious why people are drawn to more personalized content.<\/p>\r\n<h4>The Cocktail Party Effect<\/h4>\r\n<p>Close your eyes. Okay wait, no. Can\u2019t read an article with your eyes closed. Just imagine you\u2019re at a cocktail party. There are small groups of people scattered around, each having their own conversations. Somehow, you manage to hear one group\u2019s conversation and make your way over.<\/p>\r\n<p>The <a href=\"https:\/\/en.wikipedia.org\/wiki\/Cocktail_party_effect\" target=\"_blank\" rel=\"noopener\">Cocktail Party Effect<\/a> is \u201cthe phenomenon of the brain's ability to focus one's auditory attention on a particular stimulus while filtering out a range of other stimuli, such as when a partygoer can focus on a single conversation in a noisy room.\u201d Essentially, our brains have the ability to determine what is relevant to us and what isn\u2019t, and can swing our attention towards what\u2019s relevant.<\/p>\r\n<p>To tie this to personalized marketing, an <a href=\"https:\/\/medium.com\/choice-hacking\/the-psychology-of-personalized-marketing-and-why-its-like-catnip-for-customers-26550c258a3c\" target=\"_blank\" rel=\"noopener\">article<\/a> by Behavior Change Strategist, Jennifer Clinehens, cites a study in the <a href=\"https:\/\/www.ncbi.nlm.nih.gov\/pmc\/articles\/PMC4469089\/\" target=\"_blank\" rel=\"noopener\">National Library of Medicine<\/a>. This study says that when determining relevance in a conversation, hearing one\u2019s own name can quickly pull focus.<\/p>\r\n<p>So, if you send a marketing email and your message lands in an inbox full of other marketing messages from various brands, simply adding the customer\u2019s name in the subject line can capture the customer\u2019s attention better than those without it.<\/p>\r\n<h4>The Dopamine Effect<\/h4>\r\n<p>Dopamine is a neurotransmitter that the brain releases as a result of experiencing something pleasurable. Like <a href=\"https:\/\/techcrunch.com\/2022\/02\/03\/11-ways-to-make-personalized-shopping-more-effective-and-profitable\/\" target=\"_blank\" rel=\"noopener\">TechCrunch<\/a> says, \u201cWhen we do these things, we get a chemical reward that connects the activity with a positive feeling.\u201d<\/p>\r\n<p>By creating unique, individualized experiences, brands can trigger a dopamine release for customers. Personalization often creates efficiency, so the experience with personalization is seen as more rewarding than those experiences without.<\/p>\r\n<p><a href=\"https:\/\/techcrunch.com\/2022\/02\/03\/11-ways-to-make-personalized-shopping-more-effective-and-profitable\/\" target=\"_blank\" rel=\"noopener\">TechCrunch<\/a> uses the examples of Walmart, Spotify, Netflix, and Amazon. \u201cYou can create a unique account, answer quick and easy questions about your tastes, and immediately get exciting recommendations. They continue to refine your profile by learning your browsing habits and matching you to new things that pique your interest. You might not like every pick, but you get that jolt of excitement that comes with something new and interesting to you.\u201d<\/p>\r\n<p>By creating a customized, real-time, personalized customer experience, brands can harness the power of dopamine to create a reward cycle\u2014keeping your customers engaged.<\/p>\r\n<h3>Personalization is Hard\u2026Psych!<\/h3>\r\n<p>It\u2019s really not. With the right marketing tools your team should be able to easily collect and consolidate customer data, which can then be used to create individualized campaigns.<\/p>\r\n<p>We should clarify, when we say \u201cpersonalization\u201d we don\u2019t just mean personalized by large segments. Yes, segmenting by a general commonality\u2014say, for example, location\u2014is a good initial first step, but it\u2019s too broad. Just because you live in the same area as someone, doesn\u2019t mean you want the exact same experience when shopping. When we say \u201cpersonalization\u201d we really mean <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>.<\/p>\r\n<p>Still not hard, however. By constantly collecting user data and implementing <a href=\"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/\" target=\"_blank\" rel=\"noopener\">AI<\/a> to better understand customer sentiment, you can individualize your campaigns, capture customers\u2019 attention, and deliver a dose of dopamine.<\/p>\r\n<p><em>To learn more about Iterable and how it can help you individualize your marketing campaigns, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"The Psychology of Personalized Marketing","post_excerpt":"Why is personalization the tipping point when it comes to brand satisfaction? This article explores the psychology of personalized marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-psychology-of-personalized-marketing","to_ping":"","pinged":"","post_modified":"2022-09-07 11:11:50","post_modified_gmt":"2022-09-07 18:11:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104103","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 07, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/090622_Psychology-of-Personlized-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/090622_Psychology-of-Personlized-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/090622_Psychology-of-Personlized-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/090622_Psychology-of-Personlized-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-psychology-of-personalized-marketing\/"},{"ID":104102,"post_author":"87","post_date":"2022-09-06 10:03:13","post_date_gmt":"2022-09-06 17:03:13","post_content":"<p><img class=\"size-medium wp-image-104127\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/Lockup_Logos-300x74.png\" alt=\"Presented by Iterable &amp; Telnyx\" width=\"300\" height=\"74\" \/><\/p>\r\n<p>SMS enables near real-time connection and engagement at scale, making it a truly invaluable medium for brands to deliver joyful and harmonized customer experiences across the lifecycle. But it\u2019s also a channel with a lot of nuance, intricacies, and backend workflow components<\/p>\r\n<p>In this guide, we\u2019ll demystify the challenges around SMS and we\u2019ll provide step-by-step guidance for building an SMS program catered to your organization\u2019s\u2014and your customers\u2019\u2014specific needs.<\/p>\r\n<p>You\u2019ll come away with:<\/p>\r\n<ul>\r\n\t<li>Best practices for launching, managing, and optimizing SMS for your specific marketing and transactional use cases<\/li>\r\n\t<li>Tactical guidance around number registration, deliverability and compliance, building \u2014 and testing against \u2014 KPIs, and troubleshooting<\/li>\r\n\t<li>Deep perspective and recommendations on how to incorporate SMS into your cross-channel strategy<\/li>\r\n<\/ul>","post_title":"The Savvy Marketer\u2019s Guide to Building a Stellar SMS Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-savvy-marketers-guide-to-building-a-stellar-sms-strategy","to_ping":"","pinged":"","post_modified":"2023-03-15 18:13:52","post_modified_gmt":"2023-03-16 01:13:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=104102","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 06, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/SMS-WP_Feature-Img_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/SMS-WP_Feature-Img_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/SMS-WP_Feature-Img_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/09\/SMS-WP_Feature-Img_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/the-savvy-marketers-guide-to-building-a-stellar-sms-strategy\/"},{"ID":104027,"post_author":"79","post_date":"2022-09-01 06:12:59","post_date_gmt":"2022-09-01 13:12:59","post_content":"<p>From TikToks to Crocs, Gen Z has become an easily identifiable generation. With a multitude of generation-specific characteristics, it\u2019s easy to spot a \u201cZoomer\u201d a mile away. Gen Z isn\u2019t the only generation with recognizable preferences, however\u2014especially when it comes to SMS preferences.<\/p>\r\n<p>Each generation uses SMS differently, and has different expectations when interacting with brands. It\u2019s important for marketers to understand these differences to be able to better tailor their customer experiences to each individual user\u2014no matter which generation they belong to.<\/p>\r\n<p>In this fourth installation of the <a href=\"https:\/\/iterable.com\/blog\/tag\/sms-marketing-series\/\" target=\"_blank\" rel=\"noopener\">SMS marketing series<\/a>, we\u2019re going to explore each generation and how they prefer brands to use SMS marketing.<\/p>\r\n<h3>A Quick Generational Overview<\/h3>\r\n<p>Before we get into SMS, specifically, let\u2019s take a quick look at each generation to re-familiarize ourselves with some <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">overarching trends and themes<\/a>.<\/p>\r\n<h4>Baby Boomers<\/h4>\r\n<p>We\u2019ve referred to Baby Boomers (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">born 1946-1964<\/a>) as the \u201ccustomer service generation.\u201d Baby Boomers are all about loyalty. They have their favorite brands and they stand by them. If they are going to switch brands, they need <a href=\"https:\/\/www.bigcommerce.com\/blog\/baby-boomer-marketing\/#10-tips-when-marketing-to-boomers\" target=\"_blank\" rel=\"noopener\">all of the information up front<\/a>, to be able to make an informed decision.<\/p>\r\n<h4>Gen X<\/h4>\r\n<p>In contrast to Baby Boomers, Gen X (<a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">born 1965-1980<\/a>), is all about the best deal. Because Gen X is focused on saving, they\u2019re always on the hunt for a discount. Like <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/generational-marketing-tactics\" target=\"_blank\" rel=\"noopener\">Wordstream<\/a> says \u201cGen Xers are saving up for college, home ownership, starting a business, and retirement\u2014which leads me to\u2026COUPONS.\u201c This doesn\u2019t just mean physical coupons, either.<\/p>\r\n<h4>Millennials<\/h4>\r\n<p>Ah, millennials\u2014<a href=\"https:\/\/www.vogue.com.au\/beauty\/wellbeing\/why-millennials-are-the-most-anxious-generation-in-history\/news-story\/755e7b197bdb20c42b1c11d7f48525cd\" target=\"_blank\" rel=\"noopener\">the most anxious generation<\/a>. <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2019\/01\/17\/where-millennials-end-and-generation-z-begins\/\" target=\"_blank\" rel=\"noopener\">Born 1981-1996<\/a>, Millennials are known as the \u201c<a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">review generation<\/a>\u201d and rely heavily on peer-to-peer marketing. They highly value the reviews left by like-minded shoppers, friends, and families and trust online reviews as much as personal recommendations. As <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/generational-marketing-tactics\" target=\"_blank\" rel=\"noopener\">Wordstream<\/a> says \u201cA great way to market to this generation indirectly is to make sure your online reviews and customer experiences are up to par!\u201d<\/p>\r\n<h4>Gen Z<\/h4>\r\n<p>Last, but not least, is Gen Z (<a href=\"https:\/\/www.wordstream.com\/blog\/ws\/generational-marketing-tactics\" target=\"_blank\" rel=\"noopener\">born 1997- 2012<\/a>). Gen Z is looking for brands that tell it like it is. They are swayed by brands that live their values and support the greater good while doing so. According to <a href=\"https:\/\/www.marketingdive.com\/news\/gen-z-wants-brands-to-be-fun-authentic-and-good-study-says\/581191\/#:~:text=Gen%20Zers%20prefer%20brands%20that,that%20contributes%20to%20social%20causes.\" target=\"_blank\" rel=\"noopener\">Marketing Dive<\/a>, \u201cGen Zers prefer brands that are authentic, with 82% saying they trust a company more if it uses images of real customers in its advertising, while 72% said they\u2019re more likely to buy from a company that contributes to social causes.\u201c<\/p>\r\n<p>Now that we\u2019ve reviewed these broader generation trends, let\u2019s take a closer look at each generation\u2019s SMS preferences.<\/p>\r\n<h3>SMS Preferences of Each Generation<\/h3>\r\n<p>With a better understanding of some overarching generational trends, we can start to dig a little deeper to focus on just SMS marketing. There\u2019s no question as to whether or not you should add SMS to your marketing mix\u2014we\u2019ve already established SMS as a <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-iii-optimizing-sms-roi\/\" target=\"_blank\" rel=\"noopener\">highly valuable marketing channel<\/a>. But how each generation prefers to receive SMS marketing messages can vastly impact your overall strategy.<\/p>\r\n<h4>Keep It Simple for Baby Boomers<\/h4>\r\n<p>Baby Boomers want all of the information they can get before they make a purchase. They need to be equipped with knowledge before they can click \u201cbuy.\u201d So, when sending SMS marketing messages to Boomers, consider a more helpful, informative approach.<\/p>\r\n\r\n[caption id=\"attachment_104028\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-104028 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/File-57.jpg\" alt=\"SMS preferences for Baby Boomers\" width=\"1125\" height=\"826\" \/> <em>Food delivery app, <a href=\"https:\/\/www.grubhub.com\/\" target=\"_blank\" rel=\"noopener\">Grubhub<\/a>, keeps things simple by sending a purely informational text regarding a delivery.<\/em>[\/caption]\r\n\r\n<p>For example, maybe instead of sending promotional offers with links that open apps or new windows, use SMS for transactional messages. If a Boomer places an order with your brand, maybe you send a purchase confirmation via SMS. Keep the content of the message purely informational and simple, but provide the key purchase updates they may be looking for.<\/p>\r\n<h4>Send Coupon Codes to Gen X<\/h4>\r\n<p>Gen X is always looking for a deal. While email marketing may still be a favorite for Gen X, SMS can be a highly effective channel as well. For one, coupon codes can be easily distributed via text. We\u2019re seeing an uptick in coupon codes being rewarded for opting-in to SMS marketing messages\u2014a perfect way to connect with a Gen X audience.<\/p>\r\n<p>With mobile marketing, there\u2019s also the ability to use location-based messaging to make the offers even more appealing. So if a Gen X customer is physically near your brand\u2019s brick-and-mortar location, you could send a text with a coupon, enticing them to make a purchase in the moment.<\/p>\r\n<h4>Start Conversations With Millennials<\/h4>\r\n<p>The digital divide lies between Gen X and Millennials. Millennials grew up with SMS\u2014it\u2019s nothing new for them. They\u2019ll talk to their friends and family via text, but will also communicate with your brand via text. In fact, according to OpenMarket, \u201c83% of millennials would rather text message your business than call a customer service helpline.\u201d<\/p>\r\n\r\n[caption id=\"attachment_104040\" align=\"alignnone\" width=\"898\"]<img class=\"size-full wp-image-104040\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/nudge.png\" alt=\"Millennials want to start a conversation\" width=\"898\" height=\"1250\" \/> <em><a href=\"https:\/\/www.nudgetext.com\/\" target=\"_blank\" rel=\"noopener\">The Nudge<\/a>, a planning app, uses SMS keywords to prompt users to identify their favorite cuisines.<\/em>[\/caption]\r\n\r\n<p>When trying to connect with your millennial audience through SMS marketing, try starting a conversation. Because SMS allows for direct, one-to-one communication, you have the opportunity to engage millennials while also gaining valuable customer data. By using SMS keywords or easy-to-answer prompts, Millennials can tell you exactly what content they\u2019re looking for from your SMS marketing messages.<\/p>\r\n<h4>Give SMS Realness to Gen Z<\/h4>\r\n<p>Gen Z was born and bred in the digital age. \u201cWe\u2019ve been saying mobile-first for years, but when it comes to Gen Z, it\u2019s mobile-only.\u201d When sending marketing text messages to Gen Z, they have to cut through the noise of standard promotional messaging\u2014which may work for Gen X, but Gen Z won\u2019t take kindly to it. Gen Z is looking for immediate gratification and content that serves a purpose.<\/p>\r\n\r\n[caption id=\"attachment_104046\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-104046\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Image-from-iOS-9.jpg\" alt=\"Gen Z wants functionality in SMS\" width=\"1125\" height=\"1185\" \/> <em><a href=\"https:\/\/www.opentable.com\/\" target=\"_blank\" rel=\"noopener\">OpenTable<\/a>, the reservation app, asks users to reply to confirm reservations.<\/em>[\/caption]\r\n\r\n<p>Think about adding a function to your SMS messages. Instead of just informing, offering coupons, or collecting data, messages to Gen Z should solve a problem. Think about reservation confirmations. We\u2019ve all received those texts asking us to \u201creply with 1 to confirm.\u201d That\u2019s the perfect example of a quick, efficient way to confirm a reservation. After all, a Gen Z consumer isn\u2019t going to answer the phone if your restaurant calls to confirm.<\/p>\r\n<h3>Generations Only Segment So Much<\/h3>\r\n<p>Generational trends and tendencies are helpful when building your SMS strategy, but only as a first layer of individualization. These broad trends can help you get started, but the trends will not always apply to every audience member. If you paint with a broad brush and assume each individual wants to be treated the same way, you risk damaging your authenticity as a brand.<\/p>\r\n<p>These generational SMS preferences are a great starting point when testing what messaging resonates with each customer. Then, by using SMS as part of a larger cross-channel marketing strategy, you\u2019ll gain additional insights from other touchpoints in the customer journey, allowing you to customize your entire experience for each individual. SMS is a crucial piece of the puzzle.<\/p>\r\n<p><em>To learn more about how to incorporate SMS preferences into your cross-channel marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p><em>Already an Iterable customer? Our Strategic Services team provides bespoke SMS recommendations, ensuring SMS fits into your cross-channel marketing strategy. Reach out to your CSM to learn more.<\/em><\/p>","post_title":"SMS Marketing Part IV: SMS Preferences by Generation","post_excerpt":"In this fourth installation of the SMS marketing series, we\u2019re going to explore the SMS preferences of each generation.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-iv-sms-preferences-by-generation","to_ping":"","pinged":"","post_modified":"2023-04-26 09:06:59","post_modified_gmt":"2023-04-26 16:06:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104027","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 01, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/090122_SMS-Marketing-Pt4_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS Preferences\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/090122_SMS-Marketing-Pt4_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/090122_SMS-Marketing-Pt4_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/090122_SMS-Marketing-Pt4_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-iv-sms-preferences-by-generation\/"},{"ID":104001,"post_author":"79","post_date":"2022-08-30 06:38:04","post_date_gmt":"2022-08-30 13:38:04","post_content":"<p>Email list hygiene\u2026what is it? We hear hygiene and we think of showers, soap, etc. Without email list hygiene we\u2019re not saying your email lists have b.o., but they could <em>figuratively<\/em> stink.<\/p>\r\n<p>Let\u2019s break it down before we dig in. Back to basics: what are email lists? We know, we know, this is very basic. But not everyone\u2019s as skilled a marketer as you are\u2026but, we digress. Email lists, simply put, are lists of email addresses your brand has collected.<\/p>\r\n<p>As an added layer, brands can have one large email list, made up of every subscriber a brand can contact, or they can have many, segmented based on various criteria. Different customers may require different communications, and a good way to start initial individualization efforts is to segment your lists to ensure customers get relevant information.<\/p>\r\n<p>But, once you have your lists, you have to keep \u2018em clean. Let\u2019s explore what that means and why it matters.<\/p>\r\n<h3>Why Email List Hygiene Matters<\/h3>\r\n<p>Keeping a clean email list can have a huge impact on the effectiveness of your email strategy. It can impact deliverability, data, metrics, and the overall customer experience.<\/p>\r\n<h4>Improved Deliverability<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/iterable-community-ask-me-anything-deliverability\/\" target=\"_blank\" rel=\"noopener\">Deliverability<\/a> is a critical aspect to any email marketing strategy. It\u2019s essentially whether or not your emails can get to their intended audiences. If your emails aren\u2019t being delivered, there\u2019s no point in developing an email strategy.<\/p>\r\n<p>Cleaning your email lists can help improve deliverability. Say you have emails on your subscriber lists that no longer exist. The emails you send to those subscribers will bounce. This could then cause email providers to recognize your domain as spam and send all of your emails\u2014even those sent to emails that are still active\u2014to the users\u2019 spam folders.<\/p>\r\n<p>By cleaning your list\u2014removing those inactive emails\u2014you can improve deliverability and, as a result, improve the authority and reputation of your domain.<\/p>\r\n<h4>Accurate Data<\/h4>\r\n<p>If your lists aren\u2019t organized, your emails are being sent to spam, or not being delivered at all, you risk getting inaccurate, unhelpful data in return.<\/p>\r\n<p>Say, for example, you\u2019re seeing low click-through rates on your store opening emails. Ok, yes, it\u2019s possible people aren\u2019t interested in learning about your new store location, but it's also possible there are people on that specific list that live nowhere near your new store. The information isn\u2019t relevant to those users\u2014of course they\u2019re not going to click through.<\/p>\r\n<p>By cleaning your lists, you can ensure that not only are your subscribers\u2019 email addresses correct, but that the messages they are receiving are relevant. This can impact\u2014and improve\u2014 your email engagement data and allow your team to focus on strategy, rather than figuring out why numbers aren\u2019t where they should be.<\/p>\r\n<h4>Happy Customers<\/h4>\r\n<p>Keeping clean email lists can also help improve the overall customer experience. Think about unsubscribing. Yes, brands are required\u2014<a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/is-it-illegal-to-not-have-an-unsubscribe-link\/#:~:text=This%20law%2C%20enforced%20by%20the,receiving%20future%20email%20from%20you.\" target=\"_blank\" rel=\"noopener\">by law<\/a>\u2014to provide easy methods for unsubscribing to marketing emails, but does the unsubscribe button really work?<\/p>\r\n<p>We all know a brand that continues to send emails long after we\u2019ve opted out of further communications. While it\u2019s hard to see users remove themselves from your email lists, you can always create a strategy for <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winning them back<\/a>. But, if their trust in your brand has completely eroded, the chances of getting them back only decrease.<\/p>\r\n<p>Ensuring that unsubscribed users are actually removed is only one way that cleaning email lists can lead to happy customers.<\/p>\r\n<h3>How Do You Scrub a List Clean?<\/h3>\r\n<p>Now that we\u2019ve covered <em>why<\/em> email list hygiene is important, let\u2019s cover <em>how<\/em> to clean a list. It requires no elbow grease so put down the sponge, step away from the soap.<\/p>\r\n<p>The first step to cleaning your lists is validating email addresses. Like we mentioned earlier, some addresses on your lists could be inactive. To find them, run an <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-marketing\/email-list-cleaning-best-practices\/\" target=\"_blank\" rel=\"noopener\">email list validation<\/a> to separate valid from invalid addresses.<\/p>\r\n<p>You\u2019ll also want to remove duplicate addresses. Multiple email addresses mean there\u2019s the possibility that the same user receives messages more than once, or ends up on multiple lists.<\/p>\r\n<p>Lastly, consider removing the unengaged subscribers. If someone hasn\u2019t opened an email from you in years, you can likely take them off your list. This timeframe depends on your products and services and overall lifecycle, but don\u2019t worry\u2014if they want to receive your emails, they\u2019ll sign back up. By removing their email they may even become eligible for new customer discounts, which could re-engage them.<\/p>\r\n<p>Email list hygiene is about making your life easier, as a marketer, and improving your brand\u2019s customer experience. With the right audience on your list you can more easily segment and create individualized campaigns that deliver joy to your end users.<\/p>\r\n<h3>Lather, Rinse, Repeat<\/h3>\r\n<p>Email list hygiene isn\u2019t a one-and-done task. It\u2019s ongoing. In fact, <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-marketing\/email-list-cleaning-best-practices\/\" target=\"_blank\" rel=\"noopener\">Email on Acid<\/a> recommends cleaning your email lists once per quarter\u2014sort of like spring cleaning.<\/p>\r\n<p>Go ahead and set that calendar reminder now. We\u2019ll wait.<\/p>\r\n<p>Email lists should be all about quality, not quantity. Clear the cobwebs and get your lists whittled down to those customers who are hungry for your content. Your LTV will thank you.<\/p>\r\n<p>Once you\u2019ve done your quarterly (or bi-annually, or monthly, etc.) deep clean, the work\u2019s just begun. Now you have to ensure the content you deliver aligns with what your customers\u2014yes, each of them individually\u2014want. Think of a clean email list as a blank canvas. With that squeaky clean list you can start to segment your audience and design journeys that are unique to each customer.<\/p>\r\n<p><em>To learn more about email marketing and how you can design unique customer experiences, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Keep It Clean With Email List Hygiene","post_excerpt":"Email list hygiene\u2026what is it? Without email list hygiene we\u2019re not saying your email lists have b.o., but they could figuratively stink.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"keep-it-clean-with-email-list-hygiene","to_ping":"","pinged":"","post_modified":"2022-08-30 06:38:04","post_modified_gmt":"2022-08-30 13:38:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=104001","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 30, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/083022_Email-List-Hygiene_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Email list hygiene\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/083022_Email-List-Hygiene_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/083022_Email-List-Hygiene_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/083022_Email-List-Hygiene_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/keep-it-clean-with-email-list-hygiene\/"},{"ID":103914,"post_author":"79","post_date":"2022-08-25 07:39:56","post_date_gmt":"2022-08-25 14:39:56","post_content":"<p>Big buzzwords can be tossed around willy-nilly in the marketing world. This happens so often, in fact, that they can lose all meaning. Sometimes they can turn into phrases where you aren\u2019t entirely sure what is being said. One of these phrases is \u201cmarketing channel strategy.\u201d We\u2019ve all probably heard it or even said it ourselves, but has anyone really dissected it to better understand what it means?<\/p>\r\n<p>The sparkly, flashy term \u201cmarketing channel strategy\u201d can mean different things to different people. So to clarify, we want to do an in-depth analysis of what a marketing channel strategy is, what it looks like, and why it matters for your brand. Let\u2019s get right into it.<\/p>\r\n<h3>Things to Consider for Your Marketing Channel Strategy<\/h3>\r\n<p>Put simply, your marketing channel strategy is how you go about optimizing the use of different marketing channels for your business. Maybe you use email, SMS, and push. Your channel strategy is making the most of each of these individually and together.\u00a0<\/p>\r\n<p>But that\u2019s not as simple as it might sound. Here are some things to consider as you get started.\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>What channels does your business use?<\/strong> Think: SMS, email, push notifications, web in-app, etc.<\/li>\r\n\t<li><strong>What content fits each channel\u2019s use?<\/strong> Not all content works across channels.Some require shorter messages. Others might excel in certain types of content\u2014see: SMS for <a href=\"https:\/\/iterable.com\/blog\/4-ways-to-make-transactional-messaging-less-boring\/\" target=\"_blank\" rel=\"noopener\">transactional messaging<\/a>.<\/li>\r\n\t<li><strong>What <a href=\"https:\/\/iterable.com\/blog\/why-contextualized-messages-matter-for-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">context<\/a> fits each channel?<\/strong> The situations in which you send an SMS versus when you send an email can differ greatly. So, a marketing channel strategy goes beyond just determining the messages that are sent, but also takes into consideration the context in which you send them.<\/li>\r\n\t<li><strong>How often do you send messages per channel?<\/strong> With context comes cadence. Consider how many messages you\u2019re going to send per channel to improve the overall experience.<\/li>\r\n\t<li><strong>Where do your customers engage?<\/strong> Based on how customers interact with your messages, you can collect engagement info and alter your journeys (in real-time).<\/li>\r\n<\/ul>\r\n<p>Each of these considerations plays a role in determining your optimal marketing channel strategy. This isn't even considering the fact that all of this should be individualized.\u00a0<\/p>\r\n<p>You know good marketing when you see it. So let\u2019s take a look at some examples.<\/p>\r\n<h3>How Marketing Channels are Used<\/h3>\r\n<p>When the message type matches how the channel is used, so that it feels natural and non-disruptive to the customer, you\u2019ve likely implemented a successful marketing channel strategy. Here\u2019s how some brands are making the most of their channel strategies.<\/p>\r\n<h4>Optimized SMS<\/h4>\r\n<p>Take SMS for example. SMS messages are often used for urgent communications. So, if you\u2019re looking to update customers on an order or a recent transaction (and they\u2019ve <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">opted in<\/a> to receive text messages), you may want to send a text.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.grubhub.com\/\" target=\"_blank\" rel=\"noopener\">Grubhub<\/a>, the food delivery service, uses SMS to send messages relevant to ongoing orders. The delivery drivers can communicate with customers to provide real-time updates, ensuring that the customer gets the information they need, as soon as possible.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_103915\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-103915\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/File-54.jpg\" alt=\"Grubhub uses SMS for immediate updates\" width=\"1125\" height=\"615\" \/> <em>Grubhub drivers use SMS to keep customers informed while their orders are in the works.<\/em>[\/caption]\r\n\r\n<p>When a delivery is on the way, it\u2019s important that customers get up-to-date information in real time. Yes, an email saying the order was confirmed, etc., is helpful too, but for immediate information sharing, SMS makes the most sense. Using marketing channels how they are natively, intuitively used in daily life can help reduce friction for the customer.\u00a0<\/p>\r\n<h4>Optimized Email<\/h4>\r\n<p>Like we mentioned in the Grubhub example, email can be really helpful for long-term order information or promotional content. For one, email is easily searchable. SMS is searchable to an extent, but it\u2019s much easier to search through emails. Customers can quickly scan their inboxes for order information, coupons, etc.\u00a0<\/p>\r\n<p>Luggage company, <a href=\"https:\/\/beistravel.com\/\" target=\"_blank\" rel=\"noopener\">B\u00e9is<\/a>, sends a transactional email after a purchase is made. The email has the order information and a link to view the order. This type of message is perfect for email because it helps the customer keep tabs on their order. Now, if they want to view their order, they can search \u201cBeis\u201d in their inbox and find what they\u2019re looking for.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_103921\" align=\"alignnone\" width=\"751\"]<img class=\"size-full wp-image-103921\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Beis.png\" alt=\"Marketing channel optimization: email example\" width=\"751\" height=\"1809\" \/> <em>B\u00e9is chooses to use email as the channel through which to send transactional messages.\u00a0<\/em>[\/caption]\r\n\r\n<p>Beis does use SMS as a marketing channel, but chooses to use email as the channel for sending transactional messages. Like we mentioned, SMS isn\u2019t as easy to search and, if the brand\u2019s contact information isn\u2019t saved in the user\u2019s phone, it could be nearly impossible to find the message again. But, B\u00e9is could opt to use both channels, cohesively, to ensure the user has their order info.<\/p>\r\n<h4>Optimized Push Notifications<\/h4>\r\n<p>Push notifications can be a great channel to guide customers back to your mobile app. Because push notifications are tied to applications, plus customers have to opt-in to receive push notifications, you can almost guarantee that the customer is, on some level, actively engaging with your brand.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.wayfair.com\/\" target=\"_blank\" rel=\"noopener\">Wayfair<\/a>, the online furniture retailer, uses rich push notifications and deep linking in an abandoned cart campaign. First, they send a push notification featuring the item left behind. Not only does the push notification have the item, it has the customer\u2019s name as well. Then, when pushed, the notification expands to show the full image. Lastly, when clicked, the notification takes the customer directly to their cart within the mobile app.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_103927\" align=\"alignnone\" width=\"885\"]<img class=\"size-full wp-image-103927\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Wayfair_Img1.png\" alt=\"Marketing Channel Strategy: push notifications\" width=\"885\" height=\"991\" \/> <em>Wayfair uses personalization and push notification features to get customers back into the buying process.<\/em>[\/caption]\r\n\r\n<p>This is an example of an optimized push notification action because it makes the customer experience extremely easy. On top of the eye-catching individualization, the deep linking removes any hurdles the customer may have as they go to purchase the item. To take this customer experience even further, other channels can be added to the mix.<\/p>\r\n<h4>Cross-Channel Marketing Strategies<\/h4>\r\n<p>Adding multiple channels that interact with one another and recognize the customer, regardless of which path they choose, creates a fully optimized cross-channel experience. Let\u2019s take another look at Wayfair\u2019s abandoned cart campaign.\u00a0<\/p>\r\n<p>Wayfair actually goes above and beyond when it comes to these campaigns. Not only do they use push notifications to lead customers to their mobile cart, but they use email as well. Here\u2019s the kicker: when customers click on the abandoned cart email on their phone, they\u2019re taken to the mobile app. When they click on the same email from their desktop, they\u2019re taken to the website.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_103933\" align=\"alignnone\" width=\"819\"]<img class=\"size-full wp-image-103933\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Wayfair_Img2.png\" alt=\"Wayfair dekstop site example\" width=\"819\" height=\"1056\" \/> <em>Wayfair takes into consideration which channel the customer is using to view their cart.<\/em>[\/caption]\r\n\r\n<p>These seemingly small changes can create consistency and cohesiveness in the customer experience. Imagine if the customer clicked on the mobile email and it opened a mobile browser. It could be slightly disorienting and frustrating to the customer, considering they had just been using the mobile app.\u00a0<\/p>\r\n<p>A marketing channel strategy can apply to more than just transactional messages. Channel strategies can be optimized across a variety of different content types\u2014promotions, newsletters, educational content, etc. Consider the type of content and how it works with the channels you\u2019re using. For example, maybe a newsletter is sent via email instead of SMS, but order confirmations are sent via SMS. It\u2019s all about what makes sense for the customer journey.<\/p>\r\n<p>The devil is in the details and, when creating marketing channel strategies\u2014both individually and cross-channel\u2014these small details make a huge difference.<\/p>\r\n<p><em>To learn more about how Iterable can help with your cross-channel marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.\u00a0<\/em><\/p>","post_title":"How to Optimize Your Marketing Channel Strategy","post_excerpt":"We're doing an in-depth analysis of what a marketing channel strategy is, what it looks like, and why it matters for your brand. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-optimize-your-marketing-channel-strategy","to_ping":"","pinged":"","post_modified":"2022-08-25 07:39:56","post_modified_gmt":"2022-08-25 14:39:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103914","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 25, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/082422_Channel-Optimization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"marketing channel strategy\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/082422_Channel-Optimization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/082422_Channel-Optimization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/082422_Channel-Optimization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-optimize-your-marketing-channel-strategy\/"},{"ID":103825,"post_author":"79","post_date":"2022-08-22 09:42:18","post_date_gmt":"2022-08-22 16:42:18","post_content":"<p><a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> is quickly approaching. We\u2019re just over two weeks away\u2014hard to believe. From September 7-9, Activate Summit North America will take place in San Francisco.<\/p>\r\n<p>To give you an idea of what to expect, we\u2019re providing a sneak peek at some of the sessions (can\u2019t spill all the secrets! Come <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">see them in person<\/a>.) each track will include.<\/p>\r\n<p>This year, we\u2019ve added an additional track that focuses on professional development. Not only will you hear from marketing wizards and gather takeaways in the <a href=\"https:\/\/iterable.com\/blog\/activate-north-america-strategy-track-sneak-peek\/\" target=\"_blank\" rel=\"noopener\">strategy<\/a> and <a href=\"https:\/\/iterable.com\/blog\/activate-north-america-execution-track-sneak-peek\/\" target=\"_blank\" rel=\"noopener\">execution<\/a> tracks, but now you can also work on improving your skills with the help of experts and coaches by attending sessions in the professional development track.<\/p>\r\n<p><em>Not registered yet? There\u2019s still time. <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register now<\/a> to join us in San Francisco at Activate Summit North America.<\/em><\/p>\r\n<h3>The Professional Development Track: Digging Into Development<\/h3>\r\n<p>The sessions in the professional development track cover more of the soft skills marketers need to be successful. We\u2019ve named this track \u201cDigging Into Development \u201d because these sessions are deep dives into marketing-specific skills. Professionals from a variety of industries and brands will walk attendees through exercises and activities that not only improve skills, but build networks as well. In our Dreamers, Builders, and Makers framework, this strategy track aligns best with the Makers. Those looking for a hands-on approach should attend these sessions.<\/p>\r\n<h4>Women Language + Power and Standard Communication<\/h4>\r\n<p>Susannah Baldwin, PhD, is a leadership and communications coach. In this session, geared towards women, Susannah will discuss issues of gender, power, and the extraordinary role language plays in inhibiting or unleashing women\u2019s potential to be effective and powerful in the business world. This session focuses on how women can make new language choices that connect them to their power, themselves, and their goals.<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: understanding how communication can impact success.<\/p>\r\n<h4>Creativity Under Stress: 3 Ways to Unlock Ingenuity<\/h4>\r\n<p>Solunis Nicole Bay, Somatic Coach, will walk you through ways to not only survive, but how to thrive in times of high stress. Neuroscience studies have shown that somatic practices unlock our ability to be creative and resilient even in high-stress environments. During this interactive session, you will learn how to meet your goals in high-pressure moments, find new solutions to old problems, and have ease with your team during periods of upheaval and change.<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: learning ways to motivate and innovate during periods of change or high stress.<\/p>\r\n<h4>Leveraging Zero-Party and First-Party Data to Get Results<\/h4>\r\n<p>Mike Nelson, Co-Founder of ReallyGoodEmails, this session will explore how brands can use data with the impending depreciation of third-party cookies. Data can vastly improve the quality and relevance of customer communications when it is used correctly, but too much information can make implementation cumbersome. Birthdays? Transactions? Search history? What kind of data should you capture and use? Mike will help narrow down when to use data and what kind of data matters.<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: using zero- and first-party data to create individualized customer experiences.<\/p>\r\n<h3>10+ Roundtables<\/h3>\r\n<p>You thought that was all? Of course not. Throughout the entire day at Activate we\u2019ll have more than ten opportunities for attendees to connect with peers and chat about specific issues or themes at roundtables. We\u2019ll have some discussion questions to get you started, but we want these roundtables to be spaces for open communication, networking, and problem solving. Let\u2019s take a look at some of the roundtables we\u2019ll have available.<\/p>\r\n<h4>Travel &amp; Hospitality Roundtable<\/h4>\r\n<p>There\u2019s no better time to connect with colleagues in the travel and hospitality space to learn what challenges they\u2019ve faced and how they\u2019ve pivoted to overcome hurdles. Maybe you have a success story you think others would find helpful. If that\u2019s the case, come join this roundtable session!<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: hearing how others in the travel and hospitality industry are succeeding in a post-pandemic world.<\/p>\r\n<h4>In-App &amp; Push Notification Deep Dive Roundtable<\/h4>\r\n<p>These channels tie directly to your mobile app but are part of a larger cross-channel strategy. Talk with peers about the challenges and successes your team has faced with implementing these channels and the different types of messages that resonate with audiences. You\u2019ll take away next steps, new tests to try, and innovative ideas for using in-app messaging and push notifications.<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: mobile marketing and cross-channel marketing strategies.<\/p>\r\n<h4>Product Meet &amp; Greet Roundtable<\/h4>\r\n<p>Join Iterable Product Managers for an open dialogue on \u201cWhat\u2019s Next\u201d for Iterable. Whether you\u2019re a power-user, just getting started or considering Iterable, here\u2019s your chance to connect with our product team and ask questions in this free form setting. We\u2019d love to hear your feedback and ideas.<\/p>\r\n<p><strong>Great if you\u2019re interested in<\/strong>: learning more about the Iterable platform and how it can help solve your marketing problems.<\/p>\r\n<h3>There\u2019s So Much More<\/h3>\r\n<p>Like we said before, this is just a sneak peek at all of the content in the professional development track and roundtables. We have even more sessions in this track, plus additional roundtables. Stay tuned to learn more about Activate North America!<\/p>\r\n<p><em>And, of course, if you\u2019re not registered yet, what are you waiting for?! Be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">register today<\/a> to make sure you don\u2019t miss out on this world-class marketing content.<\/em><\/p>","post_title":"Activate North America: Professional Development Sneak Peek","post_excerpt":"At Activate North America you can work on improving your skills by attending sessions in the professional development track.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-north-america-professional-development-sneak-peek","to_ping":"","pinged":"","post_modified":"2022-08-22 09:42:18","post_modified_gmt":"2022-08-22 16:42:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103825","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-4_768x512-07.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate North America - Professional Development\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-4_768x512-07.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-4_768x512-07-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-4_768x512-07-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-north-america-professional-development-sneak-peek\/"},{"ID":103683,"post_author":"79","post_date":"2022-08-18 09:53:11","post_date_gmt":"2022-08-18 16:53:11","post_content":"<p>Toss your marketing cap off to the side for a second. You\u2019re just a customer now. You\u2019ve been here before, you have your favorite brands, you\u2019ve used promo codes\u2014the works. But now, you\u2019re shopping with a new brand online. You notice if you sign up for email you get 10% off. Then, after you sign up for email, you see that if you sign up to receive marketing text messages, it\u2019s an additional 10% off. Why wouldn\u2019t you sign up?\u00a0<\/p>\r\n<p>Okay, pick up your marketing cap, dust it off, and put it back on. Look at this scenario through a marketer\u2019s lens. Now you have a customer signed up for SMS. What do you do next? How can you ensure not only that the customer converts through this channel, but stays engaged and doesn\u2019t opt-out?<\/p>\r\n<p>In the first two installments of this SMS marketing series, we covered <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">opting in and opting out<\/a> and <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-ii-sms-keywords\/\" target=\"_blank\" rel=\"noopener\">SMS keywords<\/a>. Now, we want to take a look at the value of sending SMS marketing messages and break down how brands can optimize SMS ROI.<\/p>\r\n<p>First, to give SMS ROI some context, let\u2019s take a look at how ROI is measured for another powerful marketing channel: email.<\/p>\r\n<h3>Measuring Channel ROI<\/h3>\r\n<p>Before we look at SMS ROI, it\u2019s helpful to understand how ROI is measured for other marketing channels. Email, in particular, has been touted as the marketing channel with the highest return on investment. The numbers speak for themselves. For every $1 spent on email marketing efforts, brands get <a href=\"https:\/\/www.constantcontact.com\/blog\/email-marketing-statistics\/#:~:text=Email%20marketing%20has%20a%20return,of%20marketing%20%E2%80%94%20digital%20or%20otherwise.\" target=\"_blank\" rel=\"noopener\">$36 dollars back<\/a>.\u00a0<\/p>\r\n<p>To <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/how-do-you-calculate-email-marketing-roi\/#:~:text=Here's%20the%20basic%20formula%20for,able%20to%20calculate%20it%20easily.\" target=\"_blank\" rel=\"noopener\">calculate any ROI, as a percentage<\/a>, you would take the amount gained and subtract the amount spent. Then, divide this total by the amount spent. So, if you spent $50k on an email campaign and the campaign brought in $100k in sales, the ROI would be 100%. Or, for every $1 spent, you get $2 back. This is why email marketing ROI is so impressive.\u00a0<\/p>\r\n<p>Now, with that in mind, let\u2019s flip to the real focus of this article, SMS ROI.<\/p>\r\n<h3>Optimizing SMS ROI<\/h3>\r\n<p>To calculate SMS ROI, yes, you can absolutely use the same formula we used for email marketing: (total gained-total spent)\/total spent. But, with SMS marketing there are more nuances to pay attention to that can help inform your marketing team and improve your ROI. These include clickthrough rate (CTR), conversion rate, and opt-out rate.\u00a0<\/p>\r\n<h4>Clickthrough Rate<\/h4>\r\n<p>SMS has a <a href=\"https:\/\/telnyx.com\/resources\/your-guide-to-sms-deliverability\" target=\"_blank\" rel=\"noopener\">98% open rate<\/a> when used as a marketing channel. To compare, a good email open rate is <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/what-are-good-email-metrics\/\" target=\"_blank\" rel=\"noopener\">between 17% and 28%<\/a>. It\u2019s sort of the nature of the beast. Customers are programmed to use SMS for more urgent, personal conversations. Therefore, texts are more likely to be opened than emails.\u00a0\u00a0<\/p>\r\n<p>Opens aren\u2019t clicks, though. Think about how many texts you open, read, and ignore\u2014especially from brands. <a href=\"https:\/\/xl.today\/sms-marketing#:~:text=SMS%20or%20text%20marketing%20messages,messages%20is%20a%20colossal%2045%25.\" target=\"_blank\" rel=\"noopener\">SMS CTR measures at 45%<\/a>. When compared to email\u2019s CTR of 6-7%, 45% seems high, but when compared to SMS open rate, it\u2019s easy to see where there\u2019s a drop off in engagement. Almost every text message is opened, but less than half are clicked.\u00a0<\/p>\r\n<p>Higher clickthrough rate means higher SMS ROI. So the trick, then, is getting customers to actually click through. It\u2019s on you, as a marketer, to provide an experience that leads customers to your mobile site or app.<\/p>\r\n<h4>Conversion Rate<\/h4>\r\n<p>After clicking through your text, customers are led either to a mobile site or app. Once there, your objective is to get them to make a purchase, download content, or whatever other goal your business may have.\u00a0<\/p>\r\n<p>The average <a href=\"https:\/\/www.smsmode.com\/en\/conversion-rate-sms-campaign\/#:~:text=SMS%3A%20the%20conversion%20champion%20channel,-Marketing%20Charts%20has&amp;text=In%20this%20study%2C%20the%20average,3.17%25%20for%20Google%20ads\" target=\"_blank\" rel=\"noopener\">conversion rate for SMS marketing is 29%<\/a> and, to compare, the <a href=\"https:\/\/www.barilliance.com\/email-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">average conversion rate for email marketing is around 18%<\/a>. So, almost every text message is opened, and a little less than half are clicked, but more than half of those clicked become conversions. From click to conversion is a crucial point in the customer\u2019s journey, so it\u2019s vital that you optimize the experience where and when you can.\u00a0<\/p>\r\n<p>By viewing results at a campaign level you can see what language is performing best, which audience is more engaged, even which geographical region is most receptive. You can also A\/B test campaigns to see which is the top performer and then, in real-time, pivot to ensure all customers are receiving that SMS marketing campaign.\u00a0<\/p>\r\n<p>At any point in this journey, however, customers can opt-out, meaning they can choose to stop receiving your marketing texts. But, this is just another learning opportunity.<\/p>\r\n<h4>Opt-Out Rate<\/h4>\r\n<p>Providing opt-out messaging is both scary and required. It\u2019s scary because you\u2019re giving customers an easy way to cut off an entire marketing channel. But, like we mentioned in the <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">first installment of this series<\/a>, the <a href=\"https:\/\/docs.fcc.gov\/public\/attachments\/DA-16-1299A1.pdf\" target=\"_blank\" rel=\"noopener\">TCPA<\/a> requires brands to get consent, in writing, before sending any marketing communications via text.\u00a0<\/p>\r\n<p>Instead of thinking about opt-out rate as scary, think of it as a way to inform your next move. Understanding where and when customers are opting out in their journeys can help you tweak your campaigns to prevent opt-outs in the future. Remember, just because a customer can easily opt-out, doesn\u2019t mean they always will. Not if you can provide an experience worth sticking around for. In fact, the <a href=\"https:\/\/uplandsoftware.com\/mobile-messaging\/resources\/blog\/get-mobile-marketing-stats\/#:~:text=SMS%20opt%2Dout%20rate%3A%20Average,%25%2C%20respectively%2C%20today).\" target=\"_blank\" rel=\"noopener\">average SMS opt-out rate across all campaigns is 5%<\/a>.<\/p>\r\n<p>By understanding why customers opt-out, you can adjust your campaigns. Maybe the content isn\u2019t resonating. Maybe you need to segment your audiences more narrowly to capture the right users. Whatever the reasoning is, having that opt-out information can only improve your campaigns going forward.<\/p>\r\n<h3>Even More SMS Nuances<\/h3>\r\n<p>If you\u2019ve learned nothing else from this article, one takeaway is that SMS is a powerhouse of a marketing channel. It\u2019s extremely effective, especially when blended into a broader cross-channel strategy. Maybe not immediately, but eventually, once your strategy is refined, SMS marketing messages have high open rates, clickthrough rates, and conversion rates, and very low opt-out rates. But, it\u2019s what you do with this data that will help improve SMS ROI.<\/p>\r\n<p>Plus, there are even more SMS nuances marketers should consider when developing their campaigns. How you use SMS messages, could impact your SMS ROI. For example, if you have an SMS sweepstakes campaign, you may see a higher-than-average opt-in rate, but also a higher-than-average opt-out rate once the sweepstakes ends.\u00a0<\/p>\r\n<p>These metrics could also look very different when considering which generation you're sending them to. Do Millennials prefer email? Does Gen-Z only use SMS? Our next installment in this SMS marketing series will dive into the strategies for using SMS marketing with different generations.\u00a0<\/p>\r\n<p><em>Already an Iterable customer? Reach out to your CSM to learn more about Iterable\u2019s Strategic Services offerings.<\/em><\/p>\r\n<p><em>Not a customer yet but curious about how Iterable can enable your brand\u2019s SMS marketing strategy? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> today.<\/em><\/p>","post_title":"SMS Marketing Part III: Optimizing SMS ROI","post_excerpt":"Let's take a look at the value of sending SMS marketing messages and break down how brands can optimize SMS ROI","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-iii-optimizing-sms-roi","to_ping":"","pinged":"","post_modified":"2022-08-29 06:40:27","post_modified_gmt":"2022-08-29 13:40:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103683","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS ROI\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081822_SMS-Pt3-SMS-ROI_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-iii-optimizing-sms-roi\/"},{"ID":103575,"post_author":"79","post_date":"2022-08-17 06:59:41","post_date_gmt":"2022-08-17 13:59:41","post_content":"<p><a href=\"https:\/\/hightouch.com\/\" target=\"_blank\" rel=\"noopener\">Hightouch<\/a>, Co-Founded by Tejas Manohar, is a leading data activation platform. This means that unlike other tech companies that help businesses analyze the data they have, Hightouch helps businesses (with any sort of SQL database) activate their data by connecting with other technology, like <a href=\"https:\/\/iterable.com\/partners\/hightouch\/\" target=\"_blank\" rel=\"noopener\">Iterable<\/a>, for example.<\/p>\r\n<p>In our Iterable Academy \u201cAsk an Expert series,\u201d we explore exactly how Iterable works with our partners and what our partners set out to help brands accomplish. In this installation of the Ask an Expert series, we sat down with Tejas to learn more about how Hightouch helps brands use their data in the most impactful and effective ways. Let\u2019s start at the beginning.<\/p>\r\n<h3>Why Create a Data Activation Platform?<\/h3>\r\n<p>Before Hightouch, Tejas started his career working at a customer data platform with the goal of helping businesses consolidate their customer data to create a holistic view of the customer and develop personalized experiences.<\/p>\r\n<p>But then, he took things to the next level. Tejas started to realize that in addition to brands wanting to easily access their customer data, they also wanted better ways of using it. That\u2019s where Hightouch comes into play.<\/p>\r\n<h4>Cloud-Based Data Warehouses<\/h4>\r\n<p>As an example, Tejas mentioned cloud-based data warehouses. \u201cSeven years ago no one was using these cloud data warehouses,\u201d he said, \u201cThey were immature in the market, people were just figuring out how to get the data into them for analytics.\u201d<\/p>\r\n<p>Today, however, cloud-based data warehouses are the industry standard for managing data. In fact, most businesses today will use a data warehouse to store their information. What\u2019s missing from the data management ecosystem is data activation.<\/p>\r\n<p>As Tejas said, \u201cHow can companies use all of that data, and not just for long-term decision making? How do you actually use that data to drive day-to-day actions and automated actions, like sending marketing campaigns in tools like Iterable?\u201d So, in essence, Tejas set out to take the data out of these warehouses while most platforms on the market strived to bring data in.<\/p>\r\n<h3>Starting as a Reverse ETL Platform<\/h3>\r\n<p>To understand what a reverse ETL platform is, we should probably start off with defining an ETL platform. ETL platforms are very data-centric platforms\u2014ETL actually stands for \u201cextract, transform, and load.\u201d According to <a href=\"https:\/\/cloud.google.com\/learn\/what-is-etl\" target=\"_blank\" rel=\"noopener\">Google Cloud<\/a>, ETL platforms are \u201ca traditionally accepted way for organizations to combine data from multiple systems into a single database, data store, data warehouse, or data lake.\u201c This is what Tejas was talking about when he highlighted the type of data management platforms that exist today.<\/p>\r\n<p>But, a reverse ETL platform is what Hightouch first evolved from. In reverse ETL, the data warehouse isn\u2019t the end-goal, it\u2019s the starting point. Data is loaded in the warehouse, transformed to work with third-party programs, and extracted\u2014hence reverse ETL, or \u201cLTE.\u201d But calling Hightouch a reverse ETL platform didn\u2019t fully explain their data capabilities.<\/p>\r\n<p>Instead, Tejas wanted to focus on the fact that Hightouch can both extract data from warehouses, and activate the data to make it easily digestible and accessible. Which is why it\u2019s considered to be a data activation platform.<\/p>\r\n<h3>Data Activation Use Cases<\/h3>\r\n<p>That\u2019s all well and good, but when would someone actually need to use a data activation platform versus an ETL or reverse ETL? It\u2019s honestly not as complicated as you might think. Using a platform like Hightouch could mean just getting fields like a user\u2019s name or email address into a third party platform.<\/p>\r\n<p>Before you can use your third party platform to create customer journeys and send emails and push notifications, you need to import the correct data. Historically, to do this, brands have uploaded CSVs or built an API integration. But, that doesn\u2019t always work.<\/p>\r\n<h4>Reducing Bottlenecks<\/h4>\r\n<p>Tejas and team recognized that there\u2019s usually a bottleneck somewhere in the CSV or API processes. The sticking points range from getting engineers to implement APIs to determining how this new implementation fits into the broader technology architecture.<\/p>\r\n<p>But, if customers already have the data sitting in a warehouse, a data activation platform can easily create a live-sync of the data to share into third party marketing tools. It\u2019s not complicated but it makes a huge impact on businesses' ability to activate their existing data.<\/p>\r\n<h4>Uncovering Data Stuck in the Warehouse<\/h4>\r\n<p>Tejas mentioned bringing fields like username and email into your marketing platform, but that would be considered a simpler use case for Hightouch. A more complicated use case would be activating the data that doesn\u2019t exist anywhere outside of the data warehouse\u2014data created by data scientists or analysts.<\/p>\r\n<p>He used machine learning and <a href=\"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/\" target=\"_blank\" rel=\"noopener\">AI<\/a> as an example. Brands are more frequently using machine learning and AI to personalize marketing experiences. To do so, data analysts could create propensity scores that show how likely a customer is to purchase something. That data exists only in the warehouse, but a data activation platform could help extract it and make it usable in a platform like Iterable.<\/p>\r\n<h4>Making Data More Accessible<\/h4>\r\n<p>Hightouch is working towards the next evolution in the data lifecycle. Rather than focusing on managing it and consolidating it, which cloud-based warehouses take care of, Hightouch focuses on making the data impactful for end-users which, in turn, makes it impactful for businesses.<\/p>\r\n<p>Data is highly valuable for creating an individualized, harmonized, and dynamic cross-channel marketing experience. Hightouch is a layer that can be added into a brand\u2019s martech stack to help make the existing data more usable in a marketer-friendly platform, like Iterable.<\/p>\r\n<p><em>If you\u2019re already an Iterable customer, check out Iterable Academy for the <a href=\"https:\/\/academy.iterable.com\/partner-ask-an-expert-series-hightouch\/1325425\/scorm\/241yutc70llj1\" target=\"_blank\" rel=\"noopener\">full Hightouch course<\/a>.<\/em><\/p>\r\n<p><em>If you\u2019re not an Iterable customer but want to learn more about our platform, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Ask an Expert: Hightouch + Iterable","post_excerpt":"In this installation of the Ask an Expert series, we learn more about how Hightouch helps brands activate their data.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-expert-hightouch-iterable","to_ping":"","pinged":"","post_modified":"2022-08-17 06:59:41","post_modified_gmt":"2022-08-17 13:59:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103575","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"hightouch data activation\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/061422_Ask-an-Expert_Hightouch_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-expert-hightouch-iterable\/"},{"ID":103562,"post_author":"87","post_date":"2022-08-16 07:14:06","post_date_gmt":"2022-08-16 14:14:06","post_content":"<p>Our latest survey features responses from 500 senior marketing executives in the U.S. and UK on issues top of mind for marketing leaders. From customer experience to marketing spend, and privacy concerns to marketing channel usage, the CMO survey provides insights into the latest trends in customer experience and sheds light on how marketers can set themselves up for success in an ever-changing and hyper-competitive landscape.<\/p>","post_title":"The CMO Insights Survey","post_excerpt":"Top Priorities, Key Investments, and \u2018What\u2019s Next\u2019 for the Modern Marketer","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-cmo-insights-survey","to_ping":"","pinged":"","post_modified":"2022-08-18 08:32:38","post_modified_gmt":"2022-08-18 15:32:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=103562","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 16, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/NEW-THUMBNAIL-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/the-cmo-insights-survey\/"},{"ID":103467,"post_author":"79","post_date":"2022-08-12 12:17:36","post_date_gmt":"2022-08-12 19:17:36","post_content":"<p><a href=\"https:\/\/iterable.com\/blog\/the-4-things-consumers-expect-from-brands-in-the-now-economy\/\" target=\"_blank\" rel=\"noopener\">Five years ago<\/a> we talked about a then-new concept: the Now Economy. Back then, however, we focused on the changing expectations of the consumers. Today, we\u2019re still living in the Now Economy but we want to take a closer look at how it impacts us\u2014the marketers.<\/p>\r\n<p>The Now Economy speaks to how consumers expect immediacy. Fed by a culture of fast results, consumers want what they want and they want it now. And, since we last talked about the Now Economy, a lot has happened. The pandemic forced a lot of brands to speed up their digital timelines, only fueling the fire of high customer expectations.<\/p>\r\n<p>By revisiting the Now Economy with 20\/22 vision, we\u2019re hoping to demonstrate what pitfalls marketers may face if they\u2019re not prepared to deliver on customer expectations. Let\u2019s start with a quick refresh on the Now Economy.<\/p>\r\n<h3>A Quick Refresh on the Now Economy<\/h3>\r\n<p>According to a research article published in <a href=\"https:\/\/journals.sagepub.com\/doi\/10.1177\/2394964319898962#:~:text=Now%20Economy%20(2013%E2%80%93Now),class%20turbocharge%20this%20economic%20sector.\" target=\"_blank\" rel=\"noopener\">The Journal of Creating Value<\/a>, \u201cThe Now Economy is service dominant and runs on speed\u2014digital technologies and immediacy (<a href=\"https:\/\/journals.sagepub.com\/doi\/10.1177\/2394964319898962#\" target=\"_blank\" rel=\"noopener\">Weinstein, 2019<\/a>).\u201d Consumers expect brands to be able to deliver high-quality customer experiences at a rapid pace.<\/p>\r\n<p>Think about all of the services customers have access to with just the tap of a screen. Car services, food delivery, even same-day Amazon drop-offs. Everything is fast, simple, and, most-importantly to customers, accurate.<\/p>\r\n<p>As technology continues to evolve, customer expectations are only becoming more heightened. With the added potential for <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>, customers are looking for brands to know exactly who they are, what they want, and to provide it immediately. For marketers, this changes how we do our jobs.<\/p>\r\n<h3>Challenges We Face in the Now Economy<\/h3>\r\n<p>In our previous article about the Now Economy we focused on the consumer and how the Now Economy is impacting what they want and need from brands. They\u2019re expecting on-demand convenience, real-time customer support, personalized service, and memorable brand experiences.<\/p>\r\n<p>While we always want to put the consumer first, for the sake of this article, let\u2019s flip that around and think about things from our perspective. How can we ensure we\u2019re prepared to meet (and exceed) customer expectations in the Now Economy?<\/p>\r\n<h4>A Competitor Does What You Can\u2019t<\/h4>\r\n<p>The technology to provide automated, instantaneous, seamless customer experiences already exists. So, if you can\u2019t deliver a fast, accurate service, there\u2019s probably someone out there who can. In fact, \u201cin an internet-based world, brands are faced with the challenge of <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">digital sameness<\/a>\u2014the customer experience across websites has become pretty uniform.\u201d So, if your brand doesn\u2019t at least match other brands\u2019 digital capabilities, you risk providing a negative customer experience.<\/p>\r\n<p>In a previous article, <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">Winning Customer Loyalty, Pt. 1: From Good to Great<\/a>, we talked about the example of a customer who goes to a banking site and, when an account problem arises, is easily led to customer service and the issue is resolved on the website. The same customer then goes to their insurance site but instead of getting automated help to resolve an issue, they see a small phone number telling the customer to call if they have account issues.<\/p>\r\n<p>There\u2019s a huge difference between the two experiences, and after the experience with the bank, even with these industries being slightly different, the customer has new expectations of automation.<\/p>\r\n<p>In the Now Economy marketing automation is incredibly valuable to marketers because it minimizes manual lift, freeing up time for more strategic initiatives. By using certain event triggers in <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">customer journeys<\/a>, you can automate the path each individual customer takes as they interact with your brand, immediately satisfying customer needs and wants.<\/p>\r\n<p><strong>To avoid falling behind:<\/strong> find a martech platform that uses artificial intelligence to automate the customer journey while using existing data to individualize the experience at the same time.<\/p>\r\n<h4>Distrust in Brands and Technology<\/h4>\r\n<p>There is a lot of distrust between <a href=\"https:\/\/adage.com\/article\/opinion\/how-content-boom-created-consumer-distrust-opinion\/2350061\" target=\"_blank\" rel=\"noopener\">consumers and brands<\/a> and <a href=\"https:\/\/www.bostondigital.com\/insights\/its-official-consumers-dont-trust-tech\" target=\"_blank\" rel=\"noopener\">consumers and the technology<\/a> brands employ. So, while customers expect everything instantaneously and accurately, they also want to be sure their data is being used to help them, versus in ways to which they\u2019re not privy.<\/p>\r\n<p>Dynamic content is a feature that uses customer data to provide a hyper-individualized experience, all while still being automated. By taking advantage of fields (<a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">user attributes, event data, external data, and metadata<\/a>) and pulling from an existing catalog, you can easily populate marketing communications with relevant, hyper-specific messaging. This type of messaging not only helps alleviate any concerns a customer may have with an order or online experience, in general, but it also builds trust by showing that your brand is paying attention.<\/p>\r\n<p>Take an abandoned cart email, for example. Rather than manually creating an abandoned cart message for each customer, or sending a vague promotional email, you can automate an email that has a photo of the abandoned item plus photos of related items. If a certain customer doesn\u2019t engage with emails, however, you can start to implement other channels to ensure you\u2019re able to reach them.<\/p>\r\n<p><strong>To gain and retain customer trust:<\/strong> incorporate dynamic content into marketing messaging to create frictionless experiences that reassure customers by demonstrating how data is being used.<\/p>\r\n<h4>Disconnect Between Digital Channels<\/h4>\r\n<p>The Now Economy is all about efficiency. But, by being able to connect with customers through a variety of channels, that efficiency can start to deteriorate if the experience is inconsistent.<\/p>\r\n<p>Say a customer has just made their first purchase through your online site. You send a welcome email to the customer thanking them for their purchase. But, you also have a mobile app where you\u2019ve seen high conversions.<\/p>\r\n<p>Instead of keeping channels siloed, your <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">welcome email<\/a> could encourage users to download the app, if they haven\u2019t already. The welcome email could feature the best ways to use the app and, when clicked through on a phone, could take them right to the app store. Now, the customer is recognized as the same individual through both channels.<\/p>\r\n<p>With cross-channel harmonization, you\u2019re able to not only send messages to customers where and how they prefer, but, with the help of centralized data, you can also create a seamless experience across all marketing channels. This creates efficiency for not only the customer, but the marketer as well.<\/p>\r\n<p><strong>To connect all marketing channels:<\/strong> Use a marketing platform that centralizes customer data and allows for all channels to access the same information.<\/p>\r\n<h3>Reducing Friction in The Now Economy<\/h3>\r\n<p>We\u2019re marketers, sure, but we\u2019re also consumers. We, too, are experiencing the Now Economy and want a seamless, efficient experience. This also applies to the tools we use. Having tools in your martech stack that enable automation, dynamic content, and cross-channel capabilities reduces friction and provides an instant solution to challenges.<\/p>\r\n<p><em>To learn more about how to increase efficiency while simultaneously creating an individualized, harmonized customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Pitfalls of the Now Economy and How to Avoid Them","post_excerpt":"Learn the pitfalls marketers may face in the Now Economy and how to overcome those challenges to meet customer expectations.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"pitfalls-of-the-now-economy-and-how-to-avoid-them","to_ping":"","pinged":"","post_modified":"2022-08-12 12:17:36","post_modified_gmt":"2022-08-12 19:17:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=103467","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Pitfalls of the Now Economy\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/081222_Now-Economy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/pitfalls-of-the-now-economy-and-how-to-avoid-them\/"},{"ID":102842,"post_author":"79","post_date":"2022-08-10 09:49:31","post_date_gmt":"2022-08-10 16:49:31","post_content":"<p>Businesses often strive to sell. Make sales, close deals, generate leads\u2014you know the drill. But, making sales would be close to impossible without the support from the marketers behind the scenes. If sales are the fire, marketing is the coal, fueling success.<\/p>\r\n<p>That\u2019s why, to recognize those marketers who are creating, innovating, and iterating, we\u2019ve developed our own award: <a href=\"http:\/\/iterable.com\/awards\" target=\"_blank\" rel=\"noopener\">The Iterable Expie Awards<\/a>.<\/p>\r\n<p>The Expies celebrate those marketers and marketing teams that go above and beyond. They ignite the flame of inspiration and spark thoughtful, innovative ways to drive growth and build customer relationships.<\/p>\r\n<p><strong><em>Join us at <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> in San Francisco, September 7-9, \u00a0for even more marketing inspiration.<\/em><\/strong><\/p>\r\n<h3>The Iterable Expie Awards<\/h3>\r\n<p>The Expies were designed to showcase customers and partners that leverage Iterable to power world-class communication. From extraordinary customer experiences to authentic, emotional connections, Expie Award nominees and winners raise the bar for marketers all over the world.<\/p>\r\n<p>We received countless applications for the 2022 Iterable Expie Awards, but could only choose a select few as our finalists. They\u2019re the best of the best. The fuel behind the fire.<\/p>\r\n<p><strong>The Iterable Expie award finalist list includes individuals and brands from around the world:<\/strong><\/p>\r\n<p><a href=\"https:\/\/www.cars.com\/\" target=\"_blank\" rel=\"noopener\">Cars.com<\/a>, <a href=\"https:\/\/www.cinemark.com\/\" target=\"_blank\" rel=\"noopener\">Cinemark<\/a>, <a href=\"https:\/\/getclair.com\/\" target=\"_blank\" rel=\"noopener\">Clair<\/a>, <a href=\"https:\/\/dogo.app\/\" target=\"_blank\" rel=\"noopener\">Dogo App<\/a>, <a href=\"https:\/\/www.edenhealth.com\/\" target=\"_blank\" rel=\"noopener\">Eden Health<\/a>, <a href=\"https:\/\/evernote.com\/\" target=\"_blank\" rel=\"noopener\">Evernote<\/a>, <a href=\"https:\/\/www.georgiaaquarium.org\/\" target=\"_blank\" rel=\"noopener\">Georgia Aquarium<\/a>, <a href=\"https:\/\/www.glassdoor.com\/index.htm\" target=\"_blank\" rel=\"noopener\">Glassdoor<\/a>, <a href=\"https:\/\/www.jerseymikes.com\/\" target=\"_blank\" rel=\"noopener\">Jersey Mike\u2019s<\/a>, <a href=\"https:\/\/kahoot.com\/\" target=\"_blank\" rel=\"noopener\">Kahoot!<\/a>, <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>, <a href=\"https:\/\/oportun.com\/\" target=\"_blank\" rel=\"noopener\">Oportun<\/a>, <a href=\"https:\/\/www.printed.com\/\" target=\"_blank\" rel=\"noopener\">Printed.com<\/a>, <a href=\"https:\/\/ritual.com\/\" target=\"_blank\" rel=\"noopener\">Ritual<\/a>, <a href=\"https:\/\/www.secretescapes.com\/\" target=\"_blank\" rel=\"noopener\">Secret Escapes<\/a>, <a href=\"https:\/\/www.tottenhamhotspur.com\/\" target=\"_blank\" rel=\"noopener\">Tottenham Hotspur<\/a>, <a href=\"https:\/\/wetransfer.com\/\" target=\"_blank\" rel=\"noopener\">WeTransfer<\/a>, and <a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>. In the Most Valuable Marketer category, finalists include Matthew Jung, Product Marketing Manager at Clair, Mariajos\u00e9 Balboa, Marketing Automation Specialist at Kahoot!, and Chlo\u00eb Meyronnet, Senior Experience Manager at <a href=\"https:\/\/www.multiverse.io\/en-US\" target=\"_blank\" rel=\"noopener\">Multiverse<\/a>.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-103359\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Infographic.png\" alt=\"\" width=\"4167\" height=\"14607\" \/><\/p>\r\n<h3>Winners Coming Soon\u2026<\/h3>\r\n<p>We\u2019re on the edges of our seats! We\u2019ll be announcing the winners of the Iterable Expies at our signature conference, Activate North America, and, with that, the winners of our partner awards: Agency Partner of the Year and Technology Partner of the Year.<\/p>\r\n<p>We hope this lights a fire under you and your team to get out there and continue executing some killer marketing strategies.<\/p>\r\n<p><em>If you want to see who wins and you're looking for even more marketing inspiration, be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America<\/a>, coming to you live in San Francisco, September 7-9.<\/em><\/p>","post_title":"Announcing the 2022 Iterable Expie Awards Finalists","post_excerpt":"We received countless applications for the 2022 Iterable Expie Awards, but could only choose a select few as our finalists. Here they are.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"announcing-the-2022-iterable-expie-awards-finalists","to_ping":"","pinged":"","post_modified":"2022-08-12 12:25:54","post_modified_gmt":"2022-08-12 19:25:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102842","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Expie Awards\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Expie-Assets-2022_Blog-Hdr-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/announcing-the-2022-iterable-expie-awards-finalists\/"},{"ID":102845,"post_author":"79","post_date":"2022-08-09 09:30:47","post_date_gmt":"2022-08-09 16:30:47","post_content":"<p>Artificial Intelligence (AI) is something most marketers want to use, but it\u2019s not always that easy. Building your own predictive capabilities is time consuming and requires you to ingest, standardize, and analyze data from various end points owned by numerous teams. Testing and creating new data science forecasts is hard, expensive, and time consuming, even if you have access to a data science team.<\/p>\r\n<p>At Iterable we are focused on putting advanced AI capabilities into the hands of marketers with easy to use tools that are customized based on your data and actionable to drive results. Our goal is to enable brands to understand customer behaviors in the context of their business at the user level. But, how do we predict what people need and anticipate the right interactions to improve their experience and drive our business forward?<\/p>\r\n<p>Iterable\u2019s new AI Optimization Suite is designed to make it easier for you to pick what actions and business outcomes you want to predict based on your own data and use case. Rather than just a few pre-built, out-of-the-box forecasts, we\u2019ve put the full power of data science in your hands with a glass-box tool that helps you see what behaviors drive the prediction. With Iterable\u2019s AI Optimization Suite, you can understand what actions drive results and build better, individualized communications to support those activities.<\/p>\r\n<p>Let\u2019s take a look at our newest features in AI and beyond, how you can make the most of them, and what this means for the future of marketing.<\/p>\r\n<p><strong><em><a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate<\/a> to learn more about our new releases in person!<\/em><\/strong><\/p>\r\n<h3>Iterable\u2019s All New AI Optimization Suite<\/h3>\r\n<h4>Predictive Goals<\/h4>\r\n<p>Let\u2019s start with a common use case. An online retailer is looking to drive incremental purchases and increase lifetime value. They\u2019ve recently launched a new handbag line and want to understand who is most likely to complete a purchase.<\/p>\r\n<p>Using Iterable\u2019s newest AI product, Predictive Goals, the team can use a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115002065083-Managing-Custom-Events-\">custom event<\/a> to build a list of users most likely to purchase a tote within the next 30 days. When their prediction is ready, they can select the highest propensity users to enter a Handbag Journey that includes specialized cross-channel messaging introducing the handbag line and encouraging purchases.<\/p>\r\n<p>Predictive Goals gives brands the most versatile and intelligent way to gain new insights and develop smarter individualization strategies. Here is where marketers can get creative in their customizations. The \u201cgoals\u201d part of Predictive Goals is entirely based on your team\u2019s needs.<\/p>\r\n<p>Once you set the goals specific to your business\u2014based on any stored custom event, system event, or user profile field\u2014Predictive Goals builds a forecast of how likely customers are to convert on their goals. These results then empower marketers to create more customized, intelligent customer segments and tailor messaging based on conversion-maximizing analyses.<\/p>\r\n\r\n[caption id=\"attachment_103085\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-103085\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/1_Iterable-PredictiveGoals@2x_highres-scaled.jpg\" alt=\"Predictive Goals\" width=\"2560\" height=\"1916\" \/> <em>With Predictive Goals, you unlock new levels of customization for your business needs.<\/em>[\/caption]\r\n\r\n<p>Predictive Goals stands out in its ability to be built for you as you need it. We recognize your use case is different from other marketers, so your AI suite should be able to adapt in kind. Predictive Goals does just that.<\/p>\r\n<h4>Explainable AI<\/h4>\r\n<p>Within the Predictive Goals product, we have an exciting new feature called Explainable AI, which allows marketers to explore more closely exactly which data points contributed to the forecasts made by Predictive Goals. Think of Explainable AI as the chance to look under the hood at the nuts and bolts of Predictive Goals forecasts.<\/p>\r\n\r\n[caption id=\"attachment_103091\" align=\"alignnone\" width=\"2560\"]<img class=\"wp-image-103091 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/2_Iterable-PredictiveGoals-XAI@2x_highres-scaled.jpg\" alt=\"explainable AI\" width=\"2560\" height=\"1916\" \/> <em>Explainable AI gives you deeper into your Predictive Goals forecasts.<\/em>[\/caption]\r\n\r\n<p>We\u2019ll use a productivity app in this example. This app is looking to drive revenue by moving users from Pro to their Enterprise level subscription. The team uses Predictive Goals to build a list of users most likely to upgrade within the next 90 days.<\/p>\r\n<p>With Explainable AI, they are able to identify the attributes that contribute to a high propensity for upgrading to Enterprise. Here, the insights show dashboard views into likely indicators for increasing the goal outcome of subscription upgrades.<\/p>\r\n<p>From there, the team can trigger an Enterprise upsell campaign to all current Plus and Pro customers to encourage an upgrade.<\/p>\r\n<p>More visibility is always good when it comes to your data, especially <a href=\"https:\/\/iterable.com\/blog\/watch-and-listen-faraday-talks-ai-in-modern-marketing\/\" target=\"_blank\" rel=\"noopener\">when it comes to AI<\/a>, and Explainable AI lays it all on the table. With Explainable AI, you are able to fine tune exactly what data points and attributes can make the most difference in your individualization efforts, gaining even more valuable insights to inform future campaigns.<\/p>\r\n<h4>Brand Affinity\u2122 and Send Time Optimization<\/h4>\r\n<p>Rounding out our AI Optimization Suite are <a href=\"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> and <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization<\/a> (STO). Brand Affinity helps marketers understand their customers at the emotional level through sentiment. By understanding sentiment, marketers can more easily tap into customer LTV, increase conversions, and individualize content based on how the customer is feeling towards your brand.<\/p>\r\n<p>STO is yet another way to customize the experience for your customers. Whether it\u2019s time of day or frequency of communications, when you send your messages can make or break a relationship with a customer. STO dives into behavioral data of each customer to provide individualized recommendations for the best times to interact with them. Keeping a customer\u2019s attention is difficult in today\u2019s landscape, STO improves your chances at scale.<\/p>\r\n<p><em><strong>Chat about this in person with us at Activate! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate<\/a> today!<\/strong><\/em><\/p>\r\n<h3>What Else is New<\/h3>\r\n<p>Our AI Optimization Suite will change the way you adopt AI into your marketing strategies, but this is not the only thing we\u2019re releasing to help you individualize experiences, automate journeys, and deepen your relationships with customers. Here\u2019s a look at what else is coming this summer:<\/p>\r\n<h4>Individualized Experiences at Scale<\/h4>\r\n<p>Iterable\u2019s Studio has undergone enhancements that provide more efficiency in building and automating journeys.<\/p>\r\n<ul>\r\n\t<li>Tilesets enables you to save and reuse select parts of your journeys to use across other journeys.<\/li>\r\n\t<li>Our new template experience makes it easier to quickly create personalized content, easily toggling between design and preview for faster editing.<\/li>\r\n\t<li>And our Exit Rules feature makes it easier to ensure recipients are only in journeys that resonate to them<\/li>\r\n<\/ul>\r\n<p>Now, making individualized, dynamic experiences that are effective across channels becomes quicker and easier.<\/p>\r\n<h4>Optimize Results With Audience Insights<\/h4>\r\n<p>We all want to make the most of our data. Audience Insights, one of our new features, provides actionable data at the cohort level to plan and deploy campaigns with engagement and demographic insights. With Audience Insights, marketers can validate and refine messages being delivered to target audiences and maximize relevance and ROI.<\/p>\r\n<p>Demographic data can make an experience feel much more individualized. For streaming apps, for example, this can be hugely beneficial to gain insights into engagement. Often with streaming apps, you\u2019ll see a \u201cWhat to Watch\u201d campaign. If that campaign is declining in performance, the team could use Audience Insights to see which segments are less engaged.<\/p>\r\n<p>With this level of granular insight, marketing teams can optimize campaign performance at the individual level to provide relevant recommendations and content at scale.<\/p>\r\n<h4>Maximize Your Mobile Data<\/h4>\r\n<p>Our summer mobile enhancements capture more data from mobile devices and ensure that data is used in new ways to customize your sends.<\/p>\r\n<ul>\r\n\t<li>Offline events processing enables you to capture users\u2019 mobile event data anytime, anywhere.<\/li>\r\n\t<li>In-app Recall offers flexibility to recall all sent messages from an in-app campaign in real time.<\/li>\r\n\t<li>And quiet hours allows you to stop campaigns from sending during certain windows of time.<\/li>\r\n<\/ul>\r\n<p>With these enhancements, you can ensure the right message is going to the right person at the right time via mobile channels. By gaining access to previously unseen behavioral data when users are offline, recalling in-app campaigns without tech support, and delaying campaign sends based on regulatory and user preferences, your mobile marketing will take the next step in being fine-tuned to the individual user, their preferences, and how your team can best serve them.<\/p>\r\n<h3>An Evolving Transformation<\/h3>\r\n<p>Our summer release of products and feature enhancements is designed to accelerate your ability to customize and individualize customer experiences. Marketers are facing growing pressure from customers and the market at large to keep getting more and more granular in their segmentation.<\/p>\r\n<p>With our AI Optimization Suite and the other feature enhancements above, marketers are one step closer to bringing individualized experiences at scale with greater and greater efficiency. Transformations can be challenging, but with these products, it becomes a lot easier.<\/p>\r\n<p><em>Curious to learn more about our summer release, <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">join our Product team in person<\/a> for the Product Keynote and Showcase at Activate Summit North America where they\u2019ll dive deep into the above and so much more.<\/em><\/p>","post_title":"The Iterable Summer Showcase: Our New AI Optimization Suite and More","post_excerpt":"Let\u2019s take a look at our newest AI optimization features, how you can make the most of them, and what this means for the future of marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more","to_ping":"","pinged":"","post_modified":"2022-08-09 09:30:47","post_modified_gmt":"2022-08-09 16:30:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102845","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 09, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Summer-Product-Showcase_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-iterable-summer-showcase-our-new-ai-optimization-suite-and-more\/"},{"ID":102907,"post_author":"79","post_date":"2022-08-04 09:55:08","post_date_gmt":"2022-08-04 16:55:08","post_content":"<p>Customer sentiment is the emotion customers feel towards a specific business. Any interaction a customer has with that business results in some kind of emotion\u2014positive, neutral, or negative.<\/p>\r\n<p>By measuring customer sentiment, you'll be able to understand the <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">emotional reaction customers have<\/a> towards your brand. You'll also be able to understand the context behind each customer interaction and use that knowledge to improve their satisfaction and the overall experience.<\/p>\r\n<p>In this post, we\u2019ll explain everything you need to know about metrics used for gauging customer sentiment, including:<\/p>\r\n<ul>\r\n\t<li>Net Promoter Score (NPS)<\/li>\r\n\t<li>Customer Satisfaction (CSAT)<\/li>\r\n\t<li>Customer Effort Score (CES)<\/li>\r\n\t<li>Churn Rate<\/li>\r\n\t<li>Customer Lifetime Value (LTV)<\/li>\r\n<\/ul>\r\n<h3>Customer Sentiment Measurements from Direct Feedback<\/h3>\r\n<p>One of the best ways to understand how people feel about your brand is with a cluster of three metrics sourced from direct customer feedback: NPS, CSAT, and CEST.<\/p>\r\n<h4>Net Promoter Score (NPS)<\/h4>\r\n<p>Net Promoter Score (NPS) is used for measuring customer sentiment by asking how likely someone is to recommend your products or services to a friend or colleague. Usually, it\u2019s graded on a ten-point scale, broken up into three sections: Detractors (scores from 0\u20136), Passives (scores from 7\u20138), and Promoters (scores from 9\u201310).<\/p>\r\n<p>Detractors are unlikely to recommend your company to others and probably won\u2019t repeat purchases. Passives won\u2019t recommend your company to others but also won\u2019t damage it with bad word-of-mouth. Promoters are your most loyal customers and they\u2019re the ones that will help your company grow.<\/p>\r\n\r\n[caption id=\"attachment_102908\" align=\"alignnone\" width=\"1542\"]<img class=\"size-full wp-image-102908\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.22.12-PM.png\" alt=\"Net Promoter Score (NPS)\" width=\"1542\" height=\"748\" \/> <em>The Net Promoter Score determines how likely customers are to recommend your product to a friend. Source:<a href=\"https:\/\/www.productplan.com\/glossary\/net-promoter-score\/\" target=\"_blank\" rel=\"noopener\"> productplan.com<\/a>.<\/em>[\/caption]\r\n\r\n<p>Your NPS is the percentage of detractors subtracted from the percentage of promoters. So if you have 30% promoters and 50% detractors, your NPS is 20%. <a href=\"https:\/\/www.chameleon.io\/blog\/nps-survey-best-practices-to-improve-engagement-guide-infographic\" target=\"_blank\" rel=\"noopener\">The average NPS in SaaS<\/a> is 40%\u201350%, with <a href=\"https:\/\/www.retently.com\/blog\/good-net-promoter-score\/\" target=\"_blank\" rel=\"noopener\">benchmarks<\/a> in other industries varying from 68% in consulting to 25% in cloud hosting.<\/p>\r\n<p>NPS surveys can be in many forms\u2014in-app, on your website, as a part of an <a href=\"http:\/\/web.utm.io\/blog\/utm-email-tracking\/\" target=\"_blank\" rel=\"noopener\">email campaign<\/a>, or even as SMS\u2014meaning you can send them at any stage in the customer lifecycle.<\/p>\r\n\r\n[caption id=\"attachment_102914\" align=\"alignnone\" width=\"1070\"]<img class=\"size-full wp-image-102914\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.28.51-PM.png\" alt=\"NPS survey as a way to collect customer sentiments\" width=\"1070\" height=\"942\" \/> <em>NPS surveys, as part of a broader campaign, can be a great way to collect feedback. Source: <a href=\"https:\/\/www.questionpro.com\/blog\/nps-to-grow-analyze-businesses\/\" target=\"_blank\" rel=\"noopener\">questionpro.com<\/a>. <\/em>[\/caption]\r\n\r\n<p>NPS is typically followed up by an open-ended question like: \u201cWhat could we do to improve your experience?\u201d Usually, if people respond, they\u2019ll have very strong feelings\u2014positive or negative. This makes NPS useful for gathering qualitative and quantitative data about customer sentiment.<\/p>\r\n<p><strong>Advantages of NPS<\/strong><\/p>\r\n<ul>\r\n\t<li>Likely to get a response: up to <a href=\"https:\/\/referralrock.com\/blog\/pros-and-cons-of-using-nps\/\" target=\"_blank\" rel=\"noopener\">50% response rate<\/a> on average, vs. <a href=\"https:\/\/www.customerthermometer.com\/customer-surveys\/average-survey-response-rate\/\" target=\"_blank\" rel=\"noopener\">5\u201330% average<\/a> for customer surveys<\/li>\r\n\t<li>Getting quantitative and qualitative feedback from the same survey<\/li>\r\n\t<li>Positive NPS scores directly correlate with growth<\/li>\r\n\t<li>Simple to set up and deploy<\/li>\r\n<\/ul>\r\n<p><strong>Disadvantages of NPS<\/strong><\/p>\r\n<ul>\r\n\t<li>Small sample sizes and simple responses can lead to unclear conclusions.<\/li>\r\n\t<li>The results usually depend on <a href=\"https:\/\/hbr.org\/2019\/10\/where-net-promoter-score-goes-wrong\" target=\"_blank\" rel=\"noopener\">context and the subjective framework<\/a>, meaning they can be oversimplified. Deploying NPS without a proper plan can result in spotty data that doesn\u2019t create a complete picture of customer sentiment.<\/li>\r\n<\/ul>\r\n<p>NPS can be a highly effective way to measure changes in customer sentiment throughout the customer journey. It can also be a great way to measure the changes in user attitudes in aggregate if it\u2019s deployed at moments where you already suspect changes might happen.<\/p>\r\n<h4>Customer Satisfaction (CSAT)<\/h4>\r\n<p>CSAT measures customer sentiment in terms of satisfaction with a product, service, brand, or interaction.<\/p>\r\n<p>Usually, either a five-point or 10-point scale is used, and customers are asked how strongly they agree or disagree with a statement like: \u201cHow would you rate your overall satisfaction with [company\/service]?\u201d<\/p>\r\n\r\n[caption id=\"attachment_102920\" align=\"alignnone\" width=\"1412\"]<img class=\"size-full wp-image-102920\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.35.59-PM.png\" alt=\"CSAT scores to determine customer sentiment\" width=\"1412\" height=\"582\" \/> <em> CSAT scores are used to determine how users feel about certain statements. Source: <a href=\"https:\/\/monkeylearn.com\/csat\/\" target=\"_blank\" rel=\"noopener\">MonkeyLearn<\/a>.<\/em>[\/caption]\r\n\r\n<p>It\u2019s then expressed internally as a percentage score.<\/p>\r\n<p>(Number of satisfied customers (4 and 5) \u00f7 Number of survey responses) \u00d7 100 = % of satisfied customers<\/p>\r\n<p>Scores lower than four are discarded. CSAT is widely-used, with <a href=\"https:\/\/www.smartkarrot.com\/resources\/blog\/customer-satisfaction-benchmark\/\" target=\"_blank\" rel=\"noopener\">benchmarks<\/a> available by industry. For example, ecommerce averages 88%, logistics 89%, and hospitality 89%.<\/p>\r\n<p><strong>Advantages of CSAT<\/strong><\/p>\r\n<ul>\r\n\t<li>Simple to deploy and measure<\/li>\r\n\t<li>Easy to respond to and familiar to more people<\/li>\r\n\t<li>Can be effective for identifying friction points<\/li>\r\n<\/ul>\r\n<p><strong>Disadvantages of CSAT<\/strong><\/p>\r\n<ul>\r\n\t<li>Reflects short-term sentiment<\/li>\r\n\t<li>Low response rate (around <a href=\"https:\/\/www.voxco.com\/blog\/csat-surveys-a-detailed-guide-on-importance-calculation-and-improving-csat-scores\/#:~:text=Anything%20around%2050%25%20or%20higher,all%20industries%20is%20about%2015%25.\" target=\"_blank\" rel=\"noopener\">15% average across industries<\/a>) means data can be skewed<\/li>\r\n<\/ul>\r\n<h4>Customer Effort Score (CES)<\/h4>\r\n<p>CES uses a 1\u20135 or 1\u20137 scale to measure how easy it is to use your products or services based on the efforts customers make to interact with them.<\/p>\r\n<p>These surveys help you find if a customer struggles when performing certain actions during their interaction with your business.<\/p>\r\n\r\n[caption id=\"attachment_102926\" align=\"alignnone\" width=\"1570\"]<img class=\"size-full wp-image-102926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.39.46-PM.png\" alt=\"CES to measure effort\" width=\"1570\" height=\"800\" \/> <em>CES measures how much effort users exerted while performing certain tasks.\u00a0 Source: <a href=\"https:\/\/www.babelforce.com\/solutions\/\" target=\"_blank\" rel=\"noopener\">babelforce<\/a>.<\/em>[\/caption]\r\n\r\n<p>Low-effort interactions are a good predictor of loyalty and growth, especially if they\u2019re critical interactions such as initial purchase, or potentially high-friction bottlenecks in process or UI.<\/p>\r\n<p>In service interactions, 96% of customers who had a high-effort interaction <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/unveiling-the-new-and-improved-customer-effort-score\" target=\"_blank\" rel=\"noopener\">became disloyal<\/a> compared to just 6% who had a low-effort interaction, and \u201ccustomer effort is 40% more accurate at predicting customer loyalty as opposed to customer satisfaction.\u201d<\/p>\r\n<p><strong>Advantages of CES<\/strong><\/p>\r\n<ul>\r\n\t<li>Simple and standardized, easy to respond to<\/li>\r\n\t<li>Offer immediate opportunities for local improvement<\/li>\r\n<\/ul>\r\n<p><strong>Disadvantages of CES<\/strong><\/p>\r\n<ul>\r\n\t<li>Lack of context in terms of global satisfaction<\/li>\r\n\t<li>No qualitative data or reasons for poor scores<\/li>\r\n<\/ul>\r\n<h4>Using CES, CSAT, and NPS<\/h4>\r\n<p>These are all subjective measures of customer sentiment. Rather than asking how they stack up, it makes more sense to talk about how to use them.<\/p>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 96px;\">\r\n<tbody>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Local or Global<\/strong><\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Sentiment Measured<\/strong><\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Likelihood of Response<\/strong><\/td>\r\n<td style=\"width: 20%; text-align: center; height: 24px;\"><strong>Detailed Response<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px; text-align: center;\"><strong>NPS<\/strong><\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Global<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Positive<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">High<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Sometimes<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px; text-align: center;\"><strong>CSAT<\/strong><\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Local<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Positive<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Mid<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">No<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 20%; height: 24px; text-align: center;\"><strong>CES<\/strong><\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Local<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Negative<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">Low<\/td>\r\n<td style=\"width: 20%; height: 24px; text-align: center;\">No<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p><br \/>\r\nUse CES to measure where you think there\u2019ll be friction, CSAT to measure where you think there\u2019ll be immediate changes in satisfaction, and NPS for everything else.<\/p>\r\n<h3>Customer Sentiment Measurements Without Direct Feedback<\/h3>\r\n<p>In addition to metrics sourced from direct customer feedback, there are metrics that indirectly indicate customer sentiment: churn rate and customer lifetime value.<\/p>\r\n<h4>Churn Rate<\/h4>\r\n<p>Churn rate is a metric used to calculate at which rate a customer or a client stops using your products or services. It\u2019s a major (and familiar) concern for XaaS companies.<\/p>\r\n\r\n[caption id=\"attachment_102932\" align=\"alignnone\" width=\"1370\"]<img class=\"size-full wp-image-102932\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-04-at-12.45.49-PM.png\" alt=\"Churn Rate Formula\" width=\"1370\" height=\"748\" \/> <em>Churn rate helps brands understand where and when customers are dropping off in their journey. Source: <a href=\"https:\/\/snov.io\/glossary\/churn-rate\/\" target=\"_blank\" rel=\"noopener\">Snov.io<\/a>.<\/em>[\/caption]\r\n\r\n<p>This is just a very straightforward version of the formula. The <a href=\"https:\/\/mcgaw.io\/blog\/aarrr-pirate-metrics-for-startups\/#gs.730wmt:~:text=Retention%3A%20Your%20Customers%20and%20Visitors%20Should%20Stick%20Around\" target=\"_blank\" rel=\"noopener\">Pirate Metrics<\/a> guide covers more complex, weighted, segmented churn calculations, which are more granular.<\/p>\r\n<p>Churn is one of the most impactful metrics when it comes to understanding customer sentiment and, ultimately, your brand\u2019s bottom line. Improving retention by <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\">as little as 5%<\/a> can drive profitability increases of 25\u201395%.<\/p>\r\n<p>By looking at the customer journey and identifying where and why customers are churning, you can determine the post-signup friction points. Churn rate is a metric you can use to build your customer journey as well as test its effectiveness.<\/p>\r\n<h4>Customer Lifetime Value (LTV)<\/h4>\r\n<p>Customer Lifetime Value (LTV) is the total worth of a customer to a business. The metric gives you a simple basis to segment customers into groups, based on the highest and lowest LTV. This lets you start constructing customer journeys for different customer types.<\/p>\r\n<p>If you\u2019re also tracking churn, you can identify the customers with the highest LTV, map their journeys, catch them before they churn, and know roughly how much that intervention was worth to your company.<\/p>\r\n<p>Combining sentiment measured from direct and indirect feedback gives the entire picture of how your customers actually feel about your brand.<\/p>\r\n<h3>Now, It\u2019s Your Turn<\/h3>\r\n<p>By collecting customer sentiment information via NPS, CSAT, CES, Churn, or CLV, you can start to answer <a href=\"https:\/\/mcgaw.io\/blog\/how-to-ask-analytics-questions\/\" target=\"_blank\" rel=\"noopener\">analytics questions<\/a> to help refine your customer journey.<\/p>\r\n<p>These questions include:<\/p>\r\n<ul>\r\n\t<li>What are the stages of your customer journey that lead to dissatisfaction or drop-off?<\/li>\r\n\t<li>What do customers do right before they upgrade to a higher tier?<\/li>\r\n\t<li>How do the customers perceive the steps in the journey?<\/li>\r\n\t<li>How do individual interactions impact global satisfaction and loyalty?<\/li>\r\n<\/ul>\r\n<p>Go out and try it out for yourself, but be sure you\u2019re equipped with the right tools in your martech stack. These tools will help you transform your customer engagements into more meaningful cross-channel experiences. As a result, customers will thank you with loyalty, retention, and they may even become brand advocates.<\/p>\r\n<p><em>Learn more about how the <a href=\"https:\/\/iterable.partnerpage.io\/partners\/solutions\/mcgawio\">Iterable x McGaw partnership<\/a> can help you achieve marketing goals. To discover more about Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">customer sentiment measurement<\/a>, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Top Metrics to Keep an Eye on When Determining Customer Sentiment","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-metrics-to-keep-an-eye-on-when-determining-customer-sentiment","to_ping":"","pinged":"","post_modified":"2022-08-04 10:02:33","post_modified_gmt":"2022-08-04 17:02:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102907","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 04, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Customer Sentiment: McGaw x Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072522_McGaw-Partner-Post_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-metrics-to-keep-an-eye-on-when-determining-customer-sentiment\/"},{"ID":102719,"post_author":"79","post_date":"2022-08-02 08:25:03","post_date_gmt":"2022-08-02 15:25:03","post_content":"<p>Everyone (or, just about everyone) has a smartphone today. In a recent report from <a href=\"https:\/\/www.bankmycell.com\/blog\/how-many-phones-are-in-the-world\" target=\"_blank\" rel=\"noopener\">bankmycell<\/a>, they found that, as of July 2022, 6.65 billion people around the world have a smartphone. That\u2019s 83% of the world\u2019s population. This is why marketers are adapting their strategies to include mobile marketing\u2014it\u2019s a widespread channel that can connect brands directly to the consumer.\u00a0<\/p>\r\n<p>A piece of the mobile marketing puzzle, however, that\u2019s becoming more present in brand strategies is SMS marketing. That is, using text messages to send marketing communications directly to users\u2019 phones.\u00a0<\/p>\r\n<p>In the first part of our series we covered the basics of <a href=\"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/\" target=\"_blank\" rel=\"noopener\">opting in and out<\/a> of a brand's text messages. Now, we want to explore the first layer of individualization: SMS keywords.<\/p>\r\n<h3>What is an SMS Keyword?<\/h3>\r\n<p>Think about how people use keywords to search the web. They go to Google, type in a word or phrase they are searching for, and are then given results based on that keyword. It\u2019s a similar process for SMS keywords.\u00a0<\/p>\r\n<p>Basically, SMS keywords are a way for consumers to tell brands which content they find the most interesting and relevant. So, instead of brands sending every text message to every customer about every topic, they can use keywords to segment which customers get which messages.<\/p>\r\n<p>Take a look at this SMS message from <a href=\"https:\/\/www.nudgetext.com\/\" target=\"_blank\" rel=\"noopener\">The Nudge<\/a>, a virtual planner. They could send every customer updates about all types of cuisines, but what if a customer doesn\u2019t like certain types of food? What if they\u2019re vegan?\u00a0<\/p>\r\n\r\n[caption id=\"attachment_102720\" align=\"alignnone\" width=\"898\"]<img class=\"size-full wp-image-102720\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/Screen-Shot-2022-08-01-at-10.52.47-AM.png\" alt=\"SMS Keywords from the Nudge\" width=\"898\" height=\"1250\" \/> <em>The Nudge uses SMS keywords to figure out which cuisines their customers are interested in.\u00a0<\/em>[\/caption]\r\n\r\n<p>By creating keywords like \u201cBURGERS\u201d or \u201cVEGAN\u201d and asking customers to respond back with the keyword they\u2019re interested in, The Nudge can narrow down which messages to send going forward. This not only creates a better overall experience for each customer, but it promotes engagement because the messages are relevant to each user.<\/p>\r\n<h3>Why Should I Use SMS Keywords?<\/h3>\r\n<p>Keywords are a gateway to <a href=\"https:\/\/iterable.com\/blog\/using-sms-keywords-for-deeper-personalization\/\" target=\"_blank\" rel=\"noopener\">individualized user experiences<\/a> not only through mobile channels, but all marketing channels.\u00a0<\/p>\r\n<p>Through texting, SMS keywords give you access to customer preferences. Instead of hoping a customer finds your messages relevant, you know for a fact that they\u2019re interested in the information you\u2019re sending. Collecting zero-party data, directly from the customer, is a surefire way to deliver on expectations.<\/p>\r\n<h4>Cross-Channel Customization<\/h4>\r\n<p>But, take it a step further and you\u2019ll be able to apply these preferences to multiple marketing channels. With a marketing platform that centralizes customer data, SMS keywords can be tied to a user profile. Then, any marketing communications, sent through any marketing channel, can align with the topic the user has expressed interest in.\u00a0<\/p>\r\n<p>Can\u2019t you get this preference information via email? You absolutely can. But, SMS marketing may be more efficient. According to <a href=\"https:\/\/manychat.com\/blog\/sms-vs-email-marketing-2021\/#:~:text=Open%20rate,higher%20than%20emails%20as%20well.\" target=\"_blank\" rel=\"noopener\">ManyChat<\/a>, \u201cThe average open rate for an <a href=\"https:\/\/www.crazyegg.com\/blog\/sms-marketing-program\/\" target=\"_blank\" rel=\"noopener\">SMS campaign is as high as 98%<\/a> while email rings in at just 20%.\u201d\u00a0<\/p>\r\n<p>So, if a customer tells The Nudge, through text, that they are only interested in DUMPLINGS, they should be able to attach that preference to the user\u2019s profile and send dumpling recommendations through email, in-app messaging, push notifications, direct mail, and, of course SMS. The added bonus? These can all be automated.<\/p>\r\n<h4>SMS Keywords for Automation<\/h4>\r\n<p>One huge benefit of SMS keywords we haven\u2019t yet touched on is the fact that, even while creating individualized conversations for each customer, they allow for automation. A member of your marketing team doesn\u2019t have to manually respond to each text from every customer\u2014phewf.\u00a0<\/p>\r\n<p>By creating a set number of keywords your customers can choose from, you can automate the next steps in the customer journey. The Nudge has seven total keywords to choose from: \u201cBURGERS,\u201d \u201cDUMPLINGS,\u201d \u201cSANDWICHES,\u201d \u201cVEGAN,\u201d \u201cTACOS,\u201d \u201cWINGS,\u201d and \u201cTHAI.\u201d If a customer sends back \u201cWINGS,\u201d they can get automatically added to the wings journey and receive triggered text messages only related to this cuisine.\u00a0<\/p>\r\n<p>This automated journey can also be cross-channel. Once users are added to a specific journey, you can trigger messages to send through various marketing channels. You can have emails, direct mail, and push notifications all related to one SMS keyword. That keyword gives customers access to an individualized journey.<\/p>\r\n<p>The key here is offering keywords that are specific enough to align with each customers\u2019 preferences while also being broad enough to capture everyone who may be interested. If you do have automated journeys set up, it\u2019s imperative that they resonate with your audiences.\u00a0<\/p>\r\n<p>Also, be sure your keywords are intuitive and easy to remember, so customers can respond at any time. With SMS marketing, the lines of communication are always open.<\/p>\r\n<h3>Starting a Conversation with Customers<\/h3>\r\n<p>SMS keywords give you the opportunity to start a two-way conversation with your customers. Keywords give you the chance to get more granular in your messaging and\u00a0 hear what your customers prefer through an open dialogue with them.\u00a0<\/p>\r\n<p>SMS marketing, plus the use of SMS keywords, provides an avenue to collect valuable zero-party customer data that can be activated with the right martech platform, ultimately individualizing each customer experience. As part of an orchestrated cross-channel approach, this elevates the consumer experience with brand communications to match their specific interests, motives, and behaviors. When customers respond with a keyword it\u2019s an opportunity to learn about them and tweak their experience in real-time as they proceed through their journey.\u00a0<\/p>\r\n<p>A seamless cross-channel customer experience plays to each channel\u2019s strengths. Because of its individualization capabilities, SMS marketing is gaining traction and becoming a highly valuable marketing channel. Don\u2019t miss out on the benefits.<\/p>\r\n<p><em>Already an Iterable customer? Reach out to your CSM to learn more about Iterable\u2019s Strategic Services offerings.<\/em><\/p>\r\n<p><em>Not a customer yet but curious about how Iterable can enable your brand\u2019s SMS marketing strategy? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> today.<\/em><\/p>","post_title":"Text Messaging Keywords","post_excerpt":"We've covered the basics of opting in and out. Now, we want to explore the first layer of individualization: SMS keywords.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-ii-sms-keywords","to_ping":"","pinged":"","post_modified":"2024-02-05 11:50:18","post_modified_gmt":"2024-02-05 19:50:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102719","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS Keywords\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/072622_SMS-Marketing-101-Keywords2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-ii-sms-keywords\/"},{"ID":102733,"post_author":"79","post_date":"2022-08-01 10:13:19","post_date_gmt":"2022-08-01 17:13:19","post_content":"<p>Activate is coming home! From September 7-9 <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> will convene in San Francisco. Our marquee event is back in our hometown after a few years bringing together marketing professionals from near and far to share experiences, ask questions, and re-ignite that marketing spark. We\u2019re thrilled that this year we can offer not one, not two, but three session tracks, chock full of actionable takeaways. These tracks are the strategy track, the execution track, and the professional development track.<\/p>\r\n<p>To give you an idea of what to expect, we\u2019re providing a sneak peek at some of the sessions (can\u2019t spill all the secrets! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Come see them in person<\/a>.) each track will include. To start, however, we\u2019re going to take a look at our strategy track: Gaining Marketing Momentum.<\/p>\r\n<h3>The Strategy Track: Gaining Marketing Momentum<\/h3>\r\n<p>The sessions in the strategy track cover big-picture ideas. We\u2019ve named this track \u201cGaining Marketing Momentum\u201d because these overarching concepts can get the snowball rolling and lead to impressive results. Marketers from a variety of industries and brands will share their ideas, concepts, and thought leadership. In our Dreamers, Builders, and Makers framework, this strategy track aligns best with the dreamers. Future-thinking, innovative marketers will want to attend these sessions.<\/p>\r\n<h4>Find Your Target: Reaching Different Personality Types Without Flooding Your Marketing Channels<\/h4>\r\n<p>This track includes a session from Tim Hemingway, SVP of Commerce at Havas Media. Tim\u2019s presentation will focus on the human side of marketing and the fact that often, how we like to be communicated with isn\u2019t always the same as what our customers prefer. Tim will break down various marketing channels and tools, and how they can be used to appeal to different personality types. You\u2019ll learn how to break out of your comfort zone and communicate with your customers in the ways they prefer.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> understanding your audience and meeting their needs.<\/p>\r\n<h4>Building Long Term Value to Keep Customers Engaged<\/h4>\r\n<p>Sterling Bailey, Sr. Director of Marketing Infrastructure at Evernote, will take the Activate Stage to talk about how long-term value is essential to reducing churn. Sterling will share Evernote\u2019s evolution from \u201cbatch-and-blast\u201d beginnings, to looking deeper into customer habit journeys and adapting new features to help users stay on track with their goals. You\u2019ll discover ways to understand your users at a deeper level, and how to adapt your strategies to match exactly what your customers are looking for.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> customer engagement for long-term retention.<\/p>\r\n<h4>Test 1, 2, 3: Creating an A\/B Testing Framework<\/h4>\r\n<p>Alex Orton, Sr. Lifecycle Marketing Manager at Tally, will cover the dos and don'ts of developing an A\/B test testing framework. It\u2019s hard to evaluate something that\u2019s subjective if you don\u2019t have a framework in place. Join this session to uncover how to use Iterable to create an effective A\/B testing framework to clarify, guide, and power up your experiments.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> getting started with and enhancing A\/B testing strategies.<\/p>\r\n<h4>Beyond the Buzzword: Why it\u2019s Time to Ignore \u201cBest Practices\u201d<\/h4>\r\n<p>Allie Donovan, Head of Retention of Lifecycle Marketing at Quince, will talk about \u201cbest practices.\u201d Allie will discuss why it\u2019s time to throw out historical best practices, and look instead at individual demographics, behaviors, and testing strategies to maximize email engagement and revenue. You\u2019ll learn how to think differently and develop strategies for testing against best practices and you\u2019ll leave with fresh campaign ideas.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> fine tuning your campaigns to your specific business case.<\/p>\r\n<h3>Opening Keynote<\/h3>\r\n<p>Aside from the sessions in the tracks, we also have keynotes on both Thursday and Friday. The opening keynote on Thursday will be delivered by Iterable execs, including our CEO and Co-Founder, Andrew Boni. Andrew will talk about the state of marketing today, how customer expectations are changing, and how these expectations are impacting the mindset marketers need to adopt to succeed in the future.<\/p>\r\n<p><strong>Great if you\u2019re interested in:<\/strong> a bird\u2019s-eye view of marketing today and what it will look like going forward.<\/p>\r\n<h3>That\u2019s Not All<\/h3>\r\n<p>Like we said earlier, that\u2019s just a sneak peek at all of the content in the strategy track. We have more sessions in this track, plus two additional tracks, AND keynotes from some special guests. Stay tuned to learn more about the sessions we have in store!<\/p>\r\n<p>[video width=\"1920\" height=\"1080\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/IterableActivateNA_2022_PopPromo.mp4\"][\/video]<\/p>\r\n<p><em>And, of course, if you\u2019re not registered yet, what are you waiting for?! Be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">register for Activate North America today<\/a> to make sure you don\u2019t miss out on this world-class marketing content.<\/em><\/p>","post_title":"Activate North America: Strategy Track Sneak Peek","post_excerpt":"To give you an idea of what to expect at Activate North America, we\u2019re providing a sneak peek at some of the strategy sessions.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-north-america-strategy-track-sneak-peek","to_ping":"","pinged":"","post_modified":"2022-08-01 10:56:12","post_modified_gmt":"2022-08-01 17:56:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102733","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 01, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"activate north america strategy track\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/08\/080122_Activate-NA-2-Stragegy_768x512-03-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-north-america-strategy-track-sneak-peek\/"},{"ID":102696,"post_author":"35","post_date":"2022-07-28 11:24:56","post_date_gmt":"2022-07-28 18:24:56","post_content":"<p>As a consumer, doesn't it feel like magic when you get the right recommendation at the right time? Well, marketers have seen behind the curtain and know it takes a lot more effort than a swift wave of a wand to make that happen. It's a bit more challenging than that\u2014though, wouldn't that be nice?\u00a0<\/p>\r\n<p>To help make the process of individualization feel a bit more like magic for the marketers behind the best experiences we've put together the four best steps you can take to make individualization a reality! Below, we've got a quick peek at the first one: Segmentation. But be sure to <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">download the full whitepaper<\/a> to get all the tips and tricks you need to make magic happen.\u00a0<\/p>\r\n<h3>Step 1 for Individualization Magic: Segmentation<\/h3>\r\n<p>Your audience is at the heart of your individualization efforts. After all, individualization is about creating an experience unique to each customer. To do so, however, you need to first start with segmentation. Understanding your audience and dividing them into similar groups\u2014based on available data\u2014gives you the ability to easily add some baseline individualization into your marketing messaging.<\/p>\r\n<h4>Watch Traditional Segmentation Strategies Transform!<\/h4>\r\n<p>Since we\u2019re trying to get to individualization, let\u2019s start there\u2026at the individual. Let\u2019s use the example of a 35-year-old customer buying a toy for a child. They discovered the toys through a quick online search, purchased a toy and received a follow up coupon prompting them to add their child\u2019s birthday to their profile.\u00a0<\/p>\r\n<p>Except, the customer doesn\u2019t have kids. They were buying a birthday gift for a friend\u2019s child.\u00a0<\/p>\r\n<p>Brands often make assumptions based on what customers have done in the past, not where they would like to go in the future. With traditional segmentation strategies, this customer would likely continue receiving irrelevant messaging about a child they don\u2019t have. To break old segmentation patterns and build the audience your brand wants, you need some new tricks.<\/p>\r\n<h4>3 Tricks for Better Segmentation<\/h4>\r\n<p>There\u2019s a popular process called the <a href=\"https:\/\/www.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&amp;dchild=1&amp;keywords=4+disciplines+of+execution+book&amp;qid=1598304679&amp;sprefix=4+disciplines+of%2Caps%2C205&amp;sr=8-2\" target=\"_blank\" rel=\"noopener\">4 Disciplines of Execution framework (4DX)<\/a>, developed by FranklinCovey, that helps you execute your strategies more effectively. Ideally, after adopting the four disciplines into your processes, you have an actionable how-to plan. Well, we said we wanted you to feel like individualization is waving a magic wand, so we\u2019ve waved our own wand and condensed the four disciplines into <em><strong>three<\/strong><\/em> tricks you can start using today. As a preview, here's one of those tricks.\u00a0<\/p>\r\n<h5>Reflect and Visualize Your Ideal Audience<\/h5>\r\n<p>Instead of trying to come up with a comprehensive segmentation strategy for your entire database, reflect and visualize what your ideal audience looks like.\u00a0<\/p>\r\n<p>Here\u2019s the catch: just choose one. Otherwise, you\u2019ll get caught up in accomplishing everyday tasks, which <a href=\"https:\/\/www.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&amp;dchild=1&amp;keywords=4+disciplines+of+execution+book&amp;qid=1598304679&amp;sprefix=4+disciplines+of%2Caps%2C205&amp;sr=8-2\" target=\"_blank\" rel=\"noopener\">FranklinCovey refers to as \u201cthe whirlwind.\u201d<\/a> \u00a0<\/p>\r\n<p>Your ideal customer may be a new market segment. It could be a set of existing customers that you\u2019re rolling out a new product to. Whoever it is, make sure you\u2019re clear on who you\u2019re trying to attract to your brand and why.<\/p>\r\n<p>Once you have a good grasp on who that ideal customer is, look into <strong>what is your team currently doing with segmentation that gets you closer to your ideal customer?<\/strong><\/p>\r\n<p>For example, <a href=\"https:\/\/curology.com\/\" target=\"_blank\" rel=\"noopener\">Curology<\/a>, a personalized skincare brand, creates custom events for any customer data point, including whether members have uploaded a recent photo of their skin\u2019s progress.<\/p>\r\n<p>Those who haven\u2019t are segmented and sent a <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/Iterable_Curology_CaseStudy-1.pdf\" target=\"_blank\" rel=\"noopener\">targeted SMS message<\/a> that reminds them to send a photo update and explains why it matters. Most importantly, members are able to snap a selfie and respond directly to the text\u2014dramatically reducing the friction in patient-to-provider response rates.<\/p>\r\n<p>Curology\u2019s segmentation becomes even more sophisticated during the customer journey. Email follow-ups are triggered automatically if members haven\u2019t shared a photo in a certain number of days.<\/p>\r\n<p>These strategies, amongst others, resulted in <a href=\"https:\/\/iterable.com\/customers\/curology\/\" target=\"_blank\" rel=\"noopener\">customer engagement increasing by 26%<\/a> and revenue increasing by 10%.<\/p>\r\n<p>Your ideal audience is engaged. As Curology shows, once you\u2019ve identified that audience, it\u2019s important to find the right interactions to add value to their experience.<\/p>\r\n<h3>Add Tricks Up Your Sleeve<\/h3>\r\n<p>Above is just the first segmentation trick we highlight in our individualization magic whitepaper. With the others, you'll have the tricks up your sleeve to make a joyful individualized experience that much easier to achieve. <a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\">Download your copy<\/a> today!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-102698\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Banner.png\" alt=\"Individualization Magic\" width=\"660\" height=\"164\" \/><\/a><\/p>","post_title":"4 Steps to Make Individualization Seem Like Magic","post_excerpt":"To help make the process of individualization feel a bit more like magic, we've put together the four best steps you need for success!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-steps-to-make-individualization-seem-like-magic","to_ping":"","pinged":"","post_modified":"2022-07-28 11:24:56","post_modified_gmt":"2022-07-28 18:24:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102696","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"July 28, 2022","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-steps-to-make-individualization-seem-like-magic\/"},{"ID":102616,"post_author":"97","post_date":"2022-07-27 14:56:23","post_date_gmt":"2022-07-27 21:56:23","post_content":"<p>Customers have high expectations when it comes to the marketing messages they receive. They want messages tailored to them and their experiences. With so much customer data and a variety of powerful marketing tools available, brands should be able to create customized marketing campaigns\u2014on an individual level.<\/p>\r\n<p>There are four steps you can take towards individualization:\u00a0<\/p>\r\n<ol>\r\n\t<li aria-level=\"1\">Segmentation\u00a0<\/li>\r\n\t<li aria-level=\"1\">Lifecycle mapping<\/li>\r\n\t<li aria-level=\"1\">Journey building<\/li>\r\n\t<li aria-level=\"1\">Dynamic content<\/li>\r\n<\/ol>\r\n<p>While individualization isn\u2019t as easy as waving a magic wand, we\u2019re hoping this guide can add a little \u201cabra-cadabra\u201d to your marketing efforts.<\/p>","post_title":"4 Steps to Make Individualization Seem Like Magic","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-steps-to-make-individualization-seem-like-magic","to_ping":"","pinged":"","post_modified":"2022-07-28 09:16:54","post_modified_gmt":"2022-07-28 16:16:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=102616","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"July 27, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-WP_Promo_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/4-steps-to-make-individualization-seem-like-magic\/"},{"ID":102343,"post_author":"79","post_date":"2022-07-21 13:17:14","post_date_gmt":"2022-07-21 20:17:14","post_content":"<p>With the midway point of 2022 in the rearview, we figured it\u2019s as good a time as any to take a broader look at some global marketing trends.<\/p>\r\n<p>When implementing marketing strategies, it\u2019s easy to get tunnel vision. You have your brand, your audience, your channels\u2014that\u2019s all you focus on. And hey, we get it. After all, our whole platform is designed for creating individualized marketing campaigns, which requires you to zoom in on the details.<\/p>\r\n<p>Once in a while though, it\u2019s good to shake off the cobwebs, take a step back, and reevaluate.<\/p>\r\n<p>Every year, Deloitte releases a <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends.html\" target=\"_blank\" rel=\"noopener\">Global Marketing Trends report<\/a>. This year, Deloitte called out seven global trends with three of them really catching our eye: authentic inclusive marketing, meeting customers in a cookieless world, and a human-first data experience. Since these three are the most impactful when it comes to developing an individualized customer experience we thought it\u2019s worth taking a closer look.<\/p>\r\n<h3>Authentic Inclusive Marketing<\/h3>\r\n<p>We\u2019ve touched upon <a href=\"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/\" target=\"_blank\" rel=\"noopener\">authentic inclusive marketing<\/a> before, so it\u2019s no surprise that a global marketing trend highlights the <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/diversity-and-inclusion-in-marketing.html\" target=\"_blank\" rel=\"noopener\">ever-diversifying customer base<\/a>. It\u2019s not just about including diversity in your marketing, however\u2014it\u2019s about brand values. Without aligning core values to promoting diversity and inclusivity, any effort a brand makes to take part in this trend will come across as inauthentic. And younger generations are taking note.<\/p>\r\n<p>According to Deloitte, across all surveyed industries, those ages 18-25 notice inclusive advertising more often when it comes to making a purchase decision.<\/p>\r\n\r\n[caption id=\"attachment_102362\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-102362\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Inclusive-marketing-trend.webp\" alt=\"Inclusive Marketing as a Global Marketing Trend\" width=\"800\" height=\"407\" \/> <em>Younger generations are more aware of inclusive marketing efforts. Source: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/diversity-and-inclusion-in-marketing.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>But, like we said earlier, it\u2019s not just about the advertising, it\u2019s about deeper values. In fact, \u201c57% of consumers are more loyal to brands that commit to addressing social inequities in their actions.\u201d That percentage jumps to 94% when looking at just Gen Z. Plus, \u201c90% [of Gen Z respondents] say they are more willing to purchase products that they deem beneficial to society.\u201d<\/p>\r\n<p>We saw this in action in 2019 when Beauty brand <a href=\"https:\/\/www.benefitcosmetics.com\/en-gb\" target=\"_blank\" rel=\"noopener\">Benefit Cosmetics<\/a> hired model Kate Grant as their brand ambassador. Hiring a brand ambassador with Down Syndrome was a huge step for the beauty brand in their inclusivity efforts and those of the cosmetics industry at large.<\/p>\r\n\r\n[caption id=\"attachment_102356\" align=\"alignnone\" width=\"1152\"]<img class=\"size-full wp-image-102356\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/screencapture-today-series-love-your-body-benefit-cosmetics-hires-kate-grant-model-down-syndrome-ambassador-t146695-2022-07-20-09_50_23-edit.png\" alt=\"Benefit Cosmetics Inclusive Marketing\" width=\"1152\" height=\"1834\" \/> <em>Kate Grant models liquid eyeliner for Benefit Cosmetics, showing that beauty is diverse. Source: <a href=\"https:\/\/www.today.com\/series\/love-your-body\/benefit-cosmetics-hires-kate-grant-model-down-syndrome-ambassador-t146695\" target=\"_blank\" rel=\"noopener\">Today<\/a>.<\/em>[\/caption]\r\n\r\n<p>But, Benefit Cosmetics not only advertises inclusivity, they also live by these values. Their website has accessibility settings like contrast adjustments and the ability to disable animations. Plus, they support social causes for equality, like by becoming a partner of <a href=\"https:\/\/dontbanequality.com\/\" target=\"_blank\" rel=\"noopener\">Don\u2019t Ban Equality<\/a>, in support of reproductive rights.<\/p>\r\n<p>The most important aspect of inclusive marketing is taking the next step. One ad or message doesn\u2019t convey authenticity to your audience, and neither does explicitly calling out the inclusiveness of your marketing. That can feel like patting yourself on the back. To remedy this, focus on inclusivity early and often in your strategies. If it\u2019s baked in from the beginning, it will appear throughout your campaigns and become less of a focus, and more of an inherent part of your brand, which consumers notice and appreciate.<\/p>\r\n<h3>Meeting Customers in a Cookieless World<\/h3>\r\n<p>At this point, we\u2019re all aware of the phasing out of third-party cookies. Third-party agencies have historically collected and sold customer data to help marketers generate leads and better target their content. But, with <a href=\"https:\/\/www.cookiebot.com\/en\/google-third-party-cookies\/\" target=\"_blank\" rel=\"noopener\">Google ending third-party cookies in Chrome,<\/a> the focus for marketers has shifted to \u201chow do I connect with audiences without third-party data?\u201d<\/p>\r\n<p>Instead of using third-party cookies to gather customer data, brands have to switch to collecting <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero- and first-party data<\/a>. Zero-party data is data that comes directly from the customer. This includes surveys, account preferences\/profiles, customer service, reviews, etc. First-party data is implicitly collected from customers interacting with your brand. So, if a customer visits your site, for example, their behavior on the site is collected as first-party data.<\/p>\r\n<p>According to <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/the-future-of-marketing-in-a-third-party-cookieless-world.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>, 61% of high-growth companies (those with at least 10% growth over the past year) are shifting towards a first-party data strategy.<\/p>\r\n\r\n[caption id=\"attachment_102368\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-102368\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Cookieless-Marketing.webp\" alt=\"Shift towards first-party data\" width=\"800\" height=\"837\" \/> <em>More than half of brands with high growth and 1-10% growth have shifted towards using first-party data. Source: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/the-future-of-marketing-in-a-third-party-cookieless-world.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>High-growth companies are ahead of negative-growth companies (51% compared to 36%) when using first-party data to deliver personalized content via \u201cdynamic creative optimization.\u201d This caught our eye because Deloitte labels this approach as a more sophisticated method for using first-party data.<\/p>\r\n<p><a href=\"https:\/\/www.cotopaxi.com\/\" target=\"_blank\" rel=\"noopener\">Cotopaxi<\/a>, an outdoor apparel brand, uses first-party data and dynamic content to create their abandoned cart campaigns. By collecting browsing and cart data while a customer is on their site, Cotopaxi can deliver highly individualized campaigns without relying on third-party cookies.<\/p>\r\n\r\n[caption id=\"attachment_102350\" align=\"alignnone\" width=\"1922\"]<img class=\"size-full wp-image-102350\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/screencapture-reallygoodemails-emails-dont-leave-a-good-cart-behind-2022-07-20-10_33_27-edit.png\" alt=\"Cotopaxi Abandoned Cart Email\" width=\"1922\" height=\"4962\" \/> <em>First-party data is collected when a customer visits and browses the Cotopaxi site. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/dont-leave-a-good-cart-behind\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>First-party data is collected during a direct interaction between the customer and your brand and used to build personalized marketing messages. When looking to build a deeper, longer-lasting connection with your audience, few things are more useful than their behavioral data in helping marketers individualize the experience. In your strategies, incorporate opportunities for customers to give you data points that help fill out the customer profile. As the lifecycle progresses, you\u2019ll be able to tailor your messaging better and better to each user.<\/p>\r\n<h3>Human-First Data Experience<\/h3>\r\n<p>Data is often thought of as cold and robotic\u2014just numbers, lacking emotion. It\u2019s a collection of zeros and ones that provide brands with information that helps them market and, ultimately, make a sale. But now, the global marketing trend is shifting to a more empathetic use of data.<\/p>\r\n<p>Like we mentioned in the previous section, there\u2019s a vast amount of customer data available today. Brands have everything they need to build individual profiles and create an emotional connection with customers. But, with that, brands have to be careful to not blur the line between helpful and creepy.<\/p>\r\n\r\n[caption id=\"attachment_102374\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-102374\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Creepy-vs.-Helpful.webp\" alt=\"Creepy versus Helpful Tracking Features\" width=\"800\" height=\"464\" \/> <em>Features were given a net helpful score by combining how helpful versus. how creepy customers found them to be. Source: <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/using-customer-data-to-build-trust-helpful-or-creepy.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>What <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2022\/using-customer-data-to-build-trust-helpful-or-creepy.html\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a> pulled from the above data is that in-depth tracking methods (active listening, location tracking, etc.) land more on the creepy end of the spectrum than the helpful end.<\/p>\r\n<p>\u201cOn the other hand, almost every one of our scenarios that were grounded in brand relationships\u2014and shied away from in-depth tracking\u2014were ranked by customers as the most helpful interactions. These relationships included some customer benefit such as a special offer or timely repurchase reminder.\u201d<\/p>\r\n<p>Streaming giant <a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a> has a ton of data available for each customer. What\u2019s important to note with their recommendations, though, is that there is a clear relationship established between Netflix and the customer already.<\/p>\r\n\r\n[caption id=\"attachment_102344\" align=\"alignnone\" width=\"1377\"]<img class=\"size-full wp-image-102344\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/screencapture-reallygoodemails-emails-what-to-watch-after-the-queens-gambit-2022-07-20-10_52_48-edit.png\" alt=\"Netflix Recommendations use Human-First Data\" width=\"1377\" height=\"5769\" \/> <em>Netflix provides recommendations based on historical data. Clearly nodding to the established relationship. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/what-to-watch-after-the-queens-gambit\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Brands should think about their customer relationships like any other relationship. If you\u2019ve Googled a bunch of stuff about a person and haven\u2019t actually met them yet, blurting out that you know where they went to high school when you first meet them will creep them out. Same goes for brands and customers. Ease into how you use customer data to build trust and relationships.<\/p>\r\n<h3>Customer-Focused Global Marketing Trends<\/h3>\r\n<p>Each of these trends demonstrates a focus on the customer. Whether promoting inclusivity and social impact, collecting data from experiences, or using data to individualize content, these global marketing trends put the customer first.<\/p>\r\n<p>With customers expecting more and more individualization, a key to your marketing\u2019s success is focusing on the customer first. What\u2019s their context? Why are they shopping with you? What makes sense for them? By asking these questions, you\u2019re already one step ahead, now it\u2019s time to put these strategies in motion.<\/p>\r\n<p><em>To learn more about how your brand can put each customer at the center of your marketing messages, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Revisiting 2022\u2019s Top Global Marketing Trends","post_excerpt":"With the midway point of 2022 in the rearview, we figured it\u2019s as good a time as any to take a broader look at some global marketing trends.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"revisiting-2022s-top-global-marketing-trends","to_ping":"","pinged":"","post_modified":"2022-10-03 10:55:57","post_modified_gmt":"2022-10-03 17:55:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102343","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Global Marketing Trends\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/072022_Global-Marketing-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/revisiting-2022s-top-global-marketing-trends\/"},{"ID":102267,"post_author":"87","post_date":"2022-07-20 10:27:33","post_date_gmt":"2022-07-20 17:27:33","post_content":"<p>Have you ever received a product recommendation totally off base for you, and gotten the ick from that brand? Like, no, I do not want to buy a broomstick or a cape right now. <em>Maybe when I\u2019m executing my marketing campaigns later.<\/em><\/p>\r\n<p>Individualizing the customer journey doesn\u2019t have to be like pulling rabbits out of a hat, although it can certainly feel like a magic trick when done right. In fact, companies that excel at personalization generate 40% more revenue (McKinsey). It\u2019s clear individualization is the path forward for marketers, not just the standard personalization we\u2019ve all been shooting for.<\/p>\r\n<p>In this webinar, our Senior Manager of Solutions Consulting, Katie Barends, sits down with Sofia Casson, Marketing Executive, from Butternut Box to chat through what it means to individualize your customer journey and how they are doing it today.<\/p>\r\n<p><strong>There are no tricks up our sleeves here, walk away from this webinar knowing:<\/strong><\/p>\r\n<ul>\r\n\t<li>What individualization is and how it\u2019s different from personalization<\/li>\r\n\t<li>The 4 steps to individualizing the customer experience<\/li>\r\n\t<li>Real life examples of individualization and its impact on key business results<\/li>\r\n<\/ul>\r\n<p><em>Begin executing on these tips and tricks today with our<\/em> <em><a href=\"https:\/\/go.iterable.com\/rs\/723-YAV-537\/images\/Iterable-Your-Checklist-for-Creating-Individualization-Magic.pdf\">Checklist for Creating Individualization Magic<\/a><\/em>.<\/p>","post_title":"4 Steps to Make Individualization Seem Like Magic","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-steps-to-make-individualization-seem-like-magic","to_ping":"","pinged":"","post_modified":"2022-08-11 12:14:58","post_modified_gmt":"2022-08-11 19:14:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=102267","menu_order":31,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"July 20, 2022","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Individualization-Webinar_Resources_NOAM-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/4-steps-to-make-individualization-seem-like-magic\/"},{"ID":102281,"post_author":"79","post_date":"2022-07-19 11:37:11","post_date_gmt":"2022-07-19 18:37:11","post_content":"<p>Sigh, it\u2019s like we can\u2019t catch a break. So much has happened over the past two years and now <a href=\"https:\/\/www.cnbc.com\/2022\/07\/02\/some-experts-say-a-recession-is-coming-how-to-prepare-your-portfolio.html\" target=\"_blank\" rel=\"noopener\">some experts<\/a> are saying we\u2019re heading towards a recession.<\/p>\r\n<p>Defined as \u201ca <a href=\"https:\/\/www.forbes.com\/advisor\/investing\/what-is-a-recession\/\" target=\"_blank\" rel=\"noopener\">significant decline in economic activity<\/a> that lasts for months or even years,\u201d a recession is classified by certain criteria. These, according to <a href=\"https:\/\/www.forbes.com\/advisor\/investing\/what-is-a-recession\/\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, include: negative gross domestic product (GDP), rising levels of unemployment, falling retail sales, and contracting measures of income and manufacturing for an extended period of time.<\/p>\r\n<p>We\u2019re not trying to be Negative Nancy\u2026.more like Prepared Polly. It pays to be prepared, so whether the impact has been great or minimal, we want you to feel confident in your marketing strategies to survive the impending period of decreased spending. To help, let\u2019s talk tips for marketing in a recession.<\/p>\r\n<p>But, before we dive into the marketing tips, it\u2019s important to briefly touch on why the recession is happening in the first place.<\/p>\r\n<h3>Why Now?<\/h3>\r\n<p>It was originally speculated that, in a post-pandemic world, there\u2019d be an economic boom. People were home, out of work, and spending less. Now\u2014because the pandemic has slowed a bit and we\u2019ve returned to a quasi-normal existence\u2014experts expected an increase in demand.<\/p>\r\n<p>With multiple factors, in addition to COVID-19, playing a part, however, the opposite happened. <a href=\"https:\/\/www.forbes.com\/advisor\/investing\/is-a-recession-coming\/\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> points to three factors that are contributing to Americans\u2019 current concerns of a recession: inflation and supply chain disruptions, Federal interest rate hikes, and yield curve inversion.<\/p>\r\n<p>Knowing these factors could cause a recession, how should marketers prepare?<\/p>\r\n<h3>Marketing in a Recession<\/h3>\r\n<p>A recession means less consumer spending. People aren\u2019t going to be as receptive to advertising with both prices and unemployment increasing. Marketers have to tread lightly between customer needs and selling products, understanding\u2014and being sensitive to\u2014the financial climate.<\/p>\r\n<h4>Marketing Budget<\/h4>\r\n<p>Brands\u2019 first instinct for marketing in a recession may be to decrease overall marketing budget. The thought being, if people aren\u2019t going to be shopping, what\u2019s the point in putting dollars behind marketing efforts? But, according to <a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a> (HBR), that\u2019s not necessarily the right move. In fact, according to HBR, \u201cCompanies that have bounced back most strongly from previous recessions usually did not <a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0167811605000108\" target=\"_blank\" rel=\"noopener\">cut their marketing spend<\/a>, and in many cases actually increased it.\u201d<\/p>\r\n<p>While HBR recommends maintaining\u2014maybe even increasing\u2014your marketing budget during a recession, how the money is spent should change.<\/p>\r\n<p>This brings us to <strong>our first tip for marketing in a recession: reinvest in R&amp;D.<\/strong><\/p>\r\n<p>HBR advises businesses to refocus their marketing money towards R&amp;D and, as counterintuitive as it may be, actually launch new products during a recession. \u201cProducts launched during a recession have both higher long-term survival chances and higher sales revenues.\u201d<\/p>\r\n<p>With fewer new products flooding the market and brands investing in their most promising ventures, products launched just after the midpoint of a recession end up being highly successful.<\/p>\r\n<h4>Marketing Promotions<\/h4>\r\n<p>With fewer sales being made, brands often jump the gun and increase their prices to make up the difference. And, as HBR points out, once it\u2019s evident that customers still aren\u2019t buying, these businesses then have to price-cut with promotions. What\u2019s interesting, however, is that it\u2019s not the price increase that decreases market share, it\u2019s actually the flip-flopping between high and low prices that <a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">negatively impacts brands<\/a>.<\/p>\r\n<p><a href=\"https:\/\/analyticdashboards.wordpress.com\/2020\/04\/10\/myths-on-marketing-in-recession\/\" target=\"_blank\" rel=\"noopener\">Dr. Koen Pauwels<\/a>, Marketing Professor at Northeastern University, says that if you can afford to reduce regular product prices during a recession, by all means, go for it. But, if you can\u2019t comfortably reduce prices for the foreseeable future and have to revert back to regular (or inflated) prices after a promotional price-cut, it could have negative effects.<\/p>\r\n<p><strong>Our second tip for marketing in a recession: pick prices and stick to them.<\/strong><\/p>\r\n<p>In a healthy economic climate, customers can afford regular pricing, so they aren\u2019t as upset when prices return to normal. In a recession however, as Dr. Pauwels mentions, \u201cwhen unemployment becomes problematic, the <a href=\"https:\/\/analyticdashboards.wordpress.com\/2020\/04\/10\/myths-on-marketing-in-recession\/\" target=\"_blank\" rel=\"noopener\">market tends to shift toward a prevention focus<\/a> (avoid bad outcomes), which we showed yields less sales gains from the temporary price cut.\u201d<\/p>\r\n<h4>Brand Awareness<\/h4>\r\n<p>With most brands cutting advertising budgets and cutting their share of voice in the market, being able to maintain or even increase advertising efforts can be beneficial. In a time when consumers are shying away from purchasing, brands should promote their benefits and demonstrate why their products are still worth it, even in a recession.<\/p>\r\n<p><a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">HBR<\/a> points to <a href=\"https:\/\/www.reckitt.com\/\" target=\"_blank\" rel=\"noopener\">Reckitt Benckiser<\/a>, the world's biggest manufacturer of household cleaning supplies, as a prime example of successful increased advertising during the 2008 recession. According to <a href=\"https:\/\/www.economist.com\/business\/2009\/08\/20\/the-game-has-changed\" target=\"_blank\" rel=\"noopener\">The Economist<\/a> \u201cReckitt increased its spending on marketing by 25% [in 2008], when most of its competitors were cutting back. The firm takes pains to cater to all budgets. It sells four versions of its Finish dishwashing detergent, for example, at different prices.\u201d<\/p>\r\n<p><strong>Our final tip for marketing in a recession: make your name known and demonstrate your benefits.<\/strong><\/p>\r\n<p>Staying visible during a recession also helps gauge your brand\u2019s most loyal customers. Those who continue to make purchases can provide valuable data to better understand how loyal customers behave\u2014data which you can use both in, and after, a recession.<\/p>\r\n<p>Like <a href=\"https:\/\/hbr.org\/2020\/08\/dont-cut-your-marketing-budget-in-a-recession\" target=\"_blank\" rel=\"noopener\">HBR<\/a> says, \u201c<a href=\"https:\/\/analyticdashboards.wordpress.com\/2020\/04\/19\/what-should-we-use-our-marketing-budget-for-during-covid-19\/\" target=\"_blank\" rel=\"noopener\">Successful brand advertising<\/a> during a recession not only injects humor and emotion, but also answers for consumers the question: How can we help?\u201d<\/p>\r\n<h3>Understanding the Environment and the Customer<\/h3>\r\n<p>The overarching theme in all of these tips for marketing in a recession is the need to understand the environment. Whether reinvesting in R&amp;D, strategically sticking to pricing, or demonstrating brand values and product benefits, your marketing team needs to have a broader understanding of the climate in a recession.<\/p>\r\n<p>Let\u2019s also not forget the continued need for individualization. Like the Reckitt Benckiser example proves, every individual customer will have different needs and wants during a recession. By using historical data and continuously collecting new data through customers\u2019 interactions with your brand, you\u2019ll develop a better understanding of what they will each require. Don\u2019t put individualization efforts on the backburner when your customers need it most.<\/p>\r\n<p><em>To learn more about how to automate your marketing individualization efforts, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Tips for Marketing in a Recession","post_excerpt":"Want to feel confident in your marketing strategies during a period of decreased spending? Let\u2019s talk tips for marketing in a recession.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"tips-for-marketing-in-a-recession","to_ping":"","pinged":"","post_modified":"2022-07-19 11:37:11","post_modified_gmt":"2022-07-19 18:37:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102281","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Marketing in a Recession\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071922_Marketing-in-a-Recession_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/tips-for-marketing-in-a-recession\/"},{"ID":102212,"post_author":"79","post_date":"2022-07-18 13:11:17","post_date_gmt":"2022-07-18 20:11:17","post_content":"<p>Retail is constantly evolving. How customers prefer to shop, where they prefer to shop, various channels brands can use to connect\u2014there are a lot of variables. What\u2019s important, however, is that there continues to be growth. This year\u2019s <a href=\"https:\/\/internetretailing.net\/research\/rxgeu\/\" target=\"_blank\" rel=\"noopener\">Europe Growth 3000 Report,<\/a> from RetailX, features 3000 up-and-coming retailers and brands across 32 markets. Throughout the report these brands are examined to better understand the tools that are being implemented to help them succeed.<\/p>\r\n<p>More broadly, however, the report focuses on four key drivers of growth in European retail today: traffic, mobile shopping, delivery, and easy payments. In this article we\u2019re going to review these drivers to better understand how retail is evolving and, of course, how marketing strategies can be shifted to better align with the drivers. But first, we need to set the stage.<\/p>\r\n<h3>Setting the Retail Stage: Current Events<\/h3>\r\n<p>Global events can have a large impact on retail trends. When the pandemic reared its ugly head, retail brands were forced to undergo a major digital transformation to reach their customers at home. While the shockwaves from the pandemic may be diminishing, there are a variety of other current events having an impact on the European world of retail.\u00a0<\/p>\r\n<h4>The Economy<\/h4>\r\n<p>Inflation is delivering a heavy blow this year. As the report states, \u201cPrices are climbing and the cost of living [is] rising, following increases in energy prices and supply chain costs and delays. These at first were caused by the Covid-19 disruption but have since been exacerbated by Russia\u2019s invasion of Ukraine.\u201d\u00a0<\/p>\r\n<p>Inflation is causing shoppers to buy less than they did before the rise in cost of living, but, as a more notable result, a greater percentage of purchases are happening online now compared to pre-pandemic days. In April 2022 in the UK, 26.6% of retail transactions took place online. Before the pandemic, 19.7% of purchases were online.\u00a0<\/p>\r\n<p>As a result, 50% of 500 UK retailers surveyed by Brightpearl said they planned to increase their investment in retail software this year.<\/p>\r\n<h4>Sustainability<\/h4>\r\n<p>Another factor impacting retail growth is the consumer demand for sustainable shopping. According to <a href=\"https:\/\/www.yahoo.com\/now\/retail-industry-reshapes-hybrid-cloud-130000597.html?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAHeX0gpSFLBytfiP8xL1tvUMJdwp2LOq3VF42a4j7eqXKtnH9aqWWuJf47YQYi2gvWGh9doR4nH9PRxO0YBNlohRWcuedwfwPtDCOrgQoDrzFBdnP00Ecw9uT8c1FfaSgwfYH5xbh_SzEsys1YxDOffpjrBCg7Crz2t1OAxL0iVM\" target=\"_blank\" rel=\"noopener\">IBM<\/a>, 62% of shoppers were willing to change their purchases to help reduce the environmental impact of their purchases. Karl Haller, global leader at the consumer centre of competency at IBM Consulting, attributes this to shoppers wanting to more closely align their shopping behaviors with their values. Thus, the onus is on retailers to help customers understand how their products support sustainability.\u00a0<\/p>\r\n<p>As the report says, \u201cThose who continue to listen to their customers and give them the experience they want will have the best chance of success in this increasingly challenging environment.\u201d Meeting customer expectations will help drive brand growth.<\/p>\r\n<h3>Retail Growth Drivers<\/h3>\r\n<p>As mentioned earlier, in addition to meeting customer expectations, the RetailX Europe Growth 3000 Report touches on four drivers of growth: traffic, mobile shopping, delivery, and easy payments. Each of these drivers are proving to be determining factors in the success of retail brands. Let\u2019s dive into why.<\/p>\r\n<h4>Website Traffic<\/h4>\r\n<p>It\u2019s no surprise that getting more visitors to your website will increase the likelihood of purchases. But, to further that growth, brands need to consider the entire customer experience on their website. One aspect of this experience is product search.<\/p>\r\n<p>A part of the product search for the customer is determining whether or not the product they found is right for them. To do so, often customers look to their friends and family for a second opinion. More brands\u201441% in 2022 compared to 36% in 2021\u2014are offering ways for customers to share products via social media. This not only opens the door for customers to get a second opinion, but it also spreads product awareness for the retail brands.\u00a0<\/p>\r\n<p><strong>The takeaway<\/strong>: Stand-out retailers make their websites easy to navigate and products easy to find.<\/p>\r\n<h4>Mobile Shopping<\/h4>\r\n<p>More consumers than ever before are shopping from their mobile devices. But, mobile is being added to existing customer journeys to create convenient multi-channel shopping experiences. This is true in the cases of product pickup and SMS marketing.\u00a0<\/p>\r\n<p>Because mobile is being added to journeys to improve convenience, one aspect the RetailX Europe Growth 3000 Report looked at is collection\u2014picking up mobile orders in-store. The pickup time for the retailers surveyed, compared to last year, is 3.97 hours faster.\u00a0<\/p>\r\n<p>Another aspect of mobile shopping that\u2019s impacting growth is SMS marketing. By including SMS in the marketing channel mix, brands open a two-way communication with customers through which they can collect zero-party customer data. According to Iterable\u2019s General Manager, EMEA, Mike McGuire, \u201cSince there is a two-way conversation between your brand and each customer, you have the ability to really understand the end user.\u201d\u00a0\u00a0<\/p>\r\n<p>The takeaway: Mobile shopping is all about reducing friction. Retailers that stand out in mobile ensure their customers can use smartphones to shop in a more convenient way.<\/p>\r\n<h4>Delivery<\/h4>\r\n<p>Delivery options are becoming a more important part of the overall retail experience. According to Ines van Gennip, head of Amazon Shipping EU, \u201cCustomers are choosing where to buy from, not just based on the price and availability of the product, but also increasingly, by the range of delivery options, values of the brand, and eco footprint.\u201d\u00a0<\/p>\r\n<p>The challenge with delivery is striking a balance between what customers need and what businesses can provide. \u201c[Since the pandemic] promises have been scaled back and Growth 3000 retailers are now less likely to offer next-day or same-day delivery, and more likely to ask shoppers to spend more to qualify for free delivery.\u201d\u00a0<\/p>\r\n<p><strong>The takeaway<\/strong>: Convenient delivery and the ability to return products with ease can help these brands acquire and keep customers.<\/p>\r\n<h4>Easy Payments<\/h4>\r\n<p>This driver of growth is all about the checkout process. What steps do customers need to take in order to buy a product?\u00a0<\/p>\r\n<p>For example, are new customers required to create an account before they can checkout? According to the report, in 2021 only 27% of brands required shoppers to create an account before completing their purchase. In 2022, however, 59% of surveyed brands require account creation. Likely, this is tied to brands\u2019 desire to create customer relationships.\u00a0<\/p>\r\n<p>Another growth factor when it comes to payments is whether or not brands offer choices for payment. Between Amazon Pay, Paypal, Facebook pay, and more, customers have a variety of ways to pay, and some ways they may prefer.\u00a0<\/p>\r\n<p><strong>The takeaway<\/strong>: Offering payment choice and understanding customer preferences is crucial for driving growth.<\/p>\r\n<h3>The Changing Landscape of Retail<\/h3>\r\n<p>Multiple factors contribute to the evolution of retail and how consumers prefer to shop. It\u2019s not always easy to predict what changes will occur but there are ways to embrace the changes to help your retail brand grow. Mainly, it\u2019s about understanding each customer's preferences.\u00a0<\/p>\r\n<p>Whether they shop online or in-store, use mobile ordering, need same-day delivery, or prefer Paypal, your brand should be able to create an experience that aligns with each individual preference.\u00a0<\/p>\r\n<p><em>To learn more about emerging retail trends in Europe, download the full <a href=\"https:\/\/internetretailing.net\/research\/rxgeu\/\" target=\"_blank\" rel=\"noopener\">RetailX Europe Growth 3000 Report<\/a>.\u00a0<\/em><\/p>","post_title":"Takeaways From the 2022 RetailX Europe Growth 3000 Report","post_excerpt":"The RetailX Europe Growth 3000 Report focuses on four key drivers of retail growth: traffic, mobile shopping, delivery, and easy payments.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"takeaways-from-the-2022-retailx-europe-growth-3000-report","to_ping":"","pinged":"","post_modified":"2023-03-02 22:41:21","post_modified_gmt":"2023-03-03 06:41:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102212","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Europe Growth 3000 Report\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/takeaways-from-the-2022-retailx-europe-growth-3000-report\/"},{"ID":102184,"post_author":"79","post_date":"2022-07-14 11:09:10","post_date_gmt":"2022-07-14 18:09:10","post_content":"<p>Let\u2019s talk texting. We all know it, we all do it. Whether you\u2019re on a million \u201cgroup texts'' or just checking in on your mom, everyone texts. Short Message Service (SMS) is the protocol behind texting and provides an easy, fast, informal way to connect with people, regardless of location. With all of these benefits, it\u2019s no shock that brands are hopping on the SMS bandwagon and using it as a marketing channel. But how?<\/p>\r\n<p>Texts are both urgent and personal\u2014they\u2019re a one-on-one conversation. Brands entering the SMS marketing realm need to tread lightly to not only begin texting a customer, but to stay in their good graces. In part one of this crash course in SMS marketing, we\u2019ll review specifically opt-in and opt-out requirements and why they\u2019re so important for your overall SMS marketing strategy.<\/p>\r\n<h3>Opting in<\/h3>\r\n<p>We\u2019ve got to start our SMS marketing journey somewhere, and there\u2019s no better place to start than at the beginning: opting in. Unlike with other forms of marketing that often inundate users with unsolicited messages, for brands to reach customers via SMS, the customer has to opt-in. They need to explicitly say they are open to receiving SMS messages from your brand for your brand to be able to use this as a marketing channel.<\/p>\r\n<p>It\u2019s not just a light suggestion either. It\u2019s the law. \u201cThe <a href=\"https:\/\/docs.fcc.gov\/public\/attachments\/DA-16-1299A1.pdf\" target=\"_blank\" rel=\"noopener\">TCPA (Telephone Consumer Protection Act)<\/a> explicitly states that you must get consent\u2014in writing\u2014before sending commercial text messages to any customer. The TCPA helps <a href=\"https:\/\/telnyx.com\/resources\/sms-opt-in\" target=\"_blank\" rel=\"noopener\">protect consumers<\/a> from robotexts and spam.\u201d<\/p>\r\n<p>Legal requirements often create notions of legalese, fine print, and jargon. But, just because your brand has to abide by the legal requirements of SMS marketing, doesn\u2019t mean your customer experience needs to be bland.<\/p>\r\n<h4>Opt-Ins Open Doors<\/h4>\r\n<p>To encourage opt-in, brands have\u2014in a back-to-basics kind of way\u2014started offering rewards in exchange for opting in. For example, some brands offer coupons for signing up to receive emails, then tack on an additional coupon once they sign up for SMS. Other brands may promote SMS opt-ins in store by granting membership to a rewards program once the customer has texted a number to opt in.<\/p>\r\n<p>While opting in opens doors to a new communication channel, you have to be incredibly strategic in how you use SMS messaging going forward. Texts are often used for urgent, time-sensitive messages, so the type of marketing message you send needs to match the channel you choose. The customer also needs to see value in staying connected via this channel because without that value, you could see inflated opt-in rates and, shortly after, high opt-out rates.<\/p>\r\n<h3>Opting out<\/h3>\r\n<p>Just as important as requiring customers to opt in to receive your SMS marketing messaging, is giving them a way to <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/why-should-you-include-sms-opt-out-options\/\" target=\"_blank\" rel=\"noopener\">opt out<\/a>. Brands need to give customers an easy way to stop receiving marketing SMS messages. Similar to the CAN-SPAM Act, which requires brands to give customers a clear path to unsubscribe from marketing emails, the TCPA requires you to send opt-out instructions upon sign-up and every month following sign-up. All customers should be able to opt out instantly by simply replying to the message.<\/p>\r\n<p>U.S. businesses must follow even <a href=\"https:\/\/api.ctia.org\/wp-content\/uploads\/2019\/07\/190719-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf\" target=\"_blank\" rel=\"noopener\">more specific regulations<\/a> when running SMS marketing campaigns, as laid out by the Cellular Telecommunications and Internet Association (CTIA). Under their regulations, customers must be able to opt out of any messaging campaign by using any of the following keywords: STOP, END, CANCEL, UNSUBSCRIBE, and QUIT.<\/p>\r\n<h4>Opt-Outs Build Trust<\/h4>\r\n<p>As a brand looking to communicate with customers, offering opt-out options can seem counter-intuitive in the effort towards building stronger relationships. However, providing an opt-out builds trust with such a personal marketing channel by giving the customer control. But, because of said control, you need to be sure that your brand\u2019s messaging is engaging customers, especially if the customer was enticed by a discount to opt in.<\/p>\r\n<p>Being wise about how your brand uses SMS as a marketing channel can also help protect your brand\u2019s reputation, equity, and ability to use additional marketing channels. For example, say a customer opts in because you\u2019ve offered them a 10% off coupon on their first purchase if they opt-in to receive texts. You then send a text message to them twice a day for the next week\u2014with no response from the customer. Without offering an easy way to opt-out, your new customer may start to get frustrated with your brand. Eventually, they may avoid your brand altogether\u2014unsubscribing from all marketing channels. But, if you provide an easy opt-out, it reduces friction for the customer and increases the likelihood they\u2019ll stay connected via other marketing channels.<\/p>\r\n<p>When using SMS marketing, there\u2019s potential to learn a lot about customer preferences from the way they interact with your messages. But, like all marketing channels, SMS needs to be used in a way the customer prefers\u2014if they prefer SMS at all.<\/p>\r\n<h3>Just the Beginning of SMS Marketing<\/h3>\r\n<p>Customers today expect marketing individualization. Whether or not you meet customer expectations can be the determining factor between a positive or negative brand experience. And, when it comes to SMS marketing, providing ways for customers to opt in and out is not only the law, it\u2019s the base level of a unique customer experience. Be sure your brand sets clear expectations with the customer about how and why your brand is using SMS. Every customer is different and being able to not only understand those differences, but respect them, is crucial for building long-lasting relationships and, ultimately, increasing lifetime value.<\/p>\r\n<p>But remember, this is just the tip of the SMS iceberg. In the rest of our SMS Marketing 101 series, we\u2019ll be covering a variety of strategies and techniques you can apply to your marketing messages.<\/p>\r\n<p><em>Already an Iterable customer? Reach out to your CSM to learn more about Iterable\u2019s Strategic Services offerings.<\/em><\/p>\r\n<p><em>Not a customer yet but curious about how Iterable can enable your brand\u2019s SMS marketing strategy? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> today.<\/em><\/p>","post_title":"Opt-In and Opt-Out Text Messages","post_excerpt":"In part one of this crash course, we\u2019ll review opt-in and opt-outs and why they\u2019re important for your overall SMS marketing strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sms-marketing-part-i-opting-in-and-out","to_ping":"","pinged":"","post_modified":"2024-02-05 10:43:24","post_modified_gmt":"2024-02-05 18:43:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102184","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 14, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS Marketing Part 1\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071222_SMS-Marketing-101_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sms-marketing-part-i-opting-in-and-out\/"},{"ID":102064,"post_author":"79","post_date":"2022-07-11 08:55:08","post_date_gmt":"2022-07-11 15:55:08","post_content":"<p>We\u2019ve hosted Activate Virtual on your computer screen in April, Activate Summit Europe in London in May, and now\u2014drumroll please\u2014we're gearing up to host our final Activate event of 2022: <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> at the San Francisco Marriott Marquis in September.<\/p>\r\n<p>We\u2019re getting the warm fuzzies just thinking about it because Activate Summit North America is our firstborn, our flagship, our pride and joy\u2014you get it. Basically, Activate Summit North America is where we started our Activate journey and it\u2019s incredible to see how far it\u2019s come.<\/p>\r\n<h3>The Perks of Activate Summit North America<\/h3>\r\n<p>This year, we\u2019re stuffing the agenda with three tracks that will deliver thought leadership on strategy, tactical tips for execution, and workshops for professional development. But, before we give away all of the juicy details in the intro, let\u2019s get into the five reasons why you should attend Activate Summit North America.<\/p>\r\n<h4>1. The Location<\/h4>\r\n<p>Location, location, location. The Bay Area is not only a spectacular place to visit year-round, it\u2019s the birthplace of Iterable. Surrounded by burgeoning tech companies and innovative thinkers, San Francisco is the perfect place for Activate Summit North America.<\/p>\r\n<p>Plus, the Marriott Marquis, the venue for the event, is located in the heart of downtown. Be amongst the hustle and bustle of scenic San Fran as you dive into the latest marketing trends and tips at Activate Summit North America.<\/p>\r\n<h4>2. The Tracks<\/h4>\r\n<p>Like we mentioned, this year we\u2019ll have three session tracks: Gaining Marketing Momentum, Tapping into the Tactical, and Digging into Development. Based on our concept of Dreamers, Builders, and Makers, each track is individualized to appeal to the various curiosities of marketing experts.<\/p>\r\n<ul>\r\n\t<li><strong>Gaining Marketing Momentum:<\/strong> This track will resonate if you relate to the Dreamer. Think: big picture. You\u2019ll hear about current and future marketing trends from thought leaders in the space. This track will give you ideas to take back to your marketing teams and use as jumping off points for your own strategies.<\/li>\r\n\t<li><strong>Tapping into the Tactical<\/strong>: If you are curious how certain marketing strategies are executed, which tools are used, and why they\u2019re important for success, this track is for you. If you\u2019re interested in bringing out your inner Builder, join these sessions to explore the nitty gritty of making marketing moments that have lasting impact and improve the overall customer experience.<\/li>\r\n\t<li><strong>Digging into Development<\/strong>: Listening and absorbing information may work for some, but if you\u2019re looking to be more in touch with your Maker side, a hands-on experience may be more up your alley. Our professional development track is loaded with interactive activities and networking opportunities to make you the best marketer\/professional\/expert\/YOU you can be.<\/li>\r\n<\/ul>\r\n<h4>3. The Speakers<\/h4>\r\n<p>Not only are the tracks planned thematically, but each track is filled to the hilt with expert speakers (over 20 in total!) from a variety of businesses and industries. With marketing veterans from an array of brands sharing their personal experiences, you\u2019ll walk away with actionable next steps. To name a few, our extensive list of speakers includes:<\/p>\r\n<ul>\r\n\t<li><strong>Adri Gil Miner,<\/strong> <strong>Iterable\u2019s CMO<\/strong>, will deliver a keynote highlighting how you can bring joy to your team and your customer base, simultaneously<\/li>\r\n\t<li><strong>Bela Stepanova<\/strong>, <strong>Iterable\u2019s Senior VP of Product Management<\/strong>, will present the vision for where customer activation is headed and how Iterable\u2019s new product capabilities and enhancements enable that vision<\/li>\r\n\t<li><strong>Rachel Kamel<\/strong>, <strong>Director of Growth at <a href=\"https:\/\/us.ncsoft.com\/\" target=\"_blank\" rel=\"noopener\">NCSoft<\/a>,<\/strong> will talk about how NCSoft leveled up player experiences with personalized customer journeys<\/li>\r\n\t<li><strong>Alex Orton<\/strong>,<strong><a href=\"https:\/\/www.meettally.com\/\" target=\"_blank\" rel=\"noopener\"> Tally\u2019s<\/a> Senior Lifecycle Marketing Manager<\/strong>, will review how to create an A\/B testing framework to clarify, guide, and power up your experiments.<\/li>\r\n\t<li><strong>Neil Wainwright<\/strong>, <strong><a href=\"https:\/\/uphabit.com\/\" target=\"_blank\" rel=\"noopener\">UpHabit\u2019s<\/a> Founder &amp; CEO<\/strong>, will uncover how to build flexible, effective notification preferences that resonate with your audiences.<\/li>\r\n<\/ul>\r\n<h4>4. The Camaraderie<\/h4>\r\n<p>Another reason to attend Activate Summit North America is the fact that it\u2019s in-person. You can connect with your marketing counterparts IRL. Sitting on Zoom calls all day can be draining, so being able to sit in the room\u2014with the speakers and like-minded marketing professionals\u2014not only keeps you engaged and in-the-moment, it gives you the opportunity to network and connect with peers who may be facing similar challenges and hurdles in their marketing strategies. We\u2019ve set up a variety of workshops and networking opportunities to give you the time and space to mingle, chat with new and old friends, and learn from one another in a fun, relaxed setting!<\/p>\r\n<h4>5. The Takeaways<\/h4>\r\n<p>The takeaways from Activate Summit North America will be highly valuable. Each session is designed to provide actionable insights that you can bring back to your teams and share to accelerate marketing efforts. Plus, you\u2019ll be able to ask the speakers questions at the end of each session to ensure that what you\u2019re learning aligns with your business needs. Our favorite part of Activate is hearing from attendees how excited they are to take what they learned from a session and adapt it to their strategies. We can\u2019t wait to hear your favorite takeaway from this year\u2019s selection of sessions!<\/p>\r\n<p id=\"video\"><\/p>\r\n<p>[video width=\"1920\" height=\"1080\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/ACTIVATE-PROMO_Housefy-Judy-Kaufman_NewAnimation.mp4\"][\/video]<\/p>\r\n<p>&nbsp;<\/p>\r\n<h3>Not Registered Yet? There\u2019s Still Time!<\/h3>\r\n<p>If all of this sounds like it\u2019s up your alley, be sure to <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America<\/a>. We\u2019ll have oodles of content, fantastic speakers, in-depth workshops, and even a happy hour where you can cool off with a drink and take part in lively conversations. This is the last event in our Activate series for 2022, so be sure you don\u2019t miss it! See you there.<\/p>\r\n<p><em>Join us for our last Activate event of the year! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit North America<\/a>.<\/em><\/p>","post_title":"5 Reasons to Attend Activate Summit North America","post_excerpt":"We\u2019re getting the warm fuzzies thinking about Activate Summit North America. It's our firstborn, our flagship, our pride and joy\u2014you get it. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-reasons-to-attend-activate-summit-north-america","to_ping":"","pinged":"","post_modified":"2022-07-13 07:19:11","post_modified_gmt":"2022-07-13 14:19:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102064","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 11, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit North America\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/071122_Activate-NA-5-Things_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-reasons-to-attend-activate-summit-north-america\/"},{"ID":102041,"post_author":"79","post_date":"2022-07-08 09:48:22","post_date_gmt":"2022-07-08 16:48:22","post_content":"<p>Today, two key aspects of marketing are privacy and preference. With Google <a href=\"https:\/\/www.thetradedesk.com\/us\/news\/what-the-tech-is-cookie-deprecation\" target=\"_blank\" rel=\"noopener\">eliminating the use of third-party cookies<\/a> and regulations like the <a href=\"https:\/\/www.ftc.gov\/business-guidance\/resources\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">CAN-SPAM Act<\/a> requiring brands to allow customers to opt-out of marketing emails, privacy in marketing has become a priority. Preference goes somewhat hand-in-hand with privacy. With a slew of marketing channels at their disposal, marketers can give customers the ability to decide how, when, and where they want to receive marketing communications. It\u2019s not only good practice; it\u2019s expected.<\/p>\r\n<p>To combine preference and privacy, <a href=\"https:\/\/techcrunch.com\/2022\/03\/17\/google-launches-android-13-developer-preview-2-psuh-notifications-opt-in\/\" target=\"_blank\" rel=\"noopener\">Android 13 introduced new permissions for receiving push notifications<\/a>. Like iOS, Android 13 devices will show the OS prompt which allows users to opt-in (or out) of receiving push notifications.<\/p>\r\n<p>In this article, we\u2019ll be discussing how you can not only ensure your Android 13 users receive the best experience, but also how you can maximize your push opt-in rate, while learning more about your customers\u2019 preferences. Before we dive in, however, there are some app user scenarios to think about.<\/p>\r\n<p><strong>The TL\/DR<\/strong><\/p>\r\n<p>Iterable Android App customers should:<\/p>\r\n<ul>\r\n\t<li>Update your build for Android 13 as soon as possible<\/li>\r\n\t<li>Leverage Iterable to test where and when to request push permissions while tracking what content interests your app users<\/li>\r\n<\/ul>\r\n<h3>Different Scenarios to Consider<\/h3>\r\n<p>Creating a harmonized and individualized experience for your app users is the end goal, so customers using your app shouldn\u2019t notice any bumps in the road during an update like this. But, there are two circumstances a customer of yours may find themselves in when using your app that may impact their overall experience.<\/p>\r\n<h4>Android 12 Users<\/h4>\r\n<p>Let\u2019s say your customer sees your brand\u2019s app in the store and decides to download it but they are still using Android 12 as their OS. They install the app and then they update their phone to Android 13. What happens now?<\/p>\r\n<p>Push notification permissions are pre-granted (unless intentionally disabled by the user when they had Android 12), meaning they\u2019ll receive your brand\u2019s notifications without having to opt-in. This is also the case if the user switches from one Android phone with OS 12 to another Android phone with OS 13 and the app is restored using the \u201cbackup and restore\u201d feature.<\/p>\r\n<h4>Android 13 Users<\/h4>\r\n<p>If your customer has an Android 13 phone, the variable is which OS your app targets. Apps are built to target certain operating systems. \u201cEach app has a targetSdkVersion in the manifest file (also known as the target API level) which informs <a href=\"https:\/\/developer.android.com\/about\/versions\/13\/changes\/notification-permission\" target=\"_blank\" rel=\"noopener\">how your app is run on different Android versions<\/a>.\u201d For example, what if your app targets Android 12? In this case, the push notification opt-in is prompted by the system during the app startup.<\/p>\r\n<p>What if your app targets Android 13? In this case, your app can request push permissions at the time of your choosing, and has control to check, educate the user, and ask the user for permission to send push notifications\u2014with the right context.<\/p>\r\n<p>Essentially, you\u2019ll want to upgrade your Android app to support the different contexts present on Android 12 and 13.<\/p>\r\n<h3>A Closer Look at Android 13<\/h3>\r\n<p>To understand this update a bit more, we'll be focusing on the second scenario: users with Android 13 phones. These are the users with Android 13 who have not used your app before.<\/p>\r\n<p>In the diagram below you\u2019ll see a high-level flowchart depicting how permissions can be requested and granted. Within this flowchart is the opportunity to better understand the customer in the hopes of creating a more individualized experience.<\/p>\r\n\r\n[caption id=\"attachment_102048\" align=\"alignnone\" width=\"1718\"]<img class=\"size-full wp-image-102048\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Screen-Shot-2022-07-07-at-2.20.27-PM.png\" alt=\"Push workflow\" width=\"1718\" height=\"882\" \/> <em>Diagram depicts requesting push notification permission from the brand side. Source: <a href=\"https:\/\/developer.android.com\/training\/permissions\/requesting\" target=\"_blank\" rel=\"noopener\">Android<\/a>.<\/em>[\/caption]\r\n\r\n<p>Let\u2019s zoom in on steps 5a and 5b. Within Iterable, you can check at any point of a user\u2019s life cycle whether they've opted into push permissions. If they haven\u2019t, your brand has an awesome opportunity to gain some insight into the customer\u2019s preferences.<\/p>\r\n<p>For example, you could test what content may increase their opt in. Do they want coupons? Do they want new product info? You could also narrow down when\u2014in their customer lifecycle\u2014the best time is to ask them for push permission. This way, you can increase the chances they\u2019ll opt-in.<\/p>\r\n<p><a href=\"https:\/\/www.fetchrewards.com\/\" target=\"_blank\" rel=\"noopener\">Fetch Rewards<\/a>, a brand that rewards points based on scanning shopping receipts, used this exact same tactic to increase their opt-in rate. After surveying customers, they noticed the majority of customers hadn\u2019t used their app simply because they forgot to scan their receipts. To help customers remember, they wanted to send a reminder via push notification. They asked customers, \u201cwould you be willing to opt in to receive location-based reminders to help you remember to scan?\u201d and the majority said \u201cyes.\u201d<\/p>\r\n<p>By using the push notification opt-in as an opportunity to better understand customers, the Fetch Rewards team were able to <a href=\"https:\/\/iterable.com\/webinars\/how-to-use-mobile-geolocation-data-to-drive-growth\/\" target=\"_blank\" rel=\"noopener\">increase their conversions<\/a> by 20%.<\/p>\r\n<h3>It\u2019s not a Barrier, it\u2019s a Better Experience<\/h3>\r\n<p>It may initially seem daunting to have to ask Android 13 users for permission to send push notifications, but in the long run, your brand will be providing a better overall experience to Android 13 users. Sending push notifications without explicit permission from the customer is similar to the batch-and-blast marketing techniques of yesteryear\u2014it\u2019s impersonal and can be annoying for the customer. By getting customers to opt-in, you know they\u2019re engaging with your brand and you can learn more information about the marketing content they want to receive.<\/p>\r\n<p><em>To learn more about how your brand can send meaningful push notifications, <i><span style=\"font-weight: 400;\">check out our <\/span><\/i><a href=\"https:\/\/support.iterable.com\/hc\/articles\/360057572291#android-13\"><i><span style=\"font-weight: 400;\">support documentation on the Android 13 update<\/span><\/i><\/a> or <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"How to Push Forward With Android 13","post_excerpt":"Like iOS, Android 13 devices will show the OS prompt which allows users to opt-in (or out) of receiving push notifications.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-push-forward-with-android-13","to_ping":"","pinged":"","post_modified":"2022-07-20 12:03:03","post_modified_gmt":"2022-07-20 19:03:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=102041","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Android 13 Push Notifications\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/062722_Android-Opt-In-for-Push_768-x-512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-push-forward-with-android-13\/"},{"ID":101962,"post_author":"79","post_date":"2022-06-30 13:19:11","post_date_gmt":"2022-06-30 20:19:11","post_content":"<p>This Tuesday marked 53 years since the riots at <a href=\"https:\/\/www.history.com\/this-day-in-history\/the-stonewall-riot\" target=\"_blank\" rel=\"noopener\">The Stonewall Inn<\/a> (June 28, 1969), which paved the way for today\u2019s LGBTQ rights movement. But, as in so many instances of revolution or resistance\u2014especially when a balance of power is involved\u2014it was not a casualty-free catalyst.<\/p>\r\n<p>Despite countless injuries and wrongful arrests made during the riots and protests, the gay community persevered. Over the last five decades, the protest has evolved and expanded, growing into the global movement we know today.<\/p>\r\n<h3>Where We\u2019ve Been and Where We\u2019re Going<\/h3>\r\n<p>After the Stonewall Riots in 1969, it took nearly 35 years for the first U.S. state to recognize and legalize gay marriage (2004 in Massachusetts), nearly 46 years for the Supreme Court to legalize gay marriage (2014), and almost 50 years for the New York police department to apologize for the historically discriminatory laws that targeted gay people (2019). Progress takes time. But half a century is too long to wait for change. This is where business leaders can make a difference.<\/p>\r\n<p>While businesses (public and private) have stakeholders to answer to, they have companies, not countries to look after. They have the bandwidth to be agile that governing entities do not.<\/p>\r\n<p>When you look back at the last 50 years of change from the federal lens, the needle of change has moved quite slowly for the LGBTQ community. But if you change your perspective to 50 years of change from the business lens, the portrait of progress looks a little more colorful:<\/p>\r\n<ul>\r\n\t<li>A <a href=\"https:\/\/www.msnbc.com\/know-your-value\/5-ways-lgbtq-community-has-progressed-2019-workplace-n1018271https:\/\/www.msnbc.com\/know-your-value\/5-ways-lgbtq-community-has-progressed-2019-workplace-n1018271\" target=\"_blank\" rel=\"noopener\">large majority<\/a> of businesses have implemented anti-discriminatory policies toward LGBTQ workers (\u200b\u200b93 percent of Fortune 500 companies include sexual orientation in their anti-discrimination policy, and 85% have protections in place for gender identity)<\/li>\r\n\t<li><a href=\"https:\/\/www.ibm.com\/thought-leadership\/institute-business-value\/report\/lgbt-inclusion\" target=\"_blank\" rel=\"noopener\">Businesses<\/a> are working to build better environments for LGBTQ employees, implementing specialized career development programs<\/li>\r\n\t<li>Companies are <a href=\"https:\/\/www.ibm.com\/downloads\/cas\/GZEXY0VD\" target=\"_blank\" rel=\"noopener\">tracking<\/a> progress made for LGBTQ employees in their annual social responsibility reporting cycles<\/li>\r\n\t<li><a href=\"https:\/\/ripplematch.com\/insights\/companies-with-impactful-initiatives-to-support-their-lgbtq-employees-ce4be06a\/\" target=\"_blank\" rel=\"noopener\">Employee Resource Groups<\/a> are taking center stage across industries, with companies like Apple, American Airlines, Coca-Cola, and Bain and Company renowned for their vibrant and inclusive workplace communities<\/li>\r\n\t<li>Sometimes the best way for organizations to push for impact is to \u2026 invest! <a href=\"https:\/\/www.converse.com\/c\/pride\" target=\"_blank\" rel=\"noopener\">Converse<\/a>, <a href=\"https:\/\/blogs.microsoft.com\/blog\/2020\/06\/16\/microsoft-honors-pride-through-open-dialogue-donations-to-lgbtqi-nonprofits-actions-for-equity-and-visibility\/\" target=\"_blank\" rel=\"noopener\">Microsoft<\/a>, <a href=\"https:\/\/www.chevron.com\/newsroom\/2022\/q2\/lgbtq-plus-equality-in-our-workplace-earns-honors\" target=\"_blank\" rel=\"noopener\">Chevron<\/a>, and more actively donate to local LGBTQ communities. Money donated quickly turns to momentum for change!<\/li>\r\n<\/ul>\r\n<p>But, before we celebrate our successes, it\u2019s important to pause and remember that the road to progress is not linear, especially on the global stage, where steps forward are unevenly distributed around the world. Globally, anti-LGBTQ+ discrimination persists:<\/p>\r\n<ul>\r\n\t<li>Around 70 countries continue to criminalize homosexual activity (in 12 countries adults who engage in consensual same-sex acts can still face the death penalty)<\/li>\r\n\t<li>A mere 29 countries legally recognize marriage equality today, including Switzerland most recently with its December 2020 passage of marriage equality legislation<\/li>\r\n\t<li>Only 11 countries mention sexual orientation in constitutional nondiscrimination clauses<\/li>\r\n<\/ul>\r\n<p>Against this harsh global LGBTQ landscape, the US has become a leading advocate for LGBTQ+ rights. But the US government\u2019s credibility on this journey has been called into question, especially over the last few years and even more recently, with the overturn of the landmark <a href=\"https:\/\/iterable.com\/blog\/supporting-reproductive-rights-for-all\/\" target=\"_blank\" rel=\"noopener\">Roe vs. Wade<\/a> decision, anti-LGBTQ bills in several states, and an increase in LGBTQ-related hate crimes.<\/p>\r\n<p>But, when progress seems to have halted or, in some cases, reversed, what do we do? We (businesses) step up to the plate and push for progress.<\/p>\r\n<h3>The Path Forward for Business<\/h3>\r\n<p>In 2022, people are reassessing what they expect from the business they work for. Good thing, too. Because people want to work for companies that care, companies are starting to care. They\u2019re beginning to invest in the community, the environment, and the world. They\u2019re also beginning to recognize and work to protect their most valuable resource: their people.<\/p>\r\n<p>Businesses are looking for more ways to put people first. No, we\u2019re not talking about being competitive with compensation and offering flexible vacation time (although these characteristics certainly help). It takes more to stand out. The businesses that win are those that will stand with their employees.<\/p>\r\n<p>Businesses can stand behind their LGBTQ employees by creating a workplace that is built to support the community. At Iterable, we have several programs and policies that create a shared sense of belonging at work and empower our LGBTQ employees to be their true selves:<\/p>\r\n<ul>\r\n\t<li><strong>Respect Policy<\/strong>: Our Respect Policy reflects our commitment to providing a work environment free of discrimination and disrespectful behavior. Our comprehensive policy is inclusive of sex\/gender (including pregnancy, childbirth, breastfeeding or related medical conditions), sex stereotype, gender identity\/gender expression\/transgender (including whether or not you are transitioning or have transitioned), and sexual orientation among other identities and characteristics\/demographics.<\/li>\r\n\t<li><strong>Pride Affinity Group<\/strong>: Our Pride Affinity Group cultivates a safe space for LGBTQ employees and allies to host programs, engage in community support, share resources, and celebrate cultural events.<\/li>\r\n\t<li><strong>\u201cHour of Understanding\u201d Sessions<\/strong>: These sessions are hosted by our Diversity, Equity, and Inclusion team to facilitate learning and encourage empathy. Topics include LGBTQ-relevant information like pronoun usage in the workplace and tools for self-identification.<\/li>\r\n\t<li><strong>LGBTQ Organizations Partnership<\/strong>: Iterable partners with Out inTech for ERG development resources, pipeline development, and advocacy opportunities.<\/li>\r\n\t<li><strong>Self-Identification Campaign<\/strong>: We encourage every Iterator to identify with the name, pronouns, and identities that align with their authentic self.<\/li>\r\n<\/ul>\r\n<p>When should you start developing programming and policies that protect your people? Yesterday! But there's truly no time like the present\u2014during Pride month, in the aftermath of the Roe v. Wade decision, and at the onset of a recession\u2014to kick-start or continue your business\u2019 journey of support.<\/p>\r\n<p><em>Join a team that cares, and a company that fosters a sense of belonging at work. Explore <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open roles at Iterable<\/a> today!<\/em><\/p>","post_title":"Pushing for Progress: PRIDE 2022","post_excerpt":"This Tuesday marked 53 years since the riots at The Stonewall Inn (June 28, 1969), which paved the way for today\u2019s LGBTQ rights movement.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"pushing-for-progress-pride-2022","to_ping":"","pinged":"","post_modified":"2022-06-30 13:19:11","post_modified_gmt":"2022-06-30 20:19:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101962","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 30, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"LGBTQ Pride 2022\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Pride-Month-2022_Blog_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/pushing-for-progress-pride-2022\/"},{"ID":101943,"post_author":"79","post_date":"2022-06-29 09:42:18","post_date_gmt":"2022-06-29 16:42:18","post_content":"<p>Just what we all needed\u2014another acronym. We\u2019re all familiar with acronyms like B2B and B2C, which describe to whom businesses are marketing and selling. B2B is business-to-business and B2C is business-to-consumer. But there\u2019s also a third relationship: B2G, or, business-to-government.<\/p>\r\n<p>A B2G relationship is when a business sells and markets to a government agency. Like <a href=\"https:\/\/www.investopedia.com\/terms\/b\/business-to-government.asp#:~:text=Business%20to%20government%20(B2G)%20is,an%20insignificant%20chunk%20of%20business.\" target=\"_blank\" rel=\"noopener\">Investopedia<\/a> explains, a small town government may need IT services\u2014this qualifies as B2G. They also mention larger B2G examples, like Boeing creating aircrafts for the Department of Defense (or DoD to toss another acronym in the mix for good measure).<\/p>\r\n<p>B2G brands are interesting because in some ways, larger government agencies can act like a business, so these B2G relationships mimic B2\u2014like our DoD example. In other ways, however, smaller government agencies are like consumers, so this looks more like a B2C relationship. Think: a government agency hiring a landscaper for their office building. Let\u2019s take a closer look at how B2G marketing fits into the overall landscape.<\/p>\r\n<h3>B2G vs. B2B<\/h3>\r\n<p>One of the biggest differences between B2G and B2B relationships is cash. Plain and simple, the government has a lot of money at their disposal. <a href=\"https:\/\/www.verizon.com\/business\/small-business-essentials\/resources\/if-you-and-your-company-have-been-in-business-for\/\" target=\"_blank\" rel=\"noopener\">Verizon<\/a> points out the often staggering government budgets. \u201cBroadly, contracts can range anywhere from $500 million to more than $44 billion.\u201d If you\u2019re on the sales team of a B2B brand and sign a $500 million dollar deal\u2026you\u2019re getting more than a shoutout at the weekly all-hands.<\/p>\r\n<p>Speaking of contracts, another big difference between B2B and B2G, as Verizon mentions, is contract renewal. Because there are a lot of regulations and legal requirements for brands working with government agencies, there isn\u2019t a high churn rate. Government agencies like to renew with brands that are already familiar with all of the legalese, pending their services are still valuable.<\/p>\r\n<p>Lastly, when comparing B2G and B2B, you should consider the length of the buying cycle. With a big contract comes a lengthy consideration stage. <a href=\"https:\/\/catmediatheagency.com\/b2c-b2b-b2g-and-the-difference\/\" target=\"_blank\" rel=\"noopener\">CATMEDIA<\/a> points out that the buying cycle in a B2G relationship can last years while the B2B buying cycle usually lasts months. Even shorter, however, is the B2C buying cycle, which can be weeks or even just days. But that's not the only difference between B2G and B2C.<\/p>\r\n<h3>B2G vs. B2C<\/h3>\r\n<p>As a business, your audiences in B2G and B2C relationships are vastly different. If you\u2019re a brand selling to a government, you\u2019re impacting not only the multiple people involved directly in the agency, but also the people who may be impacted by the government agency down the line. With a B2C relationship, you\u2019re just selling to a single consumer. Different audiences may mean different marketing approaches. (Don\u2019t worry, we\u2019ll get to that in a second.)<\/p>\r\n<p>We mentioned budget earlier, but we have to revisit it when comparing B2C and B2G. While B2B businesses may deal with customer contracts upwards of $100,000, and B2G businesses have contracts in the millions of dollars, B2C brands can deal with much smaller price points. Therefore, B2C brands are often looking to sell many items to a vast audience while B2G brands are looking to make fewer, but much larger deals.<\/p>\r\n<p>Because of the differences in audiences, buying cycle lengths, and deal sizes, the way you market as a B2G brand will look very different compared to a B2B or B2C brand.<\/p>\r\n<h3>B2G Marketing<\/h3>\r\n<p>This wouldn\u2019t be an Iterable blog post without a marketing deep-dive. But how does a brand go about marketing to the government? For B2B or B2C, marketers can employ cross-channel strategies that take advantage of all marketing channels to seamlessly communicate harmonized messages with their target audiences. Guess what? You can do the same thing as a B2G brand.<\/p>\r\n<p>Sure, it may look a bit different than traditional cross-channel marketing as a B2B or B2C brand\u2014you\u2019re not going to send marketing SMS messages to the head of the Department of Homeland Security with a 15%-off coupon, for example\u2014but it\u2019s not totally different. Yes, like <a href=\"https:\/\/pivotpathdigital.com\/2019\/08\/15\/government-marketing-vs-business-marketing\/\" target=\"_blank\" rel=\"noopener\">Pivot Path Digital<\/a> mentions, there may be new steps in the process\u2014like checking <a href=\"https:\/\/www.gsa.gov\/buying-selling\/purchasing-programs\/gsa-multiple-award-schedule\" target=\"_blank\" rel=\"noopener\">GSA schedules<\/a> or registering your <a href=\"https:\/\/sam.gov\/content\/home?api_key=ROEXk2SBBROUbVQ4L38wSJsGEvZ3oWtLxva9h0zV\" target=\"_blank\" rel=\"noopener\">SAM profile<\/a>\u2014but that doesn\u2019t mean cross-channel marketing is irrelevant to B2G brands. At the end of the day, whether B2B, B2C, or B2G, there is a person who will make the final purchase decision.<\/p>\r\n<h4>B2G Website<\/h4>\r\n<p>For B2G marketing, because of the long consideration stage, your website is likely your most impactful tool. Stacking it with helpful content, product descriptors, and ways to contact the right people, your website can open the door to government agencies looking for your service. Be sure your SEO strategy is designed to display your site up on the SERPs. Think about keywords that the target agencies may be searching when looking for a brand like yours. Once they\u2019ve found your site, however, be sure that when they leave, you still have ways to connect with the decision-makers.<\/p>\r\n<h4>B2G Email Marketing<\/h4>\r\n<p>One marketing channel that can be helpful in staying connected with decision-makers is email. With an <a href=\"https:\/\/www.constantcontact.com\/blog\/email-marketing-statistics\/#:~:text=Email%20marketing%20has%20a%20return,of%20marketing%20%E2%80%94%20digital%20or%20otherwise.\" target=\"_blank\" rel=\"noopener\">impressive ROI<\/a>, <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-email-marketing\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a> can help with continued brand awareness and education. A newsletter, for example, is a great way to educate government agencies on your brand's capabilities and products. Maybe your brand does have an app that could be helpful\u2014 an IT management app, for instance. Your newsletter could introduce the app and demonstrate the app\u2019s benefits and functionality. If this decision-maker decides to download your app, you now have new channels through which you can communicate. Just be sure the experience reduces friction and provides ample product education. Remember, with such large contracts, information is power.<\/p>\r\n<h3>Show Your Worth<\/h3>\r\n<p>For B2G marketing, the goal is to demonstrate your value. What are you bringing to the table that validates spending $500 million to $44 billion?<\/p>\r\n<p>Luckily, cross-channel marketing is built for information sharing. There may be a bit more research that your team needs to do at the beginning\u2014finding the right agencies and what they are in the market for\u2014but once you have your audience, you can implement a detailed marketing strategy that\u2019s individualized for that specific agency. Showcase your products and capabilities in a way that aligns with what they\u2019re looking for and share that information through your multiple marketing channels.<\/p>\r\n<p><em>To learn more about how Iterable can help your team accomplish their B2G marketing goals, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"What is Business to Government (B2G) Marketing?","post_excerpt":"B2B is business-to-business and B2C is business-to-consumer. But there\u2019s also a third relationship: B2G, or, business-to-government","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-is-business-to-government-b2g-marketing","to_ping":"","pinged":"","post_modified":"2022-06-29 09:42:18","post_modified_gmt":"2022-06-29 16:42:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101943","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"B2G\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062822_B2G_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-is-business-to-government-b2g-marketing\/"},{"ID":101904,"post_author":"79","post_date":"2022-06-23 10:42:55","post_date_gmt":"2022-06-23 17:42:55","post_content":"<p>At Iterable, we deeply believe in the sentiment of <em>better together<\/em>, and our journey as a company has been enriched by the customers and partners that are foundational to our Iterable community. Earlier today, we announced that we <a href=\"https:\/\/iterable.com\/blog\/delivering-1000-customers-joy\/\" target=\"_blank\" rel=\"noopener\">surpassed 1,000 Iterable customers<\/a> around the world.<\/p>\r\n<p>With the ever-evolving landscape of the economy, technologies, data, privacy, consumer needs, and more, keeping up is no easy feat. Companies are challenged to navigate and adapt to the rapidly changing environment, make sense of data chaos, integrate and implement new technologies, and craft seamless, personalized customer journeys that build brand-consumer relationships. That, or risk having fractured customer experiences, missed opportunities, and negative impacts on revenue.<\/p>\r\n<p>Because of this, having a network of trusted experts and advisors to support our customers\u2019 endeavors is all the more important\u2014and a testament to why we\u2019re truly better together. It\u2019s also why we\u2019re excited to launch the Iterable Partner Cooperative, our partner program dedicated to supporting and expanding our ecosystem of <a href=\"https:\/\/iterable.partnerpage.io\/partners\/solutions\" target=\"_blank\" rel=\"noopener\">solutions partners<\/a>.<\/p>\r\n<h3>The Iterable Partner Cooperative<\/h3>\r\n<p>Our network of solutions partners\u2014including <a href=\"https:\/\/indicia.konicaminolta.com\/\" target=\"_blank\" rel=\"noopener\">Indicia<\/a>, <a href=\"https:\/\/www.mammothgrowth.com\/\" target=\"_blank\" rel=\"noopener\">Mammoth Growth<\/a>, <a href=\"https:\/\/www.ragnaroknyc.com\/\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>, <a href=\"https:\/\/www.shawscott.com\/\" target=\"_blank\" rel=\"noopener\">Shaw\/Scott<\/a>, and <a href=\"https:\/\/tinuiti.com\/\" target=\"_blank\" rel=\"noopener\">Tinuiti<\/a>\u2014advise on strategy, architect best-in-class tech stacks, and help implement our customer activation platform, empowering customers to innovate and deliver joyful experiences with harmonized, individualized, and dynamic communications at scale.<\/p>\r\n<p>The Partner Cooperative was developed to support solutions partner success with shared resources, tools, and training, as well as connect customers with a curated network of experts and advisors.<\/p>\r\n<h3>The Power of Partnership<\/h3>\r\n<p>From freelancers to full-service digital agencies, our Partner Cooperative is designed to benefit all who are involved. By ensuring that our partners have access to key resources, everyone succeeds\u2014including all of our customers. Let\u2019s dig into the numerous benefits of the Iterable Partner Cooperative.<\/p>\r\n<h4>Go Cross-Channel with Ease<\/h4>\r\n<p>Help your clients orchestrate frictionless, personalized customer journeys across email, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messages<\/a>, mobile <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, web push, social, and more\u2014all from one platform.<\/p>\r\n<h4>Achieve Faster Time-to-Value<\/h4>\r\n<p>Time is precious for both you and your clients. Implement with speed, easily leverage integrations from our extensive partner ecosystem, and empower your clients to launch sophisticated, targeted campaigns quickly and at scale.<\/p>\r\n<h4>Let Marketers Market<\/h4>\r\n<p>Create, execute, and iterate towards world-class experiences without reliance on technical teams. On behalf of your clients, develop personalized customer journeys powered by free-flowing data that\u2019s unified and made actionable within Iterable.<\/p>\r\n<h4>Drive Joint Client Growth<\/h4>\r\n<p>Iterable\u2019s Partner Cooperative allows you to differentiate and grow your business by delivering results to your customers like increased engagement, conversions, and lifetime value (LTV).<\/p>\r\n<h4>Be Set Up For Success<\/h4>\r\n<p>We\u2019re committed to your success and empowering you as our partner. That means access to product training, strategic guidance, technical support, and more.<\/p>\r\n<h4>Count on Our Support<\/h4>\r\n<p>Your dedicated partner manager is here to provide continuous support with the tools and resources you need to achieve your goals.<\/p>\r\n<h3>Let\u2019s Partner Up<\/h3>\r\n<p>We\u2019re in it for the long haul. Whether it\u2019s client referrals or co-marketing activities, we look forward to partnering with you on opportunities that drive growth in both the near and long term.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/become-solutions-partner\/\" target=\"_blank\" rel=\"noopener\">Learn more<\/a> about the Partner Cooperative\u2019s benefits, or <a href=\"https:\/\/partners.iterable.com\/English\/register_email.aspx\" target=\"_blank\" rel=\"noopener\">apply now<\/a> to get details about the program requirements and tiers.<\/em><\/p>","post_title":"The Iterable Partner Cooperative: a Solutions Partner Program","post_excerpt":"We\u2019re excited to launch the Iterable Partner Cooperative, our partner program dedicated to supporting our ecosystem of solutions partners.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"new-partner-cooperative","to_ping":"","pinged":"","post_modified":"2022-07-06 14:34:48","post_modified_gmt":"2022-07-06 21:34:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101904","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Partner Cooperative\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Iterable-Partner-Cooperative_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/new-partner-cooperative\/"},{"ID":101813,"post_author":"79","post_date":"2022-06-23 06:23:42","post_date_gmt":"2022-06-23 13:23:42","post_content":"<p><span style=\"font-weight: 400;\">To the Iterable Community,<\/span><\/p>\r\n<p>Today, I\u2019m proud to share that we have surpassed an important milestone: over 1,000 customers using Iterable around the world! I am incredibly grateful to the Iterable community\u2014our team, our partners, and of course, our customers\u2014without whom this achievement would not have been possible. In the over nine years since we founded Iterable, I\u2019ve never been more excited or optimistic about the future and the next chapter of our journey together.<\/p>\r\n<p>As we celebrate this memorable milestone and look toward the future, I want to look back at the work that got us here. While 1,000 is an impressive amount and worth celebrating, it's just one of the many milestone metrics that make up our history. Consider the many thousands of hours spent developing Iterable\u2019s code in our humble, original office in San Francisco, our first paying customer, our first UK customer, the tens of billions of messages sent through Iterable every month\u2026the list goes on.<\/p>\r\n<p>What I\u2019m trying to say is that numbers are important, but they are not what matters most\u2014 people do. And our 1,000+ customer announcement is a testament to the hard work of the people\u2014the thousands of marketers who use Iterable around the world to message billions of people around the world. Below are a few of my favorite customer stories, shared with us in anticipation of this celebration.<\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/-qd1ARcmbV8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<h4>Carvana Disrupts the Auto Industry<\/h4>\r\n<p>I\u2019ve always been a fan of disrupters\u2014the mavericks that dare to do things differently. I felt like a disruptor myself when I left Google to start Iterable. Suffice it to say that one of my favorite stories is from <a href=\"https:\/\/www.carvana.com\/\" target=\"_blank\" rel=\"noopener\">Carvana<\/a>, a company that wanted to change the way people buy cars by providing our customers with a car-buying solution that is fun, fast, fair, and powered by technology. Carvana capitalized on strong demand for an Amazon-like car shopping experience, helping customers avoid the inconveniences of visiting vehicle lots and haggling.<\/p>\r\n<p>Over the last decade, Carvana\u2019s business has been booming. With their foot pressed firmly on the accelerator, they needed a marketing platform that could meet their pace and their customer demands. They partnered with Iterable in 2020.<\/p>\r\n<p>\u201cIterable has helped us scale and expand communications, from 11 million emails sent per month to 50+ million and beyond, with faster processing and key features that other systems simply don\u2019t have,\u201d shared Megan Mets, Product Manager at Carvana. \u201cWith Iterable\u2019s A\/B testing framework, we are launching twice as many tests in half the time, helping us to continue improving on our customer messaging.\u201d<\/p>\r\n<h4>Zoopla Brings Personalization to Real Estate<\/h4>\r\n<p>I, like many of you, can easily get lost scrolling through home-buying apps. Am I in the market to buy a home? No, not really. But do I find flipping through listings across the world with my wife at the end of the day satisfying? Absolutely. And I\u2019m not the only one.<\/p>\r\n<p><a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>, one of the UK\u2019s leading property marketplaces, witnessed unprecedented growth and adoption during the pandemic. With over 55 million visits across their mobile apps and websites and coverage of over 70% of UK real estate listings, Zoopla harnesses data to drive engagement, loyalty, and connection for Zoopla customers to relevant cohorts.<\/p>\r\n<p>Before Iterable, Zoopla was constrained to manual data queries, batch data imports, and fragmented views of customer engagement. They knew that data-driven strategies based on geo-intent and customer segmentation and targeting would be critical to sustaining their momentum. So they set out to modernize their tech stack.<\/p>\r\n<p>With Iterable, the <a href=\"https:\/\/iterable.com\/customers\/zoopla\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a> team can deploy the strategies necessary to increase engagement and cater to consumer preferences that are integral to Zoopla\u2019s long-term success.<\/p>\r\n<p>\u201cIterable\u2019s partnership and platform have been invaluable to our brands' success, and made a marked difference in our overall teams\u2019 happiness,\u201d shares Adam Knight, Director of Special Projects at Zoopla, \u201cWith Iterable, we\u2019re able to accelerate the rate and returns of our campaign testing and rollout, allowing us to execute memorable experiences of our customers.\u201d<\/p>\r\n<h4>Coinbase: Customer Support in Cryptocurrency<\/h4>\r\n<p>Crypto might be everywhere in tech, but it's not always accessible. Companies that make crypto safe and easy are few and far in between. So when <a href=\"https:\/\/www.coinbase.com\/\" target=\"_blank\" rel=\"noopener\">Coinbase<\/a>, the financial services app whose mission is to increase economic freedom, first came to Iterable, I was ecstatic. Coinbase was not only aligned with our vision but, more importantly, our values.<\/p>\r\n<p>Consumer demands in the financial services sector are some of the highest when it comes to privacy, security, personalization, and execution. When Coinbase was looking for a marketing platform that would meet their standard of excellence in performance, and deliver on consumer expectations, they found a partner with Iterable.<\/p>\r\n<p>\u201cOne of the many things that makes Iterable stand out is their fantastic customer support. Their team goes above and beyond in their work to ensure that their customers are set up for success,\u201d shares Kelly Karunakaran, Group CRM &amp; Lifecycle Manager at Coinbase, \u201cI was especially surprised by the level of support we received from on-call and chat agents, who are knowledgeable, kind, thorough. Working with Iterable has been a wonderful and impactful partnership!\u201d<\/p>\r\n<h4>Better Outreach with Booksy<\/h4>\r\n<p>I always get so excited when I get to use the products, services, or platforms of Iterable customers. And, as someone who struggled to fit self-care into his calendar with any regularity, I was excited to try <a href=\"https:\/\/booksy.com\/en-us\/\" target=\"_blank\" rel=\"noopener\">Booksy<\/a>\u2014a cloud-based appointment booking solution for beauty, and an Iterable customer\u2014out for size. Booksy offers appointment scheduling, calendar management, and online payments for consumers, and management system support for businesses. Not only do they have a corner on the market when it comes to scheduling and streamlining, but, after using their appointment management system for the last six months, they have a permanent place in my heart.<\/p>\r\n<p>As a mixed business model (B2C and B2B), Booksy\u2019s marketing strategy is quite complex\u2014their marketing communications need to be individualized based on recipient location, plan type, app version, market type, language, and time zone. They wanted to deliver personalized content in real-time to customers and businesses, and increase engagement while reducing risk and mitigating manual workload.<\/p>\r\n<p>Iterable was able to help Booksy uplevel their messaging and increase engagement.<\/p>\r\n<p>\u201cBy creating personalized content delivered in real-time via Iterable we were able to improve consumer engagement on Booksy platform,\u201d shared Dorota Machaj, VP Global Commercial Growth at Booksy, \u201cWhen comparing the results of personalized to non-personalized content on a similar topic, sent to the same audience, we saw over 50% improvement in conversion in favor for content that was tailored.\"<\/p>\r\n<h4>Honeybook\u2019s Switch to Support Small Business<\/h4>\r\n<p>Cumbersome paperwork and administrative work have, for many years, bogged down the bandwidth of small business owners and entrepreneurs. That is, until <a href=\"https:\/\/www.honeybook.com\/\" target=\"_blank\" rel=\"noopener\">Honeybook<\/a>\u2014the end-to-end client management app that streamlines project tracking, bookings, invoicing, and payments\u2014came on the scene in 2013.<\/p>\r\n<p>Honeybook grew quickly, but as its business picked up speed, their marketing platform couldn\u2019t keep pace. That\u2019s when their team identified Iterable as the ideal solution to fit their requirements for agility, processing power, and execution. After moving their campaigns over to the Iterable platform, the team was executing campaigns in just <a href=\"https:\/\/iterable.com\/customers\/honeybook\/\" target=\"_blank\" rel=\"noopener\">15 days<\/a>.<\/p>\r\n<p>\u201cWith Iterable, we have the tools we need to segment, personalize, and monitor performance of our campaigns\u2014all in one platform. We have access to all our customer data, centralized and analyzed in one place, which makes it easier to create the type of personalized experiences that keep customers coming back. We\u2019re able to work smarter, not harder. And that makes us a better brand,\u201d shares Toby Skinner, Director of Performance Marketing at Honeybook.<\/p>\r\n<h3>Celebrating Shared Success<\/h3>\r\n<p>When we started Iterable nine years ago, I was busy hustling between my laptop screen and investor meetings, focusing on perfecting our platform\u2019s code so it would be ready to support our future customers\u2019 success. I fell asleep at night dreaming that one customer \u2014one brand or business\u2014would take a chance on our platform. <br \/>\r\nAs I stand here today, I\u2019m proud that our hard work and dedication is starting to bear fruit. Today, with four global offices and over 700 Iterators, we\u2019ve surpassed my one customer dream. We\u2019ve surpassed 1,000 customers using our platform around the world.<\/p>\r\n\r\n[caption id=\"attachment_101932\" align=\"alignnone\" width=\"8640\"]<img class=\"wp-image-101932 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/image-5.png\" alt=\"Nasdaq 1000 Customers\" width=\"8640\" height=\"5760\" \/> <em>The Iterable team in New York gathered outside of Nasdaq MarketSite to celebrate.<\/em>[\/caption]\r\n\r\n<p>Now, that number is in the rearview, and we\u2019re moving on to more\u2014more brands, more messages, more marketers, and more joyful experiences delivered around the world.<\/p>\r\n<p><em>Join the Iterable community in San Francisco September 7-9 for <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> and find out what delivering joy is all about!<\/em><\/p>","post_title":"Delivering Joy With Over 1000 Customers","post_excerpt":"Today, I\u2019m proud to share that we have surpassed an important milestone: over 1,000 customers using Iterable around the world!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"delivering-1000-customers-joy","to_ping":"","pinged":"","post_modified":"2022-11-07 12:07:12","post_modified_gmt":"2022-11-07 20:07:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101813","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"1000 Customers\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1000_Customers_Design_Assets_Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/delivering-1000-customers-joy\/"},{"ID":101823,"post_author":"79","post_date":"2022-06-22 08:43:54","post_date_gmt":"2022-06-22 15:43:54","post_content":"<p>In 2016, Apple shifted their focus to <a href=\"https:\/\/appleinsider.com\/articles\/16\/06\/08\/apple-announces-it-will-offer-app-store-subscriptions-take-smaller-15-cut\" target=\"_blank\" rel=\"noopener\">\u201cheavily favor\u201d subscription apps<\/a> versus in-app or one-time purchases. With subscription apps, rather than paying as they go, customers can make a monthly or annual payment to access all of an app\u2019s content. Subscription apps may also be tiered meaning a certain subscription threshold gives access to certain content while a higher price may provide access to additional, \u201cexclusive\u201d content.<\/p>\r\n<p>Today, subscription apps are proving to be quite profitable. In 2020, according to <a href=\"https:\/\/techcrunch.com\/2021\/02\/11\/top-100-subscription-apps-grew-34-to-13b-in-2020-share-of-total-spend-remained-the-same\/\" target=\"_blank\" rel=\"noopener\">TechCrunch<\/a>, \u201c...global subscription app revenue from the top 100 subscription apps (excluding games), climbed 34% year-over-year to $13 billion, up from $9.7 billion in 2019.\u201d Why are subscription apps taking off and how can you ensure your subscription app is successful? What are the key ingredients needed to create a good customer experience that delivers on expectations after charging a monthly or annual fee? Let\u2019s get into it.<\/p>\r\n<h3>Why Subscription Apps Work<\/h3>\r\n<p>While in-app and one-time app purchases may focus on new user acquisition, subscription apps are tied more closely to retention. Rather than introducing new features or content as a user experiences your app, the user is presented with all of the content (or, whatever is available in their subscription tier) after their monthly payment.<\/p>\r\n<p>Say a user made an in-app purchase then realized they weren\u2019t interested in the content. That\u2019s where their journey ends. They spent the $4.99, or whatever you may charge in-app, and then uninstalled your app. With a subscription however, if a customer pays a $4.99 subscription, they now have access to your content for the next month. Why would they uninstall your app if they\u2019ve already paid?<\/p>\r\n<p>Take Netflix, for example. Users pay a monthly subscription fee and are given access to all of the content on Netflix. If the service was free but some shows or movies required a payment, it could deter users from watching that premium content or, worse, deter them from using the service altogether. With Netflix\u2019s subscription, there aren\u2019t any surprises. It\u2019s a set fee that reoccurs every month\u2014simple, straightforward, and retains customers. But, it\u2019s not always so easy to create a successful subscription app.<\/p>\r\n<h3>Challenges of Subscription Apps<\/h3>\r\n<p>Subscription apps can pose some challenges for brands. Why? No one said customer retention is easy. Once you have the customers as subscribers, the challenge is keeping them engaged and continuing to renew their subscription. With in-app or one-time purchases, you can throw all the bells and whistles at a customer to get them to make a single purchase. With subscription apps you need to be innovating and adding features to keep customers from canceling.<\/p>\r\n<p>Not only are you constantly tasked with meeting (or exceeding) customer expectations, you\u2019re also battling subscriber burn-out. As <a href=\"https:\/\/youappi.com\/mobile-deep-dive-the-rise-of-subscription-based-apps\/\" target=\"_blank\" rel=\"noopener\">YouAppi<\/a> puts it, \u201cCustomers who frequently sign up for these types of apps may be tired of paying for subscriptions or simply might need to downsize their monthly expenses.\u201d You don\u2019t want to be another monthly charge on a long list of other subscriptions.<\/p>\r\n<p>And, lastly, churn doesn\u2019t disappear when you have a subscription app. Yes, it may take a bit longer, depending on your renewal cycle, but it\u2019s still very present. If a customer pays a monthly fee and isn\u2019t getting what they need from your subscription, they can cancel. They may still have access to your content until their subscription ends and then, that\u2019s it. Once their month ends, they\u2019ll uninstall your app just like they would one that has in-app or one-time purchases. So what can you do to ensure subscription app success?<\/p>\r\n<h3>How to Overcome the Challenges<\/h3>\r\n<p>When you go to an ice cream shop and are looking at all the flavors, but you\u2019re not sure which to get, what do you do? Ask for a sample. If the sample is good enough, you\u2019ll get a whole cone-full. Think of that initial thimble of ice cream as a subscription trial.<\/p>\r\n<p>We\u2019ve all signed up for a \u201ctwo-week trial\u201d at some point. We get access to some of what the app has to offer\u2014a.k.a. \u201c<a href=\"https:\/\/www.techtarget.com\/searchitchannel\/definition\/freemium#:~:text=Freemium%20is%20a%20business%20model,for%20supplemental%20or%20advanced%20features.\" target=\"_blank\" rel=\"noopener\">freemium<\/a>\u201d\u2014 and then, at the end of two weeks, we\u2019re charged and get access to more content. Trials are an effective way to give customers a preview of your subscription app so convince them to become a subscriber. However, during those two weeks, you need to be sure your app clearly demonstrates subscriber benefits.<\/p>\r\n<p>With a freemium subscription, you should also aim to provide a detailed onboarding experience. Demonstrate how to use the app and show the customer all of the features they could get with a paid subscription and why those features are beneficial. Tread lightly. The trial period is highly sensitive\u2014any frustration or friction during the onboarding process could immediately convince the customer to cancel.<\/p>\r\n<p>Lastly, use marketing channels to educate and engage the customer. With an app you have access to mobile marketing channels like in-app messaging, mobile inboxes, and push notifications. Each of these channels, plus non-mobile like email or direct mail, can be used to create a harmonized experience that keeps the customer engaged. For example, maybe during onboarding you send a series of push notifications that highlight various features of the app.<\/p>\r\n<h3>Deliver Value to Build Relationships<\/h3>\r\n<p>Subscription apps have the potential to increase customer lifetime value (LTV). By collecting a monthly fee, you\u2019ll be able to better predict overall revenue but also better understand your customers and what they need from your app to stay subscribed.<\/p>\r\n<p>Don\u2019t ignore the data you can collect just because a customer has signed up for a month, a year, or a quarter. Every interaction a customer has with your app is an opportunity to learn more about how you can deliver value that meets their needs. Keep subscribers happy by using their data to create tailored, in-app experiences.<\/p>\r\n<p><em>To learn more about improving your customers\u2019 mobile experiences, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Achieving Success With Subscription Apps","post_excerpt":"Why are subscription apps taking off and how can you ensure your subscription app is successful? Let's get into it.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"achieving-success-with-subscription-apps","to_ping":"","pinged":"","post_modified":"2022-07-06 14:30:38","post_modified_gmt":"2022-07-06 21:30:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101823","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"subscription apps\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/062122_Achieving-App-Success_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/achieving-success-with-subscription-apps\/"},{"ID":101674,"post_author":"79","post_date":"2022-06-21 13:01:13","post_date_gmt":"2022-06-21 20:01:13","post_content":"<p>Founded by Dean Ginsberg, Stacked Collective is a strategic consulting firm that helps brands improve the lifetime value (LTV) of customers through the development of their marketing tech stacks. By partnering with Iterable, Stacked Collective aims to help their clients accomplish their marketing goals by advising them on marketing vendor selection, assisting with the building and execution of high-performing lifecycle programs, and refining data architecture and infrastructure to optimize their technology stacks. Understanding that LTV hinges on the customer experience.<\/p>\r\n<p>In our Iterable Academy \u201cAsk an Expert series,\u201d we explore exactly how Iterable works with our partners and what our partners set out to accomplish. In this installation of the Ask an Expert series, we\u2019ll explore how Stacked Collective both identifies clients and how they determine\u2014and solve\u2014the problems they\u2019re facing.<\/p>\r\n<h3>Three Iterable Customer Scenarios<\/h3>\r\n<p>In our interview with founder and CEO Dean Ginsberg, he highlighted three scenarios in which brands may find themselves interacting with Iterable. When reading the scenarios below, consider your marketing team and which scenario aligns best with you.<\/p>\r\n<h4>Starting Fresh<\/h4>\r\n<p>In the first scenario, brands are either just getting started with Iterable and beginning their onboarding or, maybe they haven\u2019t even made their final decision on which platform they are looking to use. Here, it\u2019s helpful for these brands to understand what options exist and what they are looking to do initially with their marketing program.<\/p>\r\n<h4>Making the Switch<\/h4>\r\n<p>In some cases, the brand may already be using a marketing platform but they\u2019ve decided to make the switch to Iterable. In these cases, it\u2019s helpful to audit the existing campaigns and data to successfully align campaigns after migrating to Iterable. Initial implementation, like <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-ip-warming\/#:~:text=Internet%20protocol%20(IP)%20warming%20refers,internet%20service%20providers%20(ISPs).\" target=\"_blank\" rel=\"noopener\">IP warming<\/a>, determining events that pass through and the structure of the events, how to develop campaigns, and more, need to be taken into consideration as well. .<\/p>\r\n<h4>Looking for More<\/h4>\r\n<p>The third scenario is those brands who are already using Iterable and are just looking to get more out of the platform. In this case, they may not be aware of all of the platform capabilities or understand the data flow which can lead to potential errors or gaps.<\/p>\r\n<p>Each scenario provides an opportunity for Iterable partnerships to be of help and improve a brand\u2019s relationships with their customers. For those brands just getting started, first steps revolve around defining what the brand needs to successfully communicate with their customers. For those who are switching, it\u2019s making sure no data is left behind and new campaigns can be created to elevate previous ones. Lastly, for those clients looking to get more from the Iterable platform, Stacked Collective focuses on optimizing the existing tech stack so it\u2019s able to work more effectively for clients and customers. They also will assist with training if the client wants to become more self-sufficient on the platform.<\/p>\r\n<p>Understanding these three scenarios is key to being able to help brands achieve their goals. But, taking a step back, the question then becomes: how do you know which scenario you, as a brand, fit into?<\/p>\r\n<h3>Identifying Client Needs<\/h3>\r\n<p>When a client\u2014a brand\u2014first reaches out to Iterable or an Iterable partner, there\u2019s usually an initial discovery phase. Stacked Collective, for example, takes four-to-six weeks to have conversations with various members of the clients\u2019 teams and collect information about the brand to help determine where they fall in relation to the three scenarios and how Stacked Collective may be able to help.<\/p>\r\n<p>There are then four steps the Stacked Collective team takes when evaluating client needs:<\/p>\r\n<ul>\r\n\t<li><strong>What\u2019s Existing?<\/strong> The team creates an overview of the existing campaigns and automation programs in a centralized place, where everybody can see it. All teams involved can then have a conversation about what is currently up and running.<\/li>\r\n\t<li><strong>What\u2019s Missing?<\/strong> After the initial overview, the team performs a gap assessment with a focus on technology, people, and process. As Dean puts it, \u201cAre we operating on a sprint cycle? How many emails are we pushing out in a week or a two week period?\u201d<\/li>\r\n\t<li><strong>What\u2019s Working?<\/strong> Then, the team puts together an average impact assessment. This involves a list of projects across email, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app<\/a>. Using a metric based on reach, relevancy, and frequency, compared to effort, Stacked Collective determines what\u2019s working and what\u2019s not.<\/li>\r\n\t<li><strong>What Needs to Happen?<\/strong> Lastly, the team compiles a strategy deck. The deck gives context to the low-effort, high-impact projects that are working and, as Dean mentioned, \u201cfits into a more cohesive understanding of the core pillars that we need to start shifting towards to transform the whole program.\u201d<\/li>\r\n<\/ul>\r\n<p>These could be questions you ask yourself the next time you evaluate your marketing efforts. Think about what\u2019s in the works, what competitors are doing, what projects are low-effort but high-impact, and lastly, how that all fits into an overarching marketing strategy.<\/p>\r\n<p>As you evaluate your marketing plans, remember that you\u2019re not alone in this process. There are some common challenges the team has encountered in their client experiences that, perhaps, your brand has run into them as well.<\/p>\r\n<h3>Common Challenges<\/h3>\r\n<p>When working with multiple clients across various industries, Stacked Collective was able to identify some common challenges. Again, this goes to show that you\u2019re not creating your marketing strategy in a vacuum. There are other brands and marketing teams experiencing the same struggles. It\u2019s how you approach and solve the problem that sets you apart.<\/p>\r\n<ul>\r\n\t<li><strong>Data Integrity &amp; Streaming<\/strong>. Oftentimes, data collection and processing can pose huge challenges for marketers. As Dean said, \u201cIs [it] the right data? Are the right data streams funneling into Iterable and [is it] the right structure that we need to run the program?\u201d<\/li>\r\n\t<li><strong>Automation<\/strong>. No business wants their marketing team sitting behind a screen, click-clacking the keys to create manual messages for individual customers. Re-evaluate what your current automations look like to make sure they\u2019re serving your team.<\/li>\r\n\t<li><strong>Testing<\/strong>. To ensure processes and automations are working correctly, you need to be able to test. \u201cWhat level of testing is there,\u201d Dean asked, \u201c[is there] a system that we're leveraging for testing, or are we just kind of testing things ad hoc? When we test something, is it systematic, meaning we're learning and then iterating on it, regardless of the outcome?\u201d<\/li>\r\n\t<li><strong>Resources<\/strong>. Lastly, it can be difficult for marketing teams to understand what resources they need if they\u2019re not sure what exists. But, rather than just listing off resources that could be useful, Stacked Collective says, \u201cif you added these resources, this is the impact that would have on your attributable revenue to this channel, and you can look at it on an ROI basis.\u201d<\/li>\r\n<\/ul>\r\n<p>Any of these sound familiar? These are common challenges for a reason\u2014it\u2019s not just your team. But, if you\u2019re looking for help solving for these marketing woes, you\u2019ve come to the right place.<\/p>\r\n<h3>Stacked Collective + Iterable<\/h3>\r\n<p>There are going to be hurdles your team faces as you explore your marketing strategy. Whether you're just getting started or knee-deep in the Iterable platform, just know there\u2019s a web of partnerships here to support and help.<\/p>\r\n<p><em>If you\u2019re already an Iterable customer, check out the <a href=\"https:\/\/academy.iterable.com\/partner-ask-an-expert-series-stacked-collective\" target=\"_blank\" rel=\"noopener\">Iterable Academy for the full Stacked Collective<\/a> course.<\/em><\/p>\r\n<p><em>If you\u2019re not an Iterable customer but want to learn more about our customer activation platform, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Ask an Expert: Stacked Collective + Iterable","post_excerpt":"Explore how Stacked Collective both identifies clients and how they determine\u2014and solve\u2014the problems they\u2019re facing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-expert-stacked-collective-iterable","to_ping":"","pinged":"","post_modified":"2022-06-21 13:01:13","post_modified_gmt":"2022-06-21 20:01:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101674","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Stacked Collective + Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061422_Ask-an-Expert_Stacked-Collective_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-expert-stacked-collective-iterable\/"},{"ID":101653,"post_author":"79","post_date":"2022-06-15 12:47:11","post_date_gmt":"2022-06-15 19:47:11","post_content":"<p>We\u2019ve been screaming it from the proverbial rooftop: customer <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics\/\" target=\"_blank\" rel=\"noopener\">data matters<\/a>. And, it hasn\u2019t fallen on deaf ears. We can all agree that understanding how customers are interacting with your marketing messaging is invaluable. It not only gives your brand insight into the current state of your customer relationships, but it can also help fuel your individualization efforts going forward.<\/p>\r\n<p>Today, however, there\u2019s so much data available that it\u2019s hard to decide what your marketing team should focus on\u2014especially, when it comes to email. Customers can open emails, click specific CTAs within the emails, or respond to or forward the emails to a friend\u2014the list goes on. There are so many avenues customers can take when interacting with your marketing emails. But what are the best ways to track this engagement and why? Together, we\u2019re going to take a look.<\/p>\r\n<h3>1. Conversion Rate<\/h3>\r\n<p>It\u2019s no surprise that conversion rates make the list for email metrics that matter. For conversion rate\u2014the percentage of customers who click through your email and complete a specific action\u2014to mean something for your brand, you have to first determine what a conversion is. For example, is it a purchase? Is it a subscription upgrade? You can\u2019t start tracking conversion rate without defining conversion.<\/p>\r\n<p><strong>Why It Matters<\/strong>: You can easily determine campaign ROI\u2014especially if the chosen conversion is purchase-based. As <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/17-email-marketing-metrics-every-email-marketer-needs-to-know\/\" target=\"_blank\" rel=\"noopener\">Campaign Monitor<\/a> puts it, \u201cWhen you know how much you have spent and how many subscribers are converting, it\u2019s easier to determine whether or not the money you are putting into your campaign is paying off.\u201d<\/p>\r\n<h3>2. Unsubscribe Rate<\/h3>\r\n<p>Unsubscribe rates are an excellent gut-check for understanding whether or not your emails are resonating with your audience. Of course, you have to offer every and all customers <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/is-it-illegal-to-not-have-an-unsubscribe-link\/\" target=\"_blank\" rel=\"noopener\">the option to opt-out<\/a> of your emails. You can show customers the unsubscribe option is there, but you want to keep them on your subscriber list.<\/p>\r\n<p><strong>Why It Matters<\/strong>: Unsubscribe rate can help you better define what matters to your audience. According to <a href=\"https:\/\/www.unstack.com\/blog\/unsubscribe-rate#:~:text=Your%20unsubscribe%20rate%20also%20matters,that%20they%20are%20interested%20in.\" target=\"_blank\" rel=\"noopener\">Unstack<\/a>, \u201cIf you see that your email campaigns have a low unsubscribe rate, you\u2019re likely targeting the right audience for the products or information within your email.\u201d<\/p>\r\n<h3>3. Deliverability<\/h3>\r\n<p>If your emails aren\u2019t getting delivered, they\u2019re not reaching anyone, let alone the right audience. An email has to reach the customers\u2019 inboxes to be an impactful part of your marketing strategy. Factors like email volume, spam complaints, and email bounces can impact the deliverability of your brand\u2019s marketing emails.\u00a0<\/p>\r\n<p><strong>Why It Matters<\/strong>: What\u2019s the point of wasting valuable time and resources creating email marketing campaigns that no one will see? As <a href=\"https:\/\/www.cmswire.com\/digital-marketing\/7-factors-that-determine-email-deliverability\/\" target=\"_blank\" rel=\"noopener\">CMSWire<\/a> puts it, \u201cPoor email deliverability can be costly, causing a brand\u2019s emails to end up in the spam folder or blocked entirely instead of reaching their subscribers.\u201d<\/p>\r\n<h3>4. Mobile Click Rate<\/h3>\r\n<p>Mobile click rates are <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/17-email-marketing-metrics-every-email-marketer-needs-to-know\/\" target=\"_blank\" rel=\"noopener\">usually much lower<\/a> than desktop click rates. On such a small screen, it\u2019s harder to get users to click through emails. So, mobile click through rate can help your team determine how the content you're sending resonates with mobile users. By looking at this metric you can evaluate and adjust your emails accordingly. Are people ignoring the content on their phones? What\u2019s visible above the fold? Engagement on a smaller screen, with a shorter attention span, can be a good indicator of content quality.\u00a0<\/p>\r\n<p><strong>Why It Matters<\/strong>: Mobile channels are powerful because they can reach the customer wherever they are (as long as they have their phone). If your emails are getting overlooked while a competitor\u2019s aren\u2019t, you\u2019re missing out on building valuable relationships. Plus, if you\u2019re trying to get customers to use your mobile app, emails with direct links to the app are the perfect opportunity to guide them there.<\/p>\r\n<h3>5. Subscriber Lifetime Value (LTV)<\/h3>\r\n<p>LTV is taking a front seat across all marketing metrics these days. Long-term relationships between brands and consumers are increasingly important. Understanding how much value an individual customer contributes to your brand is crucial in developing and nurturing these customer relationships. Subscriber LTV, however, makes the list of email metrics that matter because it\u2019s specific to email marketing. Once you get a subscriber, focusing on LTV is a great way to keep them.\u00a0<\/p>\r\n<p><strong>Why It Matters<\/strong>: Subscriber LTV is especially important when compared to the cost of acquiring new email subscribers. If you\u2019re spending a lot of money and resources to create a campaign, it could prove to be worth it if the subscribers you acquire have a high LTV. The equation for calculating subscriber LTV, according to <a href=\"https:\/\/www.litmus.com\/blog\/the-email-metrics-marketers-measure-and-the-ones-they-should\/\" target=\"_blank\" rel=\"noopener\">Litmus<\/a>, is, \u201cSubscriber lifetime value = monthly revenue per subscriber x average number of months a subscriber stays on your list.\u201d<\/p>\r\n<h3>Find What Works for You<\/h3>\r\n<p>While these five metrics are on <em>our<\/em> list of email metrics that matter, that doesn\u2019t mean they\u2019re the only five. Generally speaking, yes, these are important metrics to include in your reporting and evaluations, but, depending on your business, the email metrics that matter may shift.<\/p>\r\n<p>Plus, with an ever-changing privacy landscape\u2014as we saw with <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">iOS 15<\/a>\u2014certain metrics may lose their importance. Did you notice that open rate and clickthrough rate didn\u2019t make our list? While they probably would have before iOS 15, they lost some of their value after the update.<\/p>\r\n<p>Things change. Make sure your marketing team is <a href=\"https:\/\/iterable.com\/blog\/how-your-big-team-can-use-agile-marketing\/\" target=\"_blank\" rel=\"noopener\">agile<\/a>, flexible, and can roll with the punches. Once you decide what email metrics matter, don\u2019t be afraid to re-evaluate and re-adjust. Nothing is set in stone.<\/p>\r\n<p><em>To learn more about how Iterable can help you set up your email marketing program for success, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"5 Email Metrics That Matter and Why","post_excerpt":"There\u2019s so much data available that it\u2019s hard to decide what to focus on. Let's take a look at the email metrics that matter and why.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-email-metrics-that-matter-and-why","to_ping":"","pinged":"","post_modified":"2022-07-20 12:04:04","post_modified_gmt":"2022-07-20 19:04:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101653","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Email Metrics that Matter\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/061322_Email-Metrics-That-Matter_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-email-metrics-that-matter-and-why\/"},{"ID":101599,"post_author":"79","post_date":"2022-06-10 10:01:41","post_date_gmt":"2022-06-10 17:01:41","post_content":"<p>It\u2019s exciting for brands to get new customers. The customers get to experience your product for the first time and you can start to build a\u2014hopefully\u2014long-lasting relationship. Plus, as we all know,<a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\"> it\u2019s more expensive to acquire a new customer than to retain an existing one<\/a>. So, once you\u2019re over the hurdle of acquisition, it\u2019s all smooth sailing, right?\u00a0<\/p>\r\n<p>Sigh, that would be nice, wouldn\u2019t it? But, the nurturing never stops.Customer relationships aren\u2019t something you can \u201cset and forget,\u201d they take work. For example, if a customer, who has been loyal in the past but hasn\u2019t made a purchase in a while, you, as a marketer, can\u2019t just say \u201cwell, it was fun while it lasted.\u201d Retaining customers, especially loyal ones, is too valuable! So, how do you go about getting back in the good graces of your dis-engaged customers? Create a campaign type that <a href=\"https:\/\/essenceofemail.com\/blog\/12-examples-of-re-engagement-campaigns\/#:~:text=A%20study%20by%20Return%20Path,to%20generate%20some%20immediate%20sales!\" target=\"_blank\" rel=\"noopener\">63% of marketers<\/a> deemed as \u201cvery effective:\u201d the re-engagement campaign.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including re-engagement campaigns, and detail what\u2019s required for each and some tips for building them out. This article\u2014the fourth and final in <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-abandonment-campaigns\/\" target=\"_blank\" rel=\"noopener\">our series<\/a>\u2014will provide context around, and examples of, re-engagement campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Re-Engagement Campaigns?<\/h3>\r\n<p>Re-engagement campaigns are often deployed when a customer is on the cusp of churning. They are still opted into your marketing communications but haven\u2019t engaged with your content or made a purchase in a while. Re-engagement campaigns, in addition to being bolstered with special offers, should demonstrate your brand\u2019s ability to personalize your content for each customer. Generic messaging isn\u2019t going to convince a customer to come back.<\/p>\r\n<p>Onboarding, welcome, promotional, and abandonment campaigns are sent to active, receptive customers. Re-engagement campaigns have a higher hurdle to get over because customers, at this point, are pulling away. They\u2019re primed to ignore your messages and consider your competitors, so building an impactful re-engagement campaign\u2014before they churn for good\u2014is imperative and challenging.\u00a0<br \/>\r\nTo execute re-engagement campaigns effectively, there are four key elements you\u2019ll need to consider: thresholds, re-education, message preferences, and testing channels. Let\u2019s explore each.<\/p>\r\n<h4>Tinker With Thresholds<\/h4>\r\n<p>\u201cRe-engagement campaigns are often deployed when a customer is on the cusp of churning. They are still opted into your marketing communications but haven\u2019t engaged with your content or made a purchase in a while.\u201d Remember that? We said that, like two paragraphs up.\u00a0<\/p>\r\n<p>Here\u2019s the thing, \u201ca while\u201d doesn\u2019t really mean anything. To create a re-engagement campaign you first have to determine which customers need to be re-engaged. Is it a certain amount of time that triggers your re-engagement campaign? Is it lack of activity (i.e., a purchase)? Determining what warrants re-engagement will allow your team to create specific re-engagement campaigns.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a>, the streaming service, for example, used a subscription cancellation and time as the thresholds for their re-engagement campaign. Even though the customer unsubscribed, they\u2019re still on mailing lists. So, a week after subscription cancellation, Netflix sends an email, asking the customer to \u201creunite\u201d with them. If unsuccessful, Netflix sends another reminder two days later, and another, two more days later, featuring the content that\u2019s available to stream.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_101600\" align=\"alignnone\" width=\"603\"]<img class=\"wp-image-101600 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-Netflix-1.png\" alt=\"Netflix re-engagement\" width=\"603\" height=\"783\" \/> <em>Once a customer has unsubscribed, Netflix initiates a re-engagement campaign to trigger a week after unsubscribing. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/859ab075-162e-dde5-4547-607547b36230?company_id=18&amp;filter=classified&amp;journey_id=15526&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Netflix doesn\u2019t give up after these 10 days, however. After these three emails are sent in the first 10 days, the cycle repeats. A week after the third email is sent, Netflix sends the \u201creunite\u201d email again, and the pattern repeats. Of course, the content mentioned in the final email in the series is dynamic, updating as the content available to stream changes.<\/p>\r\n<h4>Remind and Re-Educate<\/h4>\r\n<p>A customer may just need that extra little push to remember why they bought your product in the first place. Sending marketing communications that re-educate the customer about your product features or customer testimonials can help reignite the spark the customer once had for your brand. Showcase the benefits of your product that invites the customer back into the fold.<\/p>\r\n<p><a href=\"https:\/\/www.homechef.com\/\" target=\"_blank\" rel=\"noopener\">HomeChef<\/a>, the meal kit subscription, picked to re-educate their disengaged customers\u2014in this case, someone who had paused their subscription\u2014by showing the benefits of the product. First, HomeChef showcased how easy the preparation process is. Then, in the next email, they featured the recipes the user missed out on by discontinuing. Lastly, they reminded the customer that the experience is totally customizable, seeing if they\u2019re interested in swapping recipes or delivery cadence.<\/p>\r\n\r\n[caption id=\"attachment_101606\" align=\"alignnone\" width=\"638\"]<img class=\"size-full wp-image-101606\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-HomeChef-1.png\" alt=\"Homechef Re-Engagement campaign\" width=\"638\" height=\"481\" \/> <em>HomeChef sent multiple emails in their re-engagement series, designed to re-educate the customer about their beneficial product features. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/017dd1c0-7cd9-9898-381c-3a505875fc48?company_id=4872&amp;filter=classified&amp;journey_id=15463&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Also of note, in HomeChef\u2019s re-engagement campaign they\u2019re not pushy. Yes, they communicated the recipes the customer missed while they had their subscription paused, but they also offered the recipes to the customer. Therefore, customers still get a benefit\u2014the recipe\u2014 and could try to make the meals on their own, without pre-portioned ingredients. Through this process, however, they may realize it\u2019s easier with the HomeChef kit and unpause they\u2019re deliveries.<\/p>\r\n<h4>Manage Message Preference<\/h4>\r\n<p>If the customer isn\u2019t engaging with the current messages and methods of communication, maybe you need to re-evaluate when and where you\u2019re reaching out to them. Something as simple as asking the customer about their message preferences could change how the customer chooses to interact with your brand. If a customer doesn\u2019t like emails and prefers SMS, but your brand has only been sending emails, they\u2019re not going to engage. Switch it up, based on customer feedback, and it may be enough to re-engage them.<\/p>\r\n<p><a href=\"https:\/\/www.archant.co.uk\" target=\"_blank\" rel=\"noopener\">Archant<\/a>, a newspaper and magazine publishing company, cleverly disguised a re-engagement campaign as a \u201cspring cleaning\u201d event. They sent the below email to ensure that the content they sent going-forward would be relevant to the customer. Perhaps they were seeing and uptick in unopened emails, or perhaps they\u2019re just looking to better personalize the content they send. Either way, asking customers directly to fill out their preferences is an effective way to increase engagement.<\/p>\r\n\r\n[caption id=\"attachment_101618\" align=\"alignnone\" width=\"598\"]<img class=\"size-full wp-image-101618\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-Archant.png\" alt=\"Archant Re-Engagement campaign\" width=\"598\" height=\"963\" \/> <em>Archant flat-out asked customers to select their preferences and subscriptions to make sure their emails don\u2019t go unnoticed. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/update-your-preferences\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>In addition to asking for content preferences, Archant could expand upon this type of marketing message to ask about channel preference as well. This could be a great way to get users to opt-in to SMS, if that\u2019s their preferred channel, for example. Nothing beats getting data directly from the customer.<\/p>\r\n<h4>Take Time to Test<\/h4>\r\n<p>If you ask customers where they prefer to receive messages and you don\u2019t get a response, test! Try different channels you may not have explored. Consider the customer\u2019s situation and how you can best reach them. If they haven\u2019t been responding to any digital channels, for example, maybe give direct mail a shot.<\/p>\r\n<p>Home furnishing brand, <a href=\"https:\/\/www.apt2b.com\/\" target=\"_blank\" rel=\"noopener\">Apt2B<\/a>, is testing different marketing channels. For example, as a way to re-engage customers who have not been engaging with their emails, they send <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">SMS messages<\/a>. The content is similar in both the email and the <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, but Apt2B is attempting to figure out which channel the customer prefers to interact with.<\/p>\r\n\r\n[caption id=\"attachment_101624\" align=\"alignnone\" width=\"513\"]<img class=\"size-full wp-image-101624\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Orchestration-Pt-4.-Apt2B-1.png\" alt=\"Apt2B SMS and Email\" width=\"513\" height=\"765\" \/> <em>Apt2B is looking to gain customer insight by seeing which channel the customer engages with, in the hopes of guiding future communications.<\/em>[\/caption]\r\n\r\n<p>SMS is a more personal marketing channel. While Apt2B is taking the right approach by testing a variety of marketing channels, once they have established the channel isn\u2019t the issue, we\u2019d recommend switching up the content. Because the content they\u2019re sending via both channels is similar, if neither channel is garnering engagement, it may be time to test what they\u2019re sending, instead of where.<\/p>\r\n<h3>Remind Customers Why They Loved You<\/h3>\r\n<p>Re-engagement campaigns are designed to refresh your brand\u2019s relationships with your customers. Customers who receive your re-engagement campaigns likely have one foot out the door, so the onus is on your team to remind customers why they loved you in the first place. What problems can your brand solve for? What benefits does your brand provide?<\/p>\r\n<p>By setting thresholds, re-educating, managing message preferences, and testing, your re-engagement campaigns will reignite customer engagement and strengthen customer relationships. But remember, re-engagement campaigns are a piece of the overall customer experience\u2026\u00a0<\/p>\r\n<p><em>To learn more about re-engagement campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>","post_title":"Cross-Channel Harmonization: Re-Engagement Campaigns","post_excerpt":"This article\u2014the fourth and final in our series\u2014will provide context around, and examples of, re-engagement campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-re-engagement-campaigns","to_ping":"","pinged":"","post_modified":"2022-06-10 10:01:41","post_modified_gmt":"2022-06-10 17:01:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101599","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Re\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060922_Orchestration-Ebook-Series-pt3_78x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-re-engagement-campaigns\/"},{"ID":101545,"post_author":"79","post_date":"2022-06-08 14:05:43","post_date_gmt":"2022-06-08 21:05:43","post_content":"<p>2022 has not been easy for brands. In a time of such uncertainty, it\u2019s incredibly difficult for business leaders to chart a course for the long-term. But it\u2019s not impossible. Armed with the right tools, team, and data, Chief Marketing Officers (CMOs) can not only cope, but conquer the challenges of 2022 and beyond.<\/p>\r\n<h3>Q2 2022 CMO Survey<\/h3>\r\n<p>In search of a bird\u2019s-eye view of the modern marketing landscape, we spoke to those at the helm of marketing organizations: CMOs. In March, we interviewed 500 CMOs in the US and U.K., from brands of different industries, sizes, and business types to discover what channels, programs, and resources are needed to stay competitive while maintaining efficiency.<\/p>\r\n<p>We\u2019ll reveal the findings of our Q2 2022 CMO survey, which captures the state of spend and strategy in marketing, and sheds light on how brands and businesses can catch up, capitalize on market shifts, and connect with the modern consumer.<\/p>\r\n<p>The first chapter in our mini-series is the focal point of every great brands\u2019 marketing strategy: the customer.<\/p>\r\n<h3>The Customer Has Changed<\/h3>\r\n<p>Before 2020, discussion of business change was measured in terms of months and years. Even the most seismic events were assumed to take time before they shifted the way the brand does business.<\/p>\r\n<p>The COVID-19 pandemic reordered the global economy, almost overnight, introducing a <a href=\"https:\/\/iterable.com\/blog\/how-did-2020-affect-brand-trust\/\" target=\"_blank\" rel=\"noopener\">\u201cnew\u201d customer<\/a> that placed a new importance on <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a>.<\/p>\r\n<p>Then came 2021. As the world rebounded and faced new challenges (cough, cough: <a href=\"https:\/\/iterable.com\/blog\/supply-chain-woes-dont-wait-communicate\/\" target=\"_blank\" rel=\"noopener\">supply chain<\/a>), prepared to say goodbye to cookies and embraced online shopping, this new customer found comfort in <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener\">transparency<\/a> and authenticity.<\/p>\r\n<p>Now, we\u2019re mid-2022. Over the past six months, the world has somewhat bounced back\u2014just in time to welcome new variants and headlines of impending recession and financial doom. With changing times and circumstances comes an even newer customer who has, again, evolved.<\/p>\r\n<h3>Dive into a Digital Experience<\/h3>\r\n<p>COVID-19 was a once-in-a-generation acceleration for <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a>, turning digital channels into the channels of choice\u2014and necessity\u2014for more customers than ever before. As a result, consumers are now increasingly looking to digital platforms to complete day-to-day tasks. How many of us don\u2019t think twice about getting everyday groceries or food delivery online? Notifications from <a href=\"https:\/\/iterable.com\/customers\/imperfect-foods\/\" target=\"_blank\" rel=\"noopener\">Imperfect Foods<\/a>, reminding us that our groceries are en-route, generate an odd sense of anticipation that never seems to dilute.<\/p>\r\n\r\n[caption id=\"attachment_101572\" align=\"alignnone\" width=\"3750\"]<img class=\"size-full wp-image-101572\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/graph-1.png\" alt=\"Customer Behavior changes\" width=\"3750\" height=\"1920\" \/> <em>The top three changes in customer behavior over the last 12 months in the US and U.K.<\/em>[\/caption]\r\n\r\n<p>According to the CMO survey, the top three changes in customer behavior over the last 12 months in the US and U.K. were:<\/p>\r\n<ul>\r\n\t<li>People shifting to digital platforms for their everyday needs,<\/li>\r\n\t<li>Increased interest in \u201cnew\u201d experiences or promotions<\/li>\r\n\t<li>A move to values-based purchasing<\/li>\r\n<\/ul>\r\n<p>An increase in both digital adoption and interest in \u201cnew\u201d experiences open many doors for innovative and creative brands. The possibilities for promotion are endless when you have a slew of digital channels at your disposal.Be ahead of the curve when it comes to how you\u2019ll use your digital marketing channels, but always consider what customers want in their connection.<\/p>\r\n<h3>Considering the Customer<\/h3>\r\n<p>Outside of the terrible toll of the virus itself, we\u2019ve seen the much broader hidden impact of the pandemic. Many customers have reassessed what they want from their lives. And they\u2019ve made some major interpersonal shifts accordingly.<\/p>\r\n<p>For example, an upswing in divorce, break-ups, new relationships, and new pet adoptions were dominant shifts in customer behavior. And, as consumers fall out of love and invest more in relationships with their furry friends, they\u2019re looking for more empathy from anyone they interact with\u2014especially brands.<\/p>\r\n<p>The CMOs surveyed in our study were acutely aware of the strain consumers have been under, and the effects of this strain on their businesses. Our respondents reported a major upswing in values-based purchasing, meaning that customers want to make sure there is meaning behind their transactions.<\/p>\r\n<p><strong>As inflation continues to rise, and customers become more cautious about their spending, brands need to communicate a deeper value to each dollar spent with their business.<\/strong><\/p>\r\n<p>Now that brands know what they need to do, strategically, to adjust to customer lifestyle shifts, it would be cogent to know where your colleagues and competition stands when it comes to customer connections.<\/p>\r\n\r\n[caption id=\"attachment_101578\" align=\"alignnone\" width=\"3750\"]<img class=\"size-full wp-image-101578\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/graph-2.png\" alt=\"Emotional Connection\" width=\"3750\" height=\"1920\" \/> <em> We found that just over 72% of CMOs believe customers feel emotionally connected to their brands. A whopping 71.2% believe those same customers would stand by them in difficult times. <\/em>[\/caption]\r\n\r\n<p>Connecting with customers is more than just delivering a product. Today, creating customer loyalty is rooted in <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">how a customer feels<\/a> about your brand and the overall customer experience.<\/p>\r\n<h3>Experience is Everything<\/h3>\r\n<p>Of course, now that we know what has changed for consumers, and how marketers need to adjust to meet these shifts in sentiment, it\u2019s time to focus on the next 12 months.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_101584\" align=\"alignnone\" width=\"3000\"]<img class=\"size-full wp-image-101584\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/graph-3.png\" alt=\"Focuses for the future\" width=\"3000\" height=\"1536\" \/> <em> When it comes to the future, CMOs are clear-eyed on the three most important things for customers in the next year: World Class Customer Experience, Trustworthy Relationships, and Respecting Their Privacy. <\/em>[\/caption]\r\n\r\n<p>At a high level, the data portrays a simple message: give customers a great experience, and they\u2019ll buy more, be more loyal, and share their experience with friends. But what makes a truly great experience? Harmony. Individualization. Dynamic Content. And\u2014the most important\u2014human touch. Real connections enabled by technology but powered with creativity and care.<\/p>\r\n<p>Connecting with customers is not always simple, but it\u2019s always worth it. By investing in experience and continuously catering and personalizing your strategy to meet the needs of the changing consumer, you\u2019ll secure a loyal user base for your brand that will stick with you through thick and thin. Luckily, the road to crafting this customer experience is not a solo one...<\/p>\r\n<p><em>Join marketing practitioners all over the world. <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Register for Activate North America<\/a>, happening September 7-9, to talk about the path forward for today's most formidable (and customer-centric) brands.<\/em><\/p>","post_title":"CMO Survey 2022: The Changing Customer","post_excerpt":"Our Q2 2022 CMO survey sheds light on how brands can catch up, capitalize on market shifts, and connect with the modern consumer.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cmo-survey-2022-the-changing-customer","to_ping":"","pinged":"","post_modified":"2022-07-20 12:03:38","post_modified_gmt":"2022-07-20 19:03:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101545","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"CMO Survey\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060822_CMO-Survey-Series-Pt.1_768x512-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cmo-survey-2022-the-changing-customer\/"},{"ID":101487,"post_author":"79","post_date":"2022-06-07 09:52:53","post_date_gmt":"2022-06-07 16:52:53","post_content":"<p>Gone are the days where consumers focus on just your product or brand. As much as we'd all love to be on our customers' minds all the time, they have lives of their own with needs to fulfill.<\/p>\r\n<p>As a result, marketing is now a matter of reaching someone in the right context. This is known as contextual messaging\u2014<a href=\"https:\/\/seeds.sproutsocial.com\/patterns\/contextual-messaging\/\" target=\"_blank\" rel=\"noopener\">a set of components and techniques<\/a> designed to deliver individualized marketing at key, relevant moments, fitting each customer\u2019s needs.<\/p>\r\n<p>To get it right, however, your marketing team needs to incorporate what you know about the customer\u2014data you\u2019ve collected\u2014and what you know about the state of affairs in the world\u2014the news, social feeds, etc. With these two data sets in place, your messaging can reach customers in a way that has a direct impact on their lives. Here are a few examples of successful contextualized messaging to inspire your campaigns.<\/p>\r\n<h3>Contextualized Messaging in Action<\/h3>\r\n<p>To start, brands should identify their personas or segments and the specific information related to their demographics, pain points, buying goals, preferences, and objections. With the right tools, this personalized information becomes the cornerstone for understanding where your audience stands in their buying journey, and what kind of content will best speak to them and when.<\/p>\r\n<h4>Stay Relevant<\/h4>\r\n<p>Demographics help drive deeper engagement with a specific portion of your audience, and become even more effective when aligned with real world context. In 2020, <a href=\"https:\/\/www.mcdonalds.com\/us\/en-us.html\" target=\"_blank\" rel=\"noopener\">McDonald\u2019s<\/a>, the fast food chain, served up a <a href=\"https:\/\/corporate.mcdonalds.com\/corpmcd\/en-us\/our-stories\/article\/ourstories.thank-you-meals.html\" target=\"_blank\" rel=\"noopener\">special promotion for first responders and health care workers<\/a> on the front lines of the coronavirus pandemic.<\/p>\r\n<p>As a thank you for their work, frontline employees\u2014who presented their service IDs\u2014were offered the opportunity to enjoy a free meal. The advertising for this token of appreciation came in the form of personalized emails, with a CTA encouraging subscribers\u2014whether they\u2019re frontline employees or not\u2014to spread the word of the special event on social media.<\/p>\r\n\r\n[caption id=\"attachment_101500\" align=\"alignnone\" width=\"1685\"]<img class=\"wp-image-101500 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/screencapture-reallygoodemails-emails-heroes-deserve-free-thank-you-meals-2022-06-06-14_27_09-edit.png\" alt=\"McDonalds Contextualized Messaging\" width=\"1685\" height=\"3435\" \/> <em>McDonald\u2019s sent this email to frontline workers during the pandemic, knowing that they could appreciate a free meal after working long hours. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/heroes-deserve-free-thank-you-meals\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a><\/em>[\/caption]\r\n\r\n<p>Recognizing your customers for their efforts in a relevant manner is a surefire way to earn their loyalty. Here, McDonald\u2019s understood that a portion of their audience\u2014frontline workers\u2014 were in the midst of an exceptionally difficult time. The company acknowledged the best way they could help, and empowered their audience beyond the intended demographic to make the most of the promotion. When tapping into demographic context, it\u2019s important to simultaneously avoid alienating the rest of your audience. McDonald\u2019s does well to balance product offering, demographic data, and contextualization here.<\/p>\r\n<h4>Use Customer Data<\/h4>\r\n<p>Sometimes, a brand\u2019s relevance with consumers can be congruent with another product or brand altogether. Here, <a href=\"https:\/\/www.siriusxm.com\/\" target=\"_blank\" rel=\"noopener\">Sirius XM<\/a>, the satellite radio service, was quick to send a new customer a welcome email which referenced the recent purchase of a new vehicle that comes with a three-month trial of their service. <br \/>\r\nA series of emails were sent promoting their mobile app, as well as an additional promotion offering an extended trial at a discounted price. The purpose of the welcome message was clear, indicating that they would like the new user to transition into becoming a full-time customer. But, what really made the messaging effective was its timing\u2014coming just days after the new car owner had time to explore and enjoy the service for themselves.<\/p>\r\n\r\n[caption id=\"attachment_101533\" align=\"alignnone\" width=\"616\"]<img class=\"wp-image-101533 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Sirius-XM-2.jpg\" alt=\"SiriusXM Car Purchase\" width=\"616\" height=\"951\" \/> <em>Knowing which vehicles their service was packaged with, SiriusXM gets the jump on new customers with this welcome message.<\/em>[\/caption]\r\n\r\n<p>The relevance, timing and call-to-action here make for a very effective set of contextualized messages. Sirius does a great job of not only getting their foot in the door, but taking actionable steps towards creating repeat business by helping the trial user get the most out of their new service. When reaching out to new customers, it can pay off to understand how they came to find your brand or service, and use that to hone in on further personalization.<\/p>\r\n<h4>Keep Seasonality in Mind<\/h4>\r\n<p>Seasonality is the perfect example of contextualized messaging. In certain contexts, like a summer month, for example, featuring a winter jacket in a promotional email wouldn\u2019t make any sense, but featuring a bathing suit would.<\/p>\r\n<p>The apparel company, <a href=\"https:\/\/ironandresin.com\/\" target=\"_blank\" rel=\"noopener\">Iron and Resin<\/a>, suggested items related to the time of the year. In, what we can only assume is a post-holiday email (based on the \u201cHoliday Hangover Sale\u201d option in the top navigation), Iron and Resin focused on advertising their \u201cwarmest\u201d jacket. While also touting the jacket\u2019s versatility, Iron and Resin chose to feature this product because it aligns with the time of the year. It\u2019s cold, so why not feature a jacket that keeps customers warm?<\/p>\r\n\r\n[caption id=\"attachment_101488\" align=\"alignnone\" width=\"1742\"]<img class=\"size-full wp-image-101488\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/screencapture-reallygoodemails-emails-shrug-off-the-cold-with-ease-2022-06-06-14_06_40-edit-1.png\" alt=\"Iron and Resin Contextualized Messaging\" width=\"1742\" height=\"10656\" \/> <em>Iron and Resin provides a seasonal contextualized message, offering customers their warmest product in the coldest months. Source: ReallyGoodEmails.<\/em>[\/caption]\r\n\r\n<p>You can layer more than your outerwear. In fact, you can layer your contextualized messages. By using seasonality and customer data, you could send customers an email, during winter, with jackets they\u2019ve been browsing.Tack on a coupon for 15% off and, with the right contextualized messaging, you could have yourself a sale! Remember, contextualized messaging is all about being in the right place at the right time.<\/p>\r\n<h4>Help Your Customers<\/h4>\r\n<p>In a different display of leveraging previous purchase information, <a href=\"https:\/\/www.1800contacts.com\/?ef_id=CjwKCAjwyryUBhBSEiwAGN5OCBN-k0fQ27tuPHg_k9HP9G3cydU9cET359DnQtGM9hKx5qed_Ev-CxoCVUUQAvD_BwE:G:s&amp;s_kwcid=AL!4587!3!576760360060!e!!g!!contacts%20800&amp;adlid=kwd-882132278x136264591167x15987727860&amp;ac=PS.Google.Brand.e.c.GoogleUSCASearch_Brand_Quasi_Terms_All_Devices.contacts%20800&amp;gclid=CjwKCAjwyryUBhBSEiwAGN5OCBN-k0fQ27tuPHg_k9HP9G3cydU9cET359DnQtGM9hKx5qed_Ev-CxoCVUUQAvD_BwE\" target=\"_blank\" rel=\"noopener\">1-800 Contacts<\/a>, the online contact lens retailer, determines when their customers are due to refill their prescriptions based on how many contacts they previously purchased. For someone who may or may not be aware that they need to re-up their supply, this email would serve as a much-needed reminder and, as a result, encourage customer action.<\/p>\r\n\r\n[caption id=\"attachment_101526\" align=\"alignnone\" width=\"596\"]<img class=\"wp-image-101526 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/1-800-contacts.jpg\" alt=\"Prescription Renewal\" width=\"596\" height=\"993\" \/> <em>1-800 Contacts notifies a customer of the upcoming renewal for their prescription with this timely reminder.<\/em>[\/caption]\r\n\r\n<p>For businesses that are centered on subscription-based models, timing becomes especially relevant to retention. 1-800 Contacts understands the importance of their product and knows when to nudge customers towards a refill when they need it most. Aim to keep your customer\u2019s best interests in mind and you\u2019ll win their loyalty along the way.<\/p>\r\n<h3>Be Competitive Through Context<\/h3>\r\n<p>As markets become more competitive, so too must marketers. In most cases, contextual messaging requires an investment in strong data\u2014but the benefits are numerous. From increased customer engagement to higher recurring revenue, defining your buyer personas and segmenting your customers for personalized outreach becomes one of the top ways to reach your audience and earn their loyalty.<\/p>\r\n<p>Ultimately, the goal for these campaigns is about keeping your customers coming back for more. But the brands that do it well, and make it stick, are those who are speaking to customer interests, help solve problems, and further cement customer loyalty through a personalized message.<\/p>\r\n<p><em>To learn how to build out your martech stack for contextualized messages, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"Why Contextualized Messages Matter for Customer Loyalty","post_excerpt":"Marketing is a matter of reaching someone in the right context. Here are a few examples of contextualized messaging to inspire your campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-contextualized-messages-matter-for-customer-loyalty","to_ping":"","pinged":"","post_modified":"2022-06-07 09:52:53","post_modified_gmt":"2022-06-07 16:52:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101487","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 07, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-contextualized-messages-matter-for-customer-loyalty\/"},{"ID":101434,"post_author":"79","post_date":"2022-06-02 11:26:51","post_date_gmt":"2022-06-02 18:26:51","post_content":"<p>Dynamism. It sounds exciting, strong, powerful. In fact, dynamism is defined as \u201cthe quality of being characterized by vigorous activity and progress.\u201d Breaking down the word further, \u201cdyn,\u201d by itself, means power. In a marketing context, we achieve progress and power through dynamic content personalization.<\/p>\r\n<p>Dynamic content personalization moves the needle. It progresses your marketing efforts and makes your marketing messaging more powerful because it introduces a new layer of individualization. In the past, marketing messages were often a swath of sameness. Every person received the same message, regardless of their interests, needs, or wants. Today, marketing has evolved. Dynamic content personalization gives marketers the ability to change their messaging for each individual user. Let\u2019s get into how.<\/p>\r\n<h3>Dynamic Imagery<\/h3>\r\n<p>Imagery is a common way for marketers to incorporate dynamic content personalization into their marketing messages. With the right marketing platform, you should be able to pull specific imagery, based on customer behavior, into your marketing messaging.<\/p>\r\n<p>Say, for example, a customer had abandoned an item in their online shopping cart and you want to follow up with an abandoned cart email. As mentioned in our latest ebook, \u201cHow to Orchestrate Your Cross-Channel Campaigns for Peak Harmonization,\u201d one of the keys to creating a successful abandonment campaign is the imagery. To get the highest chance of engagement and, ultimately, conversion, you include an image of the item they abandoned in the email.<\/p>\r\n\r\n[caption id=\"attachment_101453\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-101453\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/The-North-Face_2022-04-20_0057_wednesday_Double-check-your-gear-list-we-thi.png\" alt=\"North Face Dynamic Content Personalization\" width=\"800\" height=\"3089\" \/> <em><a href=\"https:\/\/www.thenorthface.com\/\" target=\"_blank\" rel=\"noopener\">The North Face<\/a> sends their customers abandoned cart emails featuring an image of the abandoned item and a CTA to \u201cHead Back to Cart.\u201d Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/3a5d9c16-9bfd-9c56-e630-70d48bd47305?company_id=1999&amp;filter=classified&amp;journey_id=31348&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>What\u2019s going to garner more customer engagement: a plain text email, or one that features an image of the exact product the customer just abandoned? Ding ding ding! We have a winner. It\u2019s the email with the image. In fact, according to <a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks\" target=\"_blank\" rel=\"noopener\">GetResponse<\/a>, emails with images have both a higher open rate (24.3% vs. 15.6%) and click-through rate (3.3% vs. 1.3%) than emails without images. But, imagery is only one part of dynamic content personalization.<\/p>\r\n<h3>Dynamic Text<\/h3>\r\n<p>Dynamic content personalization can also be developed through text. By using text fields that automatically pull in data like product names, customer names, previous orders, etc, your marketing team can create highly individualized marketing messages without a heavy manual lift.<\/p>\r\n<p>In the previous example from The North Face, for instance, the image is pulled in but the product name is also featured right below the image. It\u2019s important to provide the product information so the customer can easily find or search for what they need. Welcome campaigns are also a great place to incorporate dynamic text.<\/p>\r\n\r\n[caption id=\"attachment_101447\" align=\"alignnone\" width=\"934\"]<img class=\"size-full wp-image-101447\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/Panera-Example.png\" alt=\"Panera Dynamic Text\" width=\"934\" height=\"1205\" \/> <em>Not only did <a href=\"https:\/\/www.panerabread.com\/en-us\/home.html\" target=\"_blank\" rel=\"noopener\">Panera<\/a> include the customer\u2019s name in the body copy, but they included their name in the subject line as well.<\/em>[\/caption]\r\n\r\n<p>A simple addition to any welcome email is the customer\u2019s name. Emails that include the customer\u2019s name in the subject line alone are <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/?sh=101ba1d12a94\" target=\"_blank\" rel=\"noopener\">26% more likely<\/a> to be opened than emails without this feature. It\u2019s such a small, simple addition, but this dynamic content personalization can have a huge impact on engagement. To go a step further, pulling in additional customer data can elevate your dynamic content personalization.<\/p>\r\n<h3>Dynamic User Data<\/h3>\r\n<p>Using a customer\u2019s name in personalized marketing messaging should be considered table stakes. Customers have come to expect this level of personalization at the bare minimum and, because it\u2019s such a small yet impactful addition, there really shouldn\u2019t be any reason why brands aren\u2019t doing this.<\/p>\r\n<p>Adding other customer data, however, is how you level-up your dynamic content personalization. Think about all of the customer data you have access to in your customer activation platform. You have their birthdays, zip codes, phone numbers, emails, previous orders, returns, etc. Getting creative with dynamic content personalization can separate your brand from competitors.<\/p>\r\n\r\n[caption id=\"attachment_101441\" align=\"alignnone\" width=\"1265\"]<img class=\"size-full wp-image-101441\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/screencapture-reallygoodemails-emails-upcoming-shows-near-greenville-aziz-ansari-east-forest-and-more-2022-06-02-11_13_43-edit.png\" alt=\"Spotify Dynamic Content Personalization\" width=\"1265\" height=\"6098\" \/> <em>We\u2019ve used this <a href=\"https:\/\/www.spotify.com\/us\/\" target=\"_blank\" rel=\"noopener\">Spotify<\/a> example before because it\u2019s that dang good. This email showcases concerts by the customer\u2019s favorite artists in their zip code. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/upcoming-shows-near-greenville-aziz-ansari-east-forest-and-more\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>. <\/em>[\/caption]\r\n\r\n<p>By cross-referencing customer data, like Spotify did in the example above, you can end up with an incredibly individualized email based entirely on dynamic content personalization. To create this email, Spotify used customer listening data and combined it with location data, automatically creating a list of concerts they might like in their area. Genius.<\/p>\r\n<h3>Work Smarter, Not Harder<\/h3>\r\n<p>Back in the day, this level of marketing individualization may have seemed impossible, but not anymore. By minimizing manual effort and automating the processes, creating customized content has never been easier.<\/p>\r\n<p>Dynamic content personalization is all about making your marketing team\u2019s lives easier while also seeing increased engagement and conversions. You already collect customer data, so why not use it in a way that\u2019s not only beneficial to your brand, but beneficial to the customer as well. From small changes, like adding the customer\u2019s name to your messages, to more creative applications, like sending a customized list of concerts in the area, dynamic content personalization can increase brand trust and build a stronger customer relationship.<\/p>\r\n<p>Everyone wants to feel like they\u2019re the only one in the room and, with dynamic content personalization, you\u2019ll make your customer feel like you\u2019re talking directly to them, providing the most relevant information when they need it most.<\/p>\r\n<p><em>To learn more about how your brand can easily implement dynamic content personalization, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Dynamic Content Personalization to Boost Your Marketing Efforts","post_excerpt":"Dynamic content personalization gives marketers the ability to change their messaging for each individual user. Let\u2019s get into how.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dynamic-content-personalization-to-boost-your-marketing-efforts","to_ping":"","pinged":"","post_modified":"2022-06-02 11:33:24","post_modified_gmt":"2022-06-02 18:33:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101434","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Dynamic Content Personalization\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/06\/060222_Dynamic-Content-Personalization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/dynamic-content-personalization-to-boost-your-marketing-efforts\/"},{"ID":101314,"post_author":"79","post_date":"2022-05-31 12:25:12","post_date_gmt":"2022-05-31 19:25:12","post_content":"<p>When shopping in-person, you find a gorgeous pair of jeans. They fit you perfectly and the wash is exactly what you\u2019ve been searching for. You hold onto that pair of jeans as you browse the rest of the items around the store. Then, as you head to checkout, you realize not only the high price point of those jeans, but that you aren\u2019t as obsessed with them as you were when you first tried them on. You hang them back on the rack and leave.<\/p>\r\n<p>Online, this would be considered an abandoned cart. The customer came to your website, poked around, found something they liked, and placed it in their virtual shopping cart. As they got ready to check out, they decided they no longer wanted to buy it and left the website\u2014abandoning the item in their cart. As a customer, it\u2019s great to have that option. As a marketer, however, it\u2019s hard to watch. Thus, abandonment campaigns came to be.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including abandonment campaigns, and detail what\u2019s required for each and some tips for building them out. This article\u2014the third in <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-promotional-campaigns\/\" target=\"_blank\" rel=\"noopener\">our series<\/a>\u2014will provide context around, and examples of, abandonment campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Abandonment Campaigns?<\/h3>\r\n<p>Abandonment campaigns are a direct response to customers leaving items in their virtual carts. Often designed with dynamic content, classic abandonment campaigns feature messages that include the abandoned item. So, if a customer left a pair of jeans in their online cart, you could send an email to that customer, showcasing the exact jeans they left behind\u2014the goal being to get them to purchase.<\/p>\r\n<p>Onboarding, welcome, and promotional campaigns can be personalized, but abandonment campaigns open the door to a deeper level of individualization. Using customer behavioral data to customize marketing messages shows the customers you\u2019re paying attention and is more likely to improve engagement. And further down the funnel\u2014say, right before purchase\u2014engagement is crucial.<\/p>\r\n<p>To execute abandonment campaigns effectively, there are four key elements you\u2019ll need to consider: real-time triggers, visuals, unified carts, and clarity. Let\u2019s dive into each.<\/p>\r\n<h4>Real-Time Triggers<\/h4>\r\n<p>Real-time triggers are events that can initiate a campaign, automatically, as they happen. In a cart abandonment, for example, the trigger may be the customer leaving the site with an item in their cart. This could trigger the start of your abandonment campaign. Because customers are actively interacting with your website or app when they abandon their cart, taking advantage of their engagement and acting quickly can prove to be beneficial.<\/p>\r\n<p>We mentioned jeans earlier\u2014well, here\u2019s a real-life example. Clothing brand, <a href=\"https:\/\/www.truereligion.com\/\" target=\"_blank\" rel=\"noopener\">True Religion<\/a>, has three separate messages as part of their abandonment campaign. In the example below, a shopper must have left the highlighted pair of jeans in their cart and left the site. True Religion followed up with a same-day message, a message the following day, and a final message the next.<\/p>\r\n\r\n[caption id=\"attachment_101316\" align=\"alignnone\" width=\"677\"]<img class=\"wp-image-101316 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-TrueReligion.png\" alt=\"True Religion Abandonment Campaign\" width=\"677\" height=\"805\" \/> <em>True Religion used dynamic content, pulling the exact item the customer left behind into the email\u2014an easy way to add personalization. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/88f52347-1569-ac7d-1340-9e6bb22a9618?company_id=2793&amp;filter=classified&amp;journey_id=28254&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>. <\/em>[\/caption]\r\n\r\n<p>In each message, True Religion offered customers 15% off and featured additional trending clothing items. You can tell the emails are triggered because the copy isn\u2019t product-specific, but pulling in the product picture and description is a smart way to make these messages impactful without a heavy lift from their marketing team.<\/p>\r\n<h4>Eye-Catching Visuals<\/h4>\r\n<p>Visuals are crucial when it comes to abandonment campaigns. Maybe the customer has forgotten what they left behind. Putting an image of the abandoned item in the message, like True Religion did, can remind customers of the products they may want to purchase. Or, maybe they didn\u2019t forget and have been considering this purchase ever since they left your site. Showing them the item again could be exactly the nudge they need to press \u201cbuy.\u201d<\/p>\r\n<p><a href=\"https:\/\/www.neutrogena.com\/\" target=\"_blank\" rel=\"noopener\">Neutrogena<\/a>, the beauty brand, has two emails in their abandonment campaign. The first, features a large photo of the abandoned product and, right below, some other product recommendations based on the abandoned product. The second email also features the product image but also features a bold image at the top with text reading \u201cit\u2019s never too late.\u201d<\/p>\r\n\r\n[caption id=\"attachment_101322\" align=\"alignnone\" width=\"805\"]<img class=\"size-full wp-image-101322\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-Neutrogena.png\" alt=\"Neutrogena Abandonment Campaigns\" width=\"805\" height=\"805\" \/> <em>Neutrogena highlights their beauty quiz at the bottom of this email. If customers aren't sure if the product is right for them, taking the quiz could help them decide. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/b1c70d6b-a356-e0fd-4991-fa4ef7432747?company_id=5182&amp;filter=classified&amp;journey_id=28252&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Neutrogena was smart with their visuals because if a customer opens the first abandoned cart email and ignores it, they\u2019d likely easily skim over an identical email. By switching up the visuals, Neutrogena is improving the chances of conversion engagement while still reminding the customer of the product they left behind.<\/p>\r\n<h4>Cross-Channel Unified Carts<\/h4>\r\n<p>The cross-channel experience can make or break a purchase when it comes to abandoned carts. Even if a customer is using multiple channels to interact with your brand, they should have a consistent experience, regardless of the channel they choose. So, for example, if your customer goes to your desktop site, adds items to their cart, leaves, and signs in later on the app, that cart should look identical to the cart they abandoned on the desktop site.<\/p>\r\n<p>With that, messaging should reflect carts built on multiple devices. If a customer abandons their in-app cart, they should still receive your abandonment email campaign. If a customer abandons their cart on the desktop, they can still receive push notifications or SMS messages regarding their abandoned item.<\/p>\r\n<p>With <a href=\"https:\/\/www.chewy.com\/\" target=\"_blank\" rel=\"noopener\">Chewy<\/a>, the pet care brand, it\u2019s easy to switch between desktop and their mobile app. As long as you\u2019re logged into your account, what you add to your cart in the app will show up in your cart on the desktop site (and vice versa). Then, when receiving abandonment emails from Chewy, if you\u2019re on your phone and click through the email, you\u2019ll be taken to the app. If you open the email on the desktop, you\u2019ll be taken to the desktop site.<\/p>\r\n\r\n[caption id=\"attachment_101328\" align=\"alignnone\" width=\"747\"]<img class=\"size-full wp-image-101328\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-Chewy.png\" alt=\"Chewy Cross-Channel Messaging\" width=\"747\" height=\"837\" \/> <em>Chewy makes it really easy to switch between channels and still feel like you\u2019re having a cohesive experience.<\/em>[\/caption]\r\n\r\n<p>Giving customers the ability to switch between channels and experience a unified cart can make for a better abandonment campaign. When customers are making a purchase decision, accessing a single cart, from wherever they are, can be the deciding factor in whether or not they make the purchase. Unified carts reduce friction.<\/p>\r\n<p>Crystal-Clear Messaging<\/p>\r\n<p>When designing a cart abandonment campaign, the goal is very simple: get customers to buy the items they\u2019ve left behind. Because the goal is very simple, it\u2019s important the messaging is clear as well. Adding too many bells and whistles or introducing new goals and objectives could easily create a convoluted, confusing message.<\/p>\r\n<p>Home furnishing brand, <a href=\"https:\/\/www.crateandbarrel.com\/\" target=\"_blank\" rel=\"noopener\">Crate &amp; Barrel<\/a>, makes the intent of their abandonment campaigns very clear. There are three emails in the series and each features a bold, simple headline, a photo of the abandoned item, and a descriptive CTA. There\u2019s no confusion about where the user will be taken when they click on the message.<\/p>\r\n\r\n[caption id=\"attachment_101334\" align=\"alignnone\" width=\"661\"]<img class=\"size-full wp-image-101334\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Orchestration-Pt-3.-CrateBarrel.png\" alt=\"\" width=\"661\" height=\"805\" \/> <em>In all three emails in this series, the CTA says \u201cView Cart and Check Out.\u201d The CTA not only eliminates steps for the customer, but sets clear expectations. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/0a58f99d-a302-7f21-7911-1fd5caf86912?company_id=310&amp;filter=classified&amp;journey_id=28230&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>In addition, Crate &amp; Barrel uses different copy in each email headline in their abandonment series. For example, the first email in the series reads \u201cfinish checking out today.\u201d This email was likely sent shortly after the customer left their item in the cart and implies that the customer is midway through completing their order. If the order isn\u2019t completed, they receive different messaging. It\u2019s a nice touch to help personalize the content.<\/p>\r\n<h3>Show Customers What to Do Next<\/h3>\r\n<p>Abandonment campaigns are used to guide customers through their journey in a personalized way. The customer is already at the bottom of the funnel, just about to convert, but, for some reason, doesn\u2019t. Abandonment campaigns could be the final nudge they need. When developing your campaigns, make sure the next step in the journey is clear, enticing, and customized for each individual user.<\/p>\r\n<p>With real-time triggers, eye-catching visuals, cross-channel unified carts, and crystal-clear messaging your abandonment campaigns will ensure customers are continuing along their journey and clicking \u201cbuy.\u201d But remember, abandonment campaigns are only a small piece of the customer experience\u2026<\/p>\r\n<p><em>To learn more about abandonment campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>","post_title":"Cross-Channel Harmonization: Abandonment Campaigns","post_excerpt":" The four elements for effective abandonment campaigns are: real-time triggers, visuals, unified carts, and clarity. Let\u2019s dive into each.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-abandonment-campaigns","to_ping":"","pinged":"","post_modified":"2022-05-31 12:25:12","post_modified_gmt":"2022-05-31 19:25:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=101314","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 31, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Pt 3: abandonment campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/053122_Orchestration-Ebook-Series-pt2_78x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-abandonment-campaigns\/"},{"ID":100933,"post_author":"79","post_date":"2022-05-26 09:41:13","post_date_gmt":"2022-05-26 16:41:13","post_content":"<p>Yesterday, as part of our continuing Activate conference series, we hosted Activate Summit Europe in London. The in-person event brought together marketing professionals, product leaders, and more\u2014all looking to gain new insights and tips for developing joyful experiences for their customers. The energy was high, and the networking was in full force. With our two tracks, \u201c<a href=\"https:\/\/iterable.com\/blog\/activate-summit-europe-marketing-to-the-modern-customer\/\" target=\"_blank\" rel=\"noopener\">Marketing to the Modern Customer<\/a>\u201d and \u201c<a href=\"https:\/\/iterable.com\/blog\/activate-summit-europe-building-a-better-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Building a Better Customer Experience<\/a>,\u201d attendees heard from industry leaders about how to make memorable moments of lasting impact for their customers.\u00a0<\/p>\r\n<p>If you weren\u2019t able to attend, don\u2019t worry! This article will get you started in tapping into the insights we saw in person. To dive deeper, you can always <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">sign up for the on demand sessions<\/a> to see them in full. We'll get into the takeaways soon, but first, here's a recap from Iterable's CMO Adri Gil Miner.\u00a0<\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/MJVNGqaGgCY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<h3>Morning Keynote with Iterable and Special Guest, Zoopla<\/h3>\r\n<p>The day kicked off with our morning keynote. Adri and Iterable's SVP of Product, Bela Stepanova, kicked off Activate Summit Europe by talking about how brands need to focus on joyful experiences to stay ahead, and how to do this in Iterable. To close out, we heard a bit about what a joyful experience looks like in action from Zoopla's CMO Gary Bramall.\u00a0<\/p>\r\n<p><strong>Three key learnings from the keynote:<\/strong><\/p>\r\n<ul>\r\n\t<li>Joy is a Powerful Emotion: People intrinsically seek joy, and joy connects people more powerfully than almost any other human experience.<\/li>\r\n\t<li>Iterable Builds Relationships: By bridging the gap between the data and customer activation, Iterable elicits customer joy and, as a result, strengthens relationships.<\/li>\r\n\t<li>\u201cThe best brands behave like the best people.\u201d Gary caught everyone's attention with this line, as everyone agrees the best brands these days build human connection.\u00a0<\/li>\r\n<\/ul>\r\n<p>After the morning keynote, our two tracks began, each loaded with information to continue your marketing team\u2019s success. Let\u2019s dive into some of the top takeaways from each.<\/p>\r\n<h3>Marketing to the Modern Customer<\/h3>\r\n<p><span style=\"font-weight: 400;\">With external speakers in addition to customers and partners, this track offered outside perspectives to help spark inspiration.<\/span><\/p>\r\n<h4>Leverage CRM as a Hub for Strategic Customer Innovation<\/h4>\r\n<p>In this session, UNiDAYS\u2019 VP of Data and Insights, Tamara Castelli, discussed the value of customer relationship management and how it can lead to new ways of marketing to your customers.<\/p>\r\n<p><strong>Takeaway: <\/strong>To redefine CRM you should challenge the status quo, evaluate KPIs, be data obsessed, and use agile delivery.<\/p>\r\n<h4>Getting Ahead: Harnessing AI to Improve the Customer Experience<\/h4>\r\n<p>Katie King, Author and CEO of AI in Business, shared thought-provoking insights about how AI is impacting the current state of business and the potential impact it may have in the future.<\/p>\r\n<p><strong>Takeaway: <\/strong>Katie\u2019s presentation included a scoresheet, making it easy to evaluate where your team currently stands with AI while also getting a sense of where you may have some gaps to be filled. You can take a quick peek here, but we would really recommend checking out her whole session to see how to best utilize this sheet.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_101294\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-101294\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Scorecard.png\" alt=\"Katie King Takeaway\" width=\"512\" height=\"322\" \/> <em>Katie King's session included a scorecard, which can help you assess where your brand stands with the adoption of AI.<\/em>[\/caption]\r\n\r\n<h4>Humanising Your Brand for a Deeper Connection with Your Audience<\/h4>\r\n<p>Toucan\u2019s CEO, Matt Crate, spoke about the human side of brands and how sharing your brand values and perspectives can create strong customer relationships.<\/p>\r\n<p><strong>Takeaway: <\/strong>The four pillars of humanising a brand are the foundation on which brands should build their human-centric strategy. The pillars are: Authenticity, Focus on Community, Foster Emotive Connections, and People Buy Visions.<\/p>\r\n<h3>Building a Better Customer Experience<\/h3>\r\n<p><span style=\"font-weight: 400;\">The Building a Better Customer Experience track was a more tactical look at how our customers and partners develop and execute their marketing strategies.<\/span><\/p>\r\n<h4>Why Establishing a Customer Journey Matters<\/h4>\r\n<p>WeTransfer\u2019s Senior Email Marketing Manager, Ornella Gallo, spoke about the customer journey and why it\u2019s so relevant when it comes to personalisation.<\/p>\r\n<p><strong>Takeaway:<\/strong> Know your goal when designing journeys. Keep in mind that you\u2019re building customer journeys to grow and nurture your customers with personalised and timely content that drives product adoption and moves them down the funnel.<\/p>\r\n<h4>Designing an Acquisition Journey to Encourage Retention<\/h4>\r\n<p>Indi Pollard, Growth Marketing Manager at Blockchain, then explored the relationship between acquisition and retention. She shared Blockchain\u2019s own experience.<\/p>\r\n<p><strong>Takeaway:<\/strong> Test, Test, and Test some more. To get a better understanding of customer behavior, test different workflows. See if any patterns emerge. Do certain groups of customers interact with your brand in specific ways?<\/p>\r\n<h4>International Scaling: 5 Levers to Help You Grow Your Business Across Borders<\/h4>\r\n<p>Jen Lang, the Chief Customer Officer at Secret Escapes, covered five levers to help brands scale internationally.<\/p>\r\n<p><strong>Takeaway:<\/strong> The five levers for international scaling are: know what you can borrow, be deliberate about what you do, culture is like a family, build global tech, and adapt and grow.<\/p>\r\n<h4>Combining Data, Tech, and Processes for Successful CRM Marketing Automation<\/h4>\r\n<p>To talk about the relationship between data, technology, and processes, Wolt\u2019s Head of Marketing Automation, Adrian Gray, took to the stage.<\/p>\r\n<p><strong>Takeaway:<\/strong> For data, map your objectives. Make it clear what you are solving, build your requirements, and prioritise. For tech, define your biggest headaches, decide what tech can solve, determine how it will impact the business, and think about how it will scale. And lastly, for processes, think about what currently isn\u2019t working, create a working group, identify key next steps, and keep everything documented.<\/p>\r\n<h3>The Party Continues<\/h3>\r\n<p>Activate Summit Europe attendees were left with invaluable takeaways to help improve their marketing strategies. As you can see from this recap, there was a lot of information shared during Activate Summit Europe, and this is just the tip of the iceberg! There was so much more to learn from these sessions and the other sessions we didn't even get a chance to cover in this space!\u00a0<\/p>\r\n<p>We were so happy to be back in-person. The experience created new networking opportunities and, of course, fantastic memories. If you\u2019re interested in attending an Activate event, join us stateside in San Francisco for Activate Summit North America!<\/p>\r\n<p><em>Don\u2019t wait! <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit North America<\/a> today.<\/em><\/p>","post_title":"Top Takeaways From Activate Summit Europe","post_excerpt":"We\u2019ll provide a top takeaway from Activate Summit Europe so, if you weren\u2019t with us in London, you\u2019ll still get some of the insights.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-takeaways-from-activate-summit-europe","to_ping":"","pinged":"","post_modified":"2022-07-06 14:29:09","post_modified_gmt":"2022-07-06 21:29:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100933","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 26, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe Takeaways\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052722_Activate-EU-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-takeaways-from-activate-summit-europe\/"},{"ID":100905,"post_author":"79","post_date":"2022-05-24 10:52:32","post_date_gmt":"2022-05-24 17:52:32","post_content":"<p>We tend to think of personalized marketing as tailoring content to match what customers want to receive. They have shopped for sweatshirts in the past? Let\u2019s send them emails with dynamic content featuring our best-selling sweatshirts. They used an in-app promo code? Let\u2019s send push notifications since they\u2019re clearly active mobile app users.<\/p>\r\n<p>On the other side of the same coin, however, is an additional layer of potential personalization\u2014what they don\u2019t want to receive. You, as a marketer, know your segments. You can send Gen-Z marketing messages featuring straight-leg jeans, while you save the skinny jean content for your Millennials. Yeah, yeah\u2014been there, done that.<\/p>\r\n<p>But, what if you reframe this example? Instead of thinking about tailoring to a specific audience, think about how the same messages are actually tailored to your other audiences. By sending straight-leg jeans to only Gen-Z, you\u2019re not sending that content to audiences that may not be interested.<\/p>\r\n<p>Now, go one step further. Rather than guessing what certain customers may or may not be interested in (some Millennials like straight-leg jeans), what if you just asked them what content they no longer wanted to receive? It\u2019s that easy. This is how providing personalized opt-outs for content types can create a highly-individualized customer experience.<\/p>\r\n<h3>Different from Standard Opt-Outs<\/h3>\r\n<p>You might be thinking, \u201cyeah, no duh, you <a href=\"https:\/\/www.campaignmonitor.com\/resources\/knowledge-base\/is-it-illegal-to-not-have-an-unsubscribe-link\/\" target=\"_blank\" rel=\"noopener\">legally have to include unsubscribe options<\/a> when you send marketing messages. This is old news.\u201d But, this kind of opt-out is different. Sure, some email unsubscribes provide the option of selecting which content the customer wants to receive, but this is after they\u2019ve already made the decision to unsubscribe from all email communications.<\/p>\r\n<p>Personalized opt outs are a different concept completely, the most common type being the holiday-themed opt out.<\/p>\r\n<h4>Holiday Opt-Outs<\/h4>\r\n<p><a href=\"https:\/\/www.businessinsider.com\/florist-praised-for-letting-customers-opt-out-of-mothers-day-emails-2019-3\" target=\"_blank\" rel=\"noopener\">Mother\u2019s Day<\/a> is a great example of a holiday that, while a cute family day for some, could be incredibly painful for those in complicated relationships with their mothers, those who have lost mothers, those who were hoping to be a mother, etc. Everyone is dealing with their own struggles. So, rather than inundate customers with content that may create a negative attitude towards your brand, ask if they\u2019re interested in receiving the content.<\/p>\r\n<p><a href=\"https:\/\/bluebottlecoffee.com\/\" target=\"_blank\" rel=\"noopener\">Blue Bottle<\/a>, a coffee retailer, sent an email before both Mother\u2019s Day and Father\u2019s Day. Without bringing up anything that may be hurtful, they simply offered, with a clear CTA, the option to not receive any emails related to these holidays.<\/p>\r\n\r\n[caption id=\"attachment_100925\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-100925\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/File-46-1.jpg\" alt=\"Blue Bottle Opt-Out\" width=\"1125\" height=\"1377\" \/> <em>With the customer's name in the email, Blue Bottle kindly offers the a personalized way to opt out of emails related to Mother\u2019s Day and Father\u2019s Day. Source: <a href=\"https:\/\/www.linkedin.com\/posts\/vudynguyen_for-the-first-time-this-year-we-gave-everyone-activity-6924739291575193601-RtnY?utm_source=linkedin_share&amp;utm_medium=member_desktop_web\" target=\"_blank\" rel=\"noopener\">Vu Nguyen, on LinkedIn<\/a>. <\/em>[\/caption]\r\n\r\n<p>Blue Bottle lets customers opt out, with a clear CTA, but reassures them at the same time that they\u2019ll continue to receive content that isn\u2019t related to Mother\u2019s or Father\u2019s Day. Giving customers a holiday opt-out shows that your brand cares and wants every interaction to be as positive as possible.<\/p>\r\n<p><a href=\"https:\/\/www.uncommongoods.com\/\" target=\"_blank\" rel=\"noopener\">Uncommon Goods<\/a>, an online retailer, also gave customers the option to opt-out of sensitive emails related to Father\u2019s Day. Not only that, but they provided additional content to help customers during this difficult time.<\/p>\r\n\r\n[caption id=\"attachment_100918\" align=\"alignnone\" width=\"968\"]<img class=\"size-full wp-image-100918\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-mail-google-mail-u-0-2022-05-23-10_02_55-edit.png\" alt=\"Uncommon Goods Father's Day Opt-Out\" width=\"968\" height=\"2734\" \/> <em>Uncommon Goods offers a virtual class to those who have experienced the loss of a father.<\/em>[\/caption]\r\n\r\n<p>Uncommon Goods presents a clear CTA at the top, giving customers the immediate option to opt out of all future Father\u2019s Day emails. When continuing to scroll, however, customers are given the option to sign up for a virtual class about love and loss. It\u2019s heartfelt, it\u2019s designed to help, and it\u2019s highly personalized.<\/p>\r\n<p>But, brands need to be careful about how they design these personalized opt-outs because they can backfire\u2014and have.<\/p>\r\n<h3>When Personalized Opt-Outs Could Do More Harm<\/h3>\r\n<p>Sending these more personal, sensitive emails can be tricky because the opt\u2013out email itself could be very triggering and alienating in certain circumstances. With multiple brands now hopping on this personalized opt-out bandwagon, customers could now receive multiple emails mentioning a \u201chard time.\u201d As highlighted in the <a href=\"https:\/\/www.independent.co.uk\/life-style\/women\/mothers-day-emails-opt-out-b2043940.html\" target=\"_blank\" rel=\"noopener\">Independent<\/a>, \u201c[A] Twitter user told me that the opt-out emails 'probably started for the right reasons' but now they find it a 'constant reminder of a day they would rather keep very low-key.'\"<\/p>\r\n<p>If customers would rather not bring attention to their difficult situations, being reminded of it constantly in their inbox could create a negative relationship with the brands who send them. A balance needs to be struck.<\/p>\r\n<p>In the future, rather than seeing these opt-outs with deep, emotional copy, maybe they\u2019ll be more straightforward. For example, just a short and sweet \u201cDo you want to opt-out of Mother\u2019s Day content?\u201d Or, another option would be to ask these questions as soon as a customer signs up for email. Send a quick checklist in your <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">welcome email<\/a> asking which content they do and do not want to receive, such as which holidays they\u2019d like to see content for. This way, you don\u2019t have to ask again and the customer isn\u2019t triggered every time a holiday rolls around.<\/p>\r\n<p>As a brand you have to constantly stay ahead of the curve to make sure you\u2019re not becoming a part of a problem.<\/p>\r\n<h3>What\u2019s Next for Personalized Opt-Outs?<\/h3>\r\n<p>Being on the cusp of new trends is paramount if you want to avoid having your brand become part of the noise. So, how can your brand take personalized opt-outs further into new, unexplored territory?<\/p>\r\n<p>Think about all channels. We\u2019ve seen an <a href=\"https:\/\/www.washingtonpost.com\/business\/2022\/05\/05\/mothers-day-emails-opt-out\/\" target=\"_blank\" rel=\"noopener\">uptick in personalized opt-outs<\/a> via email, but, as a consumer, if I were to opt out of email communications around a specific event, I'd wonder about the other ways a brand can reach me. If I opt out of Father\u2019s Day emails, will I still get Father\u2019s Day push notifications? Texts? If you opt-out on one channel, you should be able to opt-out everywhere. A cross-channel opt-out would be the ultimate level of personalization, building a <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-a-360-degree-customer-view\/\" target=\"_blank\" rel=\"noopener\">360-degree view<\/a> of an individual customer.<\/p>\r\n<p><em>To learn more about individualized cross-channel marketing strategies, and how Iterable can help, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How to Send Personalized Opt-Outs","post_excerpt":"Providing personalized opt-outs for certain content types can create a highly-individualized customer experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-send-personalized-opt-outs","to_ping":"","pinged":"","post_modified":"2022-05-24 11:44:45","post_modified_gmt":"2022-05-24 18:44:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100905","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 24, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"personalized opt-outs\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/052422_Personlized-Content-Opt-Outs_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-send-personalized-opt-outs\/"},{"ID":100640,"post_author":"103","post_date":"2022-05-19 11:16:27","post_date_gmt":"2022-05-19 18:16:27","post_content":"<p>Is your messaging off pitch? Cross-channel experiences not staying on rhythm? At Iterable, we believe that personalization and cross-channel experiences are the two keys to a perfectly harmonized experience. In this session, we break down four essential campaigns to help you begin harmonizing your customer experience to have your audience singing your praises.<\/p>\r\n<p>To help you find the right melody, we\u2019ve sat down with Jasmine Hajjari, Loyalty and CRM Manager at Smoothie King and our very own Tasmin Singh, Manager, Customer Success at Iterable to walk you through best practices and real life examples.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Best practices for Welcome, Promotional, Abandonment, and Re-engagement Campaigns<\/li>\r\n\t<li>Real life examples of brands currently harmonizing their customer experience<\/li>\r\n\t<li>Data-backed findings providing actionable insights for your brand today<\/li>\r\n<\/ul>\r\n<p><em>Begin executing on these tips and tricks today by downloading our <a href=\"https:\/\/go.iterable.com\/rs\/723-YAV-537\/images\/Iterable_Cross%20Channel%20Harmonization_%20Orchestration%20Checklist.pdf\">Cross-Channel Harmonization Checklist<\/a>.<\/em><\/p>","post_title":"Campaigns Out of Tune? The 4 Instrumental Campaigns for a Harmonized CX","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"4-instrumental-campaigns-for-a-harmonized-cx-na","to_ping":"","pinged":"","post_modified":"2022-06-16 12:04:08","post_modified_gmt":"2022-06-16 19:04:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=100640","menu_order":34,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 19, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Campaigns Out of Tune? The 4 Instrumental Campaigns for a Harmonized CX\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Harmonization-Webinar_Resource-Pg-Thumbnail-NOAM-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/4-instrumental-campaigns-for-a-harmonized-cx-na\/"},{"ID":100760,"post_author":"35","post_date":"2022-05-19 08:36:57","post_date_gmt":"2022-05-19 15:36:57","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode, we spoke with <a href=\"https:\/\/faraday.ai\/\" target=\"_blank\" rel=\"noopener\">predictive analytics and ethical AI experts<\/a>, Faraday, to get their thoughts on how marketers can begin\u2014or improve upon\u2014their AI journey now and in the future.\u00a0<\/p>\r\n<h3>Meet Andy From Faraday<\/h3>\r\n<p>In my conversation with Andy Rossmeissl, CEO at Faraday, we covered a wide range of AI topics, but I think you'll be most intrigued to learn how AI can impact personalization, what data sources you need, and how to limit bias in your AI engines. With third-parties traditionally playing such an important role in AI, Andy gives practical tips on what it takes to personalize communications using AI, but not relying on cookies. From there we touch on how to limit systemic biases in your AI, helping you build a closer, longer-lasting relationship with your customers.\u00a0<\/p>\r\n<p>Give it a watch or listen to learn more from Andy right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/W3vuVg7j64I[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on Iterable's social channels in case you miss any episodes.\u00a0<\/p>\r\n<p><em><a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">Twitter<\/a><\/em><\/p>","post_title":"Watch and Listen: Faraday Talks About AI in Modern Marketing","post_excerpt":"For today's episode we spoke with ethical AI experts, Faraday, to get their thoughts on how marketers can begin their AI journey.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-and-listen-faraday-talks-ai-in-modern-marketing","to_ping":"","pinged":"","post_modified":"2022-05-19 08:36:57","post_modified_gmt":"2022-05-19 15:36:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100760","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"May 19, 2022","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/ITE_DBM-Video-Series_13_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/watch-and-listen-faraday-talks-ai-in-modern-marketing\/"},{"ID":100715,"post_author":"79","post_date":"2022-05-18 16:06:40","post_date_gmt":"2022-05-18 23:06:40","post_content":"<p>The first ever promotional campaign was <a href=\"https:\/\/www.printglobe.com\/blog\/2019\/08\/15\/the-history-of-promotional-products\/#:~:text=The%20first%20recorded%20instance%20of,that%20was%20just%20the%20beginning.\" target=\"_blank\" rel=\"noopener\">launched in 1789<\/a>. Granted, it was printed for a presidential campaign and wasn\u2019t an online retailer\u2019s email or push notification, but still\u20141789! That means promotional messages have been around for over 200 years. What\u2019s even more notable, however, is that traditional promotional messages continue to evolve.<\/p>\r\n<p>Over the past 200 years, marketers have started to learn what an effective promotional campaign looks like. And today, with new technological capabilities, marketers can implement strategies that elevate their promotional campaigns to improve engagement and the overall customer experience.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including promotional campaigns, and detail what\u2019s required for each and some tips for building them out. This article\u2014the second in <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">our series<\/a>\u2014will provide context around, and examples of, promotional campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Promotional Campaigns?<\/h3>\r\n<p>Promotional campaigns are the bread and butter of traditional marketing. They\u2019re used to share information about a new product, new store location, or offer a discount. Think about all of the BOGO subject lines that have made their way into your inbox\u2014those are part of a promotional campaign. Promotional messaging is essential to how every brand keeps ties with customers.<\/p>\r\n<p>While onboarding and welcome campaigns generally come first in the lineup of customer communications, promotional campaigns can be woven throughout an entire customer journey. Once the welcome and onboarding sequences have ended and all the way through to re-engagement or post-purchase, brands can share information about products and services via promotional campaigns.<\/p>\r\n<p>To execute promotional campaigns effectively, there are four key elements you\u2019ll need to consider: goals, audience segments, real-time data, and channels. Let\u2019s dive into each.<\/p>\r\n<h3>Setting Goals<\/h3>\r\n<p>Promotional campaigns of yore have often employed the \u201cbatch-and-blast\u201d method. The same exact promotional message was sent to large groups of customers, hoping it would resonate with someone. Today, when creating a promotional campaign, marketers often start with the goal. What is this promotional campaign trying to accomplish? What are the steps we want this individual customer to take?<\/p>\r\n<p>When setting out to create this promotional campaign, for example, <a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin\u2019<\/a>, the coffee brand America runs on, was clearly aiming to get their customers into their stores, instead of ordering online.<\/p>\r\n\r\n[caption id=\"attachment_100716\" align=\"alignnone\" width=\"1685\"]<img class=\"wp-image-100716 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-this-reward-requires-both-hands-2022-05-18-09_27_17-edit.png\" alt=\"Dunkin' In-Store Promotion\" width=\"1685\" height=\"3594\" \/> <em>For rewards members, Dunkin\u2019 offered bonus points (the equivalent of two drinks) to those customers who visited a Dunkin\u2019 location. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/this-reward-requires-both-hands\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Maybe there were new products they wanted customers to see in-store, maybe delivery fees were becoming too high. Whatever the reason was to get customers to visit a physical location, Dunkin\u2019 designed a promotional campaign with that goal in mind.<\/p>\r\n<h3>Segmenting Audiences<\/h3>\r\n<p>Like we said before, batch-and-blast promotional marketing just isn\u2019t it. The best part, though, is that it doesn\u2019t take much to elevate your promotional campaign. At the very least, you should be segmenting your audience to deliver content that resonates with each cohort. Audience segmentation is the first step in true customer personalization.<\/p>\r\n<p><a href=\"https:\/\/www.spotify.com\/us\/\" target=\"_blank\" rel=\"noopener\">Spotify<\/a>, the music streaming service, understands the assignment when it comes to audience segmentation. Pop star, Olivia Rodrigo, released a limited edition cassette and, to promote the sale of the cassette, Spotify sent their email to the audience segment that listens to Olivia Rodrigo.<\/p>\r\n\r\n[caption id=\"attachment_100722\" align=\"alignnone\" width=\"1645\"]<img class=\"wp-image-100722 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-olivia-rodrigo-made-you-something-special-2022-05-18-09_46_55-edit.png\" alt=\"Spotify Olivia Rodrigo Segmented Promotional Campaign\" width=\"1645\" height=\"2805\" \/> <em>Spotify sent this segment-based email to Olivia Rodrigo fans, knowing that the cassette would sell better with this particular cohort. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/olivia-rodrigo-made-you-something-special\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Because Spotify collects zero-party data, they were able to easily identify the cohort that listens to Olivia\u2019s music and then, to garner the most engagement, used that information to send a promotional email. From the customer\u2019s end, this also has the impact of a highly personalized email because Spotify is paying attention to their data.<\/p>\r\n<h3>Using Real-Time Data<\/h3>\r\n<p>Audience segmentation is about using collected customer data, regardless of when the data has been gathered. Real-time data, however, utilizes a more as-it-happens approach, making immediate changes to marketing strategies based on consumer behavior.<\/p>\r\n<p><a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, a real estate platform, uses customer search data to send hyper-individualized promotional campaigns. After a user has searched and saved homes, Zillow sends emails that feature the saved homes, show how the prices may have changed, and offer information on what\u2019s for sale and what\u2019s been sold near that home.<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n[caption id=\"attachment_100728\" align=\"alignnone\" width=\"1645\"]<img class=\"size-full wp-image-100728\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/screencapture-reallygoodemails-emails-your-home-report-for-104-ladson-stvalues-forecast-neighborhood-activity-2022-05-18-10_03_47-edit.png\" alt=\"Zillow promotional campaign\" width=\"1645\" height=\"3974\" \/> <em>Zillow sends individualized emails based on real-time events, keeping customers engaged. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/your-home-report-for-104-ladson-stvalues-forecast-neighborhood-activity\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Using real-time data is beneficial not only because it creates individualized content for each user, but also because it keeps the content dynamic to stay up-to-date and relevant. If a customer is actively looking at your site or app and then gets an email related to the content they\u2019re currently looking at, it\u2019s highly likely they\u2019ll engage with that email.<\/p>\r\n<h3>Promoting Cross-Channel<\/h3>\r\n<p>We\u2019ve talked a lot about promotional emails, but that\u2019s only the tip of the iceberg. Yes, email is a great channel for distributing promotional content, but it\u2019s not the only one. Brands can take advantage of other channels, like <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, and direct mail, to create a unified, cross-channel experience that\u2019s tailored to the customer.<\/p>\r\n<p>What\u2019s especially appealing about a well-executed cross-channel strategy is the fact that brands don\u2019t duplicate the promotional content they distribute. They understand that on the receiving end of SMS messages is the same user who receives promotional email, so why send the same message twice? Promotional emails are meant to educate, engage, and sell\u2014not annoy.<\/p>\r\n<h3>Make It Easy for Customers to Like You<\/h3>\r\n<p>Promotional campaigns are designed to continuously promote your brand\u2014who you are, what you sell, and what\u2019s new. The trick is making it easy for customers to like your brand. A lot of the time customers can feel inundated with promotional content (heck, there\u2019s a whole tab that separates promotional emails in Gmail), so you\u2019ll need to find a way to make your messages stand out.<\/p>\r\n<p>With a clear goal, segmentation, real-time responsiveness, and a cross-channel strategy in place, your promotional campaigns will resonate with the right customers and improve their overall experience to keep them coming back for more.<\/p>\r\n<p><em>To learn more about promotional campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>","post_title":"Cross-Channel Harmonization: Promotional Campaigns","post_excerpt":"The key elements to consider for a promotional campaign are: goals, audience segments, real-time data, and channels. Let\u2019s dive into each.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-promotional-campaigns","to_ping":"","pinged":"","post_modified":"2023-04-26 09:17:45","post_modified_gmt":"2023-04-26 16:17:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100715","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"promotional campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051822_Orchestration-Ebook-Series-pt2_78x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-promotional-campaigns\/"},{"ID":100681,"post_author":"79","post_date":"2022-05-17 11:33:27","post_date_gmt":"2022-05-17 18:33:27","post_content":"<p>For those of you who aren\u2019t intimately familiar with Iterable <a href=\"https:\/\/iterable.com\/features\/studio\/\" target=\"_blank\" rel=\"noopener\">Studio<\/a>, this is our journey builder, formerly known as \u201cWorkflow Studio.\u201d This is the place within the Iterable platform where marketers build a variety of customer journeys like welcome flows, purchase follow-ups, abandoned cart sequences, and re-engagement flows. This is where the magic happens.<\/p>\r\n<p>What looks like a beautiful refresh to our well-worn and well-loved Workflow Studio, is in fact a complete rewrite of every feature and every interaction. Why overhaul Iterable Studio? Marketers spend a lot of time building, tweaking, and reviewing performance of their journeys. As one of Iterable\u2019s most used products, we wanted Studio to sing!<\/p>\r\n<h3>The Updates<\/h3>\r\n<p>While many of our customers had gotten used to the old design, and had plenty of habits and workarounds to make it work the way they wanted, the experience of building out workflows felt stodgy, where <strong>we wanted light, easy, delightful, and joy-inducing<\/strong>.<\/p>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/conchan\/\" target=\"_blank\" rel=\"noopener\">Connie Chan<\/a>, our designer extraordinaire, reinvented how a user would interact with Studio, leveraging our new design language, <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">Aurora<\/a>. The goal: to make it much easier and faster for marketers to build out their journeys by adding lots of space, intuitive patterns, and all of the needed resources. Throughout the process, she asked customers to play with prototypes to confirm their understanding of updates to the user experience and determine ways we could make it even easier to use.<\/p>\r\n<p>We also wanted to make sure that we were using language that made sense and felt good. Along with a dated design, the old Workflow Studio used a lot of jargon\u2014workflows, nodes, fields match, field split, oh my! We worked with our docs writer, <a href=\"https:\/\/www.linkedin.com\/in\/elizabeth-mills-4b0b8a5a\/\" target=\"_blank\" rel=\"noopener\">Elizabeth Mills<\/a>, who not only helped us include more user-friendly language, she also worked with Connie and I to explore user interactions, to make sure they were as simple as possible. As we worked to update the language in Studio, we interviewed our customers to find out which words best aligned with their function.<\/p>\r\n<h3>Getting User Feedback<\/h3>\r\n<p>It was important to start <strong>getting user feedback as early as possible<\/strong>\u2014not just through prototypes and interviews, but directly from marketers using the new Studio.To that end, we decided to launch our beta with a subset of the full Studio functionality. We focused on building out the most critical features first and gave marketers the ability to hop back and forth between the classic Workflow Studio and the new Studio, so that their work wouldn\u2019t be interrupted, and we could still learn as much as possible.<\/p>\r\n<p>We learned how our customers interacted with the new Studio over zoom kick-off calls, where they shared their screen and all of the places they stumbled. This gave us great insights into what was easy to understand and what we needed to rework.<\/p>\r\n<p>In March we opened the floodgates, giving everyone the opportunity to try out the new Studio\u2014and we learned a lot more! Every customer is unique, with different ways of using data and configuring journeys, and we definitely found opportunities to further improve Studio.<\/p>\r\n<p>And now, the new Studio is the only Studio. The old Workflow Studio is enjoying retirement.\ud83c\udf34<\/p>\r\n<h3>New Features in Iterable Studio<\/h3>\r\n<p>What are some of the features we\u2019re most excited about? Besides the gorgeous design?! Here are my favorites:<\/p>\r\n<ul>\r\n\t<li><strong>Send to Journey<\/strong>: We\u2019ve made it super easy to flow users from one journey to another. You can create a new journey to send users to, right within the journey you\u2019re building, and they\u2019ll be automatically linked.<\/li>\r\n\t<li><strong>Notes<\/strong>: With notes, you can remind yourself why you set something up a certain way, collaborate with others, ask for reviews, and just generally better document the robust, impressively complicated journeys you\u2019re building! We\u2019re so thrilled to be able to help with this new feature.<\/li>\r\n\t<li><strong>Analytics in Studio<\/strong>: With analytics in studio, it\u2019s much easier to compare metrics across campaigns so you can see opportunities for optimization.<\/li>\r\n<\/ul>\r\n<p>What\u2019s even more exciting? The new Iterable Studio is much easier to build upon. <strong>We\u2019ve got a slew of new features coming to Studio<\/strong> that we can\u2019t wait to share with you. Here\u2019s what\u2019s coming soon:<\/p>\r\n<ul>\r\n\t<li><strong>Drafts<\/strong>: Drafts allow you to edit a journey in the background while your users continue through the published version of your journey as usual. Edit some tiles, get a teammate to review your draft, and publish your changes when you're ready.<\/li>\r\n\t<li><strong>Tilesets<\/strong>: Build journeys quickly and more efficiently by dropping in common patterns that you use a lot. Tilesets are a collection of tiles, connectors, and notes that you can create from a journey you\u2019ve previously built. You can insert a tileset into any journey that you are building (within the same project). This was a <a href=\"https:\/\/iterable.com\/blog\/celebrating-world-creativity-innovation-day-with-hack-week\/\" target=\"_blank\" rel=\"noopener\">Hack Week<\/a> project, dreamt up by our genius engineers who were looking for a way to simplify your process. I definitely work with a dream team!<\/li>\r\n\t<li><strong>Exit Rules<\/strong>: Set rules that, when matched, will exit customers from a journey. For example, once a customer has made a purchase, you might want to remove them from the abandoned cart journey that they were moving through.<\/li>\r\n<\/ul>\r\n<p>This is just the start\u2014we have a LOT more in the works and coming your way soon. We really hope that you\u2019re loving the new Iterable Studio, and are excited about what\u2019s coming. And, if you are using the new Studio, we\u2019d love to hear from you! Use the feedback button in Studio to share your thoughts. We take your feedback very seriously so please, keep it coming!<\/p>\r\n<p><em>Want to get your eyes on the new Studio? Check out our <a href=\"https:\/\/iterable.com\/blog\/iterable-spring-product-showcase-recap-harmonized-experiences\/\" target=\"_blank\" rel=\"noopener\">Spring release webinar<\/a>.<\/em><\/p>","post_title":"How the New Iterable Studio was Born","post_excerpt":"For those of you who aren\u2019t intimately familiar with Iterable Studio, this is our journey builder, formerly known as \u201cWorkflow Studio.\u201d","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-the-new-iterable-studio-was-born","to_ping":"","pinged":"","post_modified":"2022-07-20 12:06:09","post_modified_gmt":"2022-07-20 19:06:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100681","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Studio\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051722_Studio-Laucn_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-the-new-iterable-studio-was-born\/"},{"ID":100642,"post_author":"79","post_date":"2022-05-16 13:50:21","post_date_gmt":"2022-05-16 20:50:21","post_content":"<p>We\u2019re just over a week away from Activate Summit Europe. To help prep you, we thought it\u2019d be nice to do a deep dive into each of the speaking tracks. We\u2019ve already covered the \u201c<a href=\"https:\/\/iterable.com\/blog\/activate-summit-europe-building-a-better-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Building a Better Customer Experience<\/a>\u201d track, which offers more tactical, strategic content and, in this post, we\u2019re going to focus on the \u201cMarketing to a Modern Customer\u201d track. In contrast, this track offers more thought leadership content. With external speakers in addition to customers and partners, this track offers outside perspectives to help spark inspiration.<\/p>\r\n<p>That\u2019s not all, though. To supplement our tracks, our keynote sessions will offer insights into Iterable, audience engagement, and email marketing. Let\u2019s get a closer look at each keynote and the track sessions.<\/p>\r\n<h4>Delivering Joy at Scale<\/h4>\r\n<p>We\u2019ll start the day with an Iterable-led keynote. We want to welcome you to Activate, share Iterable product news, and, of course, set expectations for the rest of the day. In our opening keynote, we\u2019ll discuss how to create joyful interactions with your customers at the individual level and how the Iterable customer activation platform enables you to do so.<\/p>\r\n<h4>Engagement and Audience Connection in a Digital World: A Conversation with Fearne Cotton<\/h4>\r\n<p>She\u2019s presented some of Britain\u2019s biggest shows, and, after lunch, Fearne Cotton will take the Activate stage. Fearne has engaged with an audience of millions in a way few have. In this conversation, you\u2019ll hear how she adapted to an increasingly digital world while maintaining an endearing, relatable connection of lasting impact. Join Fearne as she dives into what it takes for brands today to instill joy and happiness into their consumer-brand relationships.<\/p>\r\n<h4>What Makes a Really Good Email?<\/h4>\r\n<p>To close the day, you\u2019ll hear from Really Good Email\u2019s Head of Community, Matt Helbig, and Co-Founder, Mike Nelson. They\u2019ll help answer the question \u201cWhat makes a really good email?\u201d In this interactive session, Matt and Mike will take a closer look at some of their favorite emails, show you how to bring joy in your emails, and even analyze a few audience members\u2019 emails live.<\/p>\r\n<h3>Back on Track(s)<\/h3>\r\n<p>The bulk of the day, though, will be led by our speaker tracks. Each session is tailored to not only align with each speakers\u2019 strengths, but tell a story as the day progresses. With everything from AI to humanising your brand, this track will provide the answers to your burning marketing questions.<\/p>\r\n<h4>Leverage CRM as a Hub for Strategic Customer Innovation<\/h4>\r\n<p>The first session in this track will be presented by UNiDAYS\u2019 VP of Data &amp; Insight, Tamara Castelli. Hyper-informed, hyper-connected consumers means massive expectations. It also means a lot more data for brands to work with. In this session, Tamara will show you how to activate this information and use data science in your CRM to improve campaign personalisation.<\/p>\r\n<h4>Getting Ahead: Harnessing AI to Improve the Customer Experience<\/h4>\r\n<p>We\u2019ve only just scratched the surface of the benefits of AI for improving the customer experience. In this session, Katie King, Author and CEO of AI in Business, will cover the current landscape and core ethical considerations you have to take into account when incorporating AI in your marketing.<\/p>\r\n<h4>Humanising Your Brand for a Deeper Connection with Your Audience<\/h4>\r\n<p>At the end of the day, we\u2019re all people, right? Toucan\u2019s CEO, Matt Crate, will walk through what it means to humanise your brand and why it can have such an impact on building relationships and, eventually, your brand\u2019s bottom line. Customers today are looking to identify the people behind the logos. Who is making the decisions? What does your brand really stand for? Matt will show you how.<\/p>\r\n<h4>How Tottenham Hotspur is Solving Data Chaos and Delivering a Data-Driven Fan Experience<\/h4>\r\n<p>In a joint partner and customer session, Michael Katz, CEO &amp; Co-Founder of mParticle, and Adam Griffiths, CRM &amp; Marketing Operations Manager of Tottenham Hotspur FC, discuss how customers can turn data chaos into data order with an adaptable, scalable customer data infrastructure. Plus hear how Tottenham is leveraging mParticle to accelerate their time to data value and personalize the fan experience.<\/p>\r\n<h3>Track Takeaways<\/h3>\r\n<p>This track is all about the big picture ideas. While \u201cBuilding a Better Customer Experience\u201d is all about the why and the how, this track focuses on the what and the who. What is the new trend, topic, or idea? Who should be trying it? Who does it impact? When leaving these sessions you should feel empowered and inspired to create marketing greatness.<\/p>\r\n<h3>On the Right Track<\/h3>\r\n<p>With two tracks, multiple sessions, and three keynote presentations, there\u2019s a wealth of knowledge to be extracted from Activate Summit Europe.<\/p>\r\n<p>If you\u2019re already registered, you\u2019re on the right track. In just over a week you\u2019ll be at an in-person event in London, rubbing elbows with marketing professionals and experts. If you\u2019re not registered, what are you waiting for?<\/p>\r\n<p><em>Don\u2019t pass up on the opportunity to be part of the conversation! <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit Europe now<\/a>.<\/em><\/p>","post_title":"Activate Summit Europe: Marketing to the Modern Customer","post_excerpt":"The \u201cMarketing to a Modern Customer\u201d track at Activate Summit Europe offers thought leadership content and outside perspectives.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-europe-marketing-to-the-modern-customer","to_ping":"","pinged":"","post_modified":"2022-07-06 14:29:59","post_modified_gmt":"2022-07-06 21:29:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100642","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 16, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051622_Activate-EU-Deep-Dive-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-europe-marketing-to-the-modern-customer\/"},{"ID":100613,"post_author":"79","post_date":"2022-05-13 09:35:03","post_date_gmt":"2022-05-13 16:35:03","post_content":"<p>On May 3rd, 2022, a <a href=\"https:\/\/www.politico.com\/news\/2022\/05\/02\/supreme-court-abortion-draft-opinion-00029473\" target=\"_blank\" rel=\"noopener\">leaked draft opinion<\/a> by Justice Samuel A. Alito, Jr. indicated the Supreme Court\u2019s potential to overturn the landmark <a href=\"https:\/\/www.britannica.com\/event\/Roe-v-Wade\" target=\"_blank\" rel=\"noopener\">1973 Roe v. Wade decision<\/a>\u2014the case decision that enabled the constitutional right to choose reproductive services in the United States. And, as recent as May 11th, 2022, the Senate <a href=\"https:\/\/www.npr.org\/2022\/05\/11\/1097980529\/senate-to-vote-on-a-bill-that-codifies-abortion-protections-but-it-will-likely-f\" target=\"_blank\" rel=\"noopener\">failed to pass<\/a> the Women\u2019s Health Protection Act\u2014an attempt to codify Roe v. Wade.<\/p>\r\n<p>Restrictions to reproductive healthcare have historically been used to silence and restrict women and continue to impact individuals of all genders and identities. At this time, no official decision has been issued by the Supreme Court, which means it is time to speak up.<\/p>\r\n<p>If this opinion draft becomes reality, <a href=\"https:\/\/www.plannedparenthood.org\/uploads\/filer_public\/8e\/24\/8e241a38-af52-4c89-b299-5a02c0453adf\/210927-2021-red-alert-report-english-v4.pdf\" target=\"_blank\" rel=\"noopener\">26 states<\/a> could quickly move to ban abortion\u2014some able to do so immediately. Over <a href=\"https:\/\/www.plannedparenthood.org\/uploads\/filer_public\/8e\/24\/8e241a38-af52-4c89-b299-5a02c0453adf\/210927-2021-red-alert-report-english-v4.pdf\" target=\"_blank\" rel=\"noopener\">36 million Americans<\/a> will lose their reproductive right to choose the best healthcare for themselves and their families. This decision would also disproportionately impact underrepresented groups in the U.S.: 5.7 million Hispanic or Latino people; 5.3 million Black people; 1.1 million Asian people; and roughly 340,000 American Indian or Alaska Native people. Millions of individuals stripped of access to a human right.<\/p>\r\n<p>In a recent company-wide Town Hall, Iterable CEO and co-founder Andrew Boni took the time to support reproductive rights and access to the healthcare that so many rely on by asserting that \u201creproductive rights are human rights.\u201d A sentiment that was echoed across the globe as our employees encouraged and supported each other at Town Hall and on our employee-led affinity group platforms.<\/p>\r\n<p>Dozens and dozens of our employees spoke up and showed up by offering their homes and transportation in aid of their colleagues\u2014no matter the distance\u2014to make sure their peers received the essential care they so rightly deserve. In a time when so many are staying silent\u2014or speaking with the intent to harm\u2014I am beyond proud of Iterable\u2019s leadership and my fellow Iterators around the globe who have mobilized to embrace our organization\u2019s values and fortify our community\u2014a community of colleagues that speaks up for one another, the betterment of the individual, our company, and humanity at large.<\/p>\r\n<p>However, I do recognize that not everyone feels this way and that everyone has the right to express their views. It\u2019s important we approach this subject with kindness and understanding and that we engage in dialogue. Standing for reproductive rights does not mean we reject other views.<\/p>\r\n<h3>A Time to Support One Another<\/h3>\r\n<p>Our organization has taken multiple steps to enable access to reproductive healthcare. We have access to flexible time off, comprehensive health insurance, ample parental leave, discounts on wellness services, and employee assistance programs.<\/p>\r\n<p>Iterable has also contributed to the Planned Parenthood Action Fund and has an employee charitable matching program in place to amplify any donations made by employees.<\/p>\r\n<p>As Iterable\u2019s Head of DEI, it is my charge to advocate for our employees, partners, and customers who are all a valued part of our community. It is my moral obligation to speak up in the face of injustice and provide space and compassion for people. I, along with many others, am facing these uncertain times with courage and I am assured that Iterable stands with us in solidarity.<\/p>\r\n<p>As part of Andrew\u2019s message, he provided the following information and resources for those looking to get involved:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/secure.everyaction.com\/p\/OI2Z5GAHI0O9oMtYGmLaIg2\" target=\"_blank\" rel=\"noopener\">Contact your local officials<\/a>. Let your officials hear your voice ahead of an official decision.<\/li>\r\n\t<li>Spread the word by promoting trusted <a href=\"https:\/\/www.plannedparenthoodaction.org\/issues\/abortion\" target=\"_blank\" rel=\"noopener\">information and resources<\/a> regarding the importance of access to safe, legal abortions.<\/li>\r\n\t<li>Get involved by advocating for reproductive rights with organizations like <a href=\"https:\/\/reproductiverights.org\/get-involved\/\" target=\"_blank\" rel=\"noopener\">The Center for Reproductive Rights<\/a>.<\/li>\r\n\t<li>Support organizations, like <a href=\"https:\/\/www.plannedparenthood.org\/\" target=\"_blank\" rel=\"noopener\">Planned Parenthood<\/a>, that consistently advocate for access to reproductive healthcare<\/li>\r\n<\/ul>\r\n<p>Support and allyship come in many forms and one of the best ways to show your support is to reach out to your friends, family, and loved ones who are directly impacted by <a href=\"https:\/\/www.guttmacher.org\/state-policy\/explore\/overview-abortion-laws\" target=\"_blank\" rel=\"noopener\">current restrictions<\/a>.<\/p>\r\n<p>Prioritize your mental health and take time for yourself. It is easy to get wrapped up in everything happening around us and forget to take a moment to check in with ourselves. Platforms like <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a> are an easy way to practice mindfulness.<\/p>\r\n<p>This is a trying time. The good news is we still have time to make a difference and you are not alone. I am with you. Iterable is with you.<br \/>\r\n<br \/>\r\nStay safe. Uplift one another. And speak up.<\/p>","post_title":"Supporting Reproductive Rights for All","post_excerpt":"This is a trying time. The good news is we still have time to make a difference and you are not alone. I am with you. Iterable is with you.\r\n","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"supporting-reproductive-rights-for-all","to_ping":"","pinged":"","post_modified":"2022-05-13 09:35:03","post_modified_gmt":"2022-05-13 16:35:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100613","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 13, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"reproductive rights\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051322_Roe-V.-Wade-Response_768x512-02-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/supporting-reproductive-rights-for-all\/"},{"ID":100586,"post_author":"79","post_date":"2022-05-12 11:52:59","post_date_gmt":"2022-05-12 18:52:59","post_content":"<p>Churn is only a good thing when we\u2019re talking about ice cream. When you\u2019re developing an app, churn can be your nemesis. According to <a href=\"https:\/\/techcrunch.com\/2020\/09\/18\/are-high-churn-rates-depressing-earnings-for-app-developers\/#:~:text=According%20to%20our%20data%2C%20the,months%2C%20then%20it%20tapers%20off.\" target=\"_blank\" rel=\"noopener\">Tech Crunch<\/a>, the median churn rate for subscription apps is 13% for monthly subscribers (higher in the first few months) and around 50% for annual subscribers. The good news is that while some subscriber churn is inevitable, there are proven strategies you can use to combat churn before it happens.<\/p>\r\n<h3>Defining Subscriber Churn<\/h3>\r\n<p>The simplest way to define subscriber churn is to look at the percentage of subscriptions that were lost during a given period and never resubscribed.<\/p>\r\n<p>Churn = (Number of subscriptions expired or canceled during time period \u2013 Re-subscriptions) \/ (Number of subscriptions at the start of the time period) * 100<\/p>\r\n<p>It\u2019s also important to track cohorts when you look at your churn numbers. By <a href=\"https:\/\/iterable.com\/blog\/churn-baby-churn-analyzing-and-segmenting-customer-churn\/\" target=\"_blank\" rel=\"noopener\">segmenting<\/a> your users, say, by stage in the lifecycle journey, for example, you would be able to see how many users abandoned their free trial, unsubscribed shortly after converting to a paid subscription, or let their subscription expire after several years. If you offer a monthly versus. an annual plan, and if you have various product tiers, it\u2019s also important to be able to segment your metrics by each offering.<\/p>\r\n<h3>Measuring Churn Across Channels<\/h3>\r\n<p>Most product marketing and growth teams will be familiar with the concept that you can\u2019t improve what you don\u2019t measure. So, the first step into fighting subscriber churn is to track activity and dig into the numbers to understand where and why it\u2019s happening.<\/p>\r\n<p>If your app supports multiple platforms, it\u2019s essential to have the full picture of where your churn is happening across iOS, Android, and the web. If you only track events that happen within your app, for example, you may miss a good portion of churned users on other channels. Subscription cancellations often occur outside of the app, such as over the web or via email.<\/p>\r\n<p>Plus, you\u2019ll most likely want to use different strategies and messages for different channels, since users will come to mobile or web with different goals and needs. And, every channel has its own technical nuances and specifications. (This is why we partnered with Iterable. Now, your marketing teams don\u2019t have to manage this complexity and can focus on crafting the perfect message for each stage in the user\u2019s journey.)<\/p>\r\n<h3>Combat Churn Before It Happens<\/h3>\r\n<p>Once you have a handle on where your churn is happening, you can start to create a prioritized plan. Your strategies for making sure subscribers don\u2019t churn in the first place will depend on where it\u2019s occurring in the buyer funnel.<\/p>\r\n<h4>Trial Canceled<\/h4>\r\n<p>If your app provides a free trial, you\u2019ll most likely see much of your churn happening in users who cancel their trial and\/or don\u2019t convert to a paid subscription. This might come down to the product experience. For example, <a href=\"https:\/\/www.wyzowl.com\/customer-onboarding-statistics\/\" target=\"_blank\" rel=\"noopener\">80% of users<\/a> say they\u2019ve deleted an app because they didn\u2019t know how to use it. If you can determine that users are churning before they even complete your <a href=\"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener\">onboarding<\/a> flow, you\u2019ll know you need to tweak the in-product experience. You can also use omni-channel messages to encourage users to complete the onboarding process\u2014for example, \u201cone last step to go!\u201d<\/p>\r\n<p>It\u2019s essential to make a great first impression, so when a user is trying out your subscription service, make sure to keep engaging them in ways that build brand trust and loyalty. If they encounter any problems, be sure to have an option for in-product customer support.<\/p>\r\n<h4>Billing Issue<\/h4>\r\n<p>According to a recent study, <a href=\"https:\/\/www.pymnts.com\/subscription-commerce\/2021\/27-of-subscription-customers-had-a-payment-issue-in-the-last-year\/\" target=\"_blank\" rel=\"noopener\">27% of subscription customers experienced a payment issue<\/a> in the last year. When customers can\u2019t pay for your product or can\u2019t easily fix the billing information that you have on file, you\u2019re going to see churn as a result. It\u2019s important to identify billing issues when they happen, so you can follow up with the right messaging and make sure that any problems are quickly rectified.<\/p>\r\n<h4>Monthly Subscribers Canceled<\/h4>\r\n<p>It\u2019s most common for users to cancel <a href=\"https:\/\/techcrunch.com\/2020\/09\/18\/are-high-churn-rates-depressing-earnings-for-app-developers\/#:~:text=According%20to%20our%20data%2C%20the,months%2C%20then%20it%20tapers%20off.\" target=\"_blank\" rel=\"noopener\">within the first few months<\/a> of a paid subscription (they might have intended to cancel their free trial, but missed the window). For that reason, it\u2019s important to keep new monthly subscribers engaged with what you have to offer. You can essentially treat the first few months of a subscription as an extended onboarding period for VIPs.<\/p>\r\n<p>Common strategies include marketing new premium features using push notifications, or sending invitations to exclusive subscriber-only events, webinars, or previews. With cross-channel communication, it\u2019s easy to reach your subscribers in the ways that work best for them.<\/p>\r\n<h4>Annual Subscribers Canceled<\/h4>\r\n<p>Annual subscribers may require slightly different tactics, since it\u2019s most common for them to churn at the end of the first year of using your service. Email marketing is one way to keep subscribers engaged with descriptions of new and upcoming premium features. Offering a discount on the annual subscription in the weeks before their subscription is set to expire can also be highly effective.<\/p>\r\n<h3>After Churn Happens: Running Winback Campaigns<\/h3>\r\n<p>When you inevitably do have subscribers cancel, you can try to retarget them with <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback campaigns<\/a>. Not all hope is lost: one recent case study found that apps that sent emails to churned customers <a href=\"https:\/\/clevertap.com\/blog\/beating-mobile-churn-rate\/\" target=\"_blank\" rel=\"noopener\">won back over 20% of their customer base<\/a>. To run an effective winback or re-engagement campaign, it can be useful to ask the subscriber why they\u2019ve decided to cancel.<\/p>\r\n<p>This allows you to personalize your strategy. For instance, you might choose to offer a discount for someone who found the subscription too expensive. The right customer information gives you the ability to build individualized interactions and deliver follow-up messages that speak to each person.<\/p>\r\n<h3>How Iterable\u2019s RevenueCat Integration Can Help<\/h3>\r\n<p>Using Iterable with <a href=\"https:\/\/www.revenuecat.com\/?utm_source=iterable&amp;utm_medium=partnership&amp;utm_campaign=guest_blog_post\" target=\"_blank\" rel=\"noopener\">RevenueCat<\/a> is a great way to arm yourself with the tools you\u2019ll need to reduce subscriber churn. RevenueCat takes care of all the in-app payment infrastructure for your app and provides built-in subscription lifecycle <a href=\"https:\/\/docs.revenuecat.com\/docs\/charts?utm_source=iterable&amp;utm_medium=partnership&amp;utm_campaign=guest_blog_post\" target=\"_blank\" rel=\"noopener\">analytics<\/a> to track churn, trial conversions, and retention. You can easily slice and dice by specific cohorts and conversion channels. The data is always synced and merged across platforms in near real-time, capturing every event that happens with your mobile subscribers.<\/p>\r\n<p>To start running a targeted anti-churn campaign for your app, it\u2019s just a matter of sending RevenueCat\u2019s subscriber lifecycle events to Iterable. In just a few clicks you can set up RevenueCat to send subscriber events like \u201cTrial Canceled,\u201d \u201cBilling Issue,\u201d \u201cCancellation,\u201d and \u201cExpiration\u201d to Iterable. Then, you can use these events to trigger personalized cross-channel messages, and even layer data from Iterable to further segment your messaging.<br \/>\r\n<br \/>\r\nUnderstanding your customer and how they prefer to interact with your brand is half the battle. Having the right marketing infrastructure in place, consolidating tools into a single source of truth, bridges the gap between data and activation. With data being used to benefit the customer experience, you\u2019ll increase customer loyalty and reduce subscriber churn.<\/p>\r\n<p><em>Interested in learning more about this partnership? <a href=\"https:\/\/iterable.com\/partners\/revenuecat\/\" target=\"_blank\" rel=\"noopener\">Check it out<\/a>.<\/em><\/p>","post_title":"Getting Tactical About Subscriber Churn","post_excerpt":"While some subscriber churn is inevitable, there are proven strategies you can use to combat churn before it happens.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"getting-tactical-about-subscriber-churn","to_ping":"","pinged":"","post_modified":"2022-05-12 11:52:59","post_modified_gmt":"2022-05-12 18:52:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100586","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Subscriber Churn\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051222_Revenue-Cat-Subscriber-Churn_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/getting-tactical-about-subscriber-churn\/"},{"ID":100560,"post_author":"79","post_date":"2022-05-11 10:25:57","post_date_gmt":"2022-05-11 17:25:57","post_content":"<p>Activate Summit Europe is almost here! We gave you <a href=\"https:\/\/iterable.com\/blog\/5-reasons-to-attend-activate-summit-europe\/\" target=\"_blank\" rel=\"noopener\">five reasons to attend<\/a> and one of those reasons was our speaker tracks. There will be two speaker tracks at Activate Summit Europe. One track will focus on Marketing to the Modern Customer and includes thought leadership from partners, customers, and external experts. But in this post, we\u2019re focusing on the other track: Building a Better Customer Experience.<\/p>\r\n<h3>Don\u2019t Miss Our Workshops<\/h3>\r\n<p>Before we dive into the sessions in this track, let\u2019s not skip over what happens the day before the conference even kicks off. On Wednesday, 25th May, as a conference amuse-bouche to whet your marketing palate, there are two Iterable-centric workshops.<\/p>\r\n<p>New to the Iterable platform? Interested in a refresh of the basics? The Iterable Foundations workshop is for you. Or, maybe you\u2019re an Iterable wizard looking to expand upon the ways you currently use the Iterable platform. If that\u2019s the case, join us for the Iterable Advanced workshop. In either workshop you\u2019ll leave with tangible takeaways to help you navigate the Iterable platform.<\/p>\r\n<p>The next day, however, is when the majority of the conference takes place. Let\u2019s take a look at what you can expect.<\/p>\r\n<h3>A Perfect Track Record<\/h3>\r\n<p>By blending sessions from partners, customers, and external experts, you\u2019ll get a well-rounded perspective on how to build a better customer experience. Each session will leave you with valuable takeaways and insights that you\u2019ll only get at Activate.<\/p>\r\n<p>The Building a Better Customer Experience track is a more tactical look at how our customers and partners develop and execute their marketing strategies. From building customer journeys to scaling internationally, this track has the actionable advice you need to elevate your customer experience.<\/p>\r\n<p>Let\u2019s take a closer look at the sessions being offered in this track.<\/p>\r\n<h4>Why Establishing a Customer Journey Matters<\/h4>\r\n<p>To start the day, WeTransfer\u2019s Senior Email Marketing Manager, Ornella Gallo, will explain how to build a customer journey and why customer journeys are crucial for your marketing strategy. By combining real-life examples and supporting data, Ornella will take you on your own journey as you listen to her session.<\/p>\r\n<h4>Designing an Acquisition Journey to Encourage Retention<\/h4>\r\n<p>After Ornella\u2019s presentation, Blockchain\u2019s Growth Marketing Manager, Indi Pollard, takes the stage to talk about everyone\u2019s favorite dynamic duo: acquisition and retention. But this time, with a twist. Indi will explain some strategies for designing an acquisition journey that not only captures the attention of new customers, but keeps them engaged, turning them into loyal customers.<\/p>\r\n<h4>5 Levers to Help You Grow Your Business Across Borders<\/h4>\r\n<p>To build up your appetite for scalability (and lunch), Jen Lang, Chief Customer Officer of Secret Escapes, will walk through five levers that can help your brand succeed when it comes to scaling globally. Jen will share her first-hand experiences with scalability in the hospitality industry and why, especially in a post-pandemic world, there are a variety of implications to consider when scaling internationally.<\/p>\r\n<h4>Combining Data, Tech, and Processes<\/h4>\r\n<p>After lunch, Wolt\u2019s Head of Marketing Automation, Adrian Gray, will take us through the three keys to marketing automation: data, tech, and processes. Adrian will explain what the right data is and how to get it, what problems you may be having and how to solve them with the right tech, and lastly, how CRM impacts the rest of your business.<\/p>\r\n<h4>Impactful Email Experiences Through Inclusivity and Accessibility<\/h4>\r\n<p>Then, in a SparkPost-sponsored session, Elliot Ross, of Taxi for Email by SparkPost, takes the floor to talk about inclusivity and accessibility in email marketing. In this session you\u2019ll learn what steps your team needs to take to create an accessible, inclusive email marketing strategy that builds a better experience for all of your customers.<\/p>\r\n<h3>Track Takeaways<\/h3>\r\n<p>Like we mentioned, this track is meant to provide more tactical takeaways. You should leave most, if not all, of these sessions with actionable next steps to help you elevate your current marketing strategy. These sessions will talk about the technology involved in these processes and the results of implementing some of these marketing tactics. You\u2019ll get a sense of the how and the why.<\/p>\r\n<p>Ask questions, dig deeper, and network with other marketing professionals to create a list of things to try when you\u2019re back at your desk.<\/p>\r\n<h3>Are You Keeping Track?<\/h3>\r\n<p>Phewf, that was a lot of information. And that\u2019s only half of it! You\u2019ll be able to bounce between this and the Marketing to the Modern Customer track to curate a conference that meets your needs. We\u2019re all about personalisation.<\/p>\r\n<p>Plus, there\u2019s even more happening beyond these track sessions. In addition to a morning keynote, featuring some Iterable product news, we\u2019ll also have two afternoon keynotes and a happy hour where you can mingle and mix with fellow marketing experts.<\/p>\r\n<p><em>Don\u2019t pass up on the opportunity to be part of the conversation! <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit Europe now<\/a>.<\/em><\/p>","post_title":"Activate Summit Europe: Building a Better Customer Experience","post_excerpt":"Activate Summit Europe is almost here! In this post, we\u2019re focusing on the \"Building a Better Customer Experience\" speaker track.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-summit-europe-building-a-better-customer-experience","to_ping":"","pinged":"","post_modified":"2022-05-11 10:25:57","post_modified_gmt":"2022-05-11 17:25:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100560","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 11, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe Track\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051122_Activate-EU-Deep-Dive_768x512-01-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-summit-europe-building-a-better-customer-experience\/"},{"ID":100533,"post_author":"79","post_date":"2022-05-10 11:52:42","post_date_gmt":"2022-05-10 18:52:42","post_content":"<p>May is Asian American and Pacific Islander (AAPI) Heritage Month. A month where, especially in the wake of the <a href=\"https:\/\/caasf.org\/stop-aapi-hate\/\" target=\"_blank\" rel=\"noopener\">unprecedented rise of anti-AAPI racism<\/a>, we celebrate the AAPI history and culture. Why May? Well, according to <a href=\"https:\/\/www.npr.org\/2022\/05\/02\/1095812576\/aapi-asian-pacific-heritage-month-origin-may-why\" target=\"_blank\" rel=\"noopener\">NPR<\/a>, there are two dates in May that hold great significance with the AAPI community: May 7th, 1843, the day when the first Japanese immigrants came to the US, and May 10, 1869, which marks the completion of the first transcontinental railroad\u2014built with significant contributions from Chinese workers.\u00a0<\/p>\r\n<p>Each year, the month has a dedicated theme and the theme this year is \u201cAdvancing Leaders Through Collaboration.\u201d Cynthia Choi, co-executive director of <a href=\"https:\/\/twitter.com\/CAASanFrancisco\" target=\"_blank\" rel=\"noopener\">Chinese for Affirmative Action<\/a> and co-founder of <a href=\"https:\/\/stopaapihate.org\/\" target=\"_blank\" rel=\"noopener\">Stop AAPI Hate<\/a>, told <a href=\"https:\/\/www.npr.org\/2022\/05\/02\/1095812576\/aapi-asian-pacific-heritage-month-origin-may-why\" target=\"_blank\" rel=\"noopener\">NPR<\/a>, \"This is a celebration of our history, of our culture...and all the different ways in which our community has really demonstrated that we're not only here to stay, we are a part of this fabric\u2014a part of this country.\"<\/p>\r\n<p>As a brand, showing support during AAPI Heritage Month means taking a vocal stand. In the past, brands may have shied away from sharing their beliefs but, today, customers expect more. As <a href=\"https:\/\/www.forbes.com\/sites\/jiawertz\/2021\/12\/27\/how-social-values-drive-consumers-to-brands\/?sh=4bdf9ed87425\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> said, \u201cBrands that integrate their ongoing commitment to doing better for the earth, communities, and individuals, into the core of their business can impact their bottom line while also effecting positive change around the globe.\u201d\u00a0<\/p>\r\n<p>Let\u2019s take a closer look at how brands are shifting their marketing strategies during AAPI Heritage Month.\u00a0<\/p>\r\n<h3>1. Collaborate with the AAPI Community<\/h3>\r\n<p><a href=\"https:\/\/getaway.house\/\" target=\"_blank\" rel=\"noopener\">Getaway<\/a>, a vacation rental brand, collaborated with AAPI leaders and customers to celebrate the month. In their email they highlight three members of the AAPI community and showcase their skills\u2014each with a different story.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_100534\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100534\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051022_AAPI_GetawayImg.png\" alt=\"Getaway AAPI Heritage Month\" width=\"801\" height=\"680\" \/> <em>Getaway highlights AAPI influencers and shares their stories. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/uplifting-aapi-voices-this-month-and-every-month\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Each story is a <a href=\"https:\/\/journal.getaway.house\/category\/features\/featured-guests\/\" target=\"_blank\" rel=\"noopener\">journal entry<\/a> on the Getaway site. This collaboration advances the leadership of these influencers, bringing their experiences to the forefront and sharing their talents. Getaway does a nice job of blending their brand and vision with support of the AAPI community. In addition to celebrating these stories, Getaway has a CTA at the bottom, allowing customers to take their own action in support of the AAPI community.<\/p>\r\n<h3>2. Highlight AAPI Creators and AAPI-Owned Brands<\/h3>\r\n<p><a href=\"https:\/\/www.uncommongoods.com\/\" target=\"_blank\" rel=\"noopener\">Uncommon Goods<\/a>, an online retailer, sources their unique items from a variety of different artists and creators. For AAPI Heritage Month, Uncommon Goods used their marketing emails to highlight curated items created by AAPI business owners\u2014with everything from dumpling kits to bookends. To expand upon this email, Uncommon Goods also created a <a href=\"https:\/\/www.uncommongoods.com\/sets\/AAPI-heritage-month?q=xaapix&amp;n=180&amp;p=1&amp;sv_emopen=true&amp;sv_svemi=%25%25elink%25%25&amp;cm_source=19_20220505&amp;utm_campaign=body&amp;utm_medium=email&amp;utm_source=19_20220505&amp;utm_term=celebrate_aapi_heritage_month&amp;trk_msg=2QK3IPJE0L7KB6TPB5VUEU2D0K&amp;trk_contact=MSR6UF11PTBCG9N93O1PJ2P07C&amp;trk_sid=V4F6T7K7HMI0ML5M13B789IPLK&amp;trk_link=B3OTVI8R5HGKP1A9PKJLQJTMSG&amp;bxid=F4B2554284BF546FF4EB64D5E6\" target=\"_blank\" rel=\"noopener\">landing page<\/a> that features all of their products by AAPI creators. This gives customers an easy way to support the community while also shopping with a brand that does the same.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_100540\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100540\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051022_AAPI_UncommonGoodsImg.png\" alt=\"Uncommon Goods AAPI Email\" width=\"801\" height=\"680\" \/> <em>Uncommon Goods shared products by AAPI creators to highlight the variety of products on their site while still supporting and celebrating the community.\u00a0<\/em>[\/caption]\r\n\r\n<p>One recommendation for Uncommon Goods would be to make this a series. Rather than fitting all five stories in one email, one or two stories could have been a single email, giving each creator an \u201cabove-the-fold\u201d opportunity.<\/p>\r\n<h3>3. Individualize Content for Higher Engagement and AAPI Support<\/h3>\r\n<p>Lastly, we have the food delivery app, <a href=\"https:\/\/www.trycaviar.com\/en-US\" target=\"_blank\" rel=\"noopener\">Caviar<\/a>. Food is often synonymous with culture and, since Caviar is a food delivery service, they shifted this email to focus on AAPI-owned restaurants. In addition to offering a $5 coupon on any $20 order, expiring at the end of the month, Caviar used <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-email-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based email marketing<\/a> to customize <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-dynamic-content\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a>.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_100546\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100546\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/051022_AAPI_CaviarImg.png\" alt=\"Caviar Location-Based Email\" width=\"801\" height=\"622\" \/> <em>This email is short and to-the-point but features personalized, dynamic, and location-based content\u2014all in one field!<\/em>[\/caption]\r\n\r\n<p>Caviar is using customers\u2019 locations to feed personalized content. The bottom of this email mentions \u201clocal spots\u201d and features a list of restaurants in the Oakland, California area. Here, Caviar brilliantly cross-referenced AAPI-owned restaurants, zip codes, and a selected radius around the zip code to create a perfectly curated list of restaurant recommendations.\u00a0\u00a0<\/p>\r\n<p>You\u2019ll notice that all of these brands collaborated with and highlighted members of the AAPI community in ways that align with their businesses\u2014demonstrating <a href=\"https:\/\/www.entrepreneur.com\/article\/327631\" target=\"_blank\" rel=\"noopener\">authenticity<\/a>. When brands show support of a cause in a way that is disjointed and unrelated to the brand itself, it\u2019s almost like pandering to the audience. It can look like your brand is using the cause rather than supporting it. That\u2019s a good way to lose loyal customers. Be sure the way your brand collaborates with communities makes sense for both parties involved.\u00a0<\/p>\r\n<h3>How Iterable is Showing Support<\/h3>\r\n<p>We\u2019re not just talking the talk. We, too, want to be sure we\u2019re supporting the AAPI community this, and every, month. For AAPI Heritage Month, our Asians &amp; Pacific Islanders <a href=\"https:\/\/iterable.com\/culture\/#:~:text=Affinity%20Groups%20are%20employee%2Dcreated,their%20community%20and%20professional%20growth.\" target=\"_blank\" rel=\"noopener\">Affinity Group<\/a> is organizing museum visits for Iterators in each Iterable office location. This includes trips to the <a href=\"https:\/\/asianart.org\/\" target=\"_blank\" rel=\"noopener\">Asian Art Museum<\/a> in San Francisco, the <a href=\"https:\/\/www.denverartmuseum.org\/en\" target=\"_blank\" rel=\"noopener\">Denver Art Museum<\/a>, the <a href=\"https:\/\/rubinmuseum.org\/\" target=\"_blank\" rel=\"noopener\">Rubin Museum of Art<\/a> in New York, and the <a href=\"https:\/\/www.britishmuseum.org\/\" target=\"_blank\" rel=\"noopener\">British Museum<\/a> in London.\u00a0<\/p>\r\n<p>David Chang, one of the leaders of the API Affinity Group said, \u201cWe are looking forward to celebrating AAPI Heritage Month through our first in-person events. We established our Affinity Group during the pandemic and are excited to build relationships within our community. The museums and exhibits we chose are AAPI\/API themed, so we hope this will also be a learning experience for everyone. There is amazing depth and history in the API community. This is the perfect time to appreciate and reflect on what has become before us.\u201d\u00a0<\/p>\r\n<p>The Affinity Group is also organizing a virtual AAPI-themed trivia event as \"another way for us to share knowledge and learnings with the API Affinity Group and the rest of the company,\u201d said David, \u201cWe wanted to make sure we were inclusive to all of our remote folks and also do it in a fun, engaging way!\u201d<\/p>\r\n<h3>Taking a Stand<\/h3>\r\n<p>May is meant to bring awareness to\u2014and garner support for\u2014the AAPI community, but that support should last long after May ends. Let this month serve as a reminder for brands and customers to continuously advocate for the AAPI community and all underrepresented minorities.\u00a0<\/p>\r\n<p><em>If you\u2019re able, consider donating to <a href=\"https:\/\/stopaapihate.org\/actnow\/\" target=\"_blank\" rel=\"noopener\">Stop AAPI Hate<\/a> or one of the many <a href=\"https:\/\/www.distractify.com\/p\/aapi-charities-to-support\" target=\"_blank\" rel=\"noopener\">other charitable organizations<\/a> supporting the AAPI\/API communities.<\/em><\/p>","post_title":"Celebrating the AAPI Community","post_excerpt":"Let\u2019s take a closer look at how brands are shifting their marketing strategies during AAPI Heritage Month.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebrating-the-aapi-community","to_ping":"","pinged":"","post_modified":"2022-05-10 11:52:42","post_modified_gmt":"2022-05-10 18:52:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100533","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"AAPI Heritage Month\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/AAPI-Pride-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/celebrating-the-aapi-community\/"},{"ID":100513,"post_author":"79","post_date":"2022-05-05 10:06:52","post_date_gmt":"2022-05-05 17:06:52","post_content":"<p>In 2019 we held our first ever <a href=\"https:\/\/iterable.com\/blog\/activate-london-top-takeaways-for-understanding-your-why\/\" target=\"_blank\" rel=\"noopener\">Activate London<\/a>. More than 100 marketing professionals from across the UK and Europe came together to explore the state of marketing.<\/p>\r\n<p>Since then\u2026well\u2026a lot has changed. We haven\u2019t had many in-person events with more than 100 people in the past few years. No one has. But, we\u2019re bursting at the seams with excitement because on the 25th May, that\u2019s all going to change.<\/p>\r\n<p>Activate Summit Europe is coming back to London. And you\u2019re all invited. Tell your friends.<\/p>\r\n<p>But we get it. You\u2019re busy right now. Summer is coming up and travel is possible again. More and more conferences are popping up. You\u2019ve got options. We obviously think Activate Summit Europe is worth every marketer\u2019s attention, but to help prove that point, we\u2019ve put together five points that might convince you (and your favourite colleagues) to join us.<\/p>\r\n<p><em>(In the event you don\u2019t need convincing, here\u2019s a link to the <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">registration page<\/a>.)<\/em><\/p>\r\n<h3>1. Face to Face<\/h3>\r\n<p>The most obvious reason and the one that we\u2019re all equally excited about is that we\u2019ll be in person. Whether you shake hands, bump elbows, high five, or even hug, you can do that at Activate Summit Europe!<\/p>\r\n<p>No Zoom calls. No \u201cI\u2019m just gonna share my screen real quick.\u201d No accidental talking over each other. Real, honest face-to-face communication between you and your peers. We\u2019ll have breakout sessions, networking opportunities, workshops, and more (*cough* happy hour *cough*) available for you to get to know one another!<\/p>\r\n<h3>2. A Premier Lineup<\/h3>\r\n<p>Sure, we\u2019ll be in person, but who will you be listening to? We have a stellar lineup of speakers ready to show you the ins and outs of modern marketing. You\u2019ll hear from marketing leaders at Zoopla, WeTransfer, Wolt, Blockchain, and Secret Escapes. And that\u2019s only a portion of the lineup too!<\/p>\r\n<h3>3. Mind-Blowing Tracks &amp; Workshops<\/h3>\r\n<p>What will those amazing speakers be talking about? Short answer: better marketing. Long answer: we\u2019ve broken out the content this year in two tracks and a few workshops to really get into it.<\/p>\r\n<p>Our Foundations Workshop\u2014hosted May 25th at 1pm BST\u2014is all about the basics in Iterable. Whether you\u2019re new to Iterable, or looking to refresh your skills, this is the chance to learn from the experts. Among other things, you\u2019ll learn how to create templates, maintain lists, and create onboarding journeys.<\/p>\r\n<p>Our Advanced Workshop\u2014same time, same place as the first workshop\u2014is for those of you who want to learn it all. You\u2019re an expert in your own right, but can you take a newly-cleaned list and boost positive engagement metrics in a mere 60 days? Or implement ongoing industry-validated deliverability practices? In this workshop, you\u2019ll learn how and so much more.<\/p>\r\n<p>Then, starting May 26th at 10:30am BST, our two session tracks kick off.<\/p>\r\n<p>The first track Marketing to the Modern Customer, will dive into what it takes to connect with your customers as you know them. In this track, you\u2019ll learn the different strategies needed to make memorable, joyful experiences. Sample topics include how to harmonize a cross-channel experience for personalisation, getting started in AI, and humanising your brand.<\/p>\r\n<p>The second track, Building a Better Customer Experience, is for those of you who love digging into the nitty gritty of campaign execution. You\u2019ll see how our speakers are using modern martech and data to execute on the strategies in the first track. Sample topics here include lifecycle journey mapping, retention and acquisition strategies, and scalability, localisation, and globalisation.<\/p>\r\n<p>We\u2019ve structured the tracks in a way that allows you to personalise your Activate Summit Europe experience to exactly what you and your team needs to take away from the event.<\/p>\r\n<p>But\u2026what if you want to see every session? We don\u2019t blame you. That\u2019s what #4 is for.<\/p>\r\n<h3>4. Bookmarked for Later<\/h3>\r\n<p>So you missed a session. It\u2019s ok. We\u2019ve got you covered. Just by registering, you\u2019ve signed yourself up to be able to see every session as many times as you want. Every session will be available on demand after the event for (re)viewing at your leisure.<\/p>\r\n<p>Take your time. Really digest the information. The event will be jam-packed with content. You\u2019re only human. Some insights might slip by. On demand is a beautiful thing. Enjoy Activate Summit Europe round two with no distractions.<\/p>\r\n<h3>5. Good Times, Great People<\/h3>\r\n<p>Did you think we\u2019d forget who you\u2019ll get to meet? No way! The Iterable community is the lifeblood of our event series. Every year at Activate\u2014even the virtual ones\u2014we see incredible bonds forged between some of the world\u2019s best marketers.<\/p>\r\n<p>Activate Summit Europe is going to be no different. As mentioned above, you\u2019ll have ample opportunity in breakout sessions, workshops, Q&amp;A, meals, happy hour, and more to get to know your other attendees and join the Iterable community. Activate is an incredible chance to talk about marketing today and learn how other teams are tackling similar challenges to you.<\/p>\r\n<p>We don\u2019t want you missing out.<\/p>\r\n<h3>See You There?<\/h3>\r\n<p>Pretty amazing, huh? Sometimes we get so lost in our own work we can forget there are others out there facing similar obstacles. Some of them have even found creative solutions. At Activate Summit Europe, hundreds of Europe\u2019s marketing leaders are coming together to activate their data and make memorable experiences of lasting impact.<\/p>\r\n<p><em>We hope to see you there. Your ticket is only <a href=\"https:\/\/iterable.com\/activate\/europe\/#register\" target=\"_blank\" rel=\"noopener\">a few clicks away<\/a>.<\/em><\/p>","post_title":"5 Reasons to Attend Activate Summit Europe","post_excerpt":"On the 25th May, Activate Summit Europe is coming back to London. And you\u2019re all invited. Tell your friends.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-reasons-to-attend-activate-summit-europe","to_ping":"","pinged":"","post_modified":"2022-05-05 10:06:52","post_modified_gmt":"2022-05-05 17:06:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100513","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 05, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Summit Europe\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050522_Activate-5-Things_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-reasons-to-attend-activate-summit-europe\/"},{"ID":100141,"post_author":"79","post_date":"2022-05-04 08:00:11","post_date_gmt":"2022-05-04 15:00:11","post_content":"<p>We\u2019ve all done it. Picked up our phone, hopped into an app and then received a text message from a friend or an email from our favorite brand and instantly switched context. This is how we interact with technology and brands today. As a result, marketers have to account for these interactions and ensure experiences are consistent and harmonized across platforms and channels.<\/p>\r\n<p>According to Harvard Business Review, <a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\" target=\"_blank\" rel=\"noopener\">73% of consumers use multiple channels in their buying journey<\/a>. So it\u2019s no surprise that in addition to marketing across channels, we need to take it one step further and make every engagement part of a harmonized multi-channel experience.<\/p>\r\n<p>Today, we\u2019re happy to introduce our first product showcase focused on Harmonized Experiences. There are over 14 new capabilities in this release to help you make the most of all your marketing efforts. Let\u2019s walk through each of them.<\/p>\r\n<h4>New Journey Automation Experience with Iterable Studio<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>Orchestrating seamless customer journeys from activation to re-engagement is a challenge for every brand. Whether you\u2019re designing promotional campaigns to nurture users or building <a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">cart abandonment<\/a> campaigns, having the right data\u2014and a unified platform\u2014is the key to a harmonized experience. The all-new Iterable Studio combines a beautiful user experience with our world-class data infrastructure to make the most powerful customer engagement solution today, enabling you to design and build harmonized experiences faster than ever before.<\/p>\r\n<p>With distributed marketing teams, collaboration and communication are more important than ever. As a part of the all-new Studio, we\u2019ve added collaboration features like Notes so you can place a reminder for yourself or team members or even cheer on a colleague for an amazing interaction. In addition, with analytics visible within message tiles, you can make quick decisions and adjust as needed.<\/p>\r\n<p>Plus, <strong><span style=\"color: #6a266d;\">coming soon<\/span><\/strong>, Tilesets will make your journey building experience easier and faster than ever before. Tilesets enable marketers to re-use key parts of a journey, save them, and replicate them in other journeys within the project you build in Iterable.<\/p>\r\n\r\n[caption id=\"attachment_100424\" align=\"alignnone\" width=\"1724\"]<img class=\"size-full wp-image-100424\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Studio-1.png\" alt=\"Iterable Studio\" width=\"1724\" height=\"1074\" \/> <em> Build harmonized experiences faster than ever before.<\/em>[\/caption]\r\n\r\n<h4>More Mobile Options with New Global SMS\/MMS Partner, Telnyx<\/h4>\r\n<p><strong>Status: <span style=\"color: #34c3f2;\">Beta<\/span><\/strong><\/p>\r\n<p>There are over 6.56 billion people across the world that have a smartphone, <a href=\"https:\/\/www.statista.com\/statistics\/330695\/number-of-smartphone-users-worldwide\/\" target=\"_blank\" rel=\"noopener\">according to Statista<\/a>. Of those, 97% actively send SMS messages, making it a highly engaged channel built for personalized communications. But integrating SMS\/MMS into your cross-channel strategy comes with core challenges such as high cost, complexity, and limited support.<\/p>\r\n<p>Today we're happy to announce our partnership with <a href=\"https:\/\/telnyx.com\/?utm_source=referral&amp;utm_medium=iterable_referral&amp;utm_campaign=iterable-spring-release\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>, a carrier-direct SMS\/MMS provider that reaches over 60 countries with unmatched scale, deliverability, and support. With this partnership, we're offering customers more flexibility, ease-of-use, and competitive pricing for their SMS and MMS sends\u2014globally.<\/p>\r\n<p>The integration comes with built-in access to technical support and regulatory experts so you can easily navigate implementation and ongoing management. And, with Telnyx handling the sends in the background, you can build highly personalized SMS-specific campaigns with all of the dynamic functionality and data activation already baked into the broader Iterable platform.<\/p>\r\n\r\n[caption id=\"attachment_100430\" align=\"alignnone\" width=\"900\"]<img class=\"size-full wp-image-100430\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/SMS-with-Telnyx-x-900px-2.png\" alt=\"Telnyx and Iterable\" width=\"900\" height=\"540\" \/> <em>With this partnership, we're offering customers more flexibility, ease-of-use, and competitive pricing for their SMS and MMS sends\u2014globally.<\/em>[\/caption]\r\n\r\n<h4>Immersive Cross-Channel Experiences with Native Web In-App<\/h4>\r\n<p><strong>Status: <span style=\"color: #ef3d55;\">Private Beta<\/span><\/strong><\/p>\r\n<p>Every digital impression is a chance to bring joy to your customers and deepen your relationship with a harmonized experience. Today, this is true about your website and every channel you use to communicate with customers. Web In-App unifies your customers\u2019 cross-channel journeys as they move between your emails, desktop or mobile websites, and apps. So whether you\u2019re creating standalone web messages for new visitors or expanding your engagement with loyal users' cross-channel journeys, Web In-App offers a new way to enhance your web browsing experience. And, with this native new channel, you can deeply tailor it to every user to continue their journey based on their preferences.<\/p>\r\n<p>Building these experiences doesn\u2019t require a different set of tools or unique creation experience\u2014it\u2019s all integrated into Studio to build fully harmonized cross-channel experiences.<\/p>\r\n\r\n[caption id=\"attachment_100436\" align=\"alignnone\" width=\"2092\"]<img class=\"size-full wp-image-100436\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Web_In-App-Collage-1.png\" alt=\"Web In-App\" width=\"2092\" height=\"1356\" \/> <em>This new channel unifies your customers\u2019 cross-channel journeys as they move between your emails, desktop or mobile websites, and apps.<\/em>[\/caption]\r\n\r\n<h4>Get a 360-Degree View of Your Customers with an All-New User Profile<\/h4>\r\n<p><strong>Status: <span style=\"color: #34c3f2;\">Beta<\/span><\/strong><\/p>\r\n<p>Our user profile contains all the information a brand needs to understand each user. This new design simplifies and improves how brands access and utilize user data, and surfaces trends about each user directly within the contact record.<\/p>\r\n<p>Key information (such as contact details, location, and more) and a summary of recent interactions are right at the top of the profile for ease of use.<\/p>\r\n<h4>Cross-Channel Content Creation Just Got Easier<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>Creating content within Iterable also received a fresh redesign, making it more intuitive and expressive. Editing, incorporating, and managing snippets is easier than ever, with an enhanced preview functionality that allows you to test your dynamic content with precision. And as you build more content, we\u2019ve released a new feature that makes it easy for you to keep track of previously created Snippets. Where are My Snippets allows you to search for where a Snippet has been used within a template, campaign, or another Snippet.<\/p>\r\n<p>We\u2019ve also enhanced our drag-and-drop editor to feature an all-new mobile design mode and new design tiles. Creating beautiful emails is easier than ever before.<\/p>\r\n<h4>Tie Every Mobile Experience into a Harmonized Experience<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>According to Flurry, <a href=\"https:\/\/www.republicworld.com\/technology-news\/mobile\/apple-ios-14-dot-5-att-feature-becomes-a-success-as-96-percent-of-us-users-opt-out-of-app-tracking.html\" target=\"_blank\" rel=\"noopener\">96% of iOS users<\/a> are choosing \u201cdo not track,\u201d meaning they are opting out of having their browsing data collected or tracked. Iterable rolled out a slew of controls to equip marketers with the resources they need in the changing mobile landscape.<\/p>\r\n<p>Today, we\u2019ve enhanced mobile capabilities to use SMS click metrics as a part of your customer journey. Customers using mobile can seamlessly continue their journey and experience on any device or channel they interact with your brand on.<\/p>\r\n<p>In addition, we\u2019ve enhanced our Mobile Inbox SDK with a new React Native version and additional enhancements for the latest Android version as well. And, with the privacy landscape <a href=\"https:\/\/iterable.com\/blog\/ios-15-push-notifications-iterable-what-you-should-know\/\" target=\"_blank\" rel=\"noopener\">evolving with iOS15<\/a>, we\u2019ve enhanced your ability to send relevant messages that get to consumers at the right time. Include a relevance score and your content directly into the notification summary to ensure you attract users attention.<\/p>\r\n<h4>Setup &amp; Send Messages Across Channels<\/h4>\r\n<p><strong>Status: <span style=\"color: #6a266d;\">Coming Soon<\/span><\/strong><\/p>\r\n<p>In addition to innovating on Studio, we\u2019ve enhanced and renamed our Sending Platforms page so you can connect and send messages across all your relevant channels. Connect SMS (Telnyx), email, and more directly via this screen and get harmonized experiences up running within a matter of minutes.<\/p>\r\n<h4>Measure Every Conversion Event<\/h4>\r\n<p><strong>Status: <span style=\"color: #6a266d;\">Coming soon<\/span><\/strong><\/p>\r\n<p>The key to a great harmonized experience? Measurement and iteration. With new multiple conversion event tracking, you can easily track and measure multiple custom conversion events at once to get a deeper understanding of every campaign\u2019s performance. See how your conversions look across channels, engagement, or any key performance metrics all at once.<\/p>\r\n<h4>New Deliverability Partner, Validity<\/h4>\r\n<p><strong>Status: <span style=\"color: #59c1a7;\">Available Now<\/span><\/strong><\/p>\r\n<p>Connected experiences require ensuring that your messages are reaching the right people, directly in their inbox. That\u2019s where our new partner, <a href=\"https:\/\/www.validity.com\/\" target=\"_blank\" rel=\"noopener\">Validity<\/a>, comes in. Iterable and <a href=\"https:\/\/www.validity.com\/everest\/\" target=\"_blank\" rel=\"noopener\">Validity Everest<\/a> provide the deliverability tools to help you generate more revenue and increase the lifetime value of your database through seamless experiences. In an age when there\u2019s more noise than ever, Iterable and Validity partnered to ensure your email reaches the right audience.<\/p>\r\n<h3>Creating Harmonized Experiences<\/h3>\r\n<p>These updates are designed to help you harmonize your customer experience and drive real business outcomes\u2014revenue, subscriptions, activation, etc. We all know that a joyful customer will be a loyal customer and joy starts with creating a consistent, harmonized customer experience.<\/p>\r\n<p><em>Hear the full details from our <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Spring Product Showcase webinar<\/a> and, if you\u2019re interested in seeing Iterable in action, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Spring Product Showcase Recap: Harmonized Experiences","post_excerpt":"We\u2019re happy to introduce our first product showcase, focused on Harmonized Experiences. Let\u2019s walk through each of the capabilities.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-spring-product-showcase-recap-harmonized-experiences","to_ping":"","pinged":"","post_modified":"2022-05-04 09:33:30","post_modified_gmt":"2022-05-04 16:33:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100141","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 04, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"spring product release\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/Spring-Release_Harmonized-Assets_Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-spring-product-showcase-recap-harmonized-experiences\/"},{"ID":100281,"post_author":"79","post_date":"2022-05-03 11:08:35","post_date_gmt":"2022-05-03 18:08:35","post_content":"<p>Agile marketing is an adaptation of agile development. The broader marketing team is broken up into smaller teams, each with distinct responsibilities and tasks that need to be completed within a certain timeframe.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/how-your-small-team-can-use-agile-marketing\/\" target=\"_blank\" rel=\"noopener\">Small marketing teams<\/a> can use agile marketing because it helps divvy up and stretch limited resources to ensure everyone has a task that ladders up to the same project. When you have ample resources, however, with your large marketing team, is agile marketing still effective?\u00a0<\/p>\r\n<p>Big marketing teams don\u2019t face the same challenges that small teams face. They have departments, each with their own tasks and responsibilities. The hard part, with a large team, is aligning on goals. Each department has their own wants and needs and rather than working cross-functionally, silos often form around each functional group, making it hard to communicate and align on priorities. Let\u2019s look at how agile marketing can help solve some of the challenges of a big marketing team.<\/p>\r\n<h3>Choosing Agile Marketing Teams<\/h3>\r\n<p>In a large marketing team, there\u2019s likely a wide variety of skills. Agile marketing for a larger team requires balancing each person\u2019s strengths and keeping departments in their swim lanes while still considering the broader marketing team priorities. Referencing <a href=\"https:\/\/martech.org\/form-your-agile-marketing-teams-around-the-customer\/\" target=\"_blank\" rel=\"noopener\">Martech.org<\/a> once again, we\u2019ll look at the various ways to divide a team, this time through the lens of a larger marketing team.<\/p>\r\n<h4>Agile Teams Based on Funnel Stages<\/h4>\r\n<p>For a larger marketing team, this could work as long as it doesn't result in more silos. Each part of the funnel has to be able to communicate with one another, so if it\u2019s just a rearrangement of silos that already exist, it may not provide any additional benefits. But, if you can create net-new groups based on the strengths of each individual, it could lead to a smoother execution of tasks.<\/p>\r\n<p>If choosing this agile marketing strategy for a larger marketing team, you\u2019ll have to think about which parts of the funnel each department already gravitates toward. Based on that, you\u2019ll be able to choose which role should serve as a team lead (a.k.a. <a href=\"https:\/\/www.cio.com\/article\/230646\/what-is-a-scrum-master-a-key-role-for-project-success.html#:~:text=Scrum%20master%20definition,are%20followed%20by%20team%20members.\" target=\"_blank\" rel=\"noopener\">Scrum Master<\/a>). It likely won\u2019t be a member of the same department across all funnel stages. For example, your content marketing team likely targets the top of the funnel while your product marketing team is more mid-to-low funnel.<\/p>\r\n<h4>Agile Teams Based on Persona or Industry<\/h4>\r\n<p>Dividing your teams by personas or industry gives you the opportunity to fully rearrange your large marketing team. With a larger team you may have multiple people in the same role, which gives you an advantage for this arrangement of agile teams.<\/p>\r\n<p>For example, let\u2019s say you\u2019re focusing on retail and fintech. You could create two teams, each with a copywriter, a graphic designer, a product marketer, a demand generation specialist, and an email specialist. One scrum team would only have tasks related to the retail industry while the other would only focus on fintech.<\/p>\r\n<h4>Agile Teams Based on Product<\/h4>\r\n<p>Breaking your team into product-based agile teams could be beneficial for a large marketing team. Similar to the persona or industry approach, each scrum team could be compiled of a person from each marketing department. Instead of focusing on an industry or individual audience, however, these teams would each focus on a specific product. With that, you\u2019d have the teams think about the audience for that specific product, each stage of the funnel, and a marketing strategy specific to that product.<\/p>\r\n<p>In this scenario, you\u2019d likely have a member of product marketing act as each team lead, as they have more insight into the products they\u2019ll be focusing on.<\/p>\r\n<h4>Agile Teams Based on Service<\/h4>\r\n<p>While dividing your marketing team into service-based groups could work for a very small team, it\u2019s probably what already exists in a larger marketing team. Each department already has a specific service they provide to the broader marketing team, so this wouldn\u2019t necessarily solve any of the alignment issues that may exist.<\/p>\r\n<p>When thinking about how you\u2019ll divide up your teams, you\u2019ll have to think about what you\u2019re looking to achieve. What are the overarching goals your team needs to accomplish and what agile design will help you get there? If you\u2019re looking to build awareness of your product catalog, for example, maybe a product-based design is the best. If you\u2019re looking to capture more audiences, a persona-based approach may work the best. And hey, if you don\u2019t know, you can always test it out.<\/p>\r\n<h3>Making Agile Work For You<\/h3>\r\n<p>Remember, implementing agile marketing isn\u2019t supposed to make your life harder. In fact, it\u2019s supposed to make it much easier. While there may be a learning curve at the beginning\u2014especially if leaning towards a product-, industry-, or persona-centric approach\u2014the payoff in the end should outweigh the initial struggles.<\/p>\r\n<p>Once agile teams are decided upon, they\u2019re not set in stone. Agile teams can switch and adjust\u2014and they may have to. Agile development was created to improve efficiency and open communication. Agile marketing, however, is <a href=\"https:\/\/cxl.com\/blog\/agile-practices-marketing\/\" target=\"_blank\" rel=\"noopener\">inherently different from agile development<\/a> because there are constant outside requests that come in that can\u2019t be pushed to other sprints. Another big difference is that success looks different for a marketing team. While working code defines success for developers, the performance indicators for a marketing team are often less black-and-white.<\/p>\r\n<p>What we\u2019re really saying is, don\u2019t expect the process to be perfect and run like a well-oiled engineering team right off the bat. You\u2019ll have to make the agile marketing process your own. But, if it allows you to more effectively iterate, collaborate, and create, you\u2019re on the right track.<\/p>\r\n<p><em>To learn how the right marketing tools can help improve the efficiency of your large marketing team, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"How Your Big Team Can Use Agile Marketing","post_excerpt":"Let\u2019s look at how agile marketing can improve efficiency and help big marketing teams align on goals and break down silos. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-your-big-team-can-use-agile-marketing","to_ping":"","pinged":"","post_modified":"2022-06-14 01:27:09","post_modified_gmt":"2022-06-14 08:27:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100281","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 03, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Agile marketing for big teams\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/05\/050222_Agile-Marketing-Big-Team_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-your-big-team-can-use-agile-marketing\/"},{"ID":100348,"post_author":"97","post_date":"2022-05-03 10:00:49","post_date_gmt":"2022-05-03 17:00:49","post_content":"","post_title":"Activate Event Resource Tile","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"activate-event-resource-tile","to_ping":"","pinged":"","post_modified":"2022-05-03 10:00:49","post_modified_gmt":"2022-05-03 17:00:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=100348","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Events","pretty_date":"May 03, 2022","terms":[{"term_id":9974,"name":"Events","slug":"events","term_group":0,"term_taxonomy_id":9974,"taxonomy":"resource_type","description":"","parent":1696,"count":1,"filter":"raw","term_order":"0"}],"term_slugs":["events"],"term_names":["Events"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate 2022\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"\/activate-events\/#new_tab"},{"ID":100203,"post_author":"79","post_date":"2022-04-29 08:08:07","post_date_gmt":"2022-04-29 15:08:07","post_content":"<p>Hi! If you\u2019re reading this, you\u2019ve found yourself on the Iterable blog. If you\u2019ve been here before, welcome back. If you\u2019re new, you\u2019re gonna like it here. Our blog is meant to provide you with helpful tips and research that can guide you as you build your marketing strategy. This article, in particular, will explore welcome and onboarding campaigns in a cross-channel capacity.<\/p>\r\n<p>See that? What you just read? That\u2019s what every welcome and onboarding campaign strives to do\u2014introduce the new user to the brand and set the stage for what\u2019s to come.<\/p>\r\n<p>In our latest ebook, \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>,\u201d we touch upon a variety of marketing campaigns, including welcome and onboarding, and detail what\u2019s required for each and some tips for building them out. Like we said, this article\u2014the first in a series\u2014will zoom in on welcome and onboarding campaigns to provide more context and examples.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>\r\n<h3>What Are Welcome and Onboarding Campaigns?<\/h3>\r\n<p>Often used synonymously, welcome campaigns and onboarding campaigns are usually the first direct communications your brand has with a customer.<\/p>\r\n<p>Welcome campaigns often involve a series of messages that are triggered when users first sign up for marketing communications like newsletters, product announcements, etc. They can also be sent after a customer makes a first purchase. Welcome campaigns are great for continued engagement with new customers.<\/p>\r\n<p>Onboarding campaigns are meant to help users as they become familiar with your product. They\u2019re often triggered when a customer signs up for a membership or logs into an app. Think: product demos, app walkthroughs, user guides, etc. Welcome campaigns can contain onboarding messaging and onboarding campaigns can contain welcome messaging. The two go hand-in-hand.<\/p>\r\n<p>To execute welcome and onboarding campaigns effectively, there are four key elements you\u2019ll need to consider: purpose, managed expectations, channel expansions, and personalization. Let\u2019s take a look at each.<\/p>\r\n<h3>Finding a Purpose<\/h3>\r\n<p>Welcome and onboarding campaigns generally are not single messages\u2014they\u2019re a series. But, on the flipside of that, you can\u2019t just make a series for the sake of making a series. Each message needs to have a purpose behind it that contributes to the overall experience.<\/p>\r\n<p>For razor brand <a href=\"https:\/\/mybillie.com\/\" target=\"_blank\" rel=\"noopener\">Billie<\/a>, the purpose of their welcome and onboarding series is to get first-time buyers to activate their accounts\u2014streamlining future orders.<\/p>\r\n\r\n[caption id=\"attachment_100204\" align=\"alignnone\" width=\"801\"]<img class=\"wp-image-100204 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example1_Billie.png\" alt=\"Welcome and Onboarding Campaigns from Billie\" width=\"801\" height=\"689\" \/> <em>Billie wastes no time, ensuring users can easily order more razors\u2014a frequent purchase\u2014in the future. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/0b652586-a807-fb06-56d5-951ffa800712?company_id=29908&amp;filter=classified&amp;journey_id=25873&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>It\u2019s very clear from Billie\u2019s welcome and onboarding emails what they want the users\u2019 next step to be. In this case, the customer has already purchased, so, at this point, there\u2019s no need to introduce the brand or share company values.<\/p>\r\n<h3>Managing Expectations<\/h3>\r\n<p>Next, your welcome and onboarding campaigns should manage customer expectations. Sending these initial messages gives you the opportunity to set the tone of your relationship with each customer. Take this time to explain what content is going to come, and what customers can expect as a result of signing up for marketing messages.<\/p>\r\n<p>Jewelry brand, <a href=\"https:\/\/www.zales.com\/\" target=\"_blank\" rel=\"noopener\">Zales<\/a>, clearly set expectations in the first welcome email. As a customer who has just signed up for Zales\u2019 marketing messages, I now know I can expect at least exclusive offers, new arrivals, and style inspiration.<\/p>\r\n\r\n[caption id=\"attachment_100210\" align=\"alignnone\" width=\"801\"]<img class=\"wp-image-100210 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example2_Zales-1.png\" alt=\"Zales Welcome and Onboarding Campaigns\" width=\"801\" height=\"689\" \/> <em>Zales manages expectations by telling customers exactly what content they\u2019ll be sending through this channel. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/b6bb0db4-b690-656f-8212-4cc1fede53a4?company_id=4537&amp;filter=classified&amp;journey_id=21682&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Not only did Zales explain what would be coming, they followed through. The first email contains a $50 off coupon, the second email has style inspiration, and the third email reminds the user of their exclusive offer. It\u2019s one thing to set expectations, it\u2019s another to deliver on them.<\/p>\r\n<h3>Expanding Channels<\/h3>\r\n<p>Welcome and onboarding campaigns take advantage of heightened customer engagement. Customers are actively interacting with your brand. Therefore, you should use this time to connect with customers via multiple channels. Email may start the initial conversation, but don\u2019t forget about the other avenues through which you can reach your customers.<\/p>\r\n<p><a href=\"https:\/\/www.blueapron.com\/\" target=\"_blank\" rel=\"noopener\">Blue Apron<\/a>, a meal subscription box brand, knows that their app is essential when it comes to their customer experience. As part of their welcome and onboarding campaigns they spotlight the benefits of downloading their app.<\/p>\r\n\r\n[caption id=\"attachment_100216\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100216\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example3_BlueApron.png\" alt=\"Blue Apron Onboarding App\" width=\"801\" height=\"689\" \/> <em>Blue Apron wants customers to use both email and their mobile app. Therefore the first email explains how Blue Apron works, and the second email recommends downloading the app. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/d5addf67-d61a-a403-d82e-c0173c61c001?company_id=1591&amp;filter=classified&amp;journey_id=20023&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Once the app is downloaded, the door is opened for Blue Apron to explore push notifications and in-app messaging. But, having multiple ways to connect with customers means the onus is on the brand to create a seamless, integrated, cross-channel experience.<\/p>\r\n<h3>Personalizing the Experience<\/h3>\r\n<p>Because welcome and onboarding campaigns are sent at the very beginning of a brand\u2019s relationship with the customer, personalization can be tricky. But, what does your brand know at this point? Including the user\u2019s name in the copy or subject line can be a simple, but effective way to personalize your campaigns.<\/p>\r\n<p><a href=\"https:\/\/www.hulu.com\/\" target=\"_blank\" rel=\"noopener\">Hulu<\/a>, the streaming service, added a personalized touch right off the bat. In the very first email to the customer, their name is in the header copy and subject line. The second email in the series offers up some recommendations, likely based on an online profile that the customer filled out.<\/p>\r\n\r\n[caption id=\"attachment_100222\" align=\"alignnone\" width=\"801\"]<img class=\"size-full wp-image-100222\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Orchestration-Series-Pt-1_Example4_Hulu.png\" alt=\"Hulu Personalized Welcome Email\" width=\"801\" height=\"623\" \/> <em>Hulu is aiming to establish trust with their users by recognizing each as an individual. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/4b464dc4-4f1d-cf7a-68bc-96720f51a492?company_id=1210&amp;filter=classified&amp;journey_id=18589&amp;view=thumbnail\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Welcome and onboarding campaigns are also the perfect moment to ask users about their preferences. What kind of content do they want to receive going forward? What products are they the most interested in? With this information in tow, your brand is now equipped to deliver even more personalized content.<\/p>\r\n<h3>Making a First Impression<\/h3>\r\n<p>Welcome and onboarding campaigns are your brand\u2019s first impression. You want to deliver content to new users when they need it the most. Think about how you\u2019d use your product and what content would be helpful in each scenario. Also, remember that you can create a series over an extended period of time. Not everything you want to say matters to the customer so, while you have their attention, boil your messaging down to deliver relevant, timely content. No one likes a long-winded hello.<\/p>\r\n<p><em>To learn more about welcome and onboarding campaigns, along with other marketing campaigns, download \u201c<a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">Orchestrate Your Cross-Channel Campaigns for Peak Harmonization<\/a>.\u201d<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Cross-Channel Harmonization: Welcome and Onboarding Campaigns","post_excerpt":"This article\u2014the first in a series\u2014will zoom in on welcome and onboarding campaigns to provide more context and examples.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"cross-channel-harmonization-welcome-and-onboarding-campaigns","to_ping":"","pinged":"","post_modified":"2022-04-29 08:08:07","post_modified_gmt":"2022-04-29 15:08:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100203","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Welcome and Onboarding Campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042022_Orchestration-Ebook-Series-pt1_78x512_3-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/cross-channel-harmonization-welcome-and-onboarding-campaigns\/"},{"ID":100121,"post_author":"79","post_date":"2022-04-26 10:03:52","post_date_gmt":"2022-04-26 17:03:52","post_content":"<p>Agility. We\u2019ve heard this word tossed around in various scenarios. Athletes are described as being limber and agile. Dogs compete in agility obstacle courses. But what does agility or being agile actually mean? Boiled down, it\u2019s just the ability to move quickly and easily. And, when something is fast and simple, it\u2019s efficient.<\/p>\r\n<p>This idea of efficiency has been applied to development for <a href=\"https:\/\/www.planview.com\/resources\/guide\/agile-methodologies-a-beginners-guide\/history-of-agile\/#:~:text=It%20all%20started%20in%20the,new%20software%20to%20market%20faster.\" target=\"_blank\" rel=\"noopener\">over twenty years<\/a>. Instead of focusing on huge projects and the big picture, developers break down projects into smaller tasks and choose which of those tasks to complete in a set timeframe, known as a \u201csprint.\u201d<\/p>\r\n<p>Agile marketing, according to <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/agile-marketing-a-step-by-step-guide\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a>, \u201cmeans using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating.\u201d Before we cover agile marketing for large teams, this article will explore how a small marketing team can approach agile marketing\u2014dividing and conquering with limited resources.<\/p>\r\n<h3>Choosing Agile Marketing Teams<\/h3>\r\n<p>For a small marketing team, the first step is deciding how you\u2019ll break up the group into smaller groups\u2014each being responsible for tackling specific tasks. There\u2019s more than one way to skin a cat and, according to <a href=\"https:\/\/martech.org\/form-your-agile-marketing-teams-around-the-customer\/\" target=\"_blank\" rel=\"noopener\">Martech.org<\/a>, there\u2019s more than one way to divide your team.<\/p>\r\n<h4>Agile Teams Based on Funnel Stages<\/h4>\r\n<p>In this model, teams can be broken up based on the stages of the funnel. So, for example, you could have a team focused on lead generation at the <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-top-of-funnel-marketing\" target=\"_blank\" rel=\"noopener\">top of the funnel<\/a>, a team focused on <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-mid-funnel-marketing\" target=\"_blank\" rel=\"noopener\">mid-funnel<\/a> consideration, and a team focused on retention at the <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-bottom-of-the-funnel-marketing\" target=\"_blank\" rel=\"noopener\">bottom of the funnel<\/a>.<\/p>\r\n<p>For a smaller marketing team, this may not be the best option only because the lift for the various funnel stages could be vastly different. Lead generation would be a heavier lift while retention, at the beginning, may be a lighter lift.<\/p>\r\n<h4>Agile Teams Based on Persona or Industry<\/h4>\r\n<p>Here, you could divide your marketing team into groups based on the various <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/personalization\/what-is-a-marketing-persona\/\" target=\"_blank\" rel=\"noopener\">marketing personas<\/a> or industries your team has established as your core audience. The teams in this model would look at the whole funnel, but for each specific target audience member and vertical.<\/p>\r\n<p>As long as there are a few personas, this is a good option for a small marketing team because each agile team can think about the funnel as a whole.<\/p>\r\n<h4>Agile Teams Based on Product<\/h4>\r\n<p>Product-based agile teams are more aligned with the traditional development agile teams. In this scenario, each team focuses on a specific product. So, for example, maybe there\u2019s a free version of your app, a base subscription, and a premium subscription. You could divide your marketing team so each team focuses on one.<\/p>\r\n<p>For a small team, however, there may only be one or a couple of product options, so this may not be the best fit.<\/p>\r\n<h4>Agile Teams Based on Service<\/h4>\r\n<p>Lastly, service-based teams are divided based on roles. So, pretty close to the structure of a traditional marketing team. You\u2019d have your writers, designers, email marketers, etc., all on separate teams.<\/p>\r\n<p>The issue with service-based teams is that they can often create bottlenecks. Different teams work at different speeds and require different levels of effort. This can be especially challenging for a smaller marketing team where the number of people per team is small and perhaps uneven.<\/p>\r\n<p>However you decide to divide your marketing team, the next step will be designing the agile process to ensure each team understands what is expected of them.<\/p>\r\n<h3>Designing the Agile Marketing Process<\/h3>\r\n<p>Designing your agile marketing process is crucial for making sure each agile team is aligned and can work to achieve the same goal. Remember, agile marketing is meant to help accomplish short-term, smaller goals that contribute to a larger goal. To achieve this overarching goal, however, everyone needs to be on the same page.<\/p>\r\n<p>Like we mentioned earlier, the agile process splits up work into short time periods, known as <strong>sprints<\/strong>. Generally, for agile development, sprints are two-weeks. This means each team selects tasks they want to accomplish within these two weeks and focuses only on those tasks. Tasks are prioritized based on urgency and non-urgent tasks can be moved to later sprints.<\/p>\r\n<p>In addition to sprints, agile processes require frequent <strong>standup meetings<\/strong>\u2014sometimes every morning. This way, teams can share what they\u2019re working on, making sure each team has visibility into a project\u2019s status, any blockers, and what\u2019s coming up.<\/p>\r\n<p>Lastly, agile marketing requires a way to <strong>track progress<\/strong>. The goal is to complete the selected tasks within a sprint, so your team has to be able to track which tasks are complete, which aren\u2019t, and who is responsible for completing them. Developers often use a <a href=\"https:\/\/iterable.com\/blog\/so-long-scrum-hello-scrumban\/\" target=\"_blank\" rel=\"noopener\">Kanban board<\/a> to keep track of tasks within a sprint.<\/p>\r\n<p>Teams and processes are crucial to achieving effective and efficient agile marketing. All that being said, though, it\u2019s important to remember why you\u2019re using an agile marketing process in the first place.<\/p>\r\n<h3>The Agile Marketing Manifesto<\/h3>\r\n<p>Yes, picking what your agile teams will focus on and designing a process that allows for success are obviously necessary when implementing agile marketing for your small team. But, if your broader marketing team understands why you\u2019re doing things this way, it can help deepen understanding and productivity.<\/p>\r\n<p>According to <a href=\"https:\/\/www.workfront.com\/project-management\/methodologies\/agile\/agile-marketing\" target=\"_blank\" rel=\"noopener\">Adobe Workfront<\/a>, agile marketing allows marketers to:<\/p>\r\n<ol>\r\n\t<li>Respond quickly to changes in the market<\/li>\r\n\t<li>Produce rapid campaigns that can be tested and optimized over time<\/li>\r\n\t<li>Try lots of things and repeat the ones that succeed<\/li>\r\n\t<li>Use input from other departments to augment marketing efforts<\/li>\r\n\t<li>Justify choices in campaigns and projects with hard data<\/li>\r\n\t<li>Collaborate with team members to prevent a tunnel-vision approach to marketing<\/li>\r\n<\/ol>\r\n<p>Sharing these benefits and potential outcomes of agile marketing sets the stage from the beginning. Agile marketing is meant to make life easier for the marketers on your team, so be sure to start with that. There may be a learning curve, but the payoff, in the end, will be worth it.<\/p>\r\n<p><em>Agile marketing teams are only as strong as the tools in their arsenal. To learn more about how Iterable can help your marketing team easily achieve their tasks, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>","post_title":"How Your Small Team Can Use Agile Marketing","post_excerpt":"This article will explore how a small marketing team can approach agile marketing\u2014dividing and conquering with limited resources.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-your-small-team-can-use-agile-marketing","to_ping":"","pinged":"","post_modified":"2022-04-26 10:04:15","post_modified_gmt":"2022-04-26 17:04:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100121","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 26, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"agile marketing for small teams\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/042622_Agile-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-your-small-team-can-use-agile-marketing\/"},{"ID":100080,"post_author":"79","post_date":"2022-04-21 08:37:46","post_date_gmt":"2022-04-21 15:37:46","post_content":"<p>To celebrate and acknowledge <a href=\"https:\/\/www.un.org\/en\/observances\/creativity-and-innovation-day\" target=\"_blank\" rel=\"noopener\">World Creativity and Innovation Day<\/a>, we wanted to take a moment and reflect on the winners of Iterable\u2019s second annual Hack Week.<\/p>\r\n<p>At Iterable, Hack Week is a social coding event that allows our engineers, designers, and product managers to live our Growth Mindset and Humility values by teaming up and building or improving features that will deliver joyful customer experiences for every organization in the world.<\/p>\r\n<p>Focusing on Balance, another Iterable value, we removed all meetings from our participants\u2019 calendars, allowed them to form teams, and pursue any passion projects they may have picked. And we\u2019ve seen some pretty impressive results! From our 2021 Hack Week, 21% of hacks were shipped and this year 17% have already been shipped with a potential for 35% total hacks to be shipped.<\/p>\r\n<p>Because the theme of this year's World Creative and Innovation Day is collaboration, we could think of no better way to celebrate than by highlighting some of the collaborative efforts from our engineering team.<\/p>\r\n<h3>Hack Week Winners<\/h3>\r\n<p>There are four categories of hacks. Each category had a designated winner\u2014meaning their hack not only fit the category, but resulted in a solution that delivers joy to end-users. The hack names may be subject to change if and when they\u2019re shipped, but in the meantime, let\u2019s take a look at each category, the winning hack, and the team behind it.<\/p>\r\n<h4>Most Innovative<\/h4>\r\n<p><strong>The Hack:<\/strong> Journey Fragments<br \/>\r\n<strong>The Team:<\/strong> Charlie Thomas, Josh Jarmain, Krisha Agatep, Alison Chen &amp; Olivia Li<\/p>\r\n<p>Journey Fragments is an innovative functionality that creates a joyful user experience for marketers by giving them the ability to take their current journeys and exponentially increase their capacity to collaborate as well as evolve best practices.<\/p>\r\n<p>When asked what inspired them the most about this innovation, team member, Krishna Agatep, said, \u201cWhen we brainstormed together as a group, I tried to put my user hat on instead of my developer hat. I thought about all the software that I use in my day-to-day life\u2014what makes my life easier, and what sorts of features I couldn\u2019t live without. And that\u2019s what we tried to bring to this project\u2014a feature that is so time-saving that if a user didn\u2019t have it, their day to day would be so much less efficient.\u201d<\/p>\r\n<p><em>Journey Fragments was also awarded <strong>The People\u2019s Choice<\/strong> award\u2014an open voting category where everyone attending could vote for their favorite hack.<\/em><\/p>\r\n<h4>Best Shipped<\/h4>\r\n<p><strong>The Hack:<\/strong> Where Are My Snippets?<br \/>\r\n<strong>The Team:<\/strong> Sneha Annadi, Jess Torrez Riley, and Terrance Whittaker Jr.<\/p>\r\n<p>To win Best Shipped, a hack is either already being used (internally) or can be put into production pretty quickly. This is a challenging category because not only does the hack need to be uniquely creative, it has to pass our stringent engineering standards to be released. The winning team\u2014\u201cWhere Are My Snippets?\u201d\u2014built a lookup function to find all templates\/campaigns where a snippet was referenced. This was a solution our customers have been asking for and we delivered, making it even easier for them to send personalized messages to their customers.<\/p>\r\n<p>When asked what he enjoyed most about Hack Week, team member Terrance Whittaker Jr., said, \u201cThis was actually my first time participating in the hack weeks, so it was good to work on something different and build pretty quickly. Our idea came together in the middle of the week. I was coming straight off of a vacation, actually, so we only had from Wednesday to Friday to get our idea up and running. It was pretty fun really just getting together and putting it together pretty quickly.\u201d<\/p>\r\n<h4>Best Internal Improvement<\/h4>\r\n<p><strong>The Hack:<\/strong> Terraform Policy-as-Code<br \/>\r\n<strong>The Team:<\/strong> Ming Li and Praphulla Sabbineni<\/p>\r\n<p>To win the Best Internal Improvement category, a hack needs to be able to relieve the pain for our Iterators and make life easier. Ming and Praphulla built a hack that utilized Terraform Sentinel to enforce Iterable Policies through code. This implementation of making our policy enforcement as code makes life a lot easier when engineers are rolling out features with Terraform. Engineering and Security now have the ability to review when a policy is applied incorrectly. Plus since this is in code, this gives us so much scalability.<\/p>\r\n<p>When asked how the team came up with the idea, team member, Ming Li, said, \u201cWe have a list, but it\u2019s not the top priority. Hack Week gives us a chance to review what are the items on the list and we just saw this one and I looked into it and I said, \u2018this is pretty interesting.\u2019 I liked it and then we got to work on it. But, as for the inspiration, the idea is from [another Iterable engineer] Kevin Tham.\u201d<\/p>\r\n<h4>Red Diff Challenge<\/h4>\r\n<p>While Hack Week is all about creating the most innovative and interesting features that will help our customers better deliver joyful experiences, we also wanted to challenge our engineers to think about the \u201cinternal customers\u201d\u2014ourselves! For this, we ran a Red Diff Challenge, a competition that awarded a daily winner along with a weekly winner for the Iterator that removed the most lines of obsolete code. Removing technical debt allows our code base to be healthier and more efficient.<\/p>\r\n<p>Here are our winners:<\/p>\r\n<p><strong>Monday:<\/strong> Cory Klein, 993 Lines Removed<br \/>\r\n<strong>Tuesday:<\/strong> Ayush Agarwal, 1482 Lines Removed<br \/>\r\n<strong>Wednesday:<\/strong> Elham Keshavarzian, 7899 Lines Removed<br \/>\r\n<strong>Thursday:<\/strong> Ryan Song, 12,456 Lines Removed (weekly champion!)<\/p>\r\n<p>When asked why he participated in the Red Diff Challenge, the winner, Ryan Song, said, \u201cI joined the Red Diff Challenge because I know that there are many test folders located in our repo. Many of those tests are out of date. And by joining the challenge, I had the opportunity to do some clean ups.\u201d<\/p>\r\n<h3>Teamwork Makes the Dream Work<\/h3>\r\n<p>But really, it does. Hack Week gave our engineers a chance to move away from their everyday tasks and tackle something different, with people they may not interact with normally. And, as a result, Iterable gained some extremely creative, thoughtful, and useful innovations to help our customers make their customers\u2019 lives easier.<\/p>\r\n<blockquote>\r\n<p><em>\u201cCreativity and passion are the lifeblood of a great engineering team. Hack Week unleashes this creativity and talent to solve the most important problems we might not know we have. These projects can range from security and reliability to previously unimagined product functionality. Hack Week gives engineers the permission to pursue the really great ideas that might, at first glance, seem like not so great ideas. These projects are not obvious, higher risk, and potentially the most valuable innovations possible.\u201d<\/em><\/p>\r\n<p><em>- Bill Press, Iterable\u2019s Senior VP of Engineering<\/em><\/p>\r\n<\/blockquote>\r\n<p>Creativity and innovation are all about thinking about things differently. Looking at the problem from a different perspective can help shed some light on possible solutions. Next time your team encounters a problem, think about how you can inspire innovation from within.<\/p>\r\n<p><em>To join our growing team of engineers, check out the <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open positions<\/a>.<\/em><\/p>","post_title":"Celebrating World Creativity & Innovation Day With Hack Week","post_excerpt":"To celebrate World Creativity and Innovation Day, we're taking a moment to reflect on the winners of Iterable\u2019s second annual Hack Week.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebrating-world-creativity-innovation-day-with-hack-week","to_ping":"","pinged":"","post_modified":"2022-07-20 12:11:10","post_modified_gmt":"2022-07-20 19:11:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100080","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 21, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Hack Week World Innovation Day\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Blog-Header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/celebrating-world-creativity-innovation-day-with-hack-week\/"},{"ID":100066,"post_author":"79","post_date":"2022-04-19 11:47:17","post_date_gmt":"2022-04-19 18:47:17","post_content":"<p>Customers today expect marketing <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>. Blah blah blah\u2014we know that. Old news. But, thinking about how to personalize is where innovation and novelty can still flourish. To personalize marketing communications for your customers, brands need to understand what content each customer wants and how they want it delivered.<\/p>\r\n<p>One marketing channel that has gained traction recently is <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>. Sending text messages to customers is an effective way to connect, especially when they\u2019re on-the-go. After all, as <a href=\"https:\/\/findstack.com\/sms-marketing-statistics\/\" target=\"_blank\" rel=\"noopener\">Findstack<\/a> points out, \u201cPeople check their phones up to 160 times a day, or once every 9 minutes.\u201d But, to really use this channel how it was meant to be used, brands have to go a step further and think about what customers expect from SMS, outside of the marketing landscape.<\/p>\r\n<p>For example, usually, people who are texting are having a conversation\u2014there\u2019s a back and forth. So why not apply that model to your marketing messages? \u201cSMS has <a href=\"https:\/\/www.retaildive.com\/ex\/mobilecommercedaily\/sms-has-eight-times-the-response-rate-of-email-study\" target=\"_blank\" rel=\"noopener\">eight times the response rate of email<\/a>,\u201d so let customers respond and then send marketing messages to them based on their responses. But, how? Since you can\u2019t have your customer service team or marketing team responding to every text message from your customers, you\u2019ll have to use SMS keywords instead.<\/p>\r\n<h3>What are SMS Keywords?<\/h3>\r\n<p>SMS keywords are words or phrases that your customers can text you that result in an automated content stream related to that keyword. It\u2019s similar for opt-in or <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/why-should-you-include-sms-opt-out-options\" target=\"_blank\" rel=\"noopener\">opt-out<\/a> language. If a customer no longer wants to receive your texts they\u2019ll send \u201cSTOP\u201d and your marketing technology will recognize that keyword and refrain from sending SMS messages to that customer in the future.<\/p>\r\n<p>But, keywords aren\u2019t only for opting in or out of communications, they can be used to help tailor the marketing messages you send to your customers. For example, maybe you send a message to your customers asking them to respond with a list of their favorite products. Your SMS platform can recognize the product keywords and then trigger a journey that only sends them SMS messages related to those products. Not only are you reducing manual efforts for your marketing team, but you\u2019re also creating a more joyful customer experience.<\/p>\r\n<h4>The Positives of Personalized SMS Keywords<\/h4>\r\n<p>SMS keywords give your brand deeper access to customer preferences. Because customers have to opt-in to receive <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">SMS marketing<\/a> messages, you already know they\u2019re interested in your brand. But, with personalized keywords, opening the conversation, you can find out exactly what about your brand resonates with them. In her session at <a href=\"https:\/\/iterable.com\/blog\/top-takeaways-from-activate-virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>, <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>\u2019 Senior Retention Marketing Manager, Alyssa Aquino, mentioned, \u201c45% of US respondents said that message frequency and irrelevance were the top turn-offs for the channel.\u201d Staying relevant is key to maintaining engagement and a strong customer relationship.<\/p>\r\n<p>Below is a favorite example of ours from the TV network, Bravo. They\u2019re using their SMS marketing program to give customers the \u201cinside scoop.\u201d<\/p>\r\n\r\n[caption id=\"attachment_100073\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-100073\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Bravo-SMS-Keyword.jpeg\" alt=\"Bravo SMS Keywords\" width=\"512\" height=\"469\" \/> <em>Bravo asks users to respond with their favorite shows to make sure future messages are relevant.<\/em>[\/caption]\r\n\r\n<p>SMS feels super personal, so Bravo is smart in using familiar, conversational language (which aligns with their brand). Not only that, they\u2019ve asked the user which Bravo shows they prefer\u2014SMS keywords\u2014to ensure the content sent going forward will spark user engagement and retention. Using shows\u2014a.k.a. products\u2014as keywords is also a good strategy because it\u2019s not something the user will forget easily.<\/p>\r\n<p>This brings up a good point. What keywords should brands choose to make sure their customers don\u2019t forget and can always re-enter the conversation?<\/p>\r\n<h3>How to Choose an SMS Keyword<\/h3>\r\n<p>When choosing an SMS keyword your brand needs to do some perspective taking. Think about all of the times you, as a customer, have received a discount code and it\u2019s a string of random numbers and letters that you\u2019re expected to remember and type in the next time you make a purchase. It\u2019s frustrating, annoying, and certainly doesn\u2019t create a joyful customer experience. On the flipside, a discount code like \u201cSUMMER20\u201d tells you when the discount code was issued and how much the discount is for. Plus, it\u2019s easy to remember.<\/p>\r\n<p>The same basic principles should be applied to SMS keywords. According to our friends at <a href=\"https:\/\/telnyx.com\/resources\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>, \u201cIdeally, your keyword should be a single word that\u2019s easy to remember and related to your business. Avoid using special characters. And avoid using a keyword that\u2019s related to your business in a way that your customers won\u2019t understand, like an internal joke or mantra.\u201d At Iterable, for example, Growth Mindset is one of our values, and every Iterator knows and understands it. But, if we used GROWTHMINDSET as a keyword in an SMS program, it may not be as memorable to customers as something like MARTECH or CROSSCHANNEL. (Hi Google crawlers!)<\/p>\r\n<h3>SMS Keywords to Fuel Cross-Channel Harmonization<\/h3>\r\n<p>Speaking of cross-channel, (see what we did there?) having an understanding of customer preferences will only help to improve the overall cross-channel experience. For example, if you\u2019re receiving an onslaught of SMS keywords from a customer and they\u2019re highly engaged with your SMS content, make that the primary channel for the customer. Email, while important, can be ancillary and support the experience the user is having via SMS. So, if the customer says they like women\u2019s denim through SMS, make sure your emails take that information into account.<\/p>\r\n<p>Your other marketing channels\u2014email, push notifications, in-app messaging, direct mail, etc.\u2014are important for creating a holistic, harmonized experience, but SMS is a platform built for conversation. Start a conversation in SMS and carry the learnings to your other channels.<\/p>\r\n<p><em>To learn more about SMS keywords and how Iterable can help, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Using SMS Keywords for Deeper Personalization","post_excerpt":"You can\u2019t have your marketing team responding to every text message from your customers, you\u2019ll have to use SMS keywords instead.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"using-sms-keywords-for-deeper-personalization","to_ping":"","pinged":"","post_modified":"2022-04-19 11:47:17","post_modified_gmt":"2022-04-19 18:47:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100066","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS keywords\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041922_SMS-Keywords-Personalization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/using-sms-keywords-for-deeper-personalization\/"},{"ID":100032,"post_author":"79","post_date":"2022-04-14 08:50:00","post_date_gmt":"2022-04-14 15:50:00","post_content":"<p>We are in the midst of a QR code renaissance. These scannable squares that link to a website have regained popularity because of their contact-free capabilities in a post-pandemic world.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.qrcode.com\/en\/history\/\" target=\"_blank\" rel=\"noopener\">Created in 1994 by DENSO WAVE<\/a>, the QR code was originally developed as a method for storing more information than a traditional barcode, which could only store 20 alphanumeric characters. But, in addition to storing alphanumeric data, Japanese users wanted a code that could store Kanji and Kana\u2014the Japanese print alphabet.<\/p>\r\n<p>And thus, the QR code was born.<\/p>\r\n<p>Nowadays, <a href=\"https:\/\/www.bankmycell.com\/blog\/how-many-phones-are-in-the-world\" target=\"_blank\" rel=\"noopener\">6.64 billion people worldwide<\/a> have smartphones and, with them, the ability to scan QR codes and seamlessly visit mobile sites or apps. QR codes are particularly helpful when it comes to bridging the digital and physical. Restaurants can use QR codes to lead users to an online menu, stores can use QR codes to provide customers with additional product information, and brands can send direct mail with QR codes, bringing users their website.\u00a0<\/p>\r\n<p>But, as a result of a recent <a href=\"https:\/\/www.pcmag.com\/opinions\/coinbases-mystery-qr-code-super-bowl-ad-is-a-security-nightmare\" target=\"_blank\" rel=\"noopener\">TV spot<\/a>, some users are questioning the security of QR codes. Yes, users can get company information, but what can brands learn about the customers?<\/p>\r\n<h3>Is Privacy a Real Concern?<\/h3>\r\n<p>The recent <a href=\"https:\/\/www.inc.com\/jason-aten\/a-floating-qr-code-was-best-ad-of-super-bowl-there-was-just-1-problem.html\" target=\"_blank\" rel=\"noopener\">TV commercial<\/a>, featuring a floating QR code, sparked some controversy because it was equated to a phishing email. Without any context, viewers were prompted to visit a website\u2014and it worked! But, what information does the brand now have? What doors did this open for actual hackers to try the same thing?<\/p>\r\n<p>A new type of QR-enabled phishing attack has been named \u201c<a href=\"https:\/\/www.govtech.com\/security\/beware-of-quishing-criminals-use-qr-codes-to-steal-data\" target=\"_blank\" rel=\"noopener\">quishing<\/a>.\u201d Because QR codes can bring users to an unknown website, it\u2019s a sneaky way for hackers to steal personal information and behavioral data. Generally, if you ever see a lone QR code, without context, don\u2019t scan it. But, with the right context around them, QR codes can be successfully used by brands.<\/p>\r\n<p>QR codes are a great method for collecting customer information in a situation where gathering customer insights might be difficult. Like <a href=\"https:\/\/consumergoods.com\/case-qr-codes-better-way-brands-gather-first-party-data\" target=\"_blank\" rel=\"noopener\">Consumer Goods Technology<\/a> says, \u201cQR codes work the same way as the traditional methods of first-party data collection\u2014they simply introduce a digital interaction to an otherwise offline space.\u201d But, first-party data isn\u2019t zero-party data. You\u2019re not explicitly asking customers for information, you\u2019re collecting behavioral data, like you would if they visited your website. Telling customers you\u2019re gathering data and then explaining how you\u2019ll use that data can help ease customer concerns around first-party data collection.<\/p>\r\n<h4>Defying the Digital<\/h4>\r\n<p>The tricky part with collecting behavioral data from QR codes, however, is that while it\u2019s expected that brands collect first-party data when customers are actively browsing websites, when customers are offline, they may not want to be pulled into a digital world. QR codes may bridge the gap, but do customers always want to cross the bridge? As Eric Rescorla, CTO of Firefox, told <a href=\"https:\/\/www.washingtonpost.com\/technology\/2021\/10\/07\/are-qr-codes-safe\/\" target=\"_blank\" rel=\"noopener\">The Washington Post<\/a>, \u201cI\u2019m not sure I want my pizza place to understand me much better than it does now.\u201d QR codes are not all bad, though.<\/p>\r\n<h3>Are There Benefits of QR Codes?<\/h3>\r\n<p>Bridging gaps and blurring the lines between marketing channels is key in creating a seamless cross-channel marketing experience. The same <a href=\"https:\/\/www.washingtonpost.com\/technology\/2021\/10\/07\/are-qr-codes-safe\/\" target=\"_blank\" rel=\"noopener\">Washington Post article<\/a> uses the example of jeans that have a QR code on the tag. Customers can scan the code to learn more information. Then, because of the collected behavioral data, when that same user goes to that brand\u2019s site, the jeans could be waiting in their shopping cart with a discount attached. As Brent Ramos, Director of Product for Search at Adswerve pointed out in the article, \u201cThat\u2019s a benefit for the consumer and the brand, right?\u201d<\/p>\r\n<h4>QR Codes and the Customer Experience<\/h4>\r\n<p>It\u2019s true\u2014creating this frictionless experience is ideal, and even becoming the norm. But, brands still need to <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-5-creating-a-cross-channel-experience\/\" target=\"_blank\" rel=\"noopener\">be overt in how they plan to use collected data<\/a>. Especially when it\u2019s being collected via an originally physical, not digital, channel\u2014like in-store. Creating a cross-channel experience is all about meeting, and exceeding, customer expectations. So, if a customer isn\u2019t expecting to share data in an online space, your brand needs to alert them that this could happen when they scan a QR code.\u00a0<\/p>\r\n<p>Creating a completely digital cross-channel experience is one thing, but jumping between the physical and digital is a whole new animal. Think about when customers click push notifications or open emails and are guided to your app or website. They\u2019re already primed to be in a digital environment, they know there\u2019s a certain level of data being shared and they\u2019re prepared for it. When your brand opts to include QR codes on direct mail assets or in TV spots, it\u2019s important to consider the customer journey. Where is the customer when they\u2019re scanning the QR code? How is taking the customer to your website going to impact their relationship with your brand?\u00a0<\/p>\r\n<p>For example, if your customer is at the mall and is looking to shop in-store, a QR code should link to something that improves their in-store experience, not their online one. Maybe it\u2019s a map that shows shoppers how to find your store in the mall, maybe it\u2019s an in-store-only coupon, maybe it\u2019s both! The experience, offline, is different and needs to be a consideration for your brand when using QR codes.<\/p>\r\n<h3>Be Helpful, Not Disruptive<\/h3>\r\n<p>The moral of the story is that while there may be privacy concerns for customers using QR codes, it shouldn\u2019t be much different than when a customer is on your website. Be explicit about how you\u2019re collecting and using customer data and make it worthwhile for the customer. Your goal, whether using QR codes or not, is to make the customers\u2019 shopping experience easier.\u00a0<\/p>\r\n<p><em>To learn more about creating a seamless cross-channel experience, scan the QR code below or use <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">this link<\/a> to schedule an Iterable demo today.<\/em><\/p>\r\n\r\n[caption id=\"attachment_100033\" align=\"aligncenter\" width=\"300\"]<img class=\"wp-image-100033 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/QRCode-Demo.png\" alt=\"QR Code to Schedule Demo\" width=\"300\" height=\"300\" \/> <em> Scan the QR code to schedule an Iterable demo.<\/em>[\/caption]","post_title":"QR Codes, Privacy, and CX","post_excerpt":"As a result of a recent TV spot, some users are questioning the security of QR codes. What data can brands collect?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"qr-codes-privacy-and-cx","to_ping":"","pinged":"","post_modified":"2022-04-14 11:39:27","post_modified_gmt":"2022-04-14 18:39:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100032","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 14, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"QR Codes and CX\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041422_Privacy-QR-Codes_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/qr-codes-privacy-and-cx\/"},{"ID":100005,"post_author":"79","post_date":"2022-04-12 09:39:03","post_date_gmt":"2022-04-12 16:39:03","post_content":"<p>We have officially entered Activate season with our first event last week\u2014<a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>. <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">Activate<\/a>, our customer engagement conference series, is meant to bring together marketers and inspire them to create lasting marketing moments that evoke customer joy. Activate Virtual was a way for marketers around the world to gather\u2014virtually\u2014and learn from experts in the field and connect with one-another.<\/p>\r\n<p>Speakers included Matthew Luhn, former storyteller at Pixar, who spoke about the power of storytelling to drive emotional connection; Stephanie Richardson, VP of Product Marketing at <a href=\"https:\/\/www.airtable.com\/\" target=\"_blank\" rel=\"noopener\">Airtable<\/a>, who highlighted why dynamic, personalized customer lifecycles are critical; Elliot Ross, Technology Evangelist at <a href=\"https:\/\/taxiforemail.com\/\" target=\"_blank\" rel=\"noopener\">Taxi for Email<\/a> by <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">SparkPost<\/a>, who discussed inclusivity and accessibility in email; Alyssa Aquino, Senior Retention Marketing Associate at <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>, who challenged marketers to push the boundaries of \u201ctraditional\u201d <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-sms-marketing\" target=\"_blank\" rel=\"noopener\">SMS marketing<\/a>, and more.<\/p>\r\n<p>If you missed it, don\u2019t worry. You can watch them all on demand <a href=\"https:\/\/onlinexperiences.com\/scripts\/Server.nxp?LASCmd=L:0&amp;AI=1&amp;ShowKey=186383&amp;LoginType=0&amp;InitialDisplay=1&amp;ClientBrowser=0&amp;DisplayItem=NULL&amp;LangLocaleID=0&amp;SSO=1&amp;RFR=https:\/\/onlinexperiences.com\/Launch\/Event.htm?ShowKey=186383\" target=\"_blank\" rel=\"noopener\">here<\/a>. But for a preview, here\u2019s a recap of the key takeaways from each session below. To avoid missing out on all the oodles of Activate content going forward, be sure to <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit Europe in London<\/a> and <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">register for Activate Summit North America in San Francisco<\/a>.<\/p>\r\n<h3>Activate Virtual Takeaways, by Session<\/h3>\r\n<h4>Killin\u2019 the Keynote<\/h4>\r\n<p>To start the day, our CMO, Adri Gil Miner, crushed the keynote. Adri highlighted the three key themes that lead to a joyful experience:<\/p>\r\n<ul>\r\n\t<li><strong>Harmonize<\/strong>. This theme is all about blending marketing channels to build a cohesive experience. It\u2019s important to consider the technical requirements needed to execute a harmonized experience and optimize your martech stack to allow you to do so.<\/li>\r\n\t<li><strong>Individualize<\/strong>. Individualization goes behind cohorts and segments. True individualization requires personalized marketing messages and strategies for each unique customer. To individualize, your brand will need to look at event and behavioral data.<\/li>\r\n\t<li><strong>Dynamic Content<\/strong>. Lastly, dynamic content means activating the data you\u2019ve collected. You should be connecting with your audience in real-time, using behavioral triggers to feed them customized content based on their preferences.<\/li>\r\n<\/ul>\r\n<p><strong><em>Adri also introduced our first seasonal release. To learn more, tune into the <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">showcase webinar on May 4<\/a>.<\/em><\/strong><\/p>\r\n<h4>Advice from Airtable<\/h4>\r\n<p>Airtable\u2019s VP of Product Marketing, Stephanie Richardson, discussed the three questions brands should ask themselves when embarking on building a dynamic customer journey.<\/p>\r\n<ul>\r\n\t<li><strong>What does a successful customer look like?<\/strong> Stephanie focused on the definition of a successful customer. For Airtable, as an example, a successful customer was someone who was proficient in a specific area of the platform.<\/li>\r\n\t<li><strong>How do you measure success?<\/strong> Then, Stephanie explained how brands can measure that success. Airtable used a scoring model. They looked at different types of users and examined how the proficiency in certain areas changed and gave them a sophistication score.<\/li>\r\n\t<li><strong>How do you get there faster?<\/strong> Lastly, once you understand what a successful customer looks like and how to measure it, you have to figure out the fastest path to get customers to become successful. Airtable created a specific learning path, with step-by-step directions, for how to drive creator sophistication.<\/li>\r\n<\/ul>\r\n<h4>Successful Storytelling<\/h4>\r\n<p>Pixar\u2019s former Lead Storyteller and Animator, Matthew Luhn, dove into why storytelling is so impactful, especially for marketing. Stories cause consumers to make immediate decisions and rationalize those decisions later. Why? He focused on three key aspects of storytelling:<\/p>\r\n<ul>\r\n\t<li><strong>Memorable<\/strong>. People are more likely to remember something if there\u2019s a story attached to it.<\/li>\r\n\t<li><strong>Impactful<\/strong>. Matthew talked about how the fluctuation between dopamine, oxytocin, and endorphins can leave a lasting impact. When thinking about marketing messaging, create anticipation, empathy, and excitement.<\/li>\r\n\t<li><strong>Personal<\/strong>. Consumer decisions are made based on whether or not they like your brand. But, to like you, they have to know you. By using metaphors, testimonials, and experiences, brands can connect on a personal level with their audiences.<\/li>\r\n<\/ul>\r\n<h4>Delight with Design<\/h4>\r\n<p>Tattly\u2019s former Creative Director, Cristina Gomez, dug deep into what good design actually means. She explored how customers identify good design and how design can impact the overall experience. Delightful design should be:<\/p>\r\n<ul>\r\n\t<li><strong>Attention-grabbing<\/strong>. Like a pretty wine bottle that stands out on a shelf full of other bottles, design has to catch the consumer\u2019s eye.<\/li>\r\n\t<li><strong>Understandable.<\/strong> When design doesn\u2019t get the message across it can become frustrating for the audience. Make sure your design is to-the-point.<\/li>\r\n\t<li><strong>Audience-friendly<\/strong>. Design has to appeal to your audience. Keeping your audiences\u2019 aesthetic preferences in mind when you design helps your brand connect with the right people. For example, if your target audience leans towards gothic, maybe your brand frequently uses black in brand designs.<\/li>\r\n\t<li><strong>Consistent<\/strong>. Design should be consistent across all channels. A brand is more than a logo.<\/li>\r\n<\/ul>\r\n<h4>Elevating Email Experiences<\/h4>\r\n<p>Elliot Ross, Technology Evangelist for Taxi for Email, by Sparkpost, focused specifically on inclusivity and accessibility in email and some changes brands can implement to make a difference right away. Some highlights include:<\/p>\r\n<ul>\r\n\t<li><strong>It\u2019s a mindset change.<\/strong> Accessibility is making sure your emails work for everyone, regardless of whatever challenges they may face. Websites that don\u2019t have accessible or inclusive sites are missing out on a $1.2T market share.<\/li>\r\n\t<li><strong>We\u2019re not the market.<\/strong> Marketers can often think their experience is everyone\u2019s experience, but that\u2019s not the case. Adding accessibility helps us, as marketers, better understand our audiences while differentiating us from competitors.<\/li>\r\n\t<li><strong>Put the customers in the right position.<\/strong> Inclusivity makes the product and brand more relatable. Make sure imagery is natural and reflects real people and language is free of biases. For example, is using copy like \u201ccrazy discount\u201d offensive in relation to mental health?<\/li>\r\n<\/ul>\r\n<h4>Cross-Channel Capabilities<\/h4>\r\n<p>MeUndies\u2019 Senior Retention Marketing Manager, Alyssa Aquino, then took to the virtual stage to talk about what cross-channel marketing looks like, particularly in regards to SMS marketing. She called out three unique features of SMS:<\/p>\r\n<ul>\r\n\t<li><strong>Users choose.<\/strong> Alyssa mentioned one powerful aspect of SMS marketing is that users have to opt-in to receive your brand\u2019s communications. They are choosing to receive your messages, so they are more likely to engage.<\/li>\r\n\t<li><strong>Relevant messaging.<\/strong> Because SMS is a more personal channel, users are particularly sensitive to message frequency and relevancy. \u201c45% of US respondents said that message frequency and irrelevance were the top turn-offs for the channel.\u201d<\/li>\r\n\t<li><strong>Keywords for personalization.<\/strong> Because SMS is a two-way street, users can communicate with your brand directly, via keywords, telling you exactly what kind of content they want.<\/li>\r\n<\/ul>\r\n<h4>Cookieless Conundrum<\/h4>\r\n<p>Iterable\u2019s COO, Jeff Samuels, was joined on stage by <a href=\"https:\/\/www.pacaso.com\/\" target=\"_blank\" rel=\"noopener\">Pacaso<\/a>\u2019s Sr. Lifecycle Marketing Manager, Grace Pratt, and Narrator\u2019s Growth Marketing Consultant, Julie Sun, to discuss what data management and individualization looks like in a world without cookies and third-party data sharing. Three takeaways include:<\/p>\r\n<ul>\r\n\t<li><strong>Customer insights are key.<\/strong> Grace shared that campaigns start by understanding what motivates the customer. What do they value? It helps brands tell stories that relate directly to customer needs and wants. Julie added that brands should have a \u201cnorth star\u201d when collecting customer data. Why do you want this data? What\u2019s the end goal?<\/li>\r\n\t<li><strong>Operate from a place of abundance, not fear.<\/strong> Julie pointed out that there will always be data, and there will always be a lot of it. She advised to not approach marketing with fear, but with the outlook that there are possibilities and you can use those possibilities to tell stories. Think about your customers\u2019 anti-pet peeves\u2014magic moments of success that peak joy.<\/li>\r\n\t<li><strong>If everything is important, nothing is.<\/strong> When trying to collect data, Julie mentioned that you have to first decide what you want the data enhancements to achieve. Pick your battles. Decide what the goal of this enhancement will be, then focus on only that and get consensus internally. Grace added that cross-collaboration is vital for getting buy-in from internal stakeholders.<\/li>\r\n<\/ul>\r\n<p>Not only were invaluable nuggets of wisdom shared by marketing experts, but we had a blast chatting with one-another, sharing experiences, and building networks. If you missed Activate Virtual and want to watch the full sessions, don\u2019t panic. Like we said above, they\u2019re all available on the <a href=\"https:\/\/onlinexperiences.com\/scripts\/Server.nxp?LASCmd=L:0&amp;AI=1&amp;ShowKey=186383&amp;LoginType=0&amp;InitialDisplay=1&amp;ClientBrowser=0&amp;DisplayItem=NULL&amp;LangLocaleID=0&amp;SSO=1&amp;RFR=https:\/\/onlinexperiences.com\/Launch\/Event.htm?ShowKey=186383\" target=\"_blank\" rel=\"noopener\">Activate Virtual site<\/a>. But don\u2019t miss out on the future Activate events!<\/p>\r\n<p><em>Register now for <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Activate Summit Europe<\/a>, in London, and <a href=\"https:\/\/iterable.com\/activate\/northamerica\/\">Activate Summit North America<\/a>, in San Francisco.<\/em><\/p>","post_title":"Top Takeaways From Activate Virtual","post_excerpt":"Activate Virtual was a way for marketers around the world to virtually gather, learn from experts in the field, and connect with one-another.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-takeaways-from-activate-virtual","to_ping":"","pinged":"","post_modified":"2022-07-20 12:11:19","post_modified_gmt":"2022-07-20 19:11:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=100005","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Virtual Takeaways\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/041222_Activate-Virtual-Takeaways_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-takeaways-from-activate-virtual\/"},{"ID":99760,"post_author":"79","post_date":"2022-04-06 09:59:02","post_date_gmt":"2022-04-06 16:59:02","post_content":"<p>Today, we kicked off our global customer engagement conference series with <a href=\"https:\/\/iterable.com\/activate\/virtual\/#registration\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>, bringing together the world\u2019s most innovative marketers, product leaders, and data experts together to discuss the latest practices in building authentic customer connections in the digital economy to drive growth.<\/p>\r\n<p>Our day began with keynote addresses from our CMO, Adri Gil Miner, who <span style=\"font-weight: 400;\">unveiled the exciting product and partnership updates in the first <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000;\">seasonal release <\/span><\/a><\/span>of the year. She was followed by Guy Raz, acclaimed radio personality and host of NPR\u2019s \u201c<a href=\"https:\/\/www.npr.org\/series\/490248027\/how-i-built-this\" target=\"_blank\" rel=\"noopener\">How I Built This<\/a>\u201d podcast, who explained how marketers can take brands from good to great.<\/p>\r\n<p>\u201cA moment can make or break a consumer\u2019s relationship with your brand. And now, with the complexities of today\u2019s world\u2014 compliance regulations, changing customer behaviors, and digital acceleration\u2014it's becoming harder and harder for marketers to get these moments right and drive consumers to, not away from, your brand,\u201d shared Adri.<\/p>\r\n<p>\u201cAt Activate Virtual, marketers are encouraged to challenge the status quo of customer connection, and go beyond customer expectations to build joyful experiences that deeply engage customers. Attendees will end the day inspired, and ready to build moments that matter to their customers.\u201d<\/p>\r\n<h3>Methods for Motivating Marketers<\/h3>\r\n<p>Activate is designed to motivate marketers to go beyond the message, the channel, and the moment and focus on creating joyful experiences. An exciting combination of industry leaders, career storytellers, and luminaries will take the stage throughout the day to dig-into the details\u2014technology, data, design, and creativity\u2014of customer connection, including:<\/p>\r\n<ul>\r\n\t<li>Matthew Luhn, former storyteller at Pixar, who will teach marketers how to use the power of storytelling to drive emotional connection<\/li>\r\n\t<li>Stephanie Richardson, VP of Product Marketing at <a href=\"https:\/\/www.airtable.com\/\" target=\"_blank\" rel=\"noopener\">Airtable<\/a>, who will highlight why creating dynamic, personalized customer lifecycles are critical to a brand\u2019s long term success<\/li>\r\n\t<li>Elliot Ross, Technology Evangelist for <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">SparkPost <\/a>and CEO and Co-Founder of <a href=\"https:\/\/taxiforemail.com\/\" target=\"_blank\" rel=\"noopener\">Taxi for Email<\/a>, who will discuss two priorities for the modern marketer: inclusivity and accessibility<\/li>\r\n\t<li>Alyssa Aquino, Senior Retention Marketing Associate at <a href=\"https:\/\/www.meundies.com\/\" target=\"_blank\" rel=\"noopener\">MeUndies<\/a>, who will challenge marketers to push the boundaries of \u201ctraditional\u201d SMS marketing<\/li>\r\n<\/ul>\r\n<p>Throughout the day, attendees will also have the opportunity to connect with representatives from <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">SparkPost<\/a>, <a href=\"https:\/\/www.friendbuy.com\/\" target=\"_blank\" rel=\"noopener\">Friendbuy<\/a>, <a href=\"https:\/\/radar.com\/\" target=\"_blank\" rel=\"noopener\">Radar<\/a>, and <a href=\"https:\/\/www.ragnaroknyc.com\/\" target=\"_blank\" rel=\"noopener\">Ragnarok<\/a>\u2014partners of Iterable and sponsors at the event\u2014and learn from the successes of brands in Iterable\u2019s customer community, like <a href=\"https:\/\/iterable.com\/customers\/zoopla\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>, <a href=\"https:\/\/iterable.com\/customers\/calm-3\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, and <a href=\"https:\/\/iterable.com\/customers\/imperfect-foods\/\" target=\"_blank\" rel=\"noopener\">Imperfect Foods<\/a>, who are setting a new standard of customer experience for modern brands.\u00a0<\/p>\r\n<p>If you're familiar with us, you're familiar with our commitment to culture and corporate social responsibility. <span style=\"font-weight: 400;\">We\u2019re committed to leveraging our platform\u2014and <\/span><span style=\"font-weight: 400;\">partnering<\/span><span style=\"font-weight: 400;\"> with our community\u2014for\u00a0 good. We've<\/span>\u00a0has partnered with their customer <a href=\"https:\/\/thetoucan.app\/\" target=\"_blank\" rel=\"noopener\">Toucan<\/a>, a UK-based app that streamlines charitable giving, for \u201c<a href=\"https:\/\/thetoucan.app\/iterable\/activate-for-ukraine\/\" target=\"_blank\" rel=\"noopener\">Activate for Ukraine<\/a>,\" a charitable campaign challenging Activate attendees to raise \u00a350,000 over the course of 24 hours for three charities with boots on the ground in Ukraine. <span style=\"font-weight: 400;\">Help support our campaign: <\/span><a href=\"https:\/\/thetoucan.app\/iterable\/activate-for-ukraine\/\"><span style=\"font-weight: 400;\">donate here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\r\n\r\n[caption id=\"attachment_99769\" align=\"alignnone\" width=\"1259\"]<img class=\"size-full wp-image-99769\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Screen-Shot-2022-04-05-at-11.47.32-AM.png\" alt=\"Activate for Ukraine\" width=\"1259\" height=\"1268\" \/> <em>We've partnered with Toucan to ensure we're taking the opportunity to give back to those in need. If you can, donate to <a href=\"https:\/\/thetoucan.app\/iterable\/activate-for-ukraine\/\" target=\"_blank\" rel=\"noopener\">Activate for Ukraine<\/a>.<\/em>[\/caption]\r\n\r\n<h3>Just the Beginning<\/h3>\r\n<p>Iterable will continue its Activate series by bringing the event in-person with Activate Summit in London on 25-26 May 2022 and San Francisco on September 7-9, 2022. Each Activate event is unique, with different speakers, sessions, and opportunities.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Register for Activate Summit in London<\/a> and\u00a0<a href=\"https:\/\/iterable.com\/activate\/northamerica\/\" target=\"_blank\" rel=\"noopener\">Activate Summit in San Francisco<\/a> today!<\/em><\/p>","post_title":"Iterable Kicks Off Activate Virtual","post_excerpt":"We kicked off our global customer engagement conference series with Activate Virtual, motivating marketers to create joyful experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-kicks-off-activate-virtual","to_ping":"","pinged":"","post_modified":"2022-04-06 09:59:02","post_modified_gmt":"2022-04-06 16:59:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99760","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 06, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Virtual\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Post-Keynote_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-kicks-off-activate-virtual\/"},{"ID":99939,"post_author":"79","post_date":"2022-04-06 09:13:18","post_date_gmt":"2022-04-06 16:13:18","post_content":"<p>Activate Virtual is here, and with it, endless excitement! Adriana Gil Miner, CMO here at Iterable, started Activate with a bang by unveiling our first Seasonal Release, which included Iterable Studio, native Web-In App module, and a partnership with global SMS platform <a href=\"https:\/\/telnyx.com\/?utm_source=ppc&amp;utm_medium=adwords&amp;utm_campaign=brand-2017-USUKCanIE-google&amp;gclid=CjwKCAjw0a-SBhBkEiwApljU0szkJ2lglE0g8tdWJ54KGSr4AtX7KLpfq7azHQBhk4eUM2go54Z_JBoCU58QAvD_BwE\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>.<\/p>\r\n<p>These new features and capabilities are designed to help brands harmonize experiences across interaction channels\u2014a key pillar of our vision to deliver joyful customer experiences for every organization in the world. Learn more about the seasonal release below, and by joining our <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Seasonal Product Showcase webinar<\/a> on May 4.<\/p>\r\n<h3>Delivering Harmonized Cross-Channel Experiences<\/h3>\r\n<p>According to <a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a>, 73% of consumers use multiple channels in their buying journey. This hyper-connected consumer demands a consistent experience across every channel\u2014email, social media, mobile app, website, and more. Most brands have a gap between their customer data stack and their interaction channels and they can\u2019t easily activate engagement across channels with exactitude for millions of customers. The new capabilities introduced in Iterable\u2019s release are designed to enable marketers to meet consumer demands and build frictionless cross-channel communications with ease.<\/p>\r\n<p>\u201cThe pandemic profoundly affected how people live, work, and interact with the world around them. But while people are more digitally connected now than ever before, they are feeling emotionally distant, and are looking for opportunities to fill that void,\u201d shares Bela Stepanova, VP of Product at Iterable. \u201cTo build trust and loyalty with today\u2019s consumer, businesses need to deliver experiences that drive long-term and authentic relationships. As the only platform that is built to activate customer data across all touchpoints and channels, Iterable ensures that cross-channel connection is easy, efficient, and effective.\u201d<\/p>\r\n<h4>Automate Rich Customer Journeys with Iterable\u2019s New Studio<\/h4>\r\n<p>Whether designing a <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">welcome series<\/a>, <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback<\/a> journey, or promotion and engagement push, having the right data\u2014and a unified visual platform\u2014is critical for marketers. That\u2019s what Iterable\u2019s all-new Studio delivers. Studio combines Iterable\u2019s world-class data engine with an approachable and intuitive no-code user interface (UI), <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">Aurora UX<\/a>, that makes it easy to visually design and harmonize rich experiences across channels without having to rely on technical resources. Additional Studio UI enhancements, like side-by-side interaction between Studio and editing, a new flowchart interface, and drafts, were designed to enhance and facilitate collaboration capabilities between marketing colleagues, ensuring marketing teams can build harmonized experiences together, easier than ever before.<\/p>\r\n<h4>New Global SMS\/MMS Partnership with Telnyx<\/h4>\r\n<p>With over <a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/\" target=\"_blank\" rel=\"noopener\">95% of the global population<\/a> actively on their smartphones throughout the day\u2014<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/\" target=\"_blank\" rel=\"noopener\">5 billion<\/a> of whom send and receive SMS messages\u2014mobile has become an incredibly powerful tool for marketers to connect with consumers around the world. To help marketers fully activate the full potential of SMS, Iterable has expanded their SMS partnerships with <a href=\"https:\/\/telnyx.com\/\" target=\"_blank\" rel=\"noopener\">Telnyx<\/a>, a carrier-direct SMS\/MMS provider that reaches over 230 countries with unmatched scale, deliverability, and support. With Iterable and Telynx, marketers have more options, flexibility, and competitive pricing for their SMS and MMS sends globally than ever before, ensuring that SMS can be easily and affordably integrated into the cross-channel toolkit of every brand.<\/p>\r\n<p>\u201cSMS is an incredibly powerful means of connecting with customers, and is a core part of a high-impact cross-channel communications strategy. Still, many marketers have faced considerable barriers to integrating SMS into their cross-channel collection\u2014like high cost, complex global connectivity and regulatory challenges, and lacking support\u2014ultimately leading to opportunities and revenue lost.\u201d shares David Casem, CEO at Telnyx.<\/p>\r\n<p>\u201cThese are pain points that Telnyx was built to relieve, and we\u2019re thrilled to bring our mobile channel capabilities to Iterable\u2019s customers. With Iterable and Telnyx, marketers will be able to unlock the full potential of SMS marketing with ease, comfort, and confidence.\u201d<\/p>\r\n<h4>Create Immersive Web Experiences with a Simple Drag and Drop<\/h4>\r\n<p>Consumers expect consistency when interacting with a brand across marketing channels, and, for marketers, ease of creating these cohesive experiences is paramount. With Iterable\u2019s Web In-App, which enables the creation of targeted, personalized messaging to desktop and mobile website users alike, marketers can create frictionless cross-channel customer experiences easier than ever before. Web In-App includes an updated template creation experience with customizable form factors and drag-and-drop accessibility, new campaign targeting abilities, and In-App workflow web connections. With these capabilities, and more, marketers of any technical ability can create personalized, harmonized experiences for customers at scale.<\/p>\r\n<h3>Joyful Experiences for Customers and Consumers<\/h3>\r\n<p>We\u2019re hyper-focused on bringing joy to every consumer, by empowering marketers with the tools they need to create joyful customer experiences. Additional updates and enhancements included in this release make joy a reality, including:<\/p>\r\n<ul>\r\n\t<li>An all new drag-and-drop editor, enhanced campaign creation experience, and mobile creation capabilities<\/li>\r\n\t<li>iOS15 notification summary updates that provide marketers peace of mind that their critical messages were delivered<\/li>\r\n\t<li>Iterable\u2019s Aurora User Experience rollout continues across Snippets, creating a more approachable, and intuitive experience for building reusable content across all channels<\/li>\r\n\t<li>User Profiles, which, powered by Iterable\u2019s first-class data model, contains all the information marketers need to understand users, was redesigned to improve how marketers see, access, and deploy customer user data, setting a new standard for data activation<\/li>\r\n<\/ul>\r\n<p>These updates and more underline our commitment to constant innovation and execution and ensure that Iterable\u2019s customers can continue to deliver joyful experiences to consumers around the world.<\/p>\r\n<p><em>Join Iterable\u2019s <a href=\"https:\/\/iterable.com\/webinars\/spring-22-product-release\/\" target=\"_blank\" rel=\"noopener\">Seasonal Product Showcase webinar<\/a> on May 4 to learn more.<\/em><\/p>","post_title":"And We\u2019re Off! Our First Seasonal Release Unveiled at Activate Virtual","post_excerpt":"Adriana Gil Miner, CMO here at Iterable, started Activate with a bang by unveiling our first Seasonal Release.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"and-were-off-our-first-seasonal-release-unveiled-at-activate-virtual","to_ping":"","pinged":"","post_modified":"2022-04-06 09:13:18","post_modified_gmt":"2022-04-06 16:13:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99939","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 06, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Seasonal Release\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/040622_Seasonal-Release-Announcement_768x512_Thumbnail-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/and-were-off-our-first-seasonal-release-unveiled-at-activate-virtual\/"},{"ID":99699,"post_author":"79","post_date":"2022-04-04 17:05:04","post_date_gmt":"2022-04-05 00:05:04","post_content":"<p>What is harmony? You know it when you hear it. The perfect blend of notes that catches your attention and sends chills of joy down your spine. It\u2019s hard to define, but easy to recognize. We think of cross-channel marketing the same way. There\u2019s an art to seamlessly connecting marketing channels\u2014like going from email to mobile and back again\u2014and creating a cohesive customer experience. When it works, it works\u2014it\u2019s unmistakable.<\/p>\r\n<p>In our latest ebook, we take four go-to marketing campaigns\u2014Welcome and Onboarding, Promotional, Abandonment, and Re-Engagement\u2014and tear them down to the studs to understand the various elements that make each campaign effective.<\/p>\r\n<p>By looking at what the campaign is, why it matters, what instruments are needed, and tips for elevating each campaign, we set out to answer the question, \u201cWhat makes the experience of this campaign harmonious?\u201d<\/p>\r\n<p>In each campaign we highlight some events of note\u2014actions users can take that trigger these campaigns. Below is a preview of the four campaigns and how the events of note tie back to each of them.<\/p>\r\n<h3>Events of Note<\/h3>\r\n<h4>Welcome and Onboarding Campaigns<\/h4>\r\n<p>Welcome and onboarding campaigns are when your users are most engaged. You should plan to initiate these types of campaigns around first-time interactions with your brand.<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Account Creation<\/li>\r\n\t<li>Free Trials<\/li>\r\n\t<li>First Login<\/li>\r\n\t<li>App Downloads<\/li>\r\n<\/ul>\r\n<p>All of these events of note are the perfect actions to trigger a welcome or onboarding sequence. Account creation and Free Trials are perfect for a welcome campaign that introduces the user to what your brand is all about. First logins and app downloads are a perfect time to send onboarding campaigns to help users get familiar with your product or interface. Plus, sending emails after an app login or download is the perfect example of a cross-channel experience\u2014you\u2019re recognizing the user regardless of the channel they choose.<\/p>\r\n<h4>Promotional Campaigns<\/h4>\r\n<p>Promotional messaging is generally the bulk of how brands keep ties with customers, so it\u2019s imperative for marketers to make the most of promotional campaigns to get a share of a user\u2019s attention. Promotional campaigns should be sent when users are in the mix with your brand\u2014they\u2019re not new and they\u2019re not churning.<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Discounts<\/li>\r\n\t<li>Launches<\/li>\r\n\t<li>Recommendations<\/li>\r\n\t<li>Upsells<\/li>\r\n<\/ul>\r\n<p>These events of note are less trigger-based and more about maintaining engagement with exciting new opportunities. Promotional campaigns keep customers in the loop. So, when your brand is offering steep discounts or new product launches, loyal customers should be the first to know. Discounts, in particular, can be timely, so, in addition to emails, using <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> to alert customers quickly creates a cross-channel experience\u2014playing to each channels\u2019 strengths. Recommendations and upsells can also feature dynamic content, curated for each individual customer, not only keeping them informed, but personalizing the experience.<\/p>\r\n<h4>Abandonment Campaigns<\/h4>\r\n<p>Abandonment campaigns remind customers of left-behind items or actions needing completion before a conversion event. We all know you should remind customers to complete an action with cart abandonment or browse abandonment campaigns, but what about other abandoned actions?<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Near transactions<\/li>\r\n\t<li>Account upgrades<\/li>\r\n\t<li>Incomplete signups<\/li>\r\n<\/ul>\r\n<p>Abandonment campaigns don\u2019t always have to be tied to a shopping cart. Sure, launching an abandonment campaign when a customer is close to purchase is effective, but there are even more opportunities to use this type of campaign. If a customers\u2019 trial or intro-level account membership is about to lapse, you can remind them to upgrade. Or, if a customer has started filling out a form on your site to create an account but leaves, this is another good opportunity to introduce an abandonment campaign\u2014have them pick up where they left off, regardless of whether they started with your app or desktop site.<\/p>\r\n<h4>Re-Engagement Campaigns<\/h4>\r\n<p>Lastly, re-engagement campaigns focus on eliciting engagement from subscribers experiencing waning interaction and activity levels. Re-engaging customers can be a hard hurdle to overcome, but knowing when to initiate a re-engagement campaign, based on certain user events, can make the process easier.<\/p>\r\n<p>This includes:<\/p>\r\n<ul>\r\n\t<li>Lapsed engagement<\/li>\r\n\t<li>Feedback gathering<\/li>\r\n\t<li>Winback<\/li>\r\n<\/ul>\r\n<p>Re-engagement campaigns are essential in a cross-channel marketing strategy because they can be used on a channel-by-channel basis. If a customer is showing lapsed engagement on a certain channel, you can trigger a re-engagement campaign specifically designed for that channel. So, if they haven\u2019t been opening emails, try a push notification or an <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>. Re-engagement campaigns are also great for collecting feedback\u2014zero-party data. Why is the customer engaging less? What content would they engage with more?<\/p>\r\n<p>And, even though re-engagement campaigns generally bring users back on specific channels, when channels are combined, you can use re-engagement campaigns to win back a customer and rebuild the relationship as a whole.<\/p>\r\n<h3>Each Campaign is Essential in a Cross-Channel Orchestra<\/h3>\r\n<p>You\u2019ll notice in the ebook that each of these campaigns has been assigned an orchestra section. While each campaign could be used on its own, true cross-channel harmony comes from all of the campaigns being woven together for a consistent and seamless cross-channel customer experience.<\/p>\r\n<p><em>For a more in-depth look at each campaign, <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\">download the full ebook<\/a>.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-99708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Banner.png\" alt=\"Harmonization Ebook Download\" width=\"661\" height=\"165\" \/><\/a><\/p>","post_title":"Orchestrate Your Cross-Channel Campaigns for Peak Harmonization","post_excerpt":"Like harmony, cross-channel marketing is hard to define, but easy to recognize. There\u2019s an art to creating a cohesive customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"orchestrate-your-cross-channel-campaigns-for-peak-harmonization","to_ping":"","pinged":"","post_modified":"2022-04-04 17:05:04","post_modified_gmt":"2022-04-05 00:05:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99699","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 04, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"cross-channel harmonization\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/Harmonization-Ebook_Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/"},{"ID":99333,"post_author":"97","post_date":"2022-03-31 13:45:59","post_date_gmt":"2022-03-31 20:45:59","post_content":"<p><span style=\"font-weight: 400;\">Did you know that <\/span><b>90% of customers<\/b><span style=\"font-weight: 400;\"> expect consistent interactions across channels?\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">At Iterable, we believe that personalization and cross-channel experiences are the two keys to a perfectly harmonized experience. We\u2019d like to help you find the right strategy that resonates with your audience.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Inside our guide to orchestrating cross-channel campaigns, we\u2019ve deconstructed four popular marketing campaigns to walk you through recreating your own versions for a perfectly harmonized lifecycle journey.\u00a0<\/span><\/p>\r\n<p><b>Download this guide to learn:<\/b><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to adapt these foundations to fit your brand\u2019s marketing strategies<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How to mix behavioral data, an easy-to-use tech stack, and a flair for creativity to make perfect harmony\u00a0<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tips on ways to up-level your cross-channel personalization<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Best practices on harmonizing your campaign messaging across channels <\/span><\/li>\r\n<\/ul>","post_title":"How to Orchestrate Your Cross-Channel Campaigns for Peak Harmonization","post_excerpt":" 4 Essential Campaigns to Complete Your Ensemble","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization","to_ping":"","pinged":"","post_modified":"2022-05-02 09:01:55","post_modified_gmt":"2022-05-02 16:01:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=99333","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 31, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"511\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Harmonization-Ebook_Resources-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/how-to-orchestrate-your-cross-channel-campaigns-for-peak-harmonization\/"},{"ID":99682,"post_author":"79","post_date":"2022-03-31 11:29:49","post_date_gmt":"2022-03-31 18:29:49","post_content":"<p>We\u2019re all familiar with <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party data, first-party data<\/a>, and even third-party data. What we\u2019ve skipped over, however, is second-party data. Second-party data, according to <a href=\"https:\/\/digiday.com\/media\/wtf-is-second-party-data\/\" target=\"_blank\" rel=\"noopener\">Digiday<\/a>, is \u201cdata that a user hasn\u2019t shared with you directly, but you\u2019re able to legally access via a direct relationship with another business or through a private marketplace run by a media owner.\u201d<\/p>\r\n<p>We always talk about the customer-brand relationship and rarely the brand-brand relationship, but clearly, there are some benefits to collaborating with similar organizations. Take <a href=\"https:\/\/www.dickssportinggoods.com\/\" target=\"_blank\" rel=\"noopener\">Dick\u2019s Sporting Goods<\/a> and <a href=\"https:\/\/www.nike.com\/\" target=\"_blank\" rel=\"noopener\">Nike<\/a>, for example. In November of last year, they <a href=\"https:\/\/www.cnbc.com\/2021\/11\/03\/nike-and-dicks-sporting-goods-integrate-loyalty-programs.html\" target=\"_blank\" rel=\"noopener\">combined their loyalty programs<\/a>. Customers could then shop for exclusive Nike products and Dick\u2019s products via one portal. Nike wants to reach Dick\u2019s customers, who are in the market for footwear, and Dick\u2019s wants to honor the relationship they have with one of their largest brands.Through this partnership, both brands are looking to better understand customer preferences.<\/p>\r\n<p>While there are upsides to creating partnerships, what\u2019s curious is the sudden uptick in the desire for second-party data. What\u2019s causing this increase in brand partnerships?<\/p>\r\n<h3>Why Second-Party Data Is Gaining Popularity<\/h3>\r\n<p>When one door closes, another opens. According to <a href=\"https:\/\/www.marketingdive.com\/news\/what-to-know-about-second-party-data-as-marketers-tilt-toward-collaboration\/593462\/\" target=\"_blank\" rel=\"noopener\">Marketing Dive<\/a>, \u201c25% of businesses view second-party partnerships as their top priority, while nearly half (49%) said it was a high priority.\u201d No, brand partnerships aren\u2019t new, but second-party data is finally having its time in the spotlight\u2014thanks to the <a href=\"https:\/\/www.thetradedesk.com\/us\/news\/what-the-tech-is-cookie-deprecation\" target=\"_blank\" rel=\"noopener\">soon-to-be-deprecated third-party cookies<\/a>.<\/p>\r\n<p>Privacy is taking a front seat in the customer experience and, by removing third-party cookies from Chrome, Google is forcing marketers to become a bit more creative in how they connect and communicate with their audiences.<\/p>\r\n<p>In addition to serving as a solution for the death of third-party cookies, second-party data adds a surprising element of personalization to the customer experience. Customers now <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">expect brands to know who they are and what they like<\/a>. So, if multiple brands are getting together and discussing what works best for their customers, sharing information, and figuring out how to market to them in a way that\u2019s most impactful, it\u2019s going to add a level of customization to the overall customer experience.<\/p>\r\n<p>As <a href=\"https:\/\/www.clickz.com\/why-marketers-are-giving-second-party-data-a-second-look\/263882\/\" target=\"_blank\" rel=\"noopener\">ClickZ<\/a> says, \u201cData teams can mix and match second-party data in ways that best suit their needs, no matter the vertical because it can be delivered through marketplaces in unstructured form. This way data teams can mold it to apply to the unique purposes of each brand.\u201d<\/p>\r\n<h4>Fueling a Personalized Customer Experience<\/h4>\r\n<p>As an example, let\u2019s take a look at <a href=\"https:\/\/www.dunkindonuts.com\/en\" target=\"_blank\" rel=\"noopener\">Dunkin\u2019<\/a> and <a href=\"https:\/\/www.waze.com\/\" target=\"_blank\" rel=\"noopener\">Waze<\/a>. Waze, the navigation app, had customer location information, something Dunkin\u2019, a coffee chain, may not have access to. Waze needs customers to share their location to effectively use their app, while using the Dunkin\u2019 app doesn\u2019t require location-sharing.<\/p>\r\n\r\n[caption id=\"attachment_99689\" align=\"alignnone\" width=\"752\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Dunkin-and-Waze-Second-Party-Data.webp\" rel=\"attachment wp-att-99689\"><img class=\"size-full wp-image-99689\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Dunkin-and-Waze-Second-Party-Data.webp\" alt=\"Dunkin' and Waze Partnership\" width=\"752\" height=\"492\" \/><\/a> <em> Dunkin' and Waze shared second-party data to provide a seamless experience to their audiences. Source: <a href=\"https:\/\/www.data-axle.com\/resources\/blog\/second-party-data-the-complete-primer\/\" target=\"_blank\" rel=\"noopener\">Data Axle<\/a>.<\/em>[\/caption]\r\n\r\n<p>However, <a href=\"https:\/\/www.data-axle.com\/resources\/blog\/second-party-data-the-complete-primer\/\" target=\"_blank\" rel=\"noopener\">Dunkin\u2019 and Waze partnered<\/a> and exchanged customer information to provide a one-of-a-kind user experience, showing those users on Waze where the nearest Dunkin\u2019 location is and even allowing them to order ahead through the Waze app. A match made in heaven.<\/p>\r\n<h3>How to Pick the Right Partner<\/h3>\r\n<p>There are obvious benefits to partnering with a brand\u2014access to more customer data, new channels to reach audiences, etc.\u2014but it requires more than just putting brands you like into a hat and picking a partner. It\u2019s important to consider the \u201cwho,\u201d \u201cwhat,\u201d \u201cwhy,\u201d and \u201chow\u201d when it comes to establishing a partnership.<\/p>\r\n<h4>Who Are You Trying to Reach?<\/h4>\r\n<p>Partnering with another brand hinges on having similar audiences. Trying to cast a wide net to appeal to a huge combined, dissimilar audience will come across as inauthentic. Combining two totally different audiences doesn\u2019t mean you\u2019ll capture more attention. In fact, you\u2019ll likely end up alienating the majority.<\/p>\r\n<p>Take <a href=\"https:\/\/www.apple.com\/\">Apple<\/a> and <a href=\"https:\/\/www.u2.com\/\" target=\"_blank\" rel=\"noopener\">U2<\/a> for example. The duo started off okay with their famous 2004 <a href=\"https:\/\/www.youtube.com\/watch?v=B9b5WlqOAIA\" target=\"_blank\" rel=\"noopener\">\u201cVertigo\u201d commercial<\/a>, but then tanked in 2014 when they provided the entire Apple audience with a free U2 album, automatically downloaded on their devices. Yes, people who like music may like U2, but not everyone who likes music likes them or wants their entire album. People felt <a href=\"https:\/\/africafeeds.com\/2019\/10\/14\/avoiding-mistakes-top-corporations-that-failed-in-partnership\/\" target=\"_blank\" rel=\"noopener\">the free \u201cgift\u201d was an intrusion<\/a> and the antithesis of personalization. It\u2019s the equivalent of sending a batch-and-blast email to everyone, without any segmentation. This partnership put the \u201cno\u201d in \u201cBono.\u201d<\/p>\r\n<h4>What Are You Aiming to Learn?<\/h4>\r\n<p>Next, you have to think about what information the brand partnership will provide. You\u2019re looking for more audience data, but what kind of data? <a href=\"https:\/\/powerdigitalmarketing.com\/blog\/what-is-second-party-data\/#gref\" target=\"_blank\" rel=\"noopener\">Power Digital Marketing<\/a> says, \u201csecond-party data is like a networking event filled with all of the right people. By attending this party, you can mingle with everyone you\u2019ve been dying to connect with and accelerate your business growth as a result.\u201d<\/p>\r\n<p><a href=\"https:\/\/www.potterybarn.com\/\" target=\"_blank\" rel=\"noopener\">Pottery Barn<\/a> and <a href=\"https:\/\/www.sherwin-williams.com\/\" target=\"_blank\" rel=\"noopener\">Sherwin-Williams<\/a> developed a <a href=\"http:\/\/hfbusiness.com\/hfbnow\/articleid\/96\/pottery-barn-sherwin-williams-paint-partnership\" target=\"_blank\" rel=\"noopener\">highly successful partnership<\/a> because the data they each were looking for could be provided by the other. Pottery Barn, a home furnishing brand, and Sherwin-Williams, a paint brand, go hand-in-hand. Customers who are looking to re-do a room will likely be looking for new furniture and new paint, so why not share that information. By creating Sherwin-Williams palettes that pair with Pottery Barn furniture, the two brands were able to tap into customer preferences and needs.<\/p>\r\n<h4>Why Do You Want the Data and How Will You Use It?<\/h4>\r\n<p>Getting the data is one thing, using it is another. Both your brand and your partner brand have to plan how the shared data will be used to benefit each of you. Taking advantage of each brands\u2019 strengths can not only provide the individual brands with vital information that can be implemented in each brands\u2019 marketing strategies, but it can also actually lead to new product development. According to <a href=\"https:\/\/visualobjects.com\/digital-marketing\/blog\/cobranding\" target=\"_blank\" rel=\"noopener\">Visual Objects<\/a>, \u201cMost consumers (71%) enjoy it when companies offer co-branded products, which encourages businesses to give partnerships a try.\u201d<\/p>\r\n<p><a href=\"https:\/\/postmates.com\/\" target=\"_blank\" rel=\"noopener\">Postmates<\/a> and <a href=\"https:\/\/www.tiktok.com\/en\/\" target=\"_blank\" rel=\"noopener\">TikTok<\/a> is an example of a successful partnership that resulted in a product that plays to each brands\u2019 strengths: \u201c<a href=\"https:\/\/postmates.com\/blog\/postmates-and-tiktok-launch-tiktok-treats\/\" target=\"_blank\" rel=\"noopener\">TikTok Treats<\/a>.\u201d Postmates, a food delivery company, wanted to take advantage of the food videos TikTok\u2019s audience deemed viral and bring them into reality. TikTok, a social media app, doesn\u2019t have a physical channel, but through Postmates was able to go beyond the screen and connect with their audiences IRL.<\/p>\r\n<h3>Second-Party Data as a New Personalization Tool<\/h3>\r\n<p>Brand partnerships can be highly beneficial. Now, we\u2019re not saying go knock on your direct competitors\u2019 doors in the hopes they\u2019ll share customer data\u2014that\u2019s not gonna work. But, you can think strategically about brands that pair well with your mission or brands that have similar audiences to create curated experiences. At the end of the day, a personalized experience is what customers are really looking for from their brand relationships.<\/p>\r\n<p><em>To learn more about creating a personalized customer experience, download <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">Personalization for Dummies<\/a>.<\/em><\/p>","post_title":"Understanding Brand Partnerships and Second-Party Data","post_excerpt":"While there are upsides to creating partnerships, what\u2019s curious is the sudden uptick in the desire for second-party data. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"understanding-brand-partnerships-and-second-party-data","to_ping":"","pinged":"","post_modified":"2022-03-31 11:29:49","post_modified_gmt":"2022-03-31 18:29:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99682","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 31, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Second-Party Data and Brand Partnerships\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033122_Brand-Partnerships-Second-Party-Data_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/understanding-brand-partnerships-and-second-party-data\/"},{"ID":99625,"post_author":"97","post_date":"2022-03-30 10:47:19","post_date_gmt":"2022-03-30 17:47:19","post_content":"<p>Frictionless experiences are key to acquiring and retaining customers today, and ease of creating them for marketers is paramount. Whether it\u2019s your website, SMS, or email\u2014all of your marketing messages must be consistent and joyful to achieve meaningful business outcomes.<\/p>\r\n<p>And that\u2019s why we\u2019re so excited to invite you to our Spring release product showcase, where we\u2019ll cover the latest Iterable capabilities designed to help you create and harmonize cross-channel experiences.<\/p>\r\n<p><strong>Join us on May 4 and come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>An overview of the latest product capabilities and partnerships to help you easily create harmonized experiences.<\/li>\r\n\t<li>Demonstrations of key new capabilities within Iterable.<\/li>\r\n\t<li>The opportunity to have all of your burning questions answered by the Iterable Product team.<\/li>\r\n<\/ul>","post_title":"Drive Outcomes with Harmonized Cross-Channel Experiences","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"spring-22-product-release","to_ping":"","pinged":"","post_modified":"2022-08-02 09:12:30","post_modified_gmt":"2022-08-02 16:12:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=99625","menu_order":37,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 30, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/04\/PMM_Spring-Release_Harmonized-Assets_Thumbnail-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/spring-22-product-release\/"},{"ID":99640,"post_author":"79","post_date":"2022-03-30 09:22:50","post_date_gmt":"2022-03-30 16:22:50","post_content":"<p>We\u2019re proud to share that Iterable was recognized as one of the <a href=\"https:\/\/www.inc.com\/regionals\/pacific\" target=\"_blank\" rel=\"noopener\">fastest growing companies<\/a> by Inc, ranking No. 66 on its third annual Inc. 5000 Regionals: Pacific list\u2014the most prestigious ranking of the fastest-growing private companies based in Alaska, Hawaii, California, Oregon, and Washington. This Inc. Regionals list provides a unique look at the most successful private companies\u2014within the Pacific region\u2014generating sustainable growth and jobs.<\/p>\r\n<p>\u201cThis year\u2019s Inc. 5000 Regional winners represent one of the most exceptional and exciting lists of America\u2019s off-the-charts growth companies. They\u2019re disruptors and job creators, and all delivered an outsize impact on the economy. Remember their names and follow their lead. These are the companies you\u2019ll be hearing about for years to come,\u201d says Scott Omelianuk,<br \/>\r\nEditor-in-chief of Inc.<\/p>\r\n<p>The 150 companies accompanying Iterable on the list show a remarkable rate of growth across all industries in the Pacific. Between 2018 and 2020, these organizations had an average growth rate of 195% percent and, in 2020 alone, they added 10,252 jobs and $5.1 billion to the Pacific region\u2019s economy.<\/p>\r\n<h3>Growth for Good<\/h3>\r\n<p>As an Inc. Regional honoree, Iterable shares a pedigree with brands like Under Armour, Microsoft, Jamba Juice, Timberland, Patagonia, and Oracle. We\u2019re proud to be recognized alongside organizations that value purpose as much as they do profitability, and, like Iterable, are committed to leveraging their growth for good.<\/p>\r\n<p>\u201cAt Iterable, we\u2019re inspired by companies, like Patagonia and Airbnb, who consider the \u201cbig picture.\u201d Big picture thinking allows us to make smarter, scalable, and more responsible decisions, and consider people, places, and priorities beyond ourselves. What we found early on is that when we do the right things for our people\u2014our customers, our communities, and our employees\u2014it winds up being good for business,\u201d shares Andrew Boni, CEO and co-founder of Iterable. \u201cOur commitment to care has a significant impact on our team, resulting in better collaboration, innovation, and execution. Inc.\u2019s recognition of Iterable is a sign that what we are doing\u2014working with our \u201cbig picture\u201d mentality\u2014is working. We are here for good, to do good. And that feels great.\u201d<\/p>\r\n<h3>March Momentum<\/h3>\r\n<p>March has been a big month for Iterable. Over the past month, we:<\/p>\r\n<ul>\r\n\t<li>Celebrated Iterable\u2019s 9th Birthday<\/li>\r\n\t<li>Were recognized by Forbes as one of <a href=\"https:\/\/www.forbes.com\/lists\/americas-best-startup-employers\/?sh=2f3253342ad7\" target=\"_blank\" rel=\"noopener\">America\u2019s Best Startup Employers<\/a><\/li>\r\n\t<li>Were named a <a href=\"https:\/\/iterable.com\/blog\/forrester-wave-q1-2022\/\" target=\"_blank\" rel=\"noopener\">Strong Performer<\/a> by The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022<\/li>\r\n\t<li>Were <a href=\"https:\/\/iterable.com\/blog\/iterable-named-a-marketing-automation-leader-in-spring-2022-g2-grid-report\/\" target=\"_blank\" rel=\"noopener\">named a Marketing Automation Leader<\/a> in Spring 2022 G2 Grid\u00ae Report<\/li>\r\n\t<li>Hosted our Inaugural Women\u2019s Empowerment Conference<\/li>\r\n\t<li>Kicked off our global growth (starting in <a href=\"https:\/\/iterable.com\/company\/job\/?gh_jid=3898252\" target=\"_blank\" rel=\"noopener\">Australia\/New Zealand<\/a> and <a href=\"https:\/\/iterable.com\/company\/job\/?gh_jid=4077498\" target=\"_blank\" rel=\"noopener\">Latin America<\/a>!<\/li>\r\n<\/ul>\r\n<p>These accolades, achievements, and milestones are each significant in their own right. But looking collectively, they showcase something much greater: our commitment to delivering on our promise of excellence to our customers and employees.<\/p>\r\n<p>In nine years time, it won\u2019t matter who was the \u201cfastest growing company\u201d in 2022. But it will matter who invested in the infrastructure necessary to sustain that success.<\/p>\r\n<p>We\u2019re gaining momentum every day. And we are excited for what\u2019s to come.<\/p>\r\n<p><em>Ready to kick-off your growth journey? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Set up a demo<\/a> with our team today!<\/em><\/p>","post_title":"Inc. Names Iterable One of America\u2019s Fastest Growing Companies","post_excerpt":"Iterable was recognized as one of the fastest growing companies by Inc, ranking No. 66 on its third annual Inc. 5000 Regionals: Pacific list.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"inc-names-iterable-one-of-americas-fastest-growing-companies","to_ping":"","pinged":"","post_modified":"2022-03-30 09:22:50","post_modified_gmt":"2022-03-30 16:22:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99640","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 30, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Inc 5000 Regionals\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/033022_Inc.-1000-Regional-Pacific_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/inc-names-iterable-one-of-americas-fastest-growing-companies\/"},{"ID":99604,"post_author":"79","post_date":"2022-03-29 09:25:36","post_date_gmt":"2022-03-29 16:25:36","post_content":"<p>We always talk about creating personalized, seamless customer experience across marketing channels. There shouldn\u2019t be any kinks in the user\u2019s journey\u2014customers should be able to pick up exactly where they left off, regardless of how, where, and when they interact with your brand.\u00a0<\/p>\r\n<p>This concept of building a seamless connection has been translated into the automotive industry. Cars are getting a lot smarter these days and behind that intelligence there\u2019s technology. Various technologies can recognize the driver, self-park the car, predict maintenance, etc. and with them comes a host of new data possibilities.<\/p>\r\n<p>Now, think of these different technologies as marketing channels and the car owner as the customer. The automotive Internet of Things (IoT) refers to the <a href=\"https:\/\/www.aimprosoft.com\/blog\/automotive-iot-use-cases-for-cars-vehicles\/\" target=\"_blank\" rel=\"noopener\">connection across all of these various technologies<\/a> to create a unique experience for the car owner. Novel automotive IoT connectivity speaks to the broader demand for individualized experiences\u2014wherever and whenever available\u2014and how one industry is doing things a bit differently.<\/p>\r\n<h3>Why Individualized Experiences Matter<\/h3>\r\n<p>Today, partially as a result of a pandemic-induced <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a>, customers are accustomed to hyper-personalized marketing tactics. In the latest iteration of <a href=\"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/\" target=\"_blank\" rel=\"noopener\">personalized marketing<\/a>, customers are starting to assign high value to one-on-one interactions with brands.\u00a0<\/p>\r\n<p>As <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/personalizing-the-customer-experience-driving-differentiation-in-retail\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> said, \u201cIn the best personalized experiences, retailers make the customer part of the dialogue and leverage data to create one-to-one personalization. Customers receive offers that are targeted not just at customers like them, with brands targeting at the segment level with broad-based offers, but at them as individuals, with products, offers, and communications that are uniquely relevant to them.\u201d<\/p>\r\n<p>It only takes one brand implementing an individualized approach to create a snowball effect on customer expectations. These new expectations have extended into the automotive industry. From self-driving cars to memorized seat positioning based on the driver, driving a car has become a hyper-individualized experience.<\/p>\r\n<h3>Automotive IoT as a Continuation of Individualization<\/h3>\r\n<p>Before we explore specifically how automotive IoT is an expansion of individualization, let\u2019s break down what the \u201c<a href=\"https:\/\/internetofthingsagenda.techtarget.com\/definition\/Internet-of-Things-IoT\" target=\"_blank\" rel=\"noopener\">Internet of Things<\/a>,\u201d in general, really means. In short, it\u2019s taking things and adding capabilities of the internet\u2014digitizing an experience that perhaps was previously only physical. This gives \u201cthings\u201d a cross-channel capability they may not have had before.\u00a0<\/p>\r\n<p>They can now connect with each other or their environments via networks to create a constant stream of communication and feedback, customizing the experience for each end-user. For the automotive industry, in particular, this opens the door to a whole new realm of individualization.<\/p>\r\n<h4>Connecting With Each Other<\/h4>\r\n<p>A vehicle, as a whole, can be considered a \u201cthing,\u201d so having the vehicle communicate and share information externally is one application of automotive IoT. There are <a href=\"https:\/\/www.biz4intellia.com\/blog\/iot-applications-in-automotive-industry\/\" target=\"_blank\" rel=\"noopener\">a number of ways for vehicles to communicate<\/a> using the Cellular Vehicle to Everything Network (CV2X). This includes Vehicle to Vehicle (V2V), Vehicle to Infrastructure (V2I), Vehicle to Pedestrians (V2P), and Vehicle to Network (V2N).\u00a0<\/p>\r\n<p>The common thread in all of these forms of communication is how they impact the drivers at the wheel. In V2V communication, the exchange of information between vehicles can help both drivers understand their unique surroundings to provide a safer path to their final destination. When a vehicle communicates, it collects information to understand what the world looks like for the person behind the wheel. Vehicle communication individualizes the driving experience based on an exchange of data.<\/p>\r\n<h4>Connecting With the Environment<\/h4>\r\n<p>In addition to a data exchange, vehicles have the ability to take in information from their surroundings to alter the user experience without relaying any information in return. One example of vehicles connecting with the environment is semi-autonomous vehicles.\u00a0<\/p>\r\n<p>Vehicles can interpret the information they have access to. Think about a car that can parallel park for the driver. The vehicle can use user- and context-specific information\u2014what is surrounding their car\u2014and turn that data into action to create a custom experience for the driver. Then through V2I communication, the environment can also collect information about the vehicle, and <a href=\"https:\/\/ops-com.com\/blog\/iot-for-efficient-parking-management-a-step-towards-smart-cities\/\" target=\"_blank\" rel=\"noopener\">share that information accordingly<\/a> to provide more information to the end user.<\/p>\r\n<h3>A Cross-Channel Experience to Supplement Automotive IoT<\/h3>\r\n<p>All we want, as consumers, is reduced friction and ease-of-use in our day-to-day experiences\u2014and the automotive experience is no different. To supplement an interconnected driving experience, however, automotive brands need to extend this connected experience into their marketing techniques.\u00a0<\/p>\r\n<p>Below are three recommendations for elevating the automotive industry\u2019s cross-channel marketing experience.<\/p>\r\n<ul>\r\n\t<li>Make sure mobile is part of the mix. Consumers are spending more time using their smartphones for research and browsing. In fact, \u201c\u200b\u200b51% of car users search for their favorite models, locate dealers, compare prices, and read reviews <a href=\"https:\/\/linchpinseo.com\/automotive-digital-marketing-trends\/\" target=\"_blank\" rel=\"noopener\">via their mobile devices<\/a>.\u201d The mobile experience doesn\u2019t have to end when they buy the car though. Maybe the user\u2019s car needs servicing? Using the data from the vehicle, your marketing team can identify this and send a push notification or in-app message reminding the user to make an appointment at the dealership.<\/li>\r\n\t<li>Collect and use <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2021\/12\/28\/how-marketers-can-use-zero-party-data-to-improve-the-customer-experience\/?sh=68658dfe4c8d\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>. That is, get information about the customer directly from them. We say collect and use because collecting is only half the battle. Customers want to know the data you have is being used to their benefit\u2014to create a better experience. \u201c<a href=\"https:\/\/www.prnewswire.com\/news-releases\/consumers-are-willing-to-share-personal-data-in-exchange-for-better-customer-experience-broadridge-study-finds-301005425.html\" target=\"_blank\" rel=\"noopener\">Nearly half of consumers in North America (45%) would be willing to share their data<\/a> if it meant that it would enhance their customer experience.\u201d If customers share their location, for example, your brand can get access to common routes and provide information to supplement the driver\u2019s experience.<\/li>\r\n\t<li>Keep it simple. One of the keys to a seamless experience is ease of use. Customers need to glide through their experience and intuitively understand the next step in the process. \u201cSimplified processes and improved experience are projected to <a href=\"https:\/\/linchpinseo.com\/automotive-digital-marketing-trends\/\" target=\"_blank\" rel=\"noopener\">increase car sales by a whopping 25%<\/a>.\u201d Here, brand consistency is key. Make sure the experience in the car, on your website, and in your app all look similar.\u00a0<\/li>\r\n<\/ul>\r\n<p>Customers prefer a personalized marketing experience and they also prefer a connected automotive experience. According to <a href=\"https:\/\/www.mckinsey.com\/industries\/automotive-and-assembly\/our-insights\/unlocking-the-full-life-cycle-value-from-connected-car-data\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> \u201cConsumers see tremendous value in connectivity, with McKinsey\u2019s 2020 consumer survey on autonomous driving, connectivity, electrification, and shared mobility (ACES) demonstrating that 37 percent of respondents would switch car brands to achieve improvements in this area.\u201d\u00a0<\/p>\r\n<p>It\u2019s clear that a cross-channel experience is becoming a part of life, no longer applicable to just marketing. Every day people are interacting with a unique combination of different channels, devices, and \u201cthings.\u201d Your brand has to think about how to connect all of these touchpoints\u2014beyond the marketing funnel\u2014to develop an individualized experience.\u00a0<\/p>\r\n<p><em>Want more info? Check out our one-pager about <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Auto_1Pager-4.pdf\" target=\"_blank\" rel=\"noopener\">What\u2019s Driving the Automotive Industry<\/a>.\u00a0<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Individualized Customer Experiences With Automotive IoT","post_excerpt":"Novel automotive IoT speaks to the broader demand for individualized experiences and how one industry is doing things a bit differently.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"individualized-customer-experiences-with-automotive-iot","to_ping":"","pinged":"","post_modified":"2022-03-29 11:41:12","post_modified_gmt":"2022-03-29 18:41:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99604","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 29, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Automotive IOT\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032922_Automotive-IoT_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/individualized-customer-experiences-with-automotive-iot\/"},{"ID":99354,"post_author":"79","post_date":"2022-03-23 09:34:42","post_date_gmt":"2022-03-23 16:34:42","post_content":"<p>G2 has named Iterable a Leader in Marketing Automation. The Leader ranking means Iterable falls in the top right-hand quadrant on G2\u2019s Enterprise Grid\u00ae for Marketing Automation Software, which compares Satisfaction and Market Presence. Iterable\u2019s score was based on high levels of customer satisfaction and overwhelmingly positive reviews from real marketers on the world\u2019s leading business solutions review website, <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener\">G2<\/a>.<\/p>\r\n<h3>Iterable\u2019s G2 Product Profile<\/h3>\r\n<p>According to the <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-spring-2022\/\" target=\"_blank\" rel=\"noopener\">Spring 2022 G2 Grid\u00ae Report for Marketing Automation<\/a>, Iterable has been named a Leader based on high Satisfaction ratings and a continually-growing Market Presence.<\/p>\r\n<p>What does this mean? 94% of all Iterable users rated Iterable 4 stars or higher (out of 5). And 90% of users think Iterable is headed in the right direction.<\/p>\r\n<p>Digging a bit deeper into the report, Iterable also met or outranked the industry averages in three crucial marketing platform capabilities:<\/p>\r\n<ul>\r\n\t<li>Breadth of partner applications (6% above average)<\/li>\r\n\t<li>Building and personalizing emails (3% above average)<\/li>\r\n\t<li>Sending outbound emails (aligned with average)<\/li>\r\n<\/ul>\r\n<p>Yes, features and functionality are important elements of tools within your martech stack, but G2 user ratings reflect that marketers choose Iterable over legacy platforms when it comes to our qualitative values:<\/p>\r\n<ul>\r\n\t<li>Ease of use (2% above average)<\/li>\r\n\t<li>Quality of support (1% above average)<\/li>\r\n\t<li>Ease of doing business with (1% above average)<\/li>\r\n<\/ul>\r\n<h3>What Our Customers Are Saying About the Iterable Platform<\/h3>\r\n<p>With over 1.1 million reviews, G2 represents the real voices of actual software users with first-hand product experiences.<\/p>\r\n<blockquote>\r\n<p><em>\u201cI like that it's possible to send push notifications and emails with Iterable!\u201d<\/em><\/p>\r\n<p><em>-Iryna K., Senior Mobile\/Web Developer<\/em><\/p>\r\n<p><em>\u201cWorkflow functionality is great, there are many different ways to trigger a workflow and update user profile data with a few clicks. I like their segmentation tool as well, there are many options to segment and you can see how many users are in the audience and get a detailed list of each. And customer support is pretty good too, they usually answer very quickly with a comprehensive solution.\u201d<\/em><\/p>\r\n<p><em>- User in Commercial Real Estate<\/em><\/p>\r\n<p><em>\u201cI prefer Iterable because it plays great with dev teams. From a robust API integration to intuitive segmentation and workflow design, I know it's going to play nice with my back-end database. The really powerful parts of Iterable come with their Data Feed and Catalog features. These features allow you to access custom object information in your marketing campaigns and even filter logic based on some fields.\u201d<\/em><\/p>\r\n<p><em>- Jon U., CRM Consultant<\/em><\/p>\r\n<p><em>\u201cDon't wait. Move to Iterable and scale your email program with a professional, top-notch, easy-to-use platform supported by a knowledgeable, professional, helpful, and kind team behind it.\u201d<\/em><\/p>\r\n<p><em>- James J., Email Marketing Operations Manager<\/em><\/p>\r\n<p><em>\u201cOver a year ago, we replaced SailThru with Iterable and couldn't be happier with that decision. Aside from the vast improvement in personalization and automation, one of my favorite features is the ease of integration with other 3rd party platforms through API calls or web hooks. This has allowed us to reach disengaged or unsubscribed email users across social media and direct mail.\u201d<\/em><\/p>\r\n<p><em>- Administrator in Food &amp; Beverages<\/em><\/p>\r\n<\/blockquote>\r\n<h3>Marketing Automation Defined<\/h3>\r\n<p>G2 defines Marketing Automation software as a product that \u201cautomates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns.\u201d<\/p>\r\n<p>\u201cThese tools provide a central marketing database for all marketing information and interactions, helping marketers create segmented, personalized and timely marketing experiences for customers or prospects.\u201d<\/p>\r\n<p>To qualify for inclusion in the <strong>Marketing Automation<\/strong> category, a product must, among other factors:<\/p>\r\n<ul>\r\n\t<li>Automate two or more of the following: email, social media, SMS, and digital ads<\/li>\r\n\t<li>Provide advanced email marketing capabilities including A\/B testing, spam filter testing, scheduling, segmentation, and detailed performance reporting<\/li>\r\n\t<li>Act as a central marketing database for marketing information and interactions<\/li>\r\n\t<li>Allow dynamic segmentation of marketing campaign targets<\/li>\r\n\t<li>Contact targets across multiple channels after specific actions, triggers, or periods of time<\/li>\r\n\t<li>Perform lead management to include lead nurturing and lead scoring<\/li>\r\n\t<li>Generate forms and landing pages to collect prospect information<\/li>\r\n\t<li>Provide analytics and reports that track the entire lifecycle of a campaign, including ties to revenue and\/or campaign ROI<\/li>\r\n<\/ul>\r\n<p>In addition, these following metrics affect a company\u2019s <strong>Satisfaction<\/strong> rating:<\/p>\r\n<ul>\r\n\t<li>Customer satisfaction with end user-focused product attributes based on user reviews<\/li>\r\n\t<li>Popularity and statistical significance based on the number of reviews received by G2<\/li>\r\n\t<li>Quality of reviews received (reviews that are more thoroughly completed will be weighted more heavily)<\/li>\r\n\t<li>Age of reviews (more-recent reviews provide relevant and up-to-date information that is reflective of the current state of a product)<\/li>\r\n\t<li>Customers' satisfaction with administration-specific product attributes based on user reviews<\/li>\r\n\t<li>Overall customer satisfaction and Net Promoter Score\u00ae (NPS) based on ratings by G2 users<\/li>\r\n<\/ul>\r\n<p>Also, these following metrics affect a company\u2019s <strong>Market Presence<\/strong> rating:<\/p>\r\n<p>Market presence is a combination of 15 metrics from G2\u2019s reviews, publicly available information, and third-party sources<\/p>\r\n<ul>\r\n\t<li>Both the software sellers and the individual products are measured on various criteria. The criteria are listed in order of importance. Products metric receive greater weight than seller metrics<\/li>\r\n<\/ul>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 216px;\">\r\n<tbody>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; text-align: center; height: 24px;\"><strong>Criteria<\/strong><\/td>\r\n<td style=\"width: 50%; text-align: center; height: 24px;\" colspan=\"2\"><strong>Measured For<\/strong><\/td>\r\n<td style=\"width: 25%; text-align: center; height: 24px;\"><strong>Metrics<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 25%; text-align: center; height: 24px;\">Product<\/td>\r\n<td style=\"width: 25%; text-align: center; height: 24px;\">Seller<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Number of Employees<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%;\">\r\n<p><span style=\"font-weight: 400;\">Employee count (based on social networks and public sources)<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Reviews<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">\u00a0<\/td>\r\n<td style=\"width: 25%;\">\r\n<p><span style=\"font-weight: 400;\">Review count (weighted by recency)<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Web Presence<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Social Presence<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Growth<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%;\">\r\n<p><span style=\"font-weight: 400;\">Employee Growth, Web Presence Growth<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Seller Age<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px;\">\r\n<td style=\"width: 25%; height: 24px;\">Employee Satisfaction &amp; Engagement<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<td style=\"width: 25%; height: 24px; text-align: center;\">X<\/td>\r\n<td style=\"width: 25%; height: 24px;\">\u00a0<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<ul>\r\n\t<li>Each input is normalized by category and segment. This means that scores are relative to other products in the category\/segment and may change from segment to segment<\/li>\r\n\t<li>The scores are then scaled from 0-100<\/li>\r\n<\/ul>\r\n<p>Big thank you to our customers for their partnership in maintaining Iterable as one of the best Marketing Automation solutions in the market.<\/p>\r\n<p>You can download the <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-spring-2022\/\" target=\"_blank\" rel=\"noopener\">Spring 2022 G2 Grid\u00ae Report for Marketing Automation<\/a> for all the insights, as well as an understanding of how Iterable compares to other platforms.<\/p>\r\n<p><em>See how our platform stacks up in <a href=\"https:\/\/iterable.com\/forrester-email-wave\/\" target=\"_blank\" rel=\"noopener\">The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022<\/a> and, if you\u2019d like to learn even more, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Iterable Named a Marketing Automation Leader in Spring 2022 G2 Grid\u00ae Report","post_excerpt":"In the Spring 2022 G2 Grid\u00ae Report for Marketing Automation, Iterable has been named a Leader based on Satisfaction and Market Presence.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-named-a-marketing-automation-leader-in-spring-2022-g2-grid-report","to_ping":"","pinged":"","post_modified":"2022-03-23 09:35:06","post_modified_gmt":"2022-03-23 16:35:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99354","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 23, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Spring 2022 G2 Grid\u00ae\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-named-a-marketing-automation-leader-in-spring-2022-g2-grid-report\/"},{"ID":99367,"post_author":"97","post_date":"2022-03-22 13:49:59","post_date_gmt":"2022-03-22 20:49:59","post_content":"<p>According to the Spring 2022 G2 Grid\u00ae Report for Marketing Automation, Iterable has been named a Leader based on high Satisfaction ratings and a continually-growing Market Presence.<\/p>\r\n<p>The G2 Grid\u00ae Report provides an assessment of the top marketing automation technologies available, rated by real users, and shows how Iterable and other select providers compare.<\/p>\r\n<p><strong>Download the full report to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Access Iterable\u2019s product profile and read what over 190 real, verified Iterable users say about our partnership and solution<\/li>\r\n\t<li>Review customer satisfaction ratings on key metrics like ease of use, ease of setup and quality of support<\/li>\r\n\t<li>Understand how product features compare across email marketing, campaign management, and other marketing automation categories<\/li>\r\n\t<li>Unlock additional data on select providers, including average user adoption and ROI<\/li>\r\n<\/ul>","post_title":"Iterable Named a G2\u00ae Marketing Automation Leader for Spring 2022","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-named-a-g2-marketing-automation-leader-for-spring-2022","to_ping":"","pinged":"","post_modified":"2022-03-22 13:55:26","post_modified_gmt":"2022-03-22 20:55:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=99367","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 22, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/G2-Spring-2022_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-spring-2022\/"},{"ID":99336,"post_author":"79","post_date":"2022-03-22 12:17:04","post_date_gmt":"2022-03-22 19:17:04","post_content":"<p>Marketing is no longer a one-way street. Shouting prices through a TV screen or plastering ads on every billboard in town can\u2019t be the only way your brand attempts to improve customer engagement. Today, to develop the most mutually beneficial marketing strategies, brands have to talk with customers, not at them.<\/p>\r\n<p>Customer engagement sits at the core of most marketing strategies. Moving customers through the funnel to purchase and become loyal brand advocates requires connecting with customers in a way that continuously brings them back into the fold.<\/p>\r\n<p>But, attention spans are shrinking. According to <a href=\"https:\/\/www.forbes.com\/sites\/jiawertz\/2019\/08\/31\/the-number-one-thing-marketers-need-to-know-to-increase-online-sales\/?sh=147ee0c67fed\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, in 2000, the average attention span was a whopping 12 seconds and, when last measured in 2018, has fallen to eight seconds. Eight. You only have a handful of seconds to get customers interested.<\/p>\r\n<p>Shrinking attention spans aren\u2019t meant to scare you, they\u2019re meant to inspire you. Brands are being forced to think differently about customer engagement. The four principles below will help you capture a chunk of those eight seconds.<\/p>\r\n<h3>1. Make It Easy<\/h3>\r\n<p>With all of the brands and all of the various marketing channels those brands can use to communicate, customers are constantly being pulled in multiple directions. Everyone is fighting for those eight seconds. To separate yourself from the pack, you have to provide the path of least resistance.<\/p>\r\n<p>Clear CTAs, <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-deep-linking\/\" target=\"_blank\" rel=\"noopener\">deep links<\/a>, and <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/beginners-guide-to-cross-channel-marketing\" target=\"_blank\" rel=\"noopener\">cross-channel<\/a> user recognition are all examples of simplifying the customer experience. If a customer opens an email featuring a sale your brand is having, for example, but isn\u2019t sure where to click to get to the sale\u2014or clicks the only featured CTA but it doesn\u2019t lead to the sale\u2014they\u2019re going to bounce. Another brand is sure to provide an easier experience, so why would customers bother with a confusing one?<\/p>\r\n<p>Who does it well? Alcohol delivery platform, <a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>. Drizly is known for their clever subject lines and push notifications, but they know that copy isn\u2019t always enough to prompt customer engagement. Drizly highlights certain products (like <a href=\"https:\/\/iterable.com\/blog\/how-to-approach-marketing-during-womens-history-month\/\" target=\"_blank\" rel=\"noopener\">women-owned brands<\/a>, for example) in their push notifications and then, once clicked, the notification leads users to the page featuring the items mentioned. In the below example, Drizly mentions a gimlet recipe and then the push notification takes the user to a web browser and redirects them to said recipe.<\/p>\r\n\r\n[caption id=\"attachment_99345\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-99345\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_Drizly.png\" alt=\"\" width=\"600\" height=\"946\" \/> <em>Drizly provides a deep link in the push notification, leading users directly to related content.<\/em>[\/caption]\r\n\r\n<h3>2. Make It Worthwhile<\/h3>\r\n<p>To improve customer engagement, the customer has to get value out of their interaction with your brand. The last thing you want is for a customer to receive your marketing message and think, \u201cwho cares?\u201d It may seem like an impossible undertaking to make every marketing message appeal to every unique customer, since wants and needs are different for each person, but with marketing personalization, it\u2019s not.<\/p>\r\n<blockquote>\r\n<p><strong>READ MORE: Curious about personalization? Check <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">this<\/a> out.<\/strong><\/p>\r\n<\/blockquote>\r\n<p>Personalized marketing inherently adds value for each customer. For customers, when the messaging is designed specifically for them, there\u2019s no more sifting through offers and ignoring push notifications. With dynamic content fields that link to user IDs, marketing technology can automate messaging based on customers\u2019 past behaviors. This customizable content increases the likelihood of customer engagement. In fact, according to <a href=\"https:\/\/c.smarterhq.com\/resources\/Privacy-Personalization-Report.pdf?mtime=20200616175059&amp;focal=none\" target=\"_blank\" rel=\"noopener\">a report from SmarterHQ<\/a>, \u201c72% of customers say they now only engage with marketing messages tailored to their interests.\u201d<\/p>\r\n<h3>3. Make It Fun<\/h3>\r\n<p>Fun doesn\u2019t necessarily mean your brand tosses digital confetti every time a customer interacts with you. To us, fun is synonymous with <a href=\"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">gamification<\/a>. Your brand needs to have some level of interactivity that the customer wants to explore.<\/p>\r\n<p>Think about a loyalty program. That\u2019s a perfect example of gamification. Customers have to participate to earn points to reach a certain level. Then, once the level is reached, there is some kind of reward gifted to the customer. There\u2019s an element of achievement and accomplishment added into the customer experience. It draws customers in and it\u2019s wholly based on their own experience. In a report from <a href=\"https:\/\/www.digitalmarketing-conference.com\/5-benefits-of-using-gamification-in-your-digital-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">Digital Marketing World Forum<\/a>, they point out that \u201c60% of consumers said they would be more likely to buy from a brand if they enjoyed playing a game with it.\u201d<\/p>\r\n<p>Who does it well? Starbucks. Making up between <a href=\"https:\/\/www.zdnet.com\/article\/starbucks-leverages-loyalty-program-digital-to-navigate-customers-new-normal\/\" target=\"_blank\" rel=\"noopener\">40 and 50% of Starbucks\u2019 total revenue<\/a>, the awards program not only promotes customer engagement, but it promotes purchases as well. Our friends at <a href=\"https:\/\/www.talon.one\/blog\/9-excellent-examples-gamification-retail\" target=\"_blank\" rel=\"noopener\">Talon.One<\/a> point out, \u201cThe Starbucks loyalty program certainly owes some of its success to clever use of gamification.\u201d Customers collect stars for certain orders and can then redeem those stars for certain rewards. Caffeine? More like Caffun.<\/p>\r\n<h3>4. Make It Real<\/h3>\r\n<p>Lastly, we can\u2019t forget about authenticity in marketing. Yes, the name of the game is getting customers to engage with your brand, but we want the interaction to be positive and a step in building a long-lasting relationship. Customers are no longer okay with an amorphous, faceless corporation doling out coupons and the flashiest new products. Customers want to know that there\u2019s a person, or people, on the other end of the promotional email you just sent.<\/p>\r\n<p>Customers want to know the brands they support are authentic in their missions. \u201cCustomers have a sense of self that comes from brands they support, so knowing they support brands that are genuine and authentic <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2019\/09\/13\/keeping-it-real-the-importance-of-having-an-authentic-social-media-presence\/?sh=4e2e0158110f\" target=\"_blank\" rel=\"noopener\">makes them feel good about their choices<\/a>.\u201d By staying consistent and true to your brand, you\u2019ll increase customer engagement.<\/p>\r\n<h3>Establish Customer Engagement as a Priority<\/h3>\r\n<p>If you put customers at the center of your marketing strategy, they\u2019ll notice. Think about how the customer can reach your brand. What channels are they using? Where is each marketing message taking them? Then, think about what customers are experiencing once they reach this next destination in their journey. Each individual customer has their own preferences and appealing to those unique preferences will set your brand apart.<\/p>\r\n<p>Once customers have reached their next step and received some level of personalization, think about what keeps them there. Gamify your experience to increase customer engagement and increase the likelihood they\u2019ll come back to interact with your brand again. Lastly, be true to your brand. Align your brand values with the messaging you send to customers. Customers are smart and can sniff out a phony miles away. Don\u2019t be that phony.<\/p>\r\n<p>When designing your next marketing campaign, do a little perspective taking. Think about the customer's entire journey with your brand and how you can increase customer engagement each step of the way.<\/p>\r\n<p><em>To learn more about how your brand can increase customer engagement across all of your marketing channels, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"4 Customer Engagement Principles","post_excerpt":"Brands are forced to think differently about customer engagement. Capture a chunk of your customers' attention with these four principles.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-principles-of-customer-engagement","to_ping":"","pinged":"","post_modified":"2024-02-05 10:37:33","post_modified_gmt":"2024-02-05 18:37:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99336","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Principles of Customer Engagement\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/032222_Principles-of-Engagement_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-principles-of-customer-engagement\/"},{"ID":98971,"post_author":"97","post_date":"2022-03-22 09:51:15","post_date_gmt":"2022-03-22 16:51:15","post_content":"<p>Marketing today is about building a connection between brand and consumer. Whether through a single moment or a string of moments making a full experience, brands today are tasked with providing a joyful, individualized experience for each and every consumer. This is no longer a nice-to-have; it\u2019s a requirement from today\u2019s consumer.<\/p>\r\n<p>But how do we adapt to changing consumer behaviors, navigate shifting compliance regulations, and help our teams balance life and work? How do brands address all of this at once, while making sure their experience brings joy to everyone involved.<\/p>\r\n<p>In this session, Iterable CMO Adriana Gil Miner shares what it takes for leading brands today to adapt and leverage the power of joy and emotion to redefine the future of customer engagement.<\/p>","post_title":"Why Joy is the Future of Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"why-joy-is-the-future-of-marketing","to_ping":"","pinged":"","post_modified":"2022-03-22 09:51:15","post_modified_gmt":"2022-03-22 16:51:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=98971","menu_order":39,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 22, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Brand-Growth-Summit-Assets2_LP-Thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/why-joy-is-the-future-of-marketing\/"},{"ID":99200,"post_author":"79","post_date":"2022-03-17 08:48:04","post_date_gmt":"2022-03-17 15:48:04","post_content":"<p>We are thrilled to share that Iterable is positioned as a <a href=\"https:\/\/iterable.com\/forrester-email-wave\/\" target=\"_blank\" rel=\"noopener\">Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022<\/a>.<\/p>\r\n<p>This is a testament to our ongoing dedication to innovate and improve in this space and to our customers like <a href=\"https:\/\/iterable.com\/customers\/zillow-4\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, <a href=\"https:\/\/iterable.com\/customers\/fender\/\" target=\"_blank\" rel=\"noopener\">Fender<\/a>, and <a href=\"https:\/\/iterable.com\/customers\/calm-3\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, who are defining a new era of customer engagement with cutting edge use cases that drive growth.<\/p>\r\n<p>The acceleration to a digital-first economy has created hyper-connected consumers who have an abundance of options of brands to buy from. Marketers that want to win in this environment need to build seamless, personalized, and memorable cross-channel experiences that stand out to consumers.<\/p>\r\n<p>We know that many of you - marketers - are thinking how you can modernize your martech to deliver a differentiated and frictionless cross-channel experience to customers. And we\u2019re here to help.<\/p>\r\n<p>Here\u2019s our TL;DR take on The Forrester Wave\u2122.<\/p>\r\n<h3>Extraordinary Culture Paired with Exceptional Technology Built for Data<\/h3>\r\n<p>To meet the expectations of today\u2019s consumer, marketers need to assemble a tech stack that can scale with them, process large amounts of data instantly and enable decisioning based on a customer\u2019s actions in real-time. Legacy systems were not designed to ingest and activate the scale, velocity and volume of data accessible today. Iterable is different; born in the era of cloud computing, we were built using modern database technologies that sync all your data in real time, so you can effectively and effortlessly tailor communications that matter in real time. The difference is under our hood.<\/p>\r\n<p>Of course, while the tech is certainly critical, it\u2019s the people behind our product that truly propels us forward and powers the success of our customers. Our commitment to core values and collaboration enables an inclusive culture that fosters innovation and agility.<\/p>\r\n<p>From the Forrester report: \u201cIterable pairs exceptional capabilities\u2014such as a NoSQL data model, limitless data storage, and an automated segmentation module - with a company culture and take on email unlike those of any other vendor we reviewed.\u201d<\/p>\r\n<p>What does culture have to do with capacity, you might ask? Joyful teams = joyful customers.<\/p>\r\n<h3>Joyful Customers<\/h3>\r\n<p>At Iterable, we know that we succeed best when our customers succeed. That\u2019s why we\u2019re in the business of partnership. Our ultimate goal is to ensure our customers are getting the most out of our partnership, allowing them to spend more time focusing on building joyful experiences for their customers. \u201cReference customers are highly satisfied with Iterable\u2019s functionality, account management, and ease of use,\u201d shared the Forrester report.<\/p>\r\n<p>But don\u2019t take our word for it. Here\u2019s what our customers have said:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWith Iterable we have more speed to market and deeper relationships with customers. This speed has turned into more revenue.\" <\/em><\/p>\r\n<p><em>- Sterling Bailey, <a href=\"https:\/\/evernote.com\/\" target=\"_blank\" rel=\"noopener\">Evernote<\/a><\/em><\/p>\r\n<p><em>\u201cIterable is\u2014without a doubt\u2014the most powerful customer engagement platform in the market today. The Iterable solution allows Calm to systematically engage our millions of customers on an individualized level by leveraging our data at scale.\u201d <\/em><\/p>\r\n<p><em>- Sue Cho, <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a><\/em><\/p>\r\n<p><em>\u201cAs a core platform in our marketing stack, Iterable allows us to maximize engagement, retention and lifetime value. The unified customer profile allows us to centralize in-app messaging, push messaging, and email on one platform. With all of our data in one place, we can seamlessly engage with players across our digital and physical products.\u201d <\/em><\/p>\r\n<p><em>- Matt Anerino, <a href=\"https:\/\/www.fender.com\/en-US\/start\" target=\"_blank\" rel=\"noopener\">Fender<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<h3>Email is the Gateway to Cross-Channel Capabilities<\/h3>\r\n<p>In an era of rapid digital acceleration, it's tempting to turn to shiny new marketing channels and trends for relief. But\u2014take it from a company with a culture of care\u2014instant gratification never serves well in the long run. Instead, marketers would do well to bolster one of the most effective channels in their digital arsenal: email. Investing in and optimizing email will open the door for cohesive cross-channel capabilities, and lead to the creation of frictionless, personalized, and seamless customer experience that bring customers joy.<\/p>\r\n<p>From the Forrester report: \u201c[Iterable] works to create joy for its clients and their customers. And email provides a gateway to joy by extending a brand, originating more moments for interaction, and offering a canvas for customer insight collection and enrichment.\u201d<\/p>\r\n<p>Few marketers would disagree that our job description can be boiled down into a single line-item: make customers happy. Joyful experiences catalyze connection. The first step to driving customer joy is partnering with a company whose culture fosters the same feeling. The next step is designing seamless, connected, and personalized cross-channel experiences that delight your customers. Iterable is a provider of both.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=Brand%20Short&amp;utm_term=iterable&amp;utm_content=Brand_Broad&amp;gclid=Cj0KCQjwz7uRBhDRARIsAFqjulmH6AZGg0Jtswx3wRgBpwQZEP31HuHwPpLA5u7Ywu7L5dvzlfCYff0aAms1EALw_wcB\" target=\"_blank\" rel=\"noopener\">Schedule a call<\/a> with our team to find out how you can create customer joy.<\/em><\/p>","post_title":"Iterable Named a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022","post_excerpt":"We are thrilled Iterable is positioned as a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"forrester-wave-q1-2022","to_ping":"","pinged":"","post_modified":"2022-03-17 08:48:04","post_modified_gmt":"2022-03-17 15:48:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99200","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 17, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Forrester Wave\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031722_Forrester-Wave-Announcement_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/forrester-wave-q1-2022\/"},{"ID":99047,"post_author":"97","post_date":"2022-03-16 13:16:21","post_date_gmt":"2022-03-16 20:16:21","post_content":"<p>We are proud that Iterable is positioned as a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022.\u00a0<\/p>\r\n<p>From the Forrester report, \u201c[Iterable] works to create joy for its clients and their customers. And email provides a gateway to joy by extending a brand, originating more moments for interaction, and offering a canvas for customer insight collection and enrichment.\u201d<\/p>\r\n<p><strong>Check out the complimentary full report to explore:<\/strong><\/p>\r\n<ul>\r\n\t<li>The analysis behind Iterable\u2019s positioning as a Strong Performer<\/li>\r\n\t<li>Iterable\u2019s exceptional capabilities and unique company culture<\/li>\r\n\t<li>How Iterable works to create joy for its clients and their customers<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>\r\n<p><img class=\"alignnone size-medium wp-image-99232\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/LP4_Forrester_Email_Wave_Announcement.png\" alt=\"\" width=\"100%\" height=\"100%\" \/><\/p>","post_title":"Iterable Named a Strong Performer in The Forrester Wave\u2122: Email Marketing Service Providers, Q1 2022","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"forrester-email-wave-q1-2022","to_ping":"","pinged":"","post_modified":"2022-04-18 14:44:07","post_modified_gmt":"2022-04-18 21:44:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=99047","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"March 16, 2022","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Forrester_Wave_Announcement_Rocket_Ship_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/forrester-email-wave-q1-2022\/"},{"ID":99099,"post_author":"79","post_date":"2022-03-16 10:36:00","post_date_gmt":"2022-03-16 17:36:00","post_content":"<p>SMS messaging, a.k.a. \u201c<a href=\"https:\/\/iterable.com\/solutions\/mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">texting<\/a>,\u201d has evolved into a highly personal method of communication. Forget marketing for a second\u2014think about how you use texting day-to-day. It\u2019s a fast, simple way to contact friends and family and stay connected without dedicating time to a phone call. Not only that, you already have your phone with you at all times, so it doesn't require any additional equipment or effort. It\u2019s instant messaging on-the-go.<\/p>\r\n<p>The personal and instantaneous nature of SMS messaging is nothing short of a dream for marketers. We now have a channel to connect with customers wherever they are\u2014home, out shopping, on vacation, etc. Plus, because \u201c<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/#:~:text=292%20million%20people%20in%20North,80%25%20of%20the%20total%20population.\" target=\"_blank\" rel=\"noopener\">5 billion people<\/a> globally send and receive SMS messages,\u201d it\u2019s almost a guarantee that your subscribers will see\u2014and open\u2014the messages you\u2019re sending. In fact, marketing SMS open rates are <a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/#:~:text=292%20million%20people%20in%20North,80%25%20of%20the%20total%20population.\" target=\"_blank\" rel=\"noopener\">as high as 98%<\/a>.<\/p>\r\n<p>But, adapting this channel for marketing requires finding the sweet spot that results in being helpful rather than annoying or off-putting. We\u2019ve all received those spam texts with links to weight loss supplements or free headphones\u2014yuck. But clearly there\u2019s a reason why customers are opening brands\u2019 SMS messages. This begs the questions: why are personalized SMS messages so effective as part of a marketing strategy?<\/p>\r\n<h3>Create Timely and To-The-Point Content<\/h3>\r\n<p>One of the most appealing aspects of SMS messaging is the message length. Texts are easy-to-digest, dont require scrolling, and often provide a direct link to whatever is being promoted. Plus, because texts get to the point\u2014and fast\u2014they\u2019re often used for more urgent or timely situations. This is where your brand can get creative with personalization.<\/p>\r\n<p>When crafting a personalized SMS message for your audience, keep your brand tone and voice, but skip the fluffiness. Texts are meant to disseminate information quickly in a way that helps the end user. <a href=\"https:\/\/www.united.com\/en\/us\" target=\"_blank\" rel=\"noopener\">United Airlines<\/a>, for example, sends personalized SMS messages that are directly related to the individual\u2019s trip.<\/p>\r\n\r\n[caption id=\"attachment_99106\" align=\"alignnone\" width=\"1576\"]<img class=\"size-full wp-image-99106\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Screen-Shot-2022-03-15-at-11.44.34-AM.png\" alt=\"United Airlines Personalized SMS Message\" width=\"1576\" height=\"1342\" \/> United Airlines provides <em>detailed connection information when the user needs it most.<\/em>[\/caption]\r\n\r\n<p>This user booked a trip from San Francisco to Providence, with a connecting flight in Newark. Making a connecting flight is a super stressful aspect of booking trips, and United Airlines set out to ease this customer\u2019s concerns. This text welcomes the customer to Newark, which is personalized already, and then follows up with the next flight number, gate, and how long it takes to get to that gate from the current gate. To close out, they provided a link to an airport map.<\/p>\r\n<p>This SMS message isn\u2019t long and it\u2019s super timely, showing that United Airlines pays attention to where their customers are and what they may need at the moment. Personalized SMS messages don\u2019t need to sell products to be impactful.<\/p>\r\n<h3>Lean Into the Low-Risk Subscription<\/h3>\r\n<p>Another reason SMS messages are appealing to customers is because it\u2019s required, by law, that brands have customers opt-in to receive the messages and then provide an easy way for them to opt-out. The <a href=\"https:\/\/docs.fcc.gov\/public\/attachments\/DA-16-1299A1.pdf\" target=\"_blank\" rel=\"noopener\">Telephone Consumer Protection Act (TCPA)<\/a> states that anyone sending marketing communications has to get explicit consent from the customer. The goal is to <a href=\"https:\/\/telnyx.com\/resources\/sms-opt-in\" target=\"_blank\" rel=\"noopener\">protect customers from spam<\/a>. This requirement is also beneficial for brands. Because customers have to explicitly say, \u201cyes, send me these messages,\u201d it\u2019s more likely that they\u2019ll be receptive to them and will open and engage with them.<\/p>\r\n<p>Sure, email has opt-in (newsletter sign-ups) and opt-out options (<a href=\"https:\/\/www.ftc.gov\/tips-advice\/business-center\/guidance\/can-spam-act-compliance-guide-business\" target=\"_blank\" rel=\"noopener\">required unsubscribe links<\/a>) but finding ways in or out of email communications isn\u2019t always as overt. And, because virtually every brand uses email, SMS messaging cuts through the noise and catches customers\u2019 attention.<\/p>\r\n<h3>Stand Out in a Less Crowded Space<\/h3>\r\n<p>Email marketing is standard for the majority of brands today but \u201c<a href=\"https:\/\/www.slicktext.com\/blog\/2018\/11\/44-mind-blowing-sms-marketing-and-texting-statistics\/#:~:text=292%20million%20people%20in%20North,80%25%20of%20the%20total%20population.\" target=\"_blank\" rel=\"noopener\">65% of brands<\/a> still don\u2019t have a formal strategy in place for bulk SMS messaging to take advantage of the amount of time [customers] spend on [their] phones.\u201d You, as a consumer, can probably count on one hand the brands that consistently deliver personalized SMS messages, but the promotional emails sitting in your inbox feel infinite. When brands send a personalized SMS message it stands out.<\/p>\r\n<p>With the customer\u2019s attention captured, brands can talk to them directly. Texts go both ways and one of the best ways to understand what content your customers are interested in is to ask them. <a href=\"https:\/\/www.bravotv.com\/\" target=\"_blank\" rel=\"noopener\">Bravo<\/a>, the reality TV network, has a robust SMS strategy and one of the first texts they send users asks which shows they are interested in to ensure that follow-up texts align with the user\u2019s interests.<\/p>\r\n\r\n[caption id=\"attachment_99118\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-99118 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/File-38.jpg\" alt=\"Bravo SMS Message\" width=\"1125\" height=\"756\" \/> <em>Bravo creates a two-way conversation, gathering <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a> to understand user preferences.<\/em>[\/caption]\r\n\r\n<p>Like we mentioned before, spam texts do exist, so making an impact with SMS messages requires a level of personalization that resonates with the end user. Less competition doesn\u2019t mean brands can rest on their laurels and send generic messages\u2014less competition means more eyeballs. Bravo managed to both customize this message for users while maintaining their brand voice\u2014a surefire way to get customers\u2019 attention, and keep it.<\/p>\r\n<h3>Personalized SMS Messages as Part of a Cross-Channel Experience<\/h3>\r\n<p>You knew it was coming. We had to mention cross-channel marketing before this post ended. <br \/>\r\nPersonalized SMS messaging is an excellent way to provide users with timely, engaging content, but it shouldn\u2019t be the only channel your brand uses.<\/p>\r\n<p>The most successful marketing programs will take advantage of multiple marketing channels that communicate with one another, resulting in a seamless experience. This involves playing to each channels\u2019 strengths. Now that you know when SMS messaging should be implemented, think about how to complement that messaging with other channels\u2014<a href=\"https:\/\/iterable.com\/features\/email\/\" target=\"_blank\" rel=\"noopener\">email<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, <a href=\"https:\/\/iterable.com\/solutions\/direct-mail-marketing\/\" target=\"_blank\" rel=\"noopener\">direct mail<\/a>\u2014that serve different purposes.<\/p>\r\n<p><em>To learn more about marketing channel capabilities and creating a seamless cross-channel customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"How to Personalize SMS Messages","post_excerpt":"The personal nature of SMS messaging is nothing short of a dream for marketers\u2014connecting us with customers, wherever they are.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-personalize-sms-messages","to_ping":"","pinged":"","post_modified":"2023-04-26 09:13:04","post_modified_gmt":"2023-04-26 16:13:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=99099","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 16, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalized SMS Message\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031622_SMS-for-Personalized-Marketing_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-personalize-sms-messages\/"},{"ID":98975,"post_author":"79","post_date":"2022-03-15 09:15:56","post_date_gmt":"2022-03-15 16:15:56","post_content":"<p>We made it! This is the final article in our Winning Customer Loyalty series. In this series, which expands on our webinar, \u201c<a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">Hot or Not: The 2022 Imperatives For Winning The Loyalties Of Today\u2019s Consumers<\/a>,\u201d featuring Forrester\u2019s Brendan Witcher, we\u2019ve touched upon taking the customer experience <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">from good to great,<\/a> <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment\/\" target=\"_blank\" rel=\"noopener\">hyper-adoption vs. hyper-abandonment<\/a>, <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-3-individualization-is-the-new-north-star\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>, and the value of <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics\/\" target=\"_blank\" rel=\"noopener\">data and analytics<\/a>. The final piece? Tying all of these together to create a seamless cross-channel experience.<\/p>\r\n<p>Call it <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/omnichannel-vs-multi-channel-marketing-is-there-a-difference\/\" target=\"_blank\" rel=\"noopener\">omnichannel<\/a> marketing, multi-channel marketing, or cross-channel marketing, but the gist is that customers can bounce from channel-to-channel without any hiccups in their buying journey. If a customer is mid-checkout on their phone via your app, but then drops off, they should be able to log on to their desktop computer at home and complete the order.<\/p>\r\n<p>We\u2019re no strangers to a frictionless experience across marketing channels. But we want to explore how this type of cross-channel experience can impact customer loyalty.<\/p>\r\n<h3>Be Where the Customer Is, Physically<\/h3>\r\n<p>One of the biggest benefits of a cross-channel experience is that your brand has the ability to be with the customer, wherever they are. Approximately <a href=\"https:\/\/www.statista.com\/statistics\/330695\/number-of-smartphone-users-worldwide\/\" target=\"_blank\" rel=\"noopener\">6.5 billion people worldwide<\/a> have smartphones, so being able to connect with customers through mobile channels\u2014like <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, or <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messages<\/a>\u2014is crucial.<\/p>\r\n<blockquote>\r\n<p><em>\u201cWe can buy things when we're at a subway stop\u2026not the restaurant, the actual subways. The ability to do anything anywhere: on a plane I can order on a screen in front of me when I land at the airport; this is getting more complicated, not less.\u201d <\/em><\/p>\r\n<p><em>- Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>With <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/mobile-marketing-sms\/what-is-geofencing\/\" target=\"_blank\" rel=\"noopener\">geolocation capabilities<\/a>, you can create content for customers based on their surroundings, connecting the physical with the digital. While a critical ingredient, mobile capabilities aren\u2019t enough to establish a seamless cross-channel marketing strategy.<\/p>\r\n<p>Being where the customer is means more than physical location. Mobile can give you access to customers as they move around, but you also have to be where the customer is, mentally. Think about all of the steps in a customer journey.<\/p>\r\n<h3>Meeting the Customer on Their Journey<\/h3>\r\n<p>Understanding the customer journey is a necessary element when using multiple marketing channels. Whether just becoming familiar with your brand or contemplating an item in their cart, the customer is looking for a tailored experience that matches where they are in their buying journey. Matching the customer\u2019s intent, regardless of marketing channel, is how you can create a truly frictionless cross-channel experience.<\/p>\r\n<p>Based on interactions with your brand, your marketing technology should be able to collect data that paints a picture of where each individual customer is in the buying process. Maybe they\u2019ve visited the site a few times, read the FAQs, and then browsed a certain product category. You can tell from their virtual breadcrumbs that they\u2019re in the consideration stage.<\/p>\r\n<p>Rather than just sending a generic promotional email at this point, you\u2019re now equipped with the data to send a triggered, personalized promotional email based on the actions this customer has taken on your site. They browsed a certain category? The next time they look at that category page, automatically send them an email with items in that category and maybe even include a coupon to help sweeten the deal.<\/p>\r\n<p>The right data can tell you not only where the customer is within their journey, but where they are engaging with your marketing messages. When you bring the marketing channels and the buying journey together, your brand has the ability to create a one-of-a-kind experience that will keep customers coming back.<\/p>\r\n<h3>Combining the Marketing Channel and the Buying Journey<\/h3>\r\n<p>Let\u2019s compare a digital cross-channel experience to walking into a physical store. When you, as a customer, are shopping and speak to a salesperson and tell them everything you\u2019re looking for and, later, after the first salesperson has helped you, a second salesperson comes up asking if you need help. It\u2019s frustrating. Shouldn\u2019t the two salespeople be communicating? Now think of the salespeople as marketing channels. They should be talking to each other and creating a customer profile that recognizes you and your needs, not only the first time you enter the store, but every time. That is how brands build customer relationships.<\/p>\r\n<p>What does this look like in a fully digital experience? Say a customer puts an item in their cart in your mobile app. Then, your brand sends a promotional email with a coupon for that item. When clicked, the CTA in that email should open the application, open the cart, and apply the promo code\u2014all at the same time. Here, your brand recognizes the customer is about to complete their purchase and you\u2019re fully aware of the channel they are comfortable using.<\/p>\r\n<p>That being said, if the customer chooses to log on to your desktop site, their shopping cart needs to be identical to their cart in your mobile app, and, if they click the CTA in the promotional email from their desktop, the same rules should apply. Regardless of when and how a customer is connecting with your brand, they are able to achieve what they need to and are recognized as a single customer across channels. This is a true cross-channel experience.<\/p>\r\n<h3>Winning Customer Loyalty with a Cross-Channel Experience<\/h3>\r\n<p>A cross-channel experience boils down to <a href=\"https:\/\/iterable.com\/blog\/a-personalization-checklist-to-keep-in-your-back-pocket\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>. Personalization breeds customer loyalty. What\u2019s challenging today is that it\u2019s no longer rare for brands to personalize their marketing experiences for customers\u2014it\u2019s expected. But, customers notice when brands don\u2019t personalize and will look elsewhere for a brand that does. As <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/personalizing-the-customer-experience-driving-differentiation-in-retail\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> puts it, \u201cPersonalization can even be called a 'hygiene factor': customers take it for granted, but if a retailer gets it wrong, customers may depart for a competitor.\u201d It\u2019s not easy to strike the perfect balance, either. Not only is there the idea that if you don\u2019t personalize at all, someone else will, there\u2019s also the idea that if you don\u2019t personalize in the right way, someone else will.<\/p>\r\n<p>What does personalizing the right way mean? Think about any relationship other than a brand\/customer relationship. Knowing too much about the other person, especially if they didn\u2019t tell you that information, is crossing a line. Basically, don\u2019t be weird about it. Personalize, but don\u2019t be creepy. Be sure you\u2019re telling your customers what information you\u2019re getting from them and why, and then use that information subtly to build a cross-channel experience.<\/p>\r\n<blockquote>\r\n<p><em>\u201cYou have to adopt and share that personalization golden rule, \u2018Be overt in collecting data, covert in delivering personalized content.\u2019 This is so important to safeguard and protect yourself against getting into trouble.\u201d <\/em><\/p>\r\n<p><em>- Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>At its core, a cross-channel experience is highly personalized. Personalization wins customer loyalty because it shows you\u2019re paying attention to the customers\u2019 needs.<\/p>\r\n<p><em>To learn more about building a seamless cross-channel experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 5: Creating a Cross-Channel Experience","post_excerpt":"We\u2019re no strangers to a frictionless experience. We want to explore how this type of cross-channel experience can impact customer loyalty.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-5-creating-a-cross-channel-experience","to_ping":"","pinged":"","post_modified":"2022-03-15 09:15:56","post_modified_gmt":"2022-03-15 16:15:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98975","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 15, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Cross-Channel Experience\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/031422_Cross-Channel-Experience-Pt5_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-5-creating-a-cross-channel-experience\/"},{"ID":98959,"post_author":"79","post_date":"2022-03-10 09:17:21","post_date_gmt":"2022-03-10 17:17:21","post_content":"<p>Technology continues to grow more complex and few concepts have attracted more buzzworthy attention than Artificial Intelligence (AI). While primarily still rooted in early research and development, many are looking towards how AI can be leveraged to improve the way we live, work, and access services. It is also one of the fastest growing emerging technology investment areas, with public federal spending on AI approaching $1B after seeing a <a href=\"https:\/\/fedtechmagazine.com\/article\/2021\/12\/2022-tech-trends-predictive-analytics-and-ai-will-make-agencies-more-efficient\" target=\"_blank\" rel=\"noopener\">50% increase in 2020<\/a>.<\/p>\r\n<p>From enhanced cybersecurity to hyper-automation, AI has moved from something of science fiction into reality\u2014permeating its way into every nook and cranny of our lives. And, with a topic that is neither straightforward nor narrow in its scope, many marketers are left asking: How is AI impacting our work? And how is it affecting the ways brands interact with their customers?<\/p>\r\n<h3>Marketing AI is Anything But Artificial<\/h3>\r\n<p>Marketing AI comes in many forms, but usually it\u2019s about increasing efficiency and automation. According to Accenture, <a href=\"https:\/\/www.iotforall.com\/artificial-intelligence-in-marketing-boost-the-growth-in-2022\" target=\"_blank\" rel=\"noopener\">business productivity can be improved by as much as 40%<\/a> with AI. The ingestion of data keeps increasing every year and since marketers are only human, they can't analyze the data, parse out insights, and build campaigns all within a day. That's where AI comes in. AI takes some of the stress and guesswork out of analyzing data to help tell a story.\u00a0<\/p>\r\n<p>Today, a majority of firms use AI to drill into specific tasks, such as digital ad placement or customer service. There is, however, one crutch in which all of this innovation leans on, and that is the customer data available to you and your team.<\/p>\r\n<h3>The Role of Predictive Analytics<\/h3>\r\n<p>When we think about data, we often think of it as an intangible collection of information. Predictive analytics (PA) are a subset of advanced analytics that seek to compile this data into something usable\u2014proactively optimizing and building off of it to achieve a certain goal.<\/p>\r\n<p>At its core, PA is a subset of AI that \u201c<a href=\"https:\/\/www.engati.com\/blog\/predictive-analytics\" target=\"_blank\" rel=\"noopener\">analyzes current and historical data<\/a> to make predictions using various statistical techniques\u2014usually data mining, predictive modeling, and machine learning.\u201d For example, should a customer make a purchase from your brand and later start receiving product recommendations based on the products they\u2019ve purchased in the past, this is the result of PA. Your brand can use this collecting and compiling of historical customer data to craft messaging and create a personalized current and future customer experience.<\/p>\r\n<p><a href=\"https:\/\/www.marketingevolution.com\/knowledge-center\/the-role-of-predictive-analytics-in-data-driven-marketing\" target=\"_blank\" rel=\"noopener\">The benefits to this are numerous<\/a>\u2014more informed insights into customer behavior and the optimization of resources, to name a couple. Personalization also sees a big boost here. Predictive analytics gives new meaning to how you modify your brand\u2019s content to fit your audience\u2019s interests. Interactions can then be <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener\">dynamically altered<\/a> in real-time by machine learning and PA to offer customers specific product recommendations or resources that are based on their demonstrated behavior.<\/p>\r\n<p>There\u2019s massive potential for how these technologies can be leveraged. And <a href=\"https:\/\/www.grandviewresearch.com\/industry-analysis\/predictive-analytics-market\" target=\"_blank\" rel=\"noopener\">as the predictive analysis market continues to grow at a 23.2% rate year over year<\/a>, it\u2019s safe to assume that new applications will make their way to the ground floor, opening a wealth of possibilities in how brands will continue to engage their audiences moving forward.<\/p>\r\n<h3>What\u2019s New in 2022 and Beyond?<\/h3>\r\n<p>Current marketing shows this is just the beginning of how AI technologies will be applied moving forward. Paired with predictive analytics, AI will continue to give brands the ability to act on customer intent, intelligently providing insights into audience behavior. Marketers of the future will be able to connect with their audiences in new ways, earning their loyalties and building out unique communities. Here are just a few ways Ai is going to impact the next stage of marketing.\u00a0<\/p>\r\n<h4>Image Personalization<\/h4>\r\n<p>While content personalization has been a go-to marketing strategy for years, the concept of <a href=\"https:\/\/www.cmswire.com\/digital-marketing\/4-predictions-for-the-future-of-ai-in-marketing\/\" target=\"_blank\" rel=\"noopener\">image personalization<\/a> remains an untapped application of AI. With this, marketers could connect and serve their audience content with custom images based on user preferences. These algorithms would be rendered based on consumer\u2019s preferred styles of color, objects, and text, driving traffic and engagement by appealing to users on an individual level.<\/p>\r\n<h4>Customer Relationship Management<\/h4>\r\n<p>These technologies are also changing the way in which we use our current marketing tools. <a href=\"https:\/\/www.forbes.com\/sites\/bernardmarr\/2021\/10\/18\/how-ai-is-transforming-the-future-of-digital-marketing\/?sh=195d64291f26\" target=\"_blank\" rel=\"noopener\">CRMs<\/a> are an important piece to any marketing tech stack, and AI can identify patterns of customer behavior that can help mitigate churn and nurture leads in ways that both improve loyalty and increase conversion. By segmenting audiences based on known interests and demographic information, marketers can better equip themselves to serve individuals with targeted messaging. This even extends to send-time optimization that can help you break through the constant noise by reaching customers when they have shown they are most likely to engage.<\/p>\r\n<h4>Remove Biases From Customer Data and Insights<\/h4>\r\n<p>The big winner here, however, will be the potential for AI to leverage customer data for insights that won\u2019t be prone to predisposed biases of marketers. It\u2019s been <a href=\"https:\/\/cognitiveresearchjournal.springeropen.com\/articles\/10.1186\/s41235-021-00293-2\" target=\"_blank\" rel=\"noopener\">well researched how people\u2019s decision making is often flawed<\/a>, molded subconsciously by our environment. As a potential business solution, AI has been considered as a way to reduce our subjective interpretation of data, as machine learning enables AI to only look at what variables can improve their predictive accuracy.<\/p>\r\n<h3>AI is Not The End-All, Be-All<\/h3>\r\n<p>While a welcome addition for teams looking to adjust to their customers' wishes in real time, companies will still need to adopt a certain level of caution when leveraging them. Just as AI can aid us in limiting our own biases, these algorithms are capable of these same pitfalls. Referred to as <a href=\"https:\/\/www.directagents.com\/polycultural\/bias-in-algorithms-the-marketing-perspective\/\" target=\"_blank\" rel=\"noopener\">algorithmic discrimination<\/a>, the rule-based systems on which AI operates can make unintended mistakes, disregarding entire segments of your audience and effectively hurting your bottom line. Marketers will need to be wary of these potential missteps and be consistent in their adjustments when assessing their reliability.<\/p>\r\n<p>Overall though, AI technologies are set to change the landscape of the industry, and are <a href=\"https:\/\/digileaders.com\/ai-will-create-millions-more-jobs-than-it-will-destroy-heres-how\/\" target=\"_blank\" rel=\"noopener\">projected to create more jobs<\/a> than take them away. And, while marketers will inevitably have to put less effort into the more technical aspects of their work, this will provide an opportunity to align themselves with more creative-centric and strategy-driven tasks. A computer might be able to segment your audience more efficiently, but at the end of the day, only humans can bring genuine personalization to outreach and forge the authentic experiences that the market has come to expect.<\/p>\r\n<p><em>To learn how your marketing team can combine a human touch with AI and PA capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"How Predictive Analytics & AI Can Work for You in 2022","post_excerpt":"Predictive analytics are a subset of AI that seek to proactively optimize and build off of customer data it to achieve a certain goal.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-predictive-analytics-ai-can-work-for-you-in-2022","to_ping":"","pinged":"","post_modified":"2022-03-10 09:17:21","post_modified_gmt":"2022-03-10 17:17:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98959","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Predictive Analytics &amp; AI\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030322_Predictive-Analytics-AI_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-predictive-analytics-ai-can-work-for-you-in-2022\/"},{"ID":98915,"post_author":"79","post_date":"2022-03-08 13:00:30","post_date_gmt":"2022-03-08 21:00:30","post_content":"<p><a href=\"https:\/\/www.today.com\/life\/inspiration\/womens-history-month-rcna17775\" target=\"_blank\" rel=\"noopener\">In the early 1900s<\/a>, the last Sunday of every February was considered International Women\u2019s Day. Women of Manhattan gathered on this day to discuss prevalent matters. Shortly after, Germany\u2014followed by the rest of Europe\u2014declared International Women\u2019s Day a national holiday. Then, after continued rallying, in the 1970s the United States also recognized International Women\u2019s Day as a national holiday.<\/p>\r\n<p>In the 1980s, a task force in California created a Women\u2019s History Week to get more schools to comply with <a href=\"https:\/\/www2.ed.gov\/about\/offices\/list\/ocr\/docs\/tix_dis.html\" target=\"_blank\" rel=\"noopener\">Title IX laws<\/a>, which had recently been passed. As a result, President Jimmy Carter declared March 8th the beginning of Women\u2019s History Week. By the late 1980s Congress had declared the entire month of March to be Women\u2019s History Month. And, here we are today\u2014recognizing March as Women\u2019s History month and March 8th as International Women\u2019s Day.<\/p>\r\n<p>But, there\u2019s still a lot of work to be done. As an example, according to an article in <a href=\"https:\/\/fortune.com\/2022\/03\/01\/it-is-past-time-for-women-to-lead\/\" target=\"_blank\" rel=\"noopener\">Fortune<\/a>, only 8% of CEOs are female. What\u2019s more, the gender gap will take a while to close\u2014especially after Covid-19. As the <a href=\"https:\/\/www3.weforum.org\/docs\/WEF_GGGR_2021.pdf\" target=\"_blank\" rel=\"noopener\">2021 Global Gender Gap Report<\/a> mentions, <a href=\"https:\/\/time.com\/5951101\/global-gender-gap-135-years\/\" target=\"_blank\" rel=\"noopener\">as a result of the pandemic<\/a>, \u201cit will take an average of 135.6 years for women and men to reach parity on a range of factors worldwide, instead of the 99.5 years outlined in the 2020 report.\u201d<\/p>\r\n<p>So what can we, as brands, do with this information? How can brands recognize Women\u2019s History Month without seeming disingenuous and cashing in on a good cause? After touching upon <a href=\"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/\" target=\"_blank\" rel=\"noopener\">authentic marketing during Black History Month<\/a> last month, we wanted to look through the same lens at marketing during Women\u2019s History Month.<\/p>\r\n<h3>Creating Meaningful Email Campaigns<\/h3>\r\n<p>Last year, in our article during Women\u2019s History Month, we featured three key aspects of <a href=\"https:\/\/iterable.com\/blog\/womens-history-month-email-campaign\/\" target=\"_blank\" rel=\"noopener\">creating meaningful email campaigns<\/a>: honoring women customers, spotlighting women employees, and highlighting company efforts to support women\u2019s initiatives. To reflect on last year\u2019s advice, we pulled some examples from this year\u2019s campaigns, to see how they stack up.<\/p>\r\n<h4>Honor Women Customers<\/h4>\r\n<p>To honor women customers, <a href=\"https:\/\/www.fabletics.com\/\" target=\"_blank\" rel=\"noopener\">Fabletics<\/a>, a subscription athletic apparel brand, is offering a free tee shirt that says \u201cShe Can Do Anything\u201d with any order (for VIP customers). The goal of the tee shirt, as described below the image, is to empower any woman that wears it and any woman that sees it.<\/p>\r\n\r\n[caption id=\"attachment_98916\" align=\"alignnone\" width=\"933\"]<img class=\"wp-image-98916 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/screencapture-mail-google-mail-u-0-2022-03-06-14_10_04-edit.png\" alt=\"Fabletics Women's History Month\" width=\"933\" height=\"2524\" \/> <em>While purple may not be Fabletics\u2019 brand color, it is the color for Women\u2019s History Month, which shows additional dedication to and support of the cause.<\/em>[\/caption]\r\n\r\n<p>But, that\u2019s not all. In addition to giving away a free gift to inspire customers, Fabletics pledged to donate $25k to <a href=\"https:\/\/girlup.org\/\" target=\"_blank\" rel=\"noopener\">Girl Up<\/a>, a foundation dedicated to advancing girls\u2019 skills, rights, and opportunities to lead. Providing a free gift to loyal customers and donating a portion of their earnings to a women-centric organization shows authenticity and understanding of their audience.<\/p>\r\n<h4>Spotlight <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6905576781365993472\/\" target=\"_blank\" rel=\"noopener\">Women Employees<\/a><\/h4>\r\n<p>While not necessarily employees, <a href=\"https:\/\/www.michaels.com\/\" target=\"_blank\" rel=\"noopener\">Michael\u2019s<\/a>, the art supply store, sent out an email highlighting some of the women-owned brands they carry in-store and linked directly to their product pages. This email features four separate female-owned brands with a short bio about each of the owners and a link to shop their products.<\/p>\r\n\r\n[caption id=\"attachment_98935\" align=\"alignnone\" width=\"845\"]<img class=\"size-full wp-image-98935\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Michaels_Email-1.png\" alt=\"Michael's Women's History Month\" width=\"845\" height=\"700\" \/> <em>While lengthy, the majority of this email focuses on the women Michael\u2019s wanted to highlight. They\u2019re front and center.<\/em>[\/caption]\r\n\r\n<p>In addition to highlighting some of the women-owned brands they carry, Michael\u2019s offered up some on-brand DIY projects to empower their women customers. This includes a DIY T-shirt, drawing, and tote bag\u2014all meant to inspire their audience.<\/p>\r\n<h4>Highlight Company Efforts to Support Women\u2019s Initiatives<\/h4>\r\n<p><a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>, an alcohol delivery service, has always put out <a href=\"https:\/\/bettermarketing.pub\/how-drizly-turned-an-e-mail-blunder-into-a-brilliant-marketing-campaign-827eac9b82a0\" target=\"_blank\" rel=\"noopener\">clever campaigns<\/a> regardless of the month, but their push notification for Women\u2019s History Month caught our attention. To celebrate their efforts in supporting women\u2019s initiatives, Drizly called out women-owned beer, wine, and spirit brands. When clicked, the push notification opens a deep link to a page featuring only women-owned brands. This is slightly different from Michael\u2019s since Drizly doesn\u2019t hold the inventory, but instead, works with local liquor stores to connect with customers.<\/p>\r\n\r\n[caption id=\"attachment_98942\" align=\"alignnone\" width=\"1244\"]<img class=\"size-full wp-image-98942\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/Drizly_WHM.png\" alt=\"Drizly Push Notification\" width=\"1244\" height=\"2188\" \/> <em> The banner copy \u201craise a glass to shattered glass ceilings\u201d is also a clever nod to both female customers and female-owned brands.<\/em>[\/caption]\r\n\r\n<p>We appreciate this approach to marketing for Women\u2019s History Month because at the end of the day, the goal is to benefit these women-owned businesses. Drizly makes money regardless of whether you shop from women-owned businesses or not, but showing that they 1) recognize the brands that are women-owned and 2) want to help support those brands demonstrates that Drizly went out of their way to try to support women\u2019s initiatives.<\/p>\r\n<h3>Empowerment and Impact at Iterable<\/h3>\r\n<p>Lindsay Kaplan, co-founder and Chief Brand Officer of <a href=\"https:\/\/chief.com\/\" target=\"_blank\" rel=\"noopener\">Chief<\/a>, a private membership network focused on connecting and supporting women executive leaders, <a href=\"https:\/\/fortune.com\/2022\/03\/01\/it-is-past-time-for-women-to-lead\/\" target=\"_blank\" rel=\"noopener\">writes<\/a>, \"There are 5 million executive women in the United States right now\u2014women who are ready to take the helm of companies, to serve on boards, to run for office. If we want to do it, we can change the world today. Promote them. Open the doors. Give them a seat at the table.\"<\/p>\r\n<p>This #WomensHistoryMonth, we\u2019ll be honoring and sharing the stories of some of the incredible women across Iterable on our social media who are #DefyingGravity, defending their worth, growing their ambition, and winning in the workplace. They're the leaders of Iterable's marketing team of today and the marketing executives of tomorrow.<\/p>\r\n<p>We are also proud to be in the midst of our inaugural <a href=\"https:\/\/register.iterable.com\/wec\" target=\"_blank\" rel=\"noopener\">Women\u2019s Empowerment Conference<\/a>, (March 7-10), which is designed to connect, educate, and empower women and allied Iterators, partners, and customers. The conference began with a keynote address from New York Times bestselling author and NPR podcast personality, <a href=\"https:\/\/www.npr.org\/people\/350888943\/stacey-vanek-smith\" target=\"_blank\" rel=\"noopener\">Stacey Vanek Smith<\/a>, on key takeaways from her book, <a href=\"https:\/\/www.amazon.com\/Machiavelli-Women-Playbook-Getting-Ahead\/dp\/1982121750\" target=\"_blank\" rel=\"noopener\">Machiavelli for Women<\/a>. Throughout the conference, attendees have the opportunity to join sessions and events like Speed Networking and Development Discussions, meant to equip women with the tools they need for growth and success.<\/p>\r\n<p>Like we mentioned, The World Economic Forum shared that it will take over 135 years to reach global gender parity. That\u2019s far too long! Working together, let\u2019s aim to change that.<\/p>","post_title":"How to Approach Marketing During Women\u2019s History Month","post_excerpt":"What can brands do? How can brands recognize Women\u2019s History Month without seeming disingenuous and cashing in on a good cause?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-approach-marketing-during-womens-history-month","to_ping":"","pinged":"","post_modified":"2022-03-08 13:00:30","post_modified_gmt":"2022-03-08 21:00:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98915","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Women&#039;s History Month\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030822_WHM_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-approach-marketing-during-womens-history-month\/"},{"ID":98865,"post_author":"79","post_date":"2022-03-07 09:07:56","post_date_gmt":"2022-03-07 17:07:56","post_content":"<p>So far in our series about winning customer loyalty, we\u2019ve covered <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">taking the customer experience from good to great<\/a>, <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment\/\" target=\"_blank\" rel=\"noopener\">hyper-adoption and hyper-abandonment<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-3-individualization-is-the-new-north-star\/\" target=\"_blank\" rel=\"noopener\">individualization<\/a>. As we continue to expand upon <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">our webinar featuring Forrester\u2019s Brendan Witcher<\/a>, we\u2019re going to draw a connection between winning customer loyalty and data and analytics. Sure, data and analytics aren\u2019t always considered the sexiest part of marketing, but they\u2019re making a comeback.<\/p>\r\n<p>Data and analytics are bringing sexy back because they\u2019re the true differentiators between brands. Like we\u2019ve mentioned in the previous articles in this series, customers are no longer comparing brands based on product, but instead, on their experience. People can find a replacement product with the click of a button, but the experience is what keeps customers coming back. The foundation for building a finely-tuned experience, however, is data and analytics.<\/p>\r\n<blockquote>\r\n<p><em>\u201cCustomers will say, well, I don't think this company has better fashion than these guys over here, but this company seems to get me more. They'll use that kind of term. They \u2018get me,\u2019 they understand me, and they'll give their loyalties because of that. In many ways, this is an overlooked but critical part of marketing, of creating experiences, of delivering value.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Data and analytics help crack the code for each individual customer, allowing marketing teams to connect on a more personal level. Truly understanding your audience is a powerful differentiator that helps brands stand out in a world of endless options. Let\u2019s take a look at why data and analytics are becoming increasingly important and how they can help marketers create a more customized experience.<\/p>\r\n<h3>The Evolution of Customer Data<\/h3>\r\n<p>\u201cData and analytics\u201d is somewhat vague. We\u2019ve kept the term but the landscape of data and analytics in marketing has changed over the years. To start, today, we have access to boatloads of customer data. In the past, this wasn\u2019t always the case. Before everything was digital, brands maybe had access to the customer\u2019s name, address, phone number, and credit card. Now, we know where customers are as they move around, where they\u2019re likely to shop, what products they\u2019ve purchased in the past, what marketing channels they prefer\u2014the list goes on.<\/p>\r\n<p>With this onslaught of data comes the need to analyze it. Marketers need to find ways to organize and categorize the data to make the most out of what\u2019s available. As mentioned in a recent <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2021\/11\/09\/three-strategies-for-improving-your-marketing-analytics\/?sh=352ba8f8142d\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> article, \u201cAccording to Gartner\u2019s 2020 Marketing Data and Analytics Survey of more than 400 marketing leaders and analytics practitioners, 64% of analytics practitioners said that data management, data integration and data formatting are some of the top ways in which they spend their time.\u201d<\/p>\r\n<p>Not only do brands receive <a href=\"https:\/\/whatis.techtarget.com\/definition\/implicit-data#:~:text=Implicit%20data%20is%20information%20that,surveys%20and%20membership%20registration%20forms.\" target=\"_blank\" rel=\"noopener\">implied data<\/a> from customer interactions, but they also get zero-party data directly from the customer. As <a href=\"https:\/\/www.mckinsey.com\/business-functions\/risk-and-resilience\/our-insights\/the-consumer-data-opportunity-and-the-privacy-imperative\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> points out, \u201c [Customers] are far more likely to share personal data that are a necessary part of their interactions with organizations.\u201c But, just having the data isn\u2019t enough. Taking the data and creating an actionable result is how brands can win customer loyalty.<\/p>\r\n<h3>Why It\u2019s Important to Use Data and Analytics<\/h3>\r\n<p>Why are marketers spending so much time analyzing and dissecting the available data? Because what you, as marketers, do with that data is what sets your brand apart. If your brand has access to unique data, or data points that can be cross-referenced to reach unique conclusions about individual customers, that information needs to translate into actionable marketing messages.<\/p>\r\n<blockquote>\r\n<p><em>\"I have never been on a sales or an earnings call from any company ever, where somebody said, \u2018We started saying \u2018Happy birthday!\u201d and sales went up 5%.\u2019 That's never happened\u2026It doesn't really make the customer change their behavior. \u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Data gives brands a peek into each customer\u2019s life. What would make their life easier? What do they love? What do they hate? With great power, however, comes great responsibility. Having this data means you have to actually use it. According to <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/white-papers\/2021-consumer-experience-sentiment-report?utm_source=PressRelease&amp;utm_medium=pr&amp;utm_campaign=2021_Merkle_AMER_2021_DX_Experience_Sentiment_Survey\" target=\"_blank\" rel=\"noopener\">Merkle\u2019s 2021 Customer Experience Sentiment Report<\/a>, 76% of respondents said \u201cthey are more comfortable giving out their behavioral data to allow brands to enhance their experiences.\u201d This increased from 71% in 2020. Having this data but not using it can erode trust between the customer and your brand.<\/p>\r\n<h3>How to Use Data and Analytics<\/h3>\r\n<p>So we know we have access to more customer data than ever before and having the data but not using it can cause distrust amongst customers, but let\u2019s talk about what \u201cusing\u201d data actually looks like.<\/p>\r\n<p>Think about the variety of marketing channels your brand uses. There\u2019s <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/features\/email\/\" target=\"_blank\" rel=\"noopener\">email<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messaging<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, etc. Each time a customer interacts with your brand via a channel, there\u2019s the opportunity to collect data. Did they open the email? Did they use the coupon we sent via SMS? What did they buy with that coupon? Your martech stack likely has tools for collecting this data, but going a step further and using it, in <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-real-time-personalization\/\" target=\"_blank\" rel=\"noopener\">real-time<\/a>, creates a highly personalized and individualized experience for every single customer.<\/p>\r\n<p>Say, for example, your customer has bought a couple items from your online store but it\u2019s been a while since they\u2019ve revisited your site. You\u2019ve been sending them emails and they aren\u2019t opening them. To re-engage this customer, you create a <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener\">workflow<\/a> that says \u201cif this customer doesn\u2019t open an email within 30 days, we send them an SMS.\u201d If they open the SMS, maybe you set the workflow to trigger a followup SMS with a coupon for an item that pairs well with an item they\u2019ve purchased in the past.<\/p>\r\n<p>Each interaction the customer has with your brand is an opportunity to collect more data and change their experience to make it as beneficial for the customer as possible\u2014again, in real-time.<\/p>\r\n<h3>Using Data and Analytics Wins Customer Loyalty<\/h3>\r\n<p>The way brands are using data is the differentiator. You\u2019re a customer too. You know that most brands today can gain access to at least some of your data. It\u2019s what the brand does with that data that sets them apart. Taking, or asking for, customer data is good for your brand and understanding your audience, but the exchange of data needs to be mutually beneficial. Once you\u2019ve shown your customers that you not only have their data, but are crafting unique experiences for them with it, they\u2019ll be more likely to stick around.<\/p>\r\n<p><em>To get more info on why data and analytics are making a comeback, <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Winning Customer Loyalty, Pt. 4: Bringing Sexy Back to Data and Analytics","post_excerpt":"The experience is what keeps customers coming back and the foundation for building a finely-tuned experience is data and analytics.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics","to_ping":"","pinged":"","post_modified":"2022-03-07 09:07:56","post_modified_gmt":"2022-03-07 17:07:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98865","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 07, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Data and Analytics\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030122_Data-and-Analytics-Pt-4_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-4-bringing-sexy-back-to-data-and-analytics\/"},{"ID":98836,"post_author":"79","post_date":"2022-03-02 08:41:14","post_date_gmt":"2022-03-02 16:41:14","post_content":"<p>A moment can change a life. From the \u201cI do\u201d to the \u201cyou\u2019re hired,\u201d whatever the situation may be, certain moments have a lasting impact.<\/p>\r\n<p>For consumers, a moment of joy with a brand can solidify a long-term relationship of mutual benefit. The beauty of connecting consumers with products, services, and messages that make their lives that much easier cannot be undervalued. It\u2019s quippy, but it\u2019s true: the right message, at the right time, on the right channel really does bring joy to your customers.<\/p>\r\n<p>So, with that in mind, we\u2019re excited to kick off this year\u2019s slate of Activate events to help you\u2014the ones behind the scenes of amazing customer experiences\u2014make joyful moments of lasting impact.<\/p>\r\n<p>Let\u2019s dive in.<\/p>\r\n<h3>What is Activate?<\/h3>\r\n<p>For those unfamiliar or in need of a refresher, <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">Activate<\/a> is the premier event series for anyone impacting the customer experience. Marketers, data scientists, product managers, and everyone in between have been coming to Activate for years now to learn about creating the best customer experience and network with leading professionals in the industry.<\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/vdpgBb7JGZQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<p>Over the past two years of virtual Activates, we\u2019ve received feedback from countless attendees akin to this actual quote from a previous attendee:<\/p>\r\n<p>\u201cI thoroughly enjoyed the virtual experience\u2014I have missed in-person opportunities to attend conferences and Activate has done a great job in creating an environment that is the closest thing to achieving this.\u201d<\/p>\r\n<p>While we\u2019re ecstatic to hear people enjoy the virtual environments we\u2019ve created, we also want to make sure everyone knows, we hear you. So, this year, we\u2019re expanding the scope of Activate to reach you\u2014wherever you are\u2014across three stellar events.<\/p>\r\n<h4>Activate Virtual<\/h4>\r\n<p>First up, we\u2019re opening the year virtually on April 6th with <a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a>, where attendees will dive into the building blocks of a joyous moment. From personalization to data management to storytelling and cross-channel marketing, Activate Virtual has you covered to show you how to connect with consumers at the individual level.<\/p>\r\n<p>Our agenda is jam packed with good stuff for you this year from our amazing keynote speaker, award winning journalist and podcaster Guy Raz, to our special guest speaker, former Pixar storyteller Matthew Luhn. We can\u2019t wait for you to hear their stories.<\/p>\r\n<h4>Activate Summit Europe<\/h4>\r\n<p>Shortly after Activate Virtual, we\u2019re going back in person\u2014we\u2019re just as excited about it as you are! Coming May 25-26th, <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Activate Summit Europe<\/a> will hit London with all the insights of Virtual, but with the added benefit of being amongst your peers to keep the conversation going.<\/p>\r\n<h4>Activate Summit North America<\/h4>\r\n<p>Last, but certainly not least, we\u2019re coming home to our headquarters city, San Francisco for <a href=\"https:\/\/iterable.com\/activate-events\/#stdna\" target=\"_blank\" rel=\"noopener\">Activate Summit North America<\/a> from September 7-9. Registration for this event is coming soon, but you can save the date at the link above.<\/p>\r\n<p>It goes without saying, but we will anyway. Activate in 2022 is unlike anything we\u2019ve done before and we cannot begin to tell you how excited we are to have you join us!<\/p>\r\n<h3>Who Should Attend Activate and Why?<\/h3>\r\n<p>Short answer: you and all of your friends should attend to learn from and network with the best of the best.<\/p>\r\n<p>Slightly longer answer: Activate is for the Dreamers, Builders, and Makers who want to create marketing moments that make a positive impact on a consumer\u2019s livelihood.<\/p>\r\n<p>A memorable moment requires the culmination of innovation, strategy, and creativity that comes from Dreamers, Builders, and Makers.\u00a0<\/p>\r\n<p>When crafting marketing moments, <strong>Dreamers<\/strong> focus on the emotion. What do you want your customers to feel as they interact with your brand? Elation? Comfort? Emotion drives decisions and behavior. Dreamers find the core motivation of their customers and bring it to the forefront for impactful moments time and time again.<\/p>\r\n<p><strong>Builders<\/strong>, meanwhile, assemble the framework to support these moments and sustain\u2014or build\u2014positive associations with your brand. Wherever customers are and through whichever channels they use, Builders find the best ways to centralize data and send out relevant messaging for each user.<\/p>\r\n<p>And finally, <strong>Makers<\/strong>. Makers weave an empathetic story that connects with users at the personal level. Makers contextualize a brand\u2019s marketing to guarantee consumers feel a kinship with the brand\u2014a mutual understanding. With this connective tissue growing, brands maintain a steady relationship with their customers.<\/p>\r\n<p>At Activate, these industry leaders come together to share their knowledge and experiences for the betterment of marketing\u2014and brand-consumer relationships\u2014as a whole. Attendees and speakers alike hear from the best of the best about how to create joyful experiences that drive LTV and build brand ambassadors at scale.\u00a0<\/p>\r\n<h3>We\u2019ll See You Here, There, and Everywhere<\/h3>\r\n<p>Our goal in expanding the scope of Activate was to bring the insights to you, wherever you are and in the ways that mean the most sense for you. Maybe you prefer the virtual setting. We\u2019ve got you covered. Maybe you miss the camaraderie of attending events in person. We\u2019ve got you covered there too.<\/p>\r\n<p>Registration for <a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a> and <a href=\"https:\/\/iterable.com\/activate\/europe\/\" target=\"_blank\" rel=\"noopener\">Activate Summit Europe<\/a> are now open. Claim your spot today to join us in making joyful marketing moments commonplace for consumers across the world.<\/p>\r\n<p>We\u2019ll see you soon.<\/p>","post_title":"Activate in 2022: Making Joyful Moments of Lasting Impact","post_excerpt":"We\u2019re excited to kick off this year\u2019s slate of Activate events to help you make joyful moments of lasting impact.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"activate-in-2022-making-joyful-moments-of-lasting-impact","to_ping":"","pinged":"","post_modified":"2022-03-02 09:52:05","post_modified_gmt":"2022-03-02 17:52:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98836","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"March 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate 2022\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/03\/030222_Activate-in-2022_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/activate-in-2022-making-joyful-moments-of-lasting-impact\/"},{"ID":98744,"post_author":"79","post_date":"2022-02-28 15:40:26","post_date_gmt":"2022-02-28 23:40:26","post_content":"<p>When you think of philanthropy, what comes to mind? Signing a check for charity? Wrapping boxes full of toys for children in need during the holidays? Maybe volunteering at a soup kitchen or a homeless shelter? Philanthropy means \u201clove of mankind,\u201d and giving money or time to a cause, benefitting people who you don\u2019t personally know, is a meaningful and valuable expression of philanthropy. It shows you care.<\/p>\r\n<p>But, like so many other aspects of our society, philanthropy evolved during the pandemic. From social distancing to mask mandates to economic depression and job uncertainty, COVID-19 added unexpected financial and physical challenges to charity.<\/p>\r\n<p>So, what direction do you go in when you\u2019re faced with blockers to giving back? Up.<\/p>\r\n<h3>The Three Peaks Challenge<\/h3>\r\n<p>If Iterators are known for anything, it\u2019s for embracing challenges. It probably has something to do with our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">growth mindset<\/a>. Those with a growth mindset embrace challenges, persist through obstacles, learn from criticism, and are inspired by the success of others. They challenge the status quo and push for more information, more learning, and, in the case of charity, more impact.<\/p>\r\n<p>When confronted with the challenge of pandemic philanthropy, Iterable\u2019s EMEA and North America teams are embracing their growth mindset and taking to the high road.<\/p>\r\n<p>This summer, over 30 Iterators will take on the <a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/\" target=\"_blank\" rel=\"noopener\">National Three Peaks Challenge<\/a>. Together, the team will climb the highest mountains in England (<a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/scafell-pike\" target=\"_blank\" rel=\"noopener\">Scafell Pike<\/a>, 978m\/0.6mi), Scotland (<a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/ben-nevis\" target=\"_blank\" rel=\"noopener\">Ben Nevis<\/a>, .83m), and Wales (<a href=\"https:\/\/www.threepeakschallenge.uk\/national-three-peaks-challenge\/snowdon\" target=\"_blank\" rel=\"noopener\">Snowdon<\/a>, 1085m\/0.67mi), over the course of 24 hours.<\/p>\r\n\r\n[caption id=\"attachment_98771\" align=\"alignnone\" width=\"1000\"]<img class=\"wp-image-98771 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/infographics.jpeg\" alt=\"Three Peaks Challenge\" width=\"1000\" height=\"454\" \/> <em>That's 42km (in 24 hours, ascending approximately +3,408m (that\u2019s approximately 3,408m more than we do in a day). Impressive? We think so.<\/em>[\/caption]\r\n\r\n<h3>The Opportunity<\/h3>\r\n<p>Why climb mountains, you may ask?<\/p>\r\n<p>\u201cSymbolically, climbing a mountain would represent achieving a summit, challenging ourselves to go further than our daily limits and reaching the peak of our performance,\u201d shares Elle Nadal, Iterable\u2019s Director of Marketing, EMEA and Three-Peaks Challenge participant.<\/p>\r\n<p>\u201cMore specifically, climbing the three highest mountains in the UK in 24 hours represents a challenge that will take us out of our comfort zone, all whilst raising money for a philanthropic purpose, and spreading joy. To me there is no greater reward. To quote the famous words of Martin Luther King Jr,<\/p>\r\n<p>\u201cSomewhere along the way, we must learn that there is nothing greater than to do something for others.\u201d- Martin Luther King Jr.\u201d<\/p>\r\n<p>It\u2019s always good to give. But at altitude, everything seems to have a greater impact.<\/p>\r\n<h3>Together We Can<\/h3>\r\n<p>Iterators (like most of the world) were forced to work remotely at the onset of the pandemic. We\u2019ve learned to love this new way of work, and have fully adjusted to the new remote reality, implementing a flexible Future of Work as our permanent business fixture starting in January of this year.<\/p>\r\n<p>Still, while remote work has its benefits (hello all-day pajamas), it also has its difficulties (it\u2019s not always easy to connect with new colleagues over Zoom).<\/p>\r\n\r\n[caption id=\"attachment_98783\" align=\"alignnone\" width=\"960\"]<img class=\"size-full wp-image-98783\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/Copy-of-EMEA-Three-Peaks-Challenge.jpg\" alt=\"Three Peaks Challenge Team\" width=\"960\" height=\"540\" \/> <em>Pictured left to right, Mike McGuire, Eloise Shuttleworth, Elle Nadal, Byron Goodman, and Gemma Mayhew are just a few members leading the charge for the Three Peaks Challenge. <\/em>[\/caption]\r\n\r\n<p>The Three Peaks challenge is as much about charity as it is about connection. To expand our impact, we are inviting Iterators around the globe, as well as our customer and partner community, to participate in a step challenge. The goal for each member is to walk 42 km (26 miles)\u2014the same total the Three Peaks Team are climbing across the three Summits.<\/p>\r\n<p>Climbing and hiking to the top\u2014together\u2014and engaging the workforce on the ground is a great way to reignite teamwork and align Iterators in a move to do something more. It\u2019s a reminder that, while we may be oceans apart, we can still collaborate (and climb) for a cause.<\/p>\r\n<h3>Climbing for a Cause<\/h3>\r\n<p>\u201c<a href=\"https:\/\/simonsinek.com\/product\/find-your-why\/\" target=\"_blank\" rel=\"noopener\">Find Your Why<\/a>\u201d is a staple of motivational speaker Simon Sinek\u2019s instruction. Everyone has a \u201cwhy\u201d, Simon says. Do you know yours?<\/p>\r\n<p>Now that we\u2019ve paused for dramatic effect (did it work?!), here\u2019s the \u201cwhy\u201d of the Three Peaks Expedition by sharing more about the three charities piquing the interest of Iterable\u2019s EMEA-based adventurists.<\/p>\r\n<ul>\r\n\t<li>\u201cTogether we will beat cancer.\u201d That\u2019s the motto of <a href=\"https:\/\/www.cancerresearchuk.org\/about-cancer\" target=\"_blank\" rel=\"noopener\">Cancer Research UK<\/a>, a nonprofit organization that funds scientists, doctors, and nurses to help beat cancer sooner. They also provide cancer information to the public. Importantly, Cancer Research UK develops policy to inform government decisions related to cancer and research.<\/li>\r\n\t<li><a href=\"https:\/\/www.mind.org.uk\/\" target=\"_blank\" rel=\"noopener\">Mind<\/a> is a mental health charity. They provide <a href=\"https:\/\/www.mind.org.uk\/information-support\/\" target=\"_blank\" rel=\"noopener\">advice and support<\/a> and empower anyone experiencing a mental health issue. They campaign to improve services, raise awareness, and promote understanding.<\/li>\r\n\t<li>The team at <a href=\"https:\/\/www.refuge.org.uk\/\" target=\"_blank\" rel=\"noopener\">Refuge<\/a> believes that no one should have to live in fear of violence or abuse. Refuge supports thousands of clients every day, helping them rebuild their lives and overcome many forms of violence or abuse.<\/li>\r\n<\/ul>\r\n<p>Help us reach our target of $30,000 across these three charities! Donate directly to Iterable\u2019s <a href=\"http:\/\/www.justgiving.com\/team\/Iterable-ThreePeaks?invite=true\" target=\"_blank\" rel=\"noopener\">Three Peaks Expedition page<\/a>!<\/p>\r\n<h3>As We Scale, So Does Our Impact<\/h3>\r\n<p>The Three Peaks team has already started preparations for their expedition, and will continue to train and fundraise until the expedition begins in July. Don\u2019t worry, we\u2019ll keep you in the loop on their training and progress.<\/p>\r\n\r\n[caption id=\"attachment_98777\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-98777 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/EMEA-Three-Peaks-Challenge-1.jpg\" alt=\"Three Peaks Challenge Timeline\" width=\"960\" height=\"540\" \/> <em>In the meantime, here\u2019s a breakdown of their Three Peaks Timeline!<\/em>[\/caption]\r\n\r\n<p><em>Iterable is a company that cares. Sound like a team you\u2019d like to join? We\u2019re hiring for roles in all departments, in the US and EMEA. Check out our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">careers page<\/a> for more!<\/em><\/p>","post_title":"Want to Shake Up Your CSR? Try the Three Peaks Challenge","post_excerpt":"This summer, Iterators will take on the National Three Peaks Challenge. They'll climb the highest mountains in England, Scotland, and Wales.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"want-to-shake-up-your-csr-try-the-three-peaks-challenge","to_ping":"","pinged":"","post_modified":"2022-02-28 17:32:11","post_modified_gmt":"2022-03-01 01:32:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98744","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 28, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Three Peaks Challenge\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512-300x200.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022822_3-Peaks-Challenge_768x512-600x400.jpg 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/want-to-shake-up-your-csr-try-the-three-peaks-challenge\/"},{"ID":97219,"post_author":"97","post_date":"2022-02-25 03:42:45","post_date_gmt":"2022-02-25 11:42:45","post_content":"<p>As marketers, it can be easy to focus our resources on acquiring new customers. Nurturing these customers with hyper-personalised experiences that will build long-term loyalty is just as important\u2014but no doubt a challenge.<br \/>\r\n<br \/>\r\nJoin us and hear from marketing leaders at Pandora and AllSaints, as we discuss how you can engage with your customers throughout the entire journey and build meaningful interactions across the lifecycle.<\/p>\r\n<p><span style=\"font-weight: 400;\">In this session, you will:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Learn the top tips to building long-term customer relationships<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Discover the latest trends in loyalty marketing and the shift to LTV<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Learn the right KPIs to track to increase loyalty<\/span><\/li>\r\n<\/ul>","post_title":"Loyalty vs Retention: Trends To Level-Up Your Customer Engagement","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"loyalty-vs-retention-trends-to-level-up-your-customer-engagement","to_ping":"","pinged":"","post_modified":"2022-03-09 13:27:16","post_modified_gmt":"2022-03-09 21:27:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=97219","menu_order":41,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 25, 2022","terms":[{"term_id":8547,"name":"Webinar","slug":"webinar-de","term_group":0,"term_taxonomy_id":8547,"taxonomy":"resource_type","description":"","parent":0,"count":20,"filter":"raw","term_order":"0"}],"term_slugs":["webinar-de"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/ITE_Holistic-Loyalty-vs-Retention-Webinar_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/loyalty-vs-retention-trends-to-level-up-your-customer-engagement\/"},{"ID":98676,"post_author":"79","post_date":"2022-02-24 10:24:16","post_date_gmt":"2022-02-24 18:24:16","post_content":"<p>At the end of the day, everything we do as marketers\u2014sending direct mailers, creating email campaigns, sending push notifications\u2014is meant to move customers through the funnel to a purchase. But, there are strategies we can use to increase the value of each order a customer places while establishing and maintaining strong relationships.<\/p>\r\n<p>Average Order Value (AOV) is the total order dollar amount in a given timeframe divided by the total number of customers in the same timeframe. So, for example, if in one year you have total sales revenue of $5,000 and 100 customers, your AOV for the year is $50. Increasing AOV is important because the higher the AOV, the more money you\u2019re getting from each individual customer and, as a result, each customer\u2019s inherent lifetime value increases.<\/p>\r\n<p>But, before we do a full-blown AOV deep-dive, we have to point out, as <a href=\"https:\/\/www.shopify.com\/blog\/average-order-value\" target=\"_blank\" rel=\"noopener\">Shopify<\/a> mentions, that AOV isn\u2019t a perfect calculation. Relying on just the average, without also looking at the median (middle number) and mode (most frequently occuring number), only gives your brand a small view of customer behavior.<\/p>\r\n<p>In the example Shopify provides, a business has an AOV of $24 but modal orders are $15\u2014meaning the majority of the orders were $15. Aiming to increase the modal orders, rather than focusing on the average, could actually impact the bottom line more. Say the modal orders increase to $20, you\u2019re adding more total value while just one higher value order can skew the average.<\/p>\r\n<p>But, AOV is still a valuable metric for keeping track of orders. So, let\u2019s look a bit deeper into some ways marketers can increase AOV.<\/p>\r\n<h3>1. Try Free Delivery Thresholds<\/h3>\r\n<p>Let\u2019s start with the basics. As a customer, when you\u2019re building an online order and head to the checkout page, the delivery fee can stop you from placing that order. \u201c<a href=\"https:\/\/blog.upsellit.com\/drake-and-the-psychology-of-free-shipping\/#:~:text=By%20clearly%20displaying%20free%20or,transparent%20about%20shipping%20costs%20upfront.\" target=\"_blank\" rel=\"noopener\">56% of shoppers<\/a> abandon their online shopping carts when they encounter unexpected costs.\u201d But, if there\u2019s a way to remove the delivery fee, by adding a price threshold\u2014free shipping when you spend $X\u2014it\u2019s, for some reason, more appealing. You, as the consumer, are spending around the same amount of money (or maybe even more), but the money is now contributing to the order value versus being spent on shipping.<\/p>\r\n<p>According to <a href=\"https:\/\/knowledge.wharton.upenn.edu\/article\/how-the-offer-of-free-shipping-affects-on-line-shopping\/\" target=\"_blank\" rel=\"noopener\">Wharton<\/a>, \u201cApproximately 60% of online retailers cite \u2018free shipping with conditions\u2019 as their most successful marketing tool.\u201d One reason for the success of free shipping, even with a price threshold, is that it justifies the online purchase. With a shipping charge, customers are more likely to abandon their cart, saying they can pick up the item in-store to avoid the <a href=\"https:\/\/cxl.com\/blog\/shopping-cart-abandonment-how-to-recover-baskets-of-money\/#.\" target=\"_blank\" rel=\"noopener\">unexpected cost<\/a>. If there\u2019s no shipping cost, but more items are added to the order, it helps ease customer concerns about additional fees, increasing AOV.<\/p>\r\n<h3>2. Implement Cross-Channel Marketing<\/h3>\r\n<p>Next, we have cross-channel\u2014or <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/general\/omnichannel-vs-multi-channel-marketing-is-there-a-difference\/\" target=\"_blank\" rel=\"noopener\">omnichannel<\/a>\u2014marketing as a method for increasing AOV. A quick refresher: cross-channel marketing is connecting with customers across various marketing channels. These channels can include <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-email-marketing\/\" target=\"_blank\" rel=\"noopener\">email<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, etc. The key to a successful cross-channel marketing strategy is making the experience seamless for customers. For instance, changing the content that gets delivered via each channel to increase the likelihood of engagement.<\/p>\r\n<p>But, back to AOV. When customers have the opportunity to interact with a cross-channel campaign, they actually end up purchasing orders of higher value. According to <a href=\"https:\/\/www.retaildive.com\/spons\/three-reasons-to-adopt-an-omnichannel-marketing-strategy-backed-by-data\/554569\/#:~:text=Omnichannel%20Marketers%20Earn%20Higher%20AOV&amp;text=The%20average%20order%20value%20(AOV,out%20to%20%2466.31%20per%20order.\" target=\"_blank\" rel=\"noopener\">Retail Dive<\/a>, \u201cThe average order value (AOV) of customers interacting with a single-channel campaign spent only $58.70 on average, while omnichannel campaigns earned a 13% higher AOV.\u201d There\u2019s a personalized aspect to cross-channel campaigns that show your brand is paying attention. When you can cater to the needs of your customers by connecting with them how they want to be reached, it increases retention and builds trust, resulting in higher average order value.<\/p>\r\n<h3>3. Lift AOV with Gamification<\/h3>\r\n<p>We\u2019ve touched a bit on <a href=\"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">gamification<\/a> and how adding an element of \u201cplay\u201d to the buying process can improve the overall experience, but how does it increase AOV? <a href=\"https:\/\/neilpatel.com\/blog\/boost-average-order-value\/\" target=\"_blank\" rel=\"noopener\">Neil Patel<\/a> uses <a href=\"https:\/\/www.mcdonalds.com\/us\/en-us.html\" target=\"_blank\" rel=\"noopener\">McDonald\u2019s<\/a> as a perfect example. During their <a href=\"https:\/\/en.wikipedia.org\/wiki\/McDonald%27s_Monopoly\" target=\"_blank\" rel=\"noopener\">Monopoly campaign<\/a>, McDonald\u2019s offers peel-off game pieces that can be combined for prizes. A larger order (physically, and price-wise) means more stickers, which means more chances to win.<\/p>\r\n<p>In an online world, adding less-literal elements of gamification can help encourage check-out. <a href=\"https:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener\">Amazon<\/a>, for example, uses a progress bar to show what the steps are in the checkout process so shoppers can see how much longer it will take to complete their purchase.<\/p>\r\n<p>Upon checkout, <a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a>, the food delivery app, now provides a <a href=\"https:\/\/www.restaurantbusinessonline.com\/technology\/new-doordash-feature-doubledash-allows-orders-2-businesses-once\" target=\"_blank\" rel=\"noopener\">DoubleDash<\/a> option. If there\u2019s a restaurant on the driver\u2019s route, customers can add items from other restaurants to their order. The experience is gamified because once the original order is placed, there\u2019s a timer counting down the minutes users have left to add other restaurants their order. The timer encourages customers to take advantage of the deal, increasing AOV.<\/p>\r\n<h3>Customer Experience is Key for Increasing AOV<\/h3>\r\n<p>The common denominator in free shipping promos, cross channel marketing, and gamification is reducing friction in the customer experience. Customers want to have confidence in the brands they are shopping with and in each of these strategies, brands are aiming to build trust and establish customer relationships.<\/p>\r\n<p>So, while increasing AOV is beneficial for tracking your brands\u2019 success, it shouldn\u2019t be the primary goal. By keeping your customers\u2019 needs and wants top-of-mind and striving to create a frictionless customer experience, it\u2019s likely average order value will increase as a result.<\/p>\r\n<p><em>To learn more about building a frictionless customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"3 Ways to Increase AOV and Why that Matters","post_excerpt":"AOV is a valuable metric for keeping track of orders, so let\u2019s look a bit deeper into some ways marketers can increase AOV.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-ways-to-increase-aov-and-why-that-matters","to_ping":"","pinged":"","post_modified":"2022-02-24 10:24:16","post_modified_gmt":"2022-02-24 18:24:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98676","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 24, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Increasing AOV\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/022422_Tips-for-Increasing-AOV_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-ways-to-increase-aov-and-why-that-matters\/"},{"ID":98644,"post_author":"79","post_date":"2022-02-22 10:03:31","post_date_gmt":"2022-02-22 18:03:31","post_content":"<p>What does \u201cpersonalized marketing\u201d really mean? In part three of our Winning Customer Loyalty Series, we\u2019ll be diving deeper into some thoughts on <a href=\"https:\/\/iterable.com\/blog\/a-personalization-checklist-to-keep-in-your-back-pocket\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>\u2014specifically individualization\u2014shared by Forrester\u2019s Brendan Witcher, who was featured in our webinar \u201c<a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">Hot or Not: The 2022 Imperatives for Winning The Loyalties of Today\u2019s Consumers<\/a>.\u201d<\/p>\r\n<p>Personalization is the umbrella under which individualization lives. Personalized marketing is all about creating a unique, relevant experience for consumers interacting with your brand. Through segmentation and triggered messages, brands can achieve a level of personalization that promotes engagement and brand interactions. However, creating a unique customer experience should be about building a long-lasting relationship. So, while brands may think they\u2019re acing personalization, customers have to be able to feel the impact of their efforts.<\/p>\r\n<blockquote>\r\n<p><em>\u201cThe truth of the matter is most companies today don't get personalization, right? And it comes a lot from not understanding who the customer is.\u2019\u201d- Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>To take personalization one step further, brands need to start investing in individualization\u2014make the customer feel like they\u2019re the only one you\u2019re talking to.<\/p>\r\n<h3>What is Individualization in Marketing?<\/h3>\r\n<p>Individualized marketing is an advanced level of personalized marketing. It\u2019s about building a customer profile for each user. Think beyond personas and segments and get into what the individual customer needs and wants. If you\u2019re building a personalization cake, customization and segmentation are the base layers of creating unique experiences and individualization is the icing on top.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIf you don't understand who the customer is\u2026you can't move to this next generation of personalization, which is individualization\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>The key to individualization is forming a holistic picture of each customer\u2014not easy. In the past, we\u2019ve used segments and personas to group customers into similar buckets, allowing us to appeal to multiple customers at a time with similar, yet customized messaging.<\/p>\r\n<p>With individualization we\u2019re aiming to create one-to-one relationships to appeal to the one customer you\u2019re trying to reach. As <a href=\"https:\/\/www.liftigniter.com\/blog\/blog\/personalization-vs-individualization-is-your-companys-idea-of-marketing-personalization-outdated\" target=\"_blank\" rel=\"noopener\">LiftIgniter<\/a> says, \u201cIndividualization speaks directly to each individual within those groups, and requires a much richer data set.\u201d What\u2019s interesting, however, is why this level of personalization has started to gain popularity.<\/p>\r\n<h3>Why Individualization Matters Now<\/h3>\r\n<p>Personalized marketing is no longer optional. It\u2019s not a nice-to-have, it's a need-to-have. As a result of the <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a> brought on by the Covid-19 pandemic, customers are aware of brands\u2019 capabilities and expect more. Like <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">McKinsey<\/a> said, \u201cSeventy-one percent of consumers expect companies to deliver personalized interactions. And seventy-six percent get frustrated when this doesn\u2019t happen.\u201d Personalization is standard practice. What\u2019s new, however, is the idea that brands can reach individuals and tailor marketing messages to those individuals.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIndividualization focuses on two very important parts. It focuses not on the customer lifecycle, but on that experience right there. What does this customer want right here, right now?\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Like we mentioned in <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">part one of this series<\/a>, customers are drawing industry-agnostic comparisons between brands. Meaning that when one digital brand advances their customer experience, customers now expect that capability from all digital brands they interact with, regardless of industry. So, the advancement of data capabilities allows brands to implement individualization, and, because of that, it\u2019s becoming an expectation. It\u2019s a snowball effect. If a pizza brand can offer a customer a coupon for their <a href=\"https:\/\/www.mbaskool.com\/business-concepts\/marketing-and-strategy-terms\/1731-individual-marketing.html\" target=\"_blank\" rel=\"noopener\">favorite pizza<\/a>, for example, customers will start wondering why their go-to clothing brand can\u2019t do the same. The best part? When a brand shows they know their customers, it establishes loyalty.<\/p>\r\n<h3>How It Builds Loyalty<\/h3>\r\n<p>Think about any relationship you\u2019re in, outside of work. When the other person pays attention to your likes and dislikes, your wants and needs, and understands your perspectives, it establishes trust. It\u2019s not easy to find someone that knows you inside and out, so when you do, you hang onto them. Same thing goes for a customer-brand relationship.<\/p>\r\n<blockquote>\r\n<p><em>\u201cOur [customer] relationship is a two way street. It's not just saying, well, we know you're interested in buying something. And so we're now going to send you a promotion. It's about saying, what do you value? What do you need? What's going to keep you loyal to our brand when we know that what we carry, lots of other people carry too. And telling you what we carry or what we offer isn't going to keep you as a loyal customer.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>As a brand you may think, \u201cwell, that\u2019s fine and dandy, but how am I supposed to appeal to individuals without being able to get information from the customer?\u201d Here\u2019s the thing, customers are very willing to share their data with you if it means they\u2019ll have an individualized experience going forward. Really, you just have to ask. <a href=\"https:\/\/iterable.com\/blog\/how-spotify-wrapped-used-zero-party-data-for-good\/\" target=\"_blank\" rel=\"noopener\">Zero-party data<\/a> is the wave of the future. The key, however, is that once you have that invaluable information, you have to do something with it.<\/p>\r\n<blockquote>\r\n<p><em>\u201cNow, what do you need to do to get information out of customers? You have to add perceivable value to the experience for them to share. This is so key and people forget it all the time. You hear about these surveys and people talk about privacy and we don't want to share. There's a big lie. We love talking about ourselves.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>The moral of the story? Talk to your customers, use those conversations to collect data, and use that data to create individualized customer experiences to establish a relationship and win customer loyalty.<\/p>\r\n<p><em>To get the inside scoop on individualization, <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a>.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 3: Individualization is the New North Star","post_excerpt":"To take personalization one step further, brands need to start investing in individualization\u2014make the customer feel special. But, how?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-3-individualization-is-the-new-north-star","to_ping":"","pinged":"","post_modified":"2022-02-22 10:03:31","post_modified_gmt":"2022-02-22 18:03:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98644","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 22, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"individualization for Customer Loyalty\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021722_Individualization-New-North-Star-Pt-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-3-individualization-is-the-new-north-star\/"},{"ID":98573,"post_author":"79","post_date":"2022-02-16 08:46:54","post_date_gmt":"2022-02-16 16:46:54","post_content":"<p>Brands are no longer faceless and amorphous, they\u2019re starting to identify themselves through their beliefs and the causes they support. Not only that, but customers are starting to expect action and authenticity from the brands they shop with.<\/p>\r\n<p>The <a href=\"https:\/\/www.havasgroup.com\/press_release\/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism\/\" target=\"_blank\" rel=\"noopener\">Havas 2021 Meaningful Brands study<\/a> reported that, according to consumers, less than half (47%) of brands are seen as trustworthy and 75% could disappear and would be easily replaced. There exists an expectation gap in consumers\u2019 relationships with brands and businesses. Consumers seek authentic, meaningful, and sustainable action for the good of society and the planet, but are feeling sorely let down by empty promises.<\/p>\r\n<p>To examine brands\u2019 dedication to impacting society for the better, we wanted to do a review of authentic marketing during Black History Month. Last year we put together <a href=\"https:\/\/iterable.com\/blog\/honoring-black-history-month-3-email-strategies\/\" target=\"_blank\" rel=\"noopener\">three email strategies<\/a> for executing authentic marketing during Black History Month. This year, we\u2019re looking at brands who have applied our strategies and demonstrated genuine marketing at the halfway point of the month. Before we get into some examples, however, let\u2019s first look at the Black History Month origin story.<\/p>\r\n<h3>The Origin of Black History Month<\/h3>\r\n<p>Black History Month started with the creation of the Association for the Study of African American Life and History (ASALH) in 1915. Historian Carter G. Woodson and minister Jesse E. Moorland <a href=\"https:\/\/www.history.com\/topics\/black-history\/black-history-month\" target=\"_blank\" rel=\"noopener\">started the association<\/a> with the goal of \u201cresearching and promoting achievements by Black Americans and other peoples of African descent.\u201d<\/p>\r\n<p>In 1926 the group decided to dedicate a week\u2014the second week in February\u2014to celebrating Black History. Later, in the 1960s, partially due to the civil rights movement, some colleges started celebrating Black History Month. In 1976 President Ford officially recognized February as Black History Month and called upon Americans to \u201cseize the opportunity to honor the too-often neglected accomplishments of Black Americans in every area of endeavor throughout our history.\u201d<\/p>\r\n<p>Today, during Black History Month, we aim to celebrate the achievements of the Black community and call all communities to action through advocacy and service. It\u2019s important marketers don\u2019t take advantage of this month to promote their brand, but instead create genuine messages that support the meaning of Black History Month. Let\u2019s take a look at some winning examples.<\/p>\r\n<h3>1. Collaborate with Employees<\/h3>\r\n<p>Brands can recognize Black History Month by looking inwards and highlighting Black employees. As a way to support employees who don\u2019t always have access to opportunities, brands should aim to lift up and encourage Black employees during Black History Month (and always).<\/p>\r\n\r\n[caption id=\"attachment_98586\" align=\"alignnone\" width=\"1038\"]<img class=\"size-full wp-image-98586\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/screencapture-mail-google-mail-u-0-2022-02-14-08_57_47-edit-1.png\" alt=\"Uber Employee Collaboration\" width=\"1038\" height=\"2099\" \/> <em>As a way to support their driver, Sierra, Uber brought attention to the brand she created.<\/em>[\/caption]\r\n\r\n<p><a href=\"http:\/\/www.uber.com\" target=\"_blank\" rel=\"noopener\">Uber<\/a>, the rideshare app, chose to spotlight one of their drivers, Sierra Taylor. What is especially admirable about this email is that Uber is showcasing Sierra\u2019s company, <a href=\"https:\/\/www.cocoandcoal.com\/\" target=\"_blank\" rel=\"noopener\">Coco &amp; Coal<\/a>. Uber is self-aware and understands that their drivers often use driving as a way to make additional income, so they brought attention to Sierra\u2019s main gig: her own brand. Uber is a giant that made over $11 billion in 2020 and has a huge customer-base. It\u2019s impactful when mega-corporations can reach out and help the startups and small businesses, especially those that are <a href=\"https:\/\/www.uschamber.com\/co\/start\/strategy\/black-owned-businesses-directories\" target=\"_blank\" rel=\"noopener\">Black-owned<\/a>.<\/p>\r\n<h3>2. Support Charitable Causes<\/h3>\r\n<p>Brands can also show support during Black History Month by putting their money where their mouth is. A lot of these huge, well-known brands have a lot of money to dole out to various charities and selecting Black organizations is a way for brands to contribute year-round. Companies can offer donation-matching where they will match the donations made by employees or they can give a percentage of sales to these organizations.<\/p>\r\n\r\n[caption id=\"attachment_98580\" align=\"alignnone\" width=\"1101\"]<img class=\"size-full wp-image-98580\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/screencapture-mail-google-mail-u-0-2022-02-14-09_24_13-edit-2.png\" alt=\"West Elm Black History Month\" width=\"1101\" height=\"734\" \/> <em>To examine brands\u2019 dedication to impacting society for the better, we wanted to do a review of authentic marketing during Black History Month<\/em>[\/caption]\r\n\r\n<p>Furniture brand, <a href=\"https:\/\/www.westelm.com\/\" target=\"_blank\" rel=\"noopener\">West Elm<\/a>, featured this tile in one of their promotional emails that said when you shop certain collections, they\u2019d donate 50% of the proceeds to the <a href=\"https:\/\/15percentpledge.org\/\" target=\"_blank\" rel=\"noopener\">15 Percent Pledge<\/a>\u2014an organization urging businesses to dedicate 15% of their shelf space to Black-owned brands\u2014 and the <a href=\"https:\/\/naacp.org\/\" target=\"_blank\" rel=\"noopener\">NAACP<\/a>. Once clicked, this tile takes users to a Black History Month <a href=\"https:\/\/www.westelm.com\/pages\/features\/black-history-month\/?cm_ite=bnr_all3&amp;tp=i-1NGB-Q2P-2cEb-2JwyrXT-1n-3caXu-1c-2Jwpoi5-l78cyqWXz4-1h4VOY&amp;cm_ven=PROMO&amp;cm_cat=CAT&amp;cm_pla=2022-02-11_WE_CasualSeating_FF1&amp;cm_em=02:728FA0F3865AC3A635B8622497C8ECA95B8CF5A9F2D2F44CCA1286F7B3F5F91F&amp;dtm_em=90161b4f580c747aa6ea7b803cd93197&amp;om_mid=623633\" target=\"_blank\" rel=\"noopener\">landing page<\/a> that further explains the partnership with these organizations and has links to shop LOCAL products.<\/p>\r\n<h3>3. Extending Beyond February<\/h3>\r\n<p>There needs to be thought behind the messaging that shows there\u2019s a reason your brand is highlighting this month and continuing efforts outside of February. If it\u2019s just participation for the sake of participation, for just one month, it could appear like you\u2019re pandering to your audience. Also, if your brand decides to recognize Black History Month in your marketing messages, it should be related to your brand or product offering. If you put out an email that is completely unrelated to anything your brand does or can do, it will come off as disingenuous.<\/p>\r\n\r\n[caption id=\"attachment_98604\" align=\"alignnone\" width=\"1225\"]<img class=\"size-full wp-image-98604\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/screencapture-reallygoodemails-emails-hulu-celebrates-black-history-month-2022-02-15-13_22_49-edit.png\" alt=\"Hulu Black History Month\" width=\"1225\" height=\"5250\" \/> <em>Hulu used their wealth of content to highlight Black artists and creators\u2014in February and beyond. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/hulu-celebrates-black-history-month\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.hulu.com\/\" target=\"_blank\" rel=\"noopener\">Hulu<\/a>, a streaming service, for example, sent the above email. To recognize Black History Month, Hulu compiled a collection of content by Black creators. Hulu has oodles of content, so they were able to use their product to showcase and celebrate Black artists. In addition, using our advice from last year, Hulu also made Black History Month the jumping-off point for permanent change. This doesn\u2019t say \u201cget access to this content before it\u2019s gone!\u201d it says \u201call February long\u2014and beyond.\u201d<\/p>\r\n<h3>So Far, So Good<\/h3>\r\n<p>At the halfway point of Black History Month, brands are supporting the cause in a variety of ways. Whether it\u2019s spotlighting employees or contributing to charities, we hope to see a continuation of these efforts year-round. Authentic marketing is about doing something not because the customer expects it, but because it aligns with your brand\u2019s mission and message. If you believe in something, your brand should stand behind that cause and support it wholeheartedly. Customers want authenticity and to know they are shopping with a brand that cares.<\/p>\r\n<p><em>To learn more about Iterable\u2019s culture and diversity initiatives, click <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/em><\/p>","post_title":"Authentic Marketing During Black History Month 2022","post_excerpt":"To examine brands\u2019 dedication to impacting society for the better, we wanted to do a review of authentic marketing during Black History Month.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"authentic-marketing-during-black-history-month-2022","to_ping":"","pinged":"","post_modified":"2022-02-16 09:08:14","post_modified_gmt":"2022-02-16 17:08:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98573","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 16, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Black History Month Review of Authentic Marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/021622_Black-History-Month_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/authentic-marketing-during-black-history-month-2022\/"},{"ID":98422,"post_author":"79","post_date":"2022-02-10 09:04:26","post_date_gmt":"2022-02-10 17:04:26","post_content":"<p>The previous article in this series\u2014which shared our views of concepts covered in <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">our webinar featuring Forrester\u2019s Brendan Witcher<\/a>\u2014discussed what it looks like to go from <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000;\">good to great, in terms of the customer experience<\/span><\/a>. In short, the article explained an increase in customer expectations\u2014if one digital brand, regardless of industry, has certain experience-improving features on their website, customers expect to find the same features with other digital brands.<\/p>\r\n<p>With an array of options, customers are quick to adopt, and just as quick to abandon, the brands they choose. That is, unless there is a differentiating factor that makes one brand a clear choice.<\/p>\r\n<p>This article will explore our thoughts on the differences between hyper-adoption and hyper-abandonment and how they interact. Plus, we'll examine why they both matter when it comes to creating customer loyalty.<\/p>\r\n<h3>What Are Hyper-Adoption and Hyper-Abandonment?<\/h3>\r\n<h4>Hyper-Adoption Defined<\/h4>\r\n<p>Hyper-adoption is pretty much exactly what it sounds like. It\u2019s an onslaught of customers who have adopted your brand because it solves a problem or meets a need. Think about <a href=\"https:\/\/www.forbes.com\/sites\/forbestechcouncil\/2018\/06\/08\/the-hyper-adoption-of-voice-technology\/?sh=1ca469fe7058\" target=\"_blank\" rel=\"noopener\">voice technology<\/a>, for example. At this point, we\u2019ve all asked Alexa the weather or started a sentence with \u201cHey Google.\u201d Voice technology was adopted quickly because it gave people a newer, faster, and easier way to execute tasks.<\/p>\r\n<p>In a digital world, hyper-adoption is rampant because the barrier to entry is extremely low. Users type in an email address and a password and boom\u2014they\u2019re subscribers. It\u2019s super easy for customers to try a product or become a member because they don\u2019t have to leave their sofa. But, that means it\u2019s just as easy to ditch a brand.<\/p>\r\n<h4>Hyper-Abandonment Defined<\/h4>\r\n<p>If the tides change and the product that was once a necessity becomes obsolete or no longer solves a problem, customers will abandon a product as quickly as they adopted it. Nowadays, however, it\u2019s not just the product that determines whether or not a customer abandons your brand. The customer experience has a lot to do with it.<\/p>\r\n<blockquote>\r\n<p><em>As Brendan mentioned in the webinar, \u201c61% of customers said they\u2019re unlikely to return to a website that doesn\u2019t provide a satisfactory customer experience.<\/em><\/p>\r\n<p><em>What is that word? Satisfactory. Why is that so important? Because \u2018satisfactory\u2019 isn't up to the company. It's up to the consumer. And that means that each consumer is going to have their own things that make them satisfied. \u201c<\/em><\/p>\r\n<\/blockquote>\r\n<p>The way we see it, \u201cSatisfactory\u201d is completely subjective. Appealing to each individual customer\u2019s definition of satisfactory can become a challenge. To avoid hyper-abandonment, brands need to create a catch-all experience that is beneficial to everyone.<\/p>\r\n<h3>Pivoting to Meet Customer Expectations<\/h3>\r\n<p>To create a universally beneficial customer experience, brands need to keep an ear to the ground to understand what trends are emerging and what other digital brands are offering. As we mentioned in <a href=\"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/\" target=\"_blank\" rel=\"noopener\">Part 1 of this series<\/a>, customers no longer compare brands within the same industry, they compare across all digital brands. If one brand offers a certain experience, regardless of industry, customers are expecting the same capabilities from the other digital brands they interact with.<\/p>\r\n<p><a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a>\u2014founded in 1997\u2014is a great example of pivoting out of hyper-abandonment into hyper-adoption. To expand on this, back in the day, Netflix would send DVDs to their customers. Customers created a <a href=\"https:\/\/itstillworks.com\/netflix-queue-12871.html\" target=\"_blank\" rel=\"noopener\">queue<\/a> and the movies would be sent to them in that order. But, as brands like Hulu\u2014founded in 2007\u2014started to gain traction, Netflix realized customers were starting to abandon their brand in exchange for these cloud-based streaming services. So, Netflix pivoted and, in 2007, started offering streaming services.<\/p>\r\n<p>Netflix was able to (and continues to) stay on the cusp of customer expectations, building loyalty amongst subscribers.<\/p>\r\n<h3>Why Meeting Expectations Creates Loyalty<\/h3>\r\n<p>Pivoting means your brand is listening to what your customers are looking for. By shifting to meet expectations, brands are building trust with their customers versus letting them move to a more convenient competitor. What happens if your brand doesn\u2019t pivot fast enough or at all?<\/p>\r\n<p>Let\u2019s look at <a href=\"https:\/\/www.redbox.com\/\" target=\"_blank\" rel=\"noopener\">Redbox<\/a>, for example. Once Netflix gained popularity, Redbox capitalized on the fact that people didn't want to wait to get DVDs in the mail, so they offered customers a way to get them when they wanted\u2014through a kiosk. But, as Netflix pivoted to streaming, Redbox stood staunchly behind their kiosks. They pivoted in their own way: from DVDs to Blu-Rays, and now, to video games, but it wasn\u2019t what customers needed. \u201cDVD sales have <a href=\"https:\/\/nationalinterest.org\/blog\/buzz\/how-redbox-still-business-123446\" target=\"_blank\" rel=\"noopener\">plummeted an astounding 86 percent since 2008<\/a> whereas streaming services have seen sales jump 1,231 percent since 2011. Blu-Ray sales are also declining fast as well.\u201d<\/p>\r\n<p>Redbox went from hyper-adoption to hyper-abandonment in the blink of an eye because they started to look outdated, like they weren\u2019t paying attention. Customer trust started to disintegrate when new, easier, more convenient options became available. What\u2019s Redbox up to now? Well, they finally pivoted and are trying to get into the streaming game, but perhaps a bit too late.<\/p>\r\n<h3>Strive to Understand Your Customers<\/h3>\r\n<p>Understanding all of your customers has to start with understanding some. Looking at each segment and understanding their challenges can help guide where your brand will pivot next. But, to do this, brands have to be willing to adapt.<\/p>\r\n<blockquote>\r\n<p><em>\u201cYou're not going to do one thing and win every single customer out there. That's not how it works. It never works out. If you're waiting and sitting around for that silver bullet thing, that's going to win 50% of consumers, that's not how it works. You have to segment your customers' pain points and say, what are they looking for? Some customers want this. Some customers want that.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>What hyper-adoption and hyper-abandonment show us is that it\u2019s okay for brands to change. In fact, customers appreciate it. If a brand can evolve with customers\u2019 expectations, and solve for their pain points, it will only solidify the relationship. In the next part of this series, we\u2019ll take a look at how to individualize the experience using the available customer data.<\/p>\r\n<p><em>To get Brendan\u2019s take on hyper-adoption and hyper-abandonment, <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the full webinar<\/a>.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 2: Hyper-Adoption vs. Hyper-Abandonment","post_excerpt":"This article will explore our thoughts on the differences between hyper-adoption and hyper-abandonment and how they interact.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment","to_ping":"","pinged":"","post_modified":"2022-02-10 09:04:26","post_modified_gmt":"2022-02-10 17:04:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98422","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 10, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Hyper-adoption vs. hyper-abandonment\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020922_Hyper-Adoption-Vs.-Hyper-Abandonment-Pt-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-2-hyper-adoption-vs-hyper-abandonment\/"},{"ID":98339,"post_author":"79","post_date":"2022-02-09 09:36:21","post_date_gmt":"2022-02-09 17:36:21","post_content":"<p>At this point, we\u2019ve <a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">hammered home the fact<\/a> that, in most cases, brands should aim to <a href=\"https:\/\/iterable.com\/blog\/are-new-customer-discounts-destroying-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">focus on customer retention<\/a>. We\u2019ve all heard how acquiring a new customer can cost up to <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noopener\">five times more<\/a> than retaining an existing one. But, what we don\u2019t always talk about is what to do with the customers who don\u2019t come back. What should your brand do with the customers that are neither here nor there\u2014not new but also aren\u2019t continuing their relationship with your brand?<\/p>\r\n<p>Throughout this article we\u2019ll start by defining customer churn and segmentation. Then, we\u2019ll explore how brands can analyze and approach this group of churned customers to rebuild the relationship. Let\u2019s get to it.<\/p>\r\n<h3>What is a Customer Churn?<\/h3>\r\n<p>We\u2019re going back to basics for a hot second by defining customer churn. Customer churn isn\u2019t always clear-cut. As we covered in our <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback ebook<\/a>, \u201ccustomer churn can refer to customers who have completely stopped interacting or unsubscribed\u201d but it can also refer to customers who have reduced how often they interact with your brand, compared to how often they used to. So, from the get-go, your brand has to first determine how you define churn.<\/p>\r\n<p>Once your brand has established what qualifies a churned customer, you have to decide how you\u2019ll go about re-engaging with them. One approach is to start by grouping like-minded churned customers into categories\u2014also known as segmentation.<\/p>\r\n<h3>What is Segmentation?<\/h3>\r\n<p>Taking one more step back, we\u2019re going to cover segmentation more broadly before we get into segmenting churned customers. Segmentation is one of the first steps in personalizing the customer experience. \u201c<a href=\"https:\/\/iterable.com\/blog\/segmentation-practices-you-needed-to-implement-yesterday\/\" target=\"_blank\" rel=\"noopener\">Segmenting customers<\/a> can help your brand tailor its approach to each group, creating a more relevant experience for each individual.\u201d<\/p>\r\n<p>To start, brands need to create groups of customers based on certain underlying criteria. For example, customers can be segmented based on their location. Then, customers within a certain zip code can be segmented further to pull out those customers who have purchased the same items. Now, your brand has a specific segment of customers who live in the same zip code and have purchased the same item. From there, you can create targeted content specifically for this group of customers. The same method can be used for churned customers.<\/p>\r\n<h3>How Can You Segment Churned Customers?<\/h3>\r\n<p>There are layers to churn, regardless of how your brand defines it. If customer churn for your brand means someone who hasn\u2019t made a purchase in over a month, there may be stepping stones that customers land on before becoming that fully churned customer. This is what your brand needs to pay attention to. A customer who opens emails but hasn\u2019t purchased anything in over a month is different from a churned customer who won\u2019t even open emails.<\/p>\r\n<p><a href=\"https:\/\/www.stitcher.com\/\" target=\"_blank\" rel=\"noopener\">Stitcher<\/a>, a podcast distribution platform, uses this methodology when segmenting their churned customers. Imelda Skinder, a Stitcher Listener Lifecycle Manager, explained that they <a href=\"https:\/\/iterable.com\/activate\/_schedule\/tuned-in-how-stitcher-reactivates-lost-listeners\/\" target=\"_blank\" rel=\"noopener\">group churned customers<\/a> into three segments: \u201cRisk of Churn,\u201d \u201cChurning,\u201d and \u201cChurned.\u201d Those who are a \u201cRisk of Churn\u201d haven\u2019t engaged in 7-13 days, those who are \u201cChurning\u201d haven\u2019t engaged in 14-29 days, and lastly, those who are \u201cChurned\u201d have not engaged in 30+ days.<\/p>\r\n<p>So, instead of tossing all disengaged customers into one big \u201cchurned\u201d bucket, your brand should focus on the small nuances that lead to a customer fully churning. The goal then should be to re-engage them before they reach that final group\u2014but how?<\/p>\r\n<h3>Using Workflows to Connect With Segments<\/h3>\r\n<p>Segmentation is only valuable if you have a way to connect with each segment. What\u2019s better? An automated way to connect with those segments. Creating <a href=\"https:\/\/iterable.com\/whitepaper\/8-must-have-workflows-for-every-marketing-team\/\" target=\"_blank\" rel=\"noopener\">marketing workflows<\/a> gives you the ability to trigger certain marketing messages for certain customers, based on set criteria. In this case, the churn segment would be the criteria.<\/p>\r\n<p>Stitcher, for example, created different workflows for those customers who were at \u201cRisk of Churn\u201d and those who were \u201cChurning.\u201d The \u201cRisk of Churn\u201d workflow is triggered when a customer has been inactive for seven days and the \u201cChurning\u201d workflow is triggered when a customer has been inactive for 15 days. Elements within each workflow are different, depending on what marketing messages those segments need.<\/p>\r\n<h3>Personalizing the Churned Customer Experience<\/h3>\r\n<p>At the end of the day, creating segments, whether for churned customers or fully engaged customers, is about creating a personalized experience. Segmentation allows your brand to send individualized content to customers based on their similar characteristics. But, because of the focus on retaining customers versus acquiring customers, churned customers often fall by the wayside.<\/p>\r\n<p>By segmenting churned customers, brands can tap into a wealth of information about customer behavior and their journeys to churn. Plus, as an added bonus, segmentation can help brands stop customers from churning altogether. Understanding both the steps a customer takes towards purchase and the steps they take towards churning\u2014and then turning those steps into segments\u2014gives your brand a chance to connect with customers on an individual level, demonstrating that your brand values the relationship and can provide a one-of-a-kind experience.<\/p>\r\n<p><em>To learn more about marketing workflows and how to segment churned customers, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"Churn, Baby, Churn: Analyzing and Segmenting Customer Churn","post_excerpt":"This article will define customer churn and segmentation and explore how brands can analyze and approach churned customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"churn-baby-churn-analyzing-and-segmenting-customer-churn","to_ping":"","pinged":"","post_modified":"2022-02-09 09:36:21","post_modified_gmt":"2022-02-09 17:36:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98339","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 09, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"513\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Customer Churn Segmentation\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020822_Segmenting-Churned-Customers_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/churn-baby-churn-analyzing-and-segmenting-customer-churn\/"},{"ID":98231,"post_author":"79","post_date":"2022-02-08 09:59:56","post_date_gmt":"2022-02-08 17:59:56","post_content":"<p>Even if you've never encountered the term before it's likely you're already familiar with gamification. Whether you've finally remembered to get that same cafe loyalty card stamped enough times to get a free coffee, made a conscious effort to hit 10 thousand steps a day, or found yourself being bullied into keeping up with your Japanese lessons by an <a href=\"https:\/\/blog.duolingo.com\/gamification-design\/\" target=\"_blank\" rel=\"noopener\">Owl in your phone<\/a>, that is all gamification in action.<\/p>\r\n<blockquote>\r\n<p><em>\"Gamification is 75% Psychology and 25% Technology.\" <\/em><\/p>\r\n<p><em>- <a href=\"https:\/\/www.informationweek.com\/government\/gamification-75-psychology-25-technology\" target=\"_blank\" rel=\"noopener\">Gabe Zichermann<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<p>Gamification is the use of game mechanics and design to make a non-game activity more engaging. In the promotion space this could involve awarding a customer points for each number of dollars purchased, a discount for referring another customer, or even giving them the option to play a trivia game at checkout to win a bonus discount. Whether simple like <a href=\"https:\/\/thepointsguy.com\/guide\/evolution-frequent-flyer-programs\/\">American Airlines<\/a>\u2019 pioneering air miles loyalty program or complex like Nike\u2019s social run tracker app <a href=\"https:\/\/news.nike.com\/news\/what-is-nikefuel\" target=\"_blank\" rel=\"noopener\">Nike<\/a>+, the guiding principle of retail gamification is simple: make an activity more game-like to boost customer experience and incentivize interaction.<\/p>\r\n<p>While it\u2019s easy to grasp the basic concepts behind gamification and clear to see how it can open the door to innovative promotional campaigns, it\u2019s not a process that can be entered into lightly. There\u2019s a process to implementing quality gamification and serious attention must be paid to each step.<\/p>\r\n<h3>Five Part Mental Model for Gamification Success<\/h3>\r\n<p>Before you start on any gamification or promotion strategy, the first thing to identify is the end goal. Is it simply to increase retention\u2014getting a repeat purpose, or getting a user back into your app\u2014or are you trying to incentivise specific behaviours?<\/p>\r\n<p>Once you know the end goal, you need to think about five things:<\/p>\r\n<ol>\r\n\t<li>Key milestones on the journey towards that goal<\/li>\r\n\t<li>Potential interventions to reward and reinforce progress<\/li>\r\n\t<li>Areas where social reinforcement makes sense<\/li>\r\n\t<li>Sensible scaling of difficulty<\/li>\r\n\t<li>Potential addition of side challenges or bonuses to hold interest<\/li>\r\n<\/ol>\r\n<p>Creating cohesive, quality gamification is a serious investment but it\u2019s one well worth considering. More and more businesses are incorporating game-like elements as key pillars of their promotional strategy.<\/p>\r\n<h3>Marketing Investment in Gamification<\/h3>\r\n<p>According to the <a href=\"https:\/\/wfanet.org\/knowledge\/item\/2021\/10\/27\/Majority-of-major-multinationals-now-investing-in-gaming-in-APAC-WFA-research\" target=\"_blank\" rel=\"noopener\">World Federation of Advertisers<\/a>, 32% of marketers reported that they had invested in gaming in 2019. The pandemic-driven jump to online retailers skyrocketed this figure by almost 100% to 62% in 2020. The same survey indicated 108 senior marketers based in Asia reported a significant number of non-gaming brands investing in more advanced forms of gaming communication, with 36% planning to add gamification elements to their webstore or social media channels, 34% intending to market their brand in games, and 21% expressing serious interest in commissioning video games of their own.<\/p>\r\n<h3>Key Examples of Successful Gamification<\/h3>\r\n<p>Many companies have taken this to the next level. KFC has experimented with a Fruit-Ninja style game in Japan called <a href=\"https:\/\/creativepool.com\/magazine\/inspiration\/what-is-gamification-in-marketing-and-why-you-should-be-using-it.23959\" target=\"_blank\" rel=\"noopener\">Shrimp Attack<\/a>. Customers can play in a specific location to get immediate discounts on their future purchase. Stride Rite challenged users to try on shoes in-store while playing a <a href=\"https:\/\/www.gocretail.com\/retail-gamification\/\" target=\"_blank\" rel=\"noopener\">Dance-Dance-Revolution-style game<\/a>. The results showed a healthy conversion rate from shoes danced in to shoes purchased but also increased the time parents and children spent in-store.<\/p>\r\n<p>According to <a href=\"https:\/\/baymard.com\/lists\/cart-abandonment-rate\" target=\"_blank\" rel=\"noopener\">Baymard Institute<\/a>, an average of 70% of online customers abandon their cart before completing their purchase. Simple gamification works great to tackle issues like this. Online retailers such as Amazon have added a progress bar to their check-out process to help create urgency and remove uncertainty about how many steps are left to complete the purchase.<\/p>\r\n<p><a href=\"https:\/\/www.talon.one\/blog\/gamified-promotions-everything-you-need-to-know\" target=\"_blank\" rel=\"noopener\">Gamification<\/a> is also a great way to tackle longer-term goals like customer retention. The majority of consumers are familiar with loyalty programs, the power of which can't be overstated, but that's just the beginning of how gamification can enhance the experience of repeat customers.<\/p>\r\n<p>Though gamification is an incredibly diverse field, there are certain characteristics shared by any successful implementation. No matter how practical or playful, quality gamification must be cohesive with the larger brand identity while not distracting from the main customer journey.<\/p>\r\n<h3>The \u2018When\u2019 is as Important as the \u2018How\u2019<\/h3>\r\n<p>The average consumers\u2019 familiarity with basic games means loyalty programs once considered complex are now understood intuitively. Customers of all ages now understand badges are earned for specific activities, collecting a full set of items unlocks a particular skill, expert players are awarded special status, and accumulation of points leads to the next level.<\/p>\r\n<p>It's easy to see how this maps to the retail experience: badges and skills could yield coupon codes, customers given special status could be alerted to flash sales before the general public, and of course points\/levels could be redeemable for a certain discount on any purchase.<\/p>\r\n<p>It\u2019s this second component that is key to a successful gamification campaign that converts \u2014 having an addictive mechanic is no substitute for wider marketing efforts if it isn\u2019t moving the customer towards the checkout. By analyzing and mapping the touchpoints on the customer journey, and ensuring that customers are re-engaged with timely and effective messaging, gamification moves from a buzzword to a precision tool for customer engagement. You can read Iterable\u2019s great <a href=\"https:\/\/iterable.com\/whitepaper\/game-on\/\" target=\"_blank\" rel=\"noopener\">\u2018Game On\u2019 guide<\/a> for more information.<\/p>\r\n<p>Precision in gamification can also go beyond optimization of the customer journey. If used correctly it can foster a relationship specifically with a business\u2019 ideal customer by maintaining their long-term engagement and interest.<\/p>\r\n<h3>Personalization in Rewards is Key<\/h3>\r\n<p>Being an experienced consumer of a particular business used to mean someone able to navigate the quirks of a poorly-run business (think \"<a href=\"https:\/\/www.youtube.com\/watch?v=RqlQYBcsq54\" target=\"_blank\" rel=\"noopener\">No soup for you!<\/a>\"). Now there can be tangible rewards for a customer's experience in a win-win scenario which also helps businesses launch new products, create product evangelists, and get much more creative with promotion.<\/p>\r\n<p>Like everything in promotions that feel playful and casual, well-implemented gamification requires a lot of thought and planning. A company looking to gamify should ensure their approach makes sense with the product and their brand, appeals to their core customer base, and doesn't completely distract customers from the retail experience. It's a delicate balance but with a great plan and the right tools, taking fun seriously is an incredibly powerful way to stand out in the market, motivate customers and make sure they stick around.<\/p>\r\n<p><em>To learn more about how to use gamification to improve your retention and engagement with Talon.One and Iterable, <a href=\"https:\/\/hubs.li\/Q012l_W90\" target=\"_blank\" rel=\"noopener\">click here<\/a>.<\/em><\/p>","post_title":"Gamification: Loyalty and Messaging Tips to Level Up Your Customer Engagement","post_excerpt":"While it\u2019s easy to see how gamification can open the door to innovative campaigns, it\u2019s not a process that can be entered into lightly.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement","to_ping":"","pinged":"","post_modified":"2022-02-08 09:59:56","post_modified_gmt":"2022-02-08 17:59:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=98231","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 08, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Talon.One Gamification\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020722_Gamifaction_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/gamification-loyalty-and-messaging-tips-to-level-up-your-customer-engagement\/"},{"ID":97577,"post_author":"79","post_date":"2022-02-02 14:54:22","post_date_gmt":"2022-02-02 22:54:22","post_content":"<p>Iterable\u2019s Senior Manager of Product Marketing, Anthony Chiulli, sat down with our guest, Brendan Witcher, Forrester Vice President and Principal Analyst, to talk about the <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">2022 imperatives for winning customer loyalty<\/a>. To expand upon some of the concepts touched upon in the webinar, we decided to create a blog series\u2014of which this article is part one.<\/p>\r\n<p>We want to understand what makes customers shop. What makes them choose a certain product? Remember, we\u2019re all customers. Yes, we\u2019re marketers too, but that doesn\u2019t mean we don\u2019t have our own relationships with brands as the consumer. Of course we do. Thinking from the customer perspective instead of the marketer perspective can help shine some light on how your brand can win customer loyalty.<\/p>\r\n<blockquote>\r\n<p><em>Brendan kicked off the webinar with a quote from Jim Collins\u2019 <a href=\"https:\/\/www.amazon.com\/Good-Great-Some-Companies-Others\/dp\/0066620996\/ref=sr_1_1?crid=3GFX8R98LLFBU&amp;keywords=good+to+great&amp;qid=1643135304&amp;s=books&amp;sprefix=good+to+grea%2Cstripbooks%2C134&amp;sr=1-1\">Good to Great<\/a>. \u201cGood is the enemy of great.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>To us, this means that brands often settle for being good enough versus going further to be great. If everyone else is doing what you\u2019re doing, then you\u2019re doing something right, right? You\u2019re doing good enough. But, \u201cgood enough\u201d no longer suffices when it comes to the customer experience. Let\u2019s look at why.<br \/>\r\nIt\u2019s Difficult to Stand Out in a Sea of Similarity<\/p>\r\n<blockquote>\r\n<p><em>Brendan uses the shopping cart example in the webinar: <\/em><\/p>\r\n<p><em>\u201cI want you to imagine that at your local grocery store, there's literally no shopping carts.<\/em><br \/>\r\n<em>I don't mean they're all being used. I mean literally there are no shopping carts. How do you feel about this? You're confused, right? You're angry, you're frustrated.<\/em><\/p>\r\n<p><em>\u2026Where are all the shopping carts at? And the manager looks you straight in the eye and says, we couldn't figure out the ROI of a shopping cart. So we decided to get rid of them. They're hard to maintain. They're hard to manage. They always got that left wheel that pulls you into the aisle. So we got rid of them again. How do you feel at this moment, right? Frustrated, angry? Surprised? Certainly. Probably not delighted. But the thing of it is that we, today, have expectations about shopping.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>The way we see it is that if you, as a customer, walk into a grocery store and they have no shopping carts, you\u2019re going to go to a different store that has carts. This is not because there\u2019s a difference of products\u2014competing based on assortment is a thing of the past\u2014it\u2019s because there\u2019s a difference in experience. If customers can get anything anywhere, there has to be some other differentiating factor that makes them choose your brand over a competitor.<\/p>\r\n<h3>Dealing with Digital Sameness<\/h3>\r\n<p>Fine-tuning and rethinking the customer experience from good to great is a way for brick-and-mortar brands to stand out in a sea of similarity. But now, in an internet-based world, brands are faced with the challenge of digital sameness\u2014the customer experience across websites has become pretty uniform.<\/p>\r\n<blockquote>\r\n<p><em>In a Forrester survey, customers were asked how they feel about the experiences they have with brands. The results? 68% of customers said their customer experiences were OK.<\/em><\/p>\r\n<\/blockquote>\r\n\r\n[caption id=\"attachment_97747\" align=\"alignnone\" width=\"1001\"]<img class=\"size-full wp-image-97747\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020222_Winning-Customer-Loyalty-Pt-1_-Survey-Chart.png\" alt=\"Winning Customer Loyalty: CX Index\" width=\"1001\" height=\"700\" \/> <em>A 2021 Forrester survey shows that the majority of customers have an OK experience and none have an excellent experience. Source: Customer Experience Online Survey, 2021.<\/em>[\/caption]\r\n\r\n<p>From these results we can assume that brands are thinking, \u201cwe\u2019re doing what everyone else is doing, so that\u2019s good right?\u201d Yeah it is good, but it\u2019s not great. Living in this safe, comfortable area is incredibly volatile for brands in the digital space. All it takes is one brand to go above and beyond to shift the expectations and turn satisfactory experiences into not-so-satisfactory.<\/p>\r\n<h3>New Experiences Become Customer Expectations<\/h3>\r\n<p>Customers are smart. When there is a part of their journey with a brand that positively impacts their overall experience, and then they switch to a different brand that doesn\u2019t provide the same part, the experience with the second brand is viewed less favorably\u2014not because it\u2019s worse than it used to be, compared to itself, but because it\u2019s worse than the first brand\u2019s experience.<\/p>\r\n<blockquote>\r\n<p><em>Brendan used a banking site as an example:<\/em><\/p>\r\n<p><em>\u201cLet's say that you went to your banking website, okay? There was a problem with your account. And you're saying, okay, I'm not sure what's going on. And then a virtual agent pops up and says, \u2018Hey, you're hovering here. Well, is there something I can help you with?\u2019 And you type into this automated assistant. You say, \u2018Yes, there seems to be a problem with my account.\u2019 So it says, \u2018One moment, please. Sorry, you're having a problem. Let me check.\u2019 And then it comes back and says, \u2018It looks like I might have fixed the problem with your account. Please refresh your browser.\u2019 You refresh your browser. Sure enough, your problems. Great, right?<\/em><\/p>\r\n<p><em>You say, all right, well, [I\u2019ve] got to go to my insurance website. Let's say you go to your insurance website, you go there and there's a problem with your account. What's the first thing you're going to do? You're looking for that virtual agent to pop up, right? That's what you're looking for, but you don't find it. In fact, it's not there. What you will see, though, is a little link that says, \u2018give us a call if you're having a problem with your account.\u2019 Now, as a consumer, are you instantly disappointed? Yes, you are. Did you compare that insurance company to another insurance company? No. You compared it to your last digital experience.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Our takeaway: even though the insurance site has always had this as the option for contacting customer support, the customer just experienced a much more seamless customer experience, making the insurance site feel outdated and the overall experience is viewed negatively.<\/p>\r\n<p>If one brand elevates the digital experience, customers expect all brands to be able to do the same. So, it\u2019s not enough to just have a good experience because it\u2019s easy to get left behind when improvements are introduced.<\/p>\r\n<h3>Customers are Making Industry-Agnostic Comparisons<\/h3>\r\n<p>Customers aren\u2019t comparing your brand to similar brands, they\u2019re comparing your brand\u2019s digital experience to the last digital experience they had. Industry no longer matters\u2014everyone is digital.<\/p>\r\n<blockquote>\r\n<p><em>\u201cYou can't just look at your industry. You have to look at what people are experiencing everywhere.\u201d - Brendan Witcher<\/em><\/p>\r\n<\/blockquote>\r\n<p>Digital functionality isn\u2019t exclusive by industry, digital brands use third-party tech to enable certain marketing features, and customers are very aware of this. After one great experience, customers will start to think, \u201cwhy isn\u2019t everyone doing this?\u201d So, be sure your brand is doing what it can to stay on the cutting edge of a great\u2014not good\u2014customer experience.<\/p>\r\n<p><em>For more detailed tips and tricks, remember to <a href=\"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/\" target=\"_blank\" rel=\"noopener\">watch the webinar<\/a> and stay tuned for the next article in this series which will focus on hyper-adoption and hyper-abandonment.<\/em><\/p>","post_title":"Winning Customer Loyalty, Pt. 1: From Good to Great","post_excerpt":"We sat down with out guest, Brendan Witcher, Forrester Vice President & Principal Analyst, to discuss 2022 imperatives for winning customer loyalty.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"winning-customer-loyalty-pt-1-from-good-to-great","to_ping":"","pinged":"","post_modified":"2022-02-10 08:55:43","post_modified_gmt":"2022-02-10 16:55:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97577","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Winning Customer Loyalty\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/012822_Winning-Customer-Loyalty-Pt-1_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/winning-customer-loyalty-pt-1-from-good-to-great\/"},{"ID":97277,"post_author":"79","post_date":"2022-02-02 08:25:27","post_date_gmt":"2022-02-02 16:25:27","post_content":"<p>It's already February. Cupid is peeking his chubby baby head around the corner, pressuring you into buying chocolates and flowers for that special someone. While the season of love is upon us, we thought we\u2019d swap out chocolates and flowers for loyalty and retention by exploring some ways to win your customers\u2019 hearts. Not only that, we want to get into why that actually matters for a brand.<\/p>\r\n<p>Pleasing your customers leads to brand loyalty and brand loyalty leads to customer retention\u2014but so what? Why are loyalty and retention so important? Brand loyalty and retention are about building a relationship with each customer. Just as Valentine\u2019s Day is the height of love\u2014it\u2019s just a piece of a larger, overarching relationship\u2014the same should be said about customer-brand relationships: the best ones are built off a series of great, <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">meaningful moments<\/a>.<\/p>\r\n<p>Going beyond the exchange of goods and tapping into the emotional aspects of marketing can benefit your brand. As we unpack the how and why behind these marketing must-haves, think about how this applies to your customers.<\/p>\r\n<h3>Ways to a Customer\u2019s Heart<\/h3>\r\n<p>Unlike the old adage, it\u2019s not through their stomach (<a href=\"https:\/\/iterable.com\/customers\/jersey-mikes\/\" target=\"_blank\" rel=\"noopener\">unless that\u2019s your thing<\/a>). The biggest <a href=\"https:\/\/iterable.com\/blog\/new-year-new-focus-for-marketing-strategies\/\" target=\"_blank\" rel=\"noopener\">marketing trend<\/a> we\u2019ve seen emerging over the past few years is emotional marketing. It almost sounds like an oxymoron, but emotional marketing connects to each customer\u2019s feelings, rather than just trying to sell products. \u201c<a href=\"https:\/\/customerthink.com\/taking-a-step-towards-emotional-branding-in-2022-beyond\/\" target=\"_blank\" rel=\"noopener\">Emotional marketing<\/a> connects people with the things they want and need on a deeply personal level.\u201d<\/p>\r\n<p>And now, with tailored customer experiences for each individual customer becoming the status quo, brands are expected to know <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">how each customer is feeling<\/a> about products or services and should appeal to those sentiments. When comparing a brand that pushes promotional and transactional messaging versus a brand that relates to emotions, which brand do you think customers will prefer? As Deloitte points out in a <a href=\"https:\/\/www.deloittedigital.com\/content\/dam\/deloittedigital\/us\/documents\/offerings\/offerings-20190521-exploring-the-value-of-emotion-driven-engagement-2.pdf\" target=\"_blank\" rel=\"noopener\">recent whitepaper<\/a>, \u201cEmotions inspire and frame the depth of brand loyalty as well as advocacy.\u201d<\/p>\r\n<h3>Why Does Brand Loyalty Matter?<\/h3>\r\n<p>First, you\u2019ll notice we\u2019ve used \u201cbrand loyalty\u201d instead of \u201ccustomer loyalty\u201d thus far. So let\u2019s clarify the difference between the two. Customer loyalty usually focuses on how much the customer spends with your brand\u2014it\u2019s about a monetary value. Brand loyalty, on the other hand, focuses on <a href=\"https:\/\/www.adroll.com\/blog\/customer-loyalty-vs-brand-loyalty\" target=\"_blank\" rel=\"noopener\">how customers perceive your brand<\/a>. Brand loyalty is about connecting with a brand on a personal, emotional level. That\u2019s why we\u2019re using \u201cbrand loyalty.\u201d<\/p>\r\n<p>Okay, but is brand loyalty everything? Honestly, kind of. When customers first approach a new brand, they\u2019re shopping with a more rational mentality\u2014looking for the best price, etc. But, as Deloitte mentions, rational reasoning can be the very reason that a customer no longer shops with your brand. If they\u2019re looking for a good price and your price goes up, they\u2019ll switch to the less expensive competitor brand. But, if you can use emotional marketing to establish brand loyalty, an increase in price isn\u2019t going to deter your customer. They love your brand, so they\u2019ll stick around.<\/p>\r\n<h3>Why Does Customer Retention Matter?<\/h3>\r\n<p>How do you ensure you\u2019ll keep customers around once they're brand-loyal? Why should you? This goes back to the age-old question of <a href=\"https:\/\/iterable.com\/blog\/are-new-customer-discounts-destroying-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">acquisition versus retention<\/a>. More often than not, <a href=\"https:\/\/www.mparticle.com\/blog\/customer-acquisition-and-retention\" target=\"_blank\" rel=\"noopener\">it costs more to acquire new customers<\/a>. Not only that, but selling to existing customers is a lot easier than selling to new ones. In fact, the probability of an existing customer buying from your brand is up to <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2020\/01\/29\/the-value-of-investing-in-loyal-customers\/?sh=12c192ed21f6\" target=\"_blank\" rel=\"noopener\">14 times higher<\/a> than the probability of a new customer making a purchase.<\/p>\r\n<p>Plus, as we briefly touched upon earlier, customers that continue to purchase from your brand are more likely to become brand advocates. They\u2019ll tell their friends and family about the amazing product they just bought and convince them to do the same. Because <a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">peer-to-peer marketing<\/a> is highly impactful, these friends and family will become new customers who eventually can become brand-loyal customers and eventual advocates for your brand.<\/p>\r\n<p>It\u2019s one thing to get a customer to become loyal, it\u2019s another to get them to stay loyal. Understanding each customers\u2019 needs and wants will retain your customers and, as a result, you\u2019ll expand your reach.<\/p>\r\n<h3>Brand Loyalty is a Relationship<\/h3>\r\n<p>Brand loyalty goes beyond the dollar amount a customer contributes to your bottom line\u2014brand loyalty is about the relationship your brand builds with each individual customer. Telling a story and eliciting relatable feelings in customers builds a bond stronger than a transactional message. While rational thought may get customers in the door, the story and personal connection is what will keep them coming back.<\/p>\r\n\r\n[caption id=\"attachment_97279\" align=\"alignnone\" width=\"1540\"]<img class=\"size-full wp-image-97279\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-19-at-11.28.51-AM.png\" alt=\"Deloitte Brand Loyalty Relationship\" width=\"1540\" height=\"894\" \/> <em>Emotional marketing establishes brand loyalty, trust maintains that loyalty. Source: <a href=\"https:\/\/www.deloittedigital.com\/content\/dam\/deloittedigital\/us\/documents\/offerings\/offerings-20190521-exploring-the-value-of-emotion-driven-engagement-2.pdf\" target=\"_blank\" rel=\"noopener\">Deloitte<\/a>.<\/em>[\/caption]\r\n\r\n<p>Once the relationship is established and a customer is brand-loyal, the goal is to retain that relationship to turn customers into advocates. And, like in any other relationship, trust is vital. Once the trust is broken between the customer and your brand\u2014say, for example, an order wasn\u2019t delivered correctly\u2014it\u2019s hard to regain.<\/p>\r\n<p>But, by creating real, honest moments\u2014like having customer service answer the inquiry, own up to the mistake, apologize, and provide a discount\u2014the bond can be rebuilt and strengthened. Connecting with customers takes time and effort but, in the end, it\u2019s absolutely worth it.<\/p>\r\n<p><em>Now isn\u2019t the time to shy away from emotions and authenticity. To hear from industry leaders and expert marketers about developing personalized customer experiences, <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">register for Activate<\/a>.<\/em><\/p>","post_title":"How to Win Customers' Hearts (and Brand Loyalty)","post_excerpt":"Pleasing your customers leads to brand loyalty, which leads to customer retention\u2014but so what? Why are loyalty and retention so important?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-win-customers-hearts-and-brand-loyalty","to_ping":"","pinged":"","post_modified":"2022-02-02 08:25:27","post_modified_gmt":"2022-02-02 16:25:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97277","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 02, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Win Brand Loyalty\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/02\/020122_Win-Customers-Hearts_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-win-customers-hearts-and-brand-loyalty\/"},{"ID":97360,"post_author":"35","post_date":"2022-01-31 12:00:38","post_date_gmt":"2022-01-31 20:00:38","post_content":"<p>If you work as an engineer at a fast-growing company like Iterable (<a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">we're hiring!<\/a>), you'll find yourself giving technical interviews\u2014<em>lots<\/em> of technical interviews. Interviewing is hard, but I believe that the process for finding great people doesn't need to be antagonistic. It's possible to both improve the quality of information you collect during an interview while also creating a positive experience for candidates.<\/p>\r\n<p>To this end, here are four practices I've adopted to make technical screens more fair, insightful, and collaborative.<\/p>\r\n<h3>Improving the Technical Interview<\/h3>\r\n<h4>1. Choose an appropriate challenge<\/h4>\r\n<p>Before choosing the question for a technical interview, consider how it relates to the role that you're trying to fill. For general hiring, a technical screen is rarely about finding the absolute limit of the candidate's technical ability. More often it's about evaluating their general competency\u2014 and understanding how well they collaborate, communicate, and approach novel problems.<\/p>\r\n<p>Some things to watch for in an interview:<\/p>\r\n<ol>\r\n\t<li>Does the candidate understand the question? Do they ask questions to find the boundaries and edge cases?<\/li>\r\n\t<li>Before writing any code, can a candidate communicate a strategy for solving the problem? How do they respond when they hit a dead end?<\/li>\r\n\t<li>Are they systematic in their approach to debugging? If blocked, how do they break apart code and hone in on the problem?<\/li>\r\n\t<li>How comfortable is the candidate with the languages and frameworks in question? Can they express their intentions through concise, idiomatic code? Do their naming conventions add clarity?<\/li>\r\n\t<li>How do they incorporate feedback? When given hints, can they quickly course correct? Can they refactor existing code to adapt to a new requirement?<\/li>\r\n<\/ol>\r\n<p>If the role in question requires a specific expertise, you'll probably want to vet the candidate's knowledge in that area. Often these kinds of positions are the exception, not the rule. And don't overdo it\u2014people can learn, and it's unlikely that you'll have them working on the exact problems they've solved in previous roles.<\/p>\r\n<h4>2. Break the ice<\/h4>\r\n<p>When an interview starts, be friendly and offer up a bit of personal information. For example, I often mention that I live in Hawaii, that I don't have a CS degree, and that I was never a programmer until I started playing around with HTML in my late 20s. These things humanize me, level the playing field, and build rapport. Five minutes of easy conversation can make an entire interview more comfortable for everyone.<\/p>\r\n<h4>3. Set clear expectations<\/h4>\r\n<p>Every engineer knows the anxiety of jumping into a technical screen without knowing what to expect. What type of question will be asked? How will my answer be evaluated? What happens if I can't complete it?<\/p>\r\n<p>As an interviewer, there's no benefit to being mysterious. After the introduction, I give a clear explanation of the interview format. This helps put candidates at ease, which helps make it easier to evaluate their true ability. I'll say things like:<\/p>\r\n<ul>\r\n\t<li>This is a collaborative exercise\u2014ask me questions!<\/li>\r\n\t<li>Looking something up is part of programming.<\/li>\r\n\t<li>This question doesn't have a \"secret trick\" that unlocks the answer.<\/li>\r\n\t<li>There are no trap doors that will automatically fail you. It's okay to make mistakes, backtrack, and think out loud.<\/li>\r\n\t<li>Even if you don't solve the problem, you might still pass the interview.<\/li>\r\n<\/ul>\r\n<h4>4. Interrupt the struggle<\/h4>\r\n<p>Even with a perfectly tailored question, a great intro, and a clear set of expectations, candidates still get stuck. When this happens, I'll only wait a few minutes before offering help. Depending on the problem I might give a hint, remind a candidate there's no penalty for looking something up, or even reveal part of the answer. I do this because:<\/p>\r\n<ul>\r\n\t<li><strong>Maybe they drew a blank:<\/strong> Interviews are stressful, and people freeze up. If you keep things moving, the candidate can shrug off their frustration, maintain their confidence, and move forward without feeling like they've bombed the interview.<\/li>\r\n\t<li><strong>Maybe they just don't know:<\/strong> It's critical to differentiate a candidate's fundamental knowledge gaps from their momentary blanks. If they get stuck, move the interview along\u2014 a true deficiency may arise more than once, giving you better data.<\/li>\r\n\t<li><strong>Real work involves collaboration:<\/strong> Everyone has the experience of being hopelessly stuck on a problem, only to have someone glance at the code and immediately point out the solution. It's part of being an engineer, and part of being a human. If a candidate takes your feedback and uses it to get unblocked, it can be a great indicator of the humility needed to be a great collaborator.<\/li>\r\n<\/ul>\r\n<p>At the end of the interview you'll know if you've solved the whole problem for the candidate, and the more ground you cover, the more information you'll have to make a fair evaluation. If a hint or two invalidates the entire interview, you probably need to reconsider your question.<\/p>\r\n<h4>Finding the Right Fit<\/h4>\r\n<p>A collaborative and kind technical screening process not only improves the quality of the information you collect, but in a hot job market it's also a competitive advantage. These interviews are a chance for your <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">company's culture<\/a> to shine, and that's a big opportunity\u2026 don't waste it! After all, finding the right people is only part of the problem\u2014a great candidate experience makes them more likely to sign those offer letters, too.<\/p>","post_title":"4 Tips to Improve the Technical Interview","post_excerpt":"To this end, here are four tips I've adopted to make technical interviews more fair, insightful, and collaborative.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-tips-to-improve-the-technical-interview","to_ping":"","pinged":"","post_modified":"2022-01-31 12:00:38","post_modified_gmt":"2022-01-31 20:00:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97360","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"January 31, 2022","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Technical Interview Tips\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Improving_The_Technical_Interview_BlogHeader2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-tips-to-improve-the-technical-interview\/"},{"ID":97180,"post_author":"79","post_date":"2022-01-25 09:42:27","post_date_gmt":"2022-01-25 17:42:27","post_content":"<p>The word game, <a href=\"https:\/\/www.powerlanguage.co.uk\/wordle\/\" target=\"_blank\" rel=\"noopener\">Wordle<\/a>, has become a global phenomenon. By now, we\u2019re all familiar with those 30 ominous squares, filled with gray, green, or yellow, that determine your mood for the rest of the day. The virality of this simple game has spanned across countries, generations, and platforms, gaining attention on social media and <a href=\"https:\/\/www.youtube.com\/watch?v=QcZWd75Ph4Q\" target=\"_blank\" rel=\"noopener\">late-night television<\/a>. And, unsurprisingly, because of its popularity, Wordle has also captured the attention of marketers.<\/p>\r\n<p>Marketers, from a variety of brands (yes, including Iterable\u2014hi), have noticed the traction Wordle has gained and decided to use it to their advantage. This is known as trendjacking. According to <a href=\"https:\/\/trendjackers.com\/trendjacking-redefining-marketing-buzzword\/\" target=\"_blank\" rel=\"noopener\">Trendjackers.com<\/a>, \u201c[Trendjacking is] a quick and relatively simple method of gaining free exposure by \u2018jacking\u2019 a trend or \u2018riding the wave\u2019 of a hashtag [that] became a commonplace tactic for social media marketers.\u201d Brands are using Wordle in their marketing techniques to relate and connect with audiences in a new way.<\/p>\r\n\r\n[caption id=\"attachment_97181\" align=\"alignnone\" width=\"1000\"]<img class=\"wp-image-97181 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_Screenshots.png\" alt=\"Examples of Wordle trendjacking in marketing\" width=\"1000\" height=\"450\" \/> <em>From left to right: 1) <a href=\"https:\/\/www.papersource.com\/\" target=\"_blank\" rel=\"noopener\">Paper Source<\/a> sent this GIF via SMS marketing to quickly get customers\u2019 attention. 2) Lego turned Wordle squares into Lego bricks to tie their brand to the trend. Source: <a href=\"https:\/\/twitter.com\/LEGO_Group\/status\/1481234548738469891?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>. 3) Hilton cleverly turned one of their hotels into a giant Wordle game. Source: <a href=\"https:\/\/twitter.com\/Hilton\/status\/1481347782686429187?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/em>[\/caption]\r\n\r\n<p>From these examples, we have proof that brands are into trendjacking but, as we saw all of these examples pop up, we started wondering if it really works. Are there benefits to trendjacking? How can brands effectively hop on trends? Well, let\u2019s get into it by starting at the beginning.<\/p>\r\n<h3>How Trendjacking Started<\/h3>\r\n<p>To think about how trendjacking started, we have to think about how trends started. Enter: the hashtag. In 2007 hashtags were originally introduced via Twitter as a way to categorize content. While hashtags were initially met with some resistance, \u201cIn 2009, <a href=\"https:\/\/socialmediaweek.org\/blog\/2018\/02\/history-hashtags-symbol-changed-way-search-share\/\" target=\"_blank\" rel=\"noopener\">Twitter finally embraced them<\/a> and introduced a search tool, so that users could see who else was using a particular hashtag. The following year Twitter introduced \u2018Trending Topics,\u2019 which displays the most popular hashtags at a given time.\u201d<\/p>\r\n<p>Trending topics got the ball rolling for trendjacking. Once brands could see what everyone was talking about, it became easy to get involved in the conversation. When there\u2019s a moment that enters the zeitgeist, brands aim to natively fit into the narrative. Remember the power outage during a certain sporting event? Remember the iconic tweet from <a href=\"https:\/\/www.oreo.com\/\" target=\"_blank\" rel=\"noopener\">Oreo<\/a>? Trendjacking at its finest.<\/p>\r\n\r\n[caption id=\"attachment_97187\" align=\"alignnone\" width=\"1004\"]<img class=\"wp-image-97187 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-24-at-12.15.51-PM.png\" alt=\"Oreo dunk in the dark\" width=\"1004\" height=\"1272\" \/> <em>Oreo saw the conversations that were happening on Twitter and wanted to be a part of them. Source: <a href=\"https:\/\/twitter.com\/oreo\/status\/298246571718483968?lang=en\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/em>[\/caption]\r\n\r\n<p>While Oreo\u2019s tweet was a hit, this isn\u2019t always the case for trendjacking brands. Becoming involved in the conversation in the wrong way can bring attention to your brand for all the wrong reasons.<\/p>\r\n<h3>A Double-Edged Sword<\/h3>\r\n<p>Trendjacking can do as much harm as good in a short amount of time. Trendjacking is almost a guarantee that whatever content your brand throws into the mix will be seen by at least a handful of people. So, while the execution has to be quick\u2014to ensure the trend is still a trend when the content goes live\u2014 it also has to be well thought out. If all interpretations of your message are not considered, your content <a href=\"https:\/\/exclusive.multibriefs.com\/content\/trendjacking-the-good-the-bad-and-the-ugly\/marketing\" target=\"_blank\" rel=\"noopener\">could go viral for all the wrong reasons<\/a>.<\/p>\r\n<p>Today, customers are smarter than ever and can easily sniff out inauthentic marketing. If your brand is hopping on a trend, just for the sake of hopping on a trend, without any connection to your brand whatsoever, it\u2019s going to go over like a lead balloon.<\/p>\r\n<p>In 2018, <a href=\"https:\/\/www.iuiga.com\/\" target=\"_blank\" rel=\"noopener\">Iuiga<\/a>, a homegoods brand, tried to enter the conversation around the passing of Singapore\u2019s polar bear, Inuka.<\/p>\r\n\r\n[caption id=\"attachment_97193\" align=\"alignnone\" width=\"1316\"]<img class=\"size-full wp-image-97193\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-24-at-3.21.07-PM.png\" alt=\"When trendjacking goes wrong\" width=\"1316\" height=\"872\" \/> <em>Trying to capitalize on a tragedy is known as \u201cblack hat trendjacking\u201d and Iuiga\u2019s customers were not pleased. Source: <a href=\"https:\/\/www.equinetacademy.com\/trendjacking-in-content-marketing\/\" target=\"_blank\" rel=\"noopener\">Equinet Academy<\/a>.<\/em>[\/caption]\r\n\r\n<p>Trends are short-lived. They\u2019re gone as quickly as they appear and you never want your brand\u2019s poor attempt at trendjacking to last longer than the trend itself. Trendjacking ensures eyeballs on your brand, but jumping on a trend has to have a purpose\u2014especially today. There needs to be brand relevance and thought behind every message your brand puts out. But, when it works, it really works.<\/p>\r\n<h3>Is Trendjacking Worth it?<\/h3>\r\n<p>Based on what we\u2019ve discussed so far, trendjacking seems like a lot of work and kind of risky. Bringing attention to your brand is definitely playing with fire but the payoff, when done correctly, is worth it. Look at the Oreo tweet, for example. That tweet focused on a football game that happened nine years ago but is still used in marketing articles (~getting meta~) today.<\/p>\r\n<p>Now, you\u2019re probably thinking, \u201cit\u2019s great people are still talking about it, but what does that mean for the brand?\u201d Plain and simple: it\u2019s an awareness play. This is a way to get your brand name into the popular conversations that are happening at the moment.<\/p>\r\n<p>No one was thinking about Oreo when the lights went out but, according to Valens Research, \u201cJust a day after it was posted on Twitter, the tweet accumulated around 15,000 retweets, while the Facebook post recorded approximately 20,000 likes. The \u2018Dunk in The Dark\u2019 image also garnered USD 525 million earned media impressions.\u201d If people didn\u2019t know Oreo before, they know it now.<\/p>\r\n<h3>Do More Than Join a Conversation<\/h3>\r\n<p>Like we said before, your brand can\u2019t be part of a trend just to get attention. No one likes a try-hard. It has to make sense. And, in a way, putting the thought and wit behind trendjacking is what makes it work.<\/p>\r\n<p>Brands need to understand the trend fully and understand the combination of the audience of the trend and their own target audience. Who is talking about this subject? Do you, as a brand, want to connect with this group of people? Is this a trend your brand can relate to? Trendjacking is about more than just popping into a conversation and hoping your message becomes viral\u2014it\u2019s about being <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-brand-authenticity\/\" target=\"_blank\" rel=\"noopener\">authentic<\/a>, clever, and relevant.<\/p>\r\n<p><em>To learn more about how your brand can connect with your audience via multiple marketing channels, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo today<\/a>.<\/em><\/p>","post_title":"What in the Wordle? A Look at the Impact of Trendjacking","post_excerpt":"Are there benefits to trendjacking? How can brands effectively hop on trends? Well, let\u2019s get into it by starting at the beginning.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"what-in-the-wordle-a-look-at-the-impact-of-trendjacking","to_ping":"","pinged":"","post_modified":"2022-01-25 09:42:45","post_modified_gmt":"2022-01-25 17:42:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97180","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 25, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Trendjacking\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/012522_Wordle-Trendjacking_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/what-in-the-wordle-a-look-at-the-impact-of-trendjacking\/"},{"ID":97157,"post_author":"35","post_date":"2022-01-20 13:03:26","post_date_gmt":"2022-01-20 21:03:26","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode we spoke with <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener\">email sending and deliverability platform<\/a>, SparkPost, a MessageBird company, to get their expert opinion on all things email. From what has changed during the pandemic to what aspects of those changes will stick around, our chat covers everything you wanted to know about email but were too afraid to ask!\u00a0<\/p>\r\n<h3>Meet Elliot From SparkPost<\/h3>\r\n<p>In chatting with Elliot Ross, Technology Evangelist at SparkPost, we discovered the different areas of email sending and deliverability that marketers should focus on in the coming year. With <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">iOS 15 and MPP<\/a> taking hold this year, Elliot brought up how marketers should approach the changes to open rate monitoring and some ways marketers should adjust their approach to email marketing and analytics.\u00a0<\/p>\r\n<p>Give it a watch or listen to learn more from Elliot right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/youtu.be\/JgxaZg8pbBg[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/embed\/JgxaZg8pbBg\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on Iterable's social channels in case you miss any episodes.\u00a0<\/p>\r\n<p><em><a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">Twitter<\/a><\/em><\/p>","post_title":"Watch and Listen: SparkPost Talks About the Future of Email","post_excerpt":"For today's episode we spoke with email sending and deliverability platform, SparkPost, to get their expert opinion on all things email.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-and-listen-sparkpost-talks-the-future-of-email","to_ping":"","pinged":"","post_modified":"2022-01-20 13:13:13","post_modified_gmt":"2022-01-20 21:13:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97157","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"January 20, 2022","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM SparkPost\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_DBM-Video-Series_12_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/watch-and-listen-sparkpost-talks-the-future-of-email\/"},{"ID":96891,"post_author":"79","post_date":"2022-01-19 05:32:08","post_date_gmt":"2022-01-19 13:32:08","post_content":"<p>For Iterable, 2021 was a year of progress, change, and celebration; progress in advancing the Iterable platform to meet the evolving needs of our customer, change in our way of work and collaboration, and celebration in the growth of our company and the successes of our customers.<\/p>\r\n<p>Platforms like Zoom, Slack, Miro, Workboard, and more have enabled our continued collaboration, keeping us close while remote. And for our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customers<\/a>\u2014the brands and businesses leading the charge on customer connection\u2014our platform made the transition from in-person to online not only feasible, but profitable.<\/p>\r\n<p>As we close the door on 2021, many are wondering what the new year will hold. While we don\u2019t know what apps or acronyms will dominate the industry this year, what we do know is that we\u2019re ready for whatever comes our way. Here to help the Iterable Community take advantage of the opportunities that 2022 presents is a new member of the Iterable team: Adriana Gil Miner, Chief Marketing Officer (CMO).<\/p>\r\n<p>A marketing executive with over 20+ years of industry leadership experience, Adriana (\u201cAdri\u201d) has made a career in communicating and connecting. There\u2019s no one better suited to tell us more about Adri\u2019s journey to Iterable, and her plans for our team and our Community, than the Chief Storyteller herself.<\/p>\r\n<p>Read on to learn more about Iterable\u2019s new CMO:<\/p>\r\n<h3>Tell us about yourself!<\/h3>\r\n<p>I am from Venezuela and came to the United States in \u201899 pursuing a dream to become a global citizen. New York was the perfect melting pot to meet the world in one place.<\/p>\r\n<p>I am the daughter of an Argentinian immigrant and grew up in an Argentinian culture bubble inside Venezuela so I always felt a little bit of an outsider, even in my own country. That feeling gave me the ability to be an observer of human culture and behavior and it attracted me to writing and storytelling from an early age.<\/p>\r\n<p>I also had the good fortune to grow up in a very \u2018techie\u2019 family\u2014both my parents were engineers. My mother was a CIO so I had exposure to a lot of advanced technology in my household. I remember when email was starting out and my parents had access to it because they had been university professors. The first time I saw the internet (text based then) I felt the world would completely change because of it and I wanted to be part of it.<\/p>\r\n<p>Little did I know that combining my love for technology and storytelling were going to be the defining skill of my professional career. I started out doing data analysis (aka copy and pasting numbers into a spreadsheet and creating reports) and I realized that data was a proxy for human behavior. There were stories hiding in that data that I could make shine and base strategies from them. That took me to working in one of the world\u2019s best brands, American Express, where I learned the power of a truly customer service oriented organization.<\/p>\r\n<p>Then, I jumped into PR at Weber Shandwick, one of the best firms in the world, where I got started with Tableau as a client. They were a tiny startup then but from the get-go, I knew Tableau would change the world so I joined them and experienced an amazing growth ride with them. So here I am, still doing the same thing I started out with: data and stories.<\/p>\r\n<h3>How has the marketing landscape evolved since you started your career?<\/h3>\r\n<p>Over the past few decades, community and storytelling have found their footing in marketing. Businesses that are successful in building connections yield higher LTV and higher revenue than their peers and competitors. The value of community and connection has been especially explicit during the COVID-19 pandemic, as digital communities and online conversations were, for some, the only form of human interaction.<\/p>\r\n<p>At the same time, consumer values evolved, and their expectations shifted; consumers prefer to shop with brands they feel <a href=\"https:\/\/iterable.com\/blog\/consumer-psychology-takeaways-to-improve-your-cx\/\" target=\"_blank\" rel=\"noopener\">emotionally connected<\/a> with, bringing the power of storytelling to the forefront of brand marketing mantras. What draws people (or brands and consumers) together better than a shared experience and a great story?<\/p>\r\n<p>Suffice it to say, marketplace power dynamics have completely shifted, technology is an equalizer among brands. With technology, the entire supply chain has been disrupted and you have thousands of direct-to-consumer brands that are able to build deep connections with their customers and rival the big established brands. A string of factors\u2014like consumers\u2019 growing willingness to try new products and services, <a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a>, and fresh consumer demands on experience and privacy\u2014have prompted the shift in scales. Control traditionally held by companies and corporations has started to transition to the hands of the very people those organizations serve. This is the age of the customer.<\/p>\r\n<p>And I\u2019m loving it. It\u2019s what led me to Iterable.<\/p>\r\n<h3>Why Iterable?<\/h3>\r\n<p>Iterable was founded on a single vision: to help brands\u2014no matter their size, or the circumstance\u2014connect customers with experiences that bring them joy. They deliver on this vision every day by equipping some of the most innovative companies around the globe with the tools they need to establish deep, meaningful, and profitable connections. Iterable levels the playing field for brands and marketers by empowering teams and companies of all sizes with the tools they need to power conversations and connections.<\/p>\r\n<p>When I was first introduced to Iterable, I reached out initially to its customers. Why? Because I, like our friends at <a href=\"https:\/\/www.forrester.com\/blogs\/how-and-why-to-bother-with-customer-obsession\/\" target=\"_blank\" rel=\"noopener\">Forrester<\/a>, believe that companies should serve customers at a level that borders on obsession. This obsession isn't an option. It\u2019s a non-negotiable. I learned this reality quickly in the B2B space, where customer satisfaction underpins survival. As a marketer, I wanted to see how Iterable partners for growth\u2014how they tangibly help their customer community.<\/p>\r\n<p>My first Iterable customer conversation was with the marketing lead at <a href=\"https:\/\/www.pacaso.com\/\" target=\"_blank\" rel=\"noopener\">Pacaso<\/a>, a platform that makes it easier to buy, own and sell a shared second home in high-end vacation markets. Pacaso (launched in 2020) was looking for a partner that would help their company scale with speed and efficacy. Enter, Iterable, which helped support Pacaso\u2019s incredible growth across more than 30 top second-home destinations around the world.<\/p>\r\n<p>Another impactful discussion was with one of Iterable\u2019s sustainable retail customers. The brand, interested in ramping up their cross-selling strategy, was initially searching for a platform that would provide access to critical customer insights. With Iterable, they gained access to so much more: access to customer intelligence as well as insights, the ability to intelligently segment and target key audiences, and, importantly, a partner to guide their strategic growth.<\/p>\r\n<p>It became clear through these discussions that Iterable is not just enabling growth with its technology. We are partners in growth. We are in the trenches with our customers\u2014sleeves rolled up and ready to help our community connect with their customers: consumers. Customer-obsession is a shared trait with this company.<\/p>\r\n<p>That\u2019s what makes Iterable unique. That\u2019s what makes Iterable extraordinary.<\/p>\r\n<h3>What\u2019s your vision for Iterable?<\/h3>\r\n<p>Having recently announced our surpassing the <a href=\"https:\/\/iterable.com\/blog\/a-memorable-milestone-celebrating-100m-arr\/\" target=\"_blank\" rel=\"noopener\">$100M Annual Recurring Revenue Milestone<\/a>, and on the heels of a <a href=\"https:\/\/iterable.com\/blog\/our-next-chapter-series-e-funding-announcement\/\" target=\"_blank\" rel=\"noopener\">Series E funding<\/a> celebration, our success is a proof-point of our continued disruption of the marketing technology industry. But what\u2019s behind the revenue milestones is what matters most.<\/p>\r\n<p>In the last six months alone, Iterable has been recognized as the <a href=\"https:\/\/iterable.com\/blog\/iterable-named-best-saas-company-to-work-for\/\" target=\"_blank\" rel=\"noopener\">Best SaaS Company to Work<\/a> For and <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a> was named <a href=\"https:\/\/iterable.com\/blog\/brand-affinity-product-of-the-year-sales-and-marketing-technology-awards\/\" target=\"_blank\" rel=\"noopener\">Product of the Year<\/a> by the Sammys. We\u2019ve been ranked as a <a href=\"https:\/\/wearegirlsclub.com\/top-25-companies-where-women-want-to-work\/\" target=\"_blank\" rel=\"noopener\">Top Company Where Women Want to Work<\/a>, and recognized as the <a href=\"https:\/\/iterable.com\/blog\/iterable-wins-app-engagement-platform-award-from-app-growth-awards\/\" target=\"_blank\" rel=\"noopener\">Best App Engagement Platform<\/a>. Why bring up these awards and accolades? Because Iterable isn\u2019t just leading the marketing technology industry, we\u2019re leading the marketing industry and dominating the tech industry.<\/p>\r\n<p>Our product and performance is excelling because we build an unparalleled culture of work\u2014one that invests in inclusivity, celebrates diversity, and champions our workforce. Iterable is successful because our people are our priority. Profit and innovation? Byproducts of a thriving workforce.<\/p>\r\n<p>Iterable wins in our space because we are innovative. We try new things. We fail fast. And, more than anything, we help our customers grow. As CMO, I have a chance to lead a team that is dedicated to creative problem-solving and customer success. I have the opportunity to serve and work with marketers, to help them navigate this new era of customer engagement catalyzed by the pandemic. We\u2019ll work together to build deep customer connections that will sustain growth for their organizations in the short and long term.<\/p>\r\n<h3>How will you help Iterable get there?<\/h3>\r\n<p>When done correctly, marketing can be an accelerator for business growth, fueling holistic collaboration, creativity, and connection between teams, partners, customers, and competitors. My job\u2014Chief Marketing Officer\u2014is to fuel this acceleration by guiding our growth.<\/p>\r\n<p>My first task? To break down all silos. They can\u2019t exist. Not in your data. Not in your thinking. Not in your business knowledge. Not in your organization. Not in your marketing.<\/p>\r\n<p>One of the most important skills to develop as a marketer is your ability to provide connected experiences. With COVID complicating things, it\u2019s more crucial now than ever before. A connected experience for customers is a seamless experience. A great experience. And great experiences drive loyalty, retention, and revenue.<\/p>\r\n<p>Much like the marketing channels need to be connected, so does your organization. You should actively be building relationships and rapport with actors in different departments\u2014Operations, Strategic Services, Sales, and Finance. Understand what they do, and how it relates to your role. You can leverage this knowledge and familiarity to create connected experiences for all types of consumers, and more clearly define how your role contributes to the business as a whole.<\/p>\r\n<p>Brand perception is everything in this economy. And it's the CMO\u2019s job\u2014my job\u2014to ensure that the perception is positive and unwavering.<\/p>\r\n<h3>New Year, New CMO<\/h3>\r\n<p>From customer expectations and brand-customer interactions, to the way we work and employee priorities\u2014a lot has changed in the last year. Some of these changes will accelerate in 2022, presenting a challenge for brands and businesses to ramp up their investments to meet growing consumer expectations.The brands that succeed in this environment will be the ones that invest in the intangible\u2014partnership.<\/p>\r\n<p>We\u2019re excited to add a CMO like Adri to our growing team. Adri will play a pivotal role in establishing a sense of unity and collaboration for the entire Iterable ecosystem. Her partnership will help power the growth of our customers, ensuring a successful new year and beyond.<\/p>\r\n<p><em>Join Adri at <a href=\"https:\/\/iterable.com\/activate\/virtual\/\" target=\"_blank\" rel=\"noopener\">Activate Virtual<\/a> on Wednesday, April 6, where you\u2019ll hear from industry leaders and expert marketers to see how your marketing moments can build a lasting impact!<\/em><\/p>","post_title":"Introducing Adri Gil Miner, Iterable's Chief Marketing Officer","post_excerpt":"Introducing a new member of the Iterable team: Adriana Gil Miner, Chief Marketing Officer (CMO). Read on to learn more.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-adri-gil-miner-iterables-chief-marketing-officer","to_ping":"","pinged":"","post_modified":"2022-01-19 05:37:50","post_modified_gmt":"2022-01-19 13:37:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96891","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 19, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable CMO\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/CMO-Announcement-Rev_Blog-Hdr-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/introducing-adri-gil-miner-iterables-chief-marketing-officer\/"},{"ID":97078,"post_author":"79","post_date":"2022-01-18 14:12:12","post_date_gmt":"2022-01-18 22:12:12","post_content":"<p>You know <a href=\"https:\/\/www.mentalfloss.com\/article\/71855\/why-does-word-sometimes-lose-all-meaning\">semantic satiation<\/a>\u2014the phenomenon that occurs when you say a word too much and it starts to sound weird and loses all meaning? That\u2019s where we\u2019re at with the term \u201cKPIs.\u201d KPIs\u2014short for key performance indicators\u2014has become an umbrella term that can overshadow its individual pieces. When really, the sum is only as great as its parts.<\/p>\r\n<p>When dissected, KPIs are a collection of metrics that help determine what success looks like for your business segment\u2014they indicate how your team is performing. As new technologies, trends, and business goals take shape, KPIs will evolve. As a result of <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">Apple\u2019s iOS 15 updates<\/a> and Mail Privacy Protection (MPP), for example, email <a href=\"https:\/\/iterable.com\/blog\/rethinking-email-open-rates-and-clickthrough-rates\/\" target=\"_blank\" rel=\"noopener\">clickthrough rates are starting to outweigh open rates<\/a>\u2014a once-revered KPI.<\/p>\r\n<p>To help clarify and solidify the definition of key performance indicators, this article will explore which marketing KPIs to focus on 2022. But first, let\u2019s make sure we know the difference between overall and channel-specific KPIs.<\/p>\r\n<h3>Overall vs. Channel-Specific KPIs<\/h3>\r\n<p>Measuring performance can mean something different when looking at the overall performance of your marketing initiatives versus how well an individual channel is performing. Total number of sales, for example, is an overall KPI. But, how you improved the total number of sales can be attributed to channel performance. Channel KPIs, for example, could be the total number of social media followers or app downloads.<\/p>\r\n<p>Both types of marketing KPIs are important to keep track of\u2014they complement each other. Now that we know the difference, let\u2019s look at some examples of each.<\/p>\r\n<h3>Overall Marketing KPIs<\/h3>\r\n<h4>1. Customer Acquisition Cost (CAC)<\/h4>\r\n<p>Customer Acquisition Cost, also known as CAC, is the amount of money it costs to acquire a new customer by converting leads. The key to calculating your CAC is to select a timeframe. Then, take <a href=\"https:\/\/compose.ly\/strategy\/marketing-kpis\/\" target=\"_blank\" rel=\"noopener\">the sum of your marketing and sales costs<\/a>, and divide that sum by how many customers were acquired in the determined timeframe. So, if your timeframe is six months, and you spent $10,000 on marketing and sales and acquired 1,000 customers within those six months, your CAC is $10\/customer.<\/p>\r\n<p>Why is CAC important? It tells your marketing team if they\u2019ve been efficiently spending their time. If your CAC is well above your <a href=\"https:\/\/www.demandjump.com\/blog\/customer-acquisition-cost-by-industry\" target=\"_blank\" rel=\"noopener\">industry average<\/a>, for example, your team may want to examine where the dollars are being spent and if there\u2019s a way to reduce the cost or shift where the money is spent to lower the CAC.<\/p>\r\n<h4>2. Customer Lifetime Value (LTV)<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">Customer Lifetime Value (LTV)<\/a> is the total amount of money a single customer is expected to spend during their entire relationship with your brand. If you look at the average amount a customer spends per purchase, multiply that by an assumed number of visits in a set time frame, you can <a href=\"https:\/\/compose.ly\/strategy\/marketing-kpis\/\" target=\"_blank\" rel=\"noopener\">establish an estimated LTV<\/a>. Say your customer usually spends an average of $65 per purchase. Based on historical data, it looks like they make a purchase three times a year. So, they spend $195 per year. You predict they\u2019ll continue to purchase for another five years. Therefore, this customer\u2019s LTV is $975.<\/p>\r\n<p>Going hand-in-hand with CAC, this marketing KPI is important for understanding 1) how long it takes to recover any initial acquisition costs for this customer and 2) the value of retaining this customer. Say it cost $1000 to acquire the customer in the above example\u2014that\u2019s $25 more than their LTV. In this case, you may try to find ways to increase their average order value to ensure their LTV is higher than their CAC.<\/p>\r\n<h3>Channel-Specific Marketing KPIs<\/h3>\r\n<h4>1. Email Deliverability<\/h4>\r\n<p>Email deliverability is everything. Email marketing has an impressively high ROI\u2014<a href=\"https:\/\/blogs.constantcontact.com\/email-marketing-statistics\/#:~:text=Email%20marketing%20has%20a%20return,of%20marketing%20%E2%80%94%20digital%20or%20otherwise.\" target=\"_blank\" rel=\"noopener\">$36 for every $1 spent<\/a>\u2014but if your emails aren\u2019t getting delivered, you\u2019re not going to see that return. When developing an email marketing strategy, you\u2019re relying on an <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-an-email-service-provider-esp\/\" target=\"_blank\" rel=\"noopener\">email service provider (ESP)<\/a> to send your marketing emails to a specific list of leads or customers.<\/p>\r\n<p>Deliverability is measured by the percentage of emails that successfully land in a customer\u2019s inbox versus landing in spam or bouncing altogether. There are various <a href=\"https:\/\/folderly.com\/blog\/spam-fix\/spam-tester-monitoring-and-tracking-how-to-measure-your-email-deliverability\" target=\"_blank\" rel=\"noopener\">factors<\/a> that can keep these emails from reaching their intended audiences. <a href=\"https:\/\/iterable.com\/resources\/articles\/cross-channel-marketing\/email-marketing\/what-is-ip-warming\/\" target=\"_blank\" rel=\"noopener\">IP warming<\/a>, for example, can highly impact email deliverability. Immediately sending a large amount of emails from a new account may stand out as a red flag for Internet Service Providers (ISPs). As a result, they may label your emails as spam and block your account from sending more marketing messages.<\/p>\r\n<h4>2. App User Growth<\/h4>\r\n<p>Mobile channels, apps specifically, are rapidly gaining traction. As of 2021 there were <a href=\"https:\/\/www.statista.com\/statistics\/268251\/number-of-apps-in-the-itunes-app-store-since-2008\/\" target=\"_blank\" rel=\"noopener\">more than 4 million apps<\/a> available in the Apple App Store. For brands, app user growth is important for understanding if your app is fulfilling customers\u2019 needs. App downloads are a foundation for mobile app success, but app usage\u2014a.k.a. longevity\u2014is key.<\/p>\r\n<p>To <a href=\"https:\/\/uxcam.com\/blog\/top-50-mobile-app-kpis\/\" target=\"_blank\" rel=\"noopener\">measure app user growth<\/a>, first decide on a timeframe. For this example, let\u2019s say 2021 versus 2020. Look at the current number of users at the end of 2021 and subtract the number of users at the end of 2020. Then divide this number by the users at the end of 2020 and multiply by 100 to get the percentage of growth year-over-year. Apps can be downloaded and deleted, but understanding who downloads, keeps, and uses your app will help <a href=\"https:\/\/www.youtube.com\/watch?v=P9dw1xAtVW4\" target=\"_blank\" rel=\"noopener\">determine what works and what doesn\u2019t<\/a>.<\/p>\r\n<h3>Marketing KPIs Measure <em>Your<\/em> Success<\/h3>\r\n<p>Marketing KPIs are not a one-size-fits-all solution. If you\u2019re a mobile-only brand, maybe you only focus on mobile KPIs. If you\u2019re a non-profit, maybe CAC and LTV don\u2019t necessarily work for measuring your marketing success, but instead, you focus on channel-specific KPIs.<\/p>\r\n<p>These KPIs are suggestions. It\u2019s always important to reflect on what success looks like specifically for your brand. These performance indicators may not be applicable for your marketing team or business as a whole, so feel free to mix and match until you reach the right definition of success for your brand.<\/p>\r\n<p><em>To learn how Iterable can help you achieve your marketing goals in 2022, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"Marketing KPIs to Focus on in 2022","post_excerpt":"To help clarify and solidify the definition of key performance indicators, this article will explore which marketing KPIs to focus on 2022.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-kpis-to-focus-on-in-2022","to_ping":"","pinged":"","post_modified":"2022-01-18 14:12:12","post_modified_gmt":"2022-01-18 22:12:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97078","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 18, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2022 Marketing KPIs\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011822_Marketing-KPIs_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-kpis-to-focus-on-in-2022\/"},{"ID":96988,"post_author":"79","post_date":"2022-01-12 11:48:24","post_date_gmt":"2022-01-12 19:48:24","post_content":"<p>Thank you for choosing the Iterable blog. Please scroll to receive the requested information.<\/p>\r\n<p>K, that\u2019s super boring, right? Unfortunately, language like that is common in transactional messaging.<\/p>\r\n<p>Transactional messaging refers to the triggered communication a brand sends after the customer has made a transaction. This transaction could be a purchase, a newsletter signup, a product return, etc. Any transaction between a customer and your brand is likely followed by some form of transactional messaging.<\/p>\r\n<p>Because transactional messages usually deal with sensitive information (think: order number, tracking number, shipping address, etc.), they tend to take on a more serious tone, especially when compared to promotional messages.<\/p>\r\n<p>A more serious tone isn\u2019t always a bad approach when it comes to transactional messages because of the sensitive information but it\u2019s not a requirement. So, unless your brand tone is more formal, why stray from your brand identity? There are other ways to implement transactional messaging without sacrificing the brand tone and voice you\u2019ve worked so hard to establish.<\/p>\r\n<p>Below are some ways to implement a fun tone without detracting from the customer experience.<\/p>\r\n<h3>1. But First, The Important Stuff<\/h3>\r\n<p>A must-have in transactional messages is putting the important information front and center. But, when delivering what the customer is looking for in a very direct way, you create space to play around with the tone more. In an order update, customers don\u2019t want to dig for the important information. But, pair the need to comb through an email with a playful tone and it\u2019s going to come off as if your brand doesn\u2019t value the customers\u2019 time.<\/p>\r\n\r\n[caption id=\"attachment_97004\" align=\"alignnone\" width=\"1126\"]<img class=\"size-full wp-image-97004\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Ritual-Transactional.png\" alt=\"Ritual Transactional Message\" width=\"1126\" height=\"2001\" \/> <em>The process date and delivery date are above the fold, immediately giving the customer the info they\u2019re looking for. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/youve-successfully-changed-your-delivery-date\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/ritual.com\/\" target=\"_blank\" rel=\"noopener\">Ritual<\/a>, an online vitamin and supplement brand, sent this order update showing an expected delivery date. There\u2019s a quick header that uses the brand's direct, but fun tone, and then, very clearly, shows the date the order was processed and the date the order will be delivered. The email also features a CTA that allows the customer to change the delivery date. Something they may not have seen had this info been hidden at the bottom.<\/p>\r\n<h3>2. Customize Dynamic Content Fields<\/h3>\r\n<p>Plain text HTML emails should not be prioritized over stylized emails. End of story. Transactional emails tend to be the ones that are stripped of their CSS and design in exchange for a look that aligns with a somber tone.<\/p>\r\n<p>Transactional emails often have <a href=\"https:\/\/iterable.com\/blog\/using-dynamic-content-to-personalize-promotional-emails\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a> fields that pull info from a recent customer action\u2014say, for example, a purchase. With the customer\u2019s information, the transactional message could also include data on the item itself and the dynamic content field can pull in the purchased product image and recommended products that complement that product.<\/p>\r\n\r\n[caption id=\"attachment_97010\" align=\"alignnone\" width=\"1278\"]<img class=\"size-full wp-image-97010\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Postmates-Transactional.png\" alt=\"Postmates Dynamic Content\" width=\"1278\" height=\"2274\" \/> <em>When stylizing dynamic content fields, the email feels cohesive, so it\u2019s hard to pinpoint which sections are dynamic. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/thank-you-for-ordering-from-cream-june-15-2018\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmail<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/postmates.com\/\" target=\"_blank\" rel=\"noopener\">Postmates<\/a>, a food delivery app, included stylized dynamic content in this order confirmation email. First, the image at the top is specific to the restaurant from which the customer ordered. Then, the customer\u2019s name, total price, credit card number, and addresses are all stylized using Postmates\u2019 brand guidelines. It\u2019s not obvious the fields are dynamic and the email isn\u2019t stripped of any branding to compensate for including the customer\u2019s information.<\/p>\r\n<h3>3. Use All of Your Marketing Channels<\/h3>\r\n<p>No one said transactional messages have to be delivered via email. With <a href=\"https:\/\/iterable.com\/solutions\/multi-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">cross-channel marketing<\/a> becoming a staple for a modern customer experience, brands should think about which channels make the most sense for their transactional messages.<\/p>\r\n<p>Cross-channel marketing is about meeting the customer where they are. So, if a customer purchases something through your app, a <a href=\"https:\/\/iterable.com\/form\/demo\/transactional-push-notifications\/\" target=\"_blank\" rel=\"noopener\">transactional push notification<\/a> may make the most sense. You know they\u2019re on their phone already, so, if they have notifications enabled, they\u2019ll get an immediate order confirmation. A good alternative to push notifications while still staying on the phone is using the <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">mobile inbox<\/a>, which keeps an evergreen message accessible in your app itself.<\/p>\r\n<p>We\u2019re not saying you can\u2019t also send a transactional email (in fact, you should, since push notifications can be removed permanently), but the push notification meets the customer where they already are.<\/p>\r\n\r\n[caption id=\"attachment_96998\" align=\"alignnone\" width=\"1124\"]<img class=\"size-full wp-image-96998\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Image-from-iOS-2.jpg\" alt=\"Transactional Push Notification\" width=\"1124\" height=\"308\" \/> <em>SHEIN uses transactional push notifications for orders completed within their mobile app.<\/em>[\/caption]\r\n\r\n<p>Online clothing retailer, <a href=\"https:\/\/us.shein.com\/\" target=\"_blank\" rel=\"noopener\">SHEIN<\/a>, sent the above transactional push notification after a purchase was made within their app. Once clicked, the notification opens a deep link to the most recent order details\u2014including order number, estimated delivery date, total cost, shipping address, and a list of the ordered products. The instantaneous notification provides an extra layer of reassurance and builds trust with the customer.<\/p>\r\n<h3>4. Create an Open Line of Communication<\/h3>\r\n<p>The sensitive nature of transactional messages goes hand-in-hand with customer service. As soon as a transactional message is received, you should suspect the customer to have some questions. Think about it, maybe a customer orders something with an expected delivery date in mind. After receiving the order confirmation with the expected delivery date, which is past the date they need the item by, they will want to reach out to customer service.<\/p>\r\n\r\n[caption id=\"attachment_97016\" align=\"alignnone\" width=\"1264\"]<img class=\"size-full wp-image-97016\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Peak-Design-Transactional.png\" alt=\"Peak Design Customer Support\" width=\"1264\" height=\"1992\" \/> <em>Allowing customers to reply to transactional messages reassures users that there is a person on the other end reading their inquiries. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/peak-design-return-confirmation\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.peakdesign.com\/\" target=\"_blank\" rel=\"noopener\">Peak Design<\/a>, a camera accessory brand, made reaching out to support intuitive and easy. At the bottom of their return confirmation email, they included a line reading \u201cIf you have any questions, reply to this email or contact us at info@peakdesign.com.\u201d Instead of a dead-end, \u201cdo not reply to this email\u201d transactional message, Peak Design realized this customer may have some questions and, since this is a transactional email they should be able to just click \u201creply\u201d to reach out. Simple.<\/p>\r\n<h3>Go Beyond Just a Transactional Message<\/h3>\r\n<p>Today\u2019s customer experience is about more than just an amorphous, one-way message from a brand to a customer\u2014it\u2019s about building a relationship. Transactional messages shouldn\u2019t be swept under the rug and ignored, they should be part of a cohesive, cross-channel marketing strategy. In fact, transactional messages are crucial for <a href=\"https:\/\/www.nngroup.com\/articles\/transactional-and-confirmation-email\/\" target=\"_blank\" rel=\"noopener\">establishing trust<\/a> with your audience.<\/p>\r\n<p>So, to earn and maintain customer trust, the next time you\u2019re developing your triggered transactional messages, be sure they put the important information upfront, follow your brand guidelines, span other marketing channels, and open a line of communication.<\/p>\r\n<p><em>To see how Iterable can help you build eye catching, automated transactional messages, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"4 Ways to Make Transactional Messaging Less Boring","post_excerpt":"Transactional messaging refers to the triggered communication a brand sends after the customer has made a transaction.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-to-make-transactional-messaging-less-boring","to_ping":"","pinged":"","post_modified":"2022-01-12 11:48:24","post_modified_gmt":"2022-01-12 19:48:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96988","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 12, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Transactional Messaging\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011222_Make-Transactional-Messaging-Less-Boring_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-to-make-transactional-messaging-less-boring\/"},{"ID":96928,"post_author":"79","post_date":"2022-01-11 13:47:03","post_date_gmt":"2022-01-11 21:47:03","post_content":"<p>Think back to web pages from the \u201890s and even early 2000s\u2014woof. From flashing gifs to thick outlines and color combinations that gave you a headache, graphic design of yesteryear is best left in the past. Graphic design and email design trends, however, continue to evolve. One of the most notable transformations, which happened about ten years ago, is the <a href=\"https:\/\/www.nngroup.com\/articles\/flat-design\/\" target=\"_blank\" rel=\"noopener\">switch from skeuomorphic to flat design<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_96978\" align=\"alignnone\" width=\"1240\"]<img class=\"wp-image-96978 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-11-at-1.51.50-PM.png\" alt=\"Email Design Trends Skeuomorphic vs. Flat\" width=\"1240\" height=\"930\" \/> <em>Reducing shadows, highlights, and textures transformed Apple\u2019s interface from skeuomorphic to flat. Source: <a href=\"https:\/\/glasscanopy.com\/flat-design-vs-skeuomorphism-pros-cons\/\" target=\"_blank\" rel=\"noopener\">glassCanopy<\/a>.<\/em>[\/caption]\r\n\r\n<p>While skeuomorphic design embraces three-dimensional shapes to mimic real-life objects, <a href=\"https:\/\/www.interaction-design.org\/literature\/topics\/flat-design\" target=\"_blank\" rel=\"noopener\">flat design is characterized by its simplistic two-dimensional design<\/a>\u2014perfect for responsive websites.<\/p>\r\n<p>Flat design has translated to all marketing channels, including email. And, while flat design remains the overarching norm for email marketing, we wanted to explore some newer email design trends that have started to surface within flat design. Last year, we covered <a href=\"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/\" target=\"_blank\" rel=\"noopener\">design trends that gained popularity in 2021<\/a>. As we look at what 2022 has in store, keep in mind that these aren\u2019t necessarily new trends, but trends we may have seen creep up in the past few years that we think will take off in the coming years.<\/p>\r\n<h3>1. Thinking Outside the [Header] Box<\/h3>\r\n<p>Static rectangles are so 2021. Back in the day, marketing emails were often stuck in rigid templates. A big header block at the top, content block that follows, and a footer block at the bottom. Now, however, email templates are becoming more fluid and flexible, giving designers the ability to extend beyond rigid right angles and explore more eye-catching shapes and layers. Rather than a straight edge, for example, an ovular or more organic shape can create an arrow-like effect, pointing to the content below.<\/p>\r\n<blockquote>\r\n<p><em>\"When using an email template to build from, you may feel limited in what you can design. You may think you're locked into a rectangle header, but with the use of transparent backgrounds, you can create new shapes to accent your marketing message\" <\/em><\/p>\r\n<p><em>- Nick Jarrett, Iterable Senior Brand Designer<\/em><\/p>\r\n<\/blockquote>\r\n\r\n[caption id=\"attachment_96935\" align=\"alignnone\" width=\"1183\"]<img class=\"size-full wp-image-96935\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Piecework.png\" alt=\"Piecework email design trends\" width=\"1183\" height=\"2967\" \/> <em>The header in Piecework\u2019s email guides the eye to the rest of the content. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/piecework-kids-an-origin-story\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>This example, from <a href=\"https:\/\/pieceworkpuzzles.com\/\" target=\"_blank\" rel=\"noopener\">Piecework<\/a>, a Puzzle company, shows a rounded header that guides the users\u2019 eyes down the email. These days, everyone can do a rectangular template. But why be one of the many? Break out of the traditional template constraints and make the template work for your design\u2014not the other way around.<\/p>\r\n<h3>2. Combining Photography and Illustration<\/h3>\r\n<p>Promotional emails and photography aren\u2019t strangers. In 2022, however, expect to see more photography paired with illustrations to elevate the imagery. Illustrations can be used to help explain a complicated product, or add brand voice, tone, and personality to an otherwise generic image. \u201cBeing visually concise, <a href=\"https:\/\/medium.muz.li\/how-to-use-illustration-in-design-as-a-marketing-tool-eb543f4ce3c7\" target=\"_blank\" rel=\"noopener\">illustrations provide immediate recognition<\/a>, make complex things easier to understand, build trust, and are effortlessly memorable.\u201d<\/p>\r\n\r\n[caption id=\"attachment_96941\" align=\"alignnone\" width=\"1258\"]<img class=\"wp-image-96941 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Love-and-Cocoa.png\" alt=\"Love Cocoa Illustrations\" width=\"1258\" height=\"2201\" \/> <em>Love Cocoa used a combination of photography and illustration to expand beyond a stock photo. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/we-re-now-on-amazon-co-uk\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>UK-based <a href=\"https:\/\/lovecocoa.com\/\" target=\"_blank\" rel=\"noopener\">Love Cocoa<\/a>, a chocolate brand, layered illustration over an image to create a level of customization that the image alone couldn't deliver. The eye-catching small, illustrated lines bring the focus to the products, atop the box, and the Amazon logo. Even without the copy, it\u2019s clear the purpose of the email is to announce that Love Cocoa\u2019s products are being sold on Amazon.<\/p>\r\n<h3>3. The Re-Introduction of 3D<\/h3>\r\n<p>3D elements are a large part of skeuomorphic design. But, as of late, we\u2019ve been seeing the re-addition of smaller 3D elements being added to email. We\u2019re not expecting designers to revert back to full skeuomorphic concepts, but certain shapes within flat design are starting to adopt the long lost shadows and highlights of yore. Even in the above Piecework email, for example, the shadows create depth beyond a simple flat design.<\/p>\r\n\r\n[caption id=\"attachment_96947\" align=\"alignnone\" width=\"1264\"]<img class=\"size-full wp-image-96947\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Nike.png\" alt=\"Nike 3D Email Design Trends\" width=\"1264\" height=\"2443\" \/> <em>Nike harkens back to email design trends of the past by adding texture to 3D elements. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/des-cadeaux-quils-vont-adorer\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>In this email from <a href=\"https:\/\/www.nike.com\/\" target=\"_blank\" rel=\"noopener\">Nike<\/a>, we\u2019re seeing gradients, shadows, highlights, depth, and more. It does, however, still look different from OG skeuomorphic illustration. These elements really feel 3D\u2014they have texture. In the past, 3D design has resulted in every element looking and feeling the same, but this new spin on three-dimensional design creates depth by adding a variety of textures and patterns to some\u2014not all\u2014of the components.<\/p>\r\n<h3>4. Overlapping Elements<\/h3>\r\n<p>Another email design trend we can expect to see more of in 2022 is overlapping email elements. Further blurring the transition between sections like non-rectangular headers, overlapping elements help break up the straight lines and edges and, as a result, can more seamlessly draw the users\u2019 eyes into the next section of the email.<\/p>\r\n\r\n[caption id=\"attachment_96953\" align=\"alignnone\" width=\"1278\"]<img class=\"size-full wp-image-96953\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Otherland.png\" alt=\"Otherland Overlapping Elements\" width=\"1278\" height=\"2536\" \/> <em>Otherland layers text over the top of their header image to draw the readers\u2019 eyes down the email and create depth. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/greetings-from-otherland\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>In this email, <a href=\"https:\/\/www.otherland.com\/\" target=\"_blank\" rel=\"noopener\">Otherland<\/a>, a candle company, ever-so-slightly overlapped the header copy and the header image. Immediately the layering in this email differentiates it from others in the user\u2019s inbox that either have just text, just an image, or an image centered over text as the header. This small overlap nudges readers to look at the image, and continue reading the email as their eyes have been led downward.<\/p>\r\n<h3>5. Bold, In-Your-Face Colors<\/h3>\r\n<p>While neutrals have been front-and-center recently in everything from fashion to interior design, <a href=\"https:\/\/www.thespruce.com\/2022-color-trends-according-to-experts-5209969\" target=\"_blank\" rel=\"noopener\">bold, bright colors are making a comeback<\/a>\u2014especially in your inbox. Don\u2019t believe us? Take a look at the <a href=\"https:\/\/www.pantone.com\/color-of-the-year-2022?gclid=CjwKCAiAz--OBhBIEiwAG1rIOgjAb02cQ6pSloA5jTWNOgO_Aea1Vp9gYfwmBYHc7CMN2lG5uxkgQhoCBKMQAvD_BwE\" target=\"_blank\" rel=\"noopener\">Pantone Color of the Year for 2022<\/a>. Spoiler alert: it\u2019s an insanely bright periwinkle. Seems pretty intuitive\u2014bright colors are attention-grabbing and marketers want to capture the attention of their audience.<\/p>\r\n\r\n[caption id=\"attachment_96959\" align=\"alignnone\" width=\"1335\"]<img class=\"size-full wp-image-96959\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Baboon-to-the-Moon.png\" alt=\"Baboon to the Moon Bright Colors\" width=\"1335\" height=\"3255\" \/> <em>By using bold, contrasting colors, Baboon to the Moon added a wow-factor to their welcome email. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-the-moon\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>An exceptional example of the email design trend is the welcome email from bag brand, <a href=\"https:\/\/baboontothemoon.com\/\" target=\"_blank\" rel=\"noopener\">Baboon to the Moon<\/a>. Not only are these colors wildly bright, but they\u2019re <a href=\"https:\/\/www.invisionapp.com\/inside-design\/understanding-color-theory-the-color-wheel-and-finding-complementary-colors\/\" target=\"_blank\" rel=\"noopener\">complementary<\/a>. They\u2019re on opposite sides of the color wheel and, as a result, create high contrast. If a new customer is thumbing through their inbox, they\u2019re not going to miss this.<\/p>\r\n<h3>Email Design Trends Shouldn\u2019t Dictate Your Brand<\/h3>\r\n<p>Escaping boundaries, creating depth, combining styles, and using bold colors are going to be common themes popping up as we get farther into the year. But, these email design trends come with a caveat: remember that marketing teams should avoid adopting trends that don\u2019t align with their brand. If Baboon to the Moon normally used neutrals and soft pinks, then sent a welcome email with electric blue and neon orange, it\u2019s going to confuse customers and dilute brand trust. Trends are helpful to guide your marketing strategy and design, but don\u2019t lose your identity in the process.<\/p>\r\n<p>What matters most is the customer experience. So, if changing up your email design to stay on-trend confuses and frustrates your customers, it\u2019s not doing you any good. Think about how adopting these trends can elevate your brand to enhance the customer experience, and if they do, be sure to have fun with it!<\/p>\r\n<p><em>To learn more about how email marketing can impact the customer experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a>.<\/em><\/p>","post_title":"Start Fresh With These 2022 Email Design Trends","post_excerpt":"These email design trends have started to creep up in the past few years and we think they'll take off in 2022.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"start-fresh-with-these-2022-email-design-trends","to_ping":"","pinged":"","post_modified":"2022-01-11 13:54:14","post_modified_gmt":"2022-01-11 21:54:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96928","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 11, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011122_2022-Email-Design-Trends_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011122_2022-Email-Design-Trends_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011122_2022-Email-Design-Trends_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/011122_2022-Email-Design-Trends_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/start-fresh-with-these-2022-email-design-trends\/"},{"ID":96868,"post_author":"79","post_date":"2022-01-05 09:56:24","post_date_gmt":"2022-01-05 17:56:24","post_content":"<p>Take a deep breath. Seriously, go for it. We made it\u2014it\u2019s a new year. January is a time to start fresh, rethink old ways, and look towards the future. So, when planning your marketing strategy for 2022, make an effort to stop doing things the same way \u201cbecause that\u2019s the way it\u2019s always been done.\u201d Get ready to shift the focus of your marketing strategies\u2014especially in 2022.<\/p>\r\n<p>We say \u201cshift the focus\u201d because these strategies may not be new, but they should take priority in 2022\u2014the year of customer engagement\u2014and beyond. Think about how brands capture, and maintain, a customer\u2019s attention. As <a href=\"https:\/\/www.entrepreneur.com\/article\/394483\" target=\"_blank\" rel=\"noopener\">Entrepreneur.com<\/a> says, \u201cMarketing in 2022 is going to require business owners who are willing to take risks, invest in their branding, <strong>listen more intently than ever before when engaging with customers online<\/strong> or face failure as competition continues to grow at unprecedented rates.\u201d<\/p>\r\n<p>To help start this year off on the right foot, we\u2019re offering up some ways you can keep customers engaged with refocused marketing strategies.<\/p>\r\n<h3>1. Walk in the Customers\u2019 Shoes<\/h3>\r\n<p>Rather than looking internally and thinking about how your product or service is perceived, think externally about what the customer is seeing and if what you\u2019re offering meets their needs. In other words, shift your perspective to that of the customer.<\/p>\r\n<p>Understanding why a customer is interested in your brand can help you refocus your marketing efforts to align with audience expectations, versus what you, as marketers, think your brand should look like. \u201cThe future of marketing is about <a href=\"https:\/\/www.entrepreneur.com\/article\/394483\" target=\"_blank\" rel=\"noopener\">focusing on customer needs<\/a>, not selling.\u201d<\/p>\r\n<p>For example, if there are multiple product options for a customer but they\u2019re looking for the lowest price point, offer them a coupon in promotional content. While you may be proud of all of your product features, sharing content that showcases your capabilities to a value-seeking audience may not resonate. Think about your messaging from the customers\u2019 points of view.<\/p>\r\n<h3>2. Don\u2019t Be Afraid to Go Deep<\/h3>\r\n<p>The past couple of years have elicited new emotions and experiences in virtually everyone on the planet. Now isn\u2019t the time for brands to shy away from those feelings. At the end of the day, we\u2019re not just brands and customers, we\u2019re people.<\/p>\r\n<p>According to Brand Keys,\u201c[In 2022] consumer foundations for brand engagement, product and service purchase, and brand loyalty will be <a href=\"https:\/\/www.destinationcrm.com\/Articles\/CRM-News\/CRM-Featured-Articles\/Brand-Keys-Identifies-4-Trends-for-Marketing-in-2022-150611.aspx\" target=\"_blank\" rel=\"noopener\">80 percent emotional and 20 percent rational<\/a>.\u201d So, in addition to planning marketing strategies around what your product can provide, consider how your product or service makes your audience feel. What is an emotion they may be experiencing before using your product? What is an emotion they should feel after adopting your product? When looking at <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener\">customers\u2019 buying journeys<\/a>, think about their emotional journey too.<\/p>\r\n<h3>3. Explore Other Channels<\/h3>\r\n<p>Cross-channel marketing nestles neatly under the umbrella of personalization\u2014which ties to empathy. As an extension of walking in the customers\u2019 shoes, taking advantage of additional marketing channels gives brands the chance to interact with customers how they prefer to be engaged with.<\/p>\r\n<p>Not only should your brand explore other channels, but you should consider the mix of channels that best appeals to each individual customer. (Hence, personalization.) If Linda from Florida always looks at <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS messages<\/a> and opens emails, those channels probably work best for her. But Tom from London only responds to <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, since he has your mobile app downloaded, so texts and emails will go unnoticed. Understanding your customers\u2019 channel preferences improves the overall customer experience and increases the likelihood of establishing customer loyalty. You\u2019re paying attention to their needs and it shows.<\/p>\r\n<h3>4. Analyze Everything<\/h3>\r\n<p>Ok, maybe not everything, but looking at data is crucial for pivoting your plan when need be. Remember, whatever marketing strategy you implement isn\u2019t written in stone. You can, and should, change directions if you see something isn\u2019t working. That\u2019s the beauty of <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-A-B-experiments-overview-\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a>. But, without the data to support whether or not your test is successful, there\u2019s no point to running the test in the first place.<\/p>\r\n<p>In addition to determining test results, data helps ensure your team is running efficiently, which can impact the bottom line. \u201cCompanies are spending less money, so <a href=\"https:\/\/www.entrepreneur.com\/article\/394483\" target=\"_blank\" rel=\"noopener\">showing return on investment (ROI) will become increasingly important<\/a> when it comes to justifying budgets and purchases.\u201d Before you implement a new marketing tactic, be sure you have a way to define and measure its success.<\/p>\r\n<p>Remember, this list shouldn\u2019t be viewed as an \u00e1 la carte offering. These four tips aren\u2019t mutually exclusive and can be layered on top of one another to deliver an optimized customer experience. But, on the flipside, don\u2019t feel like you need to execute all of these at the same time. Choose a starting point and go from there.<\/p>\r\n<h3>Refocusing 2022 Marketing Strategies<\/h3>\r\n<p>This year is all about empathy. By taking the customers\u2019 perspectives, connecting with your audience on an emotional level, using all available marketing channels, and supporting your strategy with data, your marketing team will have a solid foundation for creating a personalized, empathetic customer experience.<\/p>\r\n<p>We\u2019ve all been through hard times the past couple of years. Every. Single. One of us. So keep that in mind when developing your marketing strategies. Let\u2019s be more caring and understanding as we begin this new year and carry that same kindness into your marketing messaging. When all is said and done, we\u2019re humans talking to humans.<\/p>\r\n<p><em>To learn more about how your brand can implement these strategies in 2022, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"New Year, New Focus for Marketing Strategies","post_excerpt":"Get ready to shift the focus of your marketing strategies, especially in 2022. Think about how brands maintain a customer\u2019s attention.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"new-year-new-focus-for-marketing-strategies","to_ping":"","pinged":"","post_modified":"2022-01-05 09:56:24","post_modified_gmt":"2022-01-05 17:56:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96868","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 05, 2022","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/010522_New-Year-New-Focus_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2022 Marketing Strategies\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/010522_New-Year-New-Focus_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/010522_New-Year-New-Focus_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/010522_New-Year-New-Focus_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/new-year-new-focus-for-marketing-strategies\/"},{"ID":96833,"post_author":"97","post_date":"2022-01-04 14:54:00","post_date_gmt":"2022-01-04 22:54:00","post_content":"<p>In a world where customers hyper-adopt (and hyper-abandon) brands at the drop of a hat, the key to successfully acquiring and retaining customers today is obsessing about experiences along the customer\u2019s path to purchase. <br \/>\r\n<br \/>\r\nWhat\u2019s the catch? <br \/>\r\n<br \/>\r\nWith innumerable areas for digital transformation but limited resources, making the right investments in initiatives that will move the needle (and avoiding those that won\u2019t) can mean the difference between success and failure. <br \/>\r\n<br \/>\r\nIn this session, guest speaker and Forrester VP\/Principal Analyst, Brendan Witcher reveals what the 2022 imperatives must be for every marketing and digital professional as well as:<\/p>\r\n<ul>\r\n\t<li>What really drives customers to choose the brands they do business with today (and what keeps them loyal)<\/li>\r\n\t<li>Which marketing-related initiatives are leading companies investing in for the coming year and why<\/li>\r\n\t<li>How data, personalization, and cross-channel capabilities align with expectations of digitally-savvy, channel-agnostic consumers<\/li>\r\n\t<li>Which companies are already doing what all companies must do to successfully compete in today\u2019s markets<\/li>\r\n<\/ul>","post_title":"Hot or Not: The 2022 Imperatives For Winning The Loyalties Of Today\u2019s Consumers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na","to_ping":"","pinged":"","post_modified":"2022-01-26 12:45:23","post_modified_gmt":"2022-01-26 20:45:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=96833","menu_order":43,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"January 04, 2022","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_Forrester-Hot-Not-Webinar_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_Forrester-Hot-Not-Webinar_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_Forrester-Hot-Not-Webinar_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/ITE_Forrester-Hot-Not-Webinar_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/hot-or-not-the-2022-imperatives-for-winning-the-loyalties-of-todays-consumers-na\/"},{"ID":96740,"post_author":"79","post_date":"2021-12-22 11:15:13","post_date_gmt":"2021-12-22 19:15:13","post_content":"<p>Somehow, 2021 simultaneously dragged on and whizzed by. But, before we officially bid farewell to this year, we wanted to reflect on some of our team accomplishments here at Iterable. There\u2019s a lot we\u2019re proud of and, for posterity, we want to make sure we document it as we head into 2022.<\/p>\r\n<p>Let\u2019s take a look back at some of our proudest achievements.<\/p>\r\n<h3>Surpassed $100M ARR<\/h3>\r\n<p>There\u2019s no way this wasn\u2019t making the list. With Annual Recurring Revenue (ARR) demonstrating tangible growth, <a href=\"https:\/\/iterable.com\/blog\/a-memorable-milestone-celebrating-100m-arr\/\" target=\"_blank\" rel=\"noopener\">reaching $100M ARR<\/a> is a huge milestone for Iterable, our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customers<\/a>, <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener\">partners<\/a>, and stakeholders. We couldn\u2019t have achieved this without dedication to our culture, technology, and global impact. Our Iterators are at the heart of the business and being able to show the impact of their hard work, in such a big way, is something to be proud of.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-96790\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/100M-ARR.jpeg\" alt=\"EOY Recap 2021 - 100M ARR\" width=\"2560\" height=\"1710\" \/><\/p>\r\n<blockquote>\r\n<p><em>\u201cThis is a tremendous milestone for Iterable, and an incredible moment for our team, customers, partners, and investors. It\u2019s a true testament to the hard work and dedication of our team, and a key indicator of being at the forefront of a rapidly evolving market.\u201d <\/em><\/p>\r\n<p><em>- <\/em>Andrew Boni, CEO and Co-Founder of Iterable<\/p>\r\n<\/blockquote>\r\n<h3>Activate Live 2021<\/h3>\r\n<p>With the world on lockdown during COVID, we still wanted to bring our community of world-class marketers together. <a href=\"https:\/\/iterable.com\/activate\/recordings-2021\/\" target=\"_blank\" rel=\"noopener\">Activate Live<\/a> brought everyone together\u2014virtually\u2026and on an island! Thousands of conference-goers built their own avatars and explored the virtual space as if it were an in-person conference. Attendees could network, shoot hoops, or even cruise around in a speed boat. All between sessions, of course. But, the pi\u00e8ce de r\u00e9sistance was our content, with speakers from brands like DoorDash, Stitcher, and our keynote speaker, <a href=\"https:\/\/iterable.com\/blog\/bozoma-saint-john-cmo-netflix-activate-live\/\" target=\"_blank\" rel=\"noopener\">Bozoma Saint John, CMO of Netflix<\/a>.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-96796\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Activate-2021.png\" alt=\"EOY Recap 2021 - Activate\" width=\"1326\" height=\"1170\" \/><\/p>\r\n<p><em>Want to join in on the fun? Be sure to <a href=\"https:\/\/iterable.com\/activate-events\/\" target=\"_blank\" rel=\"noopener\">register for Activate 2022<\/a>!<\/em><\/p>\r\n<h3>Stephanie Buscemi Joined Our Board of Directors<\/h3>\r\n<p>In 2021, we also added a new member to our board of directors: <a href=\"https:\/\/iterable.com\/blog\/our-new-board-member-qa-with-stephanie-buscemi\/\" target=\"_blank\" rel=\"noopener\">Stephanie Buscemi<\/a>, former CMO of Salesforce. With 25 years of enterprise software experience under her belt, Stephanie is the perfect fit to join the Iterable board. Not only does she have knowledge of legacy platforms, but she also understands modern martech stacks and what customers need and want to run successful marketing programs. Iterable is on the cutting edge of digital marketing technology, and we\u2019re glad to have Stephanie along for the ride.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIterable is at the forefront of this marketing transformation. They are guiding some of the world\u2019s most advanced marketers in industries, like consumer packaged goods and retail, on how to orchestrate rich customer experiences at scale, striking the right balance between privacy and personalization.\u201d <\/em><\/p>\r\n<p><em>- <\/em>Stephanie Buscemi, Iterable Board Member<\/p>\r\n<\/blockquote>\r\n<h3>Welcomed Our Head of DE&amp;I, Markita Jack<\/h3>\r\n<p>With Trust as one of our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">four core values<\/a>, to help support our Iterators, we made it our mission this year to bring diversity, equity, and inclusion to the forefront. So, in August of this year, we hired our Head of DE&amp;I, Markita Jack. <a href=\"https:\/\/iterable.com\/blog\/leading-in-the-future-of-dei-qa-with-markita-jack\/\" target=\"_blank\" rel=\"noopener\">We recently sat down with Markita<\/a> to hear her thoughts on why she chose Iterable and what she envisions for Iterable in the future.<\/p>\r\n<blockquote>\r\n<p><em>\u201cMy goal is to continue to empower Iterators to do the best work of their careers, building on the success of DE&amp;I <a href=\"https:\/\/blog.galvanize.com\/galvanize-and-iterable-announce-three-scholarships-for-underrepresented-individuals\/\" target=\"_blank\" rel=\"noopener\">programs<\/a>, <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6792542050723213312\/?UTM_Source=Social&amp;UTM_Medium=Bambu\" target=\"_blank\" rel=\"noopener\">campaigns<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/impact-at-iterable-empowering-progress-through-people\/\" target=\"_blank\" rel=\"noopener\">initiatives<\/a> already launched by the Iterable team.\u201d <\/em><\/p>\r\n<p><em>- <\/em>Markita Jack, Head of DE&amp;I at Iterable<\/p>\r\n<\/blockquote>\r\n<h3>The Iterable Expies<\/h3>\r\n<p>In the past we have had an awards program but this year we completely rebranded and reinvigorated it. Now known as the <a href=\"https:\/\/iterable.com\/customer-awards\/\" target=\"_blank\" rel=\"noopener\">Iterable Expies<\/a>, these awards aim to recognize our customers who have elevated their customers\u2019 experience. The Expies have multiple categories, including \u201cMarketing Dream Team of the Year\u201d and \u201cBest Use of Data,\u201d with the goal of highlighting the best of the best in personalized marketing.<\/p>\r\n<p>Some of the winners included UNiDAYS, Calm, and Zoopla. <a href=\"https:\/\/iterable.com\/blog\/announcing-the-winners-of-the-iterable-expie-awards\/\" target=\"_blank\" rel=\"noopener\">Check out the rest of this year\u2019s winners<\/a> to see what it takes for your team to win next year!<\/p>\r\n<h3>Iterable Wins App Engagement Platform Award<\/h3>\r\n<p>One of our more recent accomplishments was winning an <a href=\"https:\/\/iterable.com\/blog\/iterable-wins-app-engagement-platform-award-from-app-growth-awards\/\" target=\"_blank\" rel=\"noopener\">App Engagement Platform Award from App Growth Awards<\/a>. We wanted to highlight this award because it focuses on mobile marketing. Because Iterable is designed to help our customers create seamless cross-channel experiences, which includes channels outside of email, we were thrilled to be recognized for our mobile marketing capabilities.<\/p>\r\n<blockquote>\r\n<p><em>\u201cConsumers are constantly attached to their phones, and brands want to be constantly attached to consumers, so it should come as no surprise that the app economy has seen such enormous growth.\u201d <\/em><\/p>\r\n<p><em>- <\/em>Hannah Ogden, Senior Strategy Consultant at Iterable<\/p>\r\n<\/blockquote>\r\n<h3>Excited for What the Future Has in Store<\/h3>\r\n<p>Clearly, 2021 has been a busy year for Iterable, but we\u2019re even more excited to see what we can accomplish in 2022 with our team and community of expert marketers.\u00a0<\/p>\r\n<p>Thank you all for joining us this past year. We hope everyone has a happy and healthy New Year. Onwards!<\/p>","post_title":"Recapping 2021 with Team Iterable","post_excerpt":"We're recapping 2021 with some of our team accomplishments here at Iterable. There\u2019s a lot we\u2019re proud of as we head into 2022!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"recapping-2021-with-team-iterable","to_ping":"","pinged":"","post_modified":"2021-12-22 11:15:13","post_modified_gmt":"2021-12-22 19:15:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96740","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 22, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122221_2021-Recap_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122221_2021-Recap_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122221_2021-Recap_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122221_2021-Recap_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/recapping-2021-with-team-iterable\/"},{"ID":96781,"post_author":"79","post_date":"2021-12-21 11:19:01","post_date_gmt":"2021-12-21 19:19:01","post_content":"<p>In 2021, we learned to survive (and thrive) in the midst of a pandemic. In the last 12 months, we\u2019ve added vaccine cards to our Apple Wallets, taught our grandparents how to FaceTime, and embraced e-commerce. Technology made connection and commerce feasible in isolation.<\/p>\r\n<p>It has been fascinating to see the acceleration of <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a> and the proliferation of new digital business models in the last 18 months. For the Iterable team, platforms like Zoom, Slack, Miro, Workboard, and more have enabled our continued collaboration, keeping us close while remote. And for our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customers<\/a>\u2014the brands and businesses all around you\u2014our platform made the transition from in-person to online not only feasible, but profitable.<\/p>\r\n<p>We've made <a href=\"https:\/\/iterable.com\/blog\/business-benefits-of-iterables-partnership-with-snowflake\/\" target=\"_blank\" rel=\"noopener\">a lot of<\/a> <a href=\"https:\/\/iterable.com\/blog\/iterable-strengthens-relationship-with-shopify-joins-app-store\/\" target=\"_blank\" rel=\"noopener\">progress<\/a> <a href=\"https:\/\/iterable.com\/blog\/iterable-aurora-ux-enhancements-overview-pages-folders\/\" target=\"_blank\" rel=\"noopener\">this year<\/a> in advancing the Iterable platform to meet the needs of our customers. It has been so rewarding to watch our customers grow and to see their customer experiences change the way consumers interact with the brands they love. That's why, throughout the year,\u00a0 we were also so pleased to receive recognition in the form of multiple tech industry awards that spanned from platform-specific wins, to celebrating our executives, to showcasing our highly-valued culture.<\/p>\r\n<h3>Tech Industry Awards and Recognition<\/h3>\r\n<p>With an ever-increasing number of companies entering the martech space, we're proud and <em>extremely <\/em>grateful to be recognized by the below organizations. We've said it before and will say it again, thank you to everyone in the Iterable community for everything you've done this past year. Our customers, <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener\">partners<\/a>, stakeholders, and supporters have had an impact in helping us get to where we are now. Most importantly, every Iterable employee plays a part in making Iterable what it is today. Our culture and platform are representative of how talented our workforce is in moving technology and the future of work forward.\u00a0<\/p>\r\n<p>Our 2021 awards and recognitions confirm our commitment to improving the customer experience for everyone, from back to front.\u00a0<\/p>\r\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/5TgGmMxeR54\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<h3>Moving Forward, Together<\/h3>\r\n<p>We\u2019re honored to receive industry recognition, and are proud of our team for doing work that is worth celebrating. From product to workplace, these awards showcase what we do, who we are, and where we're going. They are a reminder that doing good and doing good work go hand in hand. Guided by our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">values<\/a>, and powered by our people, we\u2019re honored to be in a position where we can lead in a more equitable and exciting future in tech. Together.<\/p>\r\n<p><em>Interested in learning more about Iterable\u2019s award-winning team and products? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo today<\/a>!<\/em><\/p>","post_title":"Iterable\u2019s 2021 Tech Industry Awards and Recognition Roundup","post_excerpt":"Our 2021 tech industry awards and recognitions confirm our commitment to our customers: connect people to the products that bring them joy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterables-2021-tech-industry-awards-and-recognition-roundup","to_ping":"","pinged":"","post_modified":"2021-12-21 11:19:01","post_modified_gmt":"2021-12-21 19:19:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96781","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 21, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122121_2021-Awards-Round-Up_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"tech industry awards 2021\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122121_2021-Awards-Round-Up_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122121_2021-Awards-Round-Up_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122121_2021-Awards-Round-Up_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterables-2021-tech-industry-awards-and-recognition-roundup\/"},{"ID":96037,"post_author":"79","post_date":"2021-12-17 15:30:34","post_date_gmt":"2021-12-17 23:30:34","post_content":"<p>As one of the <a href=\"https:\/\/blogs.constantcontact.com\/what-is-the-roi-of-email-marketing\/\" target=\"_blank\" rel=\"noopener\">most impactful marketing channels<\/a>, email deserves some time in the spotlight. In the past year, there have been some heavy-hitters in terms of effective email campaigns and we wanted to give credit where credit is due by highlighting some of the best emails from 2021. However, we want to call out that, for us, \u201cbest\u201d doesn\u2019t always mean the flashiest gifs or the funniest copy (although, that doesn\u2019t hurt).<\/p>\r\n<p>We\u2019re thinking about \u201cbest\u201d in terms of the customer experience. The emails we selected aim to improve the recipients\u2019 interactions with the brands who sent them. Whether a welcome campaign or an abandoned cart campaign, the following examples know how to guide customers through their journeys in a personalized way.<\/p>\r\n<p>Let\u2019s see who made the cut.<\/p>\r\n<h3>1. Tuft &amp; Needle<\/h3>\r\n<p>Starting off the best emails from 2021 is this <a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">abandoned cart email.<\/a>\u00a0Mattress brand <a href=\"https:\/\/www.tuftandneedle.com\/\" target=\"_blank\" rel=\"noopener\">Tuft &amp; Needle<\/a> thought about their messaging from the customers\u2019 points-of-view. Mattresses tend to have a high price point, making it hard for customers to click \u201cbuy\u201d online. Rather than trying to persuade customers to make a purchase by offering discounts, Tuft &amp; Needle chose to educate the consumer, via an abandoned cart series, with the goal of making them more comfortable with the buying process.<\/p>\r\n\r\n[caption id=\"attachment_96702\" align=\"alignnone\" width=\"632\"]<img class=\"size-full wp-image-96702\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Tuft-_-Needle-Abandoned-Cart-Email-1.png\" alt=\"Best Emails of 2021\" width=\"632\" height=\"1315\" \/> <em>As part one of a three-part campaign, Tuft &amp; Needle avoided salesy messaging in exchange for educational content. Source: <a href=\"https:\/\/sleeknote.com\/blog\/best-email-marketing-examples\" target=\"_blank\" rel=\"noopener\">Sleeknote<\/a>.<\/em>[\/caption]\r\n\r\n<p>Not only is this email incredibly helpful for a customer who is debating whether or not to purchase, but it\u2019s also personalized. The copy has the customer\u2019s name, immediately communicating that Tuft &amp; Needle is paying attention to, and values, each individual user.<\/p>\r\n<h3>2. Le Tote<\/h3>\r\n<p>In another non-salesly abandoned cart email, <a href=\"https:\/\/letote.com\/\" target=\"_blank\" rel=\"noopener\">Le Tote<\/a>, an online women's clothing rental business, highlighted their number one value proposition up front. Le Tote recognized that when deciding to make an online purchase with traditional clothing retailers, shoppers may experience \u201cbuyer\u2019s remorse,\u201d or regret their purchase. But, because customers can rent clothes from Le Tote and return whatever they\u2019re not planning to keep, they don\u2019t have to worry about buyer\u2019s remorse. Renter\u2019s remorse isn\u2019t a thing.<\/p>\r\n\r\n[caption id=\"attachment_96708\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-96708\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Le-Tote_2021-04-02_0846_friday_Still-thinking-it-over-2.png\" alt=\"Le Tote - Best Emails\" width=\"800\" height=\"1425\" \/> <em>Le Tote features their differentiating quality right off the bat. Nervous about purchasing? Just rent. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/f128601c-252f-6f97-858f-ab8b83d7dff8?list_id=671\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Then, the following copy and the CTA both draw more attention to the fact that the customer will rent the items in their cart, not purchase.<\/p>\r\n<h3>3. FabFitFun<\/h3>\r\n<p>Moving away from abandoned cart emails, we\u2019re shifting focus to <a href=\"https:\/\/fabfitfun.com\/\" target=\"_blank\" rel=\"noopener\">FabFitFun<\/a>, a subscription box service, and their <a href=\"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/\" target=\"_blank\" rel=\"noopener\">welcome email<\/a>. The goal of this email is to get new members to purchase their first box and customize it to ensure they\u2019ll like the products they receive. Right away, the copy makes it clear that this is a welcome email. But then, as an added bonus, FabFitFun offers a coupon plus a free gift\u2014all above the fold.<\/p>\r\n\r\n[caption id=\"attachment_96714\" align=\"alignnone\" width=\"800\"]<img class=\"wp-image-96714 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/FabFitFun_2021-04-06_0230_tuesday_Yay-you-did-it-.png\" alt=\"FabFitFun Welcome\" width=\"800\" height=\"2927\" \/> <em>To welcome new customers, FabFitFun includes a coupon and an explanation of how the service works. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/40f22a81-3b63-0eec-cdaf-4ae5c80ec9a5?list_id=684\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>As customers scroll down the email, they\u2019re guided through the FabFitFun process. When offering a service that\u2019s not a traditional retail exchange\u2014like a subscription box\u2014it\u2019s beneficial to include:<\/p>\r\n<ul>\r\n\t<li>A breakdown of how the business model works. Step-by-step directions with photos can assuage customer concerns when approaching a process they\u2019re not familiar with<\/li>\r\n\t<li>A non-committal CTA. The CTA in this email is \u201ccustomize now.\u201d Instead of leading the customer directly to purchase, it\u2019s guiding the customer to look at the available options.<\/li>\r\n<\/ul>\r\n<p>This welcome email isn\u2019t a push to purchase, but a gentle, yet helpful, nudge.<\/p>\r\n<h3>4. Blue Bottle<\/h3>\r\n<p>With <a href=\"https:\/\/iterable.com\/blog\/supply-chain-woes-dont-wait-communicate\/\" target=\"_blank\" rel=\"noopener\">supply chain<\/a> issues plaguing holiday shopping, <a href=\"https:\/\/bluebottlecoffee.com\/\" target=\"_blank\" rel=\"noopener\">Blue Bottle<\/a>, a coffee roaster and retailer, wanted to get ahead of the panic. With this promotional email, Blue Bottle set clear expectations for customers. With a banner at the top, header copy, and body copy all clarifying the December 15th deadline, Blue Bottle wanted to ensure customers had the opportunity to get what they needed in time for the holidays.<\/p>\r\n\r\n[caption id=\"attachment_96720\" align=\"alignnone\" width=\"800\"]<img class=\"size-full wp-image-96720\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Blue-Bottle-Coffee_2021-12-12_1200_sunday_Only-3-Days-Left-to-Order-for-On-Ti.png\" alt=\"Blue Bottle Best Emails\" width=\"800\" height=\"1613\" \/> <em>Blue Bottle wanted to make sure customers ordered products on time for the holidays. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/b0d03f5d-7547-2d68-17a0-53372516f2db?company_id=59\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>What we particularly like about this email is the lack of fluff. It\u2019s a straightforward message, with pertinent information clearly stated. If a customer wasn\u2019t placing an order because they weren\u2019t sure if it would arrive by the holidays, they\u2019ll place their order now.<\/p>\r\n<h3>5. Bokksu<\/h3>\r\n<p>Last but not least, we have <a href=\"https:\/\/www.bokksu.com\/\" target=\"_blank\" rel=\"noopener\">Bokksu<\/a>. Bokksu, a Japanese snack subscription box company, nailed their <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">winback<\/a> email. By incorporating FOMO (fear of missing out), Bokksu set out to show churned customers what they\u2019ve been missing.<\/p>\r\n<p>At the very top, there is a CTA to resubscribe. Bokksu wanted to give customers quick access to rejoining. Then, as customers scroll they can view some specific box themes. Each theme has its own CTA, so customers can examine each one more closely.<\/p>\r\n\r\n[caption id=\"attachment_96726\" align=\"alignnone\" width=\"800\"]<img class=\"wp-image-96726 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Bokksu_2021-02-18_1559_thursday_You-ve-missed-over-30-different-sna.png\" alt=\"Bokksu Winback\" width=\"800\" height=\"2949\" \/> <em>Bokksu included four different CTAs in their winback email. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/dae79fcd-c810-c91a-8432-d23fa4564c7b?list_id=9\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>At the very bottom there is a CTA guiding users to see what the next box would be. We love this email because it combines value added for current customers with multiple ways to get churned customers back to the site. Offering a variety of paths not only increases the chances the customer will visit, but it also gives Bokksu additional customer data, based on which CTA they choose.<\/p>\r\n<h3>The Best Emails from 2021 Focus on the Customer Experience<\/h3>\r\n<p>The best emails from 2021 put the customers first. When designing effective email campaigns, it\u2019s important to think about what a customer may need at each point in their journey. Why are they getting stuck at this stage? Do they need to do more research about a large purchase? Are they not sure if they\u2019ll get an order in time?<\/p>\r\n<p>Thinking about what additional information a customer needs at their individual bottleneck in the customer journey will help make your emails more impactful. Who knows, next year your emails could land on this list.<\/p>\r\n<p><em>To learn more about how to improve your email marketing in 2022 and beyond, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"A Look Back at the Best Emails from 2021","post_excerpt":"There have been some heavy-hitters in terms of effective email campaigns and we wanted highlight some of the best emails from 2021","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-look-back-at-the-best-emails-from-2021","to_ping":"","pinged":"","post_modified":"2021-12-17 15:30:34","post_modified_gmt":"2021-12-17 23:30:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96037","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 17, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122021_Best-Emails-of-2021_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Best Emails of 2021\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122021_Best-Emails-of-2021_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122021_Best-Emails-of-2021_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/122021_Best-Emails-of-2021_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-look-back-at-the-best-emails-from-2021\/"},{"ID":96032,"post_author":"79","post_date":"2021-12-16 20:26:45","post_date_gmt":"2021-12-17 04:26:45","post_content":"<p>Cross-channel marketing is our bread and butter. It\u2019s kind of our thing. We know that to create a quality customer experience, customers should be able to bounce from channel to channel while continuing to receive seamless, personalized marketing messaging.<\/p>\r\n<p>As the year draws to a close we decided to embrace the nostalgia and take a look back at some of our customer stories that best embody cross-channel marketing. Who really hit the nail on the head and created a one-of-a-kind customer experience?<\/p>\r\n<p>Let\u2019s stroll down memory lane together as we explore our customers\u2019 stories and revisit the successes they saw after implementing a fully cross-channel experience.<\/p>\r\n<h3>1. Jersey Mike\u2019s<\/h3>\r\n<p>Talk about a cross-channel hero. (Get it? They\u2019re a sandwich chain.) We\u2019re spotlighting Jersey Mike\u2019s because they\u2019re not a digitally-native brand. Born in 1956, <a href=\"https:\/\/www.jerseymikes.com\/\" target=\"_blank\" rel=\"noopener\">Jersey Mike\u2019s<\/a> had to completely rethink their marketing strategy to keep up with the constantly evolving landscape. One way they <a href=\"https:\/\/iterable.com\/blog\/brick-and-mortar-gone-modern-jersey-mikes-in-app-cx\/\" target=\"_blank\" rel=\"noopener\">modernized their marketing<\/a> was by updating their mobile app and guiding users there, instead of the mobile site.<\/p>\r\n<p>By collecting cross-channel data with the goal of re-engaging loyalty program members, Jersey Mike\u2019s was able to see which customers hadn\u2019t made an in-app purchase in the past three months and then sent those customers an email reminding them to check out the app. Cross-channel marketing is all about meeting the customer where they are, ultimately to creating an experience that builds customer trust.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/jersey-mikes\/\" target=\"_blank\" rel=\"noopener\">Learn more about Jersey Mike\u2019s digital transformation.<\/a><\/em><\/p>\r\n<h3>2. Care.com<\/h3>\r\n<p><a href=\"https:\/\/www.care.com\/\" target=\"_blank\" rel=\"noopener\">Care.com<\/a>, an online marketplace for childcare, senior care, special needs care, tutoring, pet care, and housekeeping, had a variety of marketing tools at their disposal, each dedicated to a different channel or different type of marketing message. Not only was it difficult to maintain each individual platform, but getting a complete picture of an individual customer, who may have interacted with multiple channels, was proving to be an unnecessarily heavy lift for the marketing team. So, Care.com set out to <a href=\"https:\/\/iterable.com\/blog\/how-and-why-care-modernized-tech-stack\/\" target=\"_blank\" rel=\"noopener\">update their martech stack<\/a>.<\/p>\r\n<p>By consolidating their martech stack into one platform, and taking advantage of <a href=\"https:\/\/iterable.com\/blog\/5-ways-we-partnered-to-make-martech-stack-moves\/\" target=\"_blank\" rel=\"noopener\">technology partners<\/a>, Care.com was able to create an information loop that broke down the silos that had previously existed between their marketing tools. Now, Care.com can create cross-channel campaigns, like abandoned cart campaigns, and get a full picture of how their customers are interacting with each channel.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/care-com\/\" target=\"_blank\" rel=\"noopener\">Learn more about Care.com\u2019s cross-channel successes.<\/a><\/em><\/p>\r\n<h3>3. Honeybook<\/h3>\r\n<p><a href=\"https:\/\/www.honeybook.com\/\" target=\"_blank\" rel=\"noopener\">Honeybook<\/a>, a brand dedicated to helping small businesses run efficiently, was looking to create a complete lifecycle strategy for customers. They wanted to be able to connect with their customers at each step of their individual journeys, ensure they were getting the best possible experience, and, ultimately, attract and retain subscribers. To do this, Honeybook needed to understand how each customer used their marketing channels and, because of <a href=\"https:\/\/iterable.com\/blog\/honeybook-solopreneurs-sustained-growth-dream-it-build-it-make-it\/\" target=\"_blank\" rel=\"noopener\">rapid growth<\/a>, they needed to do it quickly.<\/p>\r\n<p>With a 15-day migration to Iterable, Honeybook was able to hit the ground running and introduce segmentation that helped them better understand how, where, and and when customers were interacting with their product. As a result, they were able to create campaigns that align with every stage of the customer lifecycle.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/honeybook\/\" target=\"_blank\" rel=\"noopener\">Learn more about Honeybook\u2019s migration to Iterable.<\/a><\/em><\/p>\r\n<h3>4. SeatGeek<\/h3>\r\n<p><a href=\"https:\/\/seatgeek.com\/\" target=\"_blank\" rel=\"noopener\">SeatGeek<\/a> found themselves in a unique position. Because they\u2019re a ticket marketplace for a wide variety of events, their customers didn\u2019t really fit into one category. So, they had to figure out how to best market their services to an incredibly diverse audience. While in the past, email and <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> had proven to be the most effective, they were struggling to deliver seamless experiences because their push notification provider and email service provider were on two separate platforms.<\/p>\r\n<p>To build a truly cross-channel experience, SeatGeek consolidated their marketing tools onto one platform, Iterable, and were able to implement triggered messages, automated newsletters with dynamic content, and a welcome workflow. With the architecture in place to support both mobile and email marketing capabilities, Iterable gave SeatGeek the power to <a href=\"https:\/\/iterable.com\/blog\/seatgeek-customer-engagement\/\" target=\"_blank\" rel=\"noopener\">improve their customer experience<\/a>.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/seatgeek\/\" target=\"_blank\" rel=\"noopener\">Learn more about SeatGeek\u2019s mobile and email consolidation.<\/a><\/em><\/p>\r\n<h3>5. Madison Reed<\/h3>\r\n<p>Cross-channel marketing doesn\u2019t always apply strictly to digital marketing channels. Realizing that responding to exactly what customers need, when they need it, is crucial for maintaining strong relationships, <a href=\"https:\/\/www.madison-reed.com\/\" target=\"_blank\" rel=\"noopener\">Madison Reed<\/a>, a hair care brand, set out to connect their customers\u2019 offline and online experiences, seamlessly.<\/p>\r\n<p>By integrating web, email, SMS, direct mail, and other marketing channels, Madison Reed was able to automatically create campaigns that <a href=\"https:\/\/iterable.com\/blog\/madison-reed-increases-subscription-rate\/\" target=\"_blank\" rel=\"noopener\">kept customers connected<\/a>. Their reactivation workflows, for example, kept track of when customers were predicted to reorder hair care products and, if they didn\u2019t, they would be automatically entered into a reactivation workflow that reminded them to stock up.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customers\/madison-reed\/\" target=\"_blank\" rel=\"noopener\">Learn more about Madison Reed\u2019s reactivation campaign, among others.<\/a><\/em><\/p>\r\n<h3>Cross-Channel Marketing Champions<\/h3>\r\n<p>These are just a handful of <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener\">customer stories<\/a> we could highlight that demonstrate the importance and value of creating a true cross-channel customer experience. Customers today are expecting brands to know who they are as an individual and, with that, customers expect marketing communications to be tailored to their unique needs. To get a holistic picture of each of your customers, without burning out your marketing team, your data needs to be consolidated and your marketing efforts need to be automated. As we head into 2022, cross-channel marketing is no longer optional.<\/p>\r\n<p><em>To learn more about Iterable\u2019s cross-channel capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"5 Ways Our Customers Crushed Cross-Channel Marketing","post_excerpt":"Cross-channel marketing is kind of our thing. A quality customer experience allows customers to bounce between channels with ease.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-ways-our-customer-crushed-cross-channel-marketing","to_ping":"","pinged":"","post_modified":"2021-12-16 20:26:45","post_modified_gmt":"2021-12-17 04:26:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96032","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 16, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121721_5-Ways-Customers-Cross-Channel_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Cross-channel marketing champions\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121721_5-Ways-Customers-Cross-Channel_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121721_5-Ways-Customers-Cross-Channel_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121721_5-Ways-Customers-Cross-Channel_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-ways-our-customer-crushed-cross-channel-marketing\/"},{"ID":95959,"post_author":"97","post_date":"2021-12-16 14:29:47","post_date_gmt":"2021-12-16 22:29:47","post_content":"<p>Over the last year, we have seen an incremental surge in new apps entering the market. The question is - should your business have an app and if so - how can you build a best-in-class app engagement strategy?<\/p>\r\n<p>We recently moderated a panel at The App Promotion Summit where we chatted with leaders from Taxifx, Wolt, and Blacklane to discuss top tips and strategies for building a successful app product.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to develop an engaging app strategy<\/li>\r\n\t<li>Customer retention strategies<\/li>\r\n\t<li>How to create a unified customer experience<\/li>\r\n<\/ul>","post_title":"Developing a Great App Engagement Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"developing-a-great-app-engagement-strategy","to_ping":"","pinged":"","post_modified":"2021-12-16 14:51:34","post_modified_gmt":"2021-12-16 22:51:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=95959","menu_order":46,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 16, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/APS-BERLIN_RESOURCE-THUMB.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/APS-BERLIN_RESOURCE-THUMB.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/APS-BERLIN_RESOURCE-THUMB-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/APS-BERLIN_RESOURCE-THUMB-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/developing-a-great-app-engagement-strategy\/"},{"ID":96648,"post_author":"79","post_date":"2021-12-16 11:51:38","post_date_gmt":"2021-12-16 19:51:38","post_content":"<p>Nothing says the holidays like a little bit of stress. But unlike too many seasonal sweets, anxiety isn\u2019t something you can walk off.<\/p>\r\n<p>The holidays are meant to be a time to take a breath, recharge, and reflect on the past 12 months. Even before COVID-19, <a href=\"https:\/\/www.studyfinds.org\/jingle-bell-crock-88-of-americans-feel-the-holiday-season-is-most-stressful-time-of-year\/#:~:text=In%20all%2C%2077%25%20of%20respondents,and%20worn%20down%20than%20ever.&amp;text=More%20over%2C%20for%20many%2C%20excessive,usually%20peaks%20in%20late%20November.\" target=\"_blank\" rel=\"noopener\">77% of American consumers<\/a> reported that they had a very hard time relaxing during the holidays, and felt more stressed and worn down than before.<\/p>\r\n<p>For the last 18 months, 24 days, and 16 hours or so (who\u2019s counting), companies have learned to succeed as businesses in a COVID-centric environment. We\u2019ve experimented with workflows, remote working collaboration tools (Thanks, Zoom!), and socially-distanced company celebrations.<\/p>\r\n<p>But, how can companies step up to the plate this season to improve employee mental health and help us succeed as people? We reached out to Iterable\u2019s Zenit community group\u2014our company\u2019s safe space for mindfulness, meditation, and now, meaningful advice.<\/p>\r\n<h3>\u2018Tis the Season for Companies to Step Up<\/h3>\r\n<h4>1. Normalize the Normative<\/h4>\r\n<p>At work, back-to-back meetings leave little room for conversation or transparent discussion. Packed schedules propagate office speak and surface-level conversations. To improve employee mental health, instead of limiting time for employees to connect and build relationships with their colleagues, workplaces should focus their time and attention on ensuring employees have environments where honest discussion can take place.<\/p>\r\n<p>\u201cAs a remote employee, I\u2019m prone to booking back-to-back Zoom meetings. On paper, a packed schedule is great for productivity, but in reality it leaves little time for frivolity and transparency. I find myself repeating the same commentary, without getting anywhere authentic or real with my colleagues.\u201d shares Lauren Benner, Social Media and Communications Manager at Iterable. \u201dIn reality, Mondays are NOT a cause for celebration. Heck, Monday is the start of a work week! And on Friday nights, many of us have no plans at all. Business leaders can support team-building and boost morale by giving employees space to keep it real at work.\u201d<\/p>\r\n<p>Iterable\u2019s Affinity Groups and Community Groups provide opportunities to facilitate open and honest conversations, and remote Happy Hours and team syncs allow time for people to chat about what\u2019s really going on.<\/p>\r\n<h4>2. Work to Live, Don\u2019t Live to Work<\/h4>\r\n<p>The fact of the matter is that people have been in a pressure-cooker of stress for the past 20 months. This stress has taken a toll, and raised awareness on the impact overworking and over-stressing can have on holistic health and wellbeing. This new \u201cenlightened\u201d workforce is demanding more from workplaces; more flexibility, more vacation, and more care.<\/p>\r\n<p>When the \u201cnine-to-five\u201d narrative no longer resonates, what can business leaders do? Move away from the classic retention questions of \u201chow can we keep employees at the company,\u201d and toward a more mission-driven inquiry like \u201chow can we create opportunities for people to feel fulfilled.\u201d And during the holidays, that means family takes precedence over the fiscal year.<\/p>\r\n<p>\u201cThere are times and seasons during the year where family takes precedence over work. This is especially true during the holiday season, when employees are juggling Nutcracker recitals and busy preparing for incoming in-laws,\u201d shares Brian Fisher, Manager of Demo Solutions at Iterable. \u201cNo one understands an employee's work better than the employee themselves. You can mitigate their stress by allowing for flexibility in their workday during the holiday season. Businesses can trust that your workforce can hit their targets, without micromanaging.\u201d<\/p>\r\n<p>With a focus on employee mental health, Iterable\u2019s people-first priorities allow for flexibility when it comes to workspace, work mode, and work hours. We\u2019re also hosting a meeting-free week in the last week of the year, to remove the stress of Zoom and provide more time for zen.<\/p>\r\n<h4>3. Variety is the Spice of Life<\/h4>\r\n<p>We all know about <a href=\"https:\/\/www.fastcompany.com\/90696814\/4-signs-youre-experiencing-burnout-according-to-a-cognitive-scientist\" target=\"_blank\" rel=\"noopener\">burnout<\/a> and why it\u2019s bad. But fewer of us have heard about \u2018boreout\u2019\u2014a related phenomenon that sounds eerily familiar to Sasha Baron Cohen\u2019s famous film, and is, arguably, as detrimental.<\/p>\r\n<p><a href=\"https:\/\/www.entrepreneur.com\/article\/378934\" target=\"_blank\" rel=\"noopener\">Boreout<\/a> happens when we are bored to the point where life feels meaningless. It\u2019s a symptom of repetition that makes us feel pointless, and our work devoid of value. It doesn\u2019t get as much attention, but it can cause just as many problems as its cousin, burnout. Boreout is top-of-mind because travel and lockdown restrictions, caused by COVID-19, have propagated a cyclical lifestyle of \u201cwake, work, sleep, repeat.\u201d The weekends? Not much different than the day-to-day.<\/p>\r\n<p>For companies, recognizing the issues inherent in boreout is a good first step to improving employee mental health. Step two? Doing something about it.<\/p>\r\n<p>\u201cThe inherent beauty of remote work is that you can work from anywhere. Employees should take advantage of this reality, and businesses should support their \u2018wanderlust\u2019 proclivities,\u201d shares Peter Doro, Senior Solutions Consultant at Iterable. \u201c Adjust budgets to allow for employees to work from B&amp;Bs. Provide incentives for remote employees who want to work in a new setting, or learn from a new community. Allow flexible time off, which will empower employees to take time to travel safely from their home to their destination!\u201d<\/p>\r\n<h4>4. Humanize the OOO<\/h4>\r\n<p>We\u2019d wager that, at one point or another, you\u2019ve called in sick when you <del>wanted<\/del> needed a vacation day. Maybe you\u2019ve felt the dual pressure of process and parenting, and have been forced to use up vacation days to take your child to their tap-dance performances. Perhaps you\u2019re guilty of submitting vacation requests with the standard \u201cOOO\u201d label, feeling like visiting \u201cEpcot\u201d wasn\u2019t a worthy reason to avoid working.<\/p>\r\n<p>Whatever your reality, be assured that you are not alone.<\/p>\r\n<p>\u201cAn impactful, and simple, action that leaders can take to promote a healthy work-life culture is to vocalize how they practice balance at work. There\u2019s nothing wrong with blocking off your lunch to walk your dogs, taking a half-day to have a daddy-daughter date, or not scheduling meetings one day because you\u2019re working from a beauty salon. So, personalize that out of office (at least internally). The only way employees will feel comfortable enough to be truthful and transparent about their schedules is if leadership takes the\u2026lead.\u201d shares Aliyah Powell, DE&amp;I Manager at Iterable. \u201cWe\u2019re really drilling down on this messaging at Iterable, and empowering leaders with the tools they need to propagate this messaging and model these behaviors.\u201d<\/p>\r\n<p>Business leaders can support the trickle down effect by acting on the call for OOO transparency, and businesses can help change the narrative by providing dedicated spaces for mindfulness and reality checks.<\/p>\r\n<h3>Communities to Improve Employee Mental Health<\/h3>\r\n<p>Stress is normal. But that doesn\u2019t mean it's necessary. The holiday seasons are a particularly painful time of year for some employees, and as a result, businesses should drill into their people-first programming in December and January. But this shouldn\u2019t be the only time of the year that People teams activate their amity.<\/p>\r\n<p>Advice from a team who was recognized at <a href=\"https:\/\/digiday.com\/media\/the-2021-digiday-awards-shortlist\/\" target=\"_blank\" rel=\"noopener\">Digiday\u2019s Best Work Life Culture Awards<\/a> (hint hint, that\u2019s us)? A healthy workplace is a thriving workplace and businesses who want to succeed need to ensure they are supporting the mental health of their workforce year-round.<\/p>\r\n<p><em>Iterable is growing, and we\u2019re looking for like-minded leaders to join our team! Explore open roles on our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">careers<\/a> page.<\/em><\/p>","post_title":"4 Ways to Improve Employee Mental Health During the Holidays","post_excerpt":"How can companies step up to the plate this season to improve employee mental health and help us succeed as people?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-to-improve-employee-mental-health-during-the-holidays","to_ping":"","pinged":"","post_modified":"2021-12-16 11:51:38","post_modified_gmt":"2021-12-16 19:51:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96648","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 16, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121621_Mental-Health-During-Holidays_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Improving Employee Mental Health\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121621_Mental-Health-During-Holidays_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121621_Mental-Health-During-Holidays_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121621_Mental-Health-During-Holidays_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-to-improve-employee-mental-health-during-the-holidays\/"},{"ID":96616,"post_author":"79","post_date":"2021-12-15 09:57:12","post_date_gmt":"2021-12-15 17:57:12","post_content":"<p>So far, in our Customer Experience (CX) Analysis series, we\u2019ve done a deep dive into the customer experiences of <a href=\"https:\/\/iterable.com\/blog\/unfolding-the-bed-bath-beyond-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Bed Bath &amp; Beyond<\/a>, <a href=\"https:\/\/iterable.com\/blog\/nikes-customer-experience-puts-their-best-foot-forward\/\" target=\"_blank\" rel=\"noopener\">Nike<\/a>, and a <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener\">variety of other retail brands<\/a>. Now, however, we want to pivot away from retail to focus on how non-retail brands\u2014specifically, non-profits\u2014approach the customer experience and non-profit marketing.<\/p>\r\n<p>Why non-profits? They need to develop quality marketing strategies as well\u2014perhaps even more than for-profits. Plus, we wanted to shine some light on what non-profit marketing entails and how non-profit brands are currently raising awareness for their causes.<\/p>\r\n<p>Over the three weeks of our first-hand research, we aimed to determine if the difference between \u201cget\u201d (retail) and \u201cgive\u201d (non-profit) impacts marketing channel usage, message types, message cadence, and other marketing factors. And, if it does, what are some steps non-profits can take to ensure they don\u2019t get overshadowed by promotional marketing?<\/p>\r\n<p>To get a glimpse of what non-profit marketing looks like, we zoomed in on one brand. We knew a donation would be a part of our research and, because we believe in their mission to advocate and promote social leadership, community activism, and citizenship, we decided to research <a href=\"https:\/\/www.dosomething.org\/us\\\" target=\"_blank\" rel=\"noopener\">DoSomething.org<\/a>.<\/p>\r\n<h3>Our DoSomething.org Customer Experience<\/h3>\r\n<p>In the attached analysis we illustrate the research process in a timeline to demonstrate when and how DoSomething.org shares their non-profit marketing messages.<\/p>\r\n<p>Over the three weeks we received:<\/p>\r\n<ul>\r\n\t<li>12 messages total<\/li>\r\n\t<li>9 emails (1 welcome, 1 transactional, 7 promotional)<\/li>\r\n\t<li>3 SMS messages<\/li>\r\n<\/ul>\r\n<p>Not only were we keeping an eye on how many messages we received, but what the content of those messages looked like.<\/p>\r\n<p>Right off the bat, we received a warm welcome email from Anthony, DoSomething.org\u2019s Digital Engagement Manager. This email had a high level of personalization, including our name in the subject line and body copy. We were also sent a welcome SMS with clear opt-out instructions.<\/p>\r\n<p>Another win? During sign-up, we had selected causes that we cared about, one of which was animal welfare. Within the first week we received an email with an animal-related cause (which you can learn more about <a href=\"https:\/\/www.dosomething.org\/us\/campaigns\/elephant-tusk-force\" target=\"_blank\" rel=\"noopener\">here<\/a>), clearly tailored to our user profile.<\/p>\r\n<p>As time went on, however, we started to notice a dwindling level of personalization. We had signed up for multiple newsletters including \u201cThe Breakdown\u201d and \u201cWhat You\u2019re Doing, \u201c both of which were sent on a weekly basis. While the newsletters were well constructed and aligned to an overarching weekly campaign, we were missing the personalization we had seen in the welcome and campaign-specific emails.<\/p>\r\n<p>The personalization skeleton is there, but there is the opportunity for DoSomething.org to further flesh out their strategy to deliver a seamless, individualized cross-channel experience for their users. See more in the analysis below to learn how non-profit marketing can create a great experience for their customers and the causes they care about.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/ITE_CX-Analysis_DoSomething.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-96617\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/ITE_CX-Analysis_DoSomething_Banner.png\" alt=\"DoSomething.org CX Analysis\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"How CX Plays a Role in Non-Profit Marketing","post_excerpt":"We're shining some light on what non-profit marketing entails and how non-profit brands are currently raising awareness for their causes.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-cx-plays-a-role-in-non-profit-marketing","to_ping":"","pinged":"","post_modified":"2021-12-15 09:57:12","post_modified_gmt":"2021-12-15 17:57:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96616","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"December 15, 2021","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121521_CX-Analysis-DoSomething_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121521_CX-Analysis-DoSomething_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121521_CX-Analysis-DoSomething_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121521_CX-Analysis-DoSomething_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-cx-plays-a-role-in-non-profit-marketing\/"},{"ID":96595,"post_author":"79","post_date":"2021-12-13 15:02:36","post_date_gmt":"2021-12-13 23:02:36","post_content":"<p>We\u2019re thrilled to announce that Iterable has won the 2021 App Growth Award for <a href=\"https:\/\/apppromotionsummit.com\/app-growth-awards\/\" target=\"_blank\" rel=\"noopener\">App Engagement Platform<\/a>. Winners of the App Growth Awards were first announced at Hotel Adlon in Berlin, at an awards ceremony held during the first day of the App Promotion Summit.<\/p>\r\n<p>Launched in 2017, <a href=\"https:\/\/apppromotionsummit.com\/app-growth-awards\/\" target=\"_blank\" rel=\"noopener\">The App Growth Awards<\/a>, are the annual barometer for the global app growth and marketing ecosystem. The awards recognize the companies and individuals that are moving the app industry forward. Winners are celebrated for powering the app marketing, advertising, and monetization market forward through smart, bold, and innovative ideas.<\/p>\r\n<p>The 2021 App Growth Awards received hundreds of submissions from countries around the world, which were reviewed by a panel of 17 independent judges. We\u2019re proud to be recognized amongst the individuals, brands, and businesses\u2014like AppLovin, Adjust, Phiture, and Reface\u2014leading a more exciting future in app technology.<\/p>\r\n<h3>App Engagement Platform of The Year<\/h3>\r\n<p>The App Engagement Platform category focused on technology platforms and services that support mobile app engagement including <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a>, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messaging<\/a>, marketing automation, and chatbots. <a href=\"https:\/\/www.businessofapps.com\/news\/the-2021-app-growth-awards-finalists-announced\/\" target=\"_blank\" rel=\"noopener\">Finalists<\/a> in this category this year included Kumulos, Storyly, and Remerge.<\/p>\r\n<p>We\u2019re proud to be recognized for excellence in a category with such prominence and relevance. The app economy has skyrocketed in the past few years\u2014accelerated by the COVID-19 pandemic that forced consumers to work from home, shop online, virtually connect with friends, and stream more entertainment content, amid other behavioral shifts. With the app market expected to reach <a href=\"https:\/\/techcrunch.com\/2017\/06\/27\/app-economy-to-grow-to-6-3-trillion-in-2021-user-base-to-nearly-double-to-6-3-billion\/\" target=\"_blank\" rel=\"noopener\">$6.3 trillion by the end of 2021<\/a>, it doesn\u2019t seem to be slowing down.<\/p>\r\n<p>\u201cMobile devices are now being used for much more than just communicating with friends and family. When there\u2019s something you need to Google, a service you need to reschedule, or an item you want to purchase, your smartphone is the first thing you reach for. Consumers are constantly attached to their phones, and brands want to be constantly attached to consumers, so it should come as no surprise that the app economy has seen such enormous growth,\u201d shares Hannah Ogden, Senior Strategy Consultant at Iterable.<\/p>\r\n<blockquote>\r\n<p><em>\"It's incumbent on marketers to ensure their brand\u2019s app experience stands out in the fray.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>\u201cOf course, now that consumers are faced with a multitude of options when it comes to apps, it's incumbent on marketers to ensure their brand\u2019s app experience stands out in the fray. Orchestrating a top notch-customer experience through personalized messaging and seamless cross-channel campaigns is a necessity.\u201d<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/app-vs-mobile-site-when-to-focus-on-each\/\" target=\"_blank\" rel=\"noopener\">Mobile apps<\/a> play a key part in creating the connected and intimate cross-channel experiences that consumers crave. As consumer demands continue to escalate, there\u2019s no doubt that the mobile app economy will accelerate in tandem.<\/p>\r\n<h3>App Engagement at the App Promotion Summit<\/h3>\r\n<p>Of course, just because <a href=\"https:\/\/iterable.com\/blog\/recapping-the-state-of-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">mobile phones<\/a> are always in consumer pockets doesn\u2019t mean brands have the right to be there. Marketers have to earn their consumer face-time. Earlier this month, Senior Director of Customer Success at Iterable, Eloise Shuttleworth, joined marketing leaders at <a href=\"https:\/\/apppromotionsummit.com\/berlin\/speakers\/\" target=\"_blank\" rel=\"noopener\">App Promotion Summit Berlin<\/a> to discuss the enormous impact that mobile app engagement can have on a brand\u2019s bottom line, when done correctly.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-96596\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/App-Promotion-Summit.png\" alt=\"app promotion summit berlin\" width=\"1280\" height=\"720\" \/><\/p>\r\n<p>Guiding the panel\u2019s conversation were two priority questions: 1) Should businesses have a mobile app and, if so, 2) How can businesses develop a best in class mobile app? The group also discussed how mobile app engagement can lead to greater customer retention, the role that mobile app engagement plays in creating a unified customer experience, and how businesses can operationalize and integrate mobile app engagement into their larger mobile marketing strategy.<\/p>\r\n<h3>The Future of Mobile App Engagement<\/h3>\r\n<p>With mobile app engagement, marketers have more opportunities to contact and connect with customers. And with <a href=\"https:\/\/www.newsday.com\/business\/coronavirus\/shoppers-business-iterable-survey-empathy-1.50070880\" target=\"_blank\" rel=\"noopener\">83% of consumers<\/a> preferring to shop with brands they have an emotional connection with, an opportunity to make contact can easily evolve into an opportunity to capitalize.<\/p>\r\n<p>Mobile app engagement is having a moment and, with consumers leaning into mobile as a primary channel of communication, this \u201cmoment\u201d will extend not only into the new year, but for years to come. Why put off the inevitable?<\/p>\r\n<p><em>Looking to develop a great mobile app engagement strategy? Learn more about <a href=\"https:\/\/iterable.com\/solutions\/mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s mobile marketing solutions<\/a>.<\/em><\/p>","post_title":"Iterable Wins App Engagement Platform Award from App Growth Awards","post_excerpt":"The App Engagement Platform category focused on technology platforms and services that support mobile app engagement.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-wins-app-engagement-platform-award-from-app-growth-awards","to_ping":"","pinged":"","post_modified":"2021-12-13 15:02:36","post_modified_gmt":"2021-12-13 23:02:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96595","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 13, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121321_App-Growth-Awards_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"mobile app engagement platform of the year\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121321_App-Growth-Awards_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121321_App-Growth-Awards_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/121321_App-Growth-Awards_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-wins-app-engagement-platform-award-from-app-growth-awards\/"},{"ID":96539,"post_author":"79","post_date":"2021-12-10 13:15:54","post_date_gmt":"2021-12-10 21:15:54","post_content":"<p>For today\u2019s brands and businesses, being mission-driven is mission-critical for success. Another way to say it? Purpose is profitable. Today\u2019s consumers care about brands\u2019 philanthropy and purpose.<\/p>\r\n<p>Why now? Consumers are fed up with corporate carelessness. If Greta Thunberg can sail across the Atlantic to protest climate change, companies can take accountability for their actions. Today, brands that are exposed for abhorrent or inauthentic activity are boycotted and exposed on social media, leaving a legacy of lechery behind.<\/p>\r\n<h3>Purpose by Numbers<\/h3>\r\n<p>\u201cThe brands that will thrive in the coming years are the ones that have a purpose beyond profit,\u201d <a href=\"https:\/\/www.thedrum.com\/news\/2014\/02\/26\/brands-will-thrive-coming-years-are-ones-have-purpose-beyond-profit-says-richard#:~:text=%E2%80%9CThe%20brands%20that%20will%20thrive,says%20Richard%20Branson%20%7C%20The%20Drum\" target=\"_blank\" rel=\"noopener\">shared Richard Branson<\/a>. And he\u2019s completely right.<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.conecomm.com\/research-blog\/2018-purpose-study\" target=\"_blank\" rel=\"noopener\">80% of consumers<\/a> say when they buy a product from a purpose-driven company, they feel they are doing some part in making a positive impact.<\/li>\r\n\t<li><a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/the-new-loyalty-americans-build-deeper-connections-with-purpose-driven-brands\/\" target=\"_blank\" rel=\"noopener\">66% of Americans<\/a> would even switch from a product they typically buy, to a new product from a purpose-driven company.<\/li>\r\n<\/ul>\r\n<p>Want customers on your side?<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/the-new-loyalty-americans-build-deeper-connections-with-purpose-driven-brands\/\" target=\"_blank\" rel=\"noopener\">79% of Americans<\/a> say they would be more loyal to a purpose-driven company<\/li>\r\n\t<li>73% would be likely to <a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/the-new-loyalty-americans-build-deeper-connections-with-purpose-driven-brands\/\" target=\"_blank\" rel=\"noopener\">defend a purpose-driven company<\/a> if people spoke badly of it.<\/li>\r\n<\/ul>\r\n<p>By weaving purpose into your value proposition, brands can ensure business today and in the years to come (we love a good LTV boost).<\/p>\r\n<h3>New Year, New Mission<\/h3>\r\n<p>New Year's resolutions\u2014you either love them, or you hate them. And if you hate them, it\u2019s likely that you set goals that you break in the first few days (take it from us, limiting sugar intake starting January 1 is setting yourself up to fail). But, we digress. New Years is an opportunity for reinvention and it\u2019s the perfect opportunity for a business to launch a new mission.<\/p>\r\n<p>While you\u2019re sipping mulled wine and roasting chestnuts during the holiday season, take a moment to think about goodness, growth, and purpose.<\/p>\r\n<p>Here\u2019s how to build a mission-driven brand for the new year.<\/p>\r\n<h4>1. Think Big.<\/h4>\r\n<p>There\u2019s a reason no one is bragging about summiting The Crown or K6. Why not? Because Everest and K2 exist. Sensationalism sells. Not trepidation or consideration.<\/p>\r\n<p>Brands should build missions with the same high-impact mindset. Why feed a man a fish when you can teach a man to fish, sustainably? <a href=\"https:\/\/www.patagonia.com\/home\/\" target=\"_blank\" rel=\"noopener\">Patagonia<\/a> wrote the rule book on high-impact purposes. Heck, their mission statement is \u201cwe\u2019re in business to save our home planet.\u201d Try to think of a more epic purpose statement, we\u2019ll wait.<\/p>\r\n<p>The global good outdoor clothing retailer reached $10 million in sales during its recent Black Friday event\u2014a <a href=\"https:\/\/www.patagonia.com\/stories\/record-breaking-black-friday-sales-to-benefit-the-planet\/story-31140.html#:~:text=We're%20humbled%20to%20report,breaking%20%2410%20million%20in%20sales.\" target=\"_blank\" rel=\"noopener\">\u201crecord-breaking\u201d<\/a> figure five times greater than what the company had initially predicted.<\/p>\r\n<p>Following its record sales, Patagonia put its money where its mouth is by <a href=\"https:\/\/twitter.com\/patagonia\/status\/800723594179411968\" target=\"_blank\" rel=\"noopener\">announcing on Twitter<\/a> that it would donate every penny made to \u201chundreds of local environmental organisations working around the world\u201d.<\/p>\r\n\r\n[caption id=\"attachment_96566\" align=\"alignnone\" width=\"1001\"]<img class=\"wp-image-96566 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/patagonia-1.jpeg\" alt=\"Purpose-Driven brand Patagonia\" width=\"1001\" height=\"567\" \/> <em>Patagonia is the poster-child for purpose and profit, with a continued annual sales of US $1B.<\/em>[\/caption]\r\n\r\n<p>While many companies are jumping on the greenwashing bandwagon, in a move to prove their eco-credentials and convince customers they really are driven by a purpose greater than just profits, Patagonia has been giving back since day one.<\/p>\r\n<h4>2. Think Smart.<\/h4>\r\n<p>Would you buy fresh seafood from The Home Depot?<\/p>\r\n<p>Some services just don\u2019t go together. The same goes for purpose and philanthropy. Brands and businesses should be smart when building a purpose or mission statement.<\/p>\r\n<p>Wouldn\u2019t it make sense for McDonald\u2019s to tackle issues directly caused by their supply chain, like reducing emissions? Or for Chewy to tackle animal abuse? To make the greatest impact, brands and businesses should stay in their proverbial lanes.<\/p>\r\n<p>Think about the fashion industry which, over the past 40 years, has created a vast, complex supply chain. What consumers see in-store is only the surface of the $1.3 trillion industry's impact. Behind the scenes, brands work with factories and mills, farmers, designers, shipping, boxing, and transportation.<\/p>\r\n<p>The fashion industry is reckoning with its devastating environmental footprint. And rather than wait idly by as the world is decimated, brands are tackling this impact head-on. How? By investing in regenerative agriculture, which, without getting into the details (because we don\u2019t know the details), is designed to reverse damage done to the environment.<\/p>\r\n<p><a href=\"https:\/\/www.timberland.com\/homepage.html\" target=\"_blank\" rel=\"noopener\">Timberland<\/a> is building a regenerative rubber supply chain in Thailand, which will grow various tree species to mimic a natural forest ecosystem. <a href=\"https:\/\/www.allbirds.com\/\" target=\"_blank\" rel=\"noopener\">Allbirds<\/a> announced that all of its wool will come from regenerative sources by 2025. <a href=\"https:\/\/www.kering.com\/en\/\" target=\"_blank\" rel=\"noopener\">Kering<\/a>, which owns <a href=\"https:\/\/www.gucci.com\/us\/en\/\" target=\"_blank\" rel=\"noopener\">Gucci<\/a>, has launched a regenerative fund together with <a href=\"https:\/\/www.conservation.org\/\" target=\"_blank\" rel=\"noopener\">Conservation International<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_96572\" align=\"alignnone\" width=\"1601\"]<img class=\"wp-image-96572 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/VegNews.Allbirds2.jpg\" alt=\"Purpose-Driven brand Allbirds\" width=\"1601\" height=\"946\" \/> <em>Allbirds promises to only use wool from regenerative sources by 2025.<\/em>[\/caption]\r\n\r\n<p>These brands aren\u2019t just interested in doing less harm. They\u2019re focused on reversing it in a smart way for them, their industry, and the world around us.<\/p>\r\n<h4>3. It Takes Two.<\/h4>\r\n<p>A <a href=\"https:\/\/hbr.org\/2013\/03\/purpose-is-good-shared-purpose\" target=\"_blank\" rel=\"noopener\">Harvard Business Review article<\/a>, published in the 2013, explained that customers prefer to share purpose with companies, not sit on the sidelines. They want to feel like they are part of something bigger than themselves. They want to be a part of a community that helps the community.<\/p>\r\n<p>Brands can bolster the impact of their philanthropy efforts by putting customers in the driver's seat; empowering them to guide charitable impact.<\/p>\r\n<p>Retailers and brands, like Crabtree &amp; Evelyn and Sephora, allow customers to turn their loyalty and rewards points into donations. Rare Beauty allows customers to donate or round up to the brand\u2019s Rare Impact Fund (which aims to reduce mental health stigmas) during checkout. \u201cCheckout charity initiatives\u201d aren\u2019t new, but their impact is widely known. <a href=\"https:\/\/engageforgood.com\/ccc-2019\/\" target=\"_blank\" rel=\"noopener\">In 2018<\/a>, point-of-sale fundraising campaigns alone raised over $486 million.<\/p>\r\n<p>But brands don\u2019t have to stop at checkout campaigns. As the conversation around transparency continues to underwrite brand-customer relationships, more concrete methods of demonstrating impact are preferred. Philanthropy can be more meaningful\u2014to the community and to the customer\u2014when integrated with the customer journey.<\/p>\r\n<p>Take retailer <a href=\"https:\/\/www.thereformation.com\/\" target=\"_blank\" rel=\"noopener\">Reformation<\/a> as an example. Their mission: to bring sustainable fashion to everyone. With fast fashion negatively impacting our environment, Reformation stands out as a 100% carbon-neutral company, committed to holding themselves and others to a high standard of impact.<\/p>\r\n<p>With Reformation, shopping really can make a difference.<\/p>\r\n\r\n[caption id=\"attachment_96578\" align=\"alignnone\" width=\"468\"]<img class=\"wp-image-96578 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-10-at-1.57.26-PM.png\" alt=\"Reformation\" width=\"468\" height=\"1194\" \/> <em>Reformation tracks exactly what impact your purchases have on the environment in terms of water, carbon dioxide, and waste, when compared to industry standards.<\/em>[\/caption]\r\n\r\n<p>Here, Reformation informs customers of exactly how their purchases\u2014and choice in brand\u2014are having a positive impact on the world. It creates a partnership in the joint mission to live sustainably. By bringing customers into the fold for your brand\u2019s mission, you\u2019re creating long-term, loyal partners.<\/p>\r\n<h3>Shared Purpose<\/h3>\r\n<p>For today\u2019s workplaces, being aligned at every level of the business is a critical differentiator between companies primed for success and those poised for struggle. Developing a product and strategy is only a small part of the battle. Having a cohesive team that works together well, and effectively executes, is another essential ingredient..<\/p>\r\n<p>But the ingredient that truly ignites growth and execution? Shared purpose. A hardworking team with a shared mission in mind is almost unstoppable.<\/p>\r\n<p>Prioritize purpose and you not only have the power to make a difference, but you have the potential to increase customer lifetime value. Happy New Year, indeed.<\/p>","post_title":"New Year, New Purpose: How to Build a Purpose Driven Brand","post_excerpt":"For today\u2019s brands and businesses, being a purpose-driven brand is mission-critical for success. Purpose is profitable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"new-year-new-purpose-how-to-build-a-purpose-driven-brand","to_ping":"","pinged":"","post_modified":"2021-12-10 13:15:54","post_modified_gmt":"2021-12-10 21:15:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96539","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 10, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120821_Mission-Driven-Brand_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"purpo\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120821_Mission-Driven-Brand_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120821_Mission-Driven-Brand_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120821_Mission-Driven-Brand_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/new-year-new-purpose-how-to-build-a-purpose-driven-brand\/"},{"ID":96030,"post_author":"79","post_date":"2021-12-09 13:10:06","post_date_gmt":"2021-12-09 21:10:06","post_content":"<p>If you thought we\u2019d conclude 2021 without an ode to the martech stack, you\u2019d be mistaken. You\u2019ve heard us talk about <a href=\"https:\/\/iterable.com\/blog\/digital-transformation-going-from-paper-to-paperless\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a> all year and, now that January is around the corner, we wanted to highlight some of our partnerships that helped fuel our customers\u2019 digital transformations via a robust martech stack.<\/p>\r\n<p>First, we should take a step back and review the elements of a martech stack. A martech stack is the collection of marketing tools your brand uses to execute your marketing strategy. Whether the tools in your arsenal are for data management, analytics, personalization, or more, the key is having these various tools communicate with one-another to create automated processes using a consistent data set.<\/p>\r\n<p>Our <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener\">partner ecosystem<\/a> ensures that we\u2019re giving our customers access to a fully fleshed out martech stack that inspires digital transformation. Let\u2019s take a look at five partnerships that are elevating our customers\u2019 experiences.<\/p>\r\n<h3>1. Demystified Data Management<\/h3>\r\n<p>In October of this year, Iterable <a href=\"https:\/\/iterable.com\/blog\/snowflake-and-iterable-partner-for-data-sharing-integration\/\" target=\"_blank\" rel=\"noopener\">announced<\/a> our partnership with <a href=\"https:\/\/www.snowflake.com\/\" target=\"_blank\" rel=\"noopener\">Snowflake<\/a> to enhance our data management capabilities. With Snowflake\u2019s Secure Data Sharing capabilities, data isn\u2019t copied or transferred between user accounts. Iterable customers on the Snowflake Data Cloud are able to access their first-party user data directly from their Snowflake account, <a href=\"https:\/\/iterable.com\/blog\/business-benefits-of-iterables-partnership-with-snowflake\/\" target=\"_blank\" rel=\"noopener\">democratizing data<\/a> while still keeping it secure.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/partners\/snowflake\/\" target=\"_blank\" rel=\"noopener\">Learn more about the Snowflake + Iterable integration<\/a><\/em><\/p>\r\n<h3>2. Amped Up Analytics<\/h3>\r\n<p>We partner with <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener\">Mixpanel<\/a>, a product analytics company, to combine their ability to quickly analyze and measure customer data with Iterable\u2019s capabilities. Now, customers can automate their lifecycle marketing campaigns and then, by collecting and analyzing data on these automated campaigns, customers can quickly iterate on their existing strategies to improve the customer experience. Plus, with the <a href=\"https:\/\/mixpanel.com\/blog\/what-is-cohort-analytics\/\" target=\"_blank\" rel=\"noopener\">cohorts<\/a> feature, brands can see how their best customers are converting and weave that information back into existing campaigns. Automated processes combined with fast analyses takes the burden of manual testing off your marketing team and allows them to focus on an <a href=\"https:\/\/iterable.com\/webinars\/5-steps-to-an-effective-growth-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">agile growth marketing strategy<\/a>.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/partners\/mixpanel-3\/\" target=\"_blank\" rel=\"noopener\">Learn more about the Mixpanel + Iterable integration<\/a><\/em><\/p>\r\n<h3>3. Enhanced Ecommerce<\/h3>\r\n<p><a href=\"https:\/\/www.friendbuy.com\/\" target=\"_blank\" rel=\"noopener\">Friendbuy<\/a>, a referral marketing platform, allows our customers to increase acquisition and retention by understanding the relationship between users and your brand. Whether Advocates or Friends, the Friendbuy integration captures email addresses and phone numbers through the referral program and this information can automatically get added into Iterable\u2019s specific workflows and campaigns. We know <a href=\"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/\" target=\"_blank\" rel=\"noopener\">peer-to-peer marketing<\/a> is highly effective, but historically it hasn\u2019t been easy to track how word-of-mouth marketing is spread throughout your audience. With Friendbuy and Iterable you can identify your best customers and create a customer experience tailored to them.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/partners\/friendbuy\/\" target=\"_blank\" rel=\"noopener\">Learn more about the Friendbuy + Iterable integration<\/a><\/em><\/p>\r\n<h3>4. Mastered Location on Mobile<\/h3>\r\n<p>When adding mobile tools to your martech stack, <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based mobile marketing<\/a> is probably one of the first features you\u2019d look for. Us too. That\u2019s why we partner with <a href=\"https:\/\/radar.io\/\" target=\"_blank\" rel=\"noopener\">Radar<\/a>. With Radar\u2019s geofencing capabilities, Iterable customers can now implement real-time location-based marketing messaging by adding just a few lines of code. Localization is key when delivering relevant, consistent messaging to your customers.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/partners\/radar\/\" target=\"_blank\" rel=\"noopener\">Learn more about the Radar + Iterable integration<\/a><\/em><\/p>\r\n<h3>5. Celebrated Cross-Channel Marketing<\/h3>\r\n<p>Wouldn\u2019t it be nice to easily understand where users were coming from and identify valuable media sources? Yeah, we thought so too. <a href=\"https:\/\/www.appsflyer.com\/\" target=\"_blank\" rel=\"noopener\">AppsFlyer<\/a>, <a href=\"https:\/\/iterable.com\/blog\/iterable-appsflyer-complete-attribution-solution\/\" target=\"_blank\" rel=\"noopener\">the marketing measurement platform<\/a>, can process billions of mobile actions (every day!) to clearly attribute every install to the right media source and give your marketing team a complete view on CPI, ad spend, ROI, and the end-to-end user LTV.<\/p>\r\n<p>Based on accurate attribution data and rich in-app events performed by users, you can create automated workflows in Iterable that are triggered when certain in-app events are completed. Customers can bounce from channel to channel and your marketing team will have full visibility to create a seamless cross-channel experience by using deep linking to drive conversions and LTV.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/partners\/appsflyer\/\" target=\"_blank\" rel=\"noopener\">Learn more about the AppsFlyer + Iterable integration<\/a><\/em><\/p>\r\n<h3>Make Martech Stack Moves<\/h3>\r\n<p>These five partnerships, along with a wealth of others, create a holistic view of each customer. With centralized data pulled from your data management, analytics, personalization, mobile, and email applications, your martech stack becomes a well-rounded powerhouse that takes the manual work out of understanding your customers. And this is just the beginning.<\/p>\r\n<p>We\u2019re excited to see what customer experience trends emerge as we head into 2022. With new trends come new martech requirements and we\u2019re always thinking one step ahead.<\/p>\r\n<p><em>To see how Iterable can consolidate your martech stack, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"5 Ways We Partnered to Make Martech Stack Moves","post_excerpt":"We wanted to highlight some of our partnerships that helped fuel our customers\u2019 digital transformations via a robust martech stack.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-ways-we-partnered-to-make-martech-stack-moves","to_ping":"","pinged":"","post_modified":"2021-12-09 13:10:22","post_modified_gmt":"2021-12-09 21:10:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96030","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 09, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_5-Ways-Partner-Martech-Stack_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Martech Stack Partners\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_5-Ways-Partner-Martech-Stack_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_5-Ways-Partner-Martech-Stack_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_5-Ways-Partner-Martech-Stack_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-ways-we-partnered-to-make-martech-stack-moves\/"},{"ID":96506,"post_author":"35","post_date":"2021-12-09 11:42:39","post_date_gmt":"2021-12-09 19:42:39","post_content":"<p>Spotify needs no introduction, the world\u2019s <a href=\"https:\/\/www.counterpointresearch.com\/music-subscriptions-394-million-q1-2020\/\" target=\"_blank\" rel=\"noopener\">most popular audio streaming subscription service<\/a> has been around for years now, and this past week took social media by storm. On December 1st, Spotify released their annual \u201c<a href=\"https:\/\/www.spotify.com\/us\/wrapped\/\" target=\"_blank\" rel=\"noopener\">Spotify Wrapped<\/a>\u201d campaign\u2014a year in review campaign personalized to a user\u2019s account.\u00a0<\/p>\r\n<p>Featuring everything from your top five artists to most listened to podcasts and songs, the campaign highlights a customer\u2019s data in a fun, engaging, and, most importantly, individualized way.<\/p>\r\n<p>The results of such a personalized campaign speak for themselves. Users flocked to social media to share their findings and Spotify has seen a <a href=\"http:\/\/apptopia.com\" target=\"_blank\" rel=\"noopener\">31% jump in app downloads<\/a>.\u00a0<\/p>\r\n<p>Spotify is the latest company that is prospering from great data collection and leveraging that data to create individualized user experiences. Some of this personalized experience is not new for Spotify\u2014they have been using this data, combined with AI, to create curated playlists and offer song recommendations for years. But it's the success of their year in review campaign that has marketers taking notice.\u00a0<\/p>\r\n<p>With so much success coming from the Wrapped campaigns\u2014<a href=\"https:\/\/thehustle.co\/12062021-spotify-wrapped\/\" target=\"_blank\" rel=\"noopener\">over 90 million people engaged with Spotify Wrapped in 2020<\/a>\u2014Spotify has built campaigns that replicate this unique, personalized experience on a <a href=\"https:\/\/newsroom.spotify.com\/2021-06-02\/celebrate-your-unique-listening-style-with-spotifys-only-you-in-app-experience\/\" target=\"_blank\" rel=\"noopener\">more frequent basis<\/a>.\u00a0<\/p>\r\n<p>Spotify hit a sweet spot. By being transparent with data collection and using it to create an individualized campaign, Spotify got existing customers to engage with their app and new customers to download it. But, how can this success translate to other brands? What can marketing teams learn from this data collection dynamo?<\/p>\r\n<h3>5 Takeaways from Spotify Wrapped<\/h3>\r\n<p>As marketers, there's a lot we can learn from Spotify\u2019s campaigns, aside from our favorite music. The most important learnings are:\u00a0<\/p>\r\n<ol>\r\n\t<li>Consumers crave a personalized and differentiated experience<\/li>\r\n\t<li>Sometimes the best data comes <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">directly from the user<\/a><\/li>\r\n\t<li>Consumers are happy to share their data if they know value will come from it<\/li>\r\n\t<li>Personalization that highlights behavior builds a connection and increases engagement<\/li>\r\n\t<li>Interactivity brings consumers into their own experience, leading to extended loyalty<\/li>\r\n<\/ol>\r\n<p>Personalization isn\u2019t a nice-to-have, it\u2019s a <a href=\"https:\/\/iterable.com\/blog\/3-keys-to-unlocking-personalization\/\" target=\"_blank\" rel=\"noopener\">requirement for modern marketers<\/a> to connect with users. Consumers expect an individualized experience\u201491% are <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">more likely to shop with brands<\/a> that provide offers or recommendations that are relevant to them. And, if you\u2019re worried about data collection, it\u2019s important to look at whether you\u2019re adding value with the data you collect\u201490% of consumers are <a href=\"https:\/\/smarterhq.com\/privacy-report\" target=\"_blank\" rel=\"noopener\">willing to share personal behavioral data<\/a> with companies for a cheaper and easier experience.<\/p>\r\n<h3>Leveraging Zero-Party Data for Personalization<\/h3>\r\n<p>While Spotify may have the spotlight right now, all brands\u2014no matter the industry\u2014can benefit from leveraging data in a similar way to create personalized experiences.<\/p>\r\n<p><a href=\"https:\/\/mint.intuit.com\/\" target=\"_blank\" rel=\"noopener\">Mint<\/a>, a <a href=\"https:\/\/iterable.com\/blog\/top-finserv-marketing-tips-for-2022\/\" target=\"_blank\" rel=\"noopener\">FinServ company<\/a>, launched their year-in-review campaign analyzing and sharing how users managed their finances over the year. And <a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, a <a href=\"https:\/\/iterable.com\/blog\/zillow-makes-personalization-easy\/\" target=\"_blank\" rel=\"noopener\">real estate marketplace<\/a>, has both a month- and year-in -review campaign\u2014all enabled by smart data collection and leveraging that data in their communications.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_96507\" align=\"alignnone\" width=\"1130\"]<img class=\"size-full wp-image-96507\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Screen-Shot-2021-12-09-at-11.18.20-AM.png\" alt=\"Zillow Zero-Party Data\" width=\"1130\" height=\"1532\" \/> Zillow\u2019s month- and year-in-review messages keep users involved in their experience.[\/caption]\r\n\r\n<p><br \/>\r\nZillow\u2019s month and year in review messages keep users involved in their experience.\u00a0<\/p>\r\n<p>While these personalized campaigns can be some of the most engaging, they can also be some of the most challenging to create, especially without the right tech stack to support these. To get to this level of personalization, it\u2019s important to make sure you have the technological foundation set. When assessing your martech stack\u2019s ability to provide the visibility needed to personalize the customer experience, keep this in mind:<\/p>\r\n<ul>\r\n\t<li>Do we have a data warehouse or CDP that keeps all of our data in one centralized location?<\/li>\r\n\t<li>Is our marketing automation platform able to integrate with our data management tools to give our marketers a <a href=\"https:\/\/iterable.com\/resources\/articles\/customer-experience\/general\/what-is-a-360-degree-customer-view\/\" target=\"_blank\" rel=\"noopener\">360-degree view<\/a> of the customer profile?<\/li>\r\n\t<li>Is our data updated in real-time to prevent any irrelevant messaging reaching our customers?\u00a0<\/li>\r\n<\/ul>\r\n<p>A few years ago, Zillow was using a legacy marketing automation platform so when it came to leveraging the zero-party data they collected to build out and send a year-in-review campaign, the process took an entire year of cross-functional work.\u00a0\u00a0<\/p>\r\n<p>After re-evaluating their processes and tech stack, Zillow switched from their legacy provider to Iterable so they could easily leverage data and speed up the execution of campaigns without losing time using unnecessary resources.\u00a0<\/p>\r\n<p>Upon switching, they started a month-in-review campaign as they now had the bandwidth. The new campaigns took four days for one email marketer to complete and at a monthly frequency allowed for exponentially more engaging touchpoints.<\/p>\r\n<p>With the right tech stack in place, yes, you gain visibility into a customer\u2019s complete behavioral data profile, but you also make immense gains in ease of use for your team to perform at their highest level while building a closer connection with your customers.<\/p>\r\n<h3>Give the People What They Want<\/h3>\r\n<p>Spotify\u2019s Wrapped has shown us how consumers crave a personalized experience, and are willing to share their data for valuable experiences\u2014a theme becoming increasingly important as we approach a cookie-less world. While Spotify is the latest company to see dividends from their personalization efforts, all brands have the ability to benefit from creating a 1:1 relationship with customers.\u00a0<\/p>\r\n<p>Take Spotify Wrapped as an opportunity to be inspired. Analyze the zero-party data you currently collect and look for chances to get users involved in their journey with your brand. Your LTV will thank you.\u00a0<\/p>\r\n<p><em>For more about how to level up your personalization, check out our Personalization Playbook series highlighting the core pillars of personalization: <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">User Segmentation<\/a>, <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener\">Lifecycle Mapping<\/a>, <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener\">Workflow Building<\/a>, and <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener\">Dynamic Content<\/a>.\u00a0<\/em><\/p>","post_title":"How Spotify Wrapped Used Zero-Party Data for Good","post_excerpt":"Spotify Wrapped is a masterclass in personalization using zero-party data. Here we dive into how they did it, and how others can too.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-spotify-wrapped-used-zero-party-data-for-good","to_ping":"","pinged":"","post_modified":"2021-12-09 11:42:39","post_modified_gmt":"2021-12-09 19:42:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96506","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"December 09, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_Spotify-Wrapped-Zero-Party-Data.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_Spotify-Wrapped-Zero-Party-Data.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_Spotify-Wrapped-Zero-Party-Data-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120921_Spotify-Wrapped-Zero-Party-Data-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-spotify-wrapped-used-zero-party-data-for-good\/"},{"ID":96355,"post_author":"79","post_date":"2021-12-09 09:32:44","post_date_gmt":"2021-12-09 17:32:44","post_content":"<p>It\u2019s safe to say one of the <a href=\"https:\/\/www.spglobal.com\/marketintelligence\/en\/news-insights\/blog\/industries-most-and-least-impacted-by-covid19-from-a-probability-of-default-perspective-september-2020-update\" target=\"_blank\" rel=\"noopener\">industries most impacted by the onset of COVID-19<\/a> is the travel and hospitality industry. The pandemic served as a proverbial record-scratch for everyone\u2019s travel plans\u2014cruise ships were docked, planes were grounded, and <a href=\"https:\/\/www.cnbc.com\/2020\/04\/07\/empty-hotels-convert-into-coronavirus-quarantines-emergency-housing-to-keep-the-lights-on.html\" target=\"_blank\" rel=\"noopener\">hotels served as quarantine locations<\/a> versus luxurious getaways. And now, as we close out 2021, new variants (OMG, Omicron) have travel and hospitality brands once again contemplating the possible impact on their industry.<\/p>\r\n<p>But, this doesn\u2019t mean it\u2019s back to square one. Where travel and hospitality brands are today is vastly different from where they were in 2020. Yes, the bounce-back to pre-pandemic numbers has yet to happen (demand and travel trends are <a href=\"https:\/\/www.hospitalitynet.org\/opinion\/4106911.html\" target=\"_blank\" rel=\"noopener\">~20\u201325% below 2019<\/a>), but that doesn\u2019t mean brands haven\u2019t learned plenty along the journey thus far.<\/p>\r\n<p>For example, in 2020 many highly-anticipated trips were flat-out canceled. So, instead of getting their hopes up and rebooking the same trip in 2021, travelers opted to stay closer to home but further from crowds. <a href=\"https:\/\/www.npr.org\/2021\/10\/09\/1036555480\/pandemic-travel-industry-tourism-vacations\" target=\"_blank\" rel=\"noopener\">Choosing staycations over international trips<\/a> showed the travel and hospitality industry that the definition of a \u201cvacation\u201d is subjective. Beauty is in the eye of the beholder.<\/p>\r\n<p>Attitudes towards travel are constantly changing. So, what can travel and hospitality brands do to stay on top of the emerging trends in 2022? We\u2019ve got you covered.<\/p>\r\n<h3>4 Marketing Tips for Travel &amp; Hospitality Success in 2022<\/h3>\r\n<h4>1. Go Real-Time, Real Quick<\/h4>\r\n<p>The ever-changing travel landscape has made it difficult for brands to predict the next trend. Some sources are predicting <a href=\"https:\/\/www.forbes.com\/sites\/angelinavillaclarke\/2021\/11\/16\/the-travel-trend-report-2022-the-experts-have-their-say-pt1\/?sh=6ce2cc261142\" target=\"_blank\" rel=\"noopener\">higher spend and larger groups<\/a>, to make the value of the trip outweigh the risk. Some are saying with the <a href=\"https:\/\/www.travelagewest.com\/Industry-Insight\/Business-Features\/2022-Travel-Trends\" target=\"_blank\" rel=\"noopener\">labor shortage<\/a>, flights may never take off and hotel doors may never open. But, it\u2019s not about knowing what\u2019s coming, but more about being prepared to pivot. Staying flexible is crucial in an uncertain environment.<\/p>\r\n<p>For your marketing efforts, however, this translates to real-time marketing messaging. With everything from government restrictions to price fluctuations, it\u2019s important to keep your customers privy to any changes, as they\u2019re happening. While crucial for most industries, this is especially important for the travel and hospitality industry due to the high price points and numerous variables that could impact a customer\u2019s experience.<\/p>\r\n<p>It probably seems daunting to inform each individual customer of real-time changes to their unique travel itineraries, but it doesn\u2019t have to be a huge lift. With the right martech stack in place, marketing automation can perform real-time segmentation of your audiences, grouping them into similar categories.This allows you to feed information to larger segments, while still delivering relevant messages to each individual customer.<\/p>\r\n<p>Real-time messaging is just a piece of the personalization puzzle. There are a variety of ways to appeal to unique customers via your marketing messages, but it can be a fine line between personal and pushy.<\/p>\r\n<h4>2. Get Personal, But Not Pushy<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">Marketing personalization<\/a> isn\u2019t a new concept. We know most customers (<a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener\">71%, to be exact<\/a>) expect a certain level of customization when it comes to the marketing communications they receive. But personalization within the travel and hospitality industry, especially during these times, becomes a bit more nuanced.<\/p>\r\n<p>Because many <a href=\"https:\/\/www.cnn.com\/travel\/article\/new-us-travel-rules-omicron-what-to-know\/index.html\" target=\"_blank\" rel=\"noopener\">regulations and restrictions<\/a> are handed down by the powers that be, travel and hospitality brands need to tread a little lighter when it comes to marketing to their customers. Unlike challenges of a traditional retailer where the customer may ask for a refund or the product is sold out, outside influences like government regulations may be responsible for the challenges that arise in the travel industry.<\/p>\r\n<p>Brands need to establish trust with their customers and build a relationship early in the process to account for times when external factors get in the way. Something as simple as including the customer\u2019s name in messages could establish that you, the brand, are paying attention to their needs. To go a step further, you could tap into their historical data, understand what they do and don\u2019t like when it comes to vacation, and deliver dynamic content that changes along with their interactions with your brand.<\/p>\r\n<p>This, of course, should be the case regardless of where your customer is located.<\/p>\r\n<h4>3. Meet them Where They Are, Literally<\/h4>\r\n<p>For travel and hospitality, real-time messaging and personalization can only go so far without understanding where in the world the customer physically is located. Advertising low prices on a trip to Spain while the customer is currently in Spain won\u2019t garner a lot of engagement. For an industry that hinges on various destinations, geo-targeting is key.<\/p>\r\n<p>With a smartphone in the pocket of <a href=\"https:\/\/www.pewresearch.org\/internet\/fact-sheet\/mobile\/\" target=\"_blank\" rel=\"noopener\">85% of Americans<\/a>, knowing where each customer is, assuming they\u2019ve enabled location services, is a piece of cake. But, it\u2019s what you, as a travel brand, do with that information that will set you apart.<\/p>\r\n<p>Imagine you\u2019re an airline and your customer booked a flight, with a layover, through your app. Based on their location and time-of-day, you could make the assumption that they have missed their connecting flight. Instead of leaving your customer to panic, your marketing technology could automatically send a push notification that leads to flights from their current location to their desired final destination.<\/p>\r\n<p>But, it\u2019s hard to make an assumption like that based on location alone. Instead, brands should strive to understand the customer, as a whole. This requires un-siloed data.<\/p>\r\n<h4>4. Un-Silo Customer Data<\/h4>\r\n<p>Earlier, we mentioned the <a href=\"https:\/\/iterable.com\/blog\/upgrading-your-martech-stack-5-must-know-truths-kahoot\/\" target=\"_blank\" rel=\"noopener\">martech stack<\/a>. This refers to all of the various marketing applications you can access to execute your marketing strategy. And, while having an assortment of marketing tools available is meant to make the lives of your marketers easier, having them siloed, unable to communicate with one another, really doesn\u2019t help all that much.<\/p>\r\n<p>You\u2019re an airline again. You send your customer an email reminder to check in for their flight the following day. Whether they complete their check-in on desktop or mobile can guide your next marketing move. For example, say their flight is delayed. Do you let them know with a push notification or stick with email? If they checked in via the mobile app, we\u2019d recommend sending a push notification informing them of the delay. They\u2019re more likely to engage with the push notification since they\u2019re comfortable using your app. If they don\u2019t interact with the message, you can always follow up via a different channel.<\/p>\r\n<p>This is why a <a href=\"https:\/\/iterable.com\/features\/centralized-data\/\" target=\"_blank\" rel=\"noopener\">centralized data<\/a> location is vital for personalized marketing. Not only does it take the guesswork out of your marketing efforts, but it helps create a 360-degree view of each customer profile. Why does this matter for 2022? On top of personalization, it allows for automation, data analysis, and rapid testing. With data from multiple sources consolidated into one centralized location, your marketing team can feel empowered to focus on the bigger picture.<\/p>\r\n<h3>A Look to the Future\u2026and Today<\/h3>\r\n<p>The travel and hospitality industry in 2022 is still pretty up-in-the-air (pun intended). It\u2019s hard to predict numbers at a time where new curveballs are being thrown from every direction. But that\u2019s really what brands need to focus on: being flexible. Instead of focusing on what the numbers will be, focus on the right now. You have the time now to understand your customers better than ever before and establish relationships as the uncertainty continues.<\/p>\r\n<p><em>Instead of focusing on what could be, take a look at <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel_1Pager.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000;\">where the travel and hospitality industry stands today<\/span><\/a> and how Iterable can help your brand today, tomorrow, and in the future.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel_1Pager.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-96487\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel-1p-assets_CSA-Banner-1.png\" alt=\"\" width=\"769\" height=\"192\" \/><\/a><\/p>","post_title":"Top Travel and Hospitality Marketing Tips for 2022","post_excerpt":"As we close out 2021, new variants have travel and hospitality brands once again contemplating the possible impact on their industry.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-travel-and-hospitality-marketing-tips-for-2022","to_ping":"","pinged":"","post_modified":"2021-12-09 09:32:44","post_modified_gmt":"2021-12-09 17:32:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96355","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 09, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel-1p-assets_Blog-Hdr.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"travel and hospitality tips 2022\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel-1p-assets_Blog-Hdr.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel-1p-assets_Blog-Hdr-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/Travel-1p-assets_Blog-Hdr-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-travel-and-hospitality-marketing-tips-for-2022\/"},{"ID":96294,"post_author":"79","post_date":"2021-12-08 09:03:40","post_date_gmt":"2021-12-08 17:03:40","post_content":"<p>Giving back is on the rise. Last year, U.S. Businesses and Americans donated a <a href=\"https:\/\/apnews.com\/article\/philanthropy-health-coronavirus-pandemic-business-94cac51d5caf18f48a7827de04e017c0\" target=\"_blank\" rel=\"noopener\">record<\/a> of more than $471 billion dollars to charitable organizations. Even more impressive than the nine zeros behind that dollar amount? The fact that this giving happened during COVID-19, when people may have been feeling more grinchy than giving. If that doesn\u2019t reignite your hope in the human spirit, we don\u2019t know what will!<\/p>\r\n<p>Despite what you may see on the news, people care about the community: <a href=\"https:\/\/nonprofitssource.com\/online-giving-statistics\/\" target=\"_blank\" rel=\"noopener\">77% of Americans<\/a> believe charity can make a difference. And the focus on values and integrity is at an all-time high with <a href=\"https:\/\/iterable.com\/blog\/6-insights-from-iterables-2021-consumer-psychology-poll\/\" target=\"_blank\" rel=\"noopener\">87% percent of consumers<\/a> saying they\u2019re more receptive to a brand\u2019s messages if they know the company\u2019s beliefs and values.<\/p>\r\n<p>It seems that we have finally reached a point where profit and philanthropy are inextricably tied. When times are tough for businesses, it\u2019s smart to bolster the most profitable arm of your business. And today, that\u2019s via business philanthropy.<\/p>\r\n<h3>Aliyah Powell on Business Philanthropy<\/h3>\r\n<p>We know that giving does good. But does it do the greatest good\u2014for both the community and for the company? This week, we asked Aliyah Powell, Diversity, Equity, and Inclusion (DE&amp;I) Program Manager here at Iterable, for guidance.<\/p>\r\n<h4>Q&amp;A with Aliyah Powell:<\/h4>\r\n<p><strong>1. Tell us a little bit about yourself!<\/strong><\/p>\r\n<p>There\u2019s a great quote by Rev. Dr. Martin Luther King, Jr. which reads, \u201cEverybody can be great...because anybody can serve. You don't have to have a college degree to serve. You don't have to make your subject and verb agree to serve. You only need a heart full of grace. A soul generated by love.\u201d He\u2019s describing servant leadership, which means considering impact above all else and asking the right questions\u2014not from your lens but from the lens of those who stand to benefit from your service. Corporate Social Responsibility (CSR) is all about servant leadership.I\u2019ve made it my career to advise and inspire businesses to approach CSR efforts with clear unbiased empathy and a receiver-centric mindset. There will always be something to learn but this work begins with an open mind and humility (which also happens to be one of <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s core values<\/a>).<\/p>\r\n<p>From nonprofit to for-profit, individual to group, everyone and anyone is capable of making a difference. All they need is an empowering agent. That\u2019s where I fit in!<\/p>\r\n<p><strong>2. What advice do you have for businesses interested in Corporate Social Responsibility (CSR)?<\/strong><\/p>\r\n<p>Set a strong foundation before you begin. Start your journey with CSR by honing in on which values intrinsically compel your organization to be socially responsible and socially conscious. Once those values are identified, they must be emphatically lived at all levels of the business.<\/p>\r\n<p>In Iterable\u2019s case, giving and inclusion are embedded in the way that we do business. We make it our mission to support our teammates through difficult times, <a href=\"https:\/\/iterable.com\/blog\/impact-at-iterable-empowering-progress-through-people\/\" target=\"_blank\" rel=\"noopener\">we match employee giving<\/a>, we support small and minority-owned businesses and we volunteer our time to better our communities. We do this as a company, within our business units, and through our clubs and <a href=\"https:\/\/iterable.com\/culture\/#:~:text=Affinity%20Groups%20are%20employee%2Dcreated,their%20community%20and%20professional%20growth.\" target=\"_blank\" rel=\"noopener\">affinity groups<\/a>.<\/p>\r\n<p><strong>3. Where does business philanthropy fit in?<\/strong><\/p>\r\n<p>Businesses talk about measurable inputs and outputs all the time. Think: KPIs (Key Performance Indicator) and OKRs (Objectives and Key Results). Philanthropy is a measurable and meaningful way to engage and encourage output. In other words, we put our money where our mouth is. We don\u2019t just set goals arbitrarily and aspirationally, we intentionally and purposefully pursue impact. We appreciate donating monetary resources as a means to help essential organizations operate but we strive to take that a step further by putting a face or a name to the giving.<\/p>\r\n<p><strong>4. How should brands approach business philanthropy?<\/strong><\/p>\r\n<p>With authenticity and impact in mind. Authenticity is the fuel behind philanthropy. You wouldn\u2019t see McDonald\u2019s launching a new toothbrush line, right? Or Apple investing in athleisure! The point is that the venture should provide meaningful value to the organization\u2019s brand, customers, and employees. The same thinking goes for philanthropy. Organizations should seek alignment between their corporate mission and their philanthropic mission. It\u2019s important that philanthropy is authentic and sustainable to maximize impact.<\/p>\r\n<p>Does donating directly to a <a href=\"https:\/\/www.501c3.org\/what-is-a-501c3\/\" target=\"_blank\" rel=\"noopener\">501(c)3<\/a> make an impact? Sure. The donation certainly helps with operating costs. But to have the most impact, the investment needs to be high-touch and intentional, which is why it is important to do your research. Community based organizations that are run by the communities they represent are always in need of additional support. Do the necessary work to ensure that your contribution is going directly to where it is needed most. Don\u2019t assume that just because an organization is the largest in a field that it is the best suited to your goals. And, finally (but perhaps most importantly), have open dialogue. Come from a place of humility and ask questions to ensure that your gift is culturally relevant, inclusive, and accessible. Don\u2019t make assumptions. Always ask how you can help and respond accordingly. Remember, \u201ceverybody can be great because anyone can serve.\u201d<\/p>\r\n<p><strong>5. How can brands orchestrate the greatest impact with their business philanthropy?<\/strong><\/p>\r\n<p>One of the best ways businesses can orchestrate major impact is by using their influence to create a ripple effect. This is not limited to philanthropy, it\u2019s also inclusive of diversity, equity and inclusion and sustainability. Advocacy for intentional giving and thought leadership encourage others to step up. By modeling inclusive and intentional behaviors, we multiply our impact and set a new standard.<\/p>\r\n<p>A great example of this orchestration in action is how we choose to make an impact at Iterable. We focus on giving to causes that are core to our community, and we lean on our Affinity Groups (internal advocacy groups) to guide and gut-check. For example, we have a large Veterans community at Iterable, and, for <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6864594571267989506\" target=\"_blank\" rel=\"noopener\">Veterans Day<\/a>, we closed the fundraising gap for three Veterans families requesting help through the organization <a href=\"https:\/\/operationhomefront.org\/\" target=\"_blank\" rel=\"noopener\">Operation Homefront<\/a>. Our Mixed Identities Affinity Group guided our advocacy efforts during <a href=\"https:\/\/iterable.com\/blog\/celebrating-native-american-heritage-month-through-local-leadership\/\" target=\"_blank\" rel=\"noopener\">Native American Heritage Month<\/a>. We\u2019re actively using our social channels to <a href=\"https:\/\/www.linkedin.com\/pulse\/honor-celebrate-native-american-heritage-month-iterable\/?trackingId=tGw2GqSIyErQTxWdomnFvQ%3D%3D\" target=\"_blank\" rel=\"noopener\">advocate<\/a> and educate as well. The point is, there are many ways to give. The important thing is to make sure it has meaning.<\/p>\r\n<h3>Fine-Tuning Philanthropy<\/h3>\r\n<p>Giving gifts, or money, is the most obvious philanthropic language. But today, Aliyah challenges us to develop more unique approaches that go beyond money and materialism to make an impact. Business leaders: follow her advice and do business for good this holiday season.<\/p>\r\n<p><em>This holiday, we\u2019re focusing on celebrating the season, sustainability! Join us to reduce our collective carbon footprint and <a href=\"https:\/\/onetreeplanted.org\/blogs\/stories\/celebrate-sustainable-holidays?utm_source=google-search&amp;utm_medium=pdmr&amp;utm_campaign={campaign}&amp;utm_term=&amp;gclid=CjwKCAiAhreNBhAYEiwAFGGKPOseJ_esSfbvfsJRPfheMkP4nqc-rslZAcYJT7pJ9TuPFormfekElBoC5IMQAvD_BwE\" target=\"_blank\" rel=\"noopener\">plant trees<\/a> where they are needed most.<\/em><\/p>","post_title":"Aliyah Powell on Fine-Tuning Business Philanthropy","post_excerpt":"When times are tough, it\u2019s smart to bolster the most profitable arm of your business. And today, that\u2019s via business philanthropy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"aliyah-powell-on-fine-tuning-business-philanthropy","to_ping":"","pinged":"","post_modified":"2021-12-08 09:03:40","post_modified_gmt":"2021-12-08 17:03:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96294","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 08, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120721_Aliyah-Powell-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Aliyah Powell on Business Philanthropy\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120721_Aliyah-Powell-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120721_Aliyah-Powell-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/120721_Aliyah-Powell-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/aliyah-powell-on-fine-tuning-business-philanthropy\/"},{"ID":96180,"post_author":"97","post_date":"2021-12-08 08:33:10","post_date_gmt":"2021-12-08 16:33:10","post_content":"<p>Leverage data in a new way to provide customized content at an individual level. Consistently build 1:1 content\u00a0experiences that cultivate engagement and win customer trust across an entire audience base.<\/p>","post_title":"Go Put a Spell on Them: How Email Personalization Grows Customer Engagement and Value","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"go-put-a-spell-on-them-how-email-personalization-grows-customer-engagement-and-value","to_ping":"","pinged":"","post_modified":"2021-12-08 08:36:57","post_modified_gmt":"2021-12-08 16:36:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=96180","menu_order":44,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"December 08, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/2021-10-pathwire-email-camp-thumbnail.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/2021-10-pathwire-email-camp-thumbnail.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/2021-10-pathwire-email-camp-thumbnail-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/12\/2021-10-pathwire-email-camp-thumbnail-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/go-put-a-spell-on-them-how-email-personalization-grows-customer-engagement-and-value\/"},{"ID":96044,"post_author":"79","post_date":"2021-12-01 10:25:52","post_date_gmt":"2021-12-01 18:25:52","post_content":"<p>In the days following Black Friday and Cyber Monday, your inbox is likely jam-packed with promotional emails from every brand you\u2019ve ever given your email address to. Remember ten years ago when you signed up for whitewater rafting because your ex thought it would be fun? Bam. Today you can get 15% off your next raft adventure. Ah, memories.<\/p>\r\n<p>But, we digress. Let\u2019s get back into it.<\/p>\r\n<p>Promotional emails are usually generic, site-wide offers\u2014a \u201c20% Off\u201d here and a \u201cBOGO\u201d there. Given the sheer volume of promotional emails that inundate audiences\u2019 inboxes year-round, how can you stand out and capture the customers\u2019 attention?<\/p>\r\n<p>While a lot of the time, especially during this time of the year, the promotional offers are applicable to every item on your website, personalization can still play a pivotal role. We\u2019ll explain. But first, we\u2019re going to start at the beginning.<\/p>\r\n<h3>The History of Promotional Emails<\/h3>\r\n<p>We can all thank the \u201cFather of Spam,\u201d <a href=\"https:\/\/www.smartinsights.com\/email-marketing\/email-communications-strategy\/email-marketing-evolution\/\" target=\"_blank\" rel=\"noopener\">Gary Thuerk<\/a>, for gifting us with promotional emails. In 1978, Thuerk sent the first email blast to 400 customers, advertising a computer. The email generated $13 million in sales (over $78 million today) and a few complaints, but it\u2019s safe to say promotional emails became a roaring success.<\/p>\r\n<p>Nowadays, however, often referred to as \u201cbatch and blast\u201d emails, promotional emails are losing their efficacy. Sending the same email to every customer may seem smart, but it\u2019s a pure quantity play, without considering quality. In fact, <a href=\"https:\/\/medium.com\/wunderkind\/3-triggered-email-stats-all-marketers-should-know-ea0016aae07e\" target=\"_blank\" rel=\"noopener\">batch-and-blast emails only generate an average revenue of $0.04 per email sent<\/a>. Compare this to the average ROI for email marketing in general\u2014<a href=\"https:\/\/blogs.constantcontact.com\/what-is-the-roi-of-email-marketing\/\" target=\"_blank\" rel=\"noopener\">$36 for every dollar spent<\/a>\u2014and it\u2019s clear that batch-and-blast emails don\u2019t deliver the same oomph.<\/p>\r\n<p>Why? Customers have become <a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/personalizing-the-customer-experience-driving-differentiation-in-retail\" target=\"_blank\" rel=\"noopener\">accustomed to personalization in marketing<\/a>.<\/p>\r\n<h3>Why Does Promotional Email Personalization Matter?<\/h3>\r\n<p>Because promotional emails, especially for Black Friday and Cyber Monday, feature sitewide sales, brands may find it easier to send the exact same message to every customer on their mailing list. However, the message may not resonate the same way with each person.<\/p>\r\n<p>For example, say you\u2019re a home improvement store and you have a sale on hammers\u201410% off all hammers\u2014and decide to send a batch and blast promo to all of your customers highlighting the deal. Lisa, a long time customer, just bought a hammer via your website last week. John, on the other hand, has never purchased from you but subscribes to your newsletter. When receiving the promotional email, Lisa may be aggravated since she just recently paid full price for her hammer, while John may be elated and add a hammer to his shopping cart.<\/p>\r\n<p>While both Lisa and John interact and are familiar with your brand, they have had very different experiences. This is why personalization is vital. Instead of alienating an existing customer to satisfy a new one, brands can create an email marketing campaign that pleases everyone.<\/p>\r\n<h4>The Role of Triggered Emails<\/h4>\r\n<p>With the right marketing automation technology and a fully fleshed out <a href=\"https:\/\/iterable.com\/blog\/upgrading-your-martech-stack-5-must-know-truths-kahoot\/\" target=\"_blank\" rel=\"noopener\">martech stack<\/a>, brands can send emails (among other marketing communications) based on customers\u2019 past actions. <a href=\"https:\/\/iterable.com\/blog\/8-must-have-marketing-workflows-for-every-team\/\" target=\"_blank\" rel=\"noopener\">Marketing workflows<\/a> can be designed such that different experiences result in different messaging. Using refined segmentation, you can be more targeted in your promotions.\u00a0<\/p>\r\n<p>Customers who have made a purchase previously, like Lisa, could be sent a promotional email with a coupon for items that pair well with their last purchase. For example, maybe Lisa forgot to purchase nails with her hammer. After her hammer is purchased, an email with a coupon for 10% off nails could be triggered to send automatically.<\/p>\r\n<p>Customers who have never made a purchase, like John, could be served a site-wide coupon, to promote browsing and a first purchase. Or, maybe John is subscribed to your gardening newsletter but hasn\u2019t made a purchase. When he signs up for your newsletter, your workflow could trigger a promotional email that highlights gardening tools.<\/p>\r\n<p>While triggered emails are important for automating once-manual processes, there\u2019s more brands can do to further personalize emails.<\/p>\r\n<h4>Dynamic Content<\/h4>\r\n<p>Building marketing workflows to send triggered emails is a good first step to developing segments and personalizing promotional emails, but we can do better. To enhance your triggered emails even more, you can take advantage of <a href=\"https:\/\/iterable.com\/blog\/dynamic-content-data-before-design\/\" target=\"_blank\" rel=\"noopener\">dynamic content<\/a> fields. These fields can pull information from your <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener\">catalog<\/a> or customer profiles to adjust for each recipient.<\/p>\r\n<p>In Lisa\u2019s email, for example, you could include a photo of the hammer she just purchased above the new recommended items, to remind her of her past purchase and show that your brand is providing customized product recommendations.<\/p>\r\n<p>With John, you could include his name in the subject line and then include a working countdown that shows when the coupon expires. If John revisits the email later, the countdown should still be accurate to the time he revisits.<\/p>\r\n<p>There are multiple ways to personalize promotional emails for each individual customer. It may sound like a heavy lift for your marketing team, but it doesn\u2019t have to be.<\/p>\r\n<h3>Work Smarter, Not Harder<\/h3>\r\n<p>Personalized promotional emails for each of your customers doesn\u2019t mean crafting hundreds of thousands of emails and sending them out individually. Start by taking the time to <a href=\"https:\/\/iterable.com\/blog\/segmentation-practices-you-needed-to-implement-yesterday\/\" target=\"_blank\" rel=\"noopener\">segment your customers<\/a> into specific groups with similar traits, based on <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party<\/a> and behavioral data. With this segmentation alone you can set a base level of email personalization.<\/p>\r\n<p>Once you have your segments you can create niche marketing workflows that guide members of each segment through the marketing funnel. Then, the pi\u00e8ce de r\u00e9sistance is incorporating dynamic content. By utilizing your data feeds to enhance your email templates, you can auto-populate emails with content specific to each user profile. In doing so, you\u2019ll create a highly personalized experience for each individual customer. They\u2019ll feel like they\u2019re the only one on your mailing list.<\/p>\r\n<p>Impersonal batch and blast is a thing of the past. Create personalized promotional emails to stand out in your customers\u2019 inboxes.<\/p>\r\n<p><em>To learn more about Iterable\u2019s <a href=\"https:\/\/iterable.com\/features\/email\/\" target=\"_blank\" rel=\"noopener\">email marketing<\/a> capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today.<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Using Dynamic Content to Personalize Promotional Emails","post_excerpt":"Given the sheer volume of promotional emails that inundate audiences\u2019 inboxes, how can you stand out and capture the customers\u2019 attention?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"using-dynamic-content-to-personalize-promotional-emails","to_ping":"","pinged":"","post_modified":"2021-12-01 10:25:52","post_modified_gmt":"2021-12-01 18:25:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=96044","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 01, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/120121_Dynamic-Content-Promo-Emails_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"promotional emails\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/120121_Dynamic-Content-Promo-Emails_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/120121_Dynamic-Content-Promo-Emails_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/120121_Dynamic-Content-Promo-Emails_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/using-dynamic-content-to-personalize-promotional-emails\/"},{"ID":95989,"post_author":"79","post_date":"2021-11-29 14:07:02","post_date_gmt":"2021-11-29 22:07:02","post_content":"<p>We hear it all the time: the word <em>authenticity<\/em>.<\/p>\r\n<p>It means being real. It means being genuine. It means not being fake. Sounds easy enough, right?<\/p>\r\n<p>But if being authentic is simple, why are so many people, brands, and businesses accused of inauthenticity?<\/p>\r\n<p>For one, consumers care more about authenticity and are noticing when it is and isn\u2019t present. They want to shop with brands that know and share their values, paying extra for a side of impact and empathy. But what consumers giveth, they taketh away. They are connected, discerning, and vocal. And, they know when businesses aren\u2019t following through on their promises. Consumers invest in brands that make a difference, but deceiving a caring consumer dooms a brand to failure.<\/p>\r\n<p>We are all learning how to be better global citizens by making a greater impact (and a smaller footprint). And, this month, when we didn\u2019t quite know how best to support and celebrate, we looked internally for help.<\/p>\r\n<h3>Mixed Identities Affinity Group<\/h3>\r\n<p>Here at Iterable we have <a href=\"https:\/\/iterable.com\/blog\/5-steps-building-amazing-company-culture\/\" target=\"_blank\" rel=\"noopener\">Affinity Groups<\/a>\u2014groups created and run by employees who share a common community or identity. Our Affinity Groups play a vital role in ensuring an inclusive environment where all are valued and empowered to succeed. They challenge us to take action, and use our platform of prominence and power in the marketing technology industry for good.<\/p>\r\n<p>This month\u2014<a href=\"https:\/\/nativeamericanheritagemonth.gov\/\" target=\"_blank\" rel=\"noopener\">Native American Heritage Month<\/a>\u2014we partnered with our Mixed Identities Affinity Group to take action. The Mixed Identities Affinity group, led internally by <a href=\"https:\/\/iterable.com\/blog\/ask-an-iterator-jeremy-moffett-on-sms-marketing\/\" target=\"_blank\" rel=\"noopener\">Jeremy Moffett<\/a>, Manager of Customer Success, and Ryan Glavor, Sales Development Representative, creates space for reflection and learning for Iterators within multiple identities and communities.<\/p>\r\n<p>\u201cCelebrating Indigenous culture and traditions through businesses, authors, artists, and food is something we can and should do all year long. We have the power to make change by taking direct action to support Indigenous rights and culture,\u201d shares Ryan Glavor. \u201cBut a good way to start a celebration is through education\u2014learn about the history of the land you\u2019re standing on and practice Indigenous land acknowledgment. The information is incredibly accessible and this can be the catalyst of truly experiencing, honoring, and appreciating Native American cultural practices. Food and shopping can be a great place to start.\u201d<\/p>\r\n<h3>This Land is [Not] Our Land<\/h3>\r\n<p>Remote by design, Iterators work in 38 states around the U.S.<\/p>\r\n<p>But this is not discovered land. This is not our land. This is colonized land. We have a clear awareness that colonization, genocide, and slavery have had devastating effects on Indigenous people. And with that awareness comes the power to make a difference. So, guided by our Affinity Group leaders, we took a tour across our offices in the U.S. to recognize the Indigenous populations who called this land home before we called it a country.<\/p>\r\n<h4>First Stop: San Francisco<\/h4>\r\n<p>Iterable headquarters is in San Francisco. But this is not our land. Before the Spanish arrived to colonize the Presidio, the San Francisco Peninsula was predominantly occupied by a people known as Ohlone or Costanoan. Archeological evidence indicates an Ohlone\/Costanoan presence at the site of the Presidio by about 740 A.D.<\/p>\r\n<p>How did we learn this? The internet.<\/p>\r\n<p>How can you celebrate, support, and learn more?<\/p>\r\n<p>Visit <a href=\"https:\/\/wahpepahskitchen.com\/about-us\" target=\"_blank\" rel=\"noopener\">Wahpepah\u2019s Kitchen<\/a>, a new woman-owned Native American restaurant serving a modern take on Indigenous cuisine. Wahpepah\u2019s Kitchen is based in Oakland, and owned by <a href=\"https:\/\/abc7news.com\/chef-crystal-wahpepah-open-kitchen-native-american-cuisine-indigenous-food\/11230086\/\" target=\"_blank\" rel=\"noopener\">Crystal Wahpepah<\/a>\u2014an enrolled member of the Kickapoo nation of Oklahoma. Crystal was born and raised as a Kickapoo Native surrounded by a multi-tribal, tight-knit, urban Native community. Importantly, she\u2019s also an African American from East Oakland. She\u2019s a trailblazer, and an inspiration for other young, Indigenous entrepreneurs.<\/p>\r\n\r\n[caption id=\"attachment_95991\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-95991\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Wahpehpahs-Kitchen.png\" alt=\"Wahpepah's Kitchen\" width=\"512\" height=\"410\" \/> <em>Jeremy visited Wahpepah\u2019s kitchen in Oakland, and shares \u201cDelicious! Highlight recommend checking it out for anyone who is in the Bay Area!\u201d<\/em>[\/caption]\r\n\r\n<p>Wahpehpah\u2019s Kitchen is not only a destination for foodies around the Bay Area (explore their <a href=\"https:\/\/wahpepahskitchen.com\/menu\" target=\"_blank\" rel=\"noopener\">menu<\/a>!), but it's also a cultural exchange, where people unfamiliar with native cuisine can get a good meal and a good lesson. Watch closely for what\u2019s next for Wahpepah\u2019s Kitchen, and follow their journey on <a href=\"https:\/\/www.instagram.com\/wahpepahskitchen\/?hl=en\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>.<\/p>\r\n<h4>Next Stop: Denver<\/h4>\r\n<p>We expanded our operations to Denver in 2016. But this is not our land. By the time Europeans entered Colorado, several historic tribes had moved into and inhabited the Denver area. This includes the Apaches, Utes, Osage, Cheyennes, Comanches, and Arapahoes.<\/p>\r\n<p>As Europeans settled in new territories, they displaced existing native tribes forcing them to move farther westward. These Natives then displaced existing native tribes. Essentially, the westward settlement of Europeans caused a chain reaction in the displacement of Indigenous native tribes.<\/p>\r\n<p>We\u2019re excited to highlight <a href=\"https:\/\/www.tocabe.com\/\" target=\"_blank\" rel=\"noopener\">Tocabe<\/a>, the only American Indian restaurant in the Denver metro area and one of only a handful throughout the United States. Specializing in contemporary American Indian cuisine, the menu combines traditional Osage family recipes with elements of modern American Indian fare. Their vision? \u201cTo embrace the traditions of American Indian Cuisine and ingredients by building community through food.\u201d<\/p>\r\n<p>While the pandemic proved challenging for Tocabe, it pushed them to innovate. The result? The <a href=\"https:\/\/www.5280.com\/2021\/06\/tocabe-is-launching-an-online-marketplace-for-native-and-indigenous-foods\/\" target=\"_blank\" rel=\"noopener\">expansion<\/a> of their \u201cnative first, local second\u201d philosophy of sourcing ingredients and produce from Native American purveyors around the United States. The new <a href=\"https:\/\/shoptocabe.com\/\" target=\"_blank\" rel=\"noopener\">Tocabe Indigenous Market<\/a>\u2014which launched in mid-June\u2014features nine Native suppliers across the country and some 40 pantry staples and ingredients.<\/p>\r\n\r\n[caption id=\"attachment_95998\" align=\"alignnone\" width=\"454\"]<img class=\"size-full wp-image-95998\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Indigenous-Market.png\" alt=\"Tocabe's Indigenous Market\" width=\"454\" height=\"512\" \/> <em>Customers can go to Tocabe\u2019s online marketplace at its website to shop products like wild rice from Red Lakes Nation; pinto beans, juniper ash, and Navajo blue cornmeal from Navajo Pride Foods.<\/em>[\/caption]\r\n\r\n<p>In the Denver metro area? Consider Tocabe for your next night out. Elsewhere in the US? Tocabe offers nationwide shipping for its online marketplace.<\/p>\r\n<h4>Final Stop: New York<\/h4>\r\n<p>Our New York office, which opened in 2017, is located between the Flatiron and Empire State buildings. But this is not our land. When the Dutch arrived in the 17th century in what\u2019s now New York City, their encounters with the Indigenous peoples, known as the Lenape were, initially, amicable. They shared the land and traded guns, beads, and wool for beaver furs. But everything changed when the Dutch \u201cpurchased\u201d Manhattan island from the Lenape in 1626. The transaction marked the very beginning of the Lenape\u2019s forced mass migration out of their homeland.<\/p>\r\n<p>In New York\u2014the fashion capital of the world\u2014the concept of taking something that isn't yours, pops up all of the time.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_96004\" align=\"alignnone\" width=\"512\"]<img class=\"wp-image-96004 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Indigenous-Designers-and-Brands.png\" alt=\"Indigenous Brands and Designers\" width=\"512\" height=\"288\" \/> <em>This month consider learning more about your clothing purchases, and consider supporting <a href=\"https:\/\/www.cosmopolitan.com\/style-beauty\/fashion\/g33825337\/native-american-clothing-brands\/\" target=\"_blank\" rel=\"noopener\">Indigenous designers and brands<\/a> that are rich in tradition and culture.<\/em>[\/caption]\r\n\r\n<p>Shop consciously through this eponymous line by Anishinaabe designer Lesley Hampton (far left in the image above). For patterns, look at this fashion line by artist and designer <a href=\"https:\/\/laurengoodday.com\/\" target=\"_blank\" rel=\"noopener\">Lauren Good Day<\/a>, an enrolled member of the Three Affiliated Tribes (Mandan, Hidatsa, Arikara Nation) of the Ft. Berthold Reservation in North Dakota, USA and also a registered Treaty Indian with the Sweet Grass Cree First Nation in Saskatchewan, Canada (middle). Or, shop sustainable clothing and accessories from <a href=\"https:\/\/www.shenative.com\/\" target=\"_blank\" rel=\"noopener\">SheNative<\/a>, an Indigenous women-led brand founded by Devon Fiddler which <a href=\"https:\/\/www.shenative.com\/pages\/about-us\" target=\"_blank\" rel=\"noopener\">commits 2%<\/a> of each purchase to causes that support native women (far right).<\/p>\r\n<h3>Celebrating Native American Heritage Month<\/h3>\r\n<p>This month, we\u2019re celebrating Native American History by learning more, eating at new places, being more proactive in our purchases, and informing others. We can\u2019t erase the past, but we can acknowledge it. This is not our land. This is Indigenous land. And we\u2019re humbled and honored to experience it.<\/p>","post_title":"Celebrating Native American Heritage Month Through Local Leadership","post_excerpt":"Celebrate Native American Heritage Month by learning more, eating at new places, being proactive in our purchases, and informing others.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebrating-native-american-heritage-month-through-local-leadership","to_ping":"","pinged":"","post_modified":"2021-11-29 14:07:02","post_modified_gmt":"2021-11-29 22:07:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95989","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 29, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112921_Native-American-Heritage-Month_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Native American Heritage Month\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112921_Native-American-Heritage-Month_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112921_Native-American-Heritage-Month_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112921_Native-American-Heritage-Month_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/celebrating-native-american-heritage-month-through-local-leadership\/"},{"ID":95931,"post_author":"79","post_date":"2021-11-23 08:59:10","post_date_gmt":"2021-11-23 16:59:10","post_content":"<p>\u201cMoney makes the world go round.\u201d \u201cCash rules everything around me.\u201d With <a href=\"https:\/\/www.apa.org\/news\/press\/releases\/stress\/2020\/sia-mental-health-crisis.pdf\" target=\"_blank\" rel=\"noopener\">64% of adults<\/a> saying that money is a significant stressor in their lives, it\u2019s safe to say that most people have money on their mind. That\u2019s where financial service (\u201cfinserv\u201d) companies come in.<\/p>\r\n<p>The finserv industry has skyrocketed in recent years. By 2022, this industry is expected to <a href=\"https:\/\/balancingeverything.com\/fintech-statistics\/\" target=\"_blank\" rel=\"noopener\">reach $310 billion<\/a> and continue growing past the 25,000+ startups already in the global market. Financial literacy and wealth management startups have popped up across the globe to help the average consumer take control of their monetary futures.<\/p>\r\n<p>The modern finserv industry brings something previously deemed for the elite\u2014money management\u2014to the masses. Finserv brands now face a swathe of new use cases and personas, and consumers, who are presented with countless options, have heightened expectations.<\/p>\r\n<p>Moving into 2022 and beyond, finserv brands are faced with the challenge of acquiring new customers, creating a differentiated experience, standing out amongst the crowd, and doing all of this while staying secure and trustworthy.<\/p>\r\n<p>A lofty task, but that\u2019s why we have four key tips for finserv marketers to focus on in 2022 to make sure their customer experience lets consumers rule the cash around them, not the other way around.<\/p>\r\n<h3>4 Marketing Tips for FinServ Success in 2022<\/h3>\r\n<h4>1. Build Out\u2014and Share\u2014Your Content Portfolio<\/h4>\r\n<p>Perhaps the biggest issue plaguing finserv today is the financial literacy of the customer base. If only one-third of adults <a href=\"https:\/\/gflec.org\/wp-content\/uploads\/2015\/11\/3313-Finlit_Report_FINAL-5.11.16.pdf?x37611\" target=\"_blank\" rel=\"noopener\">understand basic financial concepts<\/a>, it can be hard to market the full capabilities and advantages of using your products and services.<\/p>\r\n<p>Here is where your content marketing team can shine. Educational resources. Videos. Guides. Blogs. Podcasts. Cheat sheets. These are all excellent options to help educate your audience on (1) the different ways to use your products and services and, more importantly, (2) on the foundational concepts of your industry.<\/p>\r\n<p>Whether you\u2019re in credit, insurance, banking, investments, etc., there\u2019s going to be a portion of your audience that needs help in understanding just what the heck is going on. Dealing with money is stressful enough. By giving them the resources they need\u2014in an honest, largely product-agnostic way\u2014you\u2019ll make their lives easier, build their trust, and keep them coming back to learn more from you.<\/p>\r\n<p>Lastly, share this content out through your marketing channels! Don\u2019t sit back and wait for your audience to stumble across one blog post, think it\u2019s great, and hope they keep exploring your library. Share it out and do so across all of your channels...<\/p>\r\n<h4>2. Create a Frictionless Cross-Channel Experience<\/h4>\r\n<p>Speaking of cross-channel marketing! Almost half of consumers (46% to be exact) <a href=\"https:\/\/www.pwc.com\/us\/en\/industries\/financial-services\/library\/digital-banking-consumer-survey.html\"><em>only use<\/em> digital channels<\/a> for banking. And, as of 2019, almost $2 billion was <a href=\"https:\/\/www.gsma.com\/sotir\/wp-content\/uploads\/2020\/03\/GSMA-State-of-the-Industry-Report-on-Mobile-Money-2019-Full-Report.pdf\" target=\"_blank\" rel=\"noopener\">processed <em>daily<\/em> via mobile devices<\/a>. The future of finserv is mobile. Sorry, the <em>present<\/em> of finserv is mobile.<\/p>\r\n<p>But, that doesn\u2019t mean your other channels are moot. Email and direct mail are still crucial. Our friends at insurance agency, <a href=\"https:\/\/www.policygenius.com\/\" target=\"_blank\" rel=\"noopener\">Policygenius<\/a>, recently told us about the <a href=\"https:\/\/youtu.be\/NOB0RCPolNk\" target=\"_blank\" rel=\"noopener\">impact direct mail had on their customer journey<\/a>.<\/p>\r\n<p>This will probably be said at least one more time, but anything to do with money is stressful for the majority of your customers. When mapping out your customer journey, consider the different ways they interact with your brand and how consistent the transitions between channels are.<\/p>\r\n<p>For example, many of you reading this have an app and a mobile site. There are b<a href=\"https:\/\/iterable.com\/blog\/app-vs-mobile-site-when-to-focus-on-each\/\" target=\"_blank\" rel=\"noopener\">enefits to both<\/a>, but the important point is that using one or the other shouldn\u2019t feel like the user has found themselves engaging with a completely different brand.<\/p>\r\n<p>The same goes for your marketing channels. Email and SMS. Push notifications and in-app. All of these channels should maintain a similar tone of voice, branding, and relative cadence that individualizes the experience.<\/p>\r\n<p>If you\u2019re unsure what this could look like, check out our eight <a href=\"https:\/\/iterable.com\/blog\/8-must-have-marketing-workflows-for-every-team\/\" target=\"_blank\" rel=\"noopener\">must-have marketing workflows<\/a>. Incorporating an automated workflow into your customer experience keeps the user engaged without adding extra work or complexity for either side of the marketer-consumer equation.<\/p>\r\n<h4>3. Personalization Through Data and Automation<\/h4>\r\n<p>For marketers, data rules everything around us. Data is on our minds. For finserv marketers, data is abundant and useful for successful marketing campaigns.<\/p>\r\n<p>Does it look like a user is saving up for a house? Have they changed their insurance policy selection after years of staying the same? Are they applying for new credit cards?<\/p>\r\n<p>Whatever the trigger point is in your subcategory of finserv, you likely have the data to be able to identify life changes based on your users\u2019 behavior. What you need now, is a martech stack capable of centralizing this data in a single spot for easier viewing and action.<\/p>\r\n<p>After that, automation comes in. Iterable\u2019s workflows are mentioned above as one option for automating the customer experience, but the goal for marketers should always be to automate, analyze, and iterate.<\/p>\r\n<p>Finserv is under high scrutiny for secure data collection and storage. Your brand has done the due diligence. Now it\u2019s time to give back by personalizing the experience, which can be done in any number of ways.<\/p>\r\n<p>Local regulations can complicate matters for consumers, but not if you incorporate their <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">location into your marketing<\/a>. Let users know you\u2019re paying attention and do so by using data they have provided. The kicker, though, is that to avoid the creepy factor, you have to add value. Here\u2019s where further interpretation of their behavioral data\u2014and savvy sharing of content\u2014makes you a trusted partner more than a service provider.<\/p>\r\n<h4>4. Get Your Users Talking<\/h4>\r\n<p>If you follow the above three tips, you\u2019ll have a marketing experience worth talking about, and boy oh boy do consumers love sharing their experiences with brands.<\/p>\r\n<p>They also love hearing others\u2019 experiences: 92% of consumers trust referrals <a href=\"https:\/\/www.buyapowa.com\/blog\/92-of-consumers-trust-word-of-mouth\/\" target=\"_blank\" rel=\"noopener\">from people they know<\/a>.<\/p>\r\n<p>Referrals are a huge part of finserv. Think about when you first started out saving or buying insurance or applying for credit cards. Sure, there was a research component to it, but you likely asked your friends and family for their advice and experiences.<\/p>\r\n<p>Credibility and trust take time to develop in finserv, and with this comes a longer investment in acquiring customers. By tapping into your most loyal, active customers, you\u2019re fostering brand advocates, which is invaluable moving forward.<\/p>\r\n<p>I\u2019ll reiterate: a good marketing experience is worth talking about. Sharing trustworthy, educational content, with a smooth, frictionless experience, using data to personalize said experience\u2014that creates a good customer experience.<\/p>\r\n<p>If you can\u2019t get referrals quite as much, the next best thing is a good review. Consumers nowadays are seeking reviews before potentially even finding referrals. How many times have you been looking for something, found a few highly-rated reviews, and then asked around if anyone has a personal experience with that brand?<\/p>\r\n<p>For finserv marketers in 2022, give your users a chance to speak up. Send surveys. Ask for feedback. Incentivize honest reviews with discount codes. Send referral codes. Any and every way you can build a brand advocate from a loyal customer will help with your LTV and CAC in the long run.<\/p>\r\n<h3>A Look to the Future...And Today<\/h3>\r\n<p>Finserv in 2022 is a crowded field that is only going to increase in competitiveness. Getting the foundations set early in your marketing strategy can be the edge you need to stand out and earn loyal brand advocates for customers.<\/p>\r\n<p>Above, we looked at the finserv of tomorrow\u2014well, a month and some change from now. Below, we have a look at the finserv of today, and how you can take the next step to enact the change you want to see in your marketing. Check out this quick look at <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable_FinServ_1Pager.pdf\" target=\"_blank\" rel=\"noopener\">where the finserv industry stands today<\/a>, and how Iterable can help your marketing team achieve more in 2022 and beyond.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable_FinServ_1Pager.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-95938\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable_FinServ_1Pager_768x192.png\" alt=\"Finserv today\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Top FinServ Marketing Tips for 2022","post_excerpt":"By 2022, the finserv industry is expected to reach $310 billion and continue to grow. Here are four tips for keeping up.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-finserv-marketing-tips-for-2022","to_ping":"","pinged":"","post_modified":"2021-11-23 08:59:10","post_modified_gmt":"2021-11-23 16:59:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95931","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 23, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112321_FinServ-Marketing-Tips_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Finserv in 2022\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112321_FinServ-Marketing-Tips_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112321_FinServ-Marketing-Tips_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/112321_FinServ-Marketing-Tips_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-finserv-marketing-tips-for-2022\/"},{"ID":95909,"post_author":"79","post_date":"2021-11-22 13:21:03","post_date_gmt":"2021-11-22 21:21:03","post_content":"<p>When a customer signs up for your newsletter, you send them an email immediately after, right? This is essentially a mini workflow campaign. The best part? It\u2019s automated. The email is sent\u2014based on a triggered event\u2014without any additional lift from your marketing team.<\/p>\r\n<p>Now, take that concept and flip it on its head. Instead of starting with the customer action, start with a goal and work backwards to create a personalized, automated workflow that guides customers to the finish line. The more specific your goal, the more elements you can add into your workflow.<\/p>\r\n<p>Automated workflows guide users to a specific endpoint and, as an added bonus, they can provide your marketing team with helpful insights. For example, if you\u2019re A\/\/B testing an email subject line and notice a clear winner, you can, in real-time, edit the workflow to only serve that subject line to future customers who enter the workflow.\u00a0<\/p>\r\n<p>In addition to a webinar that focuses on <a href=\"https:\/\/iterable.com\/webinars\/the-3-must-have-campaign-workflows-for-every-marketing-team-us\/\" target=\"_blank\" rel=\"noopener\">how to build workflows<\/a> and three industry-specific must-have workflows, we\u2019ve also created a workflow lookbook that highlights eight workflow campaigns every brand should have under their belt.<\/p>\r\n<h3>Building a Well-Designed Marketing Workflow<\/h3>\r\n<p>In the webinar, Tasmin Singh and Amalia Beckmann, two of Iterable\u2019s Enterprise Customer Success Managers, demonstrate how workflows can have a wide variety of uses. Whether it\u2019s the initial interaction with a customer or a re-engagement campaign meant to solidify loyalty and trust, workflows can be designed to fit a variety of marketing needs.\u00a0<\/p>\r\n<p>However, to build an effective workflow, Tasmin and Amalia highlight four key requirements:<\/p>\r\n<ul>\r\n\t<li>A starting place<\/li>\r\n\t<li>Defined steps<\/li>\r\n\t<li>An end goal<\/li>\r\n\t<li>Monitoring and optimization<\/li>\r\n<\/ul>\r\n<p>While these four requirements set the foundation for building a workflow, you\u2019ll also need to consider the workflow frequency, suppression, and exit strategy.\u00a0<\/p>\r\n<p>First, how many messages are you going to send each customer in a given workflow? Then, when are you going to avoid sending customers specific messages, based on previous actions? And, lastly, where users are sent after they\u2019ve completed the workflow?\u00a0<\/p>\r\n<p>Lastly, in addition to industry-specific workflows and what they may typically look like, this webinar features welcome\/onboarding examples from <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a> and <a href=\"https:\/\/www.underarmour.com\/en-us\/\" target=\"_blank\" rel=\"noopener\">Under Armour<\/a>, an abandonment example from <a href=\"https:\/\/www.chewy.com\/\" target=\"_blank\" rel=\"noopener\">Chewy<\/a>, and a conversion example from <a href=\"https:\/\/www.meetup.com\/\" target=\"_blank\" rel=\"noopener\">Meetup<\/a>.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/webinars\/the-3-must-have-campaign-workflows-for-every-marketing-team-us\/\" target=\"_blank\" rel=\"noopener\">Watch the full webinar<\/a> for some industry-specific workflow campaign examples.<\/em><\/p>\r\n<h3>A Sneak Peek at the Workflow Lookbook<\/h3>\r\n<p>Like we mentioned, the more specific you can get with your goals, the more detailed your workflows will be. You can absolutely use the industry-specific webinar examples for inspiration as you create your own detailed workflows, but, if you\u2019re in the market for even more examples, our new workflow lookbook contains frequently-used, must-have workflow campaigns across <em>all<\/em> industries.<\/p>\r\n<p>These campaigns include:<\/p>\r\n<ul>\r\n\t<li>Welcome\/Onboarding<\/li>\r\n\t<li>Promotional<\/li>\r\n\t<li>Nurture<\/li>\r\n\t<li>Abandoned Cart<\/li>\r\n\t<li>Re-engagement<\/li>\r\n<\/ul>\r\n<p>Because there are various marketing channels you can take advantage of as a customer interacts with your brand, there could be multiple workflows per campaign\u2014each dedicated to a different channel.\u00a0<\/p>\r\n<p>For the welcome\/onboarding campaign, for example, we feature both an email onboarding workflow as well as a mobile app onboarding workflow. For the email onboarding workflow, the goal is to have the user click through the email and then have them set their user preferences. For the app download workflow, the goal is to get the user to download the app and then convert through the app. Different situations call for different workflows, and customers today not only appreciate it, they expect a unique, personalized experience that aligns with their individual journey.\u00a0<\/p>\r\n<p><em>To view each of the campaigns and their corresponding workflows, <a href=\"http:\/\/iterable.com\/whitepaper\/8-must-have-workflows-for-every-marketing-team\" target=\"_blank\" rel=\"noopener\">view the full lookbook<\/a>.<\/em><\/p>\r\n<p><a href=\"http:\/\/iterable.com\/whitepaper\/8-must-have-workflows-for-every-marketing-team\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-95910\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x192.png\" alt=\"workflow lookbook\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"8 Must-Have Marketing Workflows for Every Team","post_excerpt":"Learn how you can design experiences that lead customers to a specific goal completion by creating detailed, automated marketing workflows.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"8-must-have-marketing-workflows-for-every-team","to_ping":"","pinged":"","post_modified":"2021-11-22 13:21:03","post_modified_gmt":"2021-11-22 21:21:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95909","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 22, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/8-must-have-marketing-workflows-for-every-team\/"},{"ID":95870,"post_author":"87","post_date":"2021-11-19 09:11:37","post_date_gmt":"2021-11-19 17:11:37","post_content":"<p>Creating a seamless experience requires always having a next step\u2014the right next step\u2014for your customers as they engage with your brand. Designing workflow campaigns allows your marketing team to automate this process, taking them out of the nitty-gritty and giving them time to focus on the overall strategy.<\/p>\r\n<p>Ready to see how it\u2019s done? In this lookbook we\u2019ve put together some must-have workflows to showcase how these campaigns are always a step ahead in the customer journey.<\/p>\r\n<p><strong>In this lookbook you\u2019ll get:<\/strong><\/p>\r\n<ul>\r\n\t<li>Inspiration from eight built-out, illustrative workflows\u00a0<\/li>\r\n\t<li>Tips for getting customer journeys started<\/li>\r\n\t<li>A description and goal for each workflow<\/li>\r\n<\/ul>","post_title":"8 Must-Have Workflows for Every Marketing Team","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"8-must-have-workflows-for-every-marketing-team","to_ping":"","pinged":"","post_modified":"2021-11-19 10:46:26","post_modified_gmt":"2021-11-19 18:46:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=95870","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 19, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Iterable-Workflow-Lookbook_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/8-must-have-workflows-for-every-marketing-team\/"},{"ID":95878,"post_author":"35","post_date":"2021-11-18 11:24:25","post_date_gmt":"2021-11-18 19:24:25","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode we took a look how <a href=\"https:\/\/www.forhers.com\/\" target=\"_blank\" rel=\"noopener\">telehealth company<\/a> hims &amp; hers communicates with a diverse set of personas about typically stigmatized health issues. I sat down with Shilpa Rajgopal, Associate Director of Marketing at hims &amp; hers, to get her insight on how the company markets to their customers base, builds a comprehensive lifecycle map, and incorporates honesty and comfort into their messaging.\u00a0<\/p>\r\n<h3>Meet Shilpa From hims &amp; hers<\/h3>\r\n<p>Mental health, hair loss, skincare, and sexual health. All of these are common areas of concern for people across backgrounds and age groups. And yet, these all come with their own stigmas that make it harder for people to feel comfortable seeking help. In our chat, Shilpa walks through how hims &amp; hers speaks directly to customers with empathy and honesty build a comfortable space to address their concerns. By changing the narrative around these stigmas to lessen their impact, Shilpa and her team are hoping to create a deeper connection with customers to help them along their telehealth journey.\u00a0<\/p>\r\n<p>Give it a watch or listen to learn more from Shilpa right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/0s6H4SH9Qsk[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on Iterable's social channels in case you miss any episodes.\u00a0<\/p>\r\n<p><em><a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>, <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">Twitter<\/a><\/em><\/p>","post_title":"Watch and Listen: hims & hers Empowers Diverse Personas With Honesty","post_excerpt":"For today's episode we see how hims & hers communicates with a diverse set of personas about typically stigmatized health issues.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-hims-hers-empowers-diverse-personas-with-honesty","to_ping":"","pinged":"","post_modified":"2021-11-18 11:24:25","post_modified_gmt":"2021-11-18 19:24:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95878","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"November 18, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_11_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"hims &amp; hers DBM\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_11_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_11_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_11_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/watch-hims-hers-empowers-diverse-personas-with-honesty\/"},{"ID":95832,"post_author":"79","post_date":"2021-11-17 09:35:47","post_date_gmt":"2021-11-17 17:35:47","post_content":"<p>With over <a href=\"https:\/\/review42.com\/resources\/smartphone-statistics\/\" target=\"_blank\" rel=\"noopener\">five billion unique mobile users worldwide as of 2019<\/a>, we know mobile is an extremely relevant and fast-growing marketing channel. But, when users are on their phones and click through an email or notification, they\u2019re usually sent to one of two places\u2014your mobile site or your mobile app.\u00a0<\/p>\r\n<p>We wanted to better understand if there\u2019s a situation in which sending users to a mobile site is better than an app, or vice versa. Why do some brands pick one over the other? Why do some brands have both?\u00a0<\/p>\r\n<p>It's important you look at both mediums as potential engagement tools, see when each is applicable to your brand, and understand how you can optimize each to create a seamless customer experience.<\/p>\r\n<h3>How Do Users Access an App vs. Mobile Site?<\/h3>\r\n<p>One of the biggest differences in an app vs. mobile site is how users are accessing each.\u00a0<\/p>\r\n<p>Mobile sites are accessed using a web browser (Chrome, Safari, etc.) on a mobile device. These sites are (hopefully) built using <a href=\"https:\/\/www.studiopress.com\/beginners-guide-responsive-design\/\" target=\"_blank\" rel=\"noopener\">responsive design<\/a>\u2014a web page layout that is formatted to adjust to a variety of screen sizes. So, if the user were to switch from desktop to tablet to smartphone, the site may show a different amount of information, depending on the screen size.\u00a0<\/p>\r\n<p>Mobile apps, on the other hand, are built specifically for mobile devices. Users download them from \u201capp stores'' and the applications are then installed on their smartphones, tablets, etc. Responsive design isn\u2019t required because the applications are built specifically for certain screen sizes with the intention that they\u2019ll be accessed from one location.<\/p>\r\n\r\n[caption id=\"attachment_95833\" align=\"alignnone\" width=\"660\"]<img class=\"size-full wp-image-95833\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Target-App-vs.-Mobile-Site.png\" alt=\"App vs. Mobile Site: Target\" width=\"660\" height=\"1080\" \/> <em>This image shows Target\u2019s 1) app, 2) mobile site, and 3) desktop site. Source: <a href=\"https:\/\/iterable.com\/blog\/5-ways-to-improve-mobile-app-engagement\/\" target=\"_blank\" rel=\"noopener\">5\u00a0Ways to Improve Mobile App Engagement<\/a>.<\/em>[\/caption]\r\n\r\n<p>In the example above, from <a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\">Target<\/a>, you can see the information on all three locations is the same, but how users access each version of this information is different.<\/p>\r\n<h3>Why Apps Are Effective<\/h3>\r\n<p>Apps are killing it. In 2020 alone there were <a href=\"https:\/\/www.appannie.com\/en\/insights\/market-data\/mobile-2021-new-records-beckon\/\" target=\"_blank\" rel=\"noopener\">218 billion mobile app downloads<\/a>, a 7% increase from 2019. As the industry continues to grow, more and more brands have turned towards mobile apps to engage their audiences. Plus having your logo living on customers\u2019 homes screens <a href=\"https:\/\/iterable.com\/blog\/app-development-takeaways-from-aps-london\/\" target=\"_blank\" rel=\"noopener\">creates stickiness<\/a> and familiarity with new or existing users.<\/p>\r\n<p>Through an app, users can create an account, select their communication preferences, and, if it\u2019s an ecommerce app, choose their shopping preferences. Then, because the application lives on their device, users can access their accounts without having to repeatedly sign in, removing friction for the user.<\/p>\r\n<p>Plus, brands can use this account data, combined with app engagement metrics, to serve their audience unique, custom content. Apps improve customer engagement by allowing brands to easily collect data to segment users and deliver unique content and experiences based on those segments.<\/p>\r\n<p>Not only is access to customer data made easier via a mobile app, but it widens the array of capabilities your brand has access to. When a user has a mobile app (and opts-in to notifications), you can send personalized <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> and <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">in-app messaging<\/a>, which you wouldn\u2019t be able to do if users were only accessing a mobile site. Plus, mobile apps open the door to the integration of native mobile functions like cameras, microphones, and GPS.<\/p>\r\n<p>In addition to data collection and hardware integration, another reason apps are becoming increasingly popular is the difference in functionality, outside of what a mobile site can do. Wishlists, for example, are saved and revisited by users within an app and therefore lead to an average of <a href=\"https:\/\/s3.amazonaws.com\/files.appannie.com\/reports\/202109_AppAnnie_Mobile_Shopping_Report_EN.pdf\" target=\"_blank\" rel=\"noopener\">27.7 sessions <em>per user<\/em><\/a>. When combined with an additional feature, <a href=\"https:\/\/www.digitaltrends.com\/social-media\/stories-takeover-social-media-apps\/\" target=\"_blank\" rel=\"noopener\">stories<\/a> (short form, real-time videos that combine user-generated content and brand content), this increases to 32.4 sessions per user.<\/p>\r\n<p>Mobile apps seem to take care of the needs of both the brand and the customer, so when should a brand use a mobile site?<\/p>\r\n<h3>When to Use Mobile Sites<\/h3>\r\n<p>Yes, mobile apps are becoming more popular, but mobile sites are far from dead. Remember, to use a mobile app, a user has to actively find the app in an app store and install it, while a mobile site can be accessed through a browser that\u2019s likely already installed on a user\u2019s device. There\u2019s less friction when it comes to accessing a brand\u2019s content through a mobile site, but more friction when it comes to checking out because of unsaved data.\u00a0<\/p>\r\n<p>So, it boils down to how users will be using your content once they access it. If your goal isn\u2019t ecommerce, a mobile site could suffice. For example, if you\u2019re only looking to share content, you probably wouldn\u2019t need a mobile app. In fact, because in-app content isn\u2019t easily crawlable by browsers, it wouldn\u2019t show up in search results. This a big deal considering <a href=\"https:\/\/review42.com\/resources\/google-statistics-and-facts\/\" target=\"_blank\" rel=\"noopener\">mobile devices account for 63% of all Google searches<\/a>.\u00a0<\/p>\r\n<p>In addition to ease of access and SEO, mobile site maintenance and <a href=\"https:\/\/www.business2community.com\/mobile-apps\/mobile-app-vs-mobile-website-which-is-the-better-option-02048068#:~:text=Depending%20on%20complexity%2C%20a%20responsive,on%20more%20than%20one%20platform.\" target=\"_blank\" rel=\"noopener\">budgetary factors are considerably lighter<\/a> than those of an app, requiring less time and resources of your development and marketing teams.<\/p>\r\n<p>There are different use-cases for mobile apps vs. mobile sites. The combination, however, could prove to be the most beneficial.<\/p>\r\n<h3>The Best of Both Worlds<\/h3>\r\n<p>Marketing is grounded in the ability to make sense of customer behavior, so your marketing team should take a flexible approach when it comes to mobile engagement. We\u2019ve established that with a wider reach across a variety of platforms, mobile sites can generate more traffic at a lower cost. We\u2019ve also noted that ecommerce brands looking to convert mobile users may want to use a mobile app to collect customer data.\u00a0<\/p>\r\n<p>Ultimately, however, the two can work together to create a cross-channel experience that drives both growth and engagement at scale in meaningful ways for your brand. Mobile sites are great for distributing top-of-funnel traffic. This could be users Googling your brand for the first time or conducting initial research. Apps, on the other hand, are for mid- and bottom-of-the-funnel content. <a href=\"https:\/\/jmango360.com\/mobile-app-vs-mobile-website-statistics\/\" target=\"_blank\" rel=\"noopener\">Users are more likely to convert through a mobile app<\/a> vs. mobile site because of the data that\u2019s saved within the app.\u00a0<\/p>\r\n<p>At the end of the day, the focus shifts from mobile app vs. mobile site to how users are engaging with your brand. Once customer needs are established, the choice between a mobile channel, or launching both a mobile site and mobile app, should become more clear.\u00a0<\/p>\r\n<p><em>To learn more about how to create a cross-channel mobile experience using both a mobile app and a mobile site, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"App vs. Mobile Site: When to Focus on Each","post_excerpt":"One of the biggest differences in an app vs. mobile site is how users are accessing each.\u00a0Read on to learn when your brand should use each.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"app-vs-mobile-site-when-to-focus-on-each","to_ping":"","pinged":"","post_modified":"2021-11-17 09:35:47","post_modified_gmt":"2021-11-17 17:35:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95832","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 17, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111721_App-vs-Mobile-Site_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111721_App-vs-Mobile-Site_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111721_App-vs-Mobile-Site_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111721_App-vs-Mobile-Site_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/app-vs-mobile-site-when-to-focus-on-each\/"},{"ID":95847,"post_author":"79","post_date":"2021-11-16 11:28:07","post_date_gmt":"2021-11-16 19:28:07","post_content":"<p>Flipping our calendars from October to November seems to switch off our self-control gland. For example, who wants boring coffee when you can order whipped cream with a side of Pumpkin Spice? A second helping of dessert? Both are completely valid when you can blame your wintertime sweet tooth on evolution and instinct. (Thanks, <a href=\"https:\/\/www.amazon.com\/Sapiens-Humankind-Yuval-Noah-Harari\/dp\/0062316095\" target=\"_blank\" rel=\"noopener\">Sapiens<\/a>!) What\u2019s not to love between the presents, the people, the liquor, and the laughs?<\/p>\r\n<p>And let\u2019s not forget about the lines, right? Lines to shop, lines to return. We\u2019re here for it. Don\u2019t good things come to those who wait?<\/p>\r\n<p>Not always.<\/p>\r\n<h3>C\u2019mon, Get a Q(l)ueue<\/h3>\r\n<p>Last week, we talked about <a href=\"https:\/\/iterable.com\/blog\/supply-chain-woes-dont-wait-communicate\/\" target=\"_blank\" rel=\"noopener\">waiting rooms<\/a>. We discussed why people hate waiting for things, and recommended ways that brands can offer consumers relief from the holiday purchase purgatory. The supply chain is broken and is not going to be fixed anytime soon.<\/p>\r\n<p>Lucky for you, we\u2019re here to talk about waiting again. More specifically, about not waiting. Same, same. But different.<\/p>\r\n<p>The reality now is that consumers are starting to get a clue about what\u2019s going on with the supply chain. Not surprising, because everyone is talking about it. Even my mom, who still thinks Kourtney Kardashian and Scott Disick are dating (they\u2019re not), has already purchased, wrapped, and \u201chidden\u201d our holiday presents in the supply closet. As news of shortages starts to spread, panic will likely set in.<\/p>\r\n<h3>Panic! At the Check-Out<\/h3>\r\n<p>And what do people do when panic sets in? Do you remember what Costco shelves looked like at the beginning of the pandemic? Bleak. Not a square of TP in sight.<\/p>\r\n<p>This year, the panic for goods will peak on Black Friday and Cyber Monday.<\/p>\r\n<p>How do we know? In October, we conducted a <a href=\"https:\/\/iterable.com\/blog\/2021-e-commerce-holiday-shopping-trends-in-the-u-s-and-uk\/\" target=\"_blank\" rel=\"noopener\">poll of 2,000 consumers in the U.S. and UK<\/a> to find out how they were thinking about this holiday season. 54% of respondents reported they would spend more this year than in previous years. When asked what they were waiting for, a whopping majority said sales and promotions. Finally, we asked when they would be shopping this season. The top response? Black Friday and Cyber Monday.<\/p>\r\n<p>In years past, Black Friday signaled the start of the holiday shopping season. But this year, low stock and supply chain hold-ups will condense the shopping window.<\/p>\r\n<p>Like so many things in life, traditions are meant to evolve. Marketers can spread cheer this season by changing the Black Friday narrative, and give consumers the opportunity to shop sales ahead of schedule. Give back the gift of more shopping time, and we guarantee you\u2019ll make it onto Santa\u2019s \u201cPreferred Vendors\u201d list.<\/p>\r\n<h3>We\u2019re Back to Black Friday<\/h3>\r\n<p>Black Friday was created by brands to drive revenue. It\u2019s transformed from a sales tactic to a central part of American <del>capitalism<\/del> culture. And it's gone global. Would you believe that <a href=\"https:\/\/www.junglescout.com\/blog\/black-friday-around-the-world\/\" target=\"_blank\" rel=\"noopener\">195 countries across the world<\/a> celebrate Black Friday sales, in one form or another?<\/p>\r\n<p>This year, consumers have given brands a fairly simple task: deliver on expectations. They\u2019ve told us when they are going to shop (during sales) and where they are going to shop (mostly <a href=\"https:\/\/iterable.com\/blog\/2021-e-commerce-holiday-shopping-trends-in-the-u-s-and-uk\/\" target=\"_blank\" rel=\"noopener\">online<\/a>). They even let us know that they will shop with brands they have an <a href=\"https:\/\/iterable.com\/blog\/2021-ecommerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener\">emotional connection<\/a> with, for goodness\u2019 sake!<\/p>\r\n<p>With pressures on the supply chain, businesses and brands need to change the narrative and timing of Black Friday. Sticking sales to a single day will exacerbate an already strained system, and (worse?) exasperate shoppers.<\/p>\r\n<p>To capture hearts, minds, and market share this season, here are some tips:<\/p>\r\n<h4>1. Timing is EVERYTHING<\/h4>\r\n<p>We encourage you to extend the runway of Black Friday to give consumers a little wiggle room to do their shopping. Consumers don\u2019t need a countdown clock yelling \u201cYOUR ITEMS WILL ONLY BE HELD FOR 6 MORE MINUTES\u201d to incentivize a checkout. They\u2019ll appreciate the respect and space you give them to shop.<\/p>\r\n<p>But on the other side of the coin, don\u2019t make every day Black Friday. There\u2019s still something special about exclusivity. Everyday sales might work in the short run, but will decrease the value of your logo over time.<\/p>\r\n<h4>2. Trickle-Down Effect<\/h4>\r\n<p>Sephora <a href=\"https:\/\/www.sephora.com\/profile\/BeautyInsider\" target=\"_blank\" rel=\"noopener\">loyalty<\/a> members have seen for years how well the cosmetics brand understands their consumer psychology. Their week-long sales events categorized by product line\u2014Monday sales on skincare, Tuesday promotions on perfumes \u2014 result in high engagement and repeat purchases. There\u2019s nothing stopping 7 days of online ordering when shipping is free (for Sephora\u2019s <a href=\"https:\/\/www.sephora.com\/profile\/BeautyInsider\" target=\"_blank\" rel=\"noopener\">Beauty Insiders<\/a>).<\/p>\r\n<p>A trickle-down approach to sales removes the stressful rush of having only one day to purchase an item (which, in Sephora\u2019s case, would likely result in an uptick in anti-aging skincare purchases). It also, perhaps more crucially, builds excitement, interest, and engagement in your brand for an extended period where you can learn more and more about your customers.<\/p>\r\n<h4>3. Take care<\/h4>\r\n<p>At this point, it\u2019s industry knowledge that <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener\">empathy<\/a> was all the rage during the pandemic. Brands that cared about customers made connections and stayed competitive. With the holiday season this year riddled with uncertainty, consumers still need a helping hand.<\/p>\r\n<p>Ask how consumers are doing, see how your brand can make a stressful season less so, and make it known that your sales are equitable across the board. Consumers will appreciate that you're leveraging your channels to spread good vibes over quick conversions. Empathy builds relationships with consumers, which, in turn, lead to extended lifetime value and long-term revenue.<\/p>\r\n<h4>4. Abandonment Issues?<\/h4>\r\n<p>Have you ever abandoned a cart in-store? We have. Why? Because the lines were long. This is a classic case of abandonment\u2014<a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">cart abandonment<\/a>\u2014 and it hurts the brand and the buyer.<\/p>\r\n<p>Online, brands are still at risk of customers exiting the shopping process early\u2014either after browsing (browse abandonment) or after adding an item to a cart (cart abandonment). Price, process, and peer reviews can impact a shopper\u2019s final decision, but abandoned browse or abandoned cart messaging can help get shoppers to convert.<\/p>\r\n<p>By understanding when a customer left the buying cycle, brands can take advantage of the holiday season and send shoppers marketing messages featuring deep discounts on the items they may have researched or added to their carts in the past. Because customers will be in a shopping mindset during the holidays, double-down and send this messaging when they're most likely to engage\u2014when they're on your site or in your app.<\/p>\r\n<h3>Celebration Over Competition this Black Friday<\/h3>\r\n<p>A lot has changed in the last two years and, while change is hard, it can be good. Especially if you can guide and lead the evolution.<\/p>\r\n<p>This season, brands have a chance to change the narrative of Black Friday. The holidays are a time for celebration, not competition and queuing. Take Black Friday back\u2014for the people.<\/p>\r\n<p><em>Learn more about how to capture more market share by <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">scheduling a demo<\/a> with one of our experts.<\/em><\/p>","post_title":"Why Brands are Choosing Extended Black Friday Deals","post_excerpt":"With pressures on the supply chain, businesses need to change the narrative and timing of Black Friday. How can brands alleviate the stress?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-brands-are-choosing-extended-black-friday-deals","to_ping":"","pinged":"","post_modified":"2021-11-16 11:28:07","post_modified_gmt":"2021-11-16 19:28:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95847","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 16, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111621_Black-Friday-Holiday-Season_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Black Friday Advice\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111621_Black-Friday-Holiday-Season_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111621_Black-Friday-Holiday-Season_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111621_Black-Friday-Holiday-Season_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-brands-are-choosing-extended-black-friday-deals\/"},{"ID":95789,"post_author":"79","post_date":"2021-11-11 09:43:28","post_date_gmt":"2021-11-11 17:43:28","post_content":"<p>We\u2019ve already covered <a href=\"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">location-based mobile marketing<\/a>\u2014marketing that takes advantage of users\u2019 exact locations in real-time to send relevant mobile messaging. Today, we\u2019re going to shift gears and focus on location-based email marketing.<\/p>\r\n<p>What\u2019s the difference? Well, location-based mobile marketing pinpoints where users (their phones, really) are at any point in time. With GPS features built into phones and customers constantly coveting their cells, it\u2019s pretty easy for brands to keep track of real-time locations\u2014when given permission, of course.<\/p>\r\n<p>But, email marketing is less tuned into real-time location and focuses more on broad whereabouts. For example, a recurring customer has likely entered their zip code when checking out\u2014your brand now has locale information for this customer. This information may be broader than mobile marketing\u2019s GPS capabilities, but that also means this location is more consistent.<\/p>\r\n<p>Location-based email marketing hinges on places that are more frequent players in a customer\u2019s daily life. While customers could be moving from store to store, getting personalized push notifications, they\u2019ll still return home at the end of the day, where they could have a location-based email waiting in their inbox.<\/p>\r\n<h3>Why Use Location-Based Email Marketing?<\/h3>\r\n<p>Globally, as of 2019, there were <a href=\"https:\/\/www.oberlo.com\/blog\/email-marketing-statistics\" target=\"_blank\" rel=\"noopener\">3.9 billion email users<\/a>. And, that number is projected to grow to 4.3 billion in 2023. Plus, for every dollar spent on email marketing, you can <a href=\"https:\/\/dma.org.uk\/uploads\/misc\/marketers-email-tracker-2019.pdf\" target=\"_blank\" rel=\"noopener\">expect $42 back<\/a>. Email is both wide-reaching and successful, making it a perfect marketing tool to take advantage of. Plus, users can still read email on their mobile devices, even if it\u2019s not considered to be \u201cmobile marketing.\u201d In fact, as of August of this year, <a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\" target=\"_blank\" rel=\"noopener\">mobile users account for 41.6% of email opens<\/a>, making mobile the device with the highest email open rate.<\/p>\r\n<p>In addition to the efficacy of email marketing alone, location-based email marketing relies on more static information. Think: city, state, country, zip code, phone number area code, etc. These details aren\u2019t going to change that frequently, and, if they do, it\u2019s easy to update with zero-party data directly from the customer.<\/p>\r\n<p>So, while this customer data doesn\u2019t fluctuate minute-to-minute, like a users\u2019 mobile location could, location-based email marketing is still highly personalized for each individual customer.<\/p>\r\n<h3>Types of Location-Based Email Marketing<\/h3>\r\n<p>Rather than different methods, like geofencing or geoconquesting via location-based mobile marketing, location-based email marketing uses different customer data to create a different experience.<\/p>\r\n<h4>Regional Emails<\/h4>\r\n<p>Because you\u2019ve collected customer data through the account creation or checkout processes, you can use that information to create region-specific content. For example, if you have a customer in the southwestern part of the U.S. and a customer in the UK, experiencing very different weather, you can send them marketing messaging specific to their individual experiences.<\/p>\r\n<p><a href=\"https:\/\/www.brooksrunning.com\/en_us\" target=\"_blank\" rel=\"noopener\">Brooks<\/a>, an athletic shoe brand, for example, created the same email, but with different hero images based on the weather in each customer\u2019s region. While some customers may have been experiencing heat waves, others could have been having non-stop rain. Segmenting customers by region and keeping a pulse on weather trends allowed Brooks to send personalized, location-based emails.<\/p>\r\n\r\n[caption id=\"attachment_95790\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-95790\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/brooks_weather_segmentation.png\" alt=\"Regional Email\" width=\"600\" height=\"393\" \/> <em>Rain or shine, Brooks had an email ready to send to each customer. Source: <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-marketing\/10-best-ways-to-use-dynamic-content-in-email\/\" target=\"_blank\" rel=\"noopener\">Email on Acid<\/a>.<\/em>[\/caption]\r\n\r\n<h4>Zip Code-Centric Emails<\/h4>\r\n<p>A zip (or postal) code is a very specific data point that tells you a lot of information about your customer. You could learn where they live, where they work, where they go on vacation, etc. And again, this isn\u2019t data that\u2019s likely to change on a dime, so you can segment users by zip code and implement a set-it-and-forget-it email marketing strategy. If the data does change, customers can be added to a new segment.<\/p>\r\n<p><a href=\"https:\/\/www.zillow.com\/\" target=\"_blank\" rel=\"noopener\">Zillow<\/a>, a real estate marketplace, does an excellent job of using zip codes in their location-based email marketing strategy. Obviously, zip codes are crucial when either buying or selling a property, and Zillow knows that. In fact, Zillow compiles reports on certain zip codes, based on collective user data, to share with customers who have demonstrated interest or activity within certain areas.<\/p>\r\n\r\n[caption id=\"attachment_95796\" align=\"alignnone\" width=\"954\"]<img class=\"size-full wp-image-95796\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/screencapture-reallygoodemails-emails-80537-market-report-2021-11-11-09_20_10-edit.png\" alt=\"Zip code location based email marketing\" width=\"954\" height=\"2225\" \/> <em>In this Market Report, Zillow shares trending information about a specific zip code. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/80537-market-report\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<h4>City-Based Emails<\/h4>\r\n<p>Lastly, there are emails based on the nearest metropolitan area. With area codes, zip codes, or their home addresses, you can segment users based on the nearest city to show news stories or events happening in their area. You don\u2019t need to create content based solely on where customers are, but where they could go.<\/p>\r\n<p>For example, maybe the customer lives in a rural area, but there are great options for nearby getaways. <a href=\"https:\/\/www.kayak.com\/\" target=\"_blank\" rel=\"noopener\">Kayak<\/a>, a travel and hospitality comparison site, sends emails to customers based on their starting location and potential vacation spots. The below email shows the top destinations with the city of Seattle as a starting point.<\/p>\r\n\r\n[caption id=\"attachment_95802\" align=\"alignnone\" width=\"904\"]<img class=\"size-full wp-image-95802\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/screencapture-app-mailcharts-emails-e508c316-df0c-78c5-68f0-acc0c969d7e0-2021-11-10-16_31_36-edit-1.png\" alt=\"City location based email\" width=\"904\" height=\"1880\" \/> Kayak uses a customer\u2019s city to find the nearest airport and offer other cities as a vacation destination. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/e508c316-df0c-78c5-68f0-acc0c969d7e0?company_id=2352\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.[\/caption]\r\n\r\n<h3>Layering Location-Based Marketing<\/h3>\r\n<p>When combining location based email marketing with location-based mobile marketing, you\u2019ll be able to create a personalized experience for a customer both when they\u2019re at home and when they\u2019re not. And, because <a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\" target=\"_blank\" rel=\"noopener\">more email opens happen on mobile than other devices<\/a>, you have the ability to create a seamless journey from inbox to in-person shopping.<\/p>\r\n<p>With the Brooks example, you could send a rainy day email, and, if the customer opens the email and then goes to a Brooks store, you could use geofencing to send a push notification featuring <a href=\"https:\/\/www.brooksrunning.com\/en_us\/running-in-snow-or-rain\/\" target=\"_blank\" rel=\"noopener\">wet weather running gear<\/a> for their journey home. Or, if the original email featured a coupon code, maybe the same coupon code is sent via SMS when they walk into the store to be more readily accessible for purchase. This kind of personalization and ease of experience will endear customers to your brand.<\/p>\r\n<p>Your marketing channels should communicate with one another to provide a seamless experience for each customer, regardless of location and device.<\/p>\r\n<h3>Making the Most Out of Available Location Data<\/h3>\r\n<p>Okay, we admit it. These types of location-based emails recycle the same data to create different messages. But, that\u2019s where your creativity as a marketer gets to shine. It\u2019s not what you have, it\u2019s how you use it. With a handful of data points about a customer's location you can send a wide variety of personalized location-based email marketing messages that resonate with your customers where they are.<\/p>\r\n<p>You have customer location data, but it\u2019s what you do with it that will make a difference in your customer experience.<\/p>\r\n<p><em>To learn more about location-based email marketing capabilities, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a>.<\/em><\/p>","post_title":"How to Take Advantage of Location-Based Email Marketing","post_excerpt":"Location-based email marketing hinges on places that are more frequent players in a customer\u2019s daily life. Read on to see why this matters.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-take-advantage-of-location-based-email-marketing","to_ping":"","pinged":"","post_modified":"2021-11-11 09:43:28","post_modified_gmt":"2021-11-11 17:43:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95789","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 11, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111121_Location-Based-Email-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Location Based Email Marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111121_Location-Based-Email-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111121_Location-Based-Email-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/111121_Location-Based-Email-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-email-marketing\/"},{"ID":95730,"post_author":"79","post_date":"2021-11-09 08:45:41","post_date_gmt":"2021-11-09 16:45:41","post_content":"<p>We\u2019re excited today to announce the <a href=\"http:\/\/www.prweb.com\/releases\/iterable_announces_the_winners_of_its_2021_expie_awards\/prweb18320243.htm\" target=\"_blank\" rel=\"noopener\">winners of Iterable\u2019s 2021 Expie Awards<\/a>!<\/p>\r\n<p>These awards are designed to recognize and celebrate customers that leverage Iterable to power world-class customer experiences. From extraordinary customer engagement to authentic, empathetic connections, Expie Award nominees and winners raise the bar for marketers all over the world.<\/p>\r\n<p>\u201cThis year, the Expie awards acknowledge the evolution of our industry; one that transformed because of the pandemic and has since shifted in profound and permanent ways. We\u2019re honored to recognize the teams and individuals that are leading the charge for positive change. They\u2019re the best of the best. The superheroes of customer experience,\u201d shares Andrew Boni, co-founder and CEO of Iterable.<\/p>\r\n<h3>Here are the Expie winners of each category:<\/h3>\r\n<h4><img class=\"alignnone size-full wp-image-95731\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE_TOY-SMB-Blog-Photo.png\" alt=\"Expie Winners 1\" width=\"1025\" height=\"537\" \/><\/h4>\r\n<h4>Marketing Dream Team of the Year, SMB: UNiDAYS<\/h4>\r\n<p>With more than 20 million verified members in 114 markets, <a href=\"https:\/\/www.myunidays.com\/US\/en-US\" target=\"_blank\" rel=\"noopener\">UNiDAYS<\/a> is the world's largest student affinity network. Since launching in 2011, the UK-based technology company\u2019s vision has been to support, enable and inspire young people to be their best selves, by leveraging their proprietary technology to deliver personalized experiences to the Gen Z audience at scale. UNiDAYS works with 800 of the world\u2019s biggest brands, including Apple, Nike, ASOS and Microsoft, to deliver thousands of offers to tomorrow\u2019s young professional, across food, tech, beauty, fashion and travel, along with helpful tools to support almost every aspect of the student experience, from health and fitness to career-launching skills.<\/p>\r\n<p>\u201cUNiDAYS started its partnership with Iterable in 2018, with the focus on satisfying the high expectations of our hyper-informed, hyper-connected customer base\u2014students. However, our vision was never to stay still. Due to the COVID-19 pandemic, students were unable to study at their institutions and with physical shops closed, there was a real and immediate need to maintain high engagement with our audience,\u201d shares Tamara Castelli, VP of Data and Insight at UNiDAYS. \u201cWe needed to raise our game and step-change our marketing capabilities, to become more sophisticated, automated and personalised. Thanks to the strength of the Iterable platform and our open minded, passionate and dedicated team, we are able to deliver extraordinary experiences to our customers. Our business has massively expanded as a result.\u201d<\/p>\r\n<h4><img class=\"alignnone wp-image-95737 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE_TOY-ENT-Blog-Photo.png\" alt=\"Expie Winner 2\" width=\"1025\" height=\"537\" \/><\/h4>\r\n<h4>Marketing Dream Team of the Year, Enterprise: NBCUniversal<\/h4>\r\n<p><a href=\"https:\/\/www.nbcuniversal.com\/\" target=\"_blank\" rel=\"noopener\">NBCUniversal<\/a> is one of the world\u2019s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience.They own and operate a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.<\/p>\r\n<h4><img class=\"alignnone wp-image-95743 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Screen-Shot-2021-11-03-at-2.48.45-PM.png\" alt=\"Expie Winners 3\" width=\"1650\" height=\"862\" \/><\/h4>\r\n<h4>Most Valuable Marketer: Judy Kaufman at Oportun<\/h4>\r\n<p><a href=\"https:\/\/oportun.com\/\" target=\"_blank\" rel=\"noopener\">Oportun<\/a> is an A.I.-driven fintech company that provides hardworking people who have been left out of the financial mainstream with access to responsible and affordable loans. <br \/>\r\n<br \/>\r\nThe company's mission is to provide inclusive, affordable financial services that empower its customers to build a better future. Oportun primarily services low-and moderate-income communities and helps its customers move forward in their lives, demonstrate their creditworthiness, and help establish the credit history they need to access new opportunities. <br \/>\r\n<br \/>\r\nOportun has been certified as a Community Development Financial Institution (CDFI) since 2009, a recognition accorded by the U.S.\u202fDepartment of the Treasury in acknowledgement of Oportun\u2019s primary mission of providing credit and financial services to underserved markets and populations.\u202f <br \/>\r\n<br \/>\r\nJudy Kaufman is a Sr. Program Manager of Engagement Marketing at Oportun. She was nominated by multiple colleagues at Oportun, who shared, \u201cIn the year since joining our team, Judy has had a major impact on our automation program, leading to an increase in open rates, click rates, email volume and more. She has been instrumental to the success of our team; from building campaigns and workflows for customers across multiple channels, to building a platform almost from scratch, she\u2019s had a hand in crafting a seamless experience for all of our customers.\u201d<\/p>\r\n<h4><img class=\"alignnone wp-image-95749 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE_MOY-Blog-Photo.png\" alt=\"Expie Winners 4\" width=\"1024\" height=\"536\" \/><\/h4>\r\n<h4>Marketing Moment of the Year: Calm<\/h4>\r\n<p><a href=\"https:\/\/calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a> is a mindfulness and mental health app that offers a range of original audio content including: guided meditations, soothing sounds and Sleep Stories to help users sleep better, stress less and live a happier, healthier life.<\/p>\r\n<p>Calm went <a href=\"https:\/\/www.adweek.com\/brand-marketing\/meditation-app-calm-was-the-most-2020-brand-partner-for-cnns-election-coverage\/\" target=\"_blank\" rel=\"noopener\">viral<\/a> last year when they sponsored CNN\u2019s coverage of the 2020 election, and they haven\u2019t stopped making memorable moments that are resonating with their customers.<\/p>\r\n<p>\"At Calm, each moment we have with a customer is a chance to make a positive impact; an opportunity to build trust, and develop a long-lasting personal relationship. With Iterable, we can make sure to amplify these moments and magnify them into memories\u201d says Sue Cho, Head of Lifecycle Marketing at Calm. \u201cPartnering with Iterable, we can ensure that our brand ethos extends throughout the entire customer journey. With less time spent worrying about automation and scale, we\u2019re able to invest more in our customers.\u201d<\/p>\r\n<h4><img class=\"alignnone wp-image-95755 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE_Switch-Blog-Photo.png\" alt=\"Expie Winners 5\" width=\"1025\" height=\"537\" \/><\/h4>\r\n<h4>Most Inspiring Switch to Iterable: Zoopla<\/h4>\r\n<p><a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a> is one of the UK\u2019s leading property marketplaces. They are a property portal website and app who provide estate agents with advertising through their website and our affiliated partner websites. Importantly, Zoopla isn\u2019t just trying to connect customers with a place to live. Instead, they're looking to connect people with a place to call home.<\/p>\r\n<p>\u201cOur ultimate goal is to connect homeowners to their dream property. Increasing digital engagement is the key to delivering on this vision. With our legacy tech stack, however, we were stunted by manual data queries, batch data imports, and fragmented views of customer engagement,\u201d shares Kerry Finn, CRM Manager at Zoopla. \u201cBy modernizing our tech stack with Iterable, we now have a platform and a partnership that is unlocking our growth. We can now deploy the strategies we need to increase engagement, like testing and rollout. It has made CRM a genuinely much loved part of our business, with all product and technology teams now wanting to bake database remarketing and return driving activity into their plans.''<\/p>\r\n<h4><img class=\"alignnone wp-image-95761 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE_Data-Blog-Photo.png\" alt=\"Expie Winner 6\" width=\"1025\" height=\"537\" \/><\/h4>\r\n<h4>Best Use of Data: StreetEasy<\/h4>\r\n<p>You\u2019ve probably seen their ads on the subway, on bus stations or on top of taxi cabs rushing by the busy New York City street. The call to action is quite simple: Find your place. <a href=\"https:\/\/streeteasy.com\/\" target=\"_blank\" rel=\"noopener\">StreetEasy<\/a> is New York City's premiere real estate platform for renters, buyers and sellers. If you are looking for a new home in NYC or Northern New Jersey, StreetEasy puts the power of search and discovery at your fingertips.<\/p>\r\n<p>\u201cBig data can often mean big obstacles when it comes to creating cohesive, personalized experiences. That\u2019s not the case with Iterable,\u201d shares Nate Casimiro, Senior Marketing Operations Specialist at StreetEasy. \u201cWith Iterable Catalogs and Collections, we\u2019re able to populate complex calculations within communication templates, reducing the reliance on our engineering team and leveraging our data science and analytics teams instead. This has generated efficiencies that have allowed our marketing team to develop targeted, personalized emails and push notifications on significantly faster timelines. These communications are mission-critical to our team\u2019s efforts as we deliver millions of targeted messages to our users each month to help them in their journey to finding their next home.\u201d<\/p>\r\n<h4><img class=\"alignnone wp-image-95767 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Screen-Shot-2021-11-03-at-2.48.31-PM.png\" alt=\"Expie Winner 7\" width=\"1650\" height=\"860\" \/><\/h4>\r\n<h4>Most Cohesive Customer Experience: Imperfect Foods<\/h4>\r\n<p><a href=\"https:\/\/www.imperfectfoods.com\/\" target=\"_blank\" rel=\"noopener\">Imperfect Foods<\/a> was founded in 2015 with a mission to eliminate food waste and build a better food system for everyone. They offer imperfect (yet delicious) produce, affordable pantry items, and quality eggs, dairy, proteins, and more, delivered conveniently to their customers\u2019 doorsteps. Their customers can get the healthy, seasonal produce they want alongside the grocery staples they rely on, without having to compromise their budget or values<\/p>\r\n<p>\u201cWe have a unique business model; our customers\u2014each with different dietary preferences and sensitivities\u2014must have an Imperfect Foods subscription and set a schedule to shop. They also have the option to customize their orders on a weekly basis. Thanks to Iterable, we\u2019re able to deliver our customers individualized messaging at scale, and across multiple channels ensuring each individual receives an intensively personal and cohesive experience, \u201c shares Carlos Govantes, Senior Director of Lifecycle Marketing and Retention at Imperfect Foods. \u201cIterable is very intuitive and easy to use. We have been able to train a small team of customer care agents to deploy simple campaigns that notify customers when deliveries get canceled, changed, etc. This frees up so much time for the LCM team to focus on improving the user journey and allows our customer care team to directly connect with customers en masse.\u201d<\/p>\r\n<p><br \/>\r\nIterable received fantastic submissions for each category, and congratulates the <a href=\"https:\/\/iterable.com\/blog\/announcing-the-finalists-of-the-iterable-expie-awards\/\" target=\"_blank\" rel=\"noopener\">finalists<\/a> of the Expie Awards: <a href=\"https:\/\/www.aenetworks.com\/\" target=\"_blank\" rel=\"noopener\">A+E Networks<\/a>, <a href=\"https:\/\/booksy.com\/biz\/en-gb\" target=\"_blank\" rel=\"noopener\">Booksy<\/a>, <a href=\"https:\/\/www.carvana.com\/\" target=\"_blank\" rel=\"noopener\">Carvana<\/a>, <a href=\"https:\/\/www.coinbase.com\/\" target=\"_blank\" rel=\"noopener\">Coinbase<\/a>, <a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>, <a href=\"https:\/\/www.getepic.com\/\" target=\"_blank\" rel=\"noopener\">Epic!<\/a>, <a href=\"https:\/\/www.fender.com\/en-US\/start\" target=\"_blank\" rel=\"noopener\">Fender<\/a>, <a href=\"https:\/\/www.goauto.ca\/\" target=\"_blank\" rel=\"noopener\">Go Auto<\/a>, <a href=\"https:\/\/www.honeybook.com\/\" target=\"_blank\" rel=\"noopener\">HoneyBook<\/a>, <a href=\"https:\/\/www.onthebeach.co.uk\/\" target=\"_blank\" rel=\"noopener\">On the Beach<\/a>, Patrick Mackie (<a href=\"https:\/\/www.maderenovation.com\/\" target=\"_blank\" rel=\"noopener\">Made Renovation<\/a>), <a href=\"https:\/\/www.priceline.com\/\" target=\"_blank\" rel=\"noopener\">Priceline<\/a>, <a href=\"https:\/\/www.redbubble.com\/\" target=\"_blank\" rel=\"noopener\">Redbubble Inc.<\/a>, Sherise Fan (<a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a>), and <a href=\"https:\/\/wetransfer.com\/\" target=\"_blank\" rel=\"noopener\">WeTransfer<\/a>.<\/p>","post_title":"Announcing the Winners of the Iterable Expie Awards","post_excerpt":"Here are the winners of Iterable\u2019s 2021 Expie Awards, designed to recognize customers that use Iterable to power world-class experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"announcing-the-winners-of-the-iterable-expie-awards","to_ping":"","pinged":"","post_modified":"2021-11-09 08:45:41","post_modified_gmt":"2021-11-09 16:45:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95730","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 09, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE-_Winner-Blog-Hdr.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Expie Winners\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE-_Winner-Blog-Hdr.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE-_Winner-Blog-Hdr-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/EXPIE-_Winner-Blog-Hdr-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/announcing-the-winners-of-the-iterable-expie-awards\/"},{"ID":95681,"post_author":"35","post_date":"2021-11-08 13:26:58","post_date_gmt":"2021-11-08 21:26:58","post_content":"<p>Headlines are projecting that the prospects for the upcoming holiday look bleak. But while, last year, the holiday season was altered by unprecedented circumstances\u00a0(and, of course, not-so-seasonal depression), new obstacles to the season\u2019s usual cheer have arisen: The supply chain <a href=\"https:\/\/www.nytimes.com\/2021\/10\/22\/business\/shortages-supply-chain.html\" target=\"_blank\" rel=\"noopener\">appears to be broken<\/a>.<\/p>\r\n<p>There are many reasons why the supply chain is broken. For one, <a href=\"https:\/\/www.timesfreepress.com\/news\/opinion\/freepress-commentary\/story\/2021\/nov\/01\/allen-broken-supply-chaproblem-its-also-chanc\/557135\/\" target=\"_blank\" rel=\"noopener\">COVID restrictions overseas<\/a> have slowed production and caused widespread disruptions at home (who can forget the great toilet paper panic of 2020?).\u00a0<\/p>\r\n<p>Another reason for the break in productivity? A <a href=\"https:\/\/www.washingtonpost.com\/business\/interactive\/2021\/supply-chain-issues\/\" target=\"_blank\" rel=\"noopener\">shortage<\/a> of longshoremen, truckers, and chassis. But whatever the reason, the reality is that the supply chain is stressed. It is forcing us to wait. Six months for a refrigerator, nine months for a couch. If your hopes are more niche (like for semiconductor prices to return to what they used to be) there's nothing but bad news on the horizon.<\/p>\r\n<p>But why all this discussion of doom and gloom? Because no one likes a waiting room. And consumers need a way out (here\u2019s your cue, marketers)!<\/p>\r\n<h3>The No-Wait Psychology<\/h3>\r\n<p>Picture this:<\/p>\r\n<p>You\u2019ve been waiting to buy an item for a long, long time. Luckily your lack of social life (and dutiful saving) during the pandemic made it possible to purchase this item. When you finally log-on to the intended brand\u2019s website, you are almost anxious with anticipation. You\u2019re ready. With this in mind, let's walk through two scenarios.\u00a0<\/p>\r\n<h4>Scenario 1: OOO (Out of Options)<\/h4>\r\n<p>When your mouse clicks to add the item to your virtual cart, you gasp. You can\u2019t believe your eyes: \u201cOut of Stock\u201d or \u201cJoin the Waitlist\u201d the text reads. You\u2019ve wanted this item for six months! Why didn\u2019t the brand let you know it was low in stock ahead of time? You would have definitely pushed \u201cbuy.\u201d Especially knowing that, with supply chain issues around the world, the item would likely not be in stock soon.<\/p>\r\n<p>But they didn\u2019t communicate with you.\u00a0<\/p>\r\n<h4>Scenario 2: Status Check<\/h4>\r\n<p>When you add the item to your virtual cart, you rejoice! And, because you know the reliability of your wifi, you check out. But not before you add \u201cexpedited shipping\u201d to your cart. You need this item, yesterday. After 18 months of isolation, more episodes of Bachelorette than you\u2019d care to admit, and two dog adoptions later, you deserve to treat yo\u2019 self.<\/p>\r\n<p>Now that the hard work is done, all you have to do is wait...and wait...and wait. Tick tock. Tick tock. You paid for expedited shipping, it should have arrived already. You want to check the status of your package, but you realize you haven\u2019t received so much as a shipping notification. What gives?!\u00a0<\/p>\r\n<p>Supply chain issues or not, you should have been the first one to know if there would be delivery issues. But you weren\u2019t. And now, you\u2019re not going to buy that product\u2014or shop with that brand\u2014again.<\/p>\r\n<h3>Addressing the Supply Chain Through Marketing<\/h3>\r\n<p>If you need a moment to center yourself\u2014to reel in your emotions after trekking through two painful shipping sagas\u2014please take one. Take five. We need it, too.<\/p>\r\n<p>This year, we <a href=\"https:\/\/iterable.com\/blog\/announcing-the-finalists-of-the-iterable-expie-awards\/\" target=\"_blank\" rel=\"noopener\">surveyed<\/a> 2,000 consumers in the U.S. and UK to find out how shoppers were feeling about the upcoming holiday season. In our survey, more than three-quarters of UK and U.S. respondents (76%) reported that they are more likely to purchase from a brand they have an emotional connection to.\u00a0<\/p>\r\n<p>We also asked consumers to think back over the last six months and label the attribute that best described their favorite promotion from brands. At the top of the list?<\/p>\r\n<ol>\r\n\t<li>Transparent and Trusting<\/li>\r\n\t<li>Empathetic and Comforting<\/li>\r\n\t<li>Straightforward and No Frills<\/li>\r\n<\/ol>\r\n<p>This moment in time\u2014when shipping woes and supply chain shortages are top of mind\u2014is a shining spotlight on how important transparent, empathetic, and straightforward communication is. We have come to expect to get what we want ASAP and when that\u2019s not the case, we want to know.\u00a0<\/p>\r\n<p>We\u2014marketers\u2014don\u2019t need to find a way to fix the supply chain. We just need to find a way to make the waiting less painful. And consumers have told us exactly what we need to do.<\/p>\r\n<h4>1. Don\u2019t Advertise What You Don\u2019t Have<\/h4>\r\n<p>Many companies have been struggling for months to get products to consumers, as they face shortages in everything from raw materials to labor to cargo containers, among other problems. Some are questioning whether it makes sense to promote products they can\u2019t adequately stock.<\/p>\r\n<p>And we couldn\u2019t agree more. But just because you don\u2019t have a product doesn't mean you can\u2019t drive engagement.<\/p>\r\n<p>Take On the Beach, a <a href=\"https:\/\/www.onthebeach.co.uk\/\" target=\"_blank\" rel=\"noopener\">travel booking company<\/a>, for example. When On The Beach realized that lockdown went from two weeks to (now) two years, the reality for the travel and bookings-based brand was a little bleak. How would a business whose entire revenue model was based on sales, survive? They switched their mindset and messaging, from bookings-based to engagement-centric. Their message to customers: \u201cwe don\u2019t think you should book a holiday right now.\u201d<\/p>\r\n<p>They prioritized building long-term loyalty and trust over short-term profit, and they are #thriving as a result.<\/p>\r\n<h4>2. Don\u2019t Wait to Communicate with Customers<\/h4>\r\n<p>\u201cHonesty is the best policy\u201d repeated everyone\u2019s parents in the 90s, when mischievous young millennials were caught in a lie. But this belabored phrase has never been more true than it is today. When we say that customers want to have emotional connections with brands, we mean they want to build relationships. And relationships are built on trust.<\/p>\r\n<p>\u201cI'd rather be very honest, very transparent,\u201d when it comes to communications, <a href=\"https:\/\/www.reutersevents.com\/supplychain\/supply-chain\/transparency-key-when-it-comes-fulfilment\" target=\"_blank\" rel=\"noopener\">shared<\/a> David Sasson, Chief Operating &amp; Financial Officer for fashion company Bonobos. \u201cAt the end of the day, what we firmly believe is that if you are transparent, if you communicate the lead time to the customer in a way that the customer can understand, the customer may not be happy about it, but he will understand if there is a delay to their shipment.\u201d<\/p>\r\n<p>This is a critical issue in an era where effective logistics is a competitive advantage and when that final delivery may be the only face-to-face interaction with the brand.<\/p>\r\n<p>What you don\u2019t want is customers coming to look for information about their order. You want to be going out to them, staying on top of the solution and communicating information as cleanly and quickly as possible.<\/p>\r\n<h4>3. It\u2019s The Delivery That Counts<\/h4>\r\n<p>As we mentioned, consumers have been extremely forthright about the tone that resonates with them. Of course, that comes with a caveat. Yes, you have an idea of how customers want to be messaged. But you don\u2019t have the full story. Not yet.<\/p>\r\n<p>You wouldn\u2019t address your mother the way you talk to your colleague, so why should brands interact with all of their customers the same way? Customers can vary significantly in their needs and desires, even in very niche categories and segments.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/segmentation-practices-you-needed-to-implement-yesterday\/\" target=\"_blank\" rel=\"noopener\">Segmenting<\/a> customers is your solution. It will help you tailor your approach to each group and create relevant messaging and experiences that land with each individual. Messaging, after all, doesn\u2019t matter if you don\u2019t land the delivery.<\/p>\r\n<h3>Don\u2019t Wait. Just Do<\/h3>\r\n<p>Computer chips. Exercise equipment. Underwear. The world has run short of a great many products. And no one really knows when these shortages and delays will resolve. Guess we\u2019ll just have to wait and see.<\/p>\r\n<p>But just because the supply chain is struggling doesn't mean your marketing has to. Take a page from the On the Beach book, and get creative with your marketing. Lean in and embrace Bonobos\u2019s chivalrous marketing model. And above all, make sure you\u2019re not treating your customers as the \u201cend of the line\u201d in your supply chain\u2019s model. Give them the attention they deserve.<\/p>\r\n<p><em>Learn more about how to best communicate with your customers during tough times by <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">scheduling a demo<\/a> with one of our experts.<\/em><\/p>","post_title":"Supply Chain Woes: Don't Wait, Communicate","post_excerpt":"Marketers don\u2019t need to find a way to fix the supply chain. We just need to find a way to make the waiting less painful through communication. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"supply-chain-woes-dont-wait-communicate","to_ping":"","pinged":"","post_modified":"2021-11-08 13:26:58","post_modified_gmt":"2021-11-08 21:26:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95681","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"November 08, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"filter":"raw","term_order":"0"}],"term_slugs":["blogpost"],"term_names":["Blogpost"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110821_Supply-Chain_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Supply Chain Holiday Shopping\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110821_Supply-Chain_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110821_Supply-Chain_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110821_Supply-Chain_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/supply-chain-woes-dont-wait-communicate\/"},{"ID":94932,"post_author":"97","post_date":"2021-11-08 05:24:51","post_date_gmt":"2021-11-08 13:24:51","post_content":"<p>Today's audience is ever-evolving, and customers want to know that the brands they love will not only meet them where they are but do so in a personalised manner. This fireside chat takes us through On the Beach\u2019s lifecycle marketing journey as they discuss how they adapted their strategy using personalisation and authenticity to increase their active user engagement by 53% in just 3 weeks following one of the most challenging climates in business history.<\/p>\r\n<p>In this session, they discuss:<\/p>\r\n<ul>\r\n\t<li>The importance of brand authenticity to building trust<\/li>\r\n\t<li>How On the Beach adopted an engagement-led approach to their cross-channel marketing in the wake of the pandemic<\/li>\r\n\t<li>Top tips for improving personalisation<\/li>\r\n<\/ul>","post_title":"How On the Beach Increased Their Active User Engagement by 53% in 3 Weeks","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-on-the-beach-increased-their-active-user-engagement-by-53-in-3-weeks","to_ping":"","pinged":"","post_modified":"2021-11-09 07:30:24","post_modified_gmt":"2021-11-09 15:30:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=94932","menu_order":50,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 08, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/ITE_FoM-Anti-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/ITE_FoM-Anti-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/ITE_FoM-Anti-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/ITE_FoM-Anti-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/how-on-the-beach-increased-their-active-user-engagement-by-53-in-3-weeks\/"},{"ID":95623,"post_author":"79","post_date":"2021-11-04 10:30:06","post_date_gmt":"2021-11-04 17:30:06","post_content":"<p>Channel-agnostic, location-based marketing is when brands use location data to create individualized, unique content for each customer. This marketing strategy takes key data points like zip code, region, language, or time zone to pinpoint where customers are located. Then, brands can send customers marketing messages that resonate with their location.<\/p>\r\n<p>When you add in channel specificity, however, location-based marketing can become even more effective. Take mobile, for example. Customers always have their phones with them\u2014<a href=\"https:\/\/www.bankmycell.com\/blog\/how-many-phones-are-in-the-world\" target=\"_blank\" rel=\"noopener\">over 80% of the total global population carries a smartphone<\/a>. And, because customers\u2019 locations can be tracked through smartphones, location-based mobile marketing can become an extremely effective marketing tool. Let\u2019s dig into how.<\/p>\r\n<h3>Why Use Location-Based Mobile Marketing?<\/h3>\r\n<p>It\u2019s no surprise that the secret to creating a stand-out customer experience is to <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">personalize<\/a> your marketing messages for each individual customer. Because location-based mobile marketing is based on where each user\u2019s mobile device is, it\u2019s inherently personalized. In fact, according to a <a href=\"https:\/\/www.statista.com\/statistics\/1040830\/location-based-marketing-leading-benefits-us\/\" target=\"_blank\" rel=\"noopener\">survey from Statista<\/a>, 89% of respondents said location-based marketing increased sales, 86% of respondents said it improved the size of the customer base, and 84% pointed to increased customer engagement.<\/p>\r\n<p>For example, a user in Ohio isn\u2019t going to get the same messages as a person in Florida. This is a simple, high-level segmentation that will make a customer feel like you\u2019re sending messages only to them. Take it a step further and personalize by zip code and you\u2019ve got yourself a highly personalized marketing strategy, guaranteed to make your customers feel like they're the center of every campaign.<\/p>\r\n<p>Next, we\u2019ll run through some of the different types of location-based mobile marketing that can help attract and delight your customers.<\/p>\r\n<h3>Types of Location-Based Mobile Marketing<\/h3>\r\n<p>There are a variety of types of location-based mobile marketing strategies that your brand can implement to increase personalization for each individual customer. Not only will location-specific marketing messages be more personal, but they\u2019ll resonate better with the customer, increasing the chances for conversion.<\/p>\r\n<h4>Geo-Fencing<\/h4>\r\n<p>Geo-fencing is likely what you first think of when you hear \u201clocation-based mobile marketing.\u201d Geo-fencing is when a brand sets a certain radius around specific locations\u2014like their storefront\u2014and then, when a customer enters that digitally fenced-in area, the brand can send specific marketing messages related to the central location.<\/p>\r\n<p>You know when you\u2019re going on vacation and your plane lands, your cell signal comes back, and you have a push notification specific to your location? That\u2019s geofencing. It\u2019s a large fence, sure, but it still qualifies. <a href=\"https:\/\/www.retailmenot.com\/\" target=\"_blank\" rel=\"noopener\">RetailMeNot<\/a>, a platform to find the best coupons for a variety of stores, for example, provides coupons from stores in your immediate area, keeping relevance and value top of mind for every customer.<\/p>\r\n\r\n[caption id=\"attachment_95664\" align=\"alignnone\" width=\"638\"]<img class=\"size-full wp-image-95664\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/image-4.png\" alt=\"\" width=\"638\" height=\"992\" \/> Using location to bring relevant content to the surface makes a better experience. Source: <a href=\"https:\/\/radar.io\/customers\/retailmenot\" target=\"_blank\" rel=\"noopener\">Radar<\/a>[\/caption]\r\n\r\n<p>As another example, <a href=\"https:\/\/radar.io\/\" target=\"_blank\" rel=\"noopener\">Radar<\/a>, a geofencing platform, helps bridge the gap between digital and physical by helping brands reach customers on mobile when it makes the most sense. In our <a href=\"https:\/\/iterable.com\/blog\/radar-digital-physical-geofencing\/\" target=\"_blank\" rel=\"noopener\">DBM video series<\/a>, Nick Patrick, CEO and co-founder of Radar, highlights how a great customer experience needs to be frictionless, and how geofencing can contribute to a seamless, consistent experience.<\/p>\r\n<blockquote>\r\n<p>\"Effective marketing is all about reaching the right person with the right message at the right place and time, and the smartest mobile marketing teams use location as a critical input.\" - Nick Patrick<\/p>\r\n<\/blockquote>\r\n<h4>Geo-Conquesting<\/h4>\r\n<p>Geo-conquesting is a way to use geo-fencing, but instead of using your own store as the fenced location, you can target shoppers at competitors\u2019 locations, in the hopes they\u2019ll turn on their heels and come to your store.<\/p>\r\n<p>One of the most well-known examples of geo-conquesting is Burger King\u2019s \u201c<a href=\"https:\/\/www.marketingdive.com\/news\/burger-king-trolls-mcdonalds-with-geolocation-stunt\/543658\/\" target=\"_blank\" rel=\"noopener\">Whopper Detour<\/a>.\u201d When customers were within 600 feet of a McDonald\u2019s, customers who had the Burger King app\u2014and notifications enabled\u2014would get a push notification offering a coupon for a one-cent Whopper. Cutthroat, but brilliant. This campaign proved to be a huge success by driving 1.5 million app downloads.<\/p>\r\n<h4>Beacon Marketing<\/h4>\r\n<p>This type of location-based mobile marketing taps into the built-in Bluetooth on users\u2019 phones. Beacon marketing uses physical devices\u2014beacons\u2014to communicate with nearby devices. So, for example, a store could have beacons set up to deliver information or promotions to shoppers\u2019 phones as they walk by specific displays or products.<\/p>\r\n<p>The <a href=\"https:\/\/hospitalitytech.com\/how-hotels-are-using-beacons-and-augmented-reality\" target=\"_blank\" rel=\"noopener\">hospitality industry<\/a> (pre-COVID) had started to take advantage of beacon marketing. When hotel guests walk into a Starwood Hotels &amp; Resorts location, for example, they would receive a digital room key sent directly to their mobile device via a beacon. Other hospitality brands use beacons to unlock hotel maps and answer guests\u2019 questions. Beacons save time and money, making them an incredibly efficient form of location-based mobile marketing.<\/p>\r\n<h3>Connecting Locations Across Channels<\/h3>\r\n<p>While mobile may seem like the obvious choice to reach users with location-based marketing, the focus should always be to create a seamless experience, regardless of marketing channel. Location-based marketing can be applied to capture customers\u2019 attention on their devices while they\u2019re out and about, but that doesn\u2019t mean it can\u2019t be applied to a variety of marketing channels.<\/p>\r\n<p>But, when a customer is on their phone, consider what they may be doing with it. What might they be looking for? How can your app improve their experience? Instead of flooding their home screens with vague, general messaging, be the brand that helps customers out with personal, unique, location-based mobile marketing.<\/p>\r\n<p><em>To learn more about how Iterable can help bring your location-based cross-channel marketing strategy to life, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo today<\/a>.<\/em><\/p>","post_title":"How to Take Advantage of Location-Based Mobile Marketing","post_excerpt":"Customers\u2019 locations can be tracked through phones, making location-based mobile marketing an effective marketing tool. Let\u2019s dig into how.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-take-advantage-of-location-based-mobile-marketing","to_ping":"","pinged":"","post_modified":"2021-11-04 11:33:26","post_modified_gmt":"2021-11-04 18:33:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95623","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 04, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110421_Location-Based-Mobile-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"location based mobile marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110421_Location-Based-Mobile-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110421_Location-Based-Mobile-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110421_Location-Based-Mobile-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-take-advantage-of-location-based-mobile-marketing\/"},{"ID":95639,"post_author":"79","post_date":"2021-11-03 09:34:10","post_date_gmt":"2021-11-03 16:34:10","post_content":"<p>When it comes to engagement, marketers can appreciate a good email. After all, for decades, <a href=\"https:\/\/www.forbes.com\/sites\/allbusiness\/2020\/10\/26\/email-marketing-still-the-most-powerful-tool-to-take-your-business-to-the-next-level\/?sh=4d988da634bf\" target=\"_blank\" rel=\"noopener\">email has remained the single-most powerful channel<\/a> for connecting your brand with its audience. To get the most out of your email marketing program, your team likely relies heavily on metrics\u2014like open rates and clickthrough rates\u2014to gain insight into what\u2019s working and what\u2019s not.<\/p>\r\n<p>Email open rates, the percentage of contacts who have opened a message, have long been a go-to gauge for email campaign success, often serving as a baseline for the performance of your brand\u2019s subject lines and email previews. The salt to open rate\u2019s pepper is the clickthrough rate (CTR). CTR is the number of recipients who clicked the links in your email compared to the total number of subscribers who received the email, as a percentage.<\/p>\r\n<p>These metrics are closely related\u2014it makes sense that if you have a high open rate, the chances for a high clickthrough rate increase, and vice versa. Which begs the question, when should marketers look at each of these metrics? Are there better options?<\/p>\r\n<h3>A Difference in Metrics<\/h3>\r\n<h4>Email Open Rates<\/h4>\r\n<p>There are many variables that could influence an email\u2019s open rate\u2014the day and time of sending, audience segmentation, send frequency, as well as the north star of cross-channel marketing: personalization. Plus, an email open doesn't necessarily mean that the true end goals\u2014conversion and retention\u2014are being accomplished. So, to understand the full customer journey and experience, brands need to evaluate their email messaging on more than just open rates. But, is just adding clickthrough rate enough?<\/p>\r\n<h4>Email Clickthrough Rates<\/h4>\r\n<p>Ultimately, brands want to know more than if an email was opened or not. Did the email drive traffic to your website? Did it open up conversation with your existing customers? With these questions in mind, your marketing team should include clickthrough rate as a KPI and be constantly iterating to improve this metric.<\/p>\r\n<p>For example, while text-based call-to-actions may have been the norm in the past, teams should look towards using call-to-action (CTA) buttons instead. These eye-catching, clickable images are geared towards leading consumers to your brand\u2019s site. In one test, Copyblogger, a content marketing blog, saw a <a href=\"https:\/\/copyblogger.com\/call-to-action-buttons\/\" target=\"_blank\" rel=\"noopener\">45% increase in clicks<\/a> when using button CTAs. When it comes to evaluating your campaign success, both of these metrics should be included in your marketing toolbox. You may, however, be limiting yourself if your analytics begin and end with just these two data points.<\/p>\r\n<p>The technology landscape is ever-changing, however. It\u2019s important to define how your team measures success and start collecting benchmarks now. With constant privacy and data updates on the horizon, you\u2019ll need to be aware of how your data may change over time and rethink how your team utilizes it.<\/p>\r\n<h3>Apple iOS 15 Update<\/h3>\r\n<p>Earlier this summer, Apple announced new objectives for its fall <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">iOS 15 update<\/a>. And, while most of the new improvements have been met with optimism, a specific set of updates have raised some eyebrows\u2014especially those of the email marketer.<\/p>\r\n<p>Under iOS 15, Apple users are given the option to disable open tracking, hide their IP addresses, and even withhold their email addresses. With this, email marketers have begun to ask questions regarding one of their biggest benchmarks for success: what about our open rates?<\/p>\r\n<h4>How the New Features Impact Metrics<\/h4>\r\n<p>Due to the nature of the update, not all of your users\u2014and the resulting data from them\u2014will be impacted. That said, users of the <a href=\"https:\/\/www.sparkpost.com\/blog\/impact-of-ios-15-update-on-open-tracking\/\" target=\"_blank\" rel=\"noopener\">Apple Mail app will be more impacted<\/a> than those on other mail applications. If a user has a Gmail address but uses Apple Mail to view their messages, it could impact opens. Opens are generated by the reporting of tracking pixels\u2013invisible images that are embedded within an email. However, with the new <a href=\"https:\/\/support.apple.com\/guide\/iphone\/use-mail-privacy-protection-iphf084865c7\/ios\" target=\"_blank\" rel=\"noopener\">Mail Privacy Protection<\/a> feature, these embedded images can be beat by pre-loading their script data upon receiving your email, as opposed to when first viewing them.<\/p>\r\n<p>To complicate things further, the new <a href=\"https:\/\/support.apple.com\/en-us\/HT210425\" target=\"_blank\" rel=\"noopener\">Hide My Email<\/a> option lets users readily create randomized email addresses, allowing easy access to your online content without having to receive further engagement. The feature will only be applicable to emails in Apple Mail, but that still makes up <a href=\"https:\/\/blogs.gartner.com\/matt-moorut\/what-ios-15-privacy-controls-and-the-loss-of-open-rates-mean-for-email-marketers\/\" target=\"_blank\" rel=\"noopener\">46% of all emails<\/a> opened across both desktop and mobile, a significant uptick to those shielded from your important open-rate insights.<\/p>\r\n<p>If we refer back to the previous iOS 14.5 and its app tracking update, <a href=\"https:\/\/www.techspot.com\/news\/89600-96-users-not-enabling-app-tracking-ios-145.html#:~:text=According%20to%20early%20sampling%20of,app%20tracking%20in%20iOS%2014.5.&amp;text=You%20can%20disable%20in%2Dapp,Apps%20to%20Request%20to%20Track.%22\" target=\"_blank\" rel=\"noopener\">96% of users opted to leave tracking disabled<\/a>. Experts are expecting a similar adoption rate for iOS 15. This is especially relevant today as Apple holds nearly <a href=\"https:\/\/www.litmus.com\/blog\/email-client-market-share-infographic\/\" target=\"_blank\" rel=\"noopener\">58% of the email client market share<\/a>, with a whopping nine out of ten mobile emails all happening on Apple devices.<\/p>\r\n<p>Open rates aren\u2019t dead, of course, but these changes should be considered when evaluating your email performance and metrics moving forward. To adapt to these new changes, however, teams should be using this time to figure out what messaging is and isn\u2019t working when it comes to getting your audience to open your emails.<\/p>\r\n<h4>What You Can Do Now<\/h4>\r\n<p>For those unsure how to adapt to these new changes, fear not! Here\u2019s a quick look at what your team can do to prepare for the new wave of cyber circumvention.<\/p>\r\n<ul>\r\n\t<li>Rethink your CTAs with email personalization\u2014get creative and leverage image-based CTAs and participatory clickthrough\u2019s such as surveys and gifting.<\/li>\r\n\t<li>Leverage your <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-A-B-experiments-overview-\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a> in new ways by placing an emphasis on other metrics, such as the aforementioned CTR.<\/li>\r\n\t<li>Push for more segmentation in your outreach and get more personalized with your messaging.<\/li>\r\n\t<li>Review your subscribers ahead of time to identify who is using Apple Mail.<\/li>\r\n\t<li>Fine-tune your marketing automation to move away from open rates as email trigger points.<\/li>\r\n\t<li>Share how your metrics may change with the broader team, to make sure everyone is privy to the potential impact.<\/li>\r\n\t<li>Incorporate progressive profiling to leverage clicks as a way to build customer profiles.<\/li>\r\n\t<li>Consider other channels (SMS, push, etc.) for outreach<\/li>\r\n<\/ul>\r\n<p>As with anything else in the changing marketing landscape, your team should aim to be adaptable and flexible. By thinking about how to tackle these problems before they arrive, you\u2019ll find yourself on track to continue growing your engagement, and even improve upon it, by diversifying your messaging.<\/p>\r\n<h3>Open to Change<\/h3>\r\n<p>All in all, both open and clickthrough rates are not dead, but with a considerable amount of users falling into a bucket where open rates aren\u2019t as accurate as they once were, the way marketers approach open and clickthrough rates must adapt.<\/p>\r\n<p>You don\u2019t have to ignore open rates for email, but rethink the way they fit into your strategies. Maybe open and clickthrough rates for your <a href=\"https:\/\/iterable.com\/whitepaper\/ungated\/mobile-marketing-outlook\/\" target=\"_blank\" rel=\"noopener\">mobile channels<\/a> are a more accurate engagement identifier. The goal has always been to see engagement at the individual level to personalize the experience. With these changes and further updates to privacy regulations, creativity in messaging and data interpretation are growing in importance. Take the time now to hone in on what is resonating with your audience. Your future selves will be better off as a result.<\/p>\r\n<p><em>To learn more about building a cross-channel marketing strategy,<a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=blogCTA&amp;utm_medium=blog&amp;utm_campaign=WhyDesktopUXMatters072021\" target=\"_blank\" rel=\"noopener\"> schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Rethinking Email Open Rates and Clickthrough Rates","post_excerpt":"When should marketers look at email open rates and clickthrough rates? How does Apple's iOS update impact these? Are there better options? ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"rethinking-email-open-rates-and-clickthrough-rates","to_ping":"","pinged":"","post_modified":"2021-11-03 17:30:03","post_modified_gmt":"2021-11-04 00:30:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95639","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 03, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110321_Open-Rate-vs-Clickthrough-Rate_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Location Based Mobile Marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110321_Open-Rate-vs-Clickthrough-Rate_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110321_Open-Rate-vs-Clickthrough-Rate_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110321_Open-Rate-vs-Clickthrough-Rate_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/rethinking-email-open-rates-and-clickthrough-rates\/"},{"ID":95601,"post_author":"79","post_date":"2021-11-02 12:54:04","post_date_gmt":"2021-11-02 19:54:04","post_content":"<p>How has the retail market changed since COVID began? You tell us. We drafted this introduction in July 2020:<\/p>\r\n<p>\u201cDiscretionary spending has fallen\u2014the result of mass unemployment, wage decreases, the realities of living under shelter-in-place orders, and general uncertainty about the future. Money right now is precious. And the \u201ccareful\u201d consumer is getting pickier with where they shop. They\u2019re more discerning than ever before. The reason? Supply. While consumers have a pessimistic and uncertain view of the economic outlook, there are more businesses than ever before offering relatively similar products at relatively similar prices. And by now, many have shifted to digital-first marketing, buying up rented ad space and messaging online shoppers in bulk.\u201d<\/p>\r\n<p>In the 16 months or so since we first looked at the above draft, a lot has evolved. Think: consumer expectations, marketing budgets, and shopping preferences, to name a few. C\u2019mon, even the virus has evolved (Delta Variant, anyone)? But we think it's just as interesting\u2014and educational\u2014to look at what hasn\u2019t changed all that much. What consumer predilections have stood the test of time? 16 months, four vaccine brands, and an American presidential election later, what trend has stood strong?<\/p>\r\n<p>Shopping locally. And it's not going away anytime soon.<\/p>\r\n<h3>Small Business is #Trending<\/h3>\r\n<p>At Iterable, we do our best to keep our customers\u2014brands and businesses creating their own customer experiences\u2014informed. In the lead-up to the lucrative holiday shopping season, we take this mission very seriously.<\/p>\r\n<p>This year, <a href=\"https:\/\/iterable.com\/blog\/2021-e-commerce-holiday-shopping-trends-in-the-u-s-and-uk\/\" target=\"_blank\" rel=\"noopener\">we surveyed 1,500 consumers across the U.S. and UK<\/a> to find out how they planned to go about holiday shopping this season. We found that \u201cconsumers are ditching the large-scale shopping centers in favor of browsing at local shops, spending their cash at the village boutique and spreading the word about independent brands.\u201d<\/p>\r\n<p>Small businesses are seeing the benefits of big consumer dollars spent this holiday shopping season. But, why? Let's dig in.<\/p>\r\n<h4>Mission-Driven Holiday Shopping<\/h4>\r\n<p>Consumers are likely gravitating towards local markets because of a new trend taking over consumer psychology: <a href=\"https:\/\/iterable.com\/blog\/6-insights-from-iterables-2021-consumer-psychology-poll\/\" target=\"_blank\" rel=\"noopener\">values<\/a>. In an assessment of consumer psychology, we found that 87% of consumers said they\u2019re more receptive to a brand\u2019s messages if they know the company\u2019s beliefs and values.<\/p>\r\n<p>As to why this resonates so well in consumer psychology, respondents said knowing a brand\u2019s beliefs and values:<\/p>\r\n<ul>\r\n\t<li>Makes them feel more trust toward the brand (62%)<\/li>\r\n\t<li>Helps them better know the brand\u2019s authentic identity (44%)<\/li>\r\n\t<li>Builds belief in the brand\u2019s purpose (34%)<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/www.verishop.com\/\" target=\"_blank\" rel=\"noopener\">Verishop<\/a>, an online shopping platform, for example, helps people discover independent brands through advanced technology tools such as <a href=\"https:\/\/www.retaildive.com\/news\/verishop-introduces-livestream-shopping\/601811\/\" target=\"_blank\" rel=\"noopener\">Livestream Shopping<\/a>, <a href=\"https:\/\/help.verishop.com\/article\/wul3jvnnob-verishop-shop-party\" target=\"_blank\" rel=\"noopener\">Shop Party,<\/a> a shoppable content feed, and an amazing creator community. Since launching in 2019, Verishop works with a variety of mission-driven brands with ethical and environmentally-friendly practices.The Responsible Shop allows shoppers to filter products via \u201cShop By Cause,\u201d which includes clean beauty, conscious, cruelty-free, fair trade, organic, philanthropic, responsible, sustainable, upcycled, and vegan products.<\/p>\r\n<blockquote>\r\n<p><strong>\u201c<i data-stringify-type=\"italic\">Consumers are becoming much more thoughtful about their purchasing power and are really showing an interest in brands that are responsible and ethically driven. There are more and more brands now that are standing for sustainability and being responsible with their production and manufacturing. It is very exciting to help our customers discover these brands and in turn help these brands increase their business. I\u2019m very confident that we will continue to see the desire to shop responsibly grow!\u201d <\/i><\/strong><\/p>\r\n<p>-Holly McGill, Associate Director, Partnerships at Verishop<\/p>\r\n<\/blockquote>\r\n<p>With the <a href=\"https:\/\/ukcop26.org\/\" target=\"_blank\" rel=\"noopener\">COP26 climate summit<\/a> in full swing, the market is ready for companies to show their commitment to ethics and sustainability. Our advice? Embrace the \u201clocal\u201d mindset. Maintain messaging that is community-driven when you market to online consumers as they go global.\u00a0 But climate and emotional connection aren\u2019t the only items on consumer wish lists, on-time delivery is as well.<\/p>\r\n<h4>Supply Chain? NP for the SMB<\/h4>\r\n<p>The modern supply chain was a thing of wonder, delivering material from around the world to companies and customers, seemingly in mere days or even hours.<\/p>\r\n<p>Until it didn\u2019t. Specifically, this year.<\/p>\r\n<p>As consumers, we\u2019ve all experienced some recent issues relating to the supply chain\u2014either the lack of available product, higher costs, or both. As shortages of supplies and labor continue to plague businesses and retailers across the country, many small- and medium-sized businesses (SMBs) are pushing an age-old message: come shop with us. SMBs this year seem to be promoting themselves not as one option among many larger ones, but as perhaps the only option as supply chain issues worsen.<\/p>\r\n<p><a href=\"https:\/\/www.etsy.com\/\" target=\"_blank\" rel=\"noopener\">Etsy<\/a> CEO, Josh Silverman, wrote in a blog post earlier this week that his company also sees opportunity in supply chain issues, since many of the sellers on its marketplaces \u201care businesses of one and don\u2019t rely on just-in-time supply chains.\u201d<\/p>\r\n<p>It will take time for supply and demand to settle back into more predictable patterns. But that doesn\u2019t mean businesses should wait to take action. We are in the business of relationship building, after-all. And the two most important elements of a successful relationship? Communication and trust.<\/p>\r\n<p>Brands should be proactive with setting expectations with consumers now, not later. Big, or small, communication matters. If you let customers know what to expect with shipping, stock, and supply now, you\u2019ll set customers up for success, and build the foundation for a positive customer experience.<\/p>\r\n<h4>Creating a Better Holiday Shopping Customer Experience<\/h4>\r\n<p>If Facebook were a country, it would be the world\u2019s most populous nation. 69 of the world\u2019s top 100 global entities are corporations. Walmart has 2.3 million employees in 27 countries. That's more than any state\u2019s armed forces or any healthcare provider. With these massive corporations, local touchpoints and intimacy have been rapidly disappearing. But for every trend, there is a counter trend. And so with this rise in apathy and generic marketing swings back localization. Consumers have become protective of their community, their data, and the signifiers of what is local, especially when it comes to discretionary spending.<\/p>\r\n<p>When given a choice between a local store and a major chain, you know what you\u2019re going to experience with each. With the chain, you\u2019ll have the convenience of knowing you will find your product at an affordable cost. But what is lacking in these engagements is personality. And it's that personal connection, where a memory is attributed to a brand, that matters to today\u2019s consumer!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Customer experience<\/a> has now become the key brand differentiator, edging out both price and product in building customer loyalty. And COVID-19 has only intensified the need for agile and nuanced marketing. The pandemic has shown that brands need to replace sales, click-throughs, and new customer acquisition with customer trust, retention, and loyalty.<\/p>\r\n<h3>Think Small to Sell Big<\/h3>\r\n<p>The relationship between a brand and a customer is often a fragile one. Make one mistake, upset the customer, and they\u2019ll remember that bad interaction. Some will hold onto that grudge with longevity, never again to return to that brand. Still others will use their social prowess to share about their experience with others.\u00a0<\/p>\r\n<p>But if you treat your customers well while they're holiday shopping, they will trust your brand, feel encouraged to return, and, in many cases, share their praise with friends and family.\u00a0<\/p>\r\n<p><em>To learn how Iterable can help you scale and automate your marketing efforts to create a personalized experience, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\">schedule a demo<\/a>.<\/em><\/p>","post_title":"Holiday Shopping Success: Think Local to Sell Global","post_excerpt":"Small businesses are seeing the benefits of big consumer dollars spent this holiday shopping season. But, why? Let's dig in.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"holiday-shopping-success-think-local-to-sell-global","to_ping":"","pinged":"","post_modified":"2021-11-02 12:54:04","post_modified_gmt":"2021-11-02 19:54:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95601","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 02, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110221_Embrace-Local_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Holiday Shopping: Shop Local\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110221_Embrace-Local_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110221_Embrace-Local_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/110221_Embrace-Local_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/holiday-shopping-success-think-local-to-sell-global\/"},{"ID":95555,"post_author":"97","post_date":"2021-11-01 16:04:02","post_date_gmt":"2021-11-01 23:04:02","post_content":"<p>Let\u2019s talk workflows. Workflows are designed to guide your customers through different milestones of their lifecycle \u2013 from the initial touchpoint, to learning more about your products or services, to becoming loyal customers and fans.<\/p>\r\n<p>In this webinar, we break down the three most-essential campaign workflows that every marketing team should have.<\/p>\r\n<p><strong>You'll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>Illustrative and inspirational examples of Welcome\/Onboarding, Abandonment, and Conversion campaign workflows<\/li>\r\n\t<li>Best practices and sage advice for crafting workflows that best fit your unique customer base<\/li>\r\n\t<li>Steps you can take to solidify and enhance the workflows you currently have in flight<\/li>\r\n<\/ul>\r\n<p><em><br \/>\r\nExample Workflows: <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/Campaign-Workflows-1.pdf\">Download PDF &gt;<\/a><\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"The 3 Must-Have Campaign Workflows for Every Marketing Team","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-3-must-have-campaign-workflows-for-every-marketing-team-us","to_ping":"","pinged":"","post_modified":"2021-11-18 10:55:47","post_modified_gmt":"2021-11-18 18:55:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=95555","menu_order":49,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 01, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_Campaign-Workflows-Webinar_768x512_US-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_Campaign-Workflows-Webinar_768x512_US-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_Campaign-Workflows-Webinar_768x512_US-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_Campaign-Workflows-Webinar_768x512_US-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/the-3-must-have-campaign-workflows-for-every-marketing-team-us\/"},{"ID":95563,"post_author":"35","post_date":"2021-11-01 11:53:23","post_date_gmt":"2021-11-01 18:53:23","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems, and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode we took a look at the cross-section of ecommerce, digital marketing, and technology and how these three interact to create sustainable customer experiences now and for the future. Chatting with Chip Moloney, Head of Digital Marketing at The Maze Group, <a href=\"http:\/\/www.themazegroup.com\" target=\"_blank\" rel=\"noopener\">an ecommerce strategy, design, and development agency<\/a>, we looked at the different ways brands today are approaching technology upgrades and how ROI plays a new role in marketing after regulation changes.<\/p>\r\n<h3>Meet Chip From The Maze Group<\/h3>\r\n<p>The expedited digital transformation pushed many to start looking for new technology solutions to fill current and future gaps. An aspect of technology selection that often gets pushed aside is the human aspect. Multiple providers may say they can do x, y, and z, but any savings\u2014or lack thereof\u2014in time and effort that falls to your team is the real differentiator. In a time when upgrading and migrations are happening at a blistering pace, experts like Chip are issuing words of warning to not ignore the human element before making the switch.<\/p>\r\n<p>With so many changes in the last few years, it's important to take a step back and get a bird's eye view on where the marketing landscape has settled. Give it a watch or listen to learn more from Chip right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/WYMkS0JghcU[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"Watch and Listen: The Maze Group Talks Technology, Retention, ROI","post_excerpt":"Chatting with the Head of Digital Marketing at The Maze Group, we looked at the ways brands today are approaching technology migrations.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-maze-group-talks-technology-retention-roi","to_ping":"","pinged":"","post_modified":"2021-11-01 11:53:23","post_modified_gmt":"2021-11-01 18:53:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95563","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"November 01, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_10_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The Maze Group DBM\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_10_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_10_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/11\/ITE_DBM-Video-Series_10_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-maze-group-talks-technology-retention-roi\/"},{"ID":95530,"post_author":"79","post_date":"2021-10-28 10:09:58","post_date_gmt":"2021-10-28 17:09:58","post_content":"<p>Earlier this month, we announced <a href=\"https:\/\/iterable.com\/blog\/snowflake-and-iterable-partner-for-data-sharing-integration\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s partnership with Snowflake<\/a>. With this partnership, Iterable customers can securely share and access valuable first-party user data directly within their Snowflake account, removing the need to copy or move data across environments. This gives brands secure access to data and shared access across their organization. This is huge for democratizing access to data, increasing agility, and maximizing your data\u2019s potential.\u00a0<\/p>\r\n<p>To get even more insight into how this integration can benefit organizations and their customers, we sat down with Eva Murray, Senior Evangelist at Snowflake, and Farshad Miraftab, Director of Business Insights at Iterable.\u00a0<\/p>\r\n<p>Below is a quick recap of some of the key points from our webinar, \u201cThe Data Differentiator: How Unified Data Unlocks Business Insights.\u201d To get the full inside scoop, <a href=\"https:\/\/iterable.com\/webinars\/the-data-differentiator-how-unified-data-unlocks-business-insights\/\" target=\"_blank\" rel=\"noopener\">watch the webinar here<\/a>.<\/p>\r\n<h3>Brand Challenges in a Digital World<\/h3>\r\n<p>With a massive <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 transformation as a result of COVID-19<\/a>, brands are having to adapt to a digital world faster than they may have planned to. With this accelerated <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/\" target=\"_blank\" rel=\"noopener\">transformation<\/a>, brands are forced to consider how data can be accessible, flexible, and reliable. For accessibility, the focus is on de-siloing data, allowing for streamlined collaboration and access. With data flexibility, brands are looking to share their data quickly and efficiently, to react to changes in their business at a moment's notice. And lastly, with data reliability, brands need to ensure their data is real-time, easily maintained, and scalable as their business grows.\u00a0<\/p>\r\n<p>Data is a key player when it comes to brands differentiating themselves from competitors. In fact, 80% of brands use data as a differentiator and 75% do so by combining data from multiple sources. This is why having data that\u2019s accessible, flexible, and reliable matters and why Iterable and Snowflake are partnering for success.<\/p>\r\n<h3>Iterable\u2019s Partnership with Snowflake<\/h3>\r\n<p>With Iterable as a data source for marketing engagement, providing campaign event data to Snowflake, the Data Cloud that unifies data sources, brands can easily transform data into valuable insights for their business.<\/p>\r\n\r\n[caption id=\"attachment_95531\" align=\"alignnone\" width=\"1660\"]<img class=\"size-full wp-image-95531\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/Screen-Shot-2021-10-28-at-9.13.52-AM.png\" alt=\"Snowflake and Iterable partnership\" width=\"1660\" height=\"630\" \/> <em>Data sources go from Iterable to the data warehouse, Snowflake, to third party tools for gathering insights.<\/em>[\/caption]\r\n\r\n<p>On top of that, it\u2019s much easier to democratize data if it\u2019s all located in one essential place. Snowflake gives brands the ability to govern their data while making sure those who need access can easily get it. If everyone can use the data, you can more easily crowdsource ideas based on said data and develop new strategies to transform your business.<\/p>\r\n<h3>How Data Sharing Can Transform Your Business<\/h3>\r\n<p>There are four benefits to data sharing: democratize access, strengthen business relationships, maximize data ROI, and unlock new insights.\u00a0<\/p>\r\n<p><strong>Democratizing access<\/strong> is about giving everyone visibility into the data, but more than that, it helps elicit new ideas. If there\u2019s diversity in who can access data, there will be diversity in the ideas that come viewing the data.<\/p>\r\n<p><strong>Strengthening business relationships<\/strong> comes as a result of transparency. If customers can also see the data you're talking about, in a B2B relationship for example, both sides can collaborate to form ideas together. Trust is established between companies.\u00a0<\/p>\r\n<p>When everyone is using a single platform you\u2019re <strong>maximizing data ROI<\/strong> because the onboarding time is greatly reduced compared to onboarding multiple people to multiple platforms. So not only is your brand collecting vast amounts of data, it\u2019s also much easier for everyone to use it.\u00a0<\/p>\r\n<p>And lastly, you\u2019ll <strong>unlock new insights<\/strong>. Because you\u2019re democratizing the data, you have more opportunities to collect new ideas that teams who are in the data day-to-day may not have considered.<\/p>\r\n<p>The Snowflake and Iterable Secure Data Sharing integration reduces complexity, provides a more comprehensive view of the customer, and allows for faster onboarding. With these new capabilities, your organizations can focus on building out strategies rather than trying to manually compile data or learn multiple tools. Now, you can really focus on creating a seamless customer experience.\u00a0<\/p>\r\n<p><em>To take advantage of all of Eva and Farshad\u2019s pearls of wisdom, <a href=\"https:\/\/iterable.com\/webinars\/the-data-differentiator-how-unified-data-unlocks-business-insights\/\" target=\"_blank\" rel=\"noopener\">watch the full webinar<\/a>.<\/em><\/p>","post_title":"Business Benefits of Iterable's Partnership with Snowflake","post_excerpt":"Iterable's partnership with Snowflake lets users securely share and access valuable first-party user data, leading to new business insights.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"business-benefits-of-iterables-partnership-with-snowflake","to_ping":"","pinged":"","post_modified":"2021-10-28 10:09:58","post_modified_gmt":"2021-10-28 17:09:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95530","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/10\/102721_Snowflake-Webinar-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable&#039;s Partnership with Snowflake\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/102721_Snowflake-Webinar-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/102721_Snowflake-Webinar-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/102721_Snowflake-Webinar-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/business-benefits-of-iterables-partnership-with-snowflake\/"},{"ID":95475,"post_author":"35","post_date":"2021-10-27 15:53:12","post_date_gmt":"2021-10-27 22:53:12","post_content":"<p>Much like you reading this\u2014most likely at least\u2014I stay connected through my mobile device. It's where I text friends and FaceTime with loved ones in far off lands like Chicago. It's where I order food. It's where I make credit card payments. It's\u2014for better or worse, mostly worse\u2014where a lot of my attention goes. And it's why mobile marketing is such a vital piece of the brand-consumer relationship in today's world.\u00a0<\/p>\r\n<p>To capture this connection between brand and consumer, our latest whitepaper, titled <em><a href=\"https:\/\/iterable.com\/whitepaper\/ungated\/mobile-marketing-outlook\/\" target=\"_blank\" rel=\"noopener\">Mobile Marketing: A Current and Future Outlook<\/a>,\u00a0<\/em>takes the consumer perspective. More specifically, it takes my perspective as an avid mobile user and experienced marketing professional, one who's acutely aware of the purpose behind the messages I receive.\u00a0<\/p>\r\n<p>In this whitepaper, you'll find a host of stats showing you why mobile as a medium cannot be ignored and you'll find a three-pronged approach to make the most of your mobile marketing now and in the future. When you connect in a way that even makes a jaded marketer like myself impressed, you know you're doing something right. This whitepaper will show you how.\u00a0<\/p>\r\n<p>Not convinced? Here's a quick sneak peek.\u00a0<\/p>\r\n<h3>A Glimpse Into the State of Mobile Marketing<\/h3>\r\n<h4>Find Your Fit<\/h4>\r\n<p>There\u2019s a quote floating around the interwebs that I\u2019ve seen attributed to a few people, but the sentiment is really what matters: If your presence doesn\u2019t add value, your absence won\u2019t make a difference.\u00a0<\/p>\r\n<p>Brutal, but effective and extremely accurate when it comes to mobile marketing.\u00a0<\/p>\r\n<p>Consumers are flying through apps at an incredible rate. If yours isn\u2019t adding value, a consumer\u2019s life won\u2019t be impacted one way or the other when they delete the app. Whether you\u2019ve built your app already or are in the process of development, you have to understand your role in the consumer\u2019s life.\u00a0<\/p>\r\n<p>This understanding, however, doesn\u2019t come from looking at mobile activity and behaviors in a silo. You likely have a rich history of data from email analytics, desktop behavior, in-store insights, and more. The channels are seemingly endless, but the insights to glean from each matter in how you approach something like mobile marketing.\u00a0<\/p>\r\n<p>When finding your fit, ask yourself these questions:<\/p>\r\n<ul>\r\n\t<li>How personal is our relationship with our customers across channels?<\/li>\r\n\t<li>What type of relationship do we want to have with our customers?<\/li>\r\n\t<li>What type of relationship do our customers want, need, and expect from us?<\/li>\r\n\t<li>And what will it take to deliver that relationship?<\/li>\r\n<\/ul>\r\n<p>Like any relationship, it starts with looking introspectively to understand what value you can deliver to make sure that your presence makes a difference.<\/p>\r\n<h3>A Marketer's Consumer Perspective<\/h3>\r\n<p>We often forget that consumers are receiving messages from countless other brands. No matter your industry <em>you are not alone<\/em> in sending your customers messages. An eery Halloween-esque tone of voice doesn't come through with italics, but you get the point. Connection and relationship-building in the digital age is simultaneously easier and harder than any period we've seen before. Don't undervalue the importance of making memorable experiences for your consumers.\u00a0<\/p>\r\n<p><em>Check out the full report here and if you want to chat with marketers, like me, who care about making the future of mobile marketing one worth every consumer's time and energy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">reach out for a demo<\/a>!\u00a0<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/ungated\/mobile-marketing-outlook\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-95503\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM-WHITEPAPER-GRAPHICS_EMAIL-BANNER-600x300-1.png\" alt=\"Mobile Marketing CTA\" width=\"600\" height=\"300\" \/><\/a><\/p>","post_title":"Mobile Marketing: A Current and Future Outlook","post_excerpt":"In this free whitepaper, you'll find a three-pronged approach to make the most of your mobile marketing now and in the future.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"mobile-marketing-a-current-and-future-outlook","to_ping":"","pinged":"","post_modified":"2021-10-27 15:53:12","post_modified_gmt":"2021-10-27 22:53:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95475","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"October 27, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"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\/10\/MM-WHITEPAPER-GRAPHICS_BLOG-HDR.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM-WHITEPAPER-GRAPHICS_BLOG-HDR.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM-WHITEPAPER-GRAPHICS_BLOG-HDR-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM-WHITEPAPER-GRAPHICS_BLOG-HDR-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/mobile-marketing-a-current-and-future-outlook\/"},{"ID":95128,"post_author":"79","post_date":"2021-10-26 16:19:49","post_date_gmt":"2021-10-26 23:19:49","post_content":"<p>A few weeks back we launched the <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">first release of Aurora<\/a>, featuring a new design for our suite of creative marketing automation and analytics tools. Aurora isn\u2019t just a fresh coat of paint; it\u2019s the next generation of user experience, introducing a modern visual design language and investment in usability throughout the whole platform. By bringing together best in class user experience and design with a world class data platform, marketers can build amazing customer experiences like never before.<\/p>\r\n<p>This was a rewarding, months-long endeavor that involved the development of a brand new design system, redefining the way we think about our UI. We want to share some insights from our journey!<\/p>\r\n<h3>Where Did It All Begin?<\/h3>\r\n<p>Our early engineers built Iterable\u2019s UI using off the shelf component libraries. This sped up early implementation velocity, and allowed the team to deliver core product capabilities quickly. It gave the team room to focus effort and capital on developing a best in class flexible data architecture and delivery platform that has scaled to meet the demands of billions of messages delivered each year.<\/p>\r\n<p>But Iterable as a business has matured in the years since its founding, growing to hundreds of customers and billions of customers\u2019 customers. We have a clear vision of authenticity, connection, and joy, and the user experience and visual design language needed to mature to meet it. But, how could we get there? And how could we systematize that to make it repeatable, integrating it into our work and team culture?<\/p>\r\n<h3>The Evolution<\/h3>\r\n<h4>1. Defining Guiding Design Principles<\/h4>\r\n<blockquote>\r\n<p><em>Design principles are shared guidelines that capture the essence of what good design means for the team, and advice on how to achieve it; in other words, agreed criteria for what constitutes good design in your organization and in your project.<\/em><\/p>\r\n<p><em>\u2015 Alla Kholmatova. Design Systems<\/em><\/p>\r\n<\/blockquote>\r\n<p>We started by defining a set of design principles to inform our thinking and work, with the goal of democratizing creative direction and guiding our team in everyday decision making. <br \/>\r\nEffective design principles answer the question \u201cwhat does good design mean at your company?\u201d The north star for any product should be guided by the emotional response the product evokes from its users, and the jobs that it aims to serve.<\/p>\r\n<p>Here at Iterable, creativity and performant outcomes are the keys to our customers\u2019 success. With that perspective, we got to work, and had each of our designers independently answer the question \u201cWhat does good design mean at Iterable?\u201d<\/p>\r\n<p>Here are a few of examples of the many answers our team provided:<\/p>\r\n<p>Iterable should\u2026<\/p>\r\n<ul>\r\n\t<li>\u201cinspire creativity\/promote discovery\u2014marketing should be fun, provide tools that encourage users to discover new ways to connect with their users\u201d<\/li>\r\n\t<li>\u201cenable practitioners to spend more attention on the things they care about (creativity + compassion), and should get the boring, routine stuff out of the way.\u201d<\/li>\r\n\t<li>\u201cbe a safe and predictable workspace so marketers know they aren't going to do something nuclear by pressing the wrong button\u201d<\/li>\r\n\t<li>\u201cbe approachable to marketers of all skill levels, not just for marketing masters and power users\u201d<\/li>\r\n<\/ul>\r\n<p>After some clustering, discussion, and workshopping, the team landed on four principles: Approachable, Empowering, Clear, and Expressive.<\/p>\r\n\r\n[caption id=\"attachment_95264\" align=\"alignnone\" width=\"2882\"]<img class=\"wp-image-95264 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/values-1.png\" alt=\"4 design principles\" width=\"2882\" height=\"2882\" \/> Iterable's four design principles: Approachable, Empowering, Clear, and Expressive.[\/caption]\r\n\r\n<p><em><strong>Approachable<\/strong>: We invite experimentation, letting our customers creatively wield Iterable without fear of messing things up. We believe consistency begets familiarity, predictability, and comfort, and put guardrails in place to mitigate risk.<\/em><\/p>\r\n<p><em><strong>Empowering<\/strong>: Iterable provides a path for every customer to become a marketing expert. We get the heavy lifting out of the way and foster learning throughout the application to provide our customers with the tools and guidance to level up when they\u2019re ready.<\/em><\/p>\r\n<p><em><strong>Clear<\/strong>: We have a point of view on what matters most in which context, and only require our customers' attention when it is truly warranted. Progressive disclosure minimizes distraction, while clear hierarchy and copy reduce ambiguity to minimize second guessing.<\/em><\/p>\r\n<p><em><strong>Expressive<\/strong>: Our voice, tone, and UI reinforce our brand\u2019s personality traits: brilliant, focused, playful, humble, and upbeat. We\u2019re mindful to map the tone to how our customers are feeling on their journey, creating moments that celebrate and reinforce successes, meeting errors with the seriousness they deserve, and getting out of the way when efficiency is the key.<\/em><\/p>\r\n<p>We still have more to do to make them actionable, but they provide pragmatic, directional guidance, and work toward a shared aspirational standard of what it is that we're striving for.<\/p>\r\n<h4>2. Exploring Concepts<\/h4>\r\n<p>With some branding building blocks (brand colors, typeface, <a href=\"https:\/\/iterable.com\/blog\/design-deep-dive-new-logo\/\" target=\"_blank\" rel=\"noopener\">personality traits<\/a>) and our design principles at hand, we started to work through conceptual explorations of what the future of Iterable could look like.<\/p>\r\n<p>There are over 100 distinct pages in our product, and thousands of interactions. To create our first design concept, we needed to land on a place to start, something that would be representative of overall functionality but also limited enough in surface area to drive agility and velocity of exploration. We turned to usage data to guide us, identifying our most trafficked pages, and then removed those where there was a lot of overlap in UI (similar table layouts, for example.) That way we could get the most mileage out of each of our concepts, increasing the odds of design decisions cascading to cover more ground throughout the app.<\/p>\r\n<p>We took each of those selected screens and ran with them. We imagined what a more collaborative template overview page could look like with an expressive visual design language that was more playful and bold. We imagined what a clearer workflow canvas could look like, where the surrounding chrome got out of the way when you needed it, emphasizing what matters most. We explored concepts for other pages too, like segmentation, the template editor, and campaign creation.<\/p>\r\n\r\n[caption id=\"attachment_95270\" align=\"alignnone\" width=\"2880\"]<img class=\"wp-image-95270 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/templates-1.png\" alt=\"template organization\" width=\"2880\" height=\"1808\" \/> <em>A concept for redesigned template organization <\/em>[\/caption] [caption id=\"attachment_95204\" align=\"alignnone\" width=\"2880\"]<img class=\"wp-image-95204 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/workflows.png\" alt=\"redesigned workflow studio\" width=\"2880\" height=\"1808\" \/> <em>A concept for a redesigned Workflow Studio. <\/em>[\/caption]\r\n\r\n<p>Each page went through a series of rapid iterations, balancing visual design exploration with opportunistic UX enhancements. We shared sneak peeks with customers and internal stakeholders along the way for calibration and validation, and in a short time landed somewhere that felt right, and authentic to Iterable.<\/p>\r\n<h4>3. Abstracting Patterns and Components<\/h4>\r\n<p>Having a set of conceptual prototypes that covered a significant surface area, we wanted to abstract everything that was repurposable into our new design system. This would serve as a reference for the design team (and product, and engineering). It\u2019s a set of tokens, components, and guidelines to draw from for all new designs, so that our output would have a consistent behavior, look, and feel regardless of which team was working on it.<\/p>\r\n<p>First up were the primitives, or foundational styles, like colors, font styles, and spacing units. These drew directly from our brand guidelines, and were modified to consider a product context for things like color accessibility and typographic needs.<\/p>\r\n\r\n[caption id=\"attachment_95198\" align=\"alignnone\" width=\"2880\"]<img class=\"wp-image-95198 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/colors.png\" alt=\"Color Tokens\" width=\"2880\" height=\"1808\" \/> <em>Color tokens in Iterable's design system. <\/em>[\/caption] [caption id=\"attachment_95234\" align=\"alignnone\" width=\"2880\"]<img class=\"wp-image-95234 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/typography.png\" alt=\"\" width=\"2880\" height=\"2048\" \/> Typographic styles in Iterable's design system.[\/caption]\r\n\r\n<p>Reusable components were abstracted too, like buttons, inputs, and dropdowns. Engineering jumped in here to build out the initial set, to increase velocity for future development.<\/p>\r\n<p>We made sure to define usage guidelines along the way, considering content rules, best practices, and notes on accessibility. Designers lean on these to know how and when to use each of our components, leading to a more cohesive experience across the platform.<\/p>\r\n\r\n[caption id=\"attachment_95240\" align=\"alignnone\" width=\"2880\"]<img class=\"wp-image-95240 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/banners-1.png\" alt=\"Banner component\" width=\"2880\" height=\"1808\" \/> The banner component in Iterable's design system.[\/caption] [caption id=\"attachment_95246\" align=\"alignnone\" width=\"2880\"]<img class=\"wp-image-95246 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/button-groups-1.png\" alt=\"Button Group Component\" width=\"2880\" height=\"1808\" \/> <em>The button group component in Iterable's design system. <\/em>[\/caption]\r\n\r\n<p>Putting that all together, we have a comprehensive design system that is unique to Iterable and our customers\u2019 needs, and perspective. It\u2019s a living system, something we\u2019ll continuously build upon, helping us elevate our design quality, accelerate design velocity, and reduce design debt. Most importantly, it will help us build a product that is beautiful and easy to use, empowering our customers to be better at their jobs.<\/p>\r\n<h4>4. Putting It Into Practice With Customer Feedback<\/h4>\r\n<p>With our design principles, concept designs, and a design system supporting us, we were ready to put it all into practice, revisiting some concepts with more rigor to actually build them out and deliver to our customers.<\/p>\r\n<p>Teams reviewed baseline usability testing for each of the respective product areas we\u2019d settled on, and interviewed customers and internal subject matter experts on problem spots and opportunities. Designers across teams leveraged our pre-built components, created high fidelity mockups and flows, and built out prototypes using the new system.<\/p>\r\n<p>There were of course gaps there, questions that needed to be resolved as patterns and components started to show up in new and sometimes unexpected ways. But we had a shared language for talking through those cases, and were able to evolve the design system where it made sense to.<\/p>\r\n\r\n[caption id=\"attachment_95316\" align=\"alignnone\" width=\"2480\"]<img class=\"wp-image-95316 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/before-and-after-vertical-1.png\" alt=\"Campaign overview page\" width=\"2480\" height=\"3196\" \/> <em>Before and after the Aurora redesign of the campaign overview page. <\/em>[\/caption]\r\n\r\n<p>We got additional reactions to the look and feel when we walked customers through our prototypes, and were able to stress-test the system in real-world scenarios like building campaigns and analyzing performance. Design velocity improved. There\u2019s a greater sense of ownership, a shared vision of what we\u2019re building toward, and the UI is a breath of fresh air. It\u2019s a success all around.<\/p>\r\n<h3>Aurora Now and in the Future<\/h3>\r\n<p>Our first Aurora release was a big step in bringing our new design system to life. But this is just the beginning, and we\u2019re excited to bring our new design language to every part of Iterable in the future. As we roll it out to new pages, we\u2019re looking for opportunities to improve usability and add features that make it even easier for you to build great experiences for your users. We\u2019ve already begun beta testing our new Workflow Studio, and started design work on several other pages. We can\u2019t wait for you to see what\u2019s next!<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule an Iterable demo<\/a> today.<\/em><\/p>","post_title":"The Design Story Behind Aurora, Iterable\u2019s New User Experience","post_excerpt":"This was a rewarding endeavor that involved the development of a brand new design system, redefining the way we think about our UI. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-design-story-behind-aurora-iterables-new-user-experience","to_ping":"","pinged":"","post_modified":"2021-10-27 09:25:22","post_modified_gmt":"2021-10-27 16:25:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=95128","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/10\/102621_Design-Story-Behind-Aurora_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Aurora Design Systems\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/102621_Design-Story-Behind-Aurora_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/102621_Design-Story-Behind-Aurora_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/102621_Design-Story-Behind-Aurora_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-design-story-behind-aurora-iterables-new-user-experience\/"},{"ID":94486,"post_author":"79","post_date":"2021-10-26 11:40:49","post_date_gmt":"2021-10-26 18:40:49","post_content":"<p>Sigh...they\u2019re gone. The customer that once was so engaged and eager to open every one of your emails has left your latest ones untouched, gathering dust in their inbox. Maybe one more email will get them back? Nope\u2014still unopened. Should you give up? Call it quits?<\/p>\r\n<p>Before you hang a plaque above your desk that reads \u201cDon\u2019t Cry Because It\u2019s Over, Smile Because It Happened,\u201d there\u2019s one more tactic we recommend trying: the winback campaign. Winning back a churned customer, however your brand defines churn, isn\u2019t always easy, but with the right strategy in place, you can bring your once-loyal customers back into the fold.<\/p>\r\n<p>Our latest ebook, <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\"><em>Please Don\u2019t Go: Building an Effective Winback Campaign<\/em>,<\/a>\u00a0will guide you through the process of defining churn, knowing when to implement your campaign, and questions to ask yourself as you build it.<\/p>\r\n<p>Below is a quick preview of the content we share in the ebook.<\/p>\r\n<h3>What is a Winback Campaign?<\/h3>\r\n<p>It\u2019s important to distinguish between winback and re-engagement. Re-engagement campaigns often focus on one marketing channel while winback campaigns focus on the customer-brand relationship as a whole.<\/p>\r\n<p>Winback campaigns are built around a customer\u2019s entire relationship with your brand, across all channels, to provide a seamless experience and build loyalty in the hopes of increasing customer lifetime value (LTV).<\/p>\r\n<h4>Make It Personal<\/h4>\r\n<p>As the proponents of personalization, it\u2019s no surprise that we\u2019re recommending a personal touch be added to your winback campaigns. Think about it, if someone ghosts and you\u2019re trying to win them back, what would grab their attention more, a text that just says \u201cHey\u201d or a text with their name in it?<\/p>\r\n<p>No one, including your customers, wants to feel like one in a sea of many. Customers want to feel like the only one on your subscriber list, getting unique, customized content delivered directly to them. The ability to customize content relies on the right technology for collecting customer data. When you have a customer who has been loyal and since churned, you likely have a mountain of information about that customer that can be utilized in your winback campaigns.<\/p>\r\n<p>As you build your winback campaign, you\u2019ll need to ask yourself some questions to make sure you\u2019re reaching the right customers and personalizing your campaigns to fit their needs.<\/p>\r\n<h3>Five Steps to Campaign Success<\/h3>\r\n<p>In the ebook we highlight five important steps for building a winback campaign.<\/p>\r\n<p>These five steps are:<\/p>\r\n<ul>\r\n\t<li>Defining Churn<\/li>\r\n\t<li>Looking at a Churned Customer\u2019s Past Behavior<\/li>\r\n\t<li>Looking at a Churned Customer\u2019s Current Behavior<\/li>\r\n\t<li>Segmenting Churned Customers<\/li>\r\n\t<li>Developing Cross-Channel Communications for Segments<\/li>\r\n<\/ul>\r\n<p>Within each of these steps there are questions for you to consider. For example, in the first step, \u201cWhat action, or inaction, defines churn?\u201d These questions will make sure your entire team is aligned from the beginning of the campaign creation.<\/p>\r\n<p>Our goal is to equip you and your team with the right tools and resources to develop a campaign that delights even the ghostiest of ghosts.<\/p>\r\n<p><em>For the full list of guiding questions and a more in depth look at winback campaigns, and examples from top brands, <a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\">download the ebook<\/a>.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-95041\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/WINBACK_Blog-Ftr-768x165-1.png\" alt=\"Download the Ebook\" width=\"769\" height=\"166\" \/><\/a><\/p>","post_title":"How to Build an Effective Winback Campaign","post_excerpt":"This ebook guides you through the process of building and implementing your winback campaign, with questions to ask yourself along the way.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-build-an-effective-winback-campaign","to_ping":"","pinged":"","post_modified":"2021-10-26 11:40:49","post_modified_gmt":"2021-10-26 18:40:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=94486","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/10\/WINBACK_Blog-Hdr-768x512-.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"winback campaign header\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/WINBACK_Blog-Hdr-768x512-.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/WINBACK_Blog-Hdr-768x512--300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/WINBACK_Blog-Hdr-768x512--600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-build-an-effective-winback-campaign\/"},{"ID":93169,"post_author":"97","post_date":"2021-10-26 08:56:57","post_date_gmt":"2021-10-26 15:56:57","post_content":"<div class=\"stk-post stk-layout_12col_34461 stk-theme_43800 wp-exclude-emoji\" data-ui-id=\"post\" data-reset-type=\"class\" data-editor-version=\"3.1.3\" 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data-layout-type=\"limited\" data-stk-css=\"stkHRTBW\"><div class=\"stk-layout__overhangs_both stk-grid valign-middle\" data-ce-tag=\"grid\" data-stk-css=\"stkV3Myt\"><div data-col-width=\"8\" class=\"stk-grid-col valign-top\" data-ce-tag=\"grid-col\"><div class=\"stk-grid valign-top\" data-stk-css=\"stkoxbgv\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last valign-top\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><div class=\"stk-theme_43800__mb_15 stk-grid stk-grid__layout_columns\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"stkAZwyB\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-grid stk-theme_43800__mb_05\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__mb_05 stk-reset stk-theme_43800__style_font_style-1625570961380 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Mobile Marketing<\/p><p class=\"stk-theme_43800__style_accented_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">A Current and Future Outlook<\/p><\/div><\/div><\/div><\/div><\/div><\/div><figure class=\"stk-theme_43800__mb_2 stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_divider.png\" data-image-id=\"125042\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_divider.png 621w, https:\/\/img.setka.io\/HpDXfIBWnwRGldeY8O1pVS5czHiU2uH-REunIOLJPEo\/w:500\/q:88\/plain\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_divider.png 500w\" data-image-name=\"MM_DIVIDER.png\" width=\"621\" height=\"6\" class=\"stk-image stk-reset wp-image-125042\"><\/div><\/figure><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-1-1.png\" data-image-id=\"93858\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-1-1.png 67w\" data-image-name=\"MM_SECTION-ICON-1.png\" width=\"67\" height=\"25\" class=\"stk-image stk-reset wp-image-93858\"><\/div><\/figure><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><h3 class=\"stk-reset stk-theme_43800__style_medium_header wp-exclude-emoji\" data-ce-tag=\"paragraph\">What Consumers See<\/h3><p class=\"stk-reset stk-theme_43800__style_accented_text wp-exclude-emoji\" data-ce-tag=\"paragraph\">A common refrain in marketing these days is connection. Specifically, it\u2019s about building a connection with your audience. With that in mind, let\u2019s try something different.&nbsp;<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">I am your writer for the day. I am 32 years old. I live in the Bay Area. I enjoy photography, fitness, cooking, and a mezcal cocktail. I also lead a relatively routine lifestyle. Like (presumably) most of you, the majority of my week is spent at a computer or on my phone. <\/p><\/div><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">My mornings usually start roughly the same. The notifications I received throughout the night are the first things grabbing my attention. I like to consider myself a loyal friend so I have purchased some stocks in brands where my friends work. <a class=\"stk-reset\" data-gtm-vis-has-fired-10171822_255=\"1\" href=\"https:\/\/robinhood.com\/\" rel=\"noopener\" target=\"_blank\">Robinhood<\/a>, an investment management app, makes sure to let me know which ones have moved each morning through a few push notifications.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Since I love fitness, I have a <a href=\"https:\/\/www.whoop.com\/\" target=\"_blank\" class=\"stk-reset\" rel=\"noopener\">Whoop<\/a> wristband that has left a stark tan line from months of <em class=\"stk-reset\">almost<\/em> never leaving my left wrist. When I\u2019m fully awake, a push comes from them as well, letting me know my sleep data has been calculated. From the notification, they send me directly into the app, so I check out if my tiredness matches the data. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Spoiler alert: data has shown me tiredness is often more mental than physical.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">While in the app, I complete my journal about the previous day\u2019s events. Did I stretch? I\u2019ll say five minutes, but it\u2019s usually closer to three. Did I avoid processed foods? We all have our vices, Whoop. Thank you very much. <\/p><\/div><\/div><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\" data-stk-css=\"\" data-stk-css-m=\"\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col valign-bottom stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-stk-css=\"stkVsWxJ\" data-anim-zoom=\"100\" data-anim-shift=\"30\" data-anim-rotation=\"0\" data-anim-opacity=\"100\" data-anim-direction=\"top\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"NwaWi\" data-anim-m=\"true\" data-anim=\"true\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/mm_user-profile_OneLoop-1.gif\" data-image-id=\"93468\" data-image-name=\"mm_user-profile_OneLoop.gif\" width=\"198\" height=\"385\" class=\"stk-image stk-reset wp-image-93468\"><\/div><\/figure><\/div><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\" id=\"stk-1\"><div data-col-width=\"8\" class=\"stk-grid-col align-left\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">From there, my notification center is usually full of a few other notifications. The list often includes an ESPN alert, an <a href=\"https:\/\/offerup.com\/\" target=\"_blank\" class=\"stk-reset\" rel=\"noopener\">OfferUp<\/a> promotion letting me know what people are selling in my area, and a litany of Gmail and Slack app notifications giving me previews into my emails and messages.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">All of this happens before I even leave my bed, let alone open my computer to start working. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Throughout the day, more of my most trusted brands find their way to my phone. Instagram sends me some reminders. Sometimes, Google Photos makes sure I wax nostalgic about the traveling I did before the pandemic hit. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Each day between 12:05pm and 12:15pm, <a href=\"https:\/\/coffeemeetsbagel.com\/\" target=\"_blank\" class=\"stk-reset\" data-gtm-vis-has-fired-10171822_255=\"1\" rel=\"noopener\">Coffee Meets Bagel<\/a>, a dating app, serves up a new list of potential matches. These ones are often pun-filled\u2014a welcome change from the other brands with more by-the-numbers tones. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Some weeks, I\u2019ll receive SMS messages confirming appointments. Other days, <a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" class=\"stk-reset\" rel=\"noopener\">Doordash<\/a> is sending me a variety of emails and push notifications about my lunch\/dinner\/processed-food laden snack. (Sorry, Whoop.)<\/p><p class=\" stk-theme_43800__mb_0 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Come the end of the work day it\u2019s time to workout. Whoop again makes an appearance tracking my strain and letting me know when I\u2019ve hit my daily target. It\u2019s the little wins that count and that\u2019s one of my favorite messages. Later, they tell me how much sleep I need. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Everything you just read is true and you probably have come to one conclusion: I\u2019m on my phone a lot.<\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\" data-stk-css=\"\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"align-center stk-grid-col stk-grid-col_last valign-middle\" data-stk-css-m=\"stkC11-F\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_WORKFLOW.png\" data-image-id=\"93844\" data-image-name=\"MM_WORKFLOW.png\" class=\"stk-image stk-reset wp-image-93844\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_WORKFLOW-140x300.png 140w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_WORKFLOW.png 225w\" width=\"225\" height=\"481\"><\/div><\/figure><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_3\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">This is a judgment-free zone, but I\u2019m on it more than four hours a day. In a recent survey Iterable conducted of 1100+ consumers, 63% of people are in the same boat as me, using their phone for more than four hours a day. And these four hours aren\u2019t consecutive, either; they\u2019re spread out through all hours of the day. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Above, I named about 10 different apps that reach out to me on an almost daily basis. And there are more I could\u2019ve included. Over half (52%) of those surveyed are in the 4-6 apps per day range. I didn\u2019t even include my text messaging apps like iMessage and WhatsApp. <\/p><p class=\" stk-theme_43800__mb_0 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">When it comes down to it, my time is spent on my phone, in apps. <\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-stk-css=\"stk5QV_j\" data-anim-zoom=\"100\" data-anim-shift=\"70\" data-anim-rotation=\"0\" data-anim-opacity=\"100\" data-anim-direction=\"left\" data-anim-duration=\"0.5000000000000001\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"meMXW\" data-anim-m=\"true\" data-anim=\"true\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/mm-63-1_OneLoop-1.gif\" data-image-id=\"93474\" data-image-name=\"mm-63-1_OneLoop.gif\" width=\"161\" height=\"220\" class=\"stk-image stk-reset wp-image-93474\"><\/div><\/figure><\/div><\/div><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\" id=\"stk-2\"><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-12.png\" data-image-id=\"93925\" data-image-name=\"MM_SECTION-ICON-12.png\" class=\"stk-image stk-reset wp-image-93925\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-12.png 66w\" width=\"66\" height=\"39\"><\/div><\/figure><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"6\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-theme_43800__mb_2-m stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><h3 class=\"stk-theme_43800__style_medium_header stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">My Mobile, Your Mobile, The Consumer's Mobile<\/h3><p class=\"stk-reset stk-theme_43800__style_accented_text wp-exclude-emoji\" data-ce-tag=\"paragraph\">So why did I just give you a glimpse into my life? It\u2019s not because I don\u2019t have a journal and found an outlet here.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">No, it\u2019s because mobile is a deeply personal platform. The way I use my phone is drastically different from the way even my best friends use their phones, and we have a lot in common. Imagine how differently my parents use their phones! My colleagues!&nbsp;<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Think about how differently you use your phone. Do we have any apps in common? I\u2019m willing to bet not many, and I listed some very popular apps.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Mobile\u2014and specifically mobile marketing\u2014is a window into someone\u2019s personal life, into what they deem important. <\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_3\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">It\u2019s high engagement, meaning high quality matters. Most consumers (61%) say a great mobile experience positively shifts their perception of a brand. When I say a push notification confirming the intensity of my workout means a lot to me, it means <em class=\"stk-reset\">a lot<\/em>. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">In using 4-6 apps per day, consumers are expressing their brand loyalty to good experiences. Value driven is trust earned and trust earned is loyalty. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Mobile as a platform for a good customer experience is one that taps into the personal. It\u2019s one that is contextualized to a consumer\u2019s interests and how they connect with your brand. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Whoop works with me to achieve my goals. DoorDash keeps me informed of new restaurants in my area to miss those goals. And Coffee Meets Bagel is reminding me why I set those goals in the first place. It\u2019s an ecosystem built by me and tailored by the brands with which I engage.<\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stkvbkg4\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-fadeIn\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/mm_40sms-46push_OneLoop.gif\" data-image-id=\"93524\" data-image-name=\"mm_40sms-46push_OneLoop.gif\" width=\"265\" height=\"213\" class=\"stk-image stk-reset wp-image-93524\"><\/div><\/figure><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-grid stk-theme_43800__mb_15-m stk-theme_43800__mb_15\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-grid stk-theme_43800__mb_0\" data-ce-tag=\"grid\"><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-theme_43800__mb_2 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-11.png\" data-image-id=\"93924\" data-image-name=\"MM_SECTION-ICON-11.png\" class=\"stk-image stk-reset wp-image-93924\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-11.png 53w\" width=\"53\" height=\"25\"><\/div><\/figure><\/div><\/div><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><\/div><div data-col-width=\"4\" class=\"stk-theme_43800__pad_hor_1 stk-grid-col stk-theme_43800__pad_round_1-m stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-theme_43800__mb_2 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><h3 class=\"stk-theme_43800__style_medium_header stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">The Mobile Ecosystem<\/h3><p class=\"stk-reset stk-theme_43800__style_accented_text wp-exclude-emoji\" data-ce-tag=\"paragraph\">It\u2019s also an ecosystem that is shockingly fragile, with changes happening swiftly and without remorse.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Mobile is synonymous with immediacy and, in that moment, a consumer\u2019s sentiment towards your brand can be made or broken. A delayed, irrelevant message breaks the seamlessness of your brand\u2019s experience like an invasive species disrupts an ecosystem.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">The dominos can keep falling if you\u2019re not careful.<\/p><p class=\" stk-theme_43800__mb_2 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Going back to my Whoop example. A few weeks ago, I noticed a few days of data missing. Not a great experience, but I reached out to the team through the app and was met with immediate remedies for the problem and check-ins after-the-fact. What could\u2019ve been an experience-ruining event became an experience highlight\u2014and one that has since been carried through email, push notifications, and more to keep the positive sentiment. <br><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-layout__overhangs_both stk-grid valign-middle stk-theme_43800__mb_2-m stk-theme_43800__mb_2\" data-ce-tag=\"grid\"><div data-col-width=\"2\" class=\"stk-grid-col valign-top\" data-ce-tag=\"grid-col\" data-stk-css=\"\" data-stk-css-m=\"\"><figure class=\"stk-reset stk-image-figure stk-mobile-hidden\" data-ce-tag=\"image-figure\" data-stk-css=\"stkaCtRq\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-fadeInLeft\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/FORRESTER-D.png\" data-image-id=\"94016\" data-image-name=\"FORRESTER-D.png\" class=\"stk-image stk-reset wp-image-94016\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/FORRESTER-D.png 219w\" width=\"219\" height=\"201\"><\/div><\/figure><figure class=\"stk-desktop-hidden stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/forrester-MOBILE.png\" data-image-id=\"94022\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/forrester-MOBILE.png 158w\" data-image-name=\"forrester-MOBILE.png\" width=\"158\" height=\"131\" class=\"stk-image stk-reset wp-image-94022\"><\/div><\/figure><\/div><div data-col-width=\"10\" class=\"valign-top stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-grid stk-theme_43800__mb_0\" data-ce-tag=\"grid\"><div data-col-width=\"5\" class=\"valign-top stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_05 stk-reset stk-image-figure stk-mobile-hidden\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/icon-quote-green-1.png\" data-image-id=\"124847\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/icon-quote-green-1.png 25w\" data-image-name=\"icon-quote-green.png\" width=\"25\" height=\"25\" class=\"stk-image stk-reset wp-image-124847\"><\/div><\/figure><p class=\"stk-reset stk-theme_43800__mb_05 stk-theme_43800__style_small_text wp-exclude-emoji\" data-ce-tag=\"paragraph\">Mobile will emerge as the central choreographer in this broader, connected ecosystem.&nbsp;<\/p><p class=\"stk-reset stk-theme_43800__style_small_text stk-theme_43800__mb_0 stk-theme_43800__color_43800_custom_color_6 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\"> Forrester<\/strong><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><\/div><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">It\u2019s important to embrace the ecosystem that mobile marketing encapsulates\u2014lean into the good and be cognizant of the pitfalls. By this, I mean a few things. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">First, understand how your brand fits into the consumer\u2019s life. What value does your product or service provide, and through which channels\u2014email, SMS, push, in-app, etc.\u2014does it make the most sense to reach consumers?<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Whoop knows that I categorize my workouts frequently as CrossFit, so they\u2019ve begun sending me information about how CrossFit athletes use the app. Apart from the jokes about how to spot a CrossFitter\u2014they\u2019ll tell you first\u2014this is a great example of a brand paying attention to behavior and driving value with content. We\u2019ll talk more about this below. <\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\" data-stk-css=\"\" data-stk-css-m=\"\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Second, when you find your fit, how do you drive that value in each moment with your audience? How do you maintain a consistent, real-time connection with your customers in a meaningful way?<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">When I order food, it\u2019s the only thing I think about so I appreciate that throughout the whole process DoorDash is sending updates. The most useful one is the confirmation that a restaurant has received an order. I\u2019ve ordered food through other delivery apps and not known for 30 minutes that the restaurant was actually closed. It\u2019s a small addition to the experience, but it can be a real time-saving game-changer. We\u2019ll talk more about real-time value later. <\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-theme_43800__mb_2 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">And lastly, how do you bring that fit and immediacy into play through personalization, technological connectivity, and emotion? When I receive mobile messages\u2014even as a marketer scrutinizing every message\u2014my eyes glaze over when the message is impersonal, so I\u2019ll walk you through some ways to connect with your audience. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">I think a lot of you will think of SMS for this one\u2014a wide range of ALL CAPS promo codes mixed with lowercase restrictions and Y or STOP responses. SMS doesn\u2019t have to be that way and can actually be a highly valuable channel for connecting with your audience. It starts with your tech stack and comes together with your empathy. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">These three pillars\/elements\/keys\/insert benchmark-term-here are how you can make sure the mobile ecosystem of your brand is one viewed as worth inhabiting. Let\u2019s take a look at how you can find your fit, win each moment, and prioritize connections. And an example of each. <\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stkVmyrr\" data-anim-zoom=\"100\" data-anim-shift=\"50\" data-anim-rotation=\"0\" data-anim-opacity=\"100\" data-anim-direction=\"left\" data-anim-duration=\"0.5000000000000001\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"uSXYq\" data-anim-m=\"true\" data-anim=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/mm_50_OneLoop-1.gif\" data-image-id=\"93480\" data-image-name=\"mm_50_OneLoop.gif\" width=\"153\" height=\"193\" class=\"stk-image stk-reset wp-image-93480\"><\/div><\/figure><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stkjogHJ\" data-anim-zoom=\"100\" data-anim-shift=\"50\" data-anim-rotation=\"0\" data-anim-opacity=\"100\" data-anim-direction=\"left\" data-anim-duration=\"0.5000000000000001\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"Ngcao\" data-anim-m=\"true\" data-anim=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/34_OneLoop-1.gif\" data-image-id=\"93486\" data-image-name=\"34_OneLoop.gif\" width=\"153\" height=\"225\" class=\"stk-image stk-reset wp-image-93486\"><\/div><\/figure><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_3\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure stk-mobile-hidden\" data-ce-tag=\"image-figure\" data-stk-css=\"stkJnbF4\" data-stk-css-m=\"stkAKKjA\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-fadeInLeft\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/lisamartin.png\" data-image-id=\"124854\" data-image-name=\"lisamartin.png\" class=\"stk-image stk-reset wp-image-124854\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/lisamartin.png 219w\" width=\"219\" height=\"201\"><\/div><\/figure><figure class=\"stk-desktop-hidden stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/lisamartin-MOBILE-2.png\" data-image-id=\"93979\" data-image-name=\"lisamartin-MOBILE.png\" class=\"stk-image stk-reset wp-image-93979\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/lisamartin-MOBILE-2.png 158w\" width=\"158\" height=\"131\"><\/div><\/figure><\/div><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css-m=\"stksj_DQ\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_05 stk-reset stk-image-figure stk-mobile-hidden\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/icon-quote-red.png\" data-image-id=\"93955\" data-image-name=\"icon-quote-red.png\" class=\"stk-image stk-reset wp-image-93955\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/icon-quote-red.png 25w\" width=\"25\" height=\"25\"><\/div><\/figure><p class=\"stk-theme_43800__mb_05 stk-theme_43800__style_small_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">As consumers, we\u2019ve always treated our phone lock screens as highly-personal real estate. Until recently we operated in an opt-out world, relying on ad blockers and spam folders. We\u2019re shifting to a world where the most relevant digital touchpoints are opt-in. As businesses, that means we have to provide a clear value with every communication \u2014especially if we want to reach that lock screen.<\/p><p class=\"stk-theme_43800__style_small_text stk-theme_43800__mb_0 stk-reset stk-theme_43800__color_43800_custom_color_2 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Lisa Martin<\/strong><\/p><p class=\"stk-theme_43800__style_small_text stk-reset stk-theme_43800__color_43800_custom_color_2 wp-exclude-emoji\" data-ce-tag=\"paragraph\">VP of ISV Sales, Twilio<\/p><\/div><\/div><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-grid stk-theme_43800__mb_15-m stk-theme_43800__mb_15\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-grid stk-theme_43800__mb_0\" data-ce-tag=\"grid\"><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-theme_43800__mb_2 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-13.png\" data-image-id=\"93936\" data-image-name=\"MM_SECTION-ICON-13.png\" class=\"stk-image stk-reset wp-image-93936\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-13.png 39w\" width=\"39\" height=\"38\"><\/div><\/figure><\/div><\/div><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><\/div><div data-col-width=\"4\" class=\"stk-theme_43800__pad_hor_1 stk-grid-col stk-theme_43800__pad_round_1-m stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><h3 class=\"stk-reset stk-theme_43800__style_medium_header wp-exclude-emoji\" data-ce-tag=\"paragraph\">Find Your Fit<\/h3><p class=\"stk-theme_43800__style_accented_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">There\u2019s a quote floating around the interwebs that I\u2019ve seen attributed to a few people, but the sentiment is really what matters: If your presence doesn\u2019t add value, your absence won\u2019t make a difference.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Brutal, but effective and extremely accurate when it comes to mobile marketing.<\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-theme_43800__mb_2 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Consumers are <em class=\"stk-reset\">flying<\/em> through apps at an incredible rate. If yours isn\u2019t adding value, a consumer\u2019s life won\u2019t be impacted one way or the other when they delete the app. Whether you\u2019ve built your app already or are in the process of development, you have to understand your role in the consumer\u2019s life. <\/p><p class=\"stk-reset stk-theme_43800__mb_2 wp-exclude-emoji\" data-ce-tag=\"paragraph\">This understanding, however, doesn\u2019t come from looking at mobile activity and behaviors in a silo. You likely have a rich history of data from email analytics, desktop behavior, in-store insights, and more. The channels are seemingly endless, but the insights to glean from each matter in how you approach something like mobile marketing. <\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stk1rRm7\" data-anim-zoom=\"100\" data-anim-shift=\"50\" data-anim-rotation=\"0\" data-anim-opacity=\"100\" data-anim-direction=\"left\" data-anim-duration=\"0.5000000000000001\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"lYrnB\" data-anim-m=\"true\" data-anim=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/mm_77-1_OneLoop-1.gif\" data-image-id=\"93492\" data-image-name=\"mm_77-1_OneLoop.gif\" width=\"153\" height=\"225\" class=\"stk-image stk-reset wp-image-93492\"><\/div><\/figure><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_2\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col align-left\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure stk-mobile-hidden\" data-ce-tag=\"image-figure\" data-stk-css=\"stkLSfv5\" data-stk-css-m=\"stkY_61L\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-fadeInLeft\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/andycarvell.png\" data-image-id=\"94028\" data-image-name=\"andycarvell.png\" class=\"stk-image stk-reset wp-image-94028\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/andycarvell.png 219w\" width=\"219\" height=\"201\"><\/div><\/figure><figure class=\"stk-desktop-hidden stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/andycarvell-MOBILE.png\" data-image-id=\"94034\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/andycarvell-MOBILE.png 158w\" data-image-name=\"andycarvell-MOBILE.jpeg\" width=\"158\" height=\"131\" class=\"stk-image stk-reset wp-image-94034\"><\/div><\/figure><\/div><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css-m=\"stksj_DQ\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_05 stk-reset stk-image-figure stk-mobile-hidden\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/icon-quote-blue.png\" data-image-id=\"124975\" data-image-name=\"icon-quote-blue.png\" class=\"stk-image stk-reset wp-image-124975\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/icon-quote-blue.png 25w\" width=\"25\" height=\"25\"><\/div><\/figure><p class=\"stk-theme_43800__mb_05 stk-theme_43800__style_small_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Just as highly-relevant, well-timed, targeted communications have the potential to delight users, a poorly-targeted, irrelevant message sent via the wrong channel or at the wrong time may result in user opt-out from the messaging channel, or\u2014worse\u2014the user may uninstall the app altogether.<\/p><p class=\"stk-theme_43800__mb_05 stk-theme_43800__style_small_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Winning brands know the importance of maintaining a strong relationship with their users, based on a mutual exchange of value. These brands work tirelessly to develop and maintain good opt-in rates for push and email in particular, since they understand the importance of these channels.<\/p><p class=\"stk-theme_43800__mb_05 stk-theme_43800__style_small_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">These brands view lifecycle communications as an ongoing process that is never finished. They constantly strive to increase the level of personalization and immediacy of CRM messages and ensure maximum alignment with their users\u2019 needs and expectations.<\/p><p class=\"stk-theme_43800__mb_0 stk-reset stk-theme_43800__color_43800_custom_color_0 stk-theme_43800__style_small_text wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Andy Carvell<\/strong><\/p><p class=\"stk-reset stk-theme_43800__color_43800_custom_color_0 stk-theme_43800__style_small_text wp-exclude-emoji\" data-ce-tag=\"paragraph\">Partner, Phiture Mobile Growth Consultancy<\/p><\/div><\/div><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-theme_43800__mb_05 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"12\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">When finding your fit, ask yourself these questions:<\/p><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_2 stk-mobile-hidden\" data-ce-tag=\"grid\"><div data-col-width=\"12\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><div class=\"valign-middle stk-theme_43800__mb_05 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col align-right valign-top\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_05 stk-reset stk-image-figure\" data-stk-css=\"stkzv3NT\" data-ce-tag=\"image-figure\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-fadeInLeft\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png\" data-image-id=\"125006\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png 16w\" data-image-name=\"MM_BULLET-BLUE.png\" width=\"16\" height=\"16\" class=\"stk-image stk-reset wp-image-125006\"><\/div><\/figure><\/div><div data-col-width=\"7\" class=\"stk-grid-col valign-middle align-right stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__mb_05 align-left stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">How <strong class=\"stk-reset\">personal<\/strong> is our relationship with our customers across channels?<\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"valign-middle stk-theme_43800__mb_05 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col align-right valign-top\" data-stk-css=\"stktnjYY\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_05 stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stkSOCpN\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-fadeInLeft\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png\" data-image-id=\"125006\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png 16w\" data-image-name=\"MM_BULLET-BLUE.png\" width=\"16\" height=\"16\" class=\"stk-image stk-reset wp-image-125006\"><\/div><\/figure><\/div><div data-col-width=\"7\" class=\"stk-grid-col valign-middle align-right stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset align-left wp-exclude-emoji\" data-ce-tag=\"paragraph\">What type of relationship do we <strong class=\"stk-reset\">want to have <\/strong>with our customers?<\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"valign-middle stk-theme_43800__mb_05 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col align-right valign-top\" data-stk-css=\"stkKzGX0\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_05 stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stkd-X7d\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-fadeInLeft\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png\" data-image-id=\"125006\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png 16w\" data-image-name=\"MM_BULLET-BLUE.png\" width=\"16\" height=\"16\" class=\"stk-image stk-reset wp-image-125006\"><\/div><\/figure><\/div><div data-col-width=\"7\" class=\"stk-grid-col valign-middle align-right stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__mb_05 align-left stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">What type of relationship do our customers<strong class=\"stk-reset\"> want, need, and expect<\/strong> <strong class=\"stk-reset\">from us<\/strong>?<\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"valign-middle stk-theme_43800__mb_0 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col align-right valign-top\" data-stk-css=\"stksR9gj\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stktb6SB\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-fadeInLeft\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png\" data-image-id=\"125006\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png 16w\" data-image-name=\"MM_BULLET-BLUE.png\" width=\"16\" height=\"16\" class=\"stk-image stk-reset wp-image-125006\"><\/div><\/figure><\/div><div data-col-width=\"7\" class=\"stk-grid-col valign-middle align-right stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"align-left stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">And what will it take <strong class=\"stk-reset\">to deliver<\/strong> that relationship?<\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_2 stk-desktop-hidden\" data-ce-tag=\"grid\"><div data-col-width=\"12\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><div class=\"valign-middle stk-theme_43800__mb_05 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col valign-top align-left\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_05 stk-reset stk-image-figure stk-desktop-hidden\" data-stk-css=\"stkT945f\" data-ce-tag=\"image-figure\" data-anim-m=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png\" data-image-id=\"125006\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png 16w\" data-image-name=\"MM_BULLET-BLUE.png\" width=\"16\" height=\"16\" class=\"stk-image stk-reset wp-image-125006\"><\/div><\/figure><\/div><div data-col-width=\"11\" class=\"stk-grid-col valign-middle align-right stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__mb_05 align-left stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">How <strong class=\"stk-reset\">personal<\/strong> is our relationship with our customers across channels?<\/p><\/div><\/div><div class=\"valign-middle stk-theme_43800__mb_05 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col valign-top align-left\" data-stk-css=\"stkP6WHE\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_05 stk-reset stk-image-figure stk-desktop-hidden\" data-ce-tag=\"image-figure\" data-anim-m=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png\" data-image-id=\"125006\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png 16w\" data-image-name=\"MM_BULLET-BLUE.png\" width=\"16\" height=\"16\" class=\"stk-image stk-reset wp-image-125006\"><\/div><\/figure><\/div><div data-col-width=\"11\" class=\"stk-grid-col valign-middle align-right stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset align-left wp-exclude-emoji\" data-ce-tag=\"paragraph\">What type of relationship do we <strong class=\"stk-reset\">want to have <\/strong>with our customers?<\/p><\/div><\/div><div class=\"valign-middle stk-theme_43800__mb_05 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col valign-top align-left\" data-stk-css=\"stk_2aK6\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_05 stk-reset stk-image-figure stk-desktop-hidden\" data-ce-tag=\"image-figure\" data-anim-m=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png\" data-image-id=\"125006\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png 16w\" data-image-name=\"MM_BULLET-BLUE.png\" width=\"16\" height=\"16\" class=\"stk-image stk-reset wp-image-125006\"><\/div><\/figure><\/div><div data-col-width=\"11\" class=\"stk-grid-col valign-middle align-right stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__mb_05 align-left stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">What type of relationship do our customers<strong class=\"stk-reset\"> want, need, and expect<\/strong> <strong class=\"stk-reset\">from us<\/strong>?<\/p><\/div><\/div><div class=\"valign-middle stk-theme_43800__mb_0 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col valign-top align-left\" data-stk-css=\"stkkJNjy\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure stk-desktop-hidden\" data-ce-tag=\"image-figure\" data-anim-m=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png\" data-image-id=\"125006\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm_bullet-blue.png 16w\" data-image-name=\"MM_BULLET-BLUE.png\" width=\"16\" height=\"16\" class=\"stk-image stk-reset wp-image-125006\"><\/div><\/figure><\/div><div data-col-width=\"11\" class=\"stk-grid-col valign-middle align-right stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"align-left stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">And what will it take <strong class=\"stk-reset\">to deliver<\/strong> that relationship?<\/p><\/div><\/div><\/div><\/div><div class=\"stk-theme_43800__mb_2 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"12\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_PYRAMID.png\" data-image-id=\"94040\" data-image-name=\"MM_PYRAMID.png\" class=\"stk-image stk-reset wp-image-94040\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_PYRAMID-300x198.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_PYRAMID-1024x677.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_PYRAMID.png 1171w\" width=\"1171\" height=\"774\"><\/div><\/figure><\/div><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Like any relationship, it starts with looking introspectively to understand what value you can deliver to make sure that your presence makes a difference.<\/p><h4 class=\"stk-reset stk-theme_43800__style_small_header stk-theme_43800__color_43800_custom_color_4 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Getting Started with Iterable<\/h4><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Questions are great, but answers are pretty nice too, right? Here\u2019s how you can start finding that right fit to set yourself up to deliver that relationship.<\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-grid valign-middle stk-theme_43800__mb_2-m stk-theme_43800__mb_4\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col valign-top stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Iterable\u2014and our extensive partner ecosystem\u2014is here to help. <\/p><div class=\"stk-grid stk-theme_43800__mb_05\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-theme_43800__pad_ver_05 valign-top\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__style_font_style-1624980931219 stk-theme_43800__mb_05 stk-reset stk-theme_43800__color_43800_custom_color_4 wp-exclude-emoji\" data-ce-tag=\"paragraph\">1<\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" class=\"stk-reset\" rel=\"noopener\"><strong class=\"stk-reset\">Workflow Studio<\/strong><\/a><strong class=\"stk-reset\">:<\/strong> No stone goes unturned in Workflow Studio. You can make sure that your whole lifecycle is planned down to the smallest detail. You can jump from email to SMS to push and back easily so your users never miss a thing.<\/p><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_05\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-theme_43800__pad_ver_05 valign-top\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__style_font_style-1624980931219 stk-theme_43800__mb_05 stk-reset stk-theme_43800__color_43800_custom_color_0 wp-exclude-emoji\" data-ce-tag=\"paragraph\">2<\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><a href=\"https:\/\/iterable.com\/solutions\/mobile-marketing\/\" target=\"_blank\" class=\"stk-reset\" rel=\"noopener\"><strong class=\"stk-reset\">Native Mobile Capabilities<\/strong><\/a><strong class=\"stk-reset\">:<\/strong> \u201cThis is really cool, but I wish I could do\u2026\u201d Scrap this from your mobile marketing vocab with native capabilities across SMS, push, in-app, and mobile inbox to customize as you see fit, saving you time, resources, and headaches.<\/p><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_2\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-theme_43800__pad_ver_05 valign-top\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__style_font_style-1624980931219 stk-theme_43800__mb_05 stk-reset stk-theme_43800__color_43800_custom_color_2 wp-exclude-emoji\" data-ce-tag=\"paragraph\">3<\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-A-B-experiments-overview-\" target=\"_blank\" class=\"stk-reset\" rel=\"noopener\"><strong class=\"stk-reset\">Experiments<\/strong><\/a><strong class=\"stk-reset\">:<\/strong> You\u2019re great, but you\u2019re not perfect. Test, tune, and refine your messaging for maximum value easily in Iterable to find the secret sauce.<\/p><\/div><\/div><h4 class=\" stk-theme_43800__style_small_header stk-theme_43800__color_43800_custom_color_4 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Yeah, You Would Say That<\/h4><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Yes, yes, we would say that, and can you blame us? But since you\u2019re clearly skeptical, here\u2019s what <a href=\"https:\/\/www.stitcher.com\/\" target=\"_blank\" class=\"stk-reset\" rel=\"noopener\">Stitcher<\/a>, a leader in all things podcast, found when they took these principles and applied them. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">They were challenged with something I can comfortably say almost every mobile marketer faces: retaining first-time users of their app. The team looked at backend listening and app behavior data to identify \u201cat-risk\u201d churn windows and addressed these with more personalized push notifications. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Stitcher also leveraged the same data to strengthen onboarding campaigns, enhance reactivation workflows, and personalize re-engagement campaigns. Essentially, they built targeted content across the customer lifecycle\u2014the Holy Grail. <\/p><p class=\"stk-reset stk-theme_43800__mb_15 wp-exclude-emoji\" data-ce-tag=\"paragraph\">In doing so, Stitcher is ensuring listeners are getting access to podcasts they actually want to listen to. Consumer trust earned. Bottom-line value earned.&nbsp;<\/p><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stk6CyYT\" data-anim-zoom=\"100\" data-anim-shift=\"50\" data-anim-rotation=\"0\" data-anim-opacity=\"100\" data-anim-direction=\"right\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"VZDHp\" data-anim-m=\"true\" data-anim=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/mm_109_OneLoop.gif\" data-image-id=\"93538\" data-image-name=\"mm_109_OneLoop.gif\" width=\"364\" height=\"50\" class=\"stk-image stk-reset wp-image-93538\"><\/div><\/figure><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stkKlInF\" data-anim-zoom=\"100\" data-anim-shift=\"50\" data-anim-rotation=\"0\" data-anim-opacity=\"100\" data-anim-direction=\"right\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"jwGPM\" data-anim-m=\"true\" data-anim=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/mm_66_OneLoop.gif\" data-image-id=\"93539\" data-image-name=\"mm_66_OneLoop.gif\" width=\"323\" height=\"49\" class=\"stk-image stk-reset wp-image-93539\"><\/div><\/figure><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col valign-top stk-theme_43800__pad_ver_1-m stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"valign-bottom stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"5\" class=\"stk-grid-col valign-bottom stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-5.png\" data-image-id=\"93888\" data-image-name=\"MM_SECTION-ICON-5.png\" class=\"stk-image stk-reset wp-image-93888\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-5.png 53w\" width=\"53\" height=\"39\"><\/div><\/figure><\/div><div data-col-width=\"1\" class=\"stk-grid-col valign-bottom stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"valign-bottom stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"valign-bottom stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"4\" class=\"valign-bottom stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-theme_43800__mb_3 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><h3 class=\"stk-reset stk-theme_43800__style_medium_header wp-exclude-emoji\" data-ce-tag=\"paragraph\">Win The Moment<\/h3><p class=\"stk-theme_43800__style_accented_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Timing matters. In the grand scheme of things, the best relationships happen due to a confluence of events\u2014the most important of which is timing.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">For mobile marketers, the immediacy of mobile usage means getting that \u201cmeet-cute\u201d right, and sustaining the relationship for each and every moment from there on out, is paramount.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Ill-timed, off-base, or out-of-context messages can derail a developing experience faster than it takes you to set up that fateful SMS. That\u2019s why it\u2019s imperative that you understand the engagement timeline.<\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/mm_engagement-curve_OneLoop-1.gif\" data-image-id=\"93504\" data-image-name=\"mm_engagement-curve_OneLoop.gif\" width=\"1442\" height=\"585\" class=\"stk-image stk-reset wp-image-93504\"><\/div><\/figure><div class=\"stk-grid stk-layout__overhangs_both stk-theme_43800__mb_0\" data-ce-tag=\"grid\" data-stk-css=\"stk9WMKX\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last stk-theme_43800__pad_ver_1\" data-ce-tag=\"grid-col\"><p class=\" stk-theme_43800__color_43800_custom_color_6 stk-theme_43800__mb_05 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Opening<\/strong><\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">There\u2019s no opening with the close here. Your customers are neutral to positive about your brand at the start so keep your initial contacts fun, enjoyable, and welcoming. They\u2019re your valued guest. Pretend the Queen of England just signed up for your push. <\/p><p class=\" stk-theme_43800__mb_05 stk-reset stk-theme_43800__color_43800_custom_color_2 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Ascending<\/strong><\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Keep the good times rolling. If it ain\u2019t broke, don\u2019t fix it. Other clich\u00e9s. Engagement here comes from branching out to your cross-channel experience to make sure customers understand the breadth of how you can take care of them. <\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-grid stk-layout__overhangs_both\" data-ce-tag=\"grid\" data-stk-css=\"stkp7jko\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\" stk-theme_43800__mb_05 stk-reset stk-theme_43800__color_43800_custom_color_3 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Opportune<\/strong><\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">This is the most connected they will be with your brand. They\u2019re locked and loaded and ready for the best you\u2019ve got. Here, your goal is to remain connected with them as they are with your brand. In this stage, it\u2019s absolutely critical you pay attention to meaningful conversion signals like extensive browsing or cart abandonment. <\/p><p class=\" stk-theme_43800__mb_05 stk-reset stk-theme_43800__color_43800_custom_color_4 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Declining<\/strong><\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Ruts happen. It\u2019s only natural. At this stage, maybe the customer\u2019s interest is waning a bit. They\u2019re visiting less often and for shorter periods of time. Think: your visits to your parents (give them a call when you\u2019re done reading this). Much like in Opportune, here you should keep an eye on disengagement signals like interaction gaps and full dismissals of content. <\/p><p class=\" stk-theme_43800__mb_05 stk-reset stk-theme_43800__color_43800_custom_color_0 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Closing<\/strong><\/p><p class=\"stk-reset stk-theme_43800__mb_0 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Last, but certainly not least, we come to the close. Here, we\u2019re in full avoidance mode. Practicing our best Jasper, the not-so-friendly ghost impression. They\u2019ve put everything you own in a box to the left. Unsubscribes and opt-outs are imminent.<\/p><p class=\"stk-reset ce-element--empty stk-element_no-text wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_2\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">This timeline isn\u2019t necessarily new to marketers, but it\u2019s one that is extremely important to remember. Print it out and staple it to your wall because when you understand at the individual level which stage your customers are at, you can act immediately and win that ever-crucial moment.<\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-grid stk-theme_43800__mb_3\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col align-left\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure stk-mobile-hidden\" data-ce-tag=\"image-figure\" data-stk-css=\"stkvvt-J\" data-stk-css-m=\"stkapBII\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-fadeInLeft\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/LokeshBidhan-DESKTOP.png\" data-image-id=\"94046\" data-image-name=\"LokeshBidhan-DESKTOP.png\" class=\"stk-image stk-reset wp-image-94046\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/LokeshBidhan-DESKTOP.png 219w\" width=\"219\" height=\"201\"><\/div><\/figure><figure class=\"stk-desktop-hidden stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/LokeshBidhan-MOBILE.png\" data-image-id=\"94052\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/LokeshBidhan-MOBILE.png 158w\" data-image-name=\"LokeshBidhan-MOBILE.png\" width=\"158\" height=\"131\" class=\"stk-image stk-reset wp-image-94052\"><\/div><\/figure><\/div><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css-m=\"stksj_DQ\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_05 stk-reset stk-image-figure stk-mobile-hidden\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/_quote-circ-icon-purple-2.png\" data-image-id=\"125464\" data-image-name=\"_QUOTE-CIRC-ICON-PURPLE.png\" class=\"stk-image stk-reset wp-image-125464\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/_quote-circ-icon-purple-2.png 25w\" width=\"25\" height=\"25\"><\/div><\/figure><p class=\"stk-theme_43800__mb_05 stk-theme_43800__style_small_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Timing is crucial, and you need to meet your customer or prospect exactly where they are in order to optimize their experience. But how?<br><\/p><p class=\"stk-theme_43800__mb_05 stk-theme_43800__style_small_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Iterable and Adjust work together to optimize your mobile marketing. With a Mobile Measurement Partner like Adjust, you can find out to a high degree of accuracy where your users are located, how they discovered your app, how they use your app, how much you paid to acquire them, and much more.<\/p><p class=\"stk-theme_43800__mb_05 stk-theme_43800__style_small_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Data you receive through Adjust, such as attribution data for installs, in-app revenue data, and in-app events data, can be automatically sent to Iterable and linked to your data there. This gives you the insight to focus your efforts on the marketing efforts that are working, cut those that aren\u2019t, and tailor your engagement with customers and prospects to exactly where they are.<\/p><p class=\"stk-theme_43800__mb_05 stk-theme_43800__style_small_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">With the visibility and automation provided by Adjust and Iterable, you can win the moment for each customer\u2014over and over again.<\/p><p class=\"stk-theme_43800__mb_0 stk-reset stk-theme_43800__style_small_text stk-theme_43800__color_43800_custom_color_4 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Lokesh Bidhan<\/strong><\/p><p class=\"stk-reset stk-theme_43800__style_small_text stk-theme_43800__color_43800_custom_color_4 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Senior Director of Partnerships, Adjust<\/p><\/div><\/div><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\" id=\"stk-5\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\" data-stk-css=\"\" data-stk-css-m=\"\"><h4 class=\"stk-reset stk-theme_43800__style_small_header stk-theme_43800__color_43800_custom_color_4 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Getting Started with Iterable<\/h4><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Timing is everything when you\u2019re trying to win a series of important moments with hundreds\/ thousands\/ millions of customers every day.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Iterable takes some of that stress off your hands by making it easy to synthesize those moments that make a memorable customer experience.<\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-theme_43800__mb_2 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><div class=\"stk-theme_43800__mb_05 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-theme_43800__pad_ver_05\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__style_font_style-1624980931219 stk-theme_43800__mb_05 stk-theme_43800__color_43800_custom_color_0 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">1<\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Real-Time Data:<\/strong> Everybody loves attention; it\u2019s a matter of finding out which type they like. A real-time data environment lets you respond quickly with relevant content. Don\u2019t fall behind.<\/p><\/div><\/div><div class=\"stk-theme_43800__mb_05 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__style_font_style-1624980931219 stk-theme_43800__pad_ver_05 stk-theme_43800__mb_05 stk-theme_43800__color_43800_custom_color_4 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">2<\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\" data-gtm-vis-has-fired-10171822_255=\"1\">Scale with Dynamic Content:<\/strong> Not all data is useful, but that doesn't mean it should be ignored. Employ your whole data set for scalable, dynamic personalization\u2014no siloes, no irrelevant content.<\/p><\/div><\/div><div class=\"stk-theme_43800__mb_2 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-theme_43800__pad_ver_05\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__style_font_style-1624980931219 stk-theme_43800__color_43800_custom_color_6 stk-theme_43800__mb_05 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">3<\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\" data-gtm-vis-has-fired-10171822_255=\"1\">Flexibility:<\/strong> Things change, so Iterable's platform flexibility allows for the customer journey you envision\u2014no matter the circumstance.&nbsp;<\/p><\/div><\/div><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/mm_slide13_OneLoop.gif\" data-image-id=\"93551\" data-image-name=\"mm_slide13_OneLoop.gif\" width=\"165\" height=\"354\" class=\"stk-image stk-reset wp-image-93551\"><\/div><\/figure><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_3\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><h4 class=\"stk-theme_43800__style_small_header stk-theme_43800__color_43800_custom_color_4 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Yeah, You Would Say That<\/h4><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Take a seat. Let\u2019s grab a cup of coffee. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><a href=\"https:\/\/bluebottlecoffee.com\" target=\"_blank\" class=\"stk-reset\" data-gtm-vis-has-fired-10171822_255=\"1\" rel=\"noopener\">Blue Bottle Coffee <\/a>makes a mean cuppa, but their guest-centric experiences in store were anything but mean. As they expanded their stores, e-commerce, and mobile businesses, they wanted to make sure every customer got the VIP treatment regardless of where they interacted with Blue Bottle.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">With <a href=\"https:\/\/iterable.com\/form\/demo\/segment-integration\/\" target=\"_blank\" class=\"stk-reset\" data-gtm-vis-has-fired-10171822_255=\"1\" rel=\"noopener\">Iterable and Segment<\/a> at the heart of their martech stack, Blue Bottle was able to incorporate different blends of cross-business browsing, purchase, and user profile data to create deeply personal interactions whenever and wherever the customer was. Peep the deets.<\/p><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stkJsh1x\" data-anim-zoom=\"100\" data-anim-shift=\"50\" data-anim-rotation=\"0\" data-anim-opacity=\"100\" data-anim-direction=\"right\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"GknHQ\" data-anim-m=\"true\" data-anim=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/mm_40-1_OneLoop.gif\" data-image-id=\"93514\" data-image-name=\"mm_40-1_OneLoop.gif\" width=\"277\" height=\"44\" class=\"stk-image stk-reset wp-image-93514\"><\/div><\/figure><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stkY9GqH\" data-anim-zoom=\"100\" data-anim-shift=\"50\" data-anim-rotation=\"0\" data-anim-opacity=\"100\" data-anim-direction=\"right\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"TkkRx\" data-anim-m=\"true\" data-anim=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/mm_55__OneLoop.gif\" data-image-id=\"93520\" data-image-name=\"mm_55__OneLoop.gif\" width=\"371\" height=\"49\" class=\"stk-image stk-reset wp-image-93520\"><\/div><\/figure><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\" data-stk-css=\"stk0MTTd\" data-anim-zoom=\"100\" data-anim-shift=\"50\" data-anim-rotation=\"0\" data-anim-opacity=\"100\" data-anim-direction=\"right\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"DEIxJ\" data-anim-m=\"true\" data-anim=\"true\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/mm_50-2_OneLoop.gif\" data-image-id=\"93525\" data-image-name=\"mm_50-2_OneLoop.gif\" width=\"371\" height=\"49\" class=\"stk-image stk-reset wp-image-93525\"><\/div><\/figure><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-layout__overhangs_both stk-grid stk-theme_43800__mb_2\" data-ce-tag=\"grid\" data-stk-css-m=\"stkHffHv\" id=\"stk-3\" data-stk-css=\"stkesTpD\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-7.png\" data-image-id=\"93900\" data-image-name=\"MM_SECTION-ICON-7.png\" class=\"stk-image stk-reset wp-image-93900\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-7.png 53w\" width=\"53\" height=\"25\"><\/div><\/figure><\/div><div data-col-width=\"2\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"2\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><h3 class=\"stk-theme_43800__style_medium_header stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Embrace Connection<\/h3><p class=\"stk-theme_43800__style_accented_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Connection is a versatile word. It can be used to indicate strength, like referring to humankind\u2019s\u2014sometimes unnaturally strong\u2014connections to their dogs. But it can also be used to indicate weakness, like the tenuous connection that dog metaphor made.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Marketers have a strong, strong connection to the past. We look at historical data. We use platforms and technologies that we know. It\u2019s human nature to gravitate towards what you already know, which inherently is the past.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">The future of mobile, unlike most future outlooks, seems to be a certainty\u2014one full of growth and advancement. So as we consider the learnings of our pasts, so too must we consider the potential of the future and build with that in mind. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">To round out our discussion about the mobile marketing ecosystem, it\u2019s important to understand the importance of connecting our past\u2014and our data\u2014to what we want to see from our future. <\/p><p class=\" stk-theme_43800__color_43800_custom_color_6 stk-theme_43800__mb_05 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Leverage<\/strong><\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">This starts with leveraging the tools that complement your desired operational objectives. <a href=\"https:\/\/iterable.com\/blog\/the-4-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" class=\"stk-reset\" rel=\"noopener\">Digital transformation <\/a>happened at a blistering pace thanks to the pandemic, but that doesn\u2019t mean your systems can\u2019t be set up to empower near-term and long-term growth.<\/p><p class=\" stk-theme_43800__mb_05 stk-theme_43800__color_43800_custom_color_6 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Unify<\/strong><\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">We should not maintain a strong connection to our pasts of siloed data sources. That\u2019s how we end up in the Declining and Closing stages of engagement. Build out your tech stacks to unify the insights from all data sources. Holistic visibility is the secret to personalized customer interactions.<\/p><p class=\" stk-theme_43800__mb_05 stk-theme_43800__color_43800_custom_color_6 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Engage<\/strong><\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Connect with your audience. You have the tools and the visibility. Capitalize on these connections to build deeper ones with each customer. <\/p><p class=\" stk-theme_43800__mb_2 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Mobile is neither an afterthought nor the half-sibling of email and desktop. The connection between the two runs much deeper than we are led to believe. Keeping this connection in sight keeps your connection with your customers stronger than ever. <\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"new-page--zero new-page\" data-ce-tag=\"pdf-break\"><\/div><div class=\"stk-layout__overhangs_both stk-grid stk-theme_43800__mb_2 stk-mobile-hidden\" data-ce-tag=\"grid\" data-stk-css-m=\"stkjVJck\" id=\"stk-3\" data-stk-css=\"stklClZ9\"><div data-col-width=\"12\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset stk-theme_43800__mb_0-m wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><div class=\"valign-middle stk-grid__layout_reverse stk-grid stk-theme_43800__mb_0\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col valign-top stk-grid-col_last align-left\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_0 stk-reset stk-image-figure\" data-anim-zoom=\"100\" data-anim-shift=\"0\" data-anim-rotation=\"0\" data-anim-opacity=\"0\" data-anim-direction=\"right\" data-anim-duration=\"0.20000000000000015\" data-anim-delay=\"0.2\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"avi773\" data-anim-m=\"true\" data-anim=\"true\" data-ce-tag=\"image-figure\" data-stk-css=\"stkDx0p4\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/tiny-purple-circle.svg\" data-image-id=\"118135\" data-image-name=\"tiny-purple-circle.svg\" width=\"11\" height=\"10\" class=\"stk-image stk-reset wp-image-118135\"><\/div><\/figure><figure class=\"stk-theme_43800__mb_0 stk-reset stk-image-figure\" data-stk-css=\"stkWEvJi\" data-anim-zoom=\"100\" data-anim-shift=\"0\" data-anim-rotation=\"0\" data-anim-opacity=\"0\" data-anim-direction=\"right\" data-anim-duration=\"0.20000000000000015\" data-anim-delay=\"0.4\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"aHl60U\" data-anim-m=\"true\" data-anim=\"true\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/tiny-red-circle.svg\" data-image-id=\"118137\" data-image-name=\"tiny-red-circle.svg\" width=\"10\" height=\"10\" class=\"stk-image stk-reset wp-image-118137\"><\/div><\/figure><figure class=\"stk-theme_43800__mb_0 stk-reset stk-image-figure\" data-stk-css=\"stk0Bg5V\" data-anim-zoom=\"100\" data-anim-shift=\"0\" data-anim-rotation=\"0\" data-anim-opacity=\"0\" data-anim-direction=\"right\" data-anim-duration=\"0.20000000000000015\" data-anim-delay=\"0.6\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"a040yM\" data-anim-m=\"true\" data-anim=\"true\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/tiny-blue-circle.svg\" data-image-id=\"118134\" data-image-name=\"tiny-blue-circle.svg\" width=\"11\" height=\"10\" class=\"stk-image stk-reset wp-image-118134\"><\/div><\/figure><figure class=\"stk-reset stk-image-figure\" data-anim-zoom=\"100\" data-anim-shift=\"0\" data-anim-rotation=\"0\" data-anim-opacity=\"0\" data-anim-direction=\"right\" data-anim-duration=\"0.20000000000000015\" data-anim-delay=\"0.7999999999999999\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"avmrmq\" data-anim-m=\"true\" data-anim=\"true\" data-ce-tag=\"image-figure\" data-stk-css=\"stk_7Hld\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/tiny-green-circle.svg\" data-image-id=\"118136\" data-image-name=\"tiny-green-circle.svg\" width=\"10\" height=\"10\" class=\"stk-image stk-reset wp-image-118136\"><\/div><\/figure><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"11\" class=\"valign-middle stk-grid-col\" data-ce-tag=\"grid-col\"><div class=\"stk-grid__layout_columns stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"7\" class=\"stk-grid-col align-left\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><h4 class=\"stk-reset align-left stk-theme_43800__style_small_header wp-exclude-emoji\" data-ce-tag=\"paragraph\">A Word About Emotion <\/h4><p class=\"stk-reset stk-theme_43800__style_small_text align-left wp-exclude-emoji\" data-ce-tag=\"paragraph\">The world has been forced into a reality where digital connection is often more common than a physical one. As marketers, it\u2019s vital that emotion and empathy can be conveyed through the screen. Like I said above, mobile is a personal, intimate experience. <\/p><p class=\"stk-reset stk-theme_43800__style_small_text align-left wp-exclude-emoji\" data-ce-tag=\"paragraph\">Are you more likely to connect with the SMS that says, \u201c20% DISCOUNT. Offer ends 8\/17 11:00pm. Restrictions apply. Reply STOP to unsubscribe\u201d or one that shows a bit of empathy and understanding, \u201cThe pandemic has been hard. Send a gift to a loved one with this 20% off coupon.\u201d<\/p><p class=\" stk-theme_43800__mb_2 stk-reset stk-theme_43800__style_small_text align-left wp-exclude-emoji\" data-ce-tag=\"paragraph\">Human connection wins out. Every. Time. <\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\" data-stk-css=\"\" data-stk-css-m=\"\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col valign-top stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/mm_heart_OneLoop.gif\" data-image-id=\"93550\" data-image-name=\"mm_heart_OneLoop.gif\" width=\"209\" height=\"183\" class=\"stk-image stk-reset wp-image-93550\"><\/div><\/figure><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><\/div><\/div><h4 class=\" stk-theme_43800__style_small_header stk-theme_43800__color_43800_custom_color_4 stk-reset ce-element--empty stk-element_no-text wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/h4><\/div><\/div><div class=\"stk-layout__overhangs_both stk-grid stk-theme_43800__mb_2 stk-desktop-hidden\" data-ce-tag=\"grid\" data-stk-css-m=\"stkvK4pd\" data-stk-css=\"stkZsoAQ\"><div data-col-width=\"12\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset stk-theme_43800__mb_0-m wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><div class=\"valign-middle stk-grid__layout_reverse stk-grid stk-theme_43800__mb_0\" data-ce-tag=\"grid\"><div data-col-width=\"12\" class=\"valign-middle stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><div class=\"stk-grid__layout_columns stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"10\" class=\"stk-grid-col align-left stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_0 stk-reset stk-image-figure stk-desktop-hidden\" data-stk-css=\"stkB-IKx\" data-anim-zoom=\"100\" data-anim-shift=\"0\" data-anim-rotation=\"0\" data-anim-opacity=\"0\" data-anim-direction=\"right\" data-anim-duration=\"0.20000000000000015\" data-anim-delay=\"0.4\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"a1aKsM\" data-anim-m=\"true\" data-anim=\"true\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/tiny-red-circle.svg\" data-image-id=\"118137\" data-image-name=\"tiny-red-circle.svg\" width=\"10\" height=\"10\" class=\"stk-image stk-reset wp-image-118137\"><\/div><\/figure><figure class=\"stk-theme_43800__mb_0 stk-reset stk-image-figure stk-desktop-hidden\" data-anim-zoom=\"100\" data-anim-shift=\"0\" data-anim-rotation=\"0\" data-anim-opacity=\"0\" data-anim-direction=\"right\" data-anim-duration=\"0.20000000000000015\" data-anim-delay=\"0.2\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"ayUpst\" data-anim-m=\"true\" data-anim=\"true\" data-ce-tag=\"image-figure\" data-stk-css=\"stkJs7dZ\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/tiny-purple-circle.svg\" data-image-id=\"118135\" data-image-name=\"tiny-purple-circle.svg\" width=\"11\" height=\"10\" class=\"stk-image stk-reset wp-image-118135\"><\/div><\/figure><figure class=\"stk-theme_43800__mb_0 stk-reset stk-image-figure stk-desktop-hidden\" data-stk-css=\"stksMHnP\" data-anim-zoom=\"100\" data-anim-shift=\"0\" data-anim-rotation=\"0\" data-anim-opacity=\"0\" data-anim-direction=\"right\" data-anim-duration=\"0.20000000000000015\" data-anim-delay=\"0.6\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"aOK9Gr\" data-anim-m=\"true\" data-anim=\"true\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/tiny-blue-circle.svg\" data-image-id=\"118134\" data-image-name=\"tiny-blue-circle.svg\" width=\"11\" height=\"10\" class=\"stk-image stk-reset wp-image-118134\"><\/div><\/figure><figure class=\"stk-reset stk-image-figure\" data-anim-zoom=\"100\" data-anim-shift=\"0\" data-anim-rotation=\"0\" data-anim-opacity=\"0\" data-anim-direction=\"right\" data-anim-duration=\"0.20000000000000015\" data-anim-delay=\"0.7999999999999999\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\" data-anim-trigger=\"scroll\" data-anim-sticky-direction=\"top\" data-anim-sticky-offset=\"20\" data-anim-name=\"aJyjyI\" data-anim-m=\"true\" data-anim=\"true\" data-ce-tag=\"image-figure\" data-stk-css=\"stkNlMJZ\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/tiny-green-circle.svg\" data-image-id=\"118136\" data-image-name=\"tiny-green-circle.svg\" width=\"10\" height=\"10\" class=\"stk-image stk-reset wp-image-118136\"><\/div><\/figure><h4 class=\"stk-reset align-left stk-theme_43800__style_small_header wp-exclude-emoji\" data-ce-tag=\"paragraph\">A Word About Emotion <\/h4><p class=\"stk-reset stk-theme_43800__style_small_text align-left wp-exclude-emoji\" data-ce-tag=\"paragraph\">The world has been forced into a reality where digital connection is often more common than a physical one. As marketers, it\u2019s vital that emotion and empathy can be conveyed through the screen. Like I said above, mobile is a personal, intimate experience. <\/p><p class=\"stk-reset stk-theme_43800__style_small_text align-left wp-exclude-emoji\" data-ce-tag=\"paragraph\">Are you more likely to connect with the SMS that says, \u201c20% DISCOUNT. Offer ends 8\/17 11:00pm. Restrictions apply. Reply STOP to unsubscribe\u201d or one that shows a bit of empathy and understanding, \u201cThe pandemic has been hard. Send a gift to a loved one with this 20% off coupon.\u201d<\/p><p class=\" stk-theme_43800__mb_2 stk-reset stk-theme_43800__style_small_text align-left wp-exclude-emoji\" data-ce-tag=\"paragraph\">Human connection wins out. Every. Time. <\/p><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/mm_heart_OneLoop.gif\" data-image-id=\"93550\" data-image-name=\"mm_heart_OneLoop.gif\" width=\"209\" height=\"183\" class=\"stk-image stk-reset wp-image-93550\"><\/div><\/figure><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><\/div><\/div><h4 class=\" stk-theme_43800__style_small_header stk-theme_43800__color_43800_custom_color_4 stk-reset ce-element--empty stk-element_no-text wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/h4><\/div><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><h4 class=\" stk-theme_43800__style_small_header stk-theme_43800__color_43800_custom_color_4 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Getting Started with Iterable<\/h4><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Certain aspects of marketing are tough and will stay tough. Standing out amongst the ever-increasing sea of brands? That likely won\u2019t be much easier moving forward.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Setting your team up for success with a strong technological infrastructure? That part is a bit easier. Iterable and our partners have you covered. <\/p><div class=\"stk-grid stk-theme_43800__mb_05\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-theme_43800__pad_ver_05 valign-top\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__style_font_style-1624980931219 stk-theme_43800__mb_05 stk-reset stk-theme_43800__color_43800_custom_color_6 wp-exclude-emoji\" data-ce-tag=\"paragraph\">1<\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Easy Integration:<\/strong> You would <em class=\"stk-reset\">love<\/em> my friend. I\u2019ll set you two up. We have comprehensive documentation, SDK toolkits, and native integrations that make it easy and efficient to implement and integrate new mobile channels.<\/p><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_05\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-theme_43800__pad_ver_05 valign-top\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__style_font_style-1624980931219 stk-theme_43800__mb_05 stk-reset stk-theme_43800__color_43800_custom_color_0 wp-exclude-emoji\" data-ce-tag=\"paragraph\">2<\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Channel Personalization:<\/strong> No channel is left behind. Important data captured across all sources is consolidated and activated for personalized mobile and cross-channel use.<\/p><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_2\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-theme_43800__pad_ver_05 valign-top\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"stk-theme_43800__style_font_style-1624980931219 stk-theme_43800__mb_05 stk-reset stk-theme_43800__color_43800_custom_color_4 wp-exclude-emoji\" data-ce-tag=\"paragraph\">3<\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Mobile for the Future:<\/strong> Build for that future I talked about. Our platform extensibility simplifies the flexibility and adaptability to power memorable experiences.<\/p><\/div><\/div><h4 class=\" stk-theme_43800__color_43800_custom_color_4 stk-theme_43800__style_small_header stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Yeah, You Would Say That<\/h4><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Sometimes you need to hear it from a coach. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">At the start of the pandemic, UK-based subscription fitness app <a href=\"https:\/\/fiit.tv\/\" target=\"_blank\" class=\"stk-reset\" rel=\"noopener\">Fiit<\/a> had been doing well, but growth of 300% YoY took them by surprise. In particular, they were challenged with optimizing the onboarding process at scale and for a new persona: the fitness lifestyle folks who had discretionary spending for fitness. <\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\" data-stk-css=\"\" data-stk-css-m=\"\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-theme_43800__pad_ver_2 stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm-whitepaper-graphics_mobile-excellence.png\" data-image-id=\"125475\" srcset=\"https:\/\/img.setka.io\/clients\/kj1ucBW8FbZGPoEAjMP0hPZwqlXa0d3w\/post_images\/mm-whitepaper-graphics_mobile-excellence.png 452w\" data-image-name=\"MM-WHITEPAPER-GRAPHICS_MOBILE-EXCELLENCE.png\" width=\"452\" height=\"891\" class=\"stk-image stk-reset wp-image-125475\"><\/div><\/figure><\/div><\/div><div class=\"stk-theme_43800__mb_3 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\" stk-theme_43800__mb_3 stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Fiit used in-app for active users, and email and push notifications for the onboarding process. To see how they could better connect with their audience members, they tapped Iterable Experiments to combine behavior with context to see what works best. From these experiments, Fiit saw first-day activations jump from 58% to 70%, and, most importantly, trial-to-paid conversions increased from 56% to 65%! <\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"3\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-layout__overhangs_both stk-grid stk-theme_43800__mb_3\" data-ce-tag=\"grid\" data-stk-css-m=\"stkl0vh2\" id=\"stk-3\"><div data-col-width=\"8\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-6.png\" data-image-id=\"93892\" data-image-name=\"MM_SECTION-ICON-6.png\" class=\"stk-image stk-reset wp-image-93892\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/MM_SECTION-ICON-6.png 66w\" width=\"66\" height=\"25\"><\/div><\/figure><\/div><div data-col-width=\"2\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"2\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><h3 class=\"stk-theme_43800__style_medium_header stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">A Mobile Experience Wholly Your Own<\/h3><p class=\"stk-theme_43800__style_accented_text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">My phone plays an integral role in how I stay connected. It\u2019s often how I build connections. It\u2019s my go-to when I have a problem I need to solve. It\u2019s my friend.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Ok, that last part is not true, but the sentiment isn\u2019t far off. When I\u2019m using my phone, I do it in a way that is unique to me; it\u2019s an experience wholly my own.<\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Mobile usage, like just about everything else in life, is a series of moments, a string of decisions put together to create a memory. Marketers who want to make the most of mobile marketing would be wise to understand this. You have to fit into the customer\u2019s life, win every moment to make sure those micro-decisions lead back to you, and embrace the idea of connection. <\/p><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Because when you do, your brand will be a connection worth maintaining...over and over again.<\/p><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-layout__overhangs_both stk-grid\" data-stk-css=\"stka2w-u\" data-ce-tag=\"grid\"><div data-col-width=\"12\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\" data-stk-css=\"\" data-stk-css-m=\"\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><h3 class=\"stk-theme_43800__style_medium_header stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">About Iterable<\/h3><\/div><div data-col-width=\"4\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-theme_43800__mb_2 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"12\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\" data-stk-css=\"\" data-stk-css-m=\"\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"11\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\">Iterable is&nbsp;a&nbsp;cross-channel platform that powers unified customer experiences and empowers marketers to&nbsp;create, optimize, and measure relevant interactions and experiences customers love. Leading brands, like Zillow, DoorDash, Calm, Madison Reed, and Box, choose Iterable to&nbsp;power world-class customer experiences throughout the entire lifecycle. Visit iterable.com for more information.<\/p><\/div><\/div><\/div><\/div><div class=\"stk-mobile-hidden stk-theme_43800__mb_2 stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"12\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-theme_43800__mb_0 stk-grid__layout_columns stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col\" data-stk-css=\"stkqK8lJ\" data-stk-css-m=\"stkvdMaT\" data-ce-tag=\"grid-col\"><p class=\"stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\" data-stk-css=\"stkb77pm\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-zoomIn\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><img alt=\"\" class=\"stk-reset stk-theme_43800__symbol_custom_image_3647670 stk-icon\" src=\"https:\/\/ceditor.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/css\/assets\/43800\/img\/about-1.svg\"><\/p><\/div><div data-col-width=\"8\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-reset stk-theme_43800__mb_05 stk-theme_43800__color_43800_custom_color_4 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Your data when you need&nbsp;it. Where you need it.<\/strong><\/p><p class=\"stk-reset stk-theme_43800__style_small_text stk-theme_43800__mb_05 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Integrate all your data silos with Iterable to&nbsp;orchestrate seamless campaigns and easily send messages across all the channels your customers prefer.<\/p><p class=\"ce-element--empty stk-element_no-text stk-reset stk-theme_43800__style_small_text wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"2\" class=\"align-center stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"align-center stk-mobile-hidden stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Trusted By:<\/strong><\/p><figure class=\"stk-mobile-hidden stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/logo-box-1.png\" data-image-id=\"117589\" data-image-name=\"logo-box.png\" class=\"stk-image stk-reset wp-image-117589\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/logo-box-1.png 53w\" width=\"53\" height=\"29\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><\/div><\/div><div class=\"stk-theme_43800__mb_0 stk-grid__layout_columns stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col\" data-stk-css=\"stkKnFnM\" data-stk-css-m=\"stkN5f0w\" data-ce-tag=\"grid-col\"><p class=\"stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\" data-stk-css=\"stkwZ_NE\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-zoomIn\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><img alt=\"\" class=\"stk-reset stk-theme_43800__symbol_custom_image_3647672 stk-icon\" src=\"https:\/\/ceditor.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/css\/assets\/43800\/img\/about-2.svg\"><\/p><\/div><div data-col-width=\"8\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-reset stk-theme_43800__color_43800_custom_color_0 stk-theme_43800__mb_05 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Understand your customers as&nbsp;the individuals they are.<\/strong><\/p><p class=\"stk-reset stk-theme_43800__style_small_text stk-theme_43800__mb_05 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Go&nbsp;beyond segmentation and really know your customers based on&nbsp;all their demographic, lifecycle, and behavioral data directly on&nbsp;the user profile.<\/p><p class=\"ce-element--empty stk-element_no-text stk-reset stk-theme_43800__style_small_text wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"2\" class=\"align-center stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-mobile-hidden stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/logo-fabfitfun-1.png\" data-image-id=\"117587\" data-image-name=\"logo-fabfitfun.png\" class=\"stk-image stk-reset wp-image-117587\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/logo-fabfitfun-1.png 100w\" width=\"100\" height=\"33\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><figure class=\"stk-mobile-hidden stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/fender-1.png\" data-image-id=\"117586\" data-image-name=\"fender.png\" class=\"stk-image stk-reset wp-image-117586\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/fender-1.png 100w\" width=\"100\" height=\"37\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><\/div><\/div><div class=\"stk-grid__layout_columns stk-grid stk-theme_43800__mb_0\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col\" data-stk-css=\"stkZuu1i\" data-stk-css-m=\"stkRxC96\" data-ce-tag=\"grid-col\"><p class=\"stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\" data-stk-css=\"stkuIYuz\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-zoomIn\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><img alt=\"\" class=\"stk-reset stk-theme_43800__symbol_custom_image_3647671 stk-icon\" src=\"https:\/\/ceditor.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/css\/assets\/43800\/img\/about-3.svg\"><\/p><\/div><div data-col-width=\"8\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-reset stk-theme_43800__mb_05 stk-theme_43800__color_43800_custom_color_6 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\" data-gtm-vis-has-fired-10171822_255=\"1\">Take away the busywork. Unleash your creativity.<\/strong><\/p><p class=\"stk-reset stk-theme_43800__style_small_text stk-theme_43800__mb_05 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Iterable AI&nbsp;helps you decide when to&nbsp;send a&nbsp;message and how often to&nbsp;engage\u2014so you can focus on&nbsp;building engaging campaigns for customers.<\/p><p class=\"stk-reset stk-theme_43800__style_small_text ce-element--empty stk-element_no-text wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"2\" class=\"align-center stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-theme_43800__mb_15 stk-mobile-hidden stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/seat-geek-1.png\" data-image-id=\"117588\" data-image-name=\"seat-geek.png\" class=\"stk-image stk-reset wp-image-117588\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/seat-geek-1.png 105w\" width=\"105\" height=\"20\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><figure class=\"stk-theme_43800__mb_15 stk-mobile-hidden stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/strava-1.png\" data-image-id=\"117590\" data-image-name=\"strava.png\" class=\"stk-image stk-reset wp-image-117590\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/strava-1.png 86w\" width=\"86\" height=\"18\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><\/div><\/div><div class=\"stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col\" data-stk-css=\"stkG4fQs\" data-ce-tag=\"grid-col\"><p class=\"stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\" data-stk-css=\"stkhe67U\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-zoomIn\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><img alt=\"\" class=\"stk-reset stk-theme_43800__symbol_custom_image_3647673 stk-icon\" src=\"https:\/\/ceditor.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/css\/assets\/43800\/img\/about-4.svg\"><\/p><\/div><div data-col-width=\"8\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-reset stk-theme_43800__color_43800_custom_color_2 stk-theme_43800__mb_05 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Grow better with analytics and experimentation.<\/strong><\/p><p class=\"stk-reset stk-theme_43800__style_small_text wp-exclude-emoji\" data-ce-tag=\"paragraph\">Get all the analytics you need to make better decisions and iterate more quickly through experimentation across the entire customer journey.<\/p><\/div><div data-col-width=\"2\" class=\"align-center stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><figure class=\"stk-mobile-hidden stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/zillow-1.png\" data-image-id=\"117591\" data-image-name=\"zillow.png\" class=\"stk-image stk-reset wp-image-117591\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/zillow-1.png 88w\" width=\"88\" height=\"18\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><\/div><\/div><\/div><\/div><div class=\"stk-grid stk-desktop-hidden stk-theme_43800__mb_2\" data-ce-tag=\"grid\"><div data-col-width=\"12\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><div class=\"stk-theme_43800__mb_0 stk-grid__layout_columns stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"stkDKXyh\" data-stk-css-m=\"stkx4WWl\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\" data-stk-css=\"stk60-wU\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-zoomIn\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><img alt=\"\" class=\"stk-reset stk-theme_43800__symbol_custom_image_3647670 stk-icon\" src=\"https:\/\/ceditor.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/css\/assets\/43800\/img\/about-1.svg\"><\/p><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset stk-theme_43800__mb_05 stk-theme_43800__color_43800_custom_color_4 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Your data when you need&nbsp;it. Where you need it.<\/strong><\/p><p class=\"stk-reset stk-theme_43800__style_small_text stk-theme_43800__mb_05 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Integrate all your data silos with Iterable to&nbsp;orchestrate seamless campaigns and easily send messages across all the channels your customers prefer.<\/p><p class=\"ce-element--empty stk-element_no-text stk-reset stk-theme_43800__style_small_text wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"2\" class=\"align-center stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-theme_43800__mb_0 stk-grid__layout_columns stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"stk1T-mE\" data-stk-css-m=\"stkSa-2A\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\" data-stk-css=\"stkIiSQg\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-zoomIn\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><img alt=\"\" class=\"stk-reset stk-theme_43800__symbol_custom_image_3647672 stk-icon\" src=\"https:\/\/ceditor.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/css\/assets\/43800\/img\/about-2.svg\"><\/p><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset stk-theme_43800__color_43800_custom_color_0 stk-theme_43800__mb_05 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Understand your customers as&nbsp;the individuals they are.<\/strong><\/p><p class=\"stk-reset stk-theme_43800__style_small_text stk-theme_43800__mb_05 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Go&nbsp;beyond segmentation and really know your customers based on&nbsp;all their demographic, lifecycle, and behavioral data directly on&nbsp;the user profile.<\/p><p class=\"ce-element--empty stk-element_no-text stk-reset stk-theme_43800__style_small_text wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"2\" class=\"align-center stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-grid__layout_columns stk-grid stk-theme_43800__mb_0\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"stk48nRk\" data-stk-css-m=\"stk7jo9b\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\" data-stk-css=\"stkD8Hrw\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-zoomIn\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><img alt=\"\" class=\"stk-reset stk-theme_43800__symbol_custom_image_3647671 stk-icon\" src=\"https:\/\/ceditor.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/css\/assets\/43800\/img\/about-3.svg\"><\/p><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset stk-theme_43800__mb_05 stk-theme_43800__color_43800_custom_color_6 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\" data-gtm-vis-has-fired-10171822_255=\"1\">Take away the busywork. Unleash your creativity.<\/strong><\/p><p class=\"stk-reset stk-theme_43800__style_small_text stk-theme_43800__mb_05 wp-exclude-emoji\" data-ce-tag=\"paragraph\">Iterable AI&nbsp;helps you decide when to&nbsp;send a&nbsp;message and how often to&nbsp;engage\u2014so you can focus on&nbsp;building engaging campaigns for customers.<\/p><p class=\"stk-reset stk-theme_43800__style_small_text ce-element--empty stk-element_no-text wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"2\" class=\"align-center stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-grid stk-theme_43800__mb_15 stk-grid__layout_columns\" data-ce-tag=\"grid\"><div data-col-width=\"1\" class=\"stk-grid-col stk-grid-col_empty\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col valign-bottom-m stk-grid-col_empty\" data-stk-css=\"stkVjkUs\" data-ce-tag=\"grid-col\" data-stk-css-m=\"stksgVGM\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"1\" class=\"stk-grid-col\" data-ce-tag=\"grid-col\"><p class=\"stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\" data-stk-css=\"stkyE-Tj\" data-anim=\"true\" data-anim-m=\"true\" data-anim-name=\"preset-zoomIn\" data-anim-trigger=\"scroll\" data-anim-duration=\"1\" data-anim-delay=\"0\" data-anim-scroll-start=\"10\" data-anim-scroll-finish=\"90\"><img alt=\"\" class=\"stk-reset stk-theme_43800__symbol_custom_image_3647673 stk-icon\" src=\"https:\/\/ceditor.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/css\/assets\/43800\/img\/about-4.svg\"><\/p><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><div data-col-width=\"7\" class=\"stk-grid-col stk-grid-col_last\" data-ce-tag=\"grid-col\"><p class=\"stk-reset stk-theme_43800__color_43800_custom_color_2 stk-theme_43800__mb_05 wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Grow better with analytics and experimentation.<\/strong><\/p><p class=\"stk-reset stk-theme_43800__style_small_text wp-exclude-emoji\" data-ce-tag=\"paragraph\">Get all the analytics you need to make better decisions and iterate more quickly through experimentation across the entire customer journey.<\/p><\/div><div data-col-width=\"2\" class=\"align-center stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-desktop-hidden stk-grid stk-theme_43800__mb_3\" data-ce-tag=\"grid\"><div data-col-width=\"3\" class=\"stk-grid-col\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><p class=\"stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><strong class=\"stk-reset\">Trusted By:<\/strong><\/p><\/div><div data-col-width=\"9\" class=\"stk-grid-col stk-grid-col_last\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><div class=\"stk-grid__layout_columns stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"2\" class=\"stk-grid-col align-left\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/logo-box-1.png\" data-image-id=\"117589\" data-image-name=\"logo-box.png\" class=\"stk-image stk-reset wp-image-117589\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/logo-box-1.png 53w\" width=\"53\" height=\"29\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><\/div><div data-col-width=\"2\" class=\"stk-grid-col stk-grid-col_last align-left\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/logo-fabfitfun-1.png\" data-image-id=\"117587\" data-image-name=\"logo-fabfitfun.png\" class=\"stk-image stk-reset wp-image-117587\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/logo-fabfitfun-1.png 100w\" width=\"100\" height=\"33\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><\/div><div data-col-width=\"5\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-grid__layout_columns stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"2\" class=\"stk-grid-col align-left\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/fender-1.png\" data-image-id=\"117586\" data-image-name=\"fender.png\" class=\"stk-image stk-reset wp-image-117586\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/fender-1.png 100w\" width=\"100\" height=\"37\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><\/div><div data-col-width=\"2\" class=\"stk-grid-col stk-grid-col_last align-left\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/seat-geek-1.png\" data-image-id=\"117588\" data-image-name=\"seat-geek.png\" class=\"stk-image stk-reset wp-image-117588\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/seat-geek-1.png 105w\" width=\"105\" height=\"20\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><\/div><div data-col-width=\"5\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><div class=\"stk-grid__layout_columns stk-grid\" data-ce-tag=\"grid\"><div data-col-width=\"2\" class=\"stk-grid-col align-left\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/strava-1.png\" data-image-id=\"117590\" data-image-name=\"strava.png\" class=\"stk-image stk-reset wp-image-117590\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/strava-1.png 86w\" width=\"86\" height=\"18\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><\/div><div data-col-width=\"2\" class=\"stk-grid-col stk-grid-col_last align-left\" data-stk-css=\"\" data-stk-css-m=\"\" data-ce-tag=\"grid-col\"><figure class=\"stk-reset stk-image-figure\" data-ce-tag=\"image-figure\"><div class=\"stk-mask\" data-ce-tag=\"mask\"><img src=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/zillow-1.png\" data-image-id=\"117591\" data-image-name=\"zillow.png\" class=\"stk-image stk-reset wp-image-117591\" srcset=\"https:\/\/img.setka.io\/clients\/_C__sy6QSaZFem8pCHteWaEMVVGurVyi\/post_images\/zillow-1.png 88w\" width=\"88\" height=\"18\" sizes=\"(min-width: 768px) 170px, 100vw\"><\/div><\/figure><\/div><div data-col-width=\"5\" class=\"stk-grid-col stk-grid-col_empty\" data-ce-tag=\"grid-col\"><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><\/div><\/div><\/div><\/div><p class=\"ce-element--empty stk-element_no-text stk-reset wp-exclude-emoji\" data-ce-tag=\"paragraph\"><\/p><\/div><\/div><style data-stk-css=\"stkZsoAQ\" class=\"\" media=\"all\">\r\n [data-stk-css=\"stkZsoAQ\"]:not(#stk):not(#stk):not(style) {\r\n background-color: rgba(241, 241, 242, 1)\r\n }\r\n<\/style><style data-stk-css-m=\"stkvK4pd\" media=\"(max-width: 768px)\" class=\"\">\r\n [data-stk-css-m=\"stkvK4pd\"]:not(#stk):not(#stk):not(#stk):not(style) {\r\n background-color: rgba(241, 241, 242, 1)\r\n }\r\n<\/style><style data-stk-css=\"stkJs7dZ\" class=\"\" media=\"all\">[data-stk-css=\"stkJs7dZ\"]:not(#stk):not(#stk):not(style){padding-bottom: 3px; padding-top: 3px}<\/style><style data-stk-css=\"stkB-IKx\" class=\"\" media=\"all\">[data-stk-css=\"stkB-IKx\"]:not(#stk):not(#stk):not(style){padding-top: 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class=\"\">{\"keyframes\":[{\"transform\":\"translateX(-50px)\"},{\"transform\":\"none\"}],\"options\":{\"id\":\"VZDHp\",\"delay\":0,\"duration\":1000}}<\/script><style data-stk-css=\"stkKlInF\" class=\"\" media=\"all\">[data-stk-css=\"stkKlInF\"]:not(#stk):not(#stk):not(style){}<\/style><style data-anim-name=\"jwGPM\" media=\"screen and (min-width: 768px)\" class=\"\">\r\n .stk-post [data-anim-name=\"jwGPM\"]:not(#stk):not([data-anim=\"false\"]) {\r\n transform: translateX(-50px)\r\n }<\/style><style data-anim-name=\"jwGPM\" media=\"screen and (max-width: 767px)\" class=\"\">\r\n .stk-post [data-anim-name=\"jwGPM\"]:not(#stk):not([data-anim-m]),\r\n .stk-post [data-anim-name=\"jwGPM\"]:not(#stk):not([data-anim-m=\"false\"]) {\r\n transform: translateX(-50px)\r\n }<\/style><script type=\"application\/json\" data-anim-name=\"jwGPM\" class=\"\">{\"keyframes\":[{\"transform\":\"translateX(-50px)\"},{\"transform\":\"none\"}],\"options\":{\"id\":\"jwGPM\",\"delay\":0,\"duration\":1000}}<\/script><style data-stk-css=\"stka2w-u\" class=\"\" media=\"all\">[data-stk-css=\"stka2w-u\"]:not(#stk):not(#stk):not(style){background-color: rgba(241, 241, 242, 1)}<\/style><style data-stk-css=\"stkV3Myt\" class=\"\" media=\"all\">[data-stk-css=\"stkV3Myt\"]:not(#stk):not(#stk):not(style){background-repeat: no-repeat; background-position: 0% 0%; background-size: contain}<\/style><style data-stk-css=\"stkesTpD\" class=\"\" media=\"(min-width: 769px)\">[data-stk-css=\"stkesTpD\"]:not(#stk):not(#stk):not(style){}<\/style><style data-stk-css=\"stkHRTBW\" class=\"\" media=\"all\">[data-stk-css=\"stkHRTBW\"]:not(#stk):not(#stk):not(style){background-color: transparent}<\/style><\/div>","post_title":"Mobile Marketing: A Current and Future Outlook","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"mobile-marketing-outlook","to_ping":"","pinged":"","post_modified":"2021-10-27 14:10:09","post_modified_gmt":"2021-10-27 21:10:09","post_content_filtered":"","post_parent":94922,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=93169","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"October 26, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/ungated\/mobile-marketing-outlook\/"},{"ID":94164,"post_author":"97","post_date":"2021-10-25 13:49:51","post_date_gmt":"2021-10-25 20:49:51","post_content":"<p>It happens to the best of us\u2026 sometimes customers just stop paying attention. Are they distracted? Just not that into you? What\u2019s a marketer to do when a customer appears to call it quits?<\/p>\r\n<p>While breakup songs may work for angsty teens, marketers have their own way to get customers back \u2014 the winback campaign.<\/p>\r\n<p><strong><br \/>\r\nIn our latest ebook, you\u2019ll learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Practical tips for how to identify the tell tale signs of customer churn<\/li>\r\n\t<li>Which types of customers are more likely to re-engage and why they\u2019re important<\/li>\r\n\t<li>Ways to craft your own winback campaign through real-life examples and fresh inspiration<\/li>\r\n<\/ul>","post_title":"Please Don\u2019t Go: Building an Effective Winback Campaign","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"building-an-effective-winback-campaign","to_ping":"","pinged":"","post_modified":"2021-10-25 13:49:51","post_modified_gmt":"2021-10-25 20:49:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=94164","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"October 25, 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\/10\/WINBACK_Resources-Thumb-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/WINBACK_Resources-Thumb-768x512-1.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/WINBACK_Resources-Thumb-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/WINBACK_Resources-Thumb-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/building-an-effective-winback-campaign\/"},{"ID":94951,"post_author":"79","post_date":"2021-10-25 10:38:18","post_date_gmt":"2021-10-25 17:38:18","post_content":"<p>Marketing technology and platforms continue to get more sophisticated and with that, so do customer expectations. General messaging is no longer effective given the considerable amount of customer data available to brands. Customers expect you to leverage your customer data to create a better experience.<\/p>\r\n<p>It\u2019s not enough to have \"one-to-many\" interactions\u2013your brand needs to <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">understand your customers<\/a> and meet them where they are to be effective in your marketing strategy. To create these one-to-one interactions, brands must segment their customers to communicate with them effectively. Segmentation is a great starting point to make memorable interactions. Below, we\u2019ll dive into some of the best segmentation practices that you should be using to connect with your audiences if you aren\u2019t already.<\/p>\r\n<h3>Why Does Segmentation Matter?<\/h3>\r\n<p>You wouldn\u2019t address your grandmother the way you talk to your best friend, so why should brands interact with all of their customers the same way? Even in niche businesses, customers can vary significantly in their needs and desires.<\/p>\r\n<p>Depending on your business, your customers might even span across geography and generations. With this in mind, it\u2019s essential to understand that your customer base has various interests. Segmenting customers can help your brand tailor its approach to each group, creating a more relevant experience for each individual. By implementing segmentation practices, you can group similar customers and focus on a more appropriate message.<\/p>\r\n<p>While two customers may buy the same product, their motivations for doing so can be drastically different. Thankfully for marketers, more people these days are comfortable providing their information and tracking data to brands. With this data, brands have been able to develop hyper-targeted campaigns, which consumers have grown accustomed to.<\/p>\r\n<p>This acclimation is especially true for younger generations, who make up a massive portion of the market, as digital natives. For them, they\u2019ve come to expect hyper-targeted marketing, primarily through social media. With marketing messaging coming through a multitude of sources, it\u2019s even more vital to know and understand your audience, leading to better conversion and higher brand loyalty.<\/p>\r\n<p>Leverage the information you collect and the data they give you to give them more of what they want.<\/p>\r\n<h3>Simple Segmentation Practices<\/h3>\r\n<h4>Let Them Tell You What They Like<\/h4>\r\n<p>Sending your current customers a simple survey is a great way to understand more about your existing customers. A survey is a simple, direct, and inexpensive way to gain valuable insight into what drives purchasing decisions. For example, how did they find your business? Are there specific products or services that drew them to your company? What areas do they live in? Do they shop for themselves or others?<\/p>\r\n<p>This <a href=\"https:\/\/reallygoodemails.com\/emails\/wirecutter-readers-we-want-to-hear-from-you\" target=\"_blank\" rel=\"noopener\">email<\/a> from <a href=\"https:\/\/www.nytimes.com\/wirecutter\/\" target=\"_blank\" rel=\"noopener\">Wirecutter<\/a> asks subscribers to share their interests and feedback to tailor their content and improve the overall user experience. Since they test and review tech, appliances, gear, and more, it\u2019s integral to their marketing and content strategies to understand their readers\u2019 wants. Surveys provide a simple feedback forum that can help your brand improve user experiences and collect <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a> directly from the user.<\/p>\r\n\r\n[caption id=\"attachment_94952\" align=\"alignnone\" width=\"1047\"]<img class=\"size-full wp-image-94952\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/screencapture-reallygoodemails-emails-wirecutter-readers-we-want-to-hear-from-you-2021-10-25-09_08_41-edit.png\" alt=\"Wirecutter segmentation\" width=\"1047\" height=\"1706\" \/> <em>A quick survey helps you learn more about your audience. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/wirecutter-readers-we-want-to-hear-from-you\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>You don\u2019t have to collect all the data at once, but each touchpoint should provide value to the customer\u2014allowing your brand to understand them better as individuals. As you gather more information on your customers, you can further segment them into more niche groupings.<\/p>\r\n<h4>Segmentation Delivers Value<\/h4>\r\n<p>There are many ways to segment your audience once you know a bit about them. Segmentation practices can be based on demographic characteristics. <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">Generational<\/a> targeting is one example. Each generation has its own language and set of values.<\/p>\r\n<p>This simple color-blocked <a href=\"https:\/\/app.mailcharts.com\/emails\/c22243c6-87f7-5229-d133-6c964edf2530?company_id=37370\" target=\"_blank\" rel=\"noopener\">email<\/a> from <a href=\"https:\/\/www.drinktrade.com\/\" target=\"_blank\" rel=\"noopener\">Trade Coffee<\/a> highlights their sourcing transparency\u2014a quality highly valued by Gen Z. Much of their core messaging focuses on ethically sourced beans or supporting small coffee farmers.<\/p>\r\n\r\n[caption id=\"attachment_94964\" align=\"alignnone\" width=\"1162\"]<img class=\"size-full wp-image-94964\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/screencapture-app-mailcharts-emails-c22243c6-87f7-5229-d133-6c964edf2530-2021-10-25-09_12_50-edit.png\" alt=\"Trade Coffee Segmentation Practices\" width=\"1162\" height=\"2964\" \/> <em>Highlight what you know your customers care about. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/c22243c6-87f7-5229-d133-6c964edf2530?company_id=37370\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>In contrast to Gen Z, Millennials have other interests. With a subject line of \u201c<a href=\"https:\/\/reallygoodemails.com\/emails\/have-you-been-adulting\" target=\"_blank\" rel=\"noopener\">Have You Been Adulting<\/a>,\u201d only a Millennial audience would appreciate this language from <a href=\"https:\/\/us.whogivesacrap.org\/\" target=\"_blank\" rel=\"noopener\">Who Gives A Crap<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_94970\" align=\"alignnone\" width=\"997\"]<img class=\"wp-image-94970 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/screencapture-reallygoodemails-emails-have-you-been-adulting-2021-10-25-09_16_08-edit.png\" alt=\"Who Gives a Crap Segmentation\" width=\"997\" height=\"6003\" \/> <em>The language is playful and fun\u2014it feels like it was written by a millennial. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/have-you-been-adulting\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Knowing simple information about customer ages can help you avoid <a href=\"https:\/\/iterable.com\/blog\/trendy-or-cheugy-2021-youth-marketing-strategies-for-gen-z\/\" target=\"_blank\" rel=\"noopener\">a cheugy situation<\/a>. Demographic data can help your brand create relevant and compelling messaging.<\/p>\r\n<h4>Meet Your Customers Where They Are<\/h4>\r\n<p>A similar segmentation practice is to segment by geographic locations. This strategy can be helpful when promoting events and sales at brick-and-mortar stores.<\/p>\r\n<p>This <a href=\"https:\/\/app.mailcharts.com\/emails\/4afb124e-077f-7b89-c392-5a7e7d99d4dc?list_id=690\" target=\"_blank\" rel=\"noopener\">email<\/a> from <a href=\"https:\/\/www.safeway.com\/\" target=\"_blank\" rel=\"noopener\">Safeway<\/a> highlights store and delivery information available in specific locations. Safeway is one of many brands under the parent company Albertsons. As a company with many brands across the country, location-specific email marketing highlights the relevant store and services available to the recipient.<\/p>\r\n\r\n[caption id=\"attachment_94976\" align=\"alignnone\" width=\"1038\"]<img class=\"size-full wp-image-94976\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/screencapture-app-mailcharts-emails-4afb124e-077f-7b89-c392-5a7e7d99d4dc-2021-10-25-09_26_22-edit.png\" alt=\"Safeway Geographic Segmentation\" width=\"1038\" height=\"3196\" \/> <em>Using geographic segmentation can make your brand feel like a local business. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/4afb124e-077f-7b89-c392-5a7e7d99d4dc?list_id=690\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Geographic data is also helpful with seasonal promotions. For example, cold weather promotional emails wouldn\u2019t be as effective for someone in LA, where the weather stays essentially the same year-round.<\/p>\r\n<p>This promotional <a href=\"https:\/\/reallygoodemails.com\/emails\/bundle-up-with-the-chilly-collection\" target=\"_blank\" rel=\"noopener\">email<\/a> from <a href=\"https:\/\/www.allbirds.com\/\" target=\"_blank\" rel=\"noopener\">Allbirds<\/a> is relevant for certain climates across the country but would seem out of place in Florida, where it stays reasonably warm, even during the winter months. Utilizing geographic information can help your brand\u2019s message reach the right audience in a relevant way.<\/p>\r\n\r\n[caption id=\"attachment_94985\" align=\"alignnone\" width=\"976\"]<img class=\"size-full wp-image-94985\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/screencapture-reallygoodemails-emails-bundle-up-with-the-chilly-collection-2021-10-25-09_30_09-edit.png\" alt=\"Allbirds Geographic Segmentation\" width=\"976\" height=\"4890\" \/> <em>Geographic segmentation ensures Allbirds reaches the right audience with the right message. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/bundle-up-with-the-chilly-collection\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Using demographic or geographic data to segment audiences doesn\u2019t require much time. It\u2019s a matter of segmenting by a custom event in a user\u2019s profile.<\/p>\r\n<h4>Leverage Customer Behavior<\/h4>\r\n<p>Behavioral segmentation is another way to personalize your message to your audience. Focusing on how customers interact and make purchasing decisions is incredibly helpful when creating email marketing strategies. One example is an abandoned cart email. This type of email is a one-to-one interaction that can help remind and encourage someone to complete their purchase.<\/p>\r\n<p>This simple abandoned cart <a href=\"https:\/\/reallygoodemails.com\/emails\/eyeing-something\" target=\"_blank\" rel=\"noopener\">email<\/a> from <a href=\"https:\/\/www.everlane.com\/\" target=\"_blank\" rel=\"noopener\">Everlane<\/a> highlights the specific item that the user left in their cart. It provides another touchpoint with a user and a gentle reminder that they have something in their cart.<\/p>\r\n\r\n[caption id=\"attachment_94995\" align=\"alignnone\" width=\"973\"]<img class=\"size-full wp-image-94995\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/screencapture-reallygoodemails-emails-eyeing-something-2021-10-25-09_33_50-edit.png\" alt=\"Everlane Abandoned Cart\" width=\"973\" height=\"1613\" \/> <em>Give your customers a gentle reminder when they need it. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/eyeing-something\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>A brand\u2019s website can capture customer behavioral data, which can often be a practical focus for brands. That said, behavioral segmentation requires the proper technology stack in place to ensure your team has full visibility into a user\u2019s interactions with your brand. For the cart abandonment example, your team should be able to identify if this abandonment occurred on desktop or mobile, keeping all interactions visible and allowing you to communicate with the user through a relevant channel. Your cross-channel experience doesn\u2019t stop at simply incorporating more channels. There\u2019s valuable behavioral data in these interactions that can further inform your segmentation\u2014and other marketing\u2014strategies.<\/p>\r\n<h3>Start Segmenting Your Customers<\/h3>\r\n<p>These segmentation practices are simple starting points to begin grouping your audience to create a personalized experience for everyone. For more in-depth guidance on segmentation, including <a href=\"https:\/\/iterable.com\/blog\/3-common-pitfalls-of-segmentation\/\" target=\"_blank\" rel=\"noopener\">pitfalls<\/a> to watch out for, check out our <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener\">playbook<\/a> on user segmentation. It\u2019s vital to provide tailored messaging to your audience; they\u2019ve come to expect it. However, segmenting your audience is only the first step in creating an effective and personalized marketing strategy. Learn how Iterable can help.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> today.<\/em><\/p>","post_title":"Segmentation Practices You Needed to Implement Yesterday","post_excerpt":"We\u2019ll dive into some of the best segmentation practices that you should be using to connect with your audiences if you aren\u2019t already.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"segmentation-practices-you-needed-to-implement-yesterday","to_ping":"","pinged":"","post_modified":"2021-10-25 10:38:18","post_modified_gmt":"2021-10-25 17:38:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=94951","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 25, 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":440,"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\/10\/102521_Segmentation-Best-Practices_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Segmentation Practices\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/102521_Segmentation-Best-Practices_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/102521_Segmentation-Best-Practices_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/102521_Segmentation-Best-Practices_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/segmentation-practices-you-needed-to-implement-yesterday\/"},{"ID":94922,"post_author":"41","post_date":"2021-10-25 06:12:16","post_date_gmt":"2021-10-25 13:12:16","post_content":"Do not delete this 'Whitepaper'. It is needed for URL structure, and it's not visible in frontend (redirection is set).","post_title":"[DO NOT DELETE] Ungated","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ungated","to_ping":"","pinged":"","post_modified":"2021-10-25 06:16:23","post_modified_gmt":"2021-10-25 13:16:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=94922","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"October 25, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/ungated\/"},{"ID":94575,"post_author":"79","post_date":"2021-10-21 10:18:16","post_date_gmt":"2021-10-21 17:18:16","post_content":"<p>What did you want to be when you grew up?<\/p>\r\n<p>Maybe you wanted to be a firefighter, an astronaut, a professional athlete, or a doctor. Who wouldn\u2019t dream of saving a puppy from a burning building, traveling to Mars, or sprinting under the lights at Wembley Football Stadium? Everyone wants to be a hero.<\/p>\r\n<p>Rarely, however, do we hear kids say, \u201cwhen I grow up, I want to be in marketing.\u201d<\/p>\r\n<p>But that\u2019s about to change. Why? Because we think marketers are modern day superheroes. We have influence, the power to make lasting impressions, and we work hard to ensure campaigns matter to customers. And, like superheroes, we do most of this work behind the scenes.<\/p>\r\n<p>Instead of a key to the city, or a television series, we've created our own award to give marketers their due.<\/p>\r\n<h3>The Iterable Expie Awards<\/h3>\r\n<p>Recently, we opened applications for the 2021 Iterable Expie Awards, designed to recognize and celebrate customers that leverage Iterable to power world-class customer experiences. From extraordinary customer engagement to authentic, empathetic connections, Expie Award nominees and winners raise the bar for marketers all over the world.<\/p>\r\n<p>They\u2019re the best of the best. The superheroes of customer experience.<\/p>\r\n<p>The Iterable Expie award finalist list includes individuals and brands from around the world: <a href=\"https:\/\/www.aetv.com\/\" target=\"_blank\" rel=\"noopener\">A&amp;E Networks<\/a>, <a href=\"https:\/\/booksy.com\/biz\/en-gb\" target=\"_blank\" rel=\"noopener\">Booksy<\/a>, <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, <a href=\"https:\/\/www.carvana.com\/\" target=\"_blank\" rel=\"noopener\">Carvana<\/a>, <a href=\"https:\/\/www.coinbase.com\" target=\"_blank\" rel=\"noopener\">Coinbase<\/a>, <a href=\"https:\/\/drizly.com\/\" target=\"_blank\" rel=\"noopener\">Drizly<\/a>, <a href=\"https:\/\/www.getepic.com\/\" target=\"_blank\" rel=\"noopener\">Epic!<\/a>, <a href=\"https:\/\/www.fender.com\/en-US\/start\" target=\"_blank\" rel=\"noopener\">Fender<\/a>, <a href=\"https:\/\/www.goauto.ca\/\" target=\"_blank\" rel=\"noopener\">Go Auto<\/a>, <a href=\"https:\/\/www.honeybook.com\/\" target=\"_blank\" rel=\"noopener\">HoneyBook<\/a>, <a href=\"https:\/\/www.imperfectfoods.com\/\" target=\"_blank\" rel=\"noopener\">Imperfect Foods<\/a>, Judy Kaufman (<a href=\"https:\/\/oportun.com\/\" target=\"_blank\" rel=\"noopener\">Oportun<\/a>), <a href=\"https:\/\/www.nbcuniversal.com\/\" target=\"_blank\" rel=\"noopener\">NBCUniversal<\/a>, <a href=\"https:\/\/www.onthebeach.co.uk\/?mv_pc=googlecpc&amp;CampaignID=14561788686&amp;AdGroupID=124211917382&amp;Keyword=kwd-2976555505&amp;MatchType=e&amp;Device=c&amp;AdID=544194246144&amp;gclid=CjwKCAjw_L6LBhBbEiwA4c46upLSB1lKv_t4JFvEvHr2tYbVc6dzeuvqC7DNHZEgJYo3ncqxdKdfyRoCPjAQAvD_BwE\" target=\"_blank\" rel=\"noopener\">On the Beach<\/a>, Patrick Mackie (<a href=\"https:\/\/www.maderenovation.com\/\" target=\"_blank\" rel=\"noopener\">Made Renovation<\/a>), <a href=\"https:\/\/www.priceline.com\/\" target=\"_blank\" rel=\"noopener\">Priceline<\/a>, <a href=\"https:\/\/www.redbubble.com\/\" target=\"_blank\" rel=\"noopener\">Redbubble Inc.<\/a>, Sherise Fan (<a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noopener\">DoorDash<\/a>), <a href=\"https:\/\/streeteasy.com\/\" target=\"_blank\" rel=\"noopener\">StreetEasy<\/a>, <a href=\"https:\/\/www.myunidays.com\/US\/en-US\" target=\"_blank\" rel=\"noopener\">UNiDAYS<\/a>, <a href=\"https:\/\/wetransfer.com\/\" target=\"_blank\" rel=\"noopener\">WeTransfer<\/a>, and <a href=\"https:\/\/www.zoopla.co.uk\/\" target=\"_blank\" rel=\"noopener\">Zoopla<\/a>. Discover the finalists in each category in the infographic below!<\/p>\r\n<p>We received many fantastic submissions for the six categories, and are thrilled to share the finalists from each:<\/p>\r\n<p><img class=\"alignnone size-full wp-image-94591\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/EXPIE-ASSETS_Infographic.png\" alt=\"Expie awards finalists\" width=\"1001\" height=\"3667\" \/><\/p>\r\n<p>We\u2019re honored to partner with the brands and marketing leaders who put consumers at the center of everything they do. But the excitement isn\u2019t over yet.<\/p>\r\n<p>On Tuesday, November 9, we\u2019ll be announcing the overall category winners of the Iterable Expie Awards!<\/p>\r\n<p>Think you have what it takes to win an Expie? Reach out to our <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">team<\/a> to find out more! <br \/>\r\n<br \/>\r\n<br \/>\r\n<\/p>","post_title":"Announcing the Finalists of the Iterable Expie Awards","post_excerpt":"From extraordinary customer engagement to authentic connections, Expie Award finalists raise the bar for marketers\u2014the best of the best.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"announcing-the-finalists-of-the-iterable-expie-awards","to_ping":"","pinged":"","post_modified":"2021-10-21 11:29:25","post_modified_gmt":"2021-10-21 18:29:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=94575","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/10\/EXPIE_Finalists-Iterable-Blog-Header.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Expie Awards Finalists\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/EXPIE_Finalists-Iterable-Blog-Header.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/EXPIE_Finalists-Iterable-Blog-Header-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/EXPIE_Finalists-Iterable-Blog-Header-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/announcing-the-finalists-of-the-iterable-expie-awards\/"},{"ID":92283,"post_author":"97","post_date":"2021-10-21 10:00:43","post_date_gmt":"2021-10-21 17:00:43","post_content":"<p>2020 brought a lot of change and accelerated digital transformation initiatives for brands. We're seeing hyper digital transformation, the rise of essential commerce, and increased mobile app competition. As a result, consumer expectations have changed forever, especially Gen Z. We are more digitally connected than ever before - but what does this mean for your consumers, and your marketing?<\/p>\r\n<p>Watch this on-demand session from <a href=\"http:\/\/www.Voxburner.com\">Voxburner's<\/a> YMS London and learn:<\/p>\r\n<ul>\r\n\t<li>How to approach digital transfromation<\/li>\r\n\t<li>Top tips for a winning personalization strategy<\/li>\r\n\t<li>Real life examples from Zoopla and Fiit<\/li>\r\n<\/ul>","post_title":"5 Steps to Embracing Gen Z Digital Strategies","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"5-steps-to-embracing-gen-z-digital-strategies","to_ping":"","pinged":"","post_modified":"2021-10-21 10:00:43","post_modified_gmt":"2021-10-21 17:00:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=92283","menu_order":53,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"October 21, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/5-steps-to-embracing-gen-z-digital-strategies\/"},{"ID":94439,"post_author":"79","post_date":"2021-10-19 13:10:48","post_date_gmt":"2021-10-19 20:10:48","post_content":"<p>If you\u2019ve watched Amazon Prime\u2019s <em><a href=\"https:\/\/www.imdb.com\/title\/tt15213278\/\" target=\"_blank\" rel=\"noopener\">LulaRich<\/a><\/em>, the tale of the multi-level marketing company, <a href=\"https:\/\/www.lularoe.com\/\" target=\"_blank\" rel=\"noopener\">LulaRoe<\/a>, you probably noticed that the key to acquiring multiple levels was recruiting like-minded people, whose interest had already been piqued by customer reviews. (And, if you haven\u2019t watched it yet, keep this in mind when you do.)<\/p>\r\n<p>This got us thinking. Why was this peer-to-peer (P2P) marketing approach so successful? Why does having someone relatable\u2014a peer\u2014sharing the personal experiences they\u2019ve had with your brand, resonate with customers? Plus, how does P2P marketing compare to its highly effective counterpart, <a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2017\/11\/14\/what-is-influencer-marketing-and-how-can-marketers-use-it-effectively\/?sh=4c8fb05323d1\" target=\"_blank\" rel=\"noopener\">influencer marketing<\/a>?<\/p>\r\n<p>Read on to see if these #ads are just #fads.<\/p>\r\n<h3>What is Peer-to-Peer Marketing?<\/h3>\r\n<p><a href=\"https:\/\/peertopeermarketing.co\/peer-to-peer-marketing-guide\/\" target=\"_blank\" rel=\"noopener\">Peertopeermarketing.co<\/a> says P2P marketing is essentially turning your brand\u2019s stakeholders (customers, partners, employees, investors, etc.) into additional marketing channels. The first step is appealing to your existing customers to encourage them to share authentic reviews of your products, their shopping experiences, or both.<\/p>\r\n<p>Really, P2P marketing is an evolution of word-of-mouth marketing. We\u2019re all familiar with the word-of-mouth marketing story: a customer told his friend who told her friend who told their friends about their experience with your brand and now your product is selling like hotcakes. Not only does this increase sales, but it\u2019s free advertising. The dream, right?<\/p>\r\n<p>Peer-to-peer marketing is just an extension of this. But, instead of purely organic, literal word-of-mouth diffusion, brands actually encourage customers to take to various platforms and share their experiences. After all, <a href=\"https:\/\/www.nielsen.com\/us\/en\/insights\/report\/2012\/global-trust-in-advertising-and-brand-messages-2\/\" target=\"_blank\" rel=\"noopener\">92% of consumers<\/a> around the world trust the recommendations of their friends and family.<\/p>\r\n<p>Encouragement from brands can come in a variety of different forms. Typically, this could include incentives like bonus rewards points in a loyalty program, a unique coupon code, or a free product sample. And, while these benefits may improve the customer-brand relationship, these techniques are meant to elicit genuine, authentic reviews, not force positive ones.<\/p>\r\n<h3>Why does Peer-to-Peer Marketing Work?<\/h3>\r\n<p>The key term here is authenticity. Peer-to-peer marketing is more genuine than most other marketing channels. \u201cPeers\u201d don\u2019t need to be shoppers\u2019 best friends, either. Just getting a product review from a real person, rather than an ambiguous brand or unrelatable celebrity, builds trust. In fact, <a href=\"https:\/\/www.inc.com\/craig-bloem\/84-percent-of-people-trust-online-reviews-as-much-.html?_ga=2.55200043.1641147504.1634241300-668445659.1634241300\" target=\"_blank\" rel=\"noopener\">91% of people<\/a> regularly or occasionally read online reviews, and 84% trust online reviews as much as a personal recommendation.<\/p>\r\n<blockquote>\r\n<p><em>\u201cMillennials and their Gen Z brethren are interested in <a href=\"https:\/\/www.cnbc.com\/2018\/04\/09\/generation-z-what-they-want-from-brands-and-businesses.html\" target=\"_blank\" rel=\"noopener\">authenticity<\/a>, not salesmanship. They have diminished brand trust compared to past generations, and they want insights from people whose lives are like theirs -- not from people who have additional privileges.\u201d - <a href=\"https:\/\/www.entrepreneur.com\/article\/334472\" target=\"_blank\" rel=\"noopener\">Entrepreneur.com<\/a><\/em><\/p>\r\n<\/blockquote>\r\n<p>The combination of highly valued reviews paired wIth younger generations\u2014particularly Gen Z\u2014<a href=\"https:\/\/iterable.com\/blog\/trendy-or-cheugy-2021-youth-marketing-strategies-for-gen-z\/\" target=\"_blank\" rel=\"noopener\">flocking to social media<\/a> for inspiration has created the perfect platform for shoppers to share their genuine experiences with products or brands.<\/p>\r\n<h4>The (Social) Proof is in the Pudding<\/h4>\r\n<p>As defined by <a href=\"https:\/\/whatis.techtarget.com\/definition\/social-proof\" target=\"_blank\" rel=\"noopener\">TechTarget<\/a>, \u201cSocial proof is the influence that the actions and attitudes of the people around us (either in real life or online) have on our own behavior. The \u2018proof\u2019 element is the idea that if other people are doing it (or saying it), it must be correct.\u201d The benefit of using existing customer feedback as social proof in your marketing efforts is that your existing customers are likely pretty similar to your potential customers.<\/p>\r\n<p>By putting customer reviews in your emails, for example, you\u2019re creating social proof. In the example below, <a href=\"https:\/\/bitetoothpastebits.com\/\" target=\"_blank\" rel=\"noopener\">Bite<\/a>, a sustainable toothpaste brand, is showing their email subscribers that their peers enjoyed their products by featuring direct quotes from existing customers. This is an excellent example of how brands can harness peer-to-peer marketing to make it work in their marketing strategies.<\/p>\r\n\r\n[caption id=\"attachment_94441\" align=\"alignnone\" width=\"1083\"]<img class=\"size-full wp-image-94441\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/screencapture-reallygoodemails-emails-we-cant-stop-smiling-2021-10-19-09_47_35-edit.png\" alt=\"Bite Peer-to-Peer Marketing\" width=\"1083\" height=\"4683\" \/> <em>To double-down on social proof, Bite includes reviews from both well-known publications and customers. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/we-cant-stop-smiling\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Social media can provide a direct line of communication for shoppers to connect directly with one-another. Potential customers can connect with customers who have purchased your products in the past, getting social proof straight from the horse\u2019s mouth. That line of communication is not as open, if open at all, for connecting directly with your brand\u2019s product designer or a celebrity influencer.<\/p>\r\n<h3>How does P2P Compare to Influencer Marketing?<\/h3>\r\n<p>We\u2019ve touched on it already , but peer-to-peer marketing is rooted in the idea that potential customers will see themselves in the person reviewing your product, making them think, \u201cHey, if they like this, I\u2019ll like this too.\u201d Influencer marketing, on the other hand, loses a lot of that relatability.<\/p>\r\n<p>When celebrities and influencers with dedicated social followers tout their favorite products through advertising channels or social posts accompanied by the <a href=\"https:\/\/www.npr.org\/2019\/11\/05\/776488326\/ftc-issues-rules-for-disclosure-of-ads-by-social-media-influencers\" target=\"_blank\" rel=\"noopener\">now-required<\/a> \u201c#ad,\u201d it shows shoppers that these \u201crave reviews\u201d are being paid for, making it hard to know how the influencer actually feels about the product.<\/p>\r\n<h4>Ditch Deception<\/h4>\r\n<p>The Federal Trade Commission required \u201c#ad\u201d be tacked on to social posts that were paid endorsements because it\u2019s deceptive to pass paid posts off as organic. Michael Atleson, a staff attorney for the FTC's Bureau of Consumer Protection <a href=\"https:\/\/www.npr.org\/2019\/11\/05\/776488326\/ftc-issues-rules-for-disclosure-of-ads-by-social-media-influencers\" target=\"_blank\" rel=\"noopener\">said<\/a>, \"Many consumers rely upon influencer recommendations in making purchasing decisions, and they should know when a brand paid an influencer for an endorsement, because it affects the weight and credibility the consumers may give to that endorsement.\u201d<\/p>\r\n<p>While brands can, and should, encourage reviews and reward customers who provide reviews and create user-generated content, it\u2019s not an outright ask to speak fondly of a product in exchange for payment. Peer-to-peer marketing takes all reviews into account\u2014the good, the bad, and the ugly. With not-so-favorable reviews, you can reach out to customers who have provided negative feedback, figure out how to fix the problem, or take the issue to your product team for future improvements, further strengthening your relationship with that customer, and showing potential customers that your brand listens.<\/p>\r\n\r\n[caption id=\"attachment_94468\" align=\"alignnone\" width=\"742\"]<img class=\"wp-image-94468 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/netflix-screenshot.png\" alt=\"Positive and negative feedback\" width=\"742\" height=\"1172\" \/> <em><a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a> asks for feedback, whether positive or negative, from viewers to help them improve their overall customer experience. <\/em>[\/caption]\r\n\r\n<p>Peer-to-peer marketing becomes an asset for your brand, your existing customers, and potential customers. Be sure you\u2019re taking advantage of this user-generated content in your cross-channel marketing strategy.<\/p>\r\n<h3>Weaving P2P Into Cross-Channel Marketing<\/h3>\r\n<p>Getting customers to talk about your products (yes, positively and negatively) is a win for your brand. Not only do you have direct feedback from the people using your products\u2014free focus groups, anyone?\u2014but you have a wealth of new content that can be shared through your various marketing channels, creating social proof.<\/p>\r\n<p><em>To explore how a true cross-channel strategy can be implemented in tandem with peer-to-peer marketing, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Why Peer-to-Peer Marketing Works","post_excerpt":"Why does peer-to-peer marketing resonate with customers? How does it compare to its highly effective counterpart, influencer marketing?","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-peer-to-peer-marketing-works","to_ping":"","pinged":"","post_modified":"2021-10-19 13:10:48","post_modified_gmt":"2021-10-19 20:10:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=94439","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/10\/101921_Peer-to-Peer-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"peer-to-peer header\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/101921_Peer-to-Peer-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/101921_Peer-to-Peer-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/101921_Peer-to-Peer-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-peer-to-peer-marketing-works\/"},{"ID":94296,"post_author":"79","post_date":"2021-10-18 11:30:40","post_date_gmt":"2021-10-18 18:30:40","post_content":"<p>At the end of the day, marketing is meant to make people happy. It doesn\u2019t matter if your target audience is sipping Bellini\u2019s under the Space Needle, or catching a show in the West End, every person deserves to be delighted. Especially during the holiday season.<\/p>\r\n<p>So, while twinkling lights and home-cooked meals are sure to spark joy this season, it's also incumbent on the marketer to deliver on the promise of delight this festive season. Which requires marketers to think from the customer's point of view.<\/p>\r\n<p>At Iterable, we\u2019re big on people and joy. Our mission, in fact, is to connect people to the products that bring them joy. Keeping a pulse on martech industry trends and consumer preferences is essential to ensuring we deliver on this mission.<\/p>\r\n<p>Last year, we <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener\">surveyed over 1,000 consumers<\/a> across the U.S. Our results showed that even though consumers were concerned about the upcoming holiday season, there was an opportunity for retailers to make an impact by choosing the right timing and channels to share their marketing messages. This year, we wanted to go global with our research and find out where shopping trends converge and diverge across two major markets: the U.S. and UK.<\/p>\r\n<p>Here\u2019s what we found in our poll of 1,500 consumers across the U.S. and UK:<\/p>\r\n<h3>Different Shopping Trends Between UK and U.S. Consumers<\/h3>\r\n<h4>1. Both U.S. and UK will spend online (but UK will spend more than in years past).<\/h4>\r\n<p>Ok, it\u2019s only October. But Christmas cheer has never been dependent on timing.<\/p>\r\n<blockquote>\r\n<p><em>This year, 51% of UK shoppers are planning on spending more this holiday season.<\/em><\/p>\r\n<\/blockquote>\r\n<p>And where are they planning on spending it? Online, of course! COVID-19 <a href=\"https:\/\/www.mckinsey.com\/featured-insights\/coronavirus-leading-through-the-crisis\/charting-the-path-to-the-next-normal\/coronavirus-is-accelerating-digital-strategy-formulation\" target=\"_blank\" rel=\"noopener\">accelerated the adoption of e-commerce<\/a>. We weren\u2019t surprised when we found that 84% of U.S. shoppers and 86% of UK shoppers plan to complete at least half of their shopping online this holiday season.<\/p>\r\n<p>Brands can capture the greater UK market share by focusing their efforts on first-time customers. Attract customers with the right mindset and profile\u2014the ones who have the potential to become <a href=\"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">loyal customers<\/a>.<\/p>\r\n<p>And remember, a first purchase could be the start of a customer journey. The real growth potential often comes from developing repeat and returning customers.<\/p>\r\n<h4>2. In the UK, shoppers prefer promotions that have a tone of trust and transparency.<\/h4>\r\n<p>2021 is all about personalization. But the right message, at the right time, on the right device only goes so far. Now, marketers need to focus on landing the right tone in their promotions.<\/p>\r\n<p>We asked consumers to think back over the last six months, and tell us which attributes best describe the tone of their favorite promotion from brands.<\/p>\r\n<blockquote>\r\n<p><em>For 29% of our UK respondents, promotions with a transparent and trusting tone took priority.<\/em><\/p>\r\n<\/blockquote>\r\n<p>Take a look where other tones stand on the promotional hierarchy:<\/p>\r\n<ul>\r\n\t<li>Transparent and Trusting (29%)<\/li>\r\n\t<li>Empathetic and Comforting (23%)<\/li>\r\n\t<li>Inspirational and Motivational (11%)<\/li>\r\n\t<li>Cutting Edge and Exciting (13%)<\/li>\r\n<\/ul>\r\n<p>Transparency is always a best practice when it comes to consumer messaging, and this season, with the rise in supply chain issues and shipping concerns, brands have an opportunity to set a precedent of trust early on.<\/p>\r\n<p>Brands need to be honest with customers, setting expectations and ensuring they have everything in place for sales success, whether that\u2019s shipping timelines or stock availability. The holiday season is an incredible time to capture new customers and set the precedent for a mutually beneficial and trusting relationship, setting yourself up for success beyond the season.<\/p>\r\n<h4>3. Brands Should Strategize to Ensure Your Promotional Campaigns Are Seen.<\/h4>\r\n<p>There are unique business uses for 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 <a href=\"https:\/\/iterable.com\/blog\/how-cross-channel-marketing-impacts-ltv-for-retail-customers\/\" target=\"_blank\" rel=\"noopener\">increase customers\u2019 LTV<\/a>.<\/p>\r\n<blockquote>\r\n<p><em>For the majority (56.2%) of UK consumers, email leads as the channel of choice when it comes to receiving promotional messages.<\/em><\/p>\r\n<\/blockquote>\r\n<p>With a consistently high ROI, email communication is an important tool for any marketing team.<\/p>\r\n<p>Next in popularity, at almost 10%, a brand\u2019s website. According to expert web designers <a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/01449290500330448\" target=\"_blank\" rel=\"noopener\">Fernandez, Duke and Brown<\/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 For users to get to your site and stay there, the UX has to be intuitive and frictionless on <a href=\"https:\/\/iterable.com\/blog\/why-mobile-ux-matters-for-building-a-better-cx\/\" target=\"_blank\" rel=\"noopener\">mobile<\/a> and <a href=\"https:\/\/iterable.com\/blog\/why-desktop-ux-matters-for-building-a-better-cx\/\" target=\"_blank\" rel=\"noopener\">desktop<\/a>. 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<h3>Similar Shopping Trends Between U.S. and UK Consumers<\/h3>\r\n<p>Apart from soccer versus football, are we really all that different? At times, preferences do converge.<\/p>\r\n<h4>1. Creating an Emotional Connection Matters Across the Board.<\/h4>\r\n<p>Our consumer survey made one shopping trend abundantly clear: relationships matter.<\/p>\r\n<blockquote>\r\n<p><em>More than three-quarters of UK and U.S. respondents (76%) reported that they are more likely to purchase from a brand they have an emotional connection to.<\/em><\/p>\r\n<\/blockquote>\r\n<p>While this is a slight decrease from last year\u2019s findings (83%), the statistic is still substantial. Given this continued majority preference from respondents, mission-driven statements from brands still hold high value in 2021.<\/p>\r\n<p>When looking at the data on a generational level, however, there are nuances marketers should be aware of in their efforts to emotionally connect with target audiences. Younger generations strongly desire a connection to the brands they shop with. <a href=\"https:\/\/iterable.com\/blog\/trendy-or-cheugy-2021-youth-marketing-strategies-for-gen-z\/\" target=\"_blank\" rel=\"noopener\">90% of Gen Zers<\/a> and 85% of millennials say they\u2019re more likely to shop with a brand they have an emotional connection with, as opposed to only 60% of baby boomers.<\/p>\r\n<p>Of course, we know that it's really difficult to understand how someone feels about your brand and then actually use that knowledge to craft relevant campaigns. And even if you know today, tomorrow their feelings may change.<\/p>\r\n<p>Understanding how customers are feeling about your brand messaging, in real-time and across channels, can inform smarter strategies when it comes to tone, and help build an emotional connection with your audience. Consider leveraging tools that can support these metrics and measurements.<\/p>\r\n<h4>2. Yes, Black Friday Shopping is Still in Vogue<\/h4>\r\n<p>We wanted to take the guessing out of the game for brands this holiday season, so we asked shoppers \u201cWhen do you plan on completing the majority of your holiday shopping?\u201d. The top two responses? Black Friday and November in general.<\/p>\r\n<blockquote>\r\n<p><em>41% of U.S. respondents and 49% of UK respondents plan on completing their holiday shopping during the month of November, with a focus on Black Friday.<\/em><\/p>\r\n<\/blockquote>\r\n<p>Global brands would do well to remember that Black Friday is a firm fixture in the UK shopping calendar as well. Whilst it does not have the tie to Thanksgiving, brands need to work hard to stand out and ensure UK shoppers know what to expect from their sales event. Find a way to differentiate your brand messaging in November. Lean in on the above learning to capture customer attention.<\/p>\r\n<h4>3. Local is Lucrative in All \u2026 Locales.<\/h4>\r\n<p>As our post-pandemic shopping personalities start to settle, one shopping trend has really crystallized: shopping small. Consumers are ditching the large scale shopping centers in favor of browsing at local shops, spending their cash at the village boutique and spreading the word about independent brands.<\/p>\r\n<blockquote>\r\n<p><em>29% of UK shoppers said they will shop more at small or local businesses than previous<\/em><br \/>\r\n<em>years.<\/em><\/p>\r\n<\/blockquote>\r\n<p>UK shoppers ranked supporting small or local businesses as their third highest priority when purchasing from a brand this holiday season\u2014above customer service, online reviews, and variety of selection.<\/p>\r\n<p>While shelter-in-place lifestyles could have escalated the shop small trend to new heights, consumers are likely gravitating towards local markets because of a new psychology that emerged earlier this year. In our <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener\">previous poll<\/a>, we found that 87% of consumers were more receptive to a brand\u2019s messages if they know the company\u2019s beliefs and values.<\/p>\r\n<p>What do these findings mean for brands and businesses? For small businesses, it means you are already set-up for success. However, smaller shops still need to ensure they are meeting consumer expectations in other ways, perhaps by elevating e-commerce experiences.<\/p>\r\n<p>Larger brands, on the other hand, have a bit more work to do, and should consider integrating the appealing \u201cshop local\u201d ideologies into their businesses. What makes small businesses stand out to consumers? Personality and community. Shopping with a small business, for many, means investing in the entrepreneurial ideology. By leveling up personalization efforts, big box brands can emulate a \u201cboutique\u201d experience.<\/p>\r\n<h3>Brand-Customer Relationships Must Go Beyond the Transaction<\/h3>\r\n<p>To thrive in today's digital economy, marketers and businesses have to put the customer at the center of everything they do. Today\u2019s modern consumers expect brands to understand them on a human level. What does this mean in practice? It means brands delivering individualized, authentic experiences in relation to shopping trends and what customers are doing across both traditional and digital interactions\u2014anytime, anywhere.<\/p>\r\n<p>Now that you have the insights, it's time to act. (And we\u2019re here to help!) <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">Schedule a demo<\/a> to get in touch with our team.<\/p>\r\n<p>&nbsp;<\/p>","post_title":"2021 E-Commerce Holiday Shopping Trends in the U.S. and UK","post_excerpt":"This year, we went global with our research and find out where shopping trends converge and diverge across two major markets: the US and UK. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-e-commerce-holiday-shopping-trends-in-the-u-s-and-uk","to_ping":"","pinged":"","post_modified":"2021-10-18 11:30:40","post_modified_gmt":"2021-10-18 18:30:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=94296","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/10\/NY-LDN-BLOG-03.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Holiday Shopping Trends UK US Quick Poll\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/NY-LDN-BLOG-03.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/NY-LDN-BLOG-03-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/NY-LDN-BLOG-03-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2021-e-commerce-holiday-shopping-trends-in-the-u-s-and-uk\/"},{"ID":94197,"post_author":"79","post_date":"2021-10-15 10:18:07","post_date_gmt":"2021-10-15 17:18:07","post_content":"<p>October is <a href=\"https:\/\/www.dol.gov\/agencies\/odep\/initiatives\/ndeam\" target=\"_blank\" rel=\"noopener\">National Disability Employment Awareness Month<\/a>, which, this year, aims to increase jobs and community involvement for people with disabilities in the aftermath of the COVID-19 pandemic.<\/p>\r\n<p><a href=\"https:\/\/www.worldbank.org\/en\/topic\/disability\" target=\"_blank\" rel=\"noopener\">The World Bank estimates<\/a> that there are more than one billion people worldwide\u2014around 15% of the population\u2014living with a disability. As consumers, they represent a market the size of the United States, Brazil, Pakistan, and Indonesia combined, and have disposable income valued over $8 trillion. As employees, they add to organizational diversity, which drives better decision-making and innovation.<\/p>\r\n<p>Mark Valdez, Software Engineer here at Iterable, has a special appreciation for bridging diversity and innovation. Prior to Iterable, Mark wasn\u2019t an engineer\u2014he wasn\u2019t even in tech. Instead, Mark was a mentor at <a href=\"https:\/\/www.toolworks.org\/\" target=\"_blank\" rel=\"noopener\">Toolworks<\/a>, a nonprofit devoted to helping all people with disabilities connect with opportunities in their community. His path to Iterable is lined with empathy, a growth mindset, and resilience.<\/p>\r\n<p>This month, Mark wants to challenge companies to ask themselves: \u201cDo our DE&amp;I efforts include people with disabilities?\u201d<\/p>\r\n<p>While you pause to ponder that question (and please do, it\u2019s an important one) we wanted to ask Mark a few questions of our own:<\/p>\r\n<h3>A Q&amp;A with Mark<\/h3>\r\n<h4>What\u2019s your backstory?<\/h4>\r\n<p>A year ago, I didn\u2019t know how to code. I didn\u2019t really know anything about computer science. I graduated from UC Davis with a degree in psychology. But, like many college graduates, I didn't really know what to do with my degree. So, I took a step back and honed in on my passion within the major: mentorship. That\u2019s when I found Toolworks.<\/p>\r\n<p>Looking back on my work there, I know I loved it because I was helping people. I was a friend, confidant, mentor, and motivator to adults with incredible talent, drive, and fortitude, who were faced with extraordinary hurdles in employment due to disability.<\/p>\r\n<h4>What led you into the tech industry?<\/h4>\r\n<p>I spent every day at Toolworks beside my clients. Physically, mentally, and emotionally. But, while I was making a difference as a mentor, I knew I could do more to solve the systemic issue of bias against disability employment.<\/p>\r\n<p>That\u2019s when I found coding. I knew what I needed to build to close the disability employment gap, but I didn\u2019t know how to do it. Coding bridged that gap.<\/p>\r\n<p>I first took a computer science class with <a href=\"https:\/\/www.udemy.com\/\" target=\"_blank\" rel=\"noopener\">Udemy<\/a>, an online learning platform. It was challenging, but it was encouraging. I knew that it would help me take my impact to the next level. Udemy is a great resource for anyone looking to learn a new concept or skill. It also happens to be a resource that Iterable leverages to encourage personal and professional learning and development.<\/p>\r\n<h4>And then you discovered Hack Reactor. What happened there?<\/h4>\r\n<p>With Udemy, I was learning engineering, but I needed more experience and I didn\u2019t think I could get it. I had neither the money nor the time to go back to school. I had the fortitude to continue along the \u201ctech\u201d path, but I needed an opportunity.<\/p>\r\n<p><a href=\"https:\/\/www.galvanize.com\/web-development\" target=\"_blank\" rel=\"noopener\">Hack Reactor<\/a>, a programming bootcamp by <a href=\"https:\/\/www.galvanize.com\/\" target=\"_blank\" rel=\"noopener\">Galvanize<\/a>, presented the opportunity. And Iterable helped me get through the door.<\/p>\r\n<p>Recognizing the ever-widening gap in equity in tech, and to help promote a more diverse and inclusive future in tech, Iterable launched a scholarship partnership with Galvanize, aptly named <a href=\"https:\/\/blog.galvanize.com\/galvanize-and-iterable-announce-three-scholarships-for-underrepresented-individuals\/\" target=\"_blank\" rel=\"noopener\">Iterable X Galvanize<\/a>. By design, the scholarship was built to ensure that young people from underrepresented communities and backgrounds are ready to enter the tech workforce equipped with competitive technology skills and well-versed in the impact and utility of emerging technology. It was exactly what I needed!<\/p>\r\n<h4>What was working as an Iterable intern like?<\/h4>\r\n<p>Working as an intern was like transitioning from school projects to actual work. To be honest, after my first few days, I didn\u2019t think I was ready. There were times when I faced not just coding challenges but also impostor syndrome, when I thought I couldn't do something. I once spent three days working on a radio button!<\/p>\r\n<p>But, supported by my mentor, Zach Power, I made it through. Zach\u2019s a Senior Software Engineer at Iterable with a passion for people, just like me. He also leads the <a href=\"https:\/\/iterable.com\/blog\/iterable-named-a-2021-bay-area-best-places-to-work\/\" target=\"_blank\" rel=\"noopener\">Pride Affinity Group<\/a> at Iterable, which provides a space for inclusivity at work.<\/p>\r\n<blockquote>\r\n<p><em>\u201cIt was such a blast mentoring Mark during his internship this summer. His positive energy, growth mindset, and passion for learning made the process a lot of fun for everyone on the team. At the start of the internship, my hope was to help Mark gain a well-rounded experience and pursue his interests in technology, careers, and Iterable's culture. Additionally, I wanted to help Mark navigate some of the struggles that I encountered as an intern, such as \u2018impostor syndrome\u2019 and the feeling of being overwhelmed.<\/em><\/p>\r\n<p><em>The team and I are all super proud of the success that Mark had this summer in his project as well as in his impact on our organization. We are ecstatic that he has joined the Iterable family full-time.\u201d -<\/em> Zach Power<\/p>\r\n<\/blockquote>\r\n<h4>How would you advise someone who wants to pivot into tech?<\/h4>\r\n<p>Research, research, research. The world of tech may seem unapproachable, especially if you aren\u2019t the self-taught, garage programmer you see in movies. Put the work in at the front end of your tech journey by researching avenues for learning that work with you, your lifestyle and budget.<\/p>\r\n<p>Hit me up! One of the biggest hurdles I faced in my pivot to tech was that I didn\u2019t see anyone who had nontraditional experience in the field. I thought that I, with my Psychology Degree and nonprofit work history, was an outlier. Now, I\u2019m always a resource if you are searching for motivation, advice, or instruction. If I can pivot to this industry, so can you.<\/p>\r\n<h4>What can companies do to create tech opportunities for more people?<\/h4>\r\n<ol>\r\n\t<li><strong>Be intentional about creating opportunities<\/strong> for diverse candidates (women, underrepresented minorities, and adults with developmental disabilities) in your workforce. Ensure barriers to entry are lower at your company. Iterable, for instance, doesn\u2019t require college degrees or professional experience in their entry level job applications. This makes the application process more inclusive, and opens the door for people with nontraditional backgrounds to apply. As <a href=\"https:\/\/iterable.com\/blog\/a-memorable-milestone-celebrating-100m-arr\/\" target=\"_blank\" rel=\"noopener\">Markita Jack, Iterable\u2019s Head of DE&amp;I shares<\/a>, \u201cOnly when a workplace is designed to support a diverse workforce will it attract one. And, as we know, a more equitable future\u2014one of equal opportunity for people of every race, color, sexual orientation, gender, and ability\u2014is a more profitable one.\u201d<\/li>\r\n\t<li><strong>Get creative.<\/strong> My advice for organizations is to get creative about the opportunities they provide. Internships are a great example, and provide people the opportunity to learn on the job, and grow the confidence to eventually apply full-time.<\/li>\r\n\t<li><strong>Design with empathy.<\/strong> Today, of the over 33 million disabled people of working age in the US, only <a href=\"https:\/\/webapps.dol.gov\/dolfaq\/go-dol-faq.asp?faqid=66&amp;topicid=6&amp;subtopicid=117\" target=\"_blank\" rel=\"noopener\">18.5 million (55.8%) are currently employed<\/a>. Commuting poses a significant barrier to many of these people depending on the nature of their disabilities. What may be considered a simple trip downtown can post incredible challenges for individuals with limitations in mobility. Not to mention discriminatory reactions these people may face in and around the office. Making the location of one\u2019s home an implicit qualification for employment creates major hiring barriers for workers in many demographic groups. I encourage employers to move to a <a href=\"https:\/\/iterable.com\/blog\/work-reimagined-designing-a-hybrid-people-first-future\/\" target=\"_blank\" rel=\"noopener\">hybrid work model<\/a>\u2014one that meets the needs of everyone, wherever they are located.<\/li>\r\n<\/ol>\r\n<p>Creating opportunities for underrepresented individuals in tech isn\u2019t just the right thing to do, it\u2019s also good for business. <a href=\"https:\/\/www.benefitspro.com\/2021\/09\/17\/driving-dei-a-key-element-in-growth-and-innovation\/\" target=\"_blank\" rel=\"noopener\">Diversity unlocks innovation and drives market growth<\/a>\u2014a finding that should intensify efforts to ensure that executives both embody and embrace the power of differences.<\/p>\r\n<p>We're deeply committed to driving a more equitable future in the tech industry, and are proud to share that we will be donating $5,000 to Toolworks to further their work of connecting ability to opportunity. Interested in making a contribution to Toolkworks? <a href=\"https:\/\/www.paypal.com\/donate\/?cmd=_s-xclick&amp;hosted_button_id=Z6FJ97U6JFVDY\" target=\"_blank\" rel=\"noopener\">Click here<\/a>.<\/p>\r\n<p><em>We\u2019re working to create a more diverse and accessible workplace. <a href=\"http:\/\/www.iterable.com\/careers\" target=\"_blank\" rel=\"noopener\">Join us<\/a> as we grow.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"\u201cAsk An Iterator\u201d with Software Engineer, Mark Valdez","post_excerpt":"Mark Valdez, Software Engineer here at Iterable, has an appreciation for bridging diversity and innovation with empathy at the forefront.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-with-software-engineer-mark-valdez","to_ping":"","pinged":"","post_modified":"2021-10-21 12:55:37","post_modified_gmt":"2021-10-21 19:55:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=94197","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/10\/101521_Mark-Valdez_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Mark Valdez Featured Image\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/101521_Mark-Valdez_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/101521_Mark-Valdez_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/101521_Mark-Valdez_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-with-software-engineer-mark-valdez\/"},{"ID":93972,"post_author":"79","post_date":"2021-10-13 11:27:19","post_date_gmt":"2021-10-13 18:27:19","post_content":"<p>Hard to imagine but summer is on the outs and fall is here. Though seasons change, here at Iterable, mobile is a constant on our mind. And for good reason! Let\u2019s review some select mobile updates from this last quarter alone:<\/p>\r\n<ul>\r\n\t<li><strong>iOS shook things up:<\/strong> Apple made marketing waves with their announcement of all the privacy-focused enhancements packed into iOS 15. Though anything iOS 15 related triggers alarm bells about open rates at this point, it\u2019s important to acknowledge the changes coming to push notifications, too. The launch of Apple\u2019s Focus modes now pauses the delivery of push messages and holds onto them for later consumption, while Notification Summary allows an end user to create scheduled summaries of notifications that they\u2019ve received from apps of their choosing. These updates usher in new changes to our learned behaviors and attitudes concerning the channel.<\/li>\r\n\t<li><strong>SMS is all the buzz:<\/strong> It seemed like 2021 was destined to be the \u201cSummer of SMS.\u201d There\u2019s been a ton of buzz about the channel itself\u2014some brands are teaching this old dog new tricks, while others are simply vying to build it into their cross-channel arsenal. Apple\u2019s potential compromisation of email only further fanned the flames around brands needing to diversify messages over new channels. Luckily, SMS has a ton to offer. It\u2019s a (relatively) easy implementation, offers high engagement, and a quick ROI...when leveraged effectively.<\/li>\r\n\t<li><strong>Mobile presence is a priority:<\/strong> We recently concluded our semi-annual Marketing Masters and Customer Advisory Board meetings, where some of the brightest marketing minds came together to talk shop. No shocker here, but mobile as a movement was a hot topic. Marketing leaders, strategists, and executors are all thinking about their respective mobile futures\u2014this included everything from their plans to adopt new mobile channels, how iOS 15 is catalyzing mobile action, and how brands are reimagining the potential within SMS.<\/li>\r\n<\/ul>\r\n<p>As you might imagine, we\u2019ve been hard at work making sure we\u2019re moving in-step with the trends of the market and our customers\u2019 needs. And naturally, we\u2019d be remiss if we didn\u2019t use this opportunity to show how we\u2019re responding in kind!<\/p>\r\n<h3>Recent Mobile Updates<\/h3>\r\n<h4>Pushin\u2019 Forward with iOS 15<\/h4>\r\n<p>We wrote last month about how we were specifically <a href=\"https:\/\/iterable.com\/blog\/ios-15-push-notifications-iterable-what-you-should-know\/\" target=\"_blank\" rel=\"noopener\">tailoring our push solution<\/a> to operate alongside Apple\u2019s new standards. We\u2019re now pleased to report that our Interruption Levels for push messaging is live!<\/p>\r\n<p>Interruption Levels settings enable marketers to tailor their push experiences with granular controls over message delivery and design. This feature assigns a new \u201cInterruption Level\u201d weighting to push notification templates. Based on the level you choose, important push messages can now \"break through\" Focus Mode and Notification Summary, ensuring your message isn\u2019t accidentally missed.<\/p>\r\n<h5>How Interruption Levels Work<\/h5>\r\n<p>Within your iOS-specific template settings, you can give a push template an Interruption Level designation of active, passive, time-sensitive, or critical to perform desired actions under Apple\u2019s new standards. We\u2019ve also defined their actions in the dropdown for easy review!<\/p>\r\n<p>After that, simply select the level you feel is important from the dropdown under the template\u2019s iOS Only Settings.<\/p>\r\n\r\n[caption id=\"attachment_94096\" align=\"alignnone\" width=\"1734\"]<img class=\"wp-image-94096 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/Interruption_Levels.png\" alt=\"Interruption levels\" width=\"1734\" height=\"1516\" \/> <em>A closer look at Interruption Levels in the iOS push template <\/em>[\/caption]\r\n\r\n<h4>Less SMH, More SMS<\/h4>\r\n<p>Back in July, we broke new SMS ground with our introduction of <a href=\"https:\/\/iterable.com\/blog\/sending-out-an-sms-domains-short-links-click-tracking-and-more\/\" target=\"_blank\" rel=\"noopener\">native link shortening and click tracking<\/a>. We\u2019re happy to report that the enhancement was received with overwhelming enthusiasm, and to date, we\u2019ve seen some very strong customer adoption rates! Building atop that success, we\u2019ve been expanding into these new capabilities to layer in some additional bells and whistles to further power up the channel.<\/p>\r\n<p>The first of these is the auto-generation and auto-appending of UTM parameters to those shortened SMS links. Traditionally, one of SMS\u2019s greatest challenges was the inability to track performance of opens and clicks. Thankfully, our first release resolved much of that pain. But taking that one step further, with this mobile update all you have to do to add unique UTM tracking to your SMS campaigns and use them for segmentation in tools like Google Analytics is simply check a box. Yes, it really is that easy.<\/p>\r\n<h5>How Auto-UTM Parameters Work<\/h5>\r\n<p>Inside the SMS template editor, click over into the \u201cAdvanced options\u201d tab and check-on the Google-enabled analytics tracking (it\u2019s the same way it\u2019s done with email). Once deployed and live, you can monitor your SMS specific campaign performance and the impact it has on your website traffic.<\/p>\r\n\r\n[caption id=\"attachment_94084\" align=\"alignnone\" width=\"1760\"]<img class=\"wp-image-94084 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/Google_Analytics.png\" alt=\"SMS tracking - mobile updates\" width=\"1760\" height=\"1210\" \/> <em>Streamlined SMS link open tracking inside the SMS template editor<\/em>[\/caption]\r\n\r\n<p>But wait! There\u2019s more! We\u2019ve also added the functionality to build your own custom link parameters should you prefer to track it your way.<\/p>\r\n\r\n[caption id=\"attachment_94090\" align=\"alignnone\" width=\"1762\"]<img class=\"wp-image-94090 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/Custom_Link_Parameters.png\" alt=\"custom parameters - mobile updates\" width=\"1762\" height=\"944\" \/> <em>Add and customize your brand-specific parameters that keeps performance reporting on track <\/em>[\/caption]\r\n\r\n<p>And last but not least, we\u2019re very excited to announce that deep linking for your shortened SMS links is now available! Deep linking is an invaluable tool for streamlining the SMS click experience. Now, once a user taps your SMS short links, they\u2019ll automatically be taken to your target destination inside your app (if it\u2019s installed) or to a specific section of your website.<\/p>\r\n<h5>How SMS Deep Link Shortening Works<\/h5>\r\n<p>For customers already using deep links in email, this new enhancement will work right off the bat for SMS if you\u2019re using the same tracking domain! If this release is the mobile update that inspires you to start deep linking, even better! We\u2019ve got the full configuration in our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115002651226-Sending-Domains-Tracking-Domains-and-Deep-Links-\" target=\"_blank\" rel=\"noopener\">documentation<\/a>, but at a high level, all you\u2019ll need to do is configure your desired tracking and destination domains you\u2019d like your links to route to. This way, once your SMS links are shortened, Iterable will know which links need to be rewritten as deep links, routed and tracked.<\/p>\r\n<h3>Mobile-Forward<\/h3>\r\n<p>Ultimately, we see mobile as the primary vehicle for enabling today\u2019s and tomorrow\u2019s connected customer experiences. And with that as our North Star, we\u2019ve got big plans on the mobile and cross-channel fronts and are very excited about some of the developments we have planned on both our near- and long-term roadmaps. Thanks for your continued support!<\/p>\r\n<p><em>To see our mobile updates in action, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule an Iterable demo<\/a> today and, in the meantime, take a look at our <a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener\">product features<\/a> in more detail.<\/em><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Mobile on the Move: A Look Back at Mobile Updates from Q3","post_excerpt":"In addition to our Interruption Levels for push messaging, let\u2019s review some select mobile updates from this last quarter alone.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"mobile-on-the-move-a-look-back-at-mobile-updates-from-q3","to_ping":"","pinged":"","post_modified":"2021-10-19 13:49:33","post_modified_gmt":"2021-10-19 20:49:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=93972","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/10\/101321_Mobile-Updates-Q3_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Mobile Updates Header\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/101321_Mobile-Updates-Q3_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/101321_Mobile-Updates-Q3_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/101321_Mobile-Updates-Q3_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/mobile-on-the-move-a-look-back-at-mobile-updates-from-q3\/"},{"ID":93456,"post_author":"79","post_date":"2021-10-12 05:44:01","post_date_gmt":"2021-10-12 12:44:01","post_content":"<p>Today, I\u2019m extremely proud to announce that we have surpassed $100 million in Annual Recurring Revenue (ARR). This is a tremendous milestone for Iterable, and an incredible moment for our team, customers, partners, and investors. It\u2019s a true testament to the hard work and dedication of our team, and a key indicator of being at the forefront of a rapidly evolving market. Crossing this significant milestone comes on the heels of our <a href=\"https:\/\/iterable.com\/blog\/our-next-chapter-series-e-funding-announcement\/\" target=\"_blank\" rel=\"noopener\">$200 million Series E funding round<\/a> in June and underscores our continued disruption of the $25 billion global <a href=\"https:\/\/iterable.com\/blog\/iterable-named-a-marketing-automation-leader-in-g2-2021-fall-report\/\" target=\"_blank\" rel=\"noopener\">marketing automation industry<\/a>.<\/p>\r\n<p>Guided by our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">core values<\/a> and commitment to customer-centricity, we\u2019re partnering with brands like <a href=\"https:\/\/bombas.com\/\" target=\"_blank\" rel=\"noopener\">Bombas<\/a>, <a href=\"https:\/\/www.cinemark.com\/theatre-search\" target=\"_blank\" rel=\"noopener\">Cinemark<\/a>, and <a href=\"https:\/\/www.priceline.com\/\">Priceline<\/a> to lead in a more exciting, innovative, and equitable future in tech. We\u2019re redefining marketing and pushing others to do the same.<\/p>\r\n<h3>Our Journey to $100M ARR<\/h3>\r\n<p>Reflecting back on the past eight years, I'm filled with wonder, gratitude, and optimism. Wonder, when I look at all we\u2019ve accomplished in such a relatively short amount of time. Gratitude, for the team who persevered through countless long days and nights to build a platform and ecosystem that has helped to empower our customers. And optimism for what we will accomplish over the next eight years and beyond.<\/p>\r\n\r\n[caption id=\"attachment_93649\" align=\"alignnone\" width=\"769\"]<img class=\"wp-image-93649 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/100M-ARR_TIMELINE-1.png\" alt=\"Timeline to $100M ARR\" width=\"769\" height=\"198\" \/> <em>A boiled-down version of the past eight years.<\/em>[\/caption]\r\n\r\n<p>I vividly remember the early days of Iterable; they certainly weren\u2019t easy. They were filled with spectacular highs and discouraging lows. But, driven by a mix of our vision for Iterable and sheer tenacity, we managed to gain early traction. It took us two years to hit $1M of ARR and another two to reach $10M of ARR. I\u2019ll never forget how it felt to pass those exhilarating revenue marks. Eclipsing $100M feels just as incredible. I\u2019m extremely proud of what we\u2019ve built, and incredibly excited to see what we achieve next.<\/p>\r\n<h4>The Digital Transformation<\/h4>\r\n<p>Keeping a pulse on marketing industry trends and consumer preferences has been a priority at Iterable since the beginning. When consumer expectations of brands surged during the pandemic, and businesses were challenged to accelerate their digital roadmaps, we equipped marketers with the tools they needed to stay competitive. When our customers win, we win.<\/p>\r\n<p>\u201cConsumer expectations for a great experience with brands are at an all time high,\u201d shares Justin LeBlanc, Senior Director of Marketing Messaging at Priceline, \u201cWith Iterable, we are able to adapt and optimize our marketing messaging to provide authentic and individualized customer communications.\u201d<\/p>\r\n<p>From day one, our purpose has been people-first and data-driven\u2014to enrich the relationships between consumers and brands as well as empower brands to create meaningful experiences. Our commitment to customer-centricity and unparalleled innovation in technology differentiates us in the market.<\/p>\r\n<p>\u201cTime after time, our customers cite their positive experience with the Iterable sales team as a key reason for selecting Iterable,\u201d shares Jan Zeman, Senior Vice President of Sales, America, \u201cTaking pride in how we treat prospects, educate and deliver value is what our customer-facing teams are all about.\"<\/p>\r\n<p>We\u2019re at the forefront of the digital marketing transformation, partnering with some of the most innovative companies around the globe and equipping them with the tools they need to establish deep, authentic, and long-lasting customer connections during a period of tremendous change.<\/p>\r\n<h4>Culture That Allows Ingenuity To Thrive<\/h4>\r\n<p>A diverse workforce is a powerful workforce. Different perspectives lead to increased innovation and create more relevant and thoughtful products, and a better world. We believe building a team with diverse ideas, backgrounds, and skills helps everyone make the best decisions, and makes technology and marketing campaigns more equitable and impactful.<\/p>\r\n\r\n[caption id=\"attachment_93685\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-93685\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/ITERABLE_NASDAQ_100M-ARR-3-scaled.jpg\" alt=\"$100M ARR Nasdaq\" width=\"2560\" height=\"1710\" \/> <em>Pictured here, our New York office celebrates the $100M ARR Announcement!<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/blog\/leading-in-the-future-of-dei-qa-with-markita-jack\/\" target=\"_blank\" rel=\"noopener\">Markita Jack<\/a>, our Head of DEI, is helping us build a more connected, intentional, and community-oriented culture that creates space for everyone, wherever they are located. \u201cOnly when a workplace is designed to support a diverse workforce will it attract one. And, as we know, a more equitable future\u2014one of equal opportunity for people of every race, color, sexual orientation, gender, and ability\u2014is a more profitable one,\u201d says Jack.<\/p>\r\n<p>From Affinity Groups to Diversity Office Hours to a <a href=\"https:\/\/iterable.com\/blog\/work-reimagined-designing-a-hybrid-people-first-future\/\" target=\"_blank\" rel=\"noopener\">hybrid work model<\/a>, we\u2019re taking steps to create an inclusive culture where ingenuity can thrive and employees have access to equal opportunities for advancement. In the last year, we\u2019ve been recognized as the Best SaaS Company to Work For by <a href=\"https:\/\/iterable.com\/blog\/iterable-named-best-saas-company-to-work-for\/\" target=\"_blank\" rel=\"noopener\">Future of SaaS Awards<\/a>, named an <a href=\"https:\/\/iterable.com\/blog\/iterable-is-2021-employer-of-the-year-by-the-stevie-awards\/\" target=\"_blank\" rel=\"noopener\">Employer of the Year<\/a> and received <a href=\"https:\/\/stevieawards.com\/women\/2021-stevie-award-winners\" target=\"_blank\" rel=\"noopener\">Achievement in Promoting Work-Life Balance<\/a> by the Stevie Awards, and made the list of <a href=\"https:\/\/iterable.com\/blog\/iterable-named-a-2021-bay-area-best-places-to-work\/\" target=\"_blank\" rel=\"noopener\">Bay Area Best Places to Work<\/a> for the fourth consecutive year.<\/p>\r\n<h4>Unparalleled Innovation in Technology<\/h4>\r\n<p>We believe that product innovation happens most effectively at the intersection of <a href=\"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-assessment\/\" target=\"_blank\" rel=\"noopener\">people, process, and technology<\/a>. Our customer growth is fueled by ongoing product innovations, like:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">Aurora<\/a>, the next generation of Iterable\u2019s user experience, an intuitive design update with a series of analytics, collaboration, and usability enhancements throughout our platform to give customers stronger tools to reach their goals.<\/li>\r\n\t<li>New <a href=\"https:\/\/iterable.com\/blog\/sending-out-an-sms-domains-short-links-click-tracking-and-more\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a> features, like custom domain support, automatic link shortening, and click tracking. We are prioritizing mobile privacy and SMS compliance, including <a href=\"https:\/\/iterable.com\/blog\/ios-15-push-notifications-iterable-what-you-should-know\/\" target=\"_blank\" rel=\"noopener\">iOS 15 updates<\/a>.<\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/iterable-a-marketing-automation-leader-in-g2-2021-summer-report\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity\u2122<\/a>, an intelligent personalization solution powered by Iterable AI, which provides marketers with unique insights into how customers feel about their brand, in real time. Brand Affinity was recently named Product of the Year in the 2021 <a href=\"https:\/\/iterable.com\/blog\/brand-affinity-product-of-the-year-sales-and-marketing-technology-awards\/\" target=\"_blank\" rel=\"noopener\">Sales and Marketing Technology Awards<\/a> program (The Sammys).<\/li>\r\n<\/ul>\r\n<p>Industry awards and recognition reinforce the impact of our team and technology. In the past year, we\u2019ve been named a Leader in Marketing Automation in the G2 Fall and Summer Reports, Best Overall Marketing Automation Platform by the MarTech Breakthrough awards, and Bela Stepanova, our VP of Product, was awarded the Stevie\u00ae Award for Woman of the Year in Technology.<\/p>\r\n<p>\u201cThe marketing technology space is rapidly changing, and is at a pivotal moment with the convergence of digital, AI, and the demand for seamless, memorable, and individualized customer journeys,\u201d shares our newest board member, <a href=\"https:\/\/iterable.com\/blog\/our-new-board-member-qa-with-stephanie-buscemi\/\" target=\"_blank\" rel=\"noopener\">Stephanie Buscemi<\/a>, Chief Marketing Officer of Confluent, and former Chief Marketing Officer of Salesforce, \u201cIterable is guiding some of the world\u2019s most advanced marketers in industries like consumer packaged goods and retail on how to orchestrate rich customer experiences at scale, striking the right balance between privacy and personalization. The Iterable product is ahead of what is a very crowded and noisy marketing technology landscape today.\u201d<\/p>\r\n<h4>Expanding our Global Impact<\/h4>\r\n<p>I\u2019ve always had a straightforward vision for Iterable: Help people. Help brands build relationships. Help marketers connect with customers. Help consumers interact with the brands they love. We deliver on this vision every day, by equipping some of the most innovative companies around the globe with the tools they need to establish deep, authentic, and long-lasting customer connections, and power conversations with billions of people worldwide.<\/p>\r\n<p>We expanded our operations in 2019, opening our first international office in London. Being in a new time zone allowed us to provide \u201cboots-on-the-ground\u201d support to our growing list of international customers \u2014 which now span more than 30 countries around the world. Our EMEA team, which supports our expanding global customer base, has grown 147% year-over-year.<\/p>\r\n<p>European brands like <a href=\"https:\/\/www.carwow.co.uk\/#gref\" target=\"_blank\" rel=\"noopener\">carwow<\/a>, <a href=\"https:\/\/www.magairports.com\/\" target=\"_blank\" rel=\"noopener\">Manchester Airports Group<\/a> (MAG), <a href=\"https:\/\/www.mettle.co.uk\/\" target=\"_blank\" rel=\"noopener\">Mettle<\/a>, <a href=\"https:\/\/www.secretescapes.com\/\" target=\"_blank\" rel=\"noopener\">Secret Escapes<\/a>, and <a href=\"https:\/\/wetransfer.com\/\" target=\"_blank\" rel=\"noopener\">WeTransfer<\/a> trust Iterable to power their customer connections around the world.<\/p>\r\n<p>\u201cWe're really excited about our partnership with Iterable and working together in the next phase of growth for Secret Escapes,\u201d said Jen Lang, Chief Customer Officer at Secret Escapes. \u201cThis partnership plays a key role in optimizing our marketing strategy to ultimately meet our company goals, as we continue to inspire our customers to escape through relevant, timely, and engaging content.\"<\/p>\r\n<h3>Growth Mindset: The Future<\/h3>\r\n<p>Our four company values of trust, humility, balance, and maintaining a growth mindset guide us as we grow, ensuring we never lose sight of the formula that got us here in the first place. As we look forward to continuing our momentum and reaching new milestones in the years ahead, we\u2019re committed to making even more marketers the heroes of their own journeys.<\/p>\r\n<p>&nbsp;<\/p>","post_title":"A Memorable Milestone: Celebrating $100M ARR","post_excerpt":"We've surpassed $100 million in Annual Recurring Revenue! Reaching $100M ARR is a huge milestone for Iterable and our customers, partners, and investors.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-memorable-milestone-celebrating-100m-arr","to_ping":"","pinged":"","post_modified":"2021-10-22 15:37:29","post_modified_gmt":"2021-10-22 22:37:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=93456","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/10\/100M-ARR_BLOG-HDR-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"$100M ARR\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/100M-ARR_BLOG-HDR-1.png 769w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/100M-ARR_BLOG-HDR-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/100M-ARR_BLOG-HDR-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-memorable-milestone-celebrating-100m-arr\/"},{"ID":93110,"post_author":"79","post_date":"2021-10-07 08:43:58","post_date_gmt":"2021-10-07 15:43:58","post_content":"<p>Everybody\u2019s doin\u2019 a brand new dance now. *Record scratch* It\u2019s not the \u201clocomotion,\u201d however. In this case, everyone is digitally transforming. With brands forced to adapt faster than they would have in a pandemic-less world, digital transformation has been kicked into high gear.\u00a0<\/p>\r\n<p>But, just because brands have come to terms with the fact that digital transformation is a necessity, doesn\u2019t mean it\u2019s easy to define or execute. We\u2019ve put together an infographic to capture what the digital transformation journey may look like for your brand and some industry stats.<\/p>\r\n<p>Our goal with this digital transformation infographic is to clarify what digital transformation actually means (it\u2019s not just <a href=\"https:\/\/iterable.com\/blog\/circling-back-on-the-roi-of-using-jargon-in-marketing\/\" target=\"_blank\" rel=\"noopener\">marketing jargon<\/a>) and how your brand can get started.\u00a0<\/p>\r\n<p>In the infographic below we cover four main milestones you\u2019ll need to accomplish in your digital transformation journey:<\/p>\r\n<ol>\r\n\t<li><strong>Initiation<\/strong>: Taking that first step. Someone has to recognize the need for transformation and initiate change.<\/li>\r\n\t<li><strong>Uncertainty<\/strong>: You\u2019re unsure of the investment you\u2019ve made. Feeling uneasy in the digital transformation process is natural.<\/li>\r\n\t<li><strong>Transformation<\/strong>: This is where the magic happens. Here, you can take your learnings from the uncertainty stage and develop them towards a true digital transformation.<\/li>\r\n\t<li><strong>Routinization<\/strong>: Making this process a recurring cycle. Once you digitally transform, you\u2019re not set for life. We live in an unpredictable world that\u2019s constantly evolving and you need to be sure you\u2019re keeping up by auditing your processes on an ongoing basis.<\/li>\r\n<\/ol>\r\n\r\n[caption id=\"attachment_93111\" align=\"alignnone\" width=\"1200\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Iterable-DT-Infographic.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"wp-image-93111 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Iterable-DT-Infographic.png\" alt=\"Digital Transfomation Infographic\" width=\"1200\" height=\"10840\" \/><\/a> <em>Where are you on your digital transformation journey?<\/em>[\/caption]\r\n\r\n<p>Click on the digital transformation infographic to learn more about each of the milestones. Download a copy and share with your team to make sure you\u2019re all on board.\u00a0<\/p>\r\n<h3>Digital Transformation Isn\u2019t Easy. We\u2019re Here to Help.<\/h3>\r\n<p>Like we\u2019ve said time and time again, there isn\u2019t a digital transformation button you can press to update all of your processes and modernize your tech stack. But, there are ways you can approach the digital transformation process and, better yet, make it easy to routinize, as needed.\u00a0<\/p>\r\n<p>Customers expect modern marketing methods and are also comparing your brand to others. You\u2019re not alone in your digital transformation journey. We know it\u2019s a challenge, but, with the right tools and mindset you\u2019ll be able to transform your brand\u2019s capabilities and create a better experience for your customers.\u00a0 So, if other brands can deliver a more up-to-date customer experience, and yours seems antiquated, they\u2019ll jump <del>ship<\/del> train.\u00a0<\/p>\r\n<p><em>Don\u2019t get left behind. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=blogCTA&amp;utm_medium=blog&amp;utm_campaign=WhyDesktopUXMatters072021\" target=\"_blank\" rel=\"noopener\">Schedule an Iterable demo<\/a> to learn how we can help you modernize your tech stack and achieve your digital transformation goals.<\/em><\/p>","post_title":"Introducing the Digital Transformation Infographic","post_excerpt":"Our goal with this digital transformation infographic is to clarify what digital transformation means and how your brand can get started.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-the-digital-transformation-infographic","to_ping":"","pinged":"","post_modified":"2021-10-07 08:43:58","post_modified_gmt":"2021-10-07 15:43:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=93110","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Infographic","pretty_date":"October 07, 2021","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":5,"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\/09\/Iterable-DT-Infographic_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Digital Transformation Infographic\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Iterable-DT-Infographic_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Iterable-DT-Infographic_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Iterable-DT-Infographic_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-infographic\/"},{"ID":92848,"post_author":"79","post_date":"2021-10-05 08:26:13","post_date_gmt":"2021-10-05 15:26:13","post_content":"<p>Access to data plays a critical role for businesses and the customer experiences they create. Every day, businesses around the world need to share and access data to inform decisions, understand their customers, improve insights, and deliver personalized, relevant experiences in real-time. The challenge is, traditional data sharing methods are often costly, difficult to maintain, and inefficient for marketers to quickly find the right data, right when they need it, and take action.<\/p>\r\n<p>Businesses that struggle to seamlessly share and manage data aren\u2019t just missing opportunities to unlock deeper insights about their customers, they are also missing the opportunity to meet their customers in-the-moment to deliver individualized, authentic experiences.<\/p>\r\n<p>Here at Iterable, our goal is to empower marketers by unifying their data, making it easy to activate and leverage its full potential. That is why we\u2019re excited to announce a new partnership between Snowflake and Iterable and early access of Snowflake\u2019s Secure Data Sharing for eligible customers.<\/p>\r\n<h3>What is Snowflake Data Sharing?<\/h3>\r\n<p>Unlike traditional data sharing methods, <a href=\"https:\/\/www.snowflake.com\/workloads\/data-sharing\/\" target=\"_blank\" rel=\"noopener\">Snowflake Secure Data Sharing<\/a> offers an innovative and proprietary way to securely share and access data. Built for the cloud, Snowflake\u2019s unique architecture eliminates the complexities of sharing data, allowing data providers, like Iterable, to seamlessly and securely share data\u2014through account-to-account shared views\u2014with brands as data consumers.<\/p>\r\n<p>With Secure Data Sharing, no actual data is copied or transferred between accounts. All sharing is accomplished through Snowflake\u2019s unique services layer and metadata store. This is an important concept because it means that shared data does not take up any storage in your Snowflake account and, therefore, does not contribute to your company\u2019s monthly data storage charges. The only charges incurred with Secure Data Sharing are for the compute resources used to query the shared data.<\/p>\r\n<p>Even better, with a limitless number of creatable shares, you can confidently scale your business with Snowflake and never outgrow your data accessibility needs.<\/p>\r\n<h3>Benefits for Iterable Customers<\/h3>\r\n<p>With Snowflake\u2019s Secure Data Sharing, Iterable customers on the Snowflake Data Cloud gain seamless access to their valuable first-party user data generated from Iterable directly within their Snowflake account, providing reliable and secure access to shared data.<\/p>\r\n<p>Here are just three ways Snowflake Secure Data Sharing can help Iterable customers securely share and access data across your business and partner ecosystem more effectively and efficiently.<\/p>\r\n<h4>1. Unify Your Data and Unlock Its Full Potential<\/h4>\r\n<p>Collecting the right data is one thing, making it accessible and actionable is another. With Snowflake\u2019s unique data sharing architecture, you can easily join Iterable campaign data with your other business and customer data in Snowflake to analyze behavioral patterns, power data visualization, enrich business insights, and give everyone in your organization access to the right data, right when they need it, to take action.<\/p>\r\n<h4>2. Reduce Cost and Eliminate Complex Data Pipelines<\/h4>\r\n<p>Reduce the risks, costs, and maintenance of traditional data sharing methods and eliminate the need to copy and move data. Instead, grant direct access to read-only data, seamlessly and securely\u2014all without managing complex data pipelines. With a limitless number of creatable shares, you can confidently scale your business with Snowflake and only pay for the compute resources you use.<\/p>\r\n<h4>3. Intuitive Set-Up and Secure Access<\/h4>\r\n<p>Spend more time leveraging your data, not managing it. Snowflake\u2019s consolidated platform handles data warehousing, protection, data sharing, and governance, resulting in turnkey setup and low maintenance. In addition, Snowflake Secure Data Sharing\u2019s built-in permissions, revocable access, and governance controls makes it easy to manage access to data across your business.<\/p>\r\n<h3>The Snowflake + Iterable Partnership<\/h3>\r\n<p>Our partnership with Snowflake unleashes new possibilities for centralizing data, helping marketers fuel deeper business insights and create more data-centric experiences for customers. With more and more companies striving to create a 360-degree view of their customers by marrying various datasets together, we're thinking of new data sharing opportunities to help marketers gain a more comprehensive understanding of their customers and business.<\/p>\r\n<p>One exciting possibility is to offer brands the ability to benchmark their marketing performance against others by industry in Snowflake. By aggregating data\u2014such as customer demographic (e.g, industry, region, tech-stack, digital maturity) and financial data (e.g., campaign spend)\u2014brands can contextualize shared data to observe hidden trends, benchmarks, and trajectories.<\/p>\r\n<p>Together, this partnership will empower brands with increased agility and new opportunities to transform data into valuable insights for their business.<\/p>\r\n<p><em>To learn more about our partnership with Snowflake and our support of Snowflake Secure Data Sharing, check out our <a href=\"https:\/\/iterable.com\/partners\/snowflake\/\" target=\"_blank\" rel=\"noopener\">Partner page<\/a> or sign up for a custom <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">demo<\/a> today.<\/em><\/p>","post_title":"Snowflake and Iterable Partner for Data Sharing Integration","post_excerpt":"Announcing a new partnership between Snowflake and Iterable and early access of Snowflake\u2019s Data Sharing for eligible customers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"snowflake-and-iterable-partner-for-data-sharing-integration","to_ping":"","pinged":"","post_modified":"2022-07-26 18:19:39","post_modified_gmt":"2022-07-27 01:19:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=92848","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/09\/Snowflake-Iterable_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable and Snowflake Data Sharing Integration\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Snowflake-Iterable_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Snowflake-Iterable_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Snowflake-Iterable_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/snowflake-and-iterable-partner-for-data-sharing-integration\/"},{"ID":93174,"post_author":"79","post_date":"2021-10-04 09:35:32","post_date_gmt":"2021-10-04 16:35:32","post_content":"<p>With mobile becoming an increasingly predominant channel for consumers, we wanted to check-in and evaluate the current state of mobile marketing. So, Craig Elston, Iterable\u2019s Senior Director of Strategic Services sat down with Lisa Martin, <a href=\"https:\/\/www.twilio.com\/\" target=\"_blank\" rel=\"noopener\">Twilio\u2019s<\/a> VP of ISV, to chat about where mobile marketing currently stands and where it\u2019s going, and, as a follow up, Craig reviews some findings from a recent survey we conducted. We all know mobile matters...but why?<\/p>\r\n<p><em>To get even more detail about the state of mobile marketing, be sure to <a href=\"https:\/\/iterable.com\/webinars\/the-state-of-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">watch the full webinar<\/a>.<\/em><\/p>\r\n<h3>Mobile is the New Normal<\/h3>\r\n<p>Mobile devices are now being used for much more than just communicating with friends and family. When there\u2019s something you need to Google, a service you need to reschedule, or an item you want to purchase, your smartphone is the first thing you reach for. Because consumers are constantly attached to their phones, mobile marketing is a necessity if you want to engage with them.<\/p>\r\n<p>As Lisa points out in the webinar, mobile marketing as a whole isn\u2019t new. The clich\u00e9s have shifted from \u201cmobile marketing is here to stay\u201d to \u201cmobile marketing is the new normal.\u201d However, the way brands utilize mobile marketing is where the difference lies.<\/p>\r\n<p><a href=\"https:\/\/www.warbyparker.com\/\" target=\"_blank\" rel=\"noopener\">Warby Parker<\/a>, an eyeglasses brand, for example, uses augmented reality (AR) to let potential customers virtually \u201ctry on\u201d their glasses through their mobile app. This not only engages the customer in a similar manner to an in-store experience, by providing a unique tool, but does so via a channel where making a purchase is as easy as a couple of clicks. The customer can try on glasses, add them to their cart, and buy them right from the mobile app.<\/p>\r\n<p>Using modern mobile marketing creates a richer experience, allows consumers to engage with your brand, and builds loyalty. But, these benefits hinge on creating a consistent experience across devices, not just on mobile.<\/p>\r\n<h3>Build a Seamless, Digital-First Experience<\/h3>\r\n<p>Because mobile is the new normal, mobile marketing needs to be worked into a broader cross-channel strategy. In a digital-first marketing strategy\u2014one that values digital channels as much as, if not more than, traditional channels\u2014customers need to be able to bounce around the different devices they use in their shopping journey and have a seamless experience across all platforms. In fact, 83% of consumers want to be able to move seamlessly between channels.<\/p>\r\n<p>Customers want to be able to research a product on their desktop computer, add it to their cart, then log into the app, find the same product in their cart, and easily checkout.<\/p>\r\n<p>Not only are customers looking for a cohesive shopping experience across devices, but smartphones are becoming increasingly personal by nature. Each individual consumer has their own preferences, photos, apps, etc. So, connecting with consumers through mobile marketing has become a sentimental engagement.<\/p>\r\n<p>Therefore, when building out your cross-channel marketing strategy, mobile marketing included, it\u2019s vital to put the customer first and consider customer privacy. There\u2019s a balance brands need to strike between being able to reach customers at all times and respecting boundaries.<\/p>\r\n<h3>The Consumer Perspective<\/h3>\r\n<p>While we, as marketers, know mobile marketing is a huge part of today\u2019s customer experience, we wanted to hear directly from the consumers about their experience receiving these messages. Iterable surveyed 1,100+ people with 22 questions specifically regarding mobile marketing. Our goal was to get a better understanding of consumers\u2019 behaviors, sentiments, preferences, mobile usage, and the relationship between their experiences and the value they get from marketing communications.<\/p>\r\n<p>We learned that the majority of those surveyed spend between four and six hours on their phones, per day. That\u2019s roughly a quarter of every day! This highlights why mobile is such a useful channel for connecting with consumers.<\/p>\r\n<p>But, there\u2019s room for improvement. 64% of respondents said they are neutral or somewhat satisfied with the value of mobile alerts they receive. This could explain why only 52% of those surveyed enable notifications on their downloaded apps. If there\u2019s not any value added from push notifications, why bother opting in? To connect with consumers on their mobile devices, brands have to go beyond a standard <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a> or <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notification<\/a>.<\/p>\r\n<h3>Turn Up the Personalization in Your Mobile Marketing<\/h3>\r\n<p>Not only is mobile the new normal, personalization is too. Consumers are seeing brands create custom messages and seamless experiences for them, so they know it\u2019s possible. They don\u2019t know what your martech stack looks like, sure, but they don\u2019t care. They know a personalized experience is possible, so they expect it.<\/p>\r\n<p>Mobile marketing is no exception. You\u2019re messaging their personal device, so your marketing has to deliver value and engage consumers to build and nurture a long-lasting relationship.<\/p>\r\n<p><em>To get more mobile marketing statistics and learn more about the state of mobile marketing and how you can create a seamless cross-channel customer experience, <a href=\"https:\/\/iterable.com\/webinars\/the-state-of-mobile-marketing\/\" target=\"_blank\" rel=\"noopener\">watch the whole webinar<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Recapping The State of Mobile Marketing","post_excerpt":"With mobile becoming an increasingly predominant channel for consumers, we wanted to check-in and evaluate the state of mobile marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"recapping-the-state-of-mobile-marketing","to_ping":"","pinged":"","post_modified":"2021-10-04 09:47:45","post_modified_gmt":"2021-10-04 16:47:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=93174","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 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":440,"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\/10\/100421_Mobile-Marketing-Webinar-Takeaways_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"mobile marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/100421_Mobile-Marketing-Webinar-Takeaways_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/100421_Mobile-Marketing-Webinar-Takeaways_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/10\/100421_Mobile-Marketing-Webinar-Takeaways_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/recapping-the-state-of-mobile-marketing\/"},{"ID":93145,"post_author":"79","post_date":"2021-09-30 10:21:57","post_date_gmt":"2021-09-30 17:21:57","post_content":"<p>We\u2019re thrilled to announce that Bela Stepanova, VP of Product here at Iterable, has been named a Silver winner of a <a href=\"https:\/\/stevieawards.com\/women\/2021-stevie-award-winners\" target=\"_blank\" rel=\"noopener\">Stevie<sup>\u00ae<\/sup> Award for Woman of the Year in Technology<\/a> in the eighteenth annual Stevie Awards for Women in Business.<\/p>\r\n<p><a href=\"https:\/\/stevieawards.com\/women\" target=\"_blank\" rel=\"noopener\">The Stevie<sup>\u00ae<\/sup> Awards for Women in Business<\/a> honor women executives, entrepreneurs, employees, and the companies they run\u2013worldwide. Hailed as the world\u2019s premier business awards, The Stevie Awards\u2019 Women in Business categories saw more than 1,500 entries this year for consideration in more than 100 categories, including Executive of the Year, Entrepreneur of the Year, Company of the Year, Startup of the Year, Women Helping Women, and Women-Run Workplace of the Year. Female leaders from companies like AIG, IBM, So. Cal Gas, AWS and AT&amp;T were also on the list!<\/p>\r\n<blockquote>\r\n<p><em>\u201cI\u2019m honored and humbled to be recognized as a Woman of the Year in Technology! It\u2019s a testament to the work our team is doing to lead in a more equitable and exciting future in tech.<\/em><\/p>\r\n<p><em>Our team focuses on bringing cutting edge technologies to brands that help them build long lasting relationships with consumers. It was an exciting and busy year for us at Iterable. We launched brand <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener\">new AI products<\/a>, released numerous <a href=\"https:\/\/iterable.com\/blog\/#product\" target=\"_blank\" rel=\"noopener\">new product capabilities<\/a>, and created <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">the next generation of Iterable\u2019s user experience<\/a>. We are passionate about making marketers\u2019 jobs easier and better every day. When our customers win, we win.<\/em><\/p>\r\n<p><em>Amongst the exponential business growth, I\u2019m particularly proud of the thoughtfulness with which we have been able to grow Iterable\u2019s team and culture. Diversity has always remained at the forefront of our efforts. Diverse teams are stronger, more agile, more creative and more effective teams when it comes to solving complex problems. Together, as an Iterable community, we've instituted policies like <a href=\"https:\/\/iterable.com\/blog\/work-reimagined-designing-a-hybrid-people-first-future\/\" target=\"_blank\" rel=\"noopener\">flexible work<\/a> and geoneutral pay that create an equitable and inclusive culture at work, ensuring our workforce is supported, and empowered to accomplish their best work. \u201d - <strong>Bela Stepanova, VP of Product at Iterable<\/strong><\/em><\/p>\r\n<\/blockquote>\r\n<p>At the age of 12 in her small hometown in Russia, Bela started coding. While at the time she didn\u2019t have access to the internet, she spent evenings reverse engineering code from programming books. Coding allowed her to make her passion for abstract mathematics more tangible, and kickstarted her now 15-plus-year career of combining design and data science to build products used by millions of people.<\/p>\r\n<p>At Iterable, Bela leads a team of product and product operations managers, designers, partner managers, and technical writers. Within her first few months at Iterable, she not only built and scaled the Product team, but also exponentially accelerated product delivery and created a vision for the Iterable product that facilitated our Series E funding round. Her human-centric approach to design, combined with a cross-functional and collaborative leadership style, has accelerated Iterable\u2019s rapid growth.<\/p>\r\n<h3>The Judging Process<\/h3>\r\n<p>The panel of judges chosen to select this year\u2019s Stevie Award winners included over 70 professionals worldwide. We\u2019re proud to share some of the commentary shared by the anonymous judging panel, about Bela:<\/p>\r\n<blockquote>\r\n<p><em>\u201cBela has a remarkable journey in her technology career starting at the age of 12 with limited access to resources. She is an inspiration to young women and girls considering a career in IT. Her human-centric approach to technology has positively impacted the growth of Iterable and she is setting the tone for the future of marketing with her approach to product development.\u201d<\/em><\/p>\r\n<p><em>\u201cGreat efforts by Bela at Iterable combining design and data science to build products used by millions of people today\u201d<\/em><\/p>\r\n<p><em>\u201cDiversity rates are very hard to achieve, especially in a hyper competitive and dynamic hiring market. Bela's team is ~55% female, including women at executive levels. Achieving this feat along with the focus on increasing valuation, velocity, scaling the team etc. is a phenomenal achievement.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h3>Equity and Empathy Fuels Innovation<\/h3>\r\n<p>It\u2019s no secret that the tech industry has a diversity issue. But this isn\u2019t just a superficial problem\u2014it has implications for justice and fairness and can result in flaws in product, use, and deliverability.<\/p>\r\n<p>Bela has long been a proponent of the connection between diversity and innovation, leading the charge for institutional change through mentorship and leadership.<\/p>\r\n<p>Recently, Bela was featured in <a href=\"https:\/\/wearetechwomen.com\/inspirational-woman-bela-stepanova-vp-of-product-iterable\/\" target=\"_blank\" rel=\"noopener\">We are Tech Women\u2019s \u201cInspirational Women\u201d series<\/a> where she shared her personal and professional development timeline as well as advice to support women in technology covering topics like intellectual fulfillment, career challenges, and overcoming industry bias.<\/p>\r\n<p>Bela is passionate about combining design and data science to make modern communications between brands and consumers more empathetic. Recent product updates, like <a href=\"https:\/\/iterable.com\/blog\/sending-out-an-sms-domains-short-links-click-tracking-and-more\/\" target=\"_blank\" rel=\"noopener\">SMS link shortening and tracking<\/a>, <a href=\"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/iterable-aurora-ux-enhancements-overview-pages-folders\/\" target=\"_blank\" rel=\"noopener\">Aurora UX<\/a>, reflect this passion, and give marketers the tools they need to connect and build long lasting relationships with customers, effectively and efficiently.<\/p>\r\n<p>Bela continues to be a leader in pushing others to embrace humanity in marketing and ultimately make a difference in the world with their work. We\u2019re incredibly proud to have her on the team!<\/p>\r\n<p><em>Our momentum grows daily and there has never been a more exciting time to join the Product team! Explore <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">open roles<\/a> on our careers page!<\/em><br \/>\r\n<br \/>\r\n<\/p>","post_title":"Bela Stepanova Named 2021 Woman of the Year by the Stevie Awards","post_excerpt":"We\u2019re thrilled to announce that Bela Stepanova, our VP of Product, has been named a winner of a Stevie Award for Women of Year in Technology.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"bela-stepanova-named-2021-woman-of-the-year-by-the-stevie-awards","to_ping":"","pinged":"","post_modified":"2021-09-30 10:21:57","post_modified_gmt":"2021-09-30 17:21:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=93145","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/092921_Stevie-Award-Bela_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Bela Stepanova Named 2021 Woman of the Year by the Stevie Awards\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092921_Stevie-Award-Bela_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092921_Stevie-Award-Bela_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092921_Stevie-Award-Bela_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/bela-stepanova-named-2021-woman-of-the-year-by-the-stevie-awards\/"},{"ID":92810,"post_author":"97","post_date":"2021-09-29 13:18:30","post_date_gmt":"2021-09-29 20:18:30","post_content":"<p>In an age that demands digital presence and savviness, data is a powerful digital currency that plays a critical role for businesses and the customer experiences they create. An astonishing amount of data is generated every day, but simply having data isn\u2019t enough\u2014it needs to be accessible, flexible, and actionable.\u00a0<\/p>\r\n<p>Join us and our friends at Snowflake as we chat about the importance and evolution of sharing data, and how data unification can result in a more comprehensive view of your customers and pave the way for new marketing possibilities and business insights.\u00a0<\/p>\r\n<p>In this webinar, you\u2019ll learn:<\/p>\r\n<ul>\r\n\t<li aria-level=\"1\">How data is accelerating digital transformation for businesses<\/li>\r\n\t<li aria-level=\"1\">Challenges brands face managing, sharing, and leveraging data effectively<\/li>\r\n\t<li aria-level=\"1\">Examples of how you can unify data to drive critical business decisions<\/li>\r\n<\/ul>","post_title":"The Data Differentiator: How Unified Data Unlocks Business Insights","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-data-differentiator-how-unified-data-unlocks-business-insights","to_ping":"","pinged":"","post_modified":"2021-10-20 17:32:29","post_modified_gmt":"2021-10-21 00:32:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=92810","menu_order":52,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 29, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"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\/09\/Snowflake-Iterable_Webinar_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Snowflake-Iterable_Webinar_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Snowflake-Iterable_Webinar_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Snowflake-Iterable_Webinar_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/the-data-differentiator-how-unified-data-unlocks-business-insights\/"},{"ID":91753,"post_author":"97","post_date":"2021-09-29 10:56:45","post_date_gmt":"2021-09-29 17:56:45","post_content":"<p>The mobile marketing landscape is always changing, especially in recent years. As you plan for a mobile-focused future, arming yourself with data and first-hand knowledge from leaders helping to shape the experiences of the biggest mobile brands around will help you stay ahead of the curve.<\/p>\r\n<p>Join us as we team up with our friends at Twilio to explore the latest mobile marketing trends shaping our work as marketers, lives as consumers, and the massive opportunities they hold for our brands. We\u2019ll also share key findings from our latest mobile consumer report and sit down for a fireside chat between Iterable\u2019s Sr. Director of Strategic Services and Twilio\u2019s VP of ISV.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>The mobile marketing trends that should be on your team\u2019s radar<\/li>\r\n\t<li>New research findings on mobile consumer sentiment, behavior, and preferences<\/li>\r\n\t<li>Insider perspective from Iterable &amp; Twilio leaders helping shape the future of mobile experience<\/li>\r\n<\/ul>","post_title":"The State of Mobile Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-state-of-mobile-marketing","to_ping":"","pinged":"","post_modified":"2021-09-29 12:11:01","post_modified_gmt":"2021-09-29 19:11:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=91753","menu_order":56,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 29, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"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\/09\/ITE_State-of-Mobile-Marketing-Webinar_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_State-of-Mobile-Marketing-Webinar_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_State-of-Mobile-Marketing-Webinar_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_State-of-Mobile-Marketing-Webinar_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/the-state-of-mobile-marketing\/"},{"ID":93072,"post_author":"35","post_date":"2021-09-29 09:15:31","post_date_gmt":"2021-09-29 16:15:31","post_content":"<p>Over the past few years, we\u2019ve witnessed unprecedented growth in the e-commerce sector. In 2020 alone, consumer spending online grew by nearly <a href=\"https:\/\/www.digitalcommerce360.com\/article\/us-ecommerce-sales\/#:~:text=Consumers%20spent%20%24861.12%20billion%20online,the%2015.1%25%20jump%20in%202019\" target=\"_blank\" rel=\"noopener\">44%, representing 21% of all retail spending<\/a>, with further <a href=\"https:\/\/www.digitalcommerce360.com\/article\/quarterly-online-sales\/\" target=\"_blank\" rel=\"noopener\">growth being seen in Q1 of 2021<\/a>.\u00a0<\/p>\r\n<p>Helping to bolster this growth, Shopify has grown exponentially, and it's presented an incredible opportunity for e-commerce brands to build a better customer experience. At Iterable, we know how crucial it is to provide a hyper-personalized experience for customers, and the necessity to ensure customer communications are aligned. Incorporating Shopify data into Iterable ensures alignment and provides a way to provide the personalized e-commerce experience you\u2019re striving for and your customers expect.\u00a0<\/p>\r\n<p>While we\u2019ve had an integration with Shopify since 2019, we\u2019re excited to announce that Iterable has taken another step to support our customers within this evolving space by launching our new app within the <a href=\"https:\/\/apps.shopify.com\/iterable\" target=\"_blank\" rel=\"noopener\">Shopify App Store<\/a> Ecosystem. This important step strengthens our longstanding relationship with Shopify while giving customers access to a powerful partnership to take their businesses to the next level.<\/p>\r\n<h3>Why It's Important to Build Up Your Tech Stack<\/h3>\r\n<p>The importance of bolstering your tech stack is two-fold. The first involves a shift that\u2019s been taking place for a while now, and refers to what industry experts call the <a href=\"https:\/\/iterable.com\/blog\/the-4-things-consumers-expect-from-brands-in-the-now-economy\/\" target=\"_blank\" rel=\"noopener\">\u201cNow Economy,\u201d<\/a> consumers\u2019 attention spans are shortening and their expectations of brands are growing. Businesses are expected to cater to their customers\u2019 needs at a moment\u2019s notice\u2014wherever they are, whenever they want. It\u2019s not enough to set up your online store and wait for the transactions to roll in. This evolution has shifted how people live, shop, and communicate:<\/p>\r\n<ul>\r\n\t<li>Traditional news outlets and social media deliver breaking news 24\/7<\/li>\r\n\t<li>A ride to the airport is just a quick Uber or Lyft request away<\/li>\r\n\t<li>Meal delivery services like DoorDash can send a freshly-cooked dinner right to your door<\/li>\r\n\t<li>Streaming platforms like Spotify and Netflix offer millions of songs and movies at the touch of a button<\/li>\r\n<\/ul>\r\n<p>The second industry shift is more recent, or at least in its dramatic nature, which is an aggressive shift to e-commerce spending. As noted earlier, in 2020 alone, consumer spending online grew by nearly 44%, representing 21% of all retail spending, with further growth being seen in Q1 of 2021. We don\u2019t foresee this slowing down anytime soon, and instead expect this growth to aggressively continue which is going to put further pressure on your tech stack.\u00a0\u00a0<\/p>\r\n<p>To create recurring revenue for your brand, you need a sophisticated marketing platform like Iterable that can segment your audiences, personalize your communications, and act on behavioral data to maximize engagement and revenue.<\/p>\r\n<p>And, to ensure our customers' success within this evolving retail climate, we feel it is integral to work towards solidifying strategic partnerships with world class providers such as Shopify.<\/p>\r\n<h3>How Does Shopify + Iterable Power Your E-commerce?<\/h3>\r\n<p>Iterable\u2019s robust, native app with Shopify allows you to:<\/p>\r\n<ul>\r\n\t<li>Power marketing and transactional e-commerce messaging across channels including email, push, SMS, and in-app<\/li>\r\n\t<li>Access full historical purchase data for improved segmentation and better\/more precise targeting<\/li>\r\n\t<li>Personalize your messages with Shopify customer, order, and product data<\/li>\r\n<\/ul>\r\n<p>By harnessing behavioral data stored in Shopify, marketers can build targeted and hyper-personalized campaigns in Iterable like:<\/p>\r\n<h4>Welcome Series<\/h4>\r\n<p>Set up a welcome flow in Iterable that automatically starts when a new customer creates an account, signs up for a newsletter, or shares a product with a friend. Activating newly-acquired users is one of the highest ROI activities you can focus on with Iterable.\u00a0<\/p>\r\n<p>Iterable customers can set up a workflow that listens for an account creation event from their Shopify powered website. Once received, the Iterable workflow will automatically message the user (on their channel of choice) welcoming them to the platform and encouraging them to complete important actions like finishing their profile, adding their credit card, and selecting their specific interests, which ultimately convert a newly-acquired user to an activated user.<\/p>\r\n<h4>Re-Engagement Campaigns<\/h4>\r\n<p>Many online merchants have a portion of their user base that has gone dormant. Iterable makes it easy for customers to segment their user base into audiences based on profile and event data, then identify segments with opportunities to restart the conversation and automatically re-engage with them in a meaningful way. It's often much more cost-effective to re-engage existing users than acquiring new ones.<\/p>\r\n<p>There are two common re-engagement campaigns: <a href=\"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/\" target=\"_blank\" rel=\"noopener\">browse abandonment and cart abandonment<\/a>. Both look at customer data to incentivize a re-engagement based on what the user has browsed or left in their cart. And both campaigns can be cross-channel to incorporate mobile behavior as well.\u00a0<\/p>\r\n<p>In the screenshot below, you can see an example of how an Iterable customer using Shopify would leverage our <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener\">Workflow Studio<\/a> to automatically re-engage a customer that abandons an item in their shopping cart. The flow begins with Iterable receiving a cart abandonment event from Shopify. Iterable then confirms a purchase has not been made by querying internal Iterable data.\u00a0<\/p>\r\n<p>Iterable then segments the user\u2019s engagement path based on their existing subscription status, eventually driving the user to return to the shopping cart and ultimately complete their purchase.<\/p>\r\n\r\n[caption id=\"attachment_93073\" align=\"alignnone\" width=\"335\"]<img class=\"size-full wp-image-93073\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Workflow_Example.png\" alt=\"Re-engagement campaign\" width=\"335\" height=\"512\" \/> An abandon cart campaign is crucial to maintaining engagement.[\/caption]\r\n\r\n<p>Here\u2019s a quick rundown of this workflow in action:<\/p>\r\n<ul>\r\n\t<li>We\u2019re triggering this workflow on a customer adding something to their cart, at which point we put them into a 30 minute delay.<\/li>\r\n\t<li>After 30 minutes, we want to see whether or not they went ahead and ordered.<\/li>\r\n\t<li>If they didn\u2019t, we then split on whether or not they\u2019re an Active Subscription (currently have a subscription with our company).\r\n\r\n<ul>\r\n\t<li>If they are, we trigger them into another workflow to Active Subscription Hardware Upsell (in this example, an upsell to drive a hardware purchase)<br \/>\r\n\u25e6 If they aren\u2019t, then they continue on our workflow and receive an abandoned cart email with our Send Time Optimization within 24 hours<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li>After that email sends, we add them to a one-day delay\u00a0<\/li>\r\n\t<li>Once the delay\u2019s over, we filter again to see if they made a purchase.\r\n\r\n<ul>\r\n\t<li>If they did, then they exit the flow as we\u2019ve successfully driven a purchase!<\/li>\r\n\t<li>If they didn't, then we perform an A\/B test, sending half the customers an SMS and the other half a second email.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<p>This example is only the start! You could continue this Workflow in so many ways, including checking for mobile app usage and perhaps trying in-app and push notifications within your workflow.<\/p>\r\n<h4>Check it Out!\u00a0<\/h4>\r\n<p>As brands look to strengthen their online presence, we couldn\u2019t be more excited to support this growth by continuing to strengthen our relationship with partners such as Shopify.\u00a0<\/p>\r\n<p><em>Make sure to check out <a href=\"https:\/\/apps.shopify.com\/iterable\" target=\"_blank\" rel=\"noopener\">our new app<\/a> and to learn more about how brands are <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360021730551-Integrating-Shopify-with-Iterable-\" target=\"_blank\" rel=\"noopener\">leveraging<\/a> Iterable + Shopify to develop better customer experiences, sign up for a <a href=\"https:\/\/iterable.com\/form\/demo\/shopify-integration\/?utm_medium=pm-referral&amp;utm_source=shopify&amp;utm_campaign=shopify-app-store\" target=\"_blank\" rel=\"noopener\">custom demo today<\/a>.<\/em><\/p>","post_title":"Iterable Strengthens Relationship with Shopify & Joins App Store","post_excerpt":"We\u2019re excited to announce that Iterable has taken another step to support our customers launching our new app in the Shopify App Store.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-strengthens-relationship-with-shopify-joins-app-store","to_ping":"","pinged":"","post_modified":"2021-09-29 09:15:31","post_modified_gmt":"2021-09-29 16:15:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=93072","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/SHOPIFY-BLOGHDR.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Shopify + Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/SHOPIFY-BLOGHDR.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/SHOPIFY-BLOGHDR-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/SHOPIFY-BLOGHDR-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-strengthens-relationship-with-shopify-joins-app-store\/"},{"ID":93032,"post_author":"79","post_date":"2021-09-28 09:52:07","post_date_gmt":"2021-09-28 16:52:07","post_content":"<p>The language used in marketing campaigns can greatly impact your customers\u2019 overall experiences. While <a href=\"https:\/\/iterable.com\/blog\/dont-punderestimate-the-power-of-puns-in-marketing\/\" target=\"_blank\" rel=\"noopener\">puns in marketing<\/a> can be beneficial, jargon in marketing could be detrimental.<\/p>\r\n<p>Thinking broadly, outside the scope of your marketing campaigns, there are probably times when you have heard jargon being tossed around and thought \u201cwhy can\u2019t we all just say what we mean?\u201d For example, \u201ctaking things offline\u201d has somehow evolved to mean \u201clet\u2019s talk about this another time.\u201d Why not just say that? In a remote setting, if you were to literally go \u201coffline,\u201d you\u2019d sign off and that would be the end of your work day.<\/p>\r\n<p>It\u2019s not just Bill from Sales that's throwing these terms around, either. They\u2019re becoming more and more prevalent in every aspect of business. The same jargon we hear on Zoom calls is popping up in marketing campaigns and we wanted to examine this a bit more closely.<\/p>\r\n<p>Is there a reason brands are leaning on more technical, buzzword-y terms? Does using jargon in marketing add to a customer\u2019s experience, or detract from it? Let\u2019s find out.<\/p>\r\n<h3>B2B Buzzwords<\/h3>\r\n<p>Business-to-Business (B2B) marketing is a swirling vortex of jargon. We know, we know\u2014we\u2019re not innocent when it comes to contributions made to the tornado of trivial talk. Because B2B marketing hinges on, well, business, it\u2019s not crazy that a lot of B2B campaigns contain jargon.<\/p>\r\n<p>According to <a href=\"https:\/\/www.marketingprofs.com\/articles\/2017\/31510\/how-to-use-jargon-for-good-not-evil-in-your-content-and-marketing\" target=\"_blank\" rel=\"noopener\">MarketingProfs<\/a>, there are three <strong>benefits<\/strong> to including jargon:<\/p>\r\n<ol>\r\n\t<li>You seem like an insider who knows what you\u2019re talking about<\/li>\r\n\t<li>You can be super specific about the topic<\/li>\r\n\t<li>You can communicate more efficiently<\/li>\r\n<\/ol>\r\n<p>However, this article also points out that you have to consider the intended audience when tossing out jargon in marketing. If everyone will easily understand the words you\u2019re using, then it makes the conversation more efficient and specific.<\/p>\r\n<p>But, when used incorrectly, jargon in marketing can result in unnecessarily convoluted messaging. The article, for example, compares the sentences \u201cUsers leverage our platform to drive optimized outcomes\u201d to \u201cPeople use our product to get better results.\u201d If you go with the first version, you risk coming across as condescending to your audience, rather than looking like an expert. This type of jargon is neither specific nor efficient.<\/p>\r\n<h3>B2C Chatter<\/h3>\r\n<p>Business-to-Consumer (B2C) marketing may seem like it has fewer opportunities for jargon, but trust us, they\u2019re still there. In fact, it\u2019s often a bit sneakier and less upfront than B2B marketing. Think about the fast-talking, amorphous voice spewing terms and conditions at the end of banking ads or the long-winded disclaimer copy in pharmaceutical marketing. That copy is riddled with jargon.<\/p>\r\n<p>Let\u2019s look specifically at pharmaceutical ads. According to Vox, \u201cvery few direct-to-consumer drug ads give hard data on a drug's benefits; most opt instead for vague statements that too often oversell.\u201d Remembering the advice from MarketingProfs, jargon needs to be used to clarify and simplify communication. If it\u2019s vague and unhelpful, it isn\u2019t adding to the customer experience.<\/p>\r\n<p>To flip the standard on its head, <a href=\"https:\/\/ritual.com\" target=\"_blank\" rel=\"noopener\">Ritual<\/a>, a custom vitamin brand, calls out the unpronounceable scientific terms often touted in medical marketing.<\/p>\r\n\r\n[caption id=\"attachment_93039\" align=\"alignnone\" width=\"1081\"]<img class=\"size-full wp-image-93039\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Ritual.png\" alt=\"No Jargon in Marketing for Ritual\" width=\"1081\" height=\"4674\" \/> <em>Ritual provides easy-to-understand copy to showcase the value of their vitamins. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/we-started-from-scratch\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Pharmaceuticals aren\u2019t considered \u201cB2C\u201d for most countries (only the US and New Zealand), so let\u2019s switch to a more classic B2C industry: cosmetics.<\/p>\r\n<p>While there\u2019s a scientific aspect to both pharmaceuticals and cosmetics (the two are often combined into a new buzzword: cosmeceuticals), the risks associated with using a new tube of lipstick or wrinkle cream are likely far less than using a new prescription medication.<\/p>\r\n<p>Consumers want honesty and easy-to-understand marketing that helps them make a purchase decision. Pseudo-scientific buzzwords, not easily understood by non-scientists, probably don\u2019t appeal to the target audience. According to a study from The Journal of Advertising Research, \u201cCosmeceutical claims more likely will be perceived as misleading\/deceptive than as acceptable.\u201d<\/p>\r\n<p><a href=\"https:\/\/prose.com\/\" target=\"_blank\" rel=\"noopener\">Prose<\/a>, on the other hand, created a jargon-less email. They develop custom hair products, but the email isn\u2019t flooded with ingredients and how they work. It\u2019s a simple email demonstrating the value of the product and why it makes the customer\u2019s life easier.<\/p>\r\n\r\n[caption id=\"attachment_93045\" align=\"alignnone\" width=\"1012\"]<img class=\"size-full wp-image-93045\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Prose.png\" alt=\"Prose talks to their customer, not at them.\" width=\"1012\" height=\"2875\" \/> <em>Prose talks to the customer, rather than at them. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/say-to-custom-hair-care\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Marketing shouldn\u2019t be shrouded in mystery and layers of lengthy lingo. Yes, there are times when using jargon in marketing can help get your point across faster, but there are ways to cut to the chase without sounding like a robot. When you use too much jargon in marketing you run the risk of sounding impersonal and cold.<\/p>\r\n<p>An option, if you\u2019re not sure if jargon resonates with your audience, is to use <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480325-A-B-experiments-overview-\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a>. You can send an email, for example, containing some standard jargon in the subject line to one segment and a subject line with more simplified, colloquial language to another segment. Through A\/B testing you can see which content resonates with your audience. In this case, you\u2019ll find what type of tone and style works best for them so you can give the people what they want.<\/p>\r\n<h3>We\u2019re All Just People<\/h3>\r\n<p>At the end of the day, whether you\u2019re trying to appeal to a \u201cB\u201d or a \u201cC,\u201d marketing is meant to attract people. It doesn\u2019t matter if your target audience is companies looking to invest in new software, or stay-at-home parents looking to buy new highchairs, every \u201ctarget audience\u201d consists of human beings.<\/p>\r\n<p>Marketing, especially cross-channel marketing, is all about thinking from the customer\u2019s point of view. And, whether that\u2019s to a business or a consumer, there\u2019s a person on the receiving end of your marketing communications, opening your emails or opting into your SMS messages. So, the next time you\u2019re crafting a subject line or planning a push notification, think about the person that will be reading it. Do they need to look up every word to decipher what you\u2019re trying to say? If so, un-jargon your marketing communications (it costs less than shipping a dictionary).<\/p>\r\n<p><em>To explore how cross-channel marketing can build your customer relationships, <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>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Circling Back on the ROI of Using Jargon in Marketing","post_excerpt":"Is there a reason brands are leaning on buzzwords? Does jargon in marketing add or detract from a customer's experience? Let\u2019s find out.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"circling-back-on-the-roi-of-using-jargon-in-marketing","to_ping":"","pinged":"","post_modified":"2021-09-28 10:00:45","post_modified_gmt":"2021-09-28 17:00:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=93032","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/092821_Jargon-in-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092821_Jargon-in-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092821_Jargon-in-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092821_Jargon-in-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/circling-back-on-the-roi-of-using-jargon-in-marketing\/"},{"ID":92811,"post_author":"79","post_date":"2021-09-23 10:03:15","post_date_gmt":"2021-09-23 17:03:15","post_content":"<p>September 15 to October 15 is <a href=\"https:\/\/www.hispanicheritagemonth.gov\/\" target=\"_blank\" rel=\"noopener\">National Hispanic American Heritage Mont<\/a>h, a period to recognize and celebrate generations of Hispanic Americans who have positively influenced and enriched our nation and society. To celebrate, we are proud to share the launch of the Iterable Latinx Affinity Group, which will create community and development opportunities for employees that self-identify as Latinx.<\/p>\r\n<p>We\u2019re incredibly proud of the employees at Iterable who manage these groups and drive inclusivity at Iterable. With the new Latinx Affinity Group, led by Sebastian Cabrera, we now have eight active <a href=\"https:\/\/iterable.com\/culture\/#:~:text=Affinity%20Groups%20are%20employee%2Dcreated,their%20community%20and%20professional%20growth.\" target=\"_blank\" rel=\"noopener\">Affinity Groups<\/a>.<\/p>\r\n<p>While Sebastian, Customer Success Manager on the Enterprise team, has only been at Iterable for a few months, he has already made a major impact at the company.<\/p>\r\n<p>Let\u2019s get to know Sebastian, an Iterator leading a more inclusive future in tech for the Latinx community.<\/p>\r\n<h3>Tell Us a Little About Yourself!<\/h3>\r\n<p>I was born in Bogota, Colombia. A city that wakes up early, blanketed by the misty fog of a valley that about seven million people call home. My identity today was very much shaped by my upbringing\u2014specifically, at family dinners hosted by my great grandmother. Everyone was welcome for those meals. I vividly remember the old round dinner table, covered with white crochet, surrounded by 10-20 people every night of the week. Everyone who was in need of a hot meal was welcome\u2014cousins, aunts, friends, neighbors, and even complete strangers.<\/p>\r\n<p>My family immigrated to California in the mid 2000s. My parents left everything behind in Colombia, sacrificing their hard-earned careers and businesses to give my brother and I the opportunity that they saw in the diverse and vibrant community of the San Francisco Bay Area.<\/p>\r\n<p>We confronted many challenges in this move, which we overcame with the support of family, friends, and allies we met along the way. From university counselors to local community leaders, everyone that shared their time and resources with my family and me helped play a role in our success. Together, they opened doors for us that we didn't know existed.<\/p>\r\n<p>Experiencing the power of community and collaboration firsthand inspired my continued passion supporting others. I found my professional niche in Customer Success, where, today at Iterable, I am able to leverage my technical expertise and love of people to help individuals, teams, and entire businesses succeed! <br \/>\r\nPersonally, I\u2019ve stayed close to my roots as well\u2014I founded <a href=\"https:\/\/www.facebook.com\/clicsf\/?ref=page_internal\" target=\"_blank\" rel=\"noopener\">ClicSF<\/a>, a group that is designed to promote the stories of Colombian-Americans chasing their dreams in many different ways.<\/p>\r\n<h3>How have you brought your community passion to Iterable?<\/h3>\r\n<p>Before joining Iterable I was with Paradigm Strategy, where I partnered with HR professionals and executives in multiple industries to understand how our Diversity, Equity, and Inclusion services can strengthen their culture. In this role, I had the opportunity to learn firsthand of the positive impact that Affinity and Employee Resource groups have on driving a company\u2019s mission forward. This is especially relevant for organizations that depend on innovation to grow. Iterable\u2019s Head of DE&amp;I, Markita Jack, even recently <a href=\"https:\/\/www.benefitspro.com\/2021\/09\/17\/driving-dei-a-key-element-in-growth-and-innovation\/?slreturn=20210822130908\" target=\"_blank\" rel=\"noopener\">authored a piece<\/a> on the topic, linking diversity and innovation.<\/p>\r\n<p>During my interview process with Iterable, I learned the depth of Iterable\u2019s commitment to community and inclusivity. Not only does our company have a dynamic group of leaders helping build the inspiring Affinity Groups, but the groups also have the unequivocal support and sponsorship of the executive team. It's because of this close partnership that the groups can put on amazing events, like <a href=\"https:\/\/www.linkedin.com\/post\/edit\/6836324143898734592\/\" target=\"_blank\" rel=\"noopener\">this AMA<\/a> with Markita Jack, or the Black At It Affinity Group\u2019s discussion on <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6845784469740363776\" target=\"_blank\" rel=\"noopener\">Black Men in Tech<\/a>.<\/p>\r\n<p>After participating in a few sessions led by the Pride and Mixed Identity Affinity Groups I was inspired to do the same for our Latinx community.<\/p>\r\n<h3>Can you tell us more about the Latinx Affinity Group?<\/h3>\r\n<p>Mi gente! This is such an exciting moment for me and the wider Latinx community at Iterable.<\/p>\r\n<p>I believe that both structural and individual change is needed to drive DE&amp;I initiatives forward. From DE&amp;I training resources that are consistent across the organization, to concrete resources allocated to individuals regardless of place on their DE&amp;I journey. The creation and sponsorship of resources, like Affinity Groups, is important, as companies should also constantly listen to the needs of their employees and put significant resources behind their goals inside and outside of their four walls.<\/p>\r\n<p>Our vision is to continue to foster a sense of belonging for the Latinx community at Iterable. From creating a dedicated space for us to stay connected and informed about the topics that are important to the community, to advocating for the needs of the group members across the organization. I imagine our vision will only expand as members join the group, so stay tuned for more!<\/p>\r\n<p>There are many facets of the Hispanic and Latin American diaspora that call for unique resources to adequately support this community. While we are still in the infancy of this group, we aim to create a space that advocates for our community both for current and future Latinx Iterators.<\/p>\r\n<p>The first gathering to welcome folks will be a virtual tea time at the end of the month, where we will be talking about the mission and motivations of our group and crowd-source some ideas for events, conversations, guest speakers and discussion. I could not be more excited for this opportunity!<\/p>\r\n<h3>Impact in Action<\/h3>\r\n<p>Sebastian has a long-standing passion for community and inclusivity. Prior to Iterable, he worked closely with <a href=\"https:\/\/www.linkedin.com\/in\/rociomedinavn\/\" target=\"_blank\" rel=\"noopener\">Roc\u00edo van Nierop<\/a>, Cofounder and Executive Director of the nonprofit organization, <a href=\"https:\/\/latinasintech.org\/\" target=\"_blank\" rel=\"noopener\">Latinas in Tech<\/a>. Latinas in Tech is a non-profit organization with the mission to connect, support, and empower Latina women working in technology and a vision to achieve fair representation in leadership positions. The organization comprises more than 16,000 women working at more than 100 of the top technology companies.<\/p>\r\n<p>Roc\u00edo has long been an advocate for tech inclusion, participating in multiple boards of charitable organizations that push forward the participation of underrepresented minorities. An expert on driving community and inclusivity, Rocio shared some guidance with us for organizations looking to drive a more equitable future for Latinos in tech:<\/p>\r\n<p>\u201cMy advice for organizations: focus on investing first in your employees before aiming to attract more entry-level Latinx talent.<br \/>\r\nLook inwards first and see what would your Latino employees need to grow and excel in their careers. Ensure they have a good home with a clear career path. Let them lead and they will prove to you, you made the right decision. Create hiring managers that will then bring you more diverse and qualified employees. Make your company a good home not only to Latinx employees but to all employees so that it is a good home for generations to come. <br \/>\r\nThen you will create meaningful services and products that are truly aimed at the diverse consumers.\u201d<\/p>\r\n<p>Latinas in Tech runs 100% on corporate donations and grants. They ensure that all of their programming, with the exception of the Latinas in Tech annual summit, are totally free. We\u2019re proud to share that we have donated $5,000 to Latinas in Tech, helping support our shared goal to empower Latinos that work in technology and ensure that there is a fair representation at all levels of the tech ecosystem!<\/p>\r\n<p><em>Are you passionate about impact and innovation? Explore <a href=\"http:\/\/Iterable.com\/careers\" target=\"_blank\" rel=\"noopener\">career opportunities<\/a> with Iterable.<\/em><\/p>","post_title":"\u201cAsk An Iterator:\u201d Sebastian Cabrera Launches the Latinx Affinity Group","post_excerpt":"Demonstrating the importance of diversity & inclusion at Iterable, meet Sebastian Cabrera, leader of the new Latinx Affinity Group.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-sebastian-cabrera-launches-the-latinx-affinity-group","to_ping":"","pinged":"","post_modified":"2021-09-23 10:03:15","post_modified_gmt":"2021-09-23 17:03:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=92811","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/092321_Sebastian-Cabrera-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Latinx Affinity Group\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092321_Sebastian-Cabrera-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092321_Sebastian-Cabrera-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092321_Sebastian-Cabrera-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-sebastian-cabrera-launches-the-latinx-affinity-group\/"},{"ID":92763,"post_author":"79","post_date":"2021-09-22 09:20:52","post_date_gmt":"2021-09-22 16:20:52","post_content":"<p>In June, Apple rocked the marketing world with their announcement of Mail Privacy Protection and a slew of other iOS 15 features that promised to shake things up for many marketers. Now, with WWDC 21 in the rear view, <a href=\"https:\/\/techcrunch.com\/2021\/09\/14\/iphone-users-will-receive-ios-15-update-on-september-20\/\" target=\"_blank\" rel=\"noopener\">here we are<\/a>!<\/p>\r\n<p>We\u2019ve shared our <a href=\"https:\/\/iterable.com\/blog\/what-apples-ios-15-privacy-updates-mean-for-marketers\/\" target=\"_blank\" rel=\"noopener\">initial thoughts on the subject previously<\/a>, and when the iOS 15 beta was released, we were eager to get our hands on it and see what\u2019s ahead of this week\u2019s go-live date. And now that we\u2019ve had the chance to dig in, we\u2019ve found our POV remains the same: these changes are fantastic for consumers and we love seeing major companies like Apple take a privacy-first stance\u2014especially on the mobile front.<\/p>\r\n<h3>iOS 15 at Iterable<\/h3>\r\n<p>Now, as the mobile Product Lead here at Iterable, this blog is going to focus on our mobile response. As a quick refresher, iOS 15 introduced two new features, Focus mode and notifications summary, that help consumers maintain balance in a world where push notifications are constantly vying for your attention.<\/p>\r\n<p>Focus mode enables you to schedule times of day or even locations where you don't want to be pinged by notifications, other than those from specific apps or contacts (think Slack or messages from family). Anything else is going to be shown to you after Focus mode is turned off.<\/p>\r\n<p>Notification summary, on the other hand, lets you replace the ad-hoc drips of incoming push notifications from your chosen apps with a summarized digest of received messages throughout the day. In this case, Apple uses machine learning to comb through user engagement and other data to determine which apps get marquee placement in the summary, while the rest are seen only after tapping into the summary.<\/p>\r\n<p>Personally, we\u2019re big fans of both\u2014especially Focus mode during work hours. It's been awesome. That said, I\u2019d imagine adoption will be substantial, raising a couple of key deliverability questions for marketers:<\/p>\r\n<ul>\r\n\t<li>If a user is in Focus mode, how can I reach them with time sensitive information like delivery notices or critical updates?<\/li>\r\n\t<li>If my app is featured in the notification summary, but my user has multiple queued messages, how do I know which one bubbles to the top?<\/li>\r\n<\/ul>\r\n<h3>Push Notification Interruption Levels<\/h3>\r\n<p>Great questions! Staying top of mind is critical which is why we\u2019re introducing two new push notification settings into our push offering this quarter. The first, aptly named interruption levels, lets marketers choose the right level of urgency for their push messages:<\/p>\r\n<ul>\r\n\t<li><strong>Passive<\/strong>: less obtrusive, won\u2019t wake or vibrate your phone\u2014they go straight to the notification center and and are listed on notification summaries<\/li>\r\n\t<li><strong>Active<\/strong>: your typical iOS push. They wake the screen, make a sound or vibrate once received\u2014BUT they won\u2019t break through Focus mode.<\/li>\r\n\t<li><strong>Time-Sensitive<\/strong>: similar to Active, but WILL break through Focus mode even if they aren\u2019t from an \u201capproved\u201d app.<\/li>\r\n\t<li><strong>Critical<\/strong>: as the name entails, this level alert will come through unimpeded. (This alert level requires special approval from Apple and is typically reserved for governmental, public agency or healthcare app use cases.)<\/li>\r\n<\/ul>\r\n<table style=\"border-collapse: collapse; width: 100%; height: 115px;\">\r\n<tbody>\r\n<tr style=\"height: 23px;\">\r\n<td style=\"width: 25%; height: 23px;\"><strong>Interruption level<\/strong><\/td>\r\n<td style=\"width: 25%; height: 23px;\"><strong>Overrides scheduled delivery<\/strong><\/td>\r\n<td style=\"width: 25%; height: 23px;\"><strong>Breaks through Focus Mode<\/strong><\/td>\r\n<td style=\"width: 25%; height: 23px;\"><strong>Overrides ring\/silent switch<\/strong><\/td>\r\n<\/tr>\r\n<tr style=\"height: 23px;\">\r\n<td style=\"width: 25%; height: 23px;\">Passive<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u274c<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u274c<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u274c<\/td>\r\n<\/tr>\r\n<tr style=\"height: 23px;\">\r\n<td style=\"width: 25%; height: 23px;\">Active<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u274c<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u274c<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u274c<\/td>\r\n<\/tr>\r\n<tr style=\"height: 23px;\">\r\n<td style=\"width: 25%; height: 23px;\">Time Sensitive<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u2705<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u2705<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u274c<\/td>\r\n<\/tr>\r\n<tr style=\"height: 23px;\">\r\n<td style=\"width: 25%; height: 23px;\">Critical<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u2705<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u2705<\/td>\r\n<td style=\"width: 25%; height: 23px;\">\u2705<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>Important aside: We applaud Apple for enabling developers and marketers to prioritize their messages\u2019 importance. However, it\u2019s extremely important that marketers ensure their content warrants the given interruption levels. Don\u2019t take advantage of this power.<\/p>\r\n<p>The first time a user receives a time sensitive notification, they\u2019ll be asked if they would like to continue receiving such messages. Be warned! Apple makes it easy for users to opt-out from further time sensitive messages should they feel your message wasn\u2019t actually time sensitive in the first place.<\/p>\r\n<p>It\u2019s probably not worth severing your connection over a promo push. Use your best judgment here. If you\u2019re interested in reading more, Apple provides some tips in their <a href=\"https:\/\/developer.apple.com\/design\/human-interface-guidelines\/ios\/system-capabilities\/notifications\" target=\"_blank\" rel=\"noopener\">Human Interface Guidelines<\/a> on how to create a good messaging experience and provides some specific guidelines for using interruption levels appropriately.<\/p>\r\n<p>Now, back to Iterable! From your iOS Push Template, you can assign any of these levels to your messages from our new drop down menu. Very simple and straightforward with no major change to your typical workflow.<\/p>\r\n\r\n[caption id=\"attachment_92855\" align=\"alignnone\" width=\"2978\"]<img class=\"size-full wp-image-92855\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/interruption-levels.png\" alt=\"\" width=\"2978\" height=\"1986\" \/> Click, pick, send! Simple as that.[\/caption]\r\n\r\n<h3>Relevance Score<\/h3>\r\n<p>Next up is Relevance score. As you might\u2019ve guessed, this enables marketers to add an appropriate priority weight to their messages. This weighting controls which notifications will appear at the top of summary (if it's featured and there are multiple messages from their app).<\/p>\r\n<p>And much like its close cousin Interruption levels, Relevance score, too, can now be added from the template editor. For simplicity sake, marketers can select their message\u2019s Relevance score from 0.0 to 1.0 from our dropdown to assign the right weighting to their different push messages, or type in an exact desired value.<\/p>\r\n\r\n[caption id=\"attachment_92770\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-92770\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Relevance-Score.png\" alt=\"Re\" width=\"512\" height=\"368\" \/> <em>Choose the score that best suits your message.<\/em>[\/caption]\r\n\r\n<h3>Push Notification Action Button Icons<\/h3>\r\n<p>And as an added bonus, iOS 15 gives us the ability to add icons to action buttons. You've probably seen these action buttons when you sign into an SSO service\u2014that push notification let\u2019s you confirm it's actually you trying to sign into some account.<\/p>\r\n\r\n[caption id=\"attachment_92776\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-92776\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Push-Action-Button.jpeg\" alt=\"Push Action Button\" width=\"512\" height=\"369\" \/> <em>Your typical action button experience<\/em>[\/caption]\r\n\r\n<p>Coming this winter, our push action buttons will support icons to spice up that message! Since experience is the name of today\u2019s game, an added personal touch with the right icon can help make your message more interesting but also give your responses some added visual and intuitive context.<\/p>\r\n\r\n[caption id=\"attachment_92782\" align=\"alignnone\" width=\"390\"]<img class=\"size-full wp-image-92782\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Visual-Updates.png\" alt=\"The new push experience\" width=\"390\" height=\"512\" \/> <em>The new action button experience!<\/em>[\/caption]\r\n\r\n<h3>Wrapping Up<\/h3>\r\n<p>Like we said, we're really excited about this consumer-first shift, but we\u2019re even more excited to bring these iOS 15 features to marketers everywhere! We\u2019ve got a full docket of mobile enhancements coming your way this year so make sure to stay tuned!<\/p>\r\n<p>&nbsp;<\/p>","post_title":"iOS 15, Push Notifications, Iterable: What You Should Know","post_excerpt":"The iOS 15 updates are fantastic for consumers. We love seeing a privacy-first stance\u2014especially when it involves push notifications.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ios-15-push-notifications-iterable-what-you-should-know","to_ping":"","pinged":"","post_modified":"2021-09-23 19:04:45","post_modified_gmt":"2021-09-24 02:04:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=92763","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/092221_iOS-15-Push-Notifications-Iterable_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092221_iOS-15-Push-Notifications-Iterable_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092221_iOS-15-Push-Notifications-Iterable_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092221_iOS-15-Push-Notifications-Iterable_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ios-15-push-notifications-iterable-what-you-should-know\/"},{"ID":92661,"post_author":"79","post_date":"2021-09-21 09:10:47","post_date_gmt":"2021-09-21 16:10:47","post_content":"<p>I love a good pun\u2014ask anyone on my team. I think it all started when I was a kid and went to a neighborhood birthday party where the magician\u2019s stage name was \u201cJustin Time.\u201d Anyway...because of my affinity for wordplay, it seems marketing was the right career path for me. Puns have had a long-standing presence in marketing campaigns and, lately, it\u2019s made me wonder why.<\/p>\r\n<p>Puns are often crudely labeled as \u201c<a href=\"https:\/\/www.fatherly.com\/health-science\/the-science-behind-the-puns\/\" target=\"_blank\" rel=\"noopener\">dad-jokes<\/a>\u201d\u2014maxing out the cheese-o-meter\u2014so why are marketing teams using them in their campaigns? They can\u2019t be as bad as some people think. In fact, if they\u2019re being used to attract and retain customers, they must be appealing on some level.<\/p>\r\n<p>Yes, some...okay...a lot of...fine...most puns elicit headache-inducing eyerolls, but you have to admit, there\u2019s something a little special about the clever nature of a well-crafted pun, right? No? Just me? Alright, well, if you\u2019re not of the same mindset, hopefully I can convince you of the magic of a proper pun.<\/p>\r\n<p><em>Disclaimer: If you\u2019re not a pun fan, you may want to head out now because, without puns scattered throughout, this post would be like a pencil with two erasers\u2014pointless.<\/em><\/p>\r\n<h3>An Introductory Course: Welcome to Puns Pun01<\/h3>\r\n<p>In an <a href=\"https:\/\/www.npr.org\/2011\/05\/15\/136253845\/not-jest-for-pun-a-surprising-history-of-wordplay\" target=\"_blank\" rel=\"noopener\">interview with NPR<\/a> (aptly titled \u201cNot Jest for Pun\u201d), John Pollack, author of <a href=\"https:\/\/www.goodreads.com\/book\/show\/10115296-the-pun-also-rises\" target=\"_blank\" rel=\"noopener\">The Pun Also Rises<\/a>, says, \u201cA pun is notoriously difficult to define, but it's a type of wordplay, and it takes many different forms...The most common type of pun is the humorous use of a word in such a way that because of its sound, you can interpret it in more than one way.\u201d<\/p>\r\n<p><a href=\"https:\/\/nypost.com\/2015\/08\/18\/a-brief-history-of-puns-from-shakespeare-to-bobs-burgers\/\" target=\"_blank\" rel=\"noopener\">Puns aren\u2019t new<\/a>, either. Shakespeare was a fan of the well-crafted pun. In Romeo and Juliet, for example, after Mercutio was fatally stabbed, he remarks, \u201cAsk for me tomorrow, and you shall find me a grave man.\u201d<\/p>\r\n<p>This is exactly what John Pollack is talking about when he mentions more than one interpretation of a word. It\u2019s on the reader to dig deeper and find the buried meanings. (See what I did there?)<\/p>\r\n<p>Because puns have multiple meanings layered into quick quips, the audience has to pause to fully understand the joke. Maybe they even read it twice. Then, once it clicks, it\u2019s like they\u2019ve been let in on a secret\u2014they\u2019re in the know. Puns have the ability to say more with less and be thought-provoking, making them perfect for attention-grabbing marketing.<\/p>\r\n<h3>Creating an Emotional Punnection<\/h3>\r\n<p>Puns are funny. Maybe not gut-busting funny, but they\u2019ll at least garner a chuckle or two. But does this chuckle really help you achieve your marketing goals? According to <a href=\"https:\/\/www.forbes.com\/sites\/steveolenski\/2018\/06\/15\/the-cmos-guide-to-using-humor-in-marketing\/?sh=3906617e62bf\" target=\"_blank\" rel=\"noopener\">The CMO\u2019s Guide to Using Humor in Marketing<\/a> from Forbes, there are four key benefits to adding humor to your marketing campaigns:<\/p>\r\n<ul>\r\n\t<li>[Jokes are] attention-grabbing. Humor often stands out from other marketing and advertising attempts because it\u2019s naturally <strong>colorful and original<\/strong>.<\/li>\r\n\t<li>People love to spread laughter. Making your campaign humorous imbues it with <strong>more<\/strong> <strong>shareability<\/strong>.<\/li>\r\n\t<li>Funny brands are more relatable and are <strong>seen as more trustworthy <\/strong>and human.<\/li>\r\n\t<li>Humor is <strong>linked to higher recall<\/strong>, which means any message imbued with humor will be easier for your target demographics to remember.<\/li>\r\n<\/ul>\r\n<p>Happiness is an emotion, after all, and emotions can be powerful tools when it comes to marketing.<\/p>\r\n<p>As <a href=\"https:\/\/instapage.com\/blog\/emotional-marketing\" target=\"_blank\" rel=\"noopener\">Instapage<\/a> says, \u201cNeuro-imagery scans show that when consumers evaluate brands, they use their emotions, based on personal feeling and experiences, rather than information about the brand, such as features and facts.\u201d This is the case for all emotions, not just happiness. You can probably recall a marketing campaign that tugged on your heartstrings (a strategy Forbes calls, \u201c<a href=\"https:\/\/www.forbes.com\/sites\/onmarketing\/2015\/04\/28\/sadvertising-pulls-on-consumers-heartstrings-and-purse-strings\/?sh=48d9ba7c3d99\" target=\"_blank\" rel=\"noopener\">Sadvertising<\/a>\u201d) just as easily as you can recall one that made you laugh.<\/p>\r\n<p>Using humor in marketing connects to each customer and makes them feel which, in turn, creates more stickiness and helps them remember your brand.<\/p>\r\n<h3>You\u2019re Punbelievable<\/h3>\r\n<p>I\u2019ve obviously got to include some heavy-hitters in the marketing and advertising pun world. If nothing else, these will make you smirk and say \u201chm, clever.\u201d<\/p>\r\n<p><a href=\"https:\/\/www.lyft.com\/\">Lyft<\/a>, the rideshare app, for example, sent this email out to promote carbon neutrality on Earth Day. They\u2019re telling customers to put their booties on bikes rather than get into a car. But, if you do have to get in a car, you can carpool with others to fill the seats and reduce the number of cars needed. Lyft referred to this as \u201cbutt-math.\u201d What got me was the CTA. \u201cBut wait, there\u2019s more\u201d is often used in late-night infomercials, but Lyft made it work for them.<\/p>\r\n\r\n[caption id=\"attachment_92662\" align=\"alignnone\" width=\"926\"]<img class=\"size-full wp-image-92662\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Screen-Shot-2021-09-20-at-10.53.11-AM.png\" alt=\"Butt Lyft\" width=\"926\" height=\"962\" \/> <em>Lyft included a really simple, commonly used marketing phrase, repurposed as a punny CTA to fit the theme of the email. Source: <a href=\"https:\/\/sendgrid.com\/blog\/how-to-write-fun-emails-plus-examples\/\" target=\"_blank\" rel=\"noopener\">SendGrid<\/a>.<\/em>[\/caption]\r\n\r\n<p><a href=\"https:\/\/www.tunnelbear.com\/\" target=\"_blank\" rel=\"noopener\">TunnelBear<\/a>, a public VPN service, sent this email out on\u2014you guessed it\u2014Cyber Monday. Being a brand with the name \u201cbear\u201d in the title gives you a lot of opportunities to get creative with puns. TunnelBear basically rebranded Cyber Monday to Cybear Monday. Because customers likely get an influx of emails on Cyber Monday, TunnelBear used this as an opportunity to stand out from the pack. Clever, right?<\/p>\r\n\r\n[caption id=\"attachment_92668\" align=\"alignnone\" width=\"680\"]<img class=\"size-full wp-image-92668\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Cybear-Monday.png\" alt=\"Puns in Marketing - Cybear Monday\" width=\"680\" height=\"1359\" \/> <em>Even the followup copy refers to Cybear Monday as \u201celusive\u201d\u2014a nod to their bear-centric branding. Bear-y cute. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/extended-cybear-monday-sale\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Even the followup copy refers to Cybear Monday as \u201celusive\u201d\u2014a nod to their bear-centric branding. Bear-y cute. Source: ReallyGoodEmails.<\/p>\r\n<p>Lastly, we have <a href=\"http:\/\/bendonlingerie.co.nz\" target=\"_blank\" rel=\"noopener\">Bendon Lingerie<\/a>. This email highlights their briefs, both men\u2019s and women\u2019s, and captures the audience\u2019s attention right off the bat with the bolded headline \u201cKeep It Brief.\u201d A commonly used saying, Bendon is repurposing the phrase to work for their line of clothing. For a lingerie brand, this is a perfect pun. Would I recommend a shorter email, just to play into the pun more? Perhaps. But still, it\u2019s pretty genius.<\/p>\r\n\r\n[caption id=\"attachment_92674\" align=\"alignnone\" width=\"1224\"]<img class=\"size-full wp-image-92674\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/screencapture-mailcharts-emails-ffb025e8-de0f-e156-f411-9bd1e5af1d06-2021-09-20-10_41_02-edit.png\" alt=\"Bendon Lingerie Puns in Marketing\" width=\"1224\" height=\"7047\" \/> <em>With this bold and above-the-fold headline, customers immediately know what the email is about but are also drawn in by the pun. Source: <a href=\"https:\/\/www.mailcharts.com\/blog\/funny-emails\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Puns add just a little more oomph to your emails. The copy creates a memorable experience and the imagery helps drive home the humor. Combining clever copy with a <a href=\"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/\" target=\"_blank\" rel=\"noopener\">well-designed email<\/a> not only makes the customer think about (and even potentially share) your messaging, it shows that you, as a brand, took the time to make this a pun-of-a-kind experience for them.<\/p>\r\n<h3>Punderstanding Your Customers<\/h3>\r\n<p>Above all else, marketing is about understanding your target audience. If you\u2019re selling a product or service that has more serious undertones, you may not want to involve wordplay. For example, you\u2019re not seeing Melissa Etheridge toss dog puns into her heartbreaking ASPCA commercials. That would be gauche.<\/p>\r\n<p>In <a href=\"https:\/\/www.forbes.com\/sites\/steveolenski\/2018\/06\/15\/the-cmos-guide-to-using-humor-in-marketing\/?sh=3906617e62bf\" target=\"_blank\" rel=\"noopener\">The CMO\u2019s Guide to Using Humor in Marketing<\/a> there are also potential downsides to using humor:<\/p>\r\n<ul>\r\n\t<li>The wrong joke at the wrong time can make your brand look amateurish and unprofessional.<\/li>\r\n\t<li>If people think you\u2019re cracking jokes for the sole purpose of getting more attention, you\u2019ll be seen as exploitative rather than funny.<\/li>\r\n\t<li>Humor can cheapen certain ideas or make them be taken less seriously.<\/li>\r\n\t<li>In some cases, humor can be outright offensive.<\/li>\r\n<\/ul>\r\n<p>The moral of the story: you should always strive to put your customers first. While being clever and including wordplay to elicit happiness can work for some brands, if using puns in marketing doesn't appeal to your target audience or align with your brand\u2019s style, don\u2019t use them.<\/p>\r\n<p><em>To learn more about how your marketing technology can help you appeal to your audience, as individuals, <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":"Don\u2019t (P)underestimate the Power of Puns in Marketing","post_excerpt":"If puns in marketing are being used to attract and retain customers, they must be appealing on some level. Let's dig into why.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dont-punderestimate-the-power-of-puns-in-marketing","to_ping":"","pinged":"","post_modified":"2021-09-21 10:12:55","post_modified_gmt":"2021-09-21 17:12:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=92661","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/092121_Puns-in-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Puns in Marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092121_Puns-in-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092121_Puns-in-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/092121_Puns-in-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/dont-punderestimate-the-power-of-puns-in-marketing\/"},{"ID":92251,"post_author":"79","post_date":"2021-09-16 05:53:26","post_date_gmt":"2021-09-16 12:53:26","post_content":"<p>We\u2019re excited to welcome Stephanie Buscemi, Chief Marketing Officer of Confluent and former Chief Marketing Officer of Salesforce, to our board of directors. With 25 years of experience in marketing and technology, Stephanie's industry expertise and track record of outstanding leadership will be essential to our continued growth.<\/p>\r\n<p>Stephanie joins our board following a series of exciting and impactful announcements. We announced our <a href=\"https:\/\/iterable.com\/blog\/our-next-chapter-series-e-funding-announcement\/\" target=\"_blank\" rel=\"noopener\">Series E Funding<\/a>, hired our <a href=\"https:\/\/iterable.com\/blog\/leading-in-the-future-of-dei-qa-with-markita-jack\/\" target=\"_blank\" rel=\"noopener\">Head of DEI Markita Jack<\/a>, shared our vision for a <a href=\"https:\/\/iterable.com\/blog\/work-reimagined-designing-a-hybrid-people-first-future\/\" target=\"_blank\" rel=\"noopener\">hybrid, people-first workplace<\/a>, and launched <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">Aurora<\/a>, our next-generation user experience. We\u2019re committed to leading in a more innovative (and exciting) future in tech, and we\u2019re proud to share the milestones that take us a step closer to this goal.<\/p>\r\n<p>Now, we have the pleasure of welcoming Stephanie Buscemi into our community. Let\u2019s get to know our newest board member:<\/p>\r\n<h4>Stephanie, can you tell us a little about yourself?<\/h4>\r\n<p>I\u2019ve spent the last 25 years in enterprise software, in a variety of marketing leadership roles. I love the field of marketing, as it presents a unique opportunity to be the voice of the customer. The marketing function sits within an organization at the epicenter between \u201cwho makes\u201d and \u201cwho sells\u201d a product and services. When executed effectively, this role has the potential to create a vision and narrative for the customer. I have always valued the marketer's ability and opportunity to impact the customer experience. In my work, I\u2019ve focused on expanding the story a marketer tells, reaching beyond topics like products and services, to focus on values, mission, and ethics. Customer centricity and cultural inclusivity have always taken priority in my work.<\/p>\r\n<p>On a personal note, I am married and have a 15-year-old daughter and three grown stepchildren. I have lived in the Bay Area for most of my life. In my free time, I enjoy practicing yoga, reading, skiing, traveling, and spending time with my family.<\/p>\r\n<h4>Tell us about your journey to Iterable.<\/h4>\r\n<p>Throughout my career, I have often witnessed CMOs and Marketing leaders define themselves as a \u201cbrand-\u201d \u201cdemand gen-\u201d,\u201cproduct-led\u201d CMO. While none of these denominations are explicitly wrong, they describe the interests of the company and not the customer. Building a company's brand, driving revenue growth, and being product-driven are all critically important, but when described with such singularity, they are far too inwardly focused. Rarely do I hear an elevator pitch that begins, \u201cI am a customer-led CMO, I am here in service of the customer and as such I am a lifetime student of the customer and an evangelist for them within my company.\u201d<\/p>\r\n<p>To thrive in today\u2019s customer-driven economy, I believe that marketers and businesses have to put the customer at the center of everything they do. Iterable\u2019s commitment to customer-centricity is what attracted me to the company. Iterable empowers marketers to unify the customer experience across all channels in real time, helps brands orchestrate experiences for their customers, and enables behavior-based personalization all while honoring demands for privacy full compliance across HIPAA, SOC2, GDPR, and more.<\/p>\r\n<h4>How does Iterable stand out in the marketing technology space?<\/h4>\r\n<p>The marketing technology space is rapidly changing, and is at a pivotal moment with the convergence of digital, AI, and the demand for seamless, memorable, and individualized customer journeys. Whether opening an email, posting to social media, talking to a service rep, buying something online or in a store, customers want a brand that is intuitive, empathetic, and will work to build a relationship based on trust and transparency. Iterable is at the forefront of this marketing transformation. They are guiding some of the world\u2019s most advanced marketers in industries like consumer packaged goods and retail on how to orchestrate rich customer experiences at scale, striking the right balance between privacy and personalization.<\/p>\r\n<h4>How do you anticipate your experience at Confluent and Salesforce will impact your role on Iterable\u2019s board?<\/h4>\r\n<p>Today, my experiences at Confluent are directly applicable to so much of what Iterable will encounter on its growth trajectory over the next couple of years. For example, having spent the last six months scaling a late-stage startup has provided me with great learnings and insights I can share with the Iterable team as the company continues to grow.<\/p>\r\n<p>I also bring a wealth of experience with the key audiences that Iterable targets and serves, like marketers and digital leaders. I can share not only my experiences but those of countless other B2B and B2C marketers, having interacted with marketing customers over the past seven years at Salesforce. And, as a marketing practitioner myself, I can communicate first-hand the opportunities and challenges that face the modern marketer, informing Iterable\u2019s strategies moving forward.<\/p>\r\n<p>I\u2019m also looking forward to sharing my learnings from my years of enterprise go-to-market expertise at companies like Salesforce, Oracle, and SAP to help Iterable drive scalable growth globally.<\/p>\r\n<h4>What excites you most about Iterable?<\/h4>\r\n<p>Without a doubt, the Iterable product and the people. The Iterable product is ahead of what is a very crowded and noisy marketing technology landscape today. The limitless marketing tools and technologies marketers have at their disposal are, for the most part, still incapable of orchestrating personalized experiences for their customers.<\/p>\r\n<p>This is where Iterable stands out among the rest. A number of Iterable\u2019s customers, unprompted, have shared the transparency and visibility in which the Iterable team works with them. They repeatedly cited how easy the product is for them to use and how Iterable sticks to their commitments and is continuously innovating and driving new value for them and their respective businesses. The Iterable team is seen as a trusted partner to their customer, and the product is bringing joy to our customers\u2019 customers.<\/p>\r\n<h4>We\u2019re big on values here at Iterable. Which of our <a href=\"https:\/\/docs.google.com\/presentation\/d\/1EFF15FRHcteuTF6FyGw9D_28VcklZLpCkpgMT1YMqPo\/edit?usp=sharing\" target=\"_blank\" rel=\"noopener\">four values<\/a> (Trust, Humility, Balance, Growth Mindset) resonates the most with you and why?<\/h4>\r\n<p>Iterable is committed to a set of core values, and I respect greatly the importance they place on their values in everything they do. Businesses need something to anchor and guide them; they have to be about more than just their products and services. Iterable is guided by their values, and it serves them well, creating value for their customers as well. It\u2019s tough to select just one value that resonates most, as they all speak to me is foundational to building and growing customer relationships. Without trust, you have nothing to build on, and therefore, I would say it is the most important to me.<\/p>\r\n<p><em>To learn more about the Iterable values and culture that Stephanie speaks so highly of, check out our <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">Culture<\/a> page.\u00a0<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Our New Board Member: Q&A with Stephanie Buscemi","post_excerpt":"We\u2019re excited to welcome Stephanie Buscemi, CMO of Confluent and former Chief Marketing Officer of Salesforce, to our board of directors.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"our-new-board-member-qa-with-stephanie-buscemi","to_ping":"","pinged":"","post_modified":"2021-09-16 05:53:26","post_modified_gmt":"2021-09-16 12:53:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=92251","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/091421_Stephanie-Buscemi_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Q&amp;A with Stephanie Buscemi\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091421_Stephanie-Buscemi_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091421_Stephanie-Buscemi_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091421_Stephanie-Buscemi_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/our-new-board-member-qa-with-stephanie-buscemi\/"},{"ID":92359,"post_author":"79","post_date":"2021-09-15 14:29:13","post_date_gmt":"2021-09-15 21:29:13","post_content":"<p>We\u2019re all familiar with the cart abandonment email. Whether as marketers or as shoppers we all know the classic \u201cyou\u2019ve left something in your cart!\u201d subject lines. Because abandoned cart emails get all the glory, we want to focus on the lesser-known sibling of the cart abandonment campaign: <strong>the browse abandonment campaign<\/strong>.<\/p>\r\n<p>Abandoned browse messages are usually sent after shoppers have been bouncing around your site (or app), from product page to product page, but then, before they actually add anything to their cart and checkout, they leave.\u00a0\u00a0<\/p>\r\n<p>From the jump, it\u2019s clear that abandoned cart and abandoned browse campaigns are reaching shoppers at different stages in their buying journeys. To better understand when to send one or the other and what they should look like, we have to dive deeper into what causes someone to abandon browsing and abandon their cart in the first place.<\/p>\r\n<h3>Why They Abandon Us\u00a0<\/h3>\r\n<p>A user who abandons their cart is much farther along in their shopping journey than a user who abandons browsing an item. Someone who has built a cart is close to purchasing while someone who is just browsing is often in the research stage or even just \u201cwindow shopping\u201d without the intent to make a purchase.\u00a0<\/p>\r\n<p>To fully understand the why, we as marketers have to get inside the heads of the users when they close the browser window.<\/p>\r\n<p><a href=\"https:\/\/manychat.com\/blog\/cart-abandonment-vs-browse-abandonment\/\" target=\"_blank\" rel=\"noopener\">Manychat<\/a> highlights the reasons between abandoning browse and abandoning a cart:\u00a0<\/p>\r\n<h4>Why Shoppers Abandon Browse<\/h4>\r\n<ul>\r\n\t<li>Just looking for ideas<\/li>\r\n\t<li>Comparison shopping<\/li>\r\n\t<li>Product doesn\u2019t meet needs<\/li>\r\n\t<li>Too expensive<\/li>\r\n\t<li>Slow loading site (slow-loading sites increase the abandonment rate by 75%)<\/li>\r\n\t<li>Read a bad review<\/li>\r\n<\/ul>\r\n<h4>Why Shoppers Abandon a Cart<\/h4>\r\n<ul>\r\n\t<li>Checkout process too long<\/li>\r\n\t<li>Action timed out<\/li>\r\n\t<li>Issue with payment processing<\/li>\r\n\t<li>Are unsure of purchase<\/li>\r\n\t<li>Worried about price<\/li>\r\n\t<li>Registration requirements<\/li>\r\n\t<li>Lack of site security<\/li>\r\n\t<li>Shipping is not fast enough<\/li>\r\n<\/ul>\r\n<p>Because shoppers who have abandoned their cart are farther along in the buying process and their abandonment may point out more actionable site fixes or user experience enhancements, many marketers dedicate more resources to building abandoned cart campaigns over abandoned browse campaigns.<\/p>\r\n<p>In fact, a quick Google search for abandoned browse campaigns results in a lot of abandoned cart campaigns. But, the less popular abandoned browse campaigns are super valuable for turning those who are \u201cjust looking\u201d into buyers.<\/p>\r\n<h3>The Impact of Abandoned Browse Campaigns<\/h3>\r\n<p>According to <a href=\"https:\/\/www.salecycle.com\/blog\/strategies\/what-is-browse-abandonment\/\" target=\"_blank\" rel=\"noopener\">Salecycle<\/a>, \u201cBrowse abandonment emails have an 80.9% higher open rate and 50.5% higher click through rate than traditional emails, while 26% of all browsers that open these emails will click through and return to the site.\u201d\u00a0<\/p>\r\n<p>What differentiates abandoned browse emails? By nature, they\u2019re personalized. They contain customer-specific information (what they looked at, when they looked at it, etc.) and that alone positively impacts the customer experience. <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">Personalization<\/a> builds relationships, promotes brand awareness, fosters loyalty, and increases repeat business.<\/p>\r\n<h4>Personalization in Abandoned Browse Campaigns<\/h4>\r\n<p>To step-up the level of personalization, your brand can implement <a href=\"https:\/\/neilpatel.com\/blog\/form-data-profile\/\" target=\"_blank\" rel=\"noopener\">progressive profiling<\/a> to start building a customer profile based on the little information you may have collected. Every time a customer interacts (or doesn\u2019t interact) with your brand, you have the opportunity to learn something new about them.\u00a0<\/p>\r\n<p>For example, your marketing team can make educated guesses, based on the actions of customers that are similar to this new customer, as to what the new customer may be interested in going forward. This initial data can be worked into abandoned browse messaging to make sure your customers are getting content that\u2019s as individualized as possible in the early stages of their journey.<\/p>\r\n<h4>Connect Cross-Channel<\/h4>\r\n<p>It\u2019s also important to remember that abandoned browse messages don\u2019t always need to come in the form of an email. If a user has downloaded your app and registered, you could send an abandoned browse <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">push notification<\/a>. If they\u2019ve added their phone number, send them an abandoned browse <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>. But, because an email address is usually the contact information brands collect first (think about all of those popups asking for your email in exchange for a 10% off coupon), it\u2019s often the easiest way to contact a user.\u00a0<\/p>\r\n<p>While they don\u2019t necessarily need to contain coupons or urgent deadlines like abandoned cart messages, abandoned browse campaigns are a nudge in the right direction. They\u2019re a reminder of what the shopper has looked at and can encourage them to convert. Let\u2019s take a look at some examples.<\/p>\r\n<h3>Examples of Abandoned Browse Campaigns<\/h3>\r\n<p><a href=\"https:\/\/www.vans.com\/\" target=\"_blank\" rel=\"noopener\">Vans<\/a>, the footwear and apparel brand, understands where the shopper is in their journey when they abandon a browse. Rather than being pushy with last-minute deals, this email invites the shopper to check out new styles and offers suggestions in addition to featuring the abandoned item (Sun Waves Tie Dye Midi Dress).\u00a0<\/p>\r\n\r\n[caption id=\"attachment_92360\" align=\"alignnone\" width=\"860\"]<img class=\"size-full wp-image-92360\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Screen-Shot-2021-09-10-at-10.01.12-AM.png\" alt=\"Vans Abandoned Browse\" width=\"860\" height=\"1170\" \/> <em>With \u201cShop Now\u201d CTAs and \u201cmight\u201d in their copy, Vans is delicately guiding users back to the site.<\/em>[\/caption]\r\n\r\n<p>In their abandoned browse email, <a href=\"https:\/\/www.asos.com\/us\/\" target=\"_blank\" rel=\"noopener\">ASOS<\/a>, an online retailer, very clearly calls out the fact that the shopper was browsing. They label the initial session as a \u201cfirst impression\u201d and invite shoppers to return to the site for a second look.\u00a0<\/p>\r\n<p><strong><em><a href=\"https:\/\/iterable.com\/blog\/customer-experience-asos\/\" target=\"_blank\" rel=\"noopener\">Learn more<\/a> about how ASOS integrates browse abandonment into their customer experience.<\/em><\/strong><\/p>\r\n\r\n[caption id=\"attachment_92389\" align=\"alignnone\" width=\"1340\"]<img class=\"wp-image-92389 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ASOS-Abandoned-Cart.png\" alt=\"Asos Abandoned Browse\" width=\"1340\" height=\"2456\" \/> <em>This is a gentle reminder of the user\u2019s session, with a light invitation to continue browsing. Source: <a href=\"https:\/\/www.smartrmail.com\/blog\/best-browse-abandonment-email-examples\/\" target=\"_blank\" rel=\"noopener\">SmartrMail<\/a>. <\/em>[\/caption]\r\n\r\n<p>Lastly, we have <a href=\"https:\/\/www.hydroflask.com\/\" target=\"_blank\" rel=\"noopener\">Hydro Flask<\/a>, a water bottle brand. Not only does this abandoned browse email contain the abandoned product, it also has the shopper\u2019s name for an extra layer of personalization. Then, Hydro Flask goes another step further and shares some products that have been frequently purchased with the abandoned item.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_92395\" align=\"alignnone\" width=\"600\"]<img class=\"wp-image-92395 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Hydro-Flask-Example.jpeg\" alt=\"Hydro Flask Abandoned Browse\" width=\"600\" height=\"1617\" \/> <em>Hydro Flask uses clever copy with customer personalization to entice the browse abandoner back to the site to make their purchase. Source: <a href=\"https:\/\/www.izooto.com\/blog\/browse-abandonment-ecommerce\" target=\"_blank\" rel=\"noopener\">iZooto<\/a>.<\/em>[\/caption]\r\n\r\n<p>These examples are all playful, light, no-pressure reminders that aim to bring the browser back to the site rather than scaring them away. These messages may look a lot different than abandoned cart emails and it\u2019s because of where these customers are in their shopping journey.<\/p>\r\n<h3>Shopping Journey Stage Matters<\/h3>\r\n<p>We\u2019re by no means knocking abandoned cart campaigns in favor of abandoned browse campaigns. It all depends on where customers are in their shopping journeys. There are times when it doesn\u2019t make sense to send an abandoned browse, but it all relies on how the customer might receive said messages.\u00a0<\/p>\r\n<p>From the examples provided, it\u2019s evident that abandoned browse messages have a softer, less urgent tone. Abandoned browse campaigns are basically suggesting that the user comes back to the site. Abandoned cart campaigns, however, are urgent and recognize that the shopper is right on the cusp of purchasing. If you push too hard with abandoned browse messages, you\u2019ll scare shoppers away. But, if you take a more aggressive approach and highlight scarcity and deadlines with abandoned cart emails, customers with items in their cart may be more likely to convert.\u00a0<\/p>\r\n<p>Both abandoned cart emails and abandoned browse emails are great additions to any marketing strategy. In fact, it\u2019s likely you\u2019ll include both. The key is understanding when to send which and how to develop the right tone to appeal to your customers.<\/p>\r\n<p><em>To learn more about the ways your marketing channels can be connected to guide shoppers through their buying journeys, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request an Iterable demo today<\/a>.<\/em><\/p>","post_title":"Abandoned Browse vs. Abandoned Cart: What\u2019s the Difference?","post_excerpt":"Abandoned cart and abandoned browse campaigns are reaching shoppers at different stages in their buying journeys. Learn when to use which. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"abandoned-browse-vs-abandoned-cart-whats-the-difference","to_ping":"","pinged":"","post_modified":"2021-09-15 14:29:13","post_modified_gmt":"2021-09-15 21:29:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=92359","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/091521_Browse-Abandonment_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091521_Browse-Abandonment_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091521_Browse-Abandonment_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091521_Browse-Abandonment_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/abandoned-browse-vs-abandoned-cart-whats-the-difference\/"},{"ID":92537,"post_author":"79","post_date":"2021-09-15 09:43:08","post_date_gmt":"2021-09-15 16:43:08","post_content":"<p>We\u2019re proud to share that we\u2019ve been named the <a href=\"https:\/\/futureofsaas.io\/the-future-of-saas-awards-2021-winners\/\" target=\"_blank\" rel=\"noopener\">Best SaaS Company to Work For<\/a> by <a href=\"https:\/\/futureofsaas.io\/\" target=\"_blank\" rel=\"noopener\">Future of SaaS<\/a>. Future of SaaS was founded in early 2020 with a mission to provide an unrivaled resource to help those within SaaS organizations drive innovation and growth. Over the course of the last year and a half, The Future of SaaS network has expanded rapidly to include leading founders, senior execs, product pros, commercial leads, talent managers, and investors from around the world.<\/p>\r\n<p>This Best SaaS Company to Work For award recognizes the companies who are really putting the work into creating a great environment for their employees. Recognizing companies with awesome perks, close-knit cultures, professional development budgets, a desire to let employees share their ideas and have their voices heard, and more, this award aims to set a standard for others in the industry. We\u2019re proud of this achievement!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/\" target=\"_blank\" rel=\"noopener\">Brand Affinity\u2122<\/a> was also recognized as a finalist in the award for <a href=\"https:\/\/futureofsaas.io\/your-future-of-saas-awards-finalists\/\" target=\"_blank\" rel=\"noopener\">SaaS Product of the Year<\/a>, alongside <a href=\"https:\/\/ujet.cx\/\" target=\"_blank\" rel=\"noopener\">UJET<\/a>, <a href=\"https:\/\/engagedly.com\/\" target=\"_blank\" rel=\"noopener\">Engagedly<\/a>, and <a href=\"https:\/\/nearpod.com\/\" target=\"_blank\" rel=\"noopener\">Nearpod<\/a>. This award is for the products that have packed a punch, inspired awe and envy, or have made marketers\u2019 lives a little easier.<\/p>\r\n<h3>The Best People to Work With<\/h3>\r\n<p>As our business grows, we continue to make decisions, investments, and set initiatives that are not solely business-driven. Instead, they\u2019re driven by our partners, our communities, and our people.<\/p>\r\n<p>Here's a bit more about our commitment from Sara Reidl, VP of People here at Iterable:<\/p>\r\n<p>[video width=\"1920\" height=\"1080\" mp4=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/SARA_RIEDL-FUTUREOFSAASAWARDS.mp4\" poster=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Screen-Shot-2021-09-15-at-9.35.14-AM.png\"][\/video]<\/p>\r\n<h3>The Future of SaaS<\/h3>\r\n<p>We all have been waiting for the <a href=\"https:\/\/iterable.com\/blog\/work-reimagined-designing-a-hybrid-people-first-future\/\" target=\"_blank\" rel=\"noopener\">future of work<\/a> to come, and, expedited by the pandemic, it came faster than expected. The last year and a half is completely reshaping the way we work and collaborate with our colleagues.<br \/>\r\n<br \/>\r\nIt\u2019s no surprise that many organizations are finding these times very difficult. Rather than rail against the remote work reality, it is important for leaders to recognize the opportunity to reshape and reinvent their workplaces and prepare for the post-pandemic reality.<\/p>\r\n<p>The Future of SaaS Slack Community is growing every single day. Join the conversation at <a href=\"https:\/\/futureofsaas.slack.com\/\" target=\"_blank\" rel=\"noopener\">futureofsaas.slack.com<\/a> to connect with SaaS gurus from all over the world!<\/p>\r\n<p><em>Does Iterable sound like a place where you would thrive? Explore open roles on our <a href=\"http:\/\/iterable.com\/careers\" target=\"_blank\" rel=\"noopener\">careers page<\/a>!<\/em><br \/>\r\n<br \/>\r\n<\/p>","post_title":"Iterable Named Best SaaS Company to Work For","post_excerpt":"We\u2019ve been named the Best SaaS Company to Work For by Future of SaaS & Brand Affinity\u2122 was recognized as a SaaS Product of the Year finalist!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-named-best-saas-company-to-work-for","to_ping":"","pinged":"","post_modified":"2021-09-15 09:43:08","post_modified_gmt":"2021-09-15 16:43:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=92537","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/091521_Future-of-SaaS-Awards_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Future of SaaS Awards\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091521_Future-of-SaaS-Awards_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091521_Future-of-SaaS-Awards_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091521_Future-of-SaaS-Awards_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-named-best-saas-company-to-work-for\/"},{"ID":92260,"post_author":"79","post_date":"2021-09-14 08:17:41","post_date_gmt":"2021-09-14 15:17:41","post_content":"<p>Personalizing your marketing strategy has become a necessity because customers are no longer okay with one-size-fits-all communications. With the ongoing <a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a>, brands have the power to collect massive amounts of data and create in-depth customer profiles for each individual user. Customers know that.<\/p>\r\n<blockquote>\r\n<p><em><a href=\"https:\/\/iterable.com\/blog\/3-keys-to-unlocking-personalization\/\" target=\"_blank\" rel=\"noopener\">Personalization<\/a> 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.<\/em><\/p>\r\n<\/blockquote>\r\n<p><a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/?sh=96ca3722a942\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> compiled some hard-hitting stats regarding personalization:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener\">91% of consumers<\/a> say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.<\/li>\r\n\t<li><a href=\"https:\/\/cmo.adobe.com\/articles\/2018\/1\/adobe-2018-consumer-content-survey.html#gs.w552qc\" target=\"_blank\" rel=\"noopener\">42% of consumers<\/a> are annoyed when content isn\u2019t personalized.<\/li>\r\n\t<li><a href=\"https:\/\/smarterhq.com\/privacy-report\" target=\"_blank\" rel=\"noopener\">90% of consumers<\/a> are willing to share personal behavioral data with companies for a cheaper and easier experience.<\/li>\r\n<\/ul>\r\n<p>Personalizing your marketing strategy isn\u2019t as easy as flipping a switch. It requires the right combination of data and tools to achieve a custom experience for every consumer.<\/p>\r\n<h3>The Personalization for Dummies Checklist<\/h3>\r\n<p>While there\u2019s no big red \u201cpersonalize\u201d button you can push to suddenly create individualized customer experiences, there is a personalization checklist. Here\u2019s the beginning to get you started:<\/p>\r\n<ol>\r\n\t<li>\r\n<h4>Data Unification<\/h4>\r\n<p>Data unification is about centralizing the vast amounts of customer data from your different marketing tools. In the last 10 years, data has gone from nice-to-have information to a driving force of almost everything we do. For B2C marketers, centralizing data in one space allows for an easier path to reaching consumers in a timely, personalized, meaningful way.<\/p>\r\n<\/li>\r\n\t<li>\r\n<h4>User Segmentation<\/h4>\r\n<p>With access to customer data comes insight into customer behaviors, motivations, demographics, and preferences. But all this data is moot if you aren\u2019t identifying what makes each customer\u2019s experience with you unique. Be picky with your data.<\/p>\r\n<\/li>\r\n\t<li>\r\n<h4>Lifecycle Mapping<\/h4>\r\n<p>Knowing where customers are in their buying journeys, or even just in their relationships with your brand is a way to personalize the content they receive. Remember that customers take their own paths through your life cycle, so be prepared to meet them where they are\u2014no matter the device, channel, or stage in the journey.<\/p>\r\n<\/li>\r\n<\/ol>\r\n<p>And this is just half of it\u2014download the full personalization checklist below! Feel free to print, bookmark, or forward to keep these personalization pillars at the forefront of your next campaign.<\/p>\r\n<p><em>Don\u2019t forget to check out the <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-for-dummies\/\" target=\"_blank\" rel=\"noopener\">full Personalization for Dummies<\/a> ebook for even more actionable next steps.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/9781119813989-1.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone wp-image-92261 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_6-Pillars-Personalization_Banner.png\" alt=\"Personalization Checklist\" width=\"768\" height=\"192\" \/><\/a><\/p>\r\n<p>&nbsp;<\/p>","post_title":"A Personalization Checklist to Keep in Your Back Pocket","post_excerpt":"There\u2019s no magic button you can push to create personalized experiences, there's a personalization checklist to help you get you started.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"a-personalization-checklist-to-keep-in-your-back-pocket","to_ping":"","pinged":"","post_modified":"2021-09-14 08:24:25","post_modified_gmt":"2021-09-14 15:24:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=92260","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/091421_Personalization-For-Dummies-Checklist_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization for Dummies Checklist\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091421_Personalization-For-Dummies-Checklist_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091421_Personalization-For-Dummies-Checklist_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/091421_Personalization-For-Dummies-Checklist_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/a-personalization-checklist-to-keep-in-your-back-pocket\/"},{"ID":91880,"post_author":"79","post_date":"2021-09-09 14:27:32","post_date_gmt":"2021-09-09 21:27:32","post_content":"<p>As students embark on a new school year, parents\u2014many of whom adjusted to working or going to school from home during the pandemic\u2014are confronted with a back-to-school season that looks very different from last year\u2019s.<\/p>\r\n<p>To see just how the parents at Iterable have adapted to this back to school season, we surveyed members of our Parent and Caregivers Affinity Group with children of school age, and found the following insights:<\/p>\r\n<ul>\r\n\t<li>92% of respondents\u2019 children are participating in in-person learning this school year and 7% of respondents\u2019 children are participating in hybrid learning (combination of remote and in person)<\/li>\r\n\t<li>53% of respondents did not have to adjust their working style this back to school season<\/li>\r\n\t<li>The most common response to how Iterable supports working parents was about flexibility in the work day in order to be able to do drop-offs and pick-ups<\/li>\r\n<\/ul>\r\n<p>Iterable\u2019s SVP of Sales, Americas Jan Zeman is a father of three and believes that balance is key as a working parent. \u201cMy wife and I are both professionally-driven people. Finding balance is challenging. We love raising our kids and are on the same page about priorities, both as professionals and as parents. We actively invest in our family while also pursuing our careers. Iterable\u2019s monthly Balance Days, plus the flexibility to work from home, have been really helpful.\"<\/p>\r\n<p>Adopting <a href=\"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/\" target=\"_blank\" rel=\"noopener\">parenting-first<\/a> policies in your organization can be a huge boost in morale for parents and immensely helpful during a stressful time. Back to school can be an exciting time, though, so here's what our parents have to say about this year's back to school season.<\/p>\r\n<h3>Words of Wisdom from the Iterable Parents Affinity Group<\/h3>\r\n<p>Here at Iterable, we are committed to being people-centric. One way we focus on building community and connection as a team is through our <a href=\"https:\/\/iterable.com\/blog\/iterable-named-a-2021-bay-area-best-places-to-work\/\" target=\"_blank\" rel=\"noopener\">Affinity Groups<\/a>, which 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>Let\u2019s hear from members of our Parent and Caregiver Affinity Group about how they\u2019re navigating this back to school season!<\/p>\r\n<h4>Do you have any back to school special traditions?<\/h4>\r\n<p>\u201cTwo scoops of ice cream after school on the first day!\u201d - Kory O\u2019Rourke, Workplace Specialist<\/p>\r\n<p>\u201cHeading down to school the day before to see class lists posted on the windows of the multi-purpose room. Always exciting to see who the teacher and classmates will be.\u201d - Neil Smith, Senior Director of Technical Support<\/p>\r\n<p>\u201cNo special traditions besides a treat after their first day (going out to dinner, getting ice cream or something like that).\u201d - Heather Hafner, Manager of Customer Success<\/p>\r\n<p>\u201cWe like to do a \"spring cleaning\" type of clean up in my kids' bedrooms and organize their work stations.\u201d - Matt Greenbaum, Sr. Demand Generation Marketing Manager<\/p>\r\n<p>\u201cMy little guy already went back to school, but on the first day of school, he always gets donuts from his favorite donut shop.\u201d - Chantel Green, Senior Agency Relations Manager<\/p>\r\n\r\n[caption id=\"attachment_91881\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-91881\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Chantel-Greens-son-on-the-first-day-of-school.jpg\" alt=\"Back-to-School for Chantel Green's Son\" width=\"1125\" height=\"2000\" \/> <em>Chantel's son serving \"blue steel\"\u2014ready for the first day of school!<\/em>[\/caption]\r\n\r\n<p>\u201cBuying a new backpack.\u201d - Enrico Capitan, Manager of Solutions Architecture<\/p>\r\n<h4>Compared to last year\u2019s back to school season (fall 2020), what were the main differences this year?<\/h4>\r\n<p>\u201cKids were not in person on the first day last year\u2014so, first day photos were in pajamas!\u201d - Kory O\u2019Rourke, Workplace Specialist<\/p>\r\n<p>\u201cSo happy my kids are in school all day, getting regular in-person instruction. Our administration in our New Jersey town has done a fantastic job of managing the pandemic.\u201d - Stephanie Colleton, Enterprise Customer Success Manager<\/p>\r\n<p>\u201cLast year was fully remote on Zoom. Learning was facilitated by a teacher, and parents were required to shepherd their kids through the various activities and help them maintain their focus. It was difficult and energy-intensive. It also felt lonely at times. This year (second grade and kindergarten) is in-person. School is back to being fun for all involved.\u201d - Matt Greenbaum, Sr. Demand Generation Marketing Manager<\/p>\r\n\r\n[caption id=\"attachment_91887\" align=\"alignnone\" width=\"1920\"]<img class=\"size-full wp-image-91887\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Matt-Greenbaums-children-on-the-first-day-of-school-scaled.jpg\" alt=\"Matt's daughters ready to go back to school\" width=\"1920\" height=\"2560\" \/> <em>Matt's kids are smiling wide, ready to go!<\/em>[\/caption]\r\n\r\n<p>\u201cStarting school earlier, commuting, and learning in-person vs. on the screen are a few main differences. In-person learning makes it easier to ask questions, share thoughts, hands-on experiments; and there's more opportunity to practice and play sports more which helps build motivation and is a stress reliever.\u201d - Rebecca Chow, Enterprise Customer Success Manager<\/p>\r\n<h4>How did your working style change due to this back to school season?<\/h4>\r\n<p>\u201cHave to block time for drop off and pick up (about 1 hour round trip for both). Working at Iterable allows me to block my calendar and have the ability to do these drop offs and pick ups.\u201d - Heather Hafner, Manager of Customer Success<\/p>\r\n\r\n[caption id=\"attachment_91893\" align=\"alignnone\" width=\"1440\"]<img class=\"size-full wp-image-91893\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Heather-Hafners-sons-on-the-first-day-of-school.jpg\" alt=\"Heather's sons ready for school\" width=\"1440\" height=\"1800\" \/> <em>Lookin' sharp! Heather's crew is pumped for some in-person learning.<\/em>[\/caption]\r\n\r\n<p>\u201cI start working at 8:00am and have a quick lunch at noon. Then I take a break at 3:30pm to pick up my oldest son and reconnect at 4:30-5pm until 6-7pm (CT).\u201d - Osman Romero, Senior Software Engineer<\/p>\r\n<h4>In a few words, how does Iterable support you as a parent?<\/h4>\r\n<p>\u201cThe ability to work from home several days a week, the incredible support of my manager who is always telling me that health and family come first, and the support of other parents in the company make a big difference to my stress levels.\u201d Kory O\u2019Rourke, Workplace Specialist<\/p>\r\n\r\n[caption id=\"attachment_91899\" align=\"alignnone\" width=\"2359\"]<img class=\"size-full wp-image-91899\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Kory-ORourkes-son-on-the-first-day-of-7th-grade-scaled.jpg\" alt=\"Kory's son going back to school!\" width=\"2359\" height=\"2560\" \/> <em>\u201cI am and always will be the optimist. The hoper of far-flung hopes, and the dreamer of improbable dreams.\u201d \u2013 11th Doctor<\/em>[\/caption]\r\n\r\n<p>\u201cGreat benefits package, supportive co-workers, putting the value of Balance front and center. I am never made to feel guilty for putting kids before work when needed.\u201d - Neil Smith, Senior Director of Technical Support<\/p>\r\n<p>\u201cIterable is great about supporting chaotic scheduling as well as having to randomly log off to help kids with really big feelings about being back to school (especially now that the COVID outbreaks and exposures are happening).\u201d - Wayne Coburn, Director of Product<\/p>\r\n<p>\"I never have to choose between my job and my child. I have had to make tough parenting choices before as a single mother, due to the demands of a rigid work schedule. Iterable has never made (and I am confident would never make) me feel like I had to miss a school performance or midday class party. I would be supported in what I needed to do for my family, all the while being trusted to complete the work I needed to. Being an Iterator has allowed me to show up for my child in a way that many single parents aren't able to do, and I'm eternally grateful for the role this company plays in supporting not only myself, but my 7-year-old son. He's having the type of childhood that I once believed wouldn't be possible for him due to single parenthood and the demands of an inflexible work schedule.\u201d - Chantel Green, Senior Agency Relations Manager<\/p>\r\n<h3>Practicing Balance and Trust as Parents (and Iterators)<\/h3>\r\n<p>Trust and Balance are two of Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">values<\/a> and are exemplified in the way working parents do the best work of their careers at Iterable. We\u2019re committed to designing a <a href=\"https:\/\/iterable.com\/blog\/work-reimagined-designing-a-hybrid-people-first-future\/\" target=\"_blank\" rel=\"noopener\">hybrid, people-first future<\/a> and providing benefits and flexibility to invest in the wellbeing of our employees. A few specific company-wide policies Iterable implemented to support parents and caregivers include fertility and adoption assistance, balance days, and unlimited PTO.<\/p>\r\n<p>This back to school season, we\u2019re rooting for all parents, caregivers, and students venturing into another year of learning and growth!<\/p>\r\n<p><em>To learn more about Iterable\u2019s company culture and benefits, please visit our <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener\">Culture page<\/a>.<\/em><\/p>","post_title":"How Iterable Parents are Navigating Back-to-School Season","post_excerpt":"As students begin a new school year, Iterable parents are confronted with a back-to-school season that looks very different from last year\u2019s.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-iterable-parents-are-navigating-back-to-school-season","to_ping":"","pinged":"","post_modified":"2021-09-10 08:59:01","post_modified_gmt":"2021-09-10 15:59:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=91880","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/090921_Back-to-School-Parents-of-Iterable_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Back to School 2021\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/090921_Back-to-School-Parents-of-Iterable_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/090921_Back-to-School-Parents-of-Iterable_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/090921_Back-to-School-Parents-of-Iterable_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-iterable-parents-are-navigating-back-to-school-season\/"},{"ID":91850,"post_author":"79","post_date":"2021-09-09 09:10:07","post_date_gmt":"2021-09-09 16:10:07","post_content":"<p>Iterable is leaving a legacy! Once again, we\u2019ve been named a Leader in Marketing Automation, especially compared to legacy platforms, based on high levels of customer satisfaction and overwhelmingly positive reviews from real marketers on the world\u2019s leading business solutions review website, <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener\">G2<\/a>.<\/p>\r\n<h3>Iterable\u2019s G2 Product Profile<\/h3>\r\n<p>According to the <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-fall-2021\/\" target=\"_blank\" rel=\"noopener\">Fall 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 (67%) 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>Program management (6% above average)<\/li>\r\n\t<li>Sending outbound emails (3% above average)<\/li>\r\n\t<li>Calendaring (6% above average)<\/li>\r\n<\/ul>\r\n<p>Yes, features and functionality are important elements of tools within your martech stack, but G2 user ratings reflect that marketers choose Iterable over legacy platforms when it comes to our qualitative values:<\/p>\r\n<ul>\r\n\t<li>Ease of Use (8.4)<\/li>\r\n\t<li>Quality of Support (9.0)<\/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><em>\u201cAlthough Iterable is a very powerful marketing automation tool, it is relatively simple to use. The Iterable team is there every step of the way to ensure that you have a smooth implementation and that you are using the software to its full potential after implementation. <strong>I haven't encountered a kinder and more knowledgeable team than the Iterable team!<\/strong>\u201d<\/em><\/p>\r\n<p>- Kleneice C., Senior Digital Marketing Specialist<\/p>\r\n<p><em>\u201cIt doesn't take a programmer to get the most out of Iterable. It's all very intuitive, yet powerful. They are constantly updating the product to make it better, and listen to user feedback. <strong>In most areas, it is the best ESP I have used, from design to workflows to lists and segmentation. Our engineers state they love the detailed documentation.<\/strong> We get proper attention from our account rep and everyone else at every step of the journey from demos to sale to onboarding. They employ a good crew over there.\u201d<\/em><\/p>\r\n<p>- Ryan G., Email Marketing Manager<\/p>\r\n<p><em>\u201cI came across Iterable primarily as an email marketing tool, and I was really excited about it's ease-of-use for building multi-faceted customer journeys. <strong>It has an adaptive API and it\u2019s a fairly user-friendly tool to add to your arsenal - especially compared to similar tools that offer integrated CRM\/email marketing\/automation capabilities.<\/strong> We also love how easy it is to search for and remove users - in my experience that can be complicated in other ESPs.\u201d<\/em><\/p>\r\n<p>- Emily K., Account Manager<\/p>\r\n<p><em>\u201cI have been working with Iterable for a year now and I the features we value the most are:<\/em><\/p>\r\n<p><em>Catalogs to manage our translations and products. We have a presence in over 17 markets and this makes our Marketing team autonomous from the Dev team.<\/em><\/p>\r\n<ul>\r\n\t<li><em>Custom events to trigger workflows: we use Google Tag Manager to send events and trigger workflows.<\/em><\/li>\r\n\t<li><em>Datafeeds to call endpoints and send the right content to each user.<\/em><\/li>\r\n\t<li><em>60 user profile, with user data, events and channel subscriptions.<\/em><\/li>\r\n\t<li><em>Drag and drop editor that allows our Marketing team to create cool templates without the need of an HTML\/CSS developer.<\/em><\/li>\r\n<\/ul>\r\n<p><em><strong>All these features help to personalize and segment your audience to a point that you can target them with specific and relevant content at the right time<\/strong>, and what I really appreciate is that we can create a lot of campaigns and workflows with independence from our Developers team.\u201d<\/em><\/p>\r\n<p>- Administrator in Leisure, Travel &amp; Tourism<\/p>\r\n<p>\u201cI give Iterable a 9 out of 10. With Iterable we\u2019re solving the business problem of removing development from the process of reaching out to customers. <strong>Segmenting customers, sending push notifications and emails has long been a thing that required development to write custom queries and build dashboards for and now with Iterable we\u2019ve been able to hand over that process to the marketing team<\/strong> and let them do that segmenting and reaching out to customers.\u201d<\/p>\r\n<p>- <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-4875022\" target=\"_blank\" rel=\"noopener\">Chris G.<\/a>, Chief Development Officer at <a href=\"https:\/\/timetogowild.com\/\" target=\"_blank\" rel=\"noopener\">GoWild<\/a><\/p>\r\n<\/blockquote>\r\n<h3>Marketing Automation Defined<\/h3>\r\n<p>G2 defines Marketing Automation software as a product that \u201cautomates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns.\u201d<\/p>\r\n<p>\u201cThese tools provide a central marketing database for all marketing information and interactions, helping marketers create segmented, personalized and timely marketing experiences for customers or prospects.\u201d<\/p>\r\n<p>To qualify for inclusion in the <strong>Marketing Automation<\/strong> category, a product must, among other factors:<\/p>\r\n<ul>\r\n\t<li>Automate two or more of the following: email, social media, SMS, and digital ads<\/li>\r\n\t<li>Provide advanced email marketing capabilities including A\/B testing, spam filter testing, scheduling, segmentation, and detailed performance reporting<\/li>\r\n\t<li>Act as a central marketing database for marketing information and interactions<\/li>\r\n\t<li>Allow dynamic segmentation of marketing campaign targets<\/li>\r\n\t<li>Contact targets across multiple channels after specific actions, triggers, or periods of time<\/li>\r\n\t<li>Perform lead management to include lead nurturing and lead scoring<\/li>\r\n\t<li>Generate forms and landing pages to collect prospect information<\/li>\r\n\t<li>Provide analytics and reports that track the entire lifecycle of a campaign, including ties to revenue and\/or campaign ROI<\/li>\r\n<\/ul>\r\n<p>In addition, these following metrics affect a company\u2019s <strong>Satisfaction<\/strong> rating:<\/p>\r\n<ul>\r\n\t<li>Customer satisfaction with end user-focused product attributes based on user reviews<\/li>\r\n\t<li>Popularity and statistical significance based on the number of reviews received by G2<\/li>\r\n\t<li>Quality of reviews received (reviews that are more thoroughly completed will be weighted more heavily)<\/li>\r\n\t<li>Age of reviews (more-recent reviews provide relevant and up-to-date information that is reflective of the current state of a product)<\/li>\r\n\t<li>Customers' satisfaction with administration-specific product attributes based on user reviews<\/li>\r\n\t<li>Overall customer satisfaction and Net Promoter Score\u00ae (NPS) based on ratings by G2 users<\/li>\r\n<\/ul>\r\n<p>Thank you to our amazing customers for their partnership in maintaining Iterable as one of the best Marketing Automation solutions in the market!<\/p>\r\n<p>You can download the <a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-fall-2021\/\" target=\"_blank\" rel=\"noopener\">Fall 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<\/a> today.<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-fall-2021\/\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone wp-image-91865 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_G2Crowd-Fall2021_Sigstr.png\" alt=\"G2 2021 Fall Report\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Iterable Named a Marketing Automation Leader in G2 2021 Fall Report","post_excerpt":"Once again, we\u2019ve been named a Leader in Marketing Automation in the G2 2021 Fall Report, especially when compared to legacy platforms.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-named-a-marketing-automation-leader-in-g2-2021-fall-report","to_ping":"","pinged":"","post_modified":"2021-09-09 09:10:07","post_modified_gmt":"2021-09-09 16:10:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=91850","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/ITE_G2Crowd-Fall2021_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_G2Crowd-Fall2021_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_G2Crowd-Fall2021_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_G2Crowd-Fall2021_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-named-a-marketing-automation-leader-in-g2-2021-fall-report\/"},{"ID":91817,"post_author":"97","post_date":"2021-09-08 15:03:38","post_date_gmt":"2021-09-08 22:03:38","post_content":"<p>The momentum continues! Iterable was once again named a Momentum Leader in the Fall 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 what over 180 real, verified Iterable users say about our partnership and solution<\/li>\r\n\t<li>Review customer satisfaction ratings on key metrics like ease of use and quality of support<\/li>\r\n\t<li>Learn how product features compare across email marketing, campaign management, and other marketing automation categories<\/li>\r\n\t<li>Unlock additional data on select providers, including average user adoption and ROI<\/li>\r\n<\/ul>","post_title":"Iterable Named a G2\u00ae Marketing Automation Leader for Fall 2021","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-named-a-g2-marketing-automation-leader-for-fall-2021","to_ping":"","pinged":"","post_modified":"2021-09-08 15:03:38","post_modified_gmt":"2021-09-08 22:03:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=91817","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 08, 2021","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"401\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_G2Crowd-Fall2021_Social-768x401.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Named a G2\u00ae Marketing Automation Leader for Fall 2021\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_G2Crowd-Fall2021_Social-768x401.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_G2Crowd-Fall2021_Social-300x157.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_G2Crowd-Fall2021_Social-1024x535.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_G2Crowd-Fall2021_Social.png 1200w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/iterable-named-a-g2-marketing-automation-leader-for-fall-2021\/"},{"ID":91769,"post_author":"35","post_date":"2021-09-08 09:22:26","post_date_gmt":"2021-09-08 16:22:26","post_content":"<p>A few weeks back <a href=\"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/\" target=\"_blank\" rel=\"noopener\">we introduced Aurora<\/a>, the next generation of Iterable\u2019s User Experience, along with the three themes guiding this set of releases. We\u2019re excited to announce the first updates for Templates, Campaigns, and Workflows Overview pages\u2014plus a new Folders experience and enhancements to Messaging Insights\u2014are set to go live tomorrow.<\/p>\r\n<p>The name aurora comes from the natural phenomenon when particles from the sun meet molecules in Earth\u2019s atmosphere to create a spectacular light display in the sky. With that in mind, Iterable Aurora User Experience (UX) brings together a world class data infrastructure and new, intuitive, approachable UI updates that power marketers to make dazzling experiences for customers.<\/p>\r\n<p>With these updates\u2014and a private Beta for our next generation Workflow Studio\u2014Iterable customers can reach their most ambitious goals. Iterable Aurora UX makes it possible to work from where you are, collaborate more effectively, and improve efficiencies like never before.<\/p>\r\n<p>Here\u2019s a bit more about what\u2019s in store for tomorrow\u2019s release.<\/p>\r\n<h3>What to Expect From Tomorrow\u2019s Launch<\/h3>\r\n<h4>Overview Pages Reimagined<\/h4>\r\n<p>The next time you log in to Iterable, you\u2019ll see brand new versions of our Campaigns, Workflows, and Templates Overview pages. We\u2019ve simplified the layout and reorganized data into a digestible interface surfacing the right information at the right time. Plus, we\u2019ve added brand new features to help you collaborate with your team\u2014whether you\u2019re in the same office or spread out across the globe. A few highlights:<\/p>\r\n<ul>\r\n\t<li>An intuitive, fun design update that makes it easy to harness the full power of Iterable<\/li>\r\n\t<li>Dedicated filters so you can easily find the content you need<\/li>\r\n\t<li>A brand new folders experience to help you stay organized and collaborate<\/li>\r\n\t<li>Information about who last modified a campaign, template, or workflow so you never miss a beat on what\u2019s changing<\/li>\r\n\t<li>Card-style layout option on Templates Overview for easier browsing<\/li>\r\n\t<li>Simplified data and layout on Campaigns Overview, with quick links to analytics so you can monitor performance<\/li>\r\n<\/ul>\r\n<p>Let\u2019s dive into each one and take a look at our other enhancements coming tomorrow.<\/p>\r\n<h4>Campaigns Overview<\/h4>\r\n\r\n[caption id=\"attachment_91773\" align=\"alignnone\" width=\"2022\"]<img class=\"wp-image-91773 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Campaigns-Overview.png\" alt=\"Iterable Aurora Campaigns Overview Page\" width=\"2022\" height=\"1094\" \/> A sneak peek at our new Campaigns Overview page[\/caption]\r\n\r\n<p><span style=\"font-weight: 400;\">The Campaigns page is your home base in Iterable. It gives you a high-level look at all your past, current and future marketing campaigns so you can understand your content marketing efforts at a glance. We\u2019ve updated the design of this page and added some new features to make it easier than ever for you to organize and manage your campaigns.<\/span><\/p>\r\n<h4>Templates Overview<\/h4>\r\n\r\n[caption id=\"attachment_91779\" align=\"alignnone\" width=\"2022\"]<img class=\"wp-image-91779 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Templates-Overview.png\" alt=\"Iterable Aurora Templates Overview\" width=\"2022\" height=\"996\" \/> A sneak peek of the new Templates Overview page[\/caption]\r\n\r\n<p>Managing the creative process can be a bit challenging, whether you\u2019re sitting next to your colleagues or collaborating with teams across the globe. Iterable\u2019s new Templates Overview offers robust search and filter capabilities, last modified information, and a card style template view that makes it easier than ever to browse and find the content you need.\u00a0<\/p>\r\n<h4>Workflows Overview<\/h4>\r\n\r\n[caption id=\"attachment_91785\" align=\"alignnone\" width=\"2022\"]<img class=\"wp-image-91785 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Workflows-Overview.png\" alt=\"Workflows Sneak Peek\" width=\"2022\" height=\"1067\" \/> A sneak peek of the new Workflows Overview page[\/caption]\r\n\r\n<p>Workflows are where the magic happens, and where your customer journey truly comes to life. Our new Workflows Overview provides key data so you can easily manage all of your workflows, ensuring you never miss a beat. Similar to our other pages, we\u2019ve implemented new features such as collaboration details, search and filtering capabilities, and a fun, intuitive design.\u00a0<\/p>\r\n<h4>Folder Enhancements<\/h4>\r\n<p>Another exciting collaboration enhancement is our new foldering functionality. You shouldn\u2019t have to dig for the campaign you\u2019re trying to hand off to a teammate, or that template you need a designer to take a look at. Folders allows you to create an organized workspace within your Campaigns, Templates, and Workflows Overview pages. Seconds add up, yours shouldn't be spent finding the content you need.<\/p>\r\n<h4>Messaging Insight Enhancements<\/h4>\r\n\r\n[caption id=\"attachment_91831\" align=\"alignnone\" width=\"2022\"]<img class=\"size-full wp-image-91831\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/Messaging-Insights-1.png\" alt=\"MI Enhancements\" width=\"2022\" height=\"1777\" \/> A look at Messaging Insights enhancements[\/caption]\r\n\r\n<p>Earlier this year, we released a brand new campaign analytics page\u2014Messaging Insights. We improved our analytics capabilities as a platform and enabled our customers to monitor, compare, and hone in on performance metrics at a glance and discover key performance trends.<\/p>\r\n<p>We\u2019re excited to bring the next iteration of Messaging Insights to customers tomorrow offering additional filter criteria and a new filter experience to improve the way customers view, monitor, and compare performance across campaigns.<\/p>\r\n<p>We know data is your source of truth. To empower marketers, our additional functionality includes filtering campaigns by labels, workflows, message types, and across channels to refine and select the right campaigns easier and with more granularity.<\/p>\r\n<h3>Stay Tuned!<\/h3>\r\n<h4>Workflow Studio Private Beta Sneak Peek<\/h4>\r\n\r\n[caption id=\"attachment_91818\" align=\"alignnone\" width=\"2856\"]<img class=\"size-full wp-image-91818\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/WF_sample_more.png\" alt=\"Workflows Private Beta\" width=\"2856\" height=\"1792\" \/> A look at our Private Beta[\/caption]\r\n\r\n<p>Workflows are an essential part of providing your customers seamless, personalized interactions with your brand. We\u2019ve been hard at work rebuilding our Workflow Studio from the ground up to make creating and editing your workflows easier than ever, and couldn\u2019t be more excited to announce that we\u2019re now moving into Limited Private Beta!<\/p>\r\n<p>The new Workflow Studio has:<\/p>\r\n<ul>\r\n\t<li>An all-new design, with beautiful new components and faster load times.<\/li>\r\n\t<li>Reorganized layout of workflow components making things easier than ever to find and utilize.<\/li>\r\n\t<li>New collaboration functionality to take on the future of work<\/li>\r\n<\/ul>\r\n<p>Make sure to stay tuned as we release more information regarding Beta participation, and new sneak peeks of what\u2019s to come!<\/p>\r\n<h3>A Major Step Forward<\/h3>\r\n<p>These releases mark a major milestone for Iterable, and we couldn\u2019t be more excited to get everything into the hands of our customers.<\/p>\r\n<p>Aurora came to be as a way to more effectively empower marketers facing new expectations from consumers. Brands are now tasked with building deeply personalized customer journeys that draw a spectacle of surprise and delight. They\u2019re reaching individuals where they are and when they need it\u2014whether that\u2019s walking down the street, in a store, out biking, or struggling to get off the couch.<\/p>\r\n<p>Iterable Aurora UX, which we\u2019re rolling out over the next year and beyond starting with this first launch, further solidifies Iterable as the world-class marketing platform bringing data, creativity, and efficiency together for marketers across the world.<\/p>\r\n<p>This is only the beginning of the Iterable Aurora User Experience project. We have a host of exciting enhancements coming this year and next that will empower you to reach your goals wherever you and your team are with greater efficiency and speed.<\/p>\r\n<p><em>To learn more about Iterable and how brands are leveraging it today, make sure to <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with our team today!<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Iterable Aurora UX: Enhancements to Overview Pages, Folders, and More","post_excerpt":"Iterable Aurora UX makes it possible to work from where you are, collaborate more effectively, and improve efficiencies like never before.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-aurora-ux-enhancements-overview-pages-folders","to_ping":"","pinged":"","post_modified":"2021-10-05 11:27:22","post_modified_gmt":"2021-10-05 18:27:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=91769","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"September 08, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"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\/09\/090821_Aurora-UX_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Aurora\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/090821_Aurora-UX_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/090821_Aurora-UX_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/090821_Aurora-UX_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-aurora-ux-enhancements-overview-pages-folders\/"},{"ID":91715,"post_author":"79","post_date":"2021-09-02 10:29:46","post_date_gmt":"2021-09-02 17:29:46","post_content":"<p>We\u2019re thrilled to announce that we have been named a Silver winner of a Stevie\u00ae Award for <a href=\"https:\/\/stevies-sage.secure-platform.com\/a\/page\/the-awards\/2021-stevie-winners\" target=\"_blank\" rel=\"noopener\">Employer of The Year<\/a> in the Software category (with more than 250 employees) in the sixth annual Stevie Awards for Great Employers.<\/p>\r\n<p><a href=\"https:\/\/stevies-sage.secure-platform.com\/a\/page\/the-awards\/2021-stevie-winners\" target=\"_blank\" rel=\"noopener\">The Stevie Awards for Great Employers<\/a> recognize the world\u2019s best employers and the human resources professionals, teams, achievements, and HR-related products and suppliers who help to create and maintain great places to work.<\/p>\r\n<p>More than 950 nominations from organizations of all sizes, in 29 nations, were submitted this year in a wide range of HR-related categories, including Achievement in Workplace Safety &amp; Compliance, Employer of the Year, Chief Human Resources Officer of the Year, Human Resources Team of the Year, and Employee Relations Solution Provider of the Year, among others. We\u2019re proud to be recognized amongst other great companies like Tinuiti, IBM, Turo, and Bank of America!<\/p>\r\n<p>The judging process to select this year\u2019s Stevie Award winners included over 70 professionals worldwide. We\u2019re proud to share some of the commentary shared by the anonymous judging panel, about Iterable:<\/p>\r\n<blockquote>\r\n<p><em>\u201cReally nice perks for employees and it's clear your focus is on them. The \u2018Balance Day\u2019 is a really nice benefit and reimbursement for adoption expenses is unique.\u201d<\/em><\/p>\r\n<p><em>\u201cI like how you implement your values in your people activities and organizational development. And activities and employee feedback proves that [your company] walks the talk. Bravo!\u201d<\/em><\/p>\r\n<p><em>\u201cWell done on your efforts to support your diverse employees - especially during a challenging time.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>We\u2019re incredibly proud of this achievement, enabled by our Iterators, who live our values as we scale.<\/p>\r\n<h3>Empowering Iterators to Do Their Best Work<\/h3>\r\n<p>When it comes to our company culture, our answer is simple: prioritize people. We believe that human ingenuity has the power to solve any challenge and overcome any obstacle, and are confident that the investments we make in our workforce enable us to deliver solutions to some of the world's most difficult marketing challenges.<\/p>\r\n<p>Working closely with employees, we\u2019re able to provide supportive initiatives and power growth and productivity.<\/p>\r\n<h4>Key initiatives include:<\/h4>\r\n<ul>\r\n\t<li>Our <strong>Affinity Groups program<\/strong>, which is created and run by employees who share a common community or identity. We currently have eight active Affinity Groups including Black at IT, Asian and Pacific Islanders, Pride at Iterable, and the Women\u2019s Network.<\/li>\r\n\t<li>A <strong>monthly \u201cBalance Day\u201d<\/strong>\u2014a paid holiday on the First Friday of every month\u2014to promote self-care and work-life balance. Employees are encouraged to share photographs of how they embody #balance on a company-wide Slack channel.<\/li>\r\n\t<li><strong>Removing barriers to entry<\/strong>\u2014like location, education, and industry experience\u2014for talent is integral to enabling progress and ensuring success. We have removed a \u201cformal degree\u201d requirement from 100% of our open roles, and positions in the company do not require a specific number of years of industry experience. We are also actively recruiting at events, like LesbiansWhoTech and AfroTech, that increase our visibility to underrepresented individuals.<\/li>\r\n\t<li>A quarterly <strong>learning and development stipend<\/strong> to encourage employees to pursue continued growth in personal and professional endeavors.<\/li>\r\n\t<li>A <strong>monthly wellness benefit<\/strong>, free subscriptions to meditation apps <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a> and <a href=\"https:\/\/www.headspace.com\/\" target=\"_blank\" rel=\"noopener\">Headspace<\/a>, and a corporate membership with <a href=\"https:\/\/classpass.com\/\" target=\"_blank\" rel=\"noopener\">ClassPass<\/a>.<\/li>\r\n<\/ul>\r\n<p>The unprecedented nature of COVID forced us to innovate at pace, ensuring that our initiatives continued to support the evolving needs of our diverse workforce. We were fortunate to have remote working experts on our team (20% of our employees were already fully remote and thriving prior to the COVID-19 outbreak) who <a href=\"https:\/\/iterable.com\/blog\/culture-without-borders-remote-work-iterable\/\" target=\"_blank\" rel=\"noopener\">shared their wisdom<\/a> with the team to make for an easier transition for the whole company.<\/p>\r\n<p>Our <a href=\"https:\/\/iterable.com\/blog\/work-reimagined-designing-a-hybrid-people-first-future\/\" target=\"_blank\" rel=\"noopener\">future of work<\/a> is designed with our workforce in mind, using information and feedback collected directly from employees over the last 18 months. In mid-August, we announced our adoption of a hybrid work model, where employees can choose to work from the office, their home, or a combination of the two.<\/p>\r\n<p>We also implemented geoneutral pay\u2014a single geographical compensation band for our employees, anchored at the most competitive market in each respective country (the San Francisco Bay Area market for the US, London for the UK). This means that when Iterable employees move within the US or UK, they\u2019ll keep their pay regardless of location.<\/p>\r\n<p>Iterable has always been committed to putting employees and equity first. We\u2019re thankful to the Stevie Awards committee for recognizing this dedication, and excited to put our values into practice as we continue making a more inclusive workplace and industry at large.<\/p>\r\n<p>Details about the Stevie Awards for Great Employers and the list of 2021 Stevie winners are available at <a href=\"http:\/\/www.stevieawards.com\/hr\" target=\"_blank\" rel=\"noopener\">www.StevieAwards.com\/HR<\/a>.<\/p>\r\n<p><em>Does Iterable sound like a place where you would thrive? <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">Explore open roles<\/a> on our careers page!<\/em><\/p>","post_title":"Iterable is 2021 Employer of the Year by the Stevie Awards","post_excerpt":"We\u2019re thrilled to announce that we have been named a Silver winner of a Stevie Award for Employer of The Year in the Software category.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-is-2021-employer-of-the-year-by-the-stevie-awards","to_ping":"","pinged":"","post_modified":"2021-09-02 10:29:46","post_modified_gmt":"2021-09-02 17:29:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=91715","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 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":440,"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\/09\/090221_Stevie-Awards_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2021 Stevie Awards\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/090221_Stevie-Awards_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/090221_Stevie-Awards_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/090221_Stevie-Awards_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-is-2021-employer-of-the-year-by-the-stevie-awards\/"},{"ID":91698,"post_author":"35","post_date":"2021-09-01 15:41:52","post_date_gmt":"2021-09-01 22:41:52","post_content":"<p><em>At Iterable, we like celebrating the <a href=\"https:\/\/iterable.com\/dreamers-builders-makers\/\" target=\"_blank\" rel=\"noopener\">Dreamers, Builders and Makers<\/a>. These are the people behind today's customer experiences. The ones coming up with big ideas, solving problems and thinking creatively and strategically to make sure every customer has an experience worth remembering.\u00a0<\/em><\/p>\r\n<p><em>As part of our effort to highlight these professionals, we kicked off a new interview series, \"<a href=\"https:\/\/youtube.com\/playlist?list=PLeKh50XsrEaAkYrel9B6Na4NAXtGYmVPp\" target=\"_blank\" rel=\"noopener\">Dream It, Build It, Make It<\/a>.\" In this series, I dive deep with guests from a variety of industries to learn more about how they are working to create long-lasting connections with their audiences.<\/em><em>\u00a0We're all in this together, so what better way to collaborate than sharing ideas?<\/em><\/p>\r\n<p>For today's episode we dove\u00a0<em>deep<\/em> into analytics and how DTC brands can utilize their data better with Jeremy Horowitz, Director of Marketing at Daasity, a <a href=\"https:\/\/www.daasity.com\/\" target=\"_blank\" rel=\"noopener\">DTC ecommerce analytics platform<\/a>. Jeremy and I chatted through which analytics myths need to be dispelled (like letting your data guide you without question), when to use an analytics platform versus a CDP, and which parts of pandemic DTC ecommerce trends will stick around.\u00a0\u00a0<\/p>\r\n<h3>Meet Jeremy From Daasity<\/h3>\r\n<p>Analytics are wildly useful in gleaning insights into what's working, what's not, and where your focus should lie. But, there is a spectrum of trust for analytics. On one end, we have creatives that go with gut-feel, and on the other we have data junkies who let the numbers drive everything. In our chat, Jeremy talks about this spectrum and how falling in the middle actually yields the best results.\u00a0<\/p>\r\n<p>You undoubtedly have the data. You have seen the analytics and understand what it means. But using some of Jeremy's actionable advice, you can truly make the most of your analytics.<\/p>\r\n<p>Give it a watch or listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/Eg11usAPgHg[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"Watch and Listen: Daasity Dispels DTC Analytics Myths","post_excerpt":"We chatted with Daasity to dispel analytics myths, when to use an analytics platform versus a CDP, and what the future holds for analytics.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"daasity-dispels-dtc-analytics-myths","to_ping":"","pinged":"","post_modified":"2021-09-01 15:41:52","post_modified_gmt":"2021-09-01 22:41:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=91698","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"September 01, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_DBM-Video-Series_09_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Daasity\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_DBM-Video-Series_09_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_DBM-Video-Series_09_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/09\/ITE_DBM-Video-Series_09_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/daasity-dispels-dtc-analytics-myths\/"},{"ID":91629,"post_author":"79","post_date":"2021-09-01 08:59:41","post_date_gmt":"2021-09-01 15:59:41","post_content":"<p>Streaming platforms have rapidly evolved in recent years. With improvements to internet speeds and mobile devices, there are more users streaming than ever before. During the pandemic, users\u2019 <a href=\"https:\/\/financesonline.com\/streaming-trends\/\" target=\"_blank\" rel=\"noopener\">screen time<\/a> has only increased, creating more demand for content. As more streaming platforms have launched, the competition has significantly increased to keep users loyal.<\/p>\r\n<p>To survive, platforms have to continue innovating their strategies to differentiate themselves and their content to stay competitive.\u00a0 How they incorporate customer data\u2014a huge part of the streaming landscape\u2014is a particular make or break moment in the way brands are connecting with their users through recommendations.<\/p>\r\n<p>Let's take a look at five ways streaming platforms can stand out amongst the content crowd.<\/p>\r\n<h3>5 Strategies to Differentiate Your Streaming Platform<\/h3>\r\n<h4>1. Create Unique Experiences for Users<\/h4>\r\n<p>Streaming platforms have enormous content libraries that can overwhelm users looking for new content. Behavioral data is essential to limiting the friction that comes from this <a href=\"https:\/\/iterable.com\/blog\/how-choice-influences-the-customer-experience\/\" target=\"_blank\" rel=\"noopener\">choice paralysis<\/a>. What a user watches, how long they watch for, which shows they browse\u2014all of these are relevant data points that can lead to tailored playlists and recommendations to help users find relevant content. Streaming platforms are not wont for more data. But to stand out, brands would be wise to capitalize on this data, enabling them to create hyper-personalized experiences, increase <a href=\"https:\/\/insights.manageengine.com\/privacy-compliance\/the-key-to-building-a-great-cx-balancing-personalization-with-data-privacy\/\" target=\"_blank\" rel=\"noopener\">engagement<\/a>, and improve overall positive brand sentiment.<\/p>\r\n<p><a href=\"https:\/\/www.spotify.com\/us\/\" target=\"_blank\" rel=\"noopener\">Spotify<\/a> is well-known for creating hyper-personalized experiences based on listening data. They utilize this data to recognize fans, provide recommendations, create new playlists, and even develop original artists. This email from Spotify teases personalized highlights and directs the user back to the platform to learn about their usage trends from the previous year. Spotify has also gone a step further and made their wrap-up data easily shareable on social media, which builds a community while allowing users to bring others into their own, personal experience.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_91668\" align=\"alignnone\" width=\"768\"]<img class=\"wp-image-91668 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/screencapture-reallygoodemails-emails-your-year-in-music-is-here-2021-08-31-10_07_07-edit-4.png\" alt=\"Spotify Year in Review Email\" width=\"768\" height=\"1225\" \/> <em>Spotify creates a personalized experience with user data to drive users back to the platform. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/your-year-in-music-is-here\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>. <\/em>[\/caption]\r\n\r\n<p>Consider what personalized data you can use to create a memorable experience for your users.<\/p>\r\n<h4>2. Get Nostalgic<\/h4>\r\n<p>As the streaming wars continue, platforms are fighting for users. Some users are turning to more <a href=\"https:\/\/latana.com\/post\/nostalgia-marketing\/\" target=\"_blank\" rel=\"noopener\">nostalgic<\/a> content to provide comfort. With new platforms emerging with licensing for classic movies and shows, platforms, like <a href=\"https:\/\/www.peacocktv.com\/\" target=\"_blank\" rel=\"noopener\">Peacock TV<\/a>, have leveraged the rights to their older shows to get new users. These changes have enabled brands to tap into new content options and provide relevant messaging based <a href=\"https:\/\/iterable.com\/blog\/trendy-or-cheugy-2021-youth-marketing-strategies-for-gen-z\/\" target=\"_blank\" rel=\"noopener\">on different levels of nostalgia<\/a>. Peacock, for example, created new content around The Office, which has a cult-like following. This email dug into the archives to bring back hits of summers past.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_91674\" align=\"alignnone\" width=\"960\"]<img class=\"size-full wp-image-91674\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/screencapture-app-mailcharts-emails-cea8c581-3eaa-1234-d6f1-95c5680a72c3-2021-08-31-10_17_37-edit-1.png\" alt=\"Peacock Nostalgic Movies\" width=\"960\" height=\"3626\" \/> <em>Highlighting nostalgic content can be a comforting way to drive users to your platform. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/cea8c581-3eaa-1234-d6f1-95c5680a72c3?company_id=41959\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Peacock built out substantial premium content to encourage more premium subscriptions. Because video content production has stalled due to pandemic shutdowns and delays, they have successfully created additional social buzz and podcasts around older content to renew interest in classic shows that don\u2019t require any new production.<\/p>\r\n<p>Brands can extend the life of their content by creating campaigns that support their existing content.<\/p>\r\n<h4>3. Add a Group Watch Feature<\/h4>\r\n<p>With theaters closed and families and friends socially distancing, brands have struggled to recreate the experience of movie nights\u2014either in theaters or shoulder-to-shoulder on the sofa. Browser plugins and applications like <a href=\"https:\/\/www.teleparty.com\/\" target=\"_blank\" rel=\"noopener\">Teleparty<\/a> were created to enable multiple people in different locations to watch a movie simultaneously with a chat feature. This was essentially a workaround while platforms developed the capability natively.<\/p>\r\n<p>In response to pandemic shutdowns, <a href=\"https:\/\/www.disneyplus.com\/\" target=\"_blank\" rel=\"noopener\">Disney+<\/a> created GroupWatch, a feature that enables multiple users to stream the same show or movie from different locations and share reactions. This email highlights one of their hit shows, The Mandalorian, which created substantial hype for Disney+ during shutdowns, and showcases their new GroupWatch feature. Disney has also underlined this feature for their premium content to help recreate the experience of going to the movies with friends and family.<\/p>\r\n\r\n[caption id=\"attachment_91680\" align=\"alignnone\" width=\"756\"]<img class=\"size-full wp-image-91680\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/screencapture-reallygoodemails-emails-groupwatch-the-mandalorian-2021-08-31-10_21_47-edit.png\" alt=\"Disney+ GroupWatch Media Trend\" width=\"756\" height=\"3150\" \/> <em>Look to see how you can recreate lost experiences that your users are craving. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/groupwatch-the-mandalorian\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Whether it's a new feature or an old one, if you think it changes the customer experience for the better, don't shy away from giving that feature its own highlight in your communications.\u00a0<\/p>\r\n<h4>4. Integrate New Technology<\/h4>\r\n<p>Integrating new technology in your marketing campaigns can expand your reach beyond your typical audience. It can also help brands capitalize on trending technology, like smart TVs or smart home devices.<\/p>\r\n<p>This email from video-hosting platform <a href=\"https:\/\/vimeo.com\/\" target=\"_blank\" rel=\"noopener\">Vimeo<\/a> promotes their premium subscription service by giving away a camera when you upgrade your account. Streaming has become such an integral part of our lives, it's smart to find ways to incorporate the context of your audience's life\u2014now and in the future\u2014to improve their experience with your brand. Vimeo highlights the best qualities of the camera and the premium subscription benefits, which go hand-in-hand.<\/p>\r\n\r\n[caption id=\"attachment_91650\" align=\"alignnone\" width=\"1095\"]<img class=\"size-full wp-image-91650\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/screencapture-reallygoodemails-emails-its-not-too-late-free-camera-with-vimeo-premium-2021-08-31-09_59_15-edit.png\" alt=\"Vimeo Camera Giveaway\" width=\"1095\" height=\"4333\" \/> <em>This S-curve layout snakes through the benefits of the service and camera. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/its-not-too-late-free-camera-with-vimeo-premium\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Consider what device partnerships your brand could leverage to showcase the best attributes of your brand.<\/p>\r\n<h4>5. Showcase Global Trends<\/h4>\r\n<p>Have you ever spent more time looking for something to watch than you do watching a show? Streaming platforms can have overwhelmingly large libraries to browse. Highlighting the select few options can simplify the process. It can also help generate word of mouth for the trending shows since people often ask, \u201chave you seen this?\u201d<\/p>\r\n<p>This email from <a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a> highlights trending content in the US. It features trending content that entices the recipient to subscribe. The language implies a sense of urgency and fear of missing out on the buzz around trending content. Netflix has also featured global trending content as more users have been watching international programs since the start of the pandemic.<\/p>\r\n<p>Spotlighting trending content can be great when there isn\u2019t a lot of individual user data available. Brands can feature top content as a starting point in a customer\u2019s journey until more tailored information is available.<\/p>\r\n\r\n[caption id=\"attachment_91656\" align=\"alignnone\" width=\"720\"]<img class=\"size-full wp-image-91656\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/screencapture-app-mailcharts-emails-233f3371-3086-ac32-3cea-0b7aee4d1b23-2021-08-31-10_04_18-edit.png\" alt=\"Netflix Top 10\" width=\"720\" height=\"3942\" \/> Make your user\u2019s decision easier by featuring current popular content. Source: <a href=\"https:\/\/app.mailcharts.com\/emails\/233f3371-3086-ac32-3cea-0b7aee4d1b23?list_id=6677\" target=\"_blank\" rel=\"noopener\">Mailcharts<\/a>.[\/caption]\r\n\r\n<p>Offering suggestions for popular content can remove friction from the customer experience.<\/p>\r\n<h3>Differentiate Your Brand<\/h3>\r\n<p>The streaming wars are not slowing down anytime soon. Established platforms, like Netflix and Spotify, have been successful at differentiating themselves in the past, but as with any industry, innovation and change is likely imminent. With such competition, it\u2019s imperative to use these five strategies to stay top-of-mind. Few things are as personal as what a user decides to spend their valuable time watching. Listen to the user's data and set up personalized programming for them.<\/p>\r\n<p><i>Curious about what a streaming platform's customer experience looks like? Check out our analysis of the <a href=\"https:\/\/iterable.com\/blog\/hbo-max-integration-test-email-1-mistake\/\" target=\"_blank\" rel=\"noopener\">HBO Max customer experience<\/a>.<\/i><\/p>","post_title":"5 Ways to Make Your Streaming Platforms Stand Out","post_excerpt":"Streaming platforms have to continue to innovate their strategies to differentiate themselves and their content to stay competitive.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-ways-to-make-your-streaming-platform-stand-out","to_ping":"","pinged":"","post_modified":"2021-09-01 08:59:41","post_modified_gmt":"2021-09-01 15:59:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=91629","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 01, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/08\/090121_Media-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Streaming Platforms Strategies\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/090121_Media-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/090121_Media-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/090121_Media-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-ways-to-make-your-streaming-platform-stand-out\/"},{"ID":91592,"post_author":"43","post_date":"2021-08-27 18:11:16","post_date_gmt":"2021-08-28 01:11:16","post_content":"The growth of mobile apps has exploded over the last 18 months. As a newer channel to many marketers, it might be difficult to understand where to begin - what campaigns to run, which audiences to engage with, what data you can leverage - especially when resources are limited. Regardless of where you might be starting from, mobile is quickly becoming the primary channel brands are using to engage consumers, and those without personalized mobile experiences risk getting left behind. The time for mobile marketing personalization is now.\r\n\r\nIn this upcoming webinar, join us for an engaging session with our partners at Iterable, where you will learn key mobile campaigns and strategies to implement now, with the data and resources you already have.\r\n\r\n<strong>Your takeaways:<\/strong>\r\n<ul>\r\n<li>Why mobile and why now: Key trends we\u2019re seeing across industries<\/li>\r\n<li>Three specific mobile campaigns you can launch today<\/li>\r\n<li>How to ensure your mobile campaigns are relevant and reinforce your cross-channel strategy<\/li><\/ul>","post_title":"Leveling Up Mobile Marketing Personalization with Zero and First-Party Data","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"leveling-up-mobile-marketing-personalization-with-zero-and-first-party-data","to_ping":"","pinged":"","post_modified":"2021-08-27 18:11:16","post_modified_gmt":"2021-08-28 01:11:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=91592","menu_order":57,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"August 27, 2021","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"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\/08\/movable-ink-mobile-personalization-webinar-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/movable-ink-mobile-personalization-webinar-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/movable-ink-mobile-personalization-webinar-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/movable-ink-mobile-personalization-webinar-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/leveling-up-mobile-marketing-personalization-with-zero-and-first-party-data\/"},{"ID":90092,"post_author":"79","post_date":"2021-08-26 11:42:14","post_date_gmt":"2021-08-26 18:42:14","post_content":"<p>Back <a href=\"https:\/\/iterable.com\/blog\/youth-marketing-strategy-2017-our-takeaways-on-marketing-to-millennials-gen-z-and-generations-to\/\" target=\"_blank\" rel=\"noopener\">in 2017 we released some youth marketing strategies<\/a> and, while the advice was solid at the time, Gen Z was just emerging as a generation with buying power\u2014how naive we were. Today, we know that Gen Z, aka \u201cZoomers,\u201d have become a buying force to be reckoned with.\u00a0<\/p>\r\n<p>Consisting of people <a href=\"https:\/\/www.insiderintelligence.com\/insights\/generation-z-facts\/\" target=\"_blank\" rel=\"noopener\">born between 1997 and 2012<\/a>, this group makes up <a href=\"https:\/\/www.forbes.com\/sites\/jefffromm\/2021\/01\/07\/on-youtube-tiktok-and-ben--jerrys-five-undeniable-truths-about-marketing-to-gen-z\/?sh=273646aab972\" target=\"_blank\" rel=\"noopener\">40% of US consumers<\/a> and is responsible for <a href=\"https:\/\/www.forbes.com\/sites\/jefffromm\/2018\/01\/10\/what-you-need-to-know-about-the-financial-impact-of-gen-z-influence\/?sh=6ec6917956fc\" target=\"_blank\" rel=\"noopener\">up to $143 billion in spending<\/a>. It\u2019s clear Gen Z is a generation marketers can\u2019t afford to ignore. To be part of the action, brands should aim to develop strategies that specifically appeal to the wants and needs of this young, powerful group.\u00a0<\/p>\r\n<p>Not only will an in-depth understanding of Gen Z lead to more personalized customer experiences for each Zoomer, but it will help <a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">digitally transform<\/a> your brand to make sure you\u2019re not falling behind in a quickly evolving retail landscape.\u00a0<\/p>\r\n<p>In this post, we\u2019ll highlight some updated youth marketing strategies for appealing specifically to Gen Z.<\/p>\r\n<h3>Youth Marketing Strategies<\/h3>\r\n<h4>Matching Motivation<\/h4>\r\n<p>To <a href=\"https:\/\/iterable.com\/blog\/marketing-by-generation-personalizing-for-each-age-group\/\" target=\"_blank\" rel=\"noopener\">market to any generation<\/a>, brands need to understand what motivates them to shop. What do they prioritize? What do they care about? Buying motivation is where the immediate differences between Gen Z and the previous generation, Millennials, become very apparent.\u00a0<\/p>\r\n<p>While Millennials may have started the trend towards supporting socially responsible brands, Zoomers have leaned into it, full tilt. According to <a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/meet-generation-z-shaping-the-future-of-shopping\" target=\"_blank\" rel=\"noopener\">a podcast from McKinsey<\/a>, \u201c[Gen Z is] looking beyond tangible products and actually trying to understand what is it that makes the company tick. What\u2019s its mission? What\u2019s its purpose? And what is it actually trying to build for us as a society?\u201d<\/p>\r\n<p>With Gen Zers prioritizing socially responsible brands, companies are striving to showcase their values up front. <a href=\"https:\/\/liveouter.com\/\" target=\"_blank\" rel=\"noopener\">Outer<\/a>, an outdoor furniture brand, highlighted sustainability in their Earth Month emails. They specifically called out the responsibly-sourced wood used in their furniture production.<\/p>\r\n\r\n[caption id=\"attachment_90093\" align=\"alignnone\" width=\"1098\"]<img class=\"size-full wp-image-90093\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/screencapture-reallygoodemails-emails-want-to-know-how-seriously-we-take-sustainability-2021-08-18-16_06_16-edit.png\" alt=\"Youth Marketing Strategies Sustainability Example\" width=\"1098\" height=\"2812\" \/> <em>Outer also features their partnership with non-profit One Tree Planted to fight climate change. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/want-to-know-how-seriously-we-take-sustainability\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>Zoomers not only care about the content they receive and how well it aligns with their personal values, they also care about where they get their information.<\/p>\r\n<h4>Mobile Moguls<\/h4>\r\n<p>Gen Zers are all about their phones. <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/28\/50-stats-all-marketers-must-know-about-gen-z\/?sh=31459cbf76d0\" target=\"_blank\" rel=\"noopener\">55% of Zoomers spend five or more hours on their phone<\/a>, per day. While Millennials may have started getting their first, non-smart phones when they were in middle school or high school, Zoomers were pretty much born to swipe, sometimes using smartphones before they could walk.\u00a0<\/p>\r\n<p>To reach this generation, with their predilection towards mobile devices, marketers need to incorporate mobile as a channel in their marketing mix. However, when developing your marketing strategies, this doesn\u2019t mean different generations should be approached via different channels based on the one they\u2019re more likely to use. The key is striking the right balance between your channels in a cohesive, seamless customer experience that works for each individual customer. But, because Gen Z is fluent in mobile technology, tipping the scales to increase your mobile presence for this generation could prove to be beneficial.\u00a0<\/p>\r\n<p>For example, if a Zoomer is moving through your app onboarding process, but abandons early, you could send an email (which would be visible on both mobile and desktop) to the user, reminding them of their progress and featuring a deep link to the app to continue their onboarding.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.headspace.com\/\" target=\"_blank\" rel=\"noopener\">Headspace<\/a>, the meditation app, did just that. With this email they are reminding the user that they didn\u2019t quite finish the premium account subscription process, and, in a friendly way, it nudges them to complete registration. Plus, for added convenience, Headspace provides a link to \u201ccomplete checkout.\u201d<\/p>\r\n\r\n[caption id=\"attachment_90099\" align=\"alignnone\" width=\"1075\"]<img class=\"wp-image-90099 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/screencapture-reallygoodemails-emails-quick-heads-up-2021-08-19-13_30_32-edit.png\" alt=\"Headspace Youth Marketing Strategies\" width=\"1075\" height=\"1550\" \/> <em>Another added bonus in this email is the link to contact customer support. This makes it easy for customers to quickly reach out. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/quick-heads-up-\" target=\"_blank\" rel=\"noopener\">ReallyGoodEmails<\/a>.<\/em>[\/caption]\r\n\r\n<p>All customer touchpoints should be connected, but understanding where Gen Z is most likely to engage can help structure the foundation of your marketing efforts.<\/p>\r\n<h4>COVID Changes<\/h4>\r\n<p>With the pandemic rearing its ugly head once again (wtf, Delta?), Gen Z shopping trends that emerged at the onset of COVID-19 are still relevant today. Not only that, they\u2019ll likely stick around long after the variants have cooled their jets.\u00a0<\/p>\r\n<p>In 2020, social distancing was introduced. So, Zoomers cozied up to their friends in the only other way they knew how: through social media. But, social media wasn\u2019t only being used to maintain relationships in a world spread six feet apart, social media became a new shopping hub for this tech-savvy generation.\u00a0<\/p>\r\n<p>In fact, <a href=\"https:\/\/theinfluencermarketingfactory.com\/wp-content\/uploads\/2021\/03\/social-commerce-report.pdf\" target=\"_blank\" rel=\"noopener\">97% of Gen Zers use social media to find shopping inspiration<\/a>. So, adding ecommerce to the mix is a natural fit. <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2021\/05\/17\/gen-z-and-the-rise-of-social-commerce\/?sh=4da0884251d0\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> also pointed out that with more robust algorithms and preference centers, social media platforms have the ability to display extremely targeted advertisements, making purchases more likely.\u00a0<\/p>\r\n<p><a href=\"https:\/\/about.liketoknow.it\/\" target=\"_blank\" rel=\"noopener\">LiketoKnow.it<\/a> (LTK), for example, is an app developed exclusively to help social media users shop the clothes influencers are wearing. Users can shop the looks they\u2019ve seen on their favorite Instagrammers, demonstrating the power of influencers and, inherently, the power of social media.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_90105\" align=\"alignnone\" width=\"1760\"]<img class=\"size-full wp-image-90105\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/screencapture-shopltk-explore-authentically-b-posts-090af828-ff53-11eb-a939-0242ac110003-2021-08-19-14_07_25-edit.png\" alt=\"LTK shows the power of social media\" width=\"1760\" height=\"2444\" \/> <em>Influencer, @authentically.b is highlighted on LTK with the products she wears displayed in shoppable tiles. Source: <a href=\"https:\/\/www.shopltk.com\/explore\/authentically.b\/posts\/090af828-ff53-11eb-a939-0242ac110003\" target=\"_blank\" rel=\"noopener\">LTK<\/a>.<\/em>[\/caption]\r\n\r\n<p>The preference for Gen Z to shop on social media speaks specifically to the desire for a personalized marketing experience. With more targeted ads and social proof, Zoomers can get easy access to products they\u2019re likely to buy, paired with endless product reviews and recommendations. As <a href=\"https:\/\/www.forbes.com\/sites\/pauljankowski\/2020\/07\/01\/gen-z-to-brands-show-us-you-know-us-by-personalizing-your-ads\/?sh=471637205aee\" target=\"_blank\" rel=\"noopener\">Forbes<\/a> puts it, \u201cbrands that appear to understand [the younger generations\u2019] values and lifestyle stand a better chance of attracting them as customers.\u201d\u00a0<\/p>\r\n<h3>The Gen Z Customer Experience<\/h3>\r\n<p>To sum it up, Gen Z has a preference for mobile devices and, when it comes to ecommerce, they\u2019re becoming more reliant on social platforms. So, to capture the attention of Gen Z, you just have to create target ads on social media apps, right? Eh, not so much. While these methods may be preferred, they\u2019re not the only channels this generation uses.\u00a0<\/p>\r\n<p>Remember, generational trends don\u2019t always apply to every individual within the group. These youth marketing strategies are used to help your brand develop broad segments\u2014a starting point. With <a href=\"https:\/\/iterable.com\/features\/centralized-data\/\" target=\"_blank\" rel=\"noopener\">centralized data<\/a> and <a href=\"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/\" target=\"_blank\" rel=\"noopener\">customer sentiments<\/a> layered on top of segmentation, your brand will be able to create a personalized experience, based on how and where each unique user is interacting with your brand. This, as a result, will improve your relationship with all of your customers, including Gen Z.\u00a0<\/p>\r\n<p><em>To learn how Iterable can help your marketing team connect with Gen Z, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a>.\u00a0<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_Gen-Z-Youth-Marketing-Takeaways_1Pager-DIGITAL.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-91547\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_Gen-Z-Youth-Marketing-Takeaways_Banner.png\" alt=\"\" width=\"769\" height=\"192\" \/><\/a><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Trendy or Cheugy? 2021 Youth Marketing Strategies for Gen Z","post_excerpt":"In this post, we\u2019ll highlight some updated youth marketing strategies when aiming to appeal specifically to the newest generation, Gen Z.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"trendy-or-cheugy-2021-youth-marketing-strategies-for-gen-z","to_ping":"","pinged":"","post_modified":"2021-08-26 11:42:14","post_modified_gmt":"2021-08-26 18:42:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=90092","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 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":440,"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\/08\/082621_Marketing-Strategies-for-Gen-Z_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Gen Z Marketing Strategies\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082621_Marketing-Strategies-for-Gen-Z_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082621_Marketing-Strategies-for-Gen-Z_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082621_Marketing-Strategies-for-Gen-Z_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/trendy-or-cheugy-2021-youth-marketing-strategies-for-gen-z\/"},{"ID":90219,"post_author":"79","post_date":"2021-08-26 09:07:48","post_date_gmt":"2021-08-26 16:07:48","post_content":"<p>While we\u2019ve seen newer retailers embrace the sudden, but necessary, <a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">shift to digital<\/a>, we were curious how other, legacy retailers were adapting. Big box retailers, who may not be as digitally-native as newer brands, had to update antiquated processes to keep up with customer expectations.\u00a0<\/p>\r\n<p>Over three weeks, we examined Bed Bath &amp; Beyond\u2019s (BB&amp;B) email and mobile marketing experience to see how they\u2019re adapting to the new landscape. By completing various actions\u2014sign up for emails, abandon a product browse, abandon a cart, etc.\u2014with BB&amp;B, we were able to uncover customer experience successes as well as opportunities.\u00a0<\/p>\r\n<p>BB&amp;B is known for their never-expiring 20% off coupons (trust us, your mom has a stack of \u2018em somewhere in her house), but we wanted to delve deeper into the digital. How does this direct-mail giant continue the same brand awareness and familiarity in their online marketing channels?\u00a0<\/p>\r\n<p>Our consolidated results are showcased at the end of this post, in our Customer Experience Analysis, but we\u2019ve highlighted some stats below for a summary of our experience with Bed Bath &amp; Beyond. Also, be sure to check out our other Customer Experience Analyses of <a href=\"https:\/\/iterable.com\/blog\/nikes-customer-experience-puts-their-best-foot-forward\/\" target=\"_blank\" rel=\"noopener\">Nike<\/a>, <a href=\"https:\/\/iterable.com\/blog\/hbo-max-integration-test-email-1-mistake\/\" target=\"_blank\" rel=\"noopener\">HBO Max<\/a>, <a href=\"https:\/\/iterable.com\/blog\/customer-experience-asos\/\" target=\"_blank\" rel=\"noopener\">ASOS<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/customer-experience-e-l-f-cosmetics\/\" target=\"_blank\" rel=\"noopener\">E.L.F. Cosmetics<\/a>.\u00a0<\/p>\r\n<h3>Our Bed Bath &amp; Beyond Customer Experience<\/h3>\r\n<p>In the attached analysis we illustrate the research process in a timeline to demonstrate when and how Bed Bath &amp; Beyond shares their marketing messages.<\/p>\r\n<p>Over the three weeks we received:<\/p>\r\n<ul>\r\n\t<li>46 messages total<\/li>\r\n\t<li>32 emails (22 promotions, 2 welcome emails, 8 abandoned browse\/cart)<\/li>\r\n\t<li>14 mobile pushes<\/li>\r\n<\/ul>\r\n<p>We wanted to better understand how big box retail brands are transforming their legacy systems and taking advantage of their vast catalogs to create personalized, unique customer experiences. Plus, as always, we were interested in seeing how built-out BB&amp;B\u2019s cross-channel marketing strategy is and how effectively each channel is being used.\u00a0<\/p>\r\n<p>While our insights only capture a small sample of BB&amp;B\u2019s full customer experience, the knowledge gained is applicable to marketers across industries.\u00a0<\/p>\r\n<p>When we first signed up for BB&amp;B emails, we were sent a transactional email, confirming the sign up, and then immediately received the traditional welcome email\u2014confetti-laden gifs and all. While, yes, the timing could have been optimized, and these emails could have been combined, Bed Bath &amp; Beyond dove headfirst into their cross-channel strategy by including a banner to sign up for SMS communications in the welcome email. This is stellar. Bringing SMS into email immediately creates a holistic experience for the user, demonstrating how each marketing channel connects to one another.<\/p>\r\n<p>The personalization foundation is in place with BB&amp;B\u2019s marketing messages, but, given the amount of customer data that is available to brands (for example, time zones, ZIP codes, and even communication preferences), content can be customized without needing nitty-gritty details from customers. Bed Bath &amp; Beyond can take advantage of the data that\u2019s immediately available to them.<\/p>\r\n<p>See how Bed Bath &amp; Beyond can go... beyond (sorry) their current marketing strategy with our additional takeaways in the analysis below.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_CX-Analysis_BBB.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-90260\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_CX-Analysis_BBB_Banner.png\" alt=\"BB&amp;B CX Analysis Banner\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Unfolding The Bed Bath & Beyond Customer Experience\u00a0","post_excerpt":"Bed Bath & Beyond may be known for their never-expiring 20% off coupons, but in our Customer Experience Analysis we focused on the digital.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"unfolding-the-bed-bath-beyond-customer-experience","to_ping":"","pinged":"","post_modified":"2021-08-26 09:09:32","post_modified_gmt":"2021-08-26 16:09:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=90219","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"August 26, 2021","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082621_CX-Analysis-BBB_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"BB&amp;B Customer Experience Analysis\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082621_CX-Analysis-BBB_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082621_CX-Analysis-BBB_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082621_CX-Analysis-BBB_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/unfolding-the-bed-bath-beyond-customer-experience\/"},{"ID":90187,"post_author":"79","post_date":"2021-08-25 09:23:50","post_date_gmt":"2021-08-25 16:23:50","post_content":"<p>Diversity. Inclusion. Equity. Belonging. These are the hard-and-fast principles that guide us as we grow, informing how we build our teams, cultivate leaders, and support our employees. Using these principles as our North Star, we strive to create a culture at work where all employees have a voice and are celebrated for the unique contributions and perspectives they bring to the table.<\/p>\r\n<p>We\u2019re dedicated to increasing diversity and inclusivity in tech, a promise that extends beyond public statements and exclamations. As a rapidly growing, public-facing martech company, we know that the actions we take, and the policies we implement to close the ever-growing gap in equity, set a high standard for others in our industry to follow. We wanted the next step in our commitment to DE&amp;I to be action-oriented, and set a precedent for other businesses.<\/p>\r\n<p>With this in mind, we are thrilled to <a href=\"https:\/\/iterable.com\/news\/iterable-hires-markita-jack-as-head-of-diversity-equity-and-inclusion\/\" target=\"_blank\" rel=\"noopener\">announce<\/a> that we have hired a Head of Diversity, Equity and Inclusion at Iterable: Markita Jack.<\/p>\r\n<p>As Head of DE&amp;I, Markita will play a key role nourishing a culture where everyone feels like they belong. Markita is passionate about people and progress, and will consult closely with Iterable employees (a.k.a., Iterators) and the executive team to develop and deploy scalable programs and strategies that foster a more diverse and inclusive culture at work.<\/p>\r\n<p>Markita has a phenomenal background and brings deep expertise, breadth of experience, and importantly, passion for DE&amp;I.<\/p>\r\n<p>We sat down with Markita to learn more about her journey, why she chose Iterable, and what her vision is for expanding our inclusion and diversity efforts.<\/p>\r\n<p>Without further ado, let\u2019s meet Markita Jack!<\/p>\r\n<h4>Why did you join Iterable?<\/h4>\r\n<p>The short answer? Opportunity!<\/p>\r\n<p>I spent the last 21 years in the banking industry, gaining invaluable experience as an HR Business Partner, SVP of Corporate Recruiting, SVP of Talent Acquisition &amp; Employee Relations, and SVP of D&amp;I. I loved my work and felt empowered and championed by my colleagues and leadership. But, 21 years in one industry is a long time! When you get to know a business intimately, it\u2019s harder to take chances and separate yourself from the brand. <a href=\"https:\/\/www.firsthorizon.com\/\" target=\"_blank\" rel=\"noopener\">First Horizon<\/a> is an incredible company with some really amazing people, but once I was introduced to the team at Iterable, I knew I\u2019d found the exciting and challenging opportunity I\u2019d been waiting for!<br \/>\r\n<br \/>\r\nI was diagnosed with breast cancer in 2016. I fought the disease, and conquered it. When I found out that I would survive, I made a commitment to live my life without bumpers\u2014to really take back my identity and make my future my own. I promised myself that, if an opportunity presented itself to make a difference, I\u2019d take it (even if it might seem scary or uncomfortable).<\/p>\r\n<p>It\u2019s with this emboldened mindset that I made the decision to join Iterable, which is a company that, I believe, has an incredible opportunity to make a difference in this world. Iterable has long been outspoken about its commitment to Diversity, Inclusion, Equity, and Belonging, and it is not afraid to take a stance publicly on polarizing political and social issues. I loved Iterable\u2019s passion and unwavering stance on social justice, and knew that this was the opportunity that I had been waiting for.<\/p>\r\n<h4>What excites you most about Iterable\u2019s future?<\/h4>\r\n<p>As Iterable continues to scale, our influence will grow as well. The potential here\u2014for positive and sustained impact\u2014is impossible to ignore. I\u2019m looking forward to working closely with our leaders, led by Andrew Boni, to identify opportunities to partner for change. We have an amazing story to tell as a company, and I want to empower each and every Iterator to tell that story through their unique lens, to their individual audiences.<\/p>\r\n<h4>What is your vision for Iterable\u2019s DE&amp;I strategy?<\/h4>\r\n<p>The foundation is already built for my work at Iterable. With leadership championing the company\u2019s commitment to Diversity, Equity, and Inclusion, I have all of the tools I need to enact a robust and effective strategy. It\u2019s rare to see such absolute support of DE&amp;I initiatives. Iterable is leagues ahead of other companies who make a commitment to creating a culture that supports diversity. While ahead of the curve when it comes to DE&amp;I, we still have work to do!<\/p>\r\n<p>Iterable\u2019s employees are the reason for our success\u2014they are the driving force behind the incredible platform and products. My goal is to continue to empower Iterators to do the best work of their careers, building on the success of DE&amp;I <a href=\"https:\/\/blog.galvanize.com\/galvanize-and-iterable-announce-three-scholarships-for-underrepresented-individuals\/\" target=\"_blank\" rel=\"noopener\">programs<\/a>, <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6792542050723213312\/?UTM_Source=Social&amp;UTM_Medium=Bambu\" target=\"_blank\" rel=\"noopener\">campaigns<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/impact-at-iterable-empowering-progress-through-people\/\" target=\"_blank\" rel=\"noopener\">initiatives<\/a> already launched by the Iterable team. Iterable connects people with the products that bring them joy, and I want to take that mission statement a bit further: to connect employees with the careers that bring them purpose and joy.<\/p>\r\n<p>A few tangible DE&amp;I programs at Iterable include hosting office hours and focus groups to gather employee feedback, conducting allyship training for managers, amplifying our DE&amp;I voice on social media , and recruiting more women and underrepresented minorities. These initiatives align with our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener\">core values<\/a> of trust, humility, growth mindset and balance.<\/p>\r\n<h4>Being a remote employee yourself, what does it look like to build a strong culture within a distributed team?<\/h4>\r\n<p>The key to building a strong culture, in any setting, is intentionality. During this inflection point, leaders have to be intentional in their work to build community while remote; reinforcing core aspects of company culture that existed before the pandemic, and embracing changes to culture that manifest as the business adjusts to the new way of work.<\/p>\r\n<p>Remote work has presented an incredible opportunity for company culture to be a little more \u201chuman\u201d. Meeting with remote colleagues over Zoom has exposed so many dimensions of our personal lives (how we live, the colors of our walls, pets, family members, messes, etc). This new way of work presents an amazing opportunity for leaders to set a new tone, and build a stronger community and culture. By displaying vulnerabilities (for instance, <a href=\"https:\/\/iterable.com\/blog\/parenting-during-pandemic\/\" target=\"_blank\" rel=\"noopener\">having their kids on their lap during weekly Town Halls<\/a>), and incorporating more conversational \u201cAsk Me Anything\u201d segments into globally broadcast meetings, leaders can build a strong remote culture that more explicitly values individualities and idiosyncrasies.<\/p>\r\n<p>At Iterable, executive endorsement of remote community building goes even deeper. In Fall 2020, Iterable launched <a href=\"https:\/\/iterable.com\/blog\/5-steps-building-amazing-company-culture\/\" target=\"_blank\" rel=\"noopener\">Affinity Groups<\/a>, which are created and run by employees who share a common community or identity. These groups play a vital role in ensuring an inclusive environment where all are valued and empowered to succeed. As we evolve our <a href=\"https:\/\/iterable.com\/blog\/work-reimagined-designing-a-hybrid-people-first-future\/\" target=\"_blank\" rel=\"noopener\">hybrid work model<\/a>, there will also be an evolution of our Affinity Groups, creating even more spaces to support community building and belonging at Iterable.<\/p>\r\n<p>It\u2019s incredible how remote work can bring us together if we are intentional about investing in culture and community.<\/p>\r\n<h4>Where do DE&amp;I and the Future of Work overlap?<\/h4>\r\n<p>To ensure a more diverse and inclusive future in tech, businesses have to create opportunities for underrepresented individuals. And right now\u2014as leaders discuss and develop a post-pandemic plan for the Future of Work\u2014is the perfect time to take action. Weaving equity and accessibility into Future of Work discussions is a great way to get started.<\/p>\r\n<p>Diversity, Equity, and Inclusivity were certainly top-of-mind topics during Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/work-reimagined-designing-a-hybrid-people-first-future\/\" target=\"_blank\" rel=\"noopener\">Future of Work<\/a> conversations and, last week, we shared an exciting update about our plans! This is only the beginning of our Future of Work journey, but it's something I\u2019m incredibly proud of because it\u2019s setting a standard for other businesses in our industry to follow suit.<\/p>\r\n<p>Hybrid organizations are the future, and we\u2019re at the forefront of this movement. By allowing our employees to work remotely, without a detriment to their pay or benefits, we\u2019re opening the window of opportunity for diverse and talented individuals in tech. Of course, our vision for the future of work is compounded by an incredible swath of benefits (like health and wellness stipends and fertility assistance) that truly create opportunities for a new, diverse workforce.<\/p>\r\n<p>This is a meaningful moment for us as a company. It signifies our transformation from the old, traditional way of work, to a new, more agile and inclusive way of life. It represents what we hope the future will look like and it's one of the reasons why I am so thrilled to start my journey with Iterable.<\/p>\r\n<p><em>If you\u2019re interested in working with Iterators, like Markita, who are leading in a more diverse and inclusive future in tech, explore opportunities on our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">careers page<\/a>.<\/em><\/p>","post_title":"Leading in the Future of DE&I: Q&A with Markita Jack","post_excerpt":"We wanted the next step in our commitment to DE&I to be action-oriented, and set a precedent for other businesses. Enter: Markita Jack.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"leading-in-the-future-of-dei-qa-with-markita-jack","to_ping":"","pinged":"","post_modified":"2021-09-17 09:52:48","post_modified_gmt":"2021-09-17 16:52:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=90187","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 25, 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":440,"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\/08\/082521_Markita-Jack_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Head of DE&amp;I, Markita Jack\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082521_Markita-Jack_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082521_Markita-Jack_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082521_Markita-Jack_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/leading-in-the-future-of-dei-qa-with-markita-jack\/"},{"ID":90115,"post_author":"79","post_date":"2021-08-25 09:02:05","post_date_gmt":"2021-08-25 16:02:05","post_content":"<p>Today, we\u2019re excited to give you a preview of the next generation of Iterable\u2019s User Experience, Aurora, an approachable, fun and intuitive design update that will empower you like never before. This undertaking marks a series of updates and enhancements throughout our platform built to give our customers stronger tools to reach their goals. The first set of releases includes design updates to the Templates, Campaigns, and Workflows overview pages\u2014plus a new folders experience and enhancements to Messaging Insights.<\/p>\r\n<p>Auroras occur when particles from the sun intertwine with molecules in our atmosphere. Elements coming together for something spectacular. With that in mind, we're excited to introduce Iterable Aurora, an expansive update to our UI that combines new functionality with our world class data infrastructure to help you deliver dazzling customer experiences.<\/p>\r\n<p>The Iterable Aurora User Experience (UX) occurs in a similar fashion to natural auroras with the intertwining of our world class data infrastructure and a new, intuitive, approachable, and efficient UI which ignites dazzling marketing possibilities. Your greatest marketing goals are no longer ambitious, they\u2019re achievable with Iterable Aurora helping you along the way.<\/p>\r\n<p>This undertaking came to be as a way to more effectively empower marketers facing new expectations from consumers. Brands are now tasked with building deeply personalized customer journeys that draw a spectacle of surprise and delight. They\u2019re reaching individuals where they are and when they need it\u2014whether that\u2019s walking down the street, in a store, out biking, or struggling to get off the couch.<\/p>\r\n<p>To achieve this level of personalization, marketers need the tools to enable them to meet the growing demand for one-to-one messaging. Gartner\u2019s <a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/gartner-top-strategic-technology-trends-for-2021\/\" target=\"_blank\" rel=\"noopener\">Top Strategic Technology Trends for 2021<\/a> called this out saying, \u201cEmployees with a high-quality UX are at least 1.5 times more likely to have high levels of work effectiveness, productivity, intention to stay and discretionary effort.\u201d<\/p>\r\n<p>Iterable Aurora UX, which we\u2019re rolling out over the next year and beyond, further solidifies Iterable as the world-class marketing platform bringing data, creativity, and efficiency together for marketers across the world.<\/p>\r\n<h3>Iterable Aurora User Experience: Built for the Modern Marketer<\/h3>\r\n<h4>Work Got Personal, Your Experience Should Be Too<\/h4>\r\n<p>You brought us to your dining table, invited us into your office, and sometimes even placed us on top of your bedroom dresser. Work\u2019s become personal, intertwined throughout our lives, and you\u2019ve been asked to adapt your approach in everything you do.<\/p>\r\n<p>Understanding the need for something that better fits into your life, we\u2019ve changed our approach as well. Developing a beautiful, fun space for you to create, explore, and build, as we work towards creating incredible customer experiences together.<\/p>\r\n<p>So whether you\u2019re working from home, the office, or the beach, you\u2019ll enjoy having us along for the ride.<\/p>\r\n<p>To do this, we\u2019re releasing a refreshed design across our platform which customers may have already seen a peek of with the release of Campaign Analytics, Campaign Template Selection and Messaging Insights. We couldn\u2019t be more excited to introduce this to our Campaigns, Templates, and Workflows pages this September!<\/p>\r\n\r\n[caption id=\"attachment_90167\" align=\"alignnone\" width=\"1638\"]<img class=\"wp-image-90167 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/image-21-e1629842790550.png\" alt=\"Campaigns Page\" width=\"1638\" height=\"1705\" \/> Sneak preview of our new Campaigns page.[\/caption]\r\n\r\n<h4>Collaboration Made Easier<\/h4>\r\n<p>You've relocated across the globe, your teams are dispersed, and time zones are a constant consideration. While you may find yourselves at your desk once more some day, you\u2019ll continue to collaborate across regions to ensure campaigns, regardless of where you send them from, connect with customers in a meaningful way.<\/p>\r\n<p>To take on the future of work, Iterable Aurora UX comes packed with updates to help ensure your teams are aligned, wherever that may be. Coming this September, Iterable customers will see new collaboration analytics and updates to Folders.<\/p>\r\n\r\n[caption id=\"attachment_90181\" align=\"alignnone\" width=\"2322\"]<img class=\"wp-image-90181 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/image-1v2-e1629843426533.png\" alt=\"Folders and Card View\" width=\"2322\" height=\"1502\" \/> Sneak peek of our new Folders experience and Card View[\/caption]\r\n\r\n<h4>Efficiency Reimagined<\/h4>\r\n<p>The lines separating our work from our personal lives continue blurring\u2014responsibilities grow, yet time seems to shrink. Today, finding the right balance isn\u2019t a matter of \u201cdoing more with less,\u201d but instead \u201caccomplishing more in less time.\u201d Though customer expectations and appetites for hyper-personalized experiences are growing, delivering them shouldn\u2019t come at the expense of the time we dedicate to ourselves.<\/p>\r\n<p>To help you reach your goals faster, Aurora creates an intuitive, approachable and efficient workspace. Now you can deepen customer relationships in less time and reclaim those lost hours doing what you love most. Aurora helps you to find your flow and tackle work like never before.<\/p>\r\n<h3>Stay Tuned!<\/h3>\r\n<p>This is only the beginning of the Iterable Aurora User Experience project. We have a host of exciting enhancements coming soon that will empower you to reach your goals wherever you and your team are and with greater efficiency and speed. Keep an eye out for more information.<\/p>\r\n<p><em>To learn more about Iterable and how brands are leveraging it today, make sure to <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> with our team today!<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Introducing Aurora: The Next Generation of Iterable\u2019s User Experience","post_excerpt":"We\u2019re excited to give you a preview of the next generation of Iterable\u2019s User Experience, Aurora, an intuitive design update.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-aurora-the-next-generation-of-iterables-user-experience","to_ping":"","pinged":"","post_modified":"2021-08-25 09:02:05","post_modified_gmt":"2021-08-25 16:02:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=90115","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"August 25, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"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\/08\/082421_Aurora_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Aurora User Experience\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082421_Aurora_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082421_Aurora_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082421_Aurora_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/introducing-aurora-the-next-generation-of-iterables-user-experience\/"},{"ID":90135,"post_author":"79","post_date":"2021-08-24 15:15:10","post_date_gmt":"2021-08-24 22:15:10","post_content":"<p>One is the loneliest number. And for your marketing, usually that one is email. With that in mind, welcome to the Plus One series where we\u2019ll be going through the benefits of using multiple channels to reach your audience. Even adding just one mobile channel can vastly improve your customer experience. Up next: In-App and Mobile Inbox messaging.<\/p>\r\n<p>Emails, SMS, and push notifications reach you wherever you are. On your phone you can see all three in your notification center before going into their individual inboxes or apps.<\/p>\r\n<p>In-app and mobile inbox messages are different. These only show up when you are in the app. They appear and are seen when users are at their most engaged because, well, they\u2019re actively using the app! This is why in-app notifications tend to have massive open rates (<a href=\"https:\/\/reckless.agency\/insight\/email-vs-push-notifications-vs-in-app-messaging-which-has-the-highest-engagement\/\" target=\"_blank\" rel=\"noopener\">roughly 45x emails and 3x push notifications<\/a> depending on the industry).<\/p>\r\n<p>Considering 90% of our time on mobile is spent in apps, it feels like a no-brainer to utilize in-app messaging and mobile inbox in your marketing strategy. But like they say, feeling is believing. Wait...you get it, let\u2019s just dive into the benefits.<\/p>\r\n<h3>Top Benefits of In-App and Mobile Inbox<\/h3>\r\n<h4>Extending App Engagement<\/h4>\r\n<p>You got the user into your app. Now what? Ideally you\u2019re driving conversions, but not all apps are focused on ecommerce, so how do you keep users engaged?<\/p>\r\n<p>Send them a message! An in-app message can appear in two ways: integrated within the normal use of the app and taking over the whole screen, requiring interaction to continue using the app. Either way, they\u2019re incorporated into the experience.<\/p>\r\n<p>Mobile inbox notifications act a lot like email within the app. There\u2019s a notification center where these messages remain until the user deletes them\u2014if given the possibility. These messages, unlike in-app messages, have to be sought out by the user to be viewed and engaged with.<\/p>\r\n<p>A message in the app boosts overall <a href=\"https:\/\/www.business2community.com\/mobile-apps\/6-stats-prove-crucial-push-app-messaging-apps-success-01517688\" target=\"_blank\" rel=\"noopener\">engagement by 3x and conversions by 4x<\/a>. The goal of mobile marketing is reaching customers where they are, so why not use an app session as a way to engage fully with your users.<\/p>\r\n<p>This full screen in-app message from Nike encourages participation in the communal aspect of their Nike Run Club app. It simultaneously promotes engagement while introducing the user to a feature within the app they might not have used or known about otherwise.<\/p>\r\n\r\n[caption id=\"attachment_90136\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-90136 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/IMG_2384.png\" alt=\"\" width=\"1125\" height=\"2436\" \/> <a href=\"https:\/\/www.nike.com\/\" target=\"_blank\" rel=\"noopener\">Nike<\/a> taps into the individual and team aspect of competition in one message.[\/caption]\r\n\r\n<p>Working in-app messaging and mobile inbox notifications into your app experience keeps users in the app, and opens the doors for your brand to extend app sessions.<\/p>\r\n<h4>Drive Subscriptions...Tactfully<\/h4>\r\n<p>Apps are a utility for many consumers. It\u2019s a way of engaging with a brand in a quick, easy way. Yet, sometimes the push for premium features or a subscription obstruct the app experience so much it can lead to frustration for users.<\/p>\r\n<p>In-app messages and mobile inbox notifications are the perfect channels to utilize for sending subscription or premium-related messages.<\/p>\r\n<p>AllTrails, a hiking and travel app, sends a fullscreen in-app message encouraging users to upgrade. While obstructing the use of the app, this message does well to inform users of every perk related to upgrading. If a user isn\u2019t interested, they can continue on via the X in the corner and use the free version of the app at their leisure.<\/p>\r\n\r\n[caption id=\"attachment_90142\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-90142\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/IMG_2383.png\" alt=\"\" width=\"1125\" height=\"2436\" \/> <em>Minimize obstacles to the experience by adding as much value as you can. Source: <a href=\"https:\/\/www.alltrails.com\/\" target=\"_blank\" rel=\"noopener\">AllTrails<\/a>.<\/em>[\/caption]\r\n\r\n<p>But, as mentioned above, this doesn\u2019t have to be the way in-app messages appear all the time. Lifestyle publication Food &amp; Wine showcases the unobtrusive in-app message here by including a \u201cSubscribe Now\u201d button at the top. The user, in this case, still can roam about the app like it\u2019s a normal session.<\/p>\r\n\r\n[caption id=\"attachment_90148\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-90148 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/IMG_2380-1.png\" alt=\"Food &amp; Wine In-App Messaging\" width=\"1125\" height=\"2436\" \/> <em>Let them find some good recipes first. Source: <a href=\"https:\/\/www.foodandwine.com\/\" target=\"_blank\" rel=\"noopener\">Food &amp; Wine Magazine<\/a>.<\/em>[\/caption]\r\n\r\n<p>After perusing what the app has to offer, then the user can go back to the top and subscribe. Promoting upgrades, premium features, and subscriptions doesn\u2019t have to be blatant or in your face, but it should always highlight the value that comes from such an action.<\/p>\r\n<h4>Let It Linger<\/h4>\r\n<p>For many, mobile inbox is kind of the forgotten channel in the mobile ecosystem. The use cases we all know are messaging centers in social media apps like Instagram or dating apps, but the usefulness of a mobile inbox extends even further.<\/p>\r\n<p>Like your desktop email, mobile inbox messages linger. They don\u2019t disappear immediately, which means this inbox can be an excellent spot to send evergreen content and reminders.<\/p>\r\n<p>Marketplace app Wish uses its mobile inbox to send Daily Deals. While the name implies time sensitivity, letting these messages linger in the inbox gives users the chance to revisit them time and time again to find inspiration for future purchases.<\/p>\r\n\r\n[caption id=\"attachment_90154\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-90154\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/IMG_2326-1.png\" alt=\"Wish In-app messaging\" width=\"1125\" height=\"2436\" \/> You never know what you might find on Wish. Source: <a href=\"https:\/\/www.wish.com\/\" target=\"_blank\" rel=\"noopener\">Wish<\/a>.[\/caption]\r\n\r\n<p>Netflix takes a similar approach with their mobile inbox, using the center to update users on when new shows and movies are available. Revisiting this inbox gives users a tailored list of new content that is relevant to their interests and watching habits.<\/p>\r\n\r\n[caption id=\"attachment_90161\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-90161\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/IMG_4358.png\" alt=\"Explained In-App\" width=\"1125\" height=\"2436\" \/> <em>Explained is great. You all should watch it. Source: <a href=\"https:\/\/www.netflix.com\/\" target=\"_blank\" rel=\"noopener\">Netflix<\/a>.<\/em>[\/caption]\r\n\r\n<p>You want your brand to linger in the minds of your audience. For mobile users, mobile inbox messages serve as a source of information and content worth revisiting.<\/p>\r\n<h3>Plus One New Message<\/h3>\r\n<p>In-app messaging and mobile inbox notifications are restricted by their home\u2014the app\u2014but their benefits vastly outweigh that minor guardrail. Whether you\u2019re trying to extend engagement, drive subscriptions, or drop a few reminders for your users, these two channels are excellent additions to your marketing strategies.<\/p>\r\n<p>Using the above techniques, adding in-app messaging and mobile inbox to your marketing strategy gives you a new channel, yes, but most importantly it gives you access to users at their most engaged.<\/p>\r\n<p>This is the third and final part of our Plus One series. Check out <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">Part 1 on SMS<\/a> and <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">Part 2 on Push Notifications<\/a> to learn all the different ways you can add mobile channels to your marketing. In the meantime, schedule a demo today to find out how to add mobile marketing to your toolkit.<\/p>","post_title":"Plus One: How Adding In-App and Mobile Inbox Messaging Benefits Your Marketing","post_excerpt":"Adding one mobile channel can vastly improve your customer experience. Next up in our Plus One series: In-App and Mobile Inbox messaging.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing","to_ping":"","pinged":"","post_modified":"2021-08-24 15:15:10","post_modified_gmt":"2021-08-24 22:15:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=90135","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 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":440,"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\/08\/082421_Plus-One-In-App_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Plus One: In-App Messaging\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082421_Plus-One-In-App_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082421_Plus-One-In-App_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/082421_Plus-One-In-App_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/plus-one-how-adding-in-app-and-mobile-inbox-messaging-benefits-your-marketing\/"},{"ID":89557,"post_author":"79","post_date":"2021-08-19 09:59:10","post_date_gmt":"2021-08-19 16:59:10","post_content":"<p>In the tech industry, \u201cproduct-market fit\u201d describes the successful stage when a product or service meets and delivers on the needs of a specific market. We founded Iterable with this concept in mind, knowing that our platform, which delivers personalized customer experiences at unprecedented speed and scale, fits the needs of both marketers and customers. Our mission is to connect people with the products that bring them joy, and we are equally committed to connecting our employees with careers that bring them joy and a sense of purpose.<\/p>\r\n<p>As we explored the future of work at Iterable, we used the \u201cproduct-market fit\u201d framework to focus on finding a \u201cpeople-workplace fit\u201d that meets and delivers on the needs of each and every employee, who we refer to as Iterators.<\/p>\r\n<p>We have been very fortunate to scale our organization over the past 18 months, adding over 200 incredible people to our Iterable community. Embracing our values\u2014Growth Mindset, Trust, Humility and Balance\u2014proved to be a major driver of our success during these often turbulent times. Sometimes our values were tested; in turn, we embraced them even more fervently in order to thrive as a people-first organization.<\/p>\r\n<p>This dedication to being people-first has led us to adopt a hybrid work model, where employees can choose to work from the office, their home, or a combination of the two. As we enter this new chapter of work at Iterable, I want to share what this means for our current and future employees.<\/p>\r\n<h3>Listening to and Learning From Our Team<\/h3>\r\n<p>The Iterable community guided our decision to move to a hybrid environment. We listened to our community through surveys, workshops, and town halls. The themes that underpin this model are community, enablement, and equity. These foundations serve as our anchors in the transformation to a fully hybrid model that enables wellbeing, collaboration, and productivity for all employees.<\/p>\r\n<p>Gartner Research found that 25% of the global knowledge workforce will choose their home as the primary workplace by 2022. In our latest employee survey, more than 40% of our over 500 employees have expressed interest in staying remote. We currently have Iterators based in 33 states within the US as well as the UK. Many of our team members \u2014 in fact, the majority \u2014 are looking forward to in-office collaboration in our San Francisco, Denver, New York City, and London offices. About 57% of employees have expressed interest in returning to an office for part of or a majority of the workweek.<\/p>\r\n<p>Starting in 2022, employees will choose among three work modes:<\/p>\r\n<ol>\r\n\t<li><strong>Office<\/strong>: Come to an office for the majority of the workweek<\/li>\r\n\t<li><strong>Flex<\/strong>: Come to an office 1-2 days per week<\/li>\r\n\t<li><strong>Remote<\/strong>: Come to an office hub quarterly or less<\/li>\r\n<\/ol>\r\n<p>These three work modes are available to 97% of Iterable roles. Iterators who would like to choose a new work mode or location can start the process immediately, with the expectation that all employees will request their work mode preference by January 2022.<\/p>\r\n<p>Knowing that work mode preferences can change, we are integrating a level of flexibility into our design, allowing employees to request a change to work modes on an annual basis.<\/p>\r\n<h3>Putting Employees and Equity First<\/h3>\r\n<p>We believe building a team with diverse ideas and backgrounds helps everyone make the best decisions, and makes technology and marketing campaigns more equitable and impactful.<\/p>\r\n<p>Continuing to create fair and equitable experiences for all employees with equal opportunities for advancement, no matter how they choose to work, is essential. I\u2019m excited that Markita Jack, our new Head of Diversity, Equity, and Inclusion (DEI), has joined Iterable to help keep us all accountable to our commitment to diversity, equity, inclusion, and belonging. Based in Memphis, Tennessee, Markita is helping us build a more connected, intentional, and community-oriented culture that meets the needs of everyone, wherever they are located.<\/p>\r\n<p>With our employees in distributed locations, we are prioritizing equal compensation no matter where you live, or, as we call it, geoneutral pay.<\/p>\r\n<p>We implemented geoneutral pay\u2014a single geographical compensation band for our employees, anchored at the most competitive market in each respective country (the San Francisco Bay Area market for the US, London for the UK). This means that when Iterable employees move within the US or UK, they'll keep their pay regardless of location.<\/p>\r\n<p>Geoneutral pay is also enhancing our ability to attract and retain talent across diverse markets and expanding opportunities in traditionally underserved locations.<\/p>\r\n<h3>Benefiting All Through Our Benefits<\/h3>\r\n<p>We believe our business succeeds when our employees are healthy, happy, and supported. That\u2019s why we\u2019re committed to the belief that work and your life should be in balance. Our employee benefits reflect this belief, by supporting the holistic health and wellbeing of our workforce. Alongside geoneutral pay, I\u2019m especially proud that we offer:<\/p>\r\n<ul>\r\n\t<li><strong>Balance Day<\/strong>: Company-wide holiday on the first Friday of every month to encourage employees to spend time finding balance outside of work.<\/li>\r\n\t<li><strong>Personal and Professional Development Stipend<\/strong>: Employees are given a quarterly allowance to spend on classes, conferences, networking events, educational focused memberships, and books to enhance their development.<\/li>\r\n\t<li><strong>Work From Home Equipment Allowance<\/strong>: All new hires can expense an allocated budget for work from home equipment to ensure they have a comfortable working setup. This allowance is separate from the laptop, monitor, and accessories provided by Iterable.<\/li>\r\n\t<li><strong>Fertility and Adoption Assistance<\/strong>: Eligible employees have access to fertility reimbursement, adoption assistance, and surrogacy benefits, including financial reimbursement and adoption leave.<\/li>\r\n\t<li><strong>Allyship Training<\/strong>: Interactive workshops to teach managers practical techniques to build allyship within the organization.<\/li>\r\n\t<li><strong>DE&amp;I Office Hours and Focus Groups<\/strong>: Regularly scheduled office hours and focus groups to gather feedback from employees to inform the company\u2019s DE&amp;I strategy.<\/li>\r\n<\/ul>\r\n<h3>Reimagining the Workplace<\/h3>\r\n<p>Our future work planning isn\u2019t done. We\u2019ll continue to iterate and improve upon our hybrid approach. And, to navigate this new era of Iterable successfully, we\u2019ll rely on our learnings as well as employee feedback.<\/p>\r\n<p>By approaching the future of work with empathy and flexibility, we can help pave the way for more equity and equality in tech.<\/p>\r\n<p>As we step into this hybrid work model, we'll continue to embrace our values to empower us to achieve our best:<\/p>\r\n<ul>\r\n\t<li>Our <strong>Growth Mindset<\/strong> helps us as we, together, navigate this new way of working.<\/li>\r\n\t<li><strong>Balance<\/strong> ensures that all Iterators, no matter how they will work in the future, have access to the same opportunities.<\/li>\r\n\t<li><strong>Humility<\/strong> means that we know we\u2019ll make mistakes along the way, and we\u2019ll learn from them.<\/li>\r\n\t<li>We <strong>Trust<\/strong> that we have our employees\u2019 best interests at heart as we navigate uncharted waters.<\/li>\r\n<\/ul>\r\n<p>We have something special here at Iterable\u2014an environment where we live our values and take care of each other, and our wellbeing.<\/p>\r\n<p>Onwards,<br \/>\r\nAndrew Boni<br \/>\r\nCo-Founder &amp; CEO of Iterable<\/p>","post_title":"Work Reimagined: Designing a Hybrid, People-First Future","post_excerpt":"As we explored the future of work at Iterable, we strived for a \u201cpeople-workplace fit\u201d that meets the needs of each and every employee.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"work-reimagined-designing-a-hybrid-people-first-future","to_ping":"","pinged":"","post_modified":"2021-08-19 09:59:10","post_modified_gmt":"2021-08-19 16:59:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=89557","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 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":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"512\" height=\"341\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/FoW.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Future of Work\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/FoW.png 512w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/FoW-300x200.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>","url":"https:\/\/iterable.com\/blog\/work-reimagined-designing-a-hybrid-people-first-future\/"},{"ID":87196,"post_author":"79","post_date":"2021-08-18 10:45:07","post_date_gmt":"2021-08-18 17:45:07","post_content":"<p>Few phrases are more widely and well-known than the classic (and somewhat clich\u00e9d): \u201cWith great power, comes great responsibility.\u201d While the quote is most commonly attributed to a Marvel superhero (Spider Man\u2019s Uncle wanted him to use his spider-powers wisely), we think it\u2019s relevant even beyond the Marvel-verse. In fact, we think it's totally to applicable marketers.<\/p>\r\n<p>Why? Because marketers have influence. Now, more than ever before.<\/p>\r\n<p>The average internet user now spends almost <a href=\"https:\/\/datareportal.com\/reports\/digital-2021-global-overview-report\" target=\"_blank\" rel=\"noopener\">seven hours per day<\/a> online across all devices, equating to more than 48 hours per week online\u2014that\u2019s a full two days out of a seven-day week. Much of their time is spent on mobile phones, texting, scrolling through Instagram, online shopping, and TikToking, absorbing and processing what they see.<\/p>\r\n<p>Whether you like it or not, consumers are a captive audience. They are heavily influenced by what they see online. As marketers, you are very much in charge of what they see, what they think, what they buy, and what they do.<\/p>\r\n<p>Marketers have the power to make lasting impressions. And with this power comes great responsibility.<\/p>\r\n<h3>The Consumer Conscience<\/h3>\r\n<p>With consumer shopping (and scrolling) habits impacted by the pandemic, it\u2019s no surprise that their sentiment towards shopping also evolved; consumers who initially only cared about price and product have now added empathy, safety, and ethics to their priorities. They want to shop with brands that share their values and that take a stand on the issues that matter most. They want brands to use their platforms to do good, you know, like a hero would.<\/p>\r\n<p>Now 18 months after the start of the pandemic, not only do marketers have more exposure than ever before, but they also have a green light from customers to take advantage of additional airtime to make a difference in the world. Customers want marketers to use their influence for the greater good.<\/p>\r\n<h3>Marketing People-First<\/h3>\r\n<p>Here at Iterable, we\u2019re very much on board with this new, values-focused approach of today's consumer. From day one, our core purpose has revolved around people\u2014to enrich the relationships between consumers and brands, to empower the marketers who create experiences, and to unite a team of people capable of bringing such a vision to life.<\/p>\r\n<p>We believe that successful marketing is really all about people. It starts with having teams that are aligned around key business goals, understanding their target customers through data, and delivering the right message at the right time to the right person.\u00a0<\/p>\r\n<p>It\u2019s about collaborating cross-functionally, thinking strategically, focusing on data and personalization, and having the right tools to deliver on this vision. Without the right people, message, tools, and alignment, marketing campaigns will remain just one more siloed initiative.<\/p>\r\n<p>Marketers work hard to ensure their campaigns matter to customers. They do most of this work behind the scenes and we want to celebrate the teams behind creative campaigns that are building world-class customer experiences.<\/p>\r\n<p>Introducing: The Iterable Expie Awards<\/p>\r\n\r\n[caption id=\"attachment_87209\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-87209\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/EXPIE-ASSETS_Blog-ftr-4.png\" alt=\"EXPIE Categories\" width=\"600\" height=\"400\" \/> The Expies, where we showcase the best of the best in customer experience.[\/caption]\r\n\r\n<h3>The Expie Awards<\/h3>\r\n<p>The Iterable Expie Awards recognize and celebrate customers that are leveraging Iterable to power world-class customer experiences. From extraordinary customer engagement to authentic, empathetic connections, Expie Award nominees and winners raise the bar for marketers all over the world. They\u2019re the best of the best,\u00a0 the superheroes of consumer experience.<\/p>\r\n<p>The Expie Awards are the next generation of our Growth Marketing Awards\u2014updated to reflect the changing role of today's marketer (same superhero, different cape). They give us a chance to highlight all the amazing work marketers are doing.\u00a0<\/p>\r\n<p>The Expies have six total award categories:<\/p>\r\n<h4>1. Marketing Dream Team of the Year (Enterprise and SMB)<\/h4>\r\n<p>This award celebrates the teams that are differentiating themselves through collaboration and creativity, building human connections with their customers, and cutting through the noise of thousands of other brands sending marketing messages.\u00a0<\/p>\r\n<h4>2. Most Valuable Marketer (aka the MVM award)<\/h4>\r\n<p>The MVM award recipient works cross-functionally, collaborating with business units across their company to meet their goals. They are THE go-to Iterable expert known for executing exceptional marketing campaigns that build customer loyalty and make a big impact on their brand.<\/p>\r\n<h4>3. Most Inspiring Switch to Iterable<\/h4>\r\n<p>This award celebrates the team that embraced adaptation, revision and change by making the switch to Iterable. This team hit the ground running, and has a success story\u00a0 that will inspire and excite others looking to do the same.\u00a0<\/p>\r\n<h4>4. Marketing Moment of the Year<\/h4>\r\n<p>The Marketing Moment of the Year award recognizes a stand-out campaign executed by an Iterable customer.<\/p>\r\n<h4>5. Best Use of Data<\/h4>\r\n<p>The Best Use of Data award celebrates an Iterable customer that has tapped into high quality customer\u00a0 data and delivered relevant and personalized customer experiences<\/p>\r\n<h4>6. Most Cohesive Customer Experience<\/h4>\r\n<p>This award celebrates Iterable customers who are taking the care to refine their cross-channel craft, building brand loyalty by creating seamless customer experiences.<\/p>\r\n<h3>Applying to the Iterable Expie Awards<\/h3>\r\n<p>If you have an inspiring Iterable story to tell, we want to hear it. Only open to Iterable customers, the Expies are an opportunity for our community to document the tangible impact they have had on the global community.\u00a0 From the team of all-stars delivering cohesive cross-channel experiences, to the moments you created that changed the game for your team and customers. We want to celebrate you and all of your hard work and accomplishments.<\/p>\r\n<p>While this is the first year for the Iterable Expie Awards, you can check out the winners of the <a href=\"https:\/\/iterable.com\/blog\/announcing-winners-2020-growth-marketing-awards\/\" target=\"_blank\" rel=\"noopener\">2020<\/a>, <a href=\"https:\/\/iterable.com\/blog\/finalists-2019-growth-marketing-awards\/\" target=\"_blank\" rel=\"noopener\">2019<\/a>, and <a href=\"https:\/\/www.prnewswire.com\/news-releases\/announcing-the-winners-of-the-2018-iterable-growth-marketing-awards-300621429.html\" target=\"_blank\" rel=\"noopener\">2018<\/a> Growth Marketing Awards for inspiration. Winning brands include DoorDash, Care.com, Fender and more!<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/customer-awards\/\" target=\"_blank\" rel=\"noopener\">Apply for an Iterable Expie Award today<\/a>! The deadline to submit is September 17th at 11:59PM PT.<\/em><\/p>","post_title":"Applications for Iterable\u2019s Expie Awards are Open!","post_excerpt":"The Iterable Expie Awards recognize and celebrate customers that are leveraging Iterable to power world-class customer experiences. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"applications-for-iterables-expie-awards-are-open","to_ping":"","pinged":"","post_modified":"2021-08-24 13:48:41","post_modified_gmt":"2021-08-24 20:48:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=87196","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 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":440,"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\/08\/EXPIE-BLOG-HDR.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"iterable expie awards\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/EXPIE-BLOG-HDR.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/EXPIE-BLOG-HDR-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/EXPIE-BLOG-HDR-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/applications-for-iterables-expie-awards-are-open\/"},{"ID":87070,"post_author":"35","post_date":"2021-08-18 09:17:45","post_date_gmt":"2021-08-18 16:17:45","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>For today's episode we took a virtual trip over to the UK, where I sat down with Mick Rigby, CEO and Founder of Yodel Mobile, experts in <a href=\"https:\/\/yodelmobile.com\/\" target=\"_blank\" rel=\"noopener\">app growth and marketing<\/a>. Having been around since 2006, Yodel Mobile has seen the explosion of app creation and usage from its early stages so I had to hear Mick's thoughts about app growth post-pandemic, the expedited digital transformation, app data architecture, and any misconceptions that needed to be debunked.\u00a0<\/p>\r\n<h3>Meet Mick From Yodel Mobile<\/h3>\r\n<p>App usage was already on the rise before the pandemic. With everyone at home, using their phones more and more, app usage grew to new heights. In our chat, Mick dives into the different ways brands can approach app growth\u2014such as the age-old question of acquisition vs. retention\u2014and what pitfalls to avoid.\u00a0<\/p>\r\n<p>If you're looking to add an app to your arsenal or audit an existing app's performance, this episode is a must-watch. Mick's experience in the space shines through with great advice on how to build guardrails to keep your app investment efficient and successful.<\/p>\r\n<p>Give it a watch or listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/P9dw1xAtVW4[\/embed]<\/p>\r\n<h3>Subscribe and Stay Tuned<\/h3>\r\n<p>Be sure to <a href=\"https:\/\/www.youtube.com\/channel\/UC5VrrsFaD7TJQX8r4whqEew\" target=\"_blank\" rel=\"noopener\">subscribe to our YouTube channel<\/a> so you can be updated every time a new episode is live! You can also follow along on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener\">Iterable's<\/a> <a href=\"https:\/\/twitter.com\/iterable?s=21\" target=\"_blank\" rel=\"noopener\">social<\/a> <a href=\"https:\/\/instagram.com\/iterable?igshid=lmg811gqo26q\" target=\"_blank\" rel=\"noopener\">channels<\/a> in case you miss any episodes.\u00a0<\/p>","post_title":"Watch and Listen: Yodel Mobile's Advice for App Growth","post_excerpt":"Yodel Mobile has seen the explosion of app creation and usage from its early stages. Hear key app growth advice from their founder. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"watch-listen-yodel-mobile-advice-for-app-growth","to_ping":"","pinged":"","post_modified":"2021-08-18 09:17:45","post_modified_gmt":"2021-08-18 16:17:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=87070","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"August 18, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_DBM-Video-Series_08_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Yodel Mobile DBM\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_DBM-Video-Series_08_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_DBM-Video-Series_08_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_DBM-Video-Series_08_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/watch-listen-yodel-mobile-advice-for-app-growth\/"},{"ID":86992,"post_author":"35","post_date":"2021-08-17 08:49:43","post_date_gmt":"2021-08-17 15:49:43","post_content":"<p>One is the loneliest number. And for your marketing, usually that one is email. With that in mind, welcome to the Plus One series where we\u2019ll be going through the benefits of using multiple channels to reach your audience. Even adding <em>just<\/em> one mobile channel can vastly improve your customer experience. Last time, <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">we talked SMS<\/a>. Up now: push notifications.\u00a0<\/p>\r\n<p>For many of us, the lock screen is, above all else, the sacred timekeeper. The lock screen is also where we see one of the most useful and impactful marketing channels: push notifications. These oblong bubbles stay in our notifications until we interact with them in some capacity\u2014be it an open or an ignore.\u00a0<\/p>\r\n<p>Push notifications are not a casual occurrence for users anymore, either. The average smartphone user receives <a href=\"https:\/\/www.businessofapps.com\/marketplace\/push-notifications\/research\/push-notifications-statistics\/\" target=\"_blank\" rel=\"noopener\">46 push notifications per day<\/a>. Whether it\u2019s an alert, a promotion, or a quick check in for some new featured content, push notifications have a daily impact on users.<\/p>\r\n<p>The benefits for marketers are even greater. Push click rates are sometimes as much as <a href=\"https:\/\/blog.e-goi.com\/infographic-push-notification\/\" target=\"_blank\" rel=\"noopener\">7x that of email<\/a> and it\u2019s been found that adding push notifications can increase app retention rates by 190%. If keeping users in your app doesn\u2019t solidify the benefits of push, maybe these will help sway you.<\/p>\r\n<h3>Top Benefits of Push Notifications<\/h3>\r\n<h4>The Possibilities are Endless!<\/h4>\r\n<p>Much like <a href=\"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/\" target=\"_blank\" rel=\"noopener\">emails<\/a>, push notifications have a variety of options to make them more engaging and enticing for recipients. And the beauty of these options is that there are varying levels and they all can be effective when used properly.\u00a0<\/p>\r\n<p>Stage one would be adding your brand voice to your push. It seems easy, but you have to remember that push notifications are small. Think of your push notifications as you would your subject lines\u2014short, sweet, informative, and attention-grabbing.\u00a0<\/p>\r\n<p>One step up is <a href=\"https:\/\/iterable.com\/blog\/marketing-emojis-%f0%9f%91%8e-or-%f0%9f%91%8d\/\" target=\"_blank\" rel=\"noopener\">emoji usage<\/a>. It\u2019s a baby step into imagery that can be the differentiator catching the recipient\u2019s eye in a sea of text-based push.\u00a0<\/p>\r\n<p>Moving another step up, we get into <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">rich push options<\/a>. These include images, videos, and button options. Imagery and videos are naturally more engaging for users. They add a layer of information that gets a point across without words. It\u2019s an efficient way to grab attention and interest.\u00a0<\/p>\r\n<p>Rich push buttons can be a game changer, though. Your business use case will determine which buttons make sense for you, but the possibilities are endless. Sharing content? A buy now button that goes straight to the user\u2019s cart? The journey you want the user to take is impacted by these buttons, so use your deep linking capabilities wisely.\u00a0<\/p>\r\n<p>Tech media outlet <a href=\"https:\/\/www.cnet.com\/\" target=\"_blank\" rel=\"noopener\">CNET<\/a> regularly sends engaging content through push notifications and is one of the rare media companies to include snippets of their videos via push.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_86995\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-86995\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/CNET_5.jpg\" alt=\"CNET Push Notification\" width=\"1125\" height=\"1580\" \/> CNET busting the myth of the boring push notification.[\/caption]\r\n\r\n<p>If you\u2019re trying to incentivize engagement, diversifying your push design, content, and intent can be a great way to retain attention.<\/p>\r\n<h4>App Engagement and Retention<\/h4>\r\n<p>Speaking of retention and engagement, for you marketers with an app, push notifications are a direct line for getting users back in the app. In fact, push can <a href=\"https:\/\/www.invespcro.com\/blog\/push-notifications\/\" target=\"_blank\" rel=\"noopener\">boost app engagement up to 88%<\/a> and lead to much higher return rates within 30 days of enabling push. Over the course of the first three months with push enabled, retention has been seen to be <a href=\"https:\/\/www.invespcro.com\/blog\/push-notifications\/\" target=\"_blank\" rel=\"noopener\">four times higher<\/a> than without push as a viable channel of communication.\u00a0<\/p>\r\n<p>If you\u2019re giving users a direct link back to the app and reaching them through push on a regular basis, it stands to reason that personalized content via push will boost app usage. Your brand has invested time, money, and resources into making the app. With mobile usage increasing, you have to combine all channels available to you with your app development to make the most of it.\u00a0<\/p>\r\n<p><a href=\"https:\/\/cooking.nytimes.com\/\" target=\"_blank\" rel=\"noopener\">New York Times Cooking<\/a> brings app engagement to the forefront by highlighting the community within their app. By showcasing the fact that users can communicate with one another about different ways to alter a recipe, NYT Cooking is taking something of interest to the user (a recipe) and reminding them of app features to improve their experience.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_87004\" align=\"alignnone\" width=\"1125\"]<img class=\"wp-image-87004 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/IMG_2251-e1629148223429.png\" alt=\"Customer Reviews\" width=\"1125\" height=\"444\" \/> Getting customers involved personalizes the experience.[\/caption]\r\n\r\n<p><a href=\"https:\/\/iterable.com\/blog\/5-ways-to-improve-mobile-app-engagement\/\" target=\"_blank\" rel=\"noopener\">Apps shouldn\u2019t be a one-time thing<\/a> for users. Keeping your brand top of mind through push notifications makes sure users come back over and over again.<\/p>\r\n<h4>For All Campaigns, Always<\/h4>\r\n<p>Since push notifications stay in the user\u2019s lockscreen, this channel is a great opportunity to test all of your campaign types. Whether it\u2019s your <a href=\"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/\" target=\"_blank\" rel=\"noopener\">welcome<\/a>, <a href=\"https:\/\/iterable.com\/blog\/3-hot-promotional-campaign-trends\/\" target=\"_blank\" rel=\"noopener\">promotion<\/a>, <a href=\"https:\/\/iterable.com\/blog\/3-ways-turn-abandonment-campaign-head\/\" target=\"_blank\" rel=\"noopener\">cart\/browse abandonment<\/a>, or any other campaign, push notifications pair well with email and other marketing channels to keep a steady cadence, reach customers where they are, and personalize for the individual.\u00a0<\/p>\r\n<p>Department store <a href=\"https:\/\/www.kmart.com\/\" target=\"_blank\" rel=\"noopener\">Kmart<\/a> adds push as a piece of its mobile welcome campaign. By acknowledging the download of their app, Kmart is showing they are paying attention. They also add a discount to drive further app engagement.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_87012\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-87012\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/IMG_2153-e1629148591861.png\" alt=\"Thanks for Downloading\" width=\"1125\" height=\"365\" \/> Acknowledging behavior can build a connection.[\/caption]\r\n\r\n<p>Fashion retailer <a href=\"https:\/\/www.asos.com\/us\/\" target=\"_blank\" rel=\"noopener\">ASOS<\/a> incorporates push in their cart abandonment campaign. The use of a hand-waving emoji first catches your attention, but then opening the notification gets a large image of the item you abandoned, reigniting the initial mindset of purchasing the item.\u00a0\u00a0<\/p>\r\n\r\n[caption id=\"attachment_87018\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-87018\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/IMG_3142-1-e1629149227324.png\" alt=\"Mobile Abandonment\" width=\"1125\" height=\"1559\" \/> A good push experience comes from centralized data across devices.[\/caption]\r\n\r\n<p>Push notifications are versatile in design as we pointed out above, but their usage is equally flexible to fit any need you have.<\/p>\r\n<h4>The Best Talkers Also Listen<\/h4>\r\n<p>This goes for every marketing channel, but really the best customer experiences these days are built by those that are willing to listen to their customers. Feedback and zero-party data are integral to high-level personalization.\u00a0<\/p>\r\n<p>Besides, the more push notifications you send, <a href=\"https:\/\/www.invespcro.com\/blog\/push-notifications\/\" target=\"_blank\" rel=\"noopener\">the more likely they are to opt out<\/a>. Let them choose.\u00a0<\/p>\r\n<p>Kmart is back here with a great example of how to let the user control their own journey.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_87030\" align=\"alignnone\" width=\"1125\"]<img class=\"size-full wp-image-87030\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/IMG_2027-e1629149515332.png\" alt=\"Preference Setting\" width=\"1125\" height=\"383\" \/> Let your customers tell you what they want.<span style=\"font-size: 16px;\">\u00a0<\/span>[\/caption]\r\n\r\n<p>Customers want relevant information and it sounds weird but they want it when they want it. Give them the freedom to choose, and they will not only be expecting your brand to show up at certain times, they\u2019ll also appreciate you relinquishing some of the power to them.<\/p>\r\n<h3>Plus One New Message<\/h3>\r\n<p>Push notifications have the ability to be seen and consumed before the user even unlocks their phone. That\u2019s incredible access to a consumer\u2019s life. Add to this the fact that push notifications are remarkably flexible in design and usage, and you have a marketing channel that brings the power of email to mobile.\u00a0<br \/>\r\nUsing the above techniques, adding push to your marketing strategy gives you a new channel, yes, but most importantly it gives you the malleability to fit the lifestyle of the audience you want to engage with. Push fits your needs, but so too does it fit the needs of your customers.\u00a0<\/p>\r\n<p><em>Thanks for reading Part 2 of our Plus One series. <a href=\"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/\" target=\"_blank\" rel=\"noopener\">Part 1 hit on SMS<\/a> if you want to check it out. Stay tuned for next week\u2019s edition covering In-App Messages and the Mobile Inbox. In the meantime, schedule a demo today to find out how to add push to your toolkit.\u00a0<\/em><\/p>","post_title":"Plus One: How Adding Push Notifications Benefits Your Marketing","post_excerpt":"Even adding just one mobile channel can vastly improve your customer experience. Last time, we talked SMS. Up now: push notifications.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"plus-one-how-adding-push-notifications-benefits-your-marketing","to_ping":"","pinged":"","post_modified":"2021-08-17 08:49:43","post_modified_gmt":"2021-08-17 15:49:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86992","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"August 17, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"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\/08\/081721_Plus-One-Push_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Plus One Push Notifications\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081721_Plus-One-Push_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081721_Plus-One-Push_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081721_Plus-One-Push_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/plus-one-how-adding-push-notifications-benefits-your-marketing\/"},{"ID":86914,"post_author":"79","post_date":"2021-08-16 10:47:34","post_date_gmt":"2021-08-16 17:47:34","post_content":"<p>With countries reopening at different speeds as a result of the pandemic, retail trends are continuing to evolve. They\u2019re slowly returning to a new normal, compared to what they were in the thick of the COVID-19 pandemic. In Spain, for example, the largest country in southern Europe and the fourth largest economy in Europe, the pandemic has greatly impacted the ways in which consumers shop.<\/p>\r\n<p>Our partner, <a href=\"https:\/\/retailx.net\/\" target=\"_blank\" rel=\"noopener\">RetailX<\/a>, explored the retail trends surfacing in Spain over the past year as a result of coronavirus and other factors in their latest report.<\/p>\r\n<p>In 2021 Spain had an 11% decrease in GDP and, for the first time since 2013, a rise in unemployment rates. This was, in part, due to their reliance on tourism, which accounts for at least 10% of Spain\u2019s GDP.<\/p>\r\n<p>But, things are looking up for Spain. As the first country to gain recovery plan approval from the EU, Spain plans to focus on small businesses and, in particular, the digital transformation of these small businesses.<\/p>\r\n<p>If you\u2019re interested in a more detailed breakdown, <a href=\"https:\/\/iterable.com\/whitepaper\/retailx-spain-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> \u201cCompra\u201d<\/h4>\r\n<p>With brands being pressured to adopt ecommerce channels to reach shoppers at home during the pandemic, differences started to emerge in the way various age groups of Spanish consumers shop.<\/p>\r\n<p>As Mike McGuire, VP of Sales EMEA at Iterable, highlighted in the report, younger shoppers have begun to rely on ecommerce for fashion while older shoppers have started using ecommerce for finding hobbies.<\/p>\r\n<p>According to a <a href=\"https:\/\/www.statista.com\/statistics\/668450\/online-shopping-reasons-in-spain\/\" target=\"_blank\" rel=\"noopener\">Statista Global Consumer Survey<\/a>, across all age groups, however, the top reasons Spanish consumers shift to shopping online include:<\/p>\r\n<ul>\r\n\t<li>Direct delivery to my home (65%)<\/li>\r\n\t<li>Around-the-clock availability (61%)<\/li>\r\n\t<li>Cheaper prices (53%)<\/li>\r\n\t<li>Greater product range (52%)<\/li>\r\n\t<li>More convenient way of shopping (48%)<\/li>\r\n<\/ul>\r\n<p>With storefronts closing during the pandemic, lower-priced items became more important for Spanish consumers. Similar to what we saw in <a href=\"https:\/\/iterable.com\/blog\/takeaways-from-retailxs-germany-ecommerce-country-report\/\" target=\"_blank\" rel=\"noopener\">RetailX\u2019s Germany Ecommerce Country Report<\/a>, we\u2019d expect larger, bulkier items to align with home delivery, but with the reduced ability and desire to buy anything in-store, smaller items became the priority for most age groups.<\/p>\r\n<p>Interestingly, almost every age group had different top purchase categories in 2020:<\/p>\r\n<ul>\r\n\t<li>For ages 18-34 it was \u201cbags and accessories\u201d<\/li>\r\n\t<li>For ages 35-44 it was \u201chousehold and appliances\u201d<\/li>\r\n\t<li>For ages 45-54 it was a tie between \u201cDIY, garden, and pet products\u201d and \u201csports and outdoor products\u201d<\/li>\r\n\t<li>For ages 55-64 it was \u201cDIY, garden, and pet products\u201d<\/li>\r\n<\/ul>\r\n<p>Stuck at home, with little to entertain them, many Spanish shoppers turned to buying activities and games online. But, making an online purchase requires consumers to research the products to ensure they\u2019re as advertised.<\/p>\r\n<h4>For Ecommerce, Web Research Continues to Be Highly Valued<\/h4>\r\n<p>When shopping online, shoppers often conduct more product research than they would in-store. By not touching and feeling the product in-person, Spanish shoppers turn to other resources to help guide their buying decisions. In 2020, the top resources for information while shopping were:<\/p>\r\n<ul>\r\n\t<li>The retailer\u2019s website (57%)<\/li>\r\n\t<li>Friends\/relatives (48%)<\/li>\r\n\t<li>Opinion blogs and forums (46%)<\/li>\r\n\t<li>Social media (36%)<\/li>\r\n\t<li>Others (25%)<\/li>\r\n\t<li>Go to the store (4%)<\/li>\r\n<\/ul>\r\n<p>While the amount of product research on retailers\u2019 sites, reliance on friends for recommendations, and searching opinion blogs remained consistent or had slight growth compared to 2019, one noticeable shift in 2020 was the amount Spanish shoppers depended on social media to influence their purchase decisions.<\/p>\r\n<p>Increasing from 24% in 2019 to 36% in 2020, it\u2019s clear that shoppers were more reliant on social media as a source of information during the pandemic. With more brands creating first-time ecommerce experiences during COVID, meaning friends and blogs couldn\u2019t provide past experiences, consumers were likely looking for other people who had shopped with these brands online.<\/p>\r\n<p>Not only did the shopping categories and research sources shift, but the devices used in actually making the purchase shifted as well.<\/p>\r\n<h4>Mobile Ecommerce Growth<\/h4>\r\n<p>When looking at where shoppers did their ecommerce shopping, some trends emerged. Unsurprisingly, consumers ages 55-64 made up the largest percentage of desktop shoppers (24%). However, when looking at the percentage of mobile shoppers per age range, the percentages are fairly even, hovering around 10%.<\/p>\r\n<p>When looking at devices used for online purchases since 2017, there is a clear frontrunner in terms of adoption. Since 2017:<\/p>\r\n<ul>\r\n\t<li>Desktop usage decreased 12%<\/li>\r\n\t<li>Mobile usages increased 18%<\/li>\r\n\t<li>Tablet usage decreased 2%<\/li>\r\n\t<li>Smart TV and console usage increased 3%<\/li>\r\n<\/ul>\r\n<p>In Spain, mobile usage for ecommerce actually increased 8% from 2017 to 2018, another 8% from 2018 to 2019, and 2% from 2019 to 2020. So, it appears the pandemic wasn\u2019t necessarily the catalyst for mobile shopping adoption, but the availability of smartphones likely contributed.<\/p>\r\n<p>Mobile sales, however, are expected to continue to grow. In 2023, for example, mobile sales are expected to hit $16.25 billion, compared to $13.9 billion in 2021. In fact, RetailX states, \u201cmcommerce in Spain [is] expected to grow faster than any other country in Western Europe in the next two years.\u201d<\/p>\r\n<p>Besides the expected increase in mobile shopping, the future of ecommerce in Spain holds endless potential.<\/p>\r\n<h3>Retail and Ecommerce in Spain Going Forward<\/h3>\r\n<p>Some major shifts in Spain\u2019s 2020 ecommerce trends include shopping categories and preferred devices, but there are other noteworthy changes that could completely reshape the way Spaniards shop.<\/p>\r\n<p>With increased awareness about the environment and, specifically, climate change, shoppers in Spain are becoming more aware of sustainability. 48% of shoppers said they agree that retailers should be ecologically sustainable. Consumers are expecting more from brands than just the products they sell.<\/p>\r\n<p>Consumers expect personalized experience and that includes what causes they support. To make a real impact, brands need to be able to gather information about what matters to customers and find ways to relate to those causes, not only to win over the customer, but to make an impact on the planet.<\/p>\r\n<p>Hear more about how Spanish customer, Housfy, gained control of their campaigns by switching to Iterable:<\/p>\r\n<iframe src=\"\/\/www.youtube.com\/embed\/AIXshX3p_aA\" width=\"560\" height=\"314\" allowfullscreen=\"allowfullscreen\"><\/iframe>\r\n<p><em>To learn how Iterable works to create a seamless, cross-channel 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 Spain Ecommerce Country Report","post_excerpt":"Our partner, RetailX, explored ecommerce trends surfacing in Spain over the past year as a result of coronavirus and other factors.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"takeaways-from-retailxs-spain-ecommerce-country-report","to_ping":"","pinged":"","post_modified":"2023-01-27 09:14:13","post_modified_gmt":"2023-01-27 17:14:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86914","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 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":440,"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\/08\/RETAILX-SPAIN-BLOG-HDR.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Spain ecommerce trends\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/RETAILX-SPAIN-BLOG-HDR.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/RETAILX-SPAIN-BLOG-HDR-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/RETAILX-SPAIN-BLOG-HDR-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/takeaways-from-retailxs-spain-ecommerce-country-report\/"},{"ID":86886,"post_author":"79","post_date":"2021-08-12 09:48:57","post_date_gmt":"2021-08-12 16:48:57","post_content":"<p>We\u2019re proud to share that Iterable has been selected as a winner in the fourth annual <a href=\"https:\/\/martechbreakthrough.com\/2021-winners\/\">MarTech Breakthrough Awards<\/a> program, taking home the \u201cBest Overall Marketing Automation Platform\u201d award for our Workflow Studio! The MarTech Breakthrough Awards recognizes the best companies, technologies, products, and services in the field of Marketing, Ad &amp; Sales Technology.<\/p>\r\n<p>The martech industry is helping brands navigate challenging shifts as organizations are forced to dramatically alter how they engage with their audiences, completely transforming the customer journey. We are passionate about what marketing can do in a digital world, and are ecstatic to be recognized alongside other standout martech companies and products.<\/p>\r\n<h3>Customer Experience: The New Battleground for Brands<\/h3>\r\n<p>Brands have long been transforming themselves to adapt to the new connected realities of today\u2019s consumer, <a href=\"https:\/\/iterable.com\/blog\/the-4-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">embracing digital<\/a> at a steady pace. But, as we know, COVID-19 changed things, pushing the digital wave forward a few decades.<\/p>\r\n<p>Forced to embrace ecommerce to safely shop, consumers now rely on their online devices at every step of the buying journey\u2060\u2014from discovery to purchase and item tracking. The strain of isolation and fear of the unknown during the pandemic further shifted consumer predilections away from the salesy and towards the sentimental.<\/p>\r\n<p>Customers now expect brands to understand them as humans and deliver individualized, authentic experiences to build deeper connections in relation to what they\u2019re doing anytime, anywhere and via the channels and devices of their choosing. It\u2019s why products and price are no longer competitive differentiators\u2060\u2014<a href=\"https:\/\/iterable.com\/blog\/6-principles-of-building-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener\">customer experience<\/a> is, and, as a result, it has become the new battleground for brands.<\/p>\r\n<h3>Automating Excellent Experiences: Workflow Studio<\/h3>\r\n<p>Businesses that enhance customer experiences will gain a competitive edge and build stronger customer loyalty and retention.<\/p>\r\n<p>To help marketers in their quest to enhance customer experience, we built an intuitive customer journey builder <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener\">Workflow Studio<\/a> (a key piece of our MarTech Breakthrough Awards win). An easy to use, drag-and-drop campaign creation interface, Workflow Studio automates message coordination seamlessly across email, mobile (push, in-app, SMS), web push, social, and direct mail.<\/p>\r\n<p>With Workflow Studio, marketers can:<\/p>\r\n<ul>\r\n\t<li>Create sophisticated messaging workflows and leverage real-time user, demographic, behavioral, and custom event data to instantly trigger individualized messaging and campaigns.<\/li>\r\n\t<li>Develop personalized messaging across different channels and enhanced engagement along every step of the customer journey.<\/li>\r\n\t<li>Target individual customers with relevant communications, enabled by advanced segmentation and filtering capabilities within Workflow Studio<\/li>\r\n\t<li>Deliver the right messages, to the right people, every time.<\/li>\r\n\t<li>Activate workflow logic to interpret customers\u2019 actions, behaviors, and preferences using workflow logic that guide customers to next step of their journeys.<\/li>\r\n<\/ul>\r\n<p>Workflow Studio, like all of our products and features, was developed with the modern marketer in mind. The intuitive tool enables the rapid creation of automated, sophisticated, multi-step campaigns in less time without the help of developers and marketing technologists.<\/p>\r\n<p>Further augmenting the efficacy and utility of Workflow studio are features like:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360050923471-Send-Time-Optimization-\" target=\"_blank\" rel=\"noopener\">Send Time Optimization (STO)<\/a>, an AI-powered sending feature in Iterable, automatically determines the best time to send an email for optimal engagement based on a user\u2019s historical behavior. By analyzing patterns in previous open and click behavior, STO automatically personalizes the send time of an email for each recipient to reach their inbox when they are most likely to engage.<\/li>\r\n\t<li><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480275-Workflow-Webhooks-\" target=\"_blank\" rel=\"noopener\">Workflow Webhook<\/a>s, which seamlessly send data to the different technologies and processes powering marketing operations to keep data flowing throughout your stack. Application flexibility means marketing versatility.<\/li>\r\n\t<li><a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360019042511-Workflow-Analytics\" target=\"_blank\" rel=\"noopener\">Workflow Analytics<\/a>, which marketers use to monitor their workflow performance over time at specific points of the journey and identify workflow nodes that are candidates for improvement or further testing. This enables teams to replicate successful workflows for future campaigns.<\/li>\r\n<\/ul>\r\n<p>Workflow Studio makes it easier to adapt to consumer changes by giving marketers the flexibility and automation to engage with customers in real-time. With digital transformation occurring at breakneck speeds, Workflow Studio helps marketers keep pace with a changing world.<\/p>\r\n<h3>Always Optimizing<\/h3>\r\n<p>As <a href=\"https:\/\/iterable.com\/blog\/iterable-a-marketing-automation-leader-in-g2-2021-summer-report\/\" target=\"_blank\" rel=\"noopener\">a leader in G2\u2019s Marketing Automation Report<\/a> for four consecutive years, Iterable has a proven track record of excellence in the field. Feedback from customers in the most recent G2 report provides a final proof point to Iterable\u2019s marketing automation leadership, \u201cIterable is an incredibly powerful marketing automation platform...The potential it creates for personalization is really incredible.\u201d<\/p>\r\n<p>Our mission\u2014to connect people to the products that bring them joy\u2014 drives us to continuously innovate. Products like Workflow Studio, which complement the work of the modern and creative marketer, support our quest to become not just the Best Marketing Automation Platform, but the Best Marketing Platform for our customers.<\/p>\r\n<p>We\u2019re humbled to be honored with this award, but the work does not stop here! Our team has been hard at work developing solutions to further empower marketers to create incredible experiences for their customers. Part of these enhancements also include exciting changes coming to Workflow Studio! Make sure to stay tuned to see what's coming next.<\/p>\r\n<p><em>To see how Iterable's marketing automation platform can help your brand achieve your cross-channel goals, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a> today.<\/em><\/p>","post_title":"Iterable Named Best Overall Marketing Automation Platform","post_excerpt":"Iterable has been selected as a winner in the MarTech Breakthrough Awards program, named the \u201cBest Overall Marketing Automation Platform.\"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-named-best-overall-marketing-automation-platform","to_ping":"","pinged":"","post_modified":"2021-10-05 16:49:11","post_modified_gmt":"2021-10-05 23:49:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86886","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 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":440,"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\/08\/081221_MarTech-Breakthrough-Awards_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"best marketing automation platform\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081221_MarTech-Breakthrough-Awards_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081221_MarTech-Breakthrough-Awards_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081221_MarTech-Breakthrough-Awards_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-named-best-overall-marketing-automation-platform\/"},{"ID":86833,"post_author":"79","post_date":"2021-08-11 09:21:30","post_date_gmt":"2021-08-11 16:21:30","post_content":"<p>Creating a cohesive cross-channel experience for customers has become a high priority for brands during the pandemic. With shoppers relying <a href=\"https:\/\/www.digitalcommerce360.com\/2021\/02\/15\/ecommerce-during-coronavirus-pandemic-in-charts\/\" target=\"_blank\" rel=\"noopener\">more on ecommerce<\/a>, brands had to undergo a <a href=\"https:\/\/iterable.com\/whitepaper\/the-four-steps-to-a-successful-digital-transformation\/\" target=\"_blank\" rel=\"noopener\">digital transformation<\/a> to ensure that they instill confidence in their customers via online channels.\u00a0<\/p>\r\n<p>Over three weeks, we examined <a href=\"https:\/\/www.nike.com\/\" target=\"_blank\" rel=\"noopener\">Nike\u2019s<\/a> email and mobile marketing experience. By completing various actions\u2014sign up for emails, abandon a product browse, abandon a cart, etc.\u2014with Nike, we were able to uncover customer experience successes as well as opportunities.\u00a0<\/p>\r\n<p>Nike has an excellent experience when it comes to marketing their products. They sent multiple triggered abandoned cart and abandoned browse emails to encourage us to buy products we had looked at. However, there is the potential to further personalize some of these messages. With the data Nike collects, message individualization could reach a whole new level.\u00a0<\/p>\r\n<p>The results of our research are at the end of this post in our Customer Experience Analysis, but first we\u2019ve highlighted some stats below for context about our time with Nike.<\/p>\r\n<h3>The First-Hand Customer Experience<\/h3>\r\n<p>In the attached analysis we illustrate the research process in a timeline to demonstrate when and how Nike shares their marketing messages.<\/p>\r\n<p>Over the three weeks we received:<\/p>\r\n<ul>\r\n\t<li>32 messages total<\/li>\r\n\t<li>17 emails (12 promotions, 2 welcome emails, 3 abandoned browse\/cart)<\/li>\r\n\t<li>15 mobile messages (8 mobile inbox, 7 push notifications)<\/li>\r\n<\/ul>\r\n<p>Our goal with this research was to better understand how retail brands are using their marketing messages during a time where ecommerce has become more prevalent than ever before. Do they use multiple channels? How personalized are their messages? Are their cross-channel strategies cohesive and centralized? While our takeaways only capture a small sample of Nike\u2019s full customer experience, the insights gained are applicable to other apparel brands and retail brands in general.\u00a0<\/p>\r\n<p>As a new user, Nike did well to gather our information and welcome us as a Nike Member. They sent not one, but two welcome emails describing the benefits of becoming a member with links to download their app and talk to Nike experts.\u00a0<\/p>\r\n<p>One takeaway, in particular, however, is Nike\u2019s collection of <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">zero-party data<\/a>. Gathering data directly from the customer, rather than through third parties, ensures the data is highly accurate and aligned with the customer\u2019s preferences. Nike collects information like customer name and birthday to be able to provide individualized messages to each user. But, there is room to improve their personalization efforts.\u00a0<\/p>\r\n<p><em>See how Nike can go a step further with personalization and other takeaways in the analysis below and be sure to check out our other Customer Experience Analyses on <a href=\"https:\/\/iterable.com\/blog\/hbo-max-integration-test-email-1-mistake\/\" target=\"_blank\" rel=\"noopener\">HBO Max<\/a>, <a href=\"https:\/\/iterable.com\/blog\/customer-experience-asos\/\" target=\"_blank\" rel=\"noopener\">ASOS<\/a>, and <a href=\"https:\/\/iterable.com\/blog\/customer-experience-e-l-f-cosmetics\/\" target=\"_blank\" rel=\"noopener\">e.l.f. Cosmetics<\/a>.\u00a0<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_Customer-Experience-Analysis_Nike.pdf\" target=\"_blank\" rel=\"noopener\"><img class=\"alignnone size-full wp-image-86834\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_Customer-Experience-Analysis_Nike_CTA-Banner.png\" alt=\"Nike Customer Experience Analysis\" width=\"660\" height=\"240\" \/><\/a><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Nike\u2019s Customer Experience Puts Their Best Foot Forward","post_excerpt":"This post contains the results of our Customer Experience Analysis for Nike. Read on for some their CX wins and areas of opportunity.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"nikes-customer-experience-puts-their-best-foot-forward","to_ping":"","pinged":"","post_modified":"2021-08-11 09:34:19","post_modified_gmt":"2021-08-11 16:34:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86833","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"August 11, 2021","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081121_CX-Analysis-Nike_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Nike CX Analysis\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081121_CX-Analysis-Nike_768x512-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081121_CX-Analysis-Nike_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081121_CX-Analysis-Nike_768x512-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081121_CX-Analysis-Nike_768x512-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081121_CX-Analysis-Nike_768x512.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/nikes-customer-experience-puts-their-best-foot-forward\/"},{"ID":86791,"post_author":"35","post_date":"2021-08-09 19:19:06","post_date_gmt":"2021-08-10 02:19:06","post_content":"<p>One is the loneliest number. And for your marketing, usually that one is email. With that in mind, welcome to the Plus One series where we\u2019ll be going through the benefits of using multiple channels to reach your audience. Even adding just one mobile channel can vastly improve your customer experience. Up first: SMS.\u00a0<\/p>\r\n<p>How many times did you check your texts today? Whether you\u2019re an avid texter or not, there\u2019s a high likelihood you sent or received a text at some point during the day.\u00a0<\/p>\r\n<p>As recently as 10 years ago, the average text user was sending or receiving over <a href=\"https:\/\/www.pewresearch.org\/internet\/2011\/09\/19\/how-americans-use-text-messaging\/#:~:text=Text%20messaging%20users%20send%20or,or%20receiving%2010%20texts%20daily.\" target=\"_blank\" rel=\"noopener\">40 messages per day<\/a>. 40! As recently as five years ago, text messaging was the <a href=\"https:\/\/www.textrequest.com\/blog\/how-many-texts-people-send-per-day\/\" target=\"_blank\" rel=\"noopener\">single most popular feature used on smartphones<\/a>.<\/p>\r\n<p>And with everyone in one spot, not seeing family and friends, suffering from <a href=\"https:\/\/news.stanford.edu\/2021\/02\/23\/four-causes-zoom-fatigue-solutions\/\" target=\"_blank\" rel=\"noopener\">Zoom fatigue<\/a> (stay safe friends), the number of daily texts is likely rising quickly.\u00a0<\/p>\r\n<p>Texts and SMS are important, is what we\u2019re trying to say. So for marketers, adding SMS to your strategy is all but a no-brainer. Here\u2019s a quick look at how your customer experience can benefit from adding SMS to your channel repertoire.<\/p>\r\n<h3>Top Benefits of SMS Marketing<\/h3>\r\n<h4>Reach Customers Where They Are<\/h4>\r\n<p>Over 90% of the U.S. population <a href=\"https:\/\/www.eztexting.com\/sms-marketing-statistics\" target=\"_blank\" rel=\"noopener\">owns a device capable<\/a> of receiving SMS messages. And now U.S. adults are spending almost <a href=\"https:\/\/elitecontentmarketer.com\/screen-time-statistics\/#:~:text=As%20per%20eMarketer%2C%20the%20average,roughly%2050%20days%20a%20year.\" target=\"_blank\" rel=\"noopener\">four hours a day<\/a> on their mobile devices. Heck, even your emails are <a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\" target=\"_blank\" rel=\"noopener\">being read on mobile<\/a>.<\/p>\r\n<p>The benefit of reaching your customers where they are is painfully obvious. If they\u2019re using their mobile devices, and you send an SMS, the chances of engagement are much greater. You\u2019re keeping your brand top of mind.<\/p>\r\n<p>And since SMS messages are often in a simply-designed app without distractions\u2014opposed to, say, Instagram where you can check a story, view photos, watch videos, etc., etc.\u2014you get the customer\u2019s undivided attention to read your message.\u00a0<\/p>\r\n<p>But, there\u2019s an underutilized aspect to SMS too. Since this is a mobile channel, you\u2019re sending your messages literally to where the customer is.\u00a0<\/p>\r\n<p>But, there\u2019s an underutilized aspect to SMS too. Since this is a mobile channel, you\u2019re sending your messages literally to where the customer is, so your content can reflect that. Give users recommendations based on their area. Send them a list of items and ask them to respond which one they'd like to learn more about. You're adding value, while prompting engagement and learning more about their preferences for future personalization.<\/p>\r\n<p>Working in tandem with email, where maybe you added location to your list of data points to collect from users, SMS can be a great channel to incorporate contextualized information that recognizes where the user is and improves their experience.<\/p>\r\n<h4>YourBrandHere.Co<\/h4>\r\n<p>SMS marketing gets a bad rap. It\u2019s often associated with impersonal language, a quick discount, and a URL that feels like someone knocked over a Scrabble board.\u00a0<\/p>\r\n<p>This doesn\u2019t have to be the case anymore. Modern SMS marketing can be more personalized\u2014to the user and the brand! We\u2019ll get to the user below, but for the brand, it\u2019s simple now to get your brand name front and center in your SMS marketing.\u00a0<\/p>\r\n<p>It can't be tricky to get your brand name in front of users via SMS, but there are a couple of easy ways to do it. One way, for example, is to get your brand name in the URL when sending links\u2014rather than a short link from your provider. With features like <a href=\"https:\/\/iterable.com\/blog\/sending-out-an-sms-domains-short-links-click-tracking-and-more\/\" target=\"_blank\" rel=\"noopener\">custom domain support<\/a>, your SMS marketing gains credibility, keeps your brand name top of mind, and puts your customers at ease.\u00a0<\/p>\r\n<p>Another way to show off your band is through a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/10395830781460-SMS-Verified-Contact-Cards-\" target=\"_blank\" rel=\"noopener\">verified contact card<\/a>. By having customers add your brand as the contact name, they'll see it every time they open their messages app.<\/p>\r\n<h4>Yep, Still Here!<\/h4>\r\n<p>Speaking of keeping your brand top of mind for customers, SMS is an underutilized channel for campaign marketing. Unless your users have unusual settings that delete their messages regularly, their texts stay in their inbox for at least a year.<\/p>\r\n<p>SMS marketing loses impact when used infrequently and inconsistently. Like we mentioned above, users these days are texting up a storm, so your SMS campaigns should take advantage of these regular visits to the messaging app.\u00a0<\/p>\r\n<p>Think about your various campaigns. Maybe instead of a traditional email welcome series you instead switch to an SMS welcome series. This gets customers familiar with the importance of SMS for your brand and demonstrates the kind of content they can expect from SMS messages in the future.\u00a0High frequency early on sets the tone that SMS is going to be a vital source for offers, discounts, and other information.\u00a0<\/p>\r\n<p>Incorporating SMS into broader campaigns\u2014whether these campaigns are all via SMS or are cross-channel\u2014gives users an indication that this channel is a direct line to the brand, and one that cannot be ignored.<\/p>\r\n<h4>IDK, My BFF Jill<\/h4>\r\n<p>Text messages are personal. They\u2019re a direct contact between users. The content is fluid, conversational, and fun. So why don\u2019t more brands use SMS in a similar manner?\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/8-email-design-trends-2021\/\" target=\"_blank\" rel=\"noopener\">Email<\/a> and <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener\">push notifications<\/a> delve into fun tones, even bringing in <a href=\"https:\/\/iterable.com\/blog\/marketing-emojis-%f0%9f%91%8e-or-%f0%9f%91%8d\/\" target=\"_blank\" rel=\"noopener\">emojis<\/a> regularly. Marketers today are aiming for a personalized relationship with customers\u2014one that meets them where they are and communicates in a way that feels human.\u00a0<\/p>\r\n<p>SMS marketing arrives right in someone\u2019s message inbox next to their conversations with family and friends. To build a closer relationship, brands should be more human in their messaging. After all, texting is usually used between friends and family\u2014the platform lends itself to more casual language.<\/p>\r\n<p>We aren\u2019t saying you have to go full LOL BTW text speak with your customers\u2014unless that fits your brand\u2014but adding a touch of conversational language makes your messages more readable and human. A good example of this would be to ask customers to save your contact in their phone.<\/p>\r\n<p>SMS marketing can feel extra impersonal coming from a string of numbers. Once users have opted in, send a quick message thanking them for opting in and ask them to save the number so they know it\u2019s you right away every time you send a message. It can help set expectations and build a connection with your brand. Just imagine the response if their bff Jill sees your name on their phone!<\/p>\r\n<h3>Plus One Channel Makes All the Difference<\/h3>\r\n<p>SMS marketing is about tapping into one of the currently most used communication methods. It\u2019s a direct line to your users where they are spending a significant\u2014sometimes the majority\u2014amount of their time.\u00a0<\/p>\r\n<p>Using the above techniques, adding SMS to your marketing strategy gives you a new channel, yes, but most importantly it gives you access to a relationship builder with each user. Treat SMS like you do with your friends and family and consumers <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener\">will respond<\/a> in kind.\u00a0<\/p>\r\n<p><em>This is just Part 1 of our Plus One series. Stay tuned for next week\u2019s edition covering Push Notifications. In the meantime, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">schedule a demo<\/a> today to find out how to add SMS marketing to your toolkit.\u00a0<\/em><\/p>","post_title":"Plus One: How Adding SMS Benefits Your Marketing","post_excerpt":"Welcome to the Plus One series where we\u2019ll be going through the benefits of using multiple channels to reach your audience. Up first: SMS.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"plus-one-how-adding-sms-benefits-your-marketing","to_ping":"","pinged":"","post_modified":"2023-06-08 07:35:46","post_modified_gmt":"2023-06-08 14:35:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86791","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blogpost","pretty_date":"August 09, 2021","terms":[{"term_id":8539,"name":"Blogpost","slug":"blogpost","term_group":0,"term_taxonomy_id":8539,"taxonomy":"resource_type","description":"","parent":0,"count":15,"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\/08\/081021_Plus-One-SMS_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Plus One SMS Marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081021_Plus-One-SMS_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081021_Plus-One-SMS_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/081021_Plus-One-SMS_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/plus-one-how-adding-sms-benefits-your-marketing\/"},{"ID":86658,"post_author":"97","post_date":"2021-08-05 11:24:43","post_date_gmt":"2021-08-05 18:24:43","post_content":"<p>2020 brought a lot of change and accelerated digital transformation initiatives for Ecommerce businesses across Europe, especially in Spain. You may be wondering how to adapt your marketing in Spain today. If that\u2019s the case, read the <strong>Spain 2021 Ecommerce Region Report<\/strong>\u00a0by RetailX and Iterable!<\/p>\r\n<p>This report 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 Spain or you\u2019re 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>Spanish Ecommerce Trends for 2021 and beyond<\/li>\r\n\t<li>The impact the pandemic has had on the Spanish market<\/li>\r\n\t<li>The importance of investing in digital channels<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"RetailX Spain 2021 Ecommerce Region Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"retailx-spain-2021-ecommerce-region-report","to_ping":"","pinged":"","post_modified":"2021-08-05 11:26:10","post_modified_gmt":"2021-08-05 18:26:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=86658","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"August 05, 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\/08\/RETAILX-SPAIN-ADS_LANDING-PAGE-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/RETAILX-SPAIN-ADS_LANDING-PAGE-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/RETAILX-SPAIN-ADS_LANDING-PAGE-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/RETAILX-SPAIN-ADS_LANDING-PAGE-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/RETAILX-SPAIN-ADS_LANDING-PAGE-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/RETAILX-SPAIN-ADS_LANDING-PAGE-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/RETAILX-SPAIN-ADS_LANDING-PAGE-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/retailx-spain-2021-ecommerce-region-report\/"},{"ID":86458,"post_author":"35","post_date":"2021-08-04 09:07:57","post_date_gmt":"2021-08-04 16:07:57","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, I sat down with Zarmina Niazie, Product Marketing Manager at Fivetran, a leader in <a href=\"https:\/\/fivetran.com\/\" target=\"_blank\" rel=\"noopener\">automated data integration<\/a>. While integrating data from various sources can seem like a daunting task, Zarmina explains why the process becomes much easier if you do the prep work before upgrading your systems. \u00a0<\/p>\r\n<h3>Meet Zarmina From Fivetran<\/h3>\r\n<p>Analytics are great. I think we can all agree on that. Extracting insights from these analytics, however, can be a bit more challenging if your data is scattered and siloed. Identifying the ROI of your different marketing channels becomes a lot easier when you normalize your data across these different sources and then centralize them to get a holistic view.\u00a0<\/p>\r\n<p>Zarmina chatted with me about the different ways brands can achieve this cohesive view of data and analytics while keeping costs low and working collaboratively across departments. Sounds like a dream, huh?<\/p>\r\n<p>Give it a watch or listen right here.\u00a0<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/N6QF7Hm84FY[\/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 Fivetran Simplifies Normalizing and Centralizing Data","post_excerpt":"Hear from Fivetran Product Marketing Manager Zarmina Niazie about how normalizing and centralizing your data can lead to improved ROI.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-fivetran-simplifies-normalizing-centralizing-data","to_ping":"","pinged":"","post_modified":"2021-08-04 09:07:57","post_modified_gmt":"2021-08-04 16:07:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86458","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"August 04, 2021","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_DBM-Video-Series_07_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Fivetran\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_DBM-Video-Series_07_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_DBM-Video-Series_07_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/ITE_DBM-Video-Series_07_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-fivetran-simplifies-normalizing-centralizing-data\/"},{"ID":86429,"post_author":"79","post_date":"2021-08-03 09:02:21","post_date_gmt":"2021-08-03 16:02:21","post_content":"<p>As the world starts to reopen in the aftermath of the pandemic, customers are beginning to go back to physical locations to shop. Ecommerce is by no means going away, but physical channels are being reincorporated into the customer journey. In the previous two posts in this series, we\u2019ve covered the importance of <a href=\"https:\/\/iterable.com\/blog\/why-desktop-ux-matters-for-building-a-better-cx\/\" target=\"_blank\" rel=\"noopener\">desktop UX<\/a> and <a href=\"https:\/\/iterable.com\/blog\/why-mobile-ux-matters-for-building-a-better-cx\/\" target=\"_blank\" rel=\"noopener\">mobile UX<\/a>. Yes, these channels are crucial for the digital shopping world, but UX applies to more than just online shopping.<\/p>\r\n<p>We\u2019ve said it before and we\u2019ll say it again, each individual channel\u2019s UX is a building block and the customer experience is the building. Weaving channels together, with each of their user experiences optimized, ensures the customer feels like they have a personalized, frictionless shopping experience.<\/p>\r\n<p>Therefore, to create that holistic, seamless customer experience, brands need to optimize user experiences at every customer touchpoint, including in-store UX.<\/p>\r\n<h3>The Draw of a Physical Store<\/h3>\r\n<p>The big question brands are asking themselves, especially because retailers were forced to move online as a result of COVID-19, is \u201cdo we even need physical stores?\u201d Well, according to the <a href=\"https:\/\/www.census.gov\/retail\/mrts\/www\/data\/pdf\/ec_current.pdf\" target=\"_blank\" rel=\"noopener\">U.S. Department of Commerce<\/a>, in the first quarter of 2021, ecommerce only made up 13.6% of retail sales.<\/p>\r\n<p>There is something to be said about being able to touch and feel a product. Ecommerce has absolutely evolved to provide shoppers with the most product detail possible, but nothing can compare to the tactile experience of shopping in-store. There are clear benefits to both ecommerce and in-store shopping, but combining the two is where the magic happens.<\/p>\r\n<p>The <a href=\"https:\/\/www.nngroup.com\/articles\/changing-shopper-behaviors\/\" target=\"_blank\" rel=\"noopener\">Nielsen Norman Group<\/a> highlights the fact that for shoppers, online and in-store shopping just falls under the category of \u201cshopping.\u201d The line between the two is blurring. In fact, shoppers often use both online and in-store channels when making a purchase decision. \u201cThis behavior is called \u201cshowrooming\u201d, because the brick-and-mortar store acts as a showroom for customers to discover, touch, and inspect products.\u201d<\/p>\r\n<p>There is an aspect of in-store shopping that adds to the overall customer experience. However, just having a store isn\u2019t enough. The in-store UX needs to be optimized to benefit the customer and instill confidence in your brand.<\/p>\r\n<h3>Instilling Confidence Through Your In-Store UX<\/h3>\r\n<p>There is an inherent amount of trust that customers have in your brand when they shop in-store versus online. Being able to touch and feel the product and pay on the spot rather than submitting credit card information online gives customers an extra layer of reassurance when making a purchase. However, the experience needs to meet customer expectations and align with your brand\u2019s online presence.<\/p>\r\n<p><a href=\"https:\/\/visualretailing.com\/blog\/2018\/04\/uiux-of-designing-retail-spaces\" target=\"_blank\" rel=\"noopener\">Visual Retailing<\/a> says, \u201cFrom a design aspect, most stores use a circular pathway to the right in order for customers to walk through to the back of the store and then to the front again. This not only increases the chances of them making a purchase, but a well thought-out path can be a great way to strategically control the flow of the traffic in your store.\u201d Just like you\u2019d design a website for ease-of-use and clarity to build customer confidence, you need to do the same for your physical locations.<\/p>\r\n<p>Online you have a navigation bar or a menu. You can easily click a couple of times and find exactly what you\u2019re looking for. Your store needs to work the same way. With a wide variety of products on display, it needs to be easy for customers to find the products they\u2019re interested in. In fact, you can apply the same website taxonomy and labels to your in-store UX (or vice versa depending on which came first for your brand).<\/p>\r\n<p>For example, if your first menu item online is t-shirts, the first section customers should see when they walk into your store should be t-shirts, with the same category name displayed. This gives customers the ability to be more familiar with your brand\u2019s verbiage, allowing them to ask more targeted questions to find the products they want.<\/p>\r\n<p>To create a cohesive experience, brands should aim to adopt similar in-store navigation logic to their websites and marketing efforts.<\/p>\r\n<h3>Marketing Channels as an Extension of the Store<\/h3>\r\n<p>Your digital marketing channels can be helpful in your physical store experience. While customers shop, it\u2019s highly likely they will have their phones with them. This is a channel to take advantage of to help make customers\u2019 in-store experience as frictionless as possible.<\/p>\r\n<p>Take <a href=\"https:\/\/iterable.com\/blog\/radar-digital-physical-geofencing\/\" target=\"_blank\" rel=\"noopener\">geofencing<\/a>, for example. Geofencing gives your brand the ability to personalize marketing messages based on the customer\u2019s location. If they walk near your store, you could send an SMS with a promo code, encouraging them to visit. If they have your app downloaded and walk into your store, you could send a \u201cwelcome to the store\u201d push notification. This provides your customer with an individualized experience and makes it easy for them to interact with your digital channels and physical store at the same time.<\/p>\r\n<p>Digital channels can help while customers are in the store, but once they leave the store, it\u2019s also important to extend their in-store UX through your marketing channels. For example, say they tried on some shirts in your store and started searching those shirts in your app while they shopped, to see other color options. Once they leave the store, you have the ability to use this data for a personalized customer experience.<\/p>\r\n<p>You know they were in the store, thanks to geofencing, and you know what they were browsing. Equipped with that information, you could send a follow-up email the next day asking how their visit was and include the current store inventory of the shirts they tried on. Bridge the gap between physical and digital by acknowledging and extending the store experience through your marketing channels.<\/p>\r\n<h3>The CX Impact of A Well-Designed In-Store UX<\/h3>\r\n<p>Each interaction with your brand needs to be integrated into the whole customer journey. If your channels, including your store, are siloed, the experience will feel disjointed and disingenuous. The in-store UX should be aligned with your mobile and desktop experiences to create one, unified shopping journey for each customer.<\/p>\r\n<p><em>To learn more about creating a cohesive customer experience, check out our previous posts on <a href=\"https:\/\/iterable.com\/blog\/why-desktop-ux-matters-for-building-a-better-cx\/\" target=\"_blank\" rel=\"noopener\">desktop UX<\/a> and <a href=\"https:\/\/iterable.com\/blog\/why-mobile-ux-matters-for-building-a-better-cx\/\" target=\"_blank\" rel=\"noopener\">mobile UX<\/a>, and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request an Iterable demo<\/a> today.<\/em><\/p>","post_title":"Why In-Store UX Matters for Building a Better CX","post_excerpt":"To create a seamless customer experience, brands need to optimize user experiences at every customer touchpoint, including in-store UX.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-in-store-ux-matters-for-building-a-better-cx","to_ping":"","pinged":"","post_modified":"2021-08-03 09:02:21","post_modified_gmt":"2021-08-03 16:02:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86429","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 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":440,"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\/08\/080321_In-Store-UX-Matters-for-CX_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Why in-store UX matters for CX\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/080321_In-Store-UX-Matters-for-CX_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/080321_In-Store-UX-Matters-for-CX_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/08\/080321_In-Store-UX-Matters-for-CX_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-in-store-ux-matters-for-building-a-better-cx\/"},{"ID":84982,"post_author":"35","post_date":"2021-08-02 09:07:17","post_date_gmt":"2021-08-02 16:07:17","post_content":"<p>\u201cDigital transformation\u201d has become a marketing buzzword. It\u2019s a word we\u2019ve seen in multiple headlines, analyses and OKRs, especially in the aftermath of the pandemic. At Iterable, however, it\u2019s not a buzzword\u2014it\u2019s a necessity. Either you go digital, or you go dark. The challenge is understanding what digital transformation actually means for your brand.\u00a0<\/p>\r\n<p>Because digital transformation means something different for every company, we wanted to create an easy way for brands to understand what they need to execute a successful digital transformation. <span style=\"font-weight: 400;\">The Digital Transformation Assessment helps brands evaluate where they stand today on their digital transformation journey and what areas to invest in going forward.<\/span><\/p>\r\n<p>We\u2019ll show you how it works.<\/p>\r\n<h3>About the Digital Transformation Assessment<\/h3>\r\n<p>When taking the assessment, you\u2019ll be asked 12 questions. These questions cover areas such as digital culture acceptance, the efficacy of your existing marketing technology and data flexibility.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_84983\" align=\"alignnone\" width=\"3584\"]<img class=\"size-full wp-image-84983\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_BAR-CHART-860x800-2.png\" alt=\"Digital Transformation Assessment\" width=\"3584\" height=\"3334\" \/> <em>The three pillars of digital transformation.<\/em>[\/caption]\r\n\r\n<p>Once you submit your answers you\u2019ll be assessed on three pillars:<\/p>\r\n<ul>\r\n\t<li>People<\/li>\r\n\t<li>Process<\/li>\r\n\t<li>Technology<\/li>\r\n<\/ul>\r\n<p><strong>People<\/strong> are at the heart of digital transformation. While digital transformation in itself implies the adoption of new technologies, your brand needs to have the right organizational structure and people in place to use the technology to its full potential.\u00a0<\/p>\r\n<p>Next, is <strong>process<\/strong>. To embrace whatever new technologies or business needs are thrown your way, brands need to be flexible. <a href=\"http:\/\/www.agile247.pl\/wp-content\/uploads\/2017\/04\/versionone-11th-annual-state-of-agile-report.pdfhttp:\/\/www.agile247.pl\/wp-content\/uploads\/2017\/04\/versionone-11th-annual-state-of-agile-report.pdf\" target=\"_blank\" rel=\"noopener\">98% of companies<\/a> have seen improvements by implementing more agile processes. Instead of being reactive, brands need to be okay with testing and iterating to produce the best results.<\/p>\r\n<p>Lastly, there\u2019s <strong>technology<\/strong>. It\u2019s no surprise that technology is a huge piece in the digital transformation puzzle. According to Gartner, more than two-thirds of corporate directors expect to see <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2020-01-15-gartner-says-74--of--customer-experience-leaders-expe\" target=\"_blank\" rel=\"noopener\">increases in technology budgets<\/a>, specifically to improve the customer experience.\u00a0<\/p>\r\n<h4>What Your Results Mean<\/h4>\r\n<p>Within the three pillars of the digital transformation assessment, your brand will either be classified as Opportunistic, Optimized or Digitized. For example, you could be opportunistic in people, optimized in process and digitized in technology.<\/p>\r\n<h4>Opportunistic<\/h4>\r\n<p>If this is your result, it\u2019s likely you have a lot of room to grow. This isn\u2019t a bad thing, however. Room for improvement is an opportunity to learn and ensure your people, processes and technology are set up for long-term success. Your organization understands there is a dire need for digital transformation, but hasn\u2019t yet built out your org structure, technology and processes in the way that\u2019s required to become a digital-first business and reimagine your customer experience.<\/p>\r\n<h4>Optimized<\/h4>\r\n<p>Optimized means you\u2019re getting there, but there\u2019s still some room for improvement on the road to a full digital transformation. Your organization has started to clarify and optimize how it operates across people, process and technology with a focus on the customer experience. You have a clear roadmap for future digital transformation investments.<\/p>\r\n<h4>Digitized<\/h4>\r\n<p>Lastly, there\u2019s digitized. Digitized in people, process and\/or technology means you have achieved the level of digital transformation needed for success in the ever-evolving customer experience landscape. Your organization is innovative, flexible, collaborative and you\u2019re able to easily adapt to changes in the marketplace both currently and in the future.<\/p>\r\n<h3>Are You Ready for Your Assessment?<\/h3>\r\n<p>The first part of preparing your company for digital transformation is accepting change. Adjusting to the new normal for marketing may be challenging, but it\u2019s crucial to evaluate where you stand and embrace the possibilities. The digital transformation train is leaving the station and your brand needs to be on board.\u00a0\u00a0<\/p>\r\n<p><em>Curious to see how your brand scores in the Digital Transformation Assessment? <a href=\"https:\/\/iterable.com\/digital-transformation-assessment\/\" target=\"_blank\" rel=\"noopener\">Take the quiz now<\/a>!<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Introducing the Digital Transformation Assessment","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-the-digital-transformation-assessment","to_ping":"","pinged":"","post_modified":"2021-08-02 09:07:17","post_modified_gmt":"2021-08-02 16:07:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=84982","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 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":440,"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_PROCESS-768x512-2-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_PROCESS-768x512-2-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_PROCESS-768x512-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_PROCESS-768x512-2-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_PROCESS-768x512-2-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_PROCESS-768x512-2-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/DIGITAL-TRANS-ASSETS_PROCESS-768x512-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/introducing-the-digital-transformation-assessment\/"},{"ID":86382,"post_author":"79","post_date":"2021-07-30 11:35:53","post_date_gmt":"2021-07-30 18:35:53","post_content":"<p>Since the first Olympic Games were held in 1896, only three have been cancelled. On each of these occasions, the disruption was due to a war.<\/p>\r\n<p>It comes as no surprise, then, that the postponement of the 2020 Olympic Games caused quite a stir, especially amongst brands, many of whom spent the previous two years planning Olympic ads, endorsements, and campaigns that were now on hold.<\/p>\r\n<p>While exasperated by the delay, it would be impossible for brands to give up on the Games entirely. Watched by tens of millions of people around the world, the Olympics are one of the most anticipated events of the decade. They are a reaffirmation of our shared humanity\u2014one of the few events (other than a global pandemic) that brings people together in shared experience, and a perfect place for brands to showcase their solidarity.<\/p>\r\n<p>After more than a year of uncertainty and unrest, the Games have evolved from a stage of power and profit to a platform on which to celebrate differences and promote inclusivity. As such, they are a perfect place for brands to connect, authentically, with a captive global audience.<\/p>\r\n<h3>Putting People First<\/h3>\r\n<p>Having persevered through months of isolation and lockdown, consumers, like the Olympics, have changed. They are now focused less on consumption and more on quality of life and compassion, and prefer to shop with brands that share their values.<\/p>\r\n<p>The shift in consumer sentiment\u2014and the evolved vision of the games\u2014is an opportunity for brands to shift their mindset. With the support of mission-driven Olympic onlookers, marketers have the power to make a difference by addressing systemic issues like sexism, racism, and ableism in their marketing.<\/p>\r\n<p>Take it from Caroline Casey, a disability activist and founder of <a href=\"https:\/\/www.cnbc.com\/2021\/06\/24\/paralympic-games-could-enable-a-more-inclusive-post-pandemic-recovery.html\" target=\"_blank\" rel=\"noopener\">The Valuable 500<\/a>, who shares, \u201cAside from the fact that [the Olympics] is an incredible moment for athletes, all athletes\u2014Paralympic athletes or Olympic athletes\u2014it\u2019s a great moment for us to challenge the perceptions of inclusivity.\u201d<\/p>\r\n<p><br \/>\r\nWith the Olympics in full swing, we reached out to our community to get their opinions on what brands are challenging the perceptions of inclusivity and bringing representation to the forefront of their marketing in an authentic way.<\/p>\r\n<p>You don\u2019t necessarily need a global event to be inclusive in your marketing\u2014though that is a great space to take a stand on important issues\u2014to be mission-driven and these brands are some of the best out there at showing how it\u2019s done.<\/p>\r\n<h3>Brands that are Doing Inclusivity Right<\/h3>\r\n<p>&nbsp;<\/p>\r\n<h4>Benefit Cosmetics<\/h4>\r\n<p>While there is still a ways to go with completely deconstructing the current standards of beauty, Benefit Cosmetics, a <a href=\"https:\/\/www.benefitcosmetics.com\/en-us\" target=\"_blank\" rel=\"noopener\">vintage-inspired American makeup brand<\/a>, took a major step in the right direction by featuring Kate Grant\u2014a model with <a href=\"https:\/\/irishtatler.com\/lifestyle\/kate-grant\" target=\"_blank\" rel=\"noopener\">Down Syndrome<\/a>\u2014in a major campaign.<\/p>\r\n<p>In 2019 Kate became the face of Benefit\u2019s Roller Liner, and the world\u2019s first model with Down Syndrome. The message of inclusivity, communicated through Benefit\u2019s feature of Kate, was a potent reminder that beauty campaigns can have a positive power, inspiring consumers to advocate for celebrating one\u2019s self.<\/p>\r\n\r\n[caption id=\"attachment_86383\" align=\"alignnone\" width=\"325\"]<img class=\"size-full wp-image-86383\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Benefit-Ad.png\" alt=\"Inclusivity in Benefit Campaign\" width=\"325\" height=\"512\" \/> <em>Kate Grant, the first model with Down Syndrome, was featured in a Benefit Cosmetics campaign. Source: <a href=\"https:\/\/people.com\/style\/model-down-syndrome-benefit-cosmetics-ambassador\/\" target=\"_blank\" rel=\"noopener\">People<\/a>.<\/em>[\/caption]\r\n\r\n<h4>Kurt Geiger\u2019s Contemporary Community<\/h4>\r\n<p>According to <a href=\"https:\/\/www.forbes.com\/sites\/carolinecasey\/2021\/03\/03\/tokenism-versus-action-the-fashion-industry-may-talk-the-talk-but-do-they-walk-the-walk\/?sh=4dbf31682504\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>, around 15-20% of the UK\u2019s population, which equates to 14 million people, has a visible or non-visible disability. However, disabled people make up only 0.01% of those featured in fashion and beauty advertising.<\/p>\r\n<p>Inspired to change this statistic, <a href=\"https:\/\/www.kurtgeiger.com\/\" target=\"_blank\" rel=\"noopener\">footwear retailer<\/a> Kurt Geiger launched a new marketing campaign\u2014People Empowered\u2014which creates a platform for individuals who have previously been underrepresented to share their stories, educating consumers about a wide range of disabilities through their email marketing.<\/p>\r\n\r\n[caption id=\"attachment_86389\" align=\"alignnone\" width=\"1024\"]<img class=\"size-full wp-image-86389\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Kurt-Geiger-Campaign.jpeg\" alt=\"Kurt Geiger Ad Campaign\" width=\"1024\" height=\"671\" \/> <em>Kurt Geiger's \"People Empowered\" campaign aims to bring underrepresented communities to the mainstream. Source: <a href=\"https:\/\/milled.com\/kurt-geiger\/contemporary-quilting-58QAjm4QuOq1gogz\" target=\"_blank\" rel=\"noopener\">Milled.com<\/a>.<\/em>[\/caption]\r\n\r\n<h4>Wildbird<\/h4>\r\n<p>Wildbird, <a href=\"https:\/\/wildbird.co\/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=9266853526&amp;utm_content=94264131975&amp;utm_term=wild%20bird%20ring%20sling&amp;gclid=CjwKCAjwo4mIBhBsEiwAKgzXOIjdw7LpXGCC3bkh1InQ66-r_bJlGxkGc4ckVrJw0q03avNr4fsIRRoCFbsQAvD_BwE\" target=\"_blank\" rel=\"noopener\">an online baby apparel retailer<\/a>, is committed to producing high quality products that enhance the relationship between parent and child. But they didn't stop at developing some beautiful and functional slings, they created a community as well.<\/p>\r\n<p>The Wildbird Instagram community is vibrant and unapologetic, showcasing mothers in all stages of motherhood. It\u2019s a place for mothers to ask questions, get inspiration, and feel included. Inspired in part by the diversity of their community, the team at Wildbird started to incorporate inclusivity into their products and campaigns, offering inclusive babywearing options and displaying plus-size and disabled parents in their marketing materials.<\/p>\r\n\r\n[caption id=\"attachment_86395\" align=\"alignnone\" width=\"900\"]<img class=\"size-full wp-image-86395\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Wildbird-Campaign.gif\" alt=\"Inclusive motherhood campaign.\" width=\"900\" height=\"1396\" \/> <em>Not all parents are the same and Wildbird aimed to highlight and celebrate those differences. Source: <a href=\"https:\/\/litmus.com\/builder\/350756b\" target=\"_blank\" rel=\"noopener\">Litmus.com<\/a>.<\/em>[\/caption]\r\n\r\n<h4>Aerie<\/h4>\r\n<p><a href=\"https:\/\/www.forbes.com\/sites\/sarahkim\/2020\/01\/31\/aerie-disability-representation\/?sh=37f0007550bd\" target=\"_blank\" rel=\"noopener\">Six years ago<\/a>, American Eagle\u2019s <a href=\"https:\/\/www.ae.com\/us\/en\/c\/aerie\/cat4840006\" target=\"_blank\" rel=\"noopener\">loungewear and lingerie line<\/a>, Aerie launches its first #AerieReal campaign. The campaign, which used models of all backgrounds, body types, and physical abilities (i.e. models with insulin pumps, etc.), was a bold commitment to stop editing pictures of its models. The mission of #AerieREAL is to promote body positivity and diversity, and push other retailers to do the same.<\/p>\r\n<p>Spearheading (and sticking to) their mission statement, Aerie has consistently proven their commitment to inclusivity and representation outside of written statements and social media.<\/p>\r\n<p>This year, they are also showcasing five Special Olympic athletes in their marketing materials.<\/p>\r\n\r\n[caption id=\"attachment_86402\" align=\"alignnone\" width=\"1130\"]<img class=\"size-full wp-image-86402\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Aerie-Campaign.png\" alt=\"#AerieReal Campaign\" width=\"1130\" height=\"1021\" \/> <em>Aerie's #AerieREAL campaign features Special Olympic athletes. Source: <a href=\"https:\/\/www.ae.com\/aerie-real-life\/2021\/07\/22\/celebrating-global-week-of-inclusion-with-special-olympics\/\" target=\"_blank\" rel=\"noopener\">Aerie<\/a>.<\/em>[\/caption]\r\n\r\n<h4>Thinx<\/h4>\r\n<p>It\u2019s disappointing (and uncomfortable) when underwear doesn\u2019t fit. With period underwear like Thinx, <a href=\"https:\/\/www.shethinx.com\/\" target=\"_blank\" rel=\"noopener\">a product designed to replace menstrual items<\/a>, poor fit would be a complete disaster.<br \/>\r\n<a href=\"https:\/\/www.retaildive.com\/news\/thinx-rethinks-inclusive-sizing-with-the-help-of-the-plus-community\/601702\/\" target=\"_blank\" rel=\"noopener\">In 2018<\/a>, Thinx introduced its first line of \u201cextended sizing\u201d for all shapes and sizes of customers. But while well-intentioned, their launch was not well-researched. The fit of their new, extended product was all wrong.<\/p>\r\n<p>Close with their customer community, Thinx responded quickly and turned to their curvy models and consumers for advice. Now, they offer sizes XS through 4X across all of their styles and feature models of different shapes, sizes, sexual orientations, ethnicities, and ages in their marketing to showcase their commitment to effective and inclusive underwear.<\/p>\r\n\r\n[caption id=\"attachment_86408\" align=\"alignnone\" width=\"937\"]<img class=\"size-full wp-image-86408\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Thinx-Campaign.jpeg\" alt=\"Thinx Inclusivity Campaign\" width=\"937\" height=\"527\" \/> <em>As a response to non-inclusive sizing, Thinx added their \"extended sizing\" line with insights from their plus-size models and customers. Source: <a href=\"http:\/\/fastcompany.com\/90412779\/thinx-menstruation-ad-campaign-imagines-men-getting-periods?utm_source=postup&amp;utm_medium=email&amp;utm_campaign=thinx&amp;position=2&amp;partner=newsletter&amp;campaign_date=03072020\" target=\"_blank\" rel=\"noopener\">Fast Company<\/a>.<\/em>[\/caption]\r\n\r\n<h3>The Move to Mission-Driven<\/h3>\r\n<p>The Olympics welcome a diverse mix of athletes, including refugees, women, people of different faiths, ethnicities, races, sexual orientations and abilities. Being a part of these Games\u2014as a brand or spectator\u2014involves more than rooting for your country and celebrating winners. It's about solidarity. It\u2019s a reminder of the differences that unite us.<\/p>\r\n<p>Brands too often focus on one or two portions of their audience, neglecting those who are less represented and missing the opportunity to make a difference with their marketing. The 2020 Olympics shed an important light on the importance of empathy and inclusivity in marketing campaigns. To create a personalized, holistic customer experience, brands should strive to make sure all audiences are represented in marketing messages.<\/p>\r\n<p><em>To learn more about audience segmentation and delivering the right message to <strong>all<\/strong> of your customers, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener\">request an Iterable demo<\/a>.<\/em><\/p>","post_title":"The 2020 Olympics: Inclusivity on a Global Stage","post_excerpt":"The Olympics have evolved from a stage of power and profit to a platform on which to celebrate differences and promote inclusivity.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-2020-olympics-inclusivity-on-a-global-stage","to_ping":"","pinged":"","post_modified":"2021-08-24 13:50:01","post_modified_gmt":"2021-08-24 20:50:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86382","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 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":440,"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\/INCLUSIVITY-OLYMPICS-2021.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Inclusivity at the Olympics\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/INCLUSIVITY-OLYMPICS-2021.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/INCLUSIVITY-OLYMPICS-2021-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/INCLUSIVITY-OLYMPICS-2021-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-2020-olympics-inclusivity-on-a-global-stage\/"},{"ID":86310,"post_author":"79","post_date":"2021-07-29 09:02:36","post_date_gmt":"2021-07-29 16:02:36","post_content":"<p>We\u2019ve been thinking a lot about SMS as of late. For those of you keeping score at home, we\u2019ve been enhancing our SMS offering from the inside out\u2014most recently with template logic for <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360059545771-Release-Notes-April-8-2021-\" target=\"_blank\" rel=\"noopener\">opt-out compliance<\/a> and HIPAA compatibility.<\/p>\r\n<p>When you think about persuasive marketing mediums, SMS probably isn\u2019t the first channel that comes to mind. SMS is synonymous with intimate conversation between friends and family. However, some brands have proven enough value to capitalize on the space (think delivery alerts, order status changes, reminders, highly specific promotions, etc).<\/p>\r\n<p>With the right message value, brands earn the right to use this channel. And now, we\u2019re very excited to share how our new channel enhancements further increase this value!<\/p>\r\n<h3>The New &amp; Improved SMS Experience<\/h3>\r\n<p>In our latest SMS release, we\u2019re delivering new features and capabilities loaded with value that we\u2019re certain mobile-specific and cross-channel brands alike will love! Here\u2019s what\u2019s new:<\/p>\r\n<h4>Custom Domain Support<\/h4>\r\n<p>We\u2019re very excited to introduce custom tracking domain support to Iterable SMS! Branded domains add credibility to SMS links and ensure customers that their clicks equate to legitimate experiences. Whether you want to have your embedded SMS links to share your own website domain (e.g. links.yoururl.com) or configure a custom short domain (e.g. you.co), your links can now carry that extra special touch that reinforces link safety and customer trust. Gone are the days of relying on vague bit.ly links to drive and track clicks\u2014more on that last part below.<\/p>\r\n\r\n[caption id=\"attachment_86311\" align=\"alignnone\" width=\"483\"]<img class=\"wp-image-86311 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Shortlinks-1.png\" alt=\"custom domain builder\" width=\"483\" height=\"92\" \/> <em>Personalize links with your very own custom domain<\/em>[\/caption]\r\n\r\n<h4>Automatic Link Shortening<\/h4>\r\n<p>Lengthy URLs are ugly and they take up way too much space. There. We said it.<\/p>\r\n<p>When you\u2019re working on pack-a-punch SMS messaging, you can\u2019t waste precious characters on lengthy URLs. Iterable now automatically detects and shortens any type of link found in your copy! We\u2019re talking UTM parameters, handlebar logic, snippets, data feeds, and more! In this new state, you can now send branded links with auto-generated five-character encoded strings! Now you can send links that look great while better managing your character count cap to avoid splitting single messages into two.<\/p>\r\n\r\n[caption id=\"attachment_86317\" align=\"alignnone\" width=\"585\"]<img class=\"size-full wp-image-86317\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Shortlinks-2.png\" alt=\"shorten URLs into strings\" width=\"585\" height=\"258\" \/> <em>Shorten static, partially dynamic and fully dynamic URLs into uniquely encoded strings<\/em>[\/caption] [caption id=\"attachment_86323\" align=\"alignnone\" width=\"739\"]<img class=\"size-full wp-image-86323\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Shortlinks-3.png\" alt=\"user-friendly link presentation\" width=\"739\" height=\"1600\" \/> <em>Highly specific link data packaged into a user-friendly presentation<\/em>[\/caption]\r\n\r\n<h4>itbl.co Optionality<\/h4>\r\n<p>Just as you can send your SMS links over our Iterable tracking domain (links.iterable.com), you can now take advantage of character count real estate using our new short domain: itbl.co. Even if you don\u2019t have a custom or short domain of your own (yet), you can toggle-on this ability to shorten and tidy up your URLs.<\/p>\r\n\r\n[caption id=\"attachment_86329\" align=\"alignnone\" width=\"459\"]<img class=\"size-full wp-image-86329\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Shortlinks-4.png\" alt=\"choose your preferred tracking domain\" width=\"459\" height=\"135\" \/> <em>Choose your preferred tracking domain from the built-in drop down menu<\/em>[\/caption]\r\n\r\n<h4>Click Tracking<\/h4>\r\n<p>This is a big one! Since this endeavor is an entirely native build, our new link shortening capabilities also come with click tracking capabilities, too! Now, you can add additional depth to the ways you monitor SMS campaign performances by seeing not only who your messages were delivered to, but also, who actually clicked the links. For marketers, this means no more reliance on third party shortening services, manual UTM workarounds, or settling for partial metrics.<\/p>\r\n\r\n[caption id=\"attachment_86335\" align=\"alignnone\" width=\"243\"]<img class=\"wp-image-86335 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Shortlinks-5.png\" alt=\"SMS campaign tracking capabilities\" width=\"243\" height=\"276\" \/> <em>Monitor all the clicks that matter to you<\/em>[\/caption] [caption id=\"attachment_86347\" align=\"alignnone\" width=\"512\"]<img class=\"size-full wp-image-86347\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Shortlinks-6.png\" alt=\"click tracking 2\" width=\"512\" height=\"62\" \/> <em>Gauge SMS campaign performance with built-in click tracking<\/em>[\/caption]\r\n\r\n<h4>SMS Click Metric<\/h4>\r\n<p>As mentioned above, whenever one of your subscribers clicks on your shortlinks, we\u2019ll capture this information as a new click metric\u2014\u201dSMS Click\u201d events under the user\u2019s event histories. Now, it\u2019s easy to monitor performance at both the SMS channel (Message Insights) and campaign (Campaign Analytics) level for a more well-rounded approach to managing campaign effectiveness.<\/p>\r\n\r\n[caption id=\"attachment_86353\" align=\"alignnone\" width=\"707\"]<img class=\"size-full wp-image-86353\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/Shortlinks-7.png\" alt=\"SMS data capture\" width=\"707\" height=\"248\" \/> <em>SMS clicks are now captured just like the rest of Iterable\u2019s event data<\/em>[\/caption]\r\n\r\n<h3>Sending A Message<\/h3>\r\n<p>As you can see, we\u2019re continually building new possibilities into our different messaging channels. For SMS, we\u2019re opening up new avenues of customization, performance tracking, and experience potential. And naturally, anytime we can improve a single channel\u2019s capabilities, the benefits extend in a cross-channel fashion! We\u2019re anxiously awaiting to learn how folks are taking advantage of these new features in all sorts of creative ways.<\/p>\r\n<p>P.S. As you might have guessed, these new features lend themselves to a lot of new applications inside the Iterable platform. We\u2019ve got big plans to build upon these elements, and we\u2019ll be unveiling even more in the coming months! Stay tuned!<\/p>\r\n<p>&nbsp;<\/p>","post_title":"Sending Out an SMS: Domains, Short Links, Click Tracking, and More","post_excerpt":"With the right message value, brands earn the right to use SMS and we\u2019re very excited to share our new SMS channel enhancements.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sending-out-an-sms-domains-short-links-click-tracking-and-more","to_ping":"","pinged":"","post_modified":"2021-07-29 09:02:36","post_modified_gmt":"2021-07-29 16:02:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86310","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 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":440,"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\/072921_Sending-Out-an-SMS_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"SMS shortlinks\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072921_Sending-Out-an-SMS_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072921_Sending-Out-an-SMS_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072921_Sending-Out-an-SMS_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sending-out-an-sms-domains-short-links-click-tracking-and-more\/"},{"ID":86179,"post_author":"79","post_date":"2021-07-27 09:46:16","post_date_gmt":"2021-07-27 16:46:16","post_content":"<p>As mentioned in <a href=\"https:\/\/iterable.com\/blog\/why-desktop-ux-matters-for-building-a-better-cx\/\" target=\"_blank\" rel=\"noopener\">the first part of this series<\/a>, each channel\u2019s user experience (UX) is a building block to creating an optimal customer experience (CX). Customers bouncing from channel to channel along their lifecycle journey need to be met with a consistent, frictionless experience. This holistic approach to the customer experience builds better relationships with your customers and increases customer lifetime value (LTV) as a result.\u00a0<\/p>\r\n<p>In our exploration of desktop UX, we learned that consumers generally use a desktop site when completing important tasks. Bigger desktop screens are preferred to provide more context in a single view and are often used for absorbing vast amounts of information. But what\u2019s the next step? What happens when the research is done?<\/p>\r\n<p>Knowing that each channel\u2019s UX plays an integral role in the overall customer experience, we want to take a closer look at a channel that\u2019s getting all the buzz these days: mobile.\u00a0<\/p>\r\n<h3>The Draw of a Mobile Site or App<\/h3>\r\n<p>Mobile sites and apps are valuable ingredients in creating a beneficial customer experience because they\u2019re always available to consumers. These days, everyone has a phone in their pocket, so, as a brand, being able to always be with the customer is a huge plus for marketers.\u00a0<\/p>\r\n<p>Not only do consumers have phones with them, they use them...a lot. \u201cAccording to <a href=\"https:\/\/www.statista.com\/statistics\/1224510\/time-spent-per-day-on-smartphone-us\/\" target=\"_blank\" rel=\"noopener\">a survey conducted in February 2021<\/a>, nearly half of the respondents stated that on average they spent five to six hours on their phone on a daily basis, not including work-related smartphone use.\u201d<\/p>\r\n<p>The way consumers use mobile is very different from how they may use a desktop site. <a href=\"https:\/\/www.thinkwithgoogle.com\/_qs\/documents\/538\/multi-screen-moblie-whitepaper_research-studies.pdf\" target=\"_blank\" rel=\"noopener\">A study from Google and AnswerLab<\/a> notes, \u201cmobile users tend to be very goal-oriented\u2014they expect to be able to get what they need from a mobile site easily, immediately, and on their own terms.\u201d So while desktop may be the first step in a customer\u2019s buying journey, your mobile site or app may be the last step.\u00a0<\/p>\r\n<p>Because of the sheer abundance of apps available with the swipe of a finger, your mobile experience needs to stand out\u2014it should be designed in a way that enables the user to act quickly, with confidence.<\/p>\r\n<h3>Instilling Confidence Through Your Mobile UX<\/h3>\r\n<p>With mobile being the platform where end transactions take place, it\u2019s vital that your mobile UX instills confidence in the user.\u00a0<\/p>\r\n<p>First off, for a holistic customer experience, your mobile site has to be familiar to the customer. This means the branding should be consistent with your other channels. If your mobile site looks different from your desktop site, in terms of brand colors, fonts, and even site navigation, it\u2019s going to immediately raise some red flags with users. It could prompt thoughts like, \u201cIs this really the same brand I was looking at on my laptop?\u201d Not a huge confidence-builder.<\/p>\r\n<p>Next, your app can\u2019t be pushy. Even though users may end their buying journey on mobile, it can\u2019t be forced. When someone opens your app or loads your mobile site for the first time you should ease into the transaction versus requesting money upfront, which will also raise red flags.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener\">Calm<\/a>, for example, prompts users to take a deep breath. This is the first interaction users have with their app. Then, the user is asked what they are looking to gain from the app. This ensures users that the app has what they are looking for before they sign up.\u00a0<\/p>\r\n<p>Only after the cleansing breath and preference page are users asked to sign up. People looking to use Calm are likely looking to assuage their stress and anxiety, so having this onboarding process shows users that <a href=\"https:\/\/iterable.com\/customers\/calm-3\" target=\"_blank\" rel=\"noopener\">Calm cares about their wellbeing<\/a>.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_86252\" align=\"alignnone\" width=\"969\"]<img class=\"size-full wp-image-86252\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072721_Mobile-UX-Matters-for-CX_Calm-Screenshots.png\" alt=\"Calm Mobile UX \" width=\"969\" height=\"579\" \/> <em>Calm\u2019s app has a UX that matches the brand\u2019s goal of providing relaxation and alleviating stress. Source: <a href=\"https:\/\/www.reallygoodux.io\/blog\/calm-app-new-user-experience\">ReallyGoodUX<\/a>.<\/em>[\/caption]\r\n\r\n<p>Instilling confidence in users will improve your mobile experience, but how do you get users to your app or mobile site? Remember that mobile is just a piece of the cross-channel customer experience.<\/p>\r\n<h3>Marketing Channels as an Extension of Mobile<\/h3>\r\n<p>Not only are the sites and apps themselves important for engaging customers, but you can also tap into mobile marketing channels after incorporating a mobile site or app into your marketing strategy.\u00a0<\/p>\r\n<p>Once you have an established mobile experience, you can bring customers to it (and keep them there) via SMS, push notifications, and in-app messaging. To go a step further in creating a seamless customer experience, you can incorporate deep links. Deep links take the customer directly to the view of your mobile experience that relates to your marketing message.\u00a0<\/p>\r\n<p>For instance, as a footwear retailer, say, you send a push notification mentioning a specific sneaker. If a customer were to click on that push notification, containing a deep link, it would open your app and bring them directly to that sneaker\u2019s product page.\u00a0<\/p>\r\n<p>These marketing channels help meet the customer where they are\u2014and in the case of deep linking, you get to influence where they go. They\u2019re on their phone, so being able to lead them directly to an optimized mobile experience shows that you\u2019re paying attention to their engagement habits.<\/p>\r\n<h3>The CX Impact of A Well-Designed Mobile UX<\/h3>\r\n<p>Mobile sites and apps are modern. If a user is researching your products on a desktop site and later wants to browse on mobile, only to learn your mobile site is just a hard-to-read version of your desktop site, it\u2019s going to degrade the entire experience.\u00a0<\/p>\r\n<p>Having an established, streamlined mobile experience shows users you\u2019re paying attention and care about them. Developing a mobile UX adds more depth to the customer experience\u2014they can get to your brand whenever they need to.\u00a0<\/p>\r\n<p><em>To learn more about mobile marketing channels and how to integrate them into your marketing strategy, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=blogCTA&amp;utm_medium=blog&amp;utm_campaign=WhyMobileUXMatters072028\" target=\"_blank\" rel=\"noopener\">request an Iterable demo today<\/a>.<\/em><\/p>\r\n<p>&nbsp;<\/p>","post_title":"Why Mobile UX Matters for Building a Better CX","post_excerpt":"Knowing that each channel\u2019s UX plays an integral role in the overall customer experience, we want to take a closer look mobile UX.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-mobile-ux-matters-for-building-a-better-cx","to_ping":"","pinged":"","post_modified":"2021-07-27 10:28:34","post_modified_gmt":"2021-07-27 17:28:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=86179","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 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":440,"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\/072721_Mobile-UX-Matters-for-CX_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Mobile UX\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072721_Mobile-UX-Matters-for-CX_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072721_Mobile-UX-Matters-for-CX_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/072721_Mobile-UX-Matters-for-CX_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-mobile-ux-matters-for-building-a-better-cx\/"},{"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":15,"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\" decoding=\"async\" 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":"38","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":"2021-08-02 17:11:00","post_modified_gmt":"2021-08-03 00:11:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=85784","menu_order":58,"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":20,"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":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar-de","webinar"],"term_names":["Webinar","Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/150721-iterable-768x512-grey.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/150721-iterable-768x512-grey.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/150721-iterable-768x512-grey-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/150721-iterable-768x512-grey-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","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":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_DBM-Video-Series_06_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Policygenius\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"97","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":"2021-08-11 10:31:42","post_modified_gmt":"2021-08-11 17:31:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=85783","menu_order":59,"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":20,"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\" decoding=\"async\" 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":"2021-07-29 09:23:57","post_modified_gmt":"2021-07-29 16:23:57","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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/07\/ITE_DBM-Video-Series_05_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Eaze\" decoding=\"async\" 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":"38","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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"97","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":"97","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=\"\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"2021-08-11 11:31:55","post_modified_gmt":"2021-08-11 18:31:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=85043","menu_order":60,"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":20,"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=\"\" decoding=\"async\" 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":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":440,"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\" decoding=\"async\" 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":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_04_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Barkley\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":15,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"97","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\" decoding=\"async\" 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":15,"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=\"\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"38","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=\"\" decoding=\"async\" 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":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/06\/ITE_DBM-Video-Series_03_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM HoneyBook\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"38","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":61,"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":73,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"2023-03-02 22:41:39","post_modified_gmt":"2023-03-03 06:41:39","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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/ITE_DBM-Video-Series_02_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"DBM Ep 2 with Radar\" decoding=\"async\" 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":5,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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=\"\" decoding=\"async\" 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":440,"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=\"\" decoding=\"async\" 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":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"2024-02-05 11:46:55","post_modified_gmt":"2024-02-05 19:46:55","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":440,"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\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/05\/050521_Brand-Affinity-Improves-Customer-Experience_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-brand-affinity-improves-customer-experience\/"},{"ID":25942,"post_author":"38","post_date":"2021-04-30 14:04:11","post_date_gmt":"2021-04-30 21:04:11","post_content":"","post_title":"From the Ground Up: Your Guide to Evolving Email Personalization","post_excerpt":"Hear why Blockchain.com is doubling down on their customer experience and applying proven personalization tactics to improve the 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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=\"\" decoding=\"async\" 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=\"\" decoding=\"async\" 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":63,"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":73,"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=\"\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"38","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":65,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"April 19, 2021","terms":[{"term_id":8561,"name":"Dreamers","slug":"dreamers","term_group":0,"term_taxonomy_id":8561,"taxonomy":"resource_type","description":"","parent":8523,"count":4,"filter":"raw","term_order":"0"},{"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":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["dreamers","dbm-campaign","webinar"],"term_names":["Dreamers","DBM Campaign","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=\"\" decoding=\"async\" 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":"2023-03-02 22:42:16","post_modified_gmt":"2023-03-03 06:42:16","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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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:\/\/hightouch.com\/\" 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:\/\/hightouch.com\/blog\/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:\/\/www.hightouch.com\/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:\/\/hightouch.com\/solutions\/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:\/\/hightouch.com\/docs\/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":"2022-07-20 08:50:16","post_modified_gmt":"2022-07-20 15:50:16","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":440,"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\" decoding=\"async\" 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":440,"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=\"\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"38","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":67,"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":73,"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=\"\" decoding=\"async\" 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":440,"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=\"\" decoding=\"async\" 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":440,"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?\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":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":440,"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\" decoding=\"async\" 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":68,"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":73,"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=\"\" decoding=\"async\" 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":440,"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=\"\" decoding=\"async\" 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":"38","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":69,"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":73,"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=\"\" decoding=\"async\" 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":"38","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":70,"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":73,"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=\"\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"38","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":72,"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":73,"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=\"\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":"38","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":71,"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":73,"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=\"\" decoding=\"async\" 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":"97","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":74,"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":73,"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":440,"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\" decoding=\"async\" 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":"97","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=\"\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":4,"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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":4,"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":440,"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\" decoding=\"async\" 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":"97","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":73,"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":73,"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":440,"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=\"\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" 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":440,"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\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012721_Garin-Hobbs-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012721_Garin-Hobbs-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012721_Garin-Hobbs-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-garin-hobbs-on-personalization\/"},{"ID":11956,"post_author":"7","post_date":"2021-01-27 07:35:14","post_date_gmt":"2021-01-27 15:35:14","post_content":"<p>Artificial Intelligence (AI) is arguably the most talked about\u2014yet most misunderstood\u2014technologies in digital marketing. From machine learning, to neural networks, to data science, AI has plenty of buzz but often leaves marketers feeling uncertain in fully embracing this strange new technology.<br \/>\r\n\u00a0<br \/>\r\nWe believe that AI is the future of marketing, and we're not alone. In fact, in a <a href=\"https:\/\/techround.co.uk\/interviews\/ai-predictions-for-2021\/\" target=\"_blank\" rel=\"noopener noreferrer\">recent survey<\/a> of B2C marketers we conducted, 88% of marketers have made AI a key part of their 2021 marketing strategy and plan to expand their in-house AI capabilities in the new year.<\/p>\r\n<p>2020 was an important year for Iterable and our AI development. We set out to build easy yet powerful AI tools that complement today\u2019s marketer, not replace them. We focused on creating intuitive AI solutions to empower marketers to automate routine tasks, accelerate growth, and deliver more meaningful experiences at every step of the customer journey\u2014all without replacing the authenticity and empathy in their messaging.<\/p>\r\n<h3>Brand Affinity\u2122<\/h3>\r\n<p>Late last year, we released <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brand Affinity\u2122<\/a>, an intelligent personalization solution powered by <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable AI<\/a> that gives marketers the power to transform customer engagement into more meaningful cross-channel experiences.<\/p>\r\n<p>Brand Affinity takes a holistic look at engagement across all of your messaging and calculates a score that indicates how likely each contact will interact with future marketing messages. We pipe the data through our AI and label each of your contacts based on their engagement.<\/p>\r\n<p>At any given point in time, each customer has one of the following Brand Affinity labels:<\/p>\r\n<ul>\r\n\t<li><code>loyal<\/code> - Highly engaged with your messages, and frequently interacts with them.<\/li>\r\n\t<li><code>positive<\/code> - Generally engaged with your messages, and often interacts with them (but less frequently than loyal contacts).<\/li>\r\n\t<li><code>neutral<\/code> - Sometimes engaged with your messages, and only occasionally interacts with them.<\/li>\r\n\t<li><code>negative<\/code> - Usually disengaged with your messages, and generally does not interact with them.<\/li>\r\n\t<li><code>unscored<\/code> - Has not yet received enough messages for Iterable to generate a meaningful Brand Affinity label.<\/li>\r\n<\/ul>\r\n<p>Instead of brands having to rely on their data science team or spend hours manually querying customer databases, across multiple channels, to create complex segmentation queries, you can use Brand Affinity to quickly and easily identify users by overall engagement. Using Brand Affinity, you can leave the segmentation to the AI and focus on delivering amazing experiences for your customers.<\/p>\r\n<h3>Under the Hood of Our AI<\/h3>\r\n<p>To generate Brand Affinity labels for your contacts, we look at email, mobile push, and in-app engagement across all of your campaigns and workflows. More recent engagement signals are weighted more heavily, with a time-based exponential decay applied as engagement becomes older.<\/p>\r\n<p>We also dynamically determine how far back in time to look based on how you send and how to decay the importance of older interactions over time.<\/p>\r\n<p>Our AI models take into consideration the percentage of messages that contacts have interacted with because we do not want to score contacts down for not receiving enough messaging. Maybe your contacts want to hear from you!<\/p>\r\n<p>For example, someone who opens 4 out of 5 emails will have a similar Brand Affinity as someone who opens 8 out of 10. However, for the latter contact, the AI can add a boost for the contact that opened eight messages.<\/p>\r\n<p>We include transactional messaging interactions as a secondary signal because e-commerce receipts and even password resets are positive signals for your brand.<\/p>\r\n<p>We pipe all of this data through our AI and output a single scalar that predicts a propensity for future engagement, and we turn that number into the Brand Affinity label that you see in the Iterable UI. The boundaries of where we draw the line between labels, for example, between positive and loyal, is determined dynamically for each project.<\/p>\r\n<p>We also continuously monitor how well our models perform and make adjustments over time to improve their overall accuracy and usefulness.<\/p>\r\n<h3>How to Get Started<\/h3>\r\n<p>We want to bring the power of AI to your fingertips, so we have intentionally designed Brand Affinity to be integrated <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360052990191-Brand-Affinity-\" target=\"_blank\" rel=\"noopener noreferrer\">across the Iterable platform<\/a> to deliver highly personalized experiences.<\/p>\r\n<p>Marketers can take advantage of Brand Affinity in Segmentation to intelligently segment and target customers by creating dynamic audiences; tailor and personalize customer journeys in Workflow Studio; or populate dynamic content through conditional logic to match customers with personalized experiences by affinity.<\/p>\r\n<p>With Brand Affinity labels being stored on the user profile, you can easily personalize the customer experience at every stage of the lifecycle, anywhere a contact property can be used, including:<\/p>\r\n<ul>\r\n\t<li><strong>Segmentation<\/strong> - as a contact property criteria field<\/li>\r\n\t<li><strong>Workflow Studio<\/strong> - as a field split node, field match node, or triggered event<\/li>\r\n\t<li><strong>User Profile<\/strong> - as a contact property nested under <code>brandAffinityLabel<\/code><\/li>\r\n\t<li><strong>Handlebars<\/strong> - as dynamic message content and conditional logic<\/li>\r\n\t<li><strong>Data feeds<\/strong> - as a parameter of a data feed call to return the right recommendations for someone<\/li>\r\n\t<li><strong>Catalog<\/strong> - in a collection, to offer recommendations based on users that match Brand Affinity labels<\/li>\r\n<\/ul>\r\n<h3>Learn More About Iterable AI<\/h3>\r\n<p>If you would like to learn more about Brand Affinity or any of Iterable's AI products, please contact your Customer Success Manager or visit <a href=\"https:\/\/iterable.com\/features\/ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/ai<\/a> for more information and schedule a demo.<\/p>","post_title":"Brand Affinity\u2122 Explained: The Science Behind the AI","post_excerpt":"To bring the power of AI to your fingertips, we integrated Brand Affinity across the Iterable platform to deliver highly personalized experiences.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"brand-affinity-explained-science-behind-ai","to_ping":"","pinged":"","post_modified":"2021-01-27 07:35:14","post_modified_gmt":"2021-01-27 15:35:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11956","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 27, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012821_Brand-Affinity-Explained_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration to depict Iterable AI\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012821_Brand-Affinity-Explained_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012821_Brand-Affinity-Explained_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012821_Brand-Affinity-Explained_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/brand-affinity-explained-science-behind-ai\/"},{"ID":11951,"post_author":"7","post_date":"2021-01-26 07:57:07","post_date_gmt":"2021-01-26 15:57:07","post_content":"<p>How is it already the end of January? With so much going on in the world right now, time seems to be both flying by and standing still simultaneously, which can make it challenging to stick to your New Year's resolutions\u2014if you even bothered to make any in the first place.<\/p>\r\n<p>New Year's resolutions and people's commitment to them particularly affects the health and wellness industry, which has been significantly impacted due to the <a href=\"https:\/\/www.washingtonpost.com\/lifestyle\/wellness\/losing-your-motivation-to-exercise-as-the-pandemic-drags-on-heres-how-to-get-it-back\/2020\/05\/11\/72e41a3c-93af-11ea-91d7-cf4423d47683_story.html\" target=\"_blank\" rel=\"noopener noreferrer\">difficulties of maintaining physical and mental health during a global pandemic<\/a>.<\/p>\r\n<p>Considering the many shifts in the health and wellness space in the past year, Iterable wanted to know how these changes have affected the industry's marketing efforts.<\/p>\r\n<p>We recently <a href=\"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled B2C marketers<\/a> in the health and wellness industry and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>New Year's resolution messaging will not go away.<\/li>\r\n\t<li>Marketers are preparing for higher Q1 customer attrition.<\/li>\r\n\t<li>Customer loyalty programs will skyrocket.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the high-level summary of how industry marketers will evolve their customer experience this year.<\/p>\r\n<p>Check out our health and wellness infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>How New Year's resolution messaging differs between the U.S. and U.K.<\/li>\r\n\t<li>The top barriers to acquiring and retaining customers<\/li>\r\n\t<li>The tactics marketers are using to increase loyalty<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11964\" align=\"alignleft\" width=\"4000\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_HealthWellnessInfographic-2.png\"><img class=\"wp-image-11964 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_HealthWellnessInfographic-2.png\" alt=\"2021 Marketing Trends: Health and Wellness Infographic\" width=\"4000\" height=\"22603\" \/><\/a> <em>Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Health and Wellness in 2021: How to Meet Your Marketing Goals<\/h3>\r\n<p>Industry data and benchmarks are important in informing your business strategy for the new year, but it's even more valuable to learn from the experts.<\/p>\r\n<p>If you're looking for ways to enhance your health and wellness marketing, here are <a href=\"https:\/\/iterable.com\/blog\/4-ways-enhance-health-and-wellness-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">four tried-and-true tactics<\/a> from Iterable's own customers in the industry, including leaders like Calm and Curology.<\/p>\r\n<p>Interested in reading even more success stories? Check out our <a href=\"https:\/\/iterable.com\/customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer case studies<\/a> or learn from Iterable's <a href=\"https:\/\/iterable.com\/marketing-masters\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Masters<\/a>.<\/p>","post_title":"Health and Wellness Infographic: 2021 Industry Trends","post_excerpt":"Check out our health and wellness infographic on 2021 industry trends that can guide your marketing plan in the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"health-and-wellness-infographic","to_ping":"","pinged":"","post_modified":"2021-02-15 15:42:45","post_modified_gmt":"2021-02-15 23:42:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11951","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 26, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012621_Health-and-Wellness-Infographic_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Health and wellness infographic\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012621_Health-and-Wellness-Infographic_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012621_Health-and-Wellness-Infographic_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/012621_Health-and-Wellness-Infographic_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/health-and-wellness-infographic\/"},{"ID":11938,"post_author":"7","post_date":"2021-01-21 07:52:55","post_date_gmt":"2021-01-21 15:52:55","post_content":"<p>Give yourself a pat on the back! You\u2019ve mastered the <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">first two levels of personalization<\/a>, and you\u2019re almost at the end of your personalization journey. But don\u2019t get too excited just yet because there\u2019s a third and last data type on the block\u2014<strong>metadata<\/strong>.<\/p>\r\n<p>Chances are, you\u2019ve probably heard and used the expression, \u201cThat\u2019s so meta,\u201d to describe something that\u2019s self-referential. In the context of advanced cross-channel personalization, your product metadata can be used to take your marketing messages to unprecedented heights and turn your customers into brand evangelists.<\/p>\r\n<p>But before we divulge further, let\u2019s do a final review of the personalization model.<\/p>\r\n<h3>Final Recap: The Three Levels of Personalization<\/h3>\r\n<p>Take a final look at the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity model<\/a>.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\n<p>Reactive personalization is derived from <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">user attributes and event data<\/a>. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">externally managed data<\/a>. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\n<p>On Level 3, it\u2019s all about forming a 1:1 connection with each customer by honing in on the details that truly matter to them. To illustrate how individualization works, we\u2019ll use a friendship analogy.<\/p>\r\n<p>Let\u2019s say you meet someone who shares your love of coffee, so you suggest grabbing lattes at a nearby cafe to get to know them better. There, you learn that they recently discovered pour-over coffee after years of brewing in a standard coffee maker.<\/p>\r\n<p>Based on this newly acquired knowledge, you suggest going to the top three cafes in your area that specialize in this method of brewing coffee, one of which becomes yours and their favorite.<\/p>\r\n<p>Over time, not only does your friendship deepen but your understanding of your friend\u2019s tastes and preferences also becomes more nuanced and refined. This ultimately means that you can provide highly personalized options\u2014from cafes and types of beans to the equipment they use at home\u2014that appeal the most to your friend.<\/p>\r\n<p>With this analogy in mind, check out a snippet of our final guide below!<\/p>\r\n<h3>Personalization Maturity, Level 3: Metadata<\/h3>\r\n<p>In the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">final guide of this three-part series<\/a>, you\u2019ll get better acquainted with metadata and learn how to harness it in your cross-channel marketing campaigns.<\/p>\r\n<p>To give you a head start, we\u2019ll share the difference between data feeds and metadata.\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>Data feeds<\/strong> are mechanisms to receive real-time information from externally managed websites and apps.\u00a0<\/li>\r\n\t<li>On the other hand, <strong>metadata<\/strong> is descriptive information about your brand\u2019s product or service offerings.<\/li>\r\n<\/ul>\r\n<p>Both can be used to personalize marketing campaigns at the moment of send.\u00a0<\/p>\r\n<p>Of course, we\u2019ll provide several examples of metadata in action so you can see how they create individualized messages in the following campaigns:<\/p>\r\n<ul>\r\n\t<li>Cart abandonment<\/li>\r\n\t<li>Review requests<\/li>\r\n\t<li>Transactional confirmations<\/li>\r\n\t<li>Back-in-stock alerts<\/li>\r\n\t<li>Recommendations<\/li>\r\n<\/ul>\r\n<p>For instance, take a look at Jack Wills\u2019 cart abandonment email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11940\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/your-basket-is-having-abandonment-issues\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11940 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/your-basket-is-having-abandonment-issues.png\" alt=\"Jack Wills cart abandonment email campaign\" width=\"680\" height=\"2530\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/your-basket-is-having-abandonment-issues\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>This British fashion and lifestyle brand does a great job of addressing FOMO and incorporating product metadata to re-engage Luke, one of its customers.<\/p>\r\n<p>For starters, the email headline and message reassure Luke (by name!) that he can return to the website at any time to complete his purchase. The item details (images, names, colors, sizes and prices) help jog his memory of what he had previously looked at. What\u2019s more, the action-oriented CTA and the free delivery are powerful incentives for Luke to complete the transaction.<\/p>\r\n<p>Overall, this message is friendly, helpful, and not at all pushy. By doing the same, with your product details clearly laid out, you bring your customers one step closer to clicking the \u2018checkout\u2019 button on your brand\u2019s website.<\/p>\r\n<p><em>We've got many more examples to borrow inspiration from, so be sure to <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the final guide<\/a>.<\/em><\/p>\r\n<h3>The Challenges of Advanced Personalization\u2014And A Solution<\/h3>\r\n<p>Despite your best efforts, organizational and technological challenges may prevent you from reaching your marketing goals, leaving you to <a href=\"https:\/\/iterable.com\/blog\/death-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">question the value of personalization entirely<\/a>.<\/p>\r\n<p>As you\u2019re well aware, abandoning these efforts puts you at a disadvantage among your competitors, and you certainly don\u2019t want to see your hard work go down the drain.<\/p>\r\n<p>The good news? Iterable offers <a href=\"https:\/\/iterable.com\/features\/catalog\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, an individualization solution that allows you to deliver powerful and relevant messages at scale with ease.<\/p>\r\n<p>To learn more, watch Nick Allen, Solutions Consultant at Iterable, demonstrate how to build dynamic content with Catalog in the video below.<\/p>\r\n<p>[embed]https:\/\/youtu.be\/_Gjfi1Toq4E[\/embed]<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download Part 3<\/a> of our cross-channel personalization series to find out how you can use metadata to provide 1:1 experiences for your customers.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11927 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-3_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using Metadata\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 3: Metadata","post_excerpt":"In the final guide of this three-part series, you\u2019ll learn how to harness the power of metadata in your cross-channel marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-3-metadata","to_ping":"","pinged":"","post_modified":"2021-01-21 07:52:55","post_modified_gmt":"2021-01-21 15:52:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11938","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 21, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization Maturity, Level 3: Metadata\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-3-metadata\/"},{"ID":11932,"post_author":"7","post_date":"2021-01-20 10:27:05","post_date_gmt":"2021-01-20 18:27:05","post_content":"<p>Your personalization journey starts with you tapping into your customers\u2019 <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">user and event data<\/a>. Based on this information, you can unlock opportunities to create personalized experiences that resonate with your customers, whether it\u2019s sending a warm <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome message<\/a> after downloading an app or reassuring them about their <a href=\"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">travel points<\/a> in the wake of COVID-19.<\/p>\r\n<p>But suppose you want to enhance your marketing messages with even more robust, dynamic personalization. In that case, you need to look outside of your email service provider (ESP) because relying solely on your customers\u2019 profile and event data is like eating the same meal every day. Eventually, you\u2019re going to need other options for nourishment.<\/p>\r\n<p>Lucky for you, we\u2019ve got the ingredient that will help drive further engagement and boost your ROI (variety is the spice of a marketer\u2019s life, after all).<\/p>\r\n<p>With that, let\u2019s get started!<\/p>\r\n<h3>Recap: The Three Levels of Personalization\u00a0<\/h3>\r\n<p>Remember the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity model<\/a>? If not, familiarize yourself with the three levels below.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\n<p>Reactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\n<p>In the <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">first installment<\/a> of our three-part whitepaper series, we explain that Level 1 is the most straightforward and the easiest type of personalization to implement, but as we mentioned earlier, it\u2019s not enough to get you to the heart of what your customers want, just based on user profile data.\u00a0<\/p>\r\n<p>On the other hand, Level 2 prevents you from plateauing since it allows you to fuel your campaigns with more attention-grabbing content your audience will love. In this case, data feeds can make this happen for you.<\/p>\r\n<p>Take a sneak peek below, and <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the full guide<\/a> for a much deeper dive!<\/p>\r\n<h3>Personalization Maturity, Level 2: Data Feeds<\/h3>\r\n<p>Data feeds are externally managed information that exists outside of your ESP and are updated frequently (i.e. <a href=\"https:\/\/whatis.techtarget.com\/definition\/data-feed\" target=\"_blank\" rel=\"noopener noreferrer\">RSS feeds<\/a> for blogs and podcasts). When used in conjunction with user profile data, they deliver real-time content to your target audience, therefore enhancing the relevance of your campaigns.<\/p>\r\n<p>With data feeds, you can retrieve information (via JSON, XML, RSS, and Atom web services) from virtually any reputable source, so the sky\u2019s the limit in terms of what kind of information you want to integrate into your campaign for maximum customizability.<\/p>\r\n\r\n[caption id=\"attachment_11935\" align=\"alignnone\" width=\"1308\"]<a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204795659-Personalizing-Templates-with-Data-Feeds-\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11935 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-20-at-10.04.08-AM.png\" alt=\"Product recommendations powered by data feeds\" width=\"1308\" height=\"960\" \/><\/a> <em>Data feeds can be used to generate personalized product recommendations, such as these items for cats.<\/em>[\/caption]\r\n\r\n<p>\u00a0In this Level 2 guide, you\u2019ll see how data feeds manifest in the following ways:\u00a0<\/p>\r\n<ul>\r\n\t<li>Active offers<\/li>\r\n\t<li>Recommendations<\/li>\r\n\t<li>Tickers and APIs<\/li>\r\n\t<li>Blog and news content<\/li>\r\n<\/ul>\r\n<p>For instance, take a look at this Uniqlo email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11937\" align=\"alignnone\" width=\"666\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/innovative-lightweight-ready-for-anything\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11937 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/innovative-lightweight-ready-for-anything-1.png\" alt=\"Uniqlo transitional weather essentials\" width=\"666\" height=\"1053\" \/><\/a> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/innovative-lightweight-ready-for-anything\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>We\u2019ve all been there. We choose our outfits based on the weather forecast, only to discover that Mother Nature changed her mind at the last minute. Naturally, the unpredictability in weather makes it challenging to decide what to wear and when to wear it.\u00a0<\/p>\r\n<p>Understanding Mother Nature\u2019s fickle disposition, Uniqlo incorporated a weather API into this campaign to display a 7-day forecast based on the customer\u2019s location. In turn, this propagated seasonally-appropriate options for men and women so they could step out in style without being caught off guard.\u00a0<\/p>\r\n<p>Thanks to these types of data feeds, you can create dynamic personalization in real-time at scale and help your customers weather the storm with ease.\u00a0<\/p>\r\n<p><em>Want to see what other examples are in the forecast? Then <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">download Part 2<\/a> of our cross-channel personalization series.<\/em><\/p>\r\n<h3>Stay Proactive to Deepen Personalized Experiences For Customers\u00a0<\/h3>\r\n<p>It\u2019s one thing to establish a connection with your customers. It\u2019s another thing to maintain the relationships you\u2019ve worked hard to build. The truth is, you\u2019re not the only brand vying for your audience\u2019s attention, and your customers\u2019 allegiances lie with whichever brand serves their needs the most.\u00a0<\/p>\r\n<p>Given this, it\u2019s more important than ever to step up your game and continuously provide highly tailored messages that not only fulfill their needs, but also reflect your commitment to help them throughout their journey.\u00a0<\/p>\r\n<p>So don\u2019t wait. <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the guide<\/a> to see how you can spice up your marketing campaigns with data feeds!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11928 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-2_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using Data Feeds\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 2: Data Feeds","post_excerpt":"Download Part 2 of our cross-channel personalization series, where we explain how to level up your personalization maturity using data feeds.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-2-data-feeds","to_ping":"","pinged":"","post_modified":"2021-01-20 10:28:57","post_modified_gmt":"2021-01-20 18:28:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11932","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 20, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization Maturity, Level 2: Data Feeds\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-2-data-feeds\/"},{"ID":11901,"post_author":"7","post_date":"2021-01-19 16:27:21","post_date_gmt":"2021-01-20 00:27:21","post_content":"<p>Have you ever watched the original <em>CSI<\/em> on TV? If you have, you\u2019re probably familiar with the theme song, \u201cWho Are You,\u201d playing at the beginning of every episode. In the show, the main characters work around the clock with this question in mind, discovering and analyzing every piece of evidence to help bring justice to the victims on time.<\/p>\r\n<p>Like these fictional characters, your duty as a marketer is to bring justice to your customers by delivering the right message to the right people at the right time. To achieve that, you must understand who they are, what they like and how they interact with your brand.<\/p>\r\n<p>Without this foundational knowledge, you miss out on opportunities to make meaningful connections and provide your customers with personalized experiences throughout their <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">journey<\/a>.<\/p>\r\n<p>So whether you\u2019re new to cross-channel personalization or simply need a refresher on the fundamentals, we\u2019ve got the tools to help you solve your customers\u2019 problems.<\/p>\r\n<h3>The Three Levels of Personalization Maturity<\/h3>\r\n<p>At Iterable, we abide by the foundation of <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization maturity<\/a>, which comes in three levels:<\/p>\r\n<p><img class=\"alignnone size-full wp-image-11926\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Levels-Graphic.png\" alt=\"Personalization Maturity Levels\" width=\"769\" height=\"391\" \/><\/p>\r\n<h4>Level 1: Reactive personalization<\/h4>\r\n<p>Reactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h4>How to Level Up<\/h4>\r\n<p>At the beginning of your personalization journey, it\u2019s all about establishing a relationship with your customers and building a strong foundation. In <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">our first in-depth guide to cross-channel personalization<\/a>, we\u2019ll cover Level 1 extensively so you can learn the ins-and-outs of user and event data and apply those learnings to your marketing campaigns.<\/p>\r\n<p>Take a sneak peek below, and <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the full guide<\/a> for a much deeper dive!<\/p>\r\n<h3>Personalization Maturity, Level 1: User and Event Data<\/h3>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">User attributes and event data<\/a> are information that\u2019s readily available on any email service provider (ESP) or growth marketing platform. The former refers to personal characteristics and demographic information, such as a person\u2019s name, preferences and location. And the latter refers to your customers\u2019 interactions with your brand.<\/p>\r\n\r\n[caption id=\"attachment_11930\" align=\"alignnone\" width=\"1475\"]<img class=\"wp-image-11930 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Andrew-Event-Data.png\" alt=\"Iterable User Profile: Andrew Boni example\" width=\"1475\" height=\"811\" \/> <em>A standard user profile contains basic information about your customer, such as their name, email address, location and when they subscribed to your communications.<\/em>[\/caption]\r\n\r\n<p>Together, they make a powerful duo since they unlock opportunities for increased engagement and higher ROI for your brand.<\/p>\r\n<p>And in part one of our three-part whitepaper series, we\u2019ll show you how to apply user and event data throughout the five stages of campaign building, which include the following:\u00a0<\/p>\r\n<ol>\r\n\t<li>Audience identification<\/li>\r\n\t<li>Data integration<\/li>\r\n\t<li>Campaign composition<\/li>\r\n\t<li>Message personalization<\/li>\r\n\t<li>Performance optimization\u00a0<\/li>\r\n<\/ol>\r\n<p>Of course, we\u2019ll provide plenty of examples, so you can see how some of the leading consumer brands are leveraging their customers\u2019 data to deliver personalized experiences every step of the way.\u00a0<\/p>\r\n<p>For illustration, let\u2019s take a look at this Alaska Airlines email campaign.<\/p>\r\n\r\n[caption id=\"attachment_11931\" align=\"alignnone\" width=\"497\"]<img class=\"wp-image-11931 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/alaskaairlines.png\" alt=\"Alaska Airlines COVID-19 email\" width=\"497\" height=\"792\" \/> <em>Alaska Airlines keeps travelers informed with empathy in this email.<\/em>[\/caption]\r\n\r\n<p>Last year, COVID-19 devastated the hospitality and travel industries. The emergence of the coronavirus forced millions of travelers to delay or cancel their plans until further notice, and those with travel points were concerned about whether they could redeem their credits toward future travel plans.<\/p>\r\n<p>To reassure its customers, Alaska Airlines launched a campaign to announce an extension of expiration dates. More importantly, the message exuded compassion, flexibility and <a href=\"https:\/\/iterable.com\/blog\/what-consider-before-sending-another-coronavirus-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">relevance<\/a>\u2014all of which help drive customer engagement and loyalty during stressful and uncertain times.<\/p>\r\n<p><em>This is just a preview. <a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the guide<\/a> to see more examples of how you can apply user profile and event data to create personalized cross-channel campaigns.<\/em><\/p>\r\n<h3>Adopt a Reactive Approach to Create Personalized Experiences<\/h3>\r\n<p>Don\u2019t be fooled by the moniker: Reactive isn\u2019t synonymous with a knee-jerk response to your customers\u2019 needs. Creating personalized experiences requires a thorough understanding of your customers and segmenting them based on their actions and behavior with your brand.<\/p>\r\n<p>In the video below, Iterable Solutions Consultant, <a href=\"https:\/\/www.linkedin.com\/in\/nikilasimonutti\/\" target=\"_blank\" rel=\"noopener noreferrer\">Niki Simonutti<\/a>, explains why user segmentation is an integral part of your marketing strategy. Using a hypothetical e-commerce brand, Niki demonstrates how to retrieve the right data to create relevant messages to the right audience.<\/p>\r\n<p>[embed]https:\/\/youtu.be\/Cz8Htjf1Ktg[\/embed]<\/p>\r\n<p>Regardless of which lifecycle campaign you\u2019re launching, segmenting your users not only facilitates a connection, but it also allows you to tailor messages that resonate with your audience, which in turn means higher ROI for your business.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11929 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/ITE_Personalization-Maturity-Guide_Level-1_660x240.png\" alt=\"Download Guide: How to Personalize Cross-Channel Campaigns Using User and Event Data\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"Personalization Maturity, Level 1: User and Event Data","post_excerpt":"In our Level 1 guide to cross-channel personalization, we\u2019ll cover the details of user and event data and how to harness them in your marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-maturity-level-1-user-and-event-data","to_ping":"","pinged":"","post_modified":"2021-01-20 19:06:04","post_modified_gmt":"2021-01-21 03:06:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11901","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 19, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization Maturity Level 1: User and Event Data\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/personalization-maturity-level-1-user-and-event-data\/"},{"ID":11905,"post_author":"7","post_date":"2021-01-14 07:43:03","post_date_gmt":"2021-01-14 15:43:03","post_content":"<p>The global coronavirus pandemic derailed, well, <em>everything<\/em>, so it's no surprise that people\u2019s mental and physical health were severely impacted. With so many other competing priorities, such as remote work, child and family care, and financial security, it's completely understandable that <a href=\"https:\/\/www.washingtonpost.com\/lifestyle\/wellness\/losing-your-motivation-to-exercise-as-the-pandemic-drags-on-heres-how-to-get-it-back\/2020\/05\/11\/72e41a3c-93af-11ea-91d7-cf4423d47683_story.html\" target=\"_blank\" rel=\"noopener noreferrer\">many lost the motivation to stay active during these tumultuous times<\/a>.<\/p>\r\n<p>These particular effects of the pandemic have impacted those in the health and wellness industry, but there\u2019s still hope for marketers in this space despite the collective malaise.<\/p>\r\n<p>A recent <a href=\"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">survey Iterable conducted<\/a> showed that nearly 44% of health and wellness marketers had planned to launch New Year\u2019s resolution campaigns, and 36% planned to focus on delivering targeted messages that help drive engagement and growth.<\/p>\r\n<p>Regardless of what your specific health and wellness marketing goals are, kicking off the new year with campaigns that convey empathy and trust can help your customers achieve a healthy body and mind\u2014and a more balanced life.<\/p>\r\n<p>Here are four ways to do just that, using tactics from Iterable's own health and wellness customers.\u00a0<\/p>\r\n<h3>4 Ways to Stick to Your New Year\u2019s Marketing Resolutions<\/h3>\r\n<h4>1. Analyze user engagement data to optimize communications that drive revenue.<\/h4>\r\n<p><a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a> is a mindfulness and meditation app that has helped millions of people manage their emotions and find their center. Last April, <a href=\"https:\/\/qz.com\/1934906\/meditation-app-calm-is-booming-in-anxious-times\/\" target=\"_blank\" rel=\"noopener noreferrer\">1.6 million people downloaded the app for the first time<\/a> to cope with the stresses and anxieties brought forth by the pandemic. But as <a href=\"https:\/\/iterable.com\/blog\/analytics-testing-sue-cho-calm\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sue Cho<\/a> (Head of Lifecycle Marketing at Calm) can attest, the path to reaching a large user base came with some challenges.<\/p>\r\n<p>Previously, she launched a <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener noreferrer\">new-member onboarding campaign<\/a> that entailed eight emails over the course of one month. The first email was sent the day after sign-up; the remaining emails were dispatched every two days thereafter. During her post-launch analysis, Sue discovered that 80% of new users were dropping off after signup, which indicated that the messages didn\u2019t make a powerful first impression.<\/p>\r\n<p>To remedy the situation, Sue <a href=\"http:\/\/erable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmented<\/a> half of the new members and delivered the same eight emails in 15 days versus 27 days. Through testing and optimizing with <a href=\"https:\/\/iterable.com\/product\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> and <a href=\"https:\/\/amplitude.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amplitude<\/a>, she saw a significant improvement in user engagement and retention and noticed a 4x increase in revenue.<\/p>\r\n<p>Learn more about Calm's analytics and testing strategies in our <a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">webinar on-demand<\/a>.<\/p>\r\n<h4>2. Apply dynamic segmentation across channels to boost engagement and the bottom line.<\/h4>\r\n<p><a href=\"https:\/\/curology.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Curology<\/a> understands that a solid plan is as good as the person seeing it through. As an individualized prescription skincare company that caters to Gen Z and Millennials, it provides bespoke treatment plans that address a range of skin concerns, from acne to fine lines and wrinkles. In addition, the Curology team offers its customers 1:1 consultations with licensed dermatologists to ensure they achieve the best possible results.<\/p>\r\n<p>Given the nature of the business, its success hinges on its customers\u2019 ability to follow their personalized treatment plans. Knowing this, the Curology team <a href=\"https:\/\/iterable.com\/customers\/case-study\/curology\" target=\"_blank\" rel=\"noopener noreferrer\">launched a 21-day challenge<\/a> to encourage its young customers to abide by their skincare regimen.<\/p>\r\n<p>However, the Curology team\u2019s initial use of two different platforms to manage their email and SMS campaigns proved difficult. The data disparity hindered their ability to provide personalized recommendations at scale, let alone gain their customers\u2019 compliance. They also had to contend with the fact that <a href=\"https:\/\/adsharkmarketing.com\/marketing-to-gen-z-why-we-need-to-embrace-the-next-generation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Gen Z consumers have an attention span of about 8 seconds<\/a>, which meant they had to grab their attention fast.<\/p>\r\n<p>This prompted VP of Marketing Fabian Seelbach to seek out Iterable\u00a0to streamline the process, segment unengaged SMS users, and send them targeted follow-up campaigns to make sure they were sticking to the treatment plan. As for the results? The team boosted customer engagement by 26%, treatment plan compliance by 14%, and increased revenue by 10%.<\/p>\r\n<p>Check out the video below and <a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/Iterable_Curology_CaseStudy-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">read Curology's full case study<\/a> to learn how.<\/p>\r\n<p>https:\/\/youtu.be\/su7EZLn7R0o<\/p>\r\n<h4>3. Strengthen new user onboarding for maximum gains in conversions.<\/h4>\r\n<p><a href=\"https:\/\/fiit.tv\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit.TV<\/a> is a U.K.-based fitness subscription app with a mission to make online fitness classes accessible to everyone. When the pandemic hit, the Fiit team saw a massive influx of new users\u2014300% YoY to be exact. But the exponential growth raised the question among the founders: How were they going to deliver personalized experiences at scale and retain users?<\/p>\r\n<p>To answer that question, the team <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">launched a 14-day free trial<\/a> for all new users in early 2020, and to their surprise, conversion rates dropped. Upon closer look, they discovered that their email onboarding sequence lacked clear objectives, leaving users not sure how best to get started.<\/p>\r\n<p>After revising the onboarding sequence with Iterable\u2019s Experiments and <a href=\"https:\/\/iterable.com\/features\/workflow-studio\/\" target=\"_blank\" rel=\"noopener noreferrer\">Workflow Studio<\/a> (and testing and optimizing), the team\u2019s hard work paid off: Trial-to-paid conversions increased to 65% and first-day activations increased by 12%.<\/p>\r\n<p>Read <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit's case study<\/a> for a deeper dive into how the team optimized its health and wellness marketing for peak performance.<\/p>\r\n<h4>4. Automate personalization to scale results and take back your time.<\/h4>\r\n<p>In 2014, Noga Leviner, co-founder and CEO of <a href=\"https:\/\/picnichealth.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PicnicHealth<\/a>, launched the company to create a platform that would allow patients to access their comprehensive medical history and anonymously contribute to medical research.<\/p>\r\n<p>During the early stages, the company\u2019s engineering team handled all the marketing initiatives in the absence of a marketing team. They wrote the email logic and launched and managed their ongoing medical record collection campaign. But as the company\u2019s research programs grew, the engineers realized that manually segmenting users was highly inefficient and yielded less-than-ideal conversion rates.<\/p>\r\n<p>After switching to Iterable, they were able to <a href=\"https:\/\/iterable.com\/customers\/case-study\/picnichealth\" target=\"_blank\" rel=\"noopener noreferrer\">automate the medical history consent campaign<\/a> and send personalized emails to different audience segments at scale. As a result, PicnicHealth\u2019s conversion rate skyrocketed to 90% and saved 10 hours per week in customer support.<\/p>\r\n<p>Learn how PicnicHealth automated its communications, while maintaining the security and privacy of patient data, in this <a href=\"https:\/\/iterable.com\/customers\/case-study\/picnichealth\" target=\"_blank\" rel=\"noopener noreferrer\">full case study<\/a>.<\/p>\r\n<h3>Closing Thoughts on Health and Wellness Marketing<\/h3>\r\n<p>If there\u2019s anything 2020 has shown us, it\u2019s that health and wellness are essential. For marketers in the industry, as you continue to navigate the pandemic this year, make a commitment to restore some balance for your customers.<\/p>\r\n<p>Whether it\u2019s encouraging them to meditate for five minutes or rewarding them for completing a workout, make sure your health and wellness marketing messages exude empathy and relevancy like never before.<\/p>\r\n<p><em>Need some guidance on how to boost customer engagement and revenue? <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> with Iterable today.<\/em><\/p>","post_title":"4 Ways to Enhance Your Health and Wellness Marketing","post_excerpt":"Meet your health and wellness marketing goals in the new year with these four tactics from Iterable's customers in the industry.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-enhance-health-and-wellness-marketing","to_ping":"","pinged":"","post_modified":"2021-01-14 07:43:03","post_modified_gmt":"2021-01-14 15:43:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11905","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 14, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011421_Enhance-Your-Health-and-Wellness_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Health and wellness image - Stock photo of man meditating\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011421_Enhance-Your-Health-and-Wellness_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011421_Enhance-Your-Health-and-Wellness_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011421_Enhance-Your-Health-and-Wellness_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-enhance-health-and-wellness-marketing\/"},{"ID":11895,"post_author":"7","post_date":"2021-01-12 07:58:16","post_date_gmt":"2021-01-12 15:58:16","post_content":"<p>Health and wellness brands are entering a new year with a drastically altered consumer landscape.<\/p>\r\n<p>In regions where gyms remain closed due to COVID-19 lockdowns, at-home and virtual workouts have become common alternatives. And where gyms are open, members must wear masks and fitness class sizes have shrunk due to safety restrictions.<\/p>\r\n<p>Additionally, demand is surging for mindfulness and meditation apps like <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>, whose downloads <a href=\"https:\/\/qz.com\/1934906\/meditation-app-calm-is-booming-in-anxious-times\/\" target=\"_blank\" rel=\"noopener noreferrer\">increased<\/a> by 36% from January to April 2020. However, stress and personal responsibilities have resulted in <a href=\"https:\/\/www.wsj.com\/articles\/covid-stress-derailed-your-workouts-heres-how-to-get-back-on-track-11596373200\" target=\"_blank\" rel=\"noopener noreferrer\">decreased motivation<\/a> to exercise for many consumers.<\/p>\r\n<p>We\u2019re in a new year of the pandemic. Given the many shifts in the health and wellness space, <strong>Iterable wanted to know how these changes have affected the industry\u2019s marketing efforts.<\/strong><\/p>\r\n<p>To gain a better understanding of 2020\u2019s impact on the health and wellness world, Iterable asked industry marketers how they feel about 2021. We surveyed health and wellness marketers across the U.S. and U.K. on their plans and predictions for the new year.<\/p>\r\n<p>Here\u2019s what we discovered.<\/p>\r\n<h3>Health and Wellness Marketing Trends for 2021<\/h3>\r\n<h4>1. New Year\u2019s resolution messaging will not go away.<\/h4>\r\n<p>One of our biggest questions for health and wellness industry marketers was on the use of New Year\u2019s resolution messaging. Given the challenges consumers continue to face during the pandemic, we wondered if using a \u201cnew year, new you\u201d message\u2014or resolution messaging\u2014would still be a priority.<\/p>\r\n<p>However, it appears this messaging will carry on. Nearly half (44%) of respondents are investing <strong>more<\/strong> in New Year\u2019s resolution messaging this year. Another 38% plan to invest in the <strong>same<\/strong> amount of messaging as last year.<\/p>\r\n<p>For most industry marketers, the planned continuation of resolution messaging lies in its success\u201477% think it's worthwhile. But when comparing U.S. and U.K. respondents, U.S. brands rely more on resolution messaging. Seventy-six percent of U.S. marketers say the messaging is a viable investment versus 64% of those in the U.K.<\/p>\r\n<h4>2. Marketers are preparing for higher Q1 customer attrition.<\/h4>\r\n<p>Considering the majority of respondents believe in the value of New Year\u2019s resolutions, it comes as no surprise that 65% also said the popularity of their product is tied to New Year\u2019s resolutions.<\/p>\r\n<p>Industry marketers were also aligned with previous studies that showed the <a href=\"https:\/\/www.sundried.com\/blogs\/training\/research-shows-43-of-people-expect-to-give-up-their-new-year-s-resolutions-by-february\" target=\"_blank\" rel=\"noopener noreferrer\">abrupt ending<\/a> of New Year\u2019s resolutions by consumers in February. More than half of respondents (52%) said their brand typically sees more than 20% attrition by the end of Q1 year-over-year.<\/p>\r\n<p>For 2021, industry marketers are also aware of new factors that could further impact typical Q1 attrition. Respondents listed a lack of motivation to achieve goals and customers falling back into old routines as the top barriers to customer acquisition and retention for Q1 2021.<\/p>\r\n<p>However, they also noted increased stress, anxiety and uncertainty, as well as heightened personal demands, as top barriers\u2014all signs of the pandemic\u2019s effects on consumers.<\/p>\r\n<table style=\"border-collapse: collapse;width: 76.4457%;height: 335px\">\r\n<thead>\r\n<tr style=\"height: 63px\">\r\n<td style=\"width: 5.2656%;height: 63px\" colspan=\"3\">\r\n<h5>Top 3 barriers to retaining or acquiring customers during Q1 2021<\/h5>\r\n<\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 5.2656%;height: 24px\">1<\/td>\r\n<td style=\"width: 61.401%;height: 24px\">Lack of customer motivation to achieve health and fitness goals<\/td>\r\n<td style=\"width: 9.92004%;height: 24px\">46%<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 5.2656%;height: 24px\">2<\/td>\r\n<td style=\"width: 61.401%;height: 24px\">Customers falling back into old routines<\/td>\r\n<td style=\"width: 9.92004%;height: 24px\">42%<\/td>\r\n<\/tr>\r\n<tr style=\"height: 224px\">\r\n<td style=\"width: 5.2656%;height: 224px\">3<\/td>\r\n<td style=\"width: 61.401%;height: 224px\">\r\n<p>[TIE]<\/p>\r\n<p>Health, fitness and wellness deprioritized by customers due to increased stress, anxiety and uncertainty<\/p>\r\n<p>+<\/p>\r\n<p>Health, fitness and wellness deprioritized by customers due to increased personal demands<\/p>\r\n<\/td>\r\n<td style=\"width: 9.92004%;height: 224px\">28%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h4>3. Customer loyalty programs will skyrocket.<\/h4>\r\n<p>Health and wellness marketers see customer loyalty programs as a potential solution to address pandemic-related stressors and personal demands. Forty percent of respondents plan on developing customer loyalty programs in 2021.<\/p>\r\n<p>Much as they already have throughout 2020, industry marketers don\u2019t plan on stopping their innovation and adaptation to drive business. As we saw in our <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener noreferrer\">2021 marketing trends report<\/a>, respondents also plan to increase personalization tactics\u201436% are increasing their focus on targeted marketing. Additionally, 30% of industry marketers plan to stay nimble by launching a new product or service to increase customer engagement as the pandemic continues.<\/p>\r\n<table style=\"border-collapse: collapse;width: 79.4076%\">\r\n<thead>\r\n<tr>\r\n<td style=\"width: 6.25293%\" colspan=\"3\">\r\n<h5>Top 3 tactics identified by health and wellness marketers to avoid Q1 dropoff in 2021<\/h5>\r\n<\/td>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 6.25293%\">1<\/td>\r\n<td style=\"width: 60.4137%\">Develop a loyalty program<\/td>\r\n<td style=\"width: 12.7409%\">40%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 6.25293%\">2<\/td>\r\n<td style=\"width: 60.4137%\">Put a greater emphasis on targeted marketing<\/td>\r\n<td style=\"width: 12.7409%\">36%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 6.25293%\">3<\/td>\r\n<td style=\"width: 60.4137%\">Launch a new product\/service to increase engagement<\/td>\r\n<td style=\"width: 12.7409%\">30%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h3>The Outlook for Health and Wellness Marketers<\/h3>\r\n<p>Although we were initially surprised by industry marketers\u2019 commitment to New Year\u2019s resolution messaging, we were also encouraged by respondents' plans for 2021.<\/p>\r\n<p>Even with the reliance on historic resolution messaging, it\u2019s clear industry marketers have an idea of the challenges that lie ahead given their plans for loyalty programs, targeted marketing and new products and services. However, there\u2019s no denying that health and wellness brands will face an uphill climb in connecting with consumers while they continue dealing with the effects of the COVID-19 pandemic.<\/p>\r\n<p>To ensure that respondents\u2019 planned tactics like loyalty programs and targeted marketing are successful, industry marketers should consider how <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">AI<\/a> and <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">zero-party data<\/a> can help.<\/p>\r\n<p>AI can help organizations better understand how customers feel about their brand\u2014in real time and across multiple channels\u2014which can inform smarter strategies that build stronger emotional connections with target audiences. Zero-party data offers brands an effective way to transparently collect data from customers and build a mutual partnership.<\/p>\r\n<p>By offering a personalized experience across all marketing channels, health and wellness brands can reduce New Year\u2019s resolution customer attrition regardless of new challenges presented by the pandemic.<\/p>\r\n<p><em>Want to know how you can do more to personalize your customer engagement strategy in 2021? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Contact Iterable<\/a> to see how we can help.<\/em><\/p>","post_title":"New Year, New Tactics: 2021 Health and Wellness Marketing Trends","post_excerpt":"Iterable surveyed health and wellness marketers across the U.S. and U.K. to understand how they feel about 2021 and learn their plans for the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-health-and-wellness-marketing-trends","to_ping":"","pinged":"","post_modified":"2021-01-12 07:58:16","post_modified_gmt":"2021-01-12 15:58:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11895","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 12, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011221_Health-and-Wellness-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Health and wellness illustration\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011221_Health-and-Wellness-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011221_Health-and-Wellness-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/011221_Health-and-Wellness-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2021-health-and-wellness-marketing-trends\/"},{"ID":11864,"post_author":"70","post_date":"2021-01-11 08:28:17","post_date_gmt":"2021-01-11 16:28:17","post_content":"<p>We're thrilled to announce that\u2014for the second year in a row\u2014Iterable has been recognized by Built In as one of the \"<a href=\"https:\/\/www.builtincolorado.com\/companies\/best-places-to-work-colorado-2021\">Best Places to Work in Colorado<\/a>.\" We\u2019ve also been included in the following subcategories:<\/p>\r\n<ul>\r\n\t<li>Best Midsize Companies to Work For (in both <a href=\"https:\/\/www.builtincolorado.com\/companies\/best-midsize-places-to-work-colorado-2021\">Colorado<\/a> and <a href=\"https:\/\/www.builtinsf.com\/companies\/best-midsize-places-to-work-san_francisco-2021\">San Francisco<\/a>)<\/li>\r\n\t<li>Colorado\u2019s <a href=\"https:\/\/www.builtincolorado.com\/companies\/best-paying-companies-colorado-2021\">Best Paying Companies<\/a><\/li>\r\n<\/ul>\r\n<p>As a featured employer, we\u2019re proud to join the ranks of some of the biggest names in tech, who all work to ensure that people come first!<\/p>\r\n<p>At Iterable, we take great pride in our workplace culture. From <a href=\"https:\/\/iterable.com\/culture\" target=\"_blank\" rel=\"noopener noreferrer\">day one<\/a>, our founders Andrew Boni and Justin Zhu recognized their commitment to build a thriving workplace that aligns with <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 core values<\/a>: Humility, Trust, Growth Mindset, and Balance. These values guide us as we grow and ensure that we are always connected to our people-first formula.<\/p>\r\n<blockquote>\r\n<p><em>\"I'm incredibly proud to see Iterable on BuiltIn's 2021 List of Best Places to Work in Colorado,\" <\/em>said Lynette Busby, Senior Recruiting Operations Manager at Iterable.<em> \"I've had the pleasure of working alongside some of the most genuine, dedicated, and inspiring people I\u2019ve ever met while at Iterable\u2014in the Denver office and beyond! While 2020 was a rollercoaster of a year, our executives' commitment to leading with empathy, community, trust, and positivity has helped our culture remain vibrant. Everyone here wants you to succeed, and this sentiment forms a strong foundation of support that bolsters our resilience during challenging times. While the last year has certainly been difficult, it's Iterable's strong culture that has helped us through.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p><a href=\"http:\/\/BuiltIn.com\">BuiltIn.com\u2019s<\/a> 2021 Best Places to Work List \u201crecognizes top employers across the country, featuring companies who go above and beyond for their people, measuring benefits, support, culture programs, and initiatives.\u201d The list ranks companies algorithmically based on compensation data and employer benefits. Rank is determined by combining a company\u2019s score in each of these categories.<\/p>\r\n<p>Across our different offices around the world, we celebrate our teams\u2019 unique talents, skills and backgrounds.\u00a0 Our employees are the cornerstone of what makes Iterable a great place to work. <br \/>\r\n<br \/>\r\nHere\u2019s what some of our Denver employees had to say when asked about working at Iterable:\u00a0<\/p>\r\n<p><img class=\"alignnone wp-image-11892 \" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-11-at-8.44.42-AM.png\" alt=\"Best places to work quotes - Gina Garenchana\" width=\"686\" height=\"579\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-11871\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-06-at-2.44.07-PM.png\" alt=\"Best Places to Work in Colorado quote - Luis Valdez\" width=\"557\" height=\"540\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-11872 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Screen-Shot-2021-01-06-at-2.50.52-PM.png\" alt=\"Best Places to Work in Colorado quote - Nate Meir\" width=\"624\" height=\"437\" \/><br \/>\r\nIterable now has more than 70 employees based in Denver. We\u2019re <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener noreferrer\">currently hiring<\/a> for over a dozen roles in Denver or remotely across various departments, so if you\u2019re looking for your next career opportunity, we\u2019d love to have you on our talented team. Come join us!<\/p>","post_title":"Iterable on 2021 List of Best Places to Work in Colorado","post_excerpt":"We\u2019re honored to rank on Built In\u2019s 2021 list of Best Places to Work in Colorado. Learn what our Denver team loves about working at Iterable\u2014we're hiring!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-best-places-to-work-in-colorado","to_ping":"","pinged":"","post_modified":"2021-01-11 11:54:40","post_modified_gmt":"2021-01-11 19:54:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11864","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 11, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010721_Built-In-Best-Places-to-Work-2021_768x512-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010721_Built-In-Best-Places-to-Work-2021_768x512-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010721_Built-In-Best-Places-to-Work-2021_768x512-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010721_Built-In-Best-Places-to-Work-2021_768x512-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2021-best-places-to-work-in-colorado\/"},{"ID":11857,"post_author":"7","post_date":"2021-01-06 07:44:20","post_date_gmt":"2021-01-06 15:44:20","post_content":"<p>Transactional messages play an important part of email strategy as they provide detailed critical information pertaining to a customer\u2019s transactions or account activity.\u00a0<\/p>\r\n<p>A few examples of transactional messaging can be a receipt for a purchase, resetting an account password, or a status update on an expected delivery.<\/p>\r\n<p>According to our trusted partner, <a href=\"https:\/\/www.mailgun.com\/blog\/email-open-rates-decoded\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pathwire<\/a>, marketing emails have an average of a 20-25% open rate, whereas open rates of transactional messages can be up to 60-65% higher and average around 80-85%.<\/p>\r\n<p>Since these types of messages are expected by recipients and have a higher engagement rate, many marketers often set and forget them. However, if you're not leveraging dynamic content in these emails, you're missing out on an opportunity to drive that engagement even further.<\/p>\r\n<p>These three tips on how to personalize transactional messages with dynamic content will help improve your overall customer experience and build loyalty toward your brand.<\/p>\r\n<h3>3 Tips to Make Your Transactional Messages More Dynamic<\/h3>\r\n<h4>1. Personalize With Transactional Data<\/h4>\r\n<p>This may sound obvious, but utilizing transactional data in your emails is a great way to provide assurance in your communications by hydrating your message with information relevant to the transaction.<\/p>\r\n<p>Creative Market is a marketplace that allows users to purchase fonts, graphics, themes and other design-related materials from independent content creators. In this message below, Creative Market provides relevant information about a recent purchase by dynamically populating content within the message.<\/p>\r\n\r\n[caption id=\"attachment_11859\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/danil-sent-you-a-message\"><img class=\"wp-image-11859 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-1-Creative-Market.png\" alt=\"Creative Market email\" width=\"680\" height=\"615\" \/><\/a> <em>Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>In this example, the user receives a notification that contains a message from the content creator, which includes the user\u2019s first name, the creator\u2019s account name and the message that was sent to the user from the creator.<\/p>\r\n<p><strong>Dynamic Content Tip<\/strong>: Showing a customer's clear billing information and purchase data provides peace of mind that their purchase was processed properly and that their product is on the way! You could even personalize the subject line and preheader text to include information about the purchase (e.g. \"New shoes coming your way, Mikey!) to make your message stand out in their inbox.<\/p>\r\n<h4>2. Cross-Sell and Upsell With Product Recommendations<\/h4>\r\n<p>Recommendations can add value to your transactional messages by providing the customer with personalized suggestions of products or services they may be interested in. This highlights items they have yet to discover and encourages future purchases.<\/p>\r\n<p>In the example below, Skillshare provides a transactional message to its customers when they have enrolled in a class and are ready to start learning. This message also uses their historical data to recommend related classes they may like, saving the customer time and effort in browsing the course catalog themselves.<\/p>\r\n\r\n[caption id=\"attachment_11860\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-class-skillshare\"><img class=\"size-full wp-image-11860\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-2-Skillshare.png\" alt=\"Skillshare product recommendations\" width=\"680\" height=\"1256\" \/><\/a> <em>Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p><strong>Dynamic Content Tip<\/strong>: Iterable\u2019s Catalog allows you to easily store, manage, and generate recommendations based on of a user's profile data, providing deep personalization for your relevant content. To learn more about Catalog, check out <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">this blog post<\/a>.<\/p>\r\n<h4>3. Keep Them Coming Back for More With Coupons<\/h4>\r\n<p>Who doesn\u2019t love a good deal from a brand that you love, right!? A great way to draw your customers to come back again is to include a coupon, discount or other incentive toward their next purchase, directly into your transactional emails.<\/p>\r\n<p>Doing this is a two-for-one where you will be delivering relevant information to a customer\u2019s transaction, while also promoting the customer to start considering a future purchase, whether for themselves or as gifts for their family and friends. Why motivate only one person to buy when you can reach several instead?<\/p>\r\n<p>In the example below, Rover provides a confirmation email about a booking and advertises a $20 discount if the customer refers a friend for their service at the bottom of the message.<\/p>\r\n\r\n[caption id=\"attachment_11861\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/confirm-tychos-booking-with-ana-now\"><img class=\"size-full wp-image-11861\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Transactional-3-Rover.png\" alt=\"Rover referral discount\" width=\"680\" height=\"1752\" \/><\/a> <em>Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p><strong>Dynamic Content Tip<\/strong>: Promote specific incentives for customers based on how much they spent on their last purchase. For example, if a customer spends $100 or more, then display a 20% coupon.<\/p>\r\n<p>Iterable allows you to customize your email templates using handlebar logic that references the total amount spent and displays the discount coupon for that spending threshold. More information on how to accomplish this can be found directly in our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480365-Personalizing-Templates-with-Handlebars-#working-with-numbers-longs-and-doubles\" target=\"_blank\" rel=\"noopener noreferrer\">documentation<\/a>.<\/p>\r\n<h3>Transform Your Transactions<\/h3>\r\n<p>Consumers rely on transactional messages because they contain critical content, but since they're already expecting them, why not personalize them to create a more valuable and enjoyable experience?<\/p>\r\n<p>Utilizing content dynamically in your transactional emails can drive engagement, build trust and loyalty, all while strengthening your customer lifecycle and your brand overall.<\/p>\r\n<p>For a deep-dive into all things dynamic content, <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">download our latest guide<\/a> in our Personalization Playbook series.<\/p>","post_title":"3 Tips to Make Your Transactional Messages Top-Notch","post_excerpt":"Want to drive engagement and build brand loyalty? Here are three tips on how to personalize transactional messages with dynamic content.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-tips-transactional-messages","to_ping":"","pinged":"","post_modified":"2021-02-02 14:09:05","post_modified_gmt":"2021-02-02 22:09:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11857","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 06, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010621_3-Tips-for-Transactional-Emails_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"3 tips for transactional messages\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010621_3-Tips-for-Transactional-Emails_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010621_3-Tips-for-Transactional-Emails_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010621_3-Tips-for-Transactional-Emails_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-tips-transactional-messages\/"},{"ID":11852,"post_author":"7","post_date":"2021-01-05 08:44:17","post_date_gmt":"2021-01-05 16:44:17","post_content":"<p>So you survived the <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday shopping season<\/a>\u2014congrats! Now that retailers and brands are setting their sights on the new year, marketers everywhere are nailing down their strategies, determining their hiring plans, setting budgets, evaluating new technologies and brainstorming creative campaigns.<\/p>\r\n<p>But after nearly a year into a global pandemic, we wanted to know\u2014what can we really expect to see from marketers in 2021?<\/p>\r\n<p>We recently <a href=\"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 500 B2C marketers<\/a> to find out their plans for 2021 and discovered these top four findings:<\/p>\r\n<ol>\r\n\t<li>Martech stacks will leverage more data and automation for customer acquisition.<\/li>\r\n\t<li>Marketers will go all-in on AI and zero-party data.<\/li>\r\n\t<li>Almost 90% of B2C brands will have an app by the end of 2021.<\/li>\r\n\t<li>COVID-19 concerns aren't going away.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the high-level summary of how marketers will evolve the customer experience this year.<\/p>\r\n<p>Check out our infographic below for even more key takeaways and statistics that can guide your 2021 marketing strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>Marketers' top business priorities in 2021<\/li>\r\n\t<li>The martech tools on everybody's wish lists<\/li>\r\n\t<li>How marketing budgets have been impacted<\/li>\r\n\t<li>And more!<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11855\" align=\"alignnone\" width=\"1000\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_2021MarketingTrendsInfographic.png\"><img class=\"wp-image-11855 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Iterable_2021MarketingTrendsInfographic.png\" alt=\"2021 Marketing Trends Infographic\" width=\"1000\" height=\"4000\" \/><\/a> <em>Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>2021 Marketing Trends: The Times Are No Longer Unprecedented<\/h3>\r\n<p>We all got dealt a bad hand in 2020, but as these 2021 marketing trends suggest, this year is already shaping up for the better. Marketers may still be concerned about what's to come, but they are more prepared to tackle it head-on.<\/p>\r\n<p>Want to dive even deeper into these survey results and what they mean for your brand? Join us for our next webinar, \"The 2021 Outlook: 5 Data-Driven Marketing Predictions\" on January 12 at 11:00 a.m. PT. <a href=\"https:\/\/iterable.com\/webinars\/2021-data-driven-marketing-predictions\/\" target=\"_blank\" rel=\"noopener noreferrer\">Register today<\/a>!<\/p>","post_title":"2021 Marketing Trends to Kick Off the New Year [Infographic]","post_excerpt":"Check out our infographic on 2021 marketing trends for key takeaways and statistics that can guide your planning in the new year.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-marketing-trends-infographic","to_ping":"","pinged":"","post_modified":"2021-01-05 08:44:17","post_modified_gmt":"2021-01-05 16:44:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11852","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"January 05, 2021","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010521_2021-Marketing-Trends-Infographic_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2021 marketing trends infographic - stock photo of woman holding phone\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010521_2021-Marketing-Trends-Infographic_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010521_2021-Marketing-Trends-Infographic_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/010521_2021-Marketing-Trends-Infographic_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2021-marketing-trends-infographic\/"},{"ID":11809,"post_author":"7","post_date":"2020-12-18 07:21:50","post_date_gmt":"2020-12-18 15:21:50","post_content":"<p>In our \u201c12 Days of Holidays\u201d program, we asked the Iterable Community to nominate the best marketing campaigns of 2020, and our customers have spoken!\u00a0<\/p>\r\n<p>Every campaign submitted deserved a shout-out, but these top five were especially awesome. Keep reading to see the winners so you can find your inspiration for the new year!<\/p>\r\n<h3>Drum Roll Please: The Best Marketing Campaigns of 2020<\/h3>\r\n<h4>Best Onboarding: HealthyWage<\/h4>\r\n<p><a href=\"https:\/\/www.healthywage.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">HealthyWage<\/a> uses cash prizes to make fitness more fun and effective by allowing users to make personalized bets to win up to $10,000.<\/p>\r\n<p>According to <a href=\"https:\/\/www.linkedin.com\/in\/corarae\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cora Martin<\/a>, Sr. Marketing Manager at HealthyWage, the first message in this onboarding campaign educates users about the HealthyWage app, with calls to action to a beginner\u2019s guide and the progress tracker. A secondary section encourages members to get social by visiting the blog and joining the brand\u2019s Facebook page.<\/p>\r\n\r\n[caption id=\"attachment_11812\" align=\"alignnone\" width=\"187\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-1-HealthyWage.png\"><img class=\"wp-image-11812 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-1-HealthyWage.png\" alt=\"HealthyWage Onboarding Email\" width=\"187\" height=\"941\" \/><\/a> <em>HealthyWage welcomes new users with relevant onboarding information.<\/em>[\/caption]\r\n\r\n<p>We love that content leads the way in this message, providing immediate value to users as they navigate their app experience. The design is clean and simple, and based on user engagement with the various CTAs, HealthyWage can personalize future messages by their specific interests.<\/p>\r\n<h4>Best Confirmation: ConsumerAffairs<\/h4>\r\n<p><a href=\"https:\/\/www.consumeraffairs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ConsumerAffairs<\/a> offers information for consumers, such as news, ratings and reviews of products, as well as buyers guides and information on specific topics.<\/p>\r\n<p>When a user requests more information on one of the hundreds of different brands represented on the site, ConsumerAffairs sends a confirmation email to inform them of what\u2019s next in the process and showcase similar product categories.<\/p>\r\n\r\n[caption id=\"attachment_11817\" align=\"alignnone\" width=\"354\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-2-ConsumerAffairs.png\"><img class=\"wp-image-11817 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-2-ConsumerAffairs.png\" alt=\"ConsumerAffairs Confirmation Email\" width=\"354\" height=\"793\" \/><\/a> <em>ConsumerAffairs achieves up to 40% open rates on this confirmation email.<\/em>[\/caption]\r\n\r\n<p>The company has only been using Iterable for several weeks, but it\u2019s already achieving amazing results. According to <a href=\"https:\/\/www.linkedin.com\/in\/glanzerr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ryan Glanzer<\/a>, Email Marketing Manager at ConsumerAffairs, the team has quickly built out a complex <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, and even as they continue to warm up their IP, they\u2019re <strong>seeing open rates at nearly 40% daily<\/strong> on this brand referral confirmation campaign. Congrats Ryan and team!<\/p>\r\n<h4>Best Promotion: Pressed Juicery<\/h4>\r\n<p><a href=\"https:\/\/pressedjuicery.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pressed Juicery<\/a> has set the standard for cold-pressed juice by providing millions of customers with healthy juice from California\u2019s Central Valley.<\/p>\r\n<p>This promotion was the favorite of <a href=\"https:\/\/www.linkedin.com\/in\/sonam-patel-1565b5112\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sonam Patel<\/a>, West Coast Field Marketing Manager at Pressed Juicery, because it was a special feature of the brand\u2019s wellness shots.<\/p>\r\n\r\n[caption id=\"attachment_11816\" align=\"alignnone\" width=\"175\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-3-Pressed-Juicery.png\"><img class=\"wp-image-11816 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-3-Pressed-Juicery.png\" alt=\"Pressed Juicery Promotion\" width=\"175\" height=\"843\" \/><\/a> <em>Pressed Juicery puts wellness shots on display in this promotion.<\/em>[\/caption]\r\n\r\n<p>We love the minimalist S-curve design that puts these products front and center, with subtle details like an ombre color scheme with shots ranging from light to dark. And each shot has a separate \u201cOrder Now\u201d link, allowing for personalization based on the customer\u2019s preferred press.<\/p>\r\n<h4>Best Personalization: The Dyrt<\/h4>\r\n<p>With air travel taking a nosedive this year, it\u2019s no surprise that more folks packed up their RVs and hit the road instead. <a href=\"https:\/\/thedyrt.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt<\/a>, the leading camping app and community for outdoor enthusiasts, delivered in a big way with personalized campaigns.<\/p>\r\n<p>We just had to feature this weekly digest campaign in our <a href=\"https:\/\/reallygoodemails.com\/school\/welcome-to-rge-school\" target=\"_blank\" rel=\"noopener noreferrer\">RGE School<\/a> session on metadata with Really Good Emails, because of all the highly personalized details in every single section.<\/p>\r\n\r\n[caption id=\"attachment_11815\" align=\"alignnone\" width=\"281\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-4-The-Dyrt.png\"><img class=\"wp-image-11815 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-4-The-Dyrt.png\" alt=\"The Dyrt Personalization\" width=\"281\" height=\"675\" \/><\/a> <em>The Dyrt takes personalization to the max with this metadata-powered message.<\/em>[\/caption]\r\n\r\n<p>Let\u2019s just list off the goodness here, shall we?<\/p>\r\n<ul>\r\n\t<li>Greeting by first name<\/li>\r\n\t<li>Countdown to this month\u2019s contest<\/li>\r\n\t<li>Individual contest names, regions and prize descriptions<\/li>\r\n\t<li>Leaderboard standings and points<\/li>\r\n\t<li>User-specific camper level with stats on reviews, photos, videos, edits and other contributions<\/li>\r\n<\/ul>\r\n<p>With the right technology, this advanced level of individualization becomes easier to accomplish, and <a href=\"https:\/\/iterable.com\/customers\/case-study\/the-dyrt\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt uses the power of Iterable Catalog<\/a> to create personalized messages and recommendations. This campaign may be promoting camping contests, but The Dyrt\u2019s world-class personalization here is the real prize.<\/p>\r\n<h4>Best Overall: Drizly<\/h4>\r\n<p>Okay, technically we\u2019re featuring not one, but TWO, marketing campaigns from Drizly, because much like most of the email marketing community, we could not get enough of their wit and creativity in 2020.<\/p>\r\n<p>According to Kylie McCarthy, former Director of CRM at Drizly and one of Iterable\u2019s <a href=\"https:\/\/iterable.com\/marketing-masters\/kylie-mccarthy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Masters<\/a>, the first campaign is one the team launched after they accidentally sent out a \u201cpersonalized\u201d email back in May, without any of the actual personalization\u2014just a whole lot of \u201cLorem Ipsum.\u201d But mistakes happen, and Drizly took the opportunity to show that their brand has a personality and a sense of humor with this apology email.<\/p>\r\n\r\n[caption id=\"attachment_11814\" align=\"alignnone\" width=\"427\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-5-Drizly-1.png\"><img class=\"wp-image-11814 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Best-of-2020-5-Drizly-1.png\" alt=\"Best Marketing Campaigns of 2020 - Drizly Apology Email\" width=\"427\" height=\"789\" \/><\/a> <em>Drizly wins over subscribers with this \u201coops\u201d email.<\/em>[\/caption]\r\n\r\n<p>From the eye-catching \u201clol, wtf was that\u201d subject line, to blaming the dog, to offering the \u201cLOREMIPSUM\u201d promo code, this is exactly how a brand says sorry right. The response to this apology email was overwhelmingly positive, even creating some social media buzz and resulting in this <a href=\"https:\/\/medium.com\/better-marketing\/how-drizly-turned-an-e-mail-blunder-into-a-brilliant-marketing-campaign-827eac9b82a0\" target=\"_blank\" rel=\"noopener noreferrer\">Medium article by Jon Torrey<\/a>. If you ever experience a marketing blunder, look no further than Drizly as a great example of how to handle it.<\/p>\r\n<p>And in case you thought Drizly was done delighting the email marketing community this year, behold the best CTA we\u2019ve seen in a long time: \u201cWhoop Jared Is.\u201d<\/p>\r\n\r\n[caption id=\"attachment_11818\" align=\"alignnone\" width=\"786\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Screen-Shot-2020-10-15-at-2.33.58-PM.png\"><img class=\"wp-image-11818 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Screen-Shot-2020-10-15-at-2.33.58-PM-e1608304674757.png\" alt=\"Best Marketing Campaigns of 2020 - Drizly &quot;Whoop Jared Is&quot;\" width=\"786\" height=\"707\" \/><\/a> <em>Hats off to you, Jared, and the rest of the Drizly marketing team!<\/em>[\/caption]\r\n\r\n<p>With the subject line, \u201cI\u2019ve been here a year, so here\u2019s $3\u201d this email was impossible to ignore from the get-go and just kept getting better with each word, from the pandemic humor to \u201cThe Notebook\u201d reference. We shared this glorious message with <a href=\"https:\/\/www.facebook.com\/groups\/womenofemail\" target=\"_blank\" rel=\"noopener noreferrer\">Women of Email<\/a>, and it received over 200 likes and comments like, \u201cThis is the best email I\u2019ve ever gotten and I had to show 3-4 people.\u201d<\/p>\r\n<h3>Buh-Bye 2020<\/h3>\r\n<p>Even if you\u2019re just counting down the days for 2020 to end, these marketing campaigns proved that silver linings do exist, and there was still so much to celebrate this year. We\u2019re proud of all the marketers out there who pivoted their strategies, built new things, connected with empathy and made customers laugh along the way.<\/p>\r\n<p>Cheers to you all\u2014we at Iterable want to thank our customers for their support this year and wish everyone happy holidays. We\u2019ll see you in 2021!<\/p>","post_title":"It\u2019s Inspiration Time: The Best Marketing Campaigns of 2020","post_excerpt":"In our \u201c12 Days of Holidays\u201d program, we asked the Iterable Community to nominate the best marketing campaigns of 2020, and our customers have spoken!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"best-marketing-campaigns-of-2020","to_ping":"","pinged":"","post_modified":"2020-12-18 09:33:13","post_modified_gmt":"2020-12-18 17:33:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11809","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 18, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121820_Best-Campaigns-of-2020_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Best Marketing Campaigns of 2020\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121820_Best-Campaigns-of-2020_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121820_Best-Campaigns-of-2020_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121820_Best-Campaigns-of-2020_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/best-marketing-campaigns-of-2020\/"},{"ID":11806,"post_author":"35","post_date":"2020-12-17 11:04:47","post_date_gmt":"2020-12-17 19:04:47","post_content":"<p>Trust is integral to relationships. It\u2019s one of the core needs in <a href=\"https:\/\/www.simplypsychology.org\/maslow.html\" target=\"_blank\" rel=\"noopener noreferrer\">Maslow\u2019s hierarchy of needs<\/a>. It\u2019s so integral, it is often seen as more important to a successful relationship <a href=\"https:\/\/www.bustle.com\/articles\/160467-11-things-that-are-more-important-than-love-in-a-relationship\" target=\"_blank\" rel=\"noopener noreferrer\">than even love<\/a>.\u00a0<\/p>\r\n<p>As the lines between people have blurred thanks to the global connectivity of technology, the prioritization of trust has become a deeply personal endeavor. For consumers and their personal data, trust has arguably become <em>the<\/em> top priority. After all, four out of five consumers say they need to be able to trust a brand to <a href=\"https:\/\/www.edelman.com\/sites\/g\/files\/aatuss191\/files\/2020-03\/2020%20Edelman%20Trust%20Barometer%20Brands%20and%20the%20Coronavirus.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">do what is right<\/a> in order to buy from them.\u00a0\u00a0<\/p>\r\n<p>Sadly, trust that brands will do right by the consumer\u2014or humanity at large\u2014is at <a href=\"https:\/\/www.uvic.ca\/news\/topics\/2020+gustavson-brand-trust-index+media-release#:~:text=%E2%80%9CWhile%20trust%20in%20key%20institutions,the%20Gustavson%20School%20of%20Business.\" target=\"_blank\" rel=\"noopener noreferrer\">an all time low<\/a>. The precipitous growth in distrust can, in no small part, be attributed to how brands have used data.\u00a0<\/p>\r\n<p><a href=\"https:\/\/cookie-script.com\/all-you-need-to-know-about-third-party-cookies.html#:~:text=Since%20the%20late%201990s%2C%20online,use%20of%20third%2Dparty%20cookies.\" target=\"_blank\" rel=\"noopener noreferrer\">For decades<\/a>, brands have relied on third-party cookies as the quick path to personalization. As a result, so many consumers have deemed this to be invasive that <a href=\"https:\/\/digiday.com\/marketing\/winners-losers-fallout-googles-plan-drop-cookies\/#:~:text=Google%20has%20issued%20a%20death,lose%20and%20what%20comes%20next.&amp;text=Google%20said%20yesterday%20that%20it,its%20Chrome%20browser%20by%202022.\" target=\"_blank\" rel=\"noopener noreferrer\">third-party cookies are on their way out<\/a>.\u00a0<\/p>\r\n<p>The announcement has left many brands wondering, \u201cwhere do we go from here?\u201d The answer is simple. You go back to the basics. You focus on trust.\u00a0<\/p>\r\n<h3>Hitting the Reset Button<\/h3>\r\n<p>The changing rules and consumer expectations don\u2019t have to leave you scrambling. There is a clear path towards instilling trust into your brand strategies. It\u2019s a matter of hitting the reset button briefly, taking stock of where your <a href=\"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand sentiment<\/a> and trust stands in your customer base, and moving forward.<\/p>\r\n<h4>Navigating a Fluid Path<\/h4>\r\n<p>The increase in global connectivity mentioned above has pushed a double-edged sword onto brands.\u00a0<\/p>\r\n<p>On the one hand, marketers have myriad opportunities, touchpoints and channels to interact with consumers. The customer experience is <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">no longer linear<\/a> and can be personalized at the individual level with relative ease when compared to even just a few years ago.\u00a0<\/p>\r\n<p>On the other hand, however, the floodgates are wide open for breaches in trust and unsatisfying customer experiences.\u00a0<\/p>\r\n<p>Consumers are increasingly knowledgeable. They do <a href=\"https:\/\/transaction.agency\/ecommerce-statistics\/81-of-shoppers-research-their-product-online-before-purchasing\/\" target=\"_blank\" rel=\"noopener noreferrer\">their research<\/a>. They <a href=\"https:\/\/www.invespcro.com\/blog\/the-importance-of-online-customer-reviews-infographic\/\" target=\"_blank\" rel=\"noopener noreferrer\">read reviews<\/a> and explore their options. Even the slightest slip up in the customer experience can be <a href=\"https:\/\/corp.yonyx.com\/customer-support-2\/negative-impact-bad-customer-experience-business\/#:~:text=One%20bad%20customer%20experience%20can,for%20any%20negative%20customer%20experiences.\" target=\"_blank\" rel=\"noopener noreferrer\">costly<\/a> for brands.\u00a0<\/p>\r\n<p>The ideal customer experience bakes trust into every message and interaction. And you foster that trust by combining data with contextualized communications. The first step is identifying which data to use.<\/p>\r\n<h4>Not All Data Is Untrustworthy<\/h4>\r\n<p>When looking at data deemed trustworthy by a customer, brands have to look at the source. And the best source for data that users will trust: users.\u00a0<\/p>\r\n<p>Here\u2019s where first-party and zero-party data come in. You can read here for more about <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">how first- and zero-party data are used<\/a>, but for this discussion, it\u2019s important to focus on trust that comes inherently from using data implicitly (first-party) and explicitly (zero-party) provided by customers.\u00a0<\/p>\r\n<p>Consumers are looking for a customer experience that adheres closely to their values, preferences, likes and dislikes. Let them tell you each of these and more. In allowing your communications with customers to be more of a back-and-forth rather than one-sided, you are allowing customers to drive some of that experience with your brand.<\/p>\r\n<p>They get a say in how their time with you and your products is spent. Few things show mutual trust more than relinquishing power to the other side of the dynamic. Let your customers share their interests and preferences with you. Give them a voice.\u00a0<\/p>\r\n<p>Once you have your first- and zero-party data identified, you have to work insights from this data into the other piece of the trust puzzle: contextualized communications.<\/p>\r\n<h3>We\u2019re in This Together<\/h3>\r\n<p>Empathy is a <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">hot topic<\/a> in 2020. It is rare that an event like the pandemic brings the whole world together in a unified experience. And brands have had to call attention to this global disruption in their marketing campaigns.\u00a0<\/p>\r\n<p>For instance, healthcare workers this year have taken on a monumental task.\u00a0<\/p>\r\n<p>Shoe retailer <a href=\"https:\/\/www.allbirds.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Allbirds<\/a> noticed and created an opportunity for its customers to help out. The company established two channels for donations to occur to give back to the healthcare community in the best way they know: through shoes.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_9212\" align=\"alignnone\" width=\"1024\"]<img class=\"size-large wp-image-9212\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-06-at-2.44.36-PM-1024x857.png\" alt=\"Allbirds COVID Response\" width=\"1024\" height=\"857\" \/> <em>If you need shoes for yourself or not, you have the option to donate a pair.<\/em>[\/caption]\r\n\r\n<p>Addressing context and being empathetic to varying situations that impact buying behavior builds trust that your brand is paying attention. It humanizes the experience to bring that back-and-forth connection between brand and user to the next level.\u00a0<\/p>\r\n<p>You appreciate when friends and family are empathetic; brands, in meeting expectations of a one-on-one experience, must utilize the data at their disposal to get a deeper understanding of how each customer is approaching the purchasing process.\u00a0<\/p>\r\n<p>A fact that is far too often forgotten when brands strategize is that we are all consumers. Marketers, executives, product teams\u2014we all have our own preferences, tastes, wants, needs, likes and dislikes.<\/p>\r\n<p>It\u2019s time the customer experiences reflects what we would enjoy ourselves.\u00a0<\/p>\r\n<p>Humanizing the experience as I lay out above instills a sense of trust in your customer experience strategies. It\u2019s trust that on the other side of that brand message is a person with the customer\u2019s best interest in mind.\u00a0<\/p>\r\n<p>Without this final, human element, the relationship retains a sense of formality, reducing it to a series of transactions rather than lifting it to the heights of where it should be: a long-term, trusted partnership.<\/p>","post_title":"Customers Prioritize Trust. So Should You.","post_excerpt":"The changing rules and consumer expectations don\u2019t have to leave you scrambling. There is a clear path towards instilling trust into your brand strategies.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customers-prioritize-trust-so-should-you","to_ping":"","pinged":"","post_modified":"2020-12-17 11:04:47","post_modified_gmt":"2020-12-17 19:04:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11806","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 17, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121420_Narrative-3-Brand-Trust_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Trust in Customer Experience\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121420_Narrative-3-Brand-Trust_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121420_Narrative-3-Brand-Trust_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121420_Narrative-3-Brand-Trust_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/customers-prioritize-trust-so-should-you\/"},{"ID":11783,"post_author":"7","post_date":"2020-12-16 07:32:52","post_date_gmt":"2020-12-16 15:32:52","post_content":"<p><em>Built from email marketing, <a href=\"https:\/\/trendlineinteractive.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trendline Interactive<\/a> is an agency and consultancy that inspires meaningful engagement through cross-channel communications.<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to learn why data needs to come before the design of dynamic content.<\/em><\/p>\r\n<p>You've probably heard of the saying \"Form follows function.\" In email marketing, the saying would be \"Design follows data.\"<\/p>\r\n<p>In other words, the data you plan to use in a campaign, whether a stand-alone email campaign or as part of a nurture series or journey email, should dictate the set-up and design of that email, instead of the other way around.<\/p>\r\n<h3>How Data and Design Work Together<\/h3>\r\n<p>Let's say you've heard a lot about <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">dynamic content<\/a>, and so you go to your email development team and say, \"Can you design me a template for dynamic content now? We can figure out the back end later.\"<\/p>\r\n<p>The short answer: No. Design cannot run ahead of the back-end development of dynamic content because the data sources or data files might not be reliable.<\/p>\r\n<p>Email design needs to accommodate \"graceful degradation\"\u2014a design term that means an email is designed for the viewing clients that support its features and has fallbacks built-in so the email can be viewed on older, less capable email clients. <em>(See the end of this post for an example.)<\/em><\/p>\r\n<p>When you let an email design get out ahead of your data, you end up with blank fields (like the dreaded \"Hello {{firstname}}\" failure). If you haven't planned for these incidents, your emails look like disaster zones to your customers, and that can sabotage your campaign success.<\/p>\r\n<h3>What You Need to Move Up to Dynamic Content<\/h3>\r\n<p>Dynamic content is an email component that changes automatically for each subscriber according to the data you have on that subscriber, such as preferences, opens and clicks, purchases, browsing and other behavior.<\/p>\r\n<p>Dynamic content can help you create emails that are as close to one-to-one communications with your subscribers as you can get at scale. They also deliver open and click rates that range from <a href=\"https:\/\/www.martechadvisor.com\/articles\/content-marketing\/what-is-dynamic-content-definition-types-strategy-best-practices-with-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">10% to 15% higher than static emails<\/a> and can even outperform triggered emails, like purchase confirmations or abandoned-cart follow-ups.<\/p>\r\n<p>But dynamic content also requires a healthy amount of subscriber or customer data, which determines which content the recipient will see and what content will display instead when you lack the necessary data.<\/p>\r\n<p>That's why designing for dynamic content requires forethought and strategy, as well as an understanding of how HTML works in email. Your creative team must account for the dynamic modules that will be hidden or replaced with alternate content if the message goes to subscribers without matching data.<\/p>\r\n<p>Verifying your data quality is a key part of the design process. It's as important as choosing images, writing copy or creating a call to action.<\/p>\r\n<p>If you don't first verify which of your data fields are unreliable and which are definitely unusable, you can't design the proper containers or eliminate content fields entirely from the design. Strategizing the user experience is extremely important when you have less control over the final output (that is, the output is not static).<\/p>\r\n<p>Simply put, when you get your data in order first before designing your email, you avoid having to correct errors, such as sending emails with blank or misconfigured fields.<\/p>\r\n<h3>\"Data Before Design\" in Action<\/h3>\r\n<p>This email is a monthly engagement statement that goes out to customers using an online yard management program. The first image shows the original template, which has 15 or more dynamic content modules in the complete form. It's designed to be highly flexible and allows for the stacking of additional content.<\/p>\r\n<p>The second image shows the same email but without the rich array of data fields that make the first image so engaging. Subscribers are less likely to keep this email in their inboxes for future reference and potential purchases.<\/p>\r\n<h4>Image #1: Dynamic email with full comprehensive data<\/h4>\r\n\r\n[caption id=\"attachment_11791\" align=\"alignnone\" width=\"496\"]<img class=\"wp-image-11791 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Trendline-1.png\" alt=\"Dynamic email with full comprehensive data\" width=\"496\" height=\"1472\" \/> <em>Source: Trendline Interactive<\/em>[\/caption]\r\n\r\n<p>The following data points are needed to create the full email above (as well as app deep links):<\/p>\r\n<p>Hero module:<\/p>\r\n<ul>\r\n\t<li>Month \/ Season<\/li>\r\n\t<li>Personalized lawn plan name<\/li>\r\n<\/ul>\r\n<p>Product #1 usage tracking:<\/p>\r\n<ul>\r\n\t<li>Product name<\/li>\r\n\t<li>Date used<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<p>Product #2 usage tracking:<\/p>\r\n<ul>\r\n\t<li>Product name<\/li>\r\n\t<li>Date used<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<p>Precipitation module:<\/p>\r\n<ul>\r\n\t<li>ZIP code<\/li>\r\n\t<li>3 image states were used (not to scale of the amount needed)<\/li>\r\n\t<li>Local data<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<p>Featured tip:\u00a0<\/p>\r\n<ul>\r\n\t<li>ZIP code<\/li>\r\n<\/ul>\r\n<p>Lawn care recommendation:<\/p>\r\n<ul>\r\n\t<li>Lawn name<\/li>\r\n\t<li>Lawn plan<\/li>\r\n\t<li>Product name<\/li>\r\n\t<li>Product image<\/li>\r\n\t<li>Deep-link to plan<\/li>\r\n<\/ul>\r\n<h4>Image #2: Dynamic email with minimal data<\/h4>\r\n<p>The below image is an excellent example of graceful degradation. It's visually appealing, with no blank fields. But, without the wealth of data available in the first email, it becomes little more than another static email. Only the ZIP-code-based data pulled from customers'\u00a0 program accounts gives subscribers any useful information.<\/p>\r\n\r\n[caption id=\"attachment_11792\" align=\"alignnone\" width=\"448\"]<img class=\"size-full wp-image-11792\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Trendline-2.png\" alt=\"Dynamic email with minimal data\" width=\"448\" height=\"872\" \/> <em>Source: Trendline Interactive<\/em>[\/caption]\r\n\r\n<h3>Wrapping Up<\/h3>\r\n<p>Dynamic content helps brands create the kinds of emails that keep customers coming back to engage and buy. It's one of the advancements that keep email relevant and vibrant years after people claimed the channel was dead.<\/p>\r\n<p>But remember, that building an engaging email is much more than just effective subject lines and eye-catching designs, you must get your data house in order so you can deliver highly relevant content.<\/p>\r\n<p>If your data could use some help, <a href=\"https:\/\/trendlineinteractive.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trendline Interactive<\/a>\u2019s strategy and design experts can audit your data and put it to work to create emails your customers will love.<\/p>","post_title":"Dynamic Content: \"Data Before Design\" in Action","post_excerpt":"You've probably heard of the saying \"Form follows function.\" In email marketing, the saying would be \"Design follows data.\" Here's why.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dynamic-content-data-before-design","to_ping":"","pinged":"","post_modified":"2020-12-16 08:51:44","post_modified_gmt":"2020-12-16 16:51:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11783","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 16, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121620_Dynamic-Content-Data-Design_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of data before design\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121620_Dynamic-Content-Data-Design_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121620_Dynamic-Content-Data-Design_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121620_Dynamic-Content-Data-Design_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/dynamic-content-data-before-design\/"},{"ID":11789,"post_author":"7","post_date":"2020-12-15 07:25:19","post_date_gmt":"2020-12-15 15:25:19","post_content":"<p>Let\u2019s get it out of the way: 2021 will not have typical marketing trends.\u00a0<\/p>\r\n<p>In previous years we\u2019ve been able to make reasonably accurate predictions based on industry patterns. But in late 2020 those predictions are harder to make: The COVID-19 pandemic has upended nearly all facets of marketing strategy, sending marketers back to the drawing board.\u00a0<\/p>\r\n<p>After the roadblocks presented in 2020, <strong>what do marketers expect in 2021 when nobody knows what to expect?<\/strong><\/p>\r\n<p>To get a better sense of the year to come, Iterable set out to capture what\u2019s on the mind of today\u2019s marketers. We surveyed 500 business-to-consumer (B2C) marketers across the U.S. and U.K. to gauge their plans for 2021 and identify <strong>what really matters to marketers<\/strong>.\u00a0<\/p>\r\n<p>Here\u2019s what we found.<\/p>\r\n<h4>1. Martech stacks will leverage more data and automation for customer acquisition<\/h4>\r\n<p>Marketers\u2019 top three business priorities for 2021 are to increase new customer acquisition (65%), improve data management (44%) and optimize marketing automation workflows (41%).\u00a0<\/p>\r\n<p>These priorities align with the top three technologies respondents plan to add to their martech stacks next year as well: Marketing automation platforms, data warehouse\/customer data platforms, and data analytics platforms.\u00a0<\/p>\r\n<p>The alignment of business priorities and martech stacks shows that marketing teams are trying to streamline customer engagement through better use of data. We expect this initiative to stick throughout 2021 and beyond. If leveraged properly, marketers only stand to benefit from reaching customers more efficiently through automation and tailoring messages to unique customer data insights.\u00a0<\/p>\r\n<h4>2. Marketers will go all-in on AI and zero-party data<\/h4>\r\n<p>The vast majority of marketers (83%) said they\u2019re likely to include artificial intelligence (AI) as part of their 2021 marketing strategy. And 84% are currently developing or planning to develop AI capabilities in-house. 78% of marketers also plan to use zero-party data\u2014data given explicitly to a brand by customers\u2014to better personalize messaging experiences in 2021. The focus on these technologies indicates that brands are doing everything possible to earn precious market share through personalization as consumers continue <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/survey-us-consumer-sentiment-during-the-coronavirus-crisis\" target=\"_blank\" rel=\"noopener noreferrer\">to spend less<\/a> during the pandemic.<\/p>\r\n<p>Marketers can leverage AI to better measure customer sentiment and curate more meaningful customer brand experiences. For example, most marketers currently use queries of never-ending customer signal sources or sift through billions of rows of engagement data to build a personalized brand experience. With <a href=\"https:\/\/www.prweb.com\/releases\/iterable_launches_ai_powered_brand_affinity_to_transform_customer_engagement_into_meaningful_experiences\/prweb17604006.htm\" target=\"_blank\" rel=\"noopener noreferrer\">AI<\/a>, marketers can automatically calculate and classify customer sentiment to deliver effective messaging at scale.\u00a0\u00a0\u00a0<\/p>\r\n<p>While it\u2019s clear why brands want to invest in AI technology, marketers should consider the cost factors of developing AI capabilities in-house. Given the <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/technology\/ai-talent-challenges-shortage.html\" target=\"_blank\" rel=\"noopener noreferrer\">high shortage<\/a> of AI talent, hiring an in-house expert comes at a steep price. Furthermore, tasking an in-house expert to build a custom AI solution can be a <a href=\"https:\/\/medium.com\/source-institute\/what-does-ai-actually-cost-af6a3e5a1795\" target=\"_blank\" rel=\"noopener noreferrer\">significant financial burden<\/a>. For a more cost-effective and viable way to use AI, marketers are likely better off leveraging existing AI martech technology.\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\r\n<p>Zero-party data is also ready for a big jump in utilization as brands identify new customer data sources to leverage in place of third-party cookies, which Google plans to eliminate by 2022. And even though consumers consider data privacy to be important, they still <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">expect an individualized experience<\/a> from brands.<\/p>\r\n<p>Marketers can navigate this challenge with zero-party data by collecting data from consumers transparently and directly. Additionally, zero-party data gives marketers a <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">chance<\/a> to welcome consumers into a conversation with their brand as well as give them a share of voice and sense of partnership.\u00a0<\/p>\r\n<h4>3. Almost 90% of B2C brands will have an app by the end of 2021<\/h4>\r\n<p>More than 60% of marketers we surveyed said their company has a mobile app and nearly 28% plan to build one in 2021. Only 11% of companies without an app don\u2019t plan on building one next year.\u00a0<\/p>\r\n<p>Additionally, we found that marketers plan to increase their use of in-app channels (+7%), web push notifications (+5%) and mobile push notifications (+3%) from 2020 into 2021. This shift could be a result of the <a href=\"https:\/\/www.marketingcharts.com\/digital\/mobile-phone-114746\" target=\"_blank\" rel=\"noopener noreferrer\">significant boost in mobile usage<\/a> from consumers during the pandemic.<\/p>\r\n<p>The emphasis on in-app and push notifications further solidifies marketers\u2019 plans for AI and zero-party data in 2021, two components that lend themselves well to mobile consumer engagement. AI helps marketers better identify opportunities for customized push notifications and zero-party data can be acquired more easily through in-app offerings.\u00a0<\/p>\r\n<p>With marketers heavily investing in zero-party data and elevating in-app as a marketing channel, 2021 will solidify brand apps as a marketing standard as companies aim to create an ultra-personalized customer experience with more nuanced customer data.<\/p>\r\n<h4>4. COVID-19 concerns aren\u2019t going away<\/h4>\r\n<p>Nearly one-third (29%) of marketers said \u201cthe growing demand for convenience and safety\u201d is their primary business concern for 2021.<\/p>\r\n<h5>Top 3 business concerns for 2021 according to marketers<\/h5>\r\n<table style=\"border-collapse: collapse;width: 100%\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 91.5855%\">1. The growing demand for convenience and safety<\/td>\r\n<td style=\"width: 8.41448%\">29%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 91.5855%\">2. Brand empathy perception (i.e., how much my company is perceived to care by its customers)<\/td>\r\n<td style=\"width: 8.41448%\">15%<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 91.5855%\">3. The disruption of loyalty (i.e., losing customers' loyalty)<\/td>\r\n<td style=\"width: 8.41448%\">14%<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>The second and third biggest concerns for 2021\u2014brand empathy perception by customers and the disruption of customer loyalty\u2014are also related to the pandemic. This heightened concern indicates that customer preferences around COVID-19 aren\u2019t going away from marketers\u2019 plans anytime soon.<\/p>\r\n<p>Given that many consumers have been advised to stay home during the pandemic, the fact that 60% of 2020 marketing budgets increased or stayed the same suggests a greater reliance from brands on martech solutions to spur creative customer offerings.<\/p>\r\n<p>Marketers, in turn, had to innovate their customer experience to meet this stay-at-home need. As a result, many marketing teams likely shifted to martech solutions to better reach customers at home and provide safe, convenient offerings like curbside pickup, delivery and in-home entertainment.\u00a0\u00a0\u00a0\u00a0<\/p>\r\n<h3>What Does This All Mean for Marketers?<\/h3>\r\n<p>2020 propelled marketers to take back ownership of the customer experience and push the boundaries of their digital capabilities.\u00a0<\/p>\r\n<p>Evolving tech like zero-party data and AI can improve customer apps with a more personalized experience. And with customer acquisition top of mind for 2021, it\u2019s imperative that marketers set themselves apart from competitors with increased personalization as consumers limit spending amid the pandemic.\u00a0<\/p>\r\n<p>If you\u2019re looking to build a more personalized customer engagement strategy driven by automation and data, reach out to <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">schedule a demo<\/a> of Iterable\u2019s cross-channel marketing platform.\u00a0<\/p>","post_title":"2021 Marketing Trends: Dissecting the Unexpected\u00a0","post_excerpt":"Iterable surveyed 500 B2C marketers across the U.S. and U.K. to gauge their 2021 marketing plans and identify what really matters to them.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2021-marketing-trends-dissecting-unexpected","to_ping":"","pinged":"","post_modified":"2020-12-15 07:25:19","post_modified_gmt":"2020-12-15 15:25:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11789","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 15, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2021 Marketing Trends\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/121520_2021-Marketing-Trends_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2021-marketing-trends-dissecting-unexpected\/"},{"ID":11680,"post_author":"7","post_date":"2020-12-10 08:09:04","post_date_gmt":"2020-12-10 16:09:04","post_content":"<p>Marketers have been trying to understand and cater to people\u2019s feelings for decades. Just turn on the TV during any holiday or big event, like the Super Bowl, and there are hundreds of stories being told that will cater to a feeling.<\/p>\r\n<p>But in all reality, as a marketer, it\u2019s really difficult to understand how someone feels about your brand and then actually use that in campaigns.<\/p>\r\n<p>And even if you know today, tomorrow it may change. It\u2019s an evolving relationship that hopefully grows and deepens, but it isn\u2019t totally linear.<\/p>\r\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=XpaOjMXyJGk\" target=\"_blank\" rel=\"noopener noreferrer\">Dove ran a video story in 2013<\/a> where a former FBI-trained sketch artist was brought in to draw two pictures of people. First, a picture based on how they describe themselves and second based on how another person in the program described them. There were some staggering differences, and more importantly, some big smiles and feelings of joy that swept over the individuals (and me) as I watched the video.<\/p>\r\n<p>It\u2019s just an example of how stories, and marketing, can make us feel specific emotions towards a brand. These feelings can directly impact our purchasing decisions, and as marketers, we need to understand this behavior and appeal to how consumers feel.<\/p>\r\n<h3>How Feeling Impacts Consumer Behavior in Marketing<\/h3>\r\n<p>What\u2019s the last emotion you felt right before reading this? According to Rober Plutchik, emotions exist on a spectrum, and this spectrum ranges from love and joy, to fear and boredom. As you go through your day-to-day, it\u2019s likely you feel a range of these emotions based on what\u2019s happening at work or at home.<\/p>\r\n<p>And your audience feels the same way. In fact, the way your brand creates and communicates content can directly impact these feelings.<\/p>\r\n<p>According to <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener noreferrer\">Psychology Today<\/a>, consumer behavior plays an influential role in purchasing decisions, including:<\/p>\r\n<ul>\r\n\t<li>Functional magnetic resonance imaging (fMRI) shows that when evaluating brands, consumers primarily use emotions (experiences), rather than information (brand attributes, features).<\/li>\r\n\t<li>Studies show that positive emotions toward a brand have a far greater influence on consumer loyalty than trust and other judgments, which are based on a brand\u2019s attributes.<\/li>\r\n<\/ul>\r\n<p>Even just a quick search for any terms that tie together feelings and marketing results in an overwhelming amount of resources.\u00a0<\/p>\r\n<h3>Gauging Your Relationship with Your Audience<\/h3>\r\n<p>So why is it still so hard for marketers to understand how consumers feel about a brand?<\/p>\r\n<p>Let\u2019s be real\u2014because feelings change, and they change often. But beyond just that, if you want to understand how people feel about your brand, then it seems like a massive undertaking.<\/p>\r\n<p>First, it means gathering all of your cross-channel engagement data. Generally, you\u2019ll want data over a time period of six months or longer to avoid any seasonal impact, but this means information on email, mobile messaging, and more.<\/p>\r\n<p>Once you have this data, across all your different channels you want to measure, then you need to normalize it and ensure all these data points tie to specific individuals.\u00a0<\/p>\r\n<p>At this point, you may want your data science team to help gauge how engaged individuals are based on the data you collected.<\/p>\r\n<p>But here\u2019s another challenge\u2014from marketers I\u2019ve spoken with that have built manual programs like this\u2014this data just gives them a snapshot of feelings about the brand. Unless it\u2019s an ongoing program or analysis, it\u2019s insightful to your business, but not practical to actually use in a marketing campaign because what someone felt a day ago, or longer, may not be the case anymore. Even just beyond what they felt, actually operationalizing it into a campaign is a whole other arduous undertaking.\u00a0<\/p>\r\n<p>But now, there\u2019s an easier way.<\/p>\r\n<h3>Understand and Easily Reach Your Audience With Brand Affinity<\/h3>\r\n<p>Understanding how customers feel about your brand, in real time and across channels, can inform smarter strategies and help build an emotional connection with your audience. That\u2019s why <a href=\"https:\/\/www.prweb.com\/releases\/iterable_launches_ai_powered_brand_affinity_to_transform_customer_engagement_into_meaningful_experiences\/prweb17604006.htm\" target=\"_blank\" rel=\"noopener noreferrer\">we\u2019re excited to announce<\/a> Brand Affinity\u2122, an intelligent personalization solution powered by Iterable AI.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/R48cyBxz5gY[\/embed]<\/p>\r\n<p>Using Brand Affinity, marketers gain a unique advantage by being able to intelligently translate customer engagement across channels into deeper, more meaningful connections with their customers\u2014transforming the way you market and connect with your customers in a more authentic manner.\u00a0<\/p>\r\n<p>Marketers are now empowered to tune into their customers' feelings and harness the versatility of Brand Affinity across the Iterable platform to personalize the customer experience at every stage of the customer lifecycle.<\/p>\r\n<p>From discovering the perfect audience in segmentation, to tailoring customer journeys in Workflow Studio, to enriching the user experience with templates through dynamic content, brands can leverage Brand Affinity\u2014at a click of a button\u2014to match their customers with personalized experiences for each individual based on their affinity.<\/p>\r\n<p>And best of all, Brand Affinity\u2019s scores are calculated and updated on an ongoing basis, so there\u2019s no need to manually pull data or get your data science team to evaluate all your engagement. It\u2019s all available within Iterable\u2014without any of the headache\u2014giving you real-time insights to better understand and contextualize content and messaging to your audience over time.<\/p>\r\n<p>Ready to start building campaigns based on how your audience feels? Iterable customers can now utilize Brand Affinity wherever contact properties are available.<\/p>\r\n<p>If you would like to learn more about Brand Affinity or any of our Iterable AI solutions, please contact your Customer Success Manager or visit <a href=\"https:\/\/iterable.com\/ai\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/ai<\/a> for more information.<\/p>","post_title":"Brand Affinity: Bring the Power of Sentiment to Your Campaigns","post_excerpt":"Using Brand Affinity, an intelligent personalization solution powered by Iterable AI, marketers can build deeper connections based on customer sentiment.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-brand-affinity","to_ping":"","pinged":"","post_modified":"2020-12-10 10:23:10","post_modified_gmt":"2020-12-10 18:23:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11680","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 10, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Brand-Affinity-Blog-Hdr-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/introducing-brand-affinity\/"},{"ID":11684,"post_author":"35","post_date":"2020-12-09 07:16:20","post_date_gmt":"2020-12-09 15:16:20","post_content":"<p>Remember the last time you received a promotional email that started with your first name? Did the inclusion of your first name\u00a0<em>really<\/em> affect your experience that much?<\/p>\r\n<p>\"{{first name}}, check out these products you've never previously shown interest in!\" Despite the address, this type of personalization doesn't build a longer-term relationship with users if you're not also providing relevant information to them.<\/p>\r\n<p>This is where dynamic content comes in to take you from personalization to individualization. Today's consumers are looking for an experience that shows marketers are paying attention to them. They want brands to use <a href=\"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/\" target=\"_blank\" rel=\"noopener noreferrer\">data in a way that creates a memorable experience<\/a>.<\/p>\r\n<p>Without dynamic content, an inherent formality between the brand-customer relationship remains.<\/p>\r\n<h3>Charting the Path to Personalization<\/h3>\r\n<p>We did it, folks. We've officially reached the final pillar in our <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Core 4 pillars of personalization<\/a>.<\/p>\r\n<ol>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">User Segmentation<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lifecycle Mapping<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Workflow Building<\/a><\/li>\r\n\t<li><strong>Dynamic Content<\/strong><\/li>\r\n<\/ol>\r\n<p>After perusing all three playbooks linked in the list above, check out our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a> to test your own personalization preparedness!<\/p>\r\n<p>But for now, let's take a quick look at what's in store for the last chapter of our series.<\/p>\r\n<h3>Introducing Our Dynamic Content Personalization Playbook<\/h3>\r\n<p>In our <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Dynamic Content<\/a>, we walk you through the types of data needed to take your messaging from personalization to individualization. From there, we take you through a few tools that help turn your data into an optimal customer experience.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> here! Or if you're not convinced yet, here's a glimpse inside.<\/p>\r\n<h4>The Four Types of Data You Need to Create Dynamic Content<\/h4>\r\n<p>Let\u2019s talk about the four types of data you need to create dynamic content in your messaging:<\/p>\r\n<ol>\r\n\t<li>User attributes<\/li>\r\n\t<li>Event data<\/li>\r\n\t<li>External data<\/li>\r\n\t<li>Metadata<\/li>\r\n<\/ol>\r\n<p>We\u2019ll go through each type individually, with examples to illustrate.\u00a0<\/p>\r\n<h5>1. User Attributes<\/h5>\r\n<p>User attributes are the demographic and personal information you have on each and every one of your customers. Think of information like their first and last name, birthday, email address, and the date they subscribed to your list.\u00a0<\/p>\r\n<p>Typically, user attributes are submitted through a <a href=\"https:\/\/explore.reallygoodemails.com\/7-really-good-unsubscribe-pages-preference-centers-dbf7e838aea5\" target=\"_blank\" rel=\"noopener noreferrer\">Manage Subscriptions or User Preferences<\/a> page, like the one clothing retailer Mashburn uses below.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11686\" align=\"alignnone\" width=\"632\"]<img class=\"wp-image-11686 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/mashburn.png\" alt=\"Mashburn User Attributes\" width=\"632\" height=\"961\" \/> <em>Clothing retailer Mashburn asks customers whether they want to receive emails about their men\u2019s line, women\u2019s line, or both.<\/em>[\/caption]\r\n\r\n<p>Let us be clear: Brands need user attributes to do the bare minimum of personalization. However, relying exclusively on this date type has limits on how tailored your messaging can get, because it\u2019s the customer\u2019s responsibility to supply you with their information.<\/p>\r\n<p>You know that idiom of \u201cactions speaking louder than words?\u201d That\u2019s when personalization gets a little more interesting, with our next data type.<\/p>\r\n<p><strong>\u00a0<em>This is just a sneak peek of what's in the full playbook. <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download it now<\/a> to see the other three types of data you need to create dynamic content.<\/em><\/strong><\/p>\r\n<h3>The Individualized Experience With Dynamic Content<\/h3>\r\n<p>Consumer expectations <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">have changed<\/a>. Base-level personalization just doesn't cut it anymore when looking to build a better customer experience. You need dynamic content to stay relevant and individualize the experience for each customer. The first step in making dynamic content possible is identifying, collecting, and managing the key data and tools available.<\/p>\r\n<p>In this short video, Iterable solutions consultant Nick Allen takes the principles of dynamic content and individualization and demonstrates how to execute them in Iterable. Using two hypothetical brands as examples, Nick shows how their experiences can be improved by properly utilizing different data types.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/_Gjfi1Toq4E[\/embed]<\/p>\r\n<p>As you can see, dynamic content makes a personal connection possible. It allows you as the marketer to move into a new level of personalization that fosters a deeper relationship with the user.<\/p>\r\n<p>With dynamic content driving messaging, you are opening the door for the customer's behavior to lead their journey rather than trying to fit each customer into a predetermined path. It's the type of fluid, dynamic relationship consumers desire.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the playbook<\/a> to see how dynamic content can help you connect with customers at the individual level.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11688 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_660x240_CTA.png\" alt=\"Read the Guide: Personalization Playbook on Dynamic Content\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"The Must-Have Data and Tools You Need for Dynamic Content","post_excerpt":"In our Personalization Playbook on Dynamic Content, you'll learn the types of data needed to take your messaging from personalization to individualization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"must-have-data-tools-dynamic-content","to_ping":"","pinged":"","post_modified":"2020-12-09 07:16:20","post_modified_gmt":"2020-12-09 15:16:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11684","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 09, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/must-have-data-tools-dynamic-content\/"},{"ID":11661,"post_author":"7","post_date":"2020-12-08 08:18:23","post_date_gmt":"2020-12-08 16:18:23","post_content":"<p>Voice technology is taking the world by storm, with no signs of slowing down. <a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">Smart speaker adoption is faster than any other consumer technology<\/a>, and smart speaker use is <a href=\"https:\/\/quoracreative.com\/article\/voice-search-statistics-trends\" target=\"_blank\" rel=\"noopener noreferrer\">projected to rise to 55% by 2022<\/a>.\u00a0<\/p>\r\n<p>The rising trend in smart speaker use provides a window of opportunity for companies to establish a brand presence and amplify cross-channel marketing efforts. And <a href=\"https:\/\/www.linkedin.com\/in\/davidagaffney\/\" target=\"_blank\" rel=\"noopener noreferrer\">Davida Gaffney<\/a>, an Email\/Web Developer at <a href=\"https:\/\/iterable.com\/activate\/_schedule\/hey-alexa-how-do-i-integrate-voice-in-my-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">StorageMart<\/a>, knows this from firsthand experience.\u00a0<\/p>\r\n<p>During our inaugural virtual <a href=\"https:\/\/iterable.com\/activate\/recordings\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activate Live conference<\/a>, she discussed three ways you can integrate voice into your cross-channel messages and gain a competitive edge.\u00a0<\/p>\r\n<p>Don\u2019t worry\u2014you don\u2019t need coding skills for this because building a brand presence is easier and more accessible than you think.<\/p>\r\n<p>Curious to know how you can leverage voice in your cross-channel marketing? Then keep reading!\u00a0<\/p>\r\n<h3>About StorageMart<\/h3>\r\n<p>Headquartered in Columbia, Missouri, StorageMart is the largest privately-held, self-storage company in the world, offering convenient storage solutions throughout the U.S., Canada, and the U.K.\u00a0<\/p>\r\n<p>Davida, who supports a modest in-house marketing department, encounters challenges that accompany smaller teams. But trying new things (and bringing innovative solutions to the forefront) isn't one of them.\u00a0<\/p>\r\n<p>In this case, Davida's passion for innovative marketing solutions inspired her to create the company's first voice application and use it to provide basic information, generate leads, and create a better customer experience.\u00a0<\/p>\r\n<p>We'll later discuss the steps Davida took to build StorageMart's first voice application. But first, let's talk about the difference between voice applications and voice assistants and the benefits of leveraging voice technology.\u00a0<\/p>\r\n<h3>Why Use Voice Technology?<\/h3>\r\n<h4>Voice applications vs. voice assistants<\/h4>\r\n<p>People often use the terms \"voice applications\" and \"voice assistants\" interchangeably. However, it\u2019s important to distinguish between the two, so you can better understand what each entails.\u00a0<\/p>\r\n<p>Voice applications are speech-based interactions and capabilities set forth by the brand. As the name suggests, they rely on voice-based inquiries to process information and provide the right answers. Like mobile apps, you can enable or disable them on the device.\u00a0<\/p>\r\n<p>Currently, there are three major platforms for which to develop consumer-facing voice applications: Amazon, Google and Samsung. While the fundamentals of voice design remain the same across these platforms, each has its own way of naming and building its application. (Note that Apple doesn\u2019t support third-party voice development capabilities at present.)<\/p>\r\n<p>On the other hand, voice assistants are a type of voice application used through a voice user interface (VUI). They\u2019re the conduit for conveying information and executing commands. Unlike voice applications, voice assistants have unique personalities and characteristics that drive the overall voice experience for consumers across devices.<\/p>\r\n<table style=\"border-collapse: collapse;width: 100%;height: 72px\">\r\n<tbody>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\"><strong>Platform<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Amazon<\/td>\r\n<td style=\"width: 25%;height: 24px\">Google<\/td>\r\n<td style=\"width: 25%;height: 24px\">Samsung<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\"><strong>Voice Application<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Skills<\/td>\r\n<td style=\"width: 25%;height: 24px\">Actions<\/td>\r\n<td style=\"width: 25%;height: 24px\">Capsules<\/td>\r\n<\/tr>\r\n<tr style=\"height: 24px\">\r\n<td style=\"width: 25%;height: 24px\"><strong>Voice Assistant<\/strong><\/td>\r\n<td style=\"width: 25%;height: 24px\">Alexa<\/td>\r\n<td style=\"width: 25%;height: 24px\">Google Assistant<\/td>\r\n<td style=\"width: 25%;height: 24px\">Bixby<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>Now that you know the difference between the two, let\u2019s move onto why you should take advantage of voice technology.\u00a0<\/p>\r\n<h3>Three Main Benefits of Voice Technology<\/h3>\r\n<h4>Benefit 1: Adoption\u00a0<\/h4>\r\n<p>We mentioned earlier that smart speaker adoption is faster than any other consumer device, including the radio, TV, computer, and smartphone. It took approximately five years for smart speakers to reach 50% adoption rate, whereas it took an average of roughly 13 years for the other devices to arrive at the same rate.<\/p>\r\n<p>Given this, it would behoove brands to capitalize on voice to achieve their marketing goals.<\/p>\r\n\r\n[caption id=\"attachment_11676\" align=\"alignnone\" width=\"926\"]<a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\"><img class=\"wp-image-11676 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-1.png\" alt=\"Graph: Adoption of Consumer Technology Penetration\" width=\"926\" height=\"572\" \/><\/a> <em>Source: <a href=\"https:\/\/convergeconsulting.org\/2019\/04\/16\/era-of-the-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. Census Bureau World Bank<\/a><\/em>[\/caption]\r\n\r\n<h4>Benefit 2: Authority<\/h4>\r\n<p>With voice, you have the chance to build your brand authority and make your brand the go-to data source for answers. For example, Alexa searches Skills before searching the web. Should your brand decide to go with Skills, you can create a robust knowledge base from which your users can access with a simple voice command.<\/p>\r\n\r\n[caption id=\"attachment_11679\" align=\"alignnone\" width=\"500\"]<img class=\"wp-image-11679 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-2.png\" alt=\"Image of Amazon Alexa\" width=\"500\" height=\"334\" \/> <em>Alexa (or any other voice assistant) can catapult your brand authority.<\/em>[\/caption]\r\n\r\n<h4>Benefit 3: Customer Experience<\/h4>\r\n<p>Using voice provides an immersive experience for your customers since it\u2019s fully integrated into their homes, cars, and lives. Whether they\u2019re working in the home office or watching TV in the living room, they can engage with your brand more conveniently and with less friction.<\/p>\r\n<p>What\u2019s more, voice technology lets you discover potential use cases and use them to address your customers\u2019 concerns in the future.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11678\" align=\"alignnone\" width=\"592\"]<a href=\"https:\/\/voicebot.ai\/\"><img class=\"wp-image-11678 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-3.png\" alt=\"Graph: Where Consumers Have Smart Speakers in 2020\" width=\"592\" height=\"718\" \/><\/a> <em>Source: <a href=\"https:\/\/voicebot.ai\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voicebot.ai<\/a><\/em>[\/caption]\r\n\r\n<p>Now that you know why you should use voice technology, let\u2019s talk about what tool you can use to build your first voice application.\u00a0<\/p>\r\n<h3>Tools to Use\u00a0<\/h3>\r\n<p>A good starting point is <a href=\"https:\/\/www.voiceflow.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voiceflow<\/a>, a drag-and-drop tool that lets you build cross-channel communication workflows for Amazon Alexa and Google Assistant. Here\u2019s a list of some of its perks, according to Davida:<\/p>\r\n<ul>\r\n\t<li>It has great usability with pre-built integrations and custom coding functionalities.<\/li>\r\n\t<li>There\u2019s an active user community for hands-on support.<\/li>\r\n\t<li>There\u2019s solid documentation for you to reference at any time.<\/li>\r\n\t<li>There are lots of templates to choose from.<\/li>\r\n\t<li>It\u2019s free!<\/li>\r\n<\/ul>\r\n<p>Once you create the workflow, you can use it to <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480165-Creating-Triggered-Campaigns-\" target=\"_blank\" rel=\"noopener noreferrer\">trigger a custom event<\/a> on an Iterable campaign, ensuring a seamless experience for your customers.\u00a0<\/p>\r\n<p><strong>Pro tip<\/strong>: If you\u2019re using Iterable\u2019s <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a>, your catalog (say, of store locations) can easily be referenced when interacting with a voice application, providing information to customers about your products or services (such as store hours, contact information, amenities and more).<\/p>\r\n<p>With this in mind, here are three easy ways you can incorporate voice to strengthen your cross-channel messages.\u00a0<\/p>\r\n<h3>3 Steps to Building Your Voice Application\u00a0<\/h3>\r\n<p>With Davida\u2019s experiment with Alexa, she applied the following steps to build StorageMart\u2019s first voice application, and you can too if you heed her advice.\u00a0<\/p>\r\n<h4>Step 1: Inform\u00a0<\/h4>\r\n<p>Your goal here is to establish a brand presence and put some basic brand information on the voice channel. For instance, Davida provided answers to these three questions:\u00a0<\/p>\r\n<ul>\r\n\t<li>Can I live in a storage unit?<\/li>\r\n\t<li>What sets StorageMart apart from the competition?<\/li>\r\n\t<li>Can I book short-term storage?<\/li>\r\n<\/ul>\r\n<p>Your company\u2019s FAQ is a good entry point since the information you need is readily available.\u00a0<\/p>\r\n<h4>Step 2: Extend<\/h4>\r\n<p>Enrich your customers\u2019 experience by expanding on existing content, adding new information, and building out views and channels. Figure out which additional resources you can access to deliver more relevant, value-driven content.<\/p>\r\n<p>Regardless of what you choose, be sure to make the responses sound more natural and conversational.\u00a0<\/p>\r\n<h4>Step 3: Transact<\/h4>\r\n<p>Your ultimate goal is to achieve conversions and ROIs with relevant CTAs, and connecting the voice experience to backend databases can help you get there. For example, Davida built her Alexa Skills to collect customer information for a phone call follow-up if the customer didn\u2019t find answers from the FAQ, which allowed her to generate leads.\u00a0<\/p>\r\n<p>It is also at this step where collaboration with your technical teams plays a major role. Davida partnered with <a href=\"https:\/\/www.linkedin.com\/in\/shawn-twenter-465b0b6a\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shawn Twenter<\/a>, IT Manager at StorageMart, to build and troubleshoot these voice technologies, as well as attend voice-related conferences and hackathons to develop their skills. Forging a partnership like theirs can bring immense value to your cross-channel marketing program and ultimately drive its success.<\/p>\r\n<p>So far, we talked about the difference between voice applications and voice assistants. We also discussed the \u2018what,\u2019 the \u2018why,\u2019 and the \u2018how\u2019 of voice applications.\u00a0<\/p>\r\n<p>Next: we\u2019ll talk about the pros and cons of voice technology and provide an example of how you can combine the power of voice with your cross-channel marketing.\u00a0<\/p>\r\n<h3>Cross-Channel Opportunity<\/h3>\r\n<p>Based on the examples we shared earlier, you\u2019ve probably gleaned that voice gives you the flexibility to go hands and sight-free and intuitively engage in a 1:1 conversation, thanks to its natural and low learning curve.\u00a0<\/p>\r\n<p>However, like many technological innovations, voice applications aren\u2019t perfect. The sensitive nature of this channel renders it unconducive to public use or during quiet time, whereas other channels allow users to engage with their device more covertly. Also, using voice isn\u2019t the best way to retain reference information for future use.\u00a0<\/p>\r\n<p>Another drawback is that voice applications are user-dependent, so if people don\u2019t engage with them frequently enough or don\u2019t know how to derive value from them, then all that work will be for naught.\u00a0<\/p>\r\n<p>The good news?\u00a0<\/p>\r\n<p>You can incite action (and fulfill your marketing goals) by finding the appropriate channel for each task. For illustration, check out this cross-channel workflow from StorageMart below.<\/p>\r\n\r\n[caption id=\"attachment_11677\" align=\"alignnone\" width=\"940\"]<img class=\"size-full wp-image-11677\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/Voice-4.png\" alt=\"StorageMart cross-channel use case with voice technology\" width=\"940\" height=\"162\" \/> <em>In this use case, StorageMart customers can give simple voice commands to pay their bills.<\/em>[\/caption]\r\n\r\n<p>Of course, there are multiple ways to incorporate voice, but the key is to understand how the voice channel fits into your overall campaign and make the experience as seamless as possible.\u00a0<\/p>\r\n<p>Need more ideas? Brainstorm with your team and come up with a few workflows based on some of your goals.\u00a0<\/p>\r\n<h3>Be Seen and Heard With Voice Technology<\/h3>\r\n<p>Voice technology is a force to be reckoned with. What was once considered a \u2018nice-to-have\u2019 is quickly becoming a \u2018must-have,\u2019 and when used correctly, it can help your brand stand out in the crowd.\u00a0<\/p>\r\n<p>While you don\u2019t need technical prowess to jumpstart your voice journey, a friendly chat with one of our Iterable team members might be what you need to pave a pathway for success.\u00a0<\/p>\r\n<p>Go ahead. <a href=\"https:\/\/iterable.com\/form\/demo\/cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo today<\/a>!<\/p>","post_title":"How to Integrate Voice Into Your Cross-Channel Marketing","post_excerpt":"At Activate Live, Davida Gaffney, Email\/Web Developer at StorageMart, discussed how to easily integrate voice technology into your cross-channel messages.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"integrate-voice-technology-cross-channel-marketing","to_ping":"","pinged":"","post_modified":"2020-12-12 16:19:07","post_modified_gmt":"2020-12-13 00:19:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11661","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 08, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120820_Voice-Technology_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of smart speaker and voice technology\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120820_Voice-Technology_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120820_Voice-Technology_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120820_Voice-Technology_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/integrate-voice-technology-cross-channel-marketing\/"},{"ID":11660,"post_author":"97","post_date":"2020-12-07 13:53:44","post_date_gmt":"2020-12-07 21:53:44","post_content":"<p>Every growth marketer knows that personalization is the secret sauce to getting more clicks, conversions and revenue. And yet, personalizing a message to every individual user in your database is more complicated than it should be, depending on the technology you\u2019re using.<\/p>\r\n<p>In this whitepaper, we discuss the discuss all things dynamic content, from strategy and marketing maturity, to the data and tools you need to level up your cross-channel campaigns.<\/p>\r\n<p><strong>Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>The difference between personalization and individualization<\/li>\r\n\t<li>The four types of data you need to create dynamic content<\/li>\r\n\t<li>Three must-have tools for building an advanced personalization technology stack<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: Dynamic Content","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-dynamic-content","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:04","post_modified_gmt":"2021-02-24 18:45:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=11660","menu_order":0,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"December 07, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Playbook_Dynamic-Content_Promo_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-dynamic-content\/"},{"ID":11644,"post_author":"35","post_date":"2020-12-07 09:14:10","post_date_gmt":"2020-12-07 17:14:10","post_content":"<p>The last few years have imposed a lot of heavy acronyms imposed upon marketers. <a href=\"https:\/\/gdpr-info.eu\/\" target=\"_blank\" rel=\"noopener noreferrer\">GDPR<\/a>, <a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\" target=\"_blank\" rel=\"noopener noreferrer\">CCPA<\/a>, and <a href=\"https:\/\/www.adjust.com\/glossary\/idfa\/\" target=\"_blank\" rel=\"noopener noreferrer\">IDFA<\/a> to name a few. All three of these drive consumer privacy and data protection regulation as consumer awareness and concerns mount.\u00a0\u00a0<\/p>\r\n<p>With Google announcing a <a href=\"https:\/\/digiday.com\/marketing\/winners-losers-fallout-googles-plan-drop-cookies\/#:~:text=Google%20has%20issued%20a%20death,lose%20and%20what%20comes%20next.&amp;text=Google%20said%20yesterday%20that%20it,its%20Chrome%20browser%20by%202022.\" target=\"_blank\" rel=\"noopener noreferrer\">cookieless future<\/a> adding further complications to the mix, marketers will have to lessen their reliance on third-party data and increase their collection and activation of first-party (data given implicitly by customers) and zero-party data (data given explicitly by customers).<\/p>\r\n<p>Understandably, this puts added pressure on marketers working under limited time, resources and budget.\u00a0<\/p>\r\n<p>But this, arguably, is a great opportunity for everyone. First- and zero-party data are usually more accurate and truthful than data collected externally, as they come directly from the customer. What could be more relevant than information straight from the source?<\/p>\r\n<h3>Meeting Heightened Expectations With Data<\/h3>\r\n<p>Many brands were already on a path to greater customer-centricity, but COVID and social unrest have put a heavy foot on the accelerator and made this shift an imperative. Brands will be challenged to drive a customer experience that <a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">meets growing expectations<\/a> of individualization.\u00a0<\/p>\r\n<p>To keep pace, brands must understand the evolving definitions of \u201cvalue\u201d and \u201cexperience\u201d as differentiating factors, understand how individual customers define and prioritize those qualities relative to themselves, and then personalize and contextualize their messaging to align with what is most important to each person, while still remaining authentic to brand identity and voice.\u00a0<\/p>\r\n<p>It takes a lot of data and insight to drive that level of personalization.\u00a0<\/p>\r\n<p>Collecting that data transparently\u2014and directly\u2014allows brands to invite customers into a conversation, giving them a share of voice and a feeling of partnership.<\/p>\r\n<p>On the other side of the coin, customers are increasingly aware of the value and power of their data, so they expect an equal exchange of personal data for personalized experiences and value. It\u2019s a covenant.<\/p>\r\n<h3>Context Is Key<\/h3>\r\n<p>Personalizing the customer experience to meet customer expectations starts with the gathering and utilization of first- and zero-party data in context.<\/p>\r\n<p>First-party data, such as behavior signals, will continue to play a crucial role in driving growth, but it should also be balanced and contextualized by information asked directly of, and provided directly by, the customer.\u00a0<\/p>\r\n<p>Most marketers are well attuned to the most critical customer signals (opens, clicks, downloads, purchases, etc.) and have strategies in place to act upon these to drive more opens, clicks, downloads and purchases.\u00a0<\/p>\r\n<p>History has shown these can be effective to elicit \u201cresponses\u201d from consumers, but real meaningful and sustainable engagement comes when marketers understand the context, the \u201cwhy\u201d and \u201cfor what\u201d for each customer\u2019s actions.<\/p>\r\n<p>The meat of a brand-consumer relationship lies in the mutual understanding of intrinsic personal motivations that are the real driving force behind the actions we take as customers.\u00a0<\/p>\r\n<p>Zero-party data is the key to unlocking that context and delivering personalized experiences that matter. But the quality of zero-party data is often contingent upon when and how it was collected.<\/p>\r\n<h3>Making the Most of First- and Zero-Party Data<\/h3>\r\n<p>Let\u2019s start with the \u201chow.\u201d\u00a0<\/p>\r\n<p>Account profiles are usually the best method for customers to self-identify who they are and what they need, so marketers should think about adding fields to help bring more context to primary data points.\u00a0<\/p>\r\n<p>It\u2019s understandable to purposely choose to keep profiles slim to reduce friction and attrition of sign-up. Alleviate this worry by making additional fields optional and available for those willing to use them.<\/p>\r\n<p>Any missing data can then be collected via other methods, such as progressive profiling in welcome\/onboarding campaigns, in-app functionality, and polling via landing pages or light box pop-ups.\u00a0\u00a0<\/p>\r\n<p>Surveys and forms can also be utilized to fill profile gaps, but they should avoid sounding too formal as many customers sometimes submit responses that are more aspirational than truthful.\u00a0 Asking single questions or gamifying the survey with images or humor can be effective tactics to elicit more truthful responses that result in higher relevance.\u00a0<\/p>\r\n<p>First- and zero-party data aren\u2019t limited to welcome and onboarding campaigns. Here are a few common collection points beyond the initial customer interactions:<\/p>\r\n<ul>\r\n\t<li>Website<\/li>\r\n\t<li>Mobile apps<\/li>\r\n\t<li>Email and mobile campaigns<\/li>\r\n\t<li>Social media<\/li>\r\n\t<li>Digital ads<\/li>\r\n\t<li>Video \/ OTT<\/li>\r\n\t<li>In-store \/ In-person events<\/li>\r\n\t<li>Customer service \/ Call center<\/li>\r\n\t<li>Chatbots<\/li>\r\n<\/ul>\r\n<p>The tipping point of first- and zero-party data usage is your brand\u2019s ability to start a dialogue. Modern consumer expectations drove the traditional one-sided brand-consumer relationship into obsolescence. Today consumers want control of their data and their voice, the tactics above give users the power to dictate the level of personalization they can expect.<\/p>\r\n<h3>First- and Zero-Party in Practice<\/h3>\r\n<p>I\u2019m a <a href=\"https:\/\/www.brooksrunning.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brooks<\/a> fan-boy and love their use of personalization in customizing nearly every aspect of their customer experience. From the very first welcome message, Brooks sets the expectation that it\u2019s about the customer, not the brand, and seeks to understand more about YOU by asking who you are, what you do, and where.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11645\" align=\"alignnone\" width=\"144\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-do-you-run\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11645\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/how-do-you-run-144x1024.png\" alt=\"First and Zero Party Data in Practice\" width=\"144\" height=\"1024\" \/><\/a> <em>Brooks opens the doors for a dialogue from the get-go. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-do-you-run\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>The customer makes their selections, the value preference is recorded in the database, and this information is then used to segment and personalize the context of content, copy, workflow and journey sequence of subsequent messages. It\u2019s a great strategy to contextualize data points for users by placing the product (running shoes) into the eventual use case (e.g. trail running). The transparent manner in which this is done builds trust by exposing the data collection process and allowing the customer to self identify.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11646\" align=\"alignnone\" width=\"124\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/new-trail-running-colors-and-deals\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11646\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/new-trail-running-colors-and-deals-124x1024.png\" alt=\"Use of Zero Party Data\" width=\"124\" height=\"1024\" \/><\/a> <em>Deliver on promises by using the data to improve the individual experience. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/new-trail-running-colors-and-deals\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>In the subsequent email, Brooks has clearly and immediately delivered upon the customer expectation by personalizing and contextualizing the entire experience around the zero-party data provided in the preceding email.\u00a0<\/p>\r\n<p>This individualization strategy is a critical component of the Brooks brand value. They know that you can buy running shoes anywhere, and that customers may come to Brooks for the shoes, but they stay for the value of experience, knowledge and utility that Brooks has built around the buying process, allowing runners to get more out of the product and their chosen activity.<\/p>\r\n<h3>Putting It All Together<\/h3>\r\n<p>Personalization of this kind may seem high effort, but it really needn\u2019t be.<\/p>\r\n<p>By changing a few simple words and images using dynamic insertion, Brooks contextualized the messaging to align with, and strum the resonant chords of each individual\u2019s intrinsic motivations. In doing so, Brooks maintains a steady flow of intent and interaction, resulting in exponential increases in engagement, conversion, loyalty and retention.\u00a0\u00a0<\/p>\r\n<p>The value of using first- and zero-party data in context in messaging such as this really shouldn\u2019t be underestimated. Accenture reports that <a href=\"https:\/\/www.digitaltrends.com\/social-media\/why-consumers-are-increasingly-willing-to-trade-data-for-personalization\/#:~:text=But%20while%2073%20percent%20of,personal%20information%20is%20being%20used\" target=\"_blank\" rel=\"noopener noreferrer\">73% of consumers<\/a> prefer to do business with brands who use personal info to create personalized experiences.\u00a0<\/p>\r\n<p>You need to build relationships with customers in order to deliver a great experience. At the core of that relationship (as with any relationship) is how you communicate.\u00a0\u00a0<\/p>\r\n<p>Because they come from the customer directly, first-party and zero-party data offer the most clear and explicit communication signals on what, how, when, and where to deliver the most meaningful and relevant experience customized to each individual. Without that, we\u2019re merely guessing, and guessing is best left to picking lottery numbers.<\/p>\r\n<p><em>For more about changing customer expectations and building a relationship that lasts, check out \"<a href=\"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Key to Crafting a Memorable Customer Experience<\/a>.\"<\/em><\/p>","post_title":"First-Party and Zero-Party Data: The Path Forward","post_excerpt":"With changes to data collection imminent, we outline how to best utilize first- and zero-party data to enhance the customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"first-party-and-zero-party-data-the-path-forward","to_ping":"","pinged":"","post_modified":"2020-12-07 09:14:10","post_modified_gmt":"2020-12-07 17:14:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11644","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 07, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120720_Narrative-2-Personalizing-Customer-Journey_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120720_Narrative-2-Personalizing-Customer-Journey_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120720_Narrative-2-Personalizing-Customer-Journey_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/120720_Narrative-2-Personalizing-Customer-Journey_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/first-party-and-zero-party-data-the-path-forward\/"},{"ID":11596,"post_author":"97","post_date":"2020-12-03 09:00:59","post_date_gmt":"2020-12-03 17:00:59","post_content":"<p><em>Mixpanel's mission is to increase the rate of innovation by helping companies build better products through data. Headquartered in San Francisco, Mixpanel serves over 26,000 companies from different industries around the world.<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to learn how to build better customer experiences with advanced product analytics.<\/em><\/p>\r\n<p>As marketers, many of you are judged on your ability to position products while attracting and warming up qualified leads. But without the proper data on how customers get value from their products, you\u2019re left guessing about what customers love most.<\/p>\r\n<p>Data-led marketers know they need to implement <a href=\"https:\/\/mixpanel.com\/blog\/the-difference-between-product-analytics-and-marketing-analytics-and-why-you-need-both\/\" target=\"_blank\" rel=\"noopener noreferrer\">product analytics<\/a> to drive their product experience forward, but many fail to harness these insights in a productive way. Instead, they get stalled in one stage of analytics maturity, never progressing to a higher level that will improve their customers\u2019 experience of\u2014and affinity with\u2014their product significantly.<\/p>\r\n<p>But what, exactly, does product analytics maturity mean? At <a href=\"https:\/\/mixpanel.com\/home\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, we think about it in terms of these three elements:<\/p>\r\n<ul>\r\n\t<li>Collecting the right data<\/li>\r\n\t<li>Asking the right questions<\/li>\r\n\t<li>Using data for cross-functional product decision-making<\/li>\r\n<\/ul>\r\n<p>Product analytics is the foundation for understanding the factors that drive conversion, engagement, and retention\u2014incredibly valuable information for developing a more personalized marketing program.<\/p>\r\n<p>As you begin to think about the customer journey in a more sophisticated way, you\u2019ll start to ask more complex questions about users, and you\u2019ll need a product analytics solution that can help you answer them. If you neglect to do this, you are limited in your ability to advance the sophistication of your marketing campaigns.<\/p>\r\n<p>But before you explore what a mature approach to product analytics can help you do, it helps to understand where you currently stand so you can move closer toward your business goals.<\/p>\r\n<h3>What analytics maturity means for your business (and your users)<\/h3>\r\n<p>Having a grasp of your stage of analytics maturity enables you to build a technology stack based on an understanding of your user journey from end to end. Not only will you better understand your users\u2019 journeys, but you\u2019re empowered to act on your knowledge and create deeper relationships with your customers.<\/p>\r\n<blockquote>\r\n<p><em>\u201cGood marketing is compelling. But great marketing connects with customers on a subsurface level. It\u2019s empathetic and it\u2019s inclusive, and it strums the resonant chords within us.\u201d<\/em><\/p>\r\n<p>~ Garin Hobbs | Director of Deal Strategy, Iterable | <a href=\"https:\/\/streetfightmag.com\/2020\/10\/23\/brands-struggle-to-strike-the-right-tone-this-holiday-season\/#.X6mSl5NKjUI\" target=\"_blank\" rel=\"noopener noreferrer\">StreetFightMag<\/a><\/p>\r\n<\/blockquote>\r\n<p>That\u2019s the ultimate goal of product analytics and marketing analytics working in sync\u2014understanding customers better, and in turn, improving the customer experience over the course of the entire lifecycle.<\/p>\r\n<p>Product analytics maturity matters because it can help you:<\/p>\r\n<ul>\r\n\t<li><strong>Build (and promote) the right things:<\/strong> You can only build products that users will love if you monitor their engagement and levels of satisfaction. With a product analytics tool, you can use data to optimize onboarding flows, re-engage inactive user groups, and identify your power users. As you launch new features or products, you can track how each user cohort responds, helping you build and better promote products over time.<\/li>\r\n\t<li><strong>Support the critical initiatives:<\/strong> Leverage that same data to remove friction points from your customers\u2019 journeys. Whether it\u2019s onboarding or re-engagement, leaning into product usage data can help guide strategic marketing initiatives and drive engagement.<\/li>\r\n\t<li><strong>Equip teams to move faster:<\/strong> Customers and their expectations evolve quickly. With real-time user insights, you can enable your marketing team to create campaigns that rapidly respond to consumer trends.<\/li>\r\n\t<li><strong>Help you get closer to your goals:<\/strong> Enable product and marketing teams to impact key metrics and measure how successfully their activities deliver key customer experiences.<\/li>\r\n<\/ul>\r\n<h4>Product analytics for the growth marketer<\/h4>\r\n<p>We all know that no two customers are alike. This is why tools like Iterable exist to help teams communicate and engage with customers in hyper-individualized and relevant ways. As you serve more complex customer segments, you\u2019ll need a more advanced approach to analytics to deliver a more personalized journey.<\/p>\r\n<p>In order to deliver highly personalized experiences, brands need to:<\/p>\r\n<ul>\r\n\t<li><strong>Validate hypotheses about customer differences with data:<\/strong> Every customer is different, and will use your product for different reasons. Use data to validate hunches about the characteristics of various groups\u2014from basic demographic information to more specific criteria, like how they engage with your product.<\/li>\r\n\t<li><strong>Distinguish core behavior and outcome metrics:<\/strong> Split outcomes and test different messaging flows for engagement and lifecycle throughput.<\/li>\r\n\t<li><strong>Save cohorts:<\/strong> When you find important splits in your users behavior, record them as various cohorts (e.g. trial user, first time purchaser, recently upgraded) and target each group with specific messages that align to their unique experiences.<\/li>\r\n<\/ul>\r\n<p>Product analytics can help you achieve all of the above. And while it can seem overwhelming at first, it doesn\u2019t have to be.<\/p>\r\n<blockquote>\r\n<p><em>\u201cBecause our product and marketing are omnichannel, it\u2019s really easy to see the entire journey a user takes\u2014from acquisition to moving through one of our hundreds of funnels, to ultimately purchasing a policy.\u201d<\/em><\/p>\r\n<p>~ Gil Sadis | VP of Product | Lemonade<\/p>\r\n<\/blockquote>\r\n<p>When your marketing platform is connected with your product analytics tool, you can see how customers are not only moving from end-to-end, but also the levels of influence your messaging has on that movement.<\/p>\r\n<p>Companies that use advanced solutions in other areas of their work\u2014i.e. advanced personalization\u2014will find that they don\u2019t have to crawl through novice stages. They can bridge the gap quickly by implementing the right tool, asking the right questions, and using data for cross-functional decision making.<\/p>\r\n<h3>So, what does analytics maturity look like in practice?<\/h3>\r\n<p>Mixpanel breaks down analytics maturity into five stages ranging from non-existent to expert. Again, these stages are broken down into consecutive\u2014but not necessarily sequential\u2014order.<\/p>\r\n<h4>Stage 0-1: Companies new to data adoption<\/h4>\r\n<p>In this stage, companies have little to no product analytics capabilities. They make decisions based on something other than product data\u2014limited customer feedback, intuition, or assumptions about user behavior. As a result, marketers are likely only scratching the surface of their campaign personalization potential.<\/p>\r\n<p>For example, a company that is implementing personalization in their marketing tactics for the first time is likely to be in the <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">reactive personalization stage<\/a>. If you\u2019re in this stage, you can implement simple tactics\u2014like using basic customer attributes (i.e. names, birthdays, or system events), but you can\u2019t do further targeting.<\/p>\r\n<p>Questions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>What behaviors lead users to purchase or to refer a friend?<\/li>\r\n\t<li>What acquisition channels are driving traffic?<\/li>\r\n\t<li>What\u2019s my conversion rate to the product?<\/li>\r\n\t<li>How can I use campaigns to solicit these similar data points in a non-invasive way?<\/li>\r\n<\/ul>\r\n<p>Acquisition questions are a good starting point, but they don\u2019t give you insight into customer engagement or retention. Without those insights, you\u2019ll have major blindspots on the level of your <a href=\"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer loyalty<\/a>\u2014a key indicator of a business\u2019s long-term viability. This is why marketers (and their cross-departmental colleagues) need to implement something more than Google Analytics.<\/p>\r\n<p>For example, a new ridesharing app just launched and they are still in this novice stage. They may have a non-existent or small customer base with very little customer feedback. The most data they have is likely related to their website, but otherwise they don\u2019t know how their product is being used. They will need to start asking questions to move on to the next stage. Once they define the questions they want to answer, they can start collecting data and putting it to use.<\/p>\r\n<h4>Stage 2-3: Data is driving decisions and greater customization<\/h4>\r\n<p>In this intermediate stage of analytics maturity, you have a better sense of what questions you want to answer beyond acquisition-related factors and are willing to put the resources into discovering answers. However, you aren\u2019t completely established in your data collection and analysis process.<\/p>\r\n<p>When it comes to personalization, teams in this stage are in the proactive personalization stage. At this point, you combine user and event data with externally managed data. You can send messages to smaller, targeted segments that are based on customer behaviors and third-party data (e.g. geo-specific or personal interest).<\/p>\r\n<p>Questions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>Where in my funnel do users drop off?<\/li>\r\n\t<li>What are the most common user journeys?<\/li>\r\n\t<li>What sequences of actions lead my users to upgrade their membership?<\/li>\r\n\t<li>What campaigns must we create or improve to further influence action within the product?<\/li>\r\n<\/ul>\r\n<p>These are foundational questions that can only be answered by integrating your customer lifecycle marketing data with your product analytics data. Once you\u2019re able to answer these, you can start to adjust your marketing campaigns with what you see in-app, or on your website.<\/p>\r\n<p>In this stage, it\u2019s common for businesses to realize they need some additional solution to their Business Intelligence (BI) tool. Even though teams are using data and asking more sophisticated questions, they can\u2019t answer them fully or turn data into productive action.<\/p>\r\n<p>Back to our ridesharing app. The app has now gained customers and knows that data will guide its product development, but they\u2019re still hazy on which tools to invest in. If they\u2019re committed to using accurate data, they\u2019ll need to ask more of their analytics tool and process.<\/p>\r\n<h4>Stage 4-5: Unified goals and advanced tooling<\/h4>\r\n<p>In the advanced and expert stages of product analytics, you can assess what\u2019s happening to your product, and identify patterns related to these events. At the highest level (\u201cexpert\u201d), no decision is made without the use of product analytics.<\/p>\r\n<p>With this level of attention put towards analytics, you can start implementing individualization. Individualization is formed from dynamic relationships between user attributes and detailed product data. This one-to-one approach is based on profile, behavioral, <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">lifecycle data points<\/a> to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<p>Questions asked in this stage:<\/p>\r\n<ul>\r\n\t<li>How do marketing launches cause changes in specific user behaviors or my primary metrics?<\/li>\r\n\t<li>How do all my A\/B tests affect key metrics over time, and which of them are worth continuing?<\/li>\r\n\t<li>How many times do users repeat a given step in a funnel before moving on to the next step, and how does that affect conversion rates?<\/li>\r\n<\/ul>\r\n<p>In this stage, businesses use multiple user journey solutions. When it comes to team member ownership\u2014analytics in this stage is an all hands on deck process. Every team member knows their role in using the analytics tool, and uses it regularly.<\/p>\r\n<p>For example, you can set up a personalization campaign using a growth marketing platform like Iterable, then push the data associated with in-app interactions to Mixpanel to answer those critical questions. By integrating advanced, customer-oriented platforms, marketing and product decisions are both data-based and closely aligned.<\/p>\r\n<p>Our ridesharing app has now got their tools and systems in place. They\u2019ve invested in a product analytics tool that is reliable, scalable, and can answer endless questions about their customers. The tool is helpful for marketing and product teams alike, giving their customers awesome experiences from start to end.<\/p>\r\n<p>But it doesn\u2019t stop here. It takes work to continuously stay an \u201cexpert\u201d at product analytics and individualization. Teams must stay up-to-date on the product analytics tool and new team members must be onboarded properly.<\/p>\r\n<p>Implementing product analytics and individualization at scale is a continuous process, and as your product launches new features or services, you\u2019ll need team members to continuously ask the right questions, know how to collect the data, and make future decisions together.<\/p>\r\n<blockquote>\r\n<p><em>\u201c...Getting someone to register is only half the battle. Do our users continue to engage? Do they complete the onboarding process? Do they bail and delete their accounts. We\u2019ve instrumented in these key elements of participation in Mixpanel, which means that for each landing page, we can see how many people complete actions that correlate with being longer-term users...This information helps our product and marketing teams understand which campaigns are, in fact, working the best to drive users that will continue using Personal Capital for the long run.\u201d<\/em><\/p>\r\n<p>~ Vince Maniago | VP of Product Management | Personal Capital<\/p>\r\n<\/blockquote>\r\n<h3>Understanding where you\u2019re at to understand customers better<\/h3>\r\n<p><em>\u201cNo company is too small to prepare to collect, organize, and analyze data \u2014 it\u2019s the foundation of building great products and accelerating your growth in product analytics maturity.\u201d<\/em><\/p>\r\n<p>Brands want to build intimate relationships with their customers. But just like one-to-one relationships between friends, brands need to understand their customers. They need to understand their likes and dislikes, needs, passions, and behaviors.<\/p>\r\n<p>There\u2019s no way to do that at scale without accurate data\u2014and a way to make sense of it all. This is why product analytics are a marketer\u2019s best friend. And guess what? You don\u2019t even have to be a data scientist to use one. <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, for example, allows users without technical expertise to self-serve answers to their questions about users.<\/p>\r\n<p>There\u2019s no \u201cright\u201d time to start implementing product analytics. But the sooner you get started, the sooner you can start harnessing data to build experiences that customers love.<\/p>\r\n<p>To learn more about product analytics maturity, read Mixpanel\u2019s new guide: <a href=\"https:\/\/mixpanel.com\/content\/product-analytics-strategy\/get-started\/\" target=\"_blank\" rel=\"noopener noreferrer\">Advance Your Product Analytics Strategy<\/a>.<\/p>","post_title":"Advanced Product Analytics, Better Customer Experiences","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"advanced-product-analytics-better-customer-experiences","to_ping":"","pinged":"","post_modified":"2020-12-03 09:00:59","post_modified_gmt":"2020-12-03 17:00:59","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11596","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 03, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120320_Product-Analytics_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Mixpanel Product Analytics for Marketing Decisions\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120320_Product-Analytics_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120320_Product-Analytics_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120320_Product-Analytics_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/advanced-product-analytics-better-customer-experiences\/"},{"ID":11595,"post_author":"7","post_date":"2020-12-01 08:47:04","post_date_gmt":"2020-12-01 16:47:04","post_content":"<p>What does your Boxing Day strategy look like?<\/p>\r\n<p>If you live in the U.K. or Commonwealth countries, like Canada, Australia, or New Zealand, your plans for the Dec. 26 shopping extravaganza are either locked down already, or you at least have some sort of idea, but you'll think about it after you get through Black Friday, Cyber Monday, Christmas and all the other emails in between.<\/p>\r\n<p>In the United States, Boxing Day barely registers (unless your customers are Brit expatriates or devotees of \"Downton Abbey\"). So, it doesn't figure into many e-commerce email marketing plans, aside from some brands with a cross-border audience.<\/p>\r\n<p>Boxing Day's significance as a shopping driver has fallen over the last couple of years, but it could get more oomph this year thanks to fortuitous timing (it falls on a shopper-friendly Saturday) and the boom in digital shopping thanks to the pandemic.<\/p>\r\n<p>If Boxing Day is part of your plan\u2014or you need a fresh theme to make your post-Christmas emails stand out in the inbox\u2014now is a good time to create a memorable campaign that could get you closer to achieving your 2020 business goals.<\/p>\r\n<h3>What Is Boxing Day?<\/h3>\r\n<p>Boxing Day has several origin stories, but these are two of the most common traditions:<\/p>\r\n<ul>\r\n\t<li>Churches opened their alms-collection boxes and distributed the monies to the poor.<\/li>\r\n\t<li>Wealthy families presented gift boxes (or packaged-up holiday leftovers, or money) to their house staff, or businesses gave their employees gifts and the day off (unless you worked for Scrooge &amp; Marley).<\/li>\r\n<\/ul>\r\n<p>However you define it, Boxing Day is part of the cultural zeitgeist in many parts of the world. It's a bank holiday in the U.K., a statutory holiday in Canada and one of the National Public Holidays in Australia\u2014meaning banks, offices and schools are closed. In the past, it was a big in-store shopping day, but that could be different this year.<\/p>\r\n<h3>Why Boxing Day Could Be Bigger in 2020<\/h3>\r\n<p>Although Boxing Day remains a major shopping day, it has lost some ground to Black Friday in recent years. In 2019, <a href=\"https:\/\/www.similarweb.com\/corp\/blog\/stats-from-boxing-day-2019-uks-largest-online-retail-day-is-losing-ground\/\" target=\"_blank\" rel=\"noopener noreferrer\">a SimilarWeb analysis<\/a> found total traffic on Boxing Day to the top 100 shopping sites in the U.K. declined by 6% from 2018. Visits that went past the landing page and were more likely to contribute to a conversion fell 13% in 2019.<\/p>\r\n<p>SimilarWeb attributed that decline to uncertainty over Brexit and December parliamentary elections. Boxing Day also fell on a Thursday.<\/p>\r\n<p>This year, however, Boxing Day is on Saturday, so the official holiday is observed on Monday. That gives shoppers more time to hunt for bargains and potentially extends your Boxing Day campaigns by a couple of days.<\/p>\r\n<p>Also, digital shopping is predicted to grow in 2020 thanks to the combination of renewed <a href=\"https:\/\/www.bbc.com\/news\/explainers-52530518\" target=\"_blank\" rel=\"noopener noreferrer\">lockdowns and other restrictions in the U.K.<\/a> <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2020-11-20\/canadian-businesses-brace-for-more-shutdowns-with-virus-surging\" target=\"_blank\" rel=\"noopener noreferrer\">and Canada<\/a>, and <a href=\"https:\/\/coresight.com\/research\/us-survey-update-discretionary-categories-see-online-uptick-as-more-consumers-avoid-stores-select-findings\/\" target=\"_blank\" rel=\"noopener noreferrer\">a continued reluctance by consumers to shop in stores<\/a>.<\/p>\r\n<h3>5 Quick Tips for Better Boxing Day Emails<\/h3>\r\n<p>Many e-commerce email campaigns for Boxing Day follow a Black Friday format, beginning with a preview email sent the day before, timed offers throughout the day and a \"last chance\" campaign sent the following day. Aggressive bargains lead the message.<\/p>\r\n<p>These tips can help you tune up your present Boxing Day strategy or introduce the concept to a new audience.<\/p>\r\n<h4>1. Look at past shopping habits to time email sends<\/h4>\r\n<p><a href=\"https:\/\/www.similarweb.com\/corp\/blog\/stats-from-boxing-day-2019-uks-largest-online-retail-day-is-losing-ground\/\" target=\"_blank\" rel=\"noopener noreferrer\">SimilarWeb's analysis<\/a> found Boxing Day traffic generally parallels Black Friday. It starts to grow early in the morning, peaking first around noon, then mid-afternoon and a final surge in early evening.<\/p>\r\n<p>Use what you know about customer shopping habits to do some real-time testing around email send times. If you don't have Boxing Day history to draw from, Black Friday shopper behavior could be your guide.<\/p>\r\n<p>The retailer boohoo U.K. sends campaigns throughout the day, matching SimilarWeb's traffic patterns. The email below is the brand's closing campaign of the day, framed as the \"last gift\" and using animation to highlight the offer and expiration.<\/p>\r\n\r\n[caption id=\"attachment_11603\" align=\"alignnone\" width=\"648\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/17916fb4-7c0e-59fb-bafd-6d10ebd85198\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11603 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-1-boohoo.png\" alt=\"boohoo UK 40% off everything sale\" width=\"648\" height=\"1296\" \/><\/a> <em>boohoo U.K. uses animated email to signal the end of its Boxing Day campaign. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/17916fb4-7c0e-59fb-bafd-6d10ebd85198\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>2. Put bargains in the spotlight<\/h4>\r\n<p>People have gift cash and cards to spend. Retailers have to clear out merchandise before the end of the fiscal year. It's a match made in bargain-hunting heaven.<\/p>\r\n<p>So, don\u2019t be coy about your offers. But your message still has to stand out in a noisy inbox, and that's what this Reitmans message does well.<\/p>\r\n<p>The subject line doesn't mince words: \"\ud83d\udd25Up to 70% off? AND 10% on top? Sale's heating up.\" Inside, the leadoff reverse bar and email header restate the expected discounts, while product images throughout the message list actual discounts to drive clicks.<\/p>\r\n\r\n[caption id=\"attachment_11602\" align=\"alignnone\" width=\"332\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/f9162fc6-3698-e303-2a2d-8bb6dbccb471\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11602 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-2-Reitmans.png\" alt=\"Reitmans Boxing Week email\" width=\"332\" height=\"1446\" \/><\/a> <em>Reitmans mixes percentage-off discounts with specific price reductions to encourage click-throughs. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/f9162fc6-3698-e303-2a2d-8bb6dbccb471\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>3. Consider flash sales, countdown timers and real-time updates<\/h4>\r\n<p>With most shoppers off either on Boxing Day itself or the following Monday when it will be observed this year, they might be more likely to be in shopping mode throughout the day. Match that interest with offers timed to prod them into action, and use a device like a countdown timer that signals either the start or end of a flash sale.<\/p>\r\n<p>If you have access to real-time content updates, use these to substitute an expired offer for a new or default offer.<\/p>\r\n<p>Hush Puppies limits its Boxing Day campaign to a single day. So, its campaign email stresses the short deadline with a countdown timer and prominent reminder throughout the brief message that time's a-wastin'.<\/p>\r\n\r\n[caption id=\"attachment_11601\" align=\"alignnone\" width=\"480\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/95792416-b1ac-3e48-2db7-54ef289e8fe5\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11601 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-3-Hush-Puppies.png\" alt=\"Hush Puppies Boxing Day Sale\" width=\"480\" height=\"692\" \/><\/a> <em>Everything in this Hush Puppies email is designed to prod shoppers into acting quickly. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/95792416-b1ac-3e48-2db7-54ef289e8fe5\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>4. Include helpful shopper information in your Boxing Day email<\/h4>\r\n<p>If you prefer to focus your copy only on what's on offer, you can do what Lush does in its initial Boxing Day campaign email: It packages up all the fine print (what's discounted, what isn't, returns\/exchanges, offer expirations and other limitations) on a landing page and adds an attention-getting button to the email.<\/p>\r\n<p>It's a clever tactic that keeps the email messaging simple and direct. The discount remains front and center in the email while also letting customers know it's limited to a specific product set.<\/p>\r\n<p>Putting the fine print on the landing page means the marketing team can update terms quickly to accommodate last-minute substitutions (something to keep in mind in this season of <a href=\"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/\" target=\"_blank\" rel=\"noopener noreferrer\">potential supply-chain problems<\/a>), variations between in-store and website offers and other important topics that can distract from the sale message.<\/p>\r\n\r\n[caption id=\"attachment_11600\" align=\"alignnone\" width=\"354\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/91627f00-b7b7-0640-07fc-06559c8b69a6\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11600 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-4-Lush.png\" alt=\"LUSH Boxing Day Sale\" width=\"354\" height=\"700\" \/><\/a> <em>Lush's \"keep it simple\" Boxing Day message encourages shoppers to click through. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/91627f00-b7b7-0640-07fc-06559c8b69a6\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>5. Introduce Boxing Day to a new audience<\/h4>\r\n<p>Outside of Downton Abbey devotees, English lit majors and expatriates of Commonwealth nations, Boxing Day isn\u2019t a major cultural reference.<\/p>\r\n<p>So why use it to frame your after-Christmas sale for your American customers? Because it can be a fun way to differentiate yourself from all the other emails in their inboxes.<\/p>\r\n<p>Green Chef, a U.S.-based weekly meal subscription service, pulls off the Boxing Day theme by playing it three ways:<\/p>\r\n<ul>\r\n\t<li><strong>The subject line<\/strong>\u2014\u201cToday, we\u2019re thinking inside the box\u201d\u2014is a twist on the \u201coutside the box\u201d trope.<\/li>\r\n\t<li><strong>The headline<\/strong>, \u201cIt\u2019s Boxing Day,\u201d can resonate both for people who get the cultural reference and those who think it\u2019s a clever play on words.<\/li>\r\n\t<li><strong>The copy<\/strong> shifts from Boxing Day to \u201cunboxing,\u201d another popular reference that internet-savvy fans of unboxing videos will pick up on.<\/li>\r\n<\/ul>\r\n<p>Introducing new interpretations of an unfamiliar cultural zeitgeist can be risky, but Green Chef keeps it relevant and fun for its audience.<\/p>\r\n\r\n[caption id=\"attachment_11599\" align=\"alignnone\" width=\"258\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/51bb88ba-cb02-43c0-939c-05f1967bea84\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11599 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Boxing-Day-5-Green-Chef.png\" alt=\"Green Chef - &quot;It's Boxing Day&quot; email\" width=\"258\" height=\"1390\" \/><\/a> <em>Green Chef uses some out-of-the-box thinking to bring Boxing Day to its American audience. Image via <a href=\"https:\/\/www.mailcharts.com\/emails\/51bb88ba-cb02-43c0-939c-05f1967bea84\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h3>A Few Words about Personalization and Testing<\/h3>\r\n<p>Given Boxing Day's relatively short shelf life and hyper-focus on bargain-hunting over research-driven shopping, you might be tempted to just knock together a standard broadcast email. Resist the temptation!<\/p>\r\n<p>The leading practices that you use on other campaigns throughout the year should still help you maximize your returns on Boxing Day emails:<\/p>\r\n<p><strong>Personalize where you can<\/strong>. Even if all you can do is pop the shopper's name into the subject line or email copy, do what you can to make your customers see that you know who they are.<\/p>\r\n<p>If you have the capability, include a module of dynamic content showing products previously browsed or purchased, where your nearest store is, your hours and special shopping restrictions (face covering, limited hours or capacity, availability of curbside or front-door merch pickup).<\/p>\r\n<p><strong>Test when and where you can<\/strong>. Subject line testing is a start, but also create A\/B versions of a campaign, and test in real time. Use the results to refine other campaigns you send during the day or to adjust your strategy for next year.<\/p>\r\n<p><strong>Track opens, clicks and web traffic throughout the day<\/strong>. See if your emails correspond to surges in web traffic in the moment and then also track for several days after to find out whether customers come back even after your sale ends.<\/p>\r\n<h3>Subject Lines That Get Emails Opened<\/h3>\r\n<p>It might seem that left the beginning for the end, but we do that for a reason. Good email practices should prevail here, too: Nail down your strategy first. Focus on your email message. Then create a subject line that will snag attention.<\/p>\r\n<p>If you need some inspiration, these e-commerce examples can fire up your creative engine:<\/p>\r\n<ul>\r\n\t<li><em>Your Last Present: Free Shipping <\/em>\ud83c\udf81<\/li>\r\n\t<li><em>Boxing Day Blues?<\/em><\/li>\r\n\t<li><em>Happy Boxing Day. Unwrap these Deals.<\/em><\/li>\r\n\t<li><em>Today, we're thinking inside the box<\/em><\/li>\r\n\t<li><em>Boxing day special: open to discover<\/em><\/li>\r\n\t<li><em>Your Boxing Week Deals are Here<\/em><\/li>\r\n\t<li><em>Boxing Day Markdowns | Up to 50% Off<\/em><\/li>\r\n\t<li><em>The Boxing Day Sale You've Been Waiting For<\/em><\/li>\r\n\t<li><em>Merry. Early. Boxing. SALE!<\/em><\/li>\r\n\t<li><em>Boxing Day Sale Now Live | Up to 50% Off<\/em><\/li>\r\n\t<li><em>Set your alarms for tomorrow morning<\/em><\/li>\r\n<\/ul>\r\n<p>Here's hoping your Boxing Day messages deliver the goods this year!<\/p>","post_title":"5 Tips for a Better Boxing Day Email Strategy","post_excerpt":"Whether Boxing Day is part of your plan or you need to make your post-Christmas emails stand out, now is a good time to create a memorable campaign.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tips-boxing-day-email-strategy","to_ping":"","pinged":"","post_modified":"2020-12-01 08:47:04","post_modified_gmt":"2020-12-01 16:47:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11595","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"December 01, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120120_Boxing-Day_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Boxing Day illustration of holiday gift\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120120_Boxing-Day_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120120_Boxing-Day_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/120120_Boxing-Day_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-tips-boxing-day-email-strategy\/"},{"ID":11592,"post_author":"38","post_date":"2020-11-30 14:43:27","post_date_gmt":"2020-11-30 22:43:27","post_content":"<div class=\"p-rich_text_section\">The Iterable team is kicking off the new year to provide marketers with a glimpse into the future, based on our latest survey research. Alyssa and Wayne will debut our top findings and reveal our hottest marketing predictions.<\/div>\r\n<div>\u00a0<\/div>\r\n<div class=\"p-rich_text_section\">If you want to drive your 2021 strategy with real data and not just crystal-ball commentary, watch this can\u2019t-miss webinar.<\/div>\r\n<div>\u00a0<\/div>\r\n<div class=\"p-rich_text_section\">The panelists explore:<\/div>\r\n<div>\u00a0<\/div>\r\n<ul class=\"p-rich_text_list p-rich_text_list__bullet\" data-stringify-type=\"unordered-list\" data-indent=\"0\">\r\n\t<li>Top business concerns for marketers and how the ongoing pandemic has affected them<\/li>\r\n\t<li>The real deal behind artificial intelligence<\/li>\r\n\t<li>Real-life examples of email, mobile, and cross-channel campaigns that we love<\/li>\r\n<\/ul>","post_title":"The 2021 Outlook: 5 Data-Driven Marketing Predictions","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"2021-data-driven-marketing-predictions","to_ping":"","pinged":"","post_modified":"2021-01-12 12:00:31","post_modified_gmt":"2021-01-12 20:00:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=11592","menu_order":81,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 30, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/2021-outlook-webinar-Image-3-.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/2021-outlook-webinar-Image-3-.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/2021-outlook-webinar-Image-3--300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/2021-outlook-webinar-Image-3--600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/2021-data-driven-marketing-predictions\/"},{"ID":11469,"post_author":"7","post_date":"2020-11-20 07:28:45","post_date_gmt":"2020-11-20 15:28:45","post_content":"<p>Last week, we debuted our <a href=\"https:\/\/iterable.com\/blog\/successful-workflow-building-4-easy-steps\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Workflow Building<\/a>, as part of our <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pillars of Personalization<\/a> series. In this playbook, we discuss the four building blocks of a successful messaging workflow, and how our customers like <a href=\"https:\/\/iterable.com\/customers\/case-study\/bloomon\" target=\"_blank\" rel=\"noopener noreferrer\">bloomon<\/a> put this methodology into practice.<\/p>\r\n<p>But one guide is not nearly enough to exhaust this topic, so we went straight to our experts to give you even more insights.<\/p>\r\n<p>In this latest installment of \"<a href=\"https:\/\/iterable.com\/blog\/zack-gholikely-connecting-with-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ask an Iterator<\/a>,\" we ask Rebecca Chow, Senior Customer Success Manager, to dive into the finer details of workflow building so you can walk away with the confidence to build an amazing cross-channel campaign.<\/p>\r\n<h3>Ask an Iterator: Rebecca Chow<\/h3>\r\n<p><img class=\"alignnone size-full wp-image-11470\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-Chow.jpeg\" alt=\"Rebecca Chow headshot\" width=\"199\" height=\"199\" \/><\/p>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/rebeccawchow\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rebecca Chow<\/a> has been at Iterable for over three years, and she holds over a decade of experience in customer success and technical account management.<\/p>\r\n<p>(And if you thought she was a heavyweight in her profession, you should know that she's also a competitive Olympic weightlifter!)<\/p>\r\n<p>Rebecca is ready to pump your workflows up, so let's jump right in!<\/p>\r\n<h4>1. Let\u2019s get everyone on the same page. How do you define a workflow?<\/h4>\r\n<p>Workflows guide your customers through different milestones of their lifecycle from the initial touchpoint (activation through an onboarding series), learning more about your products or services (nurture and engagement), to becoming loyal customers and fans (reactivation through referrals, repeat purchase, and upsells).<\/p>\r\n<p>In Iterable, you can customize workflows in multiple ways to send users along certain paths and send personalized and dynamic messages based on their interactions with your company.<\/p>\r\n\r\n[caption id=\"attachment_11535\" align=\"alignnone\" width=\"656\"]<img class=\"wp-image-11535 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-1-Iterable-Workflow.png\" alt=\"Iterable Workflow Screenshot\" width=\"656\" height=\"810\" \/> <em>Messaging workflows let customers choose their own adventures.<\/em>[\/caption]\r\n\r\n<h4>2. What should I do before I start building a messaging workflow?<\/h4>\r\n<p>I would recommend whiteboarding what the customer lifecycle should look like from your customer\u2019s perspective from beginning to end, otherwise known as <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">lifecycle mapping<\/a>. Establish your end goal of the workflow by asking, \"What do you want to achieve with this workflow?\"<\/p>\r\n<p>Then, define your audience, whether that\u2019s prospects, new customers, existing customers, etc. Next, decide on what would be the action that the user takes to enter the workflow. Some examples could be when a user signs, fills out a form or makes a purchase.<\/p>\r\n<p>After, draw out the steps that you would want to happen before sending the message to the user. For example, do you want to filter anyone in or out of the workflow or add a delay of a few hours and check to see if the user's activity changed before sending the message?\u00a0<\/p>\r\n<p>Determine what you\u2019ll be using to measure as success for your end goal, whether that is turning prospects into customers or higher conversions, for example.\u00a0<\/p>\r\n<h4>3. What are the elements that make a successful workflow?<\/h4>\r\n<p>I believe that the elements that make a successful workflow include:<\/p>\r\n<ul>\r\n\t<li><strong>A starting point<\/strong> of when the user will enter the flow. The message should be relevant and timely to your customer\u2019s interactions with your organization.<\/li>\r\n\t<li><strong>Defining the steps<\/strong> that the user must take before sending the message to ensure that you\u2019re targeting the right audience, sending in a timely manner, and populating personalized dynamic content within the message.<\/li>\r\n\t<li><strong>An end goal<\/strong> for the user to reach within the workflow.<\/li>\r\n\t<li><strong>Tracking and monitoring<\/strong> metrics to measure the success of the workflow.<\/li>\r\n\t<li>Optimizing the workflow on <strong>improving overall customer experience<\/strong> based on the above metrics.<\/li>\r\n<\/ul>\r\n<h4>4. How can I expand a single message into a multi-touch series?<\/h4>\r\n<p>Instead of just sending a single message, you can expand the workflow into a series of messages to your customers. With a welcome series, you can expand the first message \u201cwelcoming\u201d your customers to your company by sending a series of messages, separated by 1-3 days each, showing them how to use your product or service or even guide them through your mobile app.<\/p>\r\n<p>If the customer signed up but has not done any other action, nudge them to do so. In a workflow, after the first message is sent, you can wait a day and then add a Filter node to check if the user has taken the specified action. If not, send the user another message to nudge them, like \"create your first task\" or \"which genre or category interests you?\", which can help with progressive profiling and collecting more info about your user.<\/p>\r\n<h4>5. What\u2019s the best way to implement progressive profiling?<\/h4>\r\n<p>Determine what information you would like to know about your customers that\u2019s not readily available based on their interactions with your site. Prioritize the questions you\u2019d like to ask and limit to only a few over time. Also, if you have a form on your site, track where they left off on filling it out.<\/p>\r\n<p>From there, trigger the workflow when a user signs up or abandons a form on the site. Within the email, ask one question to the customer and let them select the answer by clicking on their preference (e.g. Yes\/No, clothes\/shoes, browsing\/buying).<\/p>\r\n<p>Upon clicking the link, you can direct the user to a form to fill out, providing more info about them. Some examples include live polling, surveys, and seasonal profiling when asking users to update their info.<\/p>\r\n<h4>6. What\u2019s the best time to send messages and how long should the delays be in between messages? How should timing\/frequency change based on campaign type?<\/h4>\r\n<p>The delays between messages should depend on the type of workflow series. I would recommend A\/B testing different durations of delays between messages to first establish a baseline and then, determine which duration works best.<\/p>\r\n<p>Also, review if you\u2019re sending a message on the same day as when the user would receive a message from the workflow. We do not want to overwhelm your customers with too many messages in one day or within a week.<\/p>\r\n<h4>7. What are the basic campaign workflows every marketer should have?<\/h4>\r\n<p>The basic campaign workflows every marketer should have are the following (if applicable):<\/p>\r\n<ul>\r\n\t<li><strong>Welcome\/Onboarding<\/strong>: Introduces and guides your new users to your organization\/company and how to get started.<\/li>\r\n\t<li><strong>Abandonment<\/strong>: The user may have left an item in their cart, browsed a particular item or started filling out a form but never finished. From these touchpoints, you can nudge the user to complete their purchase or form.<\/li>\r\n\t<li><strong>Purchase<\/strong>: Based on a user\u2019s previous purchase, you could ask for feedback or recommend other related items, or they could become a repeat purchaser.<\/li>\r\n\t<li><strong>Re-engagement<\/strong>. These are for users who were previously engaged with your company but then have not opened or clicked on an email, have not made a recent purchase, or canceled. The goal here would be to win back these customers by showing them the benefits of your products\/services and what they could be missing out on.<\/li>\r\n<\/ul>\r\n<h4>8. What are more advanced or less commonly used workflows that can uplevel your marketing strategy?<\/h4>\r\n<p>More advanced or less commonly used workflows to uplevel your marketing strategy can include:\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>Upsell\/Add-ons<\/strong>: add-on products or items that would go well with the item added to the cart or with the purchase.<\/li>\r\n\t<li><strong>Loyalty\/Rewards<\/strong>: incentives for being a long-time customer or a repeat purchaser.<\/li>\r\n\t<li><strong>Recommendations<\/strong>: based on previous user\u2019s purchase history or browsing activity.<\/li>\r\n\t<li><strong>Product Feedback<\/strong>: send after the user has made a purchase.<\/li>\r\n\t<li><strong>Surveys<\/strong>: ask the user to rate their experience with your company or brand.<\/li>\r\n\t<li><strong>Referrals<\/strong>: based on the survey responses, ask the ones who are advocates to refer their family and friends.<\/li>\r\n<\/ul>\r\n<h4>9. How should I incorporate multiple channels in a workflow? Are there any best practices to integrating email with SMS, mobile push, web push, in-app, etc.?<\/h4>\r\n<p>If a user does not respond or take any action with email, like an open or a click, send a push notification or SMS message instead. Depending on your audience, some will prefer SMS more (skews toward younger demographics) while others do not read their email immediately. Also, after sending a push message, you can queue up an in-app message when the user opens the app.\u00a0<\/p>\r\n<p>To determine which channel a user prefers to receive messages from, I would recommend creating a preference center where they can make their selections.<\/p>\r\n\r\n[caption id=\"attachment_11534\" align=\"alignnone\" width=\"692\"]<img class=\"wp-image-11534 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-2-Send-Actions.png\" alt=\"Send Actions Screenshot\" width=\"692\" height=\"826\" \/> <em>Iterable enables you to build workflows across multiple messaging channels.<\/em>[\/caption]\r\n\r\n<h4>10. What are the mistakes you want to avoid when building workflows?<\/h4>\r\n<p>I would recommend testing your workflow before enabling it for your live audience. Also, you should review analytics and find ways to optimize workflows to make them better for the customer experience.<\/p>\r\n<p>Over time, your customer\u2019s lifecycle may change and so will your products and services. Make sure that the workflow is updated to reflect those changes.\u00a0<\/p>\r\n<h4>11. What experiments should I run and what analytics should I monitor to optimize my workflows?<\/h4>\r\n<p>I would recommend running experiments with different delays between the trigger and when the message is sent and between messages as well. Also, run A\/B experiments on subject lines to not only test deliverability but also open rates.<\/p>\r\n<p>Another experiment would be to have a holdout group where they will not receive the campaign and compare conversions or purchases against the users who did receive the campaign.<\/p>\r\n\r\n[caption id=\"attachment_11533\" align=\"alignnone\" width=\"940\"]<img class=\"wp-image-11533 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Rebecca-3-Workflow-Analytics.png\" alt=\"Workflow Analytics Screenshot\" width=\"940\" height=\"970\" \/> <em>Iterable's Workflow Analytics displays opens, clicks and more for each message node in the workflow.<\/em>[\/caption]\r\n\r\n<h3>Workflow Building: Get the Guide<\/h3>\r\n<p>Now that we've received the rundown from Rebecca, download our full <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Workflow Building<\/a> to learn how to use workflows to create and automate messages that will resonate with your audience and deepen your customer relationships.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11451 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x192.png\" alt=\"Perform Your Workflow Building Magic: Read the Guide\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Ask an Iterator: Rebecca Chow on Workflow Building","post_excerpt":"How can you build a successful messaging workflow? We ask Sr. Customer Success Manager, Rebecca Chow, about the elements you need, mistakes to avoid &amp; more.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ask-an-iterator-rebecca-chow-on-workflow-building","to_ping":"","pinged":"","post_modified":"2020-11-20 07:28:45","post_modified_gmt":"2020-11-20 15:28:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11469","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 20, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111620_Rebecca-Chow-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Rebecca Chow, Iterable Senior Customer Success Manager, on Workflow Building\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111620_Rebecca-Chow-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111620_Rebecca-Chow-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111620_Rebecca-Chow-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ask-an-iterator-rebecca-chow-on-workflow-building\/"},{"ID":11542,"post_author":"97","post_date":"2020-11-19 15:29:25","post_date_gmt":"2020-11-19 23:29:25","post_content":"<p>When building a first-class customer experience, every little detail counts. Leaders like Spotify, Amazon and Netflix have ushered in a new era of convenience and personalization we didn\u2019t know was possible.<\/p>\r\n<p>Now it\u2019s on all brands to live up to these high standards. Though challenging, there\u2019s hope\u201483% of consumers will share their data in return for more personalized experiences.<\/p>\r\n<p>This guide explains how to personalize email and cross-channel campaigns that deliver hyper-relevant content at the perfect moment for each customer.<\/p>\r\n<p><strong>Download this guide to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Master the three distinct levels of personalization maturity<\/li>\r\n\t<li>Create dynamic content with user and event data, data feeds and metadata<\/li>\r\n\t<li>Learn how top brands are building individualized recommendations<\/li>\r\n<\/ul>","post_title":"The Guide to Marketing Maturity: 3 Levels of Personalization","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"3-levels-of-personalization","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:05","post_modified_gmt":"2021-02-24 18:45:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=11542","menu_order":1,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 19, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Maturity-Guide_All-Levels_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Maturity-Guide_All-Levels_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Maturity-Guide_All-Levels_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/12\/ITE_Personalization-Maturity-Guide_All-Levels_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/3-levels-of-personalization\/"},{"ID":11490,"post_author":"35","post_date":"2020-11-19 10:17:58","post_date_gmt":"2020-11-19 18:17:58","post_content":"<p>You forgot something! Like what you saw? Still thinking about {{insert product here}}? We\u2019ve got your back. Chances are you have received\u2014or written\u2014a message with one of these subject lines from an abandonment campaign.<\/p>\r\n<p>Unlike <a href=\"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome<\/a> and <a href=\"https:\/\/iterable.com\/blog\/3-hot-promotional-campaign-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">promotional<\/a> campaigns, abandonment campaigns\u2014whether designed for shopping carts, browsing or form-fills\u2014seem to be stuck in a content rut. They\u2019re almost stale.<\/p>\r\n<p>Since the core purpose of an abandonment campaign is conversion, this uniformity somewhat makes sense. The messages feel almost transactional in nature, and we can all attest to the oft blandness of a transaction\/confirmation\/verification message.<\/p>\r\n<p>Today\u2019s consumers have different expectations. They want more from the brands they deem worthy of their time and money. Consumers want from brands the same thing they want from their friends: someone who listens and pays attention.<\/p>\r\n<p>The abandonment campaign is arguably the most direct way to signify that you are paying attention to your users, their wants, and what makes sense for their journey with your brand.<\/p>\r\n<p>Below, we\u2019re going to walk you through three ways to flip the script and turn your abandonment campaigns into something unique and memorable. But first, check out this quick video to get a foundational understanding of what is needed to build an ideal abandonment campaign.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/JcfBFSES99Y[\/embed]<\/p>\r\n<p>Wonderful. Welcome back! We won\u2019t beat around the bush any longer. Here are the quickest\u2014and easiest\u2014ways to begin setting your abandonment campaign apart from the crowd.<\/p>\r\n<h3>Create a Dialogue<\/h3>\r\n<p>Understanding intent is integral to the abandonment campaign. After all, your user has shown interest in an item and got within a few clicks of actually completing the purchase! The intent was there at some point, but what exactly is that intent?<\/p>\r\n<p>Did the user want to purchase the product? Was this purchase for them or was it a gift? Maybe they used the cart as a chance to save an item for later?<\/p>\r\n<p>Part of the intent can be shown in your data, yes, but sometimes it\u2019s easier to go straight to the source. Ask! Ask your users what they were shopping for and why they decided to abandon the interaction.<\/p>\r\n<p><a href=\"https:\/\/ugmonk.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ugmonk<\/a>, a designer clothing and lifestyle brand, openly asks users to contact the founder about the products they had browsed and abandoned. This level of one-on-one customer service shows consumers that the brand is more concerned with the customer\u2019s experience than completing the sale. It\u2019s one that gives users a voice and a say in the matter that isn\u2019t present in most abandonment campaigns.<\/p>\r\n\r\n[caption id=\"attachment_11492\" align=\"alignnone\" width=\"914\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/offering-you-my-personal-email\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11492 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-16-at-4.35.17-PM-914x1024.png\" alt=\"Dialogue Cart Abandonment\" width=\"914\" height=\"1024\" \/><\/a> <em>A comforting, personable tone humanizes the experience for consumers. Source: <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Baking a conversational element into the abandonment experience adds a level of humanity that would otherwise be replaced by strict sales tactics.<\/p>\r\n<h3>Take Real-World Context Into Account<\/h3>\r\n<p>The topic of intent above extends beyond just creating a conversation. There can also be reasons as to why a person might forego the completion of a purchase. In a <a href=\"https:\/\/stream.org\/the-best-and-worst-of-2020-the-year-in-review\/\" target=\"_blank\" rel=\"noopener noreferrer\">year like 2020<\/a>, there could be a host of reasons why someone might not be able to add another purchase.<\/p>\r\n<p>Take this into account. The world outside the singular transaction at the heart of your abandonment campaign matters and plays a big factor in influencing the ultimate decision of your consumer. Ignoring these factors shows neglect and a lack of interest in understanding the user on their own terms.<\/p>\r\n<p>Google\u2019s shopping function, <a href=\"https:\/\/shopping.google.com\/u\/0\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Express<\/a>, touches on this concept in their cart abandonment campaign. The phrasing \u201cWe\u2019re ready when you are\u201d is not pushy. It shows the consumer the brand is listening but isn\u2019t going to force a transaction on their terms. Rather, it\u2019s up to the user to make that final decision.<\/p>\r\n\r\n[caption id=\"attachment_11493\" align=\"alignnone\" width=\"1024\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/complete-your-order-with-google-express\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11493\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-16-at-4.40.49-PM-1024x825.png\" alt=\"Contextualized Cart Abandonment\" width=\"1024\" height=\"825\" \/><\/a> <em>This is a simple yet successful example of more inclusive messaging. Source: <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Purchases don\u2019t happen in a vacuum. Use your data to understand each user\u2019s buying behavior to inform if any changes have occurred that might line up with impactful current events.<\/p>\r\n<h3>Put Your Products in Action<\/h3>\r\n<p>Developing a deep relationship with and understanding of your customer base requires a level of empathy that many brands don\u2019t currently express, and must put in work to attain.<\/p>\r\n<p>With that in mind, we thought we\u2019d close this list out with a tip that most businesses can implement more quickly. When building out your abandonment campaigns, consider imagery that gives your products a place in the real world.<\/p>\r\n<p>Abandonment campaigns as we often see them\u2014if they include imagery at all\u2014put the abandoned item in a white or black void as if to say, \u201cHere it is. Want it or not?\u201d<\/p>\r\n<p>When considering a purchase, though, users aren\u2019t thinking about the item in a void. There\u2019s a purpose. This purchase will fill a need (let\u2019s be honest, probably a want). Help them see this!<\/p>\r\n<p>Luxury leather goods maker <a href=\"https:\/\/us.mcmworldwide.com\/en_US\/home\" target=\"_blank\" rel=\"noopener noreferrer\">MCM<\/a> leans towards this concept in their abandonment campaign. While they don\u2019t explicitly include the abandoned items in their contextualized imagery, they provide a closer enough approximation that you as the consumer can begin to see yourself walking around town with one of their stylish bags.<\/p>\r\n\r\n[caption id=\"attachment_11494\" align=\"alignnone\" width=\"460\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/did-you-forget-something-2\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11494\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-16-at-5.08.01-PM-460x1024.png\" alt=\"Products in Action\" width=\"460\" height=\"1024\" \/><\/a> <em>Contextualized imagery also helps in promoting brand identity. Source: <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>As you can see from this MCM example, it doesn\u2019t have to be a direct comparison. As long as the user gets the feel of taking the product off the screen and into their own life, you've achieved success.<\/p>\r\n<h3>Buck the Trends<\/h3>\r\n<p>The abandonment campaign doesn\u2019t have to be rote. The elements outlined in the video above may stay the same, but the ways in which you connect with your customers can be uniquely your own.<\/p>\r\n<p>Taking the time to give your abandonment strategies a refresh shows your customers you are listening and paying attention. Adopt the strategies above, and you\u2019ll catch their attention too.<\/p>\r\n<p><em>Don\u2019t let your campaigns lose their luster. Check out our guide on giving your marketing a red-carpet makeover!<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10999 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"Read the Guide: From Drab to Glam\" width=\"1024\" height=\"397\" \/><\/a><\/p>","post_title":"3 Ways to Turn the Abandonment Campaign on Its Head","post_excerpt":"We\u2019re going to walk you through 3 ways to flip the script and turn your abandonment campaigns into something unique and memorable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-ways-turn-abandonment-campaign-head","to_ping":"","pinged":"","post_modified":"2020-11-19 10:17:58","post_modified_gmt":"2020-11-19 18:17:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11490","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 19, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/CART-AB.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/CART-AB.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/CART-AB-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/CART-AB-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-ways-turn-abandonment-campaign-head\/"},{"ID":11483,"post_author":"35","post_date":"2020-11-18 13:09:11","post_date_gmt":"2020-11-18 21:09:11","post_content":"<p>Millennials have been accused of \u201ckilling\u201d a litany of <a href=\"https:\/\/www.marketwatch.com\/story\/here-are-all-of-the-things-millennials-have-been-accused-of-killing-2017-05-22\" target=\"_blank\" rel=\"noopener noreferrer\">trends, ideas, and even industries<\/a>. Some may be true. Most aren't. We\u2019re not here to pass judgment. Where Millennials\u2014and Gen Z\u2014have had an impact is the customer experience.\u00a0<\/p>\r\n<p>Traditionally the customer experience was seen from a \u201cone for all\u201d mentality. Marketing stayed generic, informal, impersonal. Brands were built on legacy and recognition. Broadcast messages reigned supreme. At best, consumers would see their name in a subject line or at the top of an email. The brand-consumer relationship was conversion-driven.<\/p>\r\n<p>That simply doesn\u2019t cut it for Millennials, Gen Z, and increasingly more from the Generations X and above. Recent years have seen a shift in expectations that brands must adapt to or risk becoming irrelevant.<\/p>\r\n<h3>Marketing as a Conversation<\/h3>\r\n<p>Gone are the days when a business can treat its audience as a single, amorphous entity. Now, there is a desire from consumers for a personal connection with brands they love\u2014one that establishes the consumer as a human with interests, feelings and experiences that inform how they spend their time and money.\u00a0<\/p>\r\n<p>Marketers spend a lot of time persona mapping and <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmenting users<\/a>, categorizing them using pre-defined profile criteria. In doing so, a core element of marketing can be forgotten: marketers are humans too.\u00a0<\/p>\r\n<p>You reading this right now are a human with likes and dislikes. You most likely appreciate when someone takes the time to get to know you\u2014really know you. They ask the right questions, and better yet, they respond to learn more. It\u2019s a back-and-forth where information and value are traded, yes, but it\u2019s meaningful. It\u2019s a conversation.\u00a0<\/p>\r\n<p>This is the experience that today\u2019s consumers expect from brands. One that extends beyond the business aspect of the relationship and touches on the humanity of all involved on both sides of the message. One that takes the traditional customer journey and alters the perspective to actually follow its namesake and focus on the steps the customer has taken to get to this point.<\/p>\r\n<h3>The Marketer\u2019s Evolving Role<\/h3>\r\n<p>But conversations are not typical in marketing\u2014or at least they haven\u2019t been. Much like consumers, brands now have access to numerous channels across devices. From email to push to SMS and beyond, marketers are able to create a customer experience that reaches customers wherever and however they prefer, but these messages are largely one-sided.<\/p>\r\n<p>Marketers have instead invested their time in letting data collection inform campaigns. And it should. However, with the swathe of devices and channels comes a web of data ingestion points that lead to data silos.\u00a0\u00a0<\/p>\r\n<p>Marketers are powerless without their data, but there needs to be a consolidation of that data and a focus on the right data. Quality over quantity, right? That quality, consolidated data needs to be the core driver behind the creation of content and mapping of lifecycle stages. It helps inform more personalized messaging that can be used to spark back-and-forth conversations with users.<\/p>\r\n<p>In driving a conversation with someone, you learn so much more. Customers now wear their values on their sleeves. So much so that these values\u2014whether they be ethical, political, moral, etc.\u2014are defining elements of an individual\u2019s being. Millennials, in particular, even bring their values into their buying behavior, seeking out brands that share their <a href=\"https:\/\/smallbiztrends.com\/2020\/02\/brand-values-alignment.html\" target=\"_blank\" rel=\"noopener noreferrer\">same values<\/a>.\u00a0<\/p>\r\n<p>To make a stance and share values as a brand has traditionally been seen as a bold move. Today, it\u2019s necessary for establishing an empathetic connection with consumers. As an added bonus, It allows marketers to speak more freely in a more authentic tone that can relate to the audience on a deeper level\u2014a level consumers crave.\u00a0<\/p>\r\n<p>By making this transition to empathy, authenticity and transparency, the marketer is able to break down the walls between business and consumer. Instead creating a customer experience that is built on the desire to understand and contextualize each individual\u2019s perspective.<\/p>\r\n<h3>Customer Experience Made Memorable<\/h3>\r\n<p>The shift towards a personal relationship with users is a lofty goal. There\u2019s no denying that, especially when databases and audiences can grow quickly. To scale with your audience, you have to set yourself up for success with a marketing technology stack prepared to support such a detailed customer experience.\u00a0<\/p>\r\n<p>With that said, it\u2019s all a moot point if the intention is missing. The first step towards reaching the expectations set forth by today\u2019s consumers is displaying the intent to treat them as more than a conversion and highlight the brand as an authentic identity rather than an organization.\u00a0<\/p>\r\n<p>Starting out with genuine intent assures your audience that the values you express are real and your marketing is designed to understand exactly what they want. Which channel do they prefer? What time of day is best for getting their attention? How do they feel about your company and its values? What is going on in the world that might impact their buying behavior? What can we do as a brand to make the customer experience convenient, simple and individualized?<\/p>\r\n<p>These are the questions that show intent to create a customer experience that takes the humanity of the consumer into account. These are the questions that establish a brand as a trusted ally, demonstrating a concerted effort to improve the lives of its customers to the point where they feel like valued guests.\u00a0<\/p>\r\n<p>These are the questions that set your brand up to create a customer experience that is lasting and memorable.\u00a0<\/p>","post_title":"The Key to Crafting a Memorable Customer Experience","post_excerpt":"Shifting consumer expectations have pushed marketers to focus on building deep relationships for a lasting, memorable customer experience. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"key-crafting-memorable-customer-experience","to_ping":"","pinged":"","post_modified":"2020-11-18 22:45:18","post_modified_gmt":"2020-11-19 06:45:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11483","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 18, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111820_Narrative-1-Shift-in-Buyer-Behavior_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The Shifting Customer Experience\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111820_Narrative-1-Shift-in-Buyer-Behavior_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111820_Narrative-1-Shift-in-Buyer-Behavior_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111820_Narrative-1-Shift-in-Buyer-Behavior_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/key-crafting-memorable-customer-experience\/"},{"ID":11505,"post_author":"7","post_date":"2020-11-18 07:45:42","post_date_gmt":"2020-11-18 15:45:42","post_content":"<p>\u00a0During our virtual Activate Live conference in June, one of our customers, <a href=\"https:\/\/www.linkedin.com\/in\/jadebutler\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jade Kolber<\/a>, Senior Marketing Manager at <a href=\"https:\/\/iterable.com\/customers\/case-study\/99designs\" target=\"_blank\" rel=\"noopener noreferrer\">99designs<\/a>, shared the lessons she\u2019s learned about email deliverability during the commercially-critical time that is the holiday season.\u00a0<\/p>\r\n<p>With the festivities just around the corner, there\u2019s never been a better time to discuss <a href=\"https:\/\/iterable.com\/blog\/marketing-unexpected-holiday-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday email marketing<\/a>. And with over ten years of digital marketing experience, Jade is an expert at surviving and thriving during the busiest time of the year.<\/p>\r\n<p>This year, consumers plan to <a href=\"https:\/\/www.emarketer.com\/content\/consumers-plan-spend-less-on-holiday-gifts-this-year\" target=\"_blank\" rel=\"noopener noreferrer\">spend less<\/a> due to the coronavirus, as safety, health, and financial well-being are their <a href=\"https:\/\/www.retaildive.com\/news\/deloitte-predicts-tepid-to-modest-holiday-sales-growth\/585330\/\" target=\"_blank\" rel=\"noopener noreferrer\">top priorities<\/a>. Given the circumstances, <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">67% of shoppers plan to shop online for gifts, whereas 3% of shoppers plan to shop in-store<\/a>.\u00a0<\/p>\r\n<p>And with the pandemic lingering for the foreseeable future, email marketers must communicate with customers more frequently and with greater transparency.<\/p>\r\n<p>If you\u2019re curious about Jade\u2019s tips on holiday deliverability (and want to know how you can spam-proof your email marketing), then read on!<\/p>\r\n<h3>About 99designs<\/h3>\r\n<p><a href=\"https:\/\/99designs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">99designs<\/a> is a global creative platform that connects businesses with designers. It has over 90 design categories\u2014from logos and websites to wine labels and tattoos (and much more).\u00a0<\/p>\r\n<p>Before a new project begins, businesses can either launch a design contest or hire a designer directly for 1:1 collaboration.\u00a0<\/p>\r\n<p>The advantage of working at 99designs? As an email marketing manager, Jade can access an extensive network of talented designers who can create compelling campaigns for her email marketing team.<\/p>\r\n\r\n[caption id=\"attachment_11517\" align=\"alignnone\" width=\"1110\"]<a href=\"https:\/\/links.email.99designs.com\/e\/evib?_t=8276c191798a469d88dfae0dd605a3f8&amp;_m=841lgo6rGiBuoEv7c5uruWbEgZ2S6Tm&amp;_e=1MJOBhCWxxZsNAOZo1uSJPIBG7CiGWgcWLL4fGTYju9rhwzxPA432UPeQ7E-jIUZ9d0Vr8CMwZKxz52Ov0iIBzGx47qdLjPLFTczRVdzSS2T4TyIW94d4X22l0vsKFY1\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11517 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-11-17-at-7.08.26-PM.png\" alt=\"99designs Cyber Monday email\" width=\"1110\" height=\"1378\" \/><\/a> <em>Click the image to view this Cyber Monday email in all its animated glory! Source: <a href=\"https:\/\/links.email.99designs.com\/e\/evib?_t=8276c191798a469d88dfae0dd605a3f8&amp;_m=841lgo6rGiBuoEv7c5uruWbEgZ2S6Tm&amp;_e=1MJOBhCWxxZsNAOZo1uSJPIBG7CiGWgcWLL4fGTYju9rhwzxPA432UPeQ7E-jIUZ9d0Vr8CMwZKxz52Ov0iIBzGx47qdLjPLFTczRVdzSS2T4TyIW94d4X22l0vsKFY1\" target=\"_blank\" rel=\"noopener noreferrer\">99designs<\/a><\/em>[\/caption]\r\n\r\n<p>Now let\u2019s jump in to share Jade\u2019s six tips to spam-proof your campaigns so you can avoid any last-minute email marketing mistakes and <a href=\"https:\/\/iterable.com\/blog\/deliverability-ghosts-past-present-future\/\" target=\"_blank\" rel=\"noopener noreferrer\">maximize deliverability<\/a> this holiday season.<\/p>\r\n<h3>Six Tips to Spam-Proof Your Holiday Marketing Campaigns<\/h3>\r\n<h4>1. Don\u2019t delay your list hygiene<\/h4>\r\n<p>The health of your subscriber list can make or break your email campaigns. If you wait until the last minute, you run the risk of getting blocklisted and missing out on opportunities for revenue during premier holiday shopping events.\u00a0<\/p>\r\n<p>Start by going through your email list. Identify any soft-bouncing email addresses and remove them, as holding onto them can affect your email performance and damage your <a href=\"https:\/\/iterable.com\/blog\/dos-and-donts-deliverability-holidays\/\" target=\"_blank\" rel=\"noopener noreferrer\">sender reputation<\/a>.<\/p>\r\n<p>Another way to gauge your list hygiene is to analyze low-performing signup sources. Is your newsletter signup email simple and easy to navigate? Is the CTA action-oriented or value-driven? Take stock of the elements that require fine-tuning and make changes accordingly.<\/p>\r\n<p>Additionally, you can consider double opt-in (DOI) to filter out inactive subscribers. But here\u2019s a <a href=\"https:\/\/iterable.com\/blog\/4-reasons-dont-need-double-opt-in\/\" target=\"_blank\" rel=\"noopener noreferrer\">caveat<\/a>: Adding another step in confirmation emails <a href=\"https:\/\/www.litmus.com\/blog\/single-opt-in-vs-double-opt-in-case-for-soi\/\" target=\"_blank\" rel=\"noopener noreferrer\">reduces subscription confirmations by nearly 40%<\/a>, so invest in <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">email deliverability services<\/a> before committing to any drastic actions to keep your list both healthy and profitable.\u00a0<\/p>\r\n<h4>2. Audit subscribe forms and add reCAPTCHA<\/h4>\r\n<p>Bots can easily sign up using fake email addresses and compromise the integrity of your list. To protect your business from these bots, add <a href=\"https:\/\/developers.google.com\/recaptcha\/docs\/versions\" target=\"_blank\" rel=\"noopener noreferrer\">visible or invisible reCAPTCHA<\/a> in your subscribe forms.<\/p>\r\n<p>Visible reCAPTCHA is considered the easiest to integrate for an added layer of security. Your user simply marks the \u2018I\u2019m not a robot\u2019 checkbox to verify they\u2019re not a malicious bot.\u00a0<\/p>\r\n<p>On the other hand, invisible reCAPTCHA takes place via a JavaScript API, making it even easier for your user to sign up for your list.<\/p>\r\n<h4>3. Choose list quality over quantity<\/h4>\r\n<p>Amassing thousands and even millions of subscribers looks great on the surface.\u00a0<\/p>\r\n<p>However, <a href=\"https:\/\/iterable.com\/blog\/distracted-wrong-email-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">focusing on list size without the context of growth or engagement<\/a> only gives you the illusion of success because a large list in and of itself doesn't necessarily translate into conversions.\u00a0<\/p>\r\n<p>In fact, according to the <a href=\"https:\/\/kk.org\/thetechnium\/1000-true-fans\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cTrue Fans\u201d ideology<\/a>, it only takes 1,000\u2014<a href=\"https:\/\/a16z.com\/2020\/02\/06\/100-true-fans\/\" target=\"_blank\" rel=\"noopener noreferrer\">or even 100<\/a>\u2014diehard loyal customers who will buy anything you sell and shout your praises from the highest mountaintops for your business to achieve massive success. A smaller but more engaged audience can bring you closer to your marketing goals.\u00a0<\/p>\r\n<h4>4. Don\u2019t take it personally<\/h4>\r\n<p>It's hard not to take things personally when you run into deliverability challenges, especially if you inherited the list without the responsibility of growing it.\u00a0<\/p>\r\n<p>The truth is, email faux pas happen all the time. Sometimes things beyond your control wreak havoc on your campaigns.\u00a0<\/p>\r\n<p>What's more important is that you learn from the experience and practice proactive quality control\u2014rather than damage control\u2014on your list.\u00a0<\/p>\r\n<h4>5. Form a good relationship with your providers<\/h4>\r\n<p>If you haven\u2019t done so already, start building rapport with your email service provider. Email deliverability issues are highly nuanced, and resolution times can vary depending on its complexity.\u00a0<\/p>\r\n<p>A strong relationship with your customer success team can accelerate the resolution time and help you meet your goals.\u00a0<\/p>\r\n<h4>6. Trust in your subscriber community and make them your priority<\/h4>\r\n<p>When you're caught up in the campaign building process, you may forget that there's a person behind every email address on your list.\u00a0<\/p>\r\n<p>But remember: your subscribers are your bread and butter.\u00a0<\/p>\r\n<p>If things go south, <a href=\"https:\/\/iterable.com\/blog\/email-forever-5-tips-build-long-term-brand-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">break away from the transactional mindset<\/a> and communicate with them openly and honestly. <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Humanize<\/a> your campaign as much as possible.\u00a0<\/p>\r\n<p>People can detect empathy and authenticity in your messages, and when you demonstrate those characteristics, they\u2019re more likely to <a href=\"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">remain loyal<\/a> to your brand.\u00a0<\/p>\r\n<h3>The Spam-Proof Is in the Holiday Pudding<\/h3>\r\n<p>Despite its name, \"spam-proof\" doesn't mean fool-proof, and email mishaps can\u2014and do\u2014happen even to the best marketing teams. But you can mitigate them during this prime holiday shopping season by following these six tips from Jade Kolber at 99designs, before launching a major promotional campaign.\u00a0<\/p>\r\n<p>In doing so, you\u2019re delivering more than just amazing Black Friday or Cyber Monday deals in people\u2019s inboxes; you\u2019re also keeping your reputation (and ROI) intact.\u00a0<\/p>\r\n<p><em>Have even more holiday deliverability questions? <a href=\"https:\/\/iterable.com\/blog\/top-10-holiday-deliverability-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the recap of our recent AMA<\/a> in the Iterable Community or <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">contact our Deliverability Services team<\/a> of experts.<\/em><\/p>","post_title":"6 Last-Minute Tips to Spam-Proof Your Holiday Campaigns","post_excerpt":"Jade Kolber from 99designs shares six tips to spam-proof your email campaigns so you can maximize deliverability this holiday season.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"6-last-minute-tips-spam-proof-holiday-campaigns","to_ping":"","pinged":"","post_modified":"2020-11-18 07:47:05","post_modified_gmt":"2020-11-18 15:47:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11505","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 18, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/110420_Spam-Proof-Your-Holiday-Email-Campaigns_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Spam-Proof Your Holiday Email Campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/110420_Spam-Proof-Your-Holiday-Email-Campaigns_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/110420_Spam-Proof-Your-Holiday-Email-Campaigns_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/110420_Spam-Proof-Your-Holiday-Email-Campaigns_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/6-last-minute-tips-spam-proof-holiday-campaigns\/"},{"ID":11484,"post_author":"7","post_date":"2020-11-17 07:43:15","post_date_gmt":"2020-11-17 15:43:15","post_content":"<p><em><a href=\"https:\/\/ansira.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ansira<\/a> is an independent, global marketing technology and services firm that believes in transparent partnerships to meet clients where they are on their customer experience journey.<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to learn how to improve your customer experience this holiday season and beyond.<\/em><\/p>\r\n<p>The 2019 holiday season was one for the record book, with a lot of firsts:<\/p>\r\n<ul>\r\n\t<li>The first-ever trillion-dollar holiday season, with <a href=\"https:\/\/content-na1.emarketer.com\/us-holiday-review-2019\" target=\"_blank\" rel=\"noopener noreferrer\">total retail spending up 3.7%<\/a>.<\/li>\r\n\t<li>Cyber Monday sales <a href=\"https:\/\/www.emarketer.com\/content\/us-holiday-review-2019\" target=\"_blank\" rel=\"noopener noreferrer\">topped $9.4B, growing 20% YOY<\/a>, and earning its place as the heaviest online spending day in history.<\/li>\r\n\t<li>Consumers spent a record-breaking <a href=\"https:\/\/www.digitalcommerce360.com\/2019\/11\/27\/online-holiday-sales-hit-50-billion-as-smartphone-sales-soar\/\" target=\"_blank\" rel=\"noopener noreferrer\">$50B+ via smartphones<\/a>, 37% more than the 2018 holiday season and representing 84% of 2019 online growth.<\/li>\r\n\t<li>Plus, Christmas Day <a href=\"https:\/\/multichannelmerchant.com\/ecommerce\/u-s-holiday-ecommerce-a-record-142b-every-day-over-1b\/\" target=\"_blank\" rel=\"noopener noreferrer\">exceeded $1B in sales<\/a> for the first time.<\/li>\r\n<\/ul>\r\n<p>What made 2019 such a record-setting holiday season? In part was the booming economy. Also, because of the shortened calendar, many retailers kick-started their holiday marketing early. The 5-day period between Thanksgiving and Cyber Monday saw <a href=\"https:\/\/squareup.com\/us\/en\/townsquare\/growth-in-bopis\" target=\"_blank\" rel=\"noopener noreferrer\">record growth in Buy-Online-Pickup-In-Store (BOPIS) purchases, up 35% YOY<\/a>.<\/p>\r\n<p>Interestingly, weather was also an important factor: On Black Friday, states that recorded more than 2 inches of snow <a href=\"https:\/\/techcrunch.com\/2019\/12\/03\/cyber-monday-on-track-to-deliver-9-4b-in-u-s-online-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">saw a 7% increase in online sales<\/a>. All this to say that 2020 holiday sales have some big shoes to fill!<\/p>\r\n<p>If historical sales numbers didn\u2019t set the bar high enough, we are still smack dab in the middle of a fluctuating, nebulous trifecta of social, health and political unrest that is causing unpredictable changes (and limitations) in consumer mobility and challenging brands\u2019 economic resilience.<\/p>\r\n<p>It probably does not need to be said that the shift to digital commerce, which was already challenging brick-and-mortar sales, was <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">accelerated at breakneck speed due to COVID<\/a>.<\/p>\r\n<p>That\u2019s not to say that brick-and-mortar shops are out entirely (they still drove the majority of 2019 holiday spending) but even if we don\u2019t have additional lockdowns, it\u2019s fair to say that COVID has ushered in new digital behaviors and consumer expectations that even tech-resistant groups have embraced.<\/p>\r\n<h3>What to Expect This Holiday Season<\/h3>\r\n<p>Looking ahead to the 2020 holiday season, Deloitte forecasts that <a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/about-deloitte\/articles\/press-releases\/a-tale-of-two-holiday-seasons-as-a-k-shaped-recovery-model-emerges-consumer-spending-heavily-bifurcated.html\" target=\"_blank\" rel=\"noopener noreferrer\">holiday retail sales will likely increase<\/a> between 1% and 1.5%, with e-commerce sales growing by 25-35% YOY, compared to 14.7% growth in 2019.<\/p>\r\n<p>However, Deloitte also lays out <a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/about-deloitte\/articles\/press-releases\/a-tale-of-two-holiday-seasons-as-a-k-shaped-recovery-model-emerges-consumer-spending-heavily-bifurcated.html\" target=\"_blank\" rel=\"noopener noreferrer\">two very different holiday scenarios<\/a> that could play out and drive higher or lower results, depending on consumer confidence:<\/p>\r\n<ul>\r\n\t<li><strong>Scenario 1<\/strong>: Consumers continue to feel anxious about health and finances and spend less on holiday in order to reserve funds for essential items.<\/li>\r\n\t<li><strong>Scenario 2<\/strong>: Consumers\u2019 confidence levels rise and money saved from cutting travel and limiting experiences are funneled toward holiday gifts.<\/li>\r\n<\/ul>\r\n<p>eMarketer forecasts an even bigger <a href=\"https:\/\/content-na1.emarketer.com\/holiday-shopping-2020?ecid=dfda7bcd4b86471fba0d362c1f4a962e\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce growth of 35.8%<\/a>, representing an incremental $50.19B over last year, crediting mobile media, mobile retail app experiences and mobile checkout as the biggest drivers.<\/p>\r\n<p>Hopefully, retailers have resolved some important digital infrastructure elements that surfaced early-on in the pandemic and are prepared for larger online browsing volume, responding to supply chain issues, expanded purchase options and virtual shopping experiences. These are going to be crucial for smaller retailers competing with giants like Amazon, Walmart, Target and Best Buy.<\/p>\r\n<p>The <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">cost-conscious consumer<\/a> will be looking to stretch their holiday dollars through promotions, coupons, sales and savings on shipping costs. This is where data will play a huge role and brands will do well to attempt to profile, model or segment the cost-conscious shopper needing a discount, from the last-minute spender who might not.<\/p>\r\n<p>Optimizing when, where and to whom to extend discount offers will help retain as much margin as possible in a time where shipping costs and delivery surcharges are on the rise. <a href=\"https:\/\/www.nytimes.com\/2020\/10\/16\/technology\/holiday-shipageddon.html\" target=\"_blank\" rel=\"noopener noreferrer\">According to the NYT<\/a>:<\/p>\r\n<blockquote>\r\n<p><em>\"Parcel companies like FedEx and UPS already struggle to handle extra orders each holiday season, and they\u2019re expecting Christmas 2020 to stretch them to the limits. To try to discourage deliveries they can\u2019t handle, the delivery companies have announced larger-than-usual additional fees for larger retailers during the holiday.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>What does that mean for retailers? That\u2019s the question <a href=\"https:\/\/www.retaildive.com\/news\/5-retail-holiday-predictions-for-2020\/587069\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ray Wimer, professor of retail practice at Syracuse University, is asking<\/a>:<\/p>\r\n<blockquote>\r\n<p><em>\"Are you going to all of a sudden pass that off? Because we do know from past that customers abandon when they see they're being charged the shipping costs. So I would think that retailer is going to take on that cost, which further lowers margin.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>At Ansira, we take a customer-centric approach, not only to data and personalization but also to experiences. We believe customer experience (CX) is everything, and that is of increased importance around the holidays when timing is of essence, stresses are heightened, and more customers may be shopping with your brand for the first time.<\/p>\r\n<p>So, we\u2019ve pulled together three things (few but mighty) to focus on NOW to improve experiences this holiday season and throughout 2021.<\/p>\r\n<h4>1. Get to know your audiences<\/h4>\r\n<p>We perform Needs State Analyses using a combination of big data and small data; first-party data and a synthesis of secondary research. First-party analysis will help identify key behaviors that naturally create breaks or segments of customers in the data. That leads to various hypotheses that we try to validate through primary research, getting to the \u201cwhy,\u201d not just the \u201cwhat.\u201d<\/p>\r\n<p>Our customers\u2019 needs states are mapped along a spectrum that is usually focused on a sense of urgency or range of pain points. However, it depends a lot on what the brand is trying to solve for the customer.<\/p>\r\n<p>It is possible to do a quick-and-dirty version of a Needs State Analysis! For the holidays, you are likely to have <strong>four basic consumer groups<\/strong>, identified by historical transactional data:<\/p>\r\n<ol>\r\n\t<li>Gifters (only buy around the holidays)<\/li>\r\n\t<li>First-time Buyers<\/li>\r\n\t<li>Infrequent Shoppers<\/li>\r\n\t<li>Loyal Customers<\/li>\r\n<\/ol>\r\n<p>Put yourself in each of these consumers\u2019 shoes and create a matrix of their functional needs, emotional needs, activities, triggers and key motivators. To impact this holiday season, focus first on your <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">highest value segments<\/a>.<\/p>\r\n<p>For illustration, we\u2019ll focus on Gifters.<\/p>\r\n<p>They could be on a spectrum of the <strong>type<\/strong> of Gifters:<\/p>\r\n<ul>\r\n\t<li>Last-minute\/Oops Gifter<\/li>\r\n\t<li>Prepared Gifter (who shops all year long)<\/li>\r\n\t<li>Unique Gifter (who loves to give special gifts; they take pride in it)<\/li>\r\n\t<li>Get-This-Over-With Gifter (who will probably buy a gift card, candle or picture frame for everyone on their list)<\/li>\r\n<\/ul>\r\n<p>If you have the luxury of appending additional third-party data, you can not only validate your need-state hypotheses, but you can dimensionalize them even further with an understanding of their household information, specific barriers, lifestyle attributes as well as media habits and behaviors.<\/p>\r\n<p>For example, our friends at Resonate looked at Black Friday and Cyber Monday shoppers and <a href=\"https:\/\/www.resonate.com\/blog\/socially-distant-santa-heres-your-holiday-shopping-2020-preview\/\" target=\"_blank\" rel=\"noopener noreferrer\">found the following insights<\/a>:<\/p>\r\n<blockquote>\r\n<p><em>\"Those shoppers are 29% more likely to rely on delivery service rather than in-person shopping. 59% are avoiding physical stores to a moderate extent, while 35% are avoiding physical stores to a large extent. However, one of their top values is obeying laws and fulfilling obligations, which means they\u2019ll likely follow your in-store COVID precautions\u2014and, as our data tells us, they will expect you to have those in place.\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>2. Perform a Customer Experience Audit<\/h4>\r\n<p>Once you know your audiences, assess and document successes and gaps or friction points in the current experience through the lens of each audience segment by performing a Customer Experience Audit.<\/p>\r\n<p>This exercise is typically driven by a business need or challenge, but the evaluation of each interaction is done through the eyes of the customer. The goal is to ensure you are offering personalized experiences across touchpoints that ultimately drive results for the brand.<\/p>\r\n<p>Continuing to use our Gifter audience as an example, during the holidays you may want to increase their average order value. Therefore, you could select a channel, like your website, and map the path to purchase from:<\/p>\r\n<p><strong>Browsing \u2192 to adding to cart \u2192 to check-out \u2192 and post-visit communications<\/strong><\/p>\r\n<p>You may have to separately map mobile or app experiences and don\u2019t forget to also note potential negative paths, like <a href=\"https:\/\/iterable.com\/blog\/avoid-mistakes-cart-abandonment\/\" target=\"_blank\" rel=\"noopener noreferrer\">cart abandonment<\/a>. You will visually capture each experience and scrutinize each step for barriers a customer may encounter.<\/p>\r\n<p>When you view through the lens of our Gifter audience, and account for actions, mindsets, emotional needs, and functional needs from our Needs State Analysis, you will start to see where there are gaps or opportunities to personalize the experience with messaging, content and offers targeted to the Gifter.<\/p>\r\n<p>To learn more about how to do a full CX audit, <a href=\"https:\/\/ansira.com\/insights\/blog\/identifying-critical-gaps-in-your-customer-experience-cx\/\" target=\"_blank\" rel=\"noopener noreferrer\">read our blog post<\/a>.<\/p>\r\n<p>For the 2020 holidays, prioritize mobile and web experiences for segments with the biggest growth opportunities.<\/p>\r\n<h4>3. Data is the fuel required for the experience engine to run!<\/h4>\r\n<p>Data determines the segments for your Needs State Analysis, helps define which experiences to assess and the order in which gaps and opportunities are prioritized. Most importantly, data is crucial for driving personalized communications.<\/p>\r\n<p>It is a given that you are tracking sales, but what about the following?<\/p>\r\n<ul>\r\n\t<li>Are you looking at email opt-ins and marketing engagement?<\/li>\r\n\t<li>Do you monitor average order value across lifecycle segments and purchase channels?<\/li>\r\n\t<li>Is your product catalog set up to be able to promote commonly gifted items to your Gifter audience?<\/li>\r\n\t<li>Do you need to heavy up media in your social channels for our now, and activate local messaging closer to the holidays?<\/li>\r\n\t<li>Do you have test plans in place for content and offers throughout the journey<\/li>\r\n\t<li>Do you know which customers are comfortable shopping in store (and what location is their nearest store) and which prefer to shop online?<\/li>\r\n<\/ul>\r\n<p>All these data points should help inform the timing, channel, messaging, content and frequency for your marketing communications to stay top of mind and meet your holiday goals and beyond.<\/p>\r\n<p>It\u2019s okay if you don\u2019t have your data tagged to track and monitor all these things now, but consider putting a <a href=\"https:\/\/ansira.com\/capabilities\/analytics-insights\/\" target=\"_blank\" rel=\"noopener noreferrer\">Data Taxonomy Audit<\/a> on your roadmap; it will go a long way in supporting marketing automation in the future. In fact, we would recommend adding all three steps to your roadmap.<\/p>\r\n<p>The biggest drivers of this holiday season are going to be e-commerce growth, so even if automated, cross-channel personalization isn\u2019t a current capability, testing personalized messages, even if just for 1-2 segments and utilizing as many digital channels as possible is guaranteed to drive results.<\/p>\r\n<p><em>Ansira designs relevant, persuasive experiences for all the right moments; strengthening relationships, cultivating brand loyalists, and assuring profitable client growth. Teams operating across the U.S., Europe, South Asia, and Oceania, arm brands and their channel sales ecosystems with digital offerings, channel partner marketing technology and services, and local marketing technology to make these experiences possible. For more information, visit <a href=\"https:\/\/ansira.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ansira.com<\/a>.<\/em><\/p>","post_title":"A 3-Step Customer-Centric Approach to the Holidays and Beyond","post_excerpt":"In this guest post, the experts at Ansira discuss 3 things to focus on now to improve your customer experience during the holidays and throughout 2021.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-step-customer-centric-approach-holidays","to_ping":"","pinged":"","post_modified":"2020-11-17 07:43:15","post_modified_gmt":"2020-11-17 15:43:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11484","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 17, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111720_Holiday-Marketing-Planning_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration to depict the customer experience during the holidays\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111720_Holiday-Marketing-Planning_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111720_Holiday-Marketing-Planning_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111720_Holiday-Marketing-Planning_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-step-customer-centric-approach-holidays\/"},{"ID":11462,"post_author":"7","post_date":"2020-11-13 07:35:01","post_date_gmt":"2020-11-13 15:35:01","post_content":"<p>How does COVID-19 impact my strategy for holiday sending this year? What happens if I increase my sending volume just for the holidays? How can I best prepare myself for Black Friday and Cyber Monday?<\/p>\r\n<p>With the holiday season quickly approaching, you might find that you're asking yourself these types of questions, but fear not, our in-house team of deliverability experts recently answered the ones that stumped you the most in this week's \"Ask Me Anything\" on holiday deliverability in the <a href=\"https:\/\/community.iterable.com\/discussion\/1000\/the-deliverability-during-the-holidays-ask-me-anything-has-ended-check-out-the-conversation\/p1\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Community<\/a>.<\/p>\r\n<p>The questions we received were too good to reserve only for our customers, so read on to meet our team and learn the answers to the top ten!<\/p>\r\n<h3>Meet the Team<\/h3>\r\n<h4><img class=\"alignnone size-full wp-image-11468\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Deliverability-Team.png\" alt=\"Deliverability Team headshots\" width=\"800\" height=\"257\" \/><\/h4>\r\n<h4>Brian Curry, Sr. Email Deliverability Consultant (left)<\/h4>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/bcurry5\/\" target=\"_blank\" rel=\"noopener noreferrer\">Brian Curry<\/a> has been working in the email deliverability space for nearly a decade now. After running his own deliverability team in the past, he was ecstatic to join Iterable\u2019s Deliverability Team in mid-2019. If you enjoy the sunshine and an ice-cold IPA beer, well then, you just might become best friends with Brian.<\/p>\r\n<h4>Quincy Johnston, Sr. Email Deliverability Consultant (center)<\/h4>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/quincy-johnston-ab2b1922\/\" target=\"_blank\" rel=\"noopener noreferrer\">Quincy Johnston<\/a> is a Senior Email Deliverability Consultant at Iterable. She has spent the past seven years focused on email deliverability, advising clients across all verticals and industries.<\/p>\r\n<p>Quincy is passionate about helping clients better understand what their data is telling them and making it actionable via custom recommendations; troubleshooting inbox performance issues; providing thought leadership through ongoing email ecosystem education; and strategizing on email programs to meet targets and goals. She is a current member of M3AAWG.<\/p>\r\n<p>When not at work, Quincy loves to take advantage of the Colorado outdoors and attending Rockies games and a number of sporting events with her kids.<\/p>\r\n<h4>Seth Charles, Principal Email Deliverability And Industry Relations Manager (right)<\/h4>\r\n<p><a href=\"https:\/\/www.linkedin.com\/in\/seth-charles-08058457\/\" target=\"_blank\" rel=\"noopener noreferrer\">Seth Charles<\/a> has established himself as a veteran in the email marketing and deliverability space for more than ten years now and has been the Head of Iterable\u2019s Deliverability team since early 2019. Also, as a sixth-generation Coloradan, he always enjoys being outside with his wife and three kids (especially if it involves a golf course) and thinks John Elway should be the Emperor of Colorado.<\/p>\r\n<h3>Ask Me Anything: Your Top 10 Holiday Deliverability Questions<\/h3>\r\n<h4>1. What is the most common cause of deliverability issues during a high volume time, like the holiday season?<\/h4>\r\n<p><strong>Brian<\/strong>: The most common things we tend to see are issues tied directly to drastically changing your sending behavior in a short period of time.<\/p>\r\n<p>This can include dipping way back into the database to less engaged users and increasing send volume significantly, increasing the amount of emails recipients are getting causing them to complain, and not carefully planning out how to stagger sends out to avoid looking \u201csuspicious\u201d to the mailbox providers, because the send volume, pattern and quality of data is different.<\/p>\r\n<h4>2. What are the steps to take if we notice deliverability issues?<\/h4>\r\n<p><strong>Seth<\/strong>:<\/p>\r\n<ol>\r\n\t<li>Understand if the issues are specific to one or a couple of mailbox providers so you know where the primary problems are\u2014 one domain could mean a specific reputation issue there, multiple could mean that a third-party filtering or blocklisting network has flagged your infrastructure.<\/li>\r\n\t<li>Attempt to understand WHY. This is commonly overlooked by senders. Typically, it is due to complaints or aggressive segmentation. If your complaint rate is consistently above .08%-.1%, you're headed for trouble. Review your segmentation parameters for those platforms. Are you sending to recipients that have recently (within 30-60 days) engaged with your email content? Any address that has opened within a year? Any address you've ever collected? Focus sends for a week or two to those that have engaged to see if that can start to ease the issues seen.<\/li>\r\n\t<li>Regular delisting processes, whether it's an online form, etc. (if applicable).<\/li>\r\n\t<li>Watch for improvements in the various reputation monitoring tools available, but most importantly in your organic mail performance to confirm if you're on the right track.<\/li>\r\n<\/ol>\r\n<h4>3. What's the best approach to incorporate subscribers into my holiday sends if they haven't engaged since the previous holiday season without impacting deliverability?<\/h4>\r\n<p><strong>Quincy<\/strong>:<\/p>\r\n<ol>\r\n\t<li>Review last engagement, sending past 365 days of no engagement can be risky and impact filtering.<\/li>\r\n\t<li>Define the threshold for inactivity and send a campaign that will allow subscribers to opt-back into the marketing messages; if the subscriber does not engage, do not target them during the holidays.<\/li>\r\n\t<li>Of the volume that has not engaged in 6 months, 8 months, or longer, slowly increase volume. Spiking volume can trigger filtering, throttling or blocks to occur.\u00a0<\/li>\r\n<\/ol>\r\n<p>During the holidays or throughout the year, sending to an inactive or unengaged audience can damage your sender reputation and impact inbox placement. Mailbox providers are monitoring subscribers' behavior with brands to determine whether this is this mail they are expecting or wanting, based on activity, like Opens\/Clicks vs. Complaints or no action.<\/p>\r\n<h4>4. Does staggering sends throughout the day help with delivery?<\/h4>\r\n<p><strong>Brian<\/strong>: Absolutely yes. There is a lot of volume sending in the ecosystem during the holiday season and that causes a lot of rate limiting and throttling from the mailbox provider side.<\/p>\r\n<p>The spam filtering logic at the various mail systems has to decipher very quickly what is \u201cgood\u201d and \u201cbad\u201d traffic, and each system has limitations on how much they can accept at any given time.<\/p>\r\n<p>Breaking up sends over a few hours and not sending at the top of the hour or 5 minutes past is also a really good idea to stay away from where the bulk of the volume is coming in.<\/p>\r\n<h4>5. Rule of thumb for Black Friday\/Cyber Monday weekend: How many emails is \"too many\" for your most engaged email list?<\/h4>\r\n<p><strong>Seth<\/strong>: Great question, and the answer will vary from sender to sender. It is obviously common for an \"engaged\" (and maybe even a few not so engaged) recipients to get an email every day during that weekend. Now, assuming that you're referring to several emails each day, that could get tricky.<\/p>\r\n<p>I personally feel that anything more than two messages per day could feel a little pushy, so I would typically advise senders to send around that to their most engaged users. Keep in mind that mailbox providers are on high alert for abuse and the inbox is incredibly crowded during this time, so put the focus on sticking out with relevance instead of frequency.<\/p>\r\n<h4>6. If you usually have several planned sends (over a variety of topics), would you recommend combining them for the most impact or continuing with the normal number of sends (to try to get noticed in a busy inbox)?<\/h4>\r\n<p><strong>Quincy<\/strong>: To avoid subscriber fatigue, it is best to minimize the number of sends per day. If it makes sense for your brand, rolling up into a \"digest\" format is a great approach. During the holidays this can be helpful, because there is a fight to get to the inbox, furthermore to be noticed.<\/p>\r\n<h4>7. If image-to-text ratio is a thing, then why do so many marketers use all images in their emails? Do you think they are just not looking at their deliverability?<\/h4>\r\n<p><strong>Brian<\/strong>: It is a thing, but not as big as a thing as it once was. The reason all-image emails can look \"suspicious\" is that spammers\/bad actors sometimes try to avoid any text-based filtering algorithm and hide behind the images to get an unsuspecting user to click where the image is linked.<\/p>\r\n<p>In terms of why marketers may do all-image emails, it could be a mix of not paying close attention to deliverability\/potential content filtering and focusing more on creative designs of their emails and feeling their recipients respond better to image-based emails.<\/p>\r\n<p>I always like to advise to have a good mix of images and text because it will give the spam filtering system a chance to evaluate and know you are a legitimate sender. As always, it is a good idea to test different types of email content out and see what your recipients engage with the most.<\/p>\r\n<h4>8. How can we get out of the promo tab in Gmail? Does asking users to add us to their address book really work? If so, is there a one-click URL we can use to do this?<\/h4>\r\n<p><strong>Seth<\/strong>: Is the content promotional? Most senders that don't want their content being sent to the promotional tab are sending....wait for it....promotional content.<\/p>\r\n<p>So first, ask yourself if you're sending anything except one-to-one communication (like to your friend) or truly transactional, like purchase confirmations. That notwithstanding, if a user adds you to their safe senders list, that can have an impact.<\/p>\r\n<p>But keep in mind, Google modifies its filtering models several times a day and what happened yesterday won't necessarily be what happens today or tomorrow.<\/p>\r\n<h4>9. In your opinion, what's the most impactful thing brands should do to ensure deliverability during the holidays?<\/h4>\r\n<p><strong>Brian<\/strong>: When thinking about email deliverability and how spam filtering works, to me, it comes down to really being careful and mindful about your recipients and quality of data. Being relevant and honoring the recipients' expectations and not over mailing is key too.<\/p>\r\n<p>In the realm of data quality, making sure to really analyze how engaged the recipient base is, keep the email sends to a more engaged cohort, and minimize older data where you can. Lastly, send in a consistent manner that does not look suspicious to mailbox providers and spam filtering mechanisms.<\/p>\r\n<h4>10. What are the best tools to monitor your deliverability?<\/h4>\r\n<p><strong>Quincy<\/strong>: There are several tools within the ecosphere that can be leveraged to help provide insight:<\/p>\r\n<ol>\r\n\t<li>Iterable Insights: dashboards and reporting (opens, clicks, unsubscribes, etc.)<\/li>\r\n\t<li>Campaign level data<\/li>\r\n\t<li>Gmail Postmaster and Microsoft SNDS Postmaster tools to monitor for reputation health<\/li>\r\n\t<li>Deliverability tools: Validity, Inbox and Reputation<\/li>\r\n<\/ol>\r\n<h3>Want to Learn More From Our Experts?<\/h3>\r\n<p>One of the many benefits of using the Iterable platform is that Brian, Quincy and Seth would be your dedicated partners so you can tackle all your holiday deliverability challenges and arrive in the inbox as intended.<\/p>\r\n<p>Read more about our <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">Deliverability Services<\/a> and <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\" target=\"_blank\" rel=\"noopener noreferrer\">contact us<\/a> if you're interested in working with the best deliverability team in town!\u00a0<\/p>","post_title":"Iterable AMA Recap: Your Top 10 Holiday Deliverability Questions","post_excerpt":"Our team of experts hosted an \"Ask Me Anything\" on holiday deliverability in the Iterable Community. Here are their answers to the top 10 questions.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-10-holiday-deliverability-questions","to_ping":"","pinged":"","post_modified":"2020-11-13 07:35:01","post_modified_gmt":"2020-11-13 15:35:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11462","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 13, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111320_Deliverability-AMA-Recap_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Holiday Deliverability AMA\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111320_Deliverability-AMA-Recap_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111320_Deliverability-AMA-Recap_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111320_Deliverability-AMA-Recap_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-10-holiday-deliverability-questions\/"},{"ID":11450,"post_author":"97","post_date":"2020-11-11 09:27:17","post_date_gmt":"2020-11-11 17:27:17","post_content":"<p>Remember those \u201cchoose your own adventure\u201d books from your childhood? The ones where you would be presented with a choice to take different actions and then flip the page corresponding to your particular choice? Those were great!<\/p>\r\n<p>But think about this\u2014how weird would it be if you flipped to a certain page only to find that the story had no relation to where you left off? That type of continuity between experiences is exactly what we\u2019ll be talking about today.<\/p>\r\n<p>Inside every marketing journey lies a bridge between your customers' input and your own marketing output. When the journey is connected, the story makes sense! But, when your customers\u2019 pasts are misaligned with the present, the experience breaks down.<\/p>\r\n<p>And for brands, more often than not, that\u2019s where that customer\u2019s story ends.<\/p>\r\n<h3>Connecting All the Dots<\/h3>\r\n<p>Marketers are the designated storytellers of our respective brands, and the onus is on us to tell good ones! But what we\u2019re prone to forgetting is that the story isn\u2019t about us\u2014it\u2019s about each one of our customers. Though we\u2019ve worked hard to <a href=\"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">chart the best path<\/a> for them, customers actively choose their own adventures.<\/p>\r\n<p>In this situation, our role is to keep their story going. We need to think holistically about their different experiences and help them reach the next leg of their journey. Everything from strategy, to content, to timing, and much more. It\u2019s a lot to consider when going at it alone...<\/p>\r\n<p>Enter: the trusty sidekick, data.<\/p>\r\n<p>Though your customer is the hero, their data is a crucial driver of the journey\u2014the Watson to their Holmes, if you will. Key interaction details contained inside customer engagement data help us automatically decide how to best complement their evolving journeys.<\/p>\r\n<p>Mastering the manipulation of data to tell an incredible customer story is how brands win loyalty for life.<\/p>\r\n<h3>Pursuing Personalization<\/h3>\r\n<p>For those following along at home, this marks the third installment of our <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 pillars of personalization<\/a>:<\/p>\r\n<ul>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li><strong>Workflow Building<\/strong><\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ul>\r\n<p>The path to personalization began with <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">User Segmentation<\/a> and was followed by <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lifecycle Mapping<\/a>. Now, as we venture down the latter half of the path, we\u2019re excited to unveil an insider\u2019s look at the third pillar: Workflow Building.<\/p>\r\n<h3>Introducing Our Workflow Building Playbook<\/h3>\r\n<p>Inside our <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Workflow Building<\/a>, we break down the components of building successful customer messaging workflows inside your email service provider (ESP). To accomplish this, brands must take four specific steps if they hope to engage in the ways their customers <em>actually<\/em> want.<\/p>\r\n<p>The full playbook is <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">available for download here<\/a>, but keep reading for a sneak preview of what\u2019s inside!<\/p>\r\n<h4>The 4 Building Blocks of a Customer Messaging Workflow<\/h4>\r\n<p>Let\u2019s talk about what you can do when building a <strong>customer messaging workflow<\/strong>, which we define as the written communications between your brand and a customer.<\/p>\r\n<p>There are four building blocks of a customer messaging workflow, which include:<\/p>\r\n<ol>\r\n\t<li>Enter\/Exit Criteria<\/li>\r\n\t<li>Timing<\/li>\r\n\t<li>Actions<\/li>\r\n\t<li>Filters<\/li>\r\n<\/ol>\r\n<p>To make it easy to follow along, we\u2019ll walk through a hypothetical example of a reactivation email workflow from Iterable customer <a href=\"https:\/\/iterable.com\/customers\/case-study\/bloomon\" target=\"_blank\" rel=\"noopener noreferrer\">bloomon<\/a>, an online floral service based out of the United Kingdom.<\/p>\r\n<h4>1. Enter\/Exit Criteria<\/h4>\r\n<p>The first building block is Enter\/Exit criteria, which is how a user enters and leaves the customer messaging workflow in question.<\/p>\r\n<p>Before we dig into the specifics, let\u2019s briefly recap the <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">first installment of our Pillars of Personalization<\/a> series on user segmentation. We covered the four steps of building and testing out your brand\u2019s perfect audience segment, which are:<\/p>\r\n<ol>\r\n\t<li>Reflect and visual your ideal customer<\/li>\r\n\t<li>Select your data points<\/li>\r\n\t<li>Build and send a test campaign<\/li>\r\n\t<li>Report progress weekly<\/li>\r\n<\/ol>\r\n<p>So assuming the bloomon team followed similar steps, they would discover that their perfect audience segment would consist of customers who have made a one-time purchase in the past\u2014but have yet to sign up for a subscription plan to regularly receive flower arrangements.<\/p>\r\n<p>Since bloomon is using Iterable, the company can use a <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115003156546\" target=\"_blank\" rel=\"noopener noreferrer\">trigger in its reactivation workflow<\/a> that only brings in users who:<\/p>\r\n<ul>\r\n\t<li>Made a purchase but haven\u2019t returned in 90 days<\/li>\r\n\t<li>Opened or clicked on a promotional campaign<\/li>\r\n\t<li>Viewed the flower subscription page on bloomon\u2019s website<\/li>\r\n<\/ul>\r\n<p>However, no customer wants to receive reactivation emails forever. So it\u2019s just as important to determine when users will leave or exit the reactivation workflow. In this case, bloomon may set a trigger that removes users from the workflow when they:<\/p>\r\n<ul>\r\n\t<li>Unsubscribe from promotional emails or the list altogether<\/li>\r\n\t<li>Fail to open the last five emails<\/li>\r\n\t<li>Have little to no activity on bloomon\u2019s website<\/li>\r\n<\/ul>\r\n<p>The number of workflow triggers can be endless, based on your ESP\u2019s ability to incorporate triggers from external data points, like adding an item to a shopping cart or making a purchase. But regardless of the tool, it\u2019s always a good idea to determine how users are going to enter and exit your messaging workflow.<\/p>\r\n<p><em>This is just a sneak peek of what\u2019s in the full playbook. <a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">Download now<\/a> and learn all about the other three steps needed to solve the workflow riddle. See how the bloomon example pans out and learn how other Iterable customers are putting this same methodology to work.<\/em><\/p>\r\n<h3>Workflow Building Like the Pros<\/h3>\r\n<p>The customer experience comprises a whole slew of interactions between sign-up and checkout. In a world filled with distractions and short attention spans, you can\u2019t rely on your customers to venture through your carved-out journey as prescribed.<\/p>\r\n<p>Remember, we marketers are on the front lines of interacting with customers\u2014both directly and indirectly. It\u2019s up to us to connect the dots <em>for<\/em> our customers when they can\u2019t connect them themselves. And we have to do it thoughtfully and in ways that make sense in relation to the customers\u2019 experiences at any given moment.<\/p>\r\n<p>In this video walkthrough below, Iterable solutions consultant Sam Heinz demonstrates a cart abandonment workflow. Sam shows us how marketers can use Iterable to build the different parameters of their desired customer experience: evaluating triggering actions, choosing messaging channels, setting delays, and making the messaging experience personal. Check it out!<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/MwHA5F8MsOY[\/embed]<\/p>\r\n<p>Effective workflow building keeps your customers progressing toward their goals. Understanding the forces in play\u2014behaviors, circumstances, timing, and desired actions\u2014will help you create experiences that best serve all stages of your customers\u2019 journeys.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> and start mastering your own workflows so you, too, can engage like a pro.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11451 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x192.png\" alt=\"Download the Iterable Workflow Building whitepaper\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Building a Workflow: 4 Easy Steps & Tips","post_excerpt":"Get a sneak peek at our latest workflow building guide and learn the 4 building blocks of a successful customer messaging workflow.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"successful-workflow-building-4-easy-steps","to_ping":"","pinged":"","post_modified":"2024-01-18 10:13:26","post_modified_gmt":"2024-01-18 18:13:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11450","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 11, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x512-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Workflow Building whitepaper\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x512-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x512-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x512-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/successful-workflow-building-4-easy-steps\/"},{"ID":11445,"post_author":"7","post_date":"2020-11-11 07:40:35","post_date_gmt":"2020-11-11 15:40:35","post_content":"<p>The season of giving is upon us again! You\u2019re dusting off the decorations, finding the perfect ugly sweater and rekindling your love of mulled wine. You\u2019re also head-down in meetings, approving copy, making lists (dare I say, \u201cchecking them twice\u201d?), and doing everything you can to deliver a seamless holiday experience for your audience.<\/p>\r\n<p>You\u2019re nothing short of a modern-day Kris Kringle, and we salute you.<\/p>\r\n<h3>Why Legacy Marketing Clouds Make Terrible Gifts<\/h3>\r\n<p>Free milk and cookies would be nice, but let\u2019s start thinking about your ideal holiday wish list as a thriving marketing professional. What would it include?<\/p>\r\n<p>Higher engagement rates, larger budget, more recognition? We agree. But more importantly, let\u2019s think about what should be left off the list\u2014specifically when it comes to your martech stack.<\/p>\r\n<p>A few things might come to mind, but here are four reasons that legacy marketing clouds should be left off your holiday wish list this year.<\/p>\r\n<h4>1. A lack of data flexibility gives no one peace on earth<\/h4>\r\n<p>According to Forrester, <a href=\"https:\/\/go.forrester.com\/blogs\/marketers-you-can-take-this-personally-your-personalization-strategy-isnt-working\/\" target=\"_blank\" rel=\"noopener noreferrer\">only 5% of all consumers<\/a> say that email offerings are well-timed to their current needs or interests. This isn\u2019t due to your lack of vision; in fact, it\u2019s the opposite. It\u2019s due to your tools not being flexible enough to <em>keep up<\/em> with your vision. If it takes you hours or even days to figure out that someone was on your website, you\u2019re already starting a lap behind.\u00a0<\/p>\r\n<p>Legacy marketing clouds want you to think that data management is meant to be a burden. That it\u2019s normal to need help from engineers to build an audience, or that setting up a campaign is meant to take weeks on end. Their own shortcomings are being passed onto you as inevitabilities and you\u2019re left to make it all work.<\/p>\r\n<p>Let\u2019s look at what else is out there.<\/p>\r\n<p>Modern marketing automation platforms were built to correct these inevitabilities, starting with easier data management. Instead of having web\/email\/mobile data spread across different sources, modern platforms break down these data silos to centralize everything under one view. This allows anyone (regardless of role or technical prowess) to bring your engagement strategy to life.\u00a0<\/p>\r\n<p>\u00a0Here\u2019s what a flexible platform looks like:<\/p>\r\n<ul>\r\n\t<li><strong>An intuitive UI that caters to any technical skill-level<\/strong>. Even if you prefer to code emails from scratch, you shouldn\u2019t need an engineering degree to personalize messaging. Modern platforms are intuitive to the point that your team can do things like build emails, setup campaigns and segment audiences without needing technical resources.<\/li>\r\n\t<li><strong>More sophisticated messaging personalization<\/strong>. According to SmarterHQ, <a href=\"https:\/\/smarterhq.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">72% of consumers<\/a> say they only engage with personalized messaging\u2014that\u2019s a large slice of the pie. These modern platforms let marketers deepen existing customer relationships by giving them access to all zero-party and first-party customer data to personalize content in real time.<\/li>\r\n\t<li><strong>A robust partner ecosystem<\/strong>. One tool can\u2019t solve all your problems, that\u2019s why it\u2019s called a \u201ctech stack.\u201d Modern platforms have built out <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener noreferrer\">partner ecosystems<\/a> to make sharing data between your CDP or analytics tool just one API call away.<\/li>\r\n<\/ul>\r\n<blockquote>\r\n<p><em>\"There\u2019s a lot to like with Iterable. Their workflow builder is VERY intuitive, basically allowing you to customize your user journey however you want [\u2026] After working with several other platforms, I\u2019ve found that <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-4326741\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Iterable\u2019s workflows are by far the best when it comes to ease of use and customization<\/strong><\/a>.\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>2. Customer Support is not so holly-jolly at best, nonexistent at worst<\/h4>\r\n<p>Waiting for Santa is fun, waiting to hear back from customer support? Not so much. Stellar customer support is something that every marketer should feel entitled to expect from a martech provider. You\u2019re not buying a toy like a yo-yo; you\u2019re investing in a partnership to sit at the core of your customer engagement strategy.<\/p>\r\n<p>Issues will arise, and you\u2019ll need answers. So where do you turn?<\/p>\r\n<p>Let\u2019s take a look at what bad customer support looks like:<\/p>\r\n<ul>\r\n\t<li><strong>Take a ticket<\/strong>. If you feel like you\u2019re at the DMV, it\u2019s not a great start.<\/li>\r\n\t<li><strong>FAQ redirect<\/strong>. A term I made up for when you find yourself taken to a page called \u201cGeneral Resource Center.\u201d Bonus points if they\u2019re not able to actually address your specific question.<\/li>\r\n\t<li><strong>24-48 hours<\/strong>. 48 hours? That\u2019s a long time to wait just to figure out how long you\u2019ll ACTUALLY have to wait!<\/li>\r\n<\/ul>\r\n<p>For better or worse (it\u2019s worse), legacy marketing clouds think that support is a convenience, not a necessity.\u00a0<\/p>\r\n<p>Now let\u2019s take a look at what kind of support a) exists and b) should become your new standard:<\/p>\r\n<ul>\r\n\t<li><strong>Multiple points of contact<\/strong>. Email, video call, Slack, chatbot, hologram (kidding, maybe one day!). Pick your favorites, and a tool with good customer support should be able to accommodate.<\/li>\r\n\t<li><strong>Quick response time<\/strong>. Imagine a world where all time zones are supported and an average response time is measured in seconds, not days. Now, what if I told you that this world exists today?<\/li>\r\n\t<li><strong>\u201cHi, Chris.\u201d<\/strong> Chris isn\u2019t an acronym; they\u2019re a dedicated Customer Success Manager just for your company who you\u2019ve spoken with many times. Chris knows your business inside-and-out and can get you answers to anything you need.<\/li>\r\n<\/ul>\r\n<blockquote>\r\n<p><em>\u201c<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-4326741\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Ever email a support team for help only to get a generic response that you already Googled yourself? Yeah, that doesn\u2019t happen on Iterable<\/strong><\/a>. All their support team members have a stronger level of technical proficiency [\u2026] Our dedicated customer success rep is also a rockstar who has helped give us tons of insight on how to build certain features to make our email experience seamless.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h4>3. Their inability to scale makes it impossible to let it grow, let it grow, let it grow<\/h4>\r\n<p>Modern platforms believe that growth should be a goal, not a deterrent. As you grow your database, the quantity of your messaging will have to increase without compromising the quality of your content. You deserve to have a tool that will deliver consistent experiences year-over-year without you having to worry about outgrowing its capabilities.\u00a0<\/p>\r\n<p>Modern scale was built with this kind of longevity in mind. These modern platforms built higher ceilings to store and pass data so that you won\u2019t outgrow them, and let you leverage any data point you collect to inform personalized outreach.<\/p>\r\n<p>What results is a solution that will be as effective in engaging 10,000 customers as it is engaging 10 million customers. You won\u2019t notice any slow-downs in performance, or any need to limit yourself from what\u2019s possible.<\/p>\r\n<p>In a world where <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2019\/09\/24\/50-stats-that-prove-the-value-of-customer-experience\/?sh=117a57a64ef2\" target=\"_blank\" rel=\"noopener noreferrer\">73% of consumers<\/a> say that experience is key in influencing their brand loyalties, modern scale is what allows you to deliver personal, unique brand experiences that remain consistent as you grow.<\/p>\r\n<blockquote>\r\n<p><em>\u201cThanks to the ability to send messages at scale, <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-4438457\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>we reach more buyers at the same time<\/strong><\/a>, creating higher profits compared to when we did not use Iterable.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h4>4. They cost two arms, a leg and a partridge in a pear tree<\/h4>\r\n<p>If you\u2019ve ever had to defend your marketing spend in front of a higher-up, you probably know this better than anyone. It\u2019s not easy having to fight for every dollar or pound, and it\u2019s not made easier when a service you\u2019re already paying for continues to squeeze your wallet.\u00a0<\/p>\r\n<p>Legacy marketing clouds are expensive because they can be. Hard stop. Let\u2019s look at a few reasons why they think they can get away with it:<\/p>\r\n<ul>\r\n\t<li><strong>Vendor lock-in<\/strong>. Global vendors figured out a long time ago that once they cross a threshold of dependency, your company falls at the mercy of their services. They are quite literally willing to gamble that any bad experience you have with them will never outweigh the perceived cost of migrating to a better alternative.<\/li>\r\n\t<li><strong>Hidden costs<\/strong>. If you find yourself paying for things like API calls, users entering journeys or licensing fees, then it might be time to reevaluate things. That\u2019s like paying for an all-you-can-eat buffet just to get a plate and a chance to buy the food for an extra cost.<\/li>\r\n<\/ul>\r\n<p>If these sound all too familiar, you\u2019re not alone. But you have more power than you realize, and the fact of the matter is that legacy marketing clouds can no longer get away with these exorbitant pricing structures. So find yourself an alternative that understands what you need to be successful, then works with you to flexibly price its services to fit those needs.<\/p>\r\n<blockquote>\r\n<p><em>\u201c<a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\/iterable-review-105256\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Iterable has truly been a revolutionary product at a fair price<\/strong><\/a>. We use it for a variety of clients from political to corporate to media and have had great success.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h3>So What Next?<\/h3>\r\n<p>Now that you know what to leave off your wish list, you\u2019re one step closer to having a successful holiday season. Even if now isn\u2019t the best time to make a change, it\u2019s never too early to start planning for next year.<\/p>\r\n<p>So before you wrap up your work and lose yourself in some festive movies, think about what you can do to ensure that next year brings more joy to your world.<\/p>\r\n<p><em>To learn why Iterable was named a Leader in Marketing Automation, rated 4 stars or higher by 93% of users, download the <a href=\"https:\/\/iterable.com\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">G2 Grid\u24c7 Report for Marketing Automation<\/a> today.<\/em><\/p>","post_title":"4 Reasons to Leave Legacy Marketing Clouds Off Your Holiday Wish List","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-reasons-leave-legacy-marketing-clouds","to_ping":"","pinged":"","post_modified":"2020-11-11 08:32:01","post_modified_gmt":"2020-11-11 16:32:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11445","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 11, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111120_Clouds-Off-Your-Wish-List_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of crossing legacy marketing clouds off a holiday wish list\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111120_Clouds-Off-Your-Wish-List_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111120_Clouds-Off-Your-Wish-List_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111120_Clouds-Off-Your-Wish-List_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-reasons-leave-legacy-marketing-clouds\/"},{"ID":11433,"post_author":"97","post_date":"2020-11-10 14:11:40","post_date_gmt":"2020-11-10 22:11:40","post_content":"<p>Despite its aspirational name, marketing automation isn\u2019t always so automated. According to industry research, most marketing teams spend up to 2+ weeks to create one single email. However, there should be a way to take back some time and devote it to the most valuable part of the email process: Creating personalized messages that resonate with your customers.<\/p>\r\n<p>In this white paper, we discuss the technological limitations of legacy marketing platforms and the four building blocks of a customer messaging workflow.<\/p>\r\n<p><strong>Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why lifecycle maps don\u2019t always translate into your email service provider<\/li>\r\n\t<li>The four building blocks of a customer messaging workflow<\/li>\r\n\t<li>How a floral subscription business in the U.K. doubled its number of reactivations using a growth marketing platform like Iterable<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: Workflow Building","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-workflow-building","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:06","post_modified_gmt":"2021-02-24 18:45:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=whitepaper&#038;p=11433","menu_order":9,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 10, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Playbook_Workflow-Building_Promo_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-workflow-building\/"},{"ID":11407,"post_author":"35","post_date":"2020-11-10 10:31:45","post_date_gmt":"2020-11-10 18:31:45","post_content":"<p>Be our guest. Be our guest. Put our service to the test. There\u2019s a small, but important distinction between a customer and a guest. \u201cCustomer\u201d implies the intention to purchase. It comes with expectations.<\/p>\r\n<p>A \u201cguest,\u201d though. A guest is a welcome visitor\u2014one treated with care and comfort. A guest is someone invited.<\/p>\r\n<p>Today\u2019s consumers like being treated like guests, not customers. When finding brands, consumers are looking for ones that treat them with respect, listen to their opinions and personalize the customer experience. It\u2019s a shift in perspective that marketers today must adopt to stay relevant and build longer-term relationships.<\/p>\r\n<p>Our newest series, the Customer Experience Analysis, gives you a look at the journey from a different perspective, but one that is all too familiar to us: the consumer.<\/p>\r\n<p>Much like our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardowns<\/a>, we put ourselves in the position of an engaged consumer finding a brand for the first time. We completed various actions over the course of three weeks (created an account, browsed items, favorited items, abandoned carts) to trigger messaging.<\/p>\r\n<p>The results are at the bottom of this post, free and ungated for your viewing pleasure.<\/p>\r\n<h3>The e.l.f. Cosmetics Customer Experience<\/h3>\r\n<p>In the graphic linked below, we have outlined the experience with <a href=\"https:\/\/www.elfcosmetics.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S.-based cosmetics retailer<\/a> e.l.f. Cosmetics, identified strengths and opportunities, and provided a few takeaways that you can start implementing into your strategies today.<\/p>\r\n<p>All told, the breakdown of messages from e.l.f. over the research period was as follows:<\/p>\r\n<ul>\r\n\t<li>36 total marketing messages<\/li>\r\n\t<li>28 emails (25 promotions, 2 welcome emails, 1 transactional email)<\/li>\r\n\t<li>8 mobile messages (7 push notifications, 1 SMS message)<\/li>\r\n<\/ul>\r\n<p>Whether you're in e-commerce or retail or neither, the takeaways from our analysis of the e.l.f. experience relate to most marketing strategies.<\/p>\r\n<p>For example, e.l.f. illustrates that great branding only takes your marketing so far. User behavior data, such as browsing or cart abandonment, should drive the customer experience and personalize the journey in a way that incentivizes engagement and fosters a deeper connection.<\/p>\r\n<p>With that said, these analyses are not a comprehensive look at a brand's journey. We've included enough actions in three weeks that we can get a good look at a portion of the journey, but there are aspects that we have not covered.<\/p>\r\n<p>For instance, e.l.f. might increase the personalization of its messaging as users continue to accrue points in their profile. The takeaways presented here are related strictly to the beginning of the customer-e.l.f. relationship and could promote increased engagement earlier on.\u00a0\u00a0<\/p>\r\n<p>By shifting the perspective to that of the consumer, we hope this series helps spark ideas to bring your customers an even better experience. Take a look at e.l.f. and once you're done, check out our last analysis: <a href=\"https:\/\/iterable.com\/blog\/customer-experience-asos\/\" target=\"_blank\" rel=\"noopener noreferrer\">ASOS.<\/a><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Customer-Experience-Analysis_elf-Cosmetics.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-full wp-image-11411\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Customer-Experience-Analysis_elf-Cosmetics_CTA-Banner.png\" alt=\"Customer Experience Analysis\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"A Closer Look at the Customer Experience: e.l.f. Cosmetics","post_excerpt":"Our newest series, the Customer Experience Analysis, gives you a look at the journey from the customer's perspective. Today, we look at e.l.f. Cosmetics.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customer-experience-e-l-f-cosmetics","to_ping":"","pinged":"","post_modified":"2020-11-10 10:31:45","post_modified_gmt":"2020-11-10 18:31:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11407","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 10, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111020_Customer-Experience-Analysis-elf-Cosmetics_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111020_Customer-Experience-Analysis-elf-Cosmetics_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111020_Customer-Experience-Analysis-elf-Cosmetics_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/111020_Customer-Experience-Analysis-elf-Cosmetics_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/customer-experience-e-l-f-cosmetics\/"},{"ID":11292,"post_author":"97","post_date":"2020-11-05 08:56:30","post_date_gmt":"2020-11-05 16:56:30","post_content":"<p>The people have spoken! Iterable has once again been identified as a Leader in Marketing Automation, based on high levels of customer satisfaction and overwhelmingly positive reviews from real marketers on <a href=\"https:\/\/www.g2.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">G2<\/a>, the world\u2019s leading business solutions review website.<\/p>\r\n<h3>Iterable\u2019s G2 Product Profile<\/h3>\r\n<p>According to the <a href=\"https:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fall 2020 G2 Grid\u00ae Report for Marketing Automation<\/a>, Iterable has been named a Leader based on high customer Satisfaction ratings and a continually growing Market Presence.<\/p>\r\n<p>So, what exactly does that mean? Well, for starters, 93% of all Iterable users rated Iterable 4 stars or higher (out of 5).<\/p>\r\n<p>Looking deeper into the report\u2019s findings, Iterable also outranked the industry averages in three crucial marketing platform capabilities:<\/p>\r\n<ul>\r\n\t<li>Sending outbound emails (92%)<\/li>\r\n\t<li>Building and personalizing emails (89%)<\/li>\r\n\t<li>Workflow capability (88%)<\/li>\r\n<\/ul>\r\n<p>Features and functionality are important components of any tool inside your growth stack, but G2 user ratings reflect that pragmatic buyers choose Iterable for its qualitative values that drive business growth:<\/p>\r\n<ul>\r\n\t<li>Ease of Doing Business With (90%)<\/li>\r\n\t<li>Quality of Support (90%)<\/li>\r\n\t<li>Positive Platform Direction (92%)<\/li>\r\n<\/ul>\r\n<h3>G2 Marketing Automation Grid<\/h3>\r\n\r\n[caption id=\"attachment_11293\" align=\"alignnone\" width=\"600\"]<a href=\"https:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11293 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Graph.png\" alt=\"G2 Fall Marketing Automation Chart\" width=\"600\" height=\"600\" \/><\/a> <em>Click the image to read the full report and learn why Iterable was named a Leader in Marketing Automation.<\/em>[\/caption]\r\n\r\n<h3>What Reviewers Had to Say About Iterable<\/h3>\r\n<p>Today, more than 3 million technology buyers visit G2.com to read and write authentic reviews about software and professional services. With over 1.1 million reviews, G2 represents the real voices of actual software users with first-hand product experiences.\u00a0<\/p>\r\n<p>Here\u2019s what our customers had to say about the Iterable platform in their reviews on G2:<\/p>\r\n<blockquote>\r\n<p>\u201c<strong>Iterable is so easy to use, and yet extremely powerful.<\/strong> It has extensive APIs, the ability to merge data feeds into emails, terrific workflows, and an excellent offering of easy-to-use templates. Plus, the customer service is fast, friendly and incredibly helpful.\u201d<\/p>\r\n<p>\u201cAs a non-technical marketer, I can use and create campaigns and emails easily. It <strong>gives me autonomy over my work and how fast I can accomplish it.<\/strong> Their support team is very helpful as well when I've run into roadblocks or don't understand how to use a specific feature.\u201d<\/p>\r\n<p>\u201cThere's a lot to like with Iterable. Their workflow builder is VERY intuitive, basically allowing you to customize your user journey however you want [...] After working with several other platforms, <strong>I've found that Iterable's workflows are by far the best when it comes to ease of use and customization.<\/strong>\"<\/p>\r\n<p>\u201c<strong>Iterable is an extremely powerful engagement tool that my team uses on a daily basis<\/strong> to send personalized, segmented and automated communication to our users [...] one of the key differentiating factors, in my opinion, is the ability to create complex workflows and connect them, via webhook with our own database.\u201d<\/p>\r\n<p>\u201c<strong>Iterable has a great user experience<\/strong> - the workflows and segmentation setups are easy to learn and make optimizing your campaigns easier and more efficient than any other platform I've used before. Their customer service is phenomenal as well.\u201d<\/p>\r\n<p><strong>\u201cEver email a support team for help only to get a generic response that you already Googled yourself? Yeah, that doesn't happen on Iterable.<\/strong> All their support team members have a stronger level of technical proficiency [...] Our dedicated customer success rep is also a rockstar who has helped give us tons of insight on how to build certain features to make our email experience seamless.\u201d<\/p>\r\n<\/blockquote>\r\n<h3>Marketing Automation Defined<\/h3>\r\n<p>G2 defines Marketing Automation software as a product that \u201cautomates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns.\u201d<\/p>\r\n<blockquote>\r\n<p>\u201cThese tools provide a central marketing database for all marketing information and interactions, helping marketers create segmented, personalized and timely marketing experiences for customers or prospects.\u201d ~ G2<\/p>\r\n<\/blockquote>\r\n<p>To qualify for inclusion in the <strong>Marketing Automation<\/strong> category, a product must, among other factors:<\/p>\r\n<ul>\r\n\t<li>Automate two or more of the following: email, social media, SMS, and digital ads<\/li>\r\n\t<li>Provide advanced email marketing capabilities including A\/B testing, spam filter testing, scheduling, dynamic segmentation, and detailed performance reporting<\/li>\r\n\t<li>Act as a central marketing database for marketing information and interactions<\/li>\r\n\t<li>Contact targets across multiple channels after specific actions, triggers, or periods of time<\/li>\r\n\t<li>Provide analytics and reports that track the entire lifecycle of a campaign, including ties to revenue and\/or campaign ROI<\/li>\r\n<\/ul>\r\n<p>In addition, these following metrics affect a company's <strong>Satisfaction<\/strong> rating:\u00a0<\/p>\r\n<ul>\r\n\t<li>Customer satisfaction with product attributes based on user reviews<\/li>\r\n\t<li>Popularity and statistical significance based on the number of reviews<\/li>\r\n\t<li>Quality and age of reviews received<\/li>\r\n\t<li>Overall customer satisfaction and Net Promoter Score\u00ae (NPS) based on ratings by G2 users<\/li>\r\n<\/ul>\r\n<h3>Learn More<\/h3>\r\n<p>We\u2019d like to thank our amazing customers for their partnership in helping make Iterable one of the best Marketing Automation solutions in the market!<\/p>\r\n<p>You can download the <a href=\"https:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fall 2020 G2 Grid\u00ae Report for Marketing Automation<\/a> to gain full access to all the insights, as well as how Iterable compares to other technologies.<\/p>\r\n<p>Evaluating marketing automation providers right now? Learn more about what real users have to say on <a href=\"https:\/\/www.g2.com\/products\/iterable\/reviews\" target=\"_blank\" rel=\"noopener noreferrer\">G2\u2019s Iterable review page<\/a>!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/g2-marketing-automation-leader-fall-2020\/\"><img class=\"alignnone wp-image-11294 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Sigstr.png\" alt=\"Download the G2 Marketing Automation report\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"Iterable Named a Marketing Automation Leader in G2 Fall Report","post_excerpt":"Iterable has once again been named a marketing automation leader by G2. See what customers say about the platform inside the full report.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-automation-leader-g2-fall-report","to_ping":"","pinged":"","post_modified":"2020-11-10 22:47:16","post_modified_gmt":"2020-11-11 06:47:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11292","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"November 05, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Is a G2 Marketing Automation Leader\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-automation-leader-g2-fall-report\/"},{"ID":11375,"post_author":"43","post_date":"2020-11-04 14:58:01","post_date_gmt":"2020-11-04 22:58:01","post_content":"The holiday season is the most important time for eCommerce businesses, with email marketing being a massive driver of revenue during this period. Getting the best results, however, requires more than simply sending out Black Friday and Cyber Monday sale emails. Join us to discover advanced email marketing strategies to grow your holiday campaign performance through SMS, creative, personalization, and loyalty rewards. Think beyond your usual Black Friday and Cyber Monday email sends to generate more impact from your holiday email campaigns.\r\n<p><strong>Some topics we discussed:<\/strong><\/p>\r\n<ul>\r\n<li>Holiday email best practices<\/li>\r\n<li>Making email marketing &amp; SMS work effectively together<\/li>\r\n<li>Strategies to align creative with holiday messaging<\/li>\r\n<li>Best practices for pre-planning offers and developing a marketing calendar around offers<\/li>\r\n<li>Implement seasonal triggers and automations<\/li><\/ul>\r\n\r\n","post_title":"5 Last Minute Email and SMS Marketing Tips for Black Friday and Cyber Monday","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"5-tips-for-black-friday-cyber-monday","to_ping":"","pinged":"","post_modified":"2021-03-08 18:18:55","post_modified_gmt":"2021-03-09 02:18:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=11375","menu_order":87,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 04, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/webinar-tinuiti-yotpo-bfcm.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/webinar-tinuiti-yotpo-bfcm.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/webinar-tinuiti-yotpo-bfcm-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/webinar-tinuiti-yotpo-bfcm-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/5-tips-for-black-friday-cyber-monday\/"},{"ID":11298,"post_author":"41","post_date":"2020-11-03 07:35:11","post_date_gmt":"2020-11-03 15:35:11","post_content":"<p>Iterable was named a Leader in the Fall 2020 G2 Grid Report for Marketing Automation.<\/p>\r\n<p>The G2 Grid\u00ae Report provides an assessment of the top marketing automation technologies available, rated by real users, and shows how Iterable and other select providers compare.<\/p>\r\n<p><strong>Download this report to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Access Iterable\u2019s product profile and read over 100 real, verified user reviews<\/li>\r\n\t<li>Review customer satisfaction ratings on key metrics like ease of use and quality of support<\/li>\r\n\t<li>Compare product features across email marketing, campaign management and other marketing automation categories<\/li>\r\n\t<li>Unlock additional data on select providers, including average user adoption and ROI<\/li>\r\n<\/ul>","post_title":"Iterable Named a G2\u00ae Marketing Automation Leader for Fall 2020","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"g2-marketing-automation-leader-fall-2020","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:05","post_modified_gmt":"2021-02-24 18:45:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/g2-marketing-automation-leader-fall-2020\/","menu_order":2,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Blog-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Blog-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Blog-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_G2Crowd-Fall2020_Blog-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/g2-marketing-automation-leader-fall-2020\/"},{"ID":11297,"post_author":"41","post_date":"2020-11-03 05:35:10","post_date_gmt":"2020-11-03 13:35:10","post_content":"<p>In this final guide, we\u2019ll discuss what metadata is and how you can harness it to create even more dynamic personalization and strengthen the 1:1 connection with each of your customers. We\u2019ll also walk you through some cool examples of various campaigns so you can see metadata in action.<\/p>\r\n<p>What\u2019s more, we\u2019ll address the challenges marketers face with data-driven personalization efforts and provide a solution that could help you ascend to the top of the personalization world.<\/p>","post_title":"How to Personalize Cross-Channel Campaigns Using Metadata","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-personalize-cross-channel-campaigns-using-metadata","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:06","post_modified_gmt":"2021-02-24 18:45:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/","menu_order":6,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization Maturity, Level 3: Metadata\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-3_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-metadata\/"},{"ID":11300,"post_author":"41","post_date":"2020-11-03 05:34:12","post_date_gmt":"2020-11-03 13:34:12","post_content":"<p>As a B2C marketer, your goal is to establish a 1:1 connection with your audience throughout the lifecycle. To get there, you must understand the foundation of personalization, broken down into three levels: Reactive Personalization, Proactive Personalization, and Individualization.<\/p>\r\n<p>In this guide, we\u2019ll walk you through Level 1 of personalization: Reactive Personalization.<\/p>\r\n<p><strong>You\u2019ll come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>An understanding of what user and event data is and why it\u2019s essential<\/li>\r\n\t<li>Real-life examples of companies that understand the art of personalization<\/li>\r\n\t<li>Tools to create highly personalized cross-channel campaigns that make your customers feel like they\u2019re VIPs<\/li>\r\n<\/ul>","post_title":"How to Personalize Cross-Channel Campaigns Using User and Event Data","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-personalize-cross-channel-campaigns-using-user-and-event-data","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:05","post_modified_gmt":"2021-02-24 18:45:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/","menu_order":4,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization Maturity Level 1: User and Event Data\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-1_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/"},{"ID":11299,"post_author":"41","post_date":"2020-11-03 05:33:12","post_date_gmt":"2020-11-03 13:33:12","post_content":"<p>In our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-user-and-event-data\/\">first guide<\/a>, we discussed how the power of your customers\u2019 user profiles can be harnessed to build bespoke cross-channel marketing campaigns.\u00a0<\/p>\r\n<p>But, as you may know already, user and event data is just one aspect of personalization. To take your campaigns to the next level, you need to adopt a proactive approach to personalization using data feeds.<\/p>\r\n<p><strong>This guide will explore:<\/strong><\/p>\r\n<ul>\r\n\t<li>What data feeds are, what they aren\u2019t, and why they\u2019re essential<\/li>\r\n\t<li>Examples of data feed-powered campaigns featuring renowned brands<\/li>\r\n\t<li>How to leverage data feeds into your next campaign and deliver extra value to your customers<\/li>\r\n<\/ul>","post_title":"How to Personalize Cross-Channel Campaigns Using Data Feeds","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-personalize-cross-channel-campaigns-using-data-feeds","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:06","post_modified_gmt":"2021-02-24 18:45:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/","menu_order":5,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization Maturity, Level 2: Data Feeds\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/ITE_Personalization-Maturity-Guide_Level-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/how-to-personalize-cross-channel-campaigns-using-data-feeds\/"},{"ID":11302,"post_author":"41","post_date":"2020-11-03 05:32:14","post_date_gmt":"2020-11-03 13:32:14","post_content":"<p>Whether your brand uses storyboards, the design thinking process or intuition to build out its customer lifecycle map, that process is only valuable to your marketing and sales teams. After all, no customer ever thinks to themselves that they\u2019re in the \u201cawareness\u201d stage of a brand-centric journey.<\/p>\r\n<p>In this white paper, we\u2019re going to explain how you can break out of this thinking pattern and build a customer journey that engages and retains your customers for life.<\/p>\r\n<p><strong>Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>The four steps to creating a customer journey<\/li>\r\n\t<li>The difference between a lifecycle map and a journey map<\/li>\r\n\t<li>How to integrate the customer journey with your lifecycle map<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: Lifecycle Mapping","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-lifecycle-mapping","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:06","post_modified_gmt":"2021-02-24 18:45:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/","menu_order":8,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-lifecycle-mapping\/"},{"ID":11303,"post_author":"41","post_date":"2020-11-03 05:30:15","post_date_gmt":"2020-11-03 13:30:15","post_content":"<p>The retail industry is in constant motion. New trends, new designs, new buying habits. Marketers have to keep up, even stay ahead, while simplifying and personalizing the customer experience.<\/p>\r\n<p>Luckily for marketers, most consumers (75%) are itching for a more personalized experience. Consumers know what they want (hint: it\u2019s convenience), but need a little push from marketers to help them find it.<\/p>\r\n<p>That\u2019s where this guide comes in. We took a look at how 15 top retailers are marketing today using customer behavior to tailor messaging. We wanted to see how companies are collecting, managing and incorporating data into their marketing campaigns, and at which campaigns and touchpoints along the customer lifecycle.<\/p>\r\n<p><strong>In this guide you\u2019ll find:<\/strong><\/p>\r\n<ul>\r\n\t<li>Common trends used by retailers in welcome, promotion, and cart abandonment campaigns<\/li>\r\n\t<li>Actionable recommendations for how to collect data for future campaign success<\/li>\r\n\t<li>Distinct steps you can take to personalize your cross-channel campaigns at a deeper, more individualized level<\/li>\r\n<\/ul>","post_title":"Give Your Retail Marketing the Red Carpet Makeover: A How-To Guide","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:07","post_modified_gmt":"2021-02-24 18:45:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/","menu_order":10,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"540\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_728x512-768x540.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Marketing Makeover Featured Image\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_728x512-768x540.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_728x512-300x211.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_728x512-1024x720.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_728x512-1536x1080.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_728x512-2048x1440.png 2048w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/"},{"ID":11305,"post_author":"41","post_date":"2020-11-03 05:29:16","post_date_gmt":"2020-11-03 13:29:16","post_content":"<p>A fundamental rule of marketing has always been to meet customers where they are. That expectation has only increased today, with the average consumer spending over 5 hours per day on their phone.<\/p>\r\n<p>This guide will walk you through how to create successful mobile marketing campaigns across each distinct phase in the customer\u2019s journey with your brand, so you can achieve familiarity, engagement and trust.<\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 10 mobile campaigns you need to support the entire customer lifecycle<\/li>\r\n\t<li>The essential ingredients of each campaign to improve performance<\/li>\r\n\t<li>Leading industry push and in-app examples in the wild and why they work<\/li>\r\n<\/ul>","post_title":"Top 10 Mobile Marketing Campaigns Every Brand Needs","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-10-mobile-marketing-campaigns-every-brand-needs","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:07","post_modified_gmt":"2021-02-24 18:45:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/top-10-mobile-marketing-campaigns-every-brand-needs\/","menu_order":11,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0001_MOBILE-THUMB.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0001_MOBILE-THUMB.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0001_MOBILE-THUMB-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0001_MOBILE-THUMB-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/top-10-mobile-marketing-campaigns-every-brand-needs\/"},{"ID":11304,"post_author":"41","post_date":"2020-11-03 05:28:16","post_date_gmt":"2020-11-03 13:28:16","post_content":"<p>Inside our personalization playbook on user segmentation, we expose the flaws of over-reliance on traditional segmentation strategies and present a four-step execution strategy for building a perfect audience for every campaign.<\/p>\r\n<p>We highlight real-life examples and applications from innovative brands and share a self-assessment for marketers to document the strategic details of their brand's segmentation approach.<\/p>\r\n<p><strong>Walk away with understanding:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why B2C brands should rethink traditional segmentation strategies<\/li>\r\n\t<li>The four steps marketers need to build their brand\u2019s perfect audience<\/li>\r\n\t<li>How to self-assess your segmentation capabilities to support your marketing goals<\/li>\r\n<\/ul>","post_title":"Personalization Playbook: User Segmentation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalization-playbook-user-segmentation","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:06","post_modified_gmt":"2021-02-24 18:45:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/","menu_order":7,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"500\" height=\"333\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_600x400-e1600210497596.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" \/>","url":"https:\/\/iterable.com\/whitepaper\/personalization-playbook-user-segmentation\/"},{"ID":11306,"post_author":"41","post_date":"2020-11-03 05:27:17","post_date_gmt":"2020-11-03 13:27:17","post_content":"<p>Marketing has advanced in lockstep with technology, and it\u2019s incumbent on brands to take advantage of that. But as the saying goes, the more things change, the more things stay the same.<\/p>\r\n<p>When it comes to establishing a stronger connection between your brand and your audience, the what hasn\u2019t changed\u2014the how has. And that\u2019s where this guide comes in.<\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 10 email campaigns you need to support the entire customer lifecycle<\/li>\r\n\t<li>The essential ingredients of each campaign to improve performance<\/li>\r\n\t<li>Leading industry email examples in the wild and why they work<\/li>\r\n<\/ul>","post_title":"Top 10 Lifecycle Email Campaigns Every Brand Needs","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-10-lifecycle-email-campaigns-every-brand-needs","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:07","post_modified_gmt":"2021-02-24 18:45:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/top-10-lifecycle-email-campaigns-every-brand-needs\/","menu_order":12,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0000_EMAIL-THUMB.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0000_EMAIL-THUMB.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0000_EMAIL-THUMB-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0000_EMAIL-THUMB-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/top-10-lifecycle-email-campaigns-every-brand-needs\/"},{"ID":11311,"post_author":"41","post_date":"2020-11-03 02:34:21","post_date_gmt":"2020-11-03 10:34:21","post_content":"<p><span style=\"font-weight: 400;\">In the first research study of its kind, we immersed ourselves in the mobile customer journeys of 30 companies across six industries to see how they incorporate mobile user behavior in their cross-channel campaigns.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Looking at four key mobile marketing channels\u2014push notifications, SMS, in-app and the mobile inbox\u2014we have identified how these channels are utilized for a better customer experience and which trends are most common.\u00a0<\/span><\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li><strong>Data silos still exist.<\/strong>\u00a0Mobile data is not being incorporated into email campaigns\u2014and vice versa. Despite having downloaded the app, almost a quarter of companies studied (23%) included a \u201cdownload the app\u201d prompt in their email campaigns and only 20% of companies had a cart or browse abandonment campaign.<\/li>\r\n\t<li><strong>Cross-channel balance is key.<\/strong>\u00a0The overall messaging breakdown showed a balance between mobile and email messages, with 53% of all messages coming via mobile channels. However, over 50% of brands in the study sent fewer than ten emails, indicating mobile behavior is not integrated into email campaigns.\u00a0<\/li>\r\n\t<li><strong>Push is the preferred mobile channel.<\/strong> Of the 30 brands in the study, 70% sent at least one push notification with an average of 8.4 push messages sent over the three weeks. One third (30%) of brands in the study did not send any push notifications at all, indicating a potential missed opportunity for brands to engage with mobile users.<\/li>\r\n\t<li><strong>SMS is the most underutilized channel.<\/strong> Despite texting\u2019s integral role in consumers\u2019 daily mobile usage, only 8% of all mobile messages sent were SMS, and 80% of companies did not deploy SMS messages at all.<\/li>\r\n<\/ul>","post_title":"The Inside Look at Mobile Marketing: An Iterable User Engagement Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"user-engagement-report-mobile-marketing","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:08","post_modified_gmt":"2021-02-24 18:45:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/","menu_order":14,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/user-engagement-report-mobile-marketing\/"},{"ID":11312,"post_author":"41","post_date":"2020-11-03 02:33:22","post_date_gmt":"2020-11-03 10:33:22","post_content":"<p><span style=\"font-weight: 400;\">Iterable was recognized as a Leader in the Spring 2020 G2 Grid<\/span><span style=\"font-weight: 400;\">\u00ae Report for<\/span><span style=\"font-weight: 400;\"> Marketing Automation.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">The G2 Grid<\/span><span style=\"font-weight: 400;\">\u00ae Report<\/span><span style=\"font-weight: 400;\"> offers an assessment of the top marketing automation technologies in the market, rated by the democratic voice of real users, and shows how Iterable and other select providers compare.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Download the full report to:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Access Iterable\u2019s product profile and read what real, verified Iterable users say about our partnership and solution<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Review customer satisfaction ratings on ease of use, quality of support and other key metrics<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn how product features compare across email marketing, campaign management, and other marketing automation categories<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Unlock additional data on select providers, such as average user adoption and ROI\u00a0<\/span><\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Iterable Named Leader in G2 Grid\u00ae Report for Marketing Automation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"g2-grid-report-marketing-automation","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:08","post_modified_gmt":"2021-02-24 18:45:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/g2-grid-report-marketing-automation\/","menu_order":15,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"600\" height=\"300\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ITE_G2Crowd_Email-NoCTA_600x300.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ITE_G2Crowd_Email-NoCTA_600x300.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ITE_G2Crowd_Email-NoCTA_600x300-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/g2-grid-report-marketing-automation\/"},{"ID":11313,"post_author":"41","post_date":"2020-11-03 02:31:23","post_date_gmt":"2020-11-03 10:31:23","post_content":"<p>What's empathy have to do with marketing?<\/p>\r\n<p>A lot, actually.\u00a0<\/p>\r\n<p>At its core, growth marketing maximizes business growth, with a heavy emphasis on retention.<\/p>\r\n<p>That retention bit is the real differentiator here. The business embodiment of the golden rule.\u00a0<\/p>\r\n<p>All style and no substance doesn\u2019t promote retention. It takes something more to build long-term, loyal customer relationships.<\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why relationships are at the heart of growth marketing<\/li>\r\n\t<li>How companies like Lyft and the American Red Cross are using empathetic marketing\u00a0<\/li>\r\n\t<li>How to lead with empathy and tune into your customers' feelings<\/li>\r\n<\/ul>","post_title":"Driving Growth with Good: Marketing with Empathy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"driving-growth-with-good-marketing-with-empathy","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:08","post_modified_gmt":"2021-02-24 18:45:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/driving-growth-with-good-marketing-with-empathy\/","menu_order":16,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040920_Brand-Empathy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Brand Empathy Examples During COVID\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040920_Brand-Empathy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040920_Brand-Empathy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040920_Brand-Empathy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/driving-growth-with-good-marketing-with-empathy\/"},{"ID":11318,"post_author":"41","post_date":"2020-11-03 02:25:28","post_date_gmt":"2020-11-03 10:25:28","post_content":"<p>Email marketing in the United States and the United Kingdom has much in common, but there's plenty of difference between the two countries when it comes to content, strategy, performance and inbox placement.<\/p>\r\n<p>No matter which side of the Atlantic you market from, you should learn how your email programs compare with your in-country inbox competitors and with your marketing peers across the pond.<\/p>\r\n<p>In this report, Iterable has partnered with London-based Holistic Email Marketing to compare 20 retail fashion brands, ten from the U.S. and ten from the U.K. How do powerhouses like Topshop, Burberry, Tommy Hilfiger and Ralph Lauren personalize email messages and keep customers engaged with their online stores?<\/p>\r\n<p>Download this report to access:<\/p>\r\n<ul>\r\n\t<li>How fashion brands are using data, automation and AI to create highly relevant messages<\/li>\r\n\t<li>Detailed metrics on engagement, deliverability and personalization for industry leaders in retail<\/li>\r\n\t<li>8 stand-out email examples to inspire your lifecycle marketing program<\/li>\r\n<\/ul>","post_title":"Brits vs. Yanks","post_excerpt":"How U.S. and U.K. Fashion Brands Compare on Email Marketing","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"uk-us-fashion-report","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:08","post_modified_gmt":"2021-02-24 18:45:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/uk-us-fashion-report\/","menu_order":18,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"600\" height=\"300\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/LP-banner.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/LP-banner.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/LP-banner-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/uk-us-fashion-report\/"},{"ID":11319,"post_author":"41","post_date":"2020-11-03 02:24:29","post_date_gmt":"2020-11-03 10:24:29","post_content":"<p><span style=\"font-weight: 400;\">Trust is everything when it comes to our relationship with the news.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">According to the Columbia Journalism Review, trust in journalism is waning with increasing claims of fake news and untrustworthy sources. And as the American Press Institute points out, over 40% of the public thinks the news veers too far into commentary and 35% have a negative view of news organizations.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">It\u2019s a fact that we live in a world where immediacy is crucial to so many aspects of our lives. This need for immediate gratification explains the shocking statistic that even though 57% of Americans expect the news on social media to be inaccurate, Pew Research found 68% still report that they, at least occasionally, get their news from social media.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Readers are looking to the news as a source of education, information, and empowerment. To empower the consumer is to give them control. We all want that control, especially when it comes to our news consumption.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In the first research study of its kind, we took a look at how 30 leading publications are giving readers the power to control their experience with the news\u2014one that leaves the reader feeling informed and, ideally, looking to upgrade to a premium subscription.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this report, we walk you through the cross-channel strategies of leading publications in six categories: U.S. Newspapers, International News, Business, Technology, Online News, and Broadcast News.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">We analyze tactics that stand out to identify what worked and what growth opportunities can create a mutually beneficial customer-publisher experience.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Key takeaways:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><b>Mobile is the driver<\/b><span style=\"font-weight: 400;\">. A majority of messages received are mobile push notifications (50.8%) and many email newsletters are optimized for mobile viewing.<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><b>Lifecycle marketing is lacking<\/b><span style=\"font-weight: 400;\">. Welcome, promotional, and cart abandonment campaigns are vastly underutilized in the news media industry (9.6% of all emails), ignoring opportunities to promote brand offerings and drive revenue. <\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><b>It pays to go premium<\/b>. In a recent Reuters report, 52% of editors stated subscription and premium memberships are the revenue driver of the future, yet in our study, 35.3% of publications with premium subscriptions sent out a promotion or cart abandonment email.<\/li>\r\n<\/ul>","post_title":"News in the Age of Personalized Marketing","post_excerpt":"An Iterable User Engagement Report","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"user-engagement-report-news-media","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:48","post_modified_gmt":"2021-02-24 18:45:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/user-engagement-report-news-media\/","menu_order":19,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"600\" height=\"300\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/101719_News-Report_600x300_v3-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"News in the Age of Personalized Marketing: An Iterable User Engagement Report\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/101719_News-Report_600x300_v3-1.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/101719_News-Report_600x300_v3-1-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/user-engagement-report-news-media\/"},{"ID":11321,"post_author":"41","post_date":"2020-11-03 02:23:31","post_date_gmt":"2020-11-03 10:23:31","post_content":"<p>Catering to the changing tastes of consumers has always been a tall order for marketers, but the advancements of technology have opened new, modern ways to engage customers en masse. Your customers are cross-channel by nature and are expecting you to cater to their tastes.<\/p>\r\n<p>Inside our cross-channel recipe book, we\u2019ve deconstructed six popular lifecycle campaigns down to their core ingredients. We walk you through the key instructions needed to recreate and adapt your own versions to fit your brand\u2019s unique growth strategy.<\/p>\r\n<p>Download this guide for:<\/p>\r\n<ul>\r\n\t<li>Learning how to coax additional engagement out of your lifecycle strategy<\/li>\r\n\t<li>Refining key marketing campaign objectives to grow cross-channel engagement<\/li>\r\n\t<li>Best practices on taking your campaign messaging across new channels<\/li>\r\n\t<li>Pro tips for kicking your marketing campaigns up a notch<\/li>\r\n<\/ul>","post_title":"The Iterable Cross-Channel Campaign Cookbook","post_excerpt":"6 Recipes for Marketers Craving Customer Engagement","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cross-channel-campaign-cookbook","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:48","post_modified_gmt":"2021-02-24 18:45:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/cross-channel-campaign-cookbook\/","menu_order":20,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/100219_Cross-Channel-Cookbook-Launch_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The Iterable Cross-Channel Campaign Cookbook\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/100219_Cross-Channel-Cookbook-Launch_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/100219_Cross-Channel-Cookbook-Launch_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/100219_Cross-Channel-Cookbook-Launch_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/cross-channel-campaign-cookbook\/"},{"ID":11323,"post_author":"41","post_date":"2020-11-03 02:21:33","post_date_gmt":"2020-11-03 10:21:33","post_content":"<p><span style=\"font-weight: 400;\">The capabilities of modern email service providers (ESPs) have advanced far beyond their predecessors. This guide is intended to help marketers seeking new ESPs evaluate their options from a functionality and management perspective. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Inside, marketers will learn to ask the questions that reveal how an ESP\u2019s technology foundation affects their ability to bring immersive, data-driven campaigns to life.\u00a0<\/span><\/p>\r\n<p><strong>Download this guide to:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Help you confidently choose the ESP that\u2019s right for your organization<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Develop a first-hand understanding of your ESP\u2019s strengths and weaknesses<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn how to explore an ESP\u2019s specialized capabilities and technical foundations<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Understand how ESP usability, flexibility, and productivity directly affect short- and long-term marketing goals<\/span><\/li>\r\n<\/ul>","post_title":"How to Determine ESP Function From Fiction","post_excerpt":"Simple Questions, Complex Features","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-to-determine-esp-function-from-fiction","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:48","post_modified_gmt":"2021-02-24 18:45:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/how-to-determine-esp-function-from-fiction\/","menu_order":21,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/how-to-determine-esp-function-from-fiction\/"},{"ID":11324,"post_author":"41","post_date":"2020-11-03 02:20:34","post_date_gmt":"2020-11-03 10:20:34","post_content":"<p><span style=\"font-weight: 400;\">The platform migration. Traditionally, it\u2019s a time-consuming, resource-heavy process rife with obstacles. And if you\u2019re not adequately prepared, you can be left scrambling to find value in the process. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this guide, you will see exactly what it takes to prepare yourself and your team for what lies ahead when migrating growth marketing platforms. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">We show you how to get started tidying up your current system in order to achieve immediate success on your new platform. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Download this migration guide to learn:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How your messaging strategy impacts your project timeline <\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What it takes to clean up your data for a painless integration process<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Which obstacles to a smooth technical integration you need to address before getting started<\/span><\/li>\r\n<\/ul>","post_title":"The Growth Marketing Platform Migration Guide","post_excerpt":"See how to tidy up your system for a smooth migration","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-growth-marketing-platform-migration-guide","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:48","post_modified_gmt":"2021-02-24 18:45:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/the-growth-marketing-platform-migration-guide\/","menu_order":22,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/the-growth-marketing-platform-migration-guide\/"},{"ID":11325,"post_author":"41","post_date":"2020-11-03 02:19:35","post_date_gmt":"2020-11-03 10:19:35","post_content":"<p><span style=\"font-weight: 400;\">Entry-level email service providers (ESPs) may be low on cost and resources needed for management, but with that comes limitations to campaign personalization, scalability, and data management. At some point, this system slows\u2014or even prevents\u2014growth.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">The modern ESP empowers marketers to reach more customers at the personal level while incorporating data at all stages to improve the customer journey and drive revenue growth. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this introduction to modern ESPs, you will learn how to identify what your team needs from an ESP and how to choose a modern system with optimal business growth in mind.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Download this guide to:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">See how a modern ESP can enhance your customer journey to target customer preferences at the individual level<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Understand how to consolidate your martech stack for more efficient data management and utilization<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn what questions to ask to ensure you find the right modern ESP for your business<\/span><\/li>\r\n<\/ul>","post_title":"An Introduction to Modern ESPs","post_excerpt":"How to Prepare for Growth","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"an-introduction-to-modern-esps","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:48","post_modified_gmt":"2021-02-24 18:45:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/an-introduction-to-modern-esps\/","menu_order":23,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/an-introduction-to-modern-esps\/"},{"ID":11328,"post_author":"41","post_date":"2020-11-03 02:18:38","post_date_gmt":"2020-11-03 10:18:38","post_content":"<p>Inside this report, we\u2019ve examined the engagement strategies of 50 major U.S. retailers by taking a first-hand look at their cross-channel messaging. We\u2019ve evaluated the campaigns of the top and fastest-growing retailers to learn what keeps shoppers repeatedly ringing the register.<\/p>\r\n<p class=\"before-ul\"><strong>Download this report to gain valuable insights:<\/strong><\/p>\r\n<ul>\r\n\t<li>How industry leading retailers message consumers throughout the customer lifecycle<\/li>\r\n\t<li>Innovative ways brands are powering purchases through digital experiences<\/li>\r\n\t<li>An inside look at the campaigns and strategies behind Black Friday &amp; Cyber Monday<\/li>\r\n<\/ul>","post_title":"2019 All Things Retail Report","post_excerpt":"Cross-channel engagement strategies from 50 top retail companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ue-retail-report","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:49","post_modified_gmt":"2021-02-24 18:45:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/ue-retail-report\/","menu_order":24,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"600\" height=\"400\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-RESOURCES-NEWSLTR.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-RESOURCES-NEWSLTR.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-RESOURCES-NEWSLTR-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-RESOURCES-NEWSLTR-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-RESOURCES-NEWSLTR-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-RESOURCES-NEWSLTR-162x108.png 162w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/ue-retail-report\/"},{"ID":11327,"post_author":"41","post_date":"2020-11-03 02:17:36","post_date_gmt":"2020-11-03 10:17:36","post_content":"<p>Inside this report, we've examined the engagement strategies of 50 major U.S. retailers by taking a first-hand look at nearly 700 marketing communications across email, mobile and web.<\/p>\r\n<p><strong>Download this report to gain valuable insights:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How industry leading retailers message consumers throughout the customer lifecycle<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Innovative ways brands are powering purchases through digital experiences<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">An inside look at the campaigns and strategies behind Black Friday &amp; Cyber Monday<\/span><\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone size-full wp-image-6038\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/retail-report-4-pages.jpg\" alt=\"\" width=\"500\" height=\"750\" \/><\/p>","post_title":"2019 All Things Retail Report - Industry Dive","post_excerpt":"Cross-channel engagement strategies from 50 top retail companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ue-retail-report-ind-dive","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:49","post_modified_gmt":"2021-02-24 18:45:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/ue-retail-report-ind-dive\/","menu_order":25,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"394\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-LANDINGPG-HDR-768x394.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-LANDINGPG-HDR-768x394.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-LANDINGPG-HDR-300x154.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-LANDINGPG-HDR-1024x525.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-LANDINGPG-HDR-105x54.png 105w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-LANDINGPG-HDR-211x108.png 211w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-LANDINGPG-HDR.png 1440w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/ue-retail-report-ind-dive\/"},{"ID":11329,"post_author":"41","post_date":"2020-11-03 02:15:39","post_date_gmt":"2020-11-03 10:15:39","post_content":"<p>Travel brands earn their reputation through first-class marketing that grows engagement and solidifies retention. Inside this report, we\u2019ve analyzed the cross-channel engagement strategies of 30 top travel companies. We explore the campaigns, trends, and tactics these companies are using when it comes to reserving consumer mindshare.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Learn how top travel brands regularly engage millions of consumers<\/li>\r\n\t<li>Explore the real-life messages and strategies used by industry giants<\/li>\r\n\t<li>Apply tips for propelling customers through the customer lifecycle<\/li>\r\n<\/ul>","post_title":"Travel Engagement Report","post_excerpt":"Cross-channel engagement strategies from 30 top travel companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"travel-report","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:49","post_modified_gmt":"2021-02-24 18:45:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/travel-report\/","menu_order":26,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Travel marketing engagement strategies\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/travel-report\/"},{"ID":11330,"post_author":"41","post_date":"2020-11-03 02:14:40","post_date_gmt":"2020-11-03 10:14:40","post_content":"<p>Travel brands earn their reputation through first-class marketing that grows engagement and solidifies retention. Inside this report, we\u2019ve analyzed the cross-channel engagement strategies of 30 top travel companies. We explore the campaigns, trends, and tactics these companies are using when it comes to reserving consumer mindshare.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Learn how top travel brands regularly engage millions of consumers<\/li>\r\n\t<li>Explore the real-life messages and strategies used by industry giants<\/li>\r\n\t<li>Apply tips for propelling customers through the customer lifecycle<\/li>\r\n<\/ul>","post_title":"Travel Engagement Report","post_excerpt":"Cross-channel engagement strategies from 30 top travel companies\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"travelreport","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:49","post_modified_gmt":"2021-02-24 18:45:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/travelreport\/","menu_order":27,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Travel marketing engagement strategies\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/ITE_Travel_Report_BlogHeader_1500x1000.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/travelreport\/"},{"ID":11331,"post_author":"41","post_date":"2020-11-03 02:13:41","post_date_gmt":"2020-11-03 10:13:41","post_content":"<p>Travel brands earn their reputation through first-class marketing that grows engagement and solidifies retention. Inside this report, we\u2019ve analyzed the cross-channel engagement strategies of 30 top travel companies. We explore the campaigns, trends, and tactics these companies are using when it comes to reserving consumer mindshare.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Learn how top travel brands regularly engage millions of consumers<\/li>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Explore the real-life messages and strategies used by industry giants<\/li>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Apply tips for propelling customers through the customer lifecycle<\/li>\r\n<\/ul>","post_title":"Engagement Report: Top Travel Companies","post_excerpt":"Cross-channel engagement strategies from 30 top travel companies","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"travel-report-2","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:49","post_modified_gmt":"2021-02-24 18:45:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/travel-report-2\/","menu_order":28,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/Travel-Infographic-HDR-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/Travel-Infographic-HDR.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/Travel-Infographic-HDR-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/Travel-Infographic-HDR-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/Travel-Infographic-HDR-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/Travel-Infographic-HDR-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/Travel-Infographic-HDR-162x108.png 162w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/travel-report-2\/"},{"ID":11332,"post_author":"41","post_date":"2020-11-03 02:11:43","post_date_gmt":"2020-11-03 10:11:43","post_content":"<p>With the rise of consumer demands for highly personalized products and services comes the necessity of creating a unified brand experience. Research shows that a cross-channel marketing strategy delivers 3X more effective campaigns and 23X higher rates of customer satisfaction.<\/p>\r\n<p>In Iterable\u2019s Cross-Channel Engagement Benchmark Report, we demonstrate that brands continue to prioritize email above mobile, web and direct mail messaging.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Key metrics on campaign strategies across the customer lifecycle<\/li>\r\n\t<li>Best practices to activate consumer attention and drive brand loyalty<\/li>\r\n\t<li>Expert commentary from our partners and customers<\/li>\r\n<\/ul>","post_title":"Cross Channel Benchmark Report","post_excerpt":"See if your cross-channel strategy stacks up to other global brands","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cross-channel-benchmark-report","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:50","post_modified_gmt":"2021-02-24 18:45:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/cross-channel-benchmark-report\/","menu_order":29,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/cross-channel-benchmark-report\/"},{"ID":11333,"post_author":"41","post_date":"2020-11-03 02:10:44","post_date_gmt":"2020-11-03 10:10:44","post_content":"<p>If you\u2019re a brand looking looking for better engagement, all roads lead toward mobile. Consumers wielding smartphones are connected 24\/7 to the digital world and regularly interact with email and apps daily. The ways you communicate with them matter more than ever so we\u2019ve created a guide to help you master your mobile messaging.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Four steps to designing and implementing an effective mobile messaging strategy<\/li>\r\n\t<li>Best practices to jump-start mobile engagement with email<\/li>\r\n\t<li>Tips for creating personalized cross-channel messaging<\/li>\r\n<\/ul>","post_title":"Cross-Channel Engagement for Mobile Marketing","post_excerpt":"Personalized 1:1 Messages Across: In-App, Push Notifications & SMS","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cross-channel-engagement-for-mobile-marketing","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:50","post_modified_gmt":"2021-02-24 18:45:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/cross-channel-engagement-for-mobile-marketing\/","menu_order":30,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/011519_How-to-Optimize-the-Post-Click-Experience-With-Personalized-Cross-Channel-Messaging_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Post-click experience illustration\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/011519_How-to-Optimize-the-Post-Click-Experience-With-Personalized-Cross-Channel-Messaging_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/011519_How-to-Optimize-the-Post-Click-Experience-With-Personalized-Cross-Channel-Messaging_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/011519_How-to-Optimize-the-Post-Click-Experience-With-Personalized-Cross-Channel-Messaging_768x512-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/011519_How-to-Optimize-the-Post-Click-Experience-With-Personalized-Cross-Channel-Messaging_768x512-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/011519_How-to-Optimize-the-Post-Click-Experience-With-Personalized-Cross-Channel-Messaging_768x512-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/011519_How-to-Optimize-the-Post-Click-Experience-With-Personalized-Cross-Channel-Messaging_768x512-162x108.png 162w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/cross-channel-engagement-for-mobile-marketing\/"},{"ID":11335,"post_author":"41","post_date":"2020-11-03 02:09:46","post_date_gmt":"2020-11-03 10:09:46","post_content":"<div>\r\n<p>Whether you\u2019re launching a new product or generating buzz for your next big event, you must promote and you must do it well. Seamless omni-channel promotion ensures that your customers are getting promotional messaging that drives conversions, and we\u2019ve identified 7 tips to supercharge your next campaign.<\/p>\r\n<p><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Immediately increase the value and impact of your promotional messaging<\/li>\r\n\t<li>Tips for maximizing engagement and conversion rates across your channels<\/li>\r\n\t<li>Examples of how some of today\u2019s top brands are using multi-channel promotion<\/li>\r\n<\/ul>\r\n<\/div>","post_title":"Boost the Success of Promotional Campaigns","post_excerpt":"7 Tips for Mastering Omni-Channel Relevance","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"7-tips-to-boost-the-success-of-promotional-campaigns","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:50","post_modified_gmt":"2021-02-24 18:45:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/7-tips-to-boost-the-success-of-promotional-campaigns\/","menu_order":31,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/7-tips-to-boost-the-success-of-promotional-campaigns\/"},{"ID":11336,"post_author":"41","post_date":"2020-11-03 02:07:48","post_date_gmt":"2020-11-03 10:07:48","post_content":"<p>By partnering with Iterable, Curology eliminated its data silos and increased its treatment plan compliance by 14% by incentivizing its customers with highly relevant messages. Explore the case study to learn how the Curology team improved\u00a0customer engagement by 26%, increasing revenue by 10%.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Find out how Curology used the Iterable platform to send highly relevant messages to their customers<\/li>\r\n\t<li>See how Curology can now identify which members aren\u2019t engaging via SMS, and reach these individuals with targeted emails<\/li>\r\n\t<li>Their methodology for tracking email and site metrics to ensure relevance across all marketing channels<\/li>\r\n<\/ul>","post_title":"Iterable + Curology","post_excerpt":"See how Curology achieved 5X growth with Iterable","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-curology-case-study","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:50","post_modified_gmt":"2021-02-24 18:45:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/iterable-curology-case-study\/","menu_order":32,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/iterable-curology-case-study\/"},{"ID":11337,"post_author":"41","post_date":"2020-11-03 02:06:49","post_date_gmt":"2020-11-03 10:06:49","post_content":"<p>SeatGeek partners with Iterable to reach more customers through more channels and increases revenue 3X. Explore the case study to learn how the SeatGeek team was able to drive success across their marketing channels.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How SeatGeek drove 3X revenue from email and push<\/li>\r\n\t<li>The methodology behind SeatGeek achieving 50% increase of users reached by adding push<\/li>\r\n\t<li>See why Iterable became integral to SeatGeek's Omni-Channel marketing strategy<\/li>\r\n<\/ul>","post_title":"Iterable + SeatGeek","post_excerpt":"See how SeatGeek drove revenue with improved campaign performance","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"iterable-seatgeek-case-study","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:51","post_modified_gmt":"2021-02-24 18:45:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/iterable-seatgeek-case-study\/","menu_order":33,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"600\" height=\"400\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/SeatGeek_CaseStudy_BlogImage_L1R1_resource.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/SeatGeek_CaseStudy_BlogImage_L1R1_resource.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/SeatGeek_CaseStudy_BlogImage_L1R1_resource-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/SeatGeek_CaseStudy_BlogImage_L1R1_resource-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/SeatGeek_CaseStudy_BlogImage_L1R1_resource-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/SeatGeek_CaseStudy_BlogImage_L1R1_resource-162x108.png 162w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/iterable-seatgeek-case-study\/"},{"ID":11340,"post_author":"41","post_date":"2020-11-03 02:02:54","post_date_gmt":"2020-11-03 10:02:54","post_content":"<p>A powerful growth marketing strategy involves selecting platforms to collect rich behavioral data and create better messaging for your multi-channel campaigns.<\/p>\r\n<p>In this guide, Iterable has partnered with Segment to assist your decision-making when developing your growth marketing stack.<\/p>\r\n<p><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to optimize your marketing campaigns across all channels<\/li>\r\n\t<li>How to leverage customer data to understand down-funnel behavior<\/li>\r\n\t<li>How Iterable and Segment\u2019s joint solution can meet your needs<\/li>\r\n<\/ul>","post_title":"Growth Marketing Guide to Multi-Channel Campaign","post_excerpt":"Optimize your marketing messaging with smarter metrics","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"optimize-marketing-messaging","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:51","post_modified_gmt":"2021-02-24 18:45:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/optimize-marketing-messaging\/","menu_order":35,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"233\" height=\"300\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Optimize-your-marketing-messaging-with-smarter-metrics-Iterable.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Optimize-your-marketing-messaging-with-smarter-metrics-Iterable.png 233w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Optimize-your-marketing-messaging-with-smarter-metrics-Iterable-42x54.png 42w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Optimize-your-marketing-messaging-with-smarter-metrics-Iterable-84x108.png 84w\" sizes=\"(max-width: 233px) 100vw, 233px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/optimize-marketing-messaging\/"},{"ID":11341,"post_author":"41","post_date":"2020-11-03 02:00:55","post_date_gmt":"2020-11-03 10:00:55","post_content":"<p>E-commerce marketers are continuously searching for new paths to revenue. In our new guide\u00a0\u2013<em>The Top 8 Tips for Driving Revenue with Omni-Channel Marketing\u00a0<\/em>\u2013\u00a0you\u2019ll discover fundamental tactics that leading companies are employing to boost sales and cultivate customer relationships by sending personalized messaging across multiple channels.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Tips for creating personalized content throughout the entire buyer journey<\/li>\r\n\t<li>Steps to provide your audiences with consistent, seamless omni-channel experiences<\/li>\r\n\t<li>Best practices for delivering welcome, re-engagement, and promotional campaigns across multiple channels<\/li>\r\n<\/ul>","post_title":"Driving Revenue with Personalization","post_excerpt":"8 tips for paving the revenue path with Omni-Channel Marketing\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"8-tips-driving-omni-channel-marketing","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:51","post_modified_gmt":"2021-02-24 18:45:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/8-tips-driving-omni-channel-marketing\/","menu_order":36,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"456\" height=\"260\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/PromotionalTips_ResourceImage_L1R1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/PromotionalTips_ResourceImage_L1R1.png 456w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/PromotionalTips_ResourceImage_L1R1-300x171.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/PromotionalTips_ResourceImage_L1R1-95x54.png 95w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/PromotionalTips_ResourceImage_L1R1-189x108.png 189w\" sizes=\"(max-width: 456px) 100vw, 456px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/8-tips-driving-omni-channel-marketing\/"},{"ID":11342,"post_author":"41","post_date":"2020-11-03 01:59:57","post_date_gmt":"2020-11-03 09:59:57","post_content":"<p>It\u2019s estimated that <a href=\"https:\/\/www.forbes.com\/sites\/joshbersin\/2017\/05\/26\/google-for-jobs-potential-to-disrupt-the-200-billion-recruiting-industry\/#4b31d5554d1f\">41 million<\/a> job seekers in the U.S. turn to sites like LinkedIn, CareerBuilder, and Hired to help them land their next dream job. The question becomes, how does your company differentiate itself?<\/p>\r\n<p>There\u2019s a massive advantage to be gained by simply improving your own brand of candidate experience. We\u2019ve created a guide that will help you assess your effectiveness when it comes to engaging your candidates and catering to their needs.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 3 principles to help build your omni-channel recruitment outreach<\/li>\r\n\t<li>Why your current candidate experience is leaving job hunters wanting more<\/li>\r\n\t<li>How to power recruiting experiences that create long-term loyalty<\/li>\r\n<\/ul>","post_title":"Growth Marketer's Guide to the Recruiting Industry","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"growth-marketing-guide-recruitment","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:52","post_modified_gmt":"2021-02-24 18:45:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/growth-marketing-guide-recruitment\/","menu_order":37,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"November 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/Whitepaper_May2018_Recruiting-Guide-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/Whitepaper_May2018_Recruiting-Guide-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/Whitepaper_May2018_Recruiting-Guide-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/Whitepaper_May2018_Recruiting-Guide-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/Whitepaper_May2018_Recruiting-Guide-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/Whitepaper_May2018_Recruiting-Guide-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/Whitepaper_May2018_Recruiting-Guide-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/Whitepaper_May2018_Recruiting-Guide-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/Whitepaper_May2018_Recruiting-Guide.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/growth-marketing-guide-recruitment\/"},{"ID":11237,"post_author":"70","post_date":"2020-10-29 10:57:09","post_date_gmt":"2020-10-29 17:57:09","post_content":"<p>The global coronavirus pandemic has significantly changed the way the retail industry solves complex business and communication problems, with an increasing dependence on digital technology.<\/p>\r\n<p>But while the pandemic has certainly accelerated the need to put the \"e\" before commerce, it isn't a new development. In fact, brick-and-mortar retailers have been fighting a fierce battle against e-commerce behemoths (cough cough, Amazon) for years.<\/p>\r\n<p>And although many brands have become accustomed to digital acceleration, it doesn't necessarily mean they're adequately prepared for it. And that's what we're here to discuss\u2014how to connect with customers, even with limited budget and resources.<\/p>\r\n<p>In the first installment of our newest series, \u201cAsk an Iterator,\u201d we\u2019re asking <a href=\"https:\/\/www.linkedin.com\/in\/zachary-gholikely-52709643\/\" target=\"_blank\" rel=\"noopener noreferrer\">Zack Gholikely<\/a>, our Head of Agency Partnerships, how companies big and small can stay competitive in the chaos.<\/p>\r\n<h3>Ask an Iterator: Zack Gholikely<\/h3>\r\n<h4><img class=\"alignnone size-full wp-image-11259\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Zack-Gholikely.jpeg\" alt=\"Zack Gholikely headshot\" width=\"299\" height=\"299\" \/><\/h4>\r\n<h4>Why are you the right person to talk about connecting with customers?<\/h4>\r\n<p>I entered the marketing technology space in 2012 during the \u201c<a href=\"https:\/\/www.journals.uchicago.edu\/doi\/pdfplus\/10.1086\/674019\" target=\"_blank\" rel=\"noopener noreferrer\">big data revolution<\/a>.\u201d At that time, media and martech were full of reports and projections on how big data was going to transform, business, government, marketing, and the economy. It was exciting, but it was generating heavy economic uncertainty.<\/p>\r\n<p>Of course, 2012 was nowhere close to the chaos of 2020 (pandemic, social unrest, elections). But it was the onset of big data, and the development of economy-undermining predictive models. It was a digital transformation married to economic and political uncertainty, reminiscent of what is happening today.<\/p>\r\n<p>Today, COVID-19 is expediting the proliferation of the technology landscape. More customers and businesses are online and digitally-enabled now than ever before. It's 2012 times 100. And it's gotten me thinking creatively about how companies can connect with customers, starting with embracing the digital landscape.<\/p>\r\n<h4>How should businesses connect with customers, without a high initial investment of time and money?<\/h4>\r\n<p>I would say start with a mindset shift and focus on establishing trust and following your businesses' heart. It's what we tell our small and medium-sized business (SMB) customers to start with. And SMBs need to play a different game than larger brands who can, in a pinch, fall back on scale and delivery speed.<\/p>\r\n<p>Put simply, brands that are behind the curve in the digital transformation journey should lean on their winning traits as they reimagine their business and marketing model. For many, this is establishing trust, developing connections, and diversifying their customer experience.<\/p>\r\n<p>Of course, building trust is not a one-and-done or simple task. But that doesn't mean it's expensive. There are economical ways of doing it. Small things\u2014like collecting reviews, sending out surveys, website management, and message customization\u2014are all things you should be doing right now to build trust with customers.<\/p>\r\n<p>You need to show your customer that you are taking their feedback and acting upon it. And you need to be <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalizing their experience.<\/a> A modern technology stack can help make this trust-building exercise relatively easy and inexpensive.<\/p>\r\n<h4>Can you give us an example?<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/solutions\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Take email, as an example<\/a>. It's a tried-and-true mechanism for messaging if you know how to wield it (and, again it's inexpensive). I'd recommend you focus on capturing customer data through kinetic email design.<\/p>\r\n<p>With a kinetic email design, you remove the chicken and egg scenario of the customer interaction. By that I mean, we need more data on our customers to get them back to the site and to personalize their messaging, but how can we collect this data? What do we do?<\/p>\r\n<p>The kinetic design in an email allows you to essentially put a website inside of your user\u2019s inbox. You will be able to get a ton of data back without getting them to come to your site. And, because a kinetic email looks incredible, they will probably come back to your site anyway!<\/p>\r\n\r\n[caption id=\"attachment_11272\" align=\"alignnone\" width=\"667\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/introducing-google-pixel-buds\"><img class=\"wp-image-11272\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/introducing-google-pixel-buds.png\" alt=\"Google Pixel Buds Email\" width=\"667\" height=\"3617\" \/><\/a> <em>Google delivers a kinetic \"Pixel Buds\" email that really wows: The product image changes colors per your selection, and the \"Add to Cart\" button reveals a working quantity selection that calculates your total cost in real time. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/introducing-google-pixel-buds\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Once you have optimized the <a href=\"https:\/\/iterable.com\/blog\/ready-restart-email-marketing-operations\/\" target=\"_blank\" rel=\"noopener noreferrer\">email channel<\/a> and collected subscriber data, you can identify what your customers value.\u00a0 This will inform your digital transformation, e-commerce site design, and cross-channel strategy.<\/p>\r\n<h4>What should SMBs focus on?<\/h4>\r\n<p>For SMBs, it's important to recognize an implicit strength\u2014the \"small\" part of SMB: Locality. <a href=\"https:\/\/www.news-journalonline.com\/story\/business\/2020\/10\/25\/covid-volusia-flagler-shop-local\/5990419002\/\" target=\"_blank\" rel=\"noopener noreferrer\">It's where customers will shop this season<\/a>.<\/p>\r\n<p>Given a choice between a local store and a major chain, consumers know what they are going to experience at each location: At a chain, they will have the convenience of knowing they will find their product at an affordable cost, but what is lacking in these big-box engagements is <em>personality<\/em>.<\/p>\r\n<p>And it's that personal connection, where memory is attributed to a brand, that relates to today\u2019s consumer! Leverage your locality to connect with customers.<\/p>\r\n<h4>What about mid-market to enterprise brands? What can they do to connect with customers?<\/h4>\r\n<p>If you are an enterprise brand, and you haven\u2019t started the process of digital transformation, do that right now. Get out of your vendor-locked cloud contracts and start to get some best-in-class solutions. It's quick and painless with the right team and product helping you make the transition.<\/p>\r\n<p>Like I said before, you might have the scale and delivery speed on lock from a logistical perspective. But unless you have a modern tech stack, the most sophisticated brand strategies\u2014to personalize and connect with customers\u2014can not be achieved.\u00a0<\/p>\r\n<p>Take, for instance, digital communication. Every customer expects real-time communication throughout their entire journey with a brand. Delivering instant communication is a prerequisite to connecting with customers. But legacy marketing automation provides simply can't deliver on this expectation, due to FTP and building segments through SQL. And without the ability to reach customers in real-time, meaningful connections will not be made.<\/p>\r\n<p>Brands of any size, but especially mid-market and enterprise brands, can't forget that humans with real feelings and emotions are on the receiving end of every marketing message. That is especially relevant and important now when <a href=\"https:\/\/iterable.com\/blog\/celebration-scarcity-joy-socially-distanced-world\/\" target=\"_blank\" rel=\"noopener noreferrer\">consumer confidence (and holiday spirits) are low.<\/a><br \/>\r\n<br \/>\r\nSometimes you need to ask how the customer is doing and provide emotional support or an opportunity for a friendship. The brands that don\u2019t strive for sale will be the ones that succeed. Big or small.<\/p>\r\n\r\n[caption id=\"attachment_11246\" align=\"alignnone\" width=\"436\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/-surprise-a-special-zk-reward-for-you\"><img class=\"wp-image-11246 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Zoes-kitchwn-436x1024.png\" alt=\"Connecting with customers: A sweet surprise from Zoe's Kitchen\" width=\"436\" height=\"1024\" \/><\/a> <em>A sweet surprise for customers is a great way to show your appreciation. BRB while we sign up for their loyalty program. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/-surprise-a-special-zk-reward-for-you\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<h4>What is your advice for all companies, regardless of size, to connect with customers?<\/h4>\r\n<p>There are no generic formulas or \u201cbest practices\" I can share. Each brand has a unique digital journey. In fact, I am of the firm belief that following an overriding \"best practice\" will just turn you into your competitor. Which you NEVER want.<\/p>\r\n<p>My lasting advice is to stay true to your brand's voice and your brand\u2019s heart. We will never go back to a world where your company\u2019s values don\u2019t matter. Your company's value is worth more than your product. Don't dilute it, and make your business's soul a part of your e-commerce marketing strategy.<\/p>\r\n<h4>So what next?<\/h4>\r\n<p>No matter the size of your business, or where you are on your digital journey, you can connect with customers\u2014quickly and without a high initial investment, if you know what you need. It may be helpful to level-set how <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">mature your marketing is<\/a> currently before you make a plan.<\/p>\r\n<p>We know that this world is scary right now, but we want your brand to not only survive\u2014but <em>thrive. <\/em>And connecting with customers where they are, with exactly what they want to see, is the way to do it.<\/p>\r\n<p>Of course, mindset is everything. As you take the next step in your personalization and e-commerce enablement journey, repeat the following affirmations:<\/p>\r\n<blockquote><em>I am doing fantastic work.<\/em><\/blockquote>\r\n<blockquote><em>I will not stray too far from who I am, or my mission. Staying true to my mission is my value proposition. Consistency will be my legacy.<\/em><\/blockquote>\r\n<blockquote><em>First-party and zero-party data are king; build connections by establishing trust.<\/em><\/blockquote>\r\n<blockquote><em>I will prioritize my customers by listening to them and acting on what I hear.<\/em><\/blockquote>\r\n<h3>Connecting With Customers: Just Be Human<\/h3>\r\n<p>Humanity. We\u2019re really big on this concept at Iterable. We\u2019re in the people business, and our mission is to connect people with products that bring them joy. Which is why we\u2019re bringing our people (who also bring us a ton of joy!) straight to you in our \"Ask an Iterator\" series.<\/p>\r\n<p>If you have a question you'd like our Iterators to answer, <a href=\"http:\/\/twitter.com\/Iterable\">DM Iterable on Twitter<\/a>. You may find yourself in our next feature! To stay up-to-date on new \"Ask an Iterator\" posts, <a href=\"https:\/\/iterable.com\/newsletter-registration\/\" target=\"_blank\" rel=\"noopener noreferrer\">sign up for our biweekly blog newsletter<\/a>.<\/p>\r\n<p>And if your brand is on the path to getting your martech in order, we can help. We will work with your team to recapture relevance and personalize your marketing\u2014the right and responsible way. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Reach out today<\/a> to learn more.<\/p>","post_title":"Ask an Iterator: Zack Gholikely on Connecting With Customers","post_excerpt":"How can businesses connect with customers without a high initial investment of time and money? We ask our Head of Agency Partnerships, Zack Gholikely.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"zack-gholikely-connecting-with-customers","to_ping":"","pinged":"","post_modified":"2020-10-29 11:43:08","post_modified_gmt":"2020-10-29 18:43:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11237","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 29, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102920_Zack-QA_768x512_v2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Zack Gholikely, Head of Agency Partnerships at Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102920_Zack-QA_768x512_v2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102920_Zack-QA_768x512_v2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102920_Zack-QA_768x512_v2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/zack-gholikely-connecting-with-customers\/"},{"ID":11220,"post_author":"35","post_date":"2020-10-28 09:05:11","post_date_gmt":"2020-10-28 16:05:11","post_content":"<p>In retail and e-commerce, promotions can often feel like you\u2019re being rushed. \u201cNo time to waste!\u201d they yell. \u201cDon\u2019t miss out on these hot deals,\u201d they plead. Depending on your buying habits, it can turn into a cacophony of percentages and proclamations.<\/p>\r\n<p>It\u2019s a bad rap. And one that\u2014since we\u2019re all friends here\u2014has a kernel of truth to it. Go ahead and look at the inbox you deemed worthy of receiving promotions. We\u2019ll wait.<\/p>\r\n<p>Much to our relief though, that kernel of truth is shrinking to a degree. Brands are increasingly focusing on providing value at the personal level, which means relevancy is paramount.<\/p>\r\n<p>It\u2019s less about strict selling and more about lifestyle improvement. The modern marketer faces an interesting creative challenge of finding ways to marry the \u201ctraditional\u201d promotions with various other business offerings and make sure the messages resonate with each individual.<\/p>\r\n<p>We\u2019ve found three trends happening today that demonstrate how brands are taking the consumer\u2019s time, preferences, and inbox into account. But first, what goes into building a solid promotional campaign?<\/p>\r\n<p>In this short video, you\u2019ll find the \"who, what, where, when, why, and how\u2019s\" you have to consider each time you venture into sending a new promotional campaign.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/6ktdwhw4SWI[\/embed]<\/p>\r\n<p>Glad you\u2019re back! Now that you understand where to start with your promotions, let\u2019s dive right into the trends.<\/p>\r\n<h3>Don\u2019t Miss Out! 3 Must-Have Promotional Campaign Trends<\/h3>\r\n<h4>1. Consistency Is Key<\/h4>\r\n<p>Yes, it\u2019s important to maintain a consistent frequency in your promotions, but this is not what we\u2019re referring to here. The modern customer experience is about simplicity and personalization.<\/p>\r\n<p>Marketers are coming up against numerous devices, countless distractions, and, after all that, competitors vying for the same attention. You can break through the noise by building connections that make the process easier for consumers.<\/p>\r\n<p>A quick connection we\u2019ve seen is to bring the buying process into the promotional campaign.<\/p>\r\n<p>We\u2019ve seen brands adopt this strategy in the last few years by designing their promotional emails to mimic the browsing and buying experience that comes from a desktop or mobile web browsing session.<\/p>\r\n<p>Cosmetics leader <a href=\"https:\/\/www.sephora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sephora<\/a> combined personalization with product browsing in this message to us. In doing so, we\u2014as the consumer\u2014see items we had browsed laid out exactly as they would be as if we were in the midst of shopping. The layout drives a connection between reading the email and the experience of shopping.<\/p>\r\n\r\n[caption id=\"attachment_11221\" align=\"alignnone\" width=\"779\"]<a href=\"https:\/\/www.sephora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11221 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-25-at-6.12.48-PM-779x1024.png\" alt=\"Promotional Campaign Trends: Sephora email\" width=\"779\" height=\"1024\" \/><\/a> <em>Yes, we had previously browsed for Bum Bum Cream. Why do you ask? Source: <a href=\"https:\/\/www.sephora.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sephora<\/a><\/em>[\/caption]\r\n\r\n<p>Marketing is about feeling. If you are able to replicate that feeling of online shopping by just sending an email, that\u2019s a great start in prompting a new shopping session. Better yet, modern tools like <a href=\"https:\/\/iterable.com\/webinars\/amp-use-cases-and-considerations-for-every-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">AMP for Email<\/a> can help you actually bring the purchasing experience into the email as well.<\/p>\r\n<h4>2. Lots to Cover, So Little Time<\/h4>\r\n<p>Retailers and e-commerce companies often have many products across a wide range of categories.<\/p>\r\n<p>Home decor provider <a href=\"https:\/\/www.allmodern.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">AllModern<\/a>, for example, sells furniture, rugs, and lighting as its top categories. <em>Then<\/em> within each of these categories, there are different product lines. Take a look at this email to see just how many lighting product lines they offer.<\/p>\r\n\r\n[caption id=\"attachment_11222\" align=\"alignnone\" width=\"693\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/lighting-sale\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11222 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-25-at-6.19.38-PM-693x1024.png\" alt=\"Promotional Campaign Categories: AllModern email\" width=\"693\" height=\"1024\" \/><\/a> <em>The best way to have the most well-lit room possible. Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/lighting-sale\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>More and more brands are sending emails that look similar to this as it\u2019s a brilliant opportunity to hone in on user preferences. This email engagement can fill out user profiles with valuable information to help tailor future promotions to an individual\u2019s preferences.<\/p>\r\n<p>While this trend is not as outwardly flashy, it is the type of trend that marketers need in their toolkit to shorten the time to hyper-personalization and accurate <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmentation<\/a>.<\/p>\r\n<h4>3. More Than Products<\/h4>\r\n<p>There\u2019s so much more than just good products that make a brand these days\u2014though good products sure do help. Beauty brands have budding YouTube channels with tips and tricks, and brands like Nike and Adidas have gone beyond athletic wear to also provide workout apps where consumers can put their clothes into action.<\/p>\r\n<p>Efforts like these go beyond the product and turn the brand into a lifestyle expert and ecosystem. Great promotional campaigns bring these aspects of a brand\u2019s offerings to the forefront.<\/p>\r\n<p>We have seen increasingly more promotions that incorporate content assets to help drive home the idea that these brands are experts in their fields. Take this email from mattress provider <a href=\"https:\/\/casper.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Casper<\/a>. They promoted a list of 70+ sleep statistics and trends.<\/p>\r\n\r\n[caption id=\"attachment_11223\" align=\"alignnone\" width=\"480\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/how-much-do-you-know-about-sleep\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11223 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-25-at-6.37.19-PM-480x1024.png\" alt=\"Promotional Campaign Content: Casper email\" width=\"480\" height=\"1024\" \/><\/a> <em>Casper is helping turn you into a sleep expert too! Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/how-much-do-you-know-about-sleep\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>It\u2019s a trend towards highlighting value outside the product itself. It shows the brand has done its homework and become a subject matter expert\u2014a go-to source when you have questions.<\/p>\r\n<p>Promotions such as these bring up a point often missed: Your promotions don\u2019t always have to be about immediate conversions and transactions. A deeper relationship with users comes from adding value in a way that shows the mission that drives your business\u2014like Casper\u2019s goal to give you a better sleep. Such a relationship then fosters longer-term loyalty and sustained conversions down the road.<\/p>\r\n<h3>Quick Wins to Level Up Your Promotions<\/h3>\r\n<p>As we\u2019ve said, there are many ways you can engage your audience with marketing communications, but regardless of how your business uses promotional campaigns, here are three quick wins you can start using today to level up your strategy.<\/p>\r\n<ol>\r\n\t<li><strong>Be Open With Your Intent:<\/strong> No matter the \u201cwhy\u201d or \u201cwhat\u201d of your promotion, you have to be open with users about what it is you\u2019re promoting. Whether it\u2019s a new product or seasonal sale, it\u2019s important to help users identify the purpose of your promotion with ease. Show users you value their time by keeping the message short, simple, and sweet.<\/li>\r\n\t<li><strong>Automate With Real-Time Dynamic Data:<\/strong> You likely won\u2019t send each consumer their favorite items on the first try...or even the second or third. But you can make the process of drilling into an individual\u2019s preferences by incorporating behavior as it happens through dynamic segmentation and content that updates in real time.<\/li>\r\n\t<li><strong>Invest in Design:<\/strong> This one seems a little obvious. However, design can sometimes be overlooked for how important it truly is. Looks aren\u2019t everything, but they do matter, so when planning out your promotional campaigns, identify a design element that will create a through-line for users while maintaining an air of professionalism and visual appeal. Brand recognition is integral to increasing customer lifetime value and loyalty.<\/li>\r\n<\/ol>\r\n<h3>The Road Slightly Less Traveled<\/h3>\r\n<p>Promotional campaigns are a tried-and-true marketing strategy. Everyone promotes their brand in <em>some<\/em> way, but as these trends show, you don\u2019t have to send your promotions in the <em>same<\/em> way.<\/p>\r\n<p>Your brand has value and your relationship with your customers is wholly your own. Try incorporating these trends into your promotional strategies and see how your users react. Consumers love a good discount, but they just might also enjoy seeing something a bit different from the daily deals.\u00a0<\/p>\r\n<p><em>Learn all about promotional campaigns\u2014and a lot more\u2014in our guide to giving your marketing a red carpet-worthy makeover. Download the guide today!<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10999 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"\" width=\"1024\" height=\"397\" \/><\/a><\/p>","post_title":"Hurry! These 3 Promotional Campaign Trends Are Hot!","post_excerpt":"We\u2019ve found 3 popular promotional campaign trends that demonstrate how brands are taking the consumer\u2019s time, preferences, and inbox into account.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-hot-promotional-campaign-trends","to_ping":"","pinged":"","post_modified":"2020-10-28 09:05:11","post_modified_gmt":"2020-10-28 16:05:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11220","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 28, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102820_3-Promotional-Campaign-Trends_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102820_3-Promotional-Campaign-Trends_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102820_3-Promotional-Campaign-Trends_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102820_3-Promotional-Campaign-Trends_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-hot-promotional-campaign-trends\/"},{"ID":11199,"post_author":"35","post_date":"2020-10-22 10:23:07","post_date_gmt":"2020-10-22 17:23:07","post_content":"<p>To paraphrase <a href=\"https:\/\/www.irishtimes.com\/culture\/books\/ten-great-opening-lines-in-literature-1.1732305\" target=\"_blank\" rel=\"noopener noreferrer\">Tolstoy<\/a>, \"Not all consumers are marketers, but all marketers are consumers.\" Every once in a while, in creating marketing content, campaigns, and strategies, we can lose sight of what's really the deciding factor in terms of marketing success: the customer experience.\u00a0<\/p>\r\n<p>Marketers create the customer journey that fits their brand. We look at our competitors to see what they're doing. We look at data and glean insights from this numerical story. It's smart. It's good strategy. And it can be a little too hyper-focused.\u00a0<\/p>\r\n<p>Our newest series, the Customer Experience Analysis, gives you a look at the journey from a different perspective, but one that is all too familiar to us: the consumer perspective.\u00a0<\/p>\r\n<p>Much like our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardowns<\/a>, we put ourselves in the position of an engaged consumer finding a brand for the first time. We completed various actions over the course of three weeks (created an account, browsed items, favorited items, abandoned carts) to trigger messaging. The results are at the bottom of this post, free and ungated for your viewing pleasure.\u00a0<\/p>\r\n<h3>The Customer Experience From the Customer Perspective<\/h3>\r\n<p>In the graphic linked below, we have outlined the experience with UK-based online retailer <a href=\"https:\/\/www.asos.com\/us\/women\/\" target=\"_blank\" rel=\"noopener noreferrer\">ASOS<\/a>, identified strengths and opportunities, and provided a few takeaways that you can start implementing into your strategies today.\u00a0<\/p>\r\n<p>All told, the breakdown of messages from ASOS over the research period was as follows:<\/p>\r\n<ul>\r\n\t<li>27 total marketing messages<\/li>\r\n\t<li>14 emails (12 promotions, 1 welcome email, 1 cart abandonment email)<\/li>\r\n\t<li>13 mobile messages (11 push notifications, 2 in-app messages)<\/li>\r\n<\/ul>\r\n<p>Whether you're in e-commerce or retail or neither, the takeaways from our analysis of the ASOS experience relate to most marketing strategies. For example, incorporating browsing behavior into promotions or even browse abandonment campaigns personalizes the experience and promotes customer loyalty in the long term. By integrating this data into campaigns, you open the door for relevant content, which can be a key differentiator as 72% of consumers\u00a0<em>only<\/em> engage with marketing that is <a href=\"https:\/\/smarterhq.com\/privacy-report\" target=\"_blank\" rel=\"noopener noreferrer\">personalized to their preferences<\/a>.<\/p>\r\n<p>With that said, these analyses are not a <em>comprehensive<\/em> look at a brand's journey. We've included enough actions in 3 weeks that we can get a good look at a majority of the journey, but there are aspects that we have not covered. For example, ASOS sends restocking messages when favorited or abandoned items have been restocked. In our research we happened to not select items that were out of stock, so these messages did not come through.\u00a0<\/p>\r\n<p>By shifting the perspective to that of the consumer, we hope this series helps spark ideas to bring your customers an even better experience.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Customer-Experience-Analysis_ASOS-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-large wp-image-11205\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Customer-Experience-Analysis_ASOS_CTA-Banner.png\" alt=\"\" width=\"660\" height=\"240\" \/><\/a><\/p>","post_title":"A Closer Look at the Customer Experience: ASOS","post_excerpt":"Our newest series, the Customer Experience Analysis, gives you look at the journey from a different perspective: the consumer perspective.\u00a0","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customer-experience-asos","to_ping":"","pinged":"","post_modified":"2020-10-22 14:27:06","post_modified_gmt":"2020-10-22 21:27:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11199","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 22, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102220_Customer-Experience-Analysis-ASOS_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"ASOS: Customer Experience Analysis\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102220_Customer-Experience-Analysis-ASOS_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102220_Customer-Experience-Analysis-ASOS_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102220_Customer-Experience-Analysis-ASOS_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/customer-experience-asos\/"},{"ID":11195,"post_author":"38","post_date":"2020-10-21 11:39:31","post_date_gmt":"2020-10-21 18:39:31","post_content":"<p>Are you planning ahead for next year but not sure where to begin?<\/p>\r\n<p><br \/>\r\n2020 has certainly been a life-changing year. The way we live and shop has fundamentally changed. We are seeing hyper digital transformation, the rise of essential commerce, and increased mobile app competition. We are more digitally connected than ever before but what does this mean for your customers, and your marketing?<\/p>\r\n<p><br \/>\r\nJoin us for a virtual fireside chat to discuss the top 10 marketing predictions for 2021 with leaders from Yodel Mobile, Splink Industries\/ My Theory Test by James May and HomeExchange.<\/p>\r\n<p>During this session you'll learn:<\/p>\r\n<ul>\r\n\t<li>The top 10 marketing predictions for 2021<\/li>\r\n\t<li>Mobile, email and cross channel trends you need to know<\/li>\r\n\t<li>Examples of brands leading the pack into 2021<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Planning Ahead: Marketing Predictions for 2021","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"planning-ahead-marketing-predictions-for-2021","to_ping":"","pinged":"","post_modified":"2020-11-17 13:09:03","post_modified_gmt":"2020-11-17 21:09:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=11195","menu_order":88,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"October 21, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"6"}],"term_slugs":["webinar","popular-download"],"term_names":["Webinar","Popular Download"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Yodel-Marketing-Predictions_Featured-2.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Yodel-Marketing-Predictions_Featured-2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Yodel-Marketing-Predictions_Featured-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Yodel-Marketing-Predictions_Featured-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/planning-ahead-marketing-predictions-for-2021\/"},{"ID":11187,"post_author":"7","post_date":"2020-10-21 09:20:53","post_date_gmt":"2020-10-21 16:20:53","post_content":"<p>November is nearly here\u2014the month when the holiday marketing machine swings into full gear, thanks to Black Friday, Cyber Monday and Thanksgiving in the U.S. But one holiday often gets either overlooked or given only cursory treatment\u2014Veterans Day on Nov. 11.<\/p>\r\n<p>Although Veterans Day isn't one of the <a href=\"https:\/\/nrf.com\/insights\/retail-holiday-and-seasonal-trends\" target=\"_blank\" rel=\"noopener noreferrer\">National Retail Federation's top 10 shopping holidays<\/a>, here\u2019s why it could earn a place in your holiday messaging lineup:<\/p>\r\n<ul>\r\n\t<li>It gives your customers' inboxes a break from the \"All Black Friday all the time\" messaging that characterizes so many promotional email campaigns in November. You can choose to tie it to a promotion or send a simple and heartfelt message.<\/li>\r\n\t<li>Veterans Day is a timely way to honor the <a href=\"https:\/\/www.usatoday.com\/story\/money\/2020\/02\/04\/states-with-the-most-veterans\/41040299\/\" target=\"_blank\" rel=\"noopener noreferrer\">approximately 18 million U.S. veterans<\/a> who make up 7.1% of the population. The U.K. has <a href=\"https:\/\/www.gov.uk\/government\/publications\/veterans-factsheet-2020\" target=\"_blank\" rel=\"noopener noreferrer\">2.4 million veterans<\/a>, who make up 5% of the population over age 16.<\/li>\r\n\t<li>It's also a natural fit if your brand supports veterans-related charities, such as the Wounded Warriors Project or general charities that count veterans among the populations they serve, such as housing or recovery services.<\/li>\r\n<\/ul>\r\n<h3>Veterans Day Background and Strategy<\/h3>\r\n<p>The meaning of Veterans Day has changed over the years. It began as <a href=\"https:\/\/en.wikipedia.org\/wiki\/Armistice_Day\" target=\"_blank\" rel=\"noopener noreferrer\">Armistice Day<\/a>, recognizing Nov. 11, the day the Allies and Germany signed a treaty in France to end World War I.<\/p>\r\n<p>After World War II, many governments broadened the focus. The U.S. changed the name to Veterans Day, and Armistice Day became Remembrance Day in British Commonwealth countries like the U.K., Canada and Australia. In France, it remains \"<em>L'armistice de la Premi\u00e8re Guerre Mondiale<\/em>.\"<\/p>\r\n<p>But the day continues to be celebrated on Nov. 11. The observation of Veterans Day had been moved to the fourth Monday of October in 1971 as part of the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Uniform_Monday_Holiday_Act\" target=\"_blank\" rel=\"noopener noreferrer\">Uniform Monday Holiday Act<\/a>, which moved several U.S. federal holidays to Mondays to create three-day weekends. But, in 1978, Nov. 11 was restored as the observation day.<\/p>\r\n<p>Whatever you call it, the holiday's primary purpose is to honor the nation's living military veterans. That's an important distinction. <a href=\"https:\/\/iterable.com\/blog\/4-ways-memorial-day-email-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">Memorial Day<\/a> usually gets treated as the all-purpose military-related holiday, but that holiday is intended to honor only those who died in active service.\u00a0<\/p>\r\n<p>If you want to send a \"Thank you for your service\" email, Veterans Day is the right time to do it.\u00a0<\/p>\r\n<h3>Five Email Campaigns that Enlist Support for Veterans\u00a0<\/h3>\r\n<h4>1. Make it meaningful<\/h4>\r\n<p>Many brands stick to a generic \"Veterans Day Sale\" theme, but why not take a little extra time to come up with an email that says \"Thank you\" more effectively? You don't have to write an essay. Rather, a headline and a heartfelt paragraph might be all you need to express your thoughts.<\/p>\r\n<p>If your offer is for your physical locations, be sure your email content explains clearly who qualifies for your Veterans Day promotion, as this email from The Honey Baked Ham Company shows.<\/p>\r\n\r\n[caption id=\"attachment_11188\" align=\"alignnone\" width=\"444\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/529fa104-096c-f196-f676-e8b423b3805c\"><img class=\"wp-image-11188 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-1-Honey-Baked-Ham.png\" alt=\"The Honey Baked Ham Company Veterans Day promotion\" width=\"444\" height=\"1296\" \/><\/a> <em>The Honey Baked Ham Company uses traditional imagery to promote a Veterans Day special. <a href=\"https:\/\/www.mailcharts.com\/emails\/529fa104-096c-f196-f676-e8b423b3805c\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Some brands restrict their offers to active-duty personnel, while others include any veteran who can show proof of service, such as a Veterans Administration or Disabled American Veterans card, discharge papers, base access permit or other government-issued documentation.<\/p>\r\n<p>This Timberland email takes a slightly different approach. The message doesn't feature the patriotic themes or red-white-and-blue colorways of other Veterans Day emails in this collection, but its \"Thank You\" message is prominent in the middle body of the message. It also is explicit about the terms and conditions of its offer\u2014the discount, the eligible locations, sale days and required ID.<\/p>\r\n\r\n[caption id=\"attachment_11192\" align=\"alignnone\" width=\"438\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/5e0839c9-8579-64f6-d1a2-7c2d27288155\"><img class=\"wp-image-11192 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-2-Timberland.png\" alt=\"Timberland Veterans Day Sale\" width=\"438\" height=\"1296\" \/><\/a> <em>This Timberland email combines a simple \"Thank you\" message with clear rules about how to take advantage of the special discount. <a href=\"https:\/\/www.mailcharts.com\/emails\/5e0839c9-8579-64f6-d1a2-7c2d27288155\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Offering special promotions to veterans is another popular way of recognizing your veteran customers. If your brand regularly offers discounts or other benefits for veterans, the next tip gives you an authentic and on-brand way to publicize your program.<\/p>\r\n<h4>2. Tell a story<\/h4>\r\n<p>This approach is appropriate for brands that invest in veterans' programs year-round, either by supporting veterans' charities, giving preference to veterans when hiring or other means of contributing. Be specific in explaining what you do\u2014better yet, use your email to highlight some of the people who have benefited from your efforts.<\/p>\r\n<p>That's what this Veterans Day email from Mizzen + Main is all about. The men's clothing brand tells a straightforward story of one of the veterans its support has helped. Video brings this veteran's story to life, and the brief backstory provides key details. Although the message promotes the brand's support, the focus is on the story, with a muted approach to promotions.<\/p>\r\n\r\n[caption id=\"attachment_11191\" align=\"alignnone\" width=\"422\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/cc36994f-943b-dddd-8fe6-dbdb681f5c3c\"><img class=\"wp-image-11191 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-3-MizzenMain.png\" alt=\"Mizzen + Main: Meet Donovan Hollis\" width=\"422\" height=\"1296\" \/><\/a> <em>Mizzen + Main uses its Veterans Day email to focus on a veteran it sponsors for a local physical rehab service. <a href=\"https:\/\/www.mailcharts.com\/emails\/cc36994f-943b-dddd-8fe6-dbdb681f5c3c\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<p>Death Wish Coffee, based in Saratoga Springs, N.Y., uses its email platform to support a local veterans' service agency with a unique fundraiser: selling a custom-designed mug commemorating the Battle of Saratoga in the Revolutionary War.\u00a0<\/p>\r\n<p>Besides giving customers a mini history lesson, the email hits the right authenticity notes for fundraising: It lists the goal, explains how much of the purchase price actually supports the effort, which group benefits and which population it serves.<\/p>\r\n\r\n[caption id=\"attachment_11190\" align=\"alignnone\" width=\"576\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/196b9690-9344-65b3-58cf-0ebd7cc88865\"><img class=\"wp-image-11190 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-4-Death-Wish-Coffee.png\" alt=\"Death Wish Coffee Email\" width=\"576\" height=\"1020\" \/><\/a> <em>Authenticity is an important component for a compelling Veterans Day message, and this email delivers on its mission. <a href=\"https:\/\/www.mailcharts.com\/emails\/196b9690-9344-65b3-58cf-0ebd7cc88865\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h4>3. Be diverse<\/h4>\r\n<p>About 2 million of the 18 million U.S. veterans are women, but most of the images we found in searching email databases like MailCharts or Really Good Emails focuses on men. Look for images that reflect gender and racial diversity.\u00a0<\/p>\r\n<p>Under Armour's email promotes both its shoes and its UA Freedom program that funds several veterans' organizations. The man and woman pictured in the email might not be actual veterans or active-duty personnel, but their images and the email copy reflect this often-overlooked diversity.<\/p>\r\n\r\n[caption id=\"attachment_11189\" align=\"alignnone\" width=\"332\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/140e0707-c268-113d-630c-e9efbe0a5ce8\"><img class=\"wp-image-11189 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Veterans-5-Under-Armour.png\" alt=\"Under Armour Honoring Our Veterans\" width=\"332\" height=\"1296\" \/><\/a> <em>The images in this Under Armour email reflect some of the diversity that makes up America's active-duty and veteran populations. <a href=\"https:\/\/www.mailcharts.com\/emails\/140e0707-c268-113d-630c-e9efbe0a5ce8\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a><\/em>[\/caption]\r\n\r\n<h3>Wrapping Up: Keep It Real on Veterans Day<\/h3>\r\n<p>Each of the emails in this collection takes a slightly different approach to recognize Veterans Day. Most include a promotion, although The Honey Baked Ham Company offers a straight freebie\u2014free sandwich and drink. Death Wish Coffee, Under Armour and Mizzen + Main soft-pedal promotions and devote their prime email real estate to their Veterans Day charitable efforts instead. Timberland adds a no-frills \"Thank you for your service\" message to a promotional email.<\/p>\r\n<p>What do they all have in common? Each email stays true to its brand while still offering a meaningful Veterans Day message. Sincerity is important in Veterans Day messaging. If you don't believe your brand has a relevant message, it's better to skip the holiday than to send out a message your customers could perceive as offensive or missing the mark.<\/p>\r\n<p>Not sure whether you're on the right path? Ask a vet! If no one on your payroll is a veteran, look for a parent, sibling, cousin, spouse or friend who served in a branch of the military. Vets are an excellent sounding board to make sure your message strikes the right tone.<\/p>\r\n<p><em>Want to learn from the veterans at Iterable? <a href=\"https:\/\/www.crowdcast.io\/e\/expert-talks-iterable\/register\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the replay of our webinar<\/a> with Shift.org with three of our amazing team members: Jamie Toulze, Army veteran and Security, Trust and Privacy Manager; Kris Vallecer, Army veteran and Accounting Manager; and Nate Meir, Army veteran and IT Client Platform Engineer. In this panel, they share their expertise and experiences transitioning into their post-military careers.<\/em><\/p>","post_title":"5 Emails to Inspire a Memorable Veterans Day Campaign","post_excerpt":"November is nearly here: Is Veterans Day in your holiday messaging lineup? Here are five things to consider before thanking veterans for their service.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tips-memorable-veterans-day-campaign","to_ping":"","pinged":"","post_modified":"2020-10-21 11:26:11","post_modified_gmt":"2020-10-21 18:26:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11187","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 21, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102120_Veterans-Day_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102120_Veterans-Day_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102120_Veterans-Day_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102120_Veterans-Day_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-tips-memorable-veterans-day-campaign\/"},{"ID":11164,"post_author":"70","post_date":"2020-10-20 09:08:43","post_date_gmt":"2020-10-20 16:08:43","post_content":"<p>Growth Marketing. You may think that it's one of those ever-present <a href=\"https:\/\/www.trustradius.com\/buyer-blog\/119-hated-business-buzzwords\" target=\"_blank\" rel=\"noopener noreferrer\">business buzzwords<\/a> we always hear.\u00a0 But unlike terms like \u201csynergy\u201d and \u201c<a href=\"https:\/\/iterable.com\/blog\/marketing-best-practices-love-poem\/\" target=\"_blank\" rel=\"noopener noreferrer\">best practice<\/a>,\u201d growth marketing holds real significance. As growth marketing gains relevance, it's important for marketers to understand <a href=\"https:\/\/iterable.com\/solutions\/growth-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">what it means<\/a>, so they can deploy it.<\/p>\r\n<p>So what is growth marketing? It's the practice of <a href=\"https:\/\/iterable.com\/blog\/10-interpretations-growth-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">leveraging data to foster engagement<\/a>, create meaningful relationships and increase customer lifetime value.<\/p>\r\n<p>The difficulty of growth marketing, as you can see, isn't in the definition. It's in the application. Creating meaningful relationships is hard to do between two humans, so how is a brand expected to achieve intimacy with even one customer, let alone millions of them?<\/p>\r\n<p>It's difficult, yes. But things that matter are hard. And your customers certainly matter.<\/p>\r\n<p>But building an effective growth marketing strategy is not impossible. Not even close.<\/p>\r\n<h3>5 Steps to Building an Effective Growth Marketing Strategy<\/h3>\r\n<p>Meet <a href=\"https:\/\/www.linkedin.com\/in\/garin-hobbs-942b243\/\" target=\"_blank\" rel=\"noopener noreferrer\">Garin Hobbs<\/a>, resident expert on market insights at Iterable, and <a href=\"https:\/\/www.linkedin.com\/in\/samlarsen1\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sam Larsen<\/a>, director of growth at <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, focused on helping businesses innovate by improving the customer experience through data.<\/p>\r\n<p>They're experts in customer relationship building, and recently they <a href=\"https:\/\/mixpanel.com\/webinars\/building-better\/5-steps-to-an-effective-growth-marketing-strategy\/\">held a webinar<\/a> to share five tried-and-true steps to building an effective growth marketing strategy.<\/p>\r\n\r\n[caption id=\"attachment_11166\" align=\"alignnone\" width=\"709\"]<img class=\"wp-image-11166 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-3.22.05-PM.png\" alt=\"5 Steps to Creating an Effective Growth Marketing Strategy\" width=\"709\" height=\"181\" \/> <em>Mixpanel and Iterable work together to walk you through the \"5 Steps to Creating an Effective Growth Marketing Strategy.\"<\/em>[\/caption]\r\n\r\n<h4>Step 1: Review Your Current Strategy<\/h4>\r\n<p>While it's imperative to build your brand in your business's vision, it's much more important to visualize your business through your customers' eyes. In today's market, especially, few brands offer entirely unique products or services. It is when a marketplace is saturated with similar products that marketers should stop and think.<\/p>\r\n<p>A few years ago, the question \"<a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2019\/11\/12\/whats-more-important-value-or-price-and-how-to-project-value-to-customers\/#6baf08c41f87\" target=\"_blank\" rel=\"noopener noreferrer\">Why go to you versus your competition?<\/a>\" would elicit responses like, \"I'm cheaper than everyone else\" or \"We have a superior product.\" And those answers were adequate because customers frequently made purchasing decisions along those lines.<\/p>\r\n<p>Value and competitive advantage are interrelated and essential elements in maximizing revenue and understanding your current strategy. A true competitive advantage is one that cannot be duplicated. Price and product features were once a competitive advantage, but this is no longer the case.<\/p>\r\n<h5>Create an Emotional Connection<\/h5>\r\n<p>Now, the most effective way of differentiating your brand today is through emotional connection. <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\">Customers want to feel connected to a brand,<\/a> and this is communicated through narrative, identity and values.\u00a0 In other words, the most effective growth strategy to attract engaged audiences today is by delivering meaning and values-based experiences to customers.\u00a0<\/p>\r\n<p>This is more commonly known as the \u201c<a href=\"https:\/\/medium.com\/@_miguelferreira\/sell-a-good-nights-sleep-not-the-mattress-912effa3199c\">Sell a good night\u2019s sleep, not a mattress<\/a>\u201d phenomenon. Customers today have a saturated product market to choose from. With more choices, they can be selective. A customer who is dealing with insomnia will choose the mattress brand that promises them the end to sleepless nights. If sustainability, as a value proposition, is important to a customer, they will be drawn to a mattress that makes ethically sourced materials a priority. You get the idea.<\/p>\r\n<h5>Get Strategic<\/h5>\r\n<p>Now let's talk strategy. The most effective way for a brand to deliver value\u2014and gain a competitive advantage over their competition\u2014is by<a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\"> putting their customers at the forefront of the campaign creation<\/a> process. Craft a customer-centric strategy, and your brand will resonate.<\/p>\r\n<h5><strong>Here are a couple of questions to ask of your strategy:<\/strong><\/h5>\r\n<ol>\r\n\t<li>What type of relationship do we currently have with our customers?<\/li>\r\n\t<li>What type of relationship do our customers want and\/or expect?<\/li>\r\n\t<li>Do we know our customers at that level?<\/li>\r\n\t<li>Do we have the data to surface the insights?<\/li>\r\n\t<li>What\u2019s most important to each individual?<\/li>\r\n<\/ol>\r\n<p>Review both the intent and the impact of your current strategy. Assess what is already resonating with customers. Mark what isn\u2019t. This review process will unveil what you need to shift in your strategy, so you can invest in a competitive, consumer-centric advantage.<\/p>\r\n<h4>Step 2: Identify New Cohorts<\/h4>\r\n<p>Now that you have your customers at the forefront of your value proposition, you're probably starting to realize that you have many customers, and each of them is unique. This means that the value you communicate should be nuanced and altered to account for various customer preferences.<\/p>\r\n<p>The faster you know who your customers are, the quicker you can define your competitive advantage or value. <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">This is where customer cohorts, and segmentation, comes into play.<\/a><\/p>\r\n<p>Cohorts go beyond traditional demographic data points, like age or gender, to group similar customers based on rich user behavior insights. The cohorts that matter most will be unique to every business, but all brands can <a href=\"https:\/\/mixpanel.com\/content\/guide-to-product-analytics\/chapter_2\/#segmentation-product-analytics?utm_medium=blog&amp;utm_source=iterable&amp;utm_campaign=5-steps-effective-growth-strategy\">benefit from leveraging product analytics to group users<\/a> with similar behavior patterns.<\/p>\r\n<p>With clearly defined cohorts, it's much easier to understand important trends in customer behavior and more effectively adjust your growth marketing strategy.<\/p>\r\n<h5>Cohort Identification in Action<\/h5>\r\n<p>Say, for example, you offer a meditation app and you\u2019ve defined a goal of increasing daily active users because it's tied to your business goals (e.g., retention) and customer value (e.g., frequent meditation provides the greatest mental health benefits for users).<\/p>\r\n<p>Before you send any marketing communications, you\u2019ll first want to understand the different groups of users and their level of app usage today.<\/p>\r\n<p>In this case, you may define two key cohorts: Novice and Expert. Your Novice cohort may be new users or those who require more hand-holding to make the most of the content and features available. Meanwhile, your Expert cohort may be long-term users who already meditate frequently. This group will benefit more from advanced tips and tricks for optimizing their habits.<\/p>\r\n<p>These cohorts are created based on an understanding of customer value and product usage trends, and they are unique to your business.<\/p>\r\n<h5>Define your Cohort<\/h5>\r\n<p>If you already have a product analytics solution like Mixpanel, you can define your cohorts in three steps:<\/p>\r\n<ol>\r\n\t<li><strong>Hypothesize customer differences \u2013<\/strong>\u00a0 consider different groups, use cases or needs, and preferences for interacting with your brand<\/li>\r\n\t<li><strong>Isolate core behavioral and outcome metrics \u2013 <\/strong>start splitting these out by your hypothesized groups using your product analytics tool<\/li>\r\n\t<li><strong>Lock in your cohorts \u2013<\/strong> as you find important splits, save them as cohorts<\/li>\r\n<\/ol>\r\n\r\n[caption id=\"attachment_11174\" align=\"alignnone\" width=\"839\"]<img class=\"wp-image-11174 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-19-at-10.26.02-AM.png\" alt=\"Mixpanel Insights Report\" width=\"839\" height=\"744\" \/> <em>Split out core outcome metrics by hypothesized groupings with Mixpanel\u2019s Insights Report to define cohorts.<\/em>[\/caption]\r\n\r\n<p>Regardless of what tool you use, Sam and Garin have two big tips: First, take it slow and <a href=\"https:\/\/iterable.com\/blog\/3-common-pitfalls-of-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">avoid common pitfalls in segmentation<\/a>. Second, as with anything in marketing, remember that it's a process. Your cohorts can and should evolve over time as your marketing becomes more advanced, you learn more about customers, and your business evolves.<\/p>\r\n<h4>Step 3: Redraw the Lines of Segmentation<\/h4>\r\n<p>You\u2019ve ID\u2019d your cohorts and can now start thinking about how value aligns with your product or service. Before making any quick decisions, however, it\u2019s important to consider the current environment in your strategy. Ask first if there is anything happening currently that could influence the relevance of your product or service.<\/p>\r\n<p>Factors, such as COVID-19, social unrest and financial turmoil, are especially important to recognize. Think: how does the product or service I am delivering improve the life of the customer or allow them to live their values?\u00a0<\/p>\r\n<p>Here are some helpful questions to use as your guide when making your assessments.<\/p>\r\n\r\n[caption id=\"attachment_11168\" align=\"alignnone\" width=\"866\"]<img class=\"wp-image-11168 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-4.03.50-PM.png\" alt=\"Finding and creating the segments that really matter\" width=\"866\" height=\"460\" \/> <em>Impress your audience by recognizing them for their unique interests, habits and preferences, and delivering personalized content that\u2019s designed to captivate them.<\/em>[\/caption]\r\n\r\n<p>If you don't have the answers to these questions, or don\u2019t have access to the customer data needed to power these segments, don't sweat it. Look to user profiles for easily accessible information, then ramp up your data collection with progressive profiling, customer polling, etc.<\/p>\r\n<p>While you're waiting on that data, you can reference externally sourced data, like our <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Holiday Quick Poll<\/a>, which asked consumers what they care about this holiday shopping season.<\/p>\r\n<h4>Step 4: Execute and Individualize<\/h4>\r\n<p>If nothing else, the events of 2020 have shown us that customer dispositions can change quickly and frequently. Think, for instance, about how COVID-19 has financially impacted folks around the world, and some people have been affected more than others. Should you really go chasing someone who might have lost their job last week with endless abandoned cart emails?<\/p>\r\n<p><i>The answer is no, FYI.<\/i><\/p>\r\n<p><a href=\"https:\/\/adage.com\/article\/industry-insights\/3-keys-context-marketing\/2250221\" target=\"_blank\" rel=\"noopener noreferrer\">In everything, context is key.<\/a> And this is where empathy and being human comes into play (take that, robots!). Think about the consumer. Could we probably infer that <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing\" target=\"_blank\" rel=\"noopener noreferrer\">their priorities have shifted<\/a> during a global pandemic? Yes.<\/p>\r\n<h5>Data-Driven Individualization<\/h5>\r\n<p>The <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/\" target=\"_blank\" rel=\"noopener noreferrer\">execution of this individualization<\/a> is also possible for the not-so empathetically inclined, by getting data-driven and technical with your perceptions.<\/p>\r\n<p>For instance, if you are seeing an uncharacteristic drop in conversions, or a rise in free app users, this might be an indication that some portion of your audience has been financially impacted by something going on.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/4-overlooked-ecommerce-segments\/\" target=\"_blank\" rel=\"noopener noreferrer\">Segments<\/a> are a great start to personalization, but the ultimate goal is to take it one step further to a segment of one. This level of intimacy comes with creating context by personalizing everything you can, from copy\u00a0to send time.<\/p>\r\n\r\n[caption id=\"attachment_11170\" align=\"alignnone\" width=\"863\"]<img class=\"wp-image-11170 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-4.16.51-PM.png\" alt=\"Context is key to delivering a personal experience\" width=\"863\" height=\"451\" \/> <em>Personalization is both an art and a science, and mastering each will deliver marketing that is contextualized.<\/em>[\/caption]\r\n\r\n<h4>Step 5: Test and Optimize<\/h4>\r\n<p>Relevance is a moving target, so you need to consistently review your growth marketing strategy against campaign performance and analytical insights. Don\u2019t be afraid to adjust as you go.<\/p>\r\n<p>A great way to develop an effective testing program is to visualize an A\/B test program structure.<\/p>\r\n\r\n[caption id=\"attachment_11171\" align=\"alignnone\" width=\"829\"]<img class=\"wp-image-11171 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-15-at-4.20.37-PM-e1602806257462.png\" alt=\"A\/B test program structure\" width=\"829\" height=\"250\" \/> <em>A\/B testing injects a healthy dose of reality into your campaigns. It\u2019s all too easy for product designers, developers and marketers to fall in love with their own creations\u2014A\/B testing shows them what users really think.<\/em>[\/caption]\r\n\r\n<p>How on earth do you know whether the campaign or tactic is working, and how do you continue driving incremental growth? Test, iterate and <a href=\"https:\/\/iterable.com\/blog\/roadblocks-successful-ab-testing\/\">avoid common roadblocks<\/a> while you're at it.<\/p>\r\n<h3>Your Growth Marketing Gut Check<\/h3>\r\n<p><span style=\"font-weight: 400\">B<\/span>efore you continue, it\u2019s important to make sure you level-set. Answer this question (mentally):<\/p>\r\n<blockquote>\r\n<p><em>\"On a scale of 1 - 5, how confident are you in your ability to use your data to drive value for your customers and business?\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>When Garin and Sam asked this question of the audience, 70% of attendees selected 3 or less in their confidence level. So if you believe data is important to decision-making but struggle with how to use it effectively, you're not alone.<\/p>\r\n<p>Wherever you are on the data confidence scale, you\u2019ve come to the right place. Because it's the perfect time to conduct a growth marketing gut check.<\/p>\r\n<p>The whole team at Iterable is excited to introduce to you a valuable new tool: our<a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Personalization Maturity Model<\/a>. By taking a quick quiz, you will be able to understand where you stand with regard to the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">core pillars of personalization<\/a>, and your results will allow you to uplevel your growth marketing strategy for next year.<\/p>","post_title":"5 Steps to Building an Effective Growth Marketing Strategy","post_excerpt":"We recently held a webinar with Mixpanel to share five tried-and-true steps to building an effective growth marketing strategy.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-steps-building-effective-growth-marketing-strategy","to_ping":"","pinged":"","post_modified":"2020-10-20 09:56:25","post_modified_gmt":"2020-10-20 16:56:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11164","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 20, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102020_5-Steps-Growth-Marketing-Strategy_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"5 Steps to Building an Effective Growth Marketing Strategy\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102020_5-Steps-Growth-Marketing-Strategy_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102020_5-Steps-Growth-Marketing-Strategy_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/102020_5-Steps-Growth-Marketing-Strategy_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-steps-building-effective-growth-marketing-strategy\/"},{"ID":10933,"post_author":"38","post_date":"2020-10-19 05:26:03","post_date_gmt":"2020-10-19 12:26:03","post_content":"<p>The unknowns of this year\u2019s holiday shopping season are plenty. But while the pandemic has impacted consumer confidence and turned retail shopping upside down, we do know that consumers will be spending for the holidays\u2026 no matter what.<\/p>\r\n<p>In this discussion, we\u2019ll help you demystify how to engage with your customers with more relevant messaging across all channels.<\/p>\r\n<p><b data-stringify-type=\"bold\">Join us and learn:<\/b><\/p>\r\n<ul>\r\n\t<li>Peak season trends and quick festive wins<\/li>\r\n\t<li>The importance of leveraging personalisation this season<\/li>\r\n\t<li>Top tips for your cross-channel marketing strategy.<\/li>\r\n<\/ul>","post_title":"Demystifying personalisation for the Holiday shopper wins","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"demystifying-personalisation-for-the-holiday-shopper-wins","to_ping":"","pinged":"","post_modified":"2020-10-19 05:26:03","post_modified_gmt":"2020-10-19 12:26:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=10933","menu_order":95,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"October 19, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Holistic-Holiday_Featured.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Holistic-Holiday_Featured.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Holistic-Holiday_Featured-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Holistic-Holiday_Featured-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/demystifying-personalisation-for-the-holiday-shopper-wins\/"},{"ID":11151,"post_author":"35","post_date":"2020-10-15 09:07:08","post_date_gmt":"2020-10-15 16:07:08","post_content":"<p>Marketers and fortune tellers have a lot in common. Stick with us for a second here. They both take bits of information about customers\u2014who they are, what products they like, what content they're consuming\u2014to guide them on a journey looking into their own future.<\/p>\r\n<p>Ok, maybe that\u2019s a bit of a stretch, but when marketers are in the lifecycle mapping process, there is an element of prediction based on a logical progression through events. Human nature is ever-changing, but it\u2019s not so spontaneous that marketers can\u2019t plan out lifecycle stages well in advance.<\/p>\r\n<p>Predictions are not always fulfilled though. Sometimes, the customer makes a decision that goes against the prescribed lifecycle.<\/p>\r\n<p>What then?<\/p>\r\n<h3>The Map vs. the Journey<\/h3>\r\n<p>The difference between the customer lifecycle map and the customer journey lies in the perspective. Customer lifecycle maps are set by marketing and sales teams to show the ideal path for customers to interact with the brand.<\/p>\r\n<p>The customer journey, on the other hand, comes from the customer\u2019s actions and interactions with the brand. Put another way, it\u2019s how your brand and products fit into the customer\u2019s life.<\/p>\r\n<p>Understanding this important shift in perspective allows you to find the common ground to build the ideal customer experience.<\/p>\r\n<p>\u201cBut how?!\u201d you scream into the void.<\/p>\r\n<h3>Charting the Path to Personalization<\/h3>\r\n<p>By now, you are likely familiar with the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Core 4 pillars of personalization<\/a>:<\/p>\r\n<ol>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li>Workflow Building<\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ol>\r\n<p>In September, we got you started on the path to personalization with the <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on User Segmentation<\/a>. We also gave you a handy tool to test your personalization preparedness with our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a>.<\/p>\r\n<p>Now, we\u2019re excited to take the next step with an in-depth look at the next pillar: Lifecycle Mapping.<\/p>\r\n<h3>Introducing Our Lifecycle Mapping Personalization Playbook<\/h3>\r\n<p>In our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on Lifecycle Mapping<\/a>, we set the stage by defining what exactly lifecycle mapping is and how you should begin approaching your lifecycle marketing strategies. From there, we highlight the four key steps you need to take to create the ideal customer journey for your brand.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> here, and keep reading for a sneak preview of what\u2019s in store!<\/p>\r\n<h4>The Four Steps to Creating a Customer Journey<\/h4>\r\n<p>While marketers can certainly rely on tried-and-true customer research methods like personas or Jobs-to-Be-Done to create their customer map, another method you can use adapts <a href=\"https:\/\/www.amazon.com\/Building-StoryBrand-Clarify-Message-Customers\/dp\/0718033329\/ref=sr_1_2?dchild=1&amp;keywords=building+a+brand+story&amp;qid=1601584217&amp;sr=8-2\" target=\"_blank\" rel=\"noopener noreferrer\">Donald Miller\u2019s framework<\/a> from his best-selling book, <em>Building a StoryBrand<\/em>.<\/p>\r\n<p>The framework contains four steps, which include:\u00a0<\/p>\r\n<ol>\r\n\t<li>Define the character<\/li>\r\n\t<li>Search for the conflict<\/li>\r\n\t<li>Position your brand as the \u201cguide with a plan\u201d<\/li>\r\n\t<li>Call the customer to action<\/li>\r\n<\/ol>\r\n<p>To make it easy for you to follow along, we\u2019ll be using the persona of a 30-year-old female customer considering the purchase of a fitness subscription service from <a href=\"https:\/\/iterable.com\/customers\/case-study\/fiit-tv\" target=\"_blank\" rel=\"noopener noreferrer\">Fiit, an Iterable customer<\/a>. Let\u2019s call her Alli.<\/p>\r\n<h4>Step 1: Define the Customer<\/h4>\r\n<p>To start the process of building a customer journey map, determine who it is that you\u2019re trying to reach.<\/p>\r\n<p>While it\u2019s tempting to focus on <a href=\"https:\/\/iterable.com\/blog\/3-types-of-customer-segmentation-your-marketing-team-cant-ignore\/\" target=\"_blank\" rel=\"noopener noreferrer\">user segments like gender, lifecycle stage or the last time they visited your website<\/a>, now is the time to build out an individual customer profile, using exercises like <a href=\"https:\/\/thedigitalfellow.com\/persona-building-getting-into-your-buyers-minds\/\" target=\"_blank\" rel=\"noopener noreferrer\">persona building<\/a> or our <a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">four steps to building your brand\u2019s perfect audience<\/a> to guide you through the process.<\/p>\r\n<p>Once you\u2019ve determined who that individual customer is, then you can use it to build a story around their current wants and desires, as it relates to your brand\u2019s products or services.<\/p>\r\n<p>So in the case of Alli, our 30-year-old female customer, she has no issue with paying for a boutique gym membership, as she likes the variety of group workouts they offer. However, she\u2019s been missing the routine of going to the gym and working out with others since the COVID-19 pandemic began.<\/p>\r\n<p>What we described above is what author Donald Miller refers to as a story gap, which is an unanswered question or desire that a brand can fulfill for the individual customer. He states that story gaps are important because:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWhen we don\u2019t open a story gap in our customers\u2019 minds, they have no motivation to engage us because there is no question that demands resolution. Defining something our customer wants and featuring it in [your brand\u2019s] marketing materials will open a gap.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Of course, what your individual customer desires may be different from our example, but regardless of the different wants and needs of your customers, the goal is to shrink the story gap for a more defined path forward.<\/p>\r\n<p><span style=\"color: #000000;\"><em>This is just a sneak peek of what's in the<a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0full playbook<\/a>. Download to learn the other 3 steps you need to take to integrate the customer journey with your brand's lifecycle map and see how Iterable customers have used these tactics to adapt to changing times.\u00a0<\/em><\/span><\/p>\r\n<h3>Lifecycle Mapping Brought to Life<\/h3>\r\n<p><span style=\"color: #000000;\">A customer's journey does not always run the gamut from user sign up all the way through the end of their time with your brand. Countless mini journeys occur throughout a customer's lifetime of interactions with your products and marketing. <\/span><\/p>\r\n<p>It's not as simple as moving from discovery and awareness to purchase. Sometimes users will start with the purchase! Customers find different ways to enter your lifecycle at various stages, so it's important to have a strategy and mini journey set up for every possibility.<\/p>\r\n<p>In this quick video, Iterable solutions consultant Katie Barends illustrates how to frame your thinking when mapping your lifecycle journey to account for these mini journeys and different entry points. Katie walks you through a framework to use when identifying these entry points and she demonstrates how to put this into action today with Iterable.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/6GJEFyM60cU[\/embed]<\/p>\r\n<p>Lifecycle mapping is integral to building long-term relationships with customers. By accounting for the various ways in which customers can interact with your brand, you are establishing a more personalized experience that caters to their needs, wants and preferences.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> to learn how to build a customer journey that engages and retains your audience for life.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-lifecycle-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-11158 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_620x240_CTA.png\" alt=\"Read the Guide to Lifecycle Mapping\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"Lifecycle Mapping: 4 Steps to Creating a Customer Journey","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"lifecycle-mapping-customer-journey","to_ping":"","pinged":"","post_modified":"2020-11-10 22:47:45","post_modified_gmt":"2020-11-11 06:47:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11151","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 15, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Lifecycle Mapping: Personalization Playbook\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Personalization-Playbook_Lifecycle-Mapping_Promo_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/lifecycle-mapping-customer-journey\/"},{"ID":11141,"post_author":"7","post_date":"2020-10-14 09:23:19","post_date_gmt":"2020-10-14 16:23:19","post_content":"<p>With travel restrictions and economic downturns, it's not a surprise that 63% of U.S. consumers surveyed report that the coronavirus pandemic has <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">negatively affected their attitudes<\/a> about holiday shopping.<\/p>\r\n<p>So how can retailers and brands make deeper connections with their customers and spread cheer during this turbulent holiday season?<\/p>\r\n<p>We recently <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">polled 1,000 Americans<\/a> about how they're really feeling about their holiday shopping plans and discovered these top three findings:<\/p>\r\n<ol>\r\n\t<li>The surge in e-commerce demand will continue beyond the pandemic.<\/li>\r\n\t<li>Emotional connections to a brand are increasingly important in a digital-first world.<\/li>\r\n\t<li>Consumers are willing to wait for sales, but when retailers message them is critical.<\/li>\r\n<\/ol>\r\n<p>But those findings are just the tip of the iceberg when it comes to consumer holiday shopping behavior.<\/p>\r\n<p>Check out our infographic below for even more key takeaways and statistics that can guide your seasonal strategy.<\/p>\r\n<p>Inside you'll learn:<\/p>\r\n<ul>\r\n\t<li>How the holidays will impact small and local businesses<\/li>\r\n\t<li>Why emotional connections can make or break sales<\/li>\r\n\t<li>When shoppers want to receive promotions before and after the holiday season<\/li>\r\n<\/ul>\r\n<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11147\" align=\"alignnone\" width=\"1200\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Holiday-Retail_Infographic.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"wp-image-11147 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Holiday-Retail_Infographic-1.png\" alt=\"2020 Holiday Season Infographic\" width=\"1200\" height=\"6640\" \/><\/a> <em>Click the infographic to zoom in and download a copy!<\/em>[\/caption]\r\n\r\n<h3>Make Connections and Be Merry This Holiday Season<\/h3>\r\n<p>2020 is unique, so it's time to rethink conventional holiday selling tactics.<\/p>\r\n<p>Get started by <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">downloading our complete retail makeover guide<\/a> or <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">request a demo<\/a> to see what real customer connections can do for your bottom line.<\/p>","post_title":"Navigating the 2020 Holiday Season [Infographic]","post_excerpt":"Check out our infographic for key takeaways and statistics that can guide your marketing strategy during the 2020 holiday season.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2020-holiday-season-infographic","to_ping":"","pinged":"","post_modified":"2020-10-14 09:23:19","post_modified_gmt":"2020-10-14 16:23:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11141","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Infographic","pretty_date":"October 14, 2020","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":5,"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":440,"filter":"raw","term_order":"2"}],"term_slugs":["infographic","blog-post"],"term_names":["Infographic","Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/BLOG-HDR.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2020 Holiday Season Infographic\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/BLOG-HDR.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/BLOG-HDR-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/BLOG-HDR-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2020-holiday-season-infographic\/"},{"ID":11117,"post_author":"7","post_date":"2020-10-13 08:52:56","post_date_gmt":"2020-10-13 15:52:56","post_content":"<p>Today, we are excited to announce the official launch of the Iterable Academy, our free, <a href=\"https:\/\/iterable.com\/academy\/\" target=\"_blank\" rel=\"noopener noreferrer\">online customer learning platform<\/a> designed to provide content that inspires and enables you to achieve your goals with Iterable and become an empowered growth marketer.<\/p>\r\n<p>If you\u2019re new to using Iterable, you can get started on your learning journey right away with our Foundations learning path where you will master the basics\u2014everything from importing your users to setting up your first campaign, and a whole lot more.<\/p>\r\n<p>And for those of you already enrolled in the Iterable Academy, you'll be thrilled to see that we have recently added brand-new content with even more coming soon!<\/p>\r\n<p>Available today, you can now dive into our more Intermediate and Advanced courses that cover topics like, <em>Integrating Iterable with Facebook<\/em>, <em>Advanced Handlebars<\/em>, and <em>Advanced Personalization<\/em> and <em>Mobile<\/em> workshops.<\/p>\r\n<h3>Behind the Scenes: A Q&amp;A With Caitlyn Vestal<\/h3>\r\n<p>Now, without further ado, we want to introduce you to <a href=\"https:\/\/www.linkedin.com\/in\/caitlyn-vestal\/\" target=\"_blank\" rel=\"noopener noreferrer\">Caitlyn Vestal<\/a>, Iterable\u2019s Customer Education Manager who has worked tirelessly behind the scenes to bring the Iterable Academy to life and deliver e-learning content that our customers will love.<\/p>\r\n<p>Keep reading to learn about Caitlyn\u2019s approach to training and onboarding, her advice to companies looking to launch their own training programs, and a sneak-peek into recently launched courses in the Academy.<\/p>\r\n<p><img class=\"alignnone wp-image-11131 size-medium\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Caitlyn-Vestal-headshot-225x300.png\" alt=\"Caitlyn Vestal headshot\" width=\"225\" height=\"300\" \/><\/p>\r\n<h4>Tell us about yourself, Caitlyn.<\/h4>\r\n<p>I most recently come from the financial reporting SaaS industry where I held roles as a Lead Customer Success Manager, Product Trainer, and Education Product Specialist over a period of seven years.<\/p>\r\n<p>Prior to joining Iterable, I traveled onsite to train our partners like Deloitte and Accenture, in addition to regularly hosting live training sessions for other partners and customers.<\/p>\r\n<p>I also acted as a project manager and subject-matter expert to develop our offerings for partner and customer trainings and certifications, working with the Instructional Design team to build engaging, dynamic e-learning content.<\/p>\r\n<h4>What\u2019s your approach to training and onboarding?<\/h4>\r\n<p>When we talk about training professionals, the most important thing is to offer a variety of modalities for all the different learning styles out there. This not only keeps the learner more engaged, but it also creates an environment where the learner wants to seek out more opportunities to learn, resulting in higher completion rates and great user satisfaction.<\/p>\r\n<p>In onboarding brand-new customers and partners, we want to provide learning content that helps them achieve their goals in the Iterable platform. We do that now with our Foundations learning path, along with Intermediate and Advanced courses that we are adding every week!\u00a0<\/p>\r\n<h4>How do you decide how to prioritize training content?<\/h4>\r\n<p>At any software company, there is an endless list of product updates, new releases and opportunities for improvement. Education efforts need to match that pace to the greatest of our abilities, and a way to do that is through prioritizing learning content for key parts of the platform.<\/p>\r\n<p>Some questions I ask include:<\/p>\r\n<ul>\r\n\t<li>\u201cWhat products and features are customers using the most?\u201d<\/li>\r\n\t<li>\u201cWhat questions do our internal teams in Customer Success and Professional Services receive most frequently from our customers and partners?\u201d\u00a0<\/li>\r\n\t<li>\u201c What does our Product Marketing team need in order to have an effective product launch?\u201d<\/li>\r\n<\/ul>\r\n<p>These all are huge factors in how we decide on what to work on now, and in the near future.\u00a0<\/p>\r\n<h4>What\u2019s your advice to companies launching their own training programs?<\/h4>\r\n<p>My advice would first be to ask A LOT of questions. That may seem obvious, but it is incredibly important when you are building out a training program to meet with all the key stakeholders at your company to identify what they need from education.<\/p>\r\n<p>That not only tells you what to address first and foremost, like what courses you need to prioritize, but it also opens up those lines of communication, which are vital if your education department is to be successful.<\/p>\r\n<p>The other thing to remember is that you need to identify your team\u2019s mission. You can do so by asking questions, like:<\/p>\r\n<ul>\r\n\t<li>Why does your business exist?<\/li>\r\n\t<li>What goals do you hope to achieve?<\/li>\r\n\t<li>How will you achieve those goals?<\/li>\r\n\t<li>What are your communication and evaluation strategies for the content you create?<\/li>\r\n\t<li>What will your maintenance review cycle look like?<\/li>\r\n<\/ul>\r\n<p>There are so many other factors to consider, but those are some of the most important ones to me. As I like to say, you have to build the house before you can put all of your favorite things inside.\u00a0<\/p>\r\n<h4>Lastly, what\u2019s new with Iterable Academy?<\/h4>\r\n<p>There are so many new things happening! Not only are we building out our content roadmap for 2021, but also we are already beginning to release new courses.<\/p>\r\n<p>Today, we are officially launching Academy to our customers, and we will be focused in the coming quarters to release more content, create roles-based learning tracks, and make plans to build out a customer certification program. So much to look forward to, so stay tuned!<\/p>\r\n<h3>Access the Iterable Academy<\/h3>\r\n<p>Iterable has made it easier than ever for our customers to register for all of the content Academy has to offer. Visit <a href=\"https:\/\/iterable.com\/academy\/\" target=\"_blank\" rel=\"noopener noreferrer\">iterable.com\/academy<\/a> and click \"Request Access\" to join today!<\/p>","post_title":"It's Official: Announcing the Iterable Academy","post_excerpt":"Meet Caitlyn Vestal, Iterable\u2019s Customer Education Manager who has worked tirelessly behind the scenes to bring the Iterable Academy to life.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"official-iterable-academy","to_ping":"","pinged":"","post_modified":"2020-10-13 08:52:56","post_modified_gmt":"2020-10-13 15:52:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11117","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 13, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Academy-Launch_Blog.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The Iterable Academy\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Academy-Launch_Blog.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Academy-Launch_Blog-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/ITE_Academy-Launch_Blog-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/official-iterable-academy\/"},{"ID":11065,"post_author":"35","post_date":"2020-10-08 11:30:35","post_date_gmt":"2020-10-08 18:30:35","post_content":"<p>Hi there! Welcome to our blog. No matter how you found yourself on this page, we are honored to host you for a few minutes of reading (and a few minutes of watching) to <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">learn a bit<\/a> about welcome campaigns.<\/p>\r\n<p>Everybody has their go-to phrases upon first meeting someone. It can be as simple as introducing your name or as extroverted as diving into a personal story. Each welcome is unique in what it tells you about the person, even if there is overlap in stylistic choices.<\/p>\r\n<p>The same can be said about how brands employ the welcome campaign. There may be similar tactics and styles, but ultimately, brands set themselves apart by showcasing their differentiators.<\/p>\r\n<p>A particularly quirky message. Exceptional design. Tailored recommendations. These are all ways in which you can level up the customer experience and kick the consumer-brand relationship off on the right foot.<\/p>\r\n<p>In this post, we\u2019ve highlighted three common trends currently being utilized by retail and e-commerce brands. Towards the end, you will find recommended strategies to enhance these trends for a more impactful welcome campaign.<\/p>\r\n<blockquote>\r\n<p><em>Not a fan of reading? Take a look at this quick video to see more about retail welcome campaigns and the best strategies to take them to the next level!<\/em><\/p>\r\n<\/blockquote>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/l2Sc-tw3Ers[\/embed]<\/p>\r\n<h3>3 Popular Welcome Campaign Trends<\/h3>\r\n<h4>1. Set the Stage<\/h4>\r\n<p>The first trend we\u2019ve found is one we actually employed in our introduction above: setting the stage for your users.<\/p>\r\n<p>Modern consumers are <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/retail-distribution\/the-consumer-is-changing.html\" target=\"_blank\" rel=\"noopener noreferrer\">more experienced with online shopping<\/a> but that doesn\u2019t mean they know everything about your brand before subscribing. Marketers have been smart to level-set in the welcome campaign by providing lists of what users can expect.<\/p>\r\n<p>These lists can cover the perks of subscribing, like this one from beauty brand <a href=\"https:\/\/www.elfcosmetics.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">e.l.f. Cosmetics<\/a> that outlines what benefits users can expect. This email, in particular, is great because the messaging is succinct while also showing off the e.l.f. brand's tone with fun phrasing like \u201cpleased to perk you.\u201d<\/p>\r\n\r\n[caption id=\"attachment_11066\" align=\"alignnone\" width=\"323\"]<img class=\"size-full wp-image-11066\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-3.16.50-PM.png\" alt=\"ELF Cosmetics Welcome Campaign List\" width=\"323\" height=\"818\" \/> <em>Minimal copy can help in highlighting the pertinent info for new users.<\/em>[\/caption]\r\n\r\n<p>Brands have also used this tactic to highlight the features that most help users take advantage of all their businesses have to offer, and this trend isn't limited to the beauty industry.<\/p>\r\n<p>Content creation platform, <a href=\"https:\/\/www.ndash.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">nDash<\/a>, uses its welcome campaign to walk users through the different features needed to complete the user profile. Such a list is a great way to help guide the user, while simultaneously filling out the user profile on the backend for the marketer to inform future campaigns and enrich the customer experience.<\/p>\r\n\r\n[caption id=\"attachment_11067\" align=\"alignnone\" width=\"464\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-ndash-important-next-steps\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-full wp-image-11067\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-4.47.15-PM.png\" alt=\"Complete Your Profile Welcome\" width=\"464\" height=\"555\" \/><\/a> <em>If your brand has a lot of features, it's best to lay them out for users early on. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>The welcome campaign is a great opportunity to lead the user and even gamify onboarding so they can check off all the items on their to-do list. Setting the stage like these brands have done with introductory lists keeps everything in one place for the user and gets them started on the customer journey.<\/p>\r\n<h4>2. Introduce Yourself and What You Stand For<\/h4>\r\n<p>Next up, we have a trend that has grown considerably in the last few years: highlighting company values and origins.<\/p>\r\n<p>It doesn\u2019t feel outlandish to say that people hold strong beliefs. And almost a quarter of those people want to buy from companies that <a href=\"https:\/\/smallbiztrends.com\/2020\/02\/brand-values-alignment.html\" target=\"_blank\" rel=\"noopener noreferrer\">share in those beliefs<\/a>. As you probably guessed, marketers have taken notice.<\/p>\r\n<p>Welcome campaigns have become a natural home for a brand to share its company story, culture and values. However, the execution of this strategy manifests in many ways.<\/p>\r\n<p>The example we\u2019ve seen is an excellent double whammy of highlighting the company\u2019s values while collecting user preference data. Cosmetics brand <a href=\"https:\/\/www.lushusa.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lush<\/a> didn\u2019t put its values front-and-center in the welcome campaign, but it did include them as icons towards the bottom of the email.<\/p>\r\n\r\n[caption id=\"attachment_11068\" align=\"alignnone\" width=\"601\"]<img class=\"size-full wp-image-11068\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-3.38.11-PM.png\" alt=\"Welcome Campaign Values\" width=\"601\" height=\"664\" \/> <em>Learning what's important to users can be just as useful as knowing what products they want.<\/em>[\/caption]\r\n\r\n<p>Each of these icons directs the user to a unique URL for each value, describing how Lush and its products exemplify the virtues of that value. In doing so, the company can collect data about which values speak to users most prominently.<\/p>\r\n<p>We have also seen values and company cultures shown in the form of messages from spokespeople\u2014often the CEO or founder. Brands like beauty and wellness retailer <a href=\"https:\/\/goop.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">goop<\/a> look to humanize the experience and shrink the gap between consumer and brand by attaching a name\u2014and sometimes a face\u2014to a message.<\/p>\r\n\r\n[caption id=\"attachment_11069\" align=\"alignnone\" width=\"988\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-goop\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-full wp-image-11069\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-2.48.50-PM.png\" alt=\"Welcome Campaign Employee Message\" width=\"988\" height=\"806\" \/><\/a> <em>Make your welcome campaign mimic a conversation, not a presentation. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>So much of marketing these days is about individualizing and humanizing the experience that we can often forget that humans are the ones creating the experience for users. More and more brands are giving a peek behind the curtain to give the customer journey a more relatable feel.<\/p>\r\n<h4>3. Welcome! Here\u2019s Some Cool Stuff<\/h4>\r\n<p>The last trend we\u2019re seeing lately in welcome campaigns: recommendations.<\/p>\r\n<p>Now, with such an emphasis on personalization, you\u2019d think recommendations are best fit for promotions once the brand has learned a bit more about the user\u2019s preferences. While still true in many ways, the breadth of use cases for recommendations has grown.<\/p>\r\n<p>With the help of data feeds and historical data across user segments, brands are able to more effectively\u2014and efficiently\u2014send recommendations right from the first message as a great way to begin collecting personalized data.<\/p>\r\n<p>Beauty brand <a href=\"https:\/\/www.beautybay.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Beauty Bay<\/a> double-dipped in its welcome email by providing us with links to \u201cmust-haves,\u201d which sent users to a dynamic list of products, followed by top picks for us that more closely resembled targeted recommendations often found in promotions.<\/p>\r\n\r\n[caption id=\"attachment_11070\" align=\"alignnone\" width=\"541\"]<img class=\"size-full wp-image-11070\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-4.10.39-PM.png\" alt=\"Beauty Bay Must Haves\" width=\"541\" height=\"475\" \/> <em>Show users your best self through some of your best, most popular products.<\/em>[\/caption]\r\n\r\n<p>By testing both styles, Beauty Bay is able to understand which kind of recommendations users prefer. The must-haves section also shows users the brand\u2019s expertise and gives insight into which products\u2014and product categories\u2014the company excels in.<\/p>\r\n<p>Of course, makeup brands aren't the only ones capitalizing on recommendations\u2013every business can leverage this trend. Bookstore <a href=\"https:\/\/www.barnesandnoble.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Barnes &amp; Noble<\/a> does something similar by recommending books from a variety of different categories (Teen Books, Non-Fiction, Page to Screen) as a way to get users started.<\/p>\r\n\r\n[caption id=\"attachment_11071\" align=\"alignnone\" width=\"725\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/welcome-our-expert-booksellers-recommend\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"size-large wp-image-11071\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-05-at-2.48.33-PM-725x1024.png\" alt=\"Recommendations Welcome Campaign\" width=\"725\" height=\"1024\" \/><\/a> <em>If you have a wide range of product categories, recommendations like these can help users get started. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>Recommendations in the welcome campaign serve as a way to get the user started while also collecting important information for future recommendations.<\/p>\r\n<h3>Quick Wins to Level Up Your Welcome Campaign<\/h3>\r\n<p>Trends are great. They give us a look into what others have done to see successes. But you\u2019re probably wondering, \u201cHow do I take these trends and stand out <em>at the same time<\/em>?\u201d<\/p>\r\n<p>Good question!<\/p>\r\n<p>Rather than making you wait any longer, here are three quick wins you can start using today to level up your welcome campaigns.<\/p>\r\n<ol>\r\n\t<li><strong>Progressive Profiling:<\/strong> You don\u2019t have to get everything done in one message. Take your time. Multi-touch campaigns that use progressive profiling\u2014collecting information in small bits rather than all at once\u2014allow marketers to focus more on specific messaging to make sure every benefit or feature gets its turn in the spotlight. Your brand is awesome, create campaigns that allow you to show that!<\/li>\r\n\t<li><strong>Leverage Data:<\/strong> Your routine emails don\u2019t need to be custom-built every time. Use data feeds to make the process efficient. With data feeds, you are incorporating information that you already have, so you won\u2019t be starting from scratch. (Pro Tip: Make them even more efficient by using <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable\u2019s Catalog<\/a>, which means you won\u2019t have to rely on engineering resources).<\/li>\r\n\t<li><strong>Go Cross-Channel:<\/strong> Welcome users to your brand on any device and through every channel you have at your disposal\u2014email, snail mail, SMS, mobile push, social, you name it. Meet the customer where they are. User preferences go beyond just products; they reach channels as well.<\/li>\r\n<\/ol>\r\n<h3>Laying Out the Red <del>Carpet<\/del> Welcome Mat<\/h3>\r\n<p>The welcome campaign serves many purposes, but its arguably most important function is establishing a close connection from the get-go. In doing so, the welcome campaign is setting the stage for increased customer lifetime value.\u00a0<\/p>\r\n<p>And that\u2019s the root of this conversation (and all marketing), really\u2014finding a way to connect that is impactful and has a long shelf life. Take the above trends and strategies into account when building out your welcome campaigns. If you can successfully marry them with your brand, you\u2019ll find yourself building personalized relationships with users for a long time.\u00a0<\/p>\r\n<p><em>Learn all about welcome campaigns\u2014and a lot more\u2014in our guide to giving your marketing a red carpet-worthy makeover. Download the guide today!<\/em><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-large wp-image-10999\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"\" width=\"1024\" height=\"397\" \/><\/a><\/p>","post_title":"Hello, Hola, Bonjour: 3 Popular Welcome Campaign Trends","post_excerpt":"In this post, we\u2019ve highlighted three popular welcome campaign trends and how to take them to the next level for your brand's marketing.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-popular-welcome-campaign-trends","to_ping":"","pinged":"","post_modified":"2020-10-08 11:30:17","post_modified_gmt":"2020-10-08 18:30:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11065","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 08, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/WELCOME-CAMPAIGN.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Welcome Trends\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/WELCOME-CAMPAIGN.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/WELCOME-CAMPAIGN-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/WELCOME-CAMPAIGN-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-popular-welcome-campaign-trends\/"},{"ID":11097,"post_author":"7","post_date":"2020-10-07 11:13:16","post_date_gmt":"2020-10-07 18:13:16","post_content":"<p>NEWS FLASH! Okay, not really, but it is an important reminder that email remains one the most powerful marketing channels and delivers the <a href=\"https:\/\/www.litmus.com\/blog\/infographic-the-roi-of-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">biggest return on investment<\/a>, when targeting subscribers to get your best deals, newsletters and information out to the masses.\u00a0\u00a0<\/p>\r\n<p>We know all too well what is creeping around the corner, what will be here before we know it, and what is starting earlier and earlier each year\u2026\u00a0<\/p>\r\n<p>That\u2019s right! Holiday sending. Black Friday! Cyber Monday! Now more than ever before, your subscribers will be ready to shop online, safe at home, rather than join the masses in brick-and-mortar retail.\u00a0\u00a0<\/p>\r\n<p>Our recent survey on <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">2020 E-Commerce Holiday Shopping Trends<\/a> reports that 67% of respondents plan to complete most or all of their shopping online, and only 7% stated they would prefer to shop exclusively in-store. This data and direct shopper feedback are why it is critical to get to the inbox!\u00a0<\/p>\r\n<p>Below is a breakdown of how to banish those deliverability ghosts and get ready for this holiday season\u2014leveraging what we have learned from the past, sending in the pandemic-present, and hopes for a marketing future.\u00a0\u00a0<\/p>\r\n<h3>Holiday Sends of the Past<\/h3>\r\n<p>Unlike Ebenezer Scrooge wanting to avoid his ghosts of Christmas past, forcing him to make major changes for the future, we do want to reflect on what we have learned from previous years, their revenue outcomes, and what we still can carry forward with our email practices.\u00a0\u00a0<\/p>\r\n<p>Why? Because, while the landscape of online versus brick-and-mortar shopping will be changing, getting your infrastructure and the mailbox providers ready for the holidays largely remains the same.\u00a0\u00a0<\/p>\r\n<p>Let\u2019s start with a review of the data of these past few years. <a href=\"https:\/\/www.emarketer.com\/chart\/231253\/us-holiday-season-retail-sales-2015-2019-billions\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte<\/a> released an illustration highlighting the spend from 2015-2019, and the growth rates are in the billions, year over year. For the 2020 holiday season, they are <a href=\"https:\/\/www.cnbc.com\/2020\/09\/15\/deloitte-estimates-2020-holiday-retail-sales-will-rise-1-to-1point5percent-.html\" target=\"_blank\" rel=\"noopener noreferrer\">forecasting an increase<\/a> of 1% to 1.5% in spend, compared to that of 2019, and the 4.1% increase, which resulted in $1.14 trillion in spend.\u00a0<\/p>\r\n<p>Knowing now that holiday spend is still expected to increase this year, but that the end of the pandemic isn\u2019t clearly known, here is what we have learned from the past and still need to consider for the present and future of holiday email deliverability.\u00a0<\/p>\r\n<p>Let\u2019s quickly recap what\u2019s tried and true, from our last year's <a href=\"https:\/\/iterable.com\/blog\/dos-and-donts-deliverability-holidays\/\" target=\"_blank\" rel=\"noopener noreferrer\">Do\u2019s and Don\u2019ts of Holiday Sending<\/a>:<\/p>\r\n<ul>\r\n\t<li><strong>Do methodically ramp volume<\/strong>, and do not open the flood gates\u2014doubling or tripling volume\u2014in one instance. Keep it consistent and allow time for the mailbox provider (MBP) to make adjustments to your sending volume and audience engagement with your brand.<\/li>\r\n\t<li><strong>Do target an engaged audience<\/strong>. Engagement from your subscribers remains one of the most heavily weighted metrics that MBPs monitor and use in their filtering algorithms when making their filtering decisions. Positive engagement includes opens, clicks, replies and forwarding, while negative engagement includes complaints, deletions without reading, and not taking any action at all.<\/li>\r\n\t<li><strong>Do leverage user segmentation<\/strong> by putting yourself in your subscribers\u2019 shoes. What have they been interested in recently? What preferences have they opted into or out of?<\/li>\r\n\t<li><strong>Do monitor your metrics on an ongoing basis<\/strong>. Let the data tell the story of what your subscribers are wanting, not wanting or how the MBPs are viewing the reputation of your sending IPs and domains. This means monitoring not just campaign-level metrics like opens, clicks and complaints but also taking into consideration postmaster feedback from Google Postmaster Tools and Microsoft SNDS.<\/li>\r\n<\/ul>\r\n<h3>Holiday Pandemic Present<\/h3>\r\n<p>We all know that COVID-19 has impacted how you think through your strategy for holiday sending this year.\u00a0<\/p>\r\n<p>Here are a few big picture scenarios to consider when reviewing your target audience and how they have historically interacted with your brand.<\/p>\r\n<ul>\r\n\t<li><strong>How much will high-income households splurge?<\/strong> After months of being cooped up, 42% of consumers we surveyed plan to spend more money on gifts during the holiday season this year. By providing much-needed retail therapy, many brands could experience an overall increase in holiday spend.<\/li>\r\n\t<li><strong>How much will those impacted by job loss and decreased income cut back on spending?<\/strong> For the 58% of consumers who will be spending less on holiday shopping this year, some of them have unfortunately lost their jobs as a result of the pandemic or are coming back after a layoff. Marketers should be mindful of their needs, whether it\u2019s by offering bargains and discounts, price matching or \u201cbuy now, pay later\u201d programs.<\/li>\r\n\t<li><strong>For those who are going to spend, is it realistic to expect to see them in your brick-and-mortar stores?<\/strong> 67% of consumers plan to complete most or all of their holiday shopping online, so it\u2019s hyper-critical to get to their inboxes and drive value from the comforts of their own homes.<\/li>\r\n<\/ul>\r\n<p>So how can we take what we\u2019ve learned from the past and the \u201cwhat if\u201d scenarios of our present to make the most of this holiday season?\u00a0<\/p>\r\n<p>Here are four top tips to focus your email marketing efforts and achieve optimal deliverability.<\/p>\r\n<h4>1. Methodically Build Volume<\/h4>\r\n<p>We\u2019re going to repeat this tip, because it is always critical\u2014before, now and in the future. Review your recent volume and who you are expecting to target during Black Friday, Cyber Monday, Giving Tuesday and any other holidays during the remainder of the year.\u00a0<\/p>\r\n<p>Gradually build with an engaged audience in the 4-6 weeks leading up to your big push. Don\u2019t surprise the mailbox providers with your biggest volume of the year and risk being throttled or blocked, due to a drastic increase in volume.<\/p>\r\n<h4>2. Win-Back Subscribers Before Holiday Sends Deploy<\/h4>\r\n<p>If you are looking to dive back into your list and re-engage subscribers (who haven\u2019t opted out or complained), make sure they want to still be on your mailing list before Black Friday.\u00a0<\/p>\r\n<p>Mailbox providers will continue to monitor engagement, and they will be vigilant in protecting their account holders' inboxes to ensure they are receiving the mail they want from brands they have interacted with in the past or have safelisted.\u00a0<\/p>\r\n<p>Feel confident about suppressing subscribers who aren\u2019t engaging or contributing opens or clicks, because as we know, negative engagement can influence and impact campaigns, possibly sending them to the Spam folder.\u00a0<\/p>\r\n<h4>3. Deliver Relevant Content With Segmentation<\/h4>\r\n<p>Regardless of the time of year, make sure your subscribers are receiving what they signed up for, what they expect and what they consider relevant content.\u00a0\u00a0<\/p>\r\n<p>Our recent blog post on \u201c<a href=\"https:\/\/iterable.com\/blog\/marketing-unexpected-holiday-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing for the Unexpected in Holiday 2020<\/a>\u201d discusses the opportunity you have to tap into your subscribers\u2019 recent purchase behavior and preference center updates to help drive the best experience.<\/p>\r\n<p>You can also download our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on User Segmentation<\/a> to learn why traditional strategies aren\u2019t cutting it and how you can advance your email marketing program.<\/p>\r\n<h4>4. Be Agile<\/h4>\r\n<p>The days of having a set email calendar, hitting \u201csend,\u201d and then sitting back\u2014well, they\u2019re long gone. It will be crucial to be prepared to adjust course if deliverability starts to take a dive. In addition to opens and complaints, monitor hard and soft bounces and any shifts from the Inbox to the Junk folder.<\/p>\r\n<p>If you start to see negative metrics impact your campaigns, be ready to shift or tighten your target audience.\u00a0<\/p>\r\n<p>Here are some strategies to have ready or confirm they are implemented:\u00a0<\/p>\r\n<ul>\r\n\t<li>Tighten inactive suppression<\/li>\r\n\t<li>Immediately remove subscribers who have complained<\/li>\r\n\t<li>Interpret bounce messages, either hard bounces that point to being blocked due to \u201cspam-related\u201d content or soft bounces due to throttling from sending too much mail at once.<\/li>\r\n<\/ul>\r\n<h3>Banish Those Deliverability Ghosts: Hopes for the Holiday Future<\/h3>\r\n<p>While I do enjoy a hot Starbucks coffee at 3 a.m. with my family and friends, standing outside my favorite stores in the freezing cold and not-so-patiently waiting for the doors to open, like many retailers themselves, I can\u2019t help but wonder what the future of in-person shopping will hold. Will it ever be the same? Or is this year a glimpse into our future selves as always-online shoppers?\u00a0\u00a0<\/p>\r\n<p>If anything, 2020 has only reinforced the importance of optimizing the way in which marketers are engaging and interacting with their customers, determining the channel of communication that works best, personalizing their relationship with your brand and avoiding subscriber churn.\u00a0\u00a0<\/p>\r\n<p>Work to ensure that what you have learned in the past and the present data at your fingertips will secure your subscriber base now and determine who you can target in the future.\u00a0<\/p>\r\n<p>Best of luck as you embark on your 2020 holiday email marketing journey!<\/p>\r\n<p><em>Need help banishing those deliverability ghosts? Learn more about <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable's Deliverability Services<\/a> and contact our expert team of ghostbusters for a <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">custom demo<\/a> of our platform in action!<\/em><\/p>","post_title":"Deliverability Ghosts of the Past, Present and Future","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"deliverability-ghosts-past-present-future","to_ping":"","pinged":"","post_modified":"2020-10-07 11:15:01","post_modified_gmt":"2020-10-07 18:15:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11097","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 07, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/100720_Holiday-Deliverability_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Holiday Deliverability Ghosts of Past, Present and Future\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/100720_Holiday-Deliverability_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/100720_Holiday-Deliverability_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/100720_Holiday-Deliverability_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/deliverability-ghosts-past-present-future\/"},{"ID":11073,"post_author":"7","post_date":"2020-10-06 10:08:43","post_date_gmt":"2020-10-06 17:08:43","post_content":"<p>Will Halloween 2020 be the equivalent of circus peanuts and peanut butter chews? Or will we find some full-size candy bars hiding in our treat sack?\u00a0<\/p>\r\n<p>Now that October is finally here, marketers are growing more confident that consumers will not sit out Halloween because of the COVID-19 pandemic\u2014they'll just celebrate it differently.\u00a0<\/p>\r\n<h3>What's Different With Halloween This Year?<\/h3>\r\n<p>In the U.K., large gatherings are out because of <a href=\"https:\/\/www.manchestereveningnews.co.uk\/whats-on\/family-kids-news\/is-halloween-cancelled-trick-treat-18909139\" target=\"_blank\" rel=\"noopener noreferrer\">a ban on events with more than six people<\/a> together, and trick-or-treating (or guising) is being actively discouraged.\u00a0<\/p>\r\n<p>In the U.S., some cities have banned door-to-door trick-or-treating, but others, like <a href=\"https:\/\/www.nbcnewyork.com\/news\/local\/cuomo-says-he-wont-ban-trick-or-treating-this-halloween\/2618694\/\" target=\"_blank\" rel=\"noopener noreferrer\">New York City<\/a>, <a href=\"https:\/\/www.wbez.org\/stories\/chicagos-halloween-rules-yes-to-trick-or-treating-but-no-to-haunted-houses\/413ab77b-639a-4e31-8aea-dbf00aa5e7a3\" target=\"_blank\" rel=\"noopener noreferrer\">Chicago<\/a> and <a href=\"https:\/\/www.latimes.com\/california\/story\/2020-09-09\/no-trick-or-treating-in-los-angeles-county\" target=\"_blank\" rel=\"noopener noreferrer\">Los Angeles<\/a>, are allowing it with modifications. Parties will shrink to close friends and family, and the costume parade might happen on Zoom or Google Meet instead of the neighborhood sidewalk.<\/p>\r\n<p>The National Retail Federation, which tracks key spending events like Halloween, predicts total U.S. spending on Halloween will <a href=\"https:\/\/nrf.com\/media-center\/press-releases\/consumers-anticipate-new-ways-celebrate-halloween-despite-covid-19\" target=\"_blank\" rel=\"noopener noreferrer\">dip to $8 billion<\/a>, down from $8.8 billion in 2019. But the NRF also says per-person spending will go up as those who do plan to celebrate will spend more on decorations, candy and greeting cards.<\/p>\r\n<h3>5 Tips for Halloween Email Campaigns That Wow\u00a0<\/h3>\r\n<p>Email marketers can <a href=\"https:\/\/iterable.com\/blog\/3-scary-good-email-strategies-halloween\/\" target=\"_blank\" rel=\"noopener noreferrer\">still get plenty of mileage<\/a> out of their Halloween marketing plans, even if the day isn't the blockbuster it could have been pre-pandemic.<\/p>\r\n<p>If you need some assistance and inspiration creating last-minute Halloween email campaigns, these five tips can help.<\/p>\r\n<h4>1.\u00a0 Use copy and images that reflect consumer desires to mix safety and fun<\/h4>\r\n<p>Halloween spending might be down, but there's still $8 billion up for grabs, and possibly more if consumers decide to join in after all.\u00a0<\/p>\r\n<p>Still, with three-quarters of U.S. consumers telling the NRF that the COVID-19 pandemic has changed their Halloween plans, it's a signal that email content should reflect this year's revised reality in order to resonate with customers.<\/p>\r\n<p>Try reviving the \"we're all in this together\" theme that ran through many email campaigns earlier this year. It might have worn thin over the summer as the pandemic appeared to subside in many parts of the U.S. and around the world. But it will signal your concern for customer safety, especially because the virus is on the rise again in many parts of the U.S.<\/p>\r\n<p>This campaign from HalloweenCostumes.com gets many things right with its timely focus on face masks as a part of the costume. It's in keeping with CDC advice to keep wearing cloth coverings because Halloween masks don't protect against the coronavirus.\u00a0<\/p>\r\n<p>The email also links to a section on safe trick-or-treating and promotes a virtual costume parade by inviting customers to post their pictures using the brand's hashtag.<\/p>\r\n\r\n[caption id=\"attachment_11075\" align=\"alignnone\" width=\"444\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/d2626a3b-eb8f-b7e0-3294-f817aea8c98c\"><img class=\"wp-image-11075 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-1.png\" alt=\"HalloweenCostumes.com 2020 email campaign\" width=\"444\" height=\"1296\" \/><\/a> <em>This HalloweenCostumes.com email combines safety, fun and a virtual costume parade on social media. <a href=\"https:\/\/www.mailcharts.com\/emails\/d2626a3b-eb8f-b7e0-3294-f817aea8c98c\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>2. Add some DIY editorial content to help customers feel like winners<\/h4>\r\n<p>Okay, so the big Halloween bash isn't happening this year. But you can help your customers feel special about the plans they feel comfortable about keeping.\u00a0<\/p>\r\n<p>Offering tips on entertaining or creating a fun-but-safe costume for yourself or family members, or providing tutorials on makeup techniques, as in this PromGirl email, can help nudge customers toward a sale if your advice helps them solve a problem.<\/p>\r\n\r\n[caption id=\"attachment_11076\" align=\"alignnone\" width=\"186\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/e72324d7-3df2-ef52-1456-63d76ddef1bf\"><img class=\"wp-image-11076 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-2.png\" alt=\"PromGirl Halloween email campaign\" width=\"186\" height=\"1160\" \/><\/a> <em>PromGirl's makeup tutorial videos show customers how to create unique looks that could work even under a mask. <a href=\"https:\/\/www.mailcharts.com\/emails\/e72324d7-3df2-ef52-1456-63d76ddef1bf\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<p>Need a little content inspiration?\u00a0<\/p>\r\n<p>Check out the <a href=\"https:\/\/www.halloween2020.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">\"Halloween Like We've Never Seen\"<\/a> campaign, sponsored by trade groups like the NRF, the Halloween &amp; Costume Association, the National Costumers Association and the Paper First Affiliates and allied brands like Party City and Hershey.\u00a0<\/p>\r\n<p>It pairs a county-by-county map color-coded to show safe and risky areas and a list of acceptable activities for five levels of risk.<\/p>\r\n<h4>3. Help Halloween procrastinators join the party<\/h4>\r\n<p>Take a page from your <a href=\"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday playbook<\/a>, and let shoppers know when they need to order so they can get their merch on time. In the email below, Hot Topic posts its shipping cutoff date prominently, in Halloween-appropriate orange and black, so shoppers will be hard-pressed to avoid it.<\/p>\r\n<p>And if you really want to target your last-minute shoppers, let them know about your Buy Online, Pick-up In Store (BOPIS) service if you offer it.<\/p>\r\n\r\n[caption id=\"attachment_11077\" align=\"alignnone\" width=\"506\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/09f55b58-132e-012b-9df5-23787d79b235\"><img class=\"wp-image-11077 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-3.png\" alt=\"Hot Topic Halloween Unleashed\" width=\"506\" height=\"968\" \/><\/a> <em>You can't miss the shipping deadline, with day and time, in this Hot Topic email. <a href=\"https:\/\/www.mailcharts.com\/emails\/09f55b58-132e-012b-9df5-23787d79b235\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>4. Appeal to your bargain-hunters<\/h4>\r\n<p>Many consumers are hurting financially from furloughs and job losses as a result of the pandemic. Pull together a merchandise assortment that would appeal to people who love Halloween but need to do it on a budget this year.\u00a0<\/p>\r\n<p>The Party City email featured below is a virtual walk down the bargain aisle, with appealing merchandise at budget-friendly prices.\u00a0<\/p>\r\n<p>The clever copy delivers some fresh takes on the usual parade of clich\u00e9s and terrible puns that pervade most Halloween copy, like \"Torment the neighbors with these Halloween decoration ideas.\" (Time to put a stake through the heart of \"spooktacular!\")<\/p>\r\n\r\n[caption id=\"attachment_11078\" align=\"alignnone\" width=\"330\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/ab747ea1-1a1c-1e1c-d6f5-0e24d05b9bea\"><img class=\"wp-image-11078 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-4.png\" alt=\"Party City Halloween email for bargain haunters\" width=\"330\" height=\"1356\" \/><\/a> <em>Party City's email campaign feels a little like trick-or-treating for bargains. <a href=\"https:\/\/www.mailcharts.com\/emails\/ab747ea1-1a1c-1e1c-d6f5-0e24d05b9bea\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h4>5. Tip for 2021: Start early!<\/h4>\r\n<p>Is August too soon to start promoting Halloween? Not for d\u00e9cor stores like Grandin Road and Crate and Barrel, which go to the dark side at the peak of summer.\u00a0<\/p>\r\n<p>Crate and Barrel's email, sent in early August, wins on several fronts. The sly copy (\"We know it's early, but ...\") makes the email feel like a VIP sneak peek. The subject line stands out: \"Brewing up some new Halloween arrivals.\" And the images, which style the merchandise in aspirational home settings, are more appealing than straight catalog pictures.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_11079\" align=\"alignnone\" width=\"400\"]<a href=\"https:\/\/www.mailcharts.com\/emails\/58e5da77-6467-97af-f3f8-4503470f2382\"><img class=\"wp-image-11079 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/Halloween-5.png\" alt=\"Crate &amp; Barrel Halloween email in August\" width=\"400\" height=\"888\" \/><\/a> <em>Is August too early to introduce new Halloween d\u00e9cor? True fans will say \"Bring it on!\" <a href=\"https:\/\/www.mailcharts.com\/emails\/58e5da77-6467-97af-f3f8-4503470f2382\" target=\"_blank\" rel=\"noopener noreferrer\">Image via MailCharts<\/a>.<\/em>[\/caption]\r\n\r\n<h5>What\u2019s the best time to send Halloween email campaigns? In 2020, anything goes.\u00a0<\/h5>\r\n<p>In past years, brands began promoting Halloween slowly, often mixing in content in the bottom half of the message before moving it to the featured position in early to mid-September, after back-to-school promotions subsided but before holiday\/Christmas marketing began in earnest.\u00a0<\/p>\r\n<p>The surge usually began to build about the third week of September, as brand emails mentioning Halloween increased and themes shifted from \u201cwhat\u2019s new for Halloween\u201d to promotion-led campaigns. The peak for Halloween frequency and promotion would come in the three to four days before the event and continue for two or three days afterwards as brands promote post-Halloween sales to clear out inventory.<\/p>\r\n<p>The coronavirus pandemic of 2020 has thrown the usual Halloween promotion cycle off track. Many brands, even Halloween stalwarts like Party City, have held back on frequency, promotion rate and promotion value because of uncertainty over regulations on large gatherings and trick-or-treating and consumer interest. Others, like HalloweenCostumes.com, are sending more frequently and increasing both the value and number of promotions.\u00a0<\/p>\r\n<p>Also in 2020, <a href=\"https:\/\/www.cnet.com\/news\/walmart-target-to-hold-their-own-sale-events-alongside-amazon-prime-day\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon\u2019s delayed Prime Day event<\/a> and promotions from competitors like <a href=\"https:\/\/chainstoreage.com\/target-take-prime-day-prime-day\" target=\"_blank\" rel=\"noopener noreferrer\">Target<\/a> and <a href=\"https:\/\/www.yahoo.com\/gma\/walmarts-big-save-event-2020-215712323.html\" target=\"_blank\" rel=\"noopener noreferrer\">Walmart<\/a> could divert even more attention and consumer spending away from Halloween. Retailers should work harder than usual to create attention-getting headlines that grab attention in the inbox and stand out from the Prime Day hoopla.<\/p>\r\n<h3>Wrapping Up: A Few Words About Subject Lines<\/h3>\r\n<p>Take the time to make them great. That's how you'll get your Halloween email campaigns noticed in the inbox.<\/p>\r\n<p>These three caught our eye as we browsed emails:<\/p>\r\n<ul>\r\n\t<li><em>\"Sinister merch for humans &amp; ghosts with the most\"<\/em> (Hot Topic)<\/li>\r\n\t<li><em>\"Give \u2018em pumpkin to talk about. Is your ride trunk-or-treat ready?\"<\/em> (Party City)<\/li>\r\n\t<li><em>\"Trick or treat, short and sweet\"<\/em> (Tipsy Elves)<\/li>\r\n<\/ul>\r\n<p>Work on your originality, too. You know all those great puns you love? So do a lot of other marketers. Spend some time scrolling through Halloween email collections on sites like <a href=\"https:\/\/reallygoodemails.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a> and <a href=\"https:\/\/www.mailcharts.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">MailCharts<\/a>, and look at the subject lines that catch your eye.\u00a0\u00a0<\/p>\r\n<p>(We said earlier that we're so over \"spooktacular\u201d because it\u2019s a clich\u00e9. But it has a bigger problem: It has a racist history because \u201c<a href=\"https:\/\/www.npr.org\/sections\/codeswitch\/2017\/10\/24\/559502238\/this-halloween-what-does-it-mean-to-call-something-spooky#:~:text=On%20Halloween%2C%20Insensitivity%20Goes%20Beyond,turn%20of%20the%20nineteenth%20century\" target=\"_blank\" rel=\"noopener noreferrer\">spook<\/a>,\u201d derived from a Dutch word meaning \u201cspecter,\u201d evolved into a slur used against Black people. Trade it in for something else, like \u201cfangtastic.\u201d)<\/p>\r\n<p>Halloween might not be a major holiday for your brand, but a little carefully chosen imagery and copy can spruce up any email and give you a hook for extra attention.<\/p>\r\n<p><em>Want to learn more e-commerce trends during the 2020 holiday season? Check out these top consumer insights from <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable's holiday shopping survey<\/a>.<\/em><\/p>","post_title":"5 Tips to Make Your Halloween Email Campaigns Stand Out","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-tips-halloween-email-campaigns-stand-out","to_ping":"","pinged":"","post_modified":"2020-10-06 17:04:33","post_modified_gmt":"2020-10-07 00:04:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11073","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 06, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/100620_Halloween-Email-Campaigns_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of jack o&#039;lantern wearing a mask for Halloween email campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/100620_Halloween-Email-Campaigns_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/100620_Halloween-Email-Campaigns_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/10\/100620_Halloween-Email-Campaigns_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-tips-halloween-email-campaigns-stand-out\/"},{"ID":11031,"post_author":"35","post_date":"2020-10-01 09:46:58","post_date_gmt":"2020-10-01 16:46:58","post_content":"<p>When it comes to user segmentation\u2014the first of the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">four core pillars of personalization<\/a>\u2014you can\u2019t have a one-to-one conversation with each customer without first breaking your audience down into neat, little segments.<\/p>\r\n<p>In this segmentation process, though, there has to be <em>intention<\/em>. It would be peak inefficiency to look at your audience and go one-by-one tailoring a specific message for each individual. While a potentially great community or relationship builder, the lack of scale and automation would drive your team mad.<\/p>\r\n<p>Instead, we take a look at similarities (and differences, as you\u2019ll see) to build segments, which make a marketer\u2019s life easier and a consumer\u2019s experience more personalized. A true win-win situation.<\/p>\r\n<h3>What Segmentation and Cooking Have in Common<\/h3>\r\n<p>That said, sometimes we are prone to treating segmentation like a new recipe we\u2019ve just found. You follow each step perfectly and use every suggested ingredient because the recipe has a proven track record of success without really questioning whether these elements are right for you or your dinner guests.<\/p>\r\n<p>Segmentation, much like any recipe, is malleable and has to be contextualized to be most effective. Your business needs and those of your users must be taken into consideration when building out segments. Otherwise, one or both of you will be left with a sour taste in your mouth.<\/p>\r\n<p>So, with that in mind, we've compiled a list of three pitfalls of segmentation that commonly arise from traditional methods and explain how you can effectively avoid them.<\/p>\r\n<p>(<strong>Pro tip<\/strong>: Hate reading? Check out the video at the bottom of this post to learn more about these pitfalls and the strategies to avoid them.)<\/p>\r\n<h3>The 3 Pitfalls of Segmentation to Avoid<\/h3>\r\n<h4>1. Correlation vs. Causation<\/h4>\r\n<p>You\u2019re likely familiar with the difference between <a href=\"https:\/\/amplitude.com\/blog\/2017\/01\/19\/causation-correlation\" target=\"_blank\" rel=\"noopener noreferrer\">correlation and causation<\/a>, but when looking at segmentation strategies, it might not be as obvious. In this situation, we are talking about understanding and contextualizing the outliers in customer data.<\/p>\r\n<p>Let\u2019s start with an example: Maybe you\u2019re an individual who loves buying men\u2019s clothes. Regardless of your gender expression, you are a loyal customer of your favorite brand and have been buying men\u2019s clothes for years. As you might expect, you are receiving promotions for menswear. Nothing out of the ordinary here.<\/p>\r\n\r\n\r\n\r\n[caption id=\"attachment_11033\" align=\"alignnone\" width=\"1010\"]<img class=\"wp-image-11033 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Pitfalls_1-1010x1024.png\" alt=\"A shopping cart with menswear and one dress\" width=\"1010\" height=\"1024\" \/> <em>Put actions up against one another to see patterns.<\/em>[\/caption]\r\n\r\n\r\n\r\n<p>But this last year, you purchased a dress for a special someone in your life who loves a classy sheath, dipping into women\u2019s clothing from this brand for the first time. Now, with the most recent piece of data in mind, the brand sends you a stream of promotions for dresses and other women\u2019s clothing items.<\/p>\r\n<p>Clearly, you have entered a new segment based on the correlation between \u201cbought a dress\u201d and \u201cbuys dresses.\u201d<\/p>\r\n<p>Rather, segmenting based on causation seeks to understand the context and reasoning behind a purchase. In this way, the data can be used to effectively delineate messaging and products in the correct context for each individual.<\/p>\r\n<p>A quick remedy for this segmentation pitfall could be something like a post-purchase pop-up or polling email that asks the customer about the reason for the purchase (either for yourself or as a gift).<\/p>\r\n<p>In knowing the purpose of the purchase, the marketer can place that individual in the right segment, such as \u201cprimarily purchases men\u2019s apparel, but receives recommendations for women\u2019s gift items.\u201d<\/p>\r\n<h4>2. Historical vs. Current Events<\/h4>\r\n<p>A key piece of segmentation is the historical data that marketers have in the user\u2019s profile\u2014what they like and what they have done. Sometimes, though, this can leave out a big piece of contextual information: what is happening in the world around the user!<\/p>\r\n<p>This year, <a href=\"https:\/\/nypost.com\/list\/major-2020-events\/\" target=\"_blank\" rel=\"noopener noreferrer\">more so than most<\/a>, has been a shining example of weighing historical data against current events. Consumer priorities have shifted. General dispositions have changed and will continue to change at a rapid pace. Marketers have to keep up, and part of keeping pace is incorporating current events into your consideration for segments.<\/p>\r\n<p>The example below shows how Taco Bell is shifting to accommodate in-store dining closures in certain regions and the discomfort some diners feel in regions where restaurants have reopened. To help out, they\u2019ve given users several choices to suit their preferences and contextualized this against historical data of the user\u2019s favorite items.\u00a0<\/p>\r\n\r\n\r\n\r\n[caption id=\"attachment_11034\" align=\"alignnone\" width=\"877\"]<img class=\"wp-image-11034 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-29-at-10.06.28-AM.png\" alt=\"Taco Bell's email offering delivery and takeout\" width=\"877\" height=\"532\" \/> <em>Show customers that you're paying attention by acknowledging their current situation.<\/em>[\/caption]\r\n\r\n\r\n\r\n<p>This segmentation strategy continues as users make selections for their dining preferences (delivery vs. in-store) and subsequent messaging takes this into account.<\/p>\r\n<h4>3. Similarities vs. Differences<\/h4>\r\n<p>As mentioned above, the creation of a segment often hinges upon similarities\u2014people who like hats, lovers of sushi, residents of Austin, TX, you name it.<\/p>\r\n<p>But it\u2019s also important to take into account the other side of the coin to avoid this common segmentation pitfall. After all, our differences are what make us unique, and understanding a user\u2019s uniqueness makes personalization that much more effective.\u00a0<\/p>\r\n<p>This pitfall in particular touches on segments that are sliced too broadly, capturing a wider swathe of preferences without considering motivations. Segments are often made and whittled down using dichotomous actions (customer vs. non-customer; free vs. paid), but in doing so, intrinsic behaviors are brushed aside.<\/p>\r\n<p>Consumers make actions based on factors, like how products make them feel or how they fulfill their needs. The most effective segments find a way to touch on these motivations.<\/p>\r\n<p>Take meditation as an example. Some meditate to reduce anxiety. Others meditate as a form of mental fitness. While these might seem similar\u2014and for some, there might be an overlap\u2014these are entirely different motivations that warrant different approaches from a brand like <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>, which you can see in the messages below.<\/p>\r\n\r\n\r\n\r\n[caption id=\"attachment_11035\" align=\"alignnone\" width=\"739\"]<img class=\"wp-image-11035 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-29-at-10.08.06-AM.png\" alt=\"Pitfalls of Segmentation: Similarities vs. Differences of Calm's emails\" width=\"739\" height=\"609\" \/> <em>While the action might be the same, the motivation behind it could differ.<\/em>[\/caption]\r\n\r\n\r\n\r\n<p>By recognizing motivation and subtle differences, such as these, messaging takes on greater relevance and resonance with users, leading to increased engagement and retention.<\/p>\r\n<p>Using this tactic, Calm saw a <a href=\"https:\/\/iterable.com\/customers\/case-study\/calm-3\" target=\"_blank\" rel=\"noopener noreferrer\">4x increase in revenue<\/a> through testing and optimization of its onboarding sequence for new members.<\/p>\r\n<h3>Avoiding These Pitfalls of Segmentation<\/h3>\r\n<p>There\u2019s no shame in seeing these pitfalls and admitting you fall victim to them. They\u2019re subtle and easy to miss, but they can be avoided with a few safeguards.<\/p>\r\n<p>When considering where to start, always remember to:<\/p>\r\n<ol>\r\n\t<li><strong>Put the customer at the center<\/strong> of your strategy rather than brand, price or promotion.<\/li>\r\n\t<li><strong>Emphasize context<\/strong> and personal values as the keys to one-to-one relationships.<\/li>\r\n\t<li><strong>Take environment into account<\/strong>. It will help you understand customer needs and priorities.<\/li>\r\n<\/ol>\r\n<p>For your data, it\u2019s important to:<\/p>\r\n<ol>\r\n\t<li><strong>Continually assess your requirements<\/strong> to identify what\u2019s needed to drive personalized experiences.<\/li>\r\n\t<li><strong>Refresh and confirm<\/strong> customer data regularly to verify its validity and relevance.<\/li>\r\n\t<li><strong>Use progressive profiling<\/strong> to constantly learn more about your users.<\/li>\r\n<\/ol>\r\n<p>And finally, it\u2019s just good marketing to report the progress of your segmentation strategies (<a href=\"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">even weekly, if you mean business<\/a>), so you can iterate where needed and optimize your results.<\/p>\r\n<p>So there you have it! The most common segmentation pitfalls and a few simple steps you can take to stay vigilant and avoid them.<\/p>\r\n<p>If you\u2019re interested in diving deep into the topic of user segmentation, you should take a look at our recent <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook<\/a> that shows you how to build the perfect audience!<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/NIznFwwLjeU[\/embed]<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10924 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_768x192.png\" alt=\"Our Playbook to Modern User Segmentation: Read the Guide\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"3 Common Pitfalls of Segmentation and How to Avoid Them","post_excerpt":"We've compiled a list of three pitfalls of segmentation that commonly arise from traditional methods and explain how you can effectively avoid them.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-common-pitfalls-of-segmentation","to_ping":"","pinged":"","post_modified":"2020-10-01 09:56:32","post_modified_gmt":"2020-10-01 16:56:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11031","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"October 01, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/100120_3-Pitfalls-of-Segmentation_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"3 Pitfalls of Segmentation\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/100120_3-Pitfalls-of-Segmentation_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/100120_3-Pitfalls-of-Segmentation_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/100120_3-Pitfalls-of-Segmentation_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-common-pitfalls-of-segmentation\/"},{"ID":11057,"post_author":"97","post_date":"2020-09-30 17:19:56","post_date_gmt":"2020-10-01 00:19:56","post_content":"<p><span style=\"font-weight: 400;\">It happens\u2026often. Shoppers rush to your e-commerce store doors only to leave a few items behind to go eat their lunch and forget all about that nice pair of jeans they were going to buy for their sister.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Get a jump start on navigating that exact situation with our Shopping Cart Abandonment template and be prepared next time to reel your customers back in.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Download this template to:<\/span><\/p>\r\n<ul>\r\n\t<li><span style=\"font-weight: 400;\">Make sure you have a clear understanding of your audience\u2019s shopping habits by utilizing key data points<\/span><\/li>\r\n\t<li><span style=\"font-weight: 400;\">Know the critical questions to ask yourself when it comes to measuring, testing, &amp; optimizing\u00a0\u00a0\u00a0<\/span><\/li>\r\n\t<li><span style=\"font-weight: 400;\">Set yourself up for success every time a shopper leaves items in their cart and walks away from their computer <\/span><\/li>\r\n<\/ul>","post_title":"Template for Shopping Cart Abandonment Campaign Brief","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"shopping-cart-abandonment-campaign-brief-template","to_ping":"","pinged":"","post_modified":"2022-07-06 14:26:52","post_modified_gmt":"2022-07-06 21:26:52","post_content_filtered":"","post_parent":8,"guid":"https:\/\/iterable.com\/?page_id=11057","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Template","pretty_date":"September 30, 2020","terms":[{"term_id":7580,"name":"Template","slug":"template","term_group":0,"term_taxonomy_id":7580,"taxonomy":"resource_type","description":"","parent":1696,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["template"],"term_names":["Template"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Cart-Abandonment_Template_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Cart-Abandonment_Template_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Cart-Abandonment_Template_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Cart-Abandonment_Template_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/resources\/shopping-cart-abandonment-campaign-brief-template\/"},{"ID":10976,"post_author":"70","post_date":"2020-09-30 09:10:35","post_date_gmt":"2020-09-30 16:10:35","post_content":"<p>When you think \u201cholidays,\u201d what images come to mind? For some, it\u2019s Norman Rockwell\u2019s \"Freedom From Want\u201d depiction of the Thanksgiving feast; for others, the Leg Lamp from \"A Christmas Story\" or the \u201cSanta Baby\u201d scene from \"Mean Girls.\" While diverse and multi-generational, these memories have one characteristic in common: they're full of joy.\u00a0<\/p>\r\n<p>With stores stocking up on holiday decor, it's clear that celebration is still a permanent fixture of our fall-to-winter culture. But, unlike in years past, 2020 simply hasn\u2019t given us a ton to celebrate. So while the proud few continue their annual traditions, the reality is that most customers are really not rushing to buy advent calendars or Halloween costumes.<\/p>\r\n<p>Because families seem to be lamenting more often than laughing, we expect that consumers will approach the holiday season this year with trepidation. In fact, our recent survey of over 1,000 U.S. consumers found that <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">63% of respondents said the pandemic has negatively affected their attitudes about holiday shopping itself<\/a>.<\/p>\r\n<p>How should brands react to this emotional downturn? How can companies succeed in a depressed economy?<\/p>\r\n<p>In our three-part holiday shopping series, we've addressed product scarcity when supply chains are disrupted and attention scarcity when consumers are distracted. Now, in the final installment, we explore something that has seriously been plaguing our shoppers: celebration scarcity.<\/p>\r\n<p>Read on to learn how to connect with your customers, bring them some much-needed joy to their world and save the holidays!<\/p>\r\n<h3>What Is Celebration Scarcity?<\/h3>\r\n<p>COVID-19 and the subsequent recession are dramatically reshaping the way Americans celebrate the holidays. <a href=\"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">58% of consumers plan to spend less money<\/a> during this holiday season than in years past.<\/p>\r\n<p>These discouraging developments will have severe consequences for brands that do not navigate the evolving (and, let\u2019s be real, pretty grim) landscape with customer empathy. But before you deploy your holiday marketing plans, let\u2019s level set.<\/p>\r\n<p>What's really going on out there?<\/p>\r\n<h4>Customer Spirit Is Trending Negative<\/h4>\r\n<p>Do you remember the Will Ferrell movie, \"Elf\"? If you do, you may recall that Santa's sleigh was powered by holiday cheer. Without spirit, the sleigh is grounded. We're all running a little empty on cheer, joy and spirit this season.<\/p>\r\n<p>And that's not surprising, given the sobering facts:<\/p>\r\n<ul>\r\n\t<li>The <a href=\"https:\/\/www.bbc.com\/news\/world-54334496\" target=\"_blank\" rel=\"noopener noreferrer\">global death toll<\/a> of COVID-19 has surpassed 1 million people.<\/li>\r\n\t<li><a href=\"https:\/\/www.businessinsider.com\/unemployed-states-of-america-life-without-a-paycheck-in-2020-2020-9\" target=\"_blank\" rel=\"noopener noreferrer\">55 million Americans<\/a> have filed for unemployment since the pandemic hit.<\/li>\r\n\t<li><a href=\"https:\/\/www.weforum.org\/agenda\/2020\/09\/coronavirus-covid-19-united-states-mental-health-depression-symptoms\/\">Over a quarter<\/a> of U.S. adults have reported feeling depressed as a result of coronavirus.<\/li>\r\n<\/ul>\r\n<p>As a result, public health scientists say it's easier to <a href=\"https:\/\/www.nbcdfw.com\/news\/coronavirus\/experts-suggest-us-families-begin-virtual-holiday-planning\/2436084\/\">forecast the weather on Thanksgiving Day<\/a> than to predict how the coronavirus crisis will play out this autumn.<\/p>\r\n<p>With this data in mind, you would think that all the joy in the world is lost. That the holidays are impossible to celebrate.<\/p>\r\n<p>But fortunately, you would be wrong.<\/p>\r\n<h3>How to Bring Joy to This Socially-Distanced World<\/h3>\r\n<p>Despite all the challenges this year hath wrought, humanity is resilient, and now it is more important than ever to spread holiday cheer. Folks will still celebrate<a href=\"https:\/\/morningconsult.com\/form\/2020-holiday-shopping\/\"> major holiday events<\/a>, and much like <a href=\"https:\/\/www.smithsonianmag.com\/science-nature\/diamonds-unearthed-141629226\/#:~:text=Diamonds%20are%20made%20of%20carbon,together%20to%20start%20growing%20crystals.&amp;text=That's%20why%20a%20diamond%20is,that%20form%20between%20carbon%20atoms.\" target=\"_blank\" rel=\"noopener noreferrer\">diamonds are made<\/a> under high temperature and pressure, we think 2020 has opened up an opportunity for brands to get creative.<\/p>\r\n<p>We believe we can still find things to celebrate all around us, and we should invite others to do the same. After all, our mission at Iterable is to connect people with products that bring them joy. So let\u2019s do that.<\/p>\r\n<p>But first, we have to remind them that there is a joy to be had in the first place! Here's how leading brands are combating celebration scarcity by getting the recipe for fun and festive holiday email campaigns right.<\/p>\r\n<h4>Celebrate the Little Things<\/h4>\r\n<p>Finding time for yourself to relax and recharge can be a hard balance, even during non-pandemic times. It\u2019s easy to get over-scheduled, overspent, and overwhelmed, which is why we find that the smallest celebrations\u2014like hot cocoa, pumpkin carving and leaf crunching\u2014tend to bring the most joy. <br \/>\r\n<br \/>\r\nThis holiday season, your customers are going to be <a href=\"https:\/\/iterable.com\/blog\/fashion-retail-marketing-covid-19\/\">spending most of their time inside and isolated<\/a>. Many won\u2019t be trick-or-treating or hosting massive Thanksgiving dinners. This makes it the perfect time to remind your customers about the magic of intimate holiday memories. Help them find solace in the small things that can be done alone, like self-indulgence and pampering!<\/p>\r\n<p>This LUSH email is perfectly themed to drive excitement around the holidays. What\u2019s better than a warm, spooky bubble bath to help soothe our pandemic (and Zoom party planning) anxieties?<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/need-to-calm-a-sugar-high\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/LUSH-Spooky-Slumbers.png\" alt=\"LUSH Spooky Slumbers Email combats celebration scarcity\" width=\"680\" height=\"2873\" \/><\/a> <em>Bath and body retailer LUSH celebrates Halloween with this subtly spooky theme. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>We love so many elements of this email, from the alliterative \"Spooky slumbers\" title, to the copy for particularly frazzled parents that asks, \"Little monsters won't go to bed?\" to the clear and compelling \"Get sleepy\" CTA button.<\/p>\r\n<h4>Ferment Your Marketing With Fun<\/h4>\r\n<p>If one industry is booming right now, it's alcohol: <a href=\"https:\/\/www.winsightgrocerybusiness.com\/center-store\/impact-covid-19-retail-alcohol-sales\" target=\"_blank\" rel=\"noopener noreferrer\">online sales skyrocketed by 339%<\/a>, becoming the fastest-growing e-commerce department among consumer packaged goods, according to Nielsen.<\/p>\r\n<p>There's no reason why you can't toast during the holidays this year, and we appreciate Winc's playful email below with its \"Post-Thanksgiving Recovery Plan: Drink More Wine\" message.<\/p>\r\n<div>\r\n<dl id=\"attachment_10988\">\r\n<dt>\r\n[caption id=\"\" align=\"alignnone\" width=\"800\"]<a href=\"https:\/\/www.winc.com\/blog\/thanksgiving-hangover\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Winc-e1600882661586.png\" alt=\"Winc Thanksgiving Email\" width=\"800\" height=\"2221\" \/><\/a> <em>Wine subscription service Winc shares fun info\u2014and a tempting offer\u2014for the holidays.<\/em>[\/caption]\r\n<\/dt>\r\n<\/dl>\r\n<p>You will likely need to change the context around how your products are sold this season\u2014for instance, enjoying a glass of wine with your just your immediate family rather than popping champagne at a large New Year's Eve party\u2014but that doesn't mean you can't put the happy back in happy hour.<\/p>\r\n<\/div>\r\n<h4>That's Amore<\/h4>\r\n<p>People around the world are craving human connection in lockdown, and\u00a0<a href=\"https:\/\/iterable.com\/blog\/dating-apps-under-covid-19\/\">dating apps experienced a boost that proves romance isn\u2019t dead<\/a>.<\/p>\r\n<p>We\u2019re not trying to tell brands to shift their business model to online dating, but there is something to be said for getting creative about marketing during this time, and Crate &amp; Barrel does an excellent job of doubling down on date night with its \"Gothic Romance\" holiday decor email.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"800\"]<a href=\"https:\/\/www.mailcharts.com\/holiday-email-marketing\/halloween\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Crate-and-Barrell.png\" alt=\"Crate &amp; Barrel Halloween Email\" width=\"800\" height=\"2317\" \/><\/a> <em>Crate &amp; Barrel's Halloween email is boo-tiful (we'll see ourselves out). Source: Mailcharts<\/em>[\/caption]\r\n\r\n<p>There's always been a little romance attributed to Halloween. From \"Sleepy Hollow\" to \"Hocus Pocus,\" there's something haunting about being haunted. While your customers might not be able to make it outside to partake in haunted houses and hayrides, you can still sway shoppers with alluring imagery of stay-at-home Halloween ambiance.<\/p>\r\n<h4>Finding Joy in Tradition<\/h4>\r\n<p>No matter the holiday, there are always family traditions. Some are modern phenomena, like <a href=\"https:\/\/www.elfontheshelf.com\/about-us\" target=\"_blank\" rel=\"noopener noreferrer\">The Elf on the Shelf<\/a>, while others, <a href=\"https:\/\/www.wockenfusscandies.com\/blog\/why-do-we-leave-cookies-and-milk-for-santa-on-christmas-eve\/#:~:text=Father%20Christmas'%20horse.-,Leaving%20cookies%20and%20milk%20for%20Santa%20could%20be%20linked%20to,Santa%20Claus%20and%20his%20reindeer.\" target=\"_blank\" rel=\"noopener noreferrer\">like giving cookies to Santa<\/a>, are classics that go back ages!<\/p>\r\n<p>Traditions nurture the bonds that we\u2019ve made over time, give a sense of purpose, and serve as a testament to what we find important. And right now, <a href=\"https:\/\/iterable.com\/blog\/entertainment-recommendations-long-haul\/\" target=\"_blank\" rel=\"noopener noreferrer\">finding ways to entertain ourselves<\/a> has become especially important.<\/p>\r\n<p>This reactivation email by Disney+ inspires churned subscribers to come back and enjoy the tradition of movie night with their holiday favorites.<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"680\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/come-back-for-your-holiday-favorites\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/come-back-for-your-holiday-favorites-1.png\" alt=\"Celebration Scarcity: Disney+ Reactivation Holiday Email\" width=\"680\" height=\"3297\" \/><\/a> <em>Disney and Christmas? A dynamic duo of holiday family traditions. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>We're all watching more TV than usual, so turn the mundane into magical with holiday-themed messaging that will inspire customers to make special memories.<\/p>\r\n<h4>Get Creative With Gift-Giving<\/h4>\r\n<p>With families and friends farther apart, the value of a gift may mean even more this year. And even if purse strings are tight, shoppers still want to find ways to celebrate their loved ones\u2014and treat themselves in the process.<\/p>\r\n<p>That's why this holiday gift email from Taco Bell wins over hearts and stomachs. It drives excitement around gift-giving and incentivizes the purchase with an extra $5 e-gift card (that's like, five Cheesy Roll Ups!)<\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"675\"]<a href=\"https:\/\/reallygoodemails.com\/emails\/buy-a-15-egift-card-and-get-one-5-ebonus-card-\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Taco-Bell-1-e1600884644522.png\" alt=\"Taco Bell Holiday Email\" width=\"675\" height=\"2301\" \/><\/a> <em>Taco Bell promoting gift-giving (and getting) with this $5 bonus. Source: Really Good Emails<\/em>[\/caption]\r\n\r\n<p>Remind customers of the joy inherent in giving and getting gifts, especially during a pandemic. Whether it's $5 tacos or a $500 PlayStation 5, your brand can bring holiday cheer in a time when we need it most.<\/p>\r\n<h3>Spark Joy in This Socially Distant World<\/h3>\r\n<p>This year, brands have the opportunity to impact the holiday season with more than just gifts. They can increase anticipation, inspire creativity and form some new traditions. But first, make sure you know your customers. Then you can connect them to the products that bring them the most joy.<\/p>\r\n<p>Address celebration scarcity and make your customers feel special this holiday season by crafting personalized marketing messages.<\/p>\r\n<p>Don't know where to begin? Take our <a href=\"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/\">Personalization Maturity Model quiz<\/a> to better understand where you stand with regard to the four core pillars of personalization, so you can act on steps to level-up your brand's customer experience.<\/p>","post_title":"Celebration Scarcity: Joy to the (Socially Distanced) World","post_excerpt":"In the final installment of our holiday shopping series, we explore celebration scarcity. Learn how to bring joy to your customers and save the holidays!","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"celebration-scarcity-joy-socially-distanced-world","to_ping":"","pinged":"","post_modified":"2020-09-30 09:10:35","post_modified_gmt":"2020-09-30 16:10:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10976","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 30, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/093020_Joy-to-the-Socially-Distanced-World_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Celebration Scarcity: Joy to This Socially Distanced World\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/093020_Joy-to-the-Socially-Distanced-World_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/093020_Joy-to-the-Socially-Distanced-World_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/093020_Joy-to-the-Socially-Distanced-World_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/celebration-scarcity-joy-socially-distanced-world\/"},{"ID":11023,"post_author":"7","post_date":"2020-09-29 08:03:22","post_date_gmt":"2020-09-29 15:03:22","post_content":"<p>As we close out one of the most turbulent years in recent history, consumers are looking ahead to the holiday shopping season for some much-needed levity and relief. But the holiday season will look different in more ways than one this year, and retail is no exception.<\/p>\r\n<p>With COVID-19 and the recession continuing to impact the lives of consumers, brands will need to adjust their strategies to <a href=\"https:\/\/www.adweek.com\/brand-marketing\/holiday-shopping-season-2020-depressed-shoppers\/\" target=\"_blank\" rel=\"noopener noreferrer\">overcome negative sentiments<\/a> about holiday shopping.<\/p>\r\n<p>The majority of shoppers plan to direct money toward essentials instead of holiday spends: <strong>58% of consumers said they plan to spend less money<\/strong> during this holiday season than in past years. As a result, earning your market share will be tougher this year as established selling tactics fall short.<\/p>\r\n<p>Without the promise of major in-store events like Black Friday doorbusters, retailers are considering how to reimagine the shopping experience and attract shoppers with less disposable income (considering the <a href=\"https:\/\/www.forbes.com\/sites\/sarahhansen\/2020\/07\/24\/30-million-are-unemployed-and-more-pain-is-on-the-way-here-are-8-numbers-that-sum-up-the-destruction-in-the-us-labor-market\/\" target=\"_blank\" rel=\"noopener noreferrer\">30 million collecting unemployment<\/a> in the U.S.) to splurge on gifts.<\/p>\r\n<p>We wanted to know how consumers are really feeling about the upcoming shopping season:<\/p>\r\n<ul>\r\n\t<li>Are shoppers eager to be back in stores, or are they embracing the move to digital platforms?<\/li>\r\n\t<li>What\u2019s driving consumers to make purchase decisions this year, and how will their buying patterns be impacted by retailer marketing?<\/li>\r\n\t<li>Are shoppers eager to purchase products as soon as they\u2019re in stock, or will they wait for sales events?<\/li>\r\n<\/ul>\r\n<h3>Holiday Shopping: Iterable's Consumer Survey Findings<\/h3>\r\n<p>To answer these questions, Iterable surveyed over 1,000 consumers across the U.S. Our results show that even though consumers are concerned about the upcoming holiday season, there\u2019s an opportunity for retailers to make an impact by choosing the right timing and channels.<\/p>\r\n<p>Here\u2019s what we found.<\/p>\r\n<h4>1. The surge in e-commerce demand will continue beyond the pandemic.<\/h4>\r\n<p>Two-thirds (67%) of shoppers plan to complete most or all of their holiday shopping online, and just 3% said they will continue to do all their shopping in stores.<\/p>\r\n<p>Now that we\u2019ve tasted the convenience of online and mobile experiences, consumer expectations aren\u2019t likely to go backwards. Just 7% of respondents across generations say they would prefer to shop exclusively in-store, meaning companies need to adapt to build better customer experience on e-commerce platforms.<\/p>\r\n<blockquote>\r\n<p><em>67% of shoppers plan to complete most or all of their holiday shopping online<\/em><\/p>\r\n<\/blockquote>\r\n<p>But consumers aren\u2019t entirely ready to do away with in-store shopping. Surprisingly, digitally native Gen Zers were the second most likely group (behind baby boomers) to report plans to spend half their time shopping in a brick-and-mortar shop\u201430% of Gen Z respondents said they would do half their shopping in-stores.<\/p>\r\n<p>What\u2019s more, Gen Zers were least likely to report doing all their shopping online and most likely to report that given the opportunity, they would complete most shopping in-store, demonstrating there\u2019s more to the e-commerce equation than just digital literacy.<\/p>\r\n<p>These findings may relate to consumers\u2019 desire to spend more time supporting small and local businesses. Consumer support for small and local businesses has grown (22% say this will be a priority this holiday season)\u2014as long as these businesses are able to provide affordable solutions in a convenient purchasing channel.<\/p>\r\n<p>Moving forward, all retailers will need to offer great prices and bring low-touch pick-up or delivery options to shoppers. Even though big retailers like Amazon dominate online (35% say they will use Amazon more than in previous years), there\u2019s still space for small local businesses to sell online to customers seeking them out.<\/p>\r\n<p>The world may be moving toward e-commerce out of necessity now, but expect the shift to stick. The majority of respondents reported that even if COVID-19 didn\u2019t factor into their shopping decisions, they would still choose to shop online at least half the time.<\/p>\r\n<h4>2. Emotional connections to a brand are increasingly important in a digital-first world.<\/h4>\r\n<p>A whopping 83% of respondents said they were more likely to purchase from a brand they have an emotional connection to. That means brands with less mission-driven messages or messages that don\u2019t align with consumers\u2019 values may see a drop in sales.<\/p>\r\n<p>Straightforward promotional advertising messaging that clearly describes a product is most preferred by older generations, zeroing in on product specs, pricing and exciting new innovation.<\/p>\r\n<blockquote>\r\n<p><em>83% of consumers are more likely to purchase from a brand they have an emotional connection to.<\/em><\/p>\r\n<\/blockquote>\r\n<p>But product descriptions won\u2019t cut it for Gen Z, who needs empathy to convert. That means advertising messages need to demonstrate they understand the experience of Gen Z\u2014so marketers need to take the time to learn what that means.<\/p>\r\n<p>In addition to Gen Zers, high earners are significantly more likely to purchase from a brand they have an emotional connection to. More than 50% of those making more than $100,000 said they are \u201cmuch more likely\u201d to make a purchase when they connect with a brand, whereas the majority of those earning less said it makes them just \u201csomewhat more likely.\u201d<\/p>\r\n<h4>3. Consumers are willing to wait for sales, but when retailers message them is critical.<\/h4>\r\n<p>In spite of expected shipping delays in the upcoming shopping season, consumers are twice as likely to wait for an online sales event to buy an item than they are to purchase an item as soon as it is in stock. One-third (36%) of consumers said they were currently waiting for an online sales event, while just 17% plan to purchase items as soon as they are in stock.<\/p>\r\n<p>Retailers hosting sales events should be careful about how and where they market events. Shoppers with budget constraints, for example, need more warning in order to plan for holiday promotions\u2014at least a week.<\/p>\r\n<blockquote>\r\n<p><em>36% of consumers are currently waiting for an online sales event before shopping for the holidays.<\/em><\/p>\r\n<\/blockquote>\r\n<p>Meanwhile, those making over $100,000 are more likely to want to hear from brands \u201ca few days prior.\u201d Almost two-thirds (65%) of consumers prefer to receive promotions no sooner than two weeks before a sales event.<\/p>\r\n<p>After shopping events, retailers should give consumers time to recover from shopping fatigue. Twenty-eight percent of consumers say it takes them about two weeks to feel ready to receive alerts from retailers again after the holidays.<\/p>\r\n<p>This preference is true across income brackets and locations, but lower-income shoppers prefer a longer break, with the majority preferring between two weeks and a month before they hear from brands.<\/p>\r\n<h3>What This Means for Retailers<\/h3>\r\n<p>As consumers strapped for cash enter the shopping season, conventional holiday selling tactics may fall short. As a result, retailers need to communicate with more empathy and play the long game to encourage sales.<\/p>\r\n<blockquote>\r\n<p><em>Download our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retail Marketing Makeover Guide<\/a> to learn how leading retailers and beauty brands are taking their marketing campaigns from drab to glam.<\/em><\/p>\r\n<\/blockquote>\r\n<p>With powerful solutions that enable lifelike digital experiences, retailers can make an impact that lasts well beyond the recession. And considering positive attitudes toward e-commerce and digital experiences, this work can\u2019t wait.<\/p>\r\n<p>Looking for support in creating personalized experiences that communicate empathy across channels? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> of Iterable's growth marketing platform today.<\/p>","post_title":"2020 E-Commerce Holiday Shopping Trends","post_excerpt":"Iterable surveyed over 1,000 U.S. consumers to learn how they're really feeling about the upcoming holiday shopping season. Here's what we found.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2020-e-commerce-holiday-shopping-trends","to_ping":"","pinged":"","post_modified":"2020-09-29 08:03:22","post_modified_gmt":"2020-09-29 15:03:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11023","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 29, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092920_Holiday-Quick-Poll_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of e-commerce holiday shopping\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092920_Holiday-Quick-Poll_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092920_Holiday-Quick-Poll_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092920_Holiday-Quick-Poll_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2020-e-commerce-holiday-shopping-trends\/"},{"ID":10953,"post_author":"35","post_date":"2020-09-24 09:08:10","post_date_gmt":"2020-09-24 16:08:10","post_content":"<p>Retail and e-commerce marketers have a lot to keep tabs on. Not only are their brands releasing new items on a seasonal basis, but consumers are also shifting their <a href=\"https:\/\/www.businessinsider.com\/american-spending-habits-changed-covid-19-experts-skeptical-2020-5\" target=\"_blank\" rel=\"noopener noreferrer\">spending habits<\/a>. Add to that, marketers want to personalize their messaging for every individual.<\/p>\r\n<p>That last bit is the most important piece of the puzzle for retail and e-commerce marketers. Consumers want a <a href=\"https:\/\/review42.com\/retail-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">more personalized experience<\/a> and with COVID-19 completely altering the way consumers can shop, the \u201c<a href=\"https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/industries\/retail\/our%20insights\/how%20covid%2019%20is%20changing%20consumer%20behavior%20now%20and%20forever\/how-covid-19-is-changing-consumer-behaviornow-and-forever.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">trusted brand<\/a>\u201d takes precedence over the available brand.<\/p>\r\n<p>Now that we\u2019re 6+ months into the pandemic altering our reality\u2014<a href=\"https:\/\/thehill.com\/changing-america\/well-being\/prevention-cures\/517095-fauci-reveals-when-he-thinks-the-us-can-return\" target=\"_blank\" rel=\"noopener noreferrer\">and little sign of it ending soon<\/a>\u2014it\u2019s as good a time as any for marketers to take a moment and assess. What\u2019s working? Where are our strengths? What crucial user profile data are we missing to get that much closer to our audience at the individual level?<\/p>\r\n<p>Such an audit can be overwhelming, but the impact is invaluable. Where do you even begin?<\/p>\r\n<p>Here, that\u2019s where.<\/p>\r\n<p>In our latest guide, \u201c<a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">From Drab to Glam: A How-To Guide for Giving Your Retail Marketing a Red Carpet-Worthy Makeover<\/a>,\u201d we provide the following perks:<\/p>\r\n<ul>\r\n\t<li>A deep-dive into common marketing trends we\u2019ve seen in the retail industry<\/li>\r\n\t<li>A framework for assessing your level of cross-channel personalization<\/li>\r\n\t<li>Actionable steps you can take to set yourself up for success against all challenges and changes.<\/li>\r\n<\/ul>\r\n<h3>A Look at Our Models<\/h3>\r\n<p>For any good makeover, you need a model\u2014a canvas of sorts upon which to create something beautiful. In preparation for our guide, we acted as engaged new users for 15 leading retailers and beauty brands to see how they would incorporate our actions and behavior into their marketing messaging.<\/p>\r\n<p>We signed up and opted in. We favorited items. We browsed a ton. We even abandoned some carts. Anything and everything you can do without actually buying an item, we did over the course of three weeks this summer.<\/p>\r\n<p>In order to make a more seamless, like-to-like comparison between brands, we focused largely on the beauty and cosmetics industry. This way, we could identify trends that extend into the larger retail and e-commerce market and provide more pointed recommendations that can help all marketers, regardless of vertical.<\/p>\r\n<h3>The Elements of a Good Marketing Makeover<\/h3>\r\n<p>Our models identified. The messaging collected. We set to work.\u00a0<\/p>\r\n<p>Like with any type of makeover, there\u2019s a natural order you must follow to make sure everything is layered just right for the perfect look.\u00a0<\/p>\r\n<p>We started, like one would logically expect, at the beginning\u2014the welcome campaign\u2014and continued through the average customer lifecycle onto promotions and cart abandonment campaigns.<\/p>\r\n<p>For each of these campaigns, you will find the trends across all of our lovely models, a few pitfalls to avoid, and at the end, a piece-by-piece framework for how to build out your ideal version of each campaign.\u00a0<\/p>\r\n<p>Everyone loves a good sneak peek, so here\u2019s just a glimpse at some of the takeaways you\u2019ll find inside:<\/p>\r\n<ol>\r\n\t<li><strong>Build Trust:<\/strong> People love brands they <a href=\"https:\/\/www.marketingcharts.com\/brand-related\/brand-loyalty-109127\" target=\"_blank\" rel=\"noopener noreferrer\">can trust<\/a>. Showing off your company values and what you stand for in the welcome campaign kicks off the relationship between you and the user on the right foot. Even better if you\u2019re able to harness those values to identify what\u2019s important to users and use them to inform preferences for future campaigns.<\/li>\r\n\t<li><strong>A Seamless Experience:<\/strong> A common trend in modern retail promotions is to design emails to mimic the online shopping experience. Take this one step further with new features like <a href=\"https:\/\/iterable.com\/webinars\/amp-use-cases-and-considerations-for-every-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">AMP for Email<\/a> to allow users to purchase items directly from the email. No further clicks required.<\/li>\r\n\t<li><strong>Don\u2019t Take Our Word For It:<\/strong> A brilliant way to drive conversions in cart abandonment campaigns: using data feeds to pull third-party reviews of products to confirm the value of a product. Capitalize on the data you have at hand by building a tech stack that gives you a holistic view of user behavior and the tangential data to give yourself a leg up.\u00a0<\/li>\r\n<\/ol>\r\n<p>You might be thinking, \u201cBah, our marketing is fine, we don\u2019t need a makeover.\u201d You may very well be ready for your red carpet moment.<\/p>\r\n<p>But, the operative word there, really, is \u201cfine.\u201d We want to help you turn that into \u201cfierce\u201d so <a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\">download the guide<\/a> and maybe\u2014just maybe\u2014you\u2019ll find that spark, that shine, that aha! idea that takes you from drab to glam.\u00a0<\/p>\r\n<h3><a href=\"https:\/\/iterable.com\/form\/whitepaper\/how-to-guide-for-giving-your-retail-marketing-a-red-carpet-worthy-makeover\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-10999 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_620x240-CTA-1024x397.png\" alt=\"Retail Marketing Makeover Guide CTA\" width=\"1024\" height=\"397\" \/><\/a><\/h3>","post_title":"How to Give Your Retail Marketing the Red Carpet Makeover","post_excerpt":"In our latest guide, we discuss how to assess your campaigns against common trends to give yourself a marketing makeover for better personalization.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"retail-marketing-makeover","to_ping":"","pinged":"","post_modified":"2023-03-02 22:42:22","post_modified_gmt":"2023-03-03 06:42:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10953","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 24, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_768x512-LP-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_768x512-LP-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_768x512-LP-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_768x512-LP-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_768x512-LP-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_768x512-LP-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/MAKEOVER-PROMO-ASSETS_768x512-LP-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/retail-marketing-makeover\/"},{"ID":10968,"post_author":"7","post_date":"2020-09-23 11:06:29","post_date_gmt":"2020-09-23 18:06:29","post_content":"<p><em><a href=\"https:\/\/www.consultmyapp.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ConsultMyApp<\/a>, headquartered in London, is a mobile marketing consultancy that serves as an extension of your marketing team, offering expertise and delivery on app store optimization, customer relationship management and user acquisition.<\/em><\/p>\r\n<p><em>Read on for their guest contribution to the Iterable blog to receive a deep-dive on the art of web push notifications.<\/em><\/p>\r\n<p>For many marketers, web push notifications\u2014otherwise known as browser push notifications\u2014are viewed with a sense of disdain; remembering the <a href=\"https:\/\/iterable.com\/blog\/5-questions-getting-started-web-push\/\" target=\"_blank\" rel=\"noopener noreferrer\">pop-up window horrors of yesteryear<\/a> and imagining the damage that even suggesting their use could do to their careers.<\/p>\r\n<p>Whilst they aren\u2019t for every campaign (or even every type of business), web push notifications do provide a useful tool in the toolkit of the modern-day marketer, and we\u2019ll aim to demonstrate why and how in this blog.<\/p>\r\n<h3>A Quick Intro to Web Push<\/h3>\r\n<p>So, what exactly are web push notifications? Web push notifications are messages that you\u2019re able to send to a browser (mobile and desktop) from a central messaging platform, like <a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a>. The messages themselves may contain a small amount of text, an image, and a link to a site (or screen in your app) containing further information.<\/p>\r\n<p>Similar to app push notifications, they do require the user to opt-in to receive them (a topic discussed later), but they offer a very effective way of engaging with users.<\/p>\r\n<h4>Use Cases<\/h4>\r\n<p>Due to the mechanics of this channel, web push notifications tend to be most effective when communicating breaking news stories, flash sale events, sports results, stock price movements or other scenarios in which the timeliness of the message is paramount.<\/p>\r\n<p>In general, web push notifications\u2014when used for more generic, scheduled campaigns and offers\u2014aren\u2019t particularly engaging, but if these campaigns can be shaped to offer highly contextual \u201cin-the-moment\u201d copy and imagery, they can be easily adapted to the channel.<\/p>\r\n<p>For example, an email offer that might deliver on a Monday with the headline copy, <em>\u201cThis week only - 25% off all electronics!\u201d<\/em> could be sent on the final day of the offer to say, <em>\u201cTime is running out! Only 24 hours left to get yourself 25% off from ALL electronics! View now!\u201d<\/em><\/p>\r\n<p>Modifying the copy and delivery time to generate a sense of urgency, when used with retargeting of the original email, provides a wonderful way of increasing conversion rates for your existing campaigns and is a nice, quick-win entry into web push for most companies.<\/p>\r\n\r\n[caption id=\"attachment_10986\" align=\"alignnone\" width=\"402\"]<img class=\"wp-image-10986 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-1.png\" alt=\"Mobile web push notification - soft opt-in\" width=\"402\" height=\"872\" \/> <em>Soft opt-in on mobile (Android)<\/em>[\/caption] [caption id=\"attachment_10985\" align=\"alignnone\" width=\"416\"]<img class=\"wp-image-10985 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-2.png\" alt=\"Official opt-in on mobile\" width=\"416\" height=\"902\" \/> <em>Official opt-in on mobile (Android)<\/em>[\/caption] [caption id=\"attachment_10984\" align=\"alignnone\" width=\"420\"]<img class=\"wp-image-10984 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-3.png\" alt=\"Sample mobile web push notification\" width=\"420\" height=\"908\" \/> <em>Sample web push notification received on mobile (Android)<\/em>[\/caption] [caption id=\"attachment_10983\" align=\"alignnone\" width=\"402\"]<img class=\"wp-image-10983 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-4.png\" alt=\"Deep-linking to web inbox\" width=\"402\" height=\"868\" \/> <em>Web push notification deep-linking to web inbox on open (Android)<\/em>[\/caption]\r\n\r\n<h4>Which users can I target with web push notifications?<\/h4>\r\n<p>Now you\u2019ve seen what web push notifications look like, how effective are they really?<\/p>\r\n<p>Well, the first factor to consider here is reach\u2014most importantly, web push isn\u2019t supported on every browser (yet)!<\/p>\r\n<p>Notably, the big exception here is Safari on iOS, which means as of today you can\u2019t message to mobile users on an iOS device with browser push notifications, unless of course, they\u2019re using another browser such as Google Chrome.<\/p>\r\n<p>This is a biggie, but rumour has it this inequality will be addressed shortly by Apple. You can, of course, still use web push to message users of Safari on the desktop macOS.<\/p>\r\n<p>Here\u2019s a handy list of platforms\/browsers you can currently leverage web push notifications on as of today:<\/p>\r\n<ol>\r\n\t<li>Google Chrome<\/li>\r\n\t<li>Safari (macOS only)<\/li>\r\n\t<li>Microsoft Edge<\/li>\r\n\t<li>Firefox<\/li>\r\n<\/ol>\r\n<p>(For more information on browsers Iterable supports for web push, click <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115004760086-Web-Push-Overview-\" target=\"_blank\" rel=\"noopener noreferrer\">here.)<\/a><\/p>\r\n<p>That mix of browsers and platforms provides a good reach (albeit sans most iOS users), so unless your web clientele is <em>significantly<\/em> skewed towards only iOS mobile, then we can assume there\u2019s likely a good, valuable fit for web push in your business.<\/p>\r\n<p>The next consideration to make here is opt-in rates, as an argument, is usually made along the lines of, \u201cThis sounds great, but surely everyone will decline the opt-in when requested?\u201d<\/p>\r\n<p>Not quite so\u2014our experience suggests that the average opt-in rate is around 5-10%. This is nowhere near a typical app push opt-in rate of 30-40%, but given the traffic to your website may well be far higher than your app install volume, a 10% potential reach is certainly valuable.<\/p>\r\n<p>And, of course, the more you explain and justify the benefit of these notifications to your users before asking them, the better. In fact, <a href=\"https:\/\/www.mobiloud.com\/blog\/google-web-push-notification-permission-2020strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">moves are afoot in the browser industry<\/a> to punish publishers that simply hit their users with the hard opt-in message as soon as they arrive on the site.<\/p>\r\n<p>These publishers will likely have low opt-in rates well-below average and will shortly feel the wrath of Google Chrome (other browsers to follow) where their requests will be suppressed and far less visible.<\/p>\r\n<p>Keep reading, because this next section is essential to making these messages work for you.<\/p>\r\n<h4>How do I get users to opt-in to web push notifications?<\/h4>\r\n<p>Just like in the world of app push notifications, you should never\u2026ever\u2026EVER request these notifications by just <a href=\"https:\/\/developers.google.com\/web\/fundamentals\/push-notifications\/permission-ux\" target=\"_blank\" rel=\"noopener noreferrer\">showing users the system dialog (hard opt-in) on first page load<\/a>. People won\u2019t have used your site before, know whether they want to stick with you, or transact with you, let alone allow you to send an unknown quantity of messages to their device with an unknown purpose!<\/p>\r\n<p>Whilst this may seem the simplest way to introduce browser push into your marketing stack, it\u2019s also likely to deliver low opt-in rates and high-levels of annoyance amongst browsers.<\/p>\r\n<p>We recommend two steps before requesting opt-ins for web push:<\/p>\r\n<h5>Step 1: Create a soft opt-in<\/h5>\r\n<p>First, ensure you utilise a soft opt-in\u2014this is a little window (or in-line HTML) that appears before you show people the browser dialog opt-in box. The purpose of this is simple: educate and inform users as to why they should want to receive notifications from your brand.<\/p>\r\n\r\n[caption id=\"attachment_10982\" align=\"alignnone\" width=\"904\"]<img class=\"wp-image-10982 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-5.png\" alt=\"Soft opt-in on desktop\" width=\"904\" height=\"492\" \/> <em>Example of soft opt-in on desktop (macOS with Safari)<\/em>[\/caption]\r\n\r\n<p>Show them the value, and rather unsurprisingly, if they say yes to your soft opt-in, people then choose to opt-in when you give them the official browser prompt.<\/p>\r\n<p>The other benefit here is that if a user doesn\u2019t accept your soft opt-in, you can, of course, ask them again at a more favourable time (you can\u2019t do this is you\u2019ve used only the browser opt-in dialog).<\/p>\r\n<h5>Step 2: Identify the right moment to ask<\/h5>\r\n<p>Then, identify the magic moment, that time in the user journey where they\u2019re most likely to be ready to receive browser notifications from you.<\/p>\r\n<p>If, for instance, a user has just booked a flight you might want to show them your soft opt-in that says, \u201cWould you like to receive notifications if your flight is delayed?\u201d\u2014much more appealing and likely to solicit a positive response!<\/p>\r\n<h3>Desktop vs. Mobile Browser Push Notifications<\/h3>\r\n<p>As we\u2019ve discussed previously, Mobile iOS is a bit of a no-go zone for web push notifications for now, until Apple releases a new version of iOS and Safari Mobile that supports browser push.<\/p>\r\n<p>However, mobile push on Android is actually rather useful. Unlike its desktop companion, Android Chrome means users will see a notification even when you\u2019re not using the browser.<\/p>\r\n<p>In essence, it becomes a channel as valuable as SMS and app push, as users will see notifications at a time of your choosing. Mobile web notifications appear in the notification tray on mobile, just like a Whatsapp message, SMS or app push notification. You can even include action buttons (see below).<\/p>\r\n\r\n[caption id=\"attachment_10980\" align=\"alignnone\" width=\"294\"]<img class=\"wp-image-10980 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-6.png\" alt=\"Web push action buttons\" width=\"294\" height=\"602\" \/> <em>Web push action buttons on mobile (Android)<\/em>[\/caption]\r\n\r\n<p>On desktop, we get Safari back (yay!), and with macOS, you can even message whilst the browser isn\u2019t running (see below). Sadly on Windows, however, the browser process still has to be running to display a notification.<\/p>\r\n\r\n[caption id=\"attachment_10979\" align=\"alignnone\" width=\"904\"]<img class=\"wp-image-10979 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-7.png\" alt=\"Web push notification on desktop\" width=\"904\" height=\"492\" \/> <em>Example of web push notification on desktop (macOS with Safari)<\/em>[\/caption]\r\n\r\n<p>However, principally the message remains the same: small piece of text, an image and a hyperlink to wherever you want to take the user (see below).<\/p>\r\n\r\n[caption id=\"attachment_10978\" align=\"alignnone\" width=\"904\"]<a href=\"https:\/\/www.izooto.com\/blog\/native-chrome-push-notification\"><img class=\"wp-image-10978 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/CMA-8.png\" alt=\"Chrome web push notification on macOS\" width=\"904\" height=\"228\" \/><\/a> <em>Google Chrome web push on macOS. Source: <a href=\"https:\/\/www.izooto.com\/blog\/native-chrome-push-notification\" target=\"_blank\" rel=\"noopener noreferrer\">iZooto<\/a>.<\/em>[\/caption]\r\n\r\n<h3>Key Do\u2019s and Don\u2019ts of Web Push Notifications<\/h3>\r\n<p>If you follow these rules, you\u2019ll definitely leverage enough value from web notifications to make them worthwhile:<\/p>\r\n<ol>\r\n\t<li>Avoid hitting a user on session 1 with the official (hard) browser opt-in dialog box.<\/li>\r\n\t<li>Always use soft opt-ins.<\/li>\r\n\t<li>Manage browser notifications as part of your multi-channel strategy alongside app push, email, SMS, app inbox, web interstitials and in-app messages.<\/li>\r\n\t<li>Use your <a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">cross-channel messaging platform<\/a> to derive the optimal \u201cmagic moment\u201d to prompt the user for opt-in, as this may well not be in the first session.<\/li>\r\n\t<li>A\/B test your soft opt-in imagery and copy to maximise your opt-in rates.<\/li>\r\n\t<li>Use sparingly\u2014browser notifications are relatively intrusive (particularly on mobile), so target and segment them accurately to make messaging highly relevant, and use personalisation wherever possible.<\/li>\r\n<\/ol>\r\n<h3>A Recap on Browser Push<\/h3>\r\n<p>In conclusion, if you have a messaging platform that supports browser notifications, and you don\u2019t have 90%+ of your web traffic coming just from mobile web devices running iOS, then you should be starting to incorporate this channel into your marketing mix.<\/p>\r\n<p>Browser push notifications are no longer new, untested, and unproven\u2014they have been around for years, and if you aren\u2019t using them, many of your competitors are currently or will be in the near future (<a href=\"https:\/\/www.mobiloud.com\/blog\/google-web-push-notification-permission-2020strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">8% of the largest 10,000 sites in the world are using them already<\/a>).<\/p>\r\n<p>Quite simply, when used correctly, they hold value. They aren\u2019t a silver bullet and using them alone a marketing strategy does not maketh, but using them alongside your other channels in a coherent and value-led campaign structure will deliver for you.<\/p>\r\n<p>Please don\u2019t hesitate to reach out to our team of experts at <a href=\"https:\/\/www.consultmyapp.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ConsultMyApp<\/a>, as we\u2019d be delighted to have an open conversation and provide some impartial guidance, expertise and share some of our experience with you on this subject and across the digital marketing spectrum.<\/p>","post_title":"The Art of Web Push Notifications","post_excerpt":"Web push notifications are a useful tool for the modern-day marketer, as the experts at ConsultMyApp demonstrate why and how in this blog.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"art-web-push-notifications","to_ping":"","pinged":"","post_modified":"2020-11-23 09:05:55","post_modified_gmt":"2020-11-23 17:05:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10968","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 23, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092220_Browser-Notifications_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration to depict web push notifications\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092220_Browser-Notifications_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092220_Browser-Notifications_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092220_Browser-Notifications_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/art-web-push-notifications\/"},{"ID":10851,"post_author":"43","post_date":"2020-09-22 22:28:11","post_date_gmt":"2020-09-23 05:28:11","post_content":"<p>Good things come in fives: Queer Eye\u2019s Fab Five; the Spice Girls; the Power Rangers. Next up on the list? The 5 steps to an effective growth marketing strategy.<\/p>\r\n<p>Executing an agile growth marketing strategy, built on a test and iterate philosophy, that also hits at the individual level can seem daunting\u2026or maybe even impossible. But fear not! Sam Larsen, Director of Growth at Mixpanel, and Garin Hobbs, Expert Personalization Strategist at Iterable, break it down into a tried-and-true framework that is structured, yet scalable. In this interactive webinar, you\u2019ll learn how to create a growth engine that is nimble and data-driven\u2014something that is especially important as we\u2019re all called to be attuned to each and every consumer need.<\/p>\r\n<p><strong>Join us and learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>The 5 principles of a scalable growth marketing engine<\/li>\r\n\t<li>What types of data and cues from your audience you should be leaning into<\/li>\r\n\t<li>How to supercharge your efforts with analytics and insights<\/li>\r\n<\/ul>","post_title":"5 Steps to an Effective Growth Marketing Strategy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"5-steps-to-an-effective-growth-marketing-strategy","to_ping":"","pinged":"","post_modified":"2020-10-07 14:08:40","post_modified_gmt":"2020-10-07 21:08:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=10851","menu_order":96,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 22, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Mixpanel-Webinar_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Mixpanel-Webinar_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Mixpanel-Webinar_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Mixpanel-Webinar_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/5-steps-to-an-effective-growth-marketing-strategy\/"},{"ID":10956,"post_author":"7","post_date":"2020-09-22 09:23:51","post_date_gmt":"2020-09-22 16:23:51","post_content":"<p><em><a href=\"https:\/\/www.inboxarmy.com\/?utm_source=Iterable&amp;utm_medium=blog&amp;utm_campaign=holiday_article\" target=\"_blank\" rel=\"noopener noreferrer\">InboxArmy<\/a>, headquartered in Texas, is a full-service email marketing agency that works with brands of all sizes to deliver best-in-class quality service, production, and support.<\/em><\/p>\r\n<p><em>Read their guest contribution to the Iterable blog to learn eight tactics to prepare for the 2020 holiday season.<\/em><\/p>\r\n<p>The 2020 holiday season might well be the most challenging year since the economic collapse of 2008\u2014or ever.<\/p>\r\n<p>The pandemic and its resulting economic disruptions are obvious hurdles, but marketers will face some unique unknowns heading into the holiday marketing season:<\/p>\r\n<ul>\r\n\t<li>People will buy, but consumers are divided in how, when and how much they will buy.<\/li>\r\n\t<li>Unexpected supply chain disruptions could force brands into last-minute scrambles on one end of the spectrum, while predicted shipping bottlenecks could keep purchases from reaching buyers\u2019 doorsteps in time.<\/li>\r\n\t<li>Creating a coherent marketing strategy is harder when some parts of the world are still suffering the full effects of the pandemic and its economic and social upheavals while others have recovered.<\/li>\r\n<\/ul>\r\n<p>These are big unknowns, but they\u2019re no reason to feel doom and gloom about your holiday 2020 planning. Knowing where uncertainties are means you can anticipate them in your marketing plans and be ready to switch gears as needed.<\/p>\r\n<h3>6 Goals for Successful Holiday 2020 Marketing\u00a0<\/h3>\r\n<p>Rethinking your messaging plans will be vital to connect with customers and give them reasons to continue engaging with your brands and marketing programs. These six broad goals will help you focus your attention on where your customers are this year.<\/p>\r\n<p>Keep reading to see tactics that can help you achieve these goals.<\/p>\r\n<ol>\r\n\t<li>Use all the communication channels in your marketing mix to keep tabs on consumer behavior and recognize when conditions are signaling the need to change lanes.<\/li>\r\n\t<li>Find new ways to break through more inbox clutter than usual.<\/li>\r\n\t<li>Create messages with irresistible promotions and capitalize on loyalty to demonstrate value.<\/li>\r\n\t<li>Work harder to gain consumer trust for in-store shopping.<\/li>\r\n\t<li>Give customers more choices for buying, paying for and receiving merchandise.<\/li>\r\n\t<li>Above all, reassure customers that you understand the many ways our world has changed this year and that you are there to support them and help them have the best holiday possible.<\/li>\r\n<\/ol>\r\n<h3>What You Can\u2019t Do This Year: Copy 2019's Holiday Playbook<\/h3>\r\n<p>These trends make holiday 2020 planning more complex than ever:<\/p>\r\n<p><strong>Consumer sentiment is slowly turning more optimistic in areas where COVID-19 rates have stabilized and more jobs return to the economy<\/strong>. However, economists are warning that <a href=\"https:\/\/www.reuters.com\/article\/us-health-coronavirus-consumer-pricing-i\/coffee-ketchup-and-nike-air-max-its-the-covid-consumer-economy-idUSKBN25S4SB\" target=\"_blank\" rel=\"noopener noreferrer\">increases in discretionary spending and more positive outlooks that surfaced this summer could reverse<\/a> as unemployment benefits and foreclosure and eviction moratoriums end or the virus resurges.<\/p>\r\n<p><strong>The shift to e-commerce this year is real but receding slightly as customers return to in-store shopping<\/strong>. eMarketer predicted in September that <a href=\"https:\/\/www.emarketer.com\/content\/us-ecommerce-sales-grew-by-nearly-third-q2\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce will grow 14.5% from 2019 to 2020<\/a>, up from 11% from 2019 to 2020 but scaled back from an 18% increase predicted in May. Also, a PYMNTS\/PayPal study found <a href=\"https:\/\/www.pymnts.com\/study\/the-how-we-shop-report-september-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">40% of consumers say they have permanently shifted to e-commerce<\/a>.<\/p>\r\n<p>At the same time, Coresight research finds the percentage of <a href=\"https:\/\/coresight.com\/research\/us-survey-update-consumers-continue-to-return-to-shopping-centers-select-findings\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. consumers avoiding shopping centers fell from 66% in July to 57% in September<\/a> while consumers are <a href=\"https:\/\/coresight.com\/research\/us-survey-update-consumers-continue-to-return-to-shopping-centers-select-findings\/\" target=\"_blank\" rel=\"noopener noreferrer\">tentatively opening their wallets on discretionary spending like apparel<\/a>.<\/p>\r\n<p><strong>Black Friday might fizzle this year<\/strong>. A delayed Amazon Prime Day (from July to possibly early October) and the expansion of <a href=\"https:\/\/go.forrester.com\/blogs\/what-to-expect-on-singles-day-2019\/\" target=\"_blank\" rel=\"noopener noreferrer\">Alibaba\u2019s Singles Day<\/a> (Nov. 11) beyond China could pull even more holiday shopping money away from Black Friday and Cyber Monday.<\/p>\r\n<p>Singles Day, the world\u2019s biggest one-day sales event, took in $38 billion in 2019, compared to an estimated $8 billion for Amazon, but many brands start counter-promoting for each event several weeks ahead. Coresight predicts <a href=\"https:\/\/coresight.com\/research\/three-things-you-need-to-know-amazon-prime-day-2020-expected-october-timing-to-draw-forward-holiday-spending\/?relatedposts=related_posts\" target=\"_blank\" rel=\"noopener noreferrer\">48% of U.S. consumers will shop on Prime Day<\/a>, spending about $8 billion, up from an estimated $6 billion in 2019.<\/p>\r\n<p><strong>Consumers might be warming up to in-store shopping, but they expect stores to keep them safe<\/strong>. Black Friday\u2019s \u201cdoorbusters\u201d atmosphere might not resonate with the majority of consumers who still hesitate at spending time in crowded stores.<\/p>\r\n<p>\u201cConsumers are actively looking for use of masks and physical barriers when deciding where to shop in-store, and the importance of this visible safety sign has increased since our first measure in May,\u201d a <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/survey-us-consumer-sentiment-during-the-coronavirus-crisis\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey survey reports<\/a>. Also, <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/white-papers\/5-fundamentals-holidays?utm_source=PublicationEmail_MarketingDive&amp;utm_medium=email&amp;utm_campaign=2020_AMER_PLS_Holiday_eBook\" target=\"_blank\" rel=\"noopener noreferrer\">buying online but picking up in the store or at curbside grew 195%<\/a> from January to June.<\/p>\r\n<h3>8 Tactics for Holiday Marketing in 2020<\/h3>\r\n<p>1. <strong>Update segmentation and personas<\/strong>. We\u2019ve seen advice that claims your pre-pandemic data is out of date. That\u2019s a little drastic. You don\u2019t have to throw out everything you know about your customers. But you should track pre- and post-pandemic data to discover new buying patterns, preferences and interests and update your knowledge base.<\/p>\r\n<p>2. <strong>Lean on loyalty and brand value<\/strong>. Do more to promote the benefits of your loyalty programs to increase sign-ups. Use your loyalty data to drive segmentation and message targeting. Bump up customers who are close to achieving a new tier. Offer members special VIP benefits, and promote them in your broadcast emails so nonmembers see what they\u2019re missing.<\/p>\r\n<p>If you don\u2019t offer a loyalty program, continually remind customers about the value of doing business with your brand, as <a href=\"https:\/\/iterable.com\/customers\/case-study\/fabfitfun\" target=\"_blank\" rel=\"noopener noreferrer\">FabFitFun<\/a> does in this email.<\/p>\r\n\r\n[caption id=\"attachment_10959\" align=\"alignnone\" width=\"742\"]<img class=\"wp-image-10959 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-1-FabFitFun.png\" alt=\"FabFitFun Member Perks email\" width=\"742\" height=\"2854\" \/> <em>FabFitFun uses email to keep subscribers engaged by focusing on memberships perks, especially on benefits they might not realize they have.\u00a0 Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>4. <strong>Highlight your efforts to support your local communities<\/strong>. Many brands use holiday emails to promote contributions or other ways to support their company charities. This year the stakes might well be higher.<\/p>\r\n<p>Many consumers have said their opinions about brands can be affected by their support for their communities, customers and workers during the COVID-19 pandemic. Let your customers know what your company is doing to show its support and give customers the opportunity to participate in a meaningful way.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/webinars\/how-lovepop-pushes-the-envelope-with-advanced-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lovepop<\/a> created a unique card collection to benefit equipment for healthcare workers in 2020. The company creates credibility and avoids virtue signaling by not adding its brand or product images to the photos in the email.<\/p>\r\n\r\n[caption id=\"attachment_10964\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-10964 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-2-Lovepop.png\" alt=\"Lovepop COVID-19 email\" width=\"936\" height=\"3624\" \/> <em>This Lovepop email is clear about what customers need to do to participate\u2014what to buy, how to contribute, where the money goes\u2014and expands its appeal by including customers\u2019 social media images of frontline workers. Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>5. <strong>Strive for new ways to demonstrate value besides discounts<\/strong>. Create message streams for new segments, and vary discounts and offers based on customer history, past purchases, browse behavior and other signals.<\/p>\r\n\r\n[caption id=\"attachment_10963\" align=\"alignnone\" width=\"936\"]<img class=\"size-full wp-image-10963\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-3-Boll-Branch.png\" alt=\"Boll &amp; Branch holiday email\" width=\"936\" height=\"1560\" \/> <em><a href=\"https:\/\/www.bollandbranch.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Boll &amp; Branch<\/a>\u2019s gift guide using the popular \u201c12 Days of Christmas\u201d email stream, can be adapted to create VIP-only, limited-run email series for loyalty members, high-value purchasers, first-purchasers and others. Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>6. <strong>Prepare customers for changes<\/strong> in in-store or online shopping, ordering and delivery by including information in every message or devoting stand-alone messages that promote services like in-store or curbside pickup, contactless payment and other services.<\/p>\r\n<p>Although you might have sent emails with this information when your locations were in the process of reopening, remind customers now, especially if you have stores in multiple locations with differing quarantine rules.<br \/>\r\n<br \/>\r\n<a href=\"https:\/\/www.acnestudios.com\/us\/en\/home\" target=\"_blank\" rel=\"noopener noreferrer\">Acne Studios<\/a> used a stand-alone email to explain how its curbside pickup works and what customers could expect from new store conditions.<\/p>\r\n\r\n[caption id=\"attachment_10962\" align=\"alignnone\" width=\"784\"]<img class=\"wp-image-10962 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-4-Acne-Studios.png\" alt=\"Acne Studios curbside pickup email\" width=\"784\" height=\"2330\" \/> <em>Acne Studios used a stand-alone email to explain how its curbside pickup works and what customers could expect from new store conditions. Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>7. <strong>Expect the unexpected<\/strong> by using real-time data and other factors that updates content based on location, promo deadlines or merchandise availability. You can create one message with regional variations or update content fast if something changes at the last minute (merchandise sells out or is unavailable, stores open or close unexpectedly, and more.<\/p>\r\n<p>This can reduce customer frustration and disappoint\u2014a key strategy all year long and super-important during the holidays.<\/p>\r\n\r\n[caption id=\"attachment_10961\" align=\"alignnone\" width=\"684\"]<img class=\"wp-image-10961 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-5-Torrid.png\" alt=\"Torrid's &quot;Today's Deal&quot;\" width=\"684\" height=\"522\" \/> <em>This excerpt from a Torrid email uses dynamic content to swap out an expired promo with a default offer. Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>8. <strong>Show your customers you\u2019re in their corner<\/strong>. Break up your usual promotional stream with messages of support like the <a href=\"https:\/\/www.orvis.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Orvis<\/a> email below. Add gift guides with merchandise at a wide range of price points to appeal to both cash-strapped customers and those without those restraints.<\/p>\r\n\r\n[caption id=\"attachment_10960\" align=\"alignnone\" width=\"662\"]<img class=\"wp-image-10960 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Holiday-6-Orvis.png\" alt=\"Orvis &quot;Moment of Chill&quot; email\" width=\"662\" height=\"1268\" \/> <em>Orvis sent this email at the outset of the pandemic. The circumstances are different but the message is easily repurposed to give customers a moment of respite in what could be a fraught holiday season. Image via MailCharts.<\/em>[\/caption]\r\n\r\n<p>Want to know exactly the steps you need to take to tackle holiday 2020 planning? See below for InboxArmy's pre-send assessment checklist.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-10958\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092320_Holiday-Marketing_Checklist.png\" alt=\"Holiday Marketing Pre-Send Assessment Checklist\" width=\"600\" height=\"875\" \/><\/p>\r\n<h3>Conclusion: Give Customers a Reason to Believe<\/h3>\r\n<p>Although it hasn\u2019t garnered the same media attention as the shift to digital or changes in spending habits, consumers\u2019 interest in doing business with brands whose values reflect their own has grown during the pandemic.<\/p>\r\n<p>An August survey by the <a href=\"https:\/\/www.pwc.com\/us\/en\/library\/covid-19\/building-trust-ESG-commitments.html\" target=\"_blank\" rel=\"noopener noreferrer\">Edelman Trust Barometer<\/a>, which measures consumer trust and expectations in brands, found 65% agreed with the statement, <em>\u201cHow well a brand responds to this crisis will have a huge impact on my likelihood to buy that brand in the future.\u201d<\/em><\/p>\r\n<p>All this means much more is riding on your holiday marketing program than ever before. Knowing what\u2019s to come and that you will need more flexibility and a stronger communication of your values and concern for your customers will help you make decisions that will benefit your customers as well as your brand and position you for reaping growth when full recovery comes.<\/p>","post_title":"Marketing for the Unexpected in Holiday 2020","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-unexpected-holiday-2020","to_ping":"","pinged":"","post_modified":"2020-09-22 12:53:27","post_modified_gmt":"2020-09-22 19:53:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10956","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 22, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092320_Holiday-Marketing_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of gift to represent Holiday 2020 season\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092320_Holiday-Marketing_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092320_Holiday-Marketing_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/092320_Holiday-Marketing_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-unexpected-holiday-2020\/"},{"ID":10825,"post_author":"97","post_date":"2020-09-17 08:21:13","post_date_gmt":"2020-09-17 15:21:13","post_content":"<p>Here\u2019s a fun fact: the concept and practice of segmentation was introduced way back in the 1950s. As the creator himself, professor Wendell Smith, put it:<\/p>\r\n<blockquote>\r\n<p><em>\"[In lieu of mass markets], attention to smaller or fringe market segments, which may have small potentials individually but are of crucial importance in the aggregate can yield greater consumer satisfaction, continued profitability, and a more secure market position.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>It\u2019s hard to imagine where we as marketers would be without old Wendell there. And yet here we are\u201470 years later\u2014still championing the importance of segmentation as one of the most important personalization tactics we call upon.<\/p>\r\n<h3>Digital Strokes for Digital Folks<\/h3>\r\n<p>Though the original premise of segmentation as it was devised still rings true, the strategies we use to execute in our day-to-day have significant room for growth. Thanks to modern technology, consumer choice reigns supreme and marketers are tasked with pushing the boundaries of their brands' experiences.<\/p>\r\n<p>Thankfully, this tech-driven shift has also armed B2C marketers with more than enough data to create highly specific customer segments. Customers want us to use their data for good and show them that, yes, it was indeed worth handing over their personal information in exchange for something worthy of their time.<\/p>\r\n<p>And that entire process all starts with segmentation.<\/p>\r\n<p>Because in today\u2019s digital-first world, it takes much more than simply knowing a customer\u2019s age, gender and occupation to uncover their true motivations behind their engagements and transactions.<\/p>\r\n<h3>Guiding You on the Path to Personalization<\/h3>\r\n<p>Last month, we introduced you to the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">\"Core 4\" pillars of personalization<\/a>:<\/p>\r\n<ol>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li>Workflow Building<\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ol>\r\n<p>And yesterday, we unveiled our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a> so you can see how you score on each of those pillars to better assess your current marketing strategy and how to level up.<\/p>\r\n<p>But wait\u2014there's more! Each month this fall, we're diving deep into one of these pillars, providing several valuable resources to boost your knowledge and improve your skills\u2014including foundational playbooks, insights from marketing experts and video tutorials of how to achieve advanced personalization using the Iterable platform.<\/p>\r\n<p>In September, we're kicking things off with our first pillar: <strong>User Segmentation<\/strong>.<\/p>\r\n<h3>Introducing Our Personalization Playbook on User Segmentation<\/h3>\r\n<p>Inside our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Playbook on User Segmentation<\/a>, we expose the flaws of over-reliance on traditional segmentation strategies and present a four-step framework for building the perfect audience for every campaign.<\/p>\r\n<p>We not only highlight real-life examples and applications from innovative brands, but we also offer an interactive self-assessment for marketers to document the strategic details of their company's segmentation approach.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> and keep reading for a sneak peek at what's in store!<\/p>\r\n<h4>The 4 Steps You Need to Build Your Perfect Audience<\/h4>\r\n<p>To build your perfect audience, marketers can use a process called the <a href=\"https:\/\/smile.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&amp;dchild=1&amp;keywords=4+disciplines+of+execution+book&amp;qid=1598304679&amp;sprefix=4+disciplines+of%2Caps%2C205&amp;sr=8-2&amp;sa-no-redirect=1\" target=\"_blank\" rel=\"noopener noreferrer\">4 Disciplines of Execution framework (4DX)<\/a>, developed by the leading consulting and training group behind <em>The 7 Habits of Highly Effective People<\/em>.<\/p>\r\n<p>The intent of 4DX to take strategic objectives like segmentation and turn them into an actionable how-to plan.<\/p>\r\n<p>As applied to segmentation, the four steps are:<\/p>\r\n<ol>\r\n\t<li>Reflect and visual your ideal audience<\/li>\r\n\t<li>Select your data points<\/li>\r\n\t<li>Build and send a test campaign<\/li>\r\n\t<li>Report progress weekly<\/li>\r\n<\/ol>\r\n<p>Let\u2019s break down each of the steps, one by one.<\/p>\r\n<h5>Step #1: Reflect and Visualize Your Ideal Audience<\/h5>\r\n<p>Instead of trying to come up with a comprehensive segmentation strategy for your entire database, <strong>reflect and visualize what your ideal audience looks like.<\/strong><\/p>\r\n<p>But here\u2019s the caveat: Just choose one.<\/p>\r\n<p>Why? Because the first discipline of 4DX is to <strong>focus on one or two goals<\/strong>. Otherwise, you\u2019ll get caught up in accomplishing everyday tasks, which <a href=\"https:\/\/www.amazon.com\/Disciplines-Execution-Achieving-Wildly-Important\/dp\/1451627068\/ref=sr_1_2?crid=19395XMFCU34L&amp;dchild=1&amp;keywords=4+disciplines+of+execution+book&amp;qid=1598304679&amp;sprefix=4+disciplines+of%2Caps%2C205&amp;sr=8-2\" target=\"_blank\" rel=\"noopener noreferrer\">FranklinCovey refers to as \u201cthe whirlwind.\u201d<\/a><\/p>\r\n<p>Your ideal customer may be a new market segment. It could be a set of existing customers that you\u2019re rolling out a new product to. Whoever it is, make sure you\u2019re clear on who you\u2019re trying to attract to your brand.<\/p>\r\n<p>You can remind yourself who this type of customer is by asking your team and organization members, referencing previous company goals and strategy documents, <a href=\"https:\/\/www.digitalmarketer.com\/blog\/customer-avatar-worksheet\/\" target=\"_blank\" rel=\"noopener noreferrer\">doing a customer avatar exercise<\/a>, or <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">conducting a survey<\/a>.<\/p>\r\n<p>Once you have a good grasp on who that ideal customer is, now we can focus on the following question:<\/p>\r\n<blockquote>\r\n<p><em><strong>What is your team currently doing with segmentation that gets you closer to your ideal customer?<\/strong><\/em><\/p>\r\n<\/blockquote>\r\n<p>So before you try segmenting your entire database, always ask yourself the ideal audience you\u2019re trying to attract.<\/p>\r\n<p><em>That\u2019s just a preview of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">what\u2019s inside the full playbook<\/a>! Learn the details behind the other three steps of the framework <\/em><em>and see how Iterable customers have incorporated these concepts as part of their own compelling segmentation strategies.<\/em><\/p>\r\n<h3>User Segmentation, Brought to You By Iterable<\/h3>\r\n<p>When it comes to sophisticated segmentation, marketers love using the Iterable platform for its ability to tap into stack-wide data when designing user segments.<\/p>\r\n<p>Engagement interactions aren\u2019t isolated to messaging channels alone\u2014extracting valuable nuggets of detail and nuance from websites, apps and social pages, and applying them to your segmentation logic really hones in on the true experiences of unique customers.<\/p>\r\n<p>It's through this kind of capability where marketers transcend past target audiences and start reaching exact individuals. This is how marketers achieve step one of the 4DX framework.<\/p>\r\n<p>Marketers now <em>know<\/em> who their ideal customers are after combing through their various data\u2014applying it with Iterable's real-time segmentation logic responds to each individual at the opportune moment.\u00a0<\/p>\r\n<p>Sounds great, right? Well, it\u00a0<em>looks<\/em> even better. In the video below, solutions consultant Niki Simonutti demonstrates how marketers using Iterable to connect with millions of their ideal customers.<\/p>\r\n<p>[embed]https:\/\/www.youtube.com\/embed\/Cz8Htjf1Ktg[\/embed]<\/p>\r\n<p>Segmentation sets the stage for transformative marketing experiences to seamlessly unfold. It's the first of four critical pillars of the personalization process and one that reaps big rewards when further refined as part of an all-encompassing marketing strategy.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full playbook<\/a> and set the wheels in motion for a reimagined customer experience.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/personalization-playbook-user-segmentation\/\"><img class=\"alignnone size-full wp-image-10924\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_768x192.png\" alt=\"Our Playbook to Modern User Segmentation: Get the Guide\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"How to Build Your Perfect Audience With User Segmentation","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"build-perfect-audience-user-segmentation","to_ping":"","pinged":"","post_modified":"2020-09-17 08:21:13","post_modified_gmt":"2020-09-17 15:21:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10825","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 17, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable&#039;s Personalization Playbook on User Segmentation\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/ITE_Personalization-Playbook_User-Segmentation_Promo_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/build-perfect-audience-user-segmentation\/"},{"ID":10882,"post_author":"35","post_date":"2020-09-16 13:54:56","post_date_gmt":"2020-09-16 20:54:56","post_content":"<p>Gut checks are good. They keep you grounded and help you level set to ensure you aren\u2019t going off track. For marketers, the gut check is crucial to understanding if your campaigns are achieving what you intended for them to achieve.\u00a0<\/p>\r\n<p>And for the <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/#39fa44f62a94\" target=\"_blank\" rel=\"noopener noreferrer\">majority of marketers today<\/a>, the top priority is personalization\u2014connecting with the customer at an individual level to create a memorable experience worth revisiting over and over again. Sometimes, though, life (and data and resources and countless other things) can get in the way.<\/p>\r\n<p>As the holiday season approaches, it\u2019s the perfect time to conduct a personalization gut check, and we\u2019ve got you covered. The whole team at Iterable is excited to introduce to you a valuable new tool: our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a>.<\/p>\r\n<p>By taking a quick quiz and sharing your contact information to receive your scorecard, you will be able to better understand where you stand with regard to the <a href=\"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">core pillars of personalization<\/a>. Your results will allow you to better assess your current personalization strategies and identify opportunities for growth.<\/p>\r\n<p>Here\u2019s a bit more about what you can expect.<\/p>\r\n<h3>About the Personalization Maturity Model<\/h3>\r\n<p>As mentioned, the model is based upon the four core pillars of personalization:<\/p>\r\n<ol>\r\n\t<li>User Segmentation<\/li>\r\n\t<li>Lifecycle Mapping<\/li>\r\n\t<li>Workflow Building<\/li>\r\n\t<li>Dynamic Content<\/li>\r\n<\/ol>\r\n<p>These four pillars are integral to understanding how to maximize your data and resources for enhanced personalization.\u00a0<\/p>\r\n<p>Through our experience working with hundreds of industry-leading brands, we have found that personalized campaigns typically fall within three levels: Reactive Personalization, Proactive Personalization, and Individualization.\u00a0<\/p>\r\n<p>Keep reading for a brief description of each of these levels so you can start anticipating where your marketing strategies might sit today.<\/p>\r\n\r\n[caption id=\"attachment_10886\" align=\"alignnone\" width=\"1024\"]<a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\"><img class=\"wp-image-10886 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2021\/01\/Personalization-Maturity-Chart-Scorecard-Landing-Page-Graphic.png\" alt=\"Personality Maturity Model Scorecard\" width=\"1024\" height=\"953\" \/><\/a> <em>Click the image to see how you score!<\/em>[\/caption]\r\n\r\n<h4>Level 1: Reactive Personalization<\/h4>\r\n<p>Reactive personalization is derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2: Proactive Personalization<\/h4>\r\n<p>Proactive personalization combines user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3: Individualization<\/h4>\r\n<p>Individualization is formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<h3>See How You Score<\/h3>\r\n<p>So what are you waiting for? Your gut knows it\u2019s always a good time to assess where you are and where you\u2019re headed, especially when it comes to personalization.<\/p>\r\n<p>Whether you\u2019re just getting started at Level 1 or leading the charge in Level 3, our <a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization Maturity Model<\/a> can help show you where there\u2019s room for improvement, so you can take the next step.<\/p>\r\n<p>\u00a0<a href=\"https:\/\/iterable.com\/personalization-maturity-model\/\"><img class=\"alignnone wp-image-10902 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/DIGITAL-ASSETS_620X240-CTA-BANNER-1.png\" alt=\"Personalization Maturity Model: Take the Quiz\" width=\"2584\" height=\"1001\" \/><\/a><\/p>","post_title":"Introducing the Personalization Maturity Model","post_excerpt":"We are excited to introduce to you the personalization Maturity Model, a framework for understanding where your personalizations efforts are strongest. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-personalization-maturity-model","to_ping":"","pinged":"","post_modified":"2021-01-29 10:52:19","post_modified_gmt":"2021-01-29 18:52:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10882","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 16, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/DIGITAL-ASSETS_768x512-BLOG-HDR-2-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization Maturity Model\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/DIGITAL-ASSETS_768x512-BLOG-HDR-2-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/DIGITAL-ASSETS_768x512-BLOG-HDR-2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/DIGITAL-ASSETS_768x512-BLOG-HDR-2-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/DIGITAL-ASSETS_768x512-BLOG-HDR-2-1536x1024.png 1536w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/DIGITAL-ASSETS_768x512-BLOG-HDR-2-2048x1365.png 2048w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/DIGITAL-ASSETS_768x512-BLOG-HDR-2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/introducing-personalization-maturity-model\/"},{"ID":11417,"post_author":"38","post_date":"2020-09-10 12:17:15","post_date_gmt":"2020-09-10 19:17:15","post_content":"<p>Click on the infographic to zoom in on all the insights and download a copy for yourself.<\/p>\r\n\r\n[caption id=\"attachment_11420\" align=\"alignnone\" width=\"1200\"]<a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Top-10-Mobile-Marketing-Resources-Infographic.pdf\"><img class=\"wp-image-11420 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/11\/Top-10-Mobile-Marketing-Resources-Infographic-1.png\" alt=\"\" width=\"1200\" height=\"5733\" \/><\/a> <em>Click the infographic to zoom in and download a copy!<\/em>[\/caption]","post_title":"The Top 10 Mobile Marketing Resources [Infographic]","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-top-10-mobile-marketing-resources-infographic","to_ping":"","pinged":"","post_modified":"2020-11-10 12:22:22","post_modified_gmt":"2020-11-10 20:22:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=11417","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Infographic","pretty_date":"September 10, 2020","terms":[{"term_id":6915,"name":"Infographic","slug":"infographic","term_group":0,"term_taxonomy_id":6915,"taxonomy":"resource_type","description":"","parent":1696,"count":5,"filter":"raw","term_order":"0"}],"term_slugs":["infographic"],"term_names":["Infographic"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0001_MOBILE-THUMB.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0001_MOBILE-THUMB.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0001_MOBILE-THUMB-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10_0001_MOBILE-THUMB-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-top-10-mobile-marketing-resources-infographic\/"},{"ID":10827,"post_author":"70","post_date":"2020-09-10 10:15:42","post_date_gmt":"2020-09-10 17:15:42","post_content":"<p>Pre-planning for the holiday shopping season is not new, but this year, so much remains uncertain and it seems like the stakes have never been higher.<\/p>\r\n<p>To achieve your vision of sugarplums and record-breaking sales, we wanted to use the popular story of Goldilocks as an allegory of how to tackle a common challenge for marketers during the holidays: how to grab customer attention and incentivize their purchases.<\/p>\r\n<p>(\"Bear\" with us\u2014this will all make sense, we promise!)<\/p>\r\n<h3>You Can Learn a Lot From a Classic<\/h3>\r\n<p>You're likely already familiar with the fairytale of Goldilocks and the Three Bears, but just in case, here's a quick summary: A presumptuous little girl is wandering in the forest and breaks into a house owned by a family of bears. She eats their porridge until she finds the bowl that's \"just right,\" makes herself comfortable on all their furniture, then gets caught sleeping in their bed and runs away.\u00a0<\/p>\r\n<p>Fairytales were initially crafted to teach kids moral life lessons, but marketers can also learn a lot from the Goldilocks fable if they re-interpret it. Rather than see it as a violation of hospitality, what if we wanted to convince Goldilocks to come inside?<\/p>\r\n<p>Try looking at it from the perspective of the customer journey:<\/p>\r\n<blockquote>\r\n<p><em>You see, Goldilocks is a customer. She\u2019s opinionated, jumps at the opportunity for a freebie, and is quality-conscious. The house of the Three Bears is a brand\u2019s multi-channel presence. Each touchpoint\u2014from the door to the bed\u2014is an interaction between brand and customer.<\/em><\/p>\r\n<p><em>To grab Goldilocks' attention, make her feel comfortable, and want to come back, the Three Bears (the marketing team) need to craft a seamless customer journey that's \"just right.\" They need to make each interaction matter by crafting messaging that serves value, is personalized and nuanced, encourages loyalty, and establishes trust.<\/em><\/p>\r\n<\/blockquote>\r\n<p>As we approach the holiday shopping season, it's important that brands get strategic about their holiday marketing to get ahead. After all, even ignoring the dramatic rise of <a href=\"https:\/\/www.digitalcommerce360.com\/article\/coronavirus-impact-online-retail\/\" target=\"_blank\" rel=\"noopener noreferrer\">pandemic-driven e-commerce<\/a>, Goldilocks has plenty of houses (brands, in our case) to choose from.<\/p>\r\n<p>In fact, her entire forest path is lined with ads, arrows, and deals. Her phone is blowing up with push notifications and door-busting social media deals. How can you capture Goldilocks' attention and lead her to your house in a saturated market? And how can you make her stay?\u00a0<\/p>\r\n<p>In this second installment of our three-part <a href=\"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/\" target=\"_blank\" rel=\"noopener noreferrer\">holiday shopping series<\/a>, we explore an issue that's plaguing every brand in the market: consumer attention scarcity.<\/p>\r\n<h3>Once Upon a Time: Grab Goldilocks' Attention<\/h3>\r\n<p>In the Three Bears' house, Goldilocks is on the prowl for the \"perfect\" bowl of porridge. She tried three bowls before settling on one: the first is too hot, the second too cold, and the third \u201cjust right.\u201d What can marketers learn from this?<\/p>\r\n<p>Choices matter.<\/p>\r\n<h4>Lead Goldilocks to the porridge<\/h4>\r\n<p>\"<a href=\"https:\/\/www.mycustomer.com\/community\/blogs\/colin-shaw\/leading-your-customer-to-the-right-choice\">Choice Architecture<\/a>\" describes how the presentation of information affects people's decision making. Framing is the tone and themes you employ to present options. How you frame choices to customers changes their decisions.<\/p>\r\n<p>For example, if you want customers to buy your products or sign up for your services, you should frame a bonus, discount, or reward around the offer for those who follow through. \u00a0You have given them a choice and framed it as a bonus if they agree to it.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10838\" align=\"alignnone\" width=\"1842\"]<img class=\"size-full wp-image-10838\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-09-at-2.43.01-PM.png\" alt=\"Breo Box subscription plans\" width=\"1842\" height=\"1128\" \/> <em>For subscription services like <a href=\"https:\/\/www.breobox.com\/pages\/subscribe\" target=\"_blank\" rel=\"noopener noreferrer\">Breo Box<\/a>, customers have the choice of a seasonal or annual plan. This great example of framing encourages loyalty and maximizes lifetime value.<\/em>[\/caption]\r\n\r\n<p>Choice architecture is crucial in all aspects of a business model, but what does it mean specifically for your holiday shopping experience?<\/p>\r\n<p>Marketers can also use choice to strategically remove friction, upsell and cross-sell to increase average order value, or even gamify the decision-making process altogether, as seen in Forever 21's Black Friday promotion below.<\/p>\r\n\r\n[caption id=\"attachment_10830\" align=\"alignnone\" width=\"587\"]<img class=\"wp-image-10830 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Forever-21-black-friday-email-examples-587x1024.jpg\" alt=\"\" width=\"587\" height=\"1024\" \/> <em>Forever 21's Black Friday scratch-off deal makes holiday shopping feel like winning the lottery.<\/em>[\/caption]\r\n\r\n<h4>What made the porridge \"just right?\"<\/h4>\r\n<p>A foundation of consumer marketing is the pliable nature of our decision-making process. When faced with a choice, we\u2019re expected to be rational shoppers who will study our options and make a decision based on the information available.<\/p>\r\n<p>Have you ever noticed that when buying software, you\u2019re often given Basic, Middle, and Premium package options? You probably assumed that the company would prefer you buy the Premium package. They likely do, of course, but more importantly, they\u2019re priming you for Middle.<br \/>\r\n<br \/>\r\nThis anchoring method is incredibly effective, and research shows that the vast majority of customers will go for the \u201cmiddle\u201d option. Why? It plays on a natural impulse: <a href=\"https:\/\/www.anderson.ucla.edu\/faculty-and-research\/anderson-review\/extremeness-aversion\" target=\"_blank\" rel=\"noopener noreferrer\">our desire to avoid extremes<\/a>. The middle option is the best of both worlds\u2014quality, and affordability. Not too hot; not too cold. It's a perfect choice.<br \/>\r\n<br \/>\r\nIn crafting your holiday messaging, take heed to provide customers with options to ensure business. Marketers who can clarify the choice set with clear information may be in a position to sway consumer behavior past any habit to avoid an extreme.<\/p>\r\n<p>Take this Black Friday email from Hush Puppies, a popular casual footwear brand. We often see selections for both men and women in apparel messaging, but Hush Puppies takes choice one step further by appealing to two women's personality types: \"Festive and flashy\" and \"Cute and comfy.\"<\/p>\r\n\r\n[caption id=\"attachment_10839\" align=\"alignnone\" width=\"680\"]<img class=\"wp-image-10839 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Hush-Puppies.png\" alt=\"Hush Puppies Black Friday email\" width=\"680\" height=\"4199\" \/> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/must-haves-for-the-holidays-plus-theyre-on-sale\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Holiday promotions are usually less personalized than <a href=\"https:\/\/iterable.com\/blog\/top-ten-email-and-mobile-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">lifecycle campaigns<\/a> because they're reaching a much larger audience (<a href=\"https:\/\/iterable.com\/blog\/5-cool-personalization-ideas\/\" target=\"_blank\" rel=\"noopener noreferrer\">but they certainly don't have to be!<\/a>), but this simple framing allows customers to choose the products that suit not just their needs, but their personal identities.<\/p>\r\n<p>You know your customers best, and the holidays are an excellent opportunity to prove it with messaging that is \"just right\" for them.<\/p>\r\n<h4>Goldilocks' choices in the pandemic<\/h4>\r\n<p>During a time of complete uncertainty, choice makes us feel empowered, so presenting variety builds consumer confidence and drives purchases in the first place. When given a few options, our natural impulse is to choose one of them, instead of walking away and not choosing at all.<\/p>\r\n<p>The choices Goldilocks would make in a pandemic are based on the same factors customers appreciate right now: <a href=\"https:\/\/www.fastcompany.com\/90547627\/how-covid-19-created-a-new-kind-of-consumer-in-just-90-days\" target=\"_blank\" rel=\"noopener noreferrer\">\"health and safety [...] flexibility and control, time savings and overall convenience.\"<\/a><\/p>\r\n<p>In crafting your messaging this holiday season, ensure you're providing your customers with a variety of shopping options, whether it's through shipping, same-day delivery, curbside pickup, or Buy Online, Pickup in Store (BOPIS). With each choice, emphasize the ease of ordering, safety, speed and efficiency.<\/p>\r\n<p>Retailers can lean on the flexibility of other industries to deliver that \"just right\" message, such as food and beverage. Take a look, for instance, at how Taco Bell offers choice in ordering.<\/p>\r\n\r\n[caption id=\"attachment_10840\" align=\"alignnone\" width=\"680\"]<img class=\"wp-image-10840 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Taco-Bell.png\" alt=\"Taco Bell delivery email\" width=\"680\" height=\"4423\" \/> <em>Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/games-on-groups-here-tacos-delivered-\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a><\/em>[\/caption]\r\n\r\n<p>Now, Taco Bell customers can satisfy their cravings in multiple ways, through delivery with Grubhub or by ordering ahead on the app and picking up at their nearest location.<\/p>\r\n<p>Consumer behavior is ever-changing during the pandemic, so cover all your bases with multiple ways to make that sale. Regardless of the choice that Goldilocks makes, you'll be there to meet her needs.<\/p>\r\n<h3>Goldilocks and Your Holiday Marketing<\/h3>\r\n<p>The fable of Goldilocks and The Three Bears can teach us a lot about brand marketing\u2014especially during a pandemic. The key to ensuring your business succeeds this holiday season? Lean on choice architecture to meet your customers exactly where they are.<\/p>\r\n<p>Make your Goldilocks right at home by providing a flexible, comfortable and effortless experience\u2014one that has her posting a rave review on Yelp about that incredible-tasting porridge and one-of-a-kind nap.<\/p>\r\n<p><em>Need a modern growth marketing platform that's \"just right\" for your organization? <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> and learn why leading brands trust Iterable to power their holiday campaigns.<\/em><\/p>","post_title":"What Goldilocks Has to Do With Holiday Marketing","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"goldilocks-holiday-marketing","to_ping":"","pinged":"","post_modified":"2020-09-10 10:15:42","post_modified_gmt":"2020-09-10 17:15:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10827","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 10, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/091020_Black-Friday-Part-2_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"3 bowls to represent the Goldilocks tale\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/091020_Black-Friday-Part-2_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/091020_Black-Friday-Part-2_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/091020_Black-Friday-Part-2_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/goldilocks-holiday-marketing\/"},{"ID":10803,"post_author":"70","post_date":"2020-09-03 10:29:46","post_date_gmt":"2020-09-03 17:29:46","post_content":"<p>The unknowns of this year\u2019s holiday shopping season are plenty. But while the pandemic has stopped expected retail operations in its tracks, we do know that consumers will be spending for the holidays, no matter what.<\/p>\r\n<p>The solution to succeed in this uncertainty isn\u2019t forecasting product popularity, it\u2019s preparing. If you understand the roadblocks in your way, you can plan effectively, so your brand can approach the holiday season predisposed to perform.<br \/>\r\n<br \/>\r\nIn this three-part blog series, we\u2019ll be addressing common roadblocks to expect as you prepare for a Q4 like never before.<\/p>\r\n<p>First on the list? Product scarcity.<\/p>\r\n<h3>Product Scarcity: When FOMO Gets Real<\/h3>\r\n<p>Hurry, supplies are limited!<br \/>\r\n<br \/>\r\nIt\u2019s human nature. When we\u2019re told we can\u2019t have something, our must-buy-now determination gets stronger.<\/p>\r\n<p>The fear of missing out (FOMO) has been used as a marketing tactic for years: <a href=\"https:\/\/business.time.com\/2011\/10\/27\/mcrib-fanatics-and-the-amazing-power-of-limited-availability\/\">McDonald\u2019s has teased customers with the McRib for limited engagements since the early 1980s<\/a> and out-of-production products, like <a href=\"https:\/\/www.nbcnewyork.com\/news\/local\/ny-crystal-pepsi-returns-1990s-nostalgia-clear-soda-pop\/1213160\/\" target=\"_blank\" rel=\"noopener noreferrer\">Crystal Pepsi, have skyrocketed online<\/a>, with bottles selling for hundreds of dollars on eBay.<\/p>\r\n<p>Of course, savvy marketers often take advantage of this innate, competitive behavior to leverage growth in product sales. The fear of missing out on a deal or product during traditional Black Friday sales has encouraged families to cut Thanksgiving dinners short, opting instead to camp outside shopping malls for the doors to open.<br \/>\r\n<br \/>\r\nWhile FOMO is typically exploited in marketing, with brands offering exclusive products, private invitations, and limited-time offers, the scarcity that we are referencing is less conniving. When a product is legitimately limited, scarcity marketing takes another form: exclusivity.<\/p>\r\n<p>It\u2019s a tactic that many luxury car dealers, like Porsche, employ around limited-edition cars. It\u2019s a position that high-end retailers, like Herm\u00e8s with its coveted Birkin bag, use to drive mystique and rarity. And it works!<\/p>\r\n<p>Scarcity marketing drives up prices and demand around products that will run out.<br \/>\r\n<br \/>\r\nA great example of this is during the holiday season of 1996, the year that the <a href=\"https:\/\/www.questia.com\/read\/1G1-55710722\/tickle-down-economics\">\u201cTickle Me Elmo\u201d <\/a>toy was released. Demand for the toy was dismal until its showcase on the <a href=\"https:\/\/www.questia.com\/read\/1G1-55710722\/tickle-down-economics\">Rosie O'Donnell Show in early October 1996,<\/a> which coincided with the holiday shopping season. Mattel had only produced 400,000 units, so it was unprepared for this rise in demand. As a result, consumers who had acquired an Elmo sold the product independently, <a href=\"https:\/\/www.emaze.com\/@ATRIRLLW\/untitled\">via classified ads for $2,500<\/a>.<br \/>\r\n<br \/>\r\nAs we lean into 2020\u2019s holiday shopping season in our current economic and social state, scarcity marketing will no longer be an advanced and psychologically devious tactic. Scarcity will be a pervasive reality. <a href=\"https:\/\/www.nytimes.com\/2020\/02\/17\/business\/china-coronavirus-economy.html\">Chinese production is limited<\/a>. <a href=\"https:\/\/www.usda.gov\/media\/blog\/2020\/04\/16\/will-covid-19-threaten-availability-and-affordability-our-food\">Other warehouses and facilities across the U.S. have limited capacity as well<\/a>. With reduced supply for products across the board, brands will have an issue of supply, meaning the customers won\u2019t be able to purchase everything they want.<\/p>\r\n<p>Marketers can do a lot of things, but manifesting products out of thin air sadly isn\u2019t one of these capabilities.<\/p>\r\n<p>Instead, focus on these three recommendations for addressing product scarcity.<\/p>\r\n<h4>1. Embrace transparency to drive loyalty and customer LTV<\/h4>\r\n<p>&nbsp;<\/p>\r\n<div>\r\n[caption id=\"\" align=\"alignnone\" width=\"502\"]<a href=\"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/everlane-winning-with-radical-transparency\/\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-02-at-10.26.07-AM.png\" alt=\"Everlane's &quot;Radical Transparency&quot;\" width=\"502\" height=\"356\" \/><\/a> <em>Everlane\u2019s \u201cRadical Transparency\u201d in pricing sets its business apart.<\/em>[\/caption]\r\n\r\n<p>COVID-19 transformed customer loyalty. Plain and simple. When the world initially shut down, many consumers strayed from their normal shopping patterns to stockpile alternative products.<br \/>\r\n<br \/>\r\nBut many were faced with out-of-stock notices. These out-of-stocks drove consumers towards other brands; in fact, more than <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/survey-us-consumer-sentiment-during-the-coronavirus-crisis\" target=\"_blank\" rel=\"noopener noreferrer\">75% of consumers have tried new brands<\/a>, places to shop or methods of shopping during the pandemic. Product availability was the number one reason consumers sought new retailers.<br \/>\r\n<br \/>\r\nBut changed shopping habits aren\u2019t the only trends we\u2019re seeing. Customers are responding to brands that connect. Brands that are authentic and apologetic. The emotional connection that transparency drives isn\u2019t just repeat business\u2014it\u2019s loyal business. <br \/>\r\n<br \/>\r\nIn approaching product scarcity, it\u2019s a brand\u2019s duty to let their customers know\u2014as early as possible\u2014that products will be limited. If issues with delivery arise, and scarcity was not pre-communicated, it will likely cause immense friction with customers. <a href=\"https:\/\/amplitude.com\/blog\/why-churn-analysis-is-the-key-to-improving-customer-retention\">Friction, at any point in the customer experience, causes churn and lost business.<br \/>\r\n<br \/>\r\n<\/a>The formula for transparency is simple, but not easy. It\u2019s a combination of the retailer having what the customer wants, delivering good service, and creating a convenient experience.<\/p>\r\n<p>The only way for this to happen seamlessly is to message your capabilities, honestly and openly. Connect with empathy, and you\u2019ll be more likely to circumvent customer frustration and win loyalty.<\/p>\r\n<h4>2. Start your promotions early to give your shoppers a head start<\/h4>\r\n<p>If you thought that Black Friday shopping on Thanksgiving Day was excessive, we have some good news to share: This year, stores like <a href=\"https:\/\/www.cnbc.com\/2020\/07\/28\/best-buy-joins-walmart-target-in-closing-thanksgiving-day.html\" target=\"_blank\" rel=\"noopener noreferrer\">Target, Dick\u2019s Sporting Goods, and Walmart<\/a> are closing down in-store operations on Thanksgiving Day. Sales that have typically drawn enormous crowds and encouraged horrific shopping injuries, could present major safety risks during the pandemic.<br \/>\r\n<br \/>\r\nTo Black Friday traditionalists, retail holiday shopping closures on the most \u201csacred shopping day\u201d of the year seem alarming;\u2014wouldn\u2019t closed doors mean lost revenue? For companies like Dick\u2019s and Best Buy, shutting brick-and-mortar stores down isn\u2019t a profit concern.<\/p>\r\n<p>In fact, sales during the pandemic have radically raised retail revenue: Dick\u2019s Sporting Goods reported that e-commerce sales <a href=\"https:\/\/www.thestreet.com\/streetlightning\/stock-picks\/jim-cramer-dicks-best-buy-retail\">tripled in the second quarter<\/a> as a result of consumers spending more time exercising at home in response to the pandemic. <a href=\"https:\/\/www.startribune.com\/best-buy-s-online-sales-more-than-triple-to-highest-ever-but-stock-still-dips\/572214612\/\">Best Buy boasted a 242% jump in sales<\/a>\u2014the strongest online sales in the history of the company\u2014as shoppers built up their remote work stations.<\/p>\r\n<\/div>\r\n<div>\r\n<div>\r\n[caption id=\"\" align=\"aligncenter\" width=\"2796\"]<a href=\"https:\/\/www.bestbuy.com\/site\/electronics\/black-friday\/pcmcat225600050002.c?id=pcmcat225600050002\"><img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-02-at-10.28.12-AM.png\" alt=\"Best Buy's Black Friday messaging\" width=\"2796\" height=\"1512\" \/><\/a> <em>\u201cYou Don\u2019t Have to Wait to Get Great Prices on Tech Deals\u201d according to Best Buy's Black Friday messaging.<\/em>[\/caption]\r\n\r\n<p>The beauty of omni-channel businesses\u2014especially in this case\u2014is that, when one channel closes, there are many other channels still open. Best Buy, for instance, will compensate for Thanksgiving Day closures by offering holiday deals earlier in the season.<br \/>\r\n<br \/>\r\nTake a hint from these industry leaders\u2019 corporate decisions and start communicating discounts early. Be the brand that brings \u201cBlack Friday\u201d deals to the table before the mad rush. In addition to fast-tracking holiday sales, you\u2019ll be more likely to ensure that the gift-buying and discount-shopping experience is seamless.<\/p>\r\n<p>Of course, you may be concerned that early discounts might be a gamble. If you discount your items now, what if you\u2019re the only one? What if other companies don\u2019t follow? How will this impact your bottom line?<\/p>\r\n<p>Even if your competitors wait, the point of early action is to communicate empathy, reserve the customer\u2019s budget and drive long-term loyalty.<br \/>\r\n<br \/>\r\nOne of the best tips we\u2019ve ever been given is, \u201cThe best way to maximize the opportunity is to minimize failure.\u201d Communicate your product scarcity and your discounts early to capture the minds, hearts and wallets of customers.\u00a0<\/p>\r\n<p>How early? Now.<\/p>\r\n<h4>3. Know your customers and acknowledge their differences in shopping behavior<br \/>\r\n<br \/>\r\n<\/h4>\r\n<div>\r\n<dl id=\"\">\r\n<dt>\r\n[caption id=\"\" align=\"alignnone\" width=\"812\"]<img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-02-at-10.46.24-AM.png\" alt=\"Differences between Millennials and Generation Z\" width=\"812\" height=\"394\" \/> <em>See, your sociology degree came in handy!<\/em>[\/caption]\r\n<\/dt>\r\n<\/dl>\r\n<\/div>\r\n<p><a href=\"https:\/\/www.rand.org\/pubs\/research_reports\/RRA308-6.html\">Online shopping was increasing (gradually)<\/a> even before COVID-19 began. When stay-at-home orders were announced, the slow rise in e-commerce adoption led to a huge and <a href=\"https:\/\/www.bigcommerce.com\/blog\/covid-19-ecommerce\/#understanding-panic-buying-and-coronavirus\">immediate boost of online shopping across the board<\/a>. Of course, brands are having to evolve to meet changing consumer needs.<\/p>\r\n<p>But before implementing a blanket strategy for holiday marketing, it's important to understand how consumer shopping behaviors have shifted.<br \/>\r\n<br \/>\r\nFor instance, here are some key generational trends to keep in mind when it comes to e-commerce:<\/p>\r\n<\/div>\r\n<ul>\r\n\t<li><strong>Boomers<\/strong> are now past the initial learning curve of online shopping and over <a href=\"https:\/\/www.emarketer.com\/content\/pandemic-has-driven-boomers-increase-their-digital-shopping\" target=\"_blank\" rel=\"noopener noreferrer\">62% will be digital buyers this year<\/a>, so a seamless checkout experience will be key to earning their dollars.<\/li>\r\n\t<li><strong>Millennials<\/strong> are the most concerned about the pandemic's impact, leading them to change their<a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/coronavirus-crisis-consumer-impact-new-data-on-purchase-decisions-and-behaviors\/\"> behavior more dramatically than other generations,<\/a> which includes cutting back on spending, stocking up on items, and spending less on experiences.<\/li>\r\n\t<li><strong>Gen Z<\/strong> spends <a href=\"https:\/\/www.cms-connected.com\/News-Archive\/October-2018\/Generational-Consumer-Shopping-Behavior-Comes-Into-Focus#:~:text=Gen%20Z%20spends%202X%2D3X,Snapchat%20shopping%20taking%20the%20lead.&amp;text=Gen%20Z%20also%20spends%20little,and%20Baby%20Boomers%20at%2024.56%25.\" target=\"_blank\" rel=\"noopener noreferrer\">2X-3X more shopping on social channels<\/a> than the average consumer, with purchases made via Instagram and Snapchat taking the lead.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<p>Discrepancies in shopping habits between generations have always existed. But the rapid rise of e-commerce, combined with the pandemic and recession, has exacerbated these nuances. Build your product marketing strategy, and your customer experience, based on the latest research to ensure your shoppers are confident and comfortable this season.<\/p>\r\n<h3>Tackle Product Scarcity to Achieve Holiday Marketing Success<\/h3>\r\n<p>This year, holiday shopping will be much different than in years past. Instead of looking at added complexity as a roadblock, see it as an opportunity to differentiate your brand. By sending your customer the right message, about the right product, via the right channel, as early as you can, you can circumvent product scarcity and thrive.<\/p>\r\n<p>For the most up-to-date mobile and email messaging techniques, take a look at our <a href=\"https:\/\/iterable.com\/blog\/top-ten-email-and-mobile-campaigns-every-brand-needs\/\">\u201cTop 10 Email and Mobile Campaigns Every Brand Needs.<\/a>\u201d And once you work out your holiday marketing master plan, let <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> help you stick the landing!<\/p>\r\n<p>Of course, product scarcity isn't the only challenge this season, so stay tuned for the second installment of our holiday readiness series!<\/p>","post_title":"How to Address Product Scarcity This Holiday Season","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"product-scarcity-holiday-season","to_ping":"","pinged":"","post_modified":"2020-09-03 10:29:46","post_modified_gmt":"2020-09-03 17:29:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10803","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 03, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/090120_Black-Friday-Part-1_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of product scarcity\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/090120_Black-Friday-Part-1_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/090120_Black-Friday-Part-1_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/09\/090120_Black-Friday-Part-1_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/product-scarcity-holiday-season\/"},{"ID":11326,"post_author":"41","post_date":"2020-09-03 03:35:35","post_date_gmt":"2020-09-03 10:35:35","post_content":"<p><span style=\"font-weight: 400;\">Cutting-edge marketers know that it\u2019s not enough to merely send a one-size-fits-all welcome campaign\u2014it should be a strategic, personalized series of messages that engage each subscriber and set the tone for the entire customer journey.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">It\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for welcome email campaigns that soar.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Inside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the welcome messages that wow consumers and provide expert advice to turn subscriber connections into relationships.<\/span><\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to introduce and establish your brand identity<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The importance of managing customer expectations<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ways to personalize and dynamically customize content<\/span><\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Welcome Emails","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-welcome-emails","to_ping":"","pinged":"","post_modified":"2021-02-24 10:45:52","post_modified_gmt":"2021-02-24 18:45:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/","menu_order":38,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/"},{"ID":11322,"post_author":"41","post_date":"2020-09-03 03:34:32","post_date_gmt":"2020-09-03 10:34:32","post_content":"<p>Onboarding campaigns take the familiarity, appreciation, engagement and trust initiated in welcome messages to the next level. The more data you have, the more personalized and relevant your campaigns can be.<\/p>\r\n<p><span style=\"font-weight: 400;\">It\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for onboarding email campaigns that don't just assume you have them at hello.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Inside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the onboarding messages that wow consumers and provide expert advice to gather more data about your new subscribers.<\/span><\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How to orient newcomers to your brand<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The importance of building cross-channel connections<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ways to enable behavioral profiling and gather more customer data<\/span><\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Onboarding Series","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-onboarding-series","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:14","post_modified_gmt":"2021-02-24 19:00:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/","menu_order":39,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/"},{"ID":11320,"post_author":"41","post_date":"2020-09-03 03:33:30","post_date_gmt":"2020-09-03 10:33:30","post_content":"<p>A successful referral program must not only motivate the friends that customers refer to convert, but also motivate your customers into making referrals in the first place. How do you incentivize both to take action?<\/p>\r\n<p>It\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for referral and advocacy campaigns that build long-term loyalty.<\/p>\r\n<p>Inside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the referral messages that reward your best advocates and provide expert advice to facilitate effective introductions.<\/p>\r\n<p>Download this guide to learn:<\/p>\r\n<ul>\r\n\t<li>How to properly reward customers for referrals<\/li>\r\n\t<li>The steps to planning a multi-touch message series<\/li>\r\n\t<li>\"Refer-a-friend\" email inspiration from leading brands<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Referrals & Advocacy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-referrals-advocacy","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:14","post_modified_gmt":"2021-02-24 19:00:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/","menu_order":40,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/"},{"ID":11317,"post_author":"41","post_date":"2020-09-03 03:32:27","post_date_gmt":"2020-09-03 10:32:27","post_content":"<p>The opportunity to receive immediate feedback on your brand's products or services is too good to pass up, but how can you create a survey campaign that stands out from the crowd?<\/p>\r\n<p>It\u2019s time to go beyond the basics and break down the essential ingredients and advanced tactics for survey and feedback campaigns that improve your customer experience.<\/p>\r\n<p>Inside this Unboxing Guide to Must-Have Marketing Campaigns, we take a first-hand look at the messages that elicit customer responses and provide valuable insights about your business offerings.<\/p>\r\n<p>Download this guide to learn:<\/p>\r\n<ul>\r\n\t<li>How to create irresistible\u00a0incentives that convert<\/li>\r\n\t<li>Cross-channel creativity with SMS and direct mail<\/li>\r\n\t<li>Survey inspiration from today's leading brands<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Survey and Feedback","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-survey-feedback","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:14","post_modified_gmt":"2021-02-24 19:00:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-survey-feedback\/","menu_order":41,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"394\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_LP-Banner_1440x738-1-768x394.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_LP-Banner_1440x738-1-768x394.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_LP-Banner_1440x738-1-300x154.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_LP-Banner_1440x738-1-1024x525.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_LP-Banner_1440x738-1.png 1440w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-survey-feedback\/"},{"ID":11315,"post_author":"41","post_date":"2020-09-03 03:31:25","post_date_gmt":"2020-09-03 10:31:25","post_content":"<p><span style=\"font-weight: 400;\">It\u2019s a fact: Brands that send personalized birthday and anniversary emails generate more revenue than those that only focus on mass-produced mailings.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">But consumers today expect more, which means you have to do more than send a celebratory message once a year to get the attention, revenue and loyalty you\u2019re looking for.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this edition of Unboxing Must-Have Marketing Campaigns, we dive into a topic that brand marketers could use a new perspective on: customer milestones.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Download this guide to learn:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why customer milestones need to go beyond birthdays and anniversaries<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The 3 essential ingredients you need to build a stellar milestone campaign<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Advanced cross-channel tactics to give your messaging extra oomph<\/span><\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Customer Milestones","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-customer-milestones","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:15","post_modified_gmt":"2021-02-24 19:00:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/","menu_order":42,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"620\" height=\"240\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/ITE_Unboxing-Milestones_WP_Blog-CTA-Banner_620x240.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Unboxing Milestone Campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/ITE_Unboxing-Milestones_WP_Blog-CTA-Banner_620x240.png 620w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/ITE_Unboxing-Milestones_WP_Blog-CTA-Banner_620x240-300x116.png 300w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/"},{"ID":11314,"post_author":"41","post_date":"2020-09-03 03:30:24","post_date_gmt":"2020-09-03 10:30:24","post_content":"<p>It\u2019s a well-known fact at Iterable: Email list pruning isn\u2019t always the best strategy. In fact, it may even be counterproductive to your brand\u2019s goals and hurt your ROI in the long run.<\/p>\r\n<p>So what\u2019s a marketer to do about all those inactive subscribers on your email list?<\/p>\r\n<p>In this edition of Unboxing Must-Have Marketing Campaigns, we focus on what you should do instead of pruning your list: Send a reactivation or re-engagement campaign.<\/p>\r\n<p><strong>Download this guide to learn:<\/strong><\/p>\r\n<ul>\r\n\t<li>Why it\u2019s never too late for a re-engagement campaign<\/li>\r\n\t<li>The 3 types of reactivation campaigns that brands can send<\/li>\r\n\t<li>Advanced tactics to up your cross-channel messaging game<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Reactivation &amp; Re-Engagement","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-reactivation-re-engagement","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:15","post_modified_gmt":"2021-02-24 19:00:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/","menu_order":43,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/"},{"ID":11310,"post_author":"41","post_date":"2020-09-03 03:29:21","post_date_gmt":"2020-09-03 10:29:21","post_content":"<p>Do brands treat their customers with empathy and respect?<\/p>\r\n<p>At Iterable, we define empathy as adhering to the four following tenets:<\/p>\r\n<ol>\r\n\t<li>Acknowledging perspective<\/li>\r\n\t<li>Staying out of judgment<\/li>\r\n\t<li>Recognizing emotion<\/li>\r\n\t<li>Communicating understanding<\/li>\r\n<\/ol>\r\n<p>However, it\u2019s easier to say than it is to act upon it when B2C marketers are laser-focused on meeting their company\u2019s growth goals.<\/p>\r\n<p>That's why for this next edition of Unboxing Must-Have Marketing Campaigns we\u2019ll focus on driving growth with good by adding upsell and cross-sell opportunities to your existing marketing campaigns.<\/p>\r\n<p><strong>We\u2019re going to cover:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to show empathy to your customers with upsells and cross-sells<\/li>\r\n\t<li>4 ways to add upsells and cross-sells into your existing email campaigns<\/li>\r\n\t<li>Advanced tactics to up your cross-channel messaging experience<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Upsell and Cross-Sell","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-upsell-cross-sell","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:15","post_modified_gmt":"2021-02-24 19:00:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/","menu_order":44,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/"},{"ID":11308,"post_author":"41","post_date":"2020-09-03 03:28:19","post_date_gmt":"2020-09-03 10:28:19","post_content":"<p>It\u2019s on every marketer\u2019s mind in 2020: How do you communicate with customers during an emergency or crisis?<\/p>\r\n<p>We as growth marketers would all love to have the confidence and skills to communicate during an emergency, so customers are happy, satisfied and stay loyal to your brand when everything goes back to normal.<\/p>\r\n<p>That\u2019s why we\u2019re focusing on emergencies and crises for this edition of Unboxing Must-Have Marketing Campaigns.<\/p>\r\n<p>Download this guide to learn:<\/p>\r\n<ul>\r\n\t<li>How an emergency or a crisis creates opportunities for your brand<\/li>\r\n\t<li>The power of a Single Overriding Communications Objective (SOCO)<\/li>\r\n\t<li>How five e-commerce companies are using SOCO (but don\u2019t even know it)<\/li>\r\n\t<li>What governments and nonprofits can teach brands about cross-channel messaging<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Emergencies & Crises","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-emergencies-and-crises","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:15","post_modified_gmt":"2021-02-24 19:00:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/","menu_order":45,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_Blog-Header_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Unboxing Crisis Campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/"},{"ID":11307,"post_author":"41","post_date":"2020-09-03 03:27:18","post_date_gmt":"2020-09-03 10:27:18","post_content":"<p>Are you taking your brand\u2019s best customers for granted?<\/p>\r\n<p>As marketers, it\u2019s too easy to focus our resources on acquiring new customers or reducing churn.<\/p>\r\n<p>Because it also means your loyal fans\u2014the ones who choose to spend their hard-earned money with your brand over and over\u2014may not be getting the exclusive experience they deserve.<\/p>\r\n<p>That\u2019s why for this next edition of Unboxing Must-Have Marketing Campaigns, we\u2019re going to focus on loyalty and rewards campaigns.<\/p>\r\n<p>Download this guide to learn:<\/p>\r\n<ul>\r\n\t<li>Why a successful loyalty or rewards program is more than an exclusive discount<\/li>\r\n\t<li>The five principles you need to create a brand community<\/li>\r\n\t<li>Three ways to gamify customer rewards with cross-channel messaging<\/li>\r\n<\/ul>","post_title":"Unboxing Must-Have Marketing Campaigns: Loyalty &amp; Rewards","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"unboxing-must-have-marketing-campaigns-loyalty-rewards","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:15","post_modified_gmt":"2021-02-24 19:00:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\/","menu_order":46,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"September 03, 2020","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_Unboxing-Loyalty_Rewards-Blog_header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_Unboxing-Loyalty_Rewards-Blog_header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_Unboxing-Loyalty_Rewards-Blog_header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_Unboxing-Loyalty_Rewards-Blog_header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\/"},{"ID":10785,"post_author":"97","post_date":"2020-08-31 15:02:41","post_date_gmt":"2020-08-31 22:02:41","post_content":"<p>\u201cOoops! We didn\u2019t mean to send you that email!\u201d -- words from every email marketer\u2019s worst nightmare. Perhaps it\u2019s because email is one of the best channels to engage with your subscribers, and its effectiveness causes a great deal of concern when your email says something it\u2019s not supposed to.<\/p>\r\n<p>A really great email QA process will help you identify common mistakes and make sure you give the best impression to your subscribers.<\/p>\r\n<p><strong>Download this template to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Make sure your emails are flawless before it\u2019s ready for prime time<\/li>\r\n\t<li>Optimize how your email looks on different devices<\/li>\r\n\t<li>Save time on approving your team\u2019s emails<\/li>\r\n\t<li>Feel more confident the next time you hit the \u201cSend\u201d button<\/li>\r\n<\/ul>","post_title":"Template for Email QA","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"template-for-email-qa","to_ping":"","pinged":"","post_modified":"2022-07-06 14:44:04","post_modified_gmt":"2022-07-06 21:44:04","post_content_filtered":"","post_parent":8,"guid":"https:\/\/iterable.com\/?page_id=10785","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Template","pretty_date":"August 31, 2020","terms":[{"term_id":7580,"name":"Template","slug":"template","term_group":0,"term_taxonomy_id":7580,"taxonomy":"resource_type","description":"","parent":1696,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["template"],"term_names":["Template"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Email-QA_Template_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Email-QA_Template_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Email-QA_Template_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Email-QA_Template_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/resources\/template-for-email-qa\/"},{"ID":10783,"post_author":"97","post_date":"2020-08-31 14:29:22","post_date_gmt":"2020-08-31 21:29:22","post_content":"<p>Engaging with your customers throughout their journey with your brand is one of the most effective ways to drive value. Creating a well thought-out lifecycle campaign and its components will make sure that your message is concise and compelling at each stage. The first of which is the welcome email, which brings your customer on board and gives them a first impression of your value.<\/p>\r\n<p><strong>Download this template to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Create an email that keeps your brand top-of-mind<\/li>\r\n\t<li>Access key attributes of a really good email<\/li>\r\n\t<li>Start selling your value and reduce customer churn<\/li>\r\n<\/ul>","post_title":"Template for Creating Lifecycle Email Campaigns: Welcome Email","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"template-for-creating-lifecycle-email-campaigns-welcome-email","to_ping":"","pinged":"","post_modified":"2022-07-06 14:44:19","post_modified_gmt":"2022-07-06 21:44:19","post_content_filtered":"","post_parent":8,"guid":"https:\/\/iterable.com\/?page_id=10783","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Template","pretty_date":"August 31, 2020","terms":[{"term_id":7580,"name":"Template","slug":"template","term_group":0,"term_taxonomy_id":7580,"taxonomy":"resource_type","description":"","parent":1696,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["template"],"term_names":["Template"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Welcome-Email_Template_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Welcome-Email_Template_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Welcome-Email_Template_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Welcome-Email_Template_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/resources\/template-for-creating-lifecycle-email-campaigns-welcome-email\/"},{"ID":10779,"post_author":"97","post_date":"2020-08-31 11:18:31","post_date_gmt":"2020-08-31 18:18:31","post_content":"<p>Are you looking for a modern cross-channel marketing automation platform? Choosing the right system for your unique marketing needs requires a thorough understanding of the key features each solution offers, and how it affects your business needs. We have a template to help you get started!<\/p>\r\n<p><strong>Download this template to:<\/strong><\/p>\r\n<ul>\r\n\t<li>Help you select the right vendor who is also a partner for your growing business<\/li>\r\n\t<li>Set you up for your long-term marketing automation needs<\/li>\r\n\t<li>Clearly identify your goals, and see how marketing automation can drive your results<\/li>\r\n\t<li>Save time building a comprehensive list of questions you should be asking your vendors<\/li>\r\n<\/ul>\r\n<p><strong>RFP includes sections that will help you understand each vendor\u2019s solutions for:<\/strong><\/p>\r\n<ul>\r\n\t<li>Email campaigns<\/li>\r\n\t<li>Lifecycle marketing<\/li>\r\n\t<li>Segmentation and targeting<\/li>\r\n\t<li>Workflows &amp; automation<\/li>\r\n\t<li>Triggering events<\/li>\r\n\t<li>Reporting &amp; Analytics<\/li>\r\n\t<li>Multi-channel marketing across email, SMS, mobile push, direct mail, and more<\/li>\r\n<\/ul>\r\n<p>Don\u2019t miss out on the must-have features and questions that you should be asking your vendors. Download this template to get started on building the best RFP for your needs.<\/p>","post_title":"Marketing Automation Workflow Template","post_excerpt":"Marketing Automation RFP Template for Email, SMS, Mobile\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"template-for-marketing-automation-rfp","to_ping":"","pinged":"","post_modified":"2024-02-13 06:50:07","post_modified_gmt":"2024-02-13 14:50:07","post_content_filtered":"","post_parent":8,"guid":"https:\/\/iterable.com\/?page_id=10779","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Template","pretty_date":"August 31, 2020","terms":[{"term_id":7580,"name":"Template","slug":"template","term_group":0,"term_taxonomy_id":7580,"taxonomy":"resource_type","description":"","parent":1696,"count":4,"filter":"raw","term_order":"0"}],"term_slugs":["template"],"term_names":["Template"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Automation-RFP_Template_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Automation-RFP_Template_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Automation-RFP_Template_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2022\/07\/Automation-RFP_Template_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/resources\/template-for-marketing-automation-rfp\/"},{"ID":10766,"post_author":"97","post_date":"2020-08-27 10:00:15","post_date_gmt":"2020-08-27 17:00:15","post_content":"<p>Personalization is more than a simple tactic to drive clicks and conversions. Personalization is rooted in strategy, crafted in execution and manifested inside customer experience.<\/p>\r\n<p>Buzzwords aside, personalization is a <em>process<\/em>. But, the results are worth it. <a href=\"https:\/\/adage.com\/article\/epsilon\/personalization-evolve-2018\/312048\" target=\"_blank\" rel=\"noopener noreferrer\">Ad Age found<\/a> that 80% of consumers do business with companies offering personalized experiences.<\/p>\r\n<h3>Introducing the \u201cCore Four\u201d Pillars of Personalization<\/h3>\r\n<p>We posit that there are four foundational pillars of personalization:<\/p>\r\n<ol>\r\n\t<li><strong>User Segmentation:<\/strong> finding the perfect audience<\/li>\r\n\t<li><strong>Lifecycle Mapping:<\/strong> creating immersive journeys<\/li>\r\n\t<li><strong>Workflow Building:<\/strong> engaging at opportune moments<\/li>\r\n\t<li><strong>Dynamic Content:<\/strong> connecting with tailored messaging<\/li>\r\n<\/ol>\r\n<p><img class=\"alignnone size-full wp-image-10768\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/ITE_Personalization_Blog-Image_ALL.png\" alt=\"\" width=\"1200\" height=\"400\" \/><\/p>\r\n<p>Each pillar represents a critical step of the personalization process and the more proficiently you\u2019re able to master each one, the more marketing possibilities you unlock. When executed in tandem with one another, you\u2019ve created a scalable framework for not just personalization, but <a href=\"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/\" target=\"_blank\" rel=\"noopener noreferrer\">individualization<\/a>.<\/p>\r\n<p>Let\u2019s look at each of them in greater detail.<\/p>\r\n<h3>1. User Segmentation<\/h3>\r\n<p>Any marketer worth their salt knows what segmentation is and why it matters\u2014<a href=\"https:\/\/ascend2.com\/wp-content\/uploads\/2017\/01\/Ascend2-Email-Marketing-Strategy-Survey-Summary-Report-160908.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">51% of us<\/a> recognize it as our most effective personalization tactic. Dialing in exactly which customers you want to want to reach is the first action step of any campaign.<\/p>\r\n<p>Modern marketers have more access to customer data than ever before. But without a modern application strategy accounting for this new depth and breadth, falling back on legacy segmentation strategies like basic attributes, general lifecycle, RFM targeting, among others, seems like the easiest choice to make.<\/p>\r\n<p>Instead, let\u2019s redraw the lines of demarcation between segments and push customer data further. Top-line demographic and behavioral data as segmentation filters only scratch the surface\u2014understanding contextual data to understand customer motivations is the new segmentation playing field.<\/p>\r\n<p>With a more sophisticated segmentation strategy in hand, identifying key audiences and the types of resonant content that appeals to them becomes almost second nature.<\/p>\r\n<h4>Modern Segmentation Calls to Action<\/h4>\r\n<ul>\r\n\t<li>Look deeper into behavioral data to infer how your products and services make your customers feel. Leverage this level of nuanced data as influential segmentation criteria.<\/li>\r\n\t<li>Define customers by more than demographic personas. Certain data types like engagement, purchase frequencies and average order value are impactful at the individual level, but less so when applied to groups.<\/li>\r\n\t<li>Learn from, but don\u2019t lean too heavily on historical data as the sole predictor of behaviors. Consider the significance of the role months-old data actually plays in your segmentation strategy.<\/li>\r\n<\/ul>\r\n<h4><strong>Segmentation Resources<\/strong><\/h4>\r\n<ul style=\"list-style-type: square;\">\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/3-types-of-customer-segmentation-your-marketing-team-cant-ignore\/\" target=\"_blank\" rel=\"noopener noreferrer\">3 Types of Customer Segmentation Your Marketing Team Can't Ignore<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/how-to-use-mobile-geolocation-data-to-drive-growth\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to Use Mobile Geolocation Data to Drive Growth<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/4-overlooked-ecommerce-segments\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 Overlooked (but Valuable) E-Commerce Segments to Target<\/a><\/li>\r\n<\/ul>\r\n<h3>2. Lifecycle Mapping<\/h3>\r\n<p>When it comes to the modern-day lifecycle, there are two critical elements marketers need to consider: a guiding stage-by-stage framework and a readiness to respond when customers choose to go their own way.<\/p>\r\n<p>A comprehensive lifecycle is one born from methodical planning and customer-first creativity. For simplicity, we think about the lifecycle in three basic stages\u2014activation, nurture and re-activation. Each stage has its own overarching purpose and objectives that customers must reach before advancing into the next one.<\/p>\r\n<p>Thinking critically through your ideal customer experience and considering the full spectrum of possible interactions will clarify where and when marketing actions can help customers overcome engagement hurdles.<\/p>\r\n<p>Don\u2019t overlook these areas of customer importance:<\/p>\r\n<ul>\r\n\t<li>Web and app activities<\/li>\r\n\t<li>Browsing and buying behaviors<\/li>\r\n\t<li>Cross-channel messaging engagements<\/li>\r\n\t<li>Customer service and support encounters<\/li>\r\n\t<li>And more<\/li>\r\n<\/ul>\r\n<p>Now that methodical plan above is all well and good, but that assumes linear customer behavior. While it\u2019s true that a good percentage of your customers will venture through that lifecycle in a \u201ctraditional\u201d stage-by-stage manner, there are plenty who won't. Data continuity ensures any actions like those mentioned above responsively align them to the right stage of the lifecycle.<\/p>\r\n<p>Remember, customers aren\u2019t obligated to play by your rules, but you have to play by theirs\u2014meet them on their terms and make sure your intended customer experiences support their own.<\/p>\r\n<h4>Modern Lifecycle Mapping Calls to Action<\/h4>\r\n<ul>\r\n\t<li>Define the key stage-by-stage goals your customer should accomplish before advancement. Use a customer-first lens to set the right guidelines for familiarity, trust, needs, and their perceived values.<\/li>\r\n\t<li>Leverage data to optimize throughput. Set appropriate progression thresholds, unblock points of friction and optimize the experience with data-driven learnings.<\/li>\r\n\t<li>Build a comprehensive end-to-end journey that maximizes customer satisfaction. But, be ready to appropriately respond to customers entering and exiting at their will.<\/li>\r\n<\/ul>\r\n<h4><strong>Lifecycle Mapping Resources<\/strong><\/h4>\r\n<ul style=\"list-style-type: square;\">\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/fender-notes-customer-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\">How Fender Plays All the Right Notes of the Customer Journey<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/opendoor-framework-marketing-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Opendoor's 7-Step Framework for Marketing Automation Success<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/top-ten-email-and-mobile-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">Top 10 Email and Mobile Campaigns Every Brand Needs<\/a><\/li>\r\n<\/ul>\r\n<h3>3. Workflow Building<\/h3>\r\n<p>To design truly immersive campaign experiences, marketers need freedom and flexibility\u2014the freedom to create with full access to all customer-facing data and the flexibility to leverage it inside sophisticated workflows.<\/p>\r\n<p>For instance, freedom means building workflows that guide customers down the right path based on real-time data feedback. After a member of X audience performs Y action, do Z within this timeframe\u2014there\u2019s boundless potential for growth and experimentation once empowered to create without obstruction.<\/p>\r\n<p>The data that flows through and powers workflows in real-time is the marketer\u2019s secret weapon to automating customer surprise-and-delight. Flexibility begets dynamism, and designing workflows that automatically add or remove eligible people from certain campaigns or message queues because of their individual behaviors drives momentum throughout your lifecycle.<\/p>\r\n<p>Build the workflows that adhere to The Golden Rule: market to others in the same way you would want to be marketed to\u2014keep the experience timely, relevant and aligned with the customer's specific needs.<\/p>\r\n<h4>Modern Workflow Building Calls to Action<\/h4>\r\n<ul>\r\n\t<li>Let the customer experience be the guide. Use workflows as guardrails that maintain engagement, but let customer data dictate the direction of the journey.<\/li>\r\n\t<li>Don\u2019t overlook the nuances of customer interactions. Create workflow rules that infer customer intent from repeat actions or behaviors and respond accordingly.<\/li>\r\n\t<li>Carry messages over the channels your customers care about. Foster engagement by bringing messages of value to their native channels.<\/li>\r\n<\/ul>\r\n<h4><strong>Workflow Building Resources<\/strong><\/h4>\r\n<ul style=\"list-style-type: square;\">\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/cross-channel-onboarding-campaign\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to Create a Cross-Channel Onboarding Campaign in Iterable<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/autolist-drives-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">How Autolist Drives Personalization at Scale with Workflows<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/shoprunner-uses-real-time-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">How ShopRunner Uses Real-Time Data to Power Emails<\/a><\/li>\r\n<\/ul>\r\n<h3>4. Dynamic Content<\/h3>\r\n<p>\u201cContent,\u201d in the marketing sense, is usually the de-facto standard for judging how personalized something is. It\u2019s certainly an effective indicator, but as you can tell from the other three pillars, personalization comprises much more.<\/p>\r\n<p>Content is a visual representation of user, event, product, and service data come to life through merge tags, connected data feeds and APIs, and dynamic data relationships through tools, like <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Catalog<\/a>.<\/p>\r\n<p>Level of personalized content sophistication\u2014a marketer\u2019s ability to transform their data input into personalized output\u2014typically falls somewhere within one of these three levels:<\/p>\r\n<h4>Level 1<\/h4>\r\n<p><strong>Reactive personalization<\/strong> derived from user attributes and event data. It\u2019s a one-to-many approach and is applicable to large audience segments. These are the easiest tactics to implement using customer attributes like first name, event milestones (e.g. birthdays), or system events like cart abandonment.<\/p>\r\n<h4>Level 2<\/h4>\r\n<p><strong>Proactive personalization<\/strong> combining user and event data with externally managed data. It\u2019s a one-to-some approach and is applicable to smaller, targeted segments. This incorporates customer behaviors and third-party data and is more resemblant of individually targeted messaging (e.g. geo-specific services of personal interest).<\/p>\r\n<h4>Level 3<\/h4>\r\n<p><strong>Individualization<\/strong> formed from dynamic relationships between user attributes and detailed product data. It\u2019s a one-to-one approach that appeals specifically to each individual. This takes into account various profile, behavioral, lifecycle data points to create user-specific dynamic content experiences that are unique to each user.<\/p>\r\n<p>Each level plays an important role in dynamic content creation. Strategically building message templates capable of leveraging the full compendium of customer data increases relevance and opens new doors for scale.<\/p>\r\n<p>With dynamic content, it\u2019s entirely possible to consistently connect multiple sources of data and consistently \u201cwow\u201d millions of customers with meaningful messages.<\/p>\r\n<h4>Modern Dynamic Content Calls to Action<\/h4>\r\n<ul>\r\n\t<li>Maximize the value inside your stack-wide data. Even nuanced details about behaviors or actions captured by other tools provide valuable context for improving content alignment to each individual.<\/li>\r\n\t<li>Build for broad appeal while connecting with targeted content. Learn where in your workflows to deploy specific messages and dynamically populate them with individualized content that increases message impact.<\/li>\r\n\t<li>Align your levels of effort appropriately to ROI. Don\u2019t waste valuable time and resources building highly dynamic message components if they aren\u2019t impacting key performance metrics.<\/li>\r\n<\/ul>\r\n<h4><strong>Dynamic Content Resources<\/strong><\/h4>\r\n<ul style=\"list-style-type: square;\">\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/dynamic-content-deconstructed\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dynamic Content Deconstructed: 3 Building Blocks for Success<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/3-techniques-mastering-content-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">3 Techniques for Mastering the Art of Content Personalization<\/a><\/li>\r\n\t<li><a href=\"https:\/\/iterable.com\/blog\/5-cool-personalization-ideas\/\" target=\"_blank\" rel=\"noopener noreferrer\">5 Cool Personalization Ideas You Haven't Thought Of<\/a><\/li>\r\n<\/ul>\r\n<h3>4 Pillars of Personalization, 1 Foundation to Long-Term Success<\/h3>\r\n<p>Now that you understand these \"Core 4\" pillars of personalization, keep this in mind: Personalization is ultimately a long-term strategy that takes time to develop. In fact, according to <a href=\"https:\/\/www.gartner.com\/en\/marketing\/insights\/articles\/top-marketing-predictions-for-2020-reveal-risks-of-influencers-and-personalization\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner<\/a>, \u201cOnly 40% of marketers report having a clear personalization strategy and roadmap.\u201d<\/p>\r\n<p>With the four pillars we\u2019ve covered today, think about your current process and consider how you might strengthen each one through customer data collection, campaign automation, experimentation and other factors.<\/p>\r\n<p>When in doubt, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">sign up for a <em>personalized<\/em> demo<\/a> and see why Iterable is the best foundation for building these pillars from the ground up.<\/p>","post_title":"4 Pillars of Marketing: Personalization Guide","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-pillars-of-personalization","to_ping":"","pinged":"","post_modified":"2024-01-18 10:08:38","post_modified_gmt":"2024-01-18 18:08:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10766","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 27, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/082720_Core-4-Pillars-of-Personalization_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The 4 Pillars of Personalization\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/082720_Core-4-Pillars-of-Personalization_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/082720_Core-4-Pillars-of-Personalization_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/082720_Core-4-Pillars-of-Personalization_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/4-pillars-of-personalization\/"},{"ID":10730,"post_author":"7","post_date":"2020-08-26 10:36:47","post_date_gmt":"2020-08-26 17:36:47","post_content":"<p>When it comes to company culture, our answer is simple: prioritize people. From day one, our founders, Andrew Boni and Justin Zhu, recognized that Iterable\u2019s core purpose revolved around people\u2014to enrich the relationships between consumers and brands, to empower the marketers who create experiences, and to unite a team capable of bringing such a vision to life.<\/p>\r\n<p>While company culture is unique to every organization, we\u2019ve identified five steps you can take to build a thriving workplace that <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">aligns with your values<\/a>.\u00a0<\/p>\r\n<p>Explore our new <a href=\"https:\/\/iterable.com\/company\/\" target=\"_blank\" rel=\"noopener noreferrer\">Company<\/a> and <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener noreferrer\">Culture<\/a> pages to see the formula in action, and read our guide below to learn how to adapt it for your own business.<\/p>\r\n<h4>Step 1: Commit to culture from the start of the recruiting process<\/h4>\r\n<p>All too often, the pressures of filling open positions and keeping up with the growth curve can tempt businesses to cut corners in terms of company culture. This lack of engagement is a major issue\u2014it makes candidates feel they are not seen, heard or respected.<\/p>\r\n<p>Here at Iterable, we focus on making our recruitment process engaging, transparent and enjoyable for everyone involved. We respect and value the time and effort that our candidates put into their career search, which is why our recruiting team thoughtfully reviews every application we receive.<\/p>\r\n<p>If we think a candidate might be a good fit for a role, and a good fit for our authentic and dynamic culture\u2014we\u2019ll reach out! It\u2019s as simple as that. We pride ourselves on providing a best-in-class candidate experience through every step of the process, and pledge responsiveness and empathy.<\/p>\r\n<p>Learn more about Iterable\u2019s recruiting process, and hear feedback directly from our employees, on our <a href=\"https:\/\/iterable.com\/culture\/\" target=\"_blank\" rel=\"noopener noreferrer\">new Culture page<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_10769\" align=\"alignnone\" width=\"696\"]<a href=\"https:\/\/iterable.com\/culture\/\"><img class=\"wp-image-10769 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Culture-1.png\" alt=\"Iterable company culture testimonial on recruiting by Ryan Brelje\" width=\"696\" height=\"334\" \/><\/a> <em>Click on Ryan's quote to read more employee testimonials of our hiring process.<\/em>[\/caption]\r\n\r\n<h4>Step 2: Cultivate a culture without borders<\/h4>\r\n<p>We believe contributions aren\u2019t bound by location. Employees from all over the world have helped foster an inclusive remote work culture. Together, we\u2019ve been building the operations, processes and supporting structures that ensure our remote teams are empowered to thrive in the same collaborative and visible team environments as our physical office locations.<\/p>\r\n<p>Contributing to our \u201cculture without borders\u201d is our global presence. No matter where our employees are based, we stay connected\u2014online, and through our company-wide values and initiatives.<\/p>\r\n<p>Learn more about <a href=\"https:\/\/iterable.com\/blog\/culture-without-borders-remote-work-iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">remote work at Iterable<\/a> from both longtime virtual veterans and online adapters in the era of COVID-19.<\/p>\r\n\r\n[caption id=\"attachment_10770\" align=\"alignnone\" width=\"772\"]<img class=\"wp-image-10770 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Culture-2.png\" alt=\"Map of Iterable's four office locations\" width=\"772\" height=\"330\" \/> <em>Iterable has offices in San Francisco, Denver, New York City, and London, but also supports a global remote workforce.<\/em>[\/caption]\r\n\r\n<h4>Step 3: Build an inclusive culture that celebrates diversity<\/h4>\r\n<p>True diversity isn\u2019t about checking the box. It\u2019s about recruiting a workforce of individuals with diverse world views, ethnicities, religions, backgrounds, abilities, ages, personality characteristics, perspectives, opinions, family composition, education and tenure.<\/p>\r\n<p>Even still, enabling diversity means little without inclusion. By nurturing a sense of equity and belonging, you can encourage the team to bring their full and genuine selves to work every day.<\/p>\r\n<p>One of the ways we enable inclusion is through our Affinity Groups, which are employee-created and managed groups of people sharing a common purpose, community or interest. These groups create space for employees to develop relationships, share experiences, voice concerns, solve problems and plan events and activities promoting their community and professional growth.<\/p>\r\n<p>Rather than shying away from the sensitive conversations for fear it will divide the workplace, we embrace these discussions and celebrate our differences. We try our best to provide platforms for everyone to feel supported and invest in the education of our workforce.<\/p>\r\n\r\n[caption id=\"attachment_10771\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-10771 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Culture-3.png\" alt=\"Company Culture: Affinity Groups at Iterable\" width=\"936\" height=\"226\" \/> <em>Iterable's Affinity Groups provide safe spaces for marginalized communities, as well as common passions, like Zenit's focus on meditation.<\/em>[\/caption]\r\n\r\n<h4>Step 4: Support employee learning and development<\/h4>\r\n<p>There\u2019s a well-known adage from the CEO of Microsoft, Satya Nadella, who had said that instead of encouraging a culture of know-it-alls, he wanted <a href=\"https:\/\/lifehacker.com\/dont-be-a-know-it-all-be-a-learn-it-all-1794974291\" target=\"_blank\" rel=\"noopener noreferrer\">an organization of learn-it-alls<\/a>. Iterable\u2019s company value of Growth Mindset embodies this very concept.<\/p>\r\n<p>Having a Growth Mindset means not settling for the status quo and proactively looking for areas to improve our work. As challenges, obstructions, and plateaus inevitably arise, we foster the strength and resilience to overcome them. This resilience is supported by leadership and driven by a strong quest for knowledge by our workforce.<\/p>\r\n<p>In addition to flexible PTO and physical and mental health benefits, Iterable also provides a quarterly stipend for learning and development, which our team has used for everything from classes and conferences to museum passes and subscriptions to newspapers and audiobooks. We\u2019ve also recently launched Udemy for Business to give our team access to over 4,500 e-learning courses and keep our skills sharp!<\/p>\r\n\r\n[caption id=\"attachment_10772\" align=\"alignnone\" width=\"902\"]<img class=\"wp-image-10772 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Culture-4.png\" alt=\"Iterable's benefits and perks\" width=\"902\" height=\"316\" \/> <em>Here's a list of Iterable's core benefits and perks available to all employees.<\/em>[\/caption]\r\n\r\n<h4>Step 5: Honor and appreciate life outside of work<\/h4>\r\n<p>With Balance being <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">one of our four core values<\/a>, it\u2019s important for us to take time away from work to relax, unwind and bond as a team. Rest allows both our bodies and minds to recuperate, ensuring we operate at full capacity. From our league champion soccer team to spontaneous craft nights, we are always trying to find ways for our teams to re-energize.<\/p>\r\n<p>Even when we can\u2019t physically meet in groups, we have prioritized ways to promote and reward balance as we all work from home during the pandemic. Throughout the month of July, for instance, our employees were challenged to take moments of balance each day and share photos in our <a href=\"https:\/\/www.linkedin.com\/posts\/iterable_balance-slack-valuesdriven-activity-6696195862735003648-lib0\" target=\"_blank\" rel=\"noopener noreferrer\">#Balance Slack channel<\/a> to raise money for charity.<\/p>\r\n<p>At the end of the challenge, we received more than 1,300 photo submissions and exceeded our donation goals! An engaged and supported workforce is a healthy one, and the healthier you are, the happier and more productive and accomplished you will feel.<\/p>\r\n\r\n[caption id=\"attachment_10773\" align=\"alignnone\" width=\"416\"]<img class=\"wp-image-10773 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Culture-5.png\" alt=\"Building company culture through Balance: A photo of father playing with child\" width=\"416\" height=\"418\" \/> <em>Here's to the next generation of growth marketers!<\/em>[\/caption]\r\n\r\n<h3>Want to Contribute to Iterable\u2019s Company Culture?<\/h3>\r\n<p>Authenticity, connection and joy\u2014the key components of a memorable experience, and the pillars upon which we\u2019ve built our company culture here at Iterable. Of course, we not only want to build the strongest community, but also the best growth marketing platform\u2014and that\u2019s where you come in.<\/p>\r\n<p>We\u2019re actively looking for candidates who not only embrace our core values and contribute to our inclusive culture, but also have unique talents and a strong sense of resilience and grit.<\/p>\r\n<p>If you\u2019re interested in pursuing a career here at Iterable, <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener noreferrer\">explore our career opportunities<\/a>. We look forward to meeting you!<\/p>","post_title":"5 Steps to Building an Amazing Company Culture","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-steps-building-amazing-company-culture","to_ping":"","pinged":"","post_modified":"2020-08-26 10:36:47","post_modified_gmt":"2020-08-26 17:36:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10730","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 26, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/082420_Company-Culture_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of 5 people to represent 5 steps to building an amazing company culture\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/082420_Company-Culture_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/082420_Company-Culture_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/082420_Company-Culture_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-steps-building-amazing-company-culture\/"},{"ID":10624,"post_author":"7","post_date":"2020-08-20 10:09:16","post_date_gmt":"2020-08-20 17:09:16","post_content":"<p>One of the most difficult exercises for a business is to figure out how to scale while staying true to its roots.<\/p>\r\n<p>For Tiff\u2019s Treats\u2014a <a href=\"https:\/\/www.cookiedelivery.com\/about\/our-story.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">made-to-order cookie delivery service<\/a> based in Austin, Texas\u2014the answer to expansion was simple: When it comes to growing a business, focus on your loyal customer base and create incredible customer experiences.<\/p>\r\n<p>We recently met with <a href=\"https:\/\/www.linkedin.com\/in\/rachaelromeo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rachael Romeo<\/a>, Email Marketing Manager at Tiff\u2019s Treats, and <a href=\"https:\/\/www.linkedin.com\/in\/rachel-cowlishaw-06376a40\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rachel Cowlishaw<\/a>, Associate Director of Client Strategy at Movable Ink, to find out Tiff\u2019s Treats\u2019 recipe to sweet success.<\/p>\r\n<p>Keep reading to learn more about Rachael\u2019s role at Tiff\u2019s Treats, and <a href=\"https:\/\/iterable.com\/webinars\/personalized-customer-experiences-your-recipe-for-sweet-success\/\" target=\"_blank\" rel=\"noopener noreferrer\">watch our on-demand webinar<\/a> for even more insights.<\/p>\r\n<h3>An Interview With Rachael Romeo From Tiff\u2019s Treats<\/h3>\r\n<h4>\u00a0<\/h4>\r\n<h4>Tell us a little bit about Tiff\u2019s Treats!<\/h4>\r\n<p>Tiff\u2019s Treats is famous for bringing hot, fresh-out-the-oven cookies and brownies to hungry treat lovers. We\u2019ve always tried to keep our menu small, our dough fresh and make sure we never run out of our customers\u2019 favorite flavors.<\/p>\r\n<p>While we\u2019ve grown to 59 stores and over 1,000 employees, and now serve the greater Texas area, Atlanta, Nashville, and Charlotte, our core mission is still the same: bake amazing cookies and deliver them warm and fresh.<\/p>\r\n<h4>Tiff\u2019s Treats went from a college-campus kitchen to 59 stores! That\u2019s amazing. To what do you attribute this growth?<\/h4>\r\n<p>A big driving factor for our growth was technology\u2014specifically, the development of our app. Now, we are able to provide customers with a faster, more user-friendly ordering experience.<\/p>\r\n<p>You can actually track the delivery of your cookies right up to your door. It\u2019s fun to watch the progression of your cookie delivery!<\/p>\r\n<p>Our app users have actually become some of our most active customers, which really speaks to the efficacy of the decision to turn to technology to grow. At this time, over 25% of our orders come through our app.<\/p>\r\n<h4>How do you leverage the data you capture in the Tiff\u2019s Treats app?<\/h4>\r\n<p>Not only does our app enable convenience, but it also facilitates our retention of an incredible amount of customer behavioral data: Customers log in with our app and order cookies.<\/p>\r\n<p>From these interactions, we collect information on their name, location, and order preferences. In the event that they provide feedback on their delivery and app experience, we have another bulk of feedback and data to analyze.<\/p>\r\n<p>With this data, we can provide the best support to each and every customer, enhancing individual experiences. It\u2019s a pathway to personalization that we\u2019d built into our business model and helps us to retain that local and high-touch bakery feel.<\/p>\r\n<h4>What were your primary marketing challenges prior to making the switch?<\/h4>\r\n<p>Before we put any systems in place to fully organize and operationalize our data, our team had to manually segment our customer groups based on our limited database: by location and purchase.<\/p>\r\n<p>There were a few issues with trying to build customer segments using this method:<\/p>\r\n<ol>\r\n\t<li><strong>Manual segmentation<\/strong> gets exponentially more difficult as a company scales. Profiling ten customers is quite different from profiling 10,000 customers!<\/li>\r\n\t<li>Customer data (location, preferences, etc.) can change on a dime. Manual segmentation is <strong>not an agile process<\/strong>, so we would constantly be rebuilding these segments and shuffling customer characteristics.<\/li>\r\n\t<li>Customer data was <strong>only accessible by IT<\/strong>. We would always have to bother our IT team for data requests and up-to-date customer information. At some point, these requests got annoying (for both parties)!<\/li>\r\n<\/ol>\r\n<p>As we scaled, it was impossible to continue marketing with manual segmentation. We quickly recognized that the limitation was in our tech stack. No matter how much data we collected, we couldn\u2019t effectively operationalize it with our previous ESP.<\/p>\r\n<h4>Once you identified the limits of your MarTech stack, what was your next step?<\/h4>\r\n<p>We knew that we needed to find a solution that would help us acquire, organize and operationalize our customer data, so we did some research. Soon, we came to the conclusion that, by adding <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> and <a href=\"https:\/\/movableink.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Movable Ink<\/a> to our tech stack, we could solve all of our data acquisition and enablement issues.<\/p>\r\n<p>Before partnering with Iterable and Movable Ink, our catered messaging capabilities were limited to \u201cHappy Birthday\u201d messages and geo-targeted emails. Now, we can automate our database\u2019s search for keywords and phrases.\u00a0<\/p>\r\n<p>For example, if we know that somebody said \u201cHappy Birthday\u201d in their gift message, we can target them with an email to add birthday-themed packaging. That\u2019s an add-on that we wouldn\u2019t have recommended without the technology to target and typify.<\/p>\r\n<p>With our new platform, we have a complete customer journey.<\/p>\r\n<h4>How have Iterable and Movable Ink helped Tiff\u2019s Treats on your journey to personalize?<\/h4>\r\n<p>It\u2019s easier to list out these new capabilities!\u00a0 So here we go:<\/p>\r\n<p>1. Since implementing push notifications with Iterable last year, we still wanted to drive more customers to download our app. So we added in an email to our welcome workflow that described the app download process. It went from \u201cWelcome to Tiff\u2019s Treats\u201d to \u201cWelcome, let\u2019s make your ordering easier with this app.\u201d<\/p>\r\n<p>And these emails are sent with precision. For instance, when the email is opened up on the iPhone, the Apple Store button is displayed. With an Android, the Google Play store. And if a device isn\u2019t known, both buttons are sent. It makes our lives and our customers\u2019 lives so much easier.<\/p>\r\n<p>2. We used to leverage purchase data to personalize the hero image in our email. But with limited functionality, the hero image would be a picture of the last cookie purchased. At the surface, this sounds fine. An average application of personalization and imagery. But with gift-buying and other idiosyncrasies in order, the image wasn\u2019t always customer-optimized.<\/p>\r\n<p>Now, we can use Movable Ink to poll our customers about their favorite flavors. We feed this information back into Iterable and feature that flavor in the next message.<\/p>\r\n<p>3. We can now gamify our offers and coupons over email, driving excitement and greater engagement. For instance, we\u2019ve recently used a \u201cscratch-off\u201d email to reveal new flavors and offers. The game allows us to tease the possibility of a deep discount, and it\u2019s driven a lot of activity.<\/p>\r\n<p>Since partnering with Iterable and Movable Ink, we\u2019ve seen:<\/p>\r\n<ul>\r\n\t<li>A 142% overall increase in clicks on campaigns that use Movable Ink vs. ones that don\u2019t<\/li>\r\n\t<li>A 164% increase in redemptions in our July cyber-week alone<\/li>\r\n\t<li>A 184% increase in redemptions on coupons overall<\/li>\r\n<\/ul>\r\n<h4>Do you have any advice for other marketers?<\/h4>\r\n<p>Of course! For every marketer, it\u2019s important to remember that:<\/p>\r\n<ol>\r\n\t<li>Data is great, but it\u2019s worthless if it is not accessible or actionable.<\/li>\r\n\t<li>Having the right MarTech stack is imperative for growth.<\/li>\r\n\t<li>Invest in personalization to build relationships with your customers.<\/li>\r\n\t<li>Personalization is the difference between customer retention and customer churn!<\/li>\r\n<\/ol>\r\n<p>To learn more about Rachael Romeo and Tiff\u2019s Treat\u2019s marketing and personalization strategies, <a href=\"https:\/\/iterable.com\/webinars\/personalized-customer-experiences-your-recipe-for-sweet-success\/\" target=\"_blank\" rel=\"noopener noreferrer\">watch our webinar on-demand<\/a>.<\/p>\r\n<p>Ready to start organizing, automating, and operationalizing your customer data? Learn how <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">partnering with Iterable and Movable Ink<\/a> can help enable world-class engagement.<\/p>","post_title":"Sweet Success: A Q&amp;A on Personalization With Tiff\u2019s Treats","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"sweet-success-personalization-tiffs-treats","to_ping":"","pinged":"","post_modified":"2020-08-25 17:40:03","post_modified_gmt":"2020-08-26 00:40:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10624","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 20, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/081820_Tiffs-Treats-QA_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"A Q&amp;A with Rachel Romeo from Tiff&#039;s Treats\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/081820_Tiffs-Treats-QA_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/081820_Tiffs-Treats-QA_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/081820_Tiffs-Treats-QA_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/sweet-success-personalization-tiffs-treats\/"},{"ID":10498,"post_author":"97","post_date":"2020-08-13 10:35:57","post_date_gmt":"2020-08-13 17:35:57","post_content":"<p><strong>Featured Speaker:<\/strong><\/p>\r\n<p><img class=\"alignnone wp-image-10573\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Forrester-Small.png\" alt=\"Forrester\" width=\"195\" height=\"70\" \/><\/p>\r\n<p>The interplay between privacy and personalization has only become more important as we spend more time online, navigating uncertain times.<\/p>\r\n<p>Come hear veteran Forrester analysts Fatemeh Khatibloo and Stephanie Liu explore the ethics and new landscape of privacy, what consumers expect, and how people make the choices that they do.<\/p>\r\n<p>PolicyGenius's Jessica Owen will join to speak about how Iterable was instrumental in helping them implement a game-changing personalization strategy.<\/p>\r\n<p>Join this powerhouse panel to:\u00a0<\/p>\r\n<ul>\r\n\t<li>Learn how people make choices\u2014and how to reduce their decision-making stress<\/li>\r\n\t<li>See examples of \"creepy\" personalization\u2014and how to avoid cringey mistakes<\/li>\r\n\t<li>Learn appropriate personalization\u2014and how to leverage to empathize with customers<\/li>\r\n<\/ul>","post_title":"\"Is This Creepy?\" Balancing Privacy and Personalization","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"is-this-creepy-balancing-privacy-and-personalization","to_ping":"","pinged":"","post_modified":"2020-09-16 16:02:21","post_modified_gmt":"2020-09-16 23:02:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=10498","menu_order":102,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"August 13, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/is-this-creepy-balancing-privacy-and-personalization\/"},{"ID":10523,"post_author":"7","post_date":"2020-08-13 08:30:09","post_date_gmt":"2020-08-13 15:30:09","post_content":"<p>Over the past year, we've been unboxing must-have digital marketing campaigns across the customer lifecycle\u2014from <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">activating new user interest<\/a> and <a href=\"https:\/\/iterable.com\/blog\/customer-milestone-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">nurturing them through each milestone<\/a> to <a href=\"https:\/\/iterable.com\/blog\/4-ways-upsell-and-cross-sell-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">upselling them into higher lifetime value<\/a> and <a href=\"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/\" target=\"_blank\" rel=\"noopener noreferrer\">rewarding long-term loyalty<\/a>.<\/p>\r\n<p>But the world has forever changed, and let's face it\u2014global pandemic or not, you likely don't have time to explore the ins-and-outs of nearly a dozen guides to revamp your customer journey piece by piece.<\/p>\r\n<p>Well, now you don't have to.<\/p>\r\n<p>We've consolidated all of our unboxing guides into two foundational summaries, catered specifically to email and mobile marketers:<\/p>\r\n<ul>\r\n\t<li><strong>For email advocates: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/top-10-lifecycle-email-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Top 10 Lifecycle Email Campaigns Every Brand Needs<\/a><\/strong><\/li>\r\n\t<li><strong>For mobile mavens: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/top-10-mobile-marketing-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Top 10 Mobile Marketing Campaigns Every Brand Needs<\/a><\/strong><\/li>\r\n<\/ul>\r\n<p>Whether you download one or both, you'll learn the essential ingredients required of each campaign to improve performance across the distinct phases of your customer's journey. With these ten core campaigns in your marketer's toolkit, you can achieve the familiarity, engagement and trust of your audience.<\/p>\r\n<p>And in case you have been following along with our unboxing series this whole time, don't think these guides aren't for you. We've included even more leading industry examples in the wild and explained why they work\u2014including Bloomingdale's eye-catching app welcome campaign, Minted's simple-yet-effective abandonment email and more.<\/p>\r\n<p>Not ready to dive into those downloads? Here's why lifecycle email and mobile campaigns can make-or-break your marketing program.<\/p>\r\n<h3>Leading With the Lifecycle<\/h3>\r\n<p>As <a href=\"https:\/\/iterable.com\/blog\/9-must-have-lifecycle-email-marketing-programs-for-retailers\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing experts can attest<\/a>, your customers aren't one-size-fits-all, so mass-blasting like you've got a megaphone in your hands at all times will never be the right approach.<\/p>\r\n<p>Customer journeys aren't linear either: People will be activated and re-activated at unique touchpoints, so context around each customer's individual lifecycle is key.<\/p>\r\n<p>Here are just a few lifecycle marketing stats you'll see in our Top 10 Guides:<\/p>\r\n<ul>\r\n\t<li>A thoughtful <strong>welcome series<\/strong> will gain <a href=\"https:\/\/www.business2community.com\/email-marketing\/email-marketing-trends-and-strategies-for-2019-02165509\" target=\"_blank\" rel=\"noopener noreferrer\">13% more revenue<\/a> than a single outreach message.<\/li>\r\n\t<li><strong>Referral programs<\/strong> are vital, as 74% of consumers cite <a href=\"https:\/\/www.bigcommerce.com\/blog\/word-of-mouth-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">word-of-mouth as a key influencer<\/a> in purchasing decisions.<\/li>\r\n\t<li>With a <strong>feedback response<\/strong> rate of 40%, <a href=\"https:\/\/outcry.io\/2019\/08\/05\/customer-feedback-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">SMS surveys have the highest response rate<\/a> of online survey channels.<\/li>\r\n\t<li>A 5% increase in <strong>customer retention<\/strong> can yield a <a href=\"https:\/\/hbswk.hbs.edu\/archive\/the-economics-of-e-loyalty\" target=\"_blank\" rel=\"noopener noreferrer\">75% increase in company profitability<\/a>.<\/li>\r\n<\/ul>\r\n<p>When relying on broadcast messages, you're overlooking countless opportunities to connect in more meaningful ways with your customers.<\/p>\r\n<blockquote>\r\n<p>\"<em>When you help your customers achieve their goals, they, in turn, help you achieve yours<\/em>. <em>Everybody wins!<\/em>\" ~ Kath Pay, founder of Holistic Email Marketing, on the <a href=\"https:\/\/iterable.com\/blog\/9-must-have-lifecycle-email-marketing-programs-for-retailers\/\" target=\"_blank\" rel=\"noopener noreferrer\">importance of lifecycle marketing<\/a><\/p>\r\n<\/blockquote>\r\n<h3>Create the Email and Mobile Campaigns Your Brand Deserves<\/h3>\r\n<p>One-off announcements and sales can work wonders too, of course, but the essence of growth marketing is not to stop making an effort after you've acquired that new customer, but to walk with them throughout their entire lifecycle.<\/p>\r\n<p>To learn more about <em>The Top 10 Campaigns Every Brand Needs<\/em>, download our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/top-10-lifecycle-email-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">email marketer's edition<\/a> or <a href=\"https:\/\/iterable.com\/form\/whitepaper\/top-10-mobile-marketing-campaigns-every-brand-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">mobile marketer's edition<\/a> (or both, live it up!).<\/p>\r\n<p>And to better understand how Iterable can support you on the path to personalization, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_medium=brand&amp;utm_source=blog&amp;utm_campaign=top-campaigns-guide\" target=\"_blank\" rel=\"noopener noreferrer\">request a demo today<\/a>.<\/p>","post_title":"Top 10 Email and Mobile Campaigns Every Brand Needs","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-ten-email-and-mobile-campaigns-every-brand-needs","to_ping":"","pinged":"","post_modified":"2020-08-13 08:30:09","post_modified_gmt":"2020-08-13 15:30:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10523","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 13, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10-EBOOKS.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Top 10 Email and Mobile Campaigns Every Brand Needs\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10-EBOOKS.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10-EBOOKS-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/TOP-10-EBOOKS-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-ten-email-and-mobile-campaigns-every-brand-needs\/"},{"ID":10385,"post_author":"7","post_date":"2020-08-06 08:15:09","post_date_gmt":"2020-08-06 15:15:09","post_content":"<p>Today, we're excited to introduce you to our Marketing Masters, class of 2020\u2014a community of marketing professionals across leading companies, like Drizly, Policygenius, Care.com, and more.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/marketing-masters\/\" target=\"_blank\" rel=\"noopener noreferrer\">View the full lineup<\/a> and get to know these all-stars by clicking on each profile to learn about their roles, fun facts, proudest moments, the best advice they've been given and even featured messages and workflows in their exclusive campaign portfolio.<\/p>\r\n<p>What's one thing each of these Marketing Masters has in common? They've spent time and put in a lot of work to perfect their craft.<\/p>\r\n<p>Marketers are responsible for so much in their roles\u2014strategy, messaging, design, promotion, reporting, analytics and so many other hats. They\u2019re the voice of their brands on the frontlines of getting relevant information out to their audiences.<\/p>\r\n<p>All of this is typically done behind the scenes, so today we\u2019re thrilled to be <a href=\"https:\/\/iterable.com\/marketing-masters\/\" target=\"_blank\" rel=\"noopener noreferrer\">putting the spotlight<\/a> on these marketers that educate and inspire us.<\/p>\r\n\r\n[caption id=\"attachment_10387\" align=\"alignnone\" width=\"808\"]<a href=\"https:\/\/iterable.com\/marketing-masters\/beth-howard\/\"><img class=\"wp-image-10387 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Beth-Howard-quote.png\" alt=\"Marketing Masters quote from Beth Howard, Product Manager, CRM at UNiDAYS\" width=\"808\" height=\"294\" \/><\/a> <em>Click to learn more about Beth Howard, one of our Marketing Masters!<\/em>[\/caption]\r\n\r\n<h3>What is Iterable\u2019s Marketing Masters program?<\/h3>\r\n<p>Announced today, the Marketing Masters program is a community of growth marketers who share their expertise and knowledge with their peers and partner with the Iterable team to influence our product roadmap.<\/p>\r\n<p>The program includes 17 current members and will admit new members annually.<\/p>\r\n<h4>What are the benefits of the Marketing Masters program?<\/h4>\r\n<ul>\r\n\t<li><strong>Personal brand exposure<\/strong>: We\u2019re recognizing our Marketing Masters for their hard work, elevating their personal brands by engaging them in speaking opportunities at conferences, webinars, user groups, and <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activate<\/a>.<\/li>\r\n\t<li><strong>Networking opportunities<\/strong>: These marketers will gain exclusive access to network with their peers, discuss best practices and find ways to overcome their day-to-day challenges.<\/li>\r\n\t<li><strong>Partnership with our product team<\/strong>: As power users of Iterable, our Marketing Masters will be able to participate in early access and beta programs and dive deep into the product roadmap to influence where we go next.<\/li>\r\n<\/ul>\r\n<h4>How can I get involved in the Marketing Masters program?<\/h4>\r\n<p>If you want to be considered for the Marketing Masters, class of 2021, we\u2019ll be opening up submissions in the coming months, so keep an eye out in the <a href=\"http:\/\/community.iterable.com\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Community<\/a> for details on how you can apply.<\/p>\r\n<p>If you\u2019re an Iterable customer and would like to chat with these superstars and learn more about how they\u2019re crushing the marketing game, head to the <a href=\"http:\/\/community.iterable.com\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Community<\/a>\u00a0and join the conversation.<br \/>\r\n\u00a0<br \/>\r\nNot an Iterable customer yet? That\u2019s okay! Stay up-to-date on the latest Iterable news, campaigns, and content by following us on social media. We\u2019re @Iterable. You\u2019ll find us on <a href=\"https:\/\/www.linkedin.com\/company\/iterable\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a>, <a href=\"https:\/\/twitter.com\/iterable?lang=en\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>,\u00a0 <a href=\"https:\/\/www.facebook.com\/Iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a> and <a href=\"https:\/\/www.instagram.com\/iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>.<\/p>\r\n<p>To keep up with our Marketing Masters program, search #MarketingMasters on social. We\u2019ll be spotlighting the members on our social platforms in a new series we\u2019re calling Marketing Masters Monday, starting next week. Stay tuned!<\/p>","post_title":"Introducing Iterable\u2019s Marketing Masters, Class of 2020","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marketing-masters-class-2020","to_ping":"","pinged":"","post_modified":"2020-08-06 08:20:25","post_modified_gmt":"2020-08-06 15:20:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10385","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 06, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/080620_Marketing-Masters-Launch_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable Marketing Masters\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/080620_Marketing-Masters-Launch_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/080620_Marketing-Masters-Launch_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/080620_Marketing-Masters-Launch_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marketing-masters-class-2020\/"},{"ID":10367,"post_author":"7","post_date":"2020-08-05 08:55:38","post_date_gmt":"2020-08-05 15:55:38","post_content":"<p>A phrase I\u2019ve heard over and over again in my career has been, \u201cThe way people shop and buy has fundamentally changed.\u201d That\u2019s never been more true than it is right now. Especially as many of us figure out how to work from home in the best way, or juggle parenting, or try to cut our own hair, or (mostly) shop online.<\/p>\r\n<p>As marketers, it\u2019s important to understand how buyer behavior is changing and put <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">empathy at the heart of all our campaigns<\/a> and messaging. With many of us spending the majority of our time at home now, likely caught in an infinite scroll of content on our phones, this month we have four exciting product updates that tie into the themes of mobile and analytics.<\/p>\r\n<p>Let\u2019s jump right in.<\/p>\r\n<h3>Now Available: July 2020 Product Updates<\/h3>\r\n<h4>1. Integrate Iterable with your React Native app<\/h4>\r\n<p>With most consumers using their phone for <a href=\"https:\/\/iterable.com\/blog\/inside-look-at-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">four hours a day<\/a>, the importance of a mobile app cannot be overstated. Rather than create a native app for all the different platforms that exist, like iOS and Android, your development team can use React Native to easily build one beautiful app that works across platforms\u2014which benefits marketers, too.\u00a0<\/p>\r\n<p>If you\u2019ve ever had to wait for a campaign to go live because your app was in an approval process, then you know it can be frustrating. With React Native, new versions of your app can be deployed as needed, which means that any campaigns or app changes can go-live exactly when you need them to.\u00a0<\/p>\r\n<p>Want to learn more about Iterable\u2019s support for React Native? Read this post on <a href=\"https:\/\/iterable.com\/blog\/why-engineers-love-react-native\/\" target=\"_blank\" rel=\"noopener noreferrer\">Why Engineers Love React Native (And You Should Too)<\/a>.<\/p>\r\n<h4>2. Easily update deep links within Iterable<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/iterable-appsflyer-complete-attribution-solution\/\" target=\"_blank\" rel=\"noopener noreferrer\">Deep Linking<\/a> is a powerful method of sending a user to a specific part, or screen, within your app from another source\u2014like an email or push notification. It\u2019s a significantly better user experience than having a user open your app\u2019s home page and hope they find their way to a specific screen.<\/p>\r\n<p>Not only does deep linking reduce friction in the user experience, but it also improves conversion rates. According to a <a href=\"https:\/\/impact.com\/marketing-intelligence\/break-down-barriers-to-in-app-deep-links-and-close-the-deal\/\" target=\"_blank\" rel=\"noopener noreferrer\">study by Impact<\/a>, deep linking conversion rates were up to 3x higher than mobile web when used.\u00a0<\/p>\r\n<p>Within Iterable, you can now easily configure these deep links from the user interface by uploading an Apple App Site Association (AASA) file, or an assetlinks.json file for Android, that will enable you to build deep links into any of your mobile-focused campaigns for higher conversion rates, and a delightful customer experience.<\/p>\r\n<p>Want to find out more about how to deploy deep linking in Iterable? <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115002651226\" target=\"_blank\" rel=\"noopener noreferrer\">Read our documentation<\/a>.<\/p>\r\n<h4>3. Measure deeper conversion metrics across channels<\/h4>\r\n<p>We\u2019ve added two new metrics to the Iterable platform to better depict your campaign performance: total custom conversions and unique sends. These metrics will be specific to the channels that you are using, like Unique <strong>Email<\/strong> Sends, and Conversions from Unique <strong>In-App<\/strong> Sends.<\/p>\r\n<p>These metrics are designed to help easily prove the value of your campaigns, without the time it takes to manually calculate data.<\/p>\r\n<p>For more information on each unique metric available, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/213805923\" target=\"_blank\" rel=\"noopener noreferrer\">see all the definitions<\/a>.<\/p>\r\n<h4>4. Export reports into CSV and combine with business data<\/h4>\r\n<p>Flexibility in reporting is important, because every company is different in its business needs. One minute you\u2019re building out a workflow, and the next your boss urgently needs a graph of the latest campaign performance.\u00a0<\/p>\r\n<p>It\u2019s a difficult balance to strike\u2014and that\u2019s why we\u2019ve made it easy to export any reports from Iterable as a CSV so you can build visualizations or integrate it with other business data for deeper insights.<\/p>\r\n<p>For more information on CSV exports, <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360015669872\" target=\"_blank\" rel=\"noopener noreferrer\">check out our documentation<\/a>.<\/p>\r\n<h3>July 2020: Gaining Mobile Momentum\u00a0<\/h3>\r\n<p>There\u2019s never been a time where mobile has been more important than now, which is why mobile enhancements, analytics and reporting have been huge themes here at Iterable this past month, but stay tuned as fall approaches, as there are many more exciting announcements to come.\u00a0<\/p>\r\n<p>If you have any questions on July\u2019s product updates, please reach out to your Iterable CSM or contact <a href=\"mailto:support@iterable.com\" target=\"_blank\" rel=\"noopener noreferrer\">support@iterable.com<\/a> with any questions.<\/p>","post_title":"Iterable's Latest Product Updates: July 2020","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"latest-product-updates-july-2020","to_ping":"","pinged":"","post_modified":"2020-08-05 08:55:38","post_modified_gmt":"2020-08-05 15:55:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10367","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"August 05, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/080520_July-2020-Product-Updates_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"July 2020 Product Updates\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/080520_July-2020-Product-Updates_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/080520_July-2020-Product-Updates_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/080520_July-2020-Product-Updates_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/latest-product-updates-july-2020\/"},{"ID":10354,"post_author":"7","post_date":"2020-08-04 07:11:35","post_date_gmt":"2020-08-04 14:11:35","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/5-questions-ask-before-communicating-during-crisis\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll look at loyalty and rewards.<\/em><\/p>\r\n<p>Are you taking your brand\u2019s best customers for granted?<\/p>\r\n<p>As marketers, it\u2019s too easy to focus our resources on <a href=\"https:\/\/www.shopify.com\/blog\/customer-acquisition\" target=\"_blank\" rel=\"noopener noreferrer\">acquiring new customers<\/a> or <a href=\"https:\/\/www.profitwell.com\/blog\/how-b2b-and-b2c-companies-solve-churn-for-different-customers\" target=\"_blank\" rel=\"noopener noreferrer\">reducing churn<\/a>.<\/p>\r\n<p>Because it also means your loyal fans\u2014the ones who choose to spend their hard-earned money with your brand over and over\u2014may not be getting the exclusive experience they deserve.<\/p>\r\n<p>That\u2019s why we're going to focus on <strong>loyalty and rewards<\/strong> for this next edition of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns<\/a>.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\" target=\"_blank\" rel=\"noopener noreferrer\">Download the complete guide<\/a> to understand why a successful loyalty or rewards program is more than an exclusive discount, and three ways to gamify customer rewards with cross-channel messaging.<\/p>\r\n<p>As an introduction, let's discuss the five principles you need to create a brand community and increase customer loyalty.<\/p>\r\n<h3>The Five Principles You Need to Create a Brand Community<\/h3>\r\n<p>When author Charles Vogl revealed how he successfully hosted a weekly dinner party for five years in <a href=\"https:\/\/www.amazon.com\/Art-Community-Seven-Principles-Belonging\/dp\/1626568413\/ref=sr_1_1?dchild=1&amp;keywords=the+art+of+community&amp;qid=1594416407&amp;s=books&amp;sr=1-1\" target=\"_blank\" rel=\"noopener noreferrer\"><em>The Art of Community<\/em><\/a>, it surprised him at how many leaders approached him afterward to help them do the same.<\/p>\r\n<p>Yet, his definition of what a community entails didn\u2019t align with a for-profit organization\u2019s need to make money and satisfy shareholders.<\/p>\r\n<p>So alongside <a href=\"https:\/\/www.amazon.com\/gp\/product\/B07Y3V1J8M\/ref=dbs_a_def_rwt_hsch_vapi_tkin_p1_i1\" target=\"_blank\" rel=\"noopener noreferrer\">author Carrie Melissa Jones<\/a>, the two of them created the <strong>brand community<\/strong> concept, which \u201caspires to serve both its members and at least one organizational (brand) goal.\u201d<\/p>\r\n<p>Jones and Vogl go on to further define the <strong>brand community<\/strong> by stating the following:<\/p>\r\n<blockquote>\r\n<p><em>\u201cReal communities are made up of relationships...although they may include transactionals, they are never purely transactional. They include generosity, at least the kind where we help others without calculating the return on investment (ROI) for sending a card, answering a timely question, or holding a door open for a stranger coming in from the cold...community relationships transcend transaction.\u201d\u00a0<\/em><\/p>\r\n<\/blockquote>\r\n<p>While the generosity examples listed above may work for a brick-and-mortar business, doing the same online starts to get complicated.<\/p>\r\n<p>Luckily, a designated loyalty and rewards campaign can communicate the same intentions of generosity, provided that they follow some of the Principles of Belonging that <a href=\"https:\/\/www.amazon.com\/Art-Community-Seven-Principles-Belonging\/dp\/1626568413\/ref=sr_1_1?dchild=1&amp;keywords=the+art+of+community&amp;qid=1594416407&amp;s=books&amp;sr=1-1\" target=\"_blank\" rel=\"noopener noreferrer\">Vogl outlines his first book<\/a>.<\/p>\r\n<p>There are technically seven principles, but we at Iterable find that only five of them translate over to a marketing campaign.<\/p>\r\n<p>They are:<\/p>\r\n<ol>\r\n\t<li>The Boundary Principle<\/li>\r\n\t<li>The Initiation Principle<\/li>\r\n\t<li>The Rituals Principle<\/li>\r\n\t<li>The Temple Principle<\/li>\r\n\t<li>The Inner Rings Principle<\/li>\r\n<\/ol>\r\n<p>Let\u2019s break them down, one by one.<\/p>\r\n<h4>1. The Boundary Principle<\/h4>\r\n<p>The first part of building any community is to create a <strong>boundary<\/strong>. To do this, a brand must determine a set of criteria on who is eligible to join your loyalty or rewards program and who isn\u2019t.<\/p>\r\n<p>For your B2C brand, that criteria could be a first-time purchase.<\/p>\r\n<p>Or it can be an application process, like in the email example below from PayPal debit Mastercard.<\/p>\r\n\r\n[caption id=\"attachment_10359\" align=\"alignnone\" width=\"686\"]<img class=\"wp-image-10359 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-1-PayPal.png\" alt=\"PayPal Mastercard email\" width=\"686\" height=\"1114\" \/> <em>Online payment processor PayPal invites their business customers to receive 1% cashback if they apply for its debit Mastercard.<\/em>[\/caption]\r\n\r\n<p>In this scenario, PayPal sends this email to business owners interested in 1% cashback on eligible purchases. The boundary used is the online form that requests specific information, like a birthdate and a social security number.<\/p>\r\n<p>It\u2019s unlikely that every customer you interact with is going to join your loyalty or rewards program. Therefore, it\u2019s helpful to determine who your ideal customer segment is for a loyalty or rewards program, create a boundary like an application or a first-time purchase, and invite selected individuals to join accordingly.<\/p>\r\n<h4>2. The Initiation Principle<\/h4>\r\n<p>Once a customer joins your loyalty or rewards program, now comes the initiation. The customer has successfully crossed over the boundary and is now officially a member of the brand community.<\/p>\r\n<p>While an initiation can be as simple as a loyalty-specific <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome<\/a> or <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/?utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding email campaign<\/a>, author Charles Vogl states that <a href=\"https:\/\/www.amazon.com\/Art-Community-Seven-Principles-Belonging\/dp\/1626568413\/ref=sr_1_1?dchild=1&amp;keywords=the+art+of+community&amp;qid=1594416407&amp;s=books&amp;sr=1-1\" target=\"_blank\" rel=\"noopener noreferrer\">the most impactful initiations include a ritual that comes with symbols and tokens<\/a>.<\/p>\r\n<p>For instance, let\u2019s examine how Seattle-based PCC Community Markets initiates new members to their food co-op.<\/p>\r\n<p>It\u2019s important to note that PCC Community Markets is open to the public. However, PCC states in their mission that <a href=\"https:\/\/www.pccmarkets.com\/about\/how-our-co-op-works\/\" target=\"_blank\" rel=\"noopener noreferrer\">they exist to serve the members of the local community<\/a>. If a frequent shopper chooses to cross the boundary and pay a one-time $60 fee, they start to accrue an annual dividend.<\/p>\r\n<p>Once a new member joins, the below email example is sent with instructions on tracking their earnings.<\/p>\r\n\r\n[caption id=\"attachment_10360\" align=\"alignnone\" width=\"702\"]<img class=\"wp-image-10360 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-2-PCC-1.png\" alt=\"PCC loyalty email\" width=\"702\" height=\"1124\" \/> <em>Local grocery store PCC Community Markets sends a welcome email to new members of their co-op.<\/em>[\/caption]\r\n\r\n<p>While a phone number can be used to track purchases made in-store or via Instacart, PCC also makes a point to mail new members a physical membership card.<\/p>\r\n\r\n[caption id=\"attachment_10361\" align=\"alignnone\" width=\"544\"]<img class=\"wp-image-10361 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-3-PCC-2.png\" alt=\"PCC loyalty card\" width=\"544\" height=\"358\" \/> <em>Local grocery store PCC Community Markets mails a physical membership to new co-op members.<\/em>[\/caption]\r\n\r\n<p>Not only is it inexpensive for the brand to send a physical card, but it also serves as a <strong>token of initiation<\/strong> to the loyal customer who has crossed over the boundary to join the community.<\/p>\r\n<h4>3. The Rituals Principle<\/h4>\r\n<p>After initiation has taken place, now comes the part where brands excel: creating and celebrating at least one <strong>ritual<\/strong>, otherwise known as \u201ca practice that marks a specific time or event as special or important.\u201d<\/p>\r\n<p>An example of a ritual for your family can be eating turkey on Thanksgiving or serving cake on a birthday. But for your brand, a ritual could be a <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer milestone<\/a> or a regularly occurring event, like a yearly sale.<\/p>\r\n<p>For instance, outdoor retailer REI hosts its anniversary sale every spring. The public is free to shop there, but REI co-op members get a first look at the merchandise and receive exclusive coupons.<\/p>\r\n\r\n[caption id=\"attachment_10362\" align=\"alignnone\" width=\"398\"]<img class=\"wp-image-10362 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-4-REI.png\" alt=\"REI loyalty email\" width=\"398\" height=\"1342\" \/> <em>Outdoor retailer REI emails its co-op members a sneak peek at the upcoming Anniversary Sale, accompanied with exclusive coupons.<\/em>[\/caption]\r\n\r\n<p>Inviting co-op members to view the anniversary sale merchandise before the public accomplishes the two following things:\u00a0<\/p>\r\n<ol>\r\n\t<li>Alerts new members that this sale is an event or ritual to look forward to every year<\/li>\r\n\t<li>Rewards existing members for their continued loyalty and patronage<\/li>\r\n<\/ol>\r\n<h4>4. The Temple Principle<\/h4>\r\n<p>Every community must have a gathering place of sorts, otherwise known as a temple. Temples are important to communities because it is where like-minded members can talk to each other and share their values.<\/p>\r\n<p>For e-commerce-only brands, this gathering place could be an online forum or chat room. For retailers with a physical storefront, they can encourage their customers to visit a nearby location to view new inventory or attend an exclusive event.<\/p>\r\n<p>But let\u2019s say your brand is a restaurant, like the email sent below from fast-casual chain Bahama Breeze.<\/p>\r\n<p><img class=\"alignnone wp-image-10365 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-5-Bahama-Breeze.png\" alt=\"Bahama Breeze island favorites email\" width=\"722\" height=\"1256\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-10363 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-5-Bahama.png\" alt=\"Bahama Breeze coupon\" width=\"726\" height=\"1094\" \/><\/p>\r\n<p><i>Fast-casual dining chain Bahama Breeze emails an exclusive coupon to its Island Insiders to use towards their next dine-in visit.<\/i><\/p>\r\n<p>Typically, Bahama Breeze offers an Island Insiders loyalty program for new customers, in exchange for a coupon on their next dine-in visit. However, with the restrictions placed on restaurants and other brick-and-mortar businesses during the <a href=\"https:\/\/www.cdc.gov\/coronavirus\/2019-ncov\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">COVID-19 outbreak<\/a>, brands need to evolve and adapt.<\/p>\r\n<p>It may seem impossible to encourage customers to gather at a physical location while also complying with government social distancing guidelines. But one way to fulfill the temple principle would be to offer extra perks and rewards to loyalty program members who pick up products via curbside instead of utilizing a delivery service.<\/p>\r\n<h4>5. The Inner Rings Principle<\/h4>\r\n<p>Last but not least, a thriving brand community needs to have an inner ring, which are the tiers or levels in a loyalty or rewards program. Without an inner ring, members won\u2019t know how to progress their relationship with the community, or get rewarded for their status.<\/p>\r\n<p>In the case of candy retailer Sugarfina, they define a set of points between 0-500 that a rewards member can achieve within the year.<\/p>\r\n\r\n[caption id=\"attachment_10364\" align=\"alignnone\" width=\"542\"]<img class=\"wp-image-10364 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/Loyalty-6-Sugarfina.png\" alt=\"Sugarfina rewards email\" width=\"542\" height=\"792\" \/> <em>Candy retailer Sugarfina uses email to notify a rewards member of their current points status so far this year.<\/em>[\/caption]\r\n\r\n<p>As a rewards member collects more points, the type of rewards they receive changes. For instance, Sugarfina states above that a customer needs at least 100 points or more to start receiving invitations to exclusive events.<\/p>\r\n<p>According to Charles Vogl, <a href=\"https:\/\/www.amazon.com\/Art-Community-Seven-Principles-Belonging\/dp\/1626568413\/ref=sr_1_1?dchild=1&amp;keywords=the+art+of+community&amp;qid=1594416407&amp;s=books&amp;sr=1-1\" target=\"_blank\" rel=\"noopener noreferrer\">having an inner ring as part of your brand community<\/a> is essential because:<\/p>\r\n<blockquote>\r\n<p><em>\u201cWe all aspire to belong to prestigious inner rings, perhaps not just for authority and respect but for new ways to participate and contribute.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<h3>To Sum It All Up<\/h3>\r\n<p>Setting up a loyalty or rewards program for your best customers is a no-brainer for any marketer.<\/p>\r\n<p>However, it\u2019s more than just tracking what they spend or giving an exclusive discount\u2014it\u2019s creating a brand community.<\/p>\r\n<p>We at Iterable recommend using some or all of Charles Vogl\u2019s Principles of Belonging when creating your loyalty program and marketing campaigns.<\/p>\r\n<p>The principles are:<\/p>\r\n<ol>\r\n\t<li>The Boundary Principle<\/li>\r\n\t<li>The Initiation Principle<\/li>\r\n\t<li>The Rituals Principle<\/li>\r\n\t<li>The Temple Principle<\/li>\r\n\t<li>The Inner Rings Principle<\/li>\r\n<\/ol>\r\n<p>And if your brand has a mobile app or wants to experiment with other cross-channel mediums, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\" target=\"_blank\" rel=\"noopener noreferrer\">download our full guide<\/a> to learn how to utilize text messaging (SMS), in-app messaging and mobile push notifications.<\/p>\r\n<p>Now that you have the skills and knowledge to create an engaging loyalty and rewards campaign, what are you going to do to make sure your best customers aren\u2019t taken for granted?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-loyalty-rewards\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-full wp-image-10355\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/ITE_Unboxing_Loyalty-Rewards_CTA_banner-620x240-1.png\" alt=\"Get the Guide: Unboxing Loyalty and Rewards Campaigns\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"The 5 Principles of Building Customer Loyalty","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-principles-building-customer-loyalty","to_ping":"","pinged":"","post_modified":"2020-08-04 07:11:35","post_modified_gmt":"2020-08-04 14:11:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10354","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Unboxing Guide","pretty_date":"August 04, 2020","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/ITE_Unboxing-Loyalty_Rewards-Blog_header-768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Unboxing Must-Have Marketing Campaigns: Loyalty and Rewards\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/ITE_Unboxing-Loyalty_Rewards-Blog_header-768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/ITE_Unboxing-Loyalty_Rewards-Blog_header-768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/08\/ITE_Unboxing-Loyalty_Rewards-Blog_header-768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-principles-building-customer-loyalty\/"},{"ID":9844,"post_author":"60","post_date":"2020-08-02 06:14:15","post_date_gmt":"2020-08-02 13:14:15","post_content":"<p>Today, 91% of consumers are more likely to shop with brands who provide <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/#45b8c3d02a94\">relevant offers or recommendations<\/a>. Yet few marketers leverage their data to create more meaningful, individualised conversations with their customers. In our joint Masterclass with Sparkpost we'll discuss how customers want to be reached, and how you can leverage data and technology to personalise their journey.\u00a0<\/p>\r\n<p><strong>In this session we dive into:<\/strong><\/p>\r\n<ul>\r\n\t<li>Which messages resonate most with your customers<\/li>\r\n\t<li>Driving acquisition and customer loyalty<\/li>\r\n\t<li>The 4 Levels of Personalization<\/li>\r\n<\/ul>","post_title":"Customer Data and The Fundamentals of Personalisation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"customer-data-and-the-fundamentals-of-personalisation","to_ping":"","pinged":"","post_modified":"2020-08-02 06:14:15","post_modified_gmt":"2020-08-02 13:14:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=9844","menu_order":110,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"August 02, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/wb-emea-2020-07-28-sparkpost-personalisation-masterclass-websitefeaturedimage_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Sparkpost Academy &amp; Iterable personalisation masterclass image\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/wb-emea-2020-07-28-sparkpost-personalisation-masterclass-websitefeaturedimage_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/wb-emea-2020-07-28-sparkpost-personalisation-masterclass-websitefeaturedimage_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/wb-emea-2020-07-28-sparkpost-personalisation-masterclass-websitefeaturedimage_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/customer-data-and-the-fundamentals-of-personalisation\/"},{"ID":10196,"post_author":"7","post_date":"2020-07-30 08:20:41","post_date_gmt":"2020-07-30 15:20:41","post_content":"<p>In March, we released a list of <a href=\"https:\/\/iterable.com\/blog\/iterable-self-isolation-keeping-entertained\/\" target=\"_blank\" rel=\"noopener noreferrer\">what's keeping us entertained<\/a> during self-isolation, which featured tons of recommendations of great TV shows, movies, podcasts, books and more that our team was enjoying.<\/p>\r\n<p>But let's be frank: Few of us knew exactly what this pandemic had in store for us. It goes without saying, but COVID-19 is still wreaking havoc around the world, and our lives will be forever changed because of it.<\/p>\r\n<p>No one rang in the new year thinking 2020 was going to turn out like this, but let's face it\u2014we're in this for the long haul. So if you've already read what's on your nightstand or gone through your Netflix queue, then we're here to help.<\/p>\r\n<p>Read on for more entertainment recommendations so you can stay home and stay healthy.<\/p>\r\n<h3>Iterable's Entertainment Recommendations for the Long Haul<\/h3>\r\n<p>Coronavirus doesn't mess around, and neither do we. While it's important to practice <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6686003329522388992\" target=\"_blank\" rel=\"noopener noreferrer\">Balance<\/a> with safe, socially distanced outdoor activities, we also believe in achieving Balance by firmly planting yourself on your couch.<\/p>\r\n<p>Now's the time to invest in that 500-page novel, that long-running podcast, those six-seasons-and-a-movie, so we asked the folks at Iterable to share what they're loving during the lockdown.<\/p>\r\n<p>Check out our suggestions, and follow us on social so you can add your favorites to our list!<\/p>\r\n<h4>TV Shows<\/h4>\r\n<p>While everyone else is talking fall previews, here are our tried-and-true TV shows that are guaranteed to keep you binging for months on end:<\/p>\r\n<ul>\r\n\t<li><strong>For the daring detective<\/strong>: \"Bosch\" (2014-present, 60-episode crime drama from Amazon Prime)<\/li>\r\n\t<li><strong>For the time traveler<\/strong>: \"Dark\" (2017-2020, 26-episode sci-fi thriller from Netflix)<\/li>\r\n\t<li><strong>For the funny philosopher<\/strong>: \"The Good Place\" (2016-2020, 53-episode fantasy comedy from NBC)<\/li>\r\n\t<li><strong>For the city slicker stuck in a small town<\/strong>: \"Schitt's Creek\" (2015-2020, 80-episode sitcom from CBC)<\/li>\r\n\t<li><strong>For the fab and fierce<\/strong>: \"RuPaul's Drag Race\" (2009-present, 159-episode reality series from Logo TV and VH1)<\/li>\r\n\t<li><strong>For those who miss their coworkers<\/strong>: \"Parks and Recreation\" (2009-2015, 126-episode sitcom from NBC)<\/li>\r\n\t<li><strong>For those who like the rise and fall<\/strong>: \"Breaking Bad\" (2008-2013, 62-episode crime drama from AMC)<\/li>\r\n\t<li><strong>For those with A LOT of free time<\/strong>: \"Supernatural\" (2005-present, 320-episode fantasy drama from The WB)<\/li>\r\n\t<li><strong>For the angsty teen at heart<\/strong>: \"Buffy the Vampire Slayer\" (1997-2003, 144-episode supernatural drama from The WB)<\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone wp-image-10253 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_Quotes_TV-Shows.png\" alt=\"TV quotes by Alyssa Jarrett and Justin Tulk\" width=\"600\" height=\"760\" \/><\/p>\r\n<h4>Movies<\/h4>\r\n<p>Yes, we're sad that <a href=\"https:\/\/apnews.com\/91886f59e9a9397625c8112a1cd52d30\" target=\"_blank\" rel=\"noopener noreferrer\">\"Tenet\" got postponed<\/a>, but you can still enjoy these lesser-known and lower-budget gems from the comfort of your own home:<\/p>\r\n<ul>\r\n\t<li><strong>Time-loop rom-com<\/strong>: \"Palm Springs\" (2020)<\/li>\r\n\t<li><strong>Indie adventure comedy<\/strong>: \"The Peanut Butter Falcon\" (2019)<\/li>\r\n\t<li><strong>Oakland dramedy<\/strong>: \"Blindspotting\" (2018)<\/li>\r\n\t<li><strong>Desi documentary<\/strong>: \"A Suitable Girl\" (2017)<\/li>\r\n\t<li><strong>Japanese zombie comedy<\/strong>: \"One Cut of the Dead\" (2017)<\/li>\r\n\t<li><strong>Neo-noir<\/strong>: \"Inherent Vice\" (2014)<\/li>\r\n\t<li><strong>San Francisco counter-culture<\/strong>: \"The Institute\" (2013)<\/li>\r\n\t<li><strong>British sci-fi comedy horror<\/strong>: \"Attack the Block\" (2011)<\/li>\r\n\t<li><strong>Kiwi romantic comedy<\/strong>: \"Eagle vs. Shark\" (2007)<\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone size-full wp-image-10255\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_Quotes_Movies.png\" alt=\"Movie quote from Adam Brauer\" width=\"600\" height=\"425\" \/><\/p>\r\n<h4>Podcasts<\/h4>\r\n<p>10-minute news recaps are still nice, of course, but nowadays, you may be looking for deeper dives to add to your podcast library:<\/p>\r\n<ul>\r\n\t<li><strong>Women and finance<\/strong>: \u201cCoffee &amp; Coin\u201d by Factora<\/li>\r\n\t<li><strong>Women and culture<\/strong>: \"Call Your Girlfriend\" hosted by Aminatou Sow and Ann Friedman and produced by Gina Delvac<\/li>\r\n\t<li><strong>Native American culture<\/strong>: \"All My Relations\" hosted by Matika Wilbur and Adrienne Keene<\/li>\r\n\t<li><strong>Strange news<\/strong>: \"Bananas\" hosted by Kurt Braunohler and Scotty Landes and produced by Exactly Right Media<\/li>\r\n\t<li><strong>Business<\/strong>: \"Brought to you by...\" hosted by Charlie Herman and produced by Business Insider; \"Spectacular Failures\" hosted by Lauren Ober and produced by American Public Media<\/li>\r\n\t<li><strong>Food<\/strong>: \"Home Cooking\" hosted by Samin Nosrat and Hrishikesh Hirway<\/li>\r\n\t<li><strong>Design<\/strong>: \"99% Invisible\" hosted by Roman Mars<\/li>\r\n\t<li><strong>Queer Eye curiosity<\/strong>: \"Getting Curious with Jonathan Van Ness,\" hosted by Jonathan Van Ness and produced by Earwolf<\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone size-full wp-image-10256\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_Quotes_Podcasts.png\" alt=\"Podcast quotes from Ginny Tonkin and Lynette Busby\" width=\"600\" height=\"730\" \/><\/p>\r\n<h4>Books<\/h4>\r\n<p>Those books on your TBR list that can double as paperweights? It's time to pick up those hefty page-turners to survive the winter:<\/p>\r\n<ul>\r\n\t<li><strong>For the YA enthusiast<\/strong>: \"The Ballad of Songbirds and Snakes\" by Suzanne Collins (2020, 517 pages)<\/li>\r\n\t<li><strong>For the fantasy fan<\/strong>: \"The City We Became\" by N.K. Jemisin (2020, 437 pages)<\/li>\r\n\t<li><strong>For the market-maker<\/strong>: \"Capital and Ideology\" by Thomas Piketty (2019, 1,104 pages)<\/li>\r\n\t<li><strong>For the Greek mythology maven<\/strong>: \"Circe\" by Madeline Miller (2018, 393 pages)<\/li>\r\n\t<li><strong>For the avid art lover<\/strong>: \"The Goldfinch\" by Donna Tartt (2013, 771 pages)<\/li>\r\n\t<li><strong>For the epic reader of epics<\/strong>: \"The Eye of the World\" by Robert Jordan (1990, 814 pages)<\/li>\r\n\t<li><strong>For the captain of the high seas<\/strong>: \"Master and Commander\" by Patrick O'Brian (1970, 464 pages)<\/li>\r\n\t<li><strong>For readers of Great American Novels<\/strong>: \"Invisible Man\" by Ralph Ellison (1952, 581 pages)<\/li>\r\n<\/ul>\r\n<p><img class=\"alignnone wp-image-10258 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_Quotes_Books.png\" alt=\"Entertainment recommendations: Book quotes from David Chen, Amanda Matthiessen and Natalie White\" width=\"600\" height=\"1245\" \/><\/p>\r\n<h3>All Done Already?<\/h3>\r\n<p>In case all these entertainment recommendations aren't enough to sate your appetite, then don\u2019t forget to check out Iterable\u2019s own <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">resources<\/a>.<\/p>\r\n<p>We have an extensive library of <a href=\"https:\/\/iterable.com\/resources\/?term=whitepaper&amp;t=Whitepapers\" target=\"_blank\" rel=\"noopener noreferrer\">whitepapers<\/a>, <a href=\"https:\/\/iterable.com\/resources\/?term=webinar&amp;t=Webinars\" target=\"_blank\" rel=\"noopener noreferrer\">webinars<\/a>, <a href=\"https:\/\/iterable.com\/resources\/?term=video&amp;t=Videos\" target=\"_blank\" rel=\"noopener noreferrer\">videos<\/a>, <a href=\"https:\/\/iterable.com\/resources\/?term=case-study&amp;t=Case%20Studies\" target=\"_blank\" rel=\"noopener noreferrer\">case studies<\/a>, <a href=\"https:\/\/iterable.com\/blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog posts<\/a> and <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">teardowns<\/a> to keep your marketing mind sharp.\u00a0<\/p>\r\n<p>We're in this for the long haul, so stay happy and healthy at home, from all of us at Iterable!<\/p>","post_title":"More Entertainment Recommendations for the Long Haul","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"entertainment-recommendations-long-haul","to_ping":"","pinged":"","post_modified":"2020-07-30 08:20:41","post_modified_gmt":"2020-07-30 15:20:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10196","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 30, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of entertainment recommendations\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/073020_Long-Haul_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/entertainment-recommendations-long-haul\/"},{"ID":10204,"post_author":"7","post_date":"2020-07-28 09:34:06","post_date_gmt":"2020-07-28 16:34:06","post_content":"<p><em><a href=\"http:\/\/www.denaviary.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Den Aviary<\/a>, headquartered in Chicago, is a leading digital marketing agency with expertise in strategy, data-driven analytics, marketing technology, and a heritage in email marketing and CRM.<\/em><\/p>\r\n<p><em>Read their guest contribution to the Iterable blog to learn what their experts recommend when you're ready to restart your email marketing operations.<\/em><\/p>\r\n<p>Unemployment rates are <a href=\"https:\/\/www.bls.gov\/charts\/employment-situation\/civilian-unemployment-rate.htm\" target=\"_blank\" rel=\"noopener noreferrer\">slowly decreasing<\/a>, retail is <a href=\"https:\/\/www.wsj.com\/articles\/us-retail-sales-report-data-june-2020-11594846181\" target=\"_blank\" rel=\"noopener noreferrer\">showing signs of life<\/a> and people everywhere are ready to enjoy what\u2019s left of their summer.<\/p>\r\n<p>In some places, especially outside of the United States, we\u2019re starting to see encouraging glimpses of getting back to how things used to be, but are we truly nearing the return of \u201cbusiness as usual\u201d (or at least as usual as it could ever get)?\u00a0<\/p>\r\n<p>Only time will tell, and as smart marketers, it\u2019s in our best interest to not only pay attention to the signs, but also start putting in some groundwork now to be ahead of the curve.\u00a0<\/p>\r\n<p>So what exactly does that mean for your email marketing operations?<\/p>\r\n<h3>Email Marketing Operations: Ready, Set, Reset<\/h3>\r\n<p>If you haven\u2019t started thinking about how to communicate your brand equity once standard operating procedures resume, start now. Here are some tips we recommend:<\/p>\r\n<ul>\r\n\t<li>Be <strong>thoughtful with your communications<\/strong> and pay attention to what your competitors are doing.<\/li>\r\n\t<li><strong>Don\u2019t make big, broad changes<\/strong> to creative, content, volume, or frequency. Make small changes over time and continue to increment as testing dictates.<\/li>\r\n\t<li><strong>Keep an eye on your signals<\/strong>:\r\n\r\n<ul>\r\n\t<li>How is your deliverability and how are ISPs responding?<\/li>\r\n\t<li>How is your messaging resonating with your best customers and your less active customers?<\/li>\r\n\t<li>Who should you ultimately be emailing?<\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li>If your email marketing goals and success metrics are focused on retention, <strong>don\u2019t forget to consider acquisition<\/strong> as well.<\/li>\r\n\t<li>As always, <strong>measure your results<\/strong> and learn for future communications.<\/li>\r\n<\/ul>\r\n<p>When we all first started to understand what we were truly dealing with during a pandemic, it was an easy call to lay low and not send out messages that could be misconstrued as callous or tasteless.<\/p>\r\n<p>We made a point to our clients early on that it wasn\u2019t about whether or not they used coronavirus-related language in their messages, it was about whether or not their customers expected them to talk about the pandemic in <a href=\"https:\/\/iterable.com\/blog\/what-consider-before-sending-another-coronavirus-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">a way that was relevant<\/a>.\u00a0<\/p>\r\n<p>And that point is still true today as things are starting to shift\u2014your brand should have a point-of-view on how to safely and responsibly resume business functions.<\/p>\r\n<p>As you\u2019re layering that point-of-view into your email messaging, keep a watchful eye on how users are engaging (or not) and build out your testing accordingly.<\/p>\r\n<p>Remember that a disciplined, data-driven approach is what got you here, and it\u2019ll help get you through these troubled times as well.<\/p>\r\n<h3>A Quick Note on Deliverability<\/h3>\r\n<p>So, let\u2019s also talk about email deliverability and why you need to think more about it as <a href=\"https:\/\/iterable.com\/blog\/what-consider-before-sending-another-coronavirus-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">you ramp your email volume back up<\/a>.<\/p>\r\n<p>As a refresher, your deliverability is the measurement of overall program reputation\u2014your ability to maintain high inbox rates and take preventive action based on signals from the ISPs.<\/p>\r\n<p>Deliverability has always been a major issue for brands, due to a high rate of fraudulent emails, and the ISPs simply are taking precautions to protect their customers.<\/p>\r\n<p>The onus is squarely on the brands to make certain that their messages deserve to be delivered to the inbox; meaning that if users are engaged, messages will be delivered at higher rates.\u00a0<\/p>\r\n<p>We\u2019ve already started to see higher levels of engagement for our clients, particularly from users that were always showing high engagement. Increasing your volume should be done in increments, and always with an eye on engagement, lest you fall into a bad situation with one or more of the ISPs.<\/p>\r\n<h3>Now Back to Marketing<\/h3>\r\n<p>What about the way we speak to our customers? The tone you\u2019re using is absolutely a factor.\u00a0<\/p>\r\n<p>Here are marketing tips to keep in mind during these tumultuous times:<\/p>\r\n<ul>\r\n\t<li>What is relevant this week can change the next, and back again. A <strong>willingness to adapt<\/strong>, move quickly and grow will help as our circumstances evolve.<\/li>\r\n\t<li><strong>Sensitivity is paramount<\/strong>. Be thoughtful about your customers\u2019 needs and be comfortable with addressing them in situations where it makes sense to.<\/li>\r\n\t<li>Adopt a <strong>\u201cservice over sales\u201d approach<\/strong> to avoid sounding insincere or self-centered.<\/li>\r\n\t<li><strong>Provide service with resources<\/strong>, discounts, suspended fees, free shipping or great content. Focus on the things your customers will care about.<\/li>\r\n\t<li><strong>Examine every message<\/strong>\u2014including promotional, automated and recurring campaigns\u2014for relevancy, tone, usefulness and service<\/li>\r\n<\/ul>\r\n<p>In terms of your audience, it\u2019s good to be mindful of how the pandemic has changed the makeup of your best customers. Just about everyone was forced into a different way of engaging content, researching, shopping for goods and, well, existing.<\/p>\r\n<p>What changes have you seen with your user base? Do you know how to adapt?<\/p>\r\n<ul>\r\n\t<li>Remember\u2014consumer behavior has changed, but that doesn\u2019t mean you should take drastic action on re-engagement. Don\u2019t mark your \u201cused-to-be-actives\u201d as inactive. Just because they are not interacting with your content today does not mean they are truly detached from your brand.<\/li>\r\n\t<li>The changing social and economic environment requires us to view active and inactive recipients through a different lens, so don\u2019t take a lack of engagement personally. Instead, focus on providing value however possible.<\/li>\r\n<\/ul>\r\n<h3>Final Thoughts on Restarting Your Email Marketing Operations<\/h3>\r\n<p>So here we are! Regardless of which signals you\u2019re looking to for guidance on when to evolve your email marketing programs, here\u2019s a summary of what I\u2019m recommending for you once the time is right:<\/p>\r\n<ol>\r\n\t<li><strong>Be thoughtful about ramping up<\/strong> your send frequency \/ weekly volume as operations resume.<\/li>\r\n\t<li><strong>Know your specific success measures<\/strong>, whether you\u2019re most concerned about email engagement (open\/click), sender reputation, inbox rates, unsubscribe rates, and spam complaints.<\/li>\r\n\t<li><strong>Make small changes at a time<\/strong>, whether volume, frequency, or content.<\/li>\r\n\t<li><strong>Listen to your customers<\/strong> and react based on their engagement. Always be relevant.<\/li>\r\n\t<li><strong>Consider the tone of your emails<\/strong> (and don\u2019t forget to evaluate your automated and triggered messages).<\/li>\r\n\t<li><strong>Be conscious of your most active customers<\/strong> and those that have become less active during this time.<\/li>\r\n<\/ol>\r\n<p>To learn more about how Den Aviary can help with restarting your email marketing operations, <a href=\"mailto:info@denaviary.com\" target=\"_blank\" rel=\"noopener noreferrer\">send us a note<\/a>. Happy messaging!<\/p>","post_title":"Ready to Restart Your Email Marketing Operations?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"ready-restart-email-marketing-operations","to_ping":"","pinged":"","post_modified":"2020-07-28 09:34:06","post_modified_gmt":"2020-07-28 16:34:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10204","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 28, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/072820_Den-Aviary_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration to restarting email marketing operations\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/072820_Den-Aviary_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/072820_Den-Aviary_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/072820_Den-Aviary_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/ready-restart-email-marketing-operations\/"},{"ID":10100,"post_author":"7","post_date":"2020-07-23 14:15:44","post_date_gmt":"2020-07-23 21:15:44","post_content":"<p><em><a href=\"https:\/\/phiture.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Phiture<\/a>, headquartered in Berlin, is a multi-award-winning mobile growth consultancy working with the teams behind leading apps. Using the company's industry-acclaimed Mobile Growth Stack as a strategic framework, the Phiture team offers four key services: App Store Optimization, Apple Search Ads, User Retention services and Growth Consulting.<\/em><\/p>\r\n<p><em>Read on to learn their three key reasons behind a lack of cohesion between email and mobile channels, and how to integrate them.<\/em><\/p>\r\n<p>Mobile is now a crucial medium for consumers to interact with brands. <a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/technology-media-and-telecommunications\/articles\/global-mobile-consumer-survey-us-edition.html\" target=\"_blank\" rel=\"noopener noreferrer\">A recent survey<\/a> showed that we check our phone more than 50 times a day, if not constantly. For marketers, it\u2019s easy to look at this data and understand just how important mobile channels are for reaching your users.<\/p>\r\n<p>But what about other channels?<\/p>\r\n<p>Although mobile channels are very effective and have their advantages, email continues to be a steady foundation for all marketers. Consider the following, for instance: according to a 2014 <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/why-marketers-should-keep-sending-you-emails\" target=\"_blank\" rel=\"noopener noreferrer\">McKinsey &amp; Co study<\/a>, email marketing is still 40 times more effective at reaching your target consumer than Twitter or Facebook.<\/p>\r\n<p>Combined with the fact that over <a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">60% of the emails are also now opened on mobile devices<\/a>, creating a seamless cross-channel experience is a top priority for marketers.<\/p>\r\n<p>But marketers working with both avenues often lack the right cross-channel integration. One thing we\u2019ve noticed at Phiture is that there\u2019s a huge gap between email and mobile campaigns.<\/p>\r\n<p>Effectively, they\u2019re out of sync: Many companies struggle with siloed teams working in separate worlds, using real-time user data to inform their email content and strategy.<\/p>\r\n<blockquote>\r\n<p><strong>Instead of cross-channel integration, we tend to see multi-channel disintegration.<\/strong><\/p>\r\n<\/blockquote>\r\n<p>In lieu of treating these as separate channels, companies should think about the cross-channel interaction with their users, establishing a relationship between them that is seamless and targets the user in the right way.<\/p>\r\n<p>This article focuses on some of the key strategies we would recommend to teams and companies facing this disjunction between channels.<\/p>\r\n<h3>The Parallel Universe of Email and Mobile<\/h3>\r\n<p>A comprehensive study by <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a>, which studied 30 apps across five verticals, showed that despite users already having downloaded the app, almost a quarter of companies (23%) included a \u201cdownload the app\u201d prompt in their email campaigns, and only 20% of companies had a cart or browse abandonment campaign.<\/p>\r\n\r\n[caption id=\"attachment_10178\" align=\"alignnone\" width=\"176\"]<img class=\"wp-image-10178 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-1.png\" alt=\"HelloFresh email\" width=\"176\" height=\"604\" \/> <em>HelloFresh\u2019s new customer email promotes an already-installed app.<\/em>[\/caption]\r\n\r\n<p>Consider the following example from HelloFresh. It\u2019s a confirmation email from an order placed with the app. The company promotes downloading the app in the bottom part of the email\u2014yet it\u2019s obvious that any user receiving this email <em>already has the app installed<\/em>.<\/p>\r\n<p>The bottom part of the email is valuable space to either upsell add-ons or re-route the user to another channel. Instead, it\u2019s a blank spot on the canvas.<\/p>\r\n<p>The same example also illustrates lack of data syncing. The default app language should be in English; the email, however, is in German. Moreover, the email is asking the user to review recipes that they have already reviewed previously in English.<\/p>\r\n\r\n[caption id=\"attachment_10179\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-10179 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-2.png\" alt=\"HelloFresh language error\" width=\"936\" height=\"530\" \/> <em>Keep track of user behavior across channels to ensure proper personalization, including language.<\/em>[\/caption]\r\n\r\n<p>The disjunction is clear: Email doesn\u2019t know what\u2019s going on in the mobile ecosystem; they\u2019re effectively working in two different worlds where both channels are not synced properly. It\u2019s also a waste of a touchpoint.<\/p>\r\n<p>We\u2019re not here to single out any particular brand, because this email is just one example of how companies are currently struggling to make sure that email and other channels work in a harmonious and cohesive manner for the customer.<\/p>\r\n<p>But what are the main causes behind the lack of cohesion between the channels? At Phiture, we\u2019ve identified three key reasons:<\/p>\r\n<ol>\r\n\t<li><strong>Brands have robust email and mobile programs, but the teams are siloed<\/strong>. At its core, many teams face organizational issues between mobile teams and email teams. Email teams don\u2019t know the mobile onboarding series; mobile teams don\u2019t know the email series. There\u2019s a lack of cross-functionality, and both tend to work independently of one another.<\/li>\r\n\t<li><strong>Brands that don\u2019t necessarily have siloed teams often have data accessibility issues<\/strong>. It\u2019s a question of data integration: If you can\u2019t pass the data on, then it makes it way harder to have teams in sync. Many teams do not have the right processes in place to share a single source of truth of the data, making it virtually impossible to create a seamless cross-channel experience.<\/li>\r\n\t<li><strong>Brands that are new to either mobile or email as a channel leave one of the channels underutilized and thus leave a lot of untapped value on the table<\/strong>. Many app-based companies have huge mobile teams, and very small email teams. This organizational structure is particularly evident in companies that are mobile-first, and haven\u2019t explored email as a legitimate channel. As illustrated in the next section with the <a href=\"https:\/\/phiture.com\/success-stories\/burner-casestudy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Burner use case<\/a>, it\u2019s a question of real estate.<\/li>\r\n<\/ol>\r\n<h3>The Real Estate Debate<\/h3>\r\n<p>Another common challenge for mobile-first companies is the lack of real estate with mobile channels.<\/p>\r\n<p>Consider the example of Burner, a privacy app that does not need you to create an account to use the service. The app prompts users to give their email address so that they can learn more about how to get the most out of the product.<\/p>\r\n<p>In the case of Burner, educating users is crucial for them to acclimate to the app and its functionality.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10180\" align=\"alignnone\" width=\"232\"]<img class=\"wp-image-10180 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-3.png\" alt=\"Burner email popup\" width=\"232\" height=\"414\" \/> <em>Burner's in-app message prompts users to enter their email addresses to join the community.<\/em>[\/caption]\r\n\r\n<p>Push notifications don\u2019t offer enough space to fully educate users, despite offering more real estate than in the past with images and interactivity.<\/p>\r\n<p>The same goes for in-app messages, which could disrupt the user flow when not triggered at the right moment.<\/p>\r\n<p>Cue email: It works as a great channel resource, with more space for offers and multiple CTAs.\u00a0<\/p>\r\n<p>The case of Burner illustrates a mobile-first app that is now using email to inform and educate customers on its essential features that increase retention and engagement.<\/p>\r\n<p>If you\u2019re a mobile app that hasn\u2019t quite integrated email as a prime channel, there\u2019s always time to create the right infrastructure in place to facilitate cross-channel campaigns.<\/p>\r\n<p>The question is how.<\/p>\r\n<h3>How to Integrate Both Channels<\/h3>\r\n<p>Lack of cross-channel integration may seem like one of those <em>big<\/em> issues from both a managerial\/optimization perspective. So, too, does allotting the right real estate between both channels.<\/p>\r\n<p>But for companies dealing with siloed teams, there are a few simple steps that companies can take to integrate both email and mobile to create a seamless user experience.<\/p>\r\n<h4>1. Begin at square one<\/h4>\r\n<p>Map out customer journeys with both mobile and email teams, and understand the top three to five key user actions that both teams would benefit from.<\/p>\r\n<p>Touchpoints are crucial here: Having a <a href=\"https:\/\/www.oberlo.com\/blog\/email-marketing-statistics\" target=\"_blank\" rel=\"noopener noreferrer\">great onboarding flow, for instance, is absolutely essential<\/a>, and should be a combination of pushes as well as emails that trigger both user actions and \u201caha\u201d moments.<\/p>\r\n<p>Take a look at the graphic below.<\/p>\r\n\r\n[caption id=\"attachment_10181\" align=\"alignnone\" width=\"910\"]<img class=\"wp-image-10181 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-4.png\" alt=\"Phiture email and mobile team sync framework\" width=\"910\" height=\"518\" \/> <em>A checklist like this aligns email and mobile teams. (Source: Phiture)<\/em>[\/caption]\r\n\r\n<h4>2. Data as a single source of truth<\/h4>\r\n<p>Make sure to have <a href=\"https:\/\/phiture.com\/taxonomy-spreadsheet\" target=\"_blank\" rel=\"noopener noreferrer\">documentation of your taxonomy<\/a> for CRM platforms so that both teams understand what are some of the user information that can be used in their campaigns (see graphic below).<\/p>\r\n\r\n[caption id=\"attachment_10182\" align=\"alignnone\" width=\"858\"]<img class=\"wp-image-10182 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-5.png\" alt=\"Phiture's taxonomy and deeplinks document\" width=\"858\" height=\"488\" \/> <em>A template like this keeps events and triggers organized. (Source: Phiture)<\/em>[\/caption]\r\n\r\n<p>The same goes for any other important source of data worth sharing between both teams. The more you can share between both teams, the better.<\/p>\r\n<h4>3. The regular sync<\/h4>\r\n<p>One of the most crucial elements is to simply sync both teams through communication.<\/p>\r\n<p>A regular sync on projects and performance is easy to implement: Depending on team sizes, a quarterly or monthly meeting is a great start to increase alignment (see graphic below).<\/p>\r\n\r\n[caption id=\"attachment_10183\" align=\"alignnone\" width=\"912\"]<img class=\"wp-image-10183 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Phiture-6.png\" alt=\"Phiture's meeting agenda for email and mobile teams\" width=\"912\" height=\"522\" \/> <em>Keep all teams on track with detailed agendas for each meeting (Source: Phiture).<\/em>[\/caption]\r\n\r\n<p>It\u2019s important to make sure that regular syncs lead to key, common action points that both email and mobile teams can work on concomitantly.<\/p>\r\n<h3>Key Takeaways:<\/h3>\r\n<ul>\r\n\t<li>\u00a0Companies often work with email or mobile first, and instead of cross-channel integration, you see multi-channel disintegration.<\/li>\r\n\t<li>As a result, there\u2019s a huge gap between email and mobile. They\u2019re not in sync; there are no touchpoints.<\/li>\r\n\t<li>Brands are often siloed in terms of organization, don\u2019t have the right shared data channels, and often emphasize one channel over the other.<\/li>\r\n\t<li>Real estate is important, too. Understanding how emails can amplify and optimize a campaign can also lead to increased metrics. This is especially true for mobile-first apps.<\/li>\r\n\t<li>Instead of treating email and mobile as separate channels, companies should think about the cross-channel interaction with their users. They should establish a relationship between them that is seamless and targets the user in the right way.<\/li>\r\n\t<li>Integrating cross-functionality through regular syncs, data taxonomy, and shared goals can avoid silos and help create a seamless cross-channel experience.<\/li>\r\n<\/ul>\r\n<p>We at Phiture work with a lot of clients across different verticals, to assist and deliver such seamless experiences. Want to learn more? Check out what we do and our <a href=\"https:\/\/phiture.com\/success-stories\/\" target=\"_blank\" rel=\"noopener noreferrer\">success stories<\/a> with some of our clients.<\/p>","post_title":"Why Email and Mobile Are Siloed (And How to Fix It)","post_excerpt":"The experts at Phiture reveal the three key reasons behind a lack of cohesion between email and mobile channels, and how to integrate them.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-email-and-mobile-siloed","to_ping":"","pinged":"","post_modified":"2020-07-23 14:15:44","post_modified_gmt":"2020-07-23 21:15:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10100","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 23, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071620_Between-Mobile-and-Email_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Email and Mobile illustration\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071620_Between-Mobile-and-Email_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071620_Between-Mobile-and-Email_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071620_Between-Mobile-and-Email_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-email-and-mobile-siloed\/"},{"ID":10061,"post_author":"97","post_date":"2020-07-21 14:17:31","post_date_gmt":"2020-07-21 21:17:31","post_content":"<p>Let's face it, we live on our phones. They\u2019re in our pockets, on our desks, next to our beds and generally with us throughout the day. Case in point, we\u2019re looking at our phones nearly <a href=\"https:\/\/iterable.com\/blog\/inside-look-at-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">four hours a day<\/a>, one-sixth of <em>each and every<\/em> <em>day<\/em>.<\/p>\r\n<p>That instant ability to complete tasks, connect with friends, or simply entertain ourselves at a moment's notice is practically second nature at this point.<\/p>\r\n<p>As such, mobile marketers need to meet consumer demand with equal speed and agility. At the push of a (user's) button, real-time campaigns and personalized content experiences should launch.<\/p>\r\n<p>For marketers to accomplish this, we have to make sure that we\u2019re staying in tune with consumers and the evolution of technologies impacting them. To go even further, we need to learn about the underlying code framework powering our mobile applications.<\/p>\r\n<p>Today, we\u2019re diving into the implications of app development using the React Native framework.<\/p>\r\n<h3>Introduction to React Native<\/h3>\r\n<p>Your mobile development teams are likely aware of the benefits of developing your brand\u2019s app in React Native, but not all marketers share that same level of insight.<\/p>\r\n<p>We\u2019re passionate about the relationship between technologies and marketer efficacy, and understanding how <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360045714072-Overview-of-Iterable-s-React-Native-SDK-\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable\u2019s own React Native SDK<\/a> can influence your mobile marketing capabilities is worth exploring.<\/p>\r\n<p>React Native is a scalable coding framework partially developed by engineers at companies like Facebook. Since its 2015 release, it has continued gaining popularity. Since then, it has been widely adopted across industries by both major brands like <a href=\"https:\/\/eng.uber.com\/ubereats-react-native\/\" target=\"_blank\" rel=\"noopener noreferrer\">Uber<\/a>, <a href=\"https:\/\/medium.com\/walmartlabs\/react-native-at-walmartlabs-cdd140589560\" target=\"_blank\" rel=\"noopener noreferrer\">Walmart<\/a>, and Tesla, as well as high-growth startups.<\/p>\r\n<h3>WIIFM (What's In It For Marketers)<\/h3>\r\n<p>There are plenty of reasons why dev teams turn to React Native. Most notably, we\u2019re highlighting a key technology strength that applies directly to a common need of all marketers: time-to-market.<\/p>\r\n<p>As a well-documented, widely-used and reusable framework, it offers agility to marketers facing the daunting \u201cwhat if\u201d scenarios we encounter:<\/p>\r\n<ul>\r\n\t<li>What if there\u2019s a bug that needs to be urgently addressed and communicated?<\/li>\r\n\t<li>What if there\u2019s a new market trend we must adapt to quickly?<\/li>\r\n<\/ul>\r\n<p>Success means not only reacting to and addressing these scenarios, but also continuing to grow our businesses. The answers to these questions lie in React Native and its ability to ensure downtime avoidance, minimize customer impact, and continue meeting disturbance-free customer demands even in the face of those dreaded \u201cwhat if\u2019s.\u201d<\/p>\r\n<p>And what, exactly, does this framework mean to marketers? Here are two primary advantages.<\/p>\r\n<h4><strong>1. Less Waiting, More Sending<\/strong><\/h4>\r\n<p>React Native provides the ability to code once and run that code on both iOS and Android.<\/p>\r\n<p>Meaning, if your team is looking at new solutions, you\u2019ve effectively cut your time-to-value in half, because your engineering team only needs to focus on one set of code.<\/p>\r\n<p>The sooner your engineering team can react, the sooner your marketing team can respond!<\/p>\r\n<h4><strong>2. Zero Downtime<\/strong>\u00a0<\/h4>\r\n<p>With React Native, your engineering team can do what\u2019s called an OTA (Over The Air) code push. OTA pushes let your team update your app behind-the-scenes without your users even knowing.<\/p>\r\n<p>Silently fix errors and roll out new campaigns without missing a beat\u2014we won't tell!<\/p>\r\n<p>Native code, on the other hand, requires working through the App Store's approval processes to changes as minor as updating a single line of code. Instead of awaiting the downstream campaign and experiment impacts while that update is processed, React Native offers marketing data continuity.<\/p>\r\n<h3>Developing With Experience In Mind<\/h3>\r\n<p>When consulting both customers and prospects across retail, e-commerce, finance, streaming, and more, one of the most common bottlenecks we've seen when launching new mobile experiences or expanding mobile marketing campaigns is developer bandwidth.<\/p>\r\n<p>With <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360045714072\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable\u2019s React Native SDK<\/a>, your developers can update once and deploy everywhere\u2014and as a marketer, you're able to easily run campaigns and capitalize on the out-of-the-box benefits React Native has to offer.<\/p>\r\n<p>Stepping back, we know that every marketing team is different. Organizations vary immensely across objectives, size, capabilities, and so many other variables. The Iterable team recognizes that there are multiple ways to provide amazing customer experiences on mobile\u2014whether that\u2019s over your own native code or our React Native SDK.<\/p>\r\n<p>React Native is simply another one of our offerings geared toward strengthening the relationship between marketers and developers. We want to empower all teams to work efficiently, quickly, and most importantly, collaboratively. We\u2019re committed to continually developing our mobile technologies so you can up your own customer experience ante.<\/p>\r\n<p>Not yet part of the Iterable community? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sign up for a custom demo<\/a> to see how our React Native capabilities can change your mobile marketing experience.<\/p>","post_title":"Why Your Engineers Love React Native (And You Should Too)","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"why-engineers-love-react-native","to_ping":"","pinged":"","post_modified":"2020-07-21 14:17:31","post_modified_gmt":"2020-07-21 21:17:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10061","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 21, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071420_React-Native-Launch_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable&#039;s React Native SDK\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071420_React-Native-Launch_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071420_React-Native-Launch_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071420_React-Native-Launch_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/why-engineers-love-react-native\/"},{"ID":9847,"post_author":"43","post_date":"2020-07-21 14:11:35","post_date_gmt":"2020-07-21 21:11:35","post_content":"<p>Chocolate chip cookie or snickerdoodle? Email or push notification? Whether it\u2019s understanding and leveraging your customers\u2019 preferences in content or sending the right message at the right time through the right channel, these decisions all play a role in curating a unique customer experience.<\/p>\r\n<p>Join Rachael Romeo from Tiff\u2019s Treats to learn how they\u2019ve doubled down on cross-channel personalization to build and nurture customer relationships (in spite of the tricky consumer landscape). Rachel Cowlishaw from Movable Ink will discuss how marketers can drive agility and adapt their strategies to create sophisticated, consistent cross-channel experiences that deliver results.<\/p>\r\n<p><strong>In this session, we will cover through the lens of personalization:<\/strong><\/p>\r\n<ul>\r\n\t<li>Creating a sense of anticipation and an element of surprise<\/li>\r\n\t<li>Building long term loyalty<\/li>\r\n\t<li>Expanding and adapting your strategy to be hyper-relevant<\/li>\r\n<\/ul>","post_title":"Personalized Customer Experiences: Your Recipe for Sweet Success","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"personalized-customer-experiences-your-recipe-for-sweet-success","to_ping":"","pinged":"","post_modified":"2020-08-10 14:41:23","post_modified_gmt":"2020-08-10 21:41:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=9847","menu_order":108,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"July 21, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_TiffsTreats-MovableInk-Webinar_Resources.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_TiffsTreats-MovableInk-Webinar_Resources.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_TiffsTreats-MovableInk-Webinar_Resources-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_TiffsTreats-MovableInk-Webinar_Resources-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/personalized-customer-experiences-your-recipe-for-sweet-success\/"},{"ID":10037,"post_author":"35","post_date":"2020-07-21 10:35:12","post_date_gmt":"2020-07-21 17:35:12","post_content":"<p>Chances are, over the last few months inside due to coronavirus shelter-in-place restrictions, you\u2019ve taken on some home improvement projects around the house. A small organization project to <a href=\"https:\/\/www.youtube.com\/watch?v=9AvWs2X-bEA\" target=\"_blank\" rel=\"noopener noreferrer\">spark joy<\/a>. Maybe some crafty projects to achieve a new aesthetic. Or, you could be spending hours watching \u201cHow To\u201d videos to renovate an entire room!<\/p>\r\n<p>No matter the size of the project, do-it-yourself (DIY) projects have been commonplace under COVID-19. In fact, <a href=\"https:\/\/www.marketwatch.com\/story\/home-improvement-projects-are-underway-during-covid-19-with-millennials-spending-the-most-says-bank-of-america-2020-06-24\" target=\"_blank\" rel=\"noopener noreferrer\">70% of people<\/a> have undertaken a home improvement project since February.\u00a0<\/p>\r\n<p>As we move into summer, it makes sense that these shifts in consumer behavior will continue. Americans are limited in their travel and entertainment options, so <a href=\"https:\/\/www.washingtonpost.com\/business\/2020\/05\/16\/what-you-can-do-now-plan-manage-home-renovation-once-conditions-are-right\/?arc404=true\" target=\"_blank\" rel=\"noopener noreferrer\">summer vacation budgets<\/a> are available for other uses\u2014namely, improving living conditions at home.\u00a0<\/p>\r\n<p>For companies like <a href=\"https:\/\/www.lowes.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lowe\u2019s<\/a>, <a href=\"https:\/\/www.acehardware.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ace Hardware<\/a>, and <a href=\"https:\/\/www.homedepot.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Home Depot<\/a>, the influx of DIY projects opens a strong marketing opportunity: informative recommendations. It feels safe to assume the average person\u2019s carpentry skills are entry-level at best.\u00a0<\/p>\r\n<p>This is the perfect time for marketers to use behavioral data to provide tailor-made, educational recommendations to help customers succeed in their DIY endeavors.\u00a0<\/p>\r\n<p>In late April, we signed up for cross-channel marketing communications from the three previously mentioned hardware and home improvement brands to see how they have adapted their messaging to the new living situations for their customers.\u00a0<\/p>\r\n<p>Overall, these brands have done well to connect at a human level while adapting to the lifestyle changes of their customers, but opportunities for improvement still exist.<\/p>\r\n<p>Keep reading to find out just a few ways brands can take advantage of new opportunities.<\/p>\r\n<h3>The COVID Response<\/h3>\r\n<p>Before home improvement brands jumped into recommendations to improve DIY projects, there had to be an acceptance and recognition of the environmental shift taking place thanks to COVID-19.\u00a0<\/p>\r\n<p>Much like how grocery stores had to <a href=\"https:\/\/iterable.com\/blog\/grocery-shopping-under-covid-19-have-marketers-delivered\/\" target=\"_blank\" rel=\"noopener noreferrer\">lay out their plans<\/a> to keep customers and employees safe, home improvement retailers had to explain their new operating procedures.<\/p>\r\n<p>Shortly after downloading The Home Depot app, users are greeted with a description of the curbside pickup process, including a call-to-action (CTA) button leading to additional resources to learn more.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10038\" align=\"alignnone\" width=\"473\"]<img class=\"wp-image-10038 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/IMG_2702-e1595276906390-473x1024.png\" alt=\"Home Depot Curbside Pickup\" width=\"473\" height=\"1024\" \/> <em>These are complex times. Make it as easy for customers to shop as possible.<\/em>[\/caption]\r\n\r\n<p>Lowe\u2019s took a slightly different approach by letting users seek out updates rather than devoting content blocks to their plans and procedures.<\/p>\r\n<p>Each of the company\u2019s emails came with a header linking to its newsroom where customers can find more information.<\/p>\r\n\r\n[caption id=\"attachment_10039\" align=\"alignnone\" width=\"448\"]<img class=\"size-full wp-image-10039\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-16-at-2.35.02-PM.png\" alt=\"Home Improvement COVID-19 Procedures\" width=\"448\" height=\"780\" \/> <em>With pandemic responses changing near-daily, it\u2019s essential to have an update hub for users to reference.<\/em>[\/caption]\r\n\r\n<p>Ace Hardware also used its email header space to inform customers of the various ways to retrieve purchases.<\/p>\r\n\r\n[caption id=\"attachment_10040\" align=\"alignnone\" width=\"602\"]<img class=\"size-full wp-image-10040\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-16-at-2.13.57-PM.png\" alt=\"Ace Hardware COVID-19 Purchase Options\" width=\"602\" height=\"494\" \/> <em>Giving customers options helps inform a more personalized journey.<\/em>[\/caption]\r\n\r\n<p>By using an in-app message or hyperlinked header, these brands are educating customers about new procedures, while simultaneously collecting data that informs future lifecycle stages.\u00a0<\/p>\r\n<p>Let\u2019s take the Ace Hardware example, for instance. The icons for the different purchase options all direct straight to the main website. If each icon were to have its own parameters, for example, Ace Hardware\u2019s marketers would then be empowered to use this information to tailor messaging at the individual level, helping users make the most of their preferred purchasing method.\u00a0<\/p>\r\n<p>Small adjustments like these can not only improve the effectiveness of the campaign you\u2019re currently running, but also enhance the connections that future campaigns make between your brand and your customers.<\/p>\r\n<h3>Providing a Helping Hand for DIY Projects<\/h3>\r\n<p>Despite the changing environment, home improvement brands are able to continue promotions, but with a slight tweak in focus.\u00a0<\/p>\r\n<p>Consumers across the world are staying inside as often as possible. The home is now an office, a gym, a restaurant, and a source of comfort all at once. And home improvement marketers have used this increased time spent indoors to inform their messaging.\u00a0<\/p>\r\n<p>Lowe\u2019s opted for the more optimistic approach, prompting customers to make the most of the situation.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10042\" align=\"alignnone\" width=\"451\"]<img class=\"size-full wp-image-10042\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-16-at-2.26.36-PM.png\" alt=\"Home Improvement DIY Messaging\" width=\"451\" height=\"781\" \/> <em>Leading with optimism in a tough time can be motivating for customers.<\/em>[\/caption]\r\n\r\n<p>Meanwhile, Ace Hardware offered a variety of resources to make adding a fresh coat of paint a bit easier.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10043\" align=\"alignnone\" width=\"452\"]<img class=\"size-full wp-image-10043\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-16-at-2.29.39-PM.png\" alt=\"DIY Recommendations\" width=\"452\" height=\"597\" \/> <em>By focusing on a certain project like painting, Ace Hardware found a way to introduce a new tool\u2014the Visualizer.<\/em>[\/caption]\r\n\r\n<p>DIY jobs can be difficult. And for many homeowners, the list of potential tasks is so long it can be daunting. The bathroom needs a new coat of paint. The garage needs some new shelves. The molding is chipping away. If they\u2019re nitpicking, the list could never end.\u00a0<\/p>\r\n<p>The Home Depot attempted to remedy this problem by sending a mobile inbox message to spark inspiration for where to start.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10044\" align=\"alignnone\" width=\"473\"]<img class=\"wp-image-10044 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/IMG_2754-473x1024.png\" alt=\"Home Improvement Mobile Inbox\" width=\"473\" height=\"1024\" \/> <em>Talking to your customers like a person, not a potential purchase, goes a long way in endearing them to your brand.<\/em>[\/caption]\r\n\r\n<p>At this point, marketers open up a world of opportunities for personalization. By providing the starting point in a choose-your-own-adventure style, the stage is set for an individualized campaign.\u00a0<\/p>\r\n<p>For example, if we were to start looking at paint options at Ace Hardware, the company\u2019s follow-up messages could include more information about color principles while providing recommendations for related projects, like wood finishing for outdoor items.\u00a0<\/p>\r\n<p>Lowe\u2019s started opening a choose-your-own-adventure customer journey by providing recommendations in their cart abandonment emails. We had looked at a chainsaw and received recommendations for a leaf-blowing and weed-clearing kit, an outdoor speaker, and a pole saw.<\/p>\r\n<p>While the speaker might be hard to hear over all of that machinery, the idea that we could easily complete our sets to upgrade our gardening game is well presented.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_10045\" align=\"alignnone\" width=\"476\"]<img class=\"size-full wp-image-10045\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-16-at-2.50.13-PM.png\" alt=\"Lowes Cart Abandonment\" width=\"476\" height=\"797\" \/> <em>Act on user behavior. Let them know you\u2019re paying attention.<\/em>[\/caption]\r\n\r\n<p>Recommendations for DIY projects are great <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/\" target=\"_blank\" rel=\"noopener noreferrer\">cross-sell and upsell<\/a> opportunities, as they can easily be categorized into use cases like paint, carpentry, garden, etc.<\/p>\r\n<p>In this process, marketers can create a journey that informs the customer and offers related products that might have otherwise been missed.<\/p>\r\n<h3>A Home Improvement DIY Recommendation Engine<\/h3>\r\n<p>A recommendation is a sign of life from a brand. It\u2019s a way to show that there is someone on the other side paying attention to the customer and looking out for their best interests.\u00a0<\/p>\r\n<p>The good news is you don\u2019t have to come up with these recommendations on the fly. <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/360033214932-Catalog-Overview\" target=\"_blank\" rel=\"noopener noreferrer\">There are tools<\/a> out there to keep track of your customized content collections to generate highly personalized recommendations in real time.\u00a0<\/p>\r\n<p>Sometimes there are so many possible ways to find products that it helps to hold the customer\u2019s hand to help them find the right path. For retailers that rely on DIY projects, this hand-holding could be the difference in turning a house into a home.\u00a0\u00a0<\/p>\r\n<p><em>Curious about creating your own data-rich recommendations for customers? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Request a demo<\/a> today or check out how <a href=\"https:\/\/iterable.com\/customers\/case-study\/the-dyrt\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt used Iterable\u2019s Catalog<\/a> to make camping a personalized experience.\u00a0<\/em><\/p>","post_title":"Our DIY Recommendations for Home Improvement Marketers","post_excerpt":"We signed up for cross-channel marketing communications from three home improvement brands to see how they have adapted their messaging to life under COVID.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"home-improvement-marketing-diy-recommendations","to_ping":"","pinged":"","post_modified":"2020-07-21 10:35:12","post_modified_gmt":"2020-07-21 17:35:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=10037","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 21, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/072120_Essential-Businesses-Home-Improvement_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/072120_Essential-Businesses-Home-Improvement_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/072120_Essential-Businesses-Home-Improvement_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/072120_Essential-Businesses-Home-Improvement_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/home-improvement-marketing-diy-recommendations\/"},{"ID":9750,"post_author":"35","post_date":"2020-07-15 09:58:07","post_date_gmt":"2020-07-15 16:58:07","post_content":"<p>Grocery shopping during COVID-19 has adopted a sort of choreography. Each move working in tandem for the safety of ourselves and those around us. Write a list, grab your mask, keep six feet apart, stick to the list, no dilly-dallying. Even online shopping has undergone changes with new procedures in place for contact-less deliveries to keep customers and drivers safe.<\/p>\r\n<p>It\u2019s a lot to remember when fulfilling a task that has for so long been absolutely vital, but simultaneously mundane in its repetition.<\/p>\r\n<p>Needless to say, with these new concerns, grocery shopping under COVID-19 restrictions has altered the grocery industry in potentially permanent ways.<\/p>\r\n<p>We recently took a look at how marketers at grocery brands like <a href=\"https:\/\/www.safeway.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Safeway<\/a>, <a href=\"https:\/\/www.kroger.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kroger<\/a>, and <a href=\"https:\/\/www.publix.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Publix<\/a> have adapted to keep customers at ease while communicating how their organizations are working to simplify the shopping experience for everyone.<\/p>\r\n<p>Whether or not you're working in this industry, all marketers can learn from these insights on how to pivot their own companies' messaging and put empathy at the forefront.<\/p>\r\n<h3>The Grocery Industry as It Stands Now<\/h3>\r\n<p>First and foremost, consumer behavior has changed. Prior to the coronavirus outbreak, shoppers <a href=\"https:\/\/www.supermarketnews.com\/consumer-trends\/it-s-new-scene-grocery-shopping-pandemic-changes-behaviors\" target=\"_blank\" rel=\"noopener noreferrer\">averaged 2.7 trips weekly<\/a> to 4.1 different stores. After the outbreak, the frequency jumped to 3.6 trips per week, but 40% of shoppers limited the number of stores they visited.<\/p>\r\n<p>The increased time that more members of households are spending at home has also altered the makeup of a typical week of groceries. Forced <a href=\"https:\/\/www.nrn.com\/fast-casual\/early-look-impact-coronavirus-restaurant-sales\" target=\"_blank\" rel=\"noopener noreferrer\">restaurant closures<\/a> have significantly impacted how much the average consumer eats out, meaning more meals are being made at home.<\/p>\r\n<p>Consequently, grocery budgets <a href=\"https:\/\/www.supermarketnews.com\/consumer-trends\/it-s-new-scene-grocery-shopping-pandemic-changes-behaviors\" target=\"_blank\" rel=\"noopener noreferrer\">jumped 33%<\/a> before leveling out, albeit still at a higher rate than before COVID-19.<\/p>\r\n<p>The change, however, that is most likely to stick is the surge of online grocery shopping. While studies had shown online shopping to be increasing in the food retail industry, coronavirus restrictions have <a href=\"https:\/\/www.supermarketnews.com\/consumer-trends\/it-s-new-scene-grocery-shopping-pandemic-changes-behaviors\" target=\"_blank\" rel=\"noopener noreferrer\">expedited this growth substantially<\/a>.<\/p>\r\n<p>In March 2020, food and beverage took over as the <a href=\"https:\/\/www.emarketer.com\/content\/five-charts-how-coronavirus-has-impacted-digital-grocery\" target=\"_blank\" rel=\"noopener noreferrer\">second-most likely product<\/a> for consumers to buy online. Online grocery shopping as a <a href=\"https:\/\/www.supermarketnews.com\/consumer-trends\/it-s-new-scene-grocery-shopping-pandemic-changes-behaviors\" target=\"_blank\" rel=\"noopener noreferrer\">percentage of all grocery spending<\/a> has risen to 27.9% in March and April of 2020\u2014up from 10.5% in 2019 and 14.5% in February 2020.<\/p>\r\n<p>It\u2019s no guarantee that shoppers will continue to utilize online options for their grocery needs when restrictions are lifted, but this experience could lead to more consumers opting for the convenience of delivery or curbside pickup moving forward.<\/p>\r\n<h3>Marketing Grocery Shopping Under COVID-19<\/h3>\r\n<p>So, where does this all leave the consumer-brand relationship amidst an unprecedented set of operating procedures? And how have grocery chains altered their marketing strategies to fit changing demands?<\/p>\r\n<p>For one, cleanliness now <a href=\"https:\/\/cstoredecisions.com\/2020\/04\/17\/new-research-identifies-key-trends-in-grocery-shopping-behavior-amid-covid-19\/\" target=\"_blank\" rel=\"noopener noreferrer\">reigns as the top priority<\/a> for consumers considering a grocery store. As laid out above, there are a host of considerations shoppers take before venturing out of their homes and into a busy environment.<\/p>\r\n<p>Grocery brands have had to adapt their marketing messaging to emphasize not only how seriously they are taking this situation, but also how they plan on simplifying this complex process for everyone.<\/p>\r\n<p>In late April and early May, American supermarket chains Kroger and Safeway made sure to alert their customers about their new processes and offerings.<\/p>\r\n<p>As seen below, Kroger sent a list of tips that laid out the best ways to shop while staying safe, which included information about special instructions, payment options and free shipping thresholds.<\/p>\r\n\r\n[caption id=\"attachment_9751\" align=\"alignnone\" width=\"593\"]<img class=\"size-large wp-image-9751\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.11.16-AM-593x1024.png\" alt=\"Kroger Grocery Procedures\" width=\"593\" height=\"1024\" \/> <em>In such a new shopping environment, it\u2019s important to simply lay out the new processes for customers.<\/em>[\/caption]\r\n\r\n<p><br \/>\r\nSafeway, on the other hand, maintained its brand styling by keeping this email below clean and concise, but still found a way to introduce its new contact-free delivery options.<\/p>\r\n\r\n[caption id=\"attachment_9752\" align=\"alignnone\" width=\"1004\"]<img class=\"size-large wp-image-9752\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.10.45-AM-1004x1024.png\" alt=\"Safeway Grocery Under COVID\" width=\"1004\" height=\"1024\" \/> <em>A concise message can be just as effective to keep customers updated.<\/em>[\/caption]\r\n\r\n<p>As you might expect with an essential business that is experiencing drastic increases in demand, supermarkets have seen more shelves out of stock. To fix this, grocery brands are seeking help.<\/p>\r\n<p>This year has seen a large growth in <a href=\"https:\/\/www.economicmodeling.com\/2020\/04\/21\/covid19-impact-on-grocery-stores\/\" target=\"_blank\" rel=\"noopener noreferrer\">job postings<\/a> at grocery stores. Safeway let customers know they recognize its stocking challenges and explained what the company is doing to make sure that customers can find what they need without issue.<\/p>\r\n\r\n[caption id=\"attachment_9753\" align=\"alignnone\" width=\"972\"]<img class=\"size-large wp-image-9753\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.19.15-AM-972x1024.png\" alt=\"Safeway Job Postings Under COVID-19\" width=\"972\" height=\"1024\" \/> <em>Safeway wants customers to feel taken care of for all considerations.<\/em>[\/caption]\r\n\r\n<p>For much of the time that the world has been sheltering-in-place, grocery brands have focused their marketing strategies on their delivery options, hoping to stimulate online purchases. That said, there have still been efforts to get in-store shoppers to return.<\/p>\r\n<p>Expanding store hours has been a common tactic taken by many brands to help senior citizens shop more safely. Publix, one of the largest supermarket chains in the American southeast, sent a dedicated email to this strategy to strengthen its message.<\/p>\r\n\r\n[caption id=\"attachment_9754\" align=\"alignnone\" width=\"817\"]<img class=\"size-large wp-image-9754\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.26.04-AM-817x1024.png\" alt=\"Grocery Shopping Hours During COVID\" width=\"817\" height=\"1024\" \/> <em>Some offerings warrant their own message to ensure your whole audience is paying attention.<\/em>[\/caption]\r\n\r\n<p>With restrictions changing on a semi-weekly basis, it\u2019s important for brands to keep their messaging targeted and direct. This is a crucial time to ensure all emails and other messages contain a single call-to-action (CTA) that explains procedures or restrictions in a clear manner.<\/p>\r\n<p>It\u2019s also important to stay true to your business model. While delivery has grown in popularity, the in-store experience is still crucial to the grocery industry's survival. When creating marketing campaigns, grocery brands have to weigh which aspects of their offerings to promote and when.<\/p>\r\n<p>Leveraging behavioral data to identify users that more inclined one way or the other (in-store vs. delivery) makes segmentation and personalization that much easier.<\/p>\r\n<h3>Safety and Solidarity<\/h3>\r\n<p>Like many businesses this year, grocery brands have fully adopted empathy into their marketing strategies. The customer is no longer a shopper; they are human.<\/p>\r\n<p>Kroger provided a great example during the height of the initial outbreak with both a written and video message from its CEO.<\/p>\r\n\r\n[caption id=\"attachment_9755\" align=\"alignnone\" width=\"588\"]<img class=\"size-large wp-image-9755\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.37.58-AM-588x1024.png\" alt=\"Grocery Shopping Message from the CEO\" width=\"588\" height=\"1024\" \/> <em>A direct message from an executive spokesperson can go a long way in humanizing a brand.<\/em>[\/caption]\r\n\r\n<p>Keeping the customer safe, happy, healthy, and comfortable. That\u2019s the top priority expressed by grocery brands.<\/p>\r\n<p>However, recent acts of racist violence have put a spotlight on redefining \u201csafe\u201d to go beyond health standards, and supermarket chains have addressed how they\u2019re stepping up to support the Black community.<\/p>\r\n<p>Publix heard the call for anti-racist action and sent a simple message regarding the <a href=\"https:\/\/blacklivesmatter.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Black Lives Matter<\/a> movement, which included \u201ca $1 million contribution to National Urban League affiliates across the Southeast.\u201d<\/p>\r\n\r\n[caption id=\"attachment_9756\" align=\"alignnone\" width=\"1024\"]<img class=\"size-large wp-image-9756\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-10.40.15-AM-1024x510.png\" alt=\"Publix Grocery Reacts to the Black Lives Matter Movement\" width=\"1024\" height=\"510\" \/> <em>Simple. To the point. No frills. Get your message across while giving the reader the option to learn more.<\/em>[\/caption]\r\n\r\n<p>Between civil rights and the coronavirus redefining our daily lives, brands have to take public sentiment into consideration when crafting marketing campaigns.<\/p>\r\n<p>Marketers looking to address these topics must understand their customer base at a deeper level to <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">identify who needs to know what and why<\/a>.<\/p>\r\n<h3>The (Fireworks) Show Must Go On?<\/h3>\r\n<p>Although supermarkets have addressed recent events with empathy, no business is in the position to pause or cancel regular marketing programming. The summer holidays, in particular, are hugely important for grocery stores with the 4th of July alone <a href=\"https:\/\/www.grocerydive.com\/news\/americans-to-spend-67-billion-on-fourth-of-july-food\/557940\/\" target=\"_blank\" rel=\"noopener noreferrer\">accounting for over $6.5 billion in sales<\/a>.<\/p>\r\n<p>Kroger promoted its barbecue offerings for Memorial Day, Father\u2019s Day and Independence Day, while occasionally offering subtle nods to the shelter-in-place restrictions in their messaging.<\/p>\r\n\r\n[caption id=\"attachment_9757\" align=\"alignnone\" width=\"760\"]<img class=\"size-large wp-image-9757\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Screen-Shot-2020-07-08-at-11.02.52-AM-760x1024.png\" alt=\"Grocery Holiday Promotion\" width=\"760\" height=\"1024\" \/> <em>Just because the world is in utter chaos, doesn\u2019t mean consumers aren\u2019t finding time to relax.<\/em>[\/caption]\r\n\r\n<p>When it comes to promotions, it\u2019s important for marketers to not overdo it. Burnout and overload are real, especially for consumers, who <a href=\"https:\/\/www.marketingsherpa.com\/article\/chart\/how-consumers-prefer-to-receive-promotions\" target=\"_blank\" rel=\"noopener noreferrer\">prefer to be in control<\/a> of the frequency with which they receive marketing messages.<\/p>\r\n<p>Evaluate and adjust your preference center to let each customer choose when and how they interact with your brand. In doing so, brands can gain trust and strengthen relationships as subscribers will only be receiving messages that work best for their schedule and engagement preferences.<\/p>\r\n<h3>Marketing Grocery Shopping With Empathy<\/h3>\r\n<p>We\u2019ve all read the news: Coronavirus cases are still <a href=\"https:\/\/www.google.com\/search?q=coronavirus+cases&amp;oq=coronavirus+cases&amp;aqs=chrome..69i57j0l6j69i60.3307j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener noreferrer\">rising<\/a>. We may want to talk about what grocery shopping will look like <a href=\"https:\/\/www.theatlantic.com\/technology\/archive\/2020\/04\/how-youll-shop-for-groceries-after-the-pandemic\/610135\/\" target=\"_blank\" rel=\"noopener noreferrer\">after the pandemic<\/a>, but the reality is we\u2019re here for the long haul and we\u2019re in this together.<\/p>\r\n<p>Grocery marketers have the tall task of walking customers through new shopping procedures\u2014conveying a sense of calm and comfort all while promoting their products. We\u2019ve seen time and time again that brand transparency and an <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/driving-growth-with-good-marketing-with-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">empathetic tone<\/a> to marketing strengthens customer loyalty.\u00a0<\/p>\r\n<p>The grocery store is a longstanding symbol of community and togetherness. Now is as good a time as any for grocery brands to foster that sense of community with personalized messaging and a few virtual air hugs.\u00a0<\/p>\r\n<p><em>Looking for more information about how best to connect with your customer base from a distance? Check out our <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Resources<\/a> page. We\u2019d recommend starting with our guides on <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/driving-growth-with-good-marketing-with-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">empathy<\/a> and <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing during a crisis<\/a>.\u00a0<\/em><\/p>","post_title":"Grocery Shopping Under COVID-19: Have Marketers Delivered?","post_excerpt":"We took a look at how marketers at grocery brands have adapted their messaging under COVID-19 to keep customers safe and at ease.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"grocery-shopping-under-covid-19-have-marketers-delivered","to_ping":"","pinged":"","post_modified":"2020-07-28 10:18:57","post_modified_gmt":"2020-07-28 17:18:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9750","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 15, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071520_Essential-Businesses-Grocery_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071520_Essential-Businesses-Grocery_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071520_Essential-Businesses-Grocery_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/071520_Essential-Businesses-Grocery_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/grocery-shopping-under-covid-19-have-marketers-delivered\/"},{"ID":9657,"post_author":"97","post_date":"2020-07-09 10:17:00","post_date_gmt":"2020-07-09 17:17:00","post_content":"<p>Who, what, when, where, and why\u2014commonly referred to as the \u201c5 W\u2019s,\u201d are questions whose answers possess the needed information, context and perspective for basic problem-solving. It\u2019s a painlessly simple framework for learning and lends itself perfectly to the concept of...<em>individualization.<\/em><\/p>\r\n<p>Stay with us here!<\/p>\r\n<p>Looking at individualization\u2014otherwise known as one-to-one personalization\u2014through the lens of the 5 W\u2019s ensures that your brand's marketing carefully takes your customers\u2019 past histories, present needs, and future successes into consideration.<\/p>\r\n<p>In this post, we\u2019ll explore each of the 5 W\u2019s and discuss the roles of each as part of an individualized customer experience.<\/p>\r\n<p>Let's get started.<\/p>\r\n<h3>The Why: Giving Purpose to Your Customer Experience<\/h3>\r\n<p>Just like Simon Sinek says, <a href=\"https:\/\/www.ted.com\/talks\/simon_sinek_how_great_leaders_inspire_action\/up-next?language=en\" target=\"_blank\" rel=\"noopener noreferrer\">start with the Why<\/a>. The obvious why for a business when it comes to individualization, as in, <em>\u201cWhy individualize this message<\/em>\u201d is clear: to drive a higher conversion rate. But that\u2019s a short-sighted endgame, and we can certainly hold ourselves to higher standards.<\/p>\r\n<p>Let\u2019s reframe the Why from your customer\u2019s perspective\u2014Why does this particular message matter? Why should they specifically care? Why is it enhancing their current experience?<\/p>\r\n<p>Research shows that engaged customers are worth <a href=\"https:\/\/news.gallup.com\/businessjournal\/172637\/why-customer-engagement-matters.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">23% more<\/a> than your average customer. Positive brand sentiment starts with individualized marketing\u2014with high levels of interactions and engagement, customers evolve into brand ambassadors.<\/p>\r\n<p>By answering these questions of Why upfront, we gain a deeper understanding of the intent that drives every message. Instead of putting your company first and prioritizing short-term gains, you\u2019ll instead make a stronger case for a long-term relationship.<\/p>\r\n<h5>How to Find Your Message\u2019s Why:<\/h5>\r\n<ul>\r\n\t<li>What specific value does this intended message deliver?<\/li>\r\n\t<li>How will this message move your customer\u2019s experience forward?<\/li>\r\n\t<li>What will this message do for the customer that they couldn\u2019t have done for themselves?<\/li>\r\n<\/ul>\r\n<h3>The Who: Centering the Narrative on the Individual<\/h3>\r\n<p>Every great story revolves around a primary character\u2014your marketing messages should, too. We already know that our customers desperately crave personalized attention. 91% of consumers <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">choose the brands<\/a> who <em>know<\/em> what they like. That\u2019s great news for marketers! This goal is easily attainable with the right infrastructure in place.<\/p>\r\n<p>Audience segmentation is the first tactical step toward content individualization. Carefully filtering by customer profile data yields specific audiences who are likely receptive to certain messages (e.g. new users and welcome campaigns).<\/p>\r\n<p>Like they say: \u201cPlay to your audience.\u201d This is a big step in eliminating the guesswork from content development\u2014with a specific Who in mind, you can better anticipate the characteristics, intentions and motivations of each customer and match them with relevant content.<\/p>\r\n<h5>How to Speak to Your Message\u2019s Who:<\/h5>\r\n<ul>\r\n\t<li>How will this message acknowledge who your customer is?<\/li>\r\n\t<li>What message elements will reflect your customer\u2019s needs?<\/li>\r\n\t<li>How will this message be tailored to this customer\u2019s current situation?<\/li>\r\n<\/ul>\r\n<h3>The When: Targeting the Specific Lifecycle Stage<\/h3>\r\n<p>Next, let\u2019s identify \u201cwhen\u201d your audiences will receive your message. It\u2019s easy enough to group the lifecycle stages into three distinct categories:<\/p>\r\n<ul>\r\n\t<li><strong>Activation<\/strong> - Initial stage where companies seek to activate consumer attention and interest<\/li>\r\n\t<li><strong>Nurture<\/strong> - Ongoing stage where companies nurture and engage consumers to strengthen relationships<\/li>\r\n\t<li><strong>Reactivation<\/strong> - Re-engagement stage where companies reactivate customer engagement to drive retention and loyalty.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_9659\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-9659 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Lifecycle-Stages_01.png\" alt=\"3 stages of the customer lifecycle\" width=\"960\" height=\"450\" \/> <em>Which stage of the lifecycle will your message be targeting?\u00a0<\/em>[\/caption]\r\n\r\n<p>Naturally, customers receive different campaigns at different stages of their journeys. These campaigns' goals should appropriately align with each stage\u2019s overarching objectives.<\/p>\r\n<p>For example, an Activation objective might include building trust so that your new customers feel confident enough to share their personal data and build out their profile\u2014this could be accomplished with a meaningful welcome campaign.<\/p>\r\n<p>Careful planning and prioritization will help your different audiences overcome their biggest stage-specific hurdles. Maybe it\u2019s an onboarding email campaign encouraging your customer to download your app\u2014personalizing the additional value they\u2019ll get from an app-enhanced experience can subsequently help you achieve your goals with less friction.<\/p>\r\n<p>It\u2019s a When-Win situation: Your customers have a better experience <em>and<\/em> progress to the next leg of their journey. The next When and the next win for your brand.<\/p>\r\n<h5>How to Target Your Message\u2019s When:<\/h5>\r\n<ul>\r\n\t<li>What do I want my customer to achieve in this stage?<\/li>\r\n\t<li>What actions must your customer take before moving to the next stage?<\/li>\r\n\t<li>Which precursory steps taken can you acknowledge?<\/li>\r\n<\/ul>\r\n<h3>The Where: Pinpointing Conversion Milestones<\/h3>\r\n<p>As mentioned above, there are friction points along the customer\u2019s When or specific lifecycle stage. We throw the term \u201cmilestone\u201d around quite a bit, but today we\u2019ll use it for contextualizing the Where\u2014the small interactions that comprise a customer's experience and build brand credibility.<\/p>\r\n<p>For example, there are multiple stages of Where you can develop during a customer\u2019s initial onboarding. Dovetailing off the example we just brought up in the previous section, just because a potential customer has now downloaded your app doesn\u2019t necessarily mean that they\u2019re ready to buy.<\/p>\r\n<p>Each lifecycle stage has a story with a beginning, middle and end. You could, for instance, break the Activation stage into three smaller phases of engagement, or Where the customer is in the story:<\/p>\r\n<ul>\r\n\t<li><strong>Discovery<\/strong> - Learning about your brand's offerings in accordance with their particular needs<\/li>\r\n\t<li><strong>Familiarization<\/strong> - Getting accustomed to your products and services while navigating your digital channels<\/li>\r\n\t<li><strong>Mastery<\/strong> - Gaining the ability to proficiently engage and a clear understanding of how your brand aligns with their needs<\/li>\r\n<\/ul>\r\n<p>Knowing exactly Where they are in relation to the story of each lifecycle stage makes content personalization much easier.<\/p>\r\n<p>It also ensures, once again, that the individualized marketing you\u2019re sending is appropriately mapped to meet customer expectations.<\/p>\r\n\r\n[caption id=\"attachment_9682\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-9682 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/Lifecycle-Stages_02-1.png\" alt=\"3 phases of lifecycle stage engagement\" width=\"960\" height=\"450\" \/> <em>Make sure your messages are meeting customers Where they are.<\/em>[\/caption]\r\n\r\n<h5>Identifying Your Message\u2019s Where:<\/h5>\r\n<ul>\r\n\t<li>What context do I need to properly align this message?<\/li>\r\n\t<li>What customer interactions need to happen for this message to land right?<\/li>\r\n\t<li>What\u2019s the optimal situation for the customer to receive this message?<\/li>\r\n<\/ul>\r\n<h3>The What: Delivering Meaningful Content<\/h3>\r\n<p>And, finally, we\u2019ve reached the \u201cwhat\u201d of individualization. As <a href=\"https:\/\/medium.com\/@HeathEvans\/content-is-king-essay-by-bill-gates-1996-df74552f80d9\" target=\"_blank\" rel=\"noopener noreferrer\">Bill Gates famously said<\/a>, \u201cContent is King.\u201d When most people think of individualization (and even personalization as a catch-all umbrella term) it\u2019s usually content that comes to mind first.<\/p>\r\n<p>Content is the most overt component of individualized marketing. But as we\u2019ve just pointed out, individualized content is inherently linked to so much more. Personalizing the different elements of content\u2014the copy, images, layouts, CTA, and beyond\u2014needs to have a connection to the recipient.<\/p>\r\n<p>Part of the reason we\u2019re able to do that effectively is because we\u2019ve comprehensively addressed the Why, the Who, the When, and the Where. We gathered the understanding and necessary context to create the specific What. To a degree, content itself is <em>almost always<\/em>\u00a0a result of the four other W\u2019s.<\/p>\r\n<h5>Conveying Your Message\u2019s What:<\/h5>\r\n<ul>\r\n\t<li>How can the copy and content reflect the individual?<\/li>\r\n\t<li>Which images can I use to draw attention and evoke familiarity?<\/li>\r\n\t<li>Which specific recommendations and products align with this customer\u2019s interests?<\/li>\r\n<\/ul>\r\n<h3>How Individualization Happens<\/h3>\r\n<p>To accomplish this degree of individualized marketing accuracy, you must be able to freely wield your customer data. As discussed, most\u2014if not all\u2014answers to the question of \u201cWhat should I send my customer?\u201d lives inside your customers' profiles. Now it\u2019s up to all of us to put that data to use and deliver the experiences our customers want!<\/p>\r\n<p>To learn more about Iterable\u2019s capabilities to enable individualization, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">sign up here for a customized demo<\/a>.<\/p>","post_title":"The 5 W's of Individualization","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"the-5-ws-of-individualization","to_ping":"","pinged":"","post_modified":"2020-07-09 11:27:47","post_modified_gmt":"2020-07-09 18:27:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9657","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 09, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/070720_5-Ws_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"5Ws of individualization\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/070720_5-Ws_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/070720_5-Ws_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/070720_5-Ws_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/the-5-ws-of-individualization\/"},{"ID":9662,"post_author":"35","post_date":"2020-07-08 10:02:42","post_date_gmt":"2020-07-08 17:02:42","post_content":"<p>If you're looking for mobile marketing resources, you may be overwhelmed by all the content the internet has to offer. There\u2019s simply too much of it to keep up. Where do you even start?<\/p>\r\n<p>Well, you found your way here, so clearly you have discerning taste. We hope to be your trusted source for all things cross-channel, so we've curated ten mobile marketing resources we think you'll love.<\/p>\r\n<p>This list includes everything from articles and reports to webinars and case studies. Some are a bit longer than others, but we\u2019ve broken them down by length and who they benefit the most.\u00a0\u00a0<\/p>\r\n<p>Obviously, there\u2019s a lot going on in the world right now, and we don't expect anyone to power through all these assets in one sitting. Feel free to bookmark, or save, or <a href=\"https:\/\/app.getpocket.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pocket<\/a>, or <a href=\"https:\/\/www.google.com\/search?q=one+tab&amp;oq=one+tab&amp;aqs=chrome..69i57j0l7.1007j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener noreferrer\">OneTab<\/a> this post so you can refer back at your convenience. You can also download this list in <a href=\"https:\/\/iterable.com\/resources\/top-ten-mobile-marketing-resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">one, neat file<\/a>. Rome wasn\u2019t built in a day and neither will your mobile marketing program.\u00a0<\/p>\r\n<p>Take your time. We\u2019ll be here.<\/p>\r\n<h3>Your Essential Mobile Marketing Resource List<\/h3>\r\n<h4>1. The Inside Look at Mobile Marketing: An Iterable User Engagement Report<\/h4>\r\n<p><strong>Read Time:<\/strong> 20-30 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The curious minds. Marketers who are interested in seeing what other companies are doing with their mobile marketing. Anyone looking to add new channels or tactics to their program.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> In the first research study of its kind, we immersed ourselves in the mobile customer journeys of 30 brands across six industries to see how they incorporate mobile user behavior into their cross-channel campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the report here<\/a>.<\/p>\r\n<h4>2. Push It, Text It, Ship It: A Deep Dive into All Things Mobile Marketing<\/h4>\r\n<p><strong>Watch Time:<\/strong> ~50 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The conversationalists. Those who want to watch and listen rather than read. Marketers who want to learn more about industry trends in mobile marketing.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> Iterable\u2019s marketing experts dive deep into the User Engagement Report listed above and explore its findings. Learn about what\u2019s driving mobile marketing today and get expert tips on making the best mobile campaigns across the customer lifecycle.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/webinars\/push-it-text-it-ship-it-a-deep-dive-into-all-things-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the webinar here<\/a>.<\/p>\r\n<h4>3. Expanding Reach Through More Channels With SeatGeek<\/h4>\r\n<p><strong>Read Time:<\/strong> 3 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The storytellers. Anyone who wants to understand overcoming a mobile marketing challenge from firsthand experience.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> With a diverse audience and hundreds of events happening all over the world, leading mobile-focused ticket platform <a href=\"https:\/\/seatgeek.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">SeatGeek<\/a> needed a way to reach users whenever and wherever they wanted to buy and sell tickets. This case study dives into how SeatGeek approached this challenge and what the business did to consolidate and personalize its customer journey.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/seatgeek\" target=\"_blank\" rel=\"noopener noreferrer\">Read the case study here<\/a>.<\/p>\r\n<h4>4. Top 5 Strategies to Successfully Grow Your App User Base<\/h4>\r\n<p><strong>Read Time:<\/strong> 7 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The pragmatists. Marketers at brands with mobile apps who are looking to expand their reach to app users.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> The app experts at Yodel Mobile stopped by the Iterable blog to provide an introduction to organic acquisition and holistic app growth, offering up key strategies to making the most of your app.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/top-5-strategies-successfully-grow-app-user-base\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the post here<\/a>.<\/p>\r\n<h4>5. In-App Messaging: To Infinity and Beyond<\/h4>\r\n<p><strong>Watch Time:<\/strong> 20 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The creative thinkers. Marketers looking to think outside the box to solve the challenges they face today. Anyone looking to start or expand their in-app messaging capabilities.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> <a href=\"https:\/\/uphabit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">UpHabit<\/a> founder and CEO Neil Wainwright walks you through how the company uses in-app messaging for user onboarding and engagement. By customizing the message design and using behavior-based content, they\u2019ve seen a 718% increase in subscriber conversion. Pretty good, huh?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the session here<\/a>.<\/p>\r\n<h4>6. 5 Easy(ish) Ways to Increase Mobile Engagement<\/h4>\r\n<p><strong>Watch Time:<\/strong> 25 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The innovators. Marketers who have identified cross-channel opportunities and want to find quick tips on how to get started.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> <a href=\"https:\/\/www.boxed.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Boxed<\/a> started as a mobile-first company and has since grown to blend cross-channel journeys to provide a seamless user experience. In this Activate 19 session, catch a few of the top learnings on how to drive mobile engagement that they\u2019ve picked up along the way.<\/p>\r\n<p><a href=\"https:\/\/activate.iterable.com\/sessions-recap\/\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the session here<\/a>.<\/p>\r\n<h4>7. The 5 Steps for a Great Mobile Preference Center<\/h4>\r\n<p><strong>Read Time:<\/strong> 6 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The supporters. Marketers who love giving their users the option to customize the content they receive. Anyone who wants to make their brand\u2019s app experience stand out.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> Mobile preference centers put greater power in the hands of the user to personalize their brand experience. In this blog post, you\u2019ll find five core principles that all marketers should consider when building their mobile preference centers. Be sure to check out the rest of the <a href=\"https:\/\/iterable.com\/blog\/4-mobile-marketing-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\">posts<\/a> from this <a href=\"https:\/\/iterable.com\/blog\/everything-push-notifications\/\" target=\"_blank\" rel=\"noopener noreferrer\">series<\/a> for a closer look at more mobile content!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/5-steps-great-mobile-preference-center\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the post here<\/a>.<\/p>\r\n<h4>8. The 3 Truths Calm Found Through Analytics and Testing<\/h4>\r\n<p><strong>Watch Time:<\/strong> 27 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The experimentalists. Marketers who are unsatisfied with a set-it-and-forget-it attitude. If you\u2019re constantly looking at the numbers, tweaking and testing new ideas, this one\u2019s for you!<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> Testing has always been a cornerstone of <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>\u2019s growth marketing strategy. Here, Calm\u2019s Head of Lifecycle Marketing shares how her team utilizes testing and the power of their marketing technology stack to iterate quickly and effectively.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Watch the webinar here<\/a>.<\/p>\r\n<h4>9. Personalized Camping: The Dyrt Story<\/h4>\r\n<p><strong>Read Time:<\/strong> 5 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The recommenders. Those who want to help their audience find more products that fit their needs. Want to harness data to make a better experience? The Dyrt has a good story for you.<\/p>\r\n<p><strong>What\u2019s It About:\u00a0<\/strong>As the highest-rated camping app,\u00a0<a href=\"https:\/\/thedyrt.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt<\/a> knows each camper has preferences and needs. From pet-friendly spots to multi-day hikes, check out how The Dyrt is using Iterable\u2019s Catalog and mobile capabilities to build out campsite recommendations via push campaigns\u2014all while creating loyal, active users.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/customers\/case-study\/the-dyrt\" target=\"_blank\" rel=\"noopener noreferrer\">Read the story here<\/a>.<\/p>\r\n<h4>10. An Introduction to Modern ESPs<\/h4>\r\n<p><strong>Read Time:<\/strong> 20-25 minutes<\/p>\r\n<p><strong>Best For:<\/strong> The futurists. Marketers with an eye on innovation and a desire to upgrade their tech stack to one that can help them execute at scale.<\/p>\r\n<p><strong>What\u2019s It About:<\/strong> Before you take the next step and select a growth marketing platform, it\u2019s vital to identify your business needs. This guide provides essential questions to ask yourself during your evaluation, so you know what to look for, and why it matters.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/an-introduction-to-modern-esps\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read the guide here<\/a>.<\/p>\r\n<h3>We Want to Hear From You!<\/h3>\r\n<p>There you have it. The ten essential mobile marketing resources for every occasion. Hopefully, as you revisit this post in the days, weeks, months, years (!!) to come, you will find a new nugget of helpful information each time.\u00a0<\/p>\r\n<p>This isn\u2019t a one-sided conversation though. Nope, we want to hear from you about these assets and any that you might want to see. Let us know which ones you love the most on <a href=\"https:\/\/twitter.com\/iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>, <a href=\"https:\/\/www.linkedin.com\/company\/iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a>, <a href=\"https:\/\/www.facebook.com\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a>, or <a href=\"https:\/\/www.instagram.com\/iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>.\u00a0<\/p>\r\n<p>And if you really loved it and want to know more about how Iterable can help you achieve mobile marketing greatness, reach out to <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">schedule a demo.<\/a><\/p>\r\n<p><em>Want to save this list of mobile marketing resources for future reference? <a href=\"https:\/\/iterable.com\/resources\/top-ten-mobile-marketing-resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the pdf version!<\/a><\/em><\/p>","post_title":"10 Must-Have Mobile Marketing Resources Just for You","post_excerpt":"For anyone trying to kick off their mobile marketing strategies or take it to the next level, we\u2019ve selected 10 mobile marketing resources you must have. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"10-must-have-mobile-marketing-resources","to_ping":"","pinged":"","post_modified":"2020-07-08 10:02:42","post_modified_gmt":"2020-07-08 17:02:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9662","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 08, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_Mobile-Infographic_Blog_758x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Mobile Marketing Resources List\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_Mobile-Infographic_Blog_758x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_Mobile-Infographic_Blog_758x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/07\/ITE_Mobile-Infographic_Blog_758x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/10-must-have-mobile-marketing-resources\/"},{"ID":9568,"post_author":"35","post_date":"2020-07-07 09:16:52","post_date_gmt":"2020-07-07 16:16:52","post_content":"<p>How can marketers reach consumers via mobile? And by which channel? And when? And how often? The list goes on, but to put it simply, mobile marketing is about identifying the right context and messaging to engage with customers\u2014wherever they are.<\/p>\r\n<p>There are seemingly infinite ways to interact with consumers via mobile, but it\u2019s often hard to pinpoint what works best for your business\u2014the only use case that really matters.<\/p>\r\n<p>To help you out, we\u2019ve curated this list of stats. Hopefully, these data points can help you:<\/p>\r\n<ul>\r\n\t<li>Win some arguments as to why mobile marketing is worth your time and effort<\/li>\r\n\t<li>Spark ideas about new ways you can reach your customers<\/li>\r\n\t<li>Contextualize the breadth of mobile usage today<\/li>\r\n<\/ul>\r\n<p>Let's jump in!<\/p>\r\n<h3>Mobile Marketing Stats<\/h3>\r\n<h4>Mobile in General<\/h4>\r\n<ul>\r\n\t<li>There are over 2.2 million apps in the Apple App Store and 2.8 million in the Google Play Store. (Source: <a href=\"https:\/\/buildfire.com\/app-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">BuildFire<\/a>)<\/li>\r\n\t<li>Mobile app downloads in 2019 passed 110 billion. (Source: <a href=\"https:\/\/www.statista.com\/statistics\/1010716\/apple-app-store-google-play-app-downloads-forecast\/\" target=\"_blank\" rel=\"noopener noreferrer\">Statista<\/a>)<\/li>\r\n\t<li>U.S. adults spend over three hours per day on their mobile devices (Source: <a href=\"https:\/\/99firms.com\/blog\/mobile-marketing-statistics\/#gref\" target=\"_blank\" rel=\"noopener noreferrer\">99 Firms<\/a>)<\/li>\r\n\t<li>Consumers view 4x the number of products when browsing in app vs. in mobile browsers. (Source: <a href=\"https:\/\/citrusbits.com\/50-mobile-statistics-facts-and-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">CitrusBits<\/a>)<\/li>\r\n\t<li>Revenue from mobile apps is expected to reach $189 billion in 2020 (Source: <a href=\"https:\/\/www.statista.com\/topics\/1002\/mobile-app-usage\/\" target=\"_blank\" rel=\"noopener noreferrer\">Statista<\/a>)<\/li>\r\n<\/ul>\r\n<h4>Push Notifications<\/h4>\r\n<ul>\r\n\t<li>70% of consumer brands Iterable studied in 2020 send push notifications (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>19% of these brands use images in push notifications (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>57% of these brands include emojis in their push messages (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>Push notifications have a click-through rate 7x that of email (Source: <a href=\"https:\/\/blog.e-goi.com\/infographic-push-notification\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-goi<\/a>)<\/li>\r\n<\/ul>\r\n<h4>SMS<\/h4>\r\n<ul>\r\n\t<li>Only 20% of consumer brands Iterable studied in 2020 send SMS messages (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>Texts account for roughly 8% of brands' mobile marketing messages (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>59% of adults say they have used their phone to text or call someone to discuss a purchase (Source: <a href=\"https:\/\/www.pewresearch.org\/internet\/2016\/12\/19\/online-shopping-and-purchasing-preferences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pew Research<\/a>)<\/li>\r\n\t<li>SMS engagement rates are anywhere from 6 to 8 times higher than email (Source: <a href=\"https:\/\/simpletexting.com\/all-the-text-marketing-statistics-you-need-to-know\/\" target=\"_blank\" rel=\"noopener noreferrer\">SimpleTexting<\/a>)<\/li>\r\n\t<li>50% of consumers would prefer to receive updates via SMS from a brand (Source: <a href=\"https:\/\/financesonline.com\/sms-marketing-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">FinancesOnline<\/a>)<\/li>\r\n<\/ul>\r\n<h4>In-App and Mobile Inbox<\/h4>\r\n<ul>\r\n\t<li>33% of consumer brands Iterable studied in 2020 use in-app messaging (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>80% of dating services use in-app messaging (Source: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inside Look at Mobile Marketing<\/a>)<\/li>\r\n\t<li>Almost 90% of time spent on mobile is from app interactions (Source: <a href=\"https:\/\/makeawebsitehub.com\/mobile-marketing-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">MakeAWebsiteHub<\/a>)<\/li>\r\n\t<li>60% of emails are opened on mobile (Source: <a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">EmailMonday<\/a>)<\/li>\r\n\t<li>Mobile inbox messages have an open rate of 22% (Source: <a href=\"https:\/\/www.mobilemarketer.com\/news\/study-mobile-app-inbox-messages-outperform-push-notifications\/561447\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mobile Marketer<\/a>)<\/li>\r\n<\/ul>\r\n<h3>Mobile Marketing Stats in Action<\/h3>\r\n<p>We hope these insights provide the right fuel to kickstart\u2014or improve upon\u2014your mobile marketing efforts. But what does this look like in action?<\/p>\r\n<p>It can be tough to get a sense of how consumer-facing industries are using these mobile channels to engage with their customers or even what this could look like for your own business.<\/p>\r\n<p>Bad news: We can\u2019t write out a detailed plan for every use case. Good news: We already analyzed how a handful of industries are using these channels.<\/p>\r\n<p>If the stats above aren\u2019t quite enough and you want to tackle real-life examples of mobile marketing\u2014the good, the bad, and the ugly\u2014take a peek at our latest report: <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Inside Look at Mobile Marketing<\/a>.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\"><img class=\"alignnone wp-image-9353 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/ITE_Mobile-Apps-Report_Email-Banner_600x300.png\" alt=\"Download the Mobile Apps Report CTA\" width=\"600\" height=\"300\" \/><\/a><\/p>","post_title":"19 Eye-Opening Mobile Marketing Stats: Push, SMS and More","post_excerpt":"We've put together a list of the best mobile marketing stats for every mobile channel to help marketers contextualize their mobile marketing efforts.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"eye-opening-mobile-marketing-stats","to_ping":"","pinged":"","post_modified":"2020-07-07 09:16:52","post_modified_gmt":"2020-07-07 16:16:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9568","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 07, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061120_Mobile-Marketing-Stats_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Best Mobile Marketing Stats\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061120_Mobile-Marketing-Stats_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061120_Mobile-Marketing-Stats_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061120_Mobile-Marketing-Stats_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/eye-opening-mobile-marketing-stats\/"},{"ID":9628,"post_author":"7","post_date":"2020-06-30 10:16:45","post_date_gmt":"2020-06-30 17:16:45","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/4-ways-upsell-and-cross-sell-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll look at emergencies and crises.<\/em><\/p>\r\n<p>It's on every marketer's mind in 2020: How do you communicate with customers during an emergency or crisis?<\/p>\r\n<p>While it'd be nice to have <a href=\"https:\/\/abc.com\/shows\/scandal\/cast\/olivia-pope\" target=\"_blank\" rel=\"noopener noreferrer\">Olivia Pope on speed dial<\/a> for a brand crisis or a <a href=\"https:\/\/www.ready.gov\/training-0\" target=\"_blank\" rel=\"noopener noreferrer\">designated business continuity team<\/a> during a global pandemic, companies don\u2019t always have that option.<\/p>\r\n<p>Yet?<\/p>\r\n<p>Growth marketers like you would love to have the confidence and skills to communicate during an emergency, so customers are happy, satisfied, and stay loyal to your brand when everything goes back to normal.<\/p>\r\n<p>This is why we\u2019re going to focus on <strong>emergency and crisis campaigns<\/strong> for this next edition of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns<\/a>.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the complete guide<\/a> to learn the differences between an emergency and a crisis, as well as how to turn lemons into lemonade with the right cross-channel messaging.<\/p>\r\n<p>As an introduction, let's talk about the one principle you should keep in mind when communicating during an emergency.<\/p>\r\n<h3>The Power of a Single Overriding Communications Objective (SOCO)<\/h3>\r\n<p>Of course, each emergency or crisis situation presents its own set of unique challenges, but customers will generally:<\/p>\r\n<ul>\r\n\t<li>Ask questions<\/li>\r\n\t<li>Prod for status updates<\/li>\r\n\t<li>Voice their disapproval at your actions<\/li>\r\n\t<li>Take out their emotions on your brand (even when you\u2019re not necessarily at fault)<\/li>\r\n<\/ul>\r\n<p>So here's a framework the <a href=\"https:\/\/www.cdc.gov\/\" target=\"_blank\" rel=\"noopener noreferrer\">Centers for Disease Control and Prevention (CDC)<\/a> uses to communicate with the public during a health emergency.<\/p>\r\n<p>It's called a <strong>Single Overriding Communications Objective (SOCO)<\/strong>.<\/p>\r\n<p>The CDC specifically uses this framework to help brief their media spokespeople for press conferences, but we at Iterable have taken the liberty of modifying the five questions for sending cross-channel marketing campaigns.<\/p>\r\n<h3>The 5 Questions to Ask Before Communicating During a Crisis<\/h3>\r\n<ol>\r\n\t<li>What is your primary message?<\/li>\r\n\t<li>What do you want your recipients to do?<\/li>\r\n\t<li>What lists or segments need to know about this?<\/li>\r\n\t<li>What facts or data points support the message?<\/li>\r\n\t<li>Who should \u201csend\u201d or be the spokesperson for this message?<\/li>\r\n<\/ol>\r\n<p>Let\u2019s break them down, one by one.<\/p>\r\n<h4>1. What is your primary message?<\/h4>\r\n<p>Determining your campaign\u2019s primary message can be hard to do in general. But it gets especially more difficult during an emergency or crisis that is rapidly changing by the minute.<\/p>\r\n<p>Maybe it\u2019s notifying your customers that your stores are open for curbside pickup during a global pandemic.<\/p>\r\n<p>Or you need to tell them that shipping times are delayed because your warehouse location is experiencing a hurricane.<\/p>\r\n<p>Whatever it is, it\u2019s important to remember that recipients are skimming, so you need to prioritize what information is most important for them to know.<\/p>\r\n<p>For example, let\u2019s take a look at the email campaign LastPass sent to users during the <a href=\"https:\/\/fortune.com\/2018\/03\/29\/myfitnesspal-password-under-armour-data-breach\/\" target=\"_blank\" rel=\"noopener noreferrer\">2018 Under Armour data breach<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_9632\" align=\"alignnone\" width=\"648\"]<img class=\"wp-image-9632 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-LastPass.png\" alt=\"LastPass Under Armour data breach crisis\" width=\"648\" height=\"994\" \/> <em>Password manager LastPass notifies customers about the Under Armour data breach.<\/em>[\/caption]\r\n\r\n<p>While LastPass does an excellent job of stating upfront that user accounts are not affected by this data breach, the primary message gets lost as the email goes into detail about:\u00a0<\/p>\r\n<ul>\r\n\t<li>How to protect yourself from a data breach incident<\/li>\r\n\t<li>What the meaning of a hashed password is<\/li>\r\n\t<li>Detailing information about the incident<\/li>\r\n<\/ul>\r\n<p>If LastPass had eliminated some of the extraneous information by linking directly to Under Armour\u2019s website or added a few line breaks, the primary message would be easier to read and understand.<\/p>\r\n<p>However, this email still serves as a good example of why it\u2019s essential to communicate with your customers directly about an emergency or a crisis\u2014especially if customers are at risk.<\/p>\r\n<h4>2. What do you want recipients to do?<\/h4>\r\n<p>Figuring out what you want your recipients to do is otherwise known as deciding what your campaign\u2019s primary call-to-action (CTA) should be.<\/p>\r\n<p>B2C emails typically use CTAs like \u201cBuy Now\u201d or \u201cStart Shopping.\u201d<\/p>\r\n<p>Except those CTAs can come off as insensitive during an emergency or a crisis, especially if they don\u2019t mention the situation at hand and how it affects the customer.<\/p>\r\n<p>For instance, take a look at the sales email Vanguard sent to its users amidst a volatile stock market during the COVID-19 outbreak.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9636\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Vanguard-1.png\" alt=\"Vanguard crisis email - above the fold\" width=\"550\" height=\"760\" \/><\/p>\r\n<p><img class=\"alignnone size-full wp-image-9633\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Vanguard-2.png\" alt=\"Vanguard crisis email - below the fold\" width=\"574\" height=\"844\" \/><\/p>\r\n<p><strong><em>Financial services company Vanguard invites investors to try their Digital Advisor program.<\/em><\/strong><\/p>\r\n<p>Even though Vanguard is asking for users to try its Digital Advisor program, take notice of how the email address the volatile stock market trends in the second paragraph:<\/p>\r\n<blockquote>\r\n<p><em>\u201cNavigating change is a fact of life. We reach milestones, breathe through market ups and downs, and watch seasons come and go. Through it all, our dreams for financial independence in retirement remain.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Vanguard has been around since 1975, so there\u2019s no question that the company has \u201cwatched the seasons come and go.\u201d This email serves as a great example of how brands can still sell products and services with empathy during an emergency.<\/p>\r\n<h4>3. What lists or segments need to know about this?<\/h4>\r\n<p>We at Iterable have noticed that since the COVID-19 outbreak, our inboxes are filled to the brim with <a href=\"https:\/\/iterable.com\/blog\/3-re-engagement-mistakes-marketers-make\/\" target=\"_blank\" rel=\"noopener noreferrer\">re-engagement emails<\/a>.\u00a0<\/p>\r\n<p>This strategy often makes sense from a brand\u2019s perspective. After all, it\u2019s <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noopener noreferrer\">five to 25 times more expensive<\/a> to acquire a new customer than retain an existing one.\u00a0<\/p>\r\n<p>But it can also come off as annoying to the customer, especially if it\u2019s been years since they\u2019ve heard from your brand. For contrast, let\u2019s look at the following Alaska Airlines email sent during the COVID-19 outbreak.<\/p>\r\n\r\n[caption id=\"attachment_9629\" align=\"alignnone\" width=\"612\"]<img class=\"wp-image-9629 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Alaska.png\" alt=\"Alaska Airlines travel credits email\" width=\"612\" height=\"974\" \/> <em>Alaska Airlines allows a 6-month extension for using travel credits.<\/em>[\/caption]\r\n\r\n<p>There was a ban on non-essential travel due to government-issued stay-at-home orders, so Alaska Airlines alerted any customer who had existing travel credits in their account that there was a 6-month extension on using them.<\/p>\r\n<p>Also, note the empathetic language in the first paragraph:\u00a0<\/p>\r\n<blockquote>\r\n<p><em>\u201cRight now, we want to make sure you have the flexibility and space to make the best decisions for you and your family.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Compare that to other airlines, who sent a general thank you message about the <a href=\"https:\/\/www.npr.org\/sections\/coronavirus-live-updates\/2020\/03\/27\/822528688\/relief-package-includes-billions-for-boeing-and-airlines\" target=\"_blank\" rel=\"noopener noreferrer\">comprehensive relief fund<\/a> to anyone who\u2019s ever booked a flight with them.<\/p>\r\n<p>In general, it\u2019s always a good idea to <a href=\"https:\/\/iterable.com\/blog\/personalize-everything-yes-everything\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalize your campaigns<\/a>. But it\u2019s even more important during an emergency or a crisis so your <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand comes across as empathetic<\/a>.<\/p>\r\n<h4>4. What facts or data points support this message?<\/h4>\r\n<p>According to <a href=\"https:\/\/www.amazon.com\/Communications-Golden-Hour-Essential-Information\/dp\/173206590X\/ref=as_li_ss_tl?&amp;linkCode=sl1&amp;tag=douglevycommu-20&amp;linkId=b5e003d3fab6581f91a16fc3f0df9d83&amp;language=en_US\" target=\"_blank\" rel=\"noopener noreferrer\">crisis communications expert Doug Levy<\/a>, you need three convincing details to make your primary message believable.<\/p>\r\n<p>Using facts or data points adds legitimacy to your message without emotions attached to the emergency or crisis.<\/p>\r\n<p>It also allows the recipient to validate whether the message is trustworthy or not.<\/p>\r\n<p>For example, clothing retailer Madewell sent a promotional email stating that its non-medical grade face masks were ready for customers.<\/p>\r\n\r\n[caption id=\"attachment_9635\" align=\"alignnone\" width=\"666\"]<img class=\"wp-image-9635 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Madewell-1.png\" alt=\"Madewell mask email - above the fold\" width=\"666\" height=\"894\" \/> <em>Clothing retailer Madewell promotes its new non-medical grade face masks.<\/em>[\/caption]\r\n\r\n<p>However, Madewell is known for its cute and stylish clothing\u2014not necessarily face masks. So in the next part of the email, Madewell describes the materials used to make each mask layer.<\/p>\r\n\r\n[caption id=\"attachment_9634\" align=\"alignnone\" width=\"554\"]<img class=\"wp-image-9634 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Madewell-2.png\" alt=\"Madewell mask email - below the fold\" width=\"554\" height=\"612\" \/> <em>Madewell describes the materials used in their new non-medical grade face masks.<\/em>[\/caption]\r\n\r\n<p>During the time this email was sent, the CDC had recently made recommendations to wear a mask to limit the potential spread of COVID-19.<\/p>\r\n<p>Using facts in this email not only helps the recipient feel safe and secure that the product is reliable but also encourages the customer to browse the Madewell website for other clothing items.<\/p>\r\n<h4>5. Who should \u201csend\u201d or be the spokesperson for this message?<\/h4>\r\n<p>When your brand is deciding who should \u201csend\u201d or be the spokesperson for your campaign, it ultimately comes down to who your recipients trust the most.<\/p>\r\n<p>According to crisis communications expert Doug Levy:<\/p>\r\n<blockquote>\r\n<p><em>\u201cPeople are much more likely to trust a person they know or have seen before. If there is no personal relationship, trust can be earned by a person who demonstrates that they give accurate information and have empathy for the audience.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>Either one of those elements will help with trust and credibility. But what if you found someone who was both familiar and empathetic?<\/p>\r\n<p>Recently, Farmgirl Flowers CEO Christina Stembel went to her Instagram to <a href=\"https:\/\/www.instagram.com\/tv\/B90UrbolRPg\/\" target=\"_blank\" rel=\"noopener noreferrer\">ask for orders during the COVID-19 outbreak<\/a> so she could continue to pay her employees amidst a county-wide shelter-in-place mandate.<\/p>\r\n<p>The response was so overwhelming that afterward, she sent a thank you email to her customers.<\/p>\r\n<p><img class=\"alignnone wp-image-9630 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Farmgirl-1.png\" alt=\"Farmgirl Flowers thank you email - above the fold\" width=\"550\" height=\"830\" \/><\/p>\r\n<p><img class=\"alignnone size-full wp-image-9631\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Crisis-Farmgirl-2.png\" alt=\"Farmgirl Flowers thank you emai - below the fold\" width=\"560\" height=\"634\" \/><\/p>\r\n<p><strong><em>Farmgirl Flowers\u2019 CEO and Founder thanks customers for their support during COVID-19.<\/em><\/strong><\/p>\r\n<p>Brands don\u2019t get a response like that from customers without trust. So it\u2019s clear that using Stembel as a spokesperson for the brand\u2019s response to the emergency or crisis was the right thing to do.<\/p>\r\n<h3>A Quick Recap on Emergencies and Crises<\/h3>\r\n<p>We at Iterable believe that while an emergency or a crisis can negatively impact your brand\u2019s operations or bottom line, it can also:<\/p>\r\n<ul>\r\n\t<li>Allow companies the opportunity to offer new products and services<\/li>\r\n\t<li>Rethink operational procedures<\/li>\r\n\t<li>Remind past, present, and future customers why they should trust your brand with their business<\/li>\r\n<\/ul>\r\n<p>However, it can be difficult to see that opportunity during the event itself. So that\u2019s why we recommend relying on the <strong>Single Overriding Communications Objective (SOCO)<\/strong>, which involves answering five questions before brands send out any marketing campaign or messaging:<\/p>\r\n<ol>\r\n\t<li>What is your primary message?<\/li>\r\n\t<li>What do you want your recipients to do?<\/li>\r\n\t<li>What lists or segments need to know about this?<\/li>\r\n\t<li>What facts or data points support the message?<\/li>\r\n\t<li>Who should \u201csend\u201d or be the spokesperson for this message?<\/li>\r\n<\/ol>\r\n<p>Want to know how to use other cross-channel platforms, like SMS, in-app messaging or social media, during an emergency?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download our full guide<\/a> to learn what governments and nonprofits can teach brands about cross-channel messaging.<\/p>\r\n<p>Now that you have the confidence and skills to send the right campaigns and messaging during an emergency or a crisis, what are you going to do to build trust with your customers?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\"><img class=\"alignnone wp-image-9626 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_CTA_banner-620x240-1.png\" alt=\"Unboxing Must-Have Marketing Campaigns: Emergencies &amp; Crises\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"5 Questions to Ask Before Communicating During a Crisis","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-questions-ask-before-communicating-during-crisis","to_ping":"","pinged":"","post_modified":"2020-08-03 14:33:09","post_modified_gmt":"2020-08-03 21:33:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9628","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Unboxing Guide","pretty_date":"June 30, 2020","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_Blog-Header_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Unboxing Crisis Campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-questions-ask-before-communicating-during-crisis\/"},{"ID":9616,"post_author":"70","post_date":"2020-06-25 08:52:07","post_date_gmt":"2020-06-25 15:52:07","post_content":"<p>On June 24, we kicked off our first all-digital Activate Live conference, where we brought together a community of customers, partners, employees, analysts and branding experts to share best practices for overcoming business challenges, creating innovative campaigns and driving growth.<\/p>\r\n<p>From user acquisition and retention to CRM, content creation and customer loyalty, there are many sides to growth marketing. So we relied on something we know very well\u2014segmentation\u2014to divide, organize and deliver cutting-edge content straight to your computer screen.<\/p>\r\n<p>If you missed the day-of\u2014not to worry\u2014because Activate Live is <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">now available to you on-demand<\/a>.<\/p>\r\n<p>Wondering where to start? We\u2019ve pulled together 10 moments from the event that made the biggest impact.<\/p>\r\n<h4>1. Opening keynote: Welcome to Activate Live<\/h4>\r\n<p>Iterable Co-Founder and CEO Justin Zhu kicked off the event to share how today\u2019s growth marketing landscape came to be and how recent events have affected the road ahead for marketers and brands.<\/p>\r\n<blockquote>\r\n<p>\u201c<em>What does growth marketing mean? We asked our customers, and it boiled down to a few things: 1. It\u2019s using data to build a personal relationship with customers; 2. It\u2019s how your brand and its messaging makes people feel. 3. It's being open to change in a world that's constantly evolving and innovating<\/em>.\u201d<\/p>\r\n<\/blockquote>\r\n<p>Inspired by AI expert Kai-Fu Lee's TED Talk, \"<a href=\"https:\/\/www.ted.com\/talks\/kai_fu_lee_how_ai_can_save_our_humanity\/transcript?language=en\" target=\"_blank\" rel=\"noopener noreferrer\">How AI can save our humanity<\/a>,\" Justin then introduced the role that artificial intelligence and automation play in growth marketing.<\/p>\r\n<p>He applied Lee's teachings to his own Growth Marketing Framework in order to shift marketers' focus from routine tasks to creative and compassionate brand strategy.<\/p>\r\n\r\n[caption id=\"attachment_9624\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-9624 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/growth-marketing-framework.png\" alt=\"Growth Marketing Framework\" width=\"960\" height=\"540\" \/> <em>Let AI automate routine tasks to spend more time on growth marketing strategy.<\/em>[\/caption]\r\n\r\n<h4>2. Using AI to create human connection<\/h4>\r\n<p>Iterable's VP of Product Bela Stepanova then put the Growth Marketing Framework that Justin introduced into practice, with a behind-the-scenes look into the latest Iterable innovations, including our newly designed Workflow Studio, Send Time Optimization and Brand Affinity.<\/p>\r\n<p>Bela closes with a statement on the role of growth marketing technology:<\/p>\r\n<blockquote>\r\n<p><em>\u201cIn the shift from routine to creativity, automation and AI play a huge role. It allows us to better understand our customer base, so we can connect with the right customers at the right time with the right message. At Iterable, we believe that technology is only there to help us\u2014help us unleash creativity, unlock empathy and grow the human connection.\"<\/em><\/p>\r\n<\/blockquote>\r\n<h4>3. What it takes to build an influential brand<\/h4>\r\n<p>In this keynote address, Jonathan Mildenhall, Co-Founder and CEO of <a href=\"https:\/\/twentyfirstcenturybrand.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">TwentyFirstCenturyBrand<\/a>, shared his vision to build the most influential brands of (wait for it) the 21st century.<\/p>\r\n<p>Jonathan and his team work with leaders from companies who want to build \"category-defining brands,\" which he defines as a brand that has significant meaning, earns a disproportionate share of the market, and has the following four pillars in common:<\/p>\r\n\r\n[caption id=\"attachment_9625\" align=\"alignnone\" width=\"2560\"]<img class=\"size-full wp-image-9625\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Four-Pillars-scaled.jpg\" alt=\"Four Pillars of a 21st Century Brand\" width=\"2560\" height=\"1456\" \/> <em>As discussed, Jonathan would like you to spend some time critiquing your company\u2019s performance on his four-pillar brand model (Source: TwentyFirstCenturyBrand)<\/em>[\/caption]\r\n\r\n<p>After defining what a category-defining brand looks like, he dives into the purpose of an American corporation, which was previously focused on solely maximizing shareholder return.<\/p>\r\n<p>Now, businesses must deliver value to their customers, invest in growing and developing their employees, deal fairly and ethically with their suppliers, and support the communities within which they work.<\/p>\r\n<p>So to be a 21st-century brand, you have to have a story, a heart and a baked-in value system. This will ultimately achieve business growth.<\/p>\r\n<h4>4. Understanding the mind of the modern consumer<\/h4>\r\n<p>Our next keynote featured Brendan Witcher, VP and Principal Analyst, Digital Business Strategy at <a href=\"https:\/\/go.forrester.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Forrester<\/a>. Before joining Forrester, Brendan had 25 years of experience working for enterprise organizations in retail and hospitality under his belt, and experience in roles across the board: strategic planning, e-commerce operations, digital marketing, business analytics, customer insights and CRM, to name a few.<\/p>\r\n<p>\u00a0So you could say he\u2019s a lifelong expert in consumer behavior and technology trends, which is why he was well-prepared to pursue a key question: What drives digitally-savvy consumers to choose the companies they do business with?\u00a0\u00a0<\/p>\r\n<p>Here's what we learned: Today's consumers are less drawn to \u201chousehold names,\u201d products and brands with historical clout. Instead, they pursue companies that deliver value and relevance. Not through commercials and ads, but through an incredible customer experience.<\/p>\r\n<p>Brendan\u2019s advice: If you want to win over consumers, invest in individualization, or you\u2019ll get left behind.<\/p>\r\n<h4>5. How to market your brand during a crisis<\/h4>\r\n<p>What does Sophia Le, now email manager at Modulus 7, say about marketing in an emergency?<\/p>\r\n<p>Here's what she has learned after nine years of studying disaster-policy research and leading crisis communications for the city of Bellevue, Washington.<\/p>\r\n<ul>\r\n\t<li><strong>Change your mindset<\/strong>: According to Steven Fink, a crisis is \"a dynamic state of affairs with equal parts danger and opportunity.\" While a crisis may negatively affect your bottom line, it can also become an opportunity for your brand by practicing empathy and adapting your operations.<\/li>\r\n\t<li><strong>A Single Overriding Communications Objective (SOCO) is critical<\/strong>: It really comes down to simplification. During a crisis, your customers or constituents really need to focus on one thing. They're likely in a fight-or-flight state, which makes it even more difficult to communicate to them. So before you send a crisis message, ask yourself <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">these five questions<\/a>.<\/li>\r\n\t<li><strong>Turn to the experts<\/strong>: Governments and nonprofits aren\u2019t exactly known for creative or innovative messaging. But what do they get right? Cross-channel communication. You wouldn't email someone an emergency alert, so meet customers where they are with SMS, social media and other real-time mediums.<\/li>\r\n<\/ul>\r\n<p>Get even more advice on how to market during a crisis in Iterable's latest <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Guide to Must-Have Marketing Campaigns<\/a>, written by Sophia herself and debuted during her session.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-emergencies-and-crises\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone size-full wp-image-9626\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Unboxing_Emergencies_and_Crises_CTA_banner-620x240-1.png\" alt=\"Unboxing Must-Have Marketing Campaigns: Emergencies &amp; Crises\" width=\"620\" height=\"240\" \/><\/a><\/p>\r\n<h4>6. \"Objects in mirror may appear sexier after cleaning\"<\/h4>\r\n<p>Alex Reed, Co-Founder and CMO of <a href=\"https:\/\/www.trumans.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Truman\u2019s<\/a>, spent ten years at a ceiling fan company before he made the switch to cleaning products. We asked if he was drawn to boring categories:<\/p>\r\n<blockquote>\r\n<p><em>\u201cThe answer is yes, because I don't believe there are such things as boring categories. I think there are only boring brands.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>What a way to kick off a presentation!<\/p>\r\n<p>Alex\u2019s opening remarks focused on key tips for growing your business and developing your brand, but he reminded us of our number-one objective: talking to customers where they are.<\/p>\r\n<p>Here are three tips he said to keep in mind:<\/p>\r\n<ul>\r\n\t<li><strong>Simplification<\/strong>. What is perceived as boring might really just be cluttered. Take the clutter out of your product, out of your messaging and out of your brand.<\/li>\r\n\t<li><strong>Go left<\/strong>. If there\u2019s an opportunity to be contrarian, to be different, it should be your north star.<\/li>\r\n\t<li><strong>Embrace your haters<\/strong>. Every industry is going to have people that are opposed to what you are doing. But look at this opposition as an opportunity to connect with your true advocates.<\/li>\r\n<\/ul>\r\n<p>By sticking to your values, having fun, and engaging with your customers at their level, you\u2019re set up for success.<\/p>\r\n<h4>7. Hey Alexa, how can you help our brand?<\/h4>\r\n<p>Alexa and other voice assistants aren\u2019t just a novelty for marketers. In fact, Davida Gaffney, Email\/Web Developer at <a href=\"https:\/\/www.storage-mart.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">StorageMart<\/a>, argues they need to be part of your cross-channel strategy.<\/p>\r\n<p>Here are three reasons why:<\/p>\r\n<ul>\r\n\t<li>Voice assistants have the <strong>fastest adoption rate<\/strong> of any consumer technology in history: More than 50% of the U.S. population has already adopted a smart speaker, so go where your customers already are<\/li>\r\n\t<li>There\u2019s an opportunity to build <strong>brand authority<\/strong>: When Alexa answers a question, it first searches its own database. And then it searches its \u2018Skills\u2019, which are developed by brands. When you build your product or service into the user\u2019s voice experience, you become the expert.<\/li>\r\n\t<li>Consumers are unlikely to read emails or texts while they're driving or cooking, so integrate voice into the <strong>cross-channel experience<\/strong>. Reduce friction by adding value to customers when they need it.<\/li>\r\n<\/ul>\r\n<p>Intimidated by voice assistants? Don\u2019t sweat it. Davida accomplished this voice integration using <a href=\"https:\/\/www.voiceflow.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Voiceflow<\/a>, which she integrated to trigger events within Iterable.<\/p>\r\n<h4>8. Email is relationship delivered<\/h4>\r\n<p>We love it when a session surprises our audience. So when Matthew Smith, Co-Founder of Really Good Emails, took an emotional approach to creating great emails and connecting with customers, we were listening. Closely.<\/p>\r\n<p>How to take emails from \u201cCOVID crappy\u201d to \u201cunicorn good\u201d involves more than A\/B testing and data analysis. It takes heart.<\/p>\r\n<p>And Matthew wants you to start your process by clearing your Mental Inbox by focusing on self-empathy to drive customer connection. His reasoning?<\/p>\r\n<ul>\r\n\t<li><b>Empathy for ourselves opens us up to empathy for others:<\/b> So before you write an email, or design a campaign, ask yourself: <i>How do you feel? <\/i><\/li>\r\n\t<li><b>Understand that you are emotionally complex, and your customers are too: <\/b>Communicate to them like they have emotional range, or they won\u2019t want to listen to you.<\/li>\r\n\t<li><b>Practice equanimity and mindfulness:<\/b> Be present with people, places and things as they are\u2014and yourself as you are\u2014without judgment.<\/li>\r\n<\/ul>\r\n<p>Once you\u2019re set with a clear and clean Mental Inbox, you\u2019re ready to communicate with your customers, observe, listen and iterate.<\/p>\r\n<p>Matthew ends with some solid advice:<\/p>\r\n<blockquote>\r\n<p><em>\u201cI don't believe that email is marketing. Email is relationship delivered. There is an opportunity to actually be in a relationship with your customers.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n<p>We think so too.<\/p>\r\n<h4>9. The special announcement at Activate Live<\/h4>\r\n<p>No, it\u2019s not a product launch. The most impactful moment for us at Activate Live this year was about giving back to our community. We're living in a period of immense suffering for many people, whether they and their loved ones are affected by COVID-19 or by systemic racism.<\/p>\r\n<p>It was important that we use our platform to make a difference in the world, so Iterable CEO Justin Zhu closed his keynote address with this surprise announcement:<\/p>\r\n<blockquote>\r\n<p><em>\u201cTo recognize all the suffering happening in the world today\u2014the pandemic and systemic racism\u2014we are supporting two causes that we\u2019re passionate about. We\u2019re donating $10,000 to <a href=\"https:\/\/www.mealsonwheelsamerica.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Meals on Wheels America<\/a> and $10,000 to <a href=\"https:\/\/www.blackgirlscode.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Black Girls Code<\/a>.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n\r\n[caption id=\"attachment_9627\" align=\"alignnone\" width=\"960\"]<img class=\"wp-image-9627 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Activate-Live-Exec-Keynote.png\" alt=\"Activate Live Donation\" width=\"960\" height=\"540\" \/> <em>Iterable CEO Justin Zhu announces a $20,000 donation, split between Meals on Wheels America and Black Girls Code, on behalf of Activate Live attendees.<\/em>[\/caption]\r\n\r\n<h4>10. Decide for yourself: Which moment made the biggest impact at Activate Live?<\/h4>\r\n<p>We're all about customer engagement and feedback, so tell us what your favorite moment was at Activate Live. Join the #Activate20 conversation by following Iterable on social media or contact us directly at <a href=\"mailto:activate@iterable.com\" target=\"_blank\" rel=\"noopener noreferrer\">activate@iterable.com<\/a>.<\/p>\r\n<p>If you haven't had the chance to join the fun, register for our on-demand recordings. Sign up for our blog newsletter as well to receive the latest insights, trends and best practices in the world of growth marketing.<\/p>\r\n<p>Thank you again to all our customers, sponsors, partners, employees and members of our community for making our first virtual conference a massive success!<\/p>","post_title":"The 10 Most Impactful Moments at Activate Live","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"most-impactful-moments-activate-live","to_ping":"","pinged":"","post_modified":"2020-07-20 15:46:33","post_modified_gmt":"2020-07-20 22:46:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9616","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 25, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Blog_FollowUp.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Activate Live Recap\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Blog_FollowUp.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Blog_FollowUp-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Blog_FollowUp-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/most-impactful-moments-activate-live\/"},{"ID":9590,"post_author":"70","post_date":"2020-06-18 06:53:10","post_date_gmt":"2020-06-18 13:53:10","post_content":"<p>Iterable\u2019s signature growth marketing conference, Activate Live, is almost here! We are so excited to welcome you to the virtual (and free!) event on Wednesday, June 24, starting at 8 a.m. PDT.<\/p>\r\n<p>Our incredible lineup of speakers, sponsors and partners are thrilled to see you, too. They are all looking forward to helping you become an exceptional growth marketer.\u00a0<\/p>\r\n<p>At Iterable, helping brands create, execute and optimize personalized experiences for their customers is our specialty. It\u2019s why we\u2019re striving to make sure your own virtual experience at Activate Live is just as memorable and goes just as smoothly as our in-person events.<\/p>\r\n<p>With less than one week to go, here are ten ways to ensure that you take full advantage of Activate Live. Let\u2019s jump in!<\/p>\r\n<h4 style=\"text-align: left\">1. Get Excited<\/h4>\r\n<p>If you know anything about Activate from the previous two years, you know to expect high-caliber speakers, information-rich sessions and cutting-edge content.<\/p>\r\n<p>Our <a href=\"https:\/\/iterable.com\/activate\/#speakers\" target=\"_blank\" rel=\"noopener noreferrer\">keynote speakers and breakout presenters<\/a> are unparalleled visionaries who will share best practices and industry insights, so you can leave the virtual summit with confidence and competitive advantage.\u00a0<\/p>\r\n<h4 style=\"text-align: left\">2. Get to Know the Tracks<\/h4>\r\n<p>We know that Activate Live attendees come from brands that are interested in elevating their customer experience, so our conference is designed to inform, equip and prepare marketers at every stage of their customer\u2019s lifecycle.<\/p>\r\n<p>An effective growth marketing strategy is built on empathy and enabled by a technology stack with cross-channel capabilities. This is why we\u2019ve organized all Activate content into two, easy-to-digest tracks: <a href=\"https:\/\/iterable.com\/activate\/#schedule\" target=\"_blank\" rel=\"noopener noreferrer\">Customer-First and Tech-Forward<\/a>.\u00a0<\/p>\r\n<p>Sessions in the Customer-First track discuss brand marketing strategies that drive long-term loyalty, including how to market during a crisis and how to breathe life into boring business categories.<\/p>\r\n<p>Our Tech-Forward discussions dig deep on data, efficiency and automation. Of course, the conference is all online, so you can easily transition back and forth between sessions on either track, without having to run across the conference hall!<\/p>\r\n\r\n[caption id=\"attachment_9601\" align=\"alignnone\" width=\"2872\"]<img class=\"wp-image-9601 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/screencapture-iterable-6connex-event-activate-en-us-2020-06-17-22_28_18.png\" alt=\"Activate Live Lobby\" width=\"2872\" height=\"1596\" \/> <em>This is the lobby you'll see when you first sign into our virtual platform. From here, you can navigate to the Auditorium to watch sessions, as well as our visit our Exhibit Hall and Networking Lounge.<\/em>[\/caption]\r\n\r\n<h4 style=\"text-align: left\">3. Add the Event to Your Calendar<\/h4>\r\n<p>You won't want to miss out on the start of the conference, so don't forget to add Activate Live to your <a href=\"http:\/\/ics.agical.io\/?subject=Activate Live, Iterable's Virtual Conference&amp;description=We're looking forward to seeing you at Activate Live, the Virtual Growth Marketing Conference!%0A%0AJoin at https:\/\/iterable.6connex.com\/event\/activate with the email address you used to register for the event%0A%0AVisit https:\/\/iterable.com\/activate to check out our agenda and speakers%0A%0AEmail activate@iterable.com if you have any questions&amp;organizer=activate@iterable.com&amp;dtstart=2020-06-24T15:00:00Z&amp;dtend=2020-06-24T21:30:00Z&amp;reminder=10&amp;format=gcal&amp;attach=https:\/\/iterable.6connex.com\/event\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google<\/a> or <a href=\"http:\/\/ics.agical.io\/?subject=Activate Live, Iterable's Virtual Conference&amp;description=We're looking forward to seeing you at Activate Live, the Virtual Growth Marketing Conference!%0A%0AJoin at https:\/\/iterable.6connex.com\/event\/activate with the email address you used to register for the event%0A%0AVisit https:\/\/iterable.com\/activate to check out our agenda and speakers%0A%0AEmail activate@iterable.com if you have any questions&amp;organizer=activate@iterable.com&amp;dtstart=2020-06-24T15:00:00Z&amp;dtend=2020-06-24T21:30:00Z&amp;reminder=10&amp;attach=https:\/\/iterable.6connex.com\/event\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Outlook<\/a> calendar.<\/p>\r\n<p>By clicking either of those calendar links, you'll receive an alert ten minutes before the show begins. We hope that you're counting down just like we are!<\/p>\r\n<h4 style=\"text-align: left\">4. Sign Into the Virtual Platform<\/h4>\r\n<p>The Activate Live virtual platform is your key to the conference, which will open at 7:30 a.m. PDT on June 24. <a href=\"https:\/\/iterable.6connex.com\/event\/activate\/login\" target=\"_blank\" rel=\"noopener noreferrer\">Click this link<\/a> and use the email address you entered when you registered to log in.<\/p>\r\n<p>Should you have any trouble accessing the platform, email us at <a href=\"mailto:activate@iterable.com\" target=\"_blank\" rel=\"noopener noreferrer\">activate@iterable.com<\/a>, and we'll help you get things sorted out.<\/p>\r\n\r\n[caption id=\"attachment_9602\" align=\"alignnone\" width=\"2880\"]<img class=\"wp-image-9602 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/screencapture-iterable-6connex-event-activate-en-us-2020-06-17-22_35_12.png\" alt=\"Activate Live Exhibit Hall\" width=\"2880\" height=\"1596\" \/> <em>Visit the Iterable booth in the Exhibit Hall to speak to a product expert.<\/em>[\/caption]\r\n\r\n<h4 style=\"text-align: left\">5. Have an Agenda<\/h4>\r\n<p>Every Activate Live attendee has their own idea of what a successful event will look like, so take the time to <a href=\"https:\/\/iterable.com\/activate\/#schedule\" target=\"_blank\" rel=\"noopener noreferrer\">review the full agenda<\/a> to make the most out of your time with us.\u00a0<\/p>\r\n<p>Plan out which sessions you're most interested in seeing, and remember that you can always access the conference on-demand afterward when it's most convenient for your schedule.<\/p>\r\n<h4 style=\"text-align: left\">6. Get the Full Experience<\/h4>\r\n<p>Connect with other attendees, sponsors and speakers on the Activate Live virtual platform via the Live Chat function.<\/p>\r\n<p>You can also enrich your knowledge by downloading exclusive content, explore different martech platforms in the exhibit hall, and celebrate all the finalists of this year's <a href=\"https:\/\/iterable.com\/activate\/awards-finalists\/\" target=\"_blank\" rel=\"noopener noreferrer\">Growth Marketing Awards<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_9603\" align=\"alignnone\" width=\"2866\"]<img class=\"size-full wp-image-9603\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-17-at-10.29.23-PM.png\" alt=\"Meet the Speakers\" width=\"2866\" height=\"1450\" \/> <em>You can meet each speaker after their session in the Networking Lounge.<\/em>[\/caption]\r\n\r\n<h4>7. Be Social<\/h4>\r\n<p>Everyone participating at Activate Live has so many insights to share, so why not join the buzz? Showcase that you\u2019re taking your brand\u2019s growth marketing to the next level by sharing our posts with your network.<\/p>\r\n<p>Follow Iterable on <a href=\"https:\/\/twitter.com\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>, <a href=\"https:\/\/www.linkedin.com\/company\/3119164\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a>, <a href=\"https:\/\/www.facebook.com\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a>, and <a href=\"https:\/\/www.instagram.com\/iterable\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a> and join the conversation by using the hashtag <strong>#activate20<\/strong>.<\/p>\r\n<h4 style=\"text-align: left\">8. Gain Points, Win Prizes<\/h4>\r\n<p>Some say that knowledge is power, but we're going to incentivize your participation at Activate Live with something even better. By downloading content, visiting sponsor booths, and generally making the most out of networking, you get points. Accumulate enough of them, and you can win some special prizes!<\/p>\r\n<p>Visit the Networking Lounge in the virtual platform to redeem your points and take home the ultimate goody bag.<\/p>\r\n<h4 style=\"text-align: left\">9. Help Us Complete the Feedback Loop<\/h4>\r\n<p>One of our <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">four core values<\/a> at Iterable is a Growth Mindset. Another is Humility. Put these two together and you can see just how much we value feedback.<\/p>\r\n<p>Whether you've been an Iterable customer for years or are engaging with us for the first time, please remember to fill out our survey after the event.<\/p>\r\n<h4 style=\"text-align: left\">10. Stay Connected<\/h4>\r\n<p>Become an Iterable Insider by signing up for our biweekly <a href=\"https:\/\/iterable.com\/newsletter-registration\/\">blog newsletter<\/a>. We deliver industry insights, cross-channel best practices and the latest product updates, so subscribe today for a simple way to stay informed and ahead of what's going on in growth marketing.<\/p>\r\n<h3>Know Before You Go to Activate Live<\/h3>\r\n<p>You now know what to expect at Activate Live next week and how to take full advantage of the virtual conference. If you're already registered, then these ten tips will prepare you for what's in store.<\/p>\r\n<p>And if you haven't yet signed up, what are you waiting for? <a href=\"https:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener noreferrer\">Secure your spot<\/a> for free today!<\/p>","post_title":"10 Ways to Make the Most of Activate Live","post_excerpt":"With less than one week to go, here are ten ways to ensure that you take full advantage of Iterable's virtual conference, Activate Live.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"10-ways-make-most-activate-live","to_ping":"","pinged":"","post_modified":"2020-06-18 07:42:10","post_modified_gmt":"2020-06-18 14:42:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9590","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 18, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061820_Activate-Know-Before-You-Go_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Know Before You Go: Activate Live\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061820_Activate-Know-Before-You-Go_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061820_Activate-Know-Before-You-Go_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061820_Activate-Know-Before-You-Go_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/10-ways-make-most-activate-live\/"},{"ID":9577,"post_author":"7","post_date":"2020-06-16 08:16:01","post_date_gmt":"2020-06-16 15:16:01","post_content":"<p>We're excited today to <a href=\"https:\/\/www.prweb.com\/releases\/iterable_announces_the_winners_of_its_2020_growth_marketing_awards\/prweb17193342.htm\">announce the winners of Iterable's 2020 Growth Marketing Awards<\/a>!<\/p>\r\n<p>These awards recognize the companies that have excelled in attracting, engaging and retaining customers by leveraging Iterable to power personalized communications at scale.\u00a0<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #6a266d\">\u201c<em>We\u2019re honored that some of the world\u2019s most innovative brands choose Iterable as their partner for growth and customer engagement. This year, we\u2019re pleased to recognize the standout work our Growth Marketing Awards winners have achieved in creating compelling campaigns and building strong customer loyalty<\/em>.\u201d ~ <strong>Justin Zhu, Co-Founder and CEO of Iterable<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>Here are the winners of each category.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9579\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-01_DoorDash.png\" alt=\"Growth Marketing Team of the Year, Enterprise: DoorDash\" width=\"1024\" height=\"536\" \/><\/p>\r\n<h3>\u00a0<\/h3>\r\n<h3>Growth Marketing Team of the Year, Enterprise: DoorDash<\/h3>\r\n<p><a href=\"http:\/\/www.doordash.com\" target=\"_blank\" rel=\"noopener noreferrer\">DoorDash<\/a> is a technology company that connects customers with their favorite local and national businesses in more than 4,000 cities and all 50 states across the United States, Canada and Australia.<\/p>\r\n<p>Founded in 2013, DoorDash empowers merchants to grow their businesses by offering on-demand delivery, data-driven insights, and better in-store efficiency, providing delightful experiences from door to door.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #34c3f2\">\u201c<em>Iterable has quickly grown with us. Whether we\u2019re trying out a new trigger or launching a multi-touch campaign, we\u2019ve been able to rely on Iterable to drive value and be the conduit to what matters most to us\u2014building a relationship with our customers. <\/em><\/span><\/p>\r\n<p><span style=\"color: #34c3f2\"><em>Iterable makes customer-centric marketing journeys simple and accessible to marketers of any level. We've been able to scale automations and tests across audience segments with ease<\/em>.\" ~ <strong>Gina Igwe, CRM &amp; Retention Senior Director at DoorDash<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-9580\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-02_ChowNow.png\" alt=\"Growth Marketing Team of the Year, SMB: ChowNow\" width=\"1024\" height=\"536\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>Growth Marketing Team of the Year, SMB: ChowNow<\/h3>\r\n<p><a href=\"https:\/\/get.chownow.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ChowNow<\/a> powers digital ordering for over 17,000 independent restaurants across the U.S. and Canada, enabling restaurants to take orders everywhere their diners are online.<\/p>\r\n<p>ChowNow\u2019s restaurant email marketing program has made an impact on restaurant performance, increasing overall restaurant order volume by 10% and equipping restaurants with complimentary email marketing in light of COVID-19. ChowNow sent emails on behalf of 1,500 restaurants, to over 1 million users, and driving 15,000+ incremental orders as a result.\u00a0<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #59c1a7\">\"<em>Iterable has provided ChowNow the backend to send personalized emails and push notifications at scale. Working with Rebecca, our Iterable CSM, has been wonderful. Our team has truly enjoyed collaborating and discussing improvement in our metrics with her. We can confidently depend on her guidance when setting up new marketing programs<\/em>.\u201d ~ <strong>Tyler Kotovsky, Senior Email Production Coordinator at ChowNow<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-9581\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-03_Care.png\" alt=\"Most Impactful Transition to Iterable: Care.com\" width=\"1024\" height=\"536\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>Most Impactful Transition to Iterable: Care.com<\/h3>\r\n<p>Available in more than 20 countries, <a href=\"https:\/\/www.care.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Care.com<\/a> is the world\u2019s leading platform for finding and managing high-quality family care. Iterable\u2019s platform enabled the company to increase revenue through better, more personalized one-on-one communications with its members.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #ef3d55\">\"<em>Iterable has allowed us to have better visibility of the member journey by consolidating three platforms into one. We have a better understanding of all the communication touchpoints we send to our members, allowing us to better optimize and simplify their journey<\/em>.\" ~ <strong>Tara Mahnk, Sr. Marketing Manager, Lifecycle Marketing at Care.com<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-9582\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-04_Fender.png\" alt=\"Most Captive Audience: Fender\" width=\"1024\" height=\"536\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>Most Captive Audience: Fender<\/h3>\r\n<p>Since 1946, <a href=\"https:\/\/www.fender.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fender<\/a> has revolutionized music and culture as one of the world\u2019s leading musical instrument manufacturers, marketers and distributors.<\/p>\r\n<p>To support the music-making community during social distancing, Fender launched the \u2018Play Through' initiative, offering up to one million new users three months of complimentary lessons via their complete learning app for guitar, bass and ukulele, Fender Play.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #6a266d\">\"<em>Iterable has helped our team as we ignite a digital transformation of our brand, and we're excited to see how their exponential growth will support our own. As a core platform in our marketing stack, Iterable allows us to maximize engagement, retention and lifetime value for our digital guitar learning product, Fender Play. <\/em><\/span><\/p>\r\n<p><span style=\"color: #6a266d\"><em>The power of Iterable allowed us to bring our messaging and customer profile views together. This with the timely and popular Play Through campaign took us to the next level as far as bringing in new customers and lifelong fans of the brand<\/em>.\" ~ <strong>Matt Annerino, Vice President, CRM, Growth &amp; Media at Fender<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-9583\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-05_TrainingPeaks.png\" alt=\"Most Sophisticated Use of Workflow Studio: TrainingPeaks\" width=\"1024\" height=\"536\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>Most Sophisticated Use of Workflow Studio: TrainingPeaks<\/h3>\r\n<p><a href=\"https:\/\/www.trainingpeaks.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">TrainingPeaks<\/a> creates endurance training apps and solutions that help athletes and coaches prepare the right way to reach their goals. TrainingPeaks solutions are used by Tour de France teams, IRONMAN\u00ae World Champions, Olympians, age-group athletes and coaches around the world.<\/p>\r\n<p>The TrainingPeaks team delivered targeted, expert instruction via in-app messages to send specific training plans tailored to each individual\u2019s races using a custom event, resulting in a significant increase in training plan sales.<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #34c3f2\">\"<em>Iterable's flexible API has allowed our team to use data in a powerful way by sending the right message at the right time to the individual user. Iterable has saved us time through automation and efficiency\u2014now we are able to do more and do it better<\/em>.\" ~ <strong>Michelle Hiland, Email and In-App Marketing Manager at TrainingPeaks<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<p>&nbsp;<\/p>\r\n<h3><img class=\"alignnone size-full wp-image-9584\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/ITE_Activate-Live_Awards-Winner-06_MadisonReed.png\" alt=\"Best Cross-Channel Campaign: Madison Reed\" width=\"1024\" height=\"536\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>Best Cross-Channel Campaign: Madison Reed<\/h3>\r\n<p><a href=\"https:\/\/www.madison-reed.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Madison Reed<\/a> is a beauty company revolutionizing the way women color their hair. Madison Reed\u2019s winning submission featured its 'credit card failure' workflow, which uses email, SMS and direct mail to notify a customer that their credit card was rejected and that the company was not able to bill them for the month.\u00a0<\/p>\r\n<blockquote>\r\n<p><span style=\"color: #59c1a7\">\"<em>Iterable makes it easy to incorporate several different channels of marketing communications to make it possible to get important notifications to our customers in a timely manner. If it wasn't for Iterable, we would have to use three separate platforms to be able to communicate to our customers via all the platforms we'd like\u2014email, SMS, and direct mail. <\/em><\/span><\/p>\r\n<p><span style=\"color: #59c1a7\"><em>Thankfully, we're able to use the Iterable platform to have all these different communications work together. The best part is we're able to pull reporting quickly, easily and in real time to get an understanding of whether our workflow is working<\/em>.\" ~ <strong>Marie Seitzer, Lifecycle Marketing Manager at Madison Reed<\/strong><\/span><\/p>\r\n<\/blockquote>\r\n<h3>\u00a0<\/h3>\r\n<h3>Congrats to All the Finalists of the 2020 Growth Marketing Awards<\/h3>\r\n<p>Iterable congratulates <a href=\"https:\/\/iterable.com\/activate\/awards-finalists\/\" target=\"_blank\" rel=\"noopener noreferrer\">all of its finalists<\/a>: DoorDash, SeatGeek, UNiDAYS, Bloomon, ChowNow, Openfit, Care.com, Mightier, SilverCar by Audi, Fender, Prose, Rothy\u2019s, Policygenius, Thumbtack, TrainingPeaks, Ad Remover, Madison Reed and Strava.\u00a0<\/p>\r\n<p>All finalists of the 2020 Growth Marketing Awards will be celebrated at Iterable\u2019s virtual version of its signature growth marketing conference, Activate Live, on June 24. <a href=\"https:\/\/iterable.com\/activate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Register for free today!<\/a><\/p>","post_title":"Announcing the Winners of the 2020 Growth Marketing Awards","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"announcing-winners-2020-growth-marketing-awards","to_ping":"","pinged":"","post_modified":"2020-06-16 08:57:44","post_modified_gmt":"2020-06-16 15:57:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9577","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 16, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061620_Growth-Marketing-Awards-Winners_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"The 2020 Growth Marketing Awards Winners\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061620_Growth-Marketing-Awards-Winners_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061620_Growth-Marketing-Awards-Winners_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/061620_Growth-Marketing-Awards-Winners_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/announcing-winners-2020-growth-marketing-awards\/"},{"ID":9537,"post_author":"97","post_date":"2020-06-09 10:22:19","post_date_gmt":"2020-06-09 17:22:19","post_content":"<p>When building a first-class customer experience, every little detail counts. Look no further than the experiences that Spotify, Amazon and Netflix offer. They set the new standards of consumer convenience and personalization. Now it\u2019s on all brands to live up to them.<\/p>\r\n<p>Consumers, too, understand the stakes at hand. Thankfully, they've seen the first-hand value of personalization and are <a href=\"https:\/\/www.accenture.com\/_acnmedia\/PDF-77\/Accenture-Pulse-Survey.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">overwhelmingly willing to share<\/a> their data if it benefits their experience.\u00a0<\/p>\r\n<p>This where Iterable can help! Data-driven, cross-channel messaging is the most direct, flexible and relevant (in other words, <em>personalized<\/em>)\u00a0way to support the customer experience.<\/p>\r\n<p>In today\u2019s post, we\u2019ll cover how you enable content personalization using Iterable\u2019s three different approaches:<\/p>\r\n<ol>\r\n\t<li><strong>User profile data<\/strong><\/li>\r\n\t<li><strong>Data feeds<\/strong><\/li>\r\n\t<li><strong>Catalog<\/strong><\/li>\r\n<\/ol>\r\n<p>(<em>Note: we\u2019re going to talk about first-party data activation, so if you\u2019re unfamiliar with our data management approach, make sure to <a href=\"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/\" target=\"_blank\" rel=\"noopener noreferrer\">read about that first<\/a><\/em>)<\/p>\r\n<h3>The Basics<\/h3>\r\n<p>Before we jump into content personalization using the methods mentioned above, we have to acknowledge that a personalized experience comprises much more than content alone.<\/p>\r\n<p>Luckily, Iterable checks the boxes of each of these personalization factors:<\/p>\r\n<ul>\r\n\t<li><strong>Picking the right audiences:<\/strong> Your users\u2019 profile details\u2014list memberships, contact properties, events, and their associated metadata are perfect filters for cutting highly specific segments. Plus, events taking place on your website or app dynamically qualify your customers in and out of different audience groups in real-time.<\/li>\r\n\t<li><strong>Building the perfect template<\/strong>: Help your content shine with a standout template. We offer different template building options so your aesthetic design goals are always in reach. Dial-in the look and feel you're after by customizing your links, copy, content, images and more.\u00a0<\/li>\r\n\t<li><strong>Incorporating customer data<\/strong>: Iterable's Handlebars templating language transforms your data into personalized content. Handlebars reference your users\u2019 attributes and event histories at send time. The result? Curated message content for all recipients. <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480365-Using-Handlebars-to-Personalize-Messages-\" target=\"_blank\" rel=\"noopener noreferrer\">Read more about Handlebars here<\/a>.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_9538\" align=\"alignnone\" width=\"1218\"]<img class=\"wp-image-9538 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Handlebars-editor.png\" alt=\"Iterable Handlebars inside a template\" width=\"1218\" height=\"916\" \/> <em>Handlebars turn curly braces into personalized details.<\/em>[\/caption]\r\n\r\n<ul>\r\n\t<li><strong>Delivering when the moment strikes<\/strong>: You have full control over how and when your campaigns are sent\u2014be it one-time, recurring or triggered in real-time. When the moment strikes, you're ready to follow up with an automated, customized message.<\/li>\r\n<\/ul>\r\n<p>These are the building blocks of sophisticated personalization. Remember, your content has a much higher chance of resonating once it\u2019s properly aligned to your customer\u2019s experience.<\/p>\r\n<h3>Solving the Content Personalization Riddle<\/h3>\r\n<p>Now that we know how data shapes a messaging experience, we\u2019ll examine the ways Iterable delivers personalized content.<\/p>\r\n<p>Now, keep in mind that there\u2019s no right or best way to personalize your marketing\u2014the reason we offer three approaches is that we want marketers to succeed in their own impactful ways. Let\u2019s jump in!<\/p>\r\n<h4>1. User Profile Data<\/h4>\r\n<p><span style=\"text-decoration: underline\">What it is<\/span>: By now you know that the depths of user attribute and event data unlock all sorts of powerful marketing capabilities. The most straightforward (yet effective) of these lies in personalizing content with this same data.<\/p>\r\n<p><span style=\"text-decoration: underline\">Typical Content Personalization Use Cases<\/span>:<\/p>\r\n<ul>\r\n\t<li><strong>General personalization<\/strong>: <em>Incorporating names and profile details, highlighting recent purchases<\/em><\/li>\r\n\t<li><strong>Lifecycle stage-specific initiatives<\/strong>: <em>Upselling subscription levels, recalling abandoned cart items<\/em><\/li>\r\n<\/ul>\r\n<p><span style=\"text-decoration: underline\">How it works<\/span>: Templates query user profile data the moment your message sends. Since customer attributes are unique, the fields referenced in your message template return each person\u2019s specific information: names, locations, stated preferences, transactions, etc.<\/p>\r\n<p>Any standalone or combination of these types of categorical elements can be dynamically strung together using <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/205480365-Using-Handlebars-to-Personalize-Messages-\" target=\"_blank\" rel=\"noopener noreferrer\">Handlebars<\/a> throughout the body of your templates as part of a highly personalized message.<\/p>\r\n<p>In the following example with Netflix*, Iterable pulls in profile-specific attributes and events into a message template. Your customers' content and messaging are directly influenced by their interests, behaviors and interactions.<\/p>\r\n<p><em>*Note: Netflix is not an Iterable customer.<\/em><\/p>\r\n<p><span style=\"text-decoration: underline\">Example<\/span>:<\/p>\r\n<p>Meet our Netflix user, Ryan (as reflected by his hypothetical Iterable profile below).<\/p>\r\n<p>Naturally, Netflix is interested in learning what its customers watch\u2014this information helps the streaming service recommend future content. As you can see in his profile, Ryan identified that he enjoys the genres \u201cadventure\u201d and \u201caction.\u201d<\/p>\r\n\r\n[caption id=\"attachment_9539\" align=\"alignnone\" width=\"447\"]<img class=\"wp-image-9539 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/User-Profile-Genres.png\" alt=\"Iterable user profile standard view\" width=\"447\" height=\"519\" \/> <em>Adventure and Action genres are nested data points in the object known as Content Interests.<\/em>[\/caption]\r\n\r\n<p>To learn which particular programs Ryan watches, Netflix would create a custom event category that collects the details of the different programs he watches.<\/p>\r\n<p>As it relates to this example, any of the following could be applicable: the movie\u2019s title, the genre, when it was watched, and much more. Very easy to do <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115002065083-Managing-Custom-Events\" target=\"_blank\" rel=\"noopener noreferrer\">inside Iterable<\/a>!<\/p>\r\n\r\n[caption id=\"attachment_9540\" align=\"alignnone\" width=\"613\"]<img class=\"wp-image-9540 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Custom-Event.png\" alt=\"New Iterable custom event\" width=\"613\" height=\"244\" \/> <em>This Iterable Custom Event documents watched programs.<\/em>[\/caption]\r\n\r\n<p>As detailed in the custom event information below, you\u2019ll see Ryan watched \u201cAvengers: Infinity War\u201d on May 24. This matters for what comes next\u2014the personalized email!<\/p>\r\n\r\n[caption id=\"attachment_9541\" align=\"alignnone\" width=\"2730\"]<img class=\"wp-image-9541 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Custom-Event-Details.png\" alt=\"Event histories possess engagement details\" width=\"2730\" height=\"577\" \/> <em>Essential program details live inside this Custom Event.<\/em>[\/caption]\r\n\r\n<p>Netflix thrives on user feedback and a content rating system. In the example below, let\u2019s pretend Netflix wants Ryan\u2019s \"Avengers\" rating while it\u2019s still fresh.<\/p>\r\n<p>To do that, the team would trigger a rating request message\u2014anywhere from hours to days after Ryan\u2019s watch event. Using the movie\u2019s essential information inside the event history, Handlebars maps these key details directly into the message.<\/p>\r\n\r\n[caption id=\"attachment_9542\" align=\"alignnone\" width=\"666\"]<img class=\"wp-image-9542\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/User-Attributes-Handlebars.png\" alt=\"Content personalization placeholders using Handlebars\" width=\"666\" height=\"718\" \/> <em>With data properly stored and organized, personalization is practically plug-and-play.<\/em>[\/caption]\r\n\r\n<p>And what you get from this exercise is painlessly personalized content tying directly to Ryan\u2019s recent experience.<\/p>\r\n<p>Let\u2019s recap the personalized elements of this message:<\/p>\r\n<ul>\r\n\t<li>The email addresses him by the name submitted in his user profile {{firstName}}<\/li>\r\n\t<li>It notes the film name from the watch event\u2019s detail {{movieName}}<\/li>\r\n\t<li>Showing the movie\u2019s cover image from the watch event {{imageURL}} adds visual flair<\/li>\r\n\t<li>It\u2019s delivered automatically while the experience is fresh<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_9544\" align=\"alignnone\" width=\"591\"]<img class=\"wp-image-9544\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Profile-Attribute-Rendered.png\" alt=\"User profile-base personalized email\" width=\"591\" height=\"620\" \/> <em>This rating request email is on-brand, on point and on time.<\/em>[\/caption]\r\n\r\n<h4>Data Feeds<\/h4>\r\n<p><span style=\"text-decoration: underline\">What it is<\/span>: Data feeds are direct connections between your third-party systems or web services and Iterable. Data feeds retrieve content from an external source that then gets incorporated into your template\u2014content living outside of your messaging ecosystem is now at your disposal.<\/p>\r\n<p>All connected data feed content is requested at send time, making data feeds a great option for factoring time-sensitive content into your messaging.<\/p>\r\n<p><span style=\"text-decoration: underline\">Typical content personalization use cases<\/span>:<\/p>\r\n<ul>\r\n\t<li><strong>Active offers<\/strong>: S<em>haring current coupon codes, updating users about new inventory<\/em><\/li>\r\n\t<li><strong>User-level recommendations<\/strong>: <em>Proprietary or third-party recommendation engine content<\/em><\/li>\r\n<\/ul>\r\n<p><span style=\"text-decoration: underline\">How it works<\/span>: Just like profile-based personalization, Iterable checks the queries inside your template and returns your data feed's specific content.<\/p>\r\n<p>Depending on how your templates are customized, single or even multiple data feeds can generate different user-specific content inside your message. Once the data feeds are set up, they remain in place and readily pull in new personalized content as it\u2019s updated\u2014this is a great asset when building recurring messages or newsletters.<\/p>\r\n<p><span style=\"text-decoration: underline\">Example<\/span>: Using Netflix's knowledge about Ryan\u2019s profile and watch history, let\u2019s show how to upgrade that ratings request email with data feed recommendations.<\/p>\r\n<p>Let\u2019s start with the template. First, they\u2019ll build in their desired look and feel of their recommendation \u201cexperience\u201d into the email body\u2014in this example, by displaying three movie options of the same \u201caction\u201d genre as Avengers.<\/p>\r\n\r\n[caption id=\"attachment_9571\" align=\"alignnone\" width=\"884\"]<img class=\"wp-image-9571 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Datafeeds-with-Handlebars-1.png\" alt=\"Data feed content personalization template\" width=\"884\" height=\"1431\" \/> <em>Similar template, enhanced experience using data feeds.<\/em>[\/caption]\r\n\r\n<p>On the backend, Netflix\u2019s genre-based data feed will pull in Ryan\u2019s similar \u201caction\u201d genre movie content. In this case, it\u2019s information from \"Hancock,\" \"Godzilla\" and \"The Time Machine.\"<\/p>\r\n\r\n[caption id=\"attachment_9570\" align=\"alignnone\" width=\"1592\"]<img class=\"wp-image-9570 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Data-Feed-Output-1.png\" alt=\"Data feed genre-based recommendations\" width=\"1592\" height=\"1490\" \/> <em>Our hypothetical Netflix recommendation data feed serves up some great action-based content.<\/em>[\/caption]\r\n\r\n<p>Now, in addition to a personalized ask to rate his Avenger\u2019s viewing experience, Netflix sweetens the email deal with a few additional movies of potential interest.<\/p>\r\n\r\n[caption id=\"attachment_9551\" align=\"alignnone\" width=\"840\"]<img class=\"wp-image-9551 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Data-Feed-Rendering.png\" alt=\"Data feed recommendations inside sample email\" width=\"840\" height=\"1251\" \/> <em>Since Ryan likes action movies, he's now seeing three similar options in Netflix's potential email recommendations.<\/em>[\/caption]\r\n\r\n<p>You\u2019ve probably noticed the symbiotic relationship between data and experience. Using user profile data to inform data feeds adds yet another touch upon the content personalization endeavor.<\/p>\r\n<h4>Catalog<\/h4>\r\n<p><span style=\"text-decoration: underline\">What it is<\/span>: <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Catalog<\/a> is a recommendation builder. Catalog brings non-user related and third-party data (products, locations, menus, inventories, etc.) together inside the Iterable platform where it's easy to sort, group and build associative data into Collections of specific products, locations and offers.<\/p>\r\n<p>Catalog builds dynamic content groupings with the same depth and precision as our <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/204780539-Segmentation-Overview-\" target=\"_blank\" rel=\"noopener noreferrer\">segmentation tool<\/a>. Each Collection\u2019s built-in logic checks the known attributes and preferences of your customers and then generates the criteria-based content that <em>best<\/em> complements their characteristics.<\/p>\r\n<p><span style=\"text-decoration: underline\">Typical content personalization use cases<\/span>:<\/p>\r\n<ul>\r\n\t<li><strong>Multi-attribute related content<\/strong>: <em>Top options matching previous purchase category and price range, similar listings to last product search (category, size, style, etc.)<\/em><\/li>\r\n\t<li><strong>Location-based initiatives<\/strong>: <em>Top locations near area codes, related locations near area codes<\/em><\/li>\r\n<\/ul>\r\n<p><span style=\"text-decoration: underline\">How it works<\/span>: Catalog functionality starts by first uploading product inventory into Iterable. After that, you can sort and band your products\u2019 and services\u2019 data into different lists of groupings.<\/p>\r\n<p>Use the Collection Builder to build Collections of personalized content groupings. Once inserted into your message template, Collections reference two stores of data before rendering customer-specific content: your Collection-specific product metadata and each user\u2019s specific profile data.<\/p>\r\n<p>Catalog creates individualized content blocks after product metadata (product types, store locations, prices, etc.) matches against the user data (behaviors, preferences, geolocation, etc.).<\/p>\r\n<p><span style=\"text-decoration: underline\">Example<\/span>: With Catalog, Netflix could take its content personalization experience even further.\u00a0<\/p>\r\n<p>Catalog generates recommendations from multiple criteria\u2014unlike the singular data points of data feeds.\u00a0<\/p>\r\n<p>Now, instead of Handlebars pointing to a specific data feed, they now point to Netflix\u2019s \u201ctopRatedAction\u201d Collection.<\/p>\r\n\r\n[caption id=\"attachment_9572\" align=\"alignnone\" width=\"893\"]<img class=\"wp-image-9572 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Catalog-Template-with-Handlebars-1.png\" alt=\"Catalog multi-attribute content personalization\" width=\"893\" height=\"1493\" \/> <em>Notice how adding \"top rated\" movies adds another element of intrigue to these recommendations.<\/em>[\/caption]\r\n\r\n<p>Let\u2019s pretend that Netflix wanted to not only recommend action movies, but also specify popular ones. These movies must boast an overall star rating of 4.5 or higher.<\/p>\r\n<p>After Catalog queries the action genre library, the \u201ctopRatedAction\u201d Collection features: \"Spider-Man: Into the Spider-Verse,\" \"Ant-Man and The Wasp\" and \"Solo: A Star Wars Story.\"<\/p>\r\n\r\n[caption id=\"attachment_9553\" align=\"alignnone\" width=\"1797\"]<img class=\"wp-image-9553 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Catalog-Collection.png\" alt=\"Collection Builder for personalized content\" width=\"1797\" height=\"1519\" \/> <em>The Iterable Catalog Collection Builder curates selected content from Netflix's content query.<\/em>[\/caption]\r\n\r\n<p>In the finished product below, we\u2019ve taken the original rating request email and tailored it specifically to Ryan\u2019s interests. In this scenario, Netflix has successfully munged Ryan\u2019s data, its product data and the ratings of millions of other users into an orderly and personalized email!<\/p>\r\n\r\n[caption id=\"attachment_9565\" align=\"alignnone\" width=\"797\"]<img class=\"size-full wp-image-9565\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Catalog-Rendering.png\" alt=\"Netflix example Catalog content personalization\" width=\"797\" height=\"1281\" \/> <em>Things to do: Open email, rate Avengers, BINGE.<\/em>[\/caption]\r\n\r\n<h4>C.R.E.A.M. (Content Rules Everything About Marketing)<\/h4>\r\n<p>Content personalization means different things to different marketers. We get that! We all work within our unique sets of resources, data sets and business needs. Our customers value personalized content, and it\u2019s important that we as marketers continue pushing the limits of possibility.<\/p>\r\n<p>To see the Iterable personalization engine in action, <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener noreferrer\">sign up for a customized demo<\/a> today.<\/p>","post_title":"3 Techniques for Mastering the Art of Content Personalization","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-techniques-mastering-content-personalization","to_ping":"","pinged":"","post_modified":"2020-06-10 15:57:46","post_modified_gmt":"2020-06-10 22:57:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9537","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 09, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/060320_3-Ways-to-Personalize-Content_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"3 ways to personalize content with Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/060320_3-Ways-to-Personalize-Content_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/060320_3-Ways-to-Personalize-Content_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/060320_3-Ways-to-Personalize-Content_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-techniques-mastering-content-personalization\/"},{"ID":9506,"post_author":"7","post_date":"2020-06-02 07:57:03","post_date_gmt":"2020-06-02 14:57:03","post_content":"<p>In today\u2019s world, customer data is spread across a large number of sources\u2014from marketing, sales and support, to your own application(s). <a href=\"https:\/\/www.workato.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Workato<\/a>, the leading <a href=\"https:\/\/blog.workato.com\/2019\/04\/new-age-enterprise-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Enterprise Automation<\/a> platform, enables you to integrate with all these sources to break customer data silos and bring context from all these applications to deliver personalized experiences at scale with security and governance.<\/p>\r\n<p>That\u2019s why we\u2019re excited to announce our partnership with <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> to deliver hyper-personalized customer experiences through the power of integration and workflow automation.<\/p>\r\n<p>The rewards for capitalizing on data are significant. Forbes <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2020\/02\/18\/50-stats-showing-the-power-of-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">reports<\/a> that \u201cmarketers see a 760% increase in email revenue from personalized and segmented campaigns,\u201d and <a href=\"https:\/\/econsultancy.com\/reports\/2018-optimization-report\/\" target=\"_blank\" rel=\"noopener noreferrer\">80% of companies<\/a> report seeing an uplift since implementing personalization, according to Econsultancy. Those are some high returns, and to achieve them, you need to have actionable data across applications.<\/p>\r\n<p>Here are some examples of how you can use Iterable and Workato together to drive revenue, improve customer experience and see those high returns we touched on above.<\/p>\r\n<h4>Drive repeat purchases through targeted campaigns with CRM Integration<\/h4>\r\n<p>If your company uses <a href=\"http:\/\/workato.com\/integrations\/salesforce\" target=\"_blank\" rel=\"noopener noreferrer\">Salesforce<\/a>, <a href=\"https:\/\/www.workato.com\/integrations\/zendesksell\" target=\"_blank\" rel=\"noopener noreferrer\">Zendesk Sell<\/a>, or another CRM as the single source of truth for your sales data and contacts associated with the sale, this data is extremely valuable for building campaigns to drive additional revenue from the customer.<\/p>\r\n<p>If you are using an external CRM or CDP, you can integrate it with Iterable using Workato in order to:<\/p>\r\n<ul>\r\n\t<li>Automatically create contacts in the CRM and keep them in sync in real-time, thereby ensuring Iterable always has all the potential marketable contacts.<\/li>\r\n\t<li>Any changes made to the contact in the CRM can automatically be synced back to Iterable, and vice versa.<\/li>\r\n\t<li>Run targeted campaigns based on the data stored in your CRM.<\/li>\r\n<\/ul>\r\n\r\n[caption id=\"attachment_9543\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-9543 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/Workato-1.png\" alt=\"Iterable integration with Workato and Salesforce\" width=\"936\" height=\"534\" \/> <em>Workato can automatically match Iterable events with the correct contact in Salesforce and if the contact doesn\u2019t exist, Workato searches for matching leads. If no lead is present, Workato will create a new lead.<\/em>[\/caption]\r\n\r\n<p>For example, say a customer buys a product and the details of the order are stored in Salesforce. You can sync the customer contact information associated with that order in Salesforce to Iterable in real-time, and then send them a welcome email with offers of related products that they can purchase.\u00a0<\/p>\r\n<h4>Run campaigns based on user behavior data by integrating with analytics tools<\/h4>\r\n<p>Iterable insights are extremely valuable, but only represent one piece of the puzzle when it comes to customer data. Analytics tools such as Mixpanel, Amplitude, and Google Analytics also offer unique insights into aspects of user behavior, including their intent, product usage, navigation paths, engagement, and more.<\/p>\r\n<p>This data is immensely valuable as it enables you to segment and target users based on their behavior and the actions they have taken.<\/p>\r\n<p>For example, you could provide a coupon to all the users who have viewed a specific product page or pricing page multiple times in the past few days, or all the users who have abandoned their shopping cart where the cart contained a specific product.<\/p>\r\n<p>These data-driven responses are important, but it can be a challenge to implement these at scale.<\/p>\r\n<p>By integrating Iterable with customer behavior analytics tools you can:<\/p>\r\n<ul>\r\n\t<li>Automatically pull data from analytics tools into Iterable in real-time, enabling you to run hyper-personalized campaigns based on user behavior. No more manually downloading\/uploading data at regular intervals.<\/li>\r\n\t<li>Automatically move the data from Iterable into specific projects in Mixpanel and Amplitude. This way the product teams and analysts have the data from Iterable available right in the project view for their own analysis.<\/li>\r\n<\/ul>\r\n<h4>Drive hyper-personalized campaigns based on a unified customer view\u00a0<\/h4>\r\n<p>To drive your cross-channel campaigns you\u2019ll need a persistent, unified customer database where all the data related to a customer is stored and can be combined to provide a single customer profile.<\/p>\r\n<p>You may be using a data warehouse like <a href=\"http:\/\/workato.com\/integrations\/snowflake\" target=\"_blank\" rel=\"noopener noreferrer\">Snowflake<\/a>, <a href=\"http:\/\/workato.com\/integrations\/redshift\" target=\"_blank\" rel=\"noopener noreferrer\">Redshift<\/a>, or <a href=\"https:\/\/www.workato.com\/integrations\/google_big_query\" target=\"_blank\" rel=\"noopener noreferrer\">BigQuery<\/a> and it can act as this unified customer database.<\/p>\r\n<p>To use your data warehouse in this way, you have to make sure:<\/p>\r\n<ul>\r\n\t<li>It has all the customer-related data available<\/li>\r\n\t<li>You can derive insights from this data and make it accessible to other marketing systems<\/li>\r\n<\/ul>\r\n<p>To do this, you can use Workato to automatically load data from your CRM, Financial systems, Support, and user behavior analytics tools into the data warehouse in order to enable a 360-degree view of the customer.\u00a0<\/p>\r\n<p>Workato uniquely allows you to move relevant data out of your data warehouse and directly into tools like Iterable so the data insights are actionable and don\u2019t need to wait weeks for an analyst to pull them. This will increase efficiency and ultimately drive revenue.\u00a0<\/p>\r\n<h3>Workato and Iterable: Driving Effective Personalization at Scale<\/h3>\r\n<p>Even though marketers know their prospects and customers expect a personalized experience, many feel they don\u2019t have sufficient data and insights to drive effective personalization.<\/p>\r\n<p>Workato and Iterable are partnering to address this gap and ensure that the marketers have the data they need from all customer touchpoints inside of Iterable and beyond. In short, we want to enable marketers to deliver hyper-personalization at scale.<\/p>\r\n<p>For more information on how to take advantage of this partnership,<a href=\"https:\/\/www.workato.com\/users\/request_demo?utm_source=blog&amp;utm_campaign=iterable_post\" target=\"_blank\" rel=\"noopener noreferrer\"> request a personalized demo<\/a>.<\/p>","post_title":"Workato and Iterable Partner to Automate Personalization at Scale","post_excerpt":"Here are some examples of how you can use Iterable and Workato together to drive revenue, improve customer experience and see high returns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"workato-iterable-automate-personalization-scale","to_ping":"","pinged":"","post_modified":"2020-06-02 07:57:03","post_modified_gmt":"2020-06-02 14:57:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9506","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"June 02, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/060220_Workato_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Workato + Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/060220_Workato_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/060220_Workato_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/06\/060220_Workato_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/workato-iterable-automate-personalization-scale\/"},{"ID":9512,"post_author":"7","post_date":"2020-05-26 08:30:47","post_date_gmt":"2020-05-26 15:30:47","post_content":"<p><a href=\"https:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener noreferrer\">Activate Live<\/a>, Iterable\u2019s third-annual growth marketing conference, is coming to a (laptop) screen near you on June 24. In addition to 15+ sessions and valuable networking opportunities during this virtual event, we\u2019ll be recognizing the <a href=\"https:\/\/iterable.com\/activate\/#awards\" target=\"_blank\" rel=\"noopener noreferrer\">finalists and winners<\/a> of the anticipated 2020 Growth Marketing Awards.<\/p>\r\n<p>Iterable\u2019s Growth Marketing Awards are designed to recognize and celebrate customers that are leveraging Iterable to power world-class, cross-channel engagement.<\/p>\r\n<p>We received many fantastic submissions for each of the six categories:<\/p>\r\n<ul>\r\n\t<li>Growth Marketing Team of the Year, Enterprise<\/li>\r\n\t<li>Growth Marketing Team of the Year, SMB<\/li>\r\n\t<li>Most Sophisticated Use of Workflow Studio<\/li>\r\n\t<li>Best Cross-Channel Campaign<\/li>\r\n\t<li>Most Captive Audience<\/li>\r\n\t<li>Most Impactful Transition to Iterable<\/li>\r\n<\/ul>\r\n<p>Check out our infographic below to view the finalists of the 2020 Growth Marketing Awards. We\u2019re honored to work with these leading brands building the creative, innovative campaigns that keep consumers engaged around the world.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/activate\/\"><img class=\"alignnone wp-image-9514 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/ITE_Activate-Live_Awards_Infographic.png\" alt=\"Infographic of the finalists of the 2020 Growth Marketing Awards\" width=\"1000\" height=\"4230\" \/><\/a><\/p>\r\n<p>Review our list of <a href=\"https:\/\/www.prnewswire.com\/news-releases\/announcing-the-winners-of-the-2019-iterable-growth-marketing-awards-300832445.html\" target=\"_blank\" rel=\"noopener noreferrer\">last year\u2019s winners<\/a>, and stay tuned for our upcoming announcement on 2020\u2019s results.<\/p>\r\n<p>Many of these award finalists are slated to speak at Activate Live, so <a href=\"https:\/\/iterable.com\/activate\/#schedule\" target=\"_blank\" rel=\"noopener noreferrer\">view the full agenda<\/a> to see what\u2019s in store.<\/p>\r\n<p>Registration is free, so <a href=\"https:\/\/iterable.com\/activate\" target=\"_blank\" rel=\"noopener noreferrer\">sign up to attend today<\/a> to learn from these industry leaders!<\/p>","post_title":"Announcing the Finalists of the 2020 Growth Marketing Awards","post_excerpt":"View the finalists of the 2020 Growth Marketing Awards and celebrate their achievements with us at Activate, Iterable's signature conference.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"finalists-2020-growth-marketing-awards","to_ping":"","pinged":"","post_modified":"2020-05-26 09:50:37","post_modified_gmt":"2020-05-26 16:50:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9512","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 26, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/052620_Growth-Marketing-Awards-Finalists_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"2020 Growth Marketing Awards at Activate Live\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/052620_Growth-Marketing-Awards-Finalists_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/052620_Growth-Marketing-Awards-Finalists_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/052620_Growth-Marketing-Awards-Finalists_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/finalists-2020-growth-marketing-awards\/"},{"ID":9505,"post_author":"70","post_date":"2020-05-21 09:49:47","post_date_gmt":"2020-05-21 16:49:47","post_content":"<p>It\u2019s a strange world we live in. When did single-ply toilet paper become the best Mother\u2019s Day gift? When did doing puzzles and baking sourdough become the highlights of our weekends?<\/p>\r\n<p>COVID-19 has shifted life as we know it. As social distancing restrictions put financial pressures on businesses and families, and consumers shift their attention away from impulse-buying and towards the essentials, it has become increasingly difficult to reach audiences in a saturated market.<\/p>\r\n<p>We wanted to assemble a fabulous lineup of speakers to give strategic and tactical advice for marketers seeking to pivot during this paradigm shift, so we partnered with <strong>Holistic Email Marketing<\/strong> to host the insightful virtual event, \"Holistic Live - Together at Home.\"<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9509\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/052120_Holistic-Live-Recap_Panelists.png\" alt=\"Holistic Live panelists\" width=\"600\" height=\"800\" \/><\/p>\r\n<p>Introducing the panel and running the show was <a href=\"https:\/\/www.linkedin.com\/in\/adeola-sole-b2b66836\/?originalSubdomain=uk\">Adeola Sole<\/a>, senior consultant at Holistic Email Marketing. She opened the floor to our panelists:<\/p>\r\n<ul>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/eloiseshuttleworth\/\">Eloise Shuttleworth<\/a>, Director of Customer Success at Iterable<\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/leapalomba\/\">Lea Palomba<\/a>, formerly of Ebay<\/li>\r\n\t<li><a href=\"https:\/\/www.linkedin.com\/in\/kathpay\/\">Kath Pay<\/a>, CEO of Holistic Email Marketing<\/li>\r\n<\/ul>\r\n<p><em>First on the cast of speakers was our very own Eloise. Here\u2019s what we learned about <b>Personalization:<\/b><\/em><\/p>\r\n<h4>Personalizing emails is the most effective way to market to consumers, but it takes time, patience and a lot of data.<\/h4>\r\n<p>An email that sends you relevant, compelling content intended just for you, based on recent searches, geolocation and purchases is a recipe for quick and lasting email conversions. But the biggest roadblock that all marketers face in the quest for personalization is access to data (hello, data silos!).<\/p>\r\n<p>Instead of putting added pressure on your technical team, think about inventive ways to collect data, like progressive profiling in emails. Still, approach personalization with cautious optimism: Repetitive emails with irrelevant content and botched data parameters can turn customers off from a brand and remind them to unsubscribe.<\/p>\r\n<h4>Personalization is an ongoing, iterative and constantly evolving process.<\/h4>\r\n<p>Think you got personalization down? Think again!\u00a0 A customer\u2019s perception can change daily, as does their information, so you should always be collecting, analyzing and A\/B testing. Your competition is constantly reviewing and editing their data schemas, so you should be too! Use downtimes (like during a pandemic) to adjust what data you are pulling, and identify gaps you need to fill.<\/p>\r\n<p>And don\u2019t forget the finer details of your email marketing. The content of the email is important in personalization, but so are send times, message frequency and consumer segmentation.<\/p>\r\n<p><em>Next on the agenda was Lea Palomba, who talked through <b>adjusting priorities to changing circumstances:<\/b><\/em><\/p>\r\n<h4>Brands have to be ultra-sensitive during COVID-19.<\/h4>\r\n<p>As you know, a brand is not only defined by the quality of its products or services, but also by its crisis communications, marketing strategy, social advocacy and more.<\/p>\r\n<p>During COVID-19,<a href=\"https:\/\/www.technologyreview.com\/2020\/04\/07\/998552\/why-the-coronavirus-lockdown-is-making-the-internet-better-than-ever\/\"> internet traffic has grown by 40%<\/a>, and <a href=\"https:\/\/www.marketingweek.com\/marketing-campaigns-delays-rise-coronavirus\/\">85% of senders have paused their campaigns. <\/a>Differentiate yourself by leading with empathy and ensuring that you\u2019re saying the right thing at the right time.\u00a0<\/p>\r\n<h4>Assume that what you once knew about your consumer is no longer true.<\/h4>\r\n<p>The daily habits of consumers have completely changed. So brands should pause and reevaluate their customer data to send effective and unobtrusive messages.<\/p>\r\n<p>Consumer lifestyles and tendencies have shifted, and habits that are established now will most likely continue even after communities and economies have reopened. So take the time to audit your CRM program now.<\/p>\r\n<h4>Marketing is brand influence.<\/h4>\r\n<p>Collaboration is always key! Sync with different departments on goals and objectives before revamping a marketing strategy. It\u2019s particularly important to define a campaign budget on the front end that makes your internal team happy, and look for opportunities for your brand.<\/p>\r\n<p><em>Last but not least, we heard from Kath Pay, CEO of Holistic Marketing, who explained <b>how <\/b><b>to optimize your lifecycle programmes:\u00a0<\/b><\/em><\/p>\r\n<h4>Testing is essential. And Holistic Testing beats Ad Hoc Testing at every interval.<\/h4>\r\n<p>It\u2019s important that you\u2019re always iterating. With marketing, it\u2019s <i>essential<\/i> that you adjust messaging for changing preferences, locations and circumstances. And you accomplish these adjustments by testing.<\/p>\r\n<p>Of course, there are minutiae in testing. Kath discussed discrepancies between Ad Hoc Testing (one-off experiments) and Holistic Testing (continuous, consistent testing). With Holistic Testing, you gain an immediate uplift in the conversions of an email campaign, which helps teams gain longitudinal insights into your customers and yields flexible results that can be applied to channels outside of email.<\/p>\r\n<h4>Set up a Permanent A\/B Stream.\u00a0<\/h4>\r\n<p>It's all about setting your marketing team up for long-term (automated) success. With the Permanent A\/B Stream, the content, hypothesis, and other testing factors will constantly change, but the formation of the stream will stay constant. It's all about iteratively learning. Little by little, you will leverage insights to make incremental improvements to your messaging, resulting in marginal gains. Hands-off success is\u00a0<em>always\u00a0<\/em>appealing.<\/p>\r\n<p>Before moving on, remember to record your results! At some point in the future, you will kick off a new campaign, and say, \"Oh, we tested this hypothesis a long time ago. I wonder if our audience has changed. I wonder if we should retest it?\" And you will be able to stand your new results next to past results, and gain valuable insights from this comparison.<\/p>\r\n<h4>If you test a strong hypothesis, then you will yield great results.<\/h4>\r\n<p>Like we\u2019ve said before, testing is key to optimizing your lifecycle. It helps you save money by making sure you invest in campaigns that work for each and every customer.<\/p>\r\n<p>The best part about Holistic Testing is that you can adjust multiple variables (subject line, image, content) for each test. Your results\u2014both successes and failures\u2014will need to be mapped back to your objectives. Remember that open rates do NOT determine conversions and record your results.<\/p>\r\n<p><em>Sample strong hypotheses that you can test:<\/em><\/p>\r\n<ul>\r\n\t<li>An emotional question will generate more sales than a directive statement.<\/li>\r\n\t<li>The phrase \u201cdouble loyalty points\u201d will generate more sales than \u201c2x loyalty points\u201d.<\/li>\r\n<\/ul>\r\n<h3>Recapping Holistic Live: Together at Home<\/h3>\r\n<p>COVID-19 has clearly changed the way we interact with customers. But our recent virtual event with Holistic Email Marketing underlines the necessity of integrating personalization, data acquisition and testing into your marketing toolkits. It\u2019s an opportunity to assess your brand\u2019s messaging strengths and weaknesses, and start anew.\u00a0<\/p>\r\n<p>Need a hand? Iterable is here to help you optimize your messaging and personalize your brand marketing at any time\u2014especially during a pandemic. Reach out and <a href=\"https:\/\/iterable.com\/demo\">schedule a demo<\/a> of our growth marketing platform today.<\/p>","post_title":"Top Takeaways From Holistic Live - Together at Home","post_excerpt":"We recap the best advice from the \u201cHolistic Live! - Together at Home\u201d virtual event, brought to you by Holistic Email Marketing and Iterable.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-takeaways-holistic-live-together-home","to_ping":"","pinged":"","post_modified":"2020-05-21 09:49:47","post_modified_gmt":"2020-05-21 16:49:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9505","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 21, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/052120_Holistic-Live-Recap_768x512-1.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Holistic Live! Together at Home Recap\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/052120_Holistic-Live-Recap_768x512-1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/052120_Holistic-Live-Recap_768x512-1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/052120_Holistic-Live-Recap_768x512-1-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-takeaways-holistic-live-together-home\/"},{"ID":9494,"post_author":"7","post_date":"2020-05-19 08:10:31","post_date_gmt":"2020-05-19 15:10:31","post_content":"<p><em><a href=\"https:\/\/themazegroup.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Maze Group<\/a> is a highly technical strategic consultancy and investment group, working with leading consumer companies to increase valuation through digital transformation and data-driven marketing.<\/em><\/p>\r\n<p><em>Read on for their guest contribution on what questions you should be asking during an email service provider (ESP) evaluation to prepare your business for the future.<\/em><\/p>\r\n<p>As the current climate demonstrates, you need to be ready to pivot and make changes to your online strategy seemingly at a moment's notice. Those that prepare for these situations and have the flexibility needed with their data, technology and strategy are winning right now.<\/p>\r\n<p>To maintain a competitive advantage, you need to future-proof your marketing technology stack to ensure that you have the capabilities needed not just for today, but also for tomorrow and beyond.<\/p>\r\n<p>The purpose of this article is to educate you on what questions you can ask in order to prepare yourself for the future.<\/p>\r\n<h4>1. Does the ESP integrate with customer data platforms?<\/h4>\r\n<p>When building your <a href=\"https:\/\/iterable.com\/blog\/build-growth-marketing-stack\/\" target=\"_blank\" rel=\"noopener noreferrer\">ideal marketing tech stack<\/a>, the importance of data flexibility is at an all-time high. Your ESP should not only have seamless integrations with e-commerce providers and analytics tools but also out-of-the-box connections with today\u2019s leading customer data platforms (CDPs), such as <a href=\"https:\/\/iterable.com\/partners\/segment\/\" target=\"_blank\" rel=\"noopener noreferrer\">Segment<\/a> or <a href=\"https:\/\/iterable.com\/partners\/mparticle\/\" target=\"_blank\" rel=\"noopener noreferrer\">mParticle<\/a>.<\/p>\r\n<p>When selecting an ESP, understanding its integrations at a granular level allows you to set yourself up for success down the road. The data getting passed into and from your ESP allows for future segmentation and personalization.<\/p>\r\n<p>Having this mapped out from day 1 allows you to build a tech stack that is flexible enough for the unknown. Maybe your brand plans to launch a new product or sub-brand in the not-so-distant future and you want to cross-leverage data across your portfolio.<\/p>\r\n<p>One way to future-proof is to understand the touchpoints between platforms. If you pick an ESP without an understanding of CDP integrations, you could find yourself pigeon-holed into subpar personalization thanks to cumbersome data silos.<\/p>\r\n<h4>2. Does the ESP support multiple channels?<\/h4>\r\n<p>Having just email doesn\u2019t cut it in e-commerce anymore. It's vital that your ESP not only sends email, but also supports mobile push, SMS, direct mail, and even paid media, like Facebook Custom Audiences.<\/p>\r\n<p>With our clients, we have seen customer acquisition costs drop by 50% simply by sending postcards in the early stages of churn risk vs. sending Facebook ads at the same point in the journey. It\u2019s important that you can have the capability to drive similar tests to see when and how you should communicate with your customers.<\/p>\r\n<p>We see far too many retailers who have their email teams operate in a vacuum. You should be communicating with your customers on multiple platforms once they sign up, and that journey should be managed in your ESP.<\/p>\r\n<p>This allows for a full-funnel approach, so you can create highly segmented and channel-agnostic user journeys. The flexibility to test sending a postcard after your second welcome email instead of a third ineffective email can prove to pay dividends when scaling your channel-agnostic marketing strategy.<\/p>\r\n<h4>3. How available is Customer Support, and how active will they be during your implementation?<\/h4>\r\n<p>It is essential that you work with a team that can serve as more than just a vendor, but rather as a resource and trusted partner during your ESP implementation.<\/p>\r\n<p>Key preparations, such as your data migration and IP warming, are often overlooked, and in extreme cases can cause massive hits to your business during the transition.<\/p>\r\n<p>Having your ESP\u2019s Customer Support team actively involved in the migration process ensures that you avoid those pitfalls. Are they coming to you with strategic recommendations, or are you simply stuck in a queue with a 72-hour wait time anytime you have a question?<\/p>\r\n<p>When selecting your ESP, consider their Customer Support as an extension of your own team to serve as product experts who can help ensure you\u2019re ahead of the curve.<\/p>\r\n<h4>4. Does your engineering team actually like using the ESP?<\/h4>\r\n<p>In our experience, many developers frankly don\u2019t like most legacy ESPs available in the market, because they feel limited with what these technologies can do with APIs and despise the finicky nature of email coding.<\/p>\r\n<p>During a proof of concept, having your engineers get access to a sandbox and understand the API documentation during the vetting process is a must. Ideally, the developers on your team should learn the ins-and-outs of your marketing tech stack, how data passes and what data is passed.<\/p>\r\n<p>We find that oftentimes engineering teams can get left out of the ESP selection process, but we advise not to make this mistake. They will likely be the most critical of the available options and provide valuable technical feedback.<\/p>\r\n<p>Engineering teams often hold the keys to a company\u2019s tech stack and its roadmap, so make sure you have their buy-in. Their familiarity with the platform will pay dividends in future-proofing your selection.<\/p>\r\n<h4>5. What role does AI play in the ESP\u2019s current and future offering?<\/h4>\r\n<p>Let\u2019s face it, most ESPs say they have AI functionality but when it comes down to it, we are still scratching the surface of what AI is and will be in the ESP space. Your ESP should have the basics down\u2014it should have predictive insights to understand when users maybe should be coming back to purchase again.<\/p>\r\n<p>The technology is also out there for leveraging AI to do things like send-time and frequency optimization. When you are potentially running hundreds of personalized flows, the ability to automate messaging timing and cadence is a huge time-and-energy saver.<\/p>\r\n<p>But like all technology, what we see today and what we see in five years will advance more than email has in the last 20 years. Partnering with an ESP who has answered yes to the above 4 questions will likely land you with a yes on number 5.<\/p>\r\n<h3>Future-Proof Your MarTech Stack With the Right ESP<\/h3>\r\n<p>The MarTech ecosystem is changing by the day, but these questions should help you future-proof for those changes.<\/p>\r\n<p>If you would like to discuss any of these questions in more detail, feel free to reach out to me at <a href=\"mailto:Chip@themazegroup.com\" target=\"_blank\" rel=\"noopener noreferrer\">Chip@themazegroup.com<\/a>. I would love to talk through your ESP evaluation and see if there's anything The Maze Group can do to help.<\/p>","post_title":"5 Questions to Ask ESPs to Future-Proof Your MarTech Stack","post_excerpt":"To maintain a competitive advantage, you need to future-proof your marketing technology stack with the right email service provider (ESP).","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"5-questions-ask-esps-future-proof-martech-stack","to_ping":"","pinged":"","post_modified":"2020-05-19 08:10:31","post_modified_gmt":"2020-05-19 15:10:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9494","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 19, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051920_5-Questions-to-Ask-When-Evaluating-ESPs_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"5 Questions to Ask to Future-Proof Your MarTech Stack\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051920_5-Questions-to-Ask-When-Evaluating-ESPs_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051920_5-Questions-to-Ask-When-Evaluating-ESPs_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051920_5-Questions-to-Ask-When-Evaluating-ESPs_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/5-questions-ask-esps-future-proof-martech-stack\/"},{"ID":9457,"post_author":"35","post_date":"2020-05-14 11:19:33","post_date_gmt":"2020-05-14 18:19:33","post_content":"<p>It\u2019s safe to say the retail industry has undergone some changes in recent months. COVID-19 has <a href=\"https:\/\/www.forbes.com\/sites\/pamdanziger\/2020\/04\/03\/retail-companies-on-death-watch-is-growing-fast-as-covid-19-puts-non-essential-retailers-on-life-support\/#4ce458125ea9\" target=\"_blank\" rel=\"noopener noreferrer\">forced closures<\/a> across the world and left retailers scrambling. For some, like groceries, the current environment has helped sales, but for others, like fashion retailers, the situation is growing more desperate the longer the public stays inside.<\/p>\r\n<p>The U.S. Census Bureau reports that overall retail sales in March dropped 6.2% year-over-year, the <a href=\"https:\/\/nrf.com\/media-center\/press-releases\/march-retail-sales-plummet-during-coronavirus-pandemic\" target=\"_blank\" rel=\"noopener noreferrer\">largest monthly drop<\/a> ever recorded. Fashion retailers seem to have taken the brunt of the blow, however, with sales dropping 50.5% from February to March.<\/p>\r\n<p>With e-commerce sales taking <a href=\"https:\/\/www.digitalcommerce360.com\/article\/e-commerce-sales-retail-sales-ten-year-review\/\" target=\"_blank\" rel=\"noopener noreferrer\">larger and larger portions<\/a> of annual sales with each passing year, it could be argued that simply staying inside wouldn\u2019t necessarily be a nail in the coffin for fashion retailers. But shelter-in-place ordinances have shifted consumer spending and redefined what is considered discretionary or essential.<\/p>\r\n<p>Groceries are an obvious essential\u2014people need to eat\u2014but fitness equipment and computers have both seen steep <a href=\"https:\/\/www.retailcustomerexperience.com\/blogs\/how-the-consumer-mindset-is-shifting-during-covid-19\/\" target=\"_blank\" rel=\"noopener noreferrer\">boosts in online sales<\/a> (55% and 40% respectively) in an effort to access creature comforts of the outside world from the safety of our living rooms. For many, it\u2019s less important now to dress well than maintain physical and mental health.<\/p>\r\n<p>In January 2020, we kicked off a three-week research study of five leading fashion retailers (<a href=\"https:\/\/www.bloomingdales.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bloomingdale\u2019s<\/a>, <a href=\"https:\/\/www.neimanmarcus.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Neiman Marcus<\/a>, <a href=\"https:\/\/www.renttherunway.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rent the Runway<\/a>, <a href=\"https:\/\/www.macys.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Macy\u2019s,<\/a> and <a href=\"https:\/\/www.saksfifthavenue.com\/Entry.jsp\" target=\"_blank\" rel=\"noopener noreferrer\">Saks Fifth Avenue<\/a>). Modern lifestyles are happening more and more via mobile devices. With that in mind, we wanted to see how these organizations were utilizing mobile marketing to interact with their customers.<\/p>\r\n<p>We downloaded their apps, browsed items on mobile, and even abandoned our carts in the hopes of seeing our behavior integrated into their marketing campaigns. The results of that research can be found in our newest <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardown<\/a>.<\/p>\r\n<p><iframe style=\"max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/zHTKzlmPEywyl\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\">\ufeff<\/span> <\/iframe><\/p>\r\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Fashion Retailers \u2014 Iterable User Engagement Teardown\" href=\"\/\/www.slideshare.net\/Iterable\/fashion-retailers-iterable-user-engagement-teardown-234280083\" target=\"_blank\" rel=\"noopener noreferrer\">Fashion Retailers \u2014 Iterable User Engagement Teardown<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a><\/strong><\/div>\r\n<p>But, as we\u2019ve covered, times have changed. Marketing in January of this year might as well have been a different era compared to how companies can interact with their audiences now. So, we worked with our friends at MailCharts, a leading <a href=\"https:\/\/www.mailcharts.com\">e-commerce email marketing database<\/a> to see just how differently the marketing landscape is for fashion retailers under COVID-19.<\/p>\r\n<h3>Fashion Retail Marketing in the Before Times<\/h3>\r\n<p>Prior to shelter-in-place, fashion retailers were humming along with their usual marketing practices. Sales reigned supreme as the core driver of engagement. Mid-to-late January lends itself well to thematic promotions with discounted winter clothing and the impending need for Valentine\u2019s Day gifts.<\/p>\r\n\r\n[caption id=\"attachment_9460\" align=\"alignnone\" width=\"958\"]<img class=\"size-large wp-image-9460\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-06-at-3.42.34-PM-958x1024.png\" alt=\"Winter Themed Fashion Retail Promotion\" width=\"958\" height=\"1024\" \/> <em>Who can resist up to 75% off? Stay warm and save money!<\/em>[\/caption]\r\n\r\n<p>Occasionally, these brands would push for an in-store visit as foot traffic used to be a strong driver of revenue. Even in promoting the in-store experience, fashion retailers often recognized the presence of e-commerce.<\/p>\r\n\r\n[caption id=\"attachment_9461\" align=\"alignnone\" width=\"672\"]<img class=\"size-large wp-image-9461\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-07-at-11.56.49-AM-672x1024.png\" alt=\"Pick Up In Store Promotion\" width=\"672\" height=\"1024\" \/> <em>Neiman Marcus smartly looked to simplify the purchasing process and incentivize spontaneous purchases in-store.<\/em>[\/caption]\r\n\r\n<p>For the most part, the messaging over this three-week period stayed neutral, focusing more on \u201cyou\u201d and what \u201cyou\u2019ll love\u201d rather than contextualizing the clothing in a situation, such as at an event or working from home.<\/p>\r\n\r\n[caption id=\"attachment_9462\" align=\"alignnone\" width=\"1024\"]<img class=\"size-large wp-image-9462\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-11-at-9.56.21-AM-1024x684.png\" alt=\"Recommendations Added to Cart Abandonment\" width=\"1024\" height=\"684\" \/> <em>Product recommendations are a staple in fashion marketing.<\/em>[\/caption]\r\n\r\n<h3>Fashion Retail Marketing Today<\/h3>\r\n<p>And then everything changed.<\/p>\r\n<p>Much like their fellow marketers across the world, fashion retail marketers had to adapt to a new world order. In-store sales became a moot point and empathy took over. Nowadays, we\u2019re seeing these same retailers altering their frequency and messaging to fit the new consumer lifestyle.<\/p>\r\n<p>Rent the Runway, in particular, had to shift gears drastically as the need for renting designer clothing and accessories plummeted. Instead, they\u2019ve switched to promoting work-from-home styles, even going so far as promoting attire for digital events.<\/p>\r\n\r\n[caption id=\"attachment_9464\" align=\"alignnone\" width=\"796\"]<img class=\"size-full wp-image-9464\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-13-at-5.12.51-PM.png\" alt=\"Rent the Runway Event Promotion\" width=\"796\" height=\"578\" \/> <em>Adapting to the consumer\u2019s environment builds trust that your brand will look out for the user no matter what. Source: MailCharts<\/em>[\/caption]\r\n\r\n<p>Macy\u2019s dove into the workout-from-home boon by offering recommendations on their best workout clothes. Their messaging also shifted to directly call out the store closures and charities they\u2019ve partnered with like <a href=\"https:\/\/www.mealsonwheelsamerica.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Meals on Wheels<\/a>.<\/p>\r\n\r\n[caption id=\"attachment_9465\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-9465\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-13-at-5.14.13-PM.png\" alt=\"Macys Work From Home Promotion\" width=\"600\" height=\"895\" \/> <em>You may not be able to find a kettlebell, but you can still be stylish while working out from home. Source: MailCharts<\/em>[\/caption]\r\n\r\n<p>Finally, moving beyond fashion, retailers have taken this opportunity to promote their lesser-known items. Home essentials have shown up more frequently in recent months, especially as consumers look to cook for themselves.<\/p>\r\n\r\n[caption id=\"attachment_9468\" align=\"alignnone\" width=\"396\"]<img class=\"size-full wp-image-9468\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-14-at-9.10.42-AM.png\" alt=\"Saks Fifth Avenue Home Essentials\" width=\"396\" height=\"557\" \/> Everyone is a home chef now...whether they like it or not. Source: MailCharts[\/caption]\r\n\r\n<h3>Where Do Fashion Retailers Go From Here?<\/h3>\r\n<p>Short answer: who knows.<\/p>\r\n<p>Longer, more reasonable answer: pieces of the shelter-in-place lifestyle will remain. Some consumers will keep their status as burgeoning home chefs and look to fill out their kitchens.<\/p>\r\n<p>Others may <a href=\"https:\/\/www.cnbc.com\/2020\/04\/03\/working-from-home-is-now-mainstream-but-is-it-here-to-stay.html\" target=\"_blank\" rel=\"noopener noreferrer\">work from home<\/a> for the long term. The effects and sustainability of the new lifestyle remain to be seen. But, the willingness to adapt shown by these retailers shows that it is possible for marketers to keep pace. It starts with an empathetic mindset and is executed through expert data management.<\/p>\r\n<p>Consumers are looking for products with different needs in mind. It\u2019s up to you as the marketer to understand this behavior and tailor messaging to be relevant and helpful. Keeping the user\u2019s environment in mind will help navigate this tricky situation, and could even lead to new insights and campaign strategies for future success.<\/p>\r\n<p>Who knows?<\/p>\r\n<p><em>For more about fashion retail marketing and a host of other industries, check out our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardowns<\/a> analyzing their messaging.<\/em><\/p>","post_title":"Dressed to Isolate: Fashion Retail Marketing Under COVID-19","post_excerpt":"We analyzed the marketing strategies in the fashion retail industry to identify how their tactics have changed from January to now under COVID-19.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"fashion-retail-marketing-covid-19","to_ping":"","pinged":"","post_modified":"2020-05-19 09:29:25","post_modified_gmt":"2020-05-19 16:29:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9457","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 14, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"},{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["blog-post","teardown"],"term_names":["Blog Post","Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051420_Fashion-Retail-Teardown_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Fashion Retail Teardown\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051420_Fashion-Retail-Teardown_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051420_Fashion-Retail-Teardown_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051420_Fashion-Retail-Teardown_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/fashion-retail-marketing-covid-19\/"},{"ID":9420,"post_author":"7","post_date":"2020-05-12 08:42:47","post_date_gmt":"2020-05-12 15:42:47","post_content":"<p>When it comes to having a strong testing mentality at the cornerstone of your growth marketing strategy, nobody does it better than Sue Cho, <a href=\"https:\/\/www.linkedin.com\/in\/suechoemails\/\" target=\"_blank\" rel=\"noopener noreferrer\">Head of Lifecycle Marketing at Calm<\/a>. She\u2019s been an <a href=\"https:\/\/www.prnewswire.com\/news-releases\/announcing-the-winners-of-the-2018-iterable-growth-marketing-awards-300621429.html\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable MVP for years<\/a>, ever since she served as the Director of Email Marketing at <a href=\"https:\/\/iterable.com\/blog\/autolist-drives-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Autolist<\/a>.<\/p>\r\n<p>We recently sat down with Sue to recap her <a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">recent webinar<\/a> with us and Amplitude on the three truths she found through analytics and testing.<\/p>\r\n<p>Read on to learn the ins-and-outs of Calm\u2019s tech stack, their most important metric and more valuable insights!<\/p>\r\n<h3>An Interview With Sue Cho From Calm<\/h3>\r\n<h4>Tell us about yourself, Sue.<\/h4>\r\n<p>I am the Head of Lifecycle Marketing for Calm and I oversee all things retention, engagement and conversion. I run campaigns on channels, like email, push notifications, and even direct mail (which we call snail mail).<\/p>\r\n<p>I've been doing email and retention marketing for 10+ years, mostly focused on the subscription e-commerce space. I'm also an active member of <a href=\"https:\/\/email.geeks.chat\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email Geeks<\/a>, which is a worldwide organization, and I run the San Francisco chapter of the Email Geeks meetup. I'm also a charter member of an organization called <a href=\"https:\/\/womenofemail.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Women of Email<\/a>.<\/p>\r\n<p>I've been with Calm for about two years and in that time, I've been able to draw some really cool insights thanks to all the technologies that we have in place.\u00a0<\/p>\r\n<h4>In your own words, what is Calm?<\/h4>\r\n<p>Calm is the <a href=\"https:\/\/www.calm.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">#1 app for sleep, meditation and relaxation<\/a>. We were named <a href=\"https:\/\/www.usatoday.com\/story\/tech\/talkingtech\/2017\/12\/07\/apples-favorite-app-year-calm-wants-you-unplug\/929644001\/\" target=\"_blank\" rel=\"noopener noreferrer\">App of the Year<\/a> by Apple in 2017. We have content for sleep and meditations, and we have exclusive music, white noise, soothing backgrounds, master classes, and even body exercises. We have 80 million global downloads.<\/p>\r\n<p>My favorite portion of the app is actually the fun sleep stories, like \"Once Upon a Time in GDPR,\" where a lovely, boring British male voice reads you the entire law book of GDPR. I'm not sure if that'll give you nightmares or get you to a soothing slumber, but we have it.\u00a0<\/p>\r\n<p>We also have sleep stories from people like Matthew McConaughey, if you want him to read you a bedtime story. And we have some exclusive Calm music by some pretty cool artists, like Sam Smith and Lindsey Stirling.<\/p>\r\n<h4>What\u2019s the tech stack at Calm look like?<\/h4>\r\n<p>Our growth marketing tool is <a href=\"https:\/\/iterable.com\/product\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a>. I've actually been an Iterable client across several different companies. I'm a big fan. It's one of the most powerful automation tools for email and push notifications there is in the market.<\/p>\r\n<p>Then we use <a href=\"https:\/\/amplitude.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amplitude<\/a> as our data aggregator and visualization tool. The cool thing about these two tools is that we actually have a bi-directional integration where Iterable auto-streams data into Amplitude about email opens and send data, and all of the user properties nested in those, and we have the capability to push Amplitude cohorts and segments into Iterable as well.<\/p>\r\n<h4>How are you using this data?<\/h4>\r\n<p>With all of this data\u2014including from Iterable\u2014feeding into Amplitude, it allows us to visualize full-funnel on what a user does.\u00a0<\/p>\r\n<p>We can look at things like:<\/p>\r\n<ul>\r\n\t<li>User behavior from an app download<\/li>\r\n\t<li>Whether or not they open an email<\/li>\r\n\t<li>When they sign up for a subscription<\/li>\r\n\t<li>What they actually do once they open the app<\/li>\r\n<\/ul>\r\n<p>In other words, these technologies combined together allow us to see beyond superficial metrics, like opens and clicks, and gives us visibility into what the user actually is doing inside of the app <em>after<\/em> they open and click.<\/p>\r\n<h4>Why do you love analytics and testing?<\/h4>\r\n<p>I think it's really exciting and gratifying to see the great results that you've had from running tests. Whether or not the test results are what you predicted, you can get validation through concrete data, which helps you make objective and informed decisions.<\/p>\r\n<p>And by optimizing our programs to give the users what they want, we're able to get positive feedback, like a recent Facebook comment we got that said, \"The best part of Sunday night is when the Calm email comes, and the preview for the upcoming Daily Calms, and what you need to work on, is there.\"\u00a0<\/p>\r\n<p>I'm so used to being at companies and getting emails from angry consumers saying, \"Stop spamming me. Get me off your list. This is junk.\" And now we get people writing in upset that they didn't get the Sunday email that talks about the Daily Calms, so it's really gratifying.<\/p>\r\n<h4>What\u2019s an interesting insight you\u2019ve learned from testing?<\/h4>\r\n<p>We found through data that the \u201c<a href=\"http:\/\/www.sunday-scaries.com\/what-are-sunday-scaries\" target=\"_blank\" rel=\"noopener noreferrer\">Sunday Scaries<\/a>\u201d are real. We saw a distinct cyclical pattern of usage: People start to freak out on Sundays because they're stressing out over all the work that's coming on Monday. Clearly, there's a pattern where every Sunday, we get an uptick. On the weekends, people don't need to reach for Calm anymore.\u00a0<\/p>\r\n<p>But what about throughout the day? Instead of looking at daily rates over 60 days, we looked at hourly rates over five days. Now we saw a double hump cycle: The larger hump is at nighttime around 10 PM when people are trying to fall asleep, and the smaller hump is in the daytime when people are getting ready and getting their mind straight for the day. So we optimized most of our campaigns to go out early evenings, early mornings, Sundays, and never, ever, ever on a Friday or a Saturday.<\/p>\r\n<h4>What is your most valuable metric, that you look at daily, weekly, or monthly?<\/h4>\r\n<p>#1 is always revenue. And then we have the supplementary metrics that lead to revenue that we also focus on: The number of coupon redemptions and conversion metrics, like install-to-trial, trial-to-paid, the number of distinct days interacted with the app during a trial, and the number of sessions completed while in a paid membership.<\/p>\r\n<h4>How do you measure conversion?<\/h4>\r\n<p>We have a conversion event for web and also have webhooks to fetch conversion data from Apple and Google. To access those conversion events and attribute them to campaigns, I have several options thanks to our tech stack:<\/p>\r\n<ol>\r\n\t<li>In <strong>Iterable<\/strong>, I\u2019m able to define a custom conversion event for every campaign. I can set the attribution period based on an email send, open or click, as well as the time period between the email event and the conversion event.<\/li>\r\n\t<li><strong>Amplitude<\/strong> also receives a stream of Iterable event data. I can use Amplitude\u2019s feature \u201cFunnel Analysis,\u201d which allows me to see how many users did X event after Y event\u2014 i.e. how many users completed a session after opening the email? Amplitude also allows you to set a custom attribution period.<\/li>\r\n\t<li>We also have <strong>UTM \/ Google Tags<\/strong>, which we don\u2019t leverage as much.<\/li>\r\n<\/ol>\r\n<h4>Do you have a standardized framework for how long you run your tests?<\/h4>\r\n<p>Yes and no. The answer for how long we should run the test is always dependent on when we reach significance. For complex tests, we pull in a data scientist to analyze our average traffic and tell us\u2014before the tests starts\u2014how long we need to run it in order to gain significance.\u00a0<\/p>\r\n<p>For smaller tests like subject lines, Amplitude has an A\/B testing significance calculator. So I, honestly, just refresh it until it reaches significance. But we can always pull in a data scientist, and they can calculate how much power we need and how much time we need to get to the power level.<\/p>\r\n<h4>How do you prioritize what to test?<\/h4>\r\n<p>Money [laughs]. We look at the biggest opportunity, and it's usually a function of volume. With that said, if management wants to test something, sometimes that just trumps money.<\/p>\r\n<h4>To recap your webinar, what are the three truths you learned through analytics and testing?<\/h4>\r\n<ol>\r\n\t<li><strong>Don't be fooled by superficial metrics<\/strong>, especially when working with email. A lot of people get distracted by opens and clicks, but usually, our end goal is a conversion or a certain type of activity. Make sure your campaigns are optimized for the actual events that you want the user to do.<\/li>\r\n\t<li><strong>Learn from your most engaged users<\/strong>. If you don't know where to start, study the people who are using the product the most. That'll nudge you in the right direction on what content to show and how often you should message. Build your campaign with your superstar user in mind to convince the others that aren\u2019t as engaged to start exhibiting and practicing those behaviors.<\/li>\r\n\t<li>Neither #1 nor #2 are possible unless you <strong>invest in the tools<\/strong> that will help you gain these insights faster. Empowering your team to have tools to be able to draw their own insights and iterate quickly, is key.<\/li>\r\n<\/ol>\r\n<p>To learn more about Sue Cho and Calm\u2019s growth marketing and testing strategies, <a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">watch our webinar on-demand<\/a>.<\/p>","post_title":"A Q&A on Analytics and Testing With Sue Cho From Calm","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"analytics-testing-sue-cho-calm","to_ping":"","pinged":"","post_modified":"2020-08-13 01:53:02","post_modified_gmt":"2020-08-13 08:53:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9420","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 12, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051220_Calm-Recap_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Sue Cho, Head of Lifecycle Marketing at Calm\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051220_Calm-Recap_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051220_Calm-Recap_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/051220_Calm-Recap_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/analytics-testing-sue-cho-calm\/"},{"ID":9422,"post_author":"60","post_date":"2020-05-11 08:48:17","post_date_gmt":"2020-05-11 15:48:17","post_content":"<p>Learn from some of the industry's finest marketers. Lea Palomba, formerly Ebay, joins Holistic Email's Kath Pay, and Eloise Shuttleworth to discuss how you can take your email lifecycle from \"business as usual\" to truly customer-focused. Apply these tips and tricks to improve your cross-channel marketing and generate better results from your email programmes.<\/p>\r\n<p><br \/>\r\n<strong>In this session, we'll dive into: <\/strong><\/p>\r\n<ul>\r\n\t<li>Personalisation techniques and best practice<\/li>\r\n\t<li>Customer-focused marketing strategies<\/li>\r\n\t<li>Lifecycle management<\/li>\r\n<\/ul>","post_title":"Holistic Live: It's all about the lifecycle","post_excerpt":"How to approach growth marketing and the customer lifecycle with insights from eBay, Holistic Email Marketing, and Iterable.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"holistic-live-together-at-home","to_ping":"","pinged":"","post_modified":"2020-05-13 11:27:15","post_modified_gmt":"2020-05-13 18:27:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=9422","menu_order":111,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 11, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Holistic-Live-featured-image-3.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"holistic live: it&#039;s all about the lifecycle\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Holistic-Live-featured-image-3.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Holistic-Live-featured-image-3-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Holistic-Live-featured-image-3-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/webinars\/holistic-live-together-at-home\/"},{"ID":9402,"post_author":"7","post_date":"2020-05-07 07:58:16","post_date_gmt":"2020-05-07 14:58:16","post_content":"<p>As most of us at Iterable have had to learn the ropes of working from home these past several weeks, we have been fortunate to have some experts in our midst\u201420% of our employees who were already fully remote and thriving prior to the coronavirus outbreak.<\/p>\r\n<p>A few of these folks shared their wisdom and experience to make for an easier transition for the company as a whole. From suggesting <a href=\"https:\/\/www.tomsguide.com\/news\/best-free-zoom-backgrounds\" target=\"_blank\" rel=\"noopener noreferrer\">fun Zoom backgrounds<\/a> to creating an <a href=\"https:\/\/www.mayoclinic.org\/healthy-lifestyle\/adult-health\/in-depth\/office-ergonomics\/art-20046169\" target=\"_blank\" rel=\"noopener noreferrer\">ergonomic workspace<\/a> to establishing a <a href=\"https:\/\/zapier.com\/blog\/daily-routines\/\" target=\"_blank\" rel=\"noopener noreferrer\">daily routine<\/a>, Iterable\u2019s mighty remote workforce became front and center on our Slack channels and in our virtual Town Halls.<\/p>\r\n<p>They were the voices of comfort and reassurance that even though we wouldn\u2019t all be together in our offices again anytime soon, nothing about our team connection was going to disappear because our culture isn\u2019t location-dependent\u2014it\u2019s without borders and exists within each of us, intrinsically connected to <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">our company values<\/a> of Trust, Growth Mindset, Balance and Humility.<\/p>\r\n<p>We sat down to interview several Iterable employees, both veterans and newbies of remote work, to understand how they\u2019re adapting to the new normal. If you\u2019re facing a similar situation, we hope their tips help you adjust and provide solidarity that when we\u2019re all in this together.<\/p>\r\n<h3>Meet the Team<\/h3>\r\n<h4><img class=\"alignnone size-full wp-image-9408\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/050720_Remote-Work_Team.png\" alt=\"Team of Iterable remote workers\" width=\"1200\" height=\"1100\" \/><\/h4>\r\n<h3>An Iterable Q&amp;A on Remote Work<\/h3>\r\n<h4>How do you stay connected to your team?<\/h4>\r\n<p><strong>Connie<\/strong>: We\u2019re active and chatty on Slack and Zoom, both about professional and personal topics. It\u2019s been nice! When we could, we would also have in-person team on-sites and events.<\/p>\r\n<p><strong>David<\/strong>: I set up a 1:1 recurring meeting with various people at different frequencies just to catch up and check in with how things are going wherever they are located. I also try to use the time at the beginning of meetings to catch up with people before we actually start the agenda.<\/p>\r\n<p><strong>Kevin<\/strong>: We do daily stand-ups to share what we have going on in the day. I also have 1:1s with every team member every week and we've seen a big uptick in Slack activity and connectivity.<\/p>\r\n\r\n[caption id=\"attachment_9403\" align=\"alignnone\" width=\"936\"]<img class=\"wp-image-9403 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Remote-Work-1.png\" alt=\"Hannah Francis remote workspace\" width=\"936\" height=\"702\" \/> <em>Iterable @ home in Cornwall, England. Photo courtesy of Hannah Francis, Sales Development Representative.<\/em>[\/caption]\r\n\r\n<h4>In what ways do Iterable\u2019s core values support remote work culture?<\/h4>\r\n<p><strong>John<\/strong>: Trust\u2014Iterable trusts me to get the job one even when not in the office. Balance\u2014A remote life is a perfect balance, which allows me to enjoy work and life at the same time.<\/p>\r\n<p><strong>David<\/strong>: Iterable's core value of Balance supports all employees by providing benefits, such as fitness reimbursements for your gym membership and exercise equipment to stay healthy, as well as professional development stipends to continue growing and learning outside of work.<br \/>\r\n\u00a0<br \/>\r\n<strong>Patty<\/strong>: Balance I think is the best one right now: I feel super supported by my teammates and leadership to take time off to disconnect as much as I need. I also see a lot of Humility in terms of the leadership being able to pivot when something isn't working or needs attention, and I appreciate that. Trust, in the ways that we are being transparent with our future and the adjustments we have to do while we are WFH.<\/p>\r\n\r\n[caption id=\"attachment_9414\" align=\"alignnone\" width=\"3346\"]<img class=\"wp-image-9414 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Virtual-People-Team.png\" alt=\"People Team Zoom Party\" width=\"3346\" height=\"2100\" \/> <em>People Team Movie Trivia Zoom. Photo courtesy of Melanie Graff, Senior Manager, Talent Acquisition<\/em>[\/caption]\r\n\r\n<h4>What would you like job candidates to know about what it\u2019s like to be a remote employee at Iterable?<\/h4>\r\n<p><strong>Connie<\/strong>: Iterable is not \u201cnormally\u201d a fully-remote company, but all of my coworkers have been energizing, empathic and collaborative, regardless of our differing work environments. Everyone has been great about fostering a healthy work culture and is always thinking of more ideas to do so. No matter where we are or what time zone we\u2019re in, we\u2019re a team.<\/p>\r\n<p><strong>Niki<\/strong>: I've been working on onboarding our newest Solutions Consulting hires, and the feedback I've gotten from them is that our HR and People teams have done an amazing job of making them feel included even though they can't meet anyone in person yet. We've done a great job of adapting to a fully-remote working culture, and everyone is mindful of making our new hires feel like a part of the team through virtual coffees and hangouts.<\/p>\r\n<p><strong>Patty<\/strong>: It's great! Everyone is super eager to support and help you and will do their best to make you feel like you are a part of the team. Ask as many questions as you can and get involved as much as you can in the happy hours set in place and on the team Slack channels.<\/p>\r\n\r\n[caption id=\"attachment_9405\" align=\"alignnone\" width=\"462\"]<img class=\"wp-image-9405 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/Remote-Work-3.png\" alt=\"John Leonard's dog\" width=\"462\" height=\"548\" \/> <em>An unofficial teammate. Photo courtesy of John Leonard, Senior Partnerships Manager.<\/em>[\/caption]\r\n\r\n<h4>What\u2019s a fun fact about you working remotely?<\/h4>\r\n<p><strong>John<\/strong>: I make standing desks out of Amazon boxes. My dog likes to sit on my desk while I work. She weighs 70 lbs.<\/p>\r\n<p><strong>David<\/strong>: I keep a yoga mat next to my desk to stretch and take quick handstand breaks throughout the day. My tip for working remotely especially during this time is to try something enjoyable to break up the day\u2014my favorite is baking between meetings.<\/p>\r\n<p><strong>Niki<\/strong>: I have a very active dog, but I'm also in a lot of external calls during the week\u2014frozen Kongs have been a lifesaver for when I need him to be calm for 1-2 hours while I'm in meetings!<\/p>\r\n<h4>What has surprised you or what have you learned about yourself through the experience of working remotely?<\/h4>\r\n<p><strong>Patty<\/strong>: I'm an extreme extrovert and am struggling to communicate via the written word. However, I am able to make time for myself after giving myself a break and stepping up my GIF game.<br \/>\r\n\u00a0<br \/>\r\n<strong>Niki<\/strong>: I didn't realize how much I rely on commuting to separate my home life from work life. I find myself having to be a lot more deliberate about closing my laptop and ending my workday at a reasonable time.\u00a0<br \/>\r\n\u00a0<br \/>\r\n<strong>Kevin<\/strong>: This team is very resilient and adaptable. Everyone has had to come together, and it's been awesome to see how different groups respond and keep our sense of community. I love working for Iterable and would recommend it to anyone who is looking for their new work home. I've never been at a company that felt so connected and supportive\u2014and even as a lot of us are doing something totally new in working from home, the company has rallied together to make it a great experience.<\/p>\r\n<h3>Remote Work, Close Community<\/h3>\r\n<p>Where only a small segment of the company would have been able to speak to remote work at Iterable a couple of months ago, this experiment\u2014forced as it has been\u2014has proven our sense of community and inclusivity.<br \/>\r\n\u00a0<br \/>\r\nWhether virtual or less-than-six-feet away, we do great work together, empowered by resources and transparency. We communicate, collaborate and get things done.<\/p>\r\n<p>And with those results, if we can also spend less time commuting and more staying safe and healthy with our loved ones, then that\u2019s a win for everyone.<\/p>\r\n<p><em>Want to join the Iterable team? We're actively hiring around the world, so check out our open positions on our <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Careers page<\/a>.<\/em><\/p>","post_title":"Culture Without Borders: Remote Work at Iterable","post_excerpt":"We sat down to interview several Iterable employees, both veterans and newbies of remote work, to understand how they\u2019re adapting to the new normal.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"culture-without-borders-remote-work-iterable","to_ping":"","pinged":"","post_modified":"2020-05-07 07:58:16","post_modified_gmt":"2020-05-07 14:58:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9402","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 07, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/050720_Remote-Work_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Remote Work at Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/050720_Remote-Work_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/050720_Remote-Work_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/050720_Remote-Work_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/culture-without-borders-remote-work-iterable\/"},{"ID":9352,"post_author":"35","post_date":"2020-05-05 07:09:32","post_date_gmt":"2020-05-05 14:09:32","post_content":"<p>Consumers spend a lot of time on their mobile devices. There\u2019s no use in trying to hide it anymore. In fact, we\u2019ve reached the point where the average person is on their mobile device <a href=\"https:\/\/www.emarketer.com\/content\/average-us-time-spent-with-mobile-in-2019-has-increased\" target=\"_blank\" rel=\"noopener noreferrer\">nearly four hours each day<\/a>.<\/p>\r\n<p>That means we\u2019re on our phones almost a quarter of our days, assuming the average person stops scrolling through Instagram or TikTok long enough to get eight hours of sleep.<\/p>\r\n<p>That\u2019s a lot of time on one device.<\/p>\r\n<p>For mobile marketers, that\u2019s hours worth of opportunities to interact with users. And when considering that mobile shoppers view <a href=\"https:\/\/citrusbits.com\/50-mobile-statistics-facts-and-trends\/\" target=\"_blank\" rel=\"noopener noreferrer\">over four times as many<\/a> products per session in an app than through mobile browsers, the use of mobile channels for marketing goes beyond opportunity; it\u2019s a necessity.\u00a0<\/p>\r\n<p>Nowadays, it\u2019s less about driving the download of the app\u2014that\u2019s happening in <a href=\"https:\/\/www.statista.com\/statistics\/1010716\/apple-app-store-google-play-app-downloads-forecast\/\" target=\"_blank\" rel=\"noopener noreferrer\">droves<\/a>\u2014and more so about what marketers are doing after the download. What does the modern cross-channel experience, with seemingly endless data at the marketer\u2019s fingertips, look like?<\/p>\r\n<p>We wanted to find out firsthand. Push notifications. SMS. In-app messages. Mobile inboxes. They\u2019re all integral pieces of our mobile experiences, but we were curious how marketers were incorporating mobile behavior into their marketing campaigns.<\/p>\r\n<p>Well, the results of this curiosity are now available in our first-of-its-kind study, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Inside Look at Mobile Marketing<\/a>, the latest Iterable User Engagement Report.\u00a0<\/p>\r\n<h3>Our Methodology<\/h3>\r\n<p>With mobile activity an essential part of our daily lives, <a href=\"https:\/\/www.prweb.com\/releases\/iterable_report_finds_data_silos_are_setting_off_campaign_misfires_for_email_and_mobile_marketers\/prweb17097544.htm\" target=\"_blank\" rel=\"noopener noreferrer\">our study sought to analyze<\/a> mobile marketing in various lifestyle sectors. We selected 30 leading brands from six different industries and analyzed all of their cross-channel messages for a three-week period.<\/p>\r\n<p>From shopping (Fashion Retailers and General Merchandise Retailers) to eating (Restaurants and Cooking) to fitness and relationships (Running and Dating), the report covers industries that are fundamental to the average consumer\u2019s lifestyle.<\/p>\r\n<p>We initiated our activity for each brand through their mobile apps, creating profiles and opting into the various mobile channels. We browsed items, completed actions like going on a run, and abandoned carts to trigger responses. From there, we identified how they incorporated behavioral data into campaigns.<\/p>\r\n<p>Additionally, in order to identify any data silos, we completed one action in the desktop browser to see if the interactions with brands changed.<\/p>\r\n<p>In the <a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">full report<\/a>, you will find the use cases per mobile channel, examples pulled directly from the research, best practices, and insights from our valued partners who have provided recommendations based on their extensive experience in mobile marketing and data management.<\/p>\r\n<p>The report dives into each of these in detail, but for a quick glimpse, here are a few takeaways.<\/p>\r\n<h3>Key Findings: The Inside Look at Mobile Marketing<\/h3>\r\n<ol>\r\n\t<li><strong>Data silos still exist.<\/strong> Mobile data is not being incorporated into email campaigns\u2014and vice versa. Despite having downloaded the app, almost a quarter of companies studied (23%) included a \u201cdownload the app\u201d prompt in their email campaigns and only 20% of companies had a cart or browse abandonment campaign.<\/li>\r\n\t<li><strong>Cross-channel balance is key.<\/strong> The overall messaging breakdown showed a balance between mobile and email messages, with 53% of all messages coming via mobile channels. However, over 50% of brands in the study sent fewer than ten emails, indicating mobile behavior is not integrated into email campaigns.\u00a0<\/li>\r\n\t<li><strong>Push is the preferred mobile channel.<\/strong> Of the 30 brands in the study, 70% sent at least one push notification with an average of 8.4 push messages sent over the three weeks. One third (30%) of brands in Iterable\u2019s study did not send any push notifications at all, indicating a potential missed opportunity for brands to engage with mobile users.<\/li>\r\n\t<li><strong>SMS is the most underutilized channel.<\/strong> Despite texting\u2019s integral role in consumers\u2019 daily mobile usage, only 8% of all mobile messages sent were SMS, and 80% of companies did not deploy SMS messages at all.<\/li>\r\n<\/ol>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the full report<\/a> to gain access to more insights for better mobile marketing and cross-channel personalization.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/user-engagement-report-mobile-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-9353 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/ITE_Mobile-Apps-Report_Email-Banner_600x300.png\" alt=\"Read the Report: The Inside Look at Mobile Marketing\" width=\"600\" height=\"300\" \/><\/a><\/p>\r\n<p>Looking for a deeper dive into the marketing programs of these industries? Check out our User Engagement Teardowns covering <a href=\"https:\/\/iterable.com\/blog\/wish-vs-kohls\/\" target=\"_blank\" rel=\"noopener noreferrer\">General Merchandise Retailers<\/a> and <a href=\"https:\/\/iterable.com\/blog\/dating-apps-under-covid-19\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dating<\/a>.<\/p>\r\n<p>And to learn more about how Iterable can enable your business to create personalized lifecycle marketing campaigns, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener noreferrer\">schedule a demo<\/a> today!<\/p>","post_title":"Mobile Marketing Strategy & Examples","post_excerpt":"In our latest user engagement report, we acted as mobile-first engaged consumers to analyze the mobile marketing strategies of 30 leading companies.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"inside-look-at-mobile-marketing","to_ping":"","pinged":"","post_modified":"2024-02-05 12:21:51","post_modified_gmt":"2024-02-05 20:21:51","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9352","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"May 05, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/ITE_Mobile-Apps-Report_Blog-Header_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"User Engagement Report: The Inside Look at Mobile Marketing\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/ITE_Mobile-Apps-Report_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/ITE_Mobile-Apps-Report_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/05\/ITE_Mobile-Apps-Report_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/inside-look-at-mobile-marketing\/"},{"ID":9343,"post_author":"7","post_date":"2020-04-30 06:00:46","post_date_gmt":"2020-04-30 13:00:46","post_content":"<p>Email is forever. Think about it. Long after you\u2019ve rebranded your website, iterated through hundreds\u2014maybe thousands\u2014of Facebook ads and sold through past season\u2019s inventory, your customers (and competitors) can still dig into the depths of their inboxes\u2014reaching as far back as an old AOL account to find something cringeworthy your brand did or said years ago.<\/p>\r\n<p>As a full-service CRM agency with Iterable platform expertise, our team at <a href=\"https:\/\/www.ragnaroknyc.com\/home\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ragnarok<\/a> is often in the position of helping clients utilize email and cross-channel messaging to deliver upon <strong>short term sales and engagement goals<\/strong>. But our understanding of the <strong>long-term stickiness<\/strong> of the email channel is important for unlocking lasting, high-value customer relationships.<\/p>\r\n<p>Here are five tips for building brand equity and advocacy via your email program.<\/p>\r\n<h4>1. Ditch the transactional mindset<\/h4>\r\n<p>It may not be news that triggered email messages relating to customer\u2019s behaviors (such as order confirmation emails) receive higher engagement than marketing messages (<em>no offense to marketing<\/em>).<\/p>\r\n<p>So, it hurts our hearts when we see a \u201ctransactional\u201d email given absolutely no design love. With average <a href=\"https:\/\/www.smartinsights.com\/email-marketing\/email-communications-strategy\/statistics-sources-for-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">open and click rates that are 2x higher<\/a> than a marketing message, these types of emails are prime real estate for building brand love.<\/p>\r\n<p>Bridge the gap between teams and breakdown silos to activate your triggered messages for product education, cross-selling and generally getting to know your audience better (hello, profile completion prompts!). If you\u2019re not obsessing over their design and refreshing them at least once a year, then you\u2019re missing out!<\/p>\r\n\r\n[caption id=\"attachment_9344\" align=\"alignnone\" width=\"703\"]<img class=\"wp-image-9344 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/EmailIsForever-TransactionalMindset.jpg\" alt=\"Transactional Email Design\" width=\"703\" height=\"2194\" \/> <em>Delights customers with fun and colorful order confirmations.<\/em>[\/caption]\r\n\r\n<h4>2. Remember your \u201cso what\u201d<\/h4>\r\n<p>Nearly <a href=\"https:\/\/www.statista.com\/statistics\/456500\/daily-number-of-e-mails-worldwide\/\" target=\"_blank\" rel=\"noopener noreferrer\">300 billion emails are sent and received<\/a> worldwide every single day. And despite the love, sweat and HTML code your team puts into each one\u2014I can guarantee that users will take mere seconds to decide if your email is worth their time.<\/p>\r\n<p>With the fight for customers\u2019 attention being more competitive than ever, it\u2019s of utmost importance that every pixel is designed to <strong>add value<\/strong> and help your brand <strong>stand out<\/strong> from the crowd.<\/p>\r\n<p>Before approving any message, whether it be an email, mobile push, SMS, direct mail or social, ask yourself these three questions:<\/p>\r\n<ol>\r\n\t<li>Am I providing a truly unique point of view my user can\u2019t find elsewhere?<\/li>\r\n\t<li>Can my user understand the concept and reason to click in just a few seconds while multitasking (i.e. cooking dinner and with kids crying in the background)?<\/li>\r\n\t<li>Is my design visually distinct?<\/li>\r\n<\/ol>\r\n<p>If not, tweak until you\u2019re there. If you don\u2019t know the answers to these questions, then access opinions from either your existing customers or outside audiences using user research platforms like Typeform, Survey Monkey, Google Surveys or UserTesting.com\u00a0 It\u2019s well worth the time!<\/p>\r\n\r\n[caption id=\"attachment_9345\" align=\"alignnone\" width=\"989\"]<img class=\"wp-image-9345 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/EmailIsForever-StandOut.jpg\" alt=\"Ragnarok stand out illustration\" width=\"989\" height=\"651\" \/> <em>I spy, with my little eye, a successful email marketer.<\/em>[\/caption]\r\n\r\n<h4>3. Don\u2019t get stuck in the past<\/h4>\r\n<p>As a brand, it\u2019s important to remember that customers are ever-changing and it\u2019s our job to adapt with them. If a tactic \u201cdidn\u2019t work\u201d for your brand last year, don\u2019t be afraid to give it another go.<\/p>\r\n<p>Alternately, if you\u2019re finding success, don\u2019t get too comfortable. The pace of change is exponential and brands that stay on the forefront will continue to break new ground by surprising and delighting their customers.<\/p>\r\n\r\n[caption id=\"attachment_9346\" align=\"alignnone\" width=\"1024\"]<img class=\"wp-image-9346 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/EmailIsForever-VintageEmail.jpg\" alt=\"AOL vintage email\" width=\"1024\" height=\"666\" \/> <em>AOL may be stuck in the past, but you don\u2019t have to be.<\/em>[\/caption]\r\n\r\n<h4>4. Keep it real<\/h4>\r\n<p>In 2020, \u201cbreaking the third wall\u201d by speaking directly to your customers is more than just ok\u2014it\u2019s the norm. Customers have more choices than ever about where they put their hard-earned dollars, so connecting with them directly is nearly table stakes for winning their loyalty.<\/p>\r\n<p>Don\u2019t be afraid to speak in the first person, introduce real people from your team and use a letter format email when full-design and luscious images won\u2019t do.<\/p>\r\n<h4>5. Customer Service is your bestie<\/h4>\r\n<p>If you don\u2019t have a feedback loop with your customer service team, then you\u2019re doing it wrong. We love tools like <a href=\"https:\/\/iterable.com\/blog\/customer-spotlight-anya-vo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Asana<\/a>, <a href=\"https:\/\/iterable.com\/blog\/customer-spotlight-chris-kaundart\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trello<\/a>, or even Google Docs for collaborative access to marketing communications calendars and keeping everyone on the same page. And messaging tools like Slack are also great for opening the lines of cross-team communication across your organization.\u00a0<\/p>\r\n<p>Customers that actually use your product have a nice way of cutting through the internal clutter with their feedback and if you can champion the notion of truly hearing and responding to them, your brand will be better for it.<\/p>\r\n<p>At Ragnarok, we work collaboratively with clients and partners like Iterable to keep the feedback loops moving and find solutions all day, every day!<\/p>\r\n<p><em>To learn more about how Ragnarok can take your cross-channel growth marketing program to the next level, visit <a href=\"https:\/\/www.ragnaroknyc.com\/home\/\" target=\"_blank\" rel=\"noopener noreferrer\">ragnaroknyc.com<\/a>.<\/em><\/p>","post_title":"Email Is Forever: 5 Tips to Build Long-Term Brand Loyalty","post_excerpt":"Unlock lasting, high-value customer relationships with these five tips for building brand equity and advocacy via your email program.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"email-forever-5-tips-build-long-term-brand-loyalty","to_ping":"","pinged":"","post_modified":"2020-06-24 09:57:21","post_modified_gmt":"2020-06-24 16:57:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9343","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 30, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/043020_Email-Is-Forever_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Ragnarok guest post: Email is Forever\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/043020_Email-Is-Forever_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/043020_Email-Is-Forever_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/043020_Email-Is-Forever_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/email-forever-5-tips-build-long-term-brand-loyalty\/"},{"ID":9270,"post_author":"7","post_date":"2020-04-28 08:39:08","post_date_gmt":"2020-04-28 15:39:08","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/3-types-reactivation-campaigns-subscription-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll take a look at upselling and cross-selling.<\/em><\/p>\r\n<p>Do brands treat their customers with empathy and respect?<\/p>\r\n<p>At Iterable, we <a href=\"https:\/\/iterable.com\/blog\/driving-growth-marketing-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">define empathy<\/a> as adhering to the four following tenets:<\/p>\r\n<ol>\r\n\t<li>Acknowledging perspective<\/li>\r\n\t<li>Staying out of judgment<\/li>\r\n\t<li>Recognizing emotion<\/li>\r\n\t<li>Communicating understanding<\/li>\r\n<\/ol>\r\n<p>However, it\u2019s easier to say than it is to act upon it when B2C marketers are laser-focused on meeting their company\u2019s growth goals.\u00a0<\/p>\r\n<p>That's why for this next edition of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns<\/a>, we\u2019ll focus on <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/driving-growth-with-good-marketing-with-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">driving growth with good<\/a> by <strong>adding upsell and cross-sell opportunities<\/strong> to your existing marketing campaigns.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the complete guide<\/a> to gain access to even more advanced tactics to up your cross-channel messaging experience.<\/p>\r\n<p>Let\u2019s get started.<\/p>\r\n<h3>How to Show Empathy to Your Customers with Upsells and Cross-Sells<\/h3>\r\n<p>It\u2019s a no brainer for businesses to offer an upsell or a cross-sell to customers\u2014more revenue, an increase in customer lifetime value and the higher potential for brand loyalty.\u00a0<\/p>\r\n<p>But does it benefit the customer as well? It can, if you believe the following:<\/p>\r\n<blockquote>\r\n<p>\"[Customers] don\u2019t buy products and services, they buy end results.\" ~ Jay Abraham, consultant and author of <em>Getting Everything You Can Out of All You\u2019ve Got<\/em><\/p>\r\n<\/blockquote>\r\n<p>Meaning?\u00a0<\/p>\r\n<p>The hamburger someone purchases from a <a href=\"https:\/\/iterable.com\/blog\/fast-food-teardown\/\" target=\"_blank\" rel=\"noopener noreferrer\">fast food restaurant<\/a> isn\u2019t just a hamburger\u2014it\u2019s a way for someone to get a satisfying meal if they\u2019re in a hurry.<\/p>\r\n<p>So why not offer them a way to make sure they\u2019re well-fed, like an <strong>upsell<\/strong> of an extra beef patty or a <strong>cross-sell<\/strong> of some fries and a soft drink?<\/p>\r\n<p>Sounds pretty empathetic if a customer is super hungry that day.\u00a0<\/p>\r\n<p>Abraham goes on to explain why it\u2019s so important for a business to upsell and cross-sell:<\/p>\r\n<blockquote>\r\n<p><em>\"You can\u2019t allow a client to just select what they want to buy until and unless they\u2019ve been educated to know how much more or better is possible.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>However, Abraham published his book in 2000. So his examples for adding upsells and cross-sells to increase purchase amounts on VCRs and curtains aren\u2019t as relevant for the way customers purchase products and services online today.<\/p>\r\n<p>So we have to rethink how to incorporate an upsell\/cross-sell strategy into the e-commerce world.<\/p>\r\n<h3>4 Ways to Add Upsells and Cross-Sells Into Your Existing Email Campaigns<\/h3>\r\n<p>While you can add upsells and cross-sells to marketing assets, like product pages and checkout flows, we at Iterable are going to focus on ways to add them to the email campaigns you may already have running.<\/p>\r\n<p>Campaigns like:<\/p>\r\n<ol>\r\n\t<li>Cart abandonment<\/li>\r\n\t<li>Reactivation and re-engagement<\/li>\r\n\t<li>Order and shipping confirmations<\/li>\r\n\t<li>Welcome and onboarding<\/li>\r\n<\/ol>\r\n<p>We\u2019ll break them down, one by one.<\/p>\r\n<h4>1. Cart abandonment<\/h4>\r\n<p>It\u2019s a lot easier to abandon an online \u201cshopping cart\u201d vs. a physical one in-store, so <a href=\"https:\/\/iterable.com\/blog\/shopping-cart-abandonment-email-strategies\/\" target=\"_blank\" rel=\"noopener noreferrer\">cart abandonment campaigns<\/a> are designed to remind the customer of their intent to purchase.<\/p>\r\n<p>But there are a variety of reasons customers may be hesitant to finish the checkout process. Maybe they don\u2019t have an immediate need for the item, a lack of funds or a lack of trust in the brand.\u00a0<\/p>\r\n<p>Which is why a relevant upsell or cross-sell can work in a cart abandonment email. It gives the customer new items to consider purchasing, in addition to their original intent to purchase.<\/p>\r\n<p>For instance, let\u2019s look at the cart abandonment email from big-box retailer Target.<\/p>\r\n\r\n[caption id=\"attachment_9318\" align=\"alignnone\" width=\"680\"]<img class=\"wp-image-9318 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/target.png\" alt=\"Target cart abandonment email\" width=\"680\" height=\"1398\" \/> <em>Big-box retailer Target adds a cross-sell to their cart abandonment email.<\/em>[\/caption]\r\n\r\n<p>Instead of the typical \u201cDid you forget something?\u201d<a href=\"https:\/\/iterable.com\/blog\/what-we-can-learn-from-e-commerce-emails-part-2-cart-abandonment-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\"> phrasing seen in most cart abandonment emails<\/a>, Target alerts the customer of the reduced prices of their items, which reduces the \u201cno money\u201d objection with the added urgency to check out before the discount disappears.<\/p>\r\n<p>But in the case that the customer may not want the men\u2019s pants and tank top they originally selected, Target gives options to the buyer that there are other men\u2019s pants and tank tops in different colors that they might prefer instead.\u00a0<\/p>\r\n<p>It\u2019s not as common to implement something similar with an upsell, but athletic shoe company Adidas manages to pull it off with a customer who has a pair of sneakers in their cart.<\/p>\r\n\r\n[caption id=\"attachment_9319\" align=\"alignnone\" width=\"680\"]<img class=\"size-full wp-image-9319\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/adidas.png\" alt=\"Adidas cart abandonment upsell email\" width=\"680\" height=\"2394\" \/> <em>Athletic shoe company Adidas adds a shoe customization upsell to their cart abandonment email.<\/em>[\/caption]\r\n\r\n<p>For Adidas, the \u201cupsell\u201d is not necessarily a higher dollar amount since the customization is free, but more a tactic to help close the sale.\u00a0<\/p>\r\n<h4>2. Reactivation and re-engagement<\/h4>\r\n<p>We\u2019ve talked before about the <a href=\"https:\/\/iterable.com\/blog\/3-re-engagement-mistakes-marketers-make\/\" target=\"_blank\" rel=\"noopener noreferrer\">common mistakes made in a re-engagement email campaign<\/a> so how do you do it in a way that captivates customers to retry your products and services?<\/p>\r\n<p><strong>Answer<\/strong>: By utilizing their past purchase and browsing history to offer them new products and services.<\/p>\r\n<p>Take, for instance, this email received from outdoor retailer Backcountry, tailored specifically for a female shopper who previously browsed or bought gear from premium lifestyle brand prAna.<\/p>\r\n<p><img class=\"alignnone wp-image-9320\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/backcountry1.png\" alt=\"Backcountry part 1\" width=\"478\" height=\"687\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9321 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/backcountry2.png\" alt=\"Backcountry part 2\" width=\"478\" height=\"640\" \/><\/p>\r\n<p><em>Outdoor retailer Backcountry re-engages with a cross-sell of prAna\u2019s new Fall arrivals collection.<\/em><\/p>\r\n<p>It\u2019s a reasonable assumption that purchasers of prAna in the past may want additional items to complement what they already have in their wardrobe. In this case, Backcountry is using a re-engagement email to cross-sell 4 different items from the prAna\u2019s Fall collection.<\/p>\r\n<p>But let\u2019s say a customer previously purchased your subscription service and then canceled. You can utilize a reactivation email campaign to upsell the same service, just like guitar manufacturer Fender does below.<\/p>\r\n\r\n[caption id=\"attachment_9322\" align=\"alignnone\" width=\"635\"]<img class=\"wp-image-9322 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/fender.png\" alt=\"Fender upsell email\" width=\"635\" height=\"1171\" \/> <em>Guitar manufacturer Fender sends a reactivation email with an upsell to an Annual plan for their online guitar lessons subscription.<\/em>[\/caption]\r\n\r\n<p>The customer canceled their monthly Fender Play subscription, so Fender uses a reactivation email to upsell their Annual plan for 50% off.\u00a0<\/p>\r\n<p>This upsell offer may seem like it nets less revenue from customers, but is a great strategy if a brand is looking to increase its customer lifetime value.<\/p>\r\n<h4>3. Order and shipping confirmations<\/h4>\r\n<p>When your brand sells products and services online, customers can easily come back for another purchase. Compare that to an in-store experience where someone has to physically drive, park, and walk into a store to get something.<\/p>\r\n<p>So why not add a cross-sell or an upsell to your order and shipping confirmations, just in case a customer forgot to pick up an item related to their initial purchase?<\/p>\r\n<p>For bulk foods retailer Nuts.com, they use their shipping confirmation email to cross-sell additional items for the customer\u2019s next order, just in case they felt they \u201cmissed something.\u201d<\/p>\r\n<p><img class=\"alignnone wp-image-9323 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/nuts1.png\" alt=\"Nuts.com part 1\" width=\"590\" height=\"468\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9324\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/nuts2.png\" alt=\"Nuts.com part 2\" width=\"590\" height=\"287\" \/><\/p>\r\n<p><em>Bulk foods retailer Nuts.com cross-sells additional items in their shipping confirmation emails.<\/em><\/p>\r\n<p>Whereas for personal styling service Stitch Fix, the goal is to get the recipient of their subscription box to \u201ckeep\u201d as many rental items as possible.\u00a0<\/p>\r\n<p>While they can\u2019t always guarantee that the user will always love the fit, color or style of a piece of clothing or an accessory, Stitch Fix reduces the risk by adding an upsell of essential intimate items like camisoles, tights and socks to increase the likelihood that the customer will keep more items.<\/p>\r\n<p><img class=\"alignnone wp-image-9325 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/stitchfix1.png\" alt=\"Stitch Fix part 1\" width=\"716\" height=\"732\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9326\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/stitchfix2.png\" alt=\"Stitch Fix part 2\" width=\"716\" height=\"438\" \/><\/p>\r\n<p><em>Online styling service Stitch Fix upsells a curated collection of intimates in their shipping confirmation email.<\/em><\/p>\r\n<p>Obviously the benefit to utilizing cross-sells or upsells in an order or shipping confirmation email is the <a href=\"https:\/\/www.crazyegg.com\/blog\/customer-lifetime-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase in customer lifetime value<\/a>.\u00a0 But even if a customer doesn\u2019t take you up on the offer, it can at least give them ideas on what to purchase the next time they return to your website.\u00a0<\/p>\r\n<h4>4. Welcome and onboarding<\/h4>\r\n<p>It\u2019s a pretty well-established fact that <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome emails are crucial for building trust<\/a> with subscribers\u2014after all, this is the first interaction your customer has with your brand.\u00a0<\/p>\r\n<p>But is it the right move to immediately try a cross-sell or an upsell?\u00a0<\/p>\r\n<p>Take, for instance, this welcome email received from a purchase of Amazon\u2019s Kindle Paperwhite.<\/p>\r\n\r\n[caption id=\"attachment_9327\" align=\"alignnone\" width=\"560\"]<img class=\"wp-image-9327 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/kindle.png\" alt=\"Amazon Kindle cross-sell email\" width=\"560\" height=\"769\" \/> <em>Amazon cross-sells e-books in their Kindle Paperwhite welcome email.<\/em>[\/caption]\r\n\r\n<p>In this case, it makes sense for Amazon to cross-sell a few popular e-books based on the book purchase history of the user. After all, that\u2019s what they purchased a Kindle for.\u00a0<\/p>\r\n<p>You can also do the same thing with an upsell. This works especially well if your brand has a service that\u2019s free to use, but also a premium subscription for more features.<\/p>\r\n<p><img class=\"alignnone wp-image-9328 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/care1.png\" alt=\"Care.com part 1\" width=\"580\" height=\"712\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9329\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/care2.png\" alt=\"Care.com part 2\" width=\"580\" height=\"720\" \/><\/p>\r\n<p><em>Care.com upsells their Premium membership in their welcome email.<\/em><\/p>\r\n<p>In the above example from Care.com, the world\u2019s largest online destination for family care, the user has signed up for a free account to search for qualified caregivers in their area.\u00a0<\/p>\r\n<p>However, the free account caps the number of messages the user can send to prospective caregivers, so it makes sense for Care.com to add an upsell for the Premium membership, just in case the user needs background check options and unlimited messaging.<\/p>\r\n<p>Once you can see how easy it is to add cross-sells and upsells to your existing email campaigns, you can apply the same strategy to your other messaging channels.<\/p>\r\n<h3>A Quick Recap on Upsells and Cross-Sells<\/h3>\r\n<p>It\u2019s important to remember that as a brand, you show empathy to your customers by adding cross-sells and upsells to their existing marketing campaigns.\u00a0<\/p>\r\n<p>As consultant and author Jay Abraham says\u2026<\/p>\r\n<blockquote>\r\n<p><em>\"You can\u2019t allow a client to just select what they want to buy until and unless they\u2019ve been educated to know how much more or better is possible.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>And for e-commerce brands, the easiest place to start is to incorporate upsells and cross-sells into the emails you already send to your customers.<\/p>\r\n<p>Add them to campaigns like:<\/p>\r\n<ol>\r\n\t<li>Cart abandonment<\/li>\r\n\t<li>Reactivation and re-engagement<\/li>\r\n\t<li>Order and shipping confirmations<\/li>\r\n\t<li>Welcome and onboarding<\/li>\r\n<\/ol>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download our full guide<\/a> to master these email campaigns and sprinkle upsells and cross-sells into additional marketing channels, such as:<\/p>\r\n<ul>\r\n\t<li>In-app messaging<\/li>\r\n\t<li>Mobile push notifications<\/li>\r\n\t<li>Social retargeting<\/li>\r\n<\/ul>\r\n<p>Now that you are well-versed in upsells and cross-sells, what are you going to do to stand out from the crowd?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-upsell-cross-sell\/\"><img class=\"alignnone wp-image-9298 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Unboxing-Upsell_Cross-Sell_WP_Blog-CTA-Banner_620x240.png\" alt=\"Get the Guide: Unboxing Upsell and Cross-Sell\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"4 Ways to Upsell and Cross-Sell In Your Marketing Campaigns","post_excerpt":"In our next Unboxing Guide, we focus on driving growth with good by adding upsell and cross-sell opportunities to your existing marketing campaigns.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"4-ways-upsell-and-cross-sell-marketing-campaigns","to_ping":"","pinged":"","post_modified":"2020-04-28 08:39:08","post_modified_gmt":"2020-04-28 15:39:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9270","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Unboxing Guide","pretty_date":"April 28, 2020","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"<img width=\"600\" height=\"400\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Unboxing-Upsell_Cross-Sell_WP_Email-Banner_600x400.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Unboxing Must-Have Marketing Campaigns: Upsell and Cross-Sell\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Unboxing-Upsell_Cross-Sell_WP_Email-Banner_600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Unboxing-Upsell_Cross-Sell_WP_Email-Banner_600x400-300x200.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>","url":"https:\/\/iterable.com\/blog\/4-ways-upsell-and-cross-sell-marketing-campaigns\/"},{"ID":9306,"post_author":"35","post_date":"2020-04-24 09:23:44","post_date_gmt":"2020-04-24 16:23:44","post_content":"<p>Third time\u2019s a charm! We\u2019re excited to announce that for the third consecutive year Iterable has been named as one of the Bay Area\u2019s \u201cBest Places to Work,\" specifically ranking #5 on the list for <a href=\"https:\/\/bizj.us\/1q3jyd\" target=\"_blank\" rel=\"noopener noreferrer\">midsize companies<\/a>.<\/p>\r\n<p>Building a strong culture that fosters growth, innovation and opportunity for our employees has always been priority number one, and we\u2019re honored to receive recognition for these efforts from the <a href=\"https:\/\/www.bizjournals.com\/sanfrancisco\/\" target=\"_blank\" rel=\"noopener noreferrer\">San Francisco Business Times<\/a> and the <a href=\"https:\/\/www.bizjournals.com\/sanjose\/\" target=\"_blank\" rel=\"noopener noreferrer\">Silicon Valley Business Journal<\/a>.<\/p>\r\n<p>And while this honor calls out our San Francisco headquarters in particular, the Iterable culture extends far beyond the Bay Area. We strive to bring this culture to our remote employees, which make up over 20% of our company, and our other locations, like Denver, where we were named to the <a href=\"https:\/\/iterable.com\/blog\/2020-best-places-to-work-in-colorado\/\" target=\"_blank\" rel=\"noopener noreferrer\">Best Places to Work list in Colorado<\/a>.<\/p>\r\n<p>As our co-founder and CEO, Justin Zhu puts it, \u201cWe believe investing in our people is core to creating a sustainable company that embodies Iterable\u2019s values of trust, growth mindset, humility and balance.\u201d<\/p>\r\n<p>Much like many of you, our culture was recently put to the test by the COVID-19 outbreak, as we moved from 20% to 100% remote work.<\/p>\r\n<h3>A Culture Without Borders<\/h3>\r\n<p>In preparation for and during this time, we have taken strides to strengthen Iterable\u2019s culture, in a variety of ways.<\/p>\r\n<p>From the beginning, our executives have met daily to discuss updates to shelter-in-place and provide transparent feedback to employees about next steps. Our flexible PTO policy has allowed employees to take the time they need to care for themselves and their families.\u00a0<\/p>\r\n<p>To stay connected, our #values <a href=\"https:\/\/slack.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Slack<\/a> channel serves as a hub to call out the amazing work of our colleagues for building trust and a growth mindset and even share moments of friendship and humanity that <a href=\"https:\/\/iterable.com\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">promote balance and humility<\/a>.<\/p>\r\n<p>Many teams have started <a href=\"https:\/\/www.goodhousekeeping.com\/life\/g31926290\/virtual-happy-hour-ideas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Zoom happy hours<\/a> where they play games or host contests for the best-personalized <a href=\"https:\/\/www.pocket-lint.com\/apps\/news\/151711-best-zoom-backgrounds-fun-virtual-backgrounds-for-zoom-meetings\" target=\"_blank\" rel=\"noopener noreferrer\">Zoom background<\/a>. Others have taken to sharing daily news stories that might bring a smile to everyone\u2019s faces or photos of what they\u2019re cooking. And, when all else fails, we share pictures of our pets!<\/p>\r\n\r\n[caption id=\"attachment_9307\" align=\"alignnone\" width=\"600\"]<img class=\"wp-image-9307 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042420_Best-Places-to-Work_Pets.png\" alt=\"Best Places to Work Bay Area Pets\" width=\"600\" height=\"600\" \/> Our furry friends are (mostly) happy to have us around a bit more.[\/caption]\r\n\r\n<p>Normally, we provide quarterly stipends for learning and development. These are still in place but have been updated to allow for office equipment, like chairs and monitors for their homes. Other existing perks, such as a premium membership to the meditation app <a href=\"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Calm<\/a>, have provided mental health resources, in addition to the ones included in our employee benefits.\u00a0<\/p>\r\n<p>And to make sure everyone is happy, healthy and heard, we hold weekly virtual town halls where employees can openly and honestly ask questions about any concerns they may have.\u00a0<\/p>\r\n<p>But don\u2019t take it from just me. Here are a few thoughts from our employees adapting to the new normal:<\/p>\r\n<p><img class=\"alignnone wp-image-9308 size-large\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042420_Best-Places-to-Work_Quotes-455x1024.png\" alt=\"Best Places to Work Bay Area Quotes\" width=\"455\" height=\"1024\" \/><\/p>\r\n<p>We recognize that life often gets thrown askew by things out of our control. So, we have taken every measure possible to make this time more comfortable for everyone at Iterable\u2014and associated with Iterable\u2014so we can come out on the other side together.\u00a0<\/p>\r\n<p>This is a strange time, but I am proud of how our organization has come together for the greater good\u2014not only for ourselves, but also for our customers and partners as well.<\/p>\r\n<h3>Join a 2020 Bay Area Best Places to Work<\/h3>\r\n<p>Do you want to join a team of humble, smart-working people who care about work-life balance and like to have fun?<\/p>\r\n<p>Help us make the Best Places to Work list again next year by applying for any of the open positions on <a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener noreferrer\">our careers page<\/a>!<\/p>","post_title":"Iterable Named a 2020 Bay Area Best Places to Work","post_excerpt":"We\u2019re excited to announce that for the third consecutive year Iterable has been named as one of the Bay Area\u2019s \u201cBest Places to Work.\u201d","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"2020-bay-area-best-places-work","to_ping":"","pinged":"","post_modified":"2020-05-15 15:28:35","post_modified_gmt":"2020-05-15 22:28:35","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9306","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 24, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042420_Best-Places-to-Work_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042420_Best-Places-to-Work_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042420_Best-Places-to-Work_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042420_Best-Places-to-Work_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/2020-bay-area-best-places-work\/"},{"ID":9287,"post_author":"7","post_date":"2020-04-23 08:46:55","post_date_gmt":"2020-04-23 15:46:55","post_content":"<p>Well, well, well\u2014it is 2020, and we are finally seeing some signs of life out of Microsoft\u2019s Outlook\/Hotmail freemail system. Something we haven\u2019t seen since it <a href=\"https:\/\/www.microsoft.com\/en-us\/microsoft-365\/blog\/2016\/07\/26\/outlook-helps-you-focus-on-what-matters-to-you\/\" target=\"_blank\" rel=\"noopener noreferrer\">first introduced Focused Inbox back in 2016<\/a>.<\/p>\r\n<p>It is no secret to anyone working in the email deliverability space that inbox placement in the Microsoft system in the last couple of years has been challenging, to say the least:<\/p>\r\n<ul>\r\n\t<li><strong>Sending from new IPs to Microsoft?<\/strong> <em>Mach 2 to the junk folder.<\/em><\/li>\r\n\t<li><strong>Using the proper protocol to file a support ticket for mitigation?<\/strong> <em>Nice thought, but get ready to open more\u2014many more.<\/em><\/li>\r\n\t<li><strong>Reducing audiences to hyper-engaged segments only?<\/strong> <em>60% of the time, it works every time #Anchorman.<\/em><\/li>\r\n\t<li><strong>Escalations outside of the support funnel?<\/strong> <em>Fuggedaboutit<\/em><\/li>\r\n\t<li><strong>Light at the end of the tunnel?<\/strong> <em>Cue the Charlie Brown tree.<\/em><\/li>\r\n<\/ul>\r\n<p>Just ask our deliverability team lead Seth Charles on the subject:<\/p>\r\n<blockquote>\r\n<p><em>\"Over the last few years, Microsoft has been considerably notorious due to inconsistent filtering logic and SMTP responses that have been unpredictable. To add to frustrations, some traditional and 'recommended' escalation paths have remained somewhat unproductive. <\/em><\/p>\r\n<p><em>Any developments that hint at improvements or even attention on MSN's part would be a welcomed sight in this space.\"<\/em><\/p>\r\n<\/blockquote>\r\n<p>However, it appears the Outlook\/Hotmail email client is doing something new and rolling out a beta test for Inbox Tabs. As of this week, the Iterable Deliverability Team began to see prompts inside of the Outlook\/Hotmail system to enable the additional Inbox Tabs. There are now more options than there have been in the last couple of years, and that is <strong>different<\/strong>.<\/p>\r\n<p>How was the Iterable Deliverability Team privy to this? Well, we just test and poke around a lot, then we poke around even more and pay attention. It appears the conditions were just right, and like <a href=\"https:\/\/deliverycounts.com\/2020\/04\/16\/microsoft-brings-inbox-tabs-to-outlook-on-the-web\/\" target=\"_blank\" rel=\"noopener noreferrer\">other users<\/a> who <a href=\"https:\/\/www.neowin.net\/news\/leaked-screenshots-show-new-inbox-tabs-for-outlook-on-the-web\" target=\"_blank\" rel=\"noopener noreferrer\">flagged the change this month<\/a>, we happened to notice a new feature being exposed under the radar.<\/p>\r\n<p>This could be the start of Microsoft more accurately classifying the types of messages coming into their system. This, in turn, would teach their machine learning models to better understand what is good mail (let it in) and what is bad mail (junk, block or drop at the edge), thereby protecting their system and making users happy.\u00a0<\/p>\r\n<p>Let\u2019s dive into the details of what is starting to roll out in the Outlook\/Hotmail system.<\/p>\r\n<h3>The Inside Scoop on Microsoft Inbox Tabs<\/h3>\r\n<p>As I\u2019ve stated above, Microsoft\u2019s <a href=\"https:\/\/support.office.com\/en-us\/article\/focused-inbox-for-outlook-f445ad7f-02f4-4294-a82e-71d8964e3978\" target=\"_blank\" rel=\"noopener noreferrer\">Focused Inbox<\/a> has been available for several years, as a way to separate priority messages from the nonessential.\u00a0<\/p>\r\n<p>The screenshot below depicts the default tabs options available right now for most users.<\/p>\r\n\r\n[caption id=\"attachment_9301\" align=\"alignnone\" width=\"612\"]<img class=\"wp-image-9301 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Outlook-1.png\" alt=\"Focused and Other Tabs in Outlook\" width=\"612\" height=\"204\" \/> <em>A look into the Focused and Other tabs in Microsoft\u2019s inbox.<\/em>[\/caption]\r\n\r\n<p><strong>Hot off the presses<\/strong>\u2014Below are the new options you can enable if you are prompted as an Outlook\/Hotmail user: Promotions, Social and Newsletters.\u00a0<\/p>\r\n<p>It is not clear yet which users are getting nudged at this time, and it is important to note that a user can turn on or off any of the tabs at any given time.<\/p>\r\n\r\n[caption id=\"attachment_9302\" align=\"alignnone\" width=\"744\"]<img class=\"wp-image-9302 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Outlook-2.png\" alt=\"Microsoft Inbox Tabs\" width=\"744\" height=\"508\" \/> <em>An inside look at Microsoft\u2019s new Inbox Tabs that are available to turn on.<\/em>[\/caption]\r\n\r\n<p>These new Inbox Tabs give Microsoft users the option to have all of the below options in their mailbox now.<\/p>\r\n\r\n[caption id=\"attachment_9303\" align=\"alignnone\" width=\"918\"]<img class=\"wp-image-9303 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Outlook-3.png\" alt=\"Inbox view of Microsoft Inbox Tabs\" width=\"918\" height=\"196\" \/> <em>How the new tabs look inside of a Microsoft user\u2019s inbox.<\/em>[\/caption]\r\n\r\n<p>Look and sound familiar? It should: Gmail <a href=\"https:\/\/gmail.googleblog.com\/2013\/05\/a-new-inbox-that-puts-you-back-in.html\" target=\"_blank\" rel=\"noopener noreferrer\">rolled out the first iteration<\/a> of its inbox tabs nearly seven years ago.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_9299\" align=\"alignnone\" width=\"808\"]<img class=\"wp-image-9299 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Gmail-1.png\" alt=\"Gmail Inbox Categories\" width=\"808\" height=\"304\" \/> <em>Gmail\u2019s available tabs a user can turn on in inbox settings. <\/em>[\/caption]\r\n\r\n<p>This gave users more control over their inbox and also led to additional deep insights for Google\u2019s machine learning to further classify the types of messages entering Gmail.<\/p>\r\n\r\n[caption id=\"attachment_9300\" align=\"alignnone\" width=\"1014\"]<img class=\"wp-image-9300 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Gmail-2.png\" alt=\"Inbox View of Gmail Inbox Tabs\" width=\"1014\" height=\"144\" \/> <em>How the tabs look inside of a user's Gmail inbox.<\/em>[\/caption]\r\n\r\n<h3>What Microsoft Inbox Tabs Mean for Email Marketers<\/h3>\r\n<p>Ultimately, is this a good or bad thing that Microsoft has started enabling these inbox tabs?<\/p>\r\n<p>I do, indeed, think this is a very good thing. Users and marketers had (<em>and still have<\/em>) mixed feelings about the Gmail tabs. But the best part about this feature is that a user can decide to turn on whatever tabs they find most relevant to them. There was a keyword in the previous sentence\u2014<strong>relevant<\/strong>.<\/p>\r\n<p>With the Outlook\/Hotmail inbox tabs most likely coming, being relevant to your users just took a beefy shot to the arm. I imagine that many marketers might start panicking that this is going to reduce inbox exposure to their users\u2014decreasing open rates and revenue as a result\u2014in a system that\u2019s already difficult to deliver marketing messages to.<\/p>\r\n<p>In my opinion, all this really does is just highlight the critical need to look at your marketing program and ensure you have done your homework on your data. Your users need relevant and meaningful information delivered to them, when they want it.\u00a0<\/p>\r\n<p>Here are important questions to keep in mind when gauging your brand\u2019s relevance:<\/p>\r\n<ul>\r\n\t<li>Did users directly opt-in?<\/li>\r\n\t<li>Are they opening your emails? Are they opening them multiple times?<\/li>\r\n\t<li>Are they clicking (<em>and not the unsubscribe link<\/em>)?<\/li>\r\n\t<li>Are users sending you other behavioral signals that let you know they are loyal and engaged with your brand (purchases, app activity, website activity, etc.)?<\/li>\r\n<\/ul>\r\n<p>If users are expecting mail from your program, then they will go find it and engage with it when they are ready, no matter what tab it delivers to.<\/p>\r\n<h3>Wrapping Up With Optimism<\/h3>\r\n<p>To Microsoft\u2019s credit, the Iterable Deliverability Team is optimistically observing that Microsoft\u2019s support funnel is being more reasonable lately. It appears that the support tiers are actually reviewing the data on sending IP addresses in question. Mitigation on good senders is happening much faster and actually holding right now. We are seeing a drastic change in reputation and open rates overnight, when there have been junk folder issues for weeks and even months prior.\u00a0<\/p>\r\n<p>These are some encouraging signs that we genuinely hope will continue. For all intents and purposes, Microsoft is making efforts to fix what has been broken for many legitimate senders for some time, and that is a positive sign in the email industry.\u00a0<\/p>\r\n<p>Let\u2019s see how Microsoft users like its Inbox Tabs once more are prompted to enable them, how accurate the tab categorizations are and how inbox placement starts to play out over the next few months. I remain hopeful that this could be the start of a new light for Microsoft inbox placement, and all of us deliverability nerds can rejoice in more accurate results and resolutions.<\/p>\r\n<p>As you can see from above, the email deliverability space is constantly evolving, and it is a complicated subject matter. Need help trying to navigate these ever-changing waters? Learn more about <a href=\"https:\/\/iterable.com\/blog\/iterable-deliverability-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable's Deliverability Services<\/a> and how we can help.<\/p>","post_title":"Microsoft Inbox Tabs for Outlook\/Hotmail: Coming Soon?","post_excerpt":"It appears the Outlook\/Hotmail email client is rolling out a beta test for Inbox Tabs. Here's what Microsoft's new feature means for email marketers.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"microsoft-inbox-tabs-for-outlook-hotmail-coming-soon","to_ping":"","pinged":"","post_modified":"2020-04-23 09:40:10","post_modified_gmt":"2020-04-23 16:40:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9287","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 23, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042320_Inbox-Tabs_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Illustration of Microsoft Inbox Tabs\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042320_Inbox-Tabs_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042320_Inbox-Tabs_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042320_Inbox-Tabs_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/microsoft-inbox-tabs-for-outlook-hotmail-coming-soon\/"},{"ID":9271,"post_author":"97","post_date":"2020-04-22 12:24:20","post_date_gmt":"2020-04-22 19:24:20","post_content":"<p>By now we all know how important data is to successful marketing\u2014we know that you <em>already<\/em> know this. What you might not know, however, is how to actually make use of the exabytes of data that are created daily.<\/p>\r\n<p>Today, we\u2019ll take a closer look at the different data types that growth marketing platforms like Iterable classify, store and activate as part of a standout customer messaging experience.<\/p>\r\n<p>Without venturing too deep into the weeds, we\u2019ll focus on three primary data types that flow through our platform before transforming into personalized cross-channel messaging:<\/p>\r\n<ol>\r\n\t<li>User attributes<\/li>\r\n\t<li>Event data<\/li>\r\n\t<li>Metadata*<\/li>\r\n<\/ol>\r\n<p>(*<em>We recognize that metadata\u2019s descriptive nature applies to all data types, but for the sake of today\u2019s post we\u2019ll be examining it through a product-specific lens.<\/em>)<\/p>\r\n<h3>The Basics: Attributes, Events and Metadata<\/h3>\r\n<p>User data as a concept is fairly straightforward. On a daily basis, consumers express exactly who they are, what they like and more across the digital universe. This richly detailed, personal data\u2014browsing, buying, clicking, tapping, and interacting\u2014is encapsulated as user data that can live inside <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/218365803-User-Profile-Overview\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable user profiles<\/a>.<\/p>\r\n<p>Within Iterable, we generally classify this data as two different data types: user attributes and event data.<\/p>\r\n<h4>User Attributes<\/h4>\r\n<p><strong><span style=\"text-decoration: underline;\">What it is<\/span><\/strong>: User attributes are usually insights like personal characteristics, geographic location and general profile-building properties. These are the data points that speak to your users\u2019 individualities\u2014their contact details, how and when they found you, the lists they\u2019re (un)subscribed to, and the devices they use.<\/p>\r\n<p><strong><span style=\"text-decoration: underline;\">Where it comes from<\/span><\/strong>: In general, all information about your users is passed to Iterable through API, CSV import, partner integrations, or mobile SDK. User attributes are no exception. Iterable receives and stores new user profile basics once they've join your website or app. As their engagement grows, we append new details about them and their experiences to their profiles.\u00a0<\/p>\r\n<p><strong><span style=\"text-decoration: underline;\">Why it\u2019s important<\/span><\/strong>: User attributes build a bigger picture of who your customers are. Iterable uses these attribute values for segmentation, workflow filtering and dynamically personalizing content.<\/p>\r\n\r\n[caption id=\"attachment_26540\" align=\"alignnone\" width=\"610\"]<img class=\"wp-image-26540 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Andrew_B_UserProfile.png\" alt=\"Andrew Boni's User Profile\" width=\"610\" height=\"563\" \/> <em>User Profiles store different attributes and give you a well-rounded view of every customer.<\/em>[\/caption]\r\n\r\n<h4>Event Data<\/h4>\r\n<p><strong><span style=\"text-decoration: underline;\">What it is<\/span><\/strong>: <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/206430615-Events-and-Event-Properties\" target=\"_blank\" rel=\"noopener noreferrer\">Event data<\/a> captures critical details about what your users \u201cdo\u201d with your brand\u2014from macro events like purchases or subscription levels to micro events like website and app clicks, page views, email or push opens, and more.<\/p>\r\n<p>Importantly, engagement encompasses much more than simply opening a message\u2014Iterable\u2019s <a href=\"https:\/\/support.iterable.com\/hc\/en-us\/articles\/115002065083-Managing-Custom-Events\" target=\"_blank\" rel=\"noopener noreferrer\">custom event capabilities<\/a> layers in rich details about customer experiences. Because events are broad in scope and often brand-specific, it\u2019s easy to customize which unique events are tracked and stored to your users\u2019 profiles.<\/p>\r\n<p><span style=\"text-decoration: underline;\"><strong>Where it comes from<\/strong><\/span>: Message engagement activity like channel-specific sends, opens and clicks are natively tracked by Iterable to show how your customers are interacting with your brand. External activities, like cart additions or purchases taking place on your website or app, can all be brought into the platform the same ways user attributes are.<\/p>\r\n<p><span style=\"text-decoration: underline;\"><strong>Why it\u2019s important<\/strong><\/span>: Compiled event data offers a holistic and evolving look into your customers\u2019 changing interests and needs. Use these events and their layers of associated data inside Iterable as conditional logic parameters that enhance segmentation, workflow filtering, and dynamic templating.<\/p>\r\n\r\n[caption id=\"attachment_26547\" align=\"alignnone\" width=\"989\"]<img class=\"wp-image-26547 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Andrew_B_EventHistory.png\" alt=\"Andrew Boni's event data history\" width=\"989\" height=\"553\" \/> <em>See the different details of your customers\u2019 recent and historical interactions transcribed as event data.<\/em>[\/caption]\r\n\r\n<h4>Metadata<\/h4>\r\n<p>Metadata is all the descriptive data about the core products and services differentiating your brand from your competitors. Think of a book, for example: though there are millions of them, no two are the same because of key distinctions: author, genre, characters, plot, and so on.<\/p>\r\n<p>Moving from analogy to your business, it\u2019s the details (the metadata) about your brand\u2019s offerings that makes you valuable to your customers\u2014and we can capture all of these critical specificities inside Iterable.<\/p>\r\n<p><span style=\"text-decoration: underline;\"><strong>What it is<\/strong><\/span>: Metadata accounts for your business\u2019s finest of details; it\u2019s the brand equivalent of user attributes. On its own, it characterizes who your brand is, what it does and offers. But metadata paints much more vivid image of what your customers like specifically about your brand once affiliated with user data.\u00a0<\/p>\r\n<p>For example, if a customer makes a retail purchase, that purchase metadata\u2014size, color, style, category, price, or whatever else\u2014can be saved to their profile for use within a number of future marketing initiatives.<\/p>\r\n<p><span style=\"text-decoration: underline;\"><strong>Where it comes from<\/strong><\/span>: Metadata typically resides in the various data management and e-commerce platforms our customers use. When marketing campaigns are sent, Iterable\u2019s APIs and integrations insert the specified metadata from these platforms into your message templates in the forms of personalized content.<\/p>\r\n<p>In addition, customers using our <a href=\"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">Catalog<\/a> feature can import their products\u2019 details into an Iterable-hosted environment and use our Collection builder to power product recommendations.<\/p>\r\n<p><span style=\"text-decoration: underline;\"><strong>Why it's important<\/strong><\/span>: The difference between a good and great campaign ties directly to your ability to wield metadata. Applying the customer-specific insights that live inside metadata is the basis of a 1:1 experience\u2014it informs which of your particular content, products and services they care about most and can help you infer what they\u2019ll care about next. If message personalization is the destination, metadata is the road that gets you there.<\/p>\r\n<h3>Staying Organized<\/h3>\r\n<p>It\u2019s important to note that Iterable organizes and stores the data we\u2019ve described above as <a href=\"https:\/\/www.freecodecamp.org\/news\/javascript-arrays-and-objects-are-just-like-books-and-newspapers-6e1cbd8a1746\/\" target=\"_blank\" rel=\"noopener noreferrer\">objects and arrays<\/a>. Storing data this way provides superior grouping and detail collection capabilities (and without the hassle of relational table building).<\/p>\r\n<p>Even as your customers\u2019 profiles grow, our platform makes it possible to turn even the finest of details into different campaign components. And <em>this<\/em> where everything comes together! The full spectrum of data encompassing your customers' experiences all boil down into collections of metadata-rich objects and arrays.<\/p>\r\n<h4>Getting Personal<\/h4>\r\n<p>This structure makes it incredibly easy (and fast) to identify commonalities between otherwise unrelated elements of an experience. We\u2019ve centralized all of the key data needed to comprehensively accomplish the two biggest challenges marketers face:<\/p>\r\n<ol>\r\n\t<li>Identifying WHO should receive messages<\/li>\r\n\t<li>Determining WHAT that audience should receive<\/li>\r\n<\/ol>\r\n<p>With Iterable\u2019s segmentation tool, you can quickly assemble targeted customer lists by simply filtering through user attributes and events. In seconds you can generate a list of customers with criteria like this:<\/p>\r\n<ul>\r\n\t<li>Customer for 1+ year<\/li>\r\n\t<li>Made at 3+ purchases within the last 90 days<\/li>\r\n\t<li>LTV exceeds $100.<\/li>\r\n<\/ul>\r\n<p>Since Iterable appends product-specific metadata to attribute and event data, dynamically building content that corresponds with a customer\u2019s previous engagements is easy.<\/p>\r\n<p>Let\u2019s pretend you wanted to build loyalty program awareness and notify this audience segment of their recent point earnings totals.<\/p>\r\n<p>All you need is message template that pulls in data like:<\/p>\r\n<ul>\r\n\t<li>First name<\/li>\r\n\t<li>Point totals<\/li>\r\n\t<li>Number of points until next reward<\/li>\r\n\t<li>Recent purchases<\/li>\r\n<\/ul>\r\n<p>Next, set a send time or trigger\u2014that's it! All templates are populated at the time of message send, ensuring content is always up to date.<\/p>\r\n<p>The result? A\u00a0targeted, individualized, lifecycle-specific, automated, and hassle-free message built from readily accessible data.\u00a0<\/p>\r\n<p>Lastly, you can also pair this data with Iterable Catalog to generate individualized recommendations\u2014much like The Dyrt does.<\/p>\r\n<h3>Digging The Dyrt<\/h3>\r\n<p><a href=\"https:\/\/thedyrt.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Dyrt<\/a>, the #1 ranked camping app in both the Apple App Store and Google Play Store, uses Iterable Catalog to recommend the ideal campgrounds for each individual camper using their app. The Dyrt curates recommendations from over 40,0000 different campground types based on a user\u2019s camping preferences, geo-location and price.<\/p>\r\n<p>Campers can toggle through The Dyrt's 25+ campground filters to find their perfect campground. For convenient searchability, The Dyrt users' profiles save their particular site preferences:\u00a0<\/p>\r\n<ul>\r\n\t<li>Site types: tents, RVs, cabins, and more<\/li>\r\n\t<li>Access: walk-in, drive-in, hike-in, boat-in<\/li>\r\n\t<li>Features: dogs, fires, showers, WiFi, and more<\/li>\r\n\t<li>and more!<\/li>\r\n<\/ul>\r\n<p>In the email below, we\u2019ve highlighted how different data manifests into a highly personalized messaging experience.<\/p>\r\n\r\n[caption id=\"attachment_9275\" align=\"alignnone\" width=\"1000\"]<img class=\"wp-image-9275 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042220_3-Types-of-Customer-Data_Screenshot-03.png\" alt=\"\" width=\"1000\" height=\"700\" \/> <em>With The Dyrt\u2019s individualized recommendations, campers no longer have to hunt for the perfect destination.<\/em>[\/caption]\r\n\r\n<p>In the example above, they\u2019ve woven the attribute, event and metadata together into a dynamic messaging experience.\u00a0The end result speaks directly to the tastes of each recipient.<\/p>\r\n<p>It not only looks great, it performed great, too. Using Catalog as a personalization driver, The Dyrt <a href=\"https:\/\/iterable.com\/webinars\/using-iterables-catalog-to-play-campground-matchmaker\/\" target=\"_blank\" rel=\"noopener noreferrer\">increased open rates by 57% and click-through rates by 466%!<\/a><\/p>\r\n<p>This is a marquee example that demonstrates how data can transform your customers\u2019 experiences.<\/p>\r\n<p>If you\u2019ve dreamed about using your hard-earned customer data types for good, now is the time to do it. <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sign up for a customized demo<\/a> of Iterable today and learn where the road ahead can take you.<\/p>","post_title":"Iterable Data Types: Attributes, Events and Metadata","post_excerpt":"We'll explore the three fundamental data types that flow through Iterable. Learn how every single touchpoint adds up to a wow-worthy messaging experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"data-types-attributes-events-metadata","to_ping":"","pinged":"","post_modified":"2021-05-21 12:07:21","post_modified_gmt":"2021-05-21 19:07:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9271","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 22, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042220_3-Types-of-Customer-Data_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"3 Iterable Data Types\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042220_3-Types-of-Customer-Data_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042220_3-Types-of-Customer-Data_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/042220_3-Types-of-Customer-Data_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/data-types-attributes-events-metadata\/"},{"ID":25460,"post_author":"38","post_date":"2020-04-20 12:09:00","post_date_gmt":"2020-04-20 19:09:00","post_content":"<!-- wp:columns -->\n<div class=\"wp-block-columns\"><!-- wp:column {\"width\":\"100%\"} -->\n<div class=\"wp-block-column\" style=\"flex-basis:100%\"><!-- wp:group {\"align\":\"full\"} -->\n<div class=\"wp-block-group alignfull\"><!-- wp:acf\/itbl-hero {\"name\":\"acf\/itbl-hero\",\"data\":{\"itbl_block__hero_headline\":\"\",\"_itbl_block__hero_headline\":\"field_5ed78e5d29fb6\",\"itbl_block__title_title\":\"Dreamers, Builders and Makers\",\"_itbl_block__title_title\":\"field_64e7035898e83_field_64075b7849bf4\",\"itbl_block__title_separate_mobile_title\":\"0\",\"_itbl_block__title_separate_mobile_title\":\"field_64e7035898e83_field_64b958eea8ac8\",\"itbl_block__title_title_tag\":\"h1\",\"_itbl_block__title_title_tag\":\"field_64e7035898e83_field_64075ace49bf3\",\"itbl_block__title_title_alignment\":\"center\",\"_itbl_block__title_title_alignment\":\"field_64e7035898e83_field_640f189a2a5f6\",\"itbl_block__title_eyebrow_dots\":\"0\",\"_itbl_block__title_eyebrow_dots\":\"field_64e7035898e83_field_64075c759c904\",\"itbl_block__title_white_title\":\"0\",\"_itbl_block__title_white_title\":\"field_64e7035898e83_field_64075db80cf33\",\"itbl_block__title_bottom_margin\":\"0\",\"_itbl_block__title_bottom_margin\":\"field_64e7035898e83_field_64368b5ba7210\",\"itbl_block__title_title_scale\":\"100\",\"_itbl_block__title_title_scale\":\"field_64e7035898e83_field_658adf92c15c2\",\"itbl_block__title\":\"\",\"_itbl_block__title\":\"field_5deaa4d6ae0e3\",\"itbl_block__hero_subtitle_width\":\"8\",\"_itbl_block__hero_subtitle_width\":\"field_5e46ecd0578a1\",\"itbl_block__hero_subtitle\":\"\\u003cp\\u003eThe customer experience is inherently a human experience. One made by humans for humans. Here, we celebrate those behind lasting, memorable customer experiences. It takes a team of expert Dreamers, Builders and Makers with diverse skillsets and perspectives to create such a customer experience. In the content below you'll find out which archetype fits you best, discover insights to help all archetypes grow, and hear from a community of Dreamers, Builders and Makers sharing their success stories for better customer experiences.\u00a0\\u003c\/p\\u003e\",\"_itbl_block__hero_subtitle\":\"field_5deaa4ebae0e4\",\"itbl_block__hero_cta\":\"\",\"_itbl_block__hero_cta\":\"field_5deaa513ae0e5\",\"itbl_block__hero_cta_2\":\"\",\"_itbl_block__hero_cta_2\":\"field_636e0b9c33023\",\"itbl_block__hero_open_demo_form\":\"none\",\"_itbl_block__hero_open_demo_form\":\"field_636e0cd279f2c\",\"itbl_page__hero-background-image\":\"\",\"_itbl_page__hero-background-image\":\"field_5dfa5dfd990ab\",\"itbl_page__hero_font_color\":\"\",\"_itbl_page__hero_font_color\":\"field_5dfa5d6f990aa\",\"itbl_page__hero-background_color\":\"\",\"_itbl_page__hero-background_color\":\"field_5dfa5c27990a9\",\"itbl_block__custom_class\":\"\",\"_itbl_block__custom_class\":\"field_5dfa54e757f50\",\"custom_classes\":\"\",\"_custom_classes\":\"field_5dfa5630762d4\"},\"align\":\"full\",\"mode\":\"auto\"} \/--><\/div>\n<!-- \/wp:group --><\/div>\n<!-- \/wp:column --><\/div>\n<!-- \/wp:columns -->\n\n<!-- wp:acf\/sticky-tabs {\"name\":\"acf\/sticky-tabs\",\"data\":{\"itbl_block__title\":\"\",\"_itbl_block__title\":\"field_5e14cb9633729\",\"itbl_st__show_first_tab\":\"0\",\"_itbl_st__show_first_tab\":\"field_5f48fb5b2525f\",\"itbl_st__enable_sticky\":\"1\",\"_itbl_st__enable_sticky\":\"field_5e14cba33372a\",\"itbl_st__img_order\":\"left\",\"_itbl_st__img_order\":\"field_5e277e8b6673c\",\"itbl_block__custom_class\":\"\",\"_itbl_block__custom_class\":\"field_5dfa54e757f50\",\"custom_css_classes\":\"\",\"_custom_css_classes\":\"field_5e17711dbf4ac\",\"itbl_st__tabs_0_itbl_st__tabs_title\":\"Dreamers\",\"_itbl_st__tabs_0_itbl_st__tabs_title\":\"field_5e30bb429462f\",\"itbl_st__tabs_0_itbl_st__tabs_content\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400;\\u0022\\u003eDreamers think big and love a good brainstorming session. They are visionaries with an eye on the future always looking for growth opportunities for their teams and the business at large.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"_itbl_st__tabs_0_itbl_st__tabs_content\":\"field_5e30bb7d94630\",\"itbl_st__tabs_0_itbl_st__tabs_cta\":\"\",\"_itbl_st__tabs_0_itbl_st__tabs_cta\":\"field_5e30bba294631\",\"itbl_st__tabs_0_itbl_st__tabs_media_img\":12348,\"_itbl_st__tabs_0_itbl_st__tabs_media_img\":\"field_5e14ccb73372e\",\"itbl_st__tabs_1_itbl_st__tabs_title\":\"Builders\",\"_itbl_st__tabs_1_itbl_st__tabs_title\":\"field_5e30bb429462f\",\"itbl_st__tabs_1_itbl_st__tabs_content\":\"\\u003cp\\u003eBuilders develop the foundation upon which everything is possible. They solve problems at their onset to help mitigate future problems and empower those around them to succeed.\\u003c\/p\\u003e\",\"_itbl_st__tabs_1_itbl_st__tabs_content\":\"field_5e30bb7d94630\",\"itbl_st__tabs_1_itbl_st__tabs_cta\":\"\",\"_itbl_st__tabs_1_itbl_st__tabs_cta\":\"field_5e30bba294631\",\"itbl_st__tabs_1_itbl_st__tabs_media_img\":12353,\"_itbl_st__tabs_1_itbl_st__tabs_media_img\":\"field_5e14ccb73372e\",\"itbl_st__tabs_2_itbl_st__tabs_title\":\"Makers\",\"_itbl_st__tabs_2_itbl_st__tabs_title\":\"field_5e30bb429462f\",\"itbl_st__tabs_2_itbl_st__tabs_content\":\"\\u003cp\\u003eMakers are creators and storytellers to their core. They collect insights and information from multiple sources and foster lasting relationships with their audiences.\\u003c\/p\\u003e\",\"_itbl_st__tabs_2_itbl_st__tabs_content\":\"field_5e30bb7d94630\",\"itbl_st__tabs_2_itbl_st__tabs_cta\":\"\",\"_itbl_st__tabs_2_itbl_st__tabs_cta\":\"field_5e30bba294631\",\"itbl_st__tabs_2_itbl_st__tabs_media_img\":12357,\"_itbl_st__tabs_2_itbl_st__tabs_media_img\":\"field_5e14ccb73372e\",\"itbl_st__tabs\":[\"static_img\",\"static_img\",\"static_img\"],\"_itbl_st__tabs\":\"field_5e30b98f9462c\"},\"align\":\"full\",\"mode\":\"auto\"} \/-->\n\n<!-- wp:acf\/dynamic-column {\"name\":\"acf\/dynamic-column\",\"data\":{\"itbl_block__title\":\"\",\"_itbl_block__title\":\"field_606c3d84aaf5d\",\"itbl_block__content_0_column_title\":\"Which Type of Marketer are You?\",\"_itbl_block__content_0_column_title\":\"field_606c3e04aaf5f\",\"itbl_block__content_0_column_image\":25705,\"_itbl_block__content_0_column_image\":\"field_606c3e16aaf60\",\"itbl_block__content_0_column_text\":\"\\u003cp\\u003eBy \\u003ca href=\\u0022https:\/\/iterable.com\/are-you-a-dreamer-builder-or-maker\/\\u0022\\u003etaking this quiz\\u003c\/a\\u003e, you'll get a better sense of how your skillset contributes to a greater customer experience. We don't all fit neatly into one archetype, but this quiz helps you understand where your strengths lie and how your team collaborates best! Be sure to share the quiz with your team and on social to see how your archetypes fit together!\u00a0\\u003c\/p\\u003e\",\"_itbl_block__content_0_column_text\":\"field_606c3e4eaaf61\",\"itbl_block__content_1_column_title\":\"The 6 Principles of Customer Experience\",\"_itbl_block__content_1_column_title\":\"field_606c3e04aaf5f\",\"itbl_block__content_1_column_image\":25712,\"_itbl_block__content_1_column_image\":\"field_606c3e16aaf60\",\"itbl_block__content_1_column_text\":\"\\u003cp\\u003eThe customer experience is a flexible, amorphous concept that changes from business to business\u2014even from campaign to campaign! But at the heart of every customer experience, you can find some of the same core elements. In this whitepaper you'll find the \\u003ca href=\\u0022https:\/\/iterable.com\/whitepaper\/six-principles-of-building-a-memorable-customer-experience\/\\u0022\\u003e6 key principles to making your customer experience memorable\\u003c\/a\\u003e.\u00a0\\u003c\/p\\u003e\",\"_itbl_block__content_1_column_text\":\"field_606c3e4eaaf61\",\"itbl_block__content_2_column_title\":\"Activate Live Top Takeaways\",\"_itbl_block__content_2_column_title\":\"field_606c3e04aaf5f\",\"itbl_block__content_2_column_image\":25724,\"_itbl_block__content_2_column_image\":\"field_606c3e16aaf60\",\"itbl_block__content_2_column_text\":\"\\u003cp\\u003eEvery team of Dreamers, Builders and Makers is different. Our speakers at Activate Live showed that as they shared their stories and learnings with attendees. Here's a \\u003ca href=\\u0022https:\/\/iterable.com\/blog\/activate-live-takeaways-better-customer-experience\/\\u0022\\u003equick list of some of the key takeaways\\u003c\/a\\u003e. 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\/-->","post_title":"Dreamers, Builders and Makers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"dreamers-builders-makers","to_ping":"","pinged":"","post_modified":"2023-12-26 07:53:22","post_modified_gmt":"2023-12-26 15:53:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=25460","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"DBM Foundation","pretty_date":"April 20, 2020","terms":[{"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_slugs":["dbm-foundation"],"term_names":["DBM Foundation"],"thumbnail":"","url":"https:\/\/iterable.com\/dreamers-builders-makers\/"},{"ID":9233,"post_author":"97","post_date":"2020-04-16 12:16:56","post_date_gmt":"2020-04-16 19:16:56","post_content":"<p>Evaluating and changing any piece of your MarTech stack is a risk-laden and time-consuming endeavor, especially when that piece is a high-grossing revenue channel like email.<\/p>\r\n<p>Because email service providers (ESPs) are a core component of any go-to-market (GTM) strategy, we have to ensure email-driven revenues aren't coming at the expense of our organization\u2019s time and resources.<\/p>\r\n<p>That\u2019s why we\u2019ve compiled ten investigative questions every marketing leader must ask of their email strategy. Leave no stone unturned as you consider your answers\u2014below each question, we've provided some opening prompts to help you contextually examine each one.\u00a0<\/p>\r\n<p>As you explore these questions through the various lenses of your GTM processes, you will determine how your ESP influences the overall achievement of your marketing goals.<\/p>\r\n<p>We've grouped these ten key ESP evaluation questions into three thematic categories affecting your bottom line: collaboration, cost management and customer centricity. Let's get started!<\/p>\r\n<h3>Collaboration<\/h3>\r\n<p>Removing the points of friction that impede cross-functional operations helps rev up your GTM engine. As the\u00a0<a href=\"https:\/\/www.ana.net\/blogs\/show\/id\/mm-blog-2019-04-4-priorities-for-success-in-2020\" target=\"_blank\" rel=\"noopener noreferrer\">Association of National Advertisers cited<\/a> this year, one of marketing leadership's top priorities is facilitating tighter collaboration and driving greater alignment toward goals.<\/p>\r\n<p>As you think about upleveling your customers' email experiences, imagine how things might change after unifying your teams' campaign creation processes.\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>How connected are your GTM teams\u2019 strategies?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">GTM objectives to consider<\/span>: Do teams offer channel-specific experiences? Are teams' conversion initiatives interfering with each other? How consistent is the messaging? How do personalization efforts differ? How are teams coordinating the lifecycles of your customers?<\/p>\r\n<ul>\r\n\t<li><strong>How many teams does it take to produce your baseline personalization?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">GTM roles to consider<\/span>: How are content teams personalizing their work? How is this reflected in email design assets? Is content personalized differently across channels? Do the tools your teams use change your materials' look and feel? How involved are your engineering, data science, and\/or product teams?<\/p>\r\n<ul>\r\n\t<li><strong>How easy is it to facilitate the different team processes for campaign production?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">GTM planning capacities to consider<\/span>: How many different teams are required? What is the overall level of effort required? How are production timelines decided? How are projects evaluated and prioritized by different teams? How does urgency affect team priorities?<\/p>\r\n<ul>\r\n\t<li><strong>How long does it take to produce a campaign?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Processes to consider<\/span>: Who is involved with initial ideation? How are campaigns constructed? What is the content development process? How are audiences determined and identified? What is the launch process? How are results measured and reported?<\/p>\r\n<blockquote>\r\n<p style=\"text-align: left\"><a href=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/Iterable_CreativeLive_CaseStudy.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">See how they did it<\/a>: After centralizing their email production processes, CreativeLive drove a 50% reduction in email set up and testing times.<\/p>\r\n<\/blockquote>\r\n<h3>Cost Management<\/h3>\r\n<p>After considering the production components of your email strategy, it's time to think about costs. This year, <a href=\"https:\/\/www.gartner.com\/en\/marketing\/insights\/articles\/3-questions-cmos-must-answer-in-2020\" target=\"_blank\" rel=\"noopener noreferrer\">Gartner reports<\/a>\u00a0CMOs are pursuing strategic growth through procedural optimization in the face of shrinking marketing budgets.\u00a0<\/p>\r\n<p>When looking at your email program's assets, verify your teams are efficiently producing cost-effective results at the speed and scale your business demands.\u00a0\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>How optimized are your campaigns?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Experimental elements to consider<\/span>: What is your campaign testing strategy? What testing capabilities does your ESP offer? How easy is it to incorporate new learnings? Which testing efforts are manual vs. automated?<\/p>\r\n<ul>\r\n\t<li><strong>Which manual pieces of campaign production could be eliminated by automation?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Real-time components to consider<\/span>: How is all of the campaign-specific data gathered? How is the end-to-end segmentation managed? How do you manage targeted promotions? How much manual effort is required to personalize content to audience segments?<\/p>\r\n<ul>\r\n\t<li><strong>How satisfied are you with your current campaign ROI?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Perspectives to consider<\/span>: How do your campaign expectations compare to reality?\u00a0 How do teams rate your campaigns' overall performance? How do you rate your campaigns' time to value? How do you evaluate resource costs vs. expected end-product value?<\/p>\r\n<blockquote>\r\n<p style=\"text-align: left\"><a href=\"https:\/\/iterable.com\/customers\/case-study\/99designs\" target=\"_blank\" rel=\"noopener noreferrer\">See how they did it<\/a>: 99designs experienced 2X email campaign conversion rates by refining their segmentation and personalization efforts.<\/p>\r\n<\/blockquote>\r\n<h3>Customer Centricity<\/h3>\r\n<p><a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/chief-marketing-officer\/articles\/future-of-marketing-global-marketing-trends-internal.html?page=7\" target=\"_blank\" rel=\"noopener noreferrer\">Deloitte<\/a> notes that the brands with an edge over their competitors are those whose marketing delivers personalized, human experiences in an agile manner.<\/p>\r\n<p>Reading your customers' cues and responding in real-time through content and messaging paves the way toward affinity and long-term customer loyalty.<\/p>\r\n<ul>\r\n\t<li><strong>How personalized are your emails (content, images, promotions, etc.)?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Personalization elements to consider<\/span>: How much does data influence campaign personalization? Which engagement signals are influencing lifecycle targeting? How does your segmentation strategy influence personalization efforts? How are you targeting particular audiences with specific promotional content?\u00a0<\/p>\r\n<ul>\r\n\t<li><strong>How closely do your campaigns reflect real-time events?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Real-time elements to consider<\/span>: How closely to campaigns reflect recent customer behaviors? How are changes in customer preferences or interests incorporated into campaigns? How do you produce triggered responses to particular engagement milestones?<\/p>\r\n<ul>\r\n\t<li><strong>How responsive are your campaigns to customer behaviors and interactions?<\/strong><\/li>\r\n<\/ul>\r\n<p style=\"padding-left: 40px\"><span style=\"text-decoration: underline\">Behavioral elements to consider<\/span>: Are customer behaviors dynamically segmenting audience groups? What are your ESP's dynamic content capabilities? How is lifecycle management determined? How do your teams manage cross-channel experience continuity? How extensible is customer data between teams and tools?\u00a0<\/p>\r\n<blockquote>\r\n<p style=\"text-align: left\"><a href=\"https:\/\/iterable.com\/customers\/case-study\/zillow-4\" target=\"_blank\" rel=\"noopener noreferrer\">See how they did it<\/a>: Zillow increased email open rates by 161% after incorporating previously inaccessible customer data into their campaigns.<\/p>\r\n<\/blockquote>\r\n<h3>Introducing the Modern ESP<\/h3>\r\n<p>If you\u2019ve worked through these questions and recognize areas in need of improvement, you're likely outgrowing your current ESP. As you prepare for a pending ESP evaluation, make sure you're equipped with all the right resources.<\/p>\r\n<p>Inside our recent guide, we highlight how modern ESPs close the GTM process gaps that most entry-level and legacy providers leave behind.<\/p>\r\n<p>To get a complete look at how a modern ESP can help you reach your business goals, download our guide, <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/an-introduction-to-modern-esps\/\">An Introduction to Modern ESPs: How to Prepare for Growth.<\/a><\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/an-introduction-to-modern-esps\/\"><img class=\"alignnone wp-image-9243 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Intro-ESP-Guide_Sigstr_768x192.png\" alt=\"Get the Guide: An Introduction to Modern ESPs\" width=\"768\" height=\"192\" \/><\/a><\/p>","post_title":"10 Questions You Need to Ask When Evaluating ESPs","post_excerpt":"Here's what every marketing leader must ask during an ESP evaluation to improve team collaboration, decrease costs and enhance the customer experience.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"10-questions-evaluating-esps","to_ping":"","pinged":"","post_modified":"2020-04-16 12:16:56","post_modified_gmt":"2020-04-16 19:16:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9233","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"April 16, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Intro-ESP-Guide_Blog-Header_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"10 questions to ask when evaluating ESPs\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Intro-ESP-Guide_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Intro-ESP-Guide_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Intro-ESP-Guide_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/10-questions-evaluating-esps\/"},{"ID":9191,"post_author":"35","post_date":"2020-04-07 10:04:23","post_date_gmt":"2020-04-07 17:04:23","post_content":"<p>Back in January, we were younger, naive even. Recreational time was revered. A simple walk was seen as just that\u2014simple. Dating, too, was seen with freedom and ease.<\/p>\r\n<p>Today, we are hardened, jaded by the events that have uprooted our circumstances. Under <a href=\"https:\/\/www.thecut.com\/article\/what-does-shelter-in-place-mean.html\" target=\"_blank\" rel=\"noopener noreferrer\">mass shelter-in-place<\/a> ordinances due to the <a href=\"https:\/\/www.nytimes.com\/2020\/04\/01\/world\/coronavirus-news.html\" target=\"_blank\" rel=\"noopener noreferrer\">outbreak of COVID-19<\/a>, we have had to get creative in the ways we go about our daily lives. And dating is no exception.<\/p>\r\n<p>From long phone conversations to <a href=\"https:\/\/www.cnbc.com\/2020\/03\/27\/catch-feelings-not-covid-blind-speed-video-dating-app-for-nyc.html\" target=\"_blank\" rel=\"noopener noreferrer\">virtual speed dating<\/a>, the ways in which people are keeping their love lives\u2014well, alive\u2014are changing. So, too, are the ways in which dating apps, like Tinder and Match, are marketing to their subscribers.<\/p>\r\n<p>In January 2020, we kicked off research into how dating apps communicate with their users. For three weeks, we closely monitored the marketing programs of five dating apps: <a href=\"https:\/\/tinder.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tinder<\/a>, <a href=\"https:\/\/www.okcupid.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">OkCupid<\/a>, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/g2-grid-report-marketing-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">eharmony<\/a>, <a href=\"https:\/\/coffeemeetsbagel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Coffee Meets Bagel<\/a> and <a href=\"http:\/\/match.com\" target=\"_blank\" rel=\"noopener noreferrer\">Match<\/a>.<\/p>\r\n<p>This research, which is part of our ongoing <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement Teardown series<\/a>, dives into all aspects of how these brands communicate with their audiences\u2014everything from which channels they use, how frequently they send messages, and even the style and substance of each touchpoint.<\/p>\r\n<p>We created profiles, liked other users, adjusted our preferences, and even abandoned carts to see how their marketing communications reacted to our behavior. You can see the full teardown and a detailed look at our experience here.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/MsCRL6M9qAsoR\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Dating Apps \u2014 Iterable User Engagement Teardown\" href=\"\/\/www.slideshare.net\/Iterable\/dating-apps-iterable-user-engagement-teardown\" target=\"_blank\" rel=\"noopener noreferrer\">Dating Apps \u2014 Iterable User Engagement Teardown<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a><\/strong><\/div>\r\n<p>In the teardown, we have broken down the communications from these dating services to identify common trends and preferences as well as the different cross-channel marketing strategies used to differentiate brands and set their user journey apart.\u00a0<\/p>\r\n<p>Since the marketing world\u2014like much of the rest of the world\u2014has been flipped since we conducted the research, we thought it would be worth looking at how messaging from dating apps has changed in the last few months.<\/p>\r\n<h3>Dating Back Then...In The Wild<\/h3>\r\n<p>Back when freedom to move about the country was the norm, dating services were communicating with subscribers in ways you\u2019d expect.<\/p>\r\n<p>Alerts for likes and matches dominated the conversation. And much of the content sent by these brands focused on optimizing the number of likes our profile could garner.<\/p>\r\n\r\n[caption id=\"attachment_9194\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-9194\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040720_Dating-Teardown_Screenshot-01.png\" alt=\"Dating Likes and Matches \" width=\"600\" height=\"800\" \/> <em>Dating apps devote much of their messaging to activity alerts.<\/em>[\/caption]\r\n\r\n<p>Tips and tricks for improving our profile were commonplace and centered on our pictures. Conversation best practices also found their way into our inbox, showing the best ways to start a conversation or hold one when not getting the most engaging responses.<\/p>\r\n\r\n[caption id=\"attachment_9197\" align=\"alignnone\" width=\"662\"]<img class=\"size-large wp-image-9197\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-26-at-11.20.32-AM-662x1024.png\" alt=\"Dating App Advice\" width=\"662\" height=\"1024\" \/> <em>Tinder\u2019s Swipe Life offers tips and tricks for making the most of your profile.<\/em>[\/caption]\r\n\r\n<p>Some companies, such as Match, promoted in-person activities like meet-ups.<\/p>\r\n\r\n[caption id=\"attachment_9198\" align=\"alignnone\" width=\"370\"]<img class=\"size-full wp-image-9198\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-01-at-10.07.08-AM.png\" alt=\"In-Person Meetings\" width=\"370\" height=\"577\" \/> <em>Promoting a group event takes away some of the pressure of dating.<\/em>[\/caption]\r\n\r\n<p>In general and to no one\u2019s surprise, much of the language used by dating apps back in January pushed for in-person meetings. References to \u201cdate night\u201d and how to perfect the first date came up frequently.<\/p>\r\n\r\n[caption id=\"attachment_9199\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-9199\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040720_Dating-Teardown_Screenshot-02.png\" alt=\"Match Push Notification\" width=\"600\" height=\"800\" \/> <em>#NationalHuggingDay wouldn\u2019t get as much attention during shelter-in-place.<\/em>[\/caption]\r\n\r\n<p>Much of the marketing for dating services before COVID-19 fit into the categories you\u2019d expect without much deviation or variation from the middle.<\/p>\r\n<h3>Dating Now...From Home<\/h3>\r\n<p>Now, things have changed. Priorities have shifted. And #NationalHuggingDay has turned into #NationalAirFiveFromSixFeetAwayDay. It\u2019s a confusing time, to be certain, and the rules of engagement are unclear.<\/p>\r\n<p>That\u2019s why we\u2019re seeing more articles such as <a href=\"https:\/\/swipelife.tinder.com\/post\/dating-and-coronavirus\" target=\"_blank\" rel=\"noopener noreferrer\">this one<\/a> from Tinder attempting to lay out the groundwork for how to continue dating from home.<\/p>\r\n<p>In-person dating is now frowned upon and the messaging has followed suit. Match has shied away from its events series to instead explain the benefits of shelter-in-place. In its stead, they have opened a hotline for how to date while social distancing.<\/p>\r\n\r\n[caption id=\"attachment_9200\" align=\"alignnone\" width=\"282\"]<img class=\"size-full wp-image-9200\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-01-at-9.41.33-AM.png\" alt=\"Dating While Distancing\" width=\"282\" height=\"328\" \/> <em>Despite social distancing, Match has made efforts to keep users connected.<\/em>[\/caption]\r\n\r\n<p>Some aspects of user engagement have remained unchanged. Likes, matches and recommendations are all the more important now to give users chances to meet virtually. And these alerts are likely going to become more prevalent since <a href=\"https:\/\/www.dw.com\/en\/love-in-the-time-of-coronavirus-covid-19-changes-the-game-for-online-dating\/a-52933001\" target=\"_blank\" rel=\"noopener noreferrer\">dating app usage has actually increased<\/a>.<\/p>\r\n<p>Dating services are incorporating language referencing the results of the stay-at-home requirements into premium subscription promotions.<\/p>\r\n\r\n[caption id=\"attachment_9201\" align=\"alignnone\" width=\"569\"]<img class=\"size-full wp-image-9201\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-01-at-10.25.12-AM.png\" alt=\"Premium Promotion\" width=\"569\" height=\"489\" \/> <em>eharmony is quick to remind users that love finds a way.<\/em>[\/caption]\r\n\r\n<p>And predictably, the tips and tricks have changed. For example, one from Match that surely all of us can take to heart, \u201cDon\u2019t skimp on style just because it\u2019s a video chat.\u201d<\/p>\r\n\r\n[caption id=\"attachment_9202\" align=\"alignnone\" width=\"509\"]<img class=\"size-full wp-image-9202\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-01-at-10.26.59-AM.png\" alt=\"Advice on Dating\" width=\"509\" height=\"611\" \/> <em>Match provides value while reminding users to stay optimistic.<\/em>[\/caption]\r\n\r\n<p>The biggest difference in messaging has come from the subject line. Whereas before you would see varied themes, references and styles, now you are likely to see almost exclusively a mix of the keywords \u201chome\u201d and \u201cdistancing\u201d and a reference to virtual dating.<\/p>\r\n\r\n[caption id=\"attachment_9203\" align=\"alignnone\" width=\"365\"]<img class=\"size-full wp-image-9203\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-06-at-12.15.10-PM.png\" alt=\"Dating App Subjects\" width=\"365\" height=\"83\" \/> <em>The subject line is the easiest way to ensure readers know what\u2019s to come.<\/em>[\/caption]\r\n\r\n<p>It\u2019s an understandably difficult task to market true love when users cannot leave their homes to meet new matches. Dating services will have to continue being direct with their users while adopting creative new strategies to help them stay connected.<\/p>\r\n<h3>Marketing a Virtual Love Connection<\/h3>\r\n<p>A purely online or app-driven dating service, such as Tinder or Match, is inherently virtual. For years they have marketed the ease with which users can meet new people, but with the underlying assumption that they, in fact, will meet in person at some point.<\/p>\r\n<p>Nowadays, that last step isn\u2019t so certain. But, there are ways to adapt and these brands have swiftly changed their marketing tactics to maintain and sustain. If anything, those in the dating pool now <a href=\"https:\/\/www.dw.com\/en\/love-in-the-time-of-coronavirus-covid-19-changes-the-game-for-online-dating\/a-52933001\" target=\"_blank\" rel=\"noopener noreferrer\">have the time<\/a> to foster these relationships.<\/p>\r\n<p>The best organizations connect with their audiences on a personal level. With a mandated physical distance between its users, dating apps first have to connect with their members. Only then can they help foster new love.<\/p>\r\n<p><em>To learn more about marketing in other industries, check out our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">User Engagement teardowns<\/a>.<\/em><\/p>","post_title":"How Dating Apps Have Adapted Under COVID-19","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dating-apps-under-covid-19","to_ping":"","pinged":"","post_modified":"2020-04-07 11:02:18","post_modified_gmt":"2020-04-07 18:02:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9191","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"April 07, 2020","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040720_Dating-Teardown_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"User Engagement Teardown\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040720_Dating-Teardown_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040720_Dating-Teardown_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/040720_Dating-Teardown_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/dating-apps-under-covid-19\/"},{"ID":9173,"post_author":"43","post_date":"2020-04-06 16:47:33","post_date_gmt":"2020-04-06 23:47:33","post_content":"<p><span style=\"font-weight: 400;\">Testing has always been a cornerstone of Calm\u2019s growth marketing strategy. With tools like Amplitude and Iterable in their stack, Calm leans into their analytics and runs A\/B tests based on facts vs. theories. Join Sue Cho, Head of Lifecycle Marketing at Calm, and hear how her focus on data and strong testing mentality has uncovered surprising truths that allowed Calm to shift gears quickly.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\"><strong>In this session, we dive into:<\/strong>\u00a0<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Creating your own best practices<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Harnessing your MarTech stack\u2019s power to iterate quickly and effectively<\/span><\/li>\r\n\t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Discovering insights that shape your marketing strategy<\/span><\/li>\r\n<\/ul>","post_title":"The 3 Truths Calm Found Through Analytics and Testing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-3-truths-calm-found-through-analytics-and-testing","to_ping":"","pinged":"","post_modified":"2020-07-20 12:24:55","post_modified_gmt":"2020-07-20 19:24:55","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=9173","menu_order":112,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"April 06, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"600\" height=\"400\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Calm-Amplitude-Webinar_Resources-Page.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Calm-Amplitude-Webinar_Resources-Page.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/04\/ITE_Calm-Amplitude-Webinar_Resources-Page-300x200.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>","url":"https:\/\/iterable.com\/webinars\/the-3-truths-calm-found-through-analytics-and-testing\/"},{"ID":9087,"post_author":"7","post_date":"2020-03-12 11:48:57","post_date_gmt":"2020-03-12 18:48:57","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/customer-milestone-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll take a look at reactivation and re-engagement.<\/em><\/p>\r\n<p>It's a well-known fact at Iterable: <a href=\"https:\/\/iterable.com\/blog\/email-list-pruning-analogy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email list pruning isn't always the best strategy<\/a>.<\/p>\r\n<p>To refresh your memory, it:<\/p>\r\n<ul>\r\n\t<li>May not help with deliverability issues.<\/li>\r\n\t<li>May not serve your brand's goals, despite being a \"best practice.\"<\/li>\r\n\t<li>May <em>hurt<\/em> your brand's email list profitability in the long run, in an attempt to \"save money.\"<\/li>\r\n<\/ul>\r\n<p>That's why for this edition of <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns<\/a>, we're going to focus on what you should do instead of pruning your list: <strong>send a reactivation or re-engagement campaign<\/strong>.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the complete guide<\/a> to gain access to even more advanced tactics to up your cross-channel messaging game.<\/p>\r\n<h3>The Purpose of Reactivation and Re-Engagement<\/h3>\r\n<p>The type of reactivation campaign your brand creates is dependent on the kind of products and services sold. According to <a href=\"https:\/\/reallygoodemails.com\/categories\/retention-reactivation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Really Good Emails<\/a>, the best reactivation and re-engagement campaigns should:<\/p>\r\n<ul>\r\n\t<li>Remind the recipient of why they signed up<\/li>\r\n\t<li>Spark curiosity<\/li>\r\n\t<li>Introduce new concepts<\/li>\r\n<\/ul>\r\n<p>So for B2C or e-commerce brands, this could mean an email showcasing a limited time offer. These types of emails are great for reminding inactive subscribers on your list that your brand exists and may persuade them to make another purchase with your brand.<\/p>\r\n<p>But if your brand is a subscription business with a trial period built-in, reactivation emails can become so much more than limited-time special offers.<\/p>\r\n<p>In fact, we can break them down into three categories of users:<\/p>\r\n<ol>\r\n\t<li>Free-to-trial<\/li>\r\n\t<li>Trial-to-paid<\/li>\r\n\t<li>Win-back cancellations<\/li>\r\n<\/ol>\r\n<p>Let\u2019s go over them, one by one.<\/p>\r\n<h3>3 Essential Types of Reactivation Campaigns for Subscription Services<\/h3>\r\n<h4>1. Free-to-trial<\/h4>\r\n<p>At Iterable, we define free-to-trial as the point in time where a consumer decides to offer up some information about themselves in exchange for a free limited-time offer.<\/p>\r\n<p>For instance, Thrive Market asks new users about what family members they\u2019re shopping for, whether they have special diets or allergies and what\u2019s on their typical shopping list.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9100\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/thrivemarket_quiz.png\" alt=\"Thrive Market quiz\" width=\"1133\" height=\"579\" \/><\/p>\r\n<p><em>Thrive Market onboards new users by asking if they have any food allergies or follow any special diets.<\/em><\/p>\r\n<p>However, the quiz is long\u2014we counted at least 16 questions.<\/p>\r\n<p>So for users who don\u2019t finish filling out the form, Thrive Market sends a series of eight reactivation emails, reminding users to pick their membership plan and why it\u2019s in the user\u2019s benefit to signing up.<\/p>\r\n<p><img class=\"alignnone wp-image-9091 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/thrive_email_pt1.png\" alt=\"Thrive Market email - Pt 1\" width=\"457\" height=\"641\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9092 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/thrive_email_pt2.png\" alt=\"Thrive Market email - Pt 2\" width=\"433\" height=\"541\" \/><\/p>\r\n<p><img class=\"alignnone wp-image-9093 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/thrivemarket_email_pt3.png\" alt=\"Thrive Market email - Pt 3\" width=\"450\" height=\"307\" \/><\/p>\r\n<p><em>Thrive Market sends a reactivation email sent to users who put in their email for a free trial but didn\u2019t finish their quiz.<\/em><\/p>\r\n<p>Thrive Market knows this segment is open to buying, but not necessarily ready to do so, which is why they get straight to the point by answering the question: \u201cWhat do I get as a Thrive Market member?\u201d<\/p>\r\n<p>Another example comes from personalized vitamin subscription <a href=\"https:\/\/iterable.com\/customers\/#care-of\" target=\"_blank\" rel=\"noopener noreferrer\">Care\/of<\/a>, who sends new product announcements to subscribers who finished a quiz but have yet to make an order for daily vitamin packs.<\/p>\r\n<p><img class=\"alignnone wp-image-9094\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/careof_pt1.gif\" alt=\"Care\/of email - Pt 1\" width=\"602\" height=\"843\" \/><\/p>\r\n<p><img class=\"alignnone size-full wp-image-9095\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/careof_pt2.png\" alt=\"Care\/of email - Pt 2\" width=\"602\" height=\"630\" \/><\/p>\r\n<p><em>Vitamin subscription service Care\/of sends a reactivation email to users who have completed a quiz but haven\u2019t made an order.<\/em><\/p>\r\n<p>Care\/of could send more reactivation emails trying to get leads to order their personalized vitamin pack. But in this particular email, they focus on cross-selling another product offering\u2014in this case, protein powder\u2014to see if they can get more information and possibly score an order.<\/p>\r\n<h4>2. Trial-to-paid<\/h4>\r\n<p>Once a user commits to a trial period for a product or service (usually by inputting their credit card number), the real sales process begins.<\/p>\r\n<p>These <a href=\"https:\/\/tomtunguz.com\/how-long-free-trial\/\" target=\"_blank\" rel=\"noopener noreferrer\">trials can range from 7-90 days<\/a>, meaning brands have only so much time to convince the user that their service is worth it.<\/p>\r\n<p>Except?<\/p>\r\n<p>People sign up for things and then get busy.<\/p>\r\n<p>Therefore, it\u2019s your job as a marketer to remind trial customers of how their lives will change if they continue using your brand\u2019s subscription service.<\/p>\r\n<p>How do you do that? With a reactivation campaign, of course.<\/p>\r\n<p>This article outlines numerous examples of <a href=\"https:\/\/copyhackers.com\/2017\/06\/free-trial-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">how to write a trial ending or expired email<\/a>, but here are a few more examples.<\/p>\r\n<p>First, let\u2019s view this humorous reactivation email from popular budgeting software You Need a Budget (YNAB).<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9096\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ynab.png\" alt=\"YNAB reactivation email\" width=\"299\" height=\"616\" \/><\/p>\r\n<p><em>Personal finance tool You Need a Budget (YNAB) alerts users they only have one day left in their trial period.\u00a0<\/em><\/p>\r\n<p>YNAB pokes fun at the fact that most trial renewal emails can sound a little desperate. Instead of the usual trial-ending email, they write a narrative letter to the user about how budgeting should leave you with more cash, a kinder spirit and a legacy to leave behind to your children (with a soft call-to-action located in the postscript).<\/p>\r\n<p>But sometimes, trial users aren\u2019t ready to commit (especially if they didn\u2019t have time to do everything they wanted to do).<\/p>\r\n<p>In the following email from website builder Squarespace, they reiterate the following benefits of upgrading to a paid subscription: great design, a long list of testimonials and award-winning support.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9097\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/squarespace.png\" alt=\"Squarespace reactivation email\" width=\"308\" height=\"698\" \/><\/p>\r\n<p><em>Website builder Squarespace sends a reactivation email to trial users, reiterating the benefits of their subscription service.<\/em><\/p>\r\n<p>Plus? Squarespace gives on-the-fence users an easy way to extend their trial by another seven days\u2014perfect for anyone who needs a little more time to decide.<\/p>\r\n<h4>3. Win-back cancellations<\/h4>\r\n<p>Cancellations are a part of any thriving subscription brand, but that doesn\u2019t mean the customer will never return.<\/p>\r\n<p>Like we reiterated above, it could be that the customer:<\/p>\r\n<ul>\r\n\t<li>No longer has a budget for the product or service<\/li>\r\n\t<li>Doesn\u2019t have a need anymore<\/li>\r\n\t<li>Has lost trust in your brand for whatever reason<\/li>\r\n\t<li>Forgot to update a credit card number, renew, etc.<\/li>\r\n<\/ul>\r\n<p>Luckily, those customers can be won back with a thoughtfully crafted reactivation campaign.<\/p>\r\n<p>For instance, food media company America\u2019s Test Kitchen utilized an upcoming Thanksgiving holiday to win back previously paying customers.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9098\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/atk_reactivation.png\" alt=\"America's Test Kitchen reactivation email\" width=\"657\" height=\"2551\" \/><\/p>\r\n<p><em>America\u2019s Test Kitchen sends a Thanksgiving-themed reactivation email to past customers.<\/em><\/p>\r\n<p>Thanksgiving is the equivalent to the cooking Olympics for home chefs, so having recipes that are tested by culinary professionals is always a good idea. America\u2019s Test Kitchen knows their customer base\u2014and uses it to their advantage to win back past customers.<\/p>\r\n<p>But it doesn\u2019t even have to be paid subscribers. Take, for instance, this reactivation email sent from feedback software tool SurveyMonkey to inactive users.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-9099\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/surveymonkey.png\" alt=\"SurveyMonkey reactivation email\" width=\"482\" height=\"725\" \/><\/p>\r\n<p><em>SurveyMonkey encourages inactive users to sign in with a reactivation email.<\/em><\/p>\r\n<p>SurveyMonkey uses this email to mention its new features and design to encourage inactive users to come back. However, the message is also time-sensitive\u2014if the user doesn\u2019t sign in soon, SurveyMonkey warns the user that their surveys will get deleted.<\/p>\r\n<h3>A Quick Recap on Reactivation &amp; Re-Engagement Campaigns<\/h3>\r\n<p>Reactivation emails are great for brands who have a limited time offer to notify their audience and previous customers about, but subscription businesses, in particular, have three potential categories of users to target:<\/p>\r\n<ol>\r\n\t<li>Free-to-trial<\/li>\r\n\t<li>Trial-to-paid<\/li>\r\n\t<li>Win-back cancellations<\/li>\r\n<\/ol>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download our full guide<\/a> to master these three categories and get creative with these advanced cross-channel tactics:<\/p>\r\n<ul>\r\n\t<li>Mobile push notifications<\/li>\r\n\t<li>Text messaging (SMS)<\/li>\r\n\t<li>Website pop-ups<\/li>\r\n<\/ul>\r\n<p>Now that you\u2019re an expert on building a successful reactivation campaign, what are you going to do to stand out from the crowd?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-reactivation-re-engagement\/\"><img class=\"alignnone wp-image-9089 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ITE_Unboxing-Reactivation_WP_Blog-CTA-Banner_620x240.png\" alt=\"Get the Guide: Unboxing Must-Have Marketing Campaigns: Reactivation &amp; Re-Engagement\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"3 Types of Reactivation Campaigns for Subscription Services","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-types-reactivation-campaigns-subscription-services","to_ping":"","pinged":"","post_modified":"2020-08-03 14:35:56","post_modified_gmt":"2020-08-03 21:35:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9087","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Unboxing Guide","pretty_date":"March 12, 2020","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ITE_Unboxing-Reactivation_WP_Blog-Header_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Unboxing Must-Have Marketing Campaigns: Reactivation &amp; Re-Engagement\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ITE_Unboxing-Reactivation_WP_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ITE_Unboxing-Reactivation_WP_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/ITE_Unboxing-Reactivation_WP_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-types-reactivation-campaigns-subscription-services\/"},{"ID":9034,"post_author":"35","post_date":"2020-03-04 10:15:24","post_date_gmt":"2020-03-04 18:15:24","post_content":"<p>A tale as old as Amazon. Online shopping vs. traditional brick and mortar. It\u2019s no secret that general merchandise retailers have gone through some relative instability with the advent and meteoric rise of online shopping.\u00a0<\/p>\r\n<p>Decades-old companies have been forced to adapt to new shopping behaviors. In doing so, calls for the <a href=\"https:\/\/www.google.com\/search?q=retail+apocalypse&amp;oq=retail+apocal&amp;aqs=chrome.0.0j69i57j0l6.2319j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener noreferrer\">retail apocalypse<\/a>\u2014and its subsequent <a href=\"https:\/\/www.google.com\/search?ei=GRZYXqr6IpTZ9AOyiJygDg&amp;q=is+the+retail+apocalypse+over&amp;oq=is+the+retail+apocalyse&amp;gs_l=psy-ab.3.0.0i13.9057.12656..13739...0.4..0.211.1998.21j1j1......0....1..gws-wiz.......0i71j0i273j0i131j0j0i67j0i22i30j0i22i10i30.-ybQc_z-DSg\" target=\"_blank\" rel=\"noopener noreferrer\">conclusion<\/a>\u2014come and go with regularity.\u00a0<\/p>\r\n<p>The fact of the matter is e-commerce sales are catching up to traditional retail sales. Online sales have nabbed a larger percentage of <a href=\"https:\/\/www.digitalcommerce360.com\/article\/us-ecommerce-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">total retail spending<\/a> every year since 2010, jumping from just 6.4% in 2010 to 16% of spending in 2019.\u00a0<\/p>\r\n<p>Perhaps most telling is the percentage share of growth each year. Total retail sales are growing each year, but the source of this growth is shifting. In 2019, online shopping accounted for 56.9% of <a href=\"https:\/\/www.digitalcommerce360.com\/article\/us-ecommerce-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">year-over-year growth<\/a>.<\/p>\r\n<p>We\u2019ve focused on the <a href=\"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/\" target=\"_blank\" rel=\"noopener noreferrer\">top players<\/a> in retail before, so this time, we wanted to see how these shifting consumer behaviors are impacting businesses looking to carve out their own space with their own unique strategies.<\/p>\r\n<p>Enter <a href=\"https:\/\/www.wish.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Wish<\/a> and <a href=\"https:\/\/www.kohls.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kohl\u2019s<\/a>.<\/p>\r\n<p>Representing online shopping, we have Wish, the third-largest U.S. <a href=\"https:\/\/www.forbes.com\/sites\/parmyolson\/2019\/03\/13\/meet-the-billionaire-who-defied-amazon-and-built-wish-the-worlds-most-downloaded-e-commerce-app\/#2e0b133570f5\" target=\"_blank\" rel=\"noopener noreferrer\">e-commerce marketplace by sales<\/a>. The company has made a name for itself in recent years for its ultra-cheap prices, <a href=\"https:\/\/www.vox.com\/the-goods\/2019\/6\/17\/18679107\/wish-shopping-app\" target=\"_blank\" rel=\"noopener noreferrer\">shopping mall search style<\/a>, and...<a href=\"https:\/\/www.facebook.com\/funnywishads\/\" target=\"_blank\" rel=\"noopener noreferrer\">eclectic<\/a> social media ads.<\/p>\r\n<p>And for the traditional brick and mortars, we have Kohl's, formerly the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Kohl%27s\" target=\"_blank\" rel=\"noopener noreferrer\">largest department store chain<\/a> in the United States. Kohl's made waves recently for <a href=\"https:\/\/www.businessinsider.com\/kohls-returns-amazon-how-to-2017-9\" target=\"_blank\" rel=\"noopener noreferrer\">partnering with Amazon<\/a> to allow customers to return Amazon packages at kiosks within Kohl's locations, thus driving foot traffic to Kohl's stores.<\/p>\r\n<p>Both of these retailers have thrived and survived, respectively, by tapping into the trend towards more <a href=\"https:\/\/www.emarketer.com\/content\/dollar-stores-continue-to-endure-the-retail-apocalypse-for-now\" target=\"_blank\" rel=\"noopener noreferrer\">affordable, accessible products<\/a>. These strategies have allowed Wish and Kohl's to set themselves apart from the pack. With that in mind, let's see if their marketing has the same effect.\u00a0<\/p>\r\n<h3>User Engagement Teardown: Wish vs. Kohl's<\/h3>\r\n<p>In our latest User Engagement Teardown, we take a look at two leading general merchandise retailers, Wish and Kohl\u2019s. We wanted to understand how each business adapted to user preferences and incentivized purchases through welcome, promotional and cart abandonment campaigns.\u00a0<\/p>\r\n<p>For this teardown, we focused our research on mobile-first interactions, starting with downloading the app and increasing our level of activity. We also favorited items, browsed items on mobile\u2014and desktop\u2014and abandoned shopping carts.\u00a0<\/p>\r\n<p>After analyzing the content of all mobile and email messages received during our three-week study, we identified what these organizations are doing well and what areas could use improvement.\u00a0<\/p>\r\n<p><em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em><\/p>\r\n<iframe src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/vMNRdjLufZVmX4\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> <\/iframe> \r\n\r\n<div style=\"margin-bottom:5px\"> <strong> <a href=\"\/\/www.slideshare.net\/Iterable\/general-merchandise-retailers-iterable-user-engagement-teardown\" title=\"General Merchandise Retailers \u2014 Iterable User Engagement Teardown\" target=\"_blank\" rel=\"noopener noreferrer\">General Merchandise Retailers \u2014 Iterable User Engagement Teardown<\/a> <\/strong> from <strong><a href=\"\/\/www.slideshare.net\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a><\/strong> <\/div>\r\n<p><em>Note: Wish and Kohl\u2019s are not Iterable customers.\u00a0<\/em><\/p>\r\n<p>You can also see our past comparative teardowns (including a look at <a href=\"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon and Walmart<\/a>) on our <a href=\"https:\/\/iterable.com\/resources\/?term=teardown&amp;t=Teardowns\" target=\"_blank\" rel=\"noopener noreferrer\">Resources<\/a> page.<\/p>","post_title":"Wish vs. Kohl's: Whose Marketing Motivates Shoppers?","post_excerpt":"In this User Engagement Teardown, we look at two leading general merchandise retailers, Wish and Kohl\u2019s, to see how they build customer relationships.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"wish-vs-kohls","to_ping":"","pinged":"","post_modified":"2020-03-04 11:03:39","post_modified_gmt":"2020-03-04 19:03:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=9034","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"March 04, 2020","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/022620_Wholesale-Teardown_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"User Engagement Teardown: Wish vs. Kohl&#039;s\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/022620_Wholesale-Teardown_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/022620_Wholesale-Teardown_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/03\/022620_Wholesale-Teardown_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/wish-vs-kohls\/"},{"ID":8920,"post_author":"7","post_date":"2020-02-19 09:17:47","post_date_gmt":"2020-02-19 17:17:47","post_content":"<p>When I first interviewed at Iterable, I was drawn to the opportunity to have an impact on the brand of a hugely promising organization. What really sealed the deal, however, was the people. The talent and industriousness in everyone that I talked to was balanced with kindness, warmth and authenticity. It was clear that Iterable was a company where, truly, the sky was the limit.<\/p>\r\n<p>Today, more than a year later, I\u2019m more excited than ever to debut our new brand, which is a reflection of just how limitless Iterable\u2019s future truly is.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-8916\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/Iterable_Logo_01.gif\" alt=\"Animated Iterable logo\" width=\"600\" height=\"600\" \/><\/p>\r\n<h3>Why Rebrand, and Why Now?<\/h3>\r\n<p>As our CEO and co-founder <a href=\"\/blog\/iterable-unveils-new-logo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Justin explained<\/a>, Iterable needed a logo that reflected the true value of its product as succinctly as its name does. The business has matured in the seven years since its founding, and our brand needed to mature with us.<\/p>\r\n<p>Iterable\u2019s leaders have always held a strong, unwavering point-of-view on the marketing technology industry and how they conduct business within it. Our value proposition is well-defined and we are at the size and scale now that we can carry it with confidence.<\/p>\r\n<p>Any company can say that their look is \u201cnew and improved,\u201d but our audience of marketers can tell when a rebrand is genuine. That\u2019s why authenticity was so central to our design process, and here\u2019s why I believed that we succeeded.<\/p>\r\n<h3>How We Got Here<\/h3>\r\n<p>The first part of every design process is research. I interviewed dozens of employees, from all walks of life\u2014new hires and Iterable OGs, folks from every department, even a dedicated focus group with underrepresented and marginalized communities.<\/p>\r\n<p>The goal was to gain an understanding of what makes us tick\u2014not an aspirational version of our brand, but who we really are at heart.\u00a0<\/p>\r\n<p>Most of the questions I asked were qualitative in nature:<\/p>\r\n<ul>\r\n\t<li>If Iterable were an animal, what would it be? Why?<\/li>\r\n\t<li>What would be Iterable\u2019s theme song?<\/li>\r\n\t<li>Imagine Iterable as a person: What do they look like? What\u2019s on their Spotify playlist? What did they want to be when they grew up?<\/li>\r\n\t<li>Now imagine Iterable in 15 years: What\u2019s different?<\/li>\r\n<\/ul>\r\n<p>This research was illuminating and ultimately allowed us to measure Iterable\u2019s positioning on various dichotomies: where we ranked on the lines between exclusive and accessible, corporate and friendly, understated and bold.\u00a0<\/p>\r\n<p>The result? A thoughtful, well fleshed-out brand personality defined by five core attributes.<\/p>\r\n\r\n[caption id=\"attachment_8923\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-8923\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Design-Deep-Dive_Brand-Personality_600x400.png\" alt=\"Iterable's brand personality\" width=\"600\" height=\"400\" \/> <em>Iterable's 5 core attributes of its brand personality.<\/em>[\/caption]\r\n\r\n<h3>Iterable\u2019s Brand Personality<\/h3>\r\n<p>Unlike our <a href=\"\/blog\/iterable-4-company-values\/\" target=\"_blank\" rel=\"noopener noreferrer\">four corporate values<\/a> which help maintain Iterable\u2019s culture, personality attributes determine how Iterable would be characterized if it were a human being. They function like a north star, and help us express ourselves consistently and authentically.<\/p>\r\n<p>Condensing hours of research into a specific personality was as much an art as it was psychology. With too few traits, your personality is bland and undefined. Too many, and they become meaningless. We settled on five, but what\u2019s more important than the individual traits is how they balance one another:<\/p>\r\n<ul>\r\n\t<li><strong>Focused<\/strong>. We pursue ambitious goals, break conventional wisdom and are driven to get things right. We embrace challenges, take risks and are unwilling to compromise performance\u2014however, our outlook is decidedly positive, and we don\u2019t take ourselves too seriously.<\/li>\r\n\t<li><strong>Playful<\/strong>. Iterable enjoys finding pleasure in work. Light-spirited and unpretentious, we\u2019re attracted to puzzles, exploration and experiments. We\u2019re always asking \u201cWhat if?\u201d and \u201cWhat\u2019s next?\u201d<\/li>\r\n\t<li><strong>Humble<\/strong>. We are genuine, approachable and easy to talk to. We dislike pretense, and favor authentic connections over standing on ceremony. Our work ethic is intense and we take pride in our accomplishments, but ultimately we see ourselves as collaborators.<\/li>\r\n\t<li><strong>Upbeat<\/strong>. Optimistic and confident, we take pride in energizing and motivating others. A grounded, can-do attitude helps us cut a path forward despite long odds or obstacles.<\/li>\r\n\t<li><strong>Brilliant<\/strong>. Our teams place a high value on innovation and embody both analytical and intuitive decision-making. Rooted in humility, we prefer to demonstrate this in ways that make others look and feel smart, rather than tooting our own horn.<\/li>\r\n<\/ul>\r\n<p>How do these five brand personality attributes inform our design decisions? We make sure we express them in a manner that is well-crafted and unpretentious by using fresh layouts with a sense of movement; vibrant, saturated colors; and simple, precise use of content.<\/p>\r\n<h3>A Generative Approach<\/h3>\r\n<p>The conventional approach to designing a logo is to create a static image and use it in the exact same way with all forms of media. However, today\u2019s leading brands don\u2019t just design logos\u2014they build complete, seamless experiences across all points of engagement.<\/p>\r\n<p>A brand isn\u2019t expressed in a single image, but rather in the content you read, the events you host, and every other method of building deeper relationships with your customers. And when it comes to our customers, Iterable\u2019s logo does what its name suggests\u2014it iterates.<\/p>\r\n\r\n[caption id=\"attachment_8924\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-8924\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Design-Deep-Dive_Body_600x400.png\" alt=\"Iterable's logo constellations\" width=\"600\" height=\"400\" \/> <em>The generative approach to Iterable's new logo.<\/em>[\/caption]\r\n\r\n<p>The concept of a generative brand\u2014with a logo that dynamically changes according to its application\u2014isn\u2019t new, but it hasn\u2019t been widely adopted, because it goes against what most folks understand a logo to be. And it can be risky; if poorly implemented, the brand can look confusing and chaotic.<\/p>\r\n<p>But once again, the team impressed me with their ability to embrace non-traditional methods (if you\u2019re a designer and you\u2019re reading this, you know what a rare joy that is). The next step was to bring in the right people to help us pressure test and refine the concept. Our partners at <a href=\"https:\/\/teaksf.com\/\" target=\"_blank&quot;\" rel=\"noopener noreferrer\">Teak<\/a>, a creative agency based in San Francisco, brought a level of experience and insight that was absolutely crucial in bringing this brand to life.<\/p>\r\n<p>Their team was a perfect personality fit from the start, and they worked seamlessly with us at all stages of design development. They literally opened up their studio to me, and I\u2019m eternally grateful for the many brainstorms, working sessions and the limitless supply of pink Starbursts and LaCroix. Seriously, hire them!<\/p>\r\n<h3>The End Result<\/h3>\r\n<p>If you\u2019ve ever worked on a rebrand before, then you understand the tendency to imbue meaning into every aspect of a logo\u2019s construction. Our team can indeed provide a highly detailed rationale behind the colors we chose, what they represent, and why they\u2019re positioned as they are.<\/p>\r\n<p>Ultimately, however, the driving force behind all our collective decision-making comes down to who we are:<\/p>\r\n<ul>\r\n\t<li>The colors are upbeat and playful<\/li>\r\n\t<li>The generative format is witty and agile<\/li>\r\n\t<li>The wordmark is strong and industrious<\/li>\r\n<\/ul>\r\n<p>I couldn\u2019t be happier with what our team has accomplished with this new brand, because I believe unreservedly that it is an honest and true reflection of the people and values that make up Iterable\u2019s culture. Design trends will come and go, but this logo is a faithful portrait of who Iterable is\u2014and I couldn\u2019t be more proud to have been a part of it.<\/p>\r\n<p><em>If you think our new logo is cool, wait until you see the <a href=\"\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable platform<\/a><\/em>.<\/p>","post_title":"Design Deep-Dive: The Art &amp; Science of Iterable\u2019s New Logo","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"design-deep-dive-new-logo","to_ping":"","pinged":"","post_modified":"2020-05-12 15:37:23","post_modified_gmt":"2020-05-12 22:37:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=8920","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 19, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Design-Deep-Dive_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Design Deep Dive: Iterable&#039;s New Logo\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Design-Deep-Dive_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Design-Deep-Dive_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Design-Deep-Dive_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/design-deep-dive-new-logo\/"},{"ID":8913,"post_author":"7","post_date":"2020-02-19 09:17:04","post_date_gmt":"2020-02-19 17:17:04","post_content":"<p>Since my co-founder Andrew and I conceptualized the name of the company seven years ago, Iterable has always stood for iteration. We fundamentally believe that true growth marketing requires a mind toward continuous improvement, as well as technology that offers agility needed to experiment and move quickly.<\/p>\r\n<p>Our original logo, which we bought for $300 via 99designs (<a href=\"https:\/\/iterable.com\/blog\/99designs-eye-catching-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">who\u2019s now a customer<\/a>), was an accurate depiction of this belief in our startup days: three envelopes to represent messaging channels and a circular arrow to represent iteration and growth.<\/p>\r\n\r\n[caption id=\"attachment_8914\" align=\"alignnone\" width=\"600\"]<img class=\"size-full wp-image-8914\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Iterable-Unveils-New-Logo_Old-vs-New_600x400.png\" alt=\"Iterable's old and new logos\" width=\"600\" height=\"400\" \/> <em>Iterable's logo through the ages<\/em>[\/caption]\r\n\r\n<p>As Iterable\u2019s initial vision became a reality thanks to our wonderful customers, employees, partners and investors, we realized that our brand needed an iterative leap to represent Iterable\u2019s shift into a sustainable company that embodies our values of trust, growth mindset, humility and balance.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-8916\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/Iterable_Logo_01.gif\" alt=\"Animated Iterable logo\" width=\"600\" height=\"600\" \/><\/p>\r\n<p>Our new logo is now just as iterative as our name. It dynamically changes across its applications, with nodes and connections that emulate the flexibility, potential, and creativity unlocked by the Iterable platform.<\/p>\r\n<p>Each of the four nodes represents one of our four company values, with special consideration on the colors and positioning in our diamond-shaped lockup:<\/p>\r\n<ul>\r\n\t<li><strong>Green<\/strong>, which demonstrates how <strong>Balance<\/strong> is the foundation of our culture<\/li>\r\n\t<li><strong>Red<\/strong>, to depict how our team\u2019s <strong>Growth Mindset<\/strong> pushes us forward<\/li>\r\n\t<li><strong>Blue<\/strong>, to represent the <strong>Trust<\/strong> we build with our customers<\/li>\r\n\t<li><strong>Purple<\/strong>, as a reminder that <strong>Humility<\/strong> is what makes us real leaders<\/li>\r\n<\/ul>\r\n<p>The shapes that these nodes make will be ever-changing, but our values will always be present regardless of their form.<\/p>\r\n<p>The marketing technology industry is approximately <a href=\"https:\/\/chiefmartec.com\/2019\/10\/martech-now-121-5-billion-market-worldwide\/\" target=\"_blank\" rel=\"noopener noreferrer\">$121.5 billion<\/a>\u2014one of the largest markets in the tech world\u2014but it\u2019s overwhelmingly crowded with point solution offerings, making it overly complex for marketing practitioners and executives to make decisions and achieve their growth outcomes. Iterable has a mission to simplify our own experience and with this new brand, we are bringing clarity and focus to the market.<\/p>\r\n<p>I\u2019m proud of all the work our team has done to bring this brand to life, and I\u2019m so excited for what\u2019s next for us. To learn more about the art and science of our new logo, <a href=\"\/blog\/design-deep-dive-new-logo\/\" target=\"_blank\" rel=\"noopener noreferrer\">check out this design deep-dive<\/a>.<\/p>\r\n<p><em>And if you think our new logo is cool, then wait until you see the <a href=\"\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable platform<\/a>.<\/em><\/p>","post_title":"Iterable Unveils New Logo That\u2019s Just as Iterative as Its Name","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"iterable-unveils-new-logo","to_ping":"","pinged":"","post_modified":"2020-02-19 09:17:04","post_modified_gmt":"2020-02-19 17:17:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=8913","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"February 19, 2020","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Iterable-Unveils-New-Logo_768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable unveils new logo\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Iterable-Unveils-New-Logo_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Iterable-Unveils-New-Logo_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/02\/021920_Iterable-Unveils-New-Logo_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/iterable-unveils-new-logo\/"},{"ID":8528,"post_author":"97","post_date":"2020-01-23 16:29:15","post_date_gmt":"2020-01-24 00:29:15","post_content":"<p><strong>Google Product Manager Jon Harmer<\/strong> joins us for a very special webinar covering one of the hottest topics around \u2013 AMP for Email and the future of email.<\/p>\r\n<p>Whether you're already coding AMP emails or just curious to know what all the hype is about, you won't want to miss this opportunity to dive into Jon's world, gain perspective of what's possible today, and get ahead of the curve.<\/p>\r\n<p>There is also plenty of space for answering questions as they pertain to Gmail, AMP for Email, and what lies ahead for email marketers.<\/p>\r\n<p><strong>Expect to come away with:<\/strong><\/p>\r\n<ul>\r\n\t<li>A look at the challenges and opportunities with AMP for Email<\/li>\r\n\t<li>A collection of amazing examples of AMP for Email in action\u00a0<\/li>\r\n\t<li>FAQ on Google's relationship with email marketing<\/li>\r\n<\/ul>","post_title":"AMP for Email: Use Cases &amp; Considerations for Every Brand (Even Yours!)","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"amp-use-cases-and-considerations-for-every-brand","to_ping":"","pinged":"","post_modified":"2020-02-26 13:44:04","post_modified_gmt":"2020-02-26 21:44:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=8528","menu_order":116,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"January 23, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/amp-use-cases-and-considerations-for-every-brand\/"},{"ID":8488,"post_author":"7","post_date":"2020-01-15 08:57:26","post_date_gmt":"2020-01-15 16:57:26","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/3-essential-ingredients-survey-feedback-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll take a look at customer milestone campaigns.<\/em><\/p>\r\n<p>It's a <a href=\"http:\/\/www.marketingprofs.com\/charts\/2010\/3751\/birthday-anniversary-emails-generate-more-revenue\" target=\"_blank\" rel=\"noopener noreferrer\">well-documented fact<\/a>: Brands that send personalized birthday and anniversary emails generate more revenue than brands that only focus on mass-produced mailings.<\/p>\r\n<p>However, this comes with a caveat: The research is over ten years old.<\/p>\r\n<p>Ten years ago, there wasn't the <a href=\"https:\/\/iterable.com\/blog\/the-4-pieces-of-the-personalization-puzzle\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalization technology<\/a> that we have today. In 2020, consumers expect more\u2014meaning brands have to do more than send a celebratory message once a year to get the attention, revenue and loyalty they're looking for.<\/p>\r\n<p>That's why for this edition of <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns<\/a>, we're going to dive into a topic that brand marketers could use a new perspective on: customer milestones.<\/p>\r\n<p>Read on to understand why customer milestones need to go beyond birthdays and anniversaries, and learn the three essential ingredients you need to build a stellar milestone campaign.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download the complete guide<\/a> to gain access to even more advanced, cross-channel tactics to give your messaging extra oomph.<\/p>\r\n<h3>Why Brands Need to Do More Than Send a Birthday Message<\/h3>\r\n<p>Before we dive in, we want to define how we think about customer milestones at Iterable.<\/p>\r\n<p>A customer milestone is an event that celebrates the customer\u2019s progress towards a goal they\u2019ve set for themselves.<\/p>\r\n<p>So <strong>birthdays<\/strong> celebrate a customer\u2019s progress towards living another year.<\/p>\r\n<p>And <strong>anniversaries<\/strong> celebrate an additional year of a customer\u2019s patronage with a brand.<\/p>\r\n<p>However, <strong>birthdays and anniversaries only happen once a year<\/strong>. If marketers are only interacting with customers on their birthday or anniversary without any other personalized communications in the remaining 364 days, they probably aren\u2019t getting the ROI they\u2019re looking for.<\/p>\r\n<p>In fact, brands can go further with milestones to get a customer\u2019s attention. But how?<\/p>\r\n<h3>How Identity Relates to Customer Milestones<\/h3>\r\n<p>If brands want to get the ROI they desire with a milestone campaign, they have to understand the basics of how individuals form their identity.<\/p>\r\n<p>Identity, <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/science-choice\/201412\/basics-identity\" target=\"_blank\" rel=\"noopener noreferrer\">according to psychologist Shahram Heshmat<\/a>, \u201crelates to [an individual\u2019s] basic values that dictate the choices we make [...] these choices reflect who we are and what we value.\u201d<\/p>\r\n<p>An identity changes throughout an individual\u2019s lifetime, so while it might seem like a great idea to blast your list with a once-a-year birthday message, the individual might have already moved on from your brand, which can send your milestone email straight into the trash.<\/p>\r\n<p>However, there\u2019s an opportunity here. In addition to birthdays and anniversaries, there are two types of customer milestones that can be celebrated.<\/p>\r\n<h4>1. Through a loyalty or rewards program\u2028<\/h4>\r\n<p>One way brands can celebrate customer milestones is through a loyalty or rewards program<\/p>\r\n<p>For instance, hotel chain Marriott already offers a loyalty program to frequent travelers. \u201cLevels\u201d are assigned based on an individual customer\u2019s spending activity and the \u201cmilestone\u201d is when a new level is reached.<\/p>\r\n\r\n[caption id=\"attachment_8504\" align=\"alignnone\" width=\"724\"]<img class=\"wp-image-8504 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/marriot-2.png\" alt=\"Marriott milestone campaign\" width=\"724\" height=\"2360\" \/> <em>An email from hotel chain Marriott notifying a customer on their achievement of Platinum Elite.<\/em>[\/caption]\r\n\r\n<p>Celebrating this milestone accomplishes a few things:<\/p>\r\n<ul>\r\n\t<li>Affirms a customer\u2019s elite status as it relates to Marriott<\/li>\r\n\t<li>Makes the customer feel good about their achievement<\/li>\r\n\t<li>Informs them of the new perks they receive as a result of their loyalty<\/li>\r\n<\/ul>\r\n<h4>2. Activity tracking\u2028<\/h4>\r\n<p>Another way brands can celebrate customer milestones is by compiling what a customer did over the course of a year.<\/p>\r\n<p>So, for example, music streaming application Spotify analyzes each individual profile\u2019s listening habits for trends over the course of the year and creates new playlists for them.<\/p>\r\n\r\n[caption id=\"attachment_8492\" align=\"alignnone\" width=\"480\"]<img class=\"wp-image-8492 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-2-Spotify.png\" alt=\"Spotify 2019, Wrapped campaign\" width=\"480\" height=\"688\" \/> <em>A milestone email from Spotify detailing a listener\u2019s top songs of 2019.<\/em>[\/caption]\r\n\r\n<p>The type of music someone listens to is incredibly personal, so this milestone email affirms the listener\u2019s taste in music, alerts the listener that there are customized playlists in their library, and (hopefully) gets them to continue streaming music.<\/p>\r\n<p>Now that we have a few more examples of how brands can celebrate customer milestones beyond the birthday and anniversary, let\u2019s break down the three essential ingredients a marketer needs to have before they build a milestone campaign.<\/p>\r\n<h3>3 Essential Ingredients You Need to Build a Milestone Campaign<\/h3>\r\n<h4>1. A milestone to celebrate\u2028<\/h4>\r\n<p>To build a milestone campaign, brands need to know exactly what customers like to celebrate.<\/p>\r\n<p>Luckily, you have lots of options to choose from.<\/p>\r\n<p>Most people enjoy their birthday, so it\u2019s not too much of a stretch to send them an offer as a birthday gift, like this email from a Seattle-based improv comedy group.<\/p>\r\n\r\n[caption id=\"attachment_8493\" align=\"alignnone\" width=\"613\"]<img class=\"size-full wp-image-8493\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-3-Improv.png\" alt=\"Jet City Improv birthday email\" width=\"613\" height=\"774\" \/> <em>A Seattle-based improv group offers email subscribers a free ticket during their birthday month.<\/em>[\/caption]\r\n\r\n<p>But it doesn\u2019t even have to be the customer\u2019s birthday. It could be that a business milestone was reached, like this 5-year company \u201cbirthday\u201d email from temporary tattoo retailer Tattly.<\/p>\r\n\r\n[caption id=\"attachment_8494\" align=\"alignnone\" width=\"673\"]<img class=\"size-full wp-image-8494\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-4-Tattly.png\" alt=\"Tattly birthday sale email\" width=\"673\" height=\"515\" \/> <em>Tattly tempts their email subscribers with a 50% company birthday sale.<\/em>[\/caption]\r\n\r\n<p>But if your brand chooses to track an activity, like <a href=\"https:\/\/zapier.com\/platform\/partner-program#benefits\" target=\"_blank\" rel=\"noopener noreferrer\">software app Zapier does for their partner program<\/a>, you\u2019ll have to establish what the \u201clevels\u201d look like\u2014and decide what information to add or omit in your milestone email.<\/p>\r\n\r\n[caption id=\"attachment_8495\" align=\"alignnone\" width=\"1023\"]<img class=\"wp-image-8495 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-5-Zapier.png\" alt=\"Zapier partner milestone campaign\" width=\"1023\" height=\"2280\" \/> <em>A quarterly milestone email from Zapier\u2019s Partner Program.<\/em>[\/caption]\r\n\r\n<p>Once you choose the milestone your brand wants to focus on, you need to make sure you have the right data in place to support it.<\/p>\r\n<h4>2. Data to support that milestone\u2028<\/h4>\r\n<p>Next, <a href=\"https:\/\/iterable.com\/blog\/ethical-personalization-towerdata\/\" target=\"_blank\" rel=\"noopener noreferrer\">brands need data<\/a> to support celebrating that milestone.<\/p>\r\n<p>While it may be enough for an individual to use Facebook or Google Calendar to manage their contact\u2019s birthdays, brands can have up to hundreds of millions of contacts in their databases.<\/p>\r\n<p>Meaning? They have to get really good at automating some of their messaging; otherwise, email teams would be swamped with sending birthday cards all the time.<\/p>\r\n<p>To do this, <strong>brands have to collect and store relevant customer data<\/strong>. They can do it through one of two ways: <strong>voluntarily or through tracking user behavior<\/strong>.<\/p>\r\n<p>An example of voluntary data is when brands offer birthday gifts in exchange for customer information, like this pop-up form and birthday email used by retailer Madewell.<\/p>\r\n\r\n[caption id=\"attachment_8496\" align=\"alignnone\" width=\"1302\"]<img class=\"size-full wp-image-8496\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-6-Madewell-Form.png\" alt=\"Madewell birthday sign-up form\" width=\"1302\" height=\"1320\" \/> <em>Once Madewell.com visitors sign up with an email address and password, users are sent to an account settings page to insert their birth month and day.<\/em>[\/caption] [caption id=\"attachment_8497\" align=\"alignnone\" width=\"588\"]<img class=\"wp-image-8497 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-7-Madewell-Email.png\" alt=\"Madewell birthday email\" width=\"588\" height=\"1172\" \/> <em>A birthday email from retailer Madewell.<\/em>[\/caption]\r\n\r\n<p>Alternatively, brands can collect data on a customer by looking at what they purchased or did on a website or app and generate a milestone that way.<\/p>\r\n<p>For example, the New York Times collects data on what subscribers read and click in order to generate the following anniversary email.<\/p>\r\n\r\n[caption id=\"attachment_8498\" align=\"alignnone\" width=\"791\"]<img class=\"wp-image-8498 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-8-NYT.png\" alt=\"New York Times anniversary email\" width=\"791\" height=\"1443\" \/> <em>The New York Times sends an anniversary milestone email to each of their subscribers detailing what they read over the year.<\/em>[\/caption]\r\n\r\n<p>Brands can\u2019t run a milestone campaign like Madewell\u2019s or the New York Times\u2019s without accurate data. If you\u2019re a marketer considering one for your brand, take the time to understand what sources of data you have access to before embarking on the email design process.<\/p>\r\n<h3>3. A relevant offer\u2028<\/h3>\r\n<p>Wishing someone well on a milestone is a nice touch, but the best brands always include a gift for the customer on their special day.<\/p>\r\n<p>However, this can backfire if the offer isn\u2019t personalized for the individual\u2019s preferences.<\/p>\r\n<p>Luckily, <a href=\"https:\/\/www.amazon.com\/Pre-Suasion-Revolutionary-Way-Influence-Persuade\/dp\/1501109804\" target=\"_blank\" rel=\"noopener noreferrer\">psychology researcher Robert Cialdini has the solution<\/a>. For maximum impact, gifts should be:<\/p>\r\n<ol>\r\n\t<li><strong>Meaningful and unexpected<\/strong>\u2014as in, there needs to be an element of surprise. A good example is when a waiter at a restaurant brings out free dessert after dinner. It\u2019s a nice gesture to the customer (and most likely will result in a higher tip for the waiter).<\/li>\r\n\t<li><strong>Customized<\/strong>\u2014as in, the benefit is based on their environment, likes and dislikes. So for instance, if someone buys their employee a Starbucks gift card and that employee doesn\u2019t drink coffee, the gift suddenly loses its meaning.<\/li>\r\n<\/ol>\r\n<p>One brand that meets these two criteria is BarkBox, who celebrates their canine customers\u2019 birthday or adoption day with a fun email (and an offer to add a special treat to the regularly scheduled subscription box).<\/p>\r\n\r\n[caption id=\"attachment_8499\" align=\"alignnone\" width=\"1124\"]<img class=\"size-full wp-image-8499\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-9-BarkBox-Form.png\" alt=\"BarkBox birthday sign-up form\" width=\"1124\" height=\"590\" \/> <em>When customers sign up for BarkBox, the intake form asks for their dog\u2019s birthday or adoption day.<\/em>[\/caption] [caption id=\"attachment_8500\" align=\"alignnone\" width=\"680\"]<img class=\"size-full wp-image-8500\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-10-BarkBox-Email.png\" alt=\"BarkBox birthday email\" width=\"680\" height=\"2716\" \/> <em>BarkBox sends emails to customers on their dog's birthday or adoption day with a special add-on offer.<\/em>[\/caption]\r\n\r\n<p>Another brand that gives a relevant offer is cosmetics retailer Sephora. If customers are part of their Beauty Insider loyalty program, they get to add a free birthday gift to their next purchase and receive recommendations for additional products based on their astrology sign.<\/p>\r\n<p><img class=\"alignnone wp-image-8501 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-11-Sephora-1.png\" alt=\"Sephora birthday campaign\" width=\"750\" height=\"1334\" \/><\/p>\r\n\r\n[caption id=\"attachment_8502\" align=\"alignnone\" width=\"750\"]<img class=\"size-full wp-image-8502\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/Milestone-11-Sephora-2.jpg\" alt=\"Sephora birthday campaign\" width=\"750\" height=\"1334\" \/> <em>Sephora\u2019s birthday email to members of their Beauty Insider loyalty program.<\/em>[\/caption]\r\n\r\n<p>Sephora is well-known in the beauty industry for its <a href=\"https:\/\/www.sephora.com\/beauty\/returns-exchanges#Returns\" target=\"_blank\" rel=\"noopener noreferrer\">generous return policy<\/a>, so offering a cosmetics mini-set as a birthday gift helps Sephora advertise new products\u2014and allows its loyal clientele to try new products before they purchase larger versions.<\/p>\r\n<p>Once you've chosen a milestone, collected the data and nailed down the offer, you're all set to build a customer milestone campaign!<\/p>\r\n<h3>A Quick Recap on Customer Milestone Campaigns<\/h3>\r\n<p>Regardless of what your brand chooses for a milestone, remember these two things:\u00a0<\/p>\r\n<ol>\r\n\t<li>It\u2019s important to celebrate your customers\u2019 victories throughout the year\u2014not just during a birthday or anniversary.\u2028<\/li>\r\n\t<li>The most effective milestones are the ones that affirm a customer\u2019s identity\u2028<\/li>\r\n<\/ol>\r\n<p>If you\u2019re just getting started with milestone campaigns, remember that you need these three essential ingredients for the best results:\u00a0<\/p>\r\n<ul>\r\n\t<li>A milestone to celebrate\u2028<\/li>\r\n\t<li>Data to support that milestone\u2028<\/li>\r\n\t<li>A relevant offer\u2028<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/\" target=\"_blank\" rel=\"noopener noreferrer\">Download our full guide<\/a> to master these essentials and get creative with advanced cross-channel tactics. Inside, you'll learn how to use SMS, mobile push notifications, in-app messaging and social retargeting to enhance your campaign.<\/p>\r\n<p>Now that you\u2019re an expert on how to build a customer milestone campaign, what are you going to do to stand out from the crowd?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-customer-milestones\/\"><img class=\"alignnone size-full wp-image-8489\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/ITE_Unboxing-Milestones_WP_Blog-CTA-Banner_620x240-1.png\" alt=\"Unboxing Must-Have Marketing Campaigns: Customer Milestones\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"Customer Milestone Campaigns: Why Birthday Emails Are Not Enough","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"customer-milestone-campaigns","to_ping":"","pinged":"","post_modified":"2020-08-03 14:36:09","post_modified_gmt":"2020-08-03 21:36:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=8488","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Unboxing Guide","pretty_date":"January 15, 2020","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/ITE_Unboxing-Milestones_WP_Blog-Header_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/ITE_Unboxing-Milestones_WP_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/ITE_Unboxing-Milestones_WP_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/ITE_Unboxing-Milestones_WP_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/customer-milestone-campaigns\/"},{"ID":8461,"post_author":"97","post_date":"2020-01-13 11:02:31","post_date_gmt":"2020-01-13 19:02:31","post_content":"<p><strong>Episode 2: \u201cRe-Architecting Growth\u201d\u2028<br \/>\r\n<\/strong><strong>January 22, 2020<br \/>\r\n<\/strong><br \/>\r\nIn the second episode of our marketing leadership series, \u201cInside the Growth Mindset,\u201d Jeff Samuels sits down with Yoni Tamler, Director of Marketing Operations at LinkedIn. Jeff and Yoni's illuminating conversation is highlighted by pertinent topics like personalization, CCPA, and what it means to prepare for and manage a trove of user data in the age of privacy regulation.\u00a0<\/p>","post_title":"Inside the Growth Mindset","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"inside-the-growth-mindset-linkedin","to_ping":"","pinged":"","post_modified":"2020-04-14 20:57:52","post_modified_gmt":"2020-04-15 03:57:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=8461","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"January 13, 2020","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/inside-the-growth-mindset-linkedin\/"},{"ID":8450,"post_author":"35","post_date":"2020-01-08 11:35:20","post_date_gmt":"2020-01-08 19:35:20","post_content":"<p>The perception of <a href=\"https:\/\/www.specialtyfood.com\/news\/article\/consumer-perceptions-continue-shape-health-food\/\" target=\"_blank\" rel=\"noopener noreferrer\">healthy eating<\/a> has certainly changed in the past few years: From the popularity of the <a href=\"https:\/\/www.cnn.com\/2020\/01\/05\/health\/keto-diet-day-wellness\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">keto diet<\/a> to <a href=\"https:\/\/www.entrepreneur.com\/article\/344634\" target=\"_blank\" rel=\"noopener noreferrer\">intermittent fasting<\/a> to something called \u201c<a href=\"https:\/\/www.eatthis.com\/craziest-food-trends-2019\/\" target=\"_blank\" rel=\"noopener noreferrer\">cheese tea<\/a>,\u201d there has been a recent influx of food fads and trends for health-conscious consumers to try.<\/p>\r\n<p>Yet, despite it all, fast food sales have remained <a href=\"https:\/\/www.barrons.com\/articles\/mcdonalds-fast-food-companies-2020-51576620461\" target=\"_blank\" rel=\"noopener noreferrer\">steady<\/a>. People continue to love the taste, convenience and price point of fast food, but the success of leading restaurants is also due in part to their culinary innovations and brand creativity.<\/p>\r\n<p>Thanks to increased consumer interest in meatless options, many chains have added <a href=\"https:\/\/www.marketwatch.com\/story\/meatless-fast-food-burgers-probably-arent-any-healthier-but-theyre-definitely-more-expensive-2019-06-12?mod=article_inline\" target=\"_blank\" rel=\"noopener noreferrer\">plant-based items<\/a> to their menus. These alternative proteins are catching the eyes of everyone from longtime vegetarians to folks curious to taste something new.<\/p>\r\n<p>The conversation surrounding these popular brands, however, goes beyond food entirely:<\/p>\r\n<ul>\r\n\t<li>McDonald's prioritized speed and convenience with its plan to expand <a href=\"https:\/\/www.inc.com\/associated-press\/mcdonalds-table-service.html\" target=\"_blank\" rel=\"noopener noreferrer\">self-service kiosks and table service<\/a>.<\/li>\r\n\t<li>Taco Bell started <a href=\"https:\/\/www.livingmas.com\/cantina\" target=\"_blank\" rel=\"noopener noreferrer\">selling alcohol<\/a> at select cantina locations a few years ago and opened their own <a href=\"https:\/\/www.tacobell.com\/the-bell-hotel\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">pop-up hotel<\/a> in Palm Springs last summer.<\/li>\r\n\t<li>Domino's Pizza improved their customer experience by offering <a href=\"https:\/\/adage.com\/creativity\/work\/text-ordering-emojis\/42287\" target=\"_blank\" rel=\"noopener noreferrer\">emoji ordering<\/a> and even <a href=\"https:\/\/www.pavingforpizza.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">filling in potholes<\/a> across America.<\/li>\r\n<\/ul>\r\n<p>Speaking of conversations, social media became a hotspot for fast food restaurants to build a relatable brand, skewing towards <a href=\"https:\/\/www.prdaily.com\/4-savvy-social-media-marketing-lessons-from-ihop-burger-king-and-more\/\" target=\"_blank\" rel=\"noopener noreferrer\">sass and mock pettiness<\/a> to foster a relatable online identity. No one achieved this quite as successfully as Popeye's did in starting the <a href=\"https:\/\/www.thrillist.com\/news\/nation\/popeyes-vs-chick-fil-a-chicken-sandwich-wendys-chains-twitter\" target=\"_blank\" rel=\"noopener noreferrer\">Great Chicken Sandwich War of 2019<\/a>.\u00a0<\/p>\r\n<p>This social media savvy and relatability brings in a trend that many marketers are striving for in 2020 and beyond: <a href=\"https:\/\/www.brandingmag.com\/2018\/06\/28\/transparency-the-emerging-brand-paradigm\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand transparency<\/a>. There is no longer an emotionless wall between companies and consumers, because we all want to be <a href=\"https:\/\/sproutsocial.com\/insights\/data\/social-media-connection\/\" target=\"_blank\" rel=\"noopener noreferrer\">spoken to like people<\/a>, not transactions.<\/p>\r\n<p>And so, with that in mind, we decided to examine how top fast food restaurants are marketing to their customers and if their email and mobile programs can keep up with their social media dominance.<\/p>\r\n<h3>User Engagement Teardown: Fast Food<\/h3>\r\n<p>In our latest User Engagement Teardown, we took a look at four leading U.S.-based fast food chains: McDonald\u2019s, Chick-fil-A, Taco Bell, and Domino\u2019s Pizza. We wanted to understand how each business adapted to user preferences and incentivized orders through welcome campaigns and promotions.<\/p>\r\n<p>For our research, we registered for an account with each brand and increased our level of activity. We completed our profiles, downloaded their mobile apps, shared our location, and abandoned shopping carts before finally making our purchases.<\/p>\r\n<p>After analyzing the content of all email and mobile messages received during our two-week study, we identified what these organizations are doing well and what areas could use improvement.<\/p>\r\n<p><em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em><\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/NEOsCaBoWS1GVy\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Fast Food Restaurants \u2014 Iterable User Engagement Teardown\" href=\"\/\/www.slideshare.net\/Iterable\/fast-food-restaurants-iterable-user-engagement-teardown-217308718\" target=\"_blank\" rel=\"noopener noreferrer\">Fast Food Restaurants \u2014 Iterable User Engagement Teardown<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a><\/strong><\/div>\r\n<p><em>Note: McDonald\u2019s, Chick-fil-A, Taco Bell and Domino\u2019s Pizza are not Iterable customers.<\/em><\/p>\r\n<p>You can also see our past comparative teardowns (including a look at leading <a href=\"https:\/\/iterable.com\/blog\/casual-dining-restaurant-teardown\/\" target=\"_blank\" rel=\"noopener noreferrer\">casual dining restaurants<\/a> and <a href=\"https:\/\/iterable.com\/blog\/top-us-broadcast-news-teardown\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. broadcast news<\/a>) on our Resources page.<\/p>","post_title":"Fast Food Restaurants: Who Serves the Best Marketing Combo Meal?","post_excerpt":"We recently studied the cross-channel marketing of leading fast food restaurants to see which program prompts a high-value order. ","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"fast-food-teardown","to_ping":"","pinged":"","post_modified":"2020-01-08 16:57:27","post_modified_gmt":"2020-01-09 00:57:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=8450","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"January 08, 2020","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/121719_Fast-Food-Teardown_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/121719_Fast-Food-Teardown_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/121719_Fast-Food-Teardown_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2020\/01\/121719_Fast-Food-Teardown_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/fast-food-teardown\/"},{"ID":8408,"post_author":"97","post_date":"2020-01-02 10:34:52","post_date_gmt":"2020-01-02 18:34:52","post_content":"<p>Pop the bubbly! It's 2020! What are you doing to level up your email marketing maturity for the year \u2013 <em>and decade<\/em> \u2013 ahead? Tune in to hear from two industry pundits and weigh in with your own perspective as we explore the resolutions you should make and break here in the '20s.<br \/>\r\n<br \/>\r\nIn this session, we dive into:<\/p>\r\n<ul>\r\n\t<li>The biggest trends of the last decade driving email marketing forward<\/li>\r\n\t<li>A calendar outlining the biggest opportunities you should take advantage of in 2020<\/li>\r\n\t<li>The hot-or-not innovations for the new decade<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","post_title":"Email Resolutions for 2020 and the Decade Ahead","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-resolutions-for-2020-and-the-decade-ahead","to_ping":"","pinged":"","post_modified":"2020-02-19 09:55:52","post_modified_gmt":"2020-02-19 17:55:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=8408","menu_order":122,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"January 02, 2020","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/email-resolutions-for-2020-and-the-decade-ahead\/"},{"ID":8155,"post_author":"35","post_date":"2019-11-21 08:18:21","post_date_gmt":"2019-11-21 16:18:21","post_content":"<p>Millennials have been accused of killing many industries. <a href=\"http:\/\/www.thedailybeast.com\/why-have-millennials-fallen-out-of-love-with-diamonds\" target=\"_blank\" rel=\"noopener noreferrer\">Diamonds<\/a>. <a href=\"https:\/\/www.businessinsider.com\/millennials-are-killing-beer-2017-7\" target=\"_blank\" rel=\"noopener noreferrer\">Beer<\/a>. <a href=\"https:\/\/metro.co.uk\/2017\/02\/28\/now-millennials-are-killing-marmalade-6478579\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marmalade<\/a>. Even concepts like <a href=\"https:\/\/extranewsfeed.com\/millennials-are-killing-consumerism-but-it-comes-with-a-cost-c6773b872763\" target=\"_blank\" rel=\"noopener noreferrer\">consumerism<\/a> and countries (RIP <a href=\"https:\/\/medium.com\/thingsthatmatterblog\/millennials-are-killing-america-part-one-81c802bd8437\" target=\"_blank\" rel=\"noopener noreferrer\">America<\/a>). But one of the constants on these lists of millennial destruction: casual dining restaurants.<\/p>\r\n<p>The fact of the matter is casual restaurants just aren\u2019t getting the same traffic they used to and millennials are (at least in part) to blame. The percentage of millennials who visit restaurants multiple times a week has dropped from <a href=\"https:\/\/www.restaurantbusinessonline.com\/financing\/why-restaurant-traffic-falling-blame-millennials\" target=\"_blank\" rel=\"noopener noreferrer\">59% to 55%<\/a>, and that\u2019s just in the past year.\u00a0<\/p>\r\n<p>It\u2019s why some chains have taken <a href=\"https:\/\/www.restaurantbusinessonline.com\/financing\/why-restaurant-traffic-falling-blame-millennials\" target=\"_blank\" rel=\"noopener noreferrer\">drastic measures<\/a> just to get butts in seats. So what can these restaurants do to attract such a finicky generation (in addition to the remainder of the population)?<\/p>\r\n<p>Technology is a great way to start <a href=\"https:\/\/www.thebalancesmb.com\/millennial-restaurant-dining-trends-2888291\" target=\"_blank\" rel=\"noopener noreferrer\">making inroads<\/a> with younger generations and casual dining establishments have made strides in this department. Different technological advancements have made their way into the restaurants. Olive Garden, for example, provides tablets at certain locations to make the ordering and bill pay process more efficient.\u00a0\u00a0<\/p>\r\n<p>Effective growth marketing for casual dining has, thus far, lagged behind in adopting modern technologies. Personalization is the key to generating loyalty. If a brand is able to mirror a <a href=\"https:\/\/martechtoday.com\/marketing-to-millennials-its-about-loyalty-and-personalization-230040\" target=\"_blank\" rel=\"noopener noreferrer\">person\u2019s values<\/a> while driving a one-to-one conversation, the chances of retention increase drastically.\u00a0<\/p>\r\n<p>With that in mind, we wanted to see how three leaders in the casual dining space are faring in building personal relationships with their customers.<\/p>\r\n<h3>User Engagement Teardown: Casual Dining Restaurants<\/h3>\r\n<p>In our latest teardown, we take a look at three leading casual dining restaurants: <a href=\"https:\/\/www.tgifridays.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">TGI Fridays<\/a>, <a href=\"https:\/\/www.olivegarden.com\/home\" target=\"_blank\" rel=\"noopener noreferrer\">Olive Garden<\/a>, and <a href=\"https:\/\/www.chilis.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Chili\u2019s Grill &amp; Bar<\/a>. We wanted to understand how each restaurant personalized the user experience and incentivized transactions.\u00a0<\/p>\r\n<p>Our research consisted of subscribing to each restaurant\u2019s communications for a two-week span in September 2019.\u00a0\u00a0<\/p>\r\n<p>During these two weeks, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, opted into SMS, shared our location, and abandoned online orders.<\/p>\r\n<p>After analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.<\/p>\r\n<p>(If you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/fI3FAl5B0egtRz\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Casual Dining Restaurants - Iterable User Engagement Teardown\" href=\"\/\/www.slideshare.net\/Iterable\/casual-dining-restaurants-iterable-user-engagement-teardown\" target=\"_blank\" rel=\"noopener noreferrer\">Casual Dining Restaurants - Iterable User Engagement Teardown<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/Iterable\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a><\/strong><\/div>\r\n<p>Note: TGI Fridays, Olive Garden, and Chili\u2019s Grill &amp; Bar are not Iterable customers.<\/p>\r\n<p>You can also see our past comparative teardowns (including a look at <a href=\"https:\/\/iterable.com\/blog\/top-us-broadcast-news-teardown\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.S. Broadcast News<\/a> and <a href=\"https:\/\/iterable.com\/blog\/top-uk-retailers\/\" target=\"_blank\" rel=\"noopener noreferrer\">U.K. Retailers<\/a>) on our <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Resources<\/a> page.<\/p>","post_title":"Casual Dining Restaurants: Whose Marketing Menu Is Most Appealing?","post_excerpt":"We recently studied the cross-channel marketing of leading casual dining restaurants to see whose messaging inspires an order.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"casual-dining-restaurant-teardown","to_ping":"","pinged":"","post_modified":"2020-01-08 11:56:38","post_modified_gmt":"2020-01-08 19:56:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=8155","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"November 21, 2019","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/112119_Casual-Restaurants-Teardown_768x512_v2-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Casual Dining Restaurants\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/112119_Casual-Restaurants-Teardown_768x512_v2.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/112119_Casual-Restaurants-Teardown_768x512_v2-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/112119_Casual-Restaurants-Teardown_768x512_v2-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/casual-dining-restaurant-teardown\/"},{"ID":8079,"post_author":"97","post_date":"2019-11-19 14:42:21","post_date_gmt":"2019-11-19 22:42:21","post_content":"<p>Iterable &amp; Really Good Emails are teaming up to close out 2019 with an interactive webinar extravaganza.<\/p>\r\n<p>Join us as Jen &amp; Matt unveil the winners of their unofficial, unconventional awards for the year\u2019s most unforgettable emails. Warmest welcome email? Check. Most magnificent Shark Week-themed email? We\u2019ll have an award for that, too.<\/p>\r\n<p>So whether you\u2019re looking for inspiration or information, this is a webinar you won\u2019t want to miss.<\/p>\r\n<ul>\r\n\t<li>Best-in-class examples of a dozen or so categories of emails<\/li>\r\n\t<li>Expert advice and tips for creating beautiful emails that engage and convert<\/li>\r\n\t<li>Inspiration for your 2020 email campaigns<\/li>\r\n<\/ul>","post_title":"Top 10 Most Unforgettable Emails of 2019","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-10-most-unforgettable-emails-of-2019","to_ping":"","pinged":"","post_modified":"2020-02-19 09:56:44","post_modified_gmt":"2020-02-19 17:56:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=8079","menu_order":125,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 19, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/top-10-most-unforgettable-emails-of-2019\/"},{"ID":8108,"post_author":"7","post_date":"2019-11-14 08:35:21","post_date_gmt":"2019-11-14 16:35:21","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/successful-referral-program\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we'll be \"unboxing\" must-have digital marketing campaigns and programs vital to success. In this installment, we'll take a look at survey and feedback campaigns.<\/em><\/p>\r\n<p class=\"p1\">When marketers are asked to provide feedback or take a survey via email, many of us feel compelled to do it.<\/p>\r\n<p class=\"p1\">Why?<\/p>\r\n<p class=\"p1\">Because we've been on the other end, hoping and praying for data to move forward on a difficult decision.<\/p>\r\n<p class=\"p1\">Unfortunately, survey design isn't as easy as it sounds...and writing a compelling message to convince people to take the survey is even more difficult.<\/p>\r\n<p class=\"p1\">Luckily, we have some ideas to help you, the brand marketer, succeed when it comes to sending and designing a high-converting customer feedback survey.<\/p>\r\n<p class=\"p1\">But before we begin, let\u2019s talk about why businesses should ask for feedback in the first place.<\/p>\r\n<h3 class=\"p1\">The #1 question companies (almost always) forget to ask about surveys<\/h3>\r\n<p class=\"p1\">Thanks to the popularity of reviews on Amazon, Yelp and the like, the opportunity to receive immediate feedback on your brand\u2019s products or services is too good to pass up.<\/p>\r\n<p class=\"p1\">Instead of waiting for weeks or months to conduct a panel or focus group, companies can immediately find out what went well and what could be improved. Then they can use that information to target new customer segments or fine-tune their offerings.<\/p>\r\n<p class=\"p1\">In other words, they can get feedback straight from the customer\u2019s mouth themselves\u2014otherwise known as <a href=\"https:\/\/www.lexalytics.com\/lexablog\/effective-voice-of-customer-voc-analytics\" target=\"_blank\" rel=\"noopener noreferrer\">voice of customer (VOC) data<\/a>.<\/p>\r\n<p class=\"p1\">But that\u2019s just the problem. Inexpensive survey tools like SurveyMonkey and Typeform have made it so easy for companies to execute their own market research via email that often, they forget to ask themselves the following question:<\/p>\r\n<p class=\"p1\"><em><strong>\u201cOnce we get this data, where is it going to go?\u201d<\/strong><\/em><\/p>\r\n<p class=\"p1\">It\u2019s too easy to get gung-ho about running a survey, hoard the data and never use or incorporate it into the customer lifecycle.<\/p>\r\n<p class=\"p1\">Not to mention, <a href=\"https:\/\/www.vox.com\/the-goods\/2019\/8\/15\/20804279\/too-many-emails-brand-feedback-review-glossier?ref=reallygoodemails\" target=\"_blank\" rel=\"noopener noreferrer\">consumers are inundated by surveys right now<\/a>, so it\u2019s getting harder to send emails that stand out from the crowd\u2014let alone convince people to do the work of sharing their experience.<\/p>\r\n<p class=\"p1\">Luckily, there\u2019s a path forward. We can share with you three essential ingredients you need before you create a survey\/feedback campaign.<\/p>\r\n<p>Want even more advanced cross-channel tactics? Download our latest guide, <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns: Survey &amp; Feedback<\/a>.<\/p>\r\n<h2 class=\"p1\">3 Essential Ingredients of Survey and Feedback Campaigns<\/h2>\r\n<h3 class=\"p1\">1. A question to answer<\/h3>\r\n<p class=\"p1\">We mentioned above that survey and feedback campaigns can be a way to get customer data to move forward on a decision.<\/p>\r\n<p class=\"p1\">However, those decisions are motivated by something much bigger: preventing negative customer backlash.<\/p>\r\n<p class=\"p1\">No company wants to make a decision that hurts their revenue or spend resources producing something that customers don\u2019t value or need.<\/p>\r\n<p class=\"p1\">So whenever you do a survey\/feedback campaign, the first thing you should ask yourself should be, \u201cWhat question are you trying to answer?\u201d<\/p>\r\n<p class=\"p1\">Surveys don\u2019t always need to be multiple questions with a graduate-level analysis.<\/p>\r\n<p class=\"p1\">It can be as simple as one question to break a tie or gauge how effective a company process is.<\/p>\r\n<p class=\"p1\">So, for example, if you\u2019re a publisher like Milk Street Kitchen and trying to figure out which photo to use on the cover of a special issue, you can run a quick survey to your list.<\/p>\r\n\r\n[caption id=\"attachment_8111\" align=\"alignnone\" width=\"575\"]<img class=\"wp-image-8111 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-1.png\" alt=\"Milk Street Kitchen Feedback Campaign\" width=\"575\" height=\"733\" \/> <em>Publisher Milk Street Kitchen uses email to distribute a quick survey on the cover photo of an upcoming issue.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Or maybe you work for a subscription company and want to know why people cancel, like meal kit subscription service Sun Basket does. They automate a transactional email to those who discontinue service, by simply asking for replies in the body text of the message.<\/p>\r\n\r\n[caption id=\"attachment_8112\" align=\"alignnone\" width=\"800\"]<img class=\"wp-image-8112 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-2.png\" alt=\"Sun Basket Churn Email\" width=\"800\" height=\"662\" \/> <em>Meal-kit subscription service Sun Basket asks for feedback from canceling customers.<\/em><em style=\"font-size: 16px\">\u00a0<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Another way to automate feedback via email is by incorporating it into your help desk software, like e-commerce site Food52 did. Doing this can help you answer questions, like which support agents have more satisfied customers than others, what types of issues do customers contact support about and more.<\/p>\r\n\r\n[caption id=\"attachment_8113\" align=\"alignnone\" width=\"974\"]<img class=\"wp-image-8113 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-3.png\" alt=\"Food52 Survey Email\" width=\"974\" height=\"418\" \/> <em>E-commerce site Food52 sends emails to users after they contact customer support, asking whether they were satisfied with the level of service.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Regardless of how you initiate the survey, asking for feedback or running a survey always starts with a question your team wants to answer.<\/p>\r\n<h3 class=\"p1\">2. An irresistible offer<\/h3>\r\n<p class=\"p1\">Even when you\u2019re thinking about surveys, you have to think about what\u2019s in the recipient\u2019s best interest.<\/p>\r\n<p class=\"p1\">And even though your survey only takes five minutes, it could be five minutes the recipient doesn\u2019t have to waste on you.<\/p>\r\n<p class=\"p1\">That\u2019s where an irresistible offer comes in.<\/p>\r\n<p class=\"p1\">Offering compensation in exchange for your opinion has long been a practice in market research circles. The only difference now is that as a brand, you don\u2019t have to pay a firm to put together (and compensate) a panel of consumers.<\/p>\r\n<p class=\"p1\">You can do it yourself.<\/p>\r\n<p class=\"p1\">It doesn\u2019t have to be money per se, but it has to be in the interest of someone to spend the time to take your survey.<\/p>\r\n<p class=\"p1\">The most popular option for compensation in exchange for taking a survey is a gift card. See how onboarding platform AppCues used a Starbucks gift card (and an eye-catching subject line) to get survey responses.<\/p>\r\n\r\n[caption id=\"attachment_8114\" align=\"alignnone\" width=\"883\"]<img class=\"wp-image-8114 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-4.png\" alt=\"Appcues feedback campaign incentive\" width=\"883\" height=\"856\" \/> <em>Onboarding platform Appcues offers Starbucks gift cards to anyone willing to take their survey.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Of course, it doesn\u2019t always have to be money for coffee. If you already know you have an engaged list of customers, you can give them a voucher for your service.<\/p>\r\n<p class=\"p1\">For example, if you are a freemium software company like video collaboration tool Loom is, you can offer a trial of your paid plan.<\/p>\r\n\r\n[caption id=\"attachment_8115\" align=\"alignnone\" width=\"893\"]<img class=\"wp-image-8115 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-5.png\" alt=\"Loom survey thank you\" width=\"893\" height=\"704\" \/> <em>Video collaboration tool Loom offers trials of their paid plan as a thank you to users who gave feedback.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Or if you\u2019re selling high-ticket items like furniture, you can offer coupons for future purchases, like Design Within Reach does.<\/p>\r\n\r\n[caption id=\"attachment_8116\" align=\"alignnone\" width=\"860\"]<img class=\"wp-image-8116 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-6.png\" alt=\"Design Within Reach survey thank you\" width=\"860\" height=\"849\" \/> <em>Furniture company Design Within Reach gives out coupons on future purchases as a thank you to survey takers.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Irresistible offers aren\u2019t always a surefire way to get a good sample size though\u2014the wrong type of compensation can lead to a <strong>voluntary response bias<\/strong>, where your sample size consists of people only interested in taking advantage of an offer over providing insightful feedback.<\/p>\r\n<p class=\"p1\">If you offered Starbucks gift cards as an incentive, then you might leave out people who didn\u2019t like Starbucks in your data...and they might have different things to say than the people who like Starbucks (and want a free coffee).<\/p>\r\n<p class=\"p1\">It sounds nitpicky, but it\u2019s always something to consider when you\u2019re doing research. Whatever gift you choose, make sure to offer something enticing enough to get a good sample size without compromising the integrity of the data.<\/p>\r\n<h3 class=\"p1\">3. Something to measure<\/h3>\r\n<p class=\"p1\">Not all survey campaigns ask for freeform text as feedback.<\/p>\r\n<p class=\"p1\">When your question needs data that only hard numbers can provide, this is when you bust out questions that have your respondents ranking how they feel on a scale of sorts.<\/p>\r\n<p class=\"p1\">There are many ways to do this, but the two most commonly used by growth-driven consumer brands include Net Promoter Score and Likert scale.<\/p>\r\n<h4 class=\"p1\">Net Promoter Score (NPS)<\/h4>\r\n<p class=\"p1\">The first is the <strong>Net Promoter Score<\/strong> (NPS). Developed by <a href=\"http:\/\/www.netpromotersystem.com\/about\/measuring-your-net-promoter-score.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">consulting firm Bain &amp; Co<\/a>, the general idea is that happy customers recommend brands to their friends and colleagues.<\/p>\r\n<p class=\"p1\">Respondents respond on a scale of 1-100 about their likeliness to make a recommendation, and the brand takes those scores and groups them into three different categories:<\/p>\r\n<ol>\r\n\t<li class=\"p1\"><strong>Promoters (90-100)<\/strong>: Loyal and enthusiastic fans. They love your product or service and spend all of their time telling their friends and colleagues.<\/li>\r\n\t<li class=\"p1\"><strong>Passives (60-80)<\/strong>: Satisfied (but not necessarily loyal) customers. They\u2019re happy but could be persuaded by cheaper prices or shiny features from a competitor.<\/li>\r\n\t<li class=\"p1\"><strong>Detractors (0-60)<\/strong>: Unhappy customers. They hate your product or service, will probably leave and have no issues telling their friends and colleagues why.<\/li>\r\n<\/ol>\r\n<p class=\"p1\">It\u2019s also easy to calculate\u2014it\u2019s simply the percentage of promoters subtracted by the percentage of detractors.<\/p>\r\n<p class=\"p1\">The higher an NPS score is, the less likely your customers will churn on you.<\/p>\r\n<p class=\"p1\">You can see the usage of Net Promoter Score in practice in the body of an email template, like food delivery service Goldbelly does.<\/p>\r\n\r\n[caption id=\"attachment_8117\" align=\"alignnone\" width=\"781\"]<img class=\"wp-image-8117 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-7.png\" alt=\"Goldbelly NPS survey\" width=\"781\" height=\"449\" \/> <em>Food delivery service Goldbelly uses the above email to measure Net Promoter Score for first-time purchases.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Once respondents choose their number, they are taken to the landing page below and asked to write in why they chose that number.<\/p>\r\n\r\n[caption id=\"attachment_8118\" align=\"alignnone\" width=\"974\"]<img class=\"wp-image-8118 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-8.png\" alt=\"Goldbelly feedback campaign\" width=\"974\" height=\"645\" \/> <em>For respondents who want to give more feedback, Goldbelly offers options to write in additional comments using the above form.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Goldbelly knows that customers don\u2019t buy specialty foods every day, so they rely heavily on paid ads and their referral program to acquire new customers.<\/p>\r\n<p class=\"p1\">By using NPS, Goldbelly can quickly gauge how happy first-time purchasers are, tie it directly to voice of customer (VOC) data, and open up possibilities for referral email campaigns later on.<\/p>\r\n<h4 class=\"p1\">Likert scales<\/h4>\r\n<p class=\"p1\">If you\u2019ve ever taken a survey, you\u2019ve done a Likert scale (also known as rating scales).<\/p>\r\n<p class=\"p1\">Named after American social scientist Rensis Likert, Likert scales ask respondents to rank their level of agreement on a series of statements provided by the brand.<\/p>\r\n<p class=\"p1\">This was a game-changer in the social science world.<\/p>\r\n<p class=\"p1\">Why? Because now researchers could ask questions beyond a simple \u201cYes\/No\u201d question\u2014and had more analytical substance than a blank text box.<\/p>\r\n<p class=\"p1\">So for instance, clothing retailer Gap once asked us to provide some feedback on new baby and toddler clothing designs.<\/p>\r\n\r\n[caption id=\"attachment_8119\" align=\"alignnone\" width=\"708\"]<img class=\"wp-image-8119 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-9.png\" alt=\"Gap feedback campaign\" width=\"708\" height=\"725\" \/> <em>Gap wanted our opinion on new toddler and baby designs.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Once we clicked on their link, they showed us a series of designs and asked us what price we\u2019d be willing to pay, as well as whether we liked it, hated it, or felt neutral about it.<\/p>\r\n\r\n[caption id=\"attachment_8120\" align=\"alignnone\" width=\"974\"]<img class=\"wp-image-8120 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/Survey-10.png\" alt=\"Gap landing page survey\" width=\"974\" height=\"487\" \/> <em>Gap uses a visual Likert scale to ask our opinion on prospective baby clothes designs.<\/em>[\/caption]\r\n\r\n<p class=\"p1\">Thanks to a Likert scale survey, Gap can get direct feedback on designs that resonate with potential customers\u2014and manufacture clothing in a much more efficient manner than before.<\/p>\r\n<p class=\"p1\">So whether you\u2019re using Likert scales or Net Promoter Scores, your team (and your C-suite) will appreciate numerical data as a result of running a survey; it makes things easier to measure than unstructured text data.<\/p>\r\n<h2 class=\"p1\">Now, a Recap<\/h2>\r\n<p class=\"p1\">Despite the problems associated with running surveys, they are still an incredibly valuable tool to help brand marketers make decisions.<\/p>\r\n<p class=\"p1\">If you\u2019re just getting started with survey\/feedback campaigns, remember that you need these three essential ingredients for the best results:<\/p>\r\n<ol>\r\n\t<li class=\"p1\">A question to answer<\/li>\r\n\t<li class=\"p1\">An irresistible offer<\/li>\r\n\t<li class=\"p1\">Something to measure (either Net Promoter Score or Likert scales)<\/li>\r\n<\/ol>\r\n<p class=\"p1\">Go beyond the basics and <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">download our full guide<\/a> to building high-converting survey and feedback campaigns that stand out from the crowd.<\/p>\r\n<p>Inside, you'll learn how to leverage text messaging (SMS), in-app notifications and direct mail for personalized cross-channel campaigns.<\/p>\r\n<p>We'll also reveal how to tackle recognition and rewards for customer service reps and offer even more survey inspiration from today's leading brands, so don't miss out and <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">grab your copy<\/a> today!<\/p>\r\n<p class=\"p1\"><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-survey-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-8110 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_Blog-CTA-Banner_620x240.png\" alt=\"Unboxing Must-Have Marketing Campaigns: Survey &amp; Feedback\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"3 Essential Ingredients of Survey and Feedback Campaigns","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"3-essential-ingredients-survey-feedback-campaigns","to_ping":"","pinged":"","post_modified":"2020-08-03 14:36:24","post_modified_gmt":"2020-08-03 21:36:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=8108","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Unboxing Guide","pretty_date":"November 14, 2019","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_Blog-Header_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Unboxing Survey and Feedback Campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/11\/ITE_Unboxing-Survey-Feedback_WP_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/3-essential-ingredients-survey-feedback-campaigns\/"},{"ID":8085,"post_author":"97","post_date":"2019-11-11 17:34:14","post_date_gmt":"2019-11-12 01:34:14","post_content":"<p><span style=\"font-weight: 400\">\u2018Tis the season for...a year in review! This was one of our most popular webinars in 2018, and we dove right in to review what cross-channel campaigns made a splash in 2019. <\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Check out this interactive session where we had the audience vote on their favorites in each category.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">This session includes:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Innovative examples of this year\u2019s best cross-channel marketing campaigns<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Voting and chats with our webinar experts about this year's best cross-channel campaigns\u00a0<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Fresh inspiration to start your 2020 off right\u00a0<\/span><\/li>\r\n<\/ul>","post_title":"Best of 2019: Cross-Channel Marketing Campaigns We Loved","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"best-of-2019-cross-channel-marketing-campaigns-we-loved","to_ping":"","pinged":"","post_modified":"2020-02-19 10:18:08","post_modified_gmt":"2020-02-19 18:18:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=8085","menu_order":126,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 11, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/best-of-2019-cross-channel-marketing-campaigns-we-loved\/"},{"ID":7918,"post_author":"97","post_date":"2019-10-31 11:09:32","post_date_gmt":"2019-10-31 18:09:32","post_content":"<p><strong>Episode 1: \u201cThe Foundations of Growth\u201d\u2028<br \/>\r\n<\/strong><strong>November 13, 2019<br \/>\r\n<\/strong><br \/>\r\nIterable\u2019s Chief Operating Officer, Jeff Samuels, kicks off our new marketing leadership series, \u201cInside the Growth Mindset.\u201d He is joined by Linda Fitzek, who heads up Sales &amp; Marketing Operations for Uber\u2019s U4B division. Jeff and Linda explore the foundations of growth and shine a spotlight on the processes, systems, and data that make growth possible. Linda shares her story, lessons learned, and advice for how we can all be better growth marketing leaders.<\/p>","post_title":"Inside the Growth Mindset","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"inside-the-growth-mindset-uber","to_ping":"","pinged":"","post_modified":"2020-02-22 09:38:38","post_modified_gmt":"2020-02-22 17:38:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?page_id=7918","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"October 31, 2019","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/inside-the-growth-mindset-uber\/"},{"ID":7410,"post_author":"7","post_date":"2019-10-10 09:45:04","post_date_gmt":"2019-10-10 16:45:04","post_content":"<p><em>In this <a href=\"https:\/\/iterable.com\/blog\/unboxing-onboarding-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">ongoing series<\/a>, we\u2019ll be \u201cunboxing\u201d must-have digital marketing campaigns and programs vital to success. In this installment, we\u2019ll take a look at referral programs, often known as \u201crefer-a-friend\u201d or advocacy campaigns.<\/em><\/p>\r\n<h3>Who Are Your \u201cAdvocates\u201d and What Is Advocacy?<\/h3>\r\n<p>In Customer Relationship Marketing lingo, your \u201cadvocates\u201d are your best, most informed, most loyal customers. They\u2019ve completed the journey to becoming your customer and understand your products and services. They know and trust you. Most of all, they\u2019re your source of referrals.<\/p>\r\n<p>Advocacy is the process by which these best customers will recommend and refer you to new prospective customers.<\/p>\r\n<p>Traditionally, referrals occurred mostly by word-of-mouth and still do, but in the digital age channels\u2014like social media, email and mobile\u2014grease the skids by making referring easy and effortless, if not organic.<\/p>\r\n<p>All it takes is a few minutes to forward an email to a friend or share on social and \u201cword-of-click\u201d becomes a prime opportunity you can leverage intentionally.\u00a0<\/p>\r\n<p>Here\u2019s why if you don\u2019t have an advocacy program already, you should.<\/p>\r\n<h3>Asking for an Intro to Their Friends<\/h3>\r\n<p>Despite how easy and impersonal \u201cword-of-click\u201d can be, referrals are a personal, considered process, and we would do well to design advocacy programs and campaigns that support them with a strong human (vs. decidedly tech) touch.\u00a0<\/p>\r\n<p>A successful referral program isn\u2019t just about using your existing customers to gain new leads. It\u2019s really about asking your best customers to make introductions\u2014to their closest friends and family members, the people they care most about\u2014on your behalf.\u00a0<\/p>\r\n<p>Just as in business networking and personal social circles, we\u2019re not going to make introductions willy-nilly to just anyone.\u00a0<\/p>\r\n<p>On the other hand, when we are personally introduced to a prospective employer\/ee, friend, or dating partner by someone we know, like and trust, we\u2019re going to give greater consideration to the referral.<\/p>\r\n<p>So, it\u2019s important to be selective in terms of which customers you ask for referrals, and who you ask to be referred to.<\/p>\r\n<p>With 74% of consumers identifying <a href=\"https:\/\/www.adweek.com\/digital\/ogilvy-cannes-study-behold-the-power-of-word-of-mouth\/\" target=\"_blank\" rel=\"noopener noreferrer\">word-of-mouth as a key influencer<\/a> in purchasing decisions and 92% of people ages 18 to 34 saying that they <a href=\"https:\/\/www.getambassador.com\/blog\/survey-says-referral-practices-of-todays-consumers\" target=\"_blank\" rel=\"noopener noreferrer\">seek recommendations from friends and family<\/a> before making a purchase, referral marketing is an integral component of today\u2019s marketplace\u2014and one that can yield impressive results if the right tactics are employed.\u00a0<\/p>\r\n<p>To be clear\u2014our focus here is on intentionally designed and orchestrated referral campaigns\u2014 rather than on naturally-occurring social sharing, most of which is un-incentivized and not easily trackable.\u00a0<\/p>\r\n<p>So even though social media is a channel designed around organic, spontaneous sharing and connection, most marketers will rely more heavily on email than social to kick-off referral campaigns and maximize customer reach, with mobile app and\/or web pages supporting implementation, and social media playing (if anything) a supporting role.<\/p>\r\n<p>So, let's take a deeper dive into their four essential ingredients! Want even more advanced tactics? Download our latest guide, <a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns: Referrals &amp; Advocacy<\/a>.<\/p>\r\n<h3>4 Essential Ingredients for a Successful Referral Program<\/h3>\r\n<h4>1. Be clear, honest and transparent\u2028<\/h4>\r\n<p>When it comes to asking customers for referrals, don\u2019t beat around the bush. Just ask! Be clear what it is you\u2019re asking them to do <strong>and the data you\u2019re asking them for<\/strong>.\u00a0<\/p>\r\n<p>Now more than ever, people are skittish about sharing their own information, let alone the email addresses and contact points of their friends.<\/p>\r\n<p>Lower any resistance or hesitation to your referral program by being upfront and honest about the entire process and shepherding your advocates through it.<\/p>\r\n<p>What data do you need (maybe just an email address) to collect to execute the referral offer? How will that data be used? Will it be retained and if so, why? How will incentives be received? Rewards for referrals given? Your messaging should spell it all out.<\/p>\r\n<p>The campaign below from online brokerage firm TD Ameritrade does a good job of this.<\/p>\r\n<p>The email specifically explains how to get started, what the reward is for the referring customer, what the incentive is for the prospective new customer, how incentives\/rewards will be paid, and so on.<\/p>\r\n<p>\u00a0Furthermore, <strong>it requires customers to log into their account to make referrals<\/strong>, enabling the brand to track and limit customer actions.\u00a0<\/p>\r\n\r\n[caption id=\"attachment_7462\" align=\"alignnone\" width=\"501\"]<img class=\"wp-image-7462 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-1-1.png\" alt=\"TD Ameritrade &quot;Refer a Friend&quot; Email\" width=\"501\" height=\"1003\" \/> <em>TD Ameritrade \"Refer a Friend\" Email<\/em>[\/caption]\r\n\r\n<h4>2. Know what motivates action \u2028<\/h4>\r\n<p>This goes beyond understanding your existing customers: it\u2019s about truly understanding the journey from prospect to customer and all the inflection points on it so you can use the best incentive possible to motivate new prospective customers (the \u201creferred\u201d) to the moment of truth\u2014engaging with you!\u2028<\/p>\r\n<p>If your incentive isn\u2019t juicy enough, your campaign might never gain enough lift to get off the ground. A good incentive will provide some type of desirable reward for your existing customers while also casting them in a positive light by granting an often-more-lucrative incentive to the new customers they refer to you.\u00a0<\/p>\r\n<p>Consider what motivates people to buy or inquire in the first place, and design a program that speaks to what newcomers really want. Chances are, your new email subscriber or new customer welcome offers can be repurposed as an incentive to entice the newly-referred to convert.<\/p>\r\n<p>Sometimes recognition, such as being featured on the website or in an ad or blog post, can be equally as attractive as financial and promotional incentives.<\/p>\r\n<p>Here\u2019s a great example of a referral campaign that doesn\u2019t lean on hard offers or discounts as rewards. It\u2019s for Starwood Hotels\u2019 timeshare program (Vistana) owners who, because they are also hotel loyalty program members, love points!\u00a0<\/p>\r\n\r\n[caption id=\"attachment_7456\" align=\"alignnone\" width=\"710\"]<img class=\"wp-image-7456 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-2.png\" alt=\"Vistanas Ultimate Vacation Experiences Sweepstakes\" width=\"710\" height=\"1020\" \/> <em>Vistana's Ultimate Vacation Experiences Sweepstakes<\/em>[\/caption]\r\n\r\n<p>The incentive for newcomers is entry into a sweepstakes to win one of four different vacation trips, but owners are perfectly happy with getting a nice bump in their points balance.<\/p>\r\n<p>Understandably, the incentive for new prospective owners is much more lucrative than for current owners since they need more motivation and are being asked for a much greater response and, ultimately, purchase.<\/p>\r\n<h4>3. Reward customers for referring\u2028<\/h4>\r\n<p>As we just examined, you\u2019ll need to not only motivate <em>the friends that customers refer<\/em> to convert, but also motivate your customers into making referrals in the first place. Incentives are key to getting both customers and prospects to take action.\u00a0<\/p>\r\n<p>Of course, your true customer advocates know and love you enough to spontaneously share and refer, but if you <em>really<\/em> want to move them into action, reward them for their efforts!<\/p>\r\n<p>Besides, rewards are a fantastic way to show your appreciation for their loyalty, which only strengthens customer relationships and brand equity.<\/p>\r\n<p>The good news? Your customers are already favorably predisposed to your products and services (or they wouldn\u2019t be your customers), so often some free product\/service alone is an effective reward, as we see in the Airbnb example below.<\/p>\r\n\r\n[caption id=\"attachment_7457\" align=\"alignnone\" width=\"616\"]<img class=\"size-full wp-image-7457\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-3.png\" alt=\"Airbnb &quot;Invite Friends&quot; Email\" width=\"616\" height=\"725\" \/> <em>Airbnb \"Invite Friends\" Email<\/em>[\/caption]\r\n\r\n<p>If your customers transact with you on a weekly or monthly basis, then it makes sense to incentivize referrals with account credits, loyalty program points, or discounts towards future purchases.<\/p>\r\n<p>But...if your customers purchase from you less than a few times per year, that reward won\u2019t carry the same weight. In fact, it might send signals that you don\u2019t really understand their lifecycle.<\/p>\r\n<p>For example, a $20 discount for referring a friend to Uber Eats in the message below makes sense.<\/p>\r\n\r\n[caption id=\"attachment_7458\" align=\"alignnone\" width=\"468\"]<img class=\"size-full wp-image-7458\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-4.png\" alt=\"Uber Eats Referral Campaign\" width=\"468\" height=\"1279\" \/> <em>Uber Eats Referral Campaign<\/em>[\/caption]\r\n\r\n<p>But if GE gave their customers a $50 credit towards the purchase of their next dishwasher, chances are their customers wouldn\u2019t be very motivated to make referrals. After all, how often does one buy major appliances?<\/p>\r\n<p>So, what\u2019s the right approach? If your customers transact only a few times during their lifecycle, you need to reward them with something of immediate value. Providing access to yet-to-be-released products can work, but cash and gift cards are virtually foolproof.<\/p>\r\n<p>In fact, a Nielsen Harris Poll found that <a href=\"https:\/\/www.getambassador.com\/blog\/survey-says-referral-practices-of-todays-consumers\" target=\"_blank\" rel=\"noopener noreferrer\">77% of Americans prefer to be rewarded for referrals with money<\/a>.<\/p>\r\n<p>Here are a few more things to keep in mind about customer rewards:\u00a0<\/p>\r\n<ul>\r\n\t<li>Rewards can be <em>dependent upon<\/em> or <em>independent of<\/em> friend response. Airbnb only rewards customers for referrals of people who become new Airbnb customers (they purchase\/book\/convert), logically making tracking of prospect conversions essential. Other referral programs simply ask for link or name sharing and reward for leads or traffic alone.\u2028<\/li>\r\n\t<li>Just as you\u2019ll have offer terms, conditions and deadlines for regular promotions, you should spell them out for referral campaign offers. Most referral campaigns are issued with a specific deadline, as in the Uber Eats example that follows.\u2028<\/li>\r\n\t<li>For referral program success, marketers must give customers a <strong>relevant reason to send referrals today<\/strong>. If referral incentives fail to provide immediate, tangible value, then your program will flop.\u2028<\/li>\r\n<\/ul>\r\n<h4>4. Enable and track the process\u2028<\/h4>\r\n<p>By now it should go without saying that referral marketing requires more than just outbound email campaigns and invitations sent to your customers\u2014they are entire programs with backends that need to be thought-out and carefully planned.<\/p>\r\n<p>With incentives and rewards a must, tracking is paramount. But even without them, you\u2019ll need to think through how referrals will be made, recorded, limited and executed. Otherwise, how will you measure the success of your program?<\/p>\r\n<p>Some of the best programs use dynamically-generated links and codes unique to each customer. This allows you to track customer actions across channels, and friend redemptions alike.<\/p>\r\n<p>The campaign from HotelTonight below illustrates how this might look.<\/p>\r\n\r\n[caption id=\"attachment_7459\" align=\"alignnone\" width=\"350\"]<img class=\"size-full wp-image-7459\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-5.png\" alt=\"HotelTonight &quot;Friends With Benefits&quot; Campaign\" width=\"350\" height=\"1302\" \/> <em>HotelTonight \"Friends With Benefits\" Campaign<\/em>[\/caption]\r\n\r\n<p>Others, like the campaign for Bombas, direct customers to landing pages which allow them to enter the email addresses of friends and even personalize subject lines and messages.<\/p>\r\n\r\n[caption id=\"attachment_7460\" align=\"alignnone\" width=\"641\"]<img class=\"size-full wp-image-7460\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-6.png\" alt=\"Bombas Refer-a-Friend Campaign\" width=\"641\" height=\"1058\" \/> <em>Bombas Refer-a-Friend Campaign<\/em>[\/caption] [caption id=\"attachment_7461\" align=\"alignnone\" width=\"974\"]<img class=\"size-full wp-image-7461\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/Referral-7.png\" alt=\"Bombas Landing Page\" width=\"974\" height=\"581\" \/> <em>Bombas Landing Page<\/em>[\/caption]\r\n\r\n<p>If that\u2019s your approach, be sure that your brand\/company is the sender of the email\u2014don\u2019t count on your customers to forward messages for you.\u00a0<\/p>\r\n<p>In any case, ideally, you\u2019ll hand-hold your valued customers through the process of providing friend information and sharing via their channel of choice. <strong>Do not leave them guessing<\/strong> how you want them to refer for you!<\/p>\r\n<h3>Wrapping Up Referral Campaigns<\/h3>\r\n<p>With a well-built referral program, you can actually increase brand loyalty among existing customers while simultaneously growing your customer base through referral traffic.<\/p>\r\n<p>Done right, advocacy campaigns are a win-win and an economically-efficient customer acquisition strategy.<\/p>\r\n<p>Go beyond the basics and\u00a0<a class=\"js-b-hover-href\" href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/?utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener noreferrer\">download our full guide<\/a> to learn more strategic considerations to ensure the success of your referral program, including how to define performance goals, set healthy boundaries and more!<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/resources\/whitepapers\/unboxing-must-have-marketing-campaigns-referrals-advocacy\/\"><img class=\"alignnone size-full wp-image-7454\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/ITE_Unboxing-Referral_WP_Blog-CTA-Banner_620x240.png\" alt=\"Unboxing Must-Have Marketing Campaigns: Referral &amp; Advocacy\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"4 Essential Ingredients for a Successful Referral Program","post_excerpt":"With a well-built referral program, you can increase brand loyalty and grow your customer base. Include these 4 essentials for campaign success.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"successful-referral-program","to_ping":"","pinged":"","post_modified":"2020-08-03 14:36:45","post_modified_gmt":"2020-08-03 21:36:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=7410","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Unboxing Guide","pretty_date":"October 10, 2019","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/ITE_Unboxing-Referral_WP_Blog-Header_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Unboxing Referral Campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/ITE_Unboxing-Referral_WP_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/ITE_Unboxing-Referral_WP_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/10\/ITE_Unboxing-Referral_WP_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/successful-referral-program\/"},{"ID":7388,"post_author":"97","post_date":"2019-09-30 10:58:53","post_date_gmt":"2019-09-30 17:58:53","post_content":"<p>You\u2019ve mastered Email 101. You could write your thesis on email marketing tactics. Now you\u2019re ready to take your skills to the next stage.<\/p>\r\n<p>In this webinar, Product Manager at Pinterest \u2013 Seth Weisfeld \u2013 will be teaming up with Iterable\u2019s Jen Capstraw to host a PhD-level discussion at the cutting edge of email.<\/p>\r\n<p>This session includes:<\/p>\r\n<ul>\r\n\t<li>A deep dive into the future of email \u2013 AMP, machine learning, hyper personalization, and more<\/li>\r\n\t<li>Innovative examples of how today\u2019s top brands are pioneering new email use cases<\/li>\r\n\t<li>Live polls and chat for real-time interactivity with the email experts and other webinar participants<\/li>\r\n<\/ul>","post_title":"Your Crash Course to Cutting-Edge Email Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"your-crash-course-to-cutting-edge-email-marketing","to_ping":"","pinged":"","post_modified":"2021-04-20 07:10:52","post_modified_gmt":"2021-04-20 14:10:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=7388","menu_order":127,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"6"}],"term_slugs":["webinar","popular-download"],"term_names":["Webinar","Popular Download"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/your-crash-course-to-cutting-edge-email-marketing\/"},{"ID":7346,"post_author":"35","post_date":"2019-09-24 09:57:42","post_date_gmt":"2019-09-24 16:57:42","post_content":"<p>Your marketing technology stack supports everything you do in building your campaigns. From analytics to data management to specific features like email deliverability, each and every need must be addressed for your team to be successful.\u00a0<\/p>\r\n<p>If you're on this blog, you likely already know that a \"<a href=\"https:\/\/iterable.com\/blog\/something-wrong-martech\/\" target=\"_blank\" rel=\"noopener noreferrer\">one-stop shop<\/a>\" isn't going to meet those needs effectively. After all, no one is really that great at multitasking: Legacy marketing clouds and suites often handle many aspects of automation but aren't exemplary at any one of them.<\/p>\r\n<p>So instead you know to select the best solutions and integrate them together in a robust stack. But how can you evolve past MarTech that's merely business as usual and build a tech stack that truly supports growth marketing?<\/p>\r\n<p>Evaluating technology providers is all about finding partners that embrace collaboration in a tight-knit ecosystem. And that\u2019s why we\u2019re here today.\u00a0<\/p>\r\n<h3>What Do Pancakes Have to Do With This?<\/h3>\r\n<p>Bear with us for this analogy.<\/p>\r\n<p>When imagining a stack\u2014of say, pancakes\u2014you aren\u2019t visualizing each individual piece. You\u2019re seeing the whole, the glorious, syrupy whole that is the sum of all its parts, working in harmony.\u00a0<\/p>\r\n<p>You wouldn't eat plain pancakes isolated from butter, blueberries and maple syrup, would you?<\/p>\r\n<p>In a similar vein, your growth marketing stack should be built with a key consideration in mind: eliminating silos. If your analytics are separated from the rest of the group, for instance, how are these numbers supposed to better inform your campaigns?<\/p>\r\n<p>And so, with that in mind, we have outlined below the core needs for a successful growth marketing stack and how Iterable\u2019s own partnerships establish a harmonious ecosystem to achieve your business objectives.<\/p>\r\n<h3>The Core Parts of the Growth Marketing Stack<\/h3>\r\n<p>Before we dive into specific solutions, it\u2019s important to note what a modern growth marketing stack could look like\u2014one that addresses your needs at every step of the customer lifecycle.\u00a0<\/p>\r\n<p>The diagram below shows just one version of how these core parts of the stack can work together. The order and arrangement of these parts may vary depending on the nature of your business. Once you understand how each plays a role in your marketing campaigns, you can piece together the puzzle of your own stack.<\/p>\r\n\r\n[caption id=\"attachment_7367\" align=\"alignnone\" width=\"675\"]<img class=\"size-large wp-image-7367\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/Stack_Diagram-675x1024.png\" alt=\"Martech Stack\" width=\"675\" height=\"1024\" \/> The best growth marketing stacks form a cohesive, collaborative environment to make the most of your customer data.[\/caption]\r\n\r\n<p>Starting at the bottom with <strong>analytics<\/strong> and <strong>data management<\/strong>, it\u2019s crucial that your growth marketing stack is supported by powerful solutions that keep your data clean, organized and actionable. Whether you're using a data warehouse or a customer data platform (CDP), your data must be easily accessible to route to the rest of the stack.\u00a0<\/p>\r\n<p>Customer acquisition can come in many forms, from <strong>e-commerce<\/strong> purchases to marketing <strong>lead capture<\/strong>. With your data infrastructure set up and your subscriber list in place, you can segment and filter your audience for <strong>personalization<\/strong>.<\/p>\r\n<p>Your <strong>growth marketing platform<\/strong> then brings that personalization to life, enabling you to decide when, how and to whom your campaigns should be sent.<\/p>\r\n<p>Those campaigns leverage service providers to ensure the successful delivery of each message to their respective channels, including <strong>email, direct mail and mobile<\/strong>.<\/p>\r\n<p>A cross-channel approach is the optimal way to achieve the ultimate goal: engaging your <strong>customer<\/strong> and maximizing their lifetime value.<\/p>\r\n<p>We've included bidirectional arrows at each connection of this diagram because all parts of the stack create a cohesive feedback loop with data flowing freely from one platform to another. No silos, no breakdowns in communication.<\/p>\r\n<p>The unified view of the customer isn't a pipe dream anymore\u2014it's within reach.<\/p>\r\n<h3>How to Build the Best-in-Class Stack<\/h3>\r\n<p>Great! Now that you understand the core parts of the stack, you just need to fill in that diagram with actual platforms. Good thing there are only <a href=\"https:\/\/segment.com\/blog\/the-growth-stacks-of-2019\/\" target=\"_blank\" rel=\"noopener noreferrer\">7,000+ companies<\/a> from which to choose. In order to save you valuable time, resources and a considerable amount of stress, we have partnered with the best solutions in the MarTech landscape.<\/p>\r\n<p>Read on for our vetted recommendations so you can build the best-in-class growth marketing stack.<\/p>\r\n<h4>Analytics<\/h4>\r\n<p>Your analytics are essential to determining the impact of your marketing campaigns and identifying ways to iterate on your strategy. Without these crucial insights, you won't truly be able to understand what's working and where there is room for improvement.\u00a0<\/p>\r\n<p>Likely you're already using <a href=\"https:\/\/analytics.google.com\/analytics\/web\/provision\/?authuser=0#\/provision\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics<\/a>, which is undeniably helpful in measuring conversions and engagement. Other platforms, like <a href=\"https:\/\/grow.amplitude.com\/homepage\" target=\"_blank\" rel=\"noopener noreferrer\">Amplitude<\/a> and <a href=\"https:\/\/mixpanel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mixpanel<\/a>, make it exponentially easier to understand user behavior and optimize all of your lifecycle marketing campaigns.<\/p>\r\n<h4>Data Management<\/h4>\r\n<p>Every brand collects massive amounts of first-party data, and the challenge lies in leveraging the full potential of it. Data management platforms route this data to the right places and make it actionable.\u00a0<\/p>\r\n<p>Customer data platforms like <a href=\"https:\/\/www.mparticle.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">mParticle<\/a>, <a href=\"https:\/\/segment.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Segment<\/a> and <a href=\"https:\/\/tealium.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tealium<\/a>\u00a0unify data from all sources and sync it across the stack with modern APIs. Integrations don't need to be complicated with tools like <a href=\"https:\/\/zapier.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Zapier<\/a> that connect your web apps and automate the workflows between them.<\/p>\r\n<h4>E-Commerce<\/h4>\r\n<p>From our experience with e-commerce brands, we understand that it can be difficult to scale your online business and maximize ROI.<\/p>\r\n<p><a href=\"https:\/\/www.shopify.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shopify<\/a> and <a href=\"https:\/\/magento.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Magento<\/a> empower e-commerce companies with the tools and services they need to start and grow their businesses, from shipping and order management to point-of-sale features.<\/p>\r\n<p><a href=\"https:\/\/www.privy.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Privy<\/a>, another e-commerce solution, uses advanced targeting rules to drive sales through powerful on-site displays and coupon management.<\/p>\r\n<h4>Lead Capture<\/h4>\r\n<p>Your growth marketing stack is incomplete if you're not actually acquiring new customers. Lead capture is a critical player in building subscriber lists and converting consumers or prospects.<\/p>\r\n<p><a href=\"https:\/\/www.digioh.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Digioh<\/a> allows you to create personalized, targeted web forms to grow your user list. <a href=\"https:\/\/instapage.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instapage<\/a> optimizes the post-click process while maximizing conversions at scale. <a href=\"https:\/\/revv.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Revv<\/a>, a solution for political and non-profit organizations, optimizes leads to increase engagement and donations.<\/p>\r\n<h4>Personalization<\/h4>\r\n<p>Consumers today are demanding individualized brand experiences. They want to know you\u2019re paying attention to their unique preferences and motivations by delivering messages that are catered just for them.<\/p>\r\n<p><a href=\"https:\/\/www.liveclicker.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Liveclicker<\/a> enables marketers to utilize live open-time data for enhanced email personalization. <a href=\"https:\/\/phrasee.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Phrasee<\/a> uses AI to write better email subject lines, push notifications and Facebook ad copy. <a href=\"https:\/\/movableink.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Movable Ink<\/a> generates personalized visual experiences across email and other digital channels that are unique for each consumer.<\/p>\r\n<h4>Growth Marketing Platforms<\/h4>\r\n<p><a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener noreferrer\">Growth marketing platforms<\/a> act as your central hub to leverage all the data from the solutions above and execute upon it. Unlike traditional ESPs, they go beyond email marketing\u2014seamlessly integrating other channels like SMS, in-app, mobile push and web push into one place.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable<\/a> is the leading growth marketing platform that empowers marketers to create, execute and optimize integrated campaigns. We partner with the following channel service providers below to orchestrate a unified brand experience.<\/p>\r\n<h4>Direct Mail Services<\/h4>\r\n<p>Growth marketing platforms enable you to communicate with your customers across a variety of online and offline channels, one of which is direct mail. With high engagement rates, the mailbox can play just as important of a role as the inbox.<\/p>\r\n<p><a href=\"https:\/\/www.inkit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inkit<\/a> incorporates existing customer data to automate personalized postcards to increase your offline conversions. <a href=\"https:\/\/heypoplar.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Poplar<\/a> offers a full range of retargeting options for fully dynamic direct mail campaigns. <a href=\"https:\/\/lob.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lob<\/a> provides comprehensive per-piece mail tracking and analytics to allow for quicker integration of direct mail into your marketing automation.<\/p>\r\n<h4>Email Services<\/h4>\r\n<p>As you build your email lists, you will no doubt strive for quantity and quality. To accomplish both, you'll need the sender infrastructure and performance to ensure your messages are arriving in the inbox.\u00a0<\/p>\r\n<p><a href=\"https:\/\/www.pathwire.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pathwire<\/a> and <a href=\"https:\/\/www.sparkpost.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">SparkPost<\/a> provide powerful, secure delivery that safeguards your sender reputation and builds consumer engagement. <a href=\"https:\/\/250ok.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">250ok<\/a> offers deliverability products and services to track all the signals critical to your email program.<\/p>\r\n<h4>Mobile Services<\/h4>\r\n<p>There are a host of things to consider to make a top-notch cross-channel experience, and optimizing your mobile messaging is a critical component of marketing strategy.<\/p>\r\n<p><a href=\"https:\/\/www.appsflyer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">AppsFlyer<\/a> provides mobile attribution and analytics to help app marketers make better decisions. <a href=\"https:\/\/foursquare.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Foursquare<\/a> harnesses the power of location-based targeting and engagement with a hyper-accurate understanding of where your users go. <a href=\"https:\/\/www.twilio.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Twilio<\/a> virtualizes the world\u2019s telecommunications infrastructure through APIs, making access to text, voice, chat, and video easier.<\/p>\r\n<h4>Professional Services<\/h4>\r\n<p>One key function that we didn\u2019t cover in the diagram above\u2014but that is equally important\u2014is professional services. Sometimes you need a specialist to come in and help you make the most of your growth marketing stack. That\u2019s where these trusted agencies come in.\u00a0<\/p>\r\n<p><a href=\"https:\/\/digitalpi.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Digital Pi<\/a> is a marketing services agency that makes your efforts repeatable, scalable and measurable. <a href=\"https:\/\/listerdigital.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lister Digital<\/a> implements a heightened brand experience by refining customer journeys to boost conversions. <a href=\"https:\/\/ragnaroknyc.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ragnarok<\/a>, a full-service digital agency, specializes in performance-driven content.<\/p>\r\n<h3>The Growth Marketing Stack for You<\/h3>\r\n<p>As mentioned, these are just a few of the thousands of options and combinations possible for your growth marketing stack. This is only scratching the surface of the partners we work with, so <a href=\"https:\/\/iterable.com\/partners\/\" target=\"_blank\" rel=\"noopener noreferrer\">check out the full Iterable ecosystem<\/a>.<\/p>\r\n<p>The key is understanding your company's needs and how these solutions can integrate to meet them effectively. After all, a successful MarTech stack means more stacks of cold, hard cash for your business (and those stacks may be even more delicious than pancakes!).<\/p>\r\n<p><em>We know we're biased, but building a best-in-class growth marketing stack is simple when it starts with Iterable. Learn more by <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=growth-marketing-stack\" target=\"_blank\" rel=\"noopener noreferrer\">scheduling a demo<\/a> today!<\/em><\/p>","post_title":"How to Build a Best-in-Class Growth Marketing Stack","post_excerpt":"Iterable has partnered with the best solutions in the MarTech ecosystem so you can build a best-in-class growth marketing stack.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"build-growth-marketing-stack","to_ping":"","pinged":"","post_modified":"2021-04-20 07:11:46","post_modified_gmt":"2021-04-20 14:11:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=7346","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 24, 2019","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/091819_Tech-Stack_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Growth Marketing Tech Stack Featured Image\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/091819_Tech-Stack_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/091819_Tech-Stack_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/091819_Tech-Stack_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/build-growth-marketing-stack\/"},{"ID":7311,"post_author":"97","post_date":"2019-09-12 08:15:38","post_date_gmt":"2019-09-12 15:15:38","post_content":"<p>It\u2019s an exciting time to be a digital marketer. New technologies enable brands to tie wide varieties of customer data together and generate new, real-time marketing experiences.<\/p>\r\n<p>And these advancements could not have come at a better time. Consumers are acutely aware of the personal data that businesses are tracking\u2014and they expect to get something of equal value in return. Consumers have raised the bar: <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/white-papers\/experience-impact\" target=\"_blank\" rel=\"noopener noreferrer\">66% report valuing experience over price<\/a> when making brand decisions.<\/p>\r\n<p>At Iterable, we strive to help marketers consistently build customer experiences worthy of engagement and loyalty. And today, <a href=\"https:\/\/www.prweb.com\/releases\/iterable_releases_new_first_of_its_kind_cross_channel_marketing_individualization_solution\/prweb16568075.htm\" target=\"_blank\" rel=\"noopener noreferrer\">we are very excited to introduce Catalog<\/a>, a brand new way for you to radically enhance your marketing campaigns using individualized content.<\/p>\r\n<h3>What Is Catalog?<\/h3>\r\n<p>Catalog is a new way to use metadata for deep personalization at database-wide scale. Metadata personalization on elements like prices, images, location and other descriptions opens up a new realm of enhanced marketing possibilities. Catalog quickly builds relevant content, offers, and product recommendations from marketer-selected metadata criteria to create highly personalized campaign content.<\/p>\r\n<p>Personalized content lists are created as Collections, and generated from the Catalog Collection Builder. Designed for the modern marketer, the Collection Builder UI is one of its kind and segments metadata criteria for building customized content.<\/p>\r\n<p>Catalog\u2019s strength lies in its ability to create dynamic product recommendations that are particularly resonant to specific audience segments. As seen below, you can segment on any type of criteria in the Collection Builder, like location and rating.<\/p>\r\n\r\n[caption id=\"attachment_7315\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7315 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/Catalog-Restaurants-Near-You.png\" alt=\"Catalog Collection Builder\" width=\"1600\" height=\"862\" \/> <em>Segmenting criteria in the Collection Builder within Catalog<\/em>[\/caption]\r\n\r\n<h3>What Are the Benefits of Using Catalog?<\/h3>\r\n<ol>\r\n\t<li><strong>Content Personalization:<\/strong> Catalog empowers marketers to build their own dynamic product recommendations that are attuned to each customer, without reliance on outside teams. Now, Iterable makes it possible for marketers to build individualized campaigns using the metadata that brands already possess!<\/li>\r\n\t<li><strong>Geo-Bound Experiences:<\/strong> Marketers can build recommendations on any criteria they choose, including geolocation data. Whether this is creating flight deals near you or selling new homes located in San Francisco, Catalog can easily create geo-bound experiences that are uniquely tailored to each and every one of your users.<br \/>\r\n<br \/>\r\n<\/li>\r\n\t<li><strong>Usability and Efficiency:<\/strong> Catalog\u2019s powerful capabilities stems from its usability and efficiency. Being able to build modifiable Collections in a matter of minutes for specific content blocks or audience segments is a game-changer for our customers. This alone completely reshapes traditional content and campaign offerings. Instead of being personalized to a segment of users, Catalog\u2019s scope offers the flexibility for marketers to generate different collections of personalized content to different individuals within the same workflow.<\/li>\r\n<\/ol>\r\n<h3>How Can You Use Catalog?<\/h3>\r\n<p>Let\u2019s walk through an example. Imagine you are a food delivery business that wants to showcase the most popular restaurants to customers. Each of your users maintain their own preferences, live in different locations, and have different dietary restrictions. How can you use Catalog to personalize restaurant recommendations using these specific attributes?<\/p>\r\n<p>Here\u2019s how.<\/p>\r\n<p>In this case, you\u2019ll create the category \u201cRestaurants\u201d using Collection Builder and segment on the specific sets of criteria you would like to include\u2014criteria like restaurant ratings, popularity scores, or even geolocation data. An individualized content recommendation could be: \u201cvegetarian restaurants with a rating of 9 that are located near me.\u201d<\/p>\r\n<p>Based on the specific criteria, you can generate lists of restaurants that complement your customers\u2019 profile data in a matter of minutes. And the options are limitless.<\/p>\r\n<p>You want to create a new Catalog item, but this time on menu dishes? Yes, that\u2019s possible, too!<\/p>\r\n<p>How about segmenting by restaurants near your customer? Not a problem.<\/p>\r\n\r\n[caption id=\"attachment_7316\" align=\"alignnone\" width=\"512\"]<img class=\"wp-image-7316 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/Catalog-Use-Cases.png\" alt=\"Catalog Use Cases\" width=\"512\" height=\"187\" \/> <em>Food delivery use case showcasing Catalog, Collection Builder, and Collections<\/em>[\/caption]\r\n\r\n<p>In addition to food and beverage, Catalog\u2019s use cases span multiple industries, including retail and e-commerce, health and wellness, marketplaces, travel, and more.<\/p>\r\n<h3>Why Catalog?<\/h3>\r\n<ol>\r\n\t<li><strong>Individualized recommendations:<\/strong> Marketers have the ability to create real-time product recommendations based on geolocation data in Catalog. Whether you want to find running trails near you or recommend a housing listing that is 15 miles radius from you, Catalog gives you the power to create individualized recommendations quickly!<br \/>\r\n<br \/>\r\n<\/li>\r\n\t<li><strong>Platform-native UI:<\/strong> The Collection Builder UX is unique to Iterable. No other growth marketing platform in the market can provide the ease of use and flexibility of Catalog, all within the Iterable platform.<br \/>\r\n<br \/>\r\n<\/li>\r\n\t<li><strong>Marketer empowerment:<\/strong> Traditionally, marketers must rely on their engineering and data science teams to create dynamic product recommendations. However, Catalog\u2019s usability is designed for the modern marketer to filter criteria and create Collections easily without any technical assistance.<br \/>\r\n<br \/>\r\n<\/li>\r\n\t<li><strong>Additional testing depth:<\/strong> Catalog can greatly expand your A\/B testing strategy. Creating multiple Collections let\u2019s you generate and test different dynamic content experiences to audience segments. Instead of testing on what message is best for your brand, you can now test which of your different values matter most to your customers.<br \/>\r\n<br \/>\r\n<\/li>\r\n\t<li><strong>Out-of-the-box functionality:<\/strong> Time to value is a huge differentiator for Catalog. Being able to create Collections for a variety of use cases empowers the marketer to unlock their creativity and richer level of personalized nuance into their customers\u2019 campaign experiences.<\/li>\r\n<\/ol>\r\n<p>Unlocking individualization for your users has always a daunting task. With Catalog, marketers have more flexibility and creative capability than ever. To learn more about Catalog and how to create dynamic product recommendations, <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo\/?utm_source=blog&amp;utm_medium=brand\">sign up for a custom demo<\/a> today.<\/p>","post_title":"Catalog: The Next Generation of Personalized Content Experiences","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"catalog-personalized-content-experiences","to_ping":"","pinged":"","post_modified":"2021-04-20 07:12:09","post_modified_gmt":"2021-04-20 14:12:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=7311","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"September 12, 2019","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/090519_Catalog_768x512_blue-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Catalog by Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/090519_Catalog_768x512_blue.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/090519_Catalog_768x512_blue-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/09\/090519_Catalog_768x512_blue-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/catalog-personalized-content-experiences\/"},{"ID":7324,"post_author":"43","post_date":"2019-09-11 09:50:18","post_date_gmt":"2019-09-11 16:50:18","post_content":"<p><span style=\"font-weight: 400\">The holiday shopping season is just around the corner and <\/span><span style=\"font-weight: 400\">if you\u2019re like most email marketers, you\u2019re already busy planning for this pivotal time of year. In this live webinar, Iterable\u2019s Seth Charles and 250ok\u2019s Anthony Chiulli will help prepare you for a successful email marketing season by sharing tips to optimize delivery, reach, and conversions with your customers.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Here\u2019s what you\u2019ll learn:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Data hygiene and appropriate list acquisition tactics<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Sending infrastructure preparation<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Content and branding strategies<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Mail volume and sending frequency tips<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Segmentation and targeting considerations<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Monitoring, reporting, and deliverability mitigation advice\u00a0<\/span><\/li>\r\n<\/ul>","post_title":"Take It From the Pros: Advice to Make This Holiday Season Everything Nice","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"advice-to-make-this-holiday-season-everything-nice","to_ping":"","pinged":"","post_modified":"2020-02-19 09:58:18","post_modified_gmt":"2020-02-19 17:58:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=7324","menu_order":128,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 11, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/advice-to-make-this-holiday-season-everything-nice\/"},{"ID":7321,"post_author":"46","post_date":"2019-09-09 15:24:19","post_date_gmt":"2019-09-09 22:24:19","post_content":"<p>All marketers want to elevate their personalization game, but few have the resources to do it. That\u2019s why we\u2019re unveiling Catalog! There\u2019s never been an easier way to use your contextual metadata and achieve new levels of personalization.\u00a0\u00a0<\/p>\r\n<p>Watch the recording to hear how Anthony Easton, Head of Audience Development at The Dyrt, is leveraging Catalog to personalize messaging that\u2019s as unique as their 35,000+ different properties.<\/p>\r\n<p><strong>Top Takeaways:<\/strong><\/p>\r\n<ul>\r\n\t<li>Get a sneak-peek into the Collection Builder UI<\/li>\r\n\t<li>Learn how to leverage geo-location for deeper personalization<\/li>\r\n\t<li>See how you can create your own individualized recommendations<\/li>\r\n\t<li>Generate new ideas for your own experimentation and testing<\/li>\r\n<\/ul>","post_title":"Using Catalog to Play Campground Matchmaker","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"using-iterables-catalog-to-play-campground-matchmaker","to_ping":"","pinged":"","post_modified":"2020-11-10 22:45:36","post_modified_gmt":"2020-11-11 06:45:36","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=7321","menu_order":129,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 09, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/using-iterables-catalog-to-play-campground-matchmaker\/"},{"ID":7296,"post_author":"97","post_date":"2019-09-04 10:54:36","post_date_gmt":"2019-09-04 17:54:36","post_content":"<p>Like experimenting in the kitchen, there\u2019s more than one way to cook up an amazing marketing campaign.<\/p>\r\n<p>Leaning on years of experience observing, developing, and testing thousands of cross-channel messages, we\u2019ve deconstructed six popular lifecycle campaigns down to their core ingredients.<\/p>\r\n<p>Watch our cross-channel and mobile marketing MasterChefs and expect to come away with:<\/p>\r\n<ul>\r\n\t<li>New perspective on some of the most-utilized campaigns marketers implement across the customer lifecycle<\/li>\r\n\t<li>Email, push &amp; SMS examples of 5-star brands to inspire you<\/li>\r\n\t<li>Pro tips for kicking your marketing messages up a notch<\/li>\r\n<\/ul>","post_title":"6 Recipes to Spice Up Your Cross-Channel Marketing Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"6-recipes-to-spice-up-your-cross-channel-marketing-campaigns","to_ping":"","pinged":"","post_modified":"2020-11-10 22:45:22","post_modified_gmt":"2020-11-11 06:45:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=7296","menu_order":132,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"September 04, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/6-recipes-to-spice-up-your-cross-channel-marketing-campaigns\/"},{"ID":7269,"post_author":"35","post_date":"2019-08-29 10:00:40","post_date_gmt":"2019-08-29 17:00:40","post_content":"<p>Television broadcast news is still a <a href=\"https:\/\/www.niemanlab.org\/2019\/02\/local-tv-is-still-the-most-trusted-source-of-news-so-how-do-you-collaborate-with-a-station\/\" target=\"_blank\" rel=\"noopener noreferrer\">trusted source of news in America<\/a>. However, viewership has been steadily dropping for years, especially when you look at changing demographics. The <a href=\"https:\/\/www.nielsen.com\/wp-content\/uploads\/sites\/3\/2019\/04\/millennials-on-millennials-news-consumption-report.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">monthly reach for television news<\/a> to viewers 38+ years old is a whopping 90%, but for viewers between 21 and 37 years old, this number drops to 61%.<\/p>\r\n<p>Simply put, millennials aren\u2019t watching television news (except for <a href=\"https:\/\/qz.com\/1383734\/even-millennials-turn-to-tv-news-for-breaking-news-nielsen-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">breaking news<\/a>). Add it to the list of <a href=\"https:\/\/www.businessinsider.com\/millennials-are-killing-list-2017-8\" target=\"_blank\" rel=\"noopener noreferrer\">industries being destroyed<\/a> by the oft-maligned generation.<\/p>\r\n<p>That said, it\u2019s not as if millennials are not consuming news content; it\u2019s just a matter of how.\u00a0Adults ages 21 to 37 are <a href=\"https:\/\/www.nielsen.com\/wp-content\/uploads\/sites\/3\/2019\/04\/millennials-on-millennials-news-consumption-report.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">digitally-focused<\/a>, with 36% of consumers in this age group using solely digital means to consume their news (compared with only 9% for consumers aged 38 and above).<\/p>\r\n<p>And now that <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2018\/07\/17\/use-of-mobile-devices-for-news-continues-to-grow-outpacing-desktops-and-laptops\/\" target=\"_blank\" rel=\"noopener noreferrer\">58% of adults<\/a> get their news on mobile\u2014a figure that has tripled since 2013\u2014the path forward for media organizations is clearly digitally-focused.<\/p>\r\n<p>In order to stay relevant, broadcast news organizations must embrace a seamless customer experience across all channels available to their audiences, from personalized emails and mobile preference centers to individualized promotions and premium subscription incentives.<\/p>\r\n<p>Many other news providers have made digital transformations with <a href=\"https:\/\/iterable.com\/blog\/top-us-newspapers-teardowns\/\" target=\"_blank\" rel=\"noopener noreferrer\">varying degrees of success<\/a>. We had to see for ourselves if the American broadcast affiliates are effectively adapting in the world of cross-channel customer engagement.<\/p>\r\n<h3>User Engagement Teardown: U.S. Broadcast News<\/h3>\r\n<p>In our latest User Engagement Teardown, we take a look at three leading U.S. broadcast news organizations: <a href=\"https:\/\/www.foxnews.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Fox News<\/a>, <a href=\"https:\/\/www.cbsnews.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">CBS News<\/a>, and <a href=\"https:\/\/www.nbcnews.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">NBC News<\/a>. We wanted to understand how each publication curated the news according to user preferences and incentivized subscriptions through promotional campaigns.<\/p>\r\n<p>Our research consisted of subscribing to each publication\u2019s email and mobile messaging for a three-week span at the end of June 2019.\u00a0\u00a0<\/p>\r\n<p>During these three weeks, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, signed up for various newsletters, and abandoned shopping carts when signing up for premium subscriptions.<\/p>\r\n<p>After analyzing the content of all messages received, we identified what these organizations are doing well and what areas could use improvement.<\/p>\r\n<p><em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em><\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/BuHqHhjIiJXxXQ\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<p><em>Note: Fox News, CBS News, and NBC News\u00a0are not Iterable customers.<\/em><\/p>\r\n<p>You can also see our past comparative teardowns (including a look at <a href=\"https:\/\/iterable.com\/blog\/top-us-newspapers-teardowns\/\" target=\"_blank\" rel=\"noopener noreferrer\">leading U.S. newspapers<\/a> and a <a href=\"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/\" target=\"_blank\" rel=\"noopener noreferrer\">Black Friday<\/a> retail showdown) on our <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Resources page<\/a>.<\/p>","post_title":"U.S. Broadcast News: Whose Marketing Earns the Feature Story?","post_excerpt":"We recently studied the cross-channel marketing of top U.S. broadcast news organizations to see whose messaging inspires a premium subscription.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-us-broadcast-news-teardown","to_ping":"","pinged":"","post_modified":"2019-08-29 10:00:40","post_modified_gmt":"2019-08-29 17:00:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=7269","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"August 29, 2019","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/08\/082919_Broadcast-News-Teardown_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Teardown of Broadcast News\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/08\/082919_Broadcast-News-Teardown_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/08\/082919_Broadcast-News-Teardown_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/08\/082919_Broadcast-News-Teardown_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-us-broadcast-news-teardown\/"},{"ID":6928,"post_author":"7","post_date":"2019-07-29 10:06:27","post_date_gmt":"2019-07-29 17:06:27","post_content":"<p>In this ongoing series, we\u2019ll be \u201cunboxing\u201d must-have email campaigns vital to any successful marketing program.<\/p>\r\n<p>We started with <a href=\"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">Welcome Messages<\/a>, so the next logical step is to focus on what comes next for new subscribers: Onboarding.<\/p>\r\n<h3>Don\u2019t Assume You Have Them at Hello<\/h3>\r\n<p>Many brands send a welcome email to new subscribers or customers and stop there. But don\u2019t assume you \u201chave them\u201d at hello! By not following your welcome campaign with an onboarding series, you\u2019re missing a golden opportunity to solidify channel engagement, grow customer loyalty, and prompt first or repeat purchases.<\/p>\r\n<p>Onboarding campaigns build on the strong foundation laid by your welcome campaign. In fact, brands which deploy a Welcome Series are essentially combining welcome and onboarding efforts into a single, multi-message campaign, and if this seamless transition from welcome to onboarding works for you, we highly endorse it.<\/p>\r\n<p>Onboarding messages take the familiarity, appreciation, engagement and trust initiated in welcome messages to the next level, plus provide early response history and help you gather more data about your new subscribers. And as we know, the more data you have, the more personalized, customized and relevant your campaigns can be.<\/p>\r\n<p>The verdict is in on the power of welcome and onboarding campaigns, which both fall under the category of triggered email made possible by marketing automation.<\/p>\r\n<p>According to Internet Retailer, merchants that send a welcome series see 13% more revenue than those sending a single message. Automated emails get 53% more conversion than stand-alone, broadcast campaigns, and open rates for automated email are 95% higher than for traditional messages.<\/p>\r\n<p>Just as your welcome campaign should have stated goals and be intentionally designed to accomplish them, each message of your onboarding campaign should have a specific objective. Every email in the series you design has a unique job to do.<\/p>\r\n<p>Keep reading to understand the five essential ingredients of all onboarding campaigns. Want even more advanced tactics? Download our latest guide, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/?utm_source=blog&amp;utm_medium=brand\">Unboxing Must-Have Marketing Campaigns: Onboarding Series<\/a>.<\/p>\r\n<h3>5 Essential Ingredients for Amazing Onboarding Campaigns<\/h3>\r\n<h4>1. Orient Newcomers\u2028 to Your Brand<\/h4>\r\n<p>Ask yourself this question: is it safe to assume a new email subscriber or customer knows her way around your brand? Your site? Your physical store? Probably not.<\/p>\r\n<p>So, one of the first objectives of any good onboarding campaign is providing guidance and orientation to your world.<\/p>\r\n<p>Just as you wouldn\u2019t assume a first-time visitor to a shopping mall, airport, or country to know the landscape, you shouldn\u2019t assume a new email subscriber knows yours. In fact, the broader your array of products and services, the wider the variety of benefits you offer, the more orientation your newcomers will need.<\/p>\r\n<p>In those instances, longer onboarding series (5+ messages) are completely justifiable and useful because it takes at least that much messaging bandwidth to incrementally communicate a benefits roadmap in a way that\u2019s clear and logical.<\/p>\r\n<p><a href=\"https:\/\/www.aarp.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">AARP<\/a> is a perfect example of a brand that justifiably needs a longer onboarding series. The organization offers a broad and deep array of member benefits ranging from insurance to financial planning to travel to health and wellness, plus articles, videos and other content in each of these categories.<\/p>\r\n<p>There\u2019s no way they could possibly cover all that ground in a single welcome message, and they need to ensure new members understand the full breadth of benefits and take advantage of them.<\/p>\r\n<p>That\u2019s why their 6-message onboarding series (sent after a new member welcome email deploys) takes its time detailing member benefits and content category-by-category, even following-up nearly six months later with a final message to make sure subscribers get all they need.<\/p>\r\n\r\n[caption id=\"attachment_7135\" align=\"alignnone\" width=\"974\"]<img class=\"wp-image-7135 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Onboarding-1-AARP.png\" alt=\"AARP Onboarding Series\" width=\"974\" height=\"560\" \/> <em>AARP Onboarding Series<\/em>[\/caption]\r\n\r\n<p>A brilliant move and a good reminder that if your onboarding series is longer and content-heavy like this, you\u2019ll want a capstone message at the end to sum things up.<\/p>\r\n<h4>2. Build Cross-Channel Connections\u2028<\/h4>\r\n<p>Your onboarding series is your up-front chance to establish connections in other digital channels. You\u2019ve welcomed your new member to email\u2014now invite them to connect in related channels, especially social and mobile.<\/p>\r\n<p>If you acquired your new subscriber through the web, invite them to download your mobile app if you have one. Whether they came to you through mobile or web, invite them to connect on social media.<\/p>\r\n<p>The following example from <a href=\"https:\/\/shop.nordstrom.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Nordstrom<\/a> is an excellent illustration of inviting both mobile app download and social network connections.<\/p>\r\n\r\n[caption id=\"attachment_7138\" align=\"alignnone\" width=\"474\"]<img class=\"wp-image-7138 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Onboarding-2-Nordstrom.png\" alt=\"Nordstrom\u2019s \u201cConnect With Us\u201d Cross-Channel Onboarding Email\" width=\"474\" height=\"1134\" \/> <em>Nordstrom\u2019s \u201cConnect With Us\u201d Cross-Channel Onboarding Email<\/em>[\/caption]\r\n\r\n<p>In case you haven\u2019t heard it before, a multi-channel customer is always worth more than a single-channel customer (cross-channel merchants have known this for years, which is why they still send catalogs despite having robust e-commerce sites and retail store footprints).<\/p>\r\n<p>The same holds true online: an omni-connected subscriber, user or customer is more valuable than one limited to a single channel, because if you lose a connection in one channel, then it survives in the others.<\/p>\r\n<h4>3. Enable Behavioral Profiling\u2028<\/h4>\r\n<p>One of your onboarding campaign\u2019s superpowers is delivering an early-stage look at subscriber response behavior and preferences. Because of the multi-message nature of an onboarding series, it provides multiple opportunities for recipients to open, click-on, and convert from email, which means you\u2019ll rapidly get a look at the product\/service\/content categories each person is most interested in.<\/p>\r\n<p>This, in turn, enables you to tailor future messages on a 1:1 basis, specifically to individual subscriber interests. It also enables automation so you can kick-off nurturing or drip series most closely aligned with their interests.<\/p>\r\n<p>This practice is known as behavioral profiling\u2014meaning you allow your email subscribers to show you through their open, click and conversion behavior what resonates with them. Use actual recipient behavior to guide your sending and targeting decisions as you go forward.\u00a0<\/p>\r\n<p>But, don\u2019t limit behavior tracking to just email opens and clicks! Be sure to track behavior all the way through to web and\/or mobile site visits and even offline transactions.<\/p>\r\n<p>Take a look at the following message from women\u2019s retail apparel brand <a href=\"https:\/\/www.johnnywas.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Johnny Was<\/a> (the second in their 3-part onboarding series). They offer four distinct product category areas to explore\u2014Tops, Dresses, Jackets, and Bottoms\u2014plus links for the catalog and for gifts.<\/p>\r\n\r\n[caption id=\"attachment_7139\" align=\"alignnone\" width=\"345\"]<img class=\"wp-image-7139 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Onboarding-3-Johnny-Was.png\" alt=\"Johnny Was Onboarding Email With Product Categories\" width=\"345\" height=\"1260\" \/> <em>Johnny Was Onboarding Email With Product Categories<\/em>[\/caption]\r\n\r\n<p>They\u2019re likely using this data to discern subscriber preferences and patterns, which ensures, for example, that the next time they have a sale on dresses they can selectively target those who clicked on dress pages or better yet, bought a dress.<\/p>\r\n<h4>4. Gather Self-Reported Data\u2028<\/h4>\r\n<p>While behavioral profiling provides inferred data\u2014a helpful directional indicator\u2014what\u2019s even more powerful is voluntarily self-reported data subscribers offer up on their own.<\/p>\r\n<p>If you allow data gathering through a subscriber preferences or customer profile center, make sure one of your onboarding steps invites new subscribers to tell you more about themselves and what they like.<\/p>\r\n<p>Psychologically, this leads to a positive mirroring effect: you ask what someone wants, they tell you, you deliver according to their request, and they feel validated and rewarded which makes them more receptive and trusting to ongoing offers and invitations to engage.<\/p>\r\n<p>See how <a href=\"https:\/\/www.totalwine.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Total Wine &amp; More<\/a> does it in the second message of their new email subscriber onboarding series below?<\/p>\r\n\r\n[caption id=\"attachment_7136\" align=\"alignnone\" width=\"502\"]<img class=\"wp-image-7136 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Onboarding-4-Total-Wine.png\" alt=\"Total Wine &amp; More \u201cPersonalize Your Preferences\u201d Email\" width=\"502\" height=\"631\" \/> <em>Total Wine &amp; More \u201cPersonalize Your Preferences\u201d Email<\/em><span style=\"font-size: 16px\">\u00a0<\/span>[\/caption]\r\n\r\n<p>This is exactly what we as marketers want, so don\u2019t miss the opportunity to proactively ask new subscribers to tell you their wants and needs right from the get-go.<\/p>\r\n<h4>5. Include a Bounceback\/First Purchase Offer\u2028<\/h4>\r\n<p>Naturally, if you've already bought from a site like <a href=\"https:\/\/www.ebags.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">eBags<\/a>, their new subscriber welcome and onboarding messages aren\u2019t going to be aimed at getting you to make a first purchase (the common case when people sign up for email to get incentives or enter a sweepstakes, etc.), but they should capitalize on the chance to get you to make a follow-up purchase.<\/p>\r\n\r\n[caption id=\"attachment_7140\" align=\"alignnone\" width=\"460\"]<img class=\"wp-image-7140 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Onboarding-5-eBags.png\" alt=\"eBags Bounceback Offer\" width=\"460\" height=\"1231\" \/> <em>eBags Bounceback Offer<\/em>[\/caption]\r\n\r\n<p>An onboarding series is the perfect opportunity to include either a bounceback or first purchase offer. If the new subscriber hasn\u2019t bought yet, then make sure your final message (or a creative block present in the template for the entire series) includes an intro offer inviting the first purchase.<\/p>\r\n<p>If the new subscriber did buy, give them an offer to \u201cbounce back\u201d and buy again, but make it really worth their while. An effective bounceback offer is always more lucrative than your typical customer acquisition offers and isn\u2019t the type of deal or discount you\u2019d use every day.<\/p>\r\n<h3>Advanced Approaches to Onboarding<\/h3>\r\n<p>Now that you know the five essential ingredients for an amazing onboarding series, you have a lot of decisions to make. The nature of your business should also inform what you include and your message cadence.<\/p>\r\n<p>Go beyond the basics and <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/?utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener noreferrer\">download our full guide<\/a> to learn more advanced onboarding email tactics and sequencing approaches to consider for your message cadence.<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-onboarding-series\/?utm_source=blog&amp;utm_medium=brand\"><img class=\"alignnone wp-image-7153 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/ITE_Onboarding-WP_Blog-CTA-Banner_620x240.png\" alt=\"Unboxing Must-Have Onboarding Email Campaigns\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"Onboarding Campaigns: Don't Assume You Have Them at Hello","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"unboxing-onboarding-campaigns","to_ping":"","pinged":"","post_modified":"2020-08-03 14:37:02","post_modified_gmt":"2020-08-03 21:37:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=6928","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Unboxing Guide","pretty_date":"July 29, 2019","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/072319_Unboxing-Campaigns-Onboarding_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Unboxing Onboarding Campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/072319_Unboxing-Campaigns-Onboarding_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/072319_Unboxing-Campaigns-Onboarding_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/072319_Unboxing-Campaigns-Onboarding_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/unboxing-onboarding-campaigns\/"},{"ID":7121,"post_author":"35","post_date":"2019-07-25 09:11:34","post_date_gmt":"2019-07-25 16:11:34","post_content":"<p>Extra! Extra! Journalism is dying!\u00a0<\/p>\r\n<p>Well...<a href=\"https:\/\/www.google.com\/search?q=journalism+is+dying&amp;oq=journalism+is+dying&amp;aqs=chrome..69i57j0l5.3166j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener noreferrer\">not really<\/a>, but the name of the news game has changed drastically in the last few decades with the advent of the digital age.\u00a0<\/p>\r\n<p>As of 2018, <a href=\"https:\/\/www.journalism.org\/2018\/09\/10\/news-use-across-social-media-platforms-2018\/\" target=\"_blank\" rel=\"noopener noreferrer\">68% of Americans<\/a> get their news at least occasionally from social media. And news consumption is no longer confined to the television or desktop; it\u2019s <a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2018\/07\/17\/use-of-mobile-devices-for-news-continues-to-grow-outpacing-desktops-and-laptops\/\" target=\"_blank\" rel=\"noopener noreferrer\">shifting<\/a> to a more mobile medium.<\/p>\r\n<p>News outlets aren\u2019t only dealing with changes in consumption methods, but also preferences. Coverage of a specific topic is the <a href=\"https:\/\/www.americanpressinstitute.org\/publications\/reports\/survey-research\/paying-for-news\/\" target=\"_blank\" rel=\"noopener noreferrer\">top reason<\/a> people subscribe to an outlet. And with <a href=\"https:\/\/www.americanpressinstitute.org\/publications\/reports\/survey-research\/americans-and-the-news-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">42% of the public<\/a> thinking news outlets too often veer into commentary, news-seekers are getting pickier with their outlet choices.<\/p>\r\n<p>Really, it means the keys to survival are accurate reporting and personalization. People want trustworthy news on their device of choice in their topic of choice.\u00a0<\/p>\r\n<p>The rest is noise.\u00a0<\/p>\r\n<p>But, it is the job of news outlets to inform and educate. That means curating quality content to educate audience members about breaking news stories and top headlines, in addition to topics of interest.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/blog\/4-steps-breaking-down-silos\/\" target=\"_blank\" rel=\"noopener noreferrer\">Personalization across multiple channels<\/a> accounts for this, as users can decide which topics reach the devices of their choosing. Add in specialized incentives for subscription and the path to success is there.\u00a0<\/p>\r\n<h3>User Engagement Teardown: U.S. Newspapers<\/h3>\r\n<p>In our latest User Engagement Teardown, we take a look at four leading U.S. newspapers: <a href=\"https:\/\/www.wsj.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Wall Street Journal<\/a>, <a href=\"https:\/\/www.washingtonpost.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Washington Post<\/a>, <a href=\"https:\/\/www.nytimes.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">The New York Times<\/a>, and <a href=\"https:\/\/www.usatoday.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">USA Today<\/a>. We wanted to understand how each publication addressed user preferences and incentivized subscriptions through promotional campaigns.\u00a0\u00a0<\/p>\r\n<p>Our research consisted of subscribing to each publication\u2019s communications for a three-week span at the end of June 2019.\u00a0\u00a0<\/p>\r\n<p>During these three weeks, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, signed up for newsletters, and abandoned shopping carts when signing up for premium subscriptions.<\/p>\r\n<p>After analyzing the content of all messages received, we identified what these organizations are doing well and what areas could use improvement.<\/p>\r\n<p>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/2HphGY4L1QPsOk\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<p><em>Note: The Wall Street Journal, The Washington Post, The New York Times, and USA Today are not Iterable customers.<\/em><\/p>\r\n<p>You can also see our past comparative teardowns (including a look at the <a href=\"https:\/\/iterable.com\/blog\/top-home-decor-brands\/\" target=\"_blank\" rel=\"noopener noreferrer\">home decor<\/a> industry and a <a href=\"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/\" target=\"_blank\" rel=\"noopener noreferrer\">Black Friday<\/a> showdown) on our <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Resources page<\/a>.<\/p>","post_title":"Top U.S. Newspapers: Who Sits Above the Fold?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-us-newspapers-teardowns","to_ping":"","pinged":"","post_modified":"2019-07-25 10:22:34","post_modified_gmt":"2019-07-25 17:22:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=7121","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"July 25, 2019","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/072519_Newspaper-Teardown_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"U.S. Newspaper Teardown\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/072519_Newspaper-Teardown_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/072519_Newspaper-Teardown_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/072519_Newspaper-Teardown_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-us-newspapers-teardowns\/"},{"ID":7057,"post_author":"97","post_date":"2019-07-15 14:48:55","post_date_gmt":"2019-07-15 21:48:55","post_content":"<p>Experience is everything these days. It\u2019s rare for a brand to have enough product or service differentiation to stand out and get successfully adopted by customers.<\/p>\r\n<p>As markets become saturated with more competition, brands must stand out by delivering delightful experiences that engage and retain customers. Successful companies wow their customers with intuitive, valuable experiences in addition to powerful, feature-rich functionality.<\/p>\r\n<p>Two out of three consumers report they <a href=\"https:\/\/www.merkleinc.com\/thought-leadership\/white-papers\/experience-impact\" target=\"_blank\" rel=\"noopener noreferrer\">value the experiences<\/a> from brands over price, pushing focus further on fulfilling their customers\u2019 needs. Customers have come to expect intuitive, delightful design in all user experiences, especially digital ones. Our goal is always to continue to raise the bar.<\/p>\r\n<h3>Look Inward to Grow Outward<\/h3>\r\n<p>We\u2019ve been busily working toward making our platform easier to use throughout <a href=\"https:\/\/iterable.com\/blog\/iterable-series-c\/\" target=\"_blank\" rel=\"noopener noreferrer\">our growth as a company<\/a>. Mary Meeker\u2019s <a href=\"https:\/\/www.kleinerperkins.com\/perspectives\/internet-trends-report-2018\/\" target=\"_blank\" rel=\"noopener noreferrer\">2018 Internet Trends<\/a> highlighted that \u201ceasy-to-use products [are] becoming pervasive,\u201d validating our pursuit of a more intuitive user experience inside Iterable.<\/p>\r\n<p>We\u2019ve been leaning into our customers' own user experiences to prioritize new ways of improving our platform. I\u2019ve personally spent hundreds of hours with our customers at their offices, coffee shops, and virtually on Zoom, watching them use our new product UX and providing real-time feedback about how we can improve it.<\/p>\r\n<p>From that, we\u2019ve developed some exciting enhancements centered around three key tenets of platform ease: control, clarity, and creation.<\/p>\r\n<h4>1. Control<\/h4>\r\n<p>Having total control over who has access to your Iterable project was a little challenging\u2014we wanted to change that. Account oversight is a necessary part of marketing collaboration, and it should be a simple and intuitive process.<\/p>\r\n<p>We\u2019ve decreased the time and effort required for admins to manage their colleagues\u2019 access to create better organization and governance at scale for our customers, large and small.<\/p>\r\n<p>With <strong>Organizational Management<\/strong>, we\u2019ve streamlined admins\u2019 user experiences\u2014adding new members to projects, editing roles, and revoking privileges just got easier.<\/p>\r\n<p><em><strong> Use Case: Organizational Management<\/strong><\/em><\/p>\r\n\r\n[caption id=\"attachment_7059\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7059 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Members-List.png\" alt=\"Members List view simplifies admin user experience\" width=\"1600\" height=\"802\" \/> <em>As someone who has managed these types of tools before, I love being able to see a list of everyone who has access to Iterable, filter by the project and role, search for my colleagues, and see when their account was created, last updated, and last logged in.<\/em>[\/caption] [caption id=\"attachment_7060\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7060 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Members-Detail.png\" alt=\"Member Details add clarity to admin user experience\" width=\"1600\" height=\"804\" \/> <em>Now, I can add a project and role assignment to any new members of this organization. This is what it looks like when I want to add myself as a new member of Iterable. As an admin, I can send an invitation to create an account on the Iterable platform. If the person I\u2019m inviting forgets to check their email, I can just resend the invite email with a click of the green \u201cSend Invitation\u201d button.<\/em>[\/caption]\r\n\r\n<h4>2. Clarity<\/h4>\r\n<p>Simplifying views was an important challenge for us to tackle. Time spent trying to find the workflow or campaign elements you want to refine, is time taken away from the creative process.<\/p>\r\n<p>We\u2019ve streamlined the workflow management user experience with our <strong>Expandable Workflow Campaign View<\/strong>.<\/p>\r\n<p>Expandable dropdowns appended to the parent workflows now reveal each of that workflow\u2019s associated campaigns. Simply click the caret to jump to any of the listed campaigns and start editing.<\/p>\r\n<p><strong><em>Use Case: Expandable Workflow Campaign View<\/em><\/strong><\/p>\r\n\r\n[caption id=\"attachment_7061\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7061 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Workflow-Threading.png\" alt=\"Expandable workflow list solves complex campaign user experience\" width=\"1600\" height=\"805\" \/> <em>As a former growth marketer, I would\u2019ve loved to able to see my July - UX Refresh Adoption Nurture workflow with the one email to our cat lover customers listed below with a preview of the template, campaign name, and which template I used. I can also see a list of all campaigns in the workflow, including ones I\u2019ve removed from the workflow when I click, \u201cView campaigns within workflow.\u201d<\/em>[\/caption]\r\n\r\n<p>Similarly, finding your marketing-critical templates just got easier!<\/p>\r\n<p><strong>Simplified Template Management<\/strong> consolidates the template view inside Iterable to create a more concise view of your base templates resulting in simplified navigation and a more intuitive user experience.<\/p>\r\n<p>A crystal clear view aligned with industry standards means easier template management and a more scalable way for brands to enforce consistent branding standards.<\/p>\r\n<p><em><strong>Use Case: Simplified Template Management<\/strong><\/em><\/p>\r\n\r\n[caption id=\"attachment_7062\" align=\"alignnone\" width=\"512\"]<img class=\"wp-image-7062 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Template-Management.png\" alt=\"Template management with Iterable\" width=\"512\" height=\"241\" \/> <em>With this simplified approach, I can update my \u201cBrand: Cats are better than Dogs\u201d template (aka, Base Template) so that any campaign manager can just copy from this updated one whenever they create one-off or workflow campaigns. For large and enterprise companies with many brands to manage, this makes it much easier to manage standardized base templates everyone can use in their campaigns.<\/em>[\/caption]\r\n\r\n<h4>3. Creation<\/h4>\r\n<p>Agility is a popular buzzword in the marketing community, but it rings true among those focused on growth. We\u2019re always looking for ways for customers to launch campaigns quicker, and we\u2019ve now developed a more efficient way to build and test.<\/p>\r\n<p>We\u2019ve optimized the way marketers edit the multiple campaign elements that comprise your Workflows.<\/p>\r\n<p>We\u2019ve introduced <strong>Contextual Template Builder &amp; Campaign Analytics<\/strong> and now editing node elements no longer requires toggling between different tabs to adjust elements\u2014now you can click into your different nodes to edit, analyze, or update campaign templates directly inside the Workflow without leaving the page.<\/p>\r\n<p><em><strong>Use Case: Contextual Template Builder &amp; Campaign Analytics<\/strong><\/em><\/p>\r\n\r\n[caption id=\"attachment_7063\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7063 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Campaign-Analytics.png\" alt=\"\" width=\"1600\" height=\"788\" \/> <em>This is a great update because now I can analyze my <strong>Welcome Campaign - Cat Astronaut<\/strong> directly in the workflow! I can quickly add the label for the brand \u201cCats are better than Dogs\u201d, and I can see that I set the campaign conversion event to be a Purchase with direct attribution. I love how easy it is to toggle between analyzing the campaign data, then editing the header font color to make it easier to read and click.<\/em>[\/caption] [caption id=\"attachment_7064\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7064 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Email-Editor.png\" alt=\"\" width=\"1600\" height=\"803\" \/> <em>I can also clone the workflow campaign and edit the campaign name, conversion tracking, labels, and template if I want to make it faster than ever to create and test multiple variations of the same welcome campaign!<\/em>[\/caption] [caption id=\"attachment_7065\" align=\"alignnone\" width=\"1600\"]<img class=\"wp-image-7065 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Campaign-Template.png\" alt=\"\" width=\"1600\" height=\"792\" \/> <em>This cat is so cute - I might as well update all future templates to use this new header and cat picture. Now that Iterable has made it easier to find and edit the templates that manage my <strong>Brand: Cats are better than Dogs<\/strong>, I can do that even faster than before.<\/em>[\/caption]\r\n\r\n<p>The way users were previously set up to test and preview in-app messages took a few too many steps.<\/p>\r\n<p>Now with <strong>Real-Time In-App Device Previews<\/strong>, you can generate device-specific iOS or Android in-app message previews from your browser.<\/p>\r\n<p>Marketers can quickly iterate on message design and performance without manually pushing previews to their own phones.<\/p>\r\n<p><em><strong>Use Case: Real-Time In-App Device Previews<\/strong><\/em><\/p>\r\n\r\n[caption id=\"\" align=\"alignnone\" width=\"3316\"]<img src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/Screen-Shot-2019-07-11-at-5.45.10-PM-1.png\" alt=\"\" width=\"3316\" height=\"1916\" \/> <em>We wanted to speed up in-app and push template creation, offering new functionality in an approachable way to show Iterable has a powerful and flexible yet easy-to-use platform. Not having to preview from my personal device is a great time saver. <\/em>[\/caption]\r\n\r\n<h3>\u00a0<\/h3>\r\n<h3>What\u2019s Our Next Iteration?<\/h3>\r\n<p>Our customers\u2019 user experiences will always drive the way we develop, iterate, and adapt our platform to exceed their expectations.<\/p>\r\n<p>We\u2019ll continue to work directly with our customers in our vibrant <a href=\"https:\/\/community.iterable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Iterable Community<\/a> and iterative user testing of everything from alpha stage prototypes to our production platform.<\/p>\r\n<p>Balancing Iterable\u2019s growth in tandem with the needs of our expansive customer base will be a challenge, but we know that we\u2019ll succeed as we focus on customer centricity, use design thinking to build empathy, and build products in a data-driven, agile way.<\/p>\r\n<p>Interested in learning more about all of Iterable\u2019s cool features and functionality? <a href=\"https:\/\/iterable.com\/form\/demo\/request-demo?utm_source=blog&amp;utm_medium=brand\" target=\"_blank\" rel=\"noopener noreferrer\">Join us for a demo today<\/a>!<\/p>","post_title":"Adapting and Iterating on Our User Experience","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"adapting-iterating-user-experience","to_ping":"","pinged":"","post_modified":"2021-04-20 07:12:34","post_modified_gmt":"2021-04-20 14:12:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=7057","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 15, 2019","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"},{"term_id":3400,"name":"Popular Download","slug":"popular-download","term_group":0,"term_taxonomy_id":3400,"taxonomy":"resource_type","description":"","parent":0,"count":11,"filter":"raw","term_order":"6"}],"term_slugs":["blog-post","popular-download"],"term_names":["Blog Post","Popular Download"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/ITE_UX_Refresh_Blog_Image_SAFETY-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Iterable User Experience Enhancements\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/ITE_UX_Refresh_Blog_Image_SAFETY-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/ITE_UX_Refresh_Blog_Image_SAFETY-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/ITE_UX_Refresh_Blog_Image_SAFETY-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/ITE_UX_Refresh_Blog_Image_SAFETY-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/07\/ITE_UX_Refresh_Blog_Image_SAFETY.png 1501w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/adapting-iterating-user-experience\/"},{"ID":6973,"post_author":"35","post_date":"2019-06-26 11:14:26","post_date_gmt":"2019-06-26 18:14:26","post_content":"<p>Much like the rest of the <a href=\"https:\/\/cdn.businessoffashion.com\/reports\/The_State_of_Fashion_2019.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">global fashion industry<\/a>, there is quite the brawl happening in the United Kingdom for brand supremacy within retail and e-commerce. With \u00a332.3\u2005billion at stake, it\u2019s no wonder considering how <a href=\"https:\/\/www.standard.co.uk\/fashion\/uk-fashion-industry-32-billion-uk-economy-british-fashion-council-caroline-rush-a3934781.html\" target=\"_blank\" rel=\"noopener noreferrer\">lucrative the fashion retail industry<\/a> is in the U.K.\u00a0<\/p>\r\n<p>The struggle for brands is standing above the crowd.<\/p>\r\n<p>Since consumers can\u2019t possibly interact with every retailer, it\u2019s up to marketers to earn that extra sliver of the spotlight.\u00a0<\/p>\r\n<p>To get that extra visibility, marketers must master the <a href=\"https:\/\/velocitize.com\/2018\/02\/12\/goldilocks-principle-agencies-can-get-digital-just-right\/\" target=\"_blank\" rel=\"noopener noreferrer\">Goldilocks Effect<\/a> by honing their <a href=\"https:\/\/iterable.com\/blog\/platform-migration-guide-part-1\/\" target=\"_blank\" rel=\"noopener noreferrer\">messaging strategy<\/a>. They have to put the right information in front of consumers without <a href=\"https:\/\/iterable.com\/webinars\/message-frequency-tackling-the-touchy-topic-of-over-messaging-customers\/?utm_medium=TOFU-content&amp;utm_source=Iterable&amp;utm_campaign=uk-retail-teardown\" target=\"_blank\" rel=\"noopener noreferrer\">over- or underwhelming them<\/a>.\u00a0\u2028<\/p>\r\n<p>The key is using behavioral data to create <a href=\"https:\/\/iterable.com\/blog\/3-benefits-upgrading-modern-esp\/\" target=\"_blank\" rel=\"noopener noreferrer\">one-to-one conversations<\/a> with each individual subscriber\u2014at a massive scale.<\/p>\r\n<p>By embracing cross-channel marketing and focusing on hyper-personalized content, marketers can master cadence, channel type, and more to create a cohesive <a href=\"https:\/\/iterable.com\/blog\/customer-experience-cx-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer experience<\/a>.<\/p>\r\n<h3>User Engagement Teardown: U.K. Retail<\/h3>\r\n<p>In our last User Engagement Teardown, we looked at a <a href=\"https:\/\/iterable.com\/blog\/apparel-marketing-haute-or-not\/\" target=\"_blank\" rel=\"noopener noreferrer\">few American retailers<\/a>. This time around, we hopped across the pond to check out four leaders in the U.K. retail and e-commerce market: <a href=\"https:\/\/www.marksandspencer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marks &amp; Spencer<\/a>, <a href=\"https:\/\/us.asos.com\/women\/\" target=\"_blank\" rel=\"noopener noreferrer\">ASOS<\/a>, <a href=\"https:\/\/www.boohoo.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">boohoo<\/a>, and <a href=\"https:\/\/www.topshop.com\/?internationalRedirect=geoIPModal-tsus\" target=\"_blank\" rel=\"noopener noreferrer\">Topshop<\/a>. We wanted to understand how each brand addressed customer preferences and kept users engaged with their online stores.\u00a0<\/p>\r\n<p>Our research consisted of subscribing to each retailer\u2019s communications for a two-week span\u2014the last week of May and the first week of June, including the May 27th Bank Holiday.\u00a0<\/p>\r\n<p>During these two weeks, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, browsed promotional deals and abandoned our shopping carts.<\/p>\r\n<p>After analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.<\/p>\r\n<p><em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em><\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/aD8nzkWocUNjdO\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<p><em>Note: Marks &amp; Spencer, ASOS, boohoo, and Topshop are not Iterable customers.<\/em><\/p>\r\n<p>You can also see our past comparative teardowns (including a look at the <a href=\"https:\/\/iterable.com\/blog\/top-home-decor-brands\/\" target=\"_blank\" rel=\"noopener noreferrer\">home decor industry<\/a> and a <a href=\"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/\" target=\"_blank\" rel=\"noopener noreferrer\">Black Friday showdown<\/a>) on our <a href=\"https:\/\/iterable.com\/resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">Resources<\/a> page.<\/p>\r\n<p>Learn even more about cross-channel engagement in the retail industry with our <a href=\"https:\/\/iterable.com\/form\/whitepaper\/ue-retail-report\/?utm_medium=TOFU-content&amp;utm_source=Iterable&amp;utm_campaign=uk-retail-teardown\" target=\"_blank\" rel=\"noopener noreferrer\">2019 All Things Retail Report<\/a>.\u00a0<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/ue-retail-report\/?utm_medium=TOFU-content&amp;utm_source=Iterable&amp;utm_campaign=uk-retail-teardown\" target=\"_blank\" rel=\"noopener noreferrer\"><img class=\"alignnone wp-image-5840 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/02\/2019-RETAIL-EMAIL-BANNER.png\" alt=\"All Things Retail CTA Banner\" width=\"600\" height=\"300\" \/><\/a><\/p>","post_title":"Top U.K. Retailers: Who\u2019s Got the Proper Fit?","post_excerpt":"In our latest User Engagement Teardown, we hop across the pond to check out four leaders in U.K. retail: Marks & Spencer, ASOS, boohoo, and Topshop.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-uk-retailers","to_ping":"","pinged":"","post_modified":"2019-06-26 11:14:26","post_modified_gmt":"2019-06-26 18:14:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=6973","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"June 26, 2019","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/06\/062619_UK-Retail-Teardown_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"User Engagement Teardown U.K. Retail\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/06\/062619_UK-Retail-Teardown_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/06\/062619_UK-Retail-Teardown_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/06\/062619_UK-Retail-Teardown_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-uk-retailers\/"},{"ID":6888,"post_author":"97","post_date":"2019-06-04 13:34:03","post_date_gmt":"2019-06-04 20:34:03","post_content":"<p><span style=\"font-weight: 400\">We recently had an internal debate around the touchy topic of over-messaging (and under-messaging) users and subscribers. It led to some pretty interesting ideas, examples, and conclusions, and we\u2019d love to share them with you.<\/span><\/p>\r\n<p><span style=\"font-weight: 400\">Please join Jen Capstraw (Iterable\u2019s email expert) and Tasmin Singh (Iterable\u2019s mobile expert) for a webinar that will feature:<\/span><\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Insights on the most common frequency fails across email and mobile channels<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Advice you can take to better optimize your frequency strategy<\/span><\/li>\r\n\t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Lots of examples, both inspirational and not-so-inspirational<\/span><\/li>\r\n<\/ul>","post_title":"Message Frequency: Tackling the Touchy Topic of Over-Messaging Customers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"message-frequency-tackling-the-touchy-topic-of-over-messaging-customers","to_ping":"","pinged":"","post_modified":"2020-02-19 09:56:14","post_modified_gmt":"2020-02-19 17:56:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6888","menu_order":134,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"June 04, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/message-frequency-tackling-the-touchy-topic-of-over-messaging-customers\/"},{"ID":6866,"post_author":"97","post_date":"2019-05-30 14:34:07","post_date_gmt":"2019-05-30 21:34:07","post_content":"<p>No matter the industry or product, the days of first name being synonymous with personalization are long gone. Email hasn't died, but it certainly has matured. Learn new tactics to optimize your email communications with more subtle, but extremely effective targeting.<\/p>\r\n<p>Watch our webinar and come away with best practices and tips for delivering personalized content through our Shopify integration.<\/p>\r\n<p>The Top Takeaways:<\/p>\r\n<ul>\r\n\t<li>Steps you can take to immediately increase the value and impact of your email communications<\/li>\r\n\t<li>Tips for collaborating with your development team, Iterable, and key stakeholders for a seamless integration<\/li>\r\n\t<li>Examples of how Lovepop went from less than 1% personalized emails to more than 10% in 30 days<\/li>\r\n<\/ul>","post_title":"How Lovepop Pushes the Envelope with Advanced Personalization","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-lovepop-pushes-the-envelope-with-advanced-personalization","to_ping":"","pinged":"","post_modified":"2020-02-19 10:14:17","post_modified_gmt":"2020-02-19 18:14:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6866","menu_order":135,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/how-lovepop-pushes-the-envelope-with-advanced-personalization\/"},{"ID":6865,"post_author":"97","post_date":"2019-05-30 12:55:11","post_date_gmt":"2019-05-30 19:55:11","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>Iterable &amp; Email on Acid team up to kick off the new year and provide marketers with a glimpse into the future. Jen, John, &amp; Ariel look deep into the crystal ball and reveal their top predictions for email and mobile marketing.<\/p>\r\n<p>If you're looking to stay ahead of the curve in 2019, watch this can't-miss webinar.<\/p>\r\n<p>The panelists explore:<\/p>\r\n<ul>\r\n\t<li>Technology advances that will influence marketing innovation<\/li>\r\n\t<li>Cultural shifts that are shaping new best practices<\/li>\r\n\t<li>Other fascinating trends that will drive better solutions and strategies to maximize engagement<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"6 Email &amp; Mobile Marketing Predictions for 2019","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"6-email-mobile-marketing-predictions-for-2019","to_ping":"","pinged":"","post_modified":"2020-02-19 10:16:43","post_modified_gmt":"2020-02-19 18:16:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6865","menu_order":136,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/6-email-mobile-marketing-predictions-for-2019\/"},{"ID":6863,"post_author":"97","post_date":"2019-05-30 12:39:11","post_date_gmt":"2019-05-30 19:39:11","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>It was quite a year in the email and mobile space! Crafty marketers capitalized on fresh trends and wowed us left and right with clever campaigns and super strategies.<\/p>\r\n<p>In this webinar, our panel of pundits look back at the best of cross-channel marketing in 2018. We share our favorites in an entertaining session sure to inspire your 2019 strategy!<\/p>\r\n<p>Top Takeaways:<\/p>\r\n<ul>\r\n\t<li>Best-in-class examples of email, mobile, and cross-channel marketing campaigns<\/li>\r\n\t<li>Expert advice and tips for cross-channel marketing success<\/li>\r\n\t<li>Ideas and inspiration for your 2019 campaigns<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"Best of 2018: Cross-Channel Campaigns, Trends &amp; Strategies We Love","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"best-of-2018-cross-channel-campaigns-trends-strategies-we-love","to_ping":"","pinged":"","post_modified":"2020-02-19 10:24:52","post_modified_gmt":"2020-02-19 18:24:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6863","menu_order":137,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/best-of-2018-cross-channel-campaigns-trends-strategies-we-love\/"},{"ID":6862,"post_author":"97","post_date":"2019-05-30 12:28:31","post_date_gmt":"2019-05-30 19:28:31","post_content":"<p>In 'The 2018 Cross-Channel Engagement Benchmark Report\u201d webinar, we dive into and discuss key campaign benchmarks, trends, and best practices for maximizing cross-channel engagement.<\/p>\r\n<p>Top Takeaways:<\/p>\r\n<ul>\r\n\t<li>Key metrics on campaign strategies across the customer lifecycle<\/li>\r\n\t<li>Best practices to activate consumer attention and drive brand loyalty<\/li>\r\n\t<li>Expert commentary from our partners and customers<\/li>\r\n<\/ul>\r\n<div class=\"extra-content\">\r\n<div class=\"extra-header grid-x\">\r\n<div class=\"profile-pic\">\u00a0<\/div>\r\n<\/div>\r\n<\/div>","post_title":"The 2018 Cross-Channel Engagement Benchmark Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-2018-cross-channel-engagement-benchmark-report","to_ping":"","pinged":"","post_modified":"2020-02-19 10:15:04","post_modified_gmt":"2020-02-19 18:15:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6862","menu_order":138,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/the-2018-cross-channel-engagement-benchmark-report\/"},{"ID":6860,"post_author":"97","post_date":"2019-05-30 11:24:54","post_date_gmt":"2019-05-30 18:24:54","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>Test, test, test \u2013 it\u2019s a best practice, right?! But are you just going through the motions of testing for the sake of testing? Or are your A\/B and multivariate strategies truly moving the needle?<\/p>\r\n<p>In this webinar, Jen Capstraw is joined by special guests Karen Talavera and Victoria Peppiatt for a lively discussion on testing \u2013 from common fails to foolproof strategies to the future of optimization.<\/p>\r\n<p>Key Takeaways:<\/p>\r\n<ul>\r\n\t<li>An understanding of testing mistakes you\u2019re probably making<\/li>\r\n\t<li>Clear steps for developing and executing meaningful tests<\/li>\r\n\t<li>Insights on how artificial intelligence and machine learning are shaping optimization opportunities today and beyond<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"Email And Cross-Channel Testing: You\u2019re Doin\u2019 It Wrong","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-and-cross-channel-testing-youre-doin-it-wrong","to_ping":"","pinged":"","post_modified":"2020-02-19 10:23:19","post_modified_gmt":"2020-02-19 18:23:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6860","menu_order":139,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/email-and-cross-channel-testing-youre-doin-it-wrong\/"},{"ID":6859,"post_author":"97","post_date":"2019-05-30 11:14:22","post_date_gmt":"2019-05-30 18:14:22","post_content":"<p>It happens to the best of us \u2013 sometimes subscribers just stop paying attention. So what\u2019s a marketer to do when prospects and customers stop engaging? Are they distracted? Busy? Or just not that into you?<\/p>\r\n<p>In this webinar, we delve into re-engagement campaign strategies that will keep folks interested in your brand and help you weed out the ones that just aren\u2019t meant to be. You'll come away with:<\/p>\r\n<p>Key Takeaways:<\/p>\r\n<ul>\r\n\t<li>The steps in the lifecycle that warrant re-engagement campaigns<\/li>\r\n\t<li>Best-in-class examples of re-engagement in action<\/li>\r\n\t<li>Can\u2019t-miss tips that get clicks among disengaged subscribers<\/li>\r\n<\/ul>","post_title":"Re-Engagement that Rocks: Strategies &amp; Tips from Simple to Sophisticated","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"re-engagement-that-rocks-strategies-tips-from-simple-to-sophisticated","to_ping":"","pinged":"","post_modified":"2020-02-19 10:26:32","post_modified_gmt":"2020-02-19 18:26:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6859","menu_order":140,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/re-engagement-that-rocks-strategies-tips-from-simple-to-sophisticated\/"},{"ID":6856,"post_author":"97","post_date":"2019-05-30 11:00:01","post_date_gmt":"2019-05-30 18:00:01","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>Customers \u2013 your company\u2019s most treasured asset. Not only are they the lifeblood of a business, but they happen to be a gold mine of profitability. In fact, a Gartner study found that companies can increase revenue by as much as 20 percent via retaining, upselling, and cross-selling to existing customers. Is your growth team capitalizing on this opportunity?<\/p>\r\n<p>In this webinar, we offer up a trove of tips and pro advice for executing sophisticated, cross-channel customer engagement campaigns \u2013 at scale. You'll come away with:<\/p>\r\n<ul>\r\n\t<li>Proven tips and tricks that increase retention and create loyal, happy customers<\/li>\r\n\t<li>Cross-sell and upsell campaign best practices across multiple channels<\/li>\r\n\t<li>Gold-star-worthy examples of customer marketing campaigns by some of today\u2019s top brands<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"5 Keys to Driving Loyalty With Cross-Channel Customer Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"5-keys-to-driving-loyalty-with-cross-channel-customer-campaigns","to_ping":"","pinged":"","post_modified":"2020-02-19 10:26:52","post_modified_gmt":"2020-02-19 18:26:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6856","menu_order":141,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/5-keys-to-driving-loyalty-with-cross-channel-customer-campaigns\/"},{"ID":6855,"post_author":"97","post_date":"2019-05-30 10:41:30","post_date_gmt":"2019-05-30 17:41:30","post_content":"<p>As growth marketers, we understand the far-reaching significance of a winning first impression. So, when it comes to engaging new subscribers or building brand advocates, how can we start a relationship that goes the distance? It begins by extending a warm \u2013 and optimized \u2013 welcome.<\/p>\r\n<p>In this webinar, we explore what it takes to create welcome campaigns that make sparks fly. Here are the takeaways:<\/p>\r\n<ul>\r\n\t<li>Tips for crafting the perfect welcome experience that best fits your unique customer base<\/li>\r\n\t<li>Steps you can take to ensure a consistent welcome series, seamlessly across multiple channels<\/li>\r\n\t<li>Best practices and standout examples of cross-channel welcome campaigns that caught our attention<\/li>\r\n<\/ul>","post_title":"Maximize Your Welcome Campaigns in 6 Steps","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"maximize-your-welcome-campaigns-in-6-steps","to_ping":"","pinged":"","post_modified":"2020-02-19 10:27:29","post_modified_gmt":"2020-02-19 18:27:29","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6855","menu_order":142,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/maximize-your-welcome-campaigns-in-6-steps\/"},{"ID":6854,"post_author":"97","post_date":"2019-05-30 09:47:04","post_date_gmt":"2019-05-30 16:47:04","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>Whether you\u2019re launching a new product or generating buzz for your next big event, you have got to promote. As P.T. Barnum \u2013 founder of the Barnum &amp; Bailey Circus \u2013 once put it, \u201cWithout promotion, something terrible happens... Nothing!\u201d<\/p>\r\n<p>In this webinar, we cover best practices and tips for delivering compelling promotional campaigns \u2013 seamlessly across channels. You will come away with:<\/p>\r\n<ul>\r\n\t<li>Steps you can take to immediately increase the value and impact of your promotional messaging<\/li>\r\n\t<li>Tips for maximizing engagement and conversion rates across email, sms, push, social, and direct mail<\/li>\r\n\t<li>Noteworthy examples of how some of today\u2019s top brands are using multiple channels to promote<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"Tips for Mastering Cross-Channel Promotional Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tips-for-mastering-cross-channel-promotional-campaigns","to_ping":"","pinged":"","post_modified":"2020-02-19 10:27:33","post_modified_gmt":"2020-02-19 18:27:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6854","menu_order":143,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/tips-for-mastering-cross-channel-promotional-campaigns\/"},{"ID":6852,"post_author":"97","post_date":"2019-05-30 08:58:08","post_date_gmt":"2019-05-30 15:58:08","post_content":"<div class=\"article-content\">\r\n<div class=\"extra-content\">\r\n<p>In this webinar, we break down one of the fundamental tactics that leading companies are employing to truly boost sales and cultivate customer relationships \u2014 sending personalized messages across multiple channels.<\/p>\r\n<p>Learn what some of today\u2019s top brands are doing to achieve cross-channel marketing success. You\u2019ll come away with practical and actionable information, including:<\/p>\r\n<ul>\r\n\t<li>Tips for creating personalized content that can be utilized throughout the entire buyer journey<\/li>\r\n\t<li>Steps you can take to provide your audiences with consistent, seamless cross-channel experiences<\/li>\r\n\t<li>Best practices for delivering welcome, re-engagement, and promotional campaigns across multiple channels<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>","post_title":"How Leading Companies Drive Sales with Cross-Channel Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-leading-companies-drive-sales-with-cross-channel-campaigns","to_ping":"","pinged":"","post_modified":"2020-02-19 10:27:38","post_modified_gmt":"2020-02-19 18:27:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6852","menu_order":144,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 30, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/how-leading-companies-drive-sales-with-cross-channel-campaigns\/"},{"ID":6802,"post_author":"7","post_date":"2019-05-28 12:32:23","post_date_gmt":"2019-05-28 19:32:23","post_content":"<p>Have you ever been blown off right from the start? Ever been \u201cghosted\u201d just after meeting someone\u2014be it a potential business contact, friend or dating partner\u2014you really liked and thought you were hitting it off with?<\/p>\r\n<p>Whether you\u2019ve experienced it first-hand or just heard the horror stories, <strong>ghosting totally sucks<\/strong>.<\/p>\r\n<p>If you can relate, then you get why welcome campaigns aren\u2019t just vital but <strong>critical<\/strong> to email success. Not only do they set the tone for the entire future of your subscriber relationships, but they also ensure those subscriber connections become relationships. They pave the way for good deliverability (inbox vs. junk folder placement), and they create familiarity, appreciation, engagement and (most importantly) <strong>trust<\/strong>.<\/p>\r\n<p>Failing to send a welcome message after email sign-up or address capture is the digital equivalent of ghosting your subscribers. And we know what happens to ghosters\u2014they get blocked, ignored, forgotten or downright hated on.<\/p>\r\n<p>Ok, so you\u2019re sending a welcome email, but is it a kick-ass welcome campaign or a vanilla, one-size-fits-all message that sounds like it could\u2019ve been cranked out by an AI-driven robot with zero human intervention? (Or maybe it\u2019s so bad, the AI-driven robot version would be an improvement?)<\/p>\r\n<p>It\u2019s not enough to merely send a welcome email\u2014although that\u2019s better than not sending one at all\u2014you need a strategic, personal message with zazz. Your welcome campaign should have specific goals, you should know what they are, and it should be crafted intentionally to accomplish them.<\/p>\r\n<p>Plus, cutting-edge marketers know the welcome email is just the tip of the relationship-building iceberg, since they\u2019re connecting it with an entire <strong>onboarding series<\/strong> to follow.<\/p>\r\n<p>Still not convinced? Research shows a warm email welcome is more than just polite common sense, it\u2019s a money-maker.\u00a0<\/p>\r\n<p>MarketingSherpa reports the average open rate for welcome emails is a whopping 50% (that\u2019s the average), making them 86% more effective than your usual broadcast messages.<\/p>\r\n<p>As if that\u2019s not enough, according to Internet Retailer, merchants that send a welcome <em>series<\/em> see 13% more revenue than those sending a single message. Any way you cut it, welcome emails put engagement and money in the bank.<\/p>\r\n<p>But, going beyond basic isn\u2019t for wimps. Let\u2019s make sure you\u2019re doing it right with a breakdown of 4 essential ingredients for marketing success.<\/p>\r\n<p>Want even more advanced tactics for welcome campaigns that soar? Download our latest guide, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=unboxing-welcome\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns: Welcome Emails<\/a>.<\/p>\r\n<h3>Essential Ingredients<\/h3>\r\n<h5>1. Welcome, Introduce &amp; Establish Identity\u2028<\/h5>\r\n<p>You got it\u2014the whole point of a welcome email is to actually make a new subscriber feel welcome, so write your subject lines, headlines and copy that way! <strong>Show gratitude and appreciation like you would if you were meeting in person.<\/strong><\/p>\r\n<p>Think about how you\u2019d welcome someone into your home or a special event: you\u2019d invite them in, make sure they\u2019re in the right place, and introduce yourself so they know exactly who you are and how to recognize you again.<\/p>\r\n<p>Food gift merchant Fairytale Brownies\u2019 welcome campaign scores! I\u2019m feeling the warm, gooey brownie love right from the subject line with my \u201cgift inside.\u201d<\/p>\r\n<p>The fact that I\u2019m greeted as a \u201cFairytale Friend\u201d and am receiving \u201cmuch love\u201d from co-founders (and real-life kindergarten friends\u2014yeah, for real) David and Eileen, plus get to actually see what they look like, only adds to the yummy goodness. (Now, if I only had a glass of red wine to go with those brownies, but I digress...)<\/p>\r\n\r\n[caption id=\"attachment_6817\" align=\"alignnone\" width=\"683\"]<img class=\"wp-image-6817 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/Unboxing-Welcome-Fairytale.png\" alt=\"Fairytale Brownies Welcome With Email Offer\" width=\"683\" height=\"1350\" \/> <em>Fairytale Brownies Welcome With Email Offer<\/em>[\/caption]\r\n\r\n<p>Getting serious for a sec, let\u2019s not overlook the importance of establishing inbox identity.<\/p>\r\n<p>With ISPs cracking down on spam and monitoring inbox owner engagement like never before, today\u2019s email welcome campaigns need to clearly establish brand and sender identity to ensure successful deliverability.<\/p>\r\n<p>Your visible \u201cFrom\u201d name, as well as your email sending address and domain should be recognizable entities to subscribers, even if it means having to explain things a bit (such as a parent company domain that\u2019s different from a retail store brand name).<\/p>\r\n<p>You don\u2019t want new subscribers blocking or blacklisting you right from the get-go because they can\u2019t connect the dots between what they signed up for and how you show up in the inbox.<\/p>\r\n<h5>2. Confirm Actions, Manage Expectations\u2028<\/h5>\r\n<p>What did you promise when you asked for an email address? Was it required as part of a mobile app download or purchase? Contest or sweepstakes entry? For access to gated content? Or were you just popping up a lightbox doling out the usual (but nonetheless appreciated) 10% discount or free shipping on first purchase?<\/p>\r\n<p>There\u2019s a myriad of ways to end up on an email list and many\u2014like entering a contest, registering for an event, downloading content, or creating an account\u2014have nothing to do with intentionally signing up for email to get deals or perks.<\/p>\r\n<p>Whatever you promised, make sure you\u2019re telling subscribers that\u2019s how and why they came to be on your list, that they\u2019ve successfully completed the action, and what\u2019s in store for them next.<\/p>\r\n<p>Here\u2019s what I received after joining British Airways\u2019 frequent flyer program \u201cExecutive Club\u201d (which sounds soooo much more elite than it is\u2014oh those British!) after having purchased an international flight on Iberia, their partner airline. The animated hero shot is a catchy touch and not often seen in welcome emails\u2014nice!<\/p>\r\n\r\n[caption id=\"attachment_6820\" align=\"alignnone\" width=\"614\"]<img class=\"size-full wp-image-6820\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/Unboxing-Welcome-BA-1.png\" alt=\"British Airways Executive Club Welcome Message\" width=\"614\" height=\"1350\" \/> <em>British Airways Executive Club Welcome Message<\/em>[\/caption]\r\n\r\n<p>More to the point, the message clearly does its job by letting me know my membership number (if any of you international road warriors would like to apply it to your next BA flight, feel free), points status, and other useful information like program benefits and how to get their mobile app.<\/p>\r\n<h5>3. Orient and Guide\u2028<\/h5>\r\n<p>In the spirit of travel, your welcome email is a key inflection point at the start of a very important journey\u2014the customer journey. Whether people ended up on your email list because they bought or they have yet to, your goal is the same: get them to transact.<\/p>\r\n<p>As on any journey, people want to know the landscape. They\u2019d like to know where they\u2019re going and how to get there, so give them a map, as well as step-by-step directions. Don\u2019t just leave them wandering in the wilderness. \u00a0<\/p>\r\n<p>This welcome email from eBags not only includes a hefty bounceback offer (a 25% discount on repeat purchase\u2014that\u2019s pretty motivating even though I dropped $400 on my first purchase), but also attractively enumerates what I need to know and do next, one step at a time.<\/p>\r\n\r\n[caption id=\"attachment_6819\" align=\"alignnone\" width=\"481\"]<img class=\"wp-image-6819 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/Unboxing-Welcome-eBags.png\" alt=\"eBags Getting Started Message\" width=\"481\" height=\"1350\" \/> <em>eBags Getting Started Message<\/em>[\/caption]\r\n\r\n<p>A stellar touch I\u2019m calling out is the inclusion of content marketing in point #4\u2014which links to juicy-good information like travel guides, packing lists, and interviews with their \u201ceBags Ambassadors,\u201d real people embodying different customer personas.<\/p>\r\n<p>This was no small investment to create, and as a frequent traveler myself, I both appreciate the effort and resonate strongly with it. I\u2019m already feeling real connection to this brand!<\/p>\r\n<p>Remember\u2014forging relationships is a core objective of your welcome campaigns, so <em>evoking positive emotions<\/em> will go a long way toward creating attachment and loyalty.<\/p>\r\n<h5>4. Prioritize Key Next Steps\u2028<\/h5>\r\n<p>eBags\u2019 numbered CTAs in the previous example aptly illustrate this point, but what if walking new subscribers down the garden path isn\u2019t as important as getting them to take a <em>specific<\/em> required action\u2014like setting up a profile or account\u2014before anything can happen that generates value for either of you?<\/p>\r\n<p>Or, what if you have a BHAG (big hairy audacious goal) like growing social media followers or gathering feedback that depends on subscribers taking a specific action, like following your Instagram or completing a poll?<\/p>\r\n<p>Here\u2019s a real-life example involving a two-part email confirm\/welcome to illustrate my point. I recently made a purchase in a Columbia Sportswear retail store. The cashier asked me if I wanted to join the rewards program, and I said yes. She asked for my email address, I verbally gave it, and then received this message.<\/p>\r\n\r\n[caption id=\"attachment_6816\" align=\"alignnone\" width=\"908\"]<img class=\"wp-image-6816 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/Unboxing-Welcome-Columbia-1.png\" alt=\"Columbia Sportswear Signup in Store - Account Completion\" width=\"908\" height=\"1350\" \/> <em>Columbia Sportswear Signup in Store - Account Completion<\/em>[\/caption]\r\n\r\n<p>Clearly, Columbia was forcing account creation for rewards program members\u2014I wouldn\u2019t be able to join and earn without completing setup. But the process was short and simple and the temporary password provided, so I did it. With account setup done, a second more typical welcome email followed.<\/p>\r\n\r\n[caption id=\"attachment_6815\" align=\"alignnone\" width=\"510\"]<img class=\"wp-image-6815 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/Unboxing-Welcome-Columbia-2.png\" alt=\"Columbia Sportswear Welcome Email Follow-up\" width=\"510\" height=\"1350\" \/> <em>Columbia Sportswear Welcome Email Follow-up<\/em>[\/caption]\r\n\r\n<p>The moral of the story? If you need a new subscriber to do something before a relationship can be established at all, hand-hold them through the process and plan for additional emails to support it.<\/p>\r\n<p>Ready to go beyond the basics? Download our latest guide, <a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=unboxing-welcome\" target=\"_blank\" rel=\"noopener noreferrer\">Unboxing Must-Have Marketing Campaigns: Welcome Emails<\/a>, for more advanced tactics.<\/p>\r\n<p>If that\u2019s not enough to chew on, here\u2019s <a href=\"https:\/\/reallygoodemails.com\/categories\/welcome\" target=\"_blank\" rel=\"noopener noreferrer\">a heap of welcome email inspiration<\/a> from our friends at Really Good Emails.<\/p>\r\n<p>Now that you\u2019ve considered what\u2019s possible, how will you evolve your welcome email campaigns this year?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/form\/whitepaper\/unboxing-must-have-marketing-campaigns-welcome-emails\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=unboxing-welcome\"><img class=\"alignnone wp-image-6814 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/ITE_Unboxing-WP_Blog-CTA-Banner_620x240.png\" alt=\"Get the Guide: Welcome Email Campaigns\" width=\"620\" height=\"240\" \/><\/a><\/p>","post_title":"Unboxing the Welcome Email: 4 Essential Ingredients for Success","post_excerpt":"Going beyond a basic welcome email campaign isn\u2019t for wimps. Make sure you\u2019re doing it right with these 4 essential ingredients for marketing success.\t\t","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"unboxing-welcome-email","to_ping":"","pinged":"","post_modified":"2021-06-24 11:24:53","post_modified_gmt":"2021-06-24 18:24:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=6358","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Unboxing Guide","pretty_date":"May 28, 2019","terms":[{"term_id":6308,"name":"Unboxing Guide","slug":"unboxing-guide","term_group":0,"term_taxonomy_id":6308,"taxonomy":"resource_type","description":"","parent":1696,"count":18,"filter":"raw","term_order":"0"}],"term_slugs":["unboxing-guide"],"term_names":["Unboxing Guide"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/ITE_Unboxing-WP_Blog-Header_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Unboxing Welcome Email Campaigns\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/ITE_Unboxing-WP_Blog-Header_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/ITE_Unboxing-WP_Blog-Header_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/05\/ITE_Unboxing-WP_Blog-Header_768x512-600x400.png 600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/unboxing-welcome-email\/"},{"ID":6332,"post_author":"97","post_date":"2019-05-08 15:58:56","post_date_gmt":"2019-05-08 22:58:56","post_content":"<p style=\"font-weight: 400\">If there\u2019s one topic that gets marketers excited these days, it\u2019s artificial intelligence. Pundits have proclaimed you\u2019ll be left in the dust if you don\u2019t adopt NOW. And while it\u2019s true that fresh innovations can help you move the needle, marketers\u2019 understanding of AI remains a bit vague \u2013 sometimes inaccurate \u2013 and so far, only the earliest adopters have jumped straight in.<\/p>\r\n<p style=\"font-weight: 400\">In this interactive session we\u2019ll:<\/p>\r\n<ul>\r\n\t<li style=\"font-weight: 400\">Give you straight talk about the value of today\u2019s AI-driven marketing opps<\/li>\r\n\t<li style=\"font-weight: 400\">Dispel AI myths and misconceptions<\/li>\r\n\t<li style=\"font-weight: 400\">Predict how AI will evolve in the coming years to better support your toughest marketing challenges<\/li>\r\n\t<li style=\"font-weight: 400\">Explore the surprising ways in which AI can be inaccurate, and even harmful<\/li>\r\n\t<li style=\"font-weight: 400\">Get you involved with the conversation with real-time polling and chat<\/li>\r\n<\/ul>\r\n<p style=\"font-weight: 400\">Our panel of pros might not even see eye-to-eye on some points \u2013 so get ready for a lively and insightful conversation that\u2019s sure to deliver a surprise or two.<\/p>","post_title":"Good Robot\/Bad Robot: The Truth About AI &amp; Cross-Channel Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"good-robot-bad-robot","to_ping":"","pinged":"","post_modified":"2020-02-19 10:16:12","post_modified_gmt":"2020-02-19 18:16:12","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6332","menu_order":145,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"May 08, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/good-robot-bad-robot\/"},{"ID":6261,"post_author":"97","post_date":"2019-04-18 17:31:34","post_date_gmt":"2019-04-19 00:31:34","post_content":"<p>Technically, there were 7,485 insights from this year's Activate conference, hosted by Iterable, but we managed to narrow it down to the top 6. With the theme of \"democratizing growth,\" attendees learned how to transform their marketing strategies and get creative with their campaigns.<\/p>\r\n<p>Missed out on Activate 19? Join our webinar, where we reveal how our innovative speakers from leading brands like Redfin, Strava, Boxed, and Fender are building unique customer experiences to increase engagement and drive retention.<\/p>\r\n<p>You will learn:\u00a0<\/p>\r\n<ul>\r\n\t<li>Which latest cross-channel tactics are evolving personalization as we know it<\/li>\r\n\t<li>How to use innovations in AI to engage your audience<\/li>\r\n\t<li>Why marketing best practices are bullsh!t and how to blaze brave new trails to success<\/li>\r\n<\/ul>","post_title":"Top 6 Actionable Insights From Activate 19","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"top-6-actionable-insights-from-activate-19","to_ping":"","pinged":"","post_modified":"2020-02-19 10:24:26","post_modified_gmt":"2020-02-19 18:24:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=6261","menu_order":146,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"April 18, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/top-6-actionable-insights-from-activate-19\/"},{"ID":6163,"post_author":"35","post_date":"2019-04-09 09:03:31","post_date_gmt":"2019-04-09 16:03:31","post_content":"<p>Is geolocation your untapped source for increasing customer engagement?<\/p>\r\n<p>For <a href=\"https:\/\/www.fetchrewards.com\/\" target=\"_blank\" rel=\"noopener\">Fetch Rewards<\/a>, geolocation opened up a host of possibilities for enhancing the customer journey and driving customer retention rates. The company makes it easy for consumers to save money and get rewards from their grocery purchases. Users simply scan their grocery receipt in the Fetch Rewards app, earn points, and get rewards\u2014such as gift cards\u2014for their purchases.<\/p>\r\n<p>Fetch Rewards CMO Birk Cooper joined Iterable for a <a href=\"https:\/\/iterable.com\/webinars\/how-to-use-mobile-geolocation-data-to-drive-growth\/\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=content\" target=\"_blank\" rel=\"noopener\">webinar<\/a> to show how the company decided on geolocation as an effective marketing strategy and used it to drive growth. Here are just a few of the best takeaways from Birk\u2019s insightful presentation.<\/p>\r\n<h3>Is Geo-Targeting Right for You and Your Customers?<\/h3>\r\n<p>It\u2019s a simple question, but asking yourself how geolocation would benefit you and your customers sets you on the right path.<\/p>\r\n<p>Geolocation provides an immense amount of behavioral data that can be vital to personalization. For some businesses, the ability to know how often a consumer frequents one of their locations between purchases can initiate an entirely new campaign or workflow path.<\/p>\r\n<p>For others, this is less impactful. If your company\u2019s success is not reliant on the consumer\u2019s physical presence at a location, then perhaps geolocation isn\u2019t needed.<\/p>\r\n<p>On the flip side, consider the customers\u2019 experience with your brand. If you were to send out messaging that takes advantage of geolocation data, would the customer benefit?<\/p>\r\n<p>As Birk points out, customers in the CVS store and using the CVS app receive alerts to discounts they may have missed in a different aisle. If the customer doesn\u2019t see value in sharing their information with you, they are less likely to opt-in to sharing their location with you.<\/p>\r\n<h3>Geolocation Strategies for Success<\/h3>\r\n<p>Fetch Rewards looked to geolocation as a more personalized way to prompt users to scan their grocery receipts.<\/p>\r\n<p>Within a few weeks of taking advantage of <a href=\"https:\/\/iterable.com\/blog\/iterable-foursquare-location-based-engagement\/\" target=\"_blank\" rel=\"noopener\">Iterable\u2019s partnership with Foursquare<\/a>, the company noticed several opportunities to optimize the usage of their geolocation data.<\/p>\r\n<ol>\r\n\t<li><strong>Get Opt-Ins:<\/strong> For geolocation to be successful (and legal), the user has to opt-in to sharing their information with you. For Fetch Rewards,41% of users opt-in to share their information with the company. In order to get a high opt-in rate, you have to convey the value-add of opting in with clear and transparent messaging. Make sure the user is well-informed as to how sharing this information with you will benefit them. A\/B test the messaging of your in-app or push notifications to see what works and what doesn\u2019t.\u2028<\/li>\r\n\t<li><strong>Hyper-Specific Value:<\/strong> Using geolocation data, Fetch Rewards set up reminders for users to scan their receipts and engage with the app. Thanks to Foursquare\u2019s massive reach of businesses across the U.S., Fetch Rewards doesn\u2019t have to worry about missing locations. The company is able to engage with users at most of the locations within their savings programs, ensuring users don\u2019t miss opportunities to save. Data accuracy and reporting keeps the process organized and on track for conversion. In their marketing campaigns using Iterable\u2019s <a href=\"https:\/\/iterable.com\/product\/\" target=\"_blank\" rel=\"noopener\">Workflow Studio<\/a>, Fetch Rewards can use this data to verify that every touchpoint gives customers relevant, hyper-specific messaging and value. \u2028<\/li>\r\n\t<li><strong>Convert the Users:<\/strong> If steps 1 and 2 are working well, conversion becomes that much easier. For Fetch Rewards that means a receipt is being scanned. The company used variant testing on messaging and timing to find the best system for converting users and getting them to scan. Fetch Rewards sent messages when users entered stores, left stores, or arrived home to test engagement. Once users are sharing their data and see your value, the process becomes common sense marketing in finding the best message at the right time. Trust the data to lead you in the right direction. \u2028<\/li>\r\n<\/ol>\r\n<p>When these pieces are a well-oiled machine, the results speak for themselves. Fetch Rewards saw users in the opt-in flow activating (going from sign up to scanning a receipt) 7% more often than those not in the geolocation flow. Further, the company saw a 6% increase in retention of customers scanning receipts into the second month.<\/p>\r\n<h3>Look Beyond the Primary Use Case<\/h3>\r\n<p>Fetch Rewards\u2019 primary use case for geolocation is reminding users to scan their receipts. Every company will have a primary use case, as will your business, but this doesn\u2019t have to be the end of geo-targeting in your marketing efforts.<\/p>\r\n<p>Look beyond the primary use case for new, exciting opportunities to utilize the influx of data coming from geolocation. Whether it\u2019s highlighting special offers, promoting product enhancements, or sending geographic-specific discounts, the possibilities are expansive. <br \/>\r\n\u2028Birk provided a word of caution, however.<\/p>\r\n<p>Do not let these secondary use cases occur at the detriment of your primary use case. If you notice engagement of your primary use case is dipping, cut back on the secondary uses to let your primary shine. Much like any other marketing channel, it is still possible to overdo it and drown out your own messaging.<\/p>\r\n<h3>The Future of Geolocation<\/h3>\r\n<p>With so much potential today, the natural question is: what does the future of geolocation look like? Birk recommends we closely study the evolution of mobile technology and all that we are now capable of on our mobile devices. In particular, <a href=\"https:\/\/www.retaildive.com\/ex\/mobilecommercedaily\/geolocation-assuages-consumer-fears-in-mobile-payments\" target=\"_blank\" rel=\"noopener\">mobile digital payment<\/a> is growing every year, along with digital retail experiences.<\/p>\r\n<p>For instance, this behavioral data is crucial to credit card companies in understanding spending behavior to improve <a href=\"https:\/\/www.americanbanker.com\/news\/are-you-really-there-us-bank-tries-geolocation-to-stop-fraud\" target=\"_blank\" rel=\"noopener\">fraud protection<\/a> and transaction alerts. By matching the card\u2019s location to that of the user\u2019s mobile phone, it\u2019s easier to accurately identify transactions as fraudulent.<\/p>\r\n<p>Geolocation could also begin piggybacking on another increasing trend: voice. As Amazon continues building its technology and partner ecosystem, it\u2019s not outside the realm of possibilities, one day, to use <a href=\"https:\/\/iterable.com\/blog\/shoptalk-2019-top-takeaways\/\" target=\"_blank\" rel=\"noopener\">Alexa in your car<\/a> to find nearby retail locations, shop via your voice, and request items for delivery.<\/p>\r\n<p>Fetch Rewards found a valuable fit for geolocation in their business model. By following Birk\u2019s advice of asking the right questions of your company and focusing on key milestones and best practices, you too can reap the advantages of geolocation in your marketing campaigns.<\/p>\r\n<p><em><a href=\"https:\/\/iterable.com\/webinars\/how-to-use-mobile-geolocation-data-to-drive-growth\/\/?utm_medium=Blog&amp;utm_source=blog-post&amp;utm_campaign=content\" target=\"_blank\" rel=\"noopener\">Sign up to get the video-on-demand<\/a> of Birk\u2019s presentation here and <a href=\"https:\/\/activate.iterable.com\/\" target=\"_blank\" rel=\"noopener\">register for Activate 19<\/a> to learn more about how Iterable and Foursquare can help you use geolocation for better personalization of your marketing campaigns.<\/em><\/p>","post_title":"How to Use Mobile Geolocation Data to Drive Growth","post_excerpt":"For Fetch Rewards, geolocation opened up a host of possibilities for enhancing the customer journey and driving customer retention rates.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-to-use-mobile-geolocation-data-to-drive-growth","to_ping":"","pinged":"","post_modified":"2019-04-09 09:03:31","post_modified_gmt":"2019-04-09 16:03:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=6163","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"April 09, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-FetchRewards_768x512_L2R1-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"How to Use Mobile Geolocation Data to Drive Growth\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-FetchRewards_768x512_L2R1.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-FetchRewards_768x512_L2R1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-FetchRewards_768x512_L2R1-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-FetchRewards_768x512_L2R1-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-FetchRewards_768x512_L2R1-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-FetchRewards_768x512_L2R1-162x108.png 162w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-to-use-mobile-geolocation-data-to-drive-growth\/"},{"ID":5939,"post_author":"97","post_date":"2019-04-02 09:36:01","post_date_gmt":"2019-04-02 16:36:01","post_content":"<p>What makes an ideal apparel marketing campaign? It's one that\u00a0elicits the same emotional response you get when you find that\u00a0<em>perfect<\/em> piece of clothing.<\/p>\r\n<p>And while that sounds great (and highly aspirational) in theory, how do you put that concept into practice? In this case, <a href=\"https:\/\/iterable.com\/blog\/personalization-art-science\/\" target=\"_blank\" rel=\"noopener\">rich personalization<\/a> is a marketer's best friend when recreating this experience. Here's why:<\/p>\r\n<ul>\r\n\t<li>Highlights the \"discovery\" experience when exploring something eye-catching<\/li>\r\n\t<li>Motivates you to inspect the inventory and get a closer look<\/li>\r\n\t<li>Delivers the satisfaction of knowing that just-for-you item can be yours<\/li>\r\n<\/ul>\r\n<p>Channeling the <a href=\"https:\/\/iterable.com\/blog\/the-4-pieces-of-the-personalization-puzzle\/\" target=\"_blank\" rel=\"noopener\">essence of these feelings<\/a> as part of your marketing campaigns is the perfect way to translate <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener\">real-life emotions<\/a> into successful online experiences. Effective campaigns build atop previous interactions and curate the next individualized moments of immediate resonance\u2014past behaviors and engagement help guide the next step.\u00a0<\/p>\r\n<p>Once mastered, this input can guide campaign elements like content, channel, cadence, and more. The result is a seamless, cohesive apparel marketing experience that's unique to each customer and their level of engagement. It's not easy, but within a highly competitive market, getting it right is incredibly lucrative.\u00a0<\/p>\r\n<h3>User Engagement Teardown: Nordstrom vs. Fashion Nova<\/h3>\r\n<p>Inside our latest teardown, we've compared two major players in the apparel market: luxury department store <a href=\"https:\/\/shop.nordstrom.com\/\" target=\"_blank\" rel=\"noopener\">Nordstrom<\/a>, and booming online fashion brand <a href=\"https:\/\/www.fashionnova.com\/\" target=\"_blank\" rel=\"noopener\">Fashion Nova<\/a>. We wanted to see which retailer was able to tap into their customers' tastes and keep them primed for shopping.<\/p>\r\n<p>To see how these companies help consumers channel their inner stylist, we subscribed to each retailer's communications for two weeks during Black Friday and Cyber Monday\u2014a peak season for outfit inspiration.<\/p>\r\n<p>During our research, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, browsed promotional deals and abandoned our shopping carts.<\/p>\r\n<p>After analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.<\/p>\r\n<p><em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em><\/p>\r\n<p><iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/oPjDYLWqhR4knj\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\r\n<p>You can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.<\/p>\r\n<p><em>Note: Nordstrom and Fashion Nova are not Iterable customers.<\/em><\/p>","post_title":"Apparel Marketing Showdown: Who's Haute, Who's Not","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"apparel-marketing-haute-or-not","to_ping":"","pinged":"","post_modified":"2019-04-02 09:36:01","post_modified_gmt":"2019-04-02 16:36:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=5939","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"April 02, 2019","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-Teardown-Nordstrom-vs-Fashion-Nova-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Apparel marketing campaigns: Nordstrom vs. Fashion Nova teardown\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-Teardown-Nordstrom-vs-Fashion-Nova.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-Teardown-Nordstrom-vs-Fashion-Nova-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-Teardown-Nordstrom-vs-Fashion-Nova-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-Teardown-Nordstrom-vs-Fashion-Nova-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-Teardown-Nordstrom-vs-Fashion-Nova-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/04\/Iterable-Teardown-Nordstrom-vs-Fashion-Nova-162x108.png 162w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/apparel-marketing-haute-or-not\/"},{"ID":5874,"post_author":"97","post_date":"2019-03-13 09:36:10","post_date_gmt":"2019-03-13 16:36:10","post_content":"<p>Cue the cheesy theme music: Introducing Iterable\u2019s first-ever game show webinar! You\u2019re the contestant in this interactive session that takes aim at widely held beliefs and best practices for the email and mobile channels.<\/p>\r\n<p>Here\u2019s how it works\u2014our host will make a statement and it\u2019s up to you to determine:<\/p>\r\n<ul>\r\n\t<li>Is it a best practice? <strong>FACT!<\/strong><\/li>\r\n\t<li>A marketing myth? <strong>FICTION!<\/strong><\/li>\r\n\t<li>A concept that\u2019s debatable\u2026 or about America\u2019s favorite yellow fruit? <strong>BANANA!<\/strong><\/li>\r\n<\/ul>\r\n<p>Our panel of experts make the final judgment on the correct response while you play along and compare your answers to fellow participants.<\/p>\r\n<p>Don\u2019t be fooled\u2014our challenge is tougher than it seems! This is one session you\u2019ll definitely want to catch in real time.<\/p>","post_title":"Fact, Fiction or Banana? The Growth Marketing Game Show","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"fact-fiction-or-banana","to_ping":"","pinged":"","post_modified":"2020-02-19 10:11:20","post_modified_gmt":"2020-02-19 18:11:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=5874","menu_order":147,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"March 13, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/fact-fiction-or-banana\/"},{"ID":5699,"post_author":"97","post_date":"2019-02-01 10:32:12","post_date_gmt":"2019-02-01 18:32:12","post_content":"<p>Prioritizing customer acquisition over engagement and retention is like inviting people to a party with no food \u2014 talk about a poorly planned experience! Every message you send post-signup holds potential to capture attention, fuel interest and drive action, so it's essential to personalize that message across all the ways your customers interact with your brand.<\/p>\r\n<p>In our webinar, we share 8 ROI-boosting tips to optimizing the post-click experience across email, direct mail, mobile, web and more.<\/p>\r\n<p>The Top Takeaways:<\/p>\r\n<ul>\r\n\t<li>How to personalize landing pages to make that perfect first impression<\/li>\r\n\t<li>Which must-have channels you need to create seamless customer journeys<\/li>\r\n\t<li>Examples from industry leaders like Airbnb and Netflix that will inspire your next marketing campaign<\/li>\r\n<\/ul>","post_title":"8 Tips for Optimizing the Post-Click Experience with Cross-Channel Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"8-tips-for-optimizing-the-post-click-experience-with-cross-channel-marketing","to_ping":"","pinged":"","post_modified":"2020-02-19 10:17:33","post_modified_gmt":"2020-02-19 18:17:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=5699","menu_order":149,"post_type":"webinar","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 01, 2019","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/webinars\/8-tips-for-optimizing-the-post-click-experience-with-cross-channel-marketing\/"},{"ID":5672,"post_author":"97","post_date":"2019-01-24 09:40:57","post_date_gmt":"2019-01-24 17:40:57","post_content":"The home decor and furnishings market is highly concentrated, making the competition that much more fierce. Experts estimate that the global homewares industry will eclipse\u00a0<a href=\"https:\/\/globenewswire.com\/news-release\/2018\/08\/06\/1547540\/0\/en\/Global-Homewares-Market-Expected-to-Reach-a-Valuation-of-US-180-100-Mn-by-Year-2022.html\" target=\"_blank\" rel=\"noopener\">$180M in the coming years<\/a>, of which 50 of the largest businesses account for <a href=\"https:\/\/www.marketresearch.com\/First-Research-Inc-v3470\/Home-Furnishings-Stores-12131974\/\" target=\"_blank\" rel=\"noopener\">80% of market revenue<\/a>\u2014needless to say, every transaction matters.\r\n\r\nAs consumers are becoming less likely to spend their time in brick-and-mortar showrooms, home decor retailers are embracing new ways to promote their offerings: mockups created with augmented reality technology, specially curated collections, bespoke recommendations, and painless shipping and returns.\r\n\r\nIt\u2019s critical for home decor brands to stay top of mind with consumers\u2014most people simply don\u2019t redesign their homes or upgrade their furniture on a regular cadence.\r\n\r\nWe\u2019ve already seen major brands master the art of the mailbox:\r\n<ul>\r\n \t<li>We\u2019re guilty of hoarding Bed Bath &amp; Beyond's 20% off coupons<\/li>\r\n \t<li>RH\u2019s magazine-like catalogs give us a glimpse of a room\u2019s true potential<\/li>\r\n \t<li>Williams Sonoma\u2019s holiday catalogs convince us that, yes, we really do need a 12-piece fondue set<\/li>\r\n<\/ul>\r\nUnfortunately, reliance on a single channel like direct mail will only take you so far in the eyes of the cross-channel consumer; today\u2019s shoppers live online and it\u2019s up to brands to redefine the customer experience\u2014look no further than <a href=\"https:\/\/www.l2inc.com\/daily-insights\/2-minute-case-study-wayfair\" target=\"_blank\" rel=\"noopener\">Wayfair's success<\/a> as an example.\r\n\r\nCustomer engagement is the common denominator in today\u2019s formula for retail success. The home decor businesses that effectively and meaningfully personalize their messaging will find themselves atop that list of 50.\r\n<h3>User Engagement Teardown: Top Home Decor Brands<\/h3>\r\nIn our latest User Engagement Teardown, we analyzed the cross-channel outreach strategies of select leaders in home decor: Bed Bath &amp; Beyond, RH, Wayfair, and Williams Sonoma.\r\n\r\nTo see how these companies help consumers channel their inner interior decorator, we subscribed to each retailer's communications for two weeks during Black Friday and Cyber Monday\u2014a peak season for decor inspiration.\r\n\r\nDuring our research, we registered for an account on each site and increased our level of activity. We completed our profiles, downloaded their mobile apps, browsed promotional deals and abandoned our shopping carts.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/a3BVHoz6kGZ0An\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe>\r\n\r\nYou can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Bed Bath &amp; Beyond, RH, Wayfair, and Williams Sonoma are not Iterable customers.<\/em>","post_title":"Top Home Decor Brands: Who Promotes the Superior Interior?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-home-decor-brands","to_ping":"","pinged":"","post_modified":"2019-01-24 09:40:57","post_modified_gmt":"2019-01-24 17:40:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=5672","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"January 24, 2019","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"600\" height=\"400\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/012419_Houseware-Teardown_600x400.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"UETeardown: Top home decor brands\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/012419_Houseware-Teardown_600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/012419_Houseware-Teardown_600x400-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/012419_Houseware-Teardown_600x400-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/012419_Houseware-Teardown_600x400-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2019\/01\/012419_Houseware-Teardown_600x400-162x108.png 162w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>","url":"https:\/\/iterable.com\/blog\/top-home-decor-brands\/"},{"ID":5481,"post_author":"97","post_date":"2018-12-13 09:04:27","post_date_gmt":"2018-12-13 17:04:27","post_content":"Black Friday and Cyber Monday came and went, but this year\u2019s stats are in and have proven to be as impressive as ever. This year retailers reeled in a whopping <a href=\"https:\/\/www.clickz.com\/black-friday-cyber-monday-2018-sales\/220736\/\" target=\"_blank\" rel=\"noopener\">$14.1 billion<\/a>\u2014$6.2B coming from Black Friday and $7.9B on Cyber Monday.\r\n\r\nCompanies of all shapes and sizes are getting in on the buying phenomenon of this week-long shopping frenzy, but there are select retailers who\u2019ve established themselves as the consumers\u2019 first-stop shop of choice\u2014giants like Amazon and Walmart rule the holiday shopping season.\r\n\r\nThese companies have cast massive shadows over the online and offline retail landscape and it\u2019s easy to see why. Amazon effectively created the standards for online retail experiences and are now expanding their presence into the world of brick-and-mortar: first through their <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2017-06-16\/amazon-to-acquire-whole-foods-in-13-7-billion-bet-on-groceries\" target=\"_blank\" rel=\"noopener\">acquisition of Whole Foods<\/a> and now with their expansion of <a href=\"https:\/\/www.theverge.com\/2018\/10\/23\/18010022\/amazon-go-cashier-less-store-san-francisco-location-opens\" target=\"_blank\" rel=\"noopener\">cashier-less stores<\/a>.\r\n\r\nMeanwhile, Walmart boasts 2,000+ stores across the nation and rounded out their digital reach with <a href=\"https:\/\/www.barrons.com\/articles\/cyber-monday-walmart-target-amazon-1542828346\" target=\"_blank\" rel=\"noopener\">recent acquisitions<\/a> of Jet.com, ModCloth, and other smaller e-commerce sites.\r\n\r\nThe battle for market share will continue forth but will ultimately be won through customer experiences. As these companies evolve toward parity in the realms of merchandising and accessibility, winning the hearts and minds of customers will determine who leads the retail industry pack.\r\n<h3>Black Friday Battle: Amazon vs. Walmart<\/h3>\r\nTo see how these two companies are sparking customer engagement during the biggest shopping event of the year, we played the role of a new, highly-engaged shopper during the weeks of Black Friday and Cyber Monday.\r\n\r\nInside our latest User Engagement Teardown, we analyzed two-weeks\u2019 worth of Amazon\u2019s and Walmart\u2019s cross-channel communication for an inside look at their customer outreach strategies.\r\n\r\nTo conduct our research, we registered for an account on each site and increased our level of activity over the course of two weeks. We completed our profiles, downloaded their mobile apps, browsed promotional deals and abandoned our shopping carts.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n<iframe src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/j9Ol7eOxIrbxxD\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> <\/iframe> \r\n\r\nYou can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns page<\/a>.\r\n\r\n<em>Note: Amazon and Walmart are not Iterable customers.<\/em>","post_title":"Black Friday and Cyber Monday Showdown: Amazon vs. Walmart","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"black-friday-amazon-vs-walmart","to_ping":"","pinged":"","post_modified":"2018-12-20 10:09:30","post_modified_gmt":"2018-12-20 18:09:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=5481","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"December 13, 2018","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/121318_Black-Friday-Battle-Teardown_768x512-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Black Friday Amazon vs. Walmart\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/121318_Black-Friday-Battle-Teardown_768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/121318_Black-Friday-Battle-Teardown_768x512-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/121318_Black-Friday-Battle-Teardown_768x512-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/121318_Black-Friday-Battle-Teardown_768x512-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/121318_Black-Friday-Battle-Teardown_768x512-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/12\/121318_Black-Friday-Battle-Teardown_768x512-162x108.png 162w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/black-friday-amazon-vs-walmart\/"},{"ID":9217,"post_author":"7","post_date":"2018-11-18 02:42:34","post_date_gmt":"2018-11-18 02:42:34","post_content":"<p>Iterable Insights is designed to help your marketing teams visualize your campaigns, track your performance, and iterate quickly.<\/p>","post_title":"Introducing Iterable Insights","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"introducing-iterable-insights","to_ping":"","pinged":"","post_modified":"2018-11-18 02:42:34","post_modified_gmt":"2018-11-18 02:42:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=5382","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"November 18, 2018","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/introducing-iterable-insights\/"},{"ID":5373,"post_author":"7","post_date":"2018-11-08 17:10:21","post_date_gmt":"2018-11-08 17:10:21","post_content":"The increased strength of consumers' buying power and accessibility of travel and tourism have shaped the recent performance of the car rental market\u2014<a href=\"https:\/\/globenewswire.com\/news-release\/2017\/12\/20\/1266919\/0\/en\/Car-Rental-Industry-Share-Trends-Will-Reach-124-56-Billion-Market-by-2022.html\" target=\"_blank\" rel=\"noopener\">estimated at approximately $58 billion<\/a> and expected to grow to nearly $125 billion by 2022.\r\n\r\nThe <a href=\"https:\/\/iterable.com\/blog\/the-4-things-consumers-expect-from-brands-in-the-now-economy\/\" target=\"_blank\" rel=\"noopener\">Now Economy<\/a> has also pushed the industry's leaders to adapt to customer trends. By selling cars to ridesharing giants, <a href=\"https:\/\/iterable.com\/blog\/uber-vs-lyft-whose-marketing-wins-the-race\/\" target=\"_blank\" rel=\"noopener\">Uber and Lyft<\/a>, and partnering with them to provide fleet management, car rental companies have <a href=\"https:\/\/skift.com\/2017\/11\/14\/rental-car-companies-have-inched-their-way-back-from-the-brink\/\" target=\"_blank\" rel=\"noopener\">increased their revenue streams and achieved new growth<\/a>.\r\n\r\nWhat will ultimately lead to their long-term success, experts say, will be their dedication to <a href=\"https:\/\/b2b.car-target.com\/car-rental-industry-trends-2018\/\" target=\"_blank\" rel=\"noopener\">providing superior customer service<\/a>\u2014from improving the booking process to strengthening their relationships with their customers with <a href=\"https:\/\/iterable.com\/blog\/personalize-everything-yes-everything\/\" target=\"_blank\" rel=\"noopener\">relevant, personalized messaging<\/a>.\r\n\r\nHow do these businesses treat their members in the first days after signing up for an account\u2014before they know whether a customer's booking a compact or luxury vehicle? We investigated this critical onboarding period in our User Engagement Teardown.\r\n<h3>User Engagement Teardown: Top Car Rental Companies<\/h3>\r\nIn this User Engagement Teardown, we compared three of the largest car rental companies in the United States\u2014Enterprise, Hertz, and Avis\u2014to give you an inside look into their customer engagement across email and mobile.\r\n\r\nTo conduct our research, we registered for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, downloaded their mobile apps, browsed car rental deals and abandoned our reservations.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose cross-channel marketing drives the most customer engagement.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/JHZTH1aTVLUvMM\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe>\r\n\r\nYou can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Enterprise, Hertz, and Avis are not Iterable customers.<\/em>","post_title":"Top Car Rental Companies: Who Drives the Most Engagement?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"top-car-rental-companies","to_ping":"","pinged":"","post_modified":"2018-11-08 17:10:21","post_modified_gmt":"2018-11-08 17:10:21","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=5373","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"November 08, 2018","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/110618_Rental-Car-Teardown-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Car rental companies: Enterprise, Hertz, and Avis logos\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/110618_Rental-Car-Teardown-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/110618_Rental-Car-Teardown-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/110618_Rental-Car-Teardown-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/110618_Rental-Car-Teardown-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/110618_Rental-Car-Teardown-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/110618_Rental-Car-Teardown-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/110618_Rental-Car-Teardown-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/11\/110618_Rental-Car-Teardown.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/top-car-rental-companies\/"},{"ID":5111,"post_author":"7","post_date":"2018-10-11 14:31:24","post_date_gmt":"2018-10-11 14:31:24","post_content":"The U.S. airline industry,\u00a0which <a href=\"https:\/\/www.bts.gov\/newsroom\/2017-annual-and-4th-quarter-us-airline-financial-data\" target=\"_blank\" rel=\"noopener\">reported a net profit of $15.5 billion in 2017<\/a>, sits on a goldmine of customer data, and marketing experts debate whether carriers are <a href=\"https:\/\/www.ama.org\/publications\/MarketingNews\/Pages\/how-airlines-get-customer-experience-so-wrong-with-so-much-data.aspx\" target=\"_blank\" rel=\"noopener\">putting that data to good use<\/a>.\r\n\r\nDespite editorials that declare that <a href=\"https:\/\/www.forbes.com\/sites\/airchive\/2015\/01\/14\/actually-airlines-are-giving-customers-exactly-what-they-want\/#16d98a8a29bb\" target=\"_blank\" rel=\"noopener\">consumers care about price above all else<\/a> when booking flights, research shows that 38% of American travelers are loyal to an airline based on <a href=\"https:\/\/www.agilitypr.com\/pr-news\/public-relations\/customers-want-better-travel-experiences-arent-airlines-listening\/\" target=\"_blank\" rel=\"noopener\">how they're treated<\/a>.\r\n\r\nThe irony? They're treated only as well as their miles earned. Every market favors its VIPs, but in aviation, loyalty reaches new heights.\r\n\r\nWhen it comes to segmentation, the customer experience differs drastically between coach and business class\u2014creating, according to <a href=\"https:\/\/www.theatlantic.com\/business\/archive\/2017\/04\/why-airlines-can-get-away-with-bad-customer-service\/523011\/\" target=\"_blank\" rel=\"noopener\"><em>The Atlantic<\/em><\/a>, \"elaborate hierarchies [...] in nearly every step of the air-travel experience, from booking to baggage claim.\"\r\n\r\nBut how do airlines treat their members in the first days after signing up for an account\u2014before they know whether to label a user as premium or economy? We investigated this critical onboarding period in our User Engagement Teardown.\r\n<h3>User Engagement Teardown: Top U.S. Airlines<\/h3>\r\nIn this User Engagement Teardown, we compared three of the largest airlines in the United States\u2014Delta, Southwest, and Alaska\u2014to give you an inside look into their customer engagement across email and mobile.\r\n\r\nTo conduct our research, we registered for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, downloaded their mobile apps, browsed flight deals and abandoned our carts.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose cross-channel marketing sits in first-class.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/iWkv1EyyvZXw0u\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span> <\/iframe>\r\n\r\nYou can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Delta, Southwest, and Alaska Airlines are not Iterable customers.<\/em>","post_title":"Top U.S. Airlines: Whose Marketing Flies First-Class?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"airlines-marketing-first-class","to_ping":"","pinged":"","post_modified":"2018-10-15 17:12:11","post_modified_gmt":"2018-10-15 17:12:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=5111","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"October 11, 2018","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/10\/101118_Airline-Teardown-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Stock photo of airplane with Delta, Southwest &amp; Alaska Airlines logos\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/10\/101118_Airline-Teardown-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/10\/101118_Airline-Teardown-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/10\/101118_Airline-Teardown-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/10\/101118_Airline-Teardown-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/10\/101118_Airline-Teardown-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/10\/101118_Airline-Teardown-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/10\/101118_Airline-Teardown-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/10\/101118_Airline-Teardown.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/airlines-marketing-first-class\/"},{"ID":4816,"post_author":"7","post_date":"2018-09-13 15:52:03","post_date_gmt":"2018-09-13 15:52:03","post_content":"Consumer demands are rising in what many are calling the <a href=\"https:\/\/iterable.com\/blog\/the-4-things-consumers-expect-from-brands-in-the-now-economy\/\" target=\"_blank\" rel=\"noopener\">Now Economy<\/a>\u2014and the travel industry is no exception.\r\n\r\nAccording to Google, 57% of U.S. travelers believe that brands \"<a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-resources\/new-consumer-travel-assistance\/\" target=\"_blank\" rel=\"noopener\">should tailor their information based on personal preferences or past behaviors<\/a>,\" and 36% would be willing to pay more for this personalization.\r\n\r\nThis means that <a href=\"https:\/\/iterable.com\/blog\/3-must-know-strategies-to-win-the-travel-marketing-war\/\" target=\"_blank\" rel=\"noopener\">the heat is on<\/a> between the top online travel agents (OTAs). It's no wonder that 80% of consumers prefer to self-serve to get the information they need when the two largest OTAs, Expedia Group and Booking Holdings, <a href=\"https:\/\/www.phocuswire.com\/Google-SERP-online-travel-agencies\" target=\"_blank\" rel=\"noopener\">spend upwards of $10 billion in paid search<\/a>.\r\n\r\nToday, if you're comparing flights, reading hotel reviews, and booking a vacation package, you're likely doing so with the help of an OTA.\u00a0But how are these OTAs engaging their customers?\r\n<h3>User Engagement Teardown: Top Online Travel Agents<\/h3>\r\nWe did a User Engagement Teardown to compare three of the most popular OTAs\u2014TripAdvisor, Travelocity (acquired by Expedia Group), and Kayak (acquired by Booking Holdings)\u2014to give you an inside look into their customer engagement across email and mobile.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, downloaded their mobile apps, browsed travel deals and abandoned our carts.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose cross-channel marketing wins the booking battle.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/FgLjJhCSV2sLyn\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe>\r\n\r\nWant a complete walkthrough of our slides with even more expert commentary?\r\n\r\nCheck out our video deep-dive to hear our thoughts on the marketing strategies of these travel leaders.\r\n\r\n<iframe src=\"https:\/\/www.youtube.com\/embed\/lCyGLkRbwjo\" width=\"595\" height=\"350\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe>\r\n\r\nYou can also see our past comparative teardowns (including Uber vs. Lyft and Blue Apron vs. HelloFresh) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: TripAdvisor, Travelocity, and Kayak are not Iterable customers.<\/em>","post_title":"Online Travel Agents: Whose Marketing Wins the Booking Battle?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"online-travel-agents","to_ping":"","pinged":"","post_modified":"2018-09-13 15:52:03","post_modified_gmt":"2018-09-13 15:52:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=4816","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"September 13, 2018","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/091318_Travel-Teardown-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"TripAdvisor, Travelocity &amp; Kayak logos for teardown on online travel agents\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/091318_Travel-Teardown-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/091318_Travel-Teardown-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/091318_Travel-Teardown-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/091318_Travel-Teardown-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/091318_Travel-Teardown-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/091318_Travel-Teardown-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/091318_Travel-Teardown-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/09\/091318_Travel-Teardown.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/online-travel-agents\/"},{"ID":9218,"post_author":"97","post_date":"2018-08-02 02:39:58","post_date_gmt":"2018-08-02 02:39:58","post_content":"<p>Glo (formerly known as YogaGlo) leverages Iterable to increase customer retention by sending personalized class suggestions through email and push.<\/p>","post_title":"How Glo Found Its Growth Marketing Zen With Iterable","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-glo-found-its-growth-marketing-zen-with-iterable","to_ping":"","pinged":"","post_modified":"2018-08-02 02:39:58","post_modified_gmt":"2018-08-02 02:39:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=5121","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"August 02, 2018","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/how-glo-found-its-growth-marketing-zen-with-iterable\/"},{"ID":97299,"post_author":"35","post_date":"2018-07-27 17:49:41","post_date_gmt":"2018-07-28 00:49:41","post_content":"<p>Marketers use Iterable to launch a variety of powerful campaigns and workflows. There are a lot of complex moving parts and they would ideally be able to know the status\/completion of certain actions and be warned or alerted about errors that occur.<\/p>\r\n<p>For instance, they might want to know when a workflow webhook they have setup is returning error codes\u2014and that could affect millions of users going through that workflow.<\/p>\r\n<p>The goal of the Notification Center is to provide an actionable, dynamic feedback system that alerts Iterable users.<\/p>\r\n<p>This post covers some of the key design and engineering decisions. The code has been simplified to illustrate the main points made in this blog post.<\/p>\r\n<h3>Notification Center Design Decisions<\/h3>\r\n<p>We did some user story research and ended up deciding that:<\/p>\r\n<ul>\r\n\t<li>Notifications should be dynamic and updatable. We would want one notification reporting on 5,000 workflow webhook errors over 5,000 separate workflow webhook notifications.<\/li>\r\n\t<li>Notifications are at the Iterable Project level, but since there could be many users per Project, their read\/unread statuses\u2019 for each notification should be isolated. User 1 reading notification A, should not make that notification to be marked as read for User 2.<\/li>\r\n\t<li>Notifications should be easy to create from an engineering perspective.<\/li>\r\n\t<li>Notifications should know how to update themselves (more on this in the fingerprinting section)<\/li>\r\n<\/ul>\r\n<h4>Version 1 \u2013 Naive Version<\/h4>\r\n<p><img class=\"alignnone size-full wp-image-97301\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-30-at-5.38.25-PM.png\" alt=\"\" width=\"1250\" height=\"244\" \/><\/p>\r\n<p><img class=\"alignnone size-full wp-image-97307\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-30-at-5.38.43-PM.png\" alt=\"\" width=\"1248\" height=\"208\" \/><\/p>\r\n<p>This is the naive Notification Center prototype. It works but is clearly deficient in many ways.<\/p>\r\n<ul>\r\n\t<li>You can\u2019t update (or add new information) into an existing Notification easily as there\u2019s no easy way to parse what is already in there (since title and description are Strings).<\/li>\r\n\t<li>Secondly, if it references Iterable data such as a List or Workflow, the name of that List or Workflow could change so the description might end up being something like \u201cYour Old List Name list has been updated\u201d.<\/li>\r\n\t<li>Lastly, there\u2019s no way of mapping multiple notifications to to the same event and just updating an occurrence count.<\/li>\r\n<\/ul>\r\n<h4>Version 2 - Notification Context<\/h4>\r\n<p>From the main Iterable app, we wanted to make it as easy as possible to notify the notification center service of anything new. So the interface looks something like this:<\/p>\r\n<p><img class=\"alignnone size-full wp-image-97313\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-30-at-5.38.55-PM.png\" alt=\"\" width=\"1250\" height=\"136\" \/><\/p>\r\n<p>We iterated on this and introduced a <code>NotificationContext<\/code> that is an interface that each type of notification will generate. Many of its functions take in the <code>Notification<\/code> parent with the metadata so we can dynamically generate things like the description based on all the data available to us.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-97319\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-30-at-5.39.19-PM.png\" alt=\"\" width=\"1250\" height=\"280\" \/><\/p>\r\n<p><img class=\"alignnone size-full wp-image-97325\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-30-at-5.39.31-PM.png\" alt=\"\" width=\"1248\" height=\"464\" \/><\/p>\r\n<h4>Fingerprinting and Updating<\/h4>\r\n<p>One key is the introduction of fingerprinting our notifications so we know what \u201cmaps\u201d to the same notification. In other words, we decide on the granularity of each notification. For instance, let\u2019s say we have many workflow webhook errors going on, and each webook has a different URL but they are all part of the same workflow.<\/p>\r\n<p>Now we can do something like:<\/p>\r\n<p><img class=\"alignnone size-full wp-image-97331\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-30-at-5.45.48-PM.png\" alt=\"\" width=\"1250\" height=\"714\" \/><\/p>\r\n<p>This would generate a notification per workflow, per project. As seen from the code above, it knows how to update itself so that when the fingerprints match, we know that we are updating an existing notification and not creating a new one, and the <code>NotificationContext<\/code> knows how to update itself.<\/p>\r\n<h4>Dynamic Rendering of Description and Title<\/h4>\r\n<p>Among other fields, the description and title are now functions which means we have separated the persistence of data the notification needs, from the transformation of that into a human readable string. The only downside is that we need to store things like the workflow name.<\/p>\r\n<p>The other downside is that perhaps the user might delete some of the WorkflowCampaignIds we reference, so the resulting notification can be invalid in the sense that it describes or references deleted \/ non-existent data.<\/p>\r\n<h4>Latest Version<\/h4>\r\n<p>But we still faced the issue of how we would be able to make sure that any references to Iterable data (which could change) was up to date. Referenced names and counts of Lists and such could change so we needed a way to dynamically retrieve that data and couldn\u2019t store it just as Strings.<\/p>\r\n<p>The solution was to introduce a rendering step. So upon <code>getNotifications()<\/code>, we would get the notifications from the database, then render them before returning them to the front-end.<\/p>\r\n<h4>Iterable Dependencies<\/h4>\r\n<p>We introduce an explicit dependencies field where we note what data we need to fetch from Iterable.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-97337\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-30-at-5.40.11-PM.png\" alt=\"\" width=\"1248\" height=\"172\" \/><\/p>\r\n<p>We also add in a rendering service class that does the actual rendering. In short, it fetches the <code>dependencies<\/code> needed for any notification. If the dependencies cannot be fetched or is found to be deleted, we mark that notification as invalid and delete it.<\/p>\r\n<p>For instance, a notification may reference a campaign that was deleted, so that notification should be deleted. We want our notifications to not only be dynamic in being able to update itself, but accurately reflect the state of Iterable data as well.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-97343\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-30-at-5.40.20-PM.png\" alt=\"\" width=\"1248\" height=\"172\" \/><\/p>\r\n<h4>Accurate Dynamic Rendering<\/h4>\r\n<p>Now, the data we need to persist for capturing the statistics of a notification is completely separate from our decision in how to render that. Now in our <code>WorkflowWebhookNotificationContext<\/code> we can refer to the latest workflow name and other properties based on the fetched dependencies.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-97349\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2022\/01\/Screen-Shot-2022-01-30-at-5.40.38-PM.png\" alt=\"\" width=\"1246\" height=\"926\" \/><\/p>\r\n<h3>Other Considerations<\/h3>\r\n<p>We knew that this design was going to lead to a high write, low read load on our Postgres database. Upon <code>IterableNotificationCenterService.notify()<\/code>, many of those calls may map to the same stored notification (same fingerprint) so we could have dirty reads or lost writes.<\/p>\r\n<p>There are other optimizations we could make in the future, but at the time we decided it was best to have less captured notifications than to allow for invalid notifications (lost writes, where the data in the notification isn\u2019t consistent) so we used a transaction level of repeatable reads for all update notification calls.<\/p>\r\n<p>There are other features of the notification center as well (such as being able to change the <code>notificationLevel<\/code> from warning to errors based on custom thresholds\u2026etc.) but at a high-level, we hope this shows how we went from generating static, string based notifications to dynamic, actionable notifications that help the user gain visibility and control as well as make it easy for engineers to add new notification classes or modify existing ones.<\/p>","post_title":"Implementing the Notification Center","post_excerpt":"The goal of the Notification Center is to provide an actionable, dynamic feedback system that alerts Iterable users. Here's a rundown.","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"implementing-the-notification-center","to_ping":"","pinged":"","post_modified":"2022-03-22 14:10:09","post_modified_gmt":"2022-03-22 21:10:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=97299","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 27, 2018","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"filter":"raw","term_order":"2"}],"term_slugs":["blog-post"],"term_names":["Blog Post"],"thumbnail":"","url":"https:\/\/iterable.com\/blog\/implementing-the-notification-center\/"},{"ID":4231,"post_author":"7","post_date":"2018-07-24 15:32:04","post_date_gmt":"2018-07-24 15:32:04","post_content":"<p>As marketers, we focus almost exclusively on the science of personalization\u2014gathering the data, setting up segments and triggers, figuring out the mechanics of automating emails, creating and testing the email content and coordinating with other channels to create an <a href=\"https:\/\/iterable.com\/blog\/3-steps-omni-channel-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">omni-channel approach<\/a>.<\/p>\r\n<p>We aren't as well versed in the art of personalization\u2014the ideas and practices that guide our hands as we set up our personalization plans.<\/p>\r\n<p>Why not?<\/p>\r\n<p>Mainly because it's harder, especially now that many ESPs and <a href=\"https:\/\/iterable.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">growth marketing platforms<\/a> make personalization as easy as \"drag and drop.\"<\/p>\r\n<p>However, art and science work hand-in-hand to deliver the kinds of results that will lead you to your goal for your personalization efforts: \"<a href=\"https:\/\/www.onlyinfluencers.com\/email-marketing-blog-posts\/best-practice-email-strategy\/entry\/kath-pay-transition-to-helpful-marketing-this-holiday-season\" target=\"_blank\" rel=\"noopener noreferrer\">helpful marketing<\/a>\" that enhances your customer's experience along the entire journey, using all the marketing channels available to you.<\/p>\r\n<h4>The Art of Personalization<\/h4>\r\n<blockquote>\r\n<p>\u201c<em>Personalization is a strategy, a marketing tool and an art. It brings focus to your message and delivers an experience that is customer-oriented and relevant<\/em>.\u201d ~ Christian Ricci, Chia Monkey<\/p>\r\n<\/blockquote>\r\n<p>That\u2019s right, think about it. The reason why you\u2019re reading this article is that you want to enhance your customer\u2019s experience. This is your objective. Personalization itself is mainly a collection of tactics. That's the science aspect. The art comes in how you use those tactics. In other words, it's the strategy guiding your use of those tactics.<\/p>\r\n<p>We've seen what happens when you neglect the art of personalization and just focus on the science. You've probably heard <a href=\"https:\/\/www.forbes.com\/sites\/kashmirhill\/2012\/02\/16\/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did\/#1a79e83c6668\" target=\"_blank\" rel=\"noopener noreferrer\">the apocryphal story<\/a> about a Minneapolis man who learned his teenage daughter was pregnant because Target sent her coupons for baby-related products, all based on her purchase history.<\/p>\r\n<p>Target lived up to its name with this offer, and that's where it went off the rails. Instead of mixing its relevant content with unrelated offers, it sent a highly targeted offer via direct mail.<\/p>\r\n<p>Although some <a href=\"https:\/\/www.kdnuggets.com\/2014\/05\/target-predict-teen-pregnancy-inside-story.html\" target=\"_blank\" rel=\"noopener noreferrer\">have cast doubt<\/a> on the specific circumstances of this story, the science of Target's deep-data personalization strategy is well known among data scientists. Target got the science right, but not the art\u2014the battle plan that guides your use of those tactics in helping you achieve your goals. I'll explain why in the next section.<\/p>\r\n<p>In this discussion of personalization as both an art and a science, I talk about art first because the art guides the science. Figuring out tactics is easier, but neglecting strategy for tactics will lead to disaster.<\/p>\r\n<h4>Overt Versus Covert Personalization<\/h4>\r\n<p>Your strategy will help you decide whether to use more obvious personalization (overt) or less obvious (covert). This is how the art guides the science. You\u2019ll probably end up using both within your entire digital program\u2014each one will be appropriate at different times and in different channels. A true omni-channel marketing approach gives you that flexibility.<\/p>\r\n<ul>\r\n\t<li><strong>Overt personalization<\/strong> shows the recipient clearly that the email is meant for her and her alone. It uses data such as name, location, behavior, purchases, recommendations and other sources and often will explicitly reference them somehow (i.e. \u201cRecommended for you.\u201d)<\/li>\r\n\t<li><strong>Covert personalization<\/strong> is subtle. Use this approach when your customers might see an overt use of data as creepy, especially if you're using third-party data that they might not expect you to have, such as their behavior on other brands' websites. The beauty of this approach is that you can\u2019t get it wrong.<\/li>\r\n<\/ul>\r\n<p>You avoid the creepiness factor when your covert data makes your email look like serendipity. Your customer thinks, \"Wow! This email totally gets me!\" Not, \"Ewww\u2014how did they know that about me?\"<\/p>\r\n<h4>Overt? Covert? Both?<\/h4>\r\n<p><strong>When covert beats overt<\/strong>: In Target's case, the company used overt tactics when covert personalization would have avoided disaster. Had Target mixed its pregnancy offers in with less personalized content, it would not have outed the teen's condition. Serendipity is often more effective than in-your-face content.<\/p>\r\n<p><strong>When to use both<\/strong>: Browse-abandon emails can use either overt or covert personalization or both. Show the customer the item she browsed and link back to the product page. Or, turn the email into a newsletter and mix general content with browsed products.<\/p>\r\n<p>The examples below show you what each tactic looks like in email.<\/p>\r\n<h3>Overt Personalization: Crate and Barrel<\/h3>\r\n\r\n[caption id=\"attachment_4234\" align=\"alignnone\" width=\"381\"]<img class=\"size-full wp-image-4234\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/cratebarrel.png\" alt=\"Crate &amp; Barrel personalization email screenshot\" width=\"381\" height=\"547\" \/> <em>Crate &amp; Barrel uses overt personalization with this cart abandonment email reminder.<\/em>[\/caption]\r\n\r\n<p>Only the product image is personalized, but this email clearly intends to nudge the shopper to buy: the hero image shows the browsed product, and the \"Shop Now\" button links back to its sales page on the website.<\/p>\r\n<p>The service focus (\"We're here to help\" overshadows \"Shop Now\") makes this email feel more like a helpful reminder than a sales push.<\/p>\r\n<h3>Covert Personalization: Secret Escapes<\/h3>\r\n\r\n[caption id=\"attachment_4236\" align=\"alignnone\" width=\"535\"]<img class=\"size-full wp-image-4236\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/secretescapes.png\" alt=\"Secret Escapes personalization email screenshot\" width=\"535\" height=\"916\" \/> <em>Secret Escapes keeps it subtle with this email newsletter.<\/em>[\/caption]\r\n\r\n<p>This travel newsletter packages browsed offers in a newsletter format without obvious reminders that they had been previously browsed. The CTA (\"View Deal\") invites curiosity rather than asking for a higher commitment, such as \"Book Now.\"<\/p>\r\n<h4>Personalization Clearly Improves Email Performance...<\/h4>\r\n<blockquote>\r\n<p>\"<em>Personalization has already been proven to have real impact on a company\u2019s bottom line. Research shows that it can reduce acquisition costs by as much as 50 percent, lift revenues up to 15 percent, and increase the efficiency of marketing spend by as much as 30 percent.<\/em>\" ~ \"<a href=\"https:\/\/iterable.com\/blog\/7-growth-marketing-predictions-2018\/\" target=\"_blank\" rel=\"noopener noreferrer\">7 Growth Marketing Predictions for 2018<\/a>,\" Iterable\u2019s Growth Marketing Blog<\/p>\r\n<\/blockquote>\r\n<p>Iterable predicts that marketers who rely on \"one size fits all\" marketing will get left behind by those who adopt hyper-personalized messaging, such as Spotify's year-end playlist wrap-ups.<\/p>\r\n\r\n[caption id=\"attachment_4237\" align=\"alignnone\" width=\"939\"]<img class=\"wp-image-4237 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/spotify1.png\" alt=\"Spotify personalization screenshot\" width=\"939\" height=\"372\" \/> <em>Spotify takes personalization to the next level with their year-end playlists.<\/em>[\/caption]\r\n\r\n<h4>...But Marketers Vary in Their Abilities to Personalize<\/h4>\r\n<p>My company's latest study, \"<a href=\"https:\/\/www.holisticemailmarketing.com\/insights\/email-marketing-personalisation-report\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email Marketing Personalisation<\/a>,\" asked 203 marketers to rate their personalization efforts. Here are two findings:<\/p>\r\n\r\n[caption id=\"attachment_4235\" align=\"alignnone\" width=\"939\"]<img class=\"wp-image-4235 size-full\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/currentability.png\" alt=\"Holistic Email Marketing personalization stat\" width=\"939\" height=\"495\" \/> <em>Source: Holistic Email Marketing<\/em>[\/caption]\r\n\r\n<ul>\r\n\t<li><strong>Almost everyone personalizes something<\/strong>: Almost half of marketers use basic segmentation, while the next-largest group of marketers uses advanced forms.<\/li>\r\n\t<li><strong>Metrics matter<\/strong>: All marketers who measured personalization using results-oriented metrics, such as customer lifetime value along with campaign metrics like clicks and conversions saw a lift, while 89% of those who used only campaign metrics saw a lift.<\/li>\r\n<\/ul>\r\n<h4>Bringing Art and Science Together for Personalization<\/h4>\r\n<p>Follow this order when creating a personalization plan:<\/p>\r\n<ol>\r\n\t<li><strong>Determine the objective<\/strong>. Which business challenge must you resolve through personalization? Potentially it is, \"enhance the customer experience by providing more relevant email communications.\"<\/li>\r\n\t<li><strong>Develop the strategy<\/strong>. Introduce personalization by deciding which personalized communications will achieve your objective.<\/li>\r\n\t<li><strong>Choose the tactics<\/strong> that carry out your strategy. As I noted before, you must always lead with strategy, which will support your objective.<\/li>\r\n<\/ol>\r\n<h4>Wrapping Up: Remember That Personalization Is an Omni-Channel Customer Tactic<\/h4>\r\n<p>Keep this in mind: It is not a campaign tactic or even a channel-specific tactic. It's a customer tactic. As such, you must implement and measure it through the customer journey and lifecycle.<\/p>\r\n<p>This means focusing on the complete customer journey across all of your marketing channels, not just on one channel. Although I am discussing personalization in email in this post, your best results come when you coordinate and personalize across all channels.<\/p>","post_title":"Personalization: It's Both an Art and a Science","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"personalization-art-science","to_ping":"","pinged":"","post_modified":"2020-11-10 22:45:11","post_modified_gmt":"2020-11-11 06:45:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?p=4231","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Blog Post","pretty_date":"July 24, 2018","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2018\/07\/ITE_ArtOfPersonalization_BlogImage_L1R1-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Personalization illustration of woman at a desk working on her computer\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/ITE_ArtOfPersonalization_BlogImage_L1R1-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/ITE_ArtOfPersonalization_BlogImage_L1R1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/ITE_ArtOfPersonalization_BlogImage_L1R1-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/ITE_ArtOfPersonalization_BlogImage_L1R1-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/ITE_ArtOfPersonalization_BlogImage_L1R1-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/ITE_ArtOfPersonalization_BlogImage_L1R1-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/07\/ITE_ArtOfPersonalization_BlogImage_L1R1-162x108.png 162w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/personalization-art-science\/"},{"ID":9219,"post_author":"97","post_date":"2018-07-12 02:43:52","post_date_gmt":"2018-07-12 02:43:52","post_content":"<p>Curology leverages Iterable to engage customers and personalize their journey to improve retention.<\/p>","post_title":"How Curology Makes Its Marketing as Personalized as Its Product","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-curology-makes-its-marketing-as-personalized-as-its-product","to_ping":"","pinged":"","post_modified":"2018-07-12 02:43:52","post_modified_gmt":"2018-07-12 02:43:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=5122","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"July 12, 2018","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/how-curology-makes-its-marketing-as-personalized-as-its-product\/"},{"ID":9220,"post_author":"97","post_date":"2018-07-01 18:41:27","post_date_gmt":"2018-07-01 18:41:27","post_content":"<p>Learn how Box is building a best-in-class customer experience for over 60% of the Fortune 500 by using Iterable's growth marketing platform.<\/p>","post_title":"3 Lessons From Box on Building an Engaging Customer Journey","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"3-lessons-from-box-on-building-an-engaging-customer-journey","to_ping":"","pinged":"","post_modified":"2018-07-01 18:41:27","post_modified_gmt":"2018-07-01 18:41:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=4985","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"July 01, 2018","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/3-lessons-from-box-on-building-an-engaging-customer-journey\/"},{"ID":9221,"post_author":"97","post_date":"2018-07-01 17:58:24","post_date_gmt":"2018-07-01 17:58:24","post_content":"<p>Zillow easily creates audience segments and targeted workflows which helps move them towards personalization at scale.<\/p>","post_title":"Move Fast, Think Big: How Zillow Makes Personalization Easy","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"move-fast-think-big-how-zillow-makes-personalization-easy","to_ping":"","pinged":"","post_modified":"2018-07-01 17:58:24","post_modified_gmt":"2018-07-01 17:58:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=4984","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"July 01, 2018","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/move-fast-think-big-how-zillow-makes-personalization-easy\/"},{"ID":9222,"post_author":"97","post_date":"2018-06-01 18:50:07","post_date_gmt":"2018-06-01 18:50:07","post_content":"<p>Autolist empowers users in making smarter car buying decisions and they leverage Iterable to drive personalization at scale seeing a 30% lift in Clicks-to-Opens.<\/p>","post_title":"How Autolist Drives Personalization at Scale With Workflows","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-autolist-drives-personalization-at-scale-with-workflows","to_ping":"","pinged":"","post_modified":"2018-06-01 18:50:07","post_modified_gmt":"2018-06-01 18:50:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=4988","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"June 01, 2018","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/how-autolist-drives-personalization-at-scale-with-workflows\/"},{"ID":11359,"post_author":"41","post_date":"2018-01-03 03:36:19","post_date_gmt":"2018-01-03 11:36:19","post_content":"<p>We analyzed the email strategies of the top 100 internet retailers in the U.S. to study how they engage their customers.<\/p>\r\n<p>We note what everyone is doing across the board, as well as what specific companies are doing right and what they can improve.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Onboarding, shopping cart abandonment, blast campaigns<\/li>\r\n\t<li>Case studies with real-life examples from industry leaders<\/li>\r\n\t<li>Recommendations on how to make your emails stand out<\/li>\r\n<\/ul>","post_title":"The User Engagement Top 100 Report Email Marketing in E-Commerce","post_excerpt":"User Engagement Top 100 E-commerce Report\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-marketing-in-ecommerce","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:16","post_modified_gmt":"2021-02-24 19:00:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/email-marketing-in-ecommerce\/","menu_order":47,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"333\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_Email_Marketers_LP_Banner_L1R1-768x333.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_Email_Marketers_LP_Banner_L1R1-768x333.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_Email_Marketers_LP_Banner_L1R1-300x130.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_Email_Marketers_LP_Banner_L1R1-1024x444.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_Email_Marketers_LP_Banner_L1R1-124x54.png 124w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_Email_Marketers_LP_Banner_L1R1-249x108.png 249w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_Email_Marketers_LP_Banner_L1R1.png 1092w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/email-marketing-in-ecommerce\/"},{"ID":11357,"post_author":"41","post_date":"2018-01-03 03:36:18","post_date_gmt":"2018-01-03 11:36:18","post_content":"<p>We evaluated the omni-channel messaging strategies of the top 100 U.S. subscription retailers to uncover how they engage users across the customer journey.<\/p>\r\n<p>Download our latest report to learn how these leading subscription retailers consistently retain their subscribers month after month.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Real-world messaging examples from the leading subscription retailers<\/li>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Insight into how marketing strategies are being adopted across the industry<\/li>\r\n\t<li class=\"m_9004352173672310628gmail-lplh-31 lplh-29\">Recommendations on how to develop effective campaigns across the customer journey<\/li>\r\n<\/ul>","post_title":"Growth Marketing for Subscription Retailers","post_excerpt":"User Engagement Top 100 Report","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"subscription-retailers-report","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:16","post_modified_gmt":"2021-02-24 19:00:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/subscription-retailers-report\/","menu_order":49,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/052318_Subscription-Services-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Box and customer icons to depict interactivity for subscription retailers\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/052318_Subscription-Services-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/052318_Subscription-Services-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/052318_Subscription-Services-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/052318_Subscription-Services-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/052318_Subscription-Services-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/052318_Subscription-Services-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/052318_Subscription-Services-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/052318_Subscription-Services.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/subscription-retailers-report\/"},{"ID":11356,"post_author":"41","post_date":"2018-01-03 03:36:16","post_date_gmt":"2018-01-03 11:36:16","post_content":"<p>Ever since the term \u201comni-channel\u201d was first coined years ago, marketing technology vendors have over-promised and under-delivered on providing businesses with this holy grail of brand ubiquity.<\/p>\r\n<p>Technology has finally caught up with all the promises and can now turn them into action. In this no-nonsense guide, we explain why the conversation around omni-channel marketing has changed and how you can transform your marketing strategy to adapt to these new, exciting times.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>The three major technical roadblocks to achieving omni-channel relevance<\/li>\r\n\t<li>Why standard marketing automation tools have failed marketers<\/li>\r\n\t<li>Practical advice on creating a personalized customer experience<\/li>\r\n<\/ul>","post_title":"The No-Nonsense Guide to Achieving Omni Channel Relevance","post_excerpt":"Transform Your Marketing Strategy","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"no-nonsense-omni-channel-guide","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:16","post_modified_gmt":"2021-02-24 19:00:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/no-nonsense-omni-channel-guide\/","menu_order":50,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"600\" height=\"400\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource-162x108.png 162w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/no-nonsense-omni-channel-guide\/"},{"ID":11354,"post_author":"41","post_date":"2018-01-03 03:36:15","post_date_gmt":"2018-01-03 11:36:15","post_content":"<p>Growth marketers today need to create personalized, omni-channel experiences at scale if they want to effectively engage their customers. Inside this guide, we share best practices when it comes to captivating customers consistently across different communication channels.<\/p>\r\n<p>Download the Growth Marketer\u2019s Playbook to learn how you can maximize relevance across email, direct mail, mobile, web push and social media.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Insight into the essential marketing channels for customer engagement<\/li>\r\n\t<li>Why segmentation and personalization are key to captivating audiences<\/li>\r\n\t<li>Strategic recommendations to seamlessly facilitate a meaningful customer journey<\/li>\r\n<\/ul>","post_title":"The Growth Marketer's Playbook for Achieving Omni-Channel Relevance","post_excerpt":"Achieving True Cross-Channel Relevance at Scale","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"growth-marketers-playbook","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:17","post_modified_gmt":"2021-02-24 19:00:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/growth-marketers-playbook\/","menu_order":52,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/12\/Whitepaper_Sep2017_The-Growth-Marketers-Playbook-to-Achieving-Omni-Channel-Relevance-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/12\/Whitepaper_Sep2017_The-Growth-Marketers-Playbook-to-Achieving-Omni-Channel-Relevance-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/12\/Whitepaper_Sep2017_The-Growth-Marketers-Playbook-to-Achieving-Omni-Channel-Relevance-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/12\/Whitepaper_Sep2017_The-Growth-Marketers-Playbook-to-Achieving-Omni-Channel-Relevance-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/12\/Whitepaper_Sep2017_The-Growth-Marketers-Playbook-to-Achieving-Omni-Channel-Relevance-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/12\/Whitepaper_Sep2017_The-Growth-Marketers-Playbook-to-Achieving-Omni-Channel-Relevance-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/12\/Whitepaper_Sep2017_The-Growth-Marketers-Playbook-to-Achieving-Omni-Channel-Relevance-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/12\/Whitepaper_Sep2017_The-Growth-Marketers-Playbook-to-Achieving-Omni-Channel-Relevance-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/12\/Whitepaper_Sep2017_The-Growth-Marketers-Playbook-to-Achieving-Omni-Channel-Relevance.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/growth-marketers-playbook\/"},{"ID":11353,"post_author":"41","post_date":"2018-01-03 03:36:13","post_date_gmt":"2018-01-03 11:36:13","post_content":"<p>We\u2019ve examined the universal problems that all education marketers are facing at their respective institutions\u2014maximizing new student enrollment and alumni donations.<\/p>\r\n<p>Download our education-focused guide to learn how to start designing the immersive marketing strategy that aligns and coordinates messages to prospective students and donors at all the right moments.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How old marketing technologies are negating education marketers<\/li>\r\n\t<li>Why you should upgrade your marketing stack<\/li>\r\n\t<li>The value behind omni-channel relevance from the educational marketer\u2019s perspective<\/li>\r\n<\/ul>","post_title":"The Growth Marketer's Guide to Education","post_excerpt":"Maximizing Enrollment and Alumni\r\n","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"growth-marketers-guide-education","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:17","post_modified_gmt":"2021-02-24 19:00:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/growth-marketers-guide-education\/","menu_order":53,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/10\/101917_Introducing-The-Growth-Marketer\u2019s-Guide-to-Education-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/10\/101917_Introducing-The-Growth-Marketer\u2019s-Guide-to-Education-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/10\/101917_Introducing-The-Growth-Marketer\u2019s-Guide-to-Education-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/10\/101917_Introducing-The-Growth-Marketer\u2019s-Guide-to-Education-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/10\/101917_Introducing-The-Growth-Marketer\u2019s-Guide-to-Education-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/10\/101917_Introducing-The-Growth-Marketer\u2019s-Guide-to-Education-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/10\/101917_Introducing-The-Growth-Marketer\u2019s-Guide-to-Education-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/10\/101917_Introducing-The-Growth-Marketer\u2019s-Guide-to-Education-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/10\/101917_Introducing-The-Growth-Marketer\u2019s-Guide-to-Education.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/growth-marketers-guide-education\/"},{"ID":11351,"post_author":"41","post_date":"2018-01-03 03:36:11","post_date_gmt":"2018-01-03 11:36:11","post_content":"<p>Are you considering a new growth marketing platform but hear things like--Our current solution is good enough, or we should build something in-house instead\u2026? We\u2019re here to help.<\/p>\r\n<p>Use our new guide on upgrading your growth marketing platform to navigate common pitfalls, shepherd your organization through the selection process and engage key stakeholders along the way.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to address and overcome common objections<\/li>\r\n\t<li>How to win over key stakeholders including the CEO, CMO and engineering<\/li>\r\n\t<li>The key questions to ask yourself when evaluating growth marketing platforms<\/li>\r\n<\/ul>","post_title":"A Guide to Upgrading Your Growth Marketing Platform","post_excerpt":"Explore our buyer's guide and see if you're ready to level up!","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"upgrading-your-growth-marketing-platform","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:17","post_modified_gmt":"2021-02-24 19:00:17","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/upgrading-your-growth-marketing-platform\/","menu_order":55,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/ITE_Buyers_Guide_BlogImage_L1R1-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/ITE_Buyers_Guide_BlogImage_L1R1-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/ITE_Buyers_Guide_BlogImage_L1R1-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/ITE_Buyers_Guide_BlogImage_L1R1-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/ITE_Buyers_Guide_BlogImage_L1R1-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/ITE_Buyers_Guide_BlogImage_L1R1-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/ITE_Buyers_Guide_BlogImage_L1R1-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/ITE_Buyers_Guide_BlogImage_L1R1-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/ITE_Buyers_Guide_BlogImage_L1R1.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/upgrading-your-growth-marketing-platform\/"},{"ID":11350,"post_author":"41","post_date":"2018-01-03 03:36:09","post_date_gmt":"2018-01-03 11:36:09","post_content":"<p>Get tips on creating high-performing shopping cart abandonment campaigns that boost revenue with our guide. Here's what you'll find inside:<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li class=\"lplh-31\">A framework for cart abandonment campaigns<\/li>\r\n\t<li class=\"lplh-31\">Signals and levers available for your campaigns<\/li>\r\n\t<li class=\"lplh-31\">Best practices for implementing and testing<\/li>\r\n\t<li class=\"lplh-31\">Steps to get started with cart abandonment<\/li>\r\n<\/ul>","post_title":"Shopping Cart Abandonment Campaigns","post_excerpt":"Shopping Cart Abandonment Campaigns: The growth marketer's guide to converting shopping carts","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"shopping-cart-abandonment","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:18","post_modified_gmt":"2021-02-24 19:00:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/shopping-cart-abandonment\/","menu_order":56,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/01\/012318_Shopping-Cart-Abandonment-Email-Strategies-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Shopping cart abandonment icon with a question mark above it\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/01\/012318_Shopping-Cart-Abandonment-Email-Strategies-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/01\/012318_Shopping-Cart-Abandonment-Email-Strategies-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/01\/012318_Shopping-Cart-Abandonment-Email-Strategies-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/01\/012318_Shopping-Cart-Abandonment-Email-Strategies-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/01\/012318_Shopping-Cart-Abandonment-Email-Strategies-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/01\/012318_Shopping-Cart-Abandonment-Email-Strategies-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/01\/012318_Shopping-Cart-Abandonment-Email-Strategies-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/01\/012318_Shopping-Cart-Abandonment-Email-Strategies.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/shopping-cart-abandonment\/"},{"ID":11349,"post_author":"41","post_date":"2018-01-03 03:36:08","post_date_gmt":"2018-01-03 11:36:08","post_content":"<p>Gamification is becoming a key strategy for e-commerce companies, from developing loyalty programs to creating an urgency to buy.<\/p>\r\n<p>Hit all the right psychological triggers of your customers by acting like a gaming company and building a captivating brand.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Strategies to align your messaging to user behavior<\/li>\r\n\t<li>Tips to energize the shopping experience from inbox to checkout<\/li>\r\n\t<li>3 tried-and-true steps to keep customers coming back<\/li>\r\n<\/ul>","post_title":"Gamifying Your Business","post_excerpt":"GAME ON: What E-Commerce Can Learn From the Top 100 Mobile Games","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"game-on","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:18","post_modified_gmt":"2021-02-24 19:00:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/game-on\/","menu_order":57,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"329\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/GameOn_LP_Image_L2R1-768x329.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/GameOn_LP_Image_L2R1-768x329.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/GameOn_LP_Image_L2R1-300x129.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/GameOn_LP_Image_L2R1-1024x439.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/GameOn_LP_Image_L2R1-126x54.png 126w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/GameOn_LP_Image_L2R1-252x108.png 252w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/05\/GameOn_LP_Image_L2R1.png 1092w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/game-on\/"},{"ID":11348,"post_author":"41","post_date":"2018-01-03 03:36:06","post_date_gmt":"2018-01-03 11:36:06","post_content":"<p>If you\u2019ve ever wondered, \u201cHow am I doing?\u201d when it comes to implementing an omni-channel marketing strategy -- you're not alone. Providing a relevant, engaging customer experience across all channels is easier said than done, and it can be challenging to gauge how well you\u2019re performing..<\/p>\r\n<p>Download our our readiness assessment to determine the current state of your marketing organization, as well as actionable next steps on the journey to omni-channel marketing.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>How to dramatically improve your marketing relevance across channels<\/li>\r\n\t<li>How to evaluate your customer segmentation, message personalization and team alignment<\/li>\r\n\t<li>What actions you can take now to set your business up for success<\/li>\r\n<\/ul>","post_title":"Omni-Channel Maturity Assessment","post_excerpt":"Is Your Marketing Strategy Truly Omni-Channel?","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"omni-channel-maturity-assessment","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:18","post_modified_gmt":"2021-02-24 19:00:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/omni-channel-maturity-assessment\/","menu_order":58,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"600\" height=\"400\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/11\/Video_Nov2017_No-Nonsense-Strategy-for-Achieving-Omni-Channel-Relevance_resource-162x108.png 162w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/omni-channel-maturity-assessment\/"},{"ID":11347,"post_author":"41","post_date":"2018-01-03 03:36:05","post_date_gmt":"2018-01-03 11:36:05","post_content":"<p>Email marketing continues to be the best digital channel for ROI, so improving email performance with key metrics is of the utmost importance.<\/p>\r\n<p>In this guide, Iterable has partnered with SparkPost to help you implement high-performing email campaigns.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>The pivotal metrics used by email marketers, engineers and executives<\/li>\r\n\t<li>Industry-standard benchmarks for engagement, deliverability and performance<\/li>\r\n\t<li>How Iterable and SparkPost\u2019s joint solution can meet your needs<\/li>\r\n<\/ul>","post_title":"The Growth Marketer's Guide to Email Metrics","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-metrics","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:45","post_modified_gmt":"2021-02-24 19:00:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/email-metrics\/","menu_order":59,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"450\" height=\"300\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/IntroducingEmailMetricsGuide.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/IntroducingEmailMetricsGuide.png 450w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/IntroducingEmailMetricsGuide-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/IntroducingEmailMetricsGuide-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/IntroducingEmailMetricsGuide-162x108.png 162w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/email-metrics\/"},{"ID":11346,"post_author":"41","post_date":"2018-01-03 03:36:04","post_date_gmt":"2018-01-03 11:36:04","post_content":"<p>Forrester\u2019s Total Economic Impact\u2122 study examines Iterable\u2019s financial impact on a marketing organization and the potential return on investment (ROI) by deploying Iterable.<\/p>\r\n<p>Iterable\u2019s truly cross-channel solution enables marketers to reduce dependencies on engineering and drive increased engagement and revenue through personalization and multi-channel campaigns.<\/p>\r\n<ul>\r\n\t<li>Using Iterable increased abandoned shopping cart recovery by 20%<\/li>\r\n\t<li>Switching to Iterable resulted in a 15% YoY increase in the number of messages sent<\/li>\r\n\t<li>Investing in Iterable yielded a 700% ROI due to increased revenue<\/li>\r\n<\/ul>","post_title":"The Total Economic Impact of Iterable","post_excerpt":"A commissioned study conducted by Forrester Consulting","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"forrester-tei","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:45","post_modified_gmt":"2021-02-24 19:00:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/forrester-tei\/","menu_order":60,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/03\/ITE_ForresterGuide_Blog_1500x1000-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"Forrester TEI Iterable\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/03\/ITE_ForresterGuide_Blog_1500x1000-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/03\/ITE_ForresterGuide_Blog_1500x1000-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/03\/ITE_ForresterGuide_Blog_1500x1000-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/03\/ITE_ForresterGuide_Blog_1500x1000-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/03\/ITE_ForresterGuide_Blog_1500x1000-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/03\/ITE_ForresterGuide_Blog_1500x1000-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/03\/ITE_ForresterGuide_Blog_1500x1000-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/03\/ITE_ForresterGuide_Blog_1500x1000.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/forrester-tei\/"},{"ID":11345,"post_author":"41","post_date":"2018-01-03 03:36:02","post_date_gmt":"2018-01-03 11:36:02","post_content":"<p>We analyzed the push messaging strategies of the top 100 freemium mobile games in the U.S. to study how they communicate with their users.<\/p>\r\n<p>We note how and when pushes were sent, as well as how push strategy varied by game genre.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Insightful statistics about the country's top grossing mobile games<\/li>\r\n\t<li>Case studies with real-life examples of gaming push notifications<\/li>\r\n\t<li>Recommendations on how to make your pushes stand out<\/li>\r\n<\/ul>","post_title":"The Growth Marketing Guide for Mobile Gaming","post_excerpt":"Top User Engagement Report for Mobile Gaming","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"mobile-gaming","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:46","post_modified_gmt":"2021-02-24 19:00:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/mobile-gaming\/","menu_order":61,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"333\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_MobileGaming_LP_Image_L1R1-768x333.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_MobileGaming_LP_Image_L1R1-768x333.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_MobileGaming_LP_Image_L1R1-300x130.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_MobileGaming_LP_Image_L1R1-1024x444.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_MobileGaming_LP_Image_L1R1-125x54.png 125w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_MobileGaming_LP_Image_L1R1-249x108.png 249w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/04\/ITE_MobileGaming_LP_Image_L1R1.png 1091w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/mobile-gaming\/"},{"ID":11344,"post_author":"41","post_date":"2018-01-03 03:36:01","post_date_gmt":"2018-01-03 11:36:01","post_content":"<p>Did you know over 75% of online shopping carts are abandoned on e-commerce sites? As more consumers are browsing across multiple devices, it\u2019s exceedingly more difficult to convert their actions into cash. Are you thinking about the complicated checkout process requiring an account creation?<\/p>\r\n<p>We\u2019ve created a helpful checklist with the top five best practices you should follow to recover more abandoned shopping carts.<\/p>\r\n<p><strong>Here's what you'll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>Most common reasons for abandoned shopping carts<\/li>\r\n\t<li>Tips on how to personalize the experience for your customers<\/li>\r\n\t<li>The benefits of using a truly omni-channel marketing platform<\/li>\r\n<\/ul>","post_title":"Convert More Abandoned Shopping Carts Into Cash","post_excerpt":"5 growth marketing best practices you should follow","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"shopping-cart-abandonment-checklist","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:46","post_modified_gmt":"2021-02-24 19:00:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/shopping-cart-abandonment-checklist\/","menu_order":62,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/12\/Whitepaper_2016_The-Growth-Marketers-Guide-to-Shopping-Cart-Abandonment-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/12\/Whitepaper_2016_The-Growth-Marketers-Guide-to-Shopping-Cart-Abandonment-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/12\/Whitepaper_2016_The-Growth-Marketers-Guide-to-Shopping-Cart-Abandonment-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/12\/Whitepaper_2016_The-Growth-Marketers-Guide-to-Shopping-Cart-Abandonment-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/12\/Whitepaper_2016_The-Growth-Marketers-Guide-to-Shopping-Cart-Abandonment-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/12\/Whitepaper_2016_The-Growth-Marketers-Guide-to-Shopping-Cart-Abandonment-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/12\/Whitepaper_2016_The-Growth-Marketers-Guide-to-Shopping-Cart-Abandonment-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/12\/Whitepaper_2016_The-Growth-Marketers-Guide-to-Shopping-Cart-Abandonment-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/12\/Whitepaper_2016_The-Growth-Marketers-Guide-to-Shopping-Cart-Abandonment.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/shopping-cart-abandonment-checklist\/"},{"ID":11343,"post_author":"41","post_date":"2018-01-03 03:35:59","post_date_gmt":"2018-01-03 11:35:59","post_content":"<ul>\r\n\t<li>What is Growth Marketing?<\/li>\r\n\t<li>Framework for understanding how marketing is evolving.<\/li>\r\n\t<li>What is a Growth Marketing Platform?<\/li>\r\n<\/ul>\r\n<p>This whitepaper will tell you all you need to know to understand Growth Marketing.<\/p>\r\n<p>It will also give you the pointers you need to use it and start building a team around it.<\/p>","post_title":"An Introduction to Growth Marketing","post_excerpt":"Discover & Leverage Growth Marketing Principles From The Experts","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"growth","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:46","post_modified_gmt":"2021-02-24 19:00:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/growth\/","menu_order":63,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"300\" height=\"203\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/04\/AnIntrotoGrowthMarketing.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/04\/AnIntrotoGrowthMarketing.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/04\/AnIntrotoGrowthMarketing-80x54.png 80w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/04\/AnIntrotoGrowthMarketing-160x108.png 160w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/growth\/"},{"ID":11338,"post_author":"41","post_date":"2018-01-03 03:35:50","post_date_gmt":"2018-01-03 11:35:50","post_content":"<p>Retailers rely on staying top of mind with the consumers who buy from them, yet many struggle to accomplish this through their marketing. Inside Iterable\u2019s research report, we discuss the current state of omni-channel marketing in retail. We uncover how 300 major North American brands think, act, and prepare for an omni-channel marketing future.<\/p>\r\n<p class=\"before-ul\"><strong>Here\u2019s what you\u2019ll find inside:<\/strong><\/p>\r\n<ul>\r\n\t<li>The four major hurdles that all retailers must clear before they see success<\/li>\r\n\t<li>How major retailers approach their internal omni-channel strategies<\/li>\r\n\t<li>The top performing channels for modern retail marketers<\/li>\r\n<\/ul>","post_title":"Retail Report: Developing a One-to-One Customer Conversation","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"developing-a-one-to-one-customer-conversation","to_ping":"","pinged":"","post_modified":"2021-02-24 11:00:46","post_modified_gmt":"2021-02-24 19:00:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/whitepaper\/developing-a-one-to-one-customer-conversation\/","menu_order":64,"post_type":"whitepaper","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Whitepaper","pretty_date":"January 03, 2018","terms":[{"slug":"whitepaper","name":"Whitepaper"}],"term_slugs":["whitepaper"],"term_names":["Whitepaper"],"thumbnail":"<img width=\"768\" height=\"330\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Retail_Report_Building_one_to_one_conversations-768x330.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Retail_Report_Building_one_to_one_conversations-768x330.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Retail_Report_Building_one_to_one_conversations-300x129.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Retail_Report_Building_one_to_one_conversations-1024x440.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Retail_Report_Building_one_to_one_conversations-126x54.png 126w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Retail_Report_Building_one_to_one_conversations-252x108.png 252w, https:\/\/iterable.com\/wp-content\/uploads\/2018\/06\/Retail_Report_Building_one_to_one_conversations.png 1090w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/whitepaper\/developing-a-one-to-one-customer-conversation\/"},{"ID":9223,"post_author":"97","post_date":"2018-01-01 21:43:02","post_date_gmt":"2018-01-01 21:43:02","post_content":"<p>Learn how the company personalized its content and doubled its click-through rates.<\/p>","post_title":"How CreativeLive Uses Personalization to Engage 2+ Million Students","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"how-creativelive-uses-personalization-to-engage-2-million-students","to_ping":"","pinged":"","post_modified":"2018-01-01 21:43:02","post_modified_gmt":"2018-01-01 21:43:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=4990","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Video","pretty_date":"January 01, 2018","terms":[{"term_id":459,"name":"Video","slug":"video","term_group":0,"term_taxonomy_id":459,"taxonomy":"resource_type","description":"","parent":1696,"count":22,"filter":"raw","term_order":"4"}],"term_slugs":["video"],"term_names":["Video"],"thumbnail":"","url":"https:\/\/iterable.com\/how-creativelive-uses-personalization-to-engage-2-million-students\/"},{"ID":9224,"post_author":"97","post_date":"2017-11-09 16:47:41","post_date_gmt":"2017-11-09 16:47:41","post_content":"<p>We discuss the three major technical roadblocks to achieving omni-channel relevance and provide practical advice on creating a personalized customer experience.<\/p>","post_title":"No-Nonsense Strategy for Achieving Omni-Channel Relevance","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"no-nonsense-strategy-for-achieving-omni-channel-relevance","to_ping":"","pinged":"","post_modified":"2017-11-09 16:47:41","post_modified_gmt":"2017-11-09 16:47:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=5066","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"November 09, 2017","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/no-nonsense-strategy-for-achieving-omni-channel-relevance\/"},{"ID":9225,"post_author":"97","post_date":"2017-10-01 21:48:56","post_date_gmt":"2017-10-01 21:48:56","post_content":"<p>Learn\u00a0industry-wide trends and look at successful examples of welcome, blast, re-engagement and cart abandonment campaigns.<\/p>","post_title":"Customer Engagement Insights From the Top 100 Subscription Retailers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"customer-engagement-insights-from-the-top-100-subscription-retailers","to_ping":"","pinged":"","post_modified":"2017-10-01 21:48:56","post_modified_gmt":"2017-10-01 21:48:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=4991","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"October 01, 2017","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/customer-engagement-insights-from-the-top-100-subscription-retailers\/"},{"ID":1202,"post_author":"7","post_date":"2017-09-12 02:52:42","post_date_gmt":"2017-09-12 02:52:42","post_content":"","post_title":"Iterable_Curology_CaseStudy","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_curology_casestudy","to_ping":"","pinged":"","post_modified":"2019-05-19 18:25:17","post_modified_gmt":"2019-05-20 01:25:17","post_content_filtered":"","post_parent":3098,"guid":"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/Iterable_Curology_CaseStudy-1.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","primary_term":"Case Study","pretty_date":"September 12, 2017","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/Iterable_Curology_CaseStudy-1.pdf"},{"ID":2582,"post_author":"7","post_date":"2017-09-11 14:03:37","post_date_gmt":"2017-09-11 14:03:37","post_content":"<p>The global skincare market is expected to reach over <a href=\"http:\/\/blog.marketresearch.com\/global-skincare-market-to-reach-135-billion-by-2021\" target=\"_blank\" rel=\"noopener noreferrer\">$135 billion<\/a> by 2021, but with only one dermatologist for every 36,000 Americans, prescription treatments are often inaccessible and expensive\u2014until now.<\/p>\r\n<figure><\/figure>\r\n<p>With over $17 million in funding and a business that has grown by over <a href=\"http:\/\/www.prnewswire.com\/news-releases\/curology-secures-15-million-in-series-b-funding-to-scale-direct-to-consumer-subscription-skincare-300317912.html\" target=\"_blank\" rel=\"noopener noreferrer\">500 percent<\/a> in the past year, <a href=\"https:\/\/curology.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Curology<\/a> is on a mission to provide personalized prescription skincare for acne and anti-aging directly to tens of thousands of subscribers.<\/p>\r\n<p>Curology sets itself apart from other skincare companies by offering their patients customized combination treatments and one-to-one interactions with licensed dermatology providers.<\/p>\r\n<p>To achieve this personal touch, its team of marketers rely on Iterable\u2019s <a href=\"https:\/\/iterable.com\/?utm_source=blog&amp;utm_medium=blog&amp;blogpost0911\" target=\"_blank\" rel=\"noopener noreferrer\">Growth Marketing Platform<\/a> to deliver highly personalized content and relevance at scale.<\/p>\r\n<p>Download the <a href=\"https:\/\/iterable.com\/curology-casestudy\/?utm_source=blog&amp;utm_medium=blog&amp;blogpost0911\" target=\"_blank\" rel=\"noopener noreferrer\">Curology case study<\/a> to learn how the company <strong>improved customer engagement by 26% and increased sales by 10% <\/strong>by using Iterable.<\/p>\r\n<figure><img src=\"https:\/\/iterableblogimport.files.wordpress.com\/2017\/09\/96dcb-1schbecncrc6sysltjwhbag.png\" \/><\/figure>\r\n<h4>Iterable\u2019s Impact at\u00a0Curology<\/h4>\r\n<p>In the past, the growth marketing team at Curology used two separate platforms to manage email and SMS campaigns. Data silos hindered the company\u2019s ability to build robust subscriber profiles and deliver personalized messages in real time.<\/p>\r\n<p>Now, by partnering with Iterable, Curology has eliminated its data silos and <strong>increased its treatment plan compliance by 14 percent<\/strong> by incentivizing its customers with highly relevant messages.<\/p>\r\n<p>For example, members receive a daily SMS reminder to apply their acne treatment. Those that do are rewarded with a funny gif, encouraging patients to stick with their prescribed treatment regimen. Those who aren\u2019t engaging via SMS are sent targeted email follow-ups.<\/p>\r\n<p>This measured approach to SMS and email messaging is part of an in-depth process to drive relevance at every stage of Curology\u2019s customer experience. The company uses Iterable to ensure that members are following their skincare regimens and achieving better outcomes.<\/p>\r\n<p>And as Curology\u2019s marketers can attest, the more satisfied customers become, the greater the impact on top-line growth.<\/p>\r\n<p>Read the <a href=\"https:\/\/iterable.com\/curology-casestudy\/?utm_source=blog&amp;utm_medium=blog&amp;blogpost0911\" target=\"_blank\" rel=\"noopener noreferrer\">Curology case study<\/a> for all the key takeaways and a full workflow spotlight.<\/p>\r\n<p>Want to learn how your business can become a marketing success story?<\/p>\r\n<p><a href=\"https:\/\/iterable.com\/demo\/?utm_source=blog&amp;utm_medium=blog&amp;blogpost0911\" target=\"_blank\" rel=\"noopener noreferrer\">Contact us<\/a> to learn how you can achieve omni-channel relevance with the Iterable Growth Marketing Platform.<\/p>\r\n<figure><\/figure>","post_title":"How Curology Achieved 5X Growth By Adding a Personal Touch to Prescription Skincare","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"how-curology-achieved-5x-growth-by-adding-a-personal-touch-to-prescription-skincare","to_ping":"","pinged":"","post_modified":"2020-11-10 22:44:58","post_modified_gmt":"2020-11-11 06:44:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/how-curology-achieved-5x-growth-by-adding-a-personal-touch-to-prescription-skincare\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"1","filter":"raw","primary_term":"Blog Post","pretty_date":"September 11, 2017","terms":[{"term_id":19,"name":"Blog Post","slug":"blog-post","term_group":0,"term_taxonomy_id":19,"taxonomy":"resource_type","description":"","parent":1696,"count":440,"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\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/09\/091117_How-Curology-Achieved-5X-Growth-By-Adding-a-Personal-Touch-to-Prescription-Skincare.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/how-curology-achieved-5x-growth-by-adding-a-personal-touch-to-prescription-skincare\/"},{"ID":2579,"post_author":"7","post_date":"2017-08-29 15:48:23","post_date_gmt":"2017-08-29 15:48:23","post_content":"No longer limited to on-demand groceries and takeout, the food delivery industry has evolved to include meal planning kits, complete with ingredients, recipes and drink pairings designed for busy families.\r\n\r\nMeal kit delivery services have raised more than <a href=\"https:\/\/techcrunch.com\/2017\/04\/16\/the-winner-of-the-meal-kit-market-wont-be-a-meal-kit-company-at-all\/\" target=\"_blank\" rel=\"noopener\">$650 million<\/a> of funding. Among these companies, <a href=\"https:\/\/www.blueapron.com\/\" target=\"_blank\" rel=\"noopener\">Blue Apron<\/a> and <a href=\"https:\/\/www.hellofresh.com\/tasty\/\" target=\"_blank\" rel=\"noopener\">HelloFresh<\/a> have drawn great attention from the market as two of the <a href=\"https:\/\/iterable.com\/subscription-retailers-report\" target=\"_blank\" rel=\"noopener\">top 100 subscription retailers<\/a>.\r\n\r\nThe former went public in June 2017, while the latter was recently valued at approximately <a href=\"https:\/\/www.cbinsights.com\/research\/blue-apron-valuation-history\/\" target=\"_blank\" rel=\"noopener\">$2 billion<\/a>. Both brands provide a weekly subscription that allows you to choose what you want to cook from a variety of menus.\r\n\r\nBut how are these meal kit providers engaging their customers? We did a <a href=\"https:\/\/www.slideshare.net\/Iterable\/blue-apron-vs-hellofresh-user-engagement-teardown-79255815\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a> to compare Blue Apron and HelloFresh to give you an inside look into their customer messaging across email and mobile.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, subscribed to each service, downloaded their mobile apps before finishing our customer journey by canceling our subscriptions.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose omni-channel marketing satisfies customers\u2019 appetites. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/blue-apron-vs-hellofresh-user-engagement-teardown-79255815[\/embed]\r\n\r\nTo learn more about the marketing strategies of the top 100 subscription retailers, check out our <a href=\"https:\/\/iterable.com\/subscription-retailers-report\" target=\"_blank\" rel=\"noopener\">User Engagement Report<\/a>. You can also see our past comparative teardowns (including Uber vs. Lyft and Expedia vs. Priceline) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Blue Apron and HelloFresh are not Iterable customers.<\/em>","post_title":"Blue Apron vs. HelloFresh: Whose Marketing Satisfies Customers\u2019 Appetites?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"blue-apron-vs-hellofresh-whose-marketing-satisfies-customers-appetites","to_ping":"","pinged":"","post_modified":"2018-09-05 17:57:00","post_modified_gmt":"2018-09-05 17:57:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterableblogimport.wordpress.com\/2017\/08\/29\/blue-apron-vs-hellofresh-whose-marketing-satisfies-customers-appetites\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"August 29, 2017","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/08\/082917_Blue-Apron-vs.-HelloFresh-Whose-Marketing-Satisfies-Customers-Appetites-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/08\/082917_Blue-Apron-vs.-HelloFresh-Whose-Marketing-Satisfies-Customers-Appetites-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/08\/082917_Blue-Apron-vs.-HelloFresh-Whose-Marketing-Satisfies-Customers-Appetites-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/08\/082917_Blue-Apron-vs.-HelloFresh-Whose-Marketing-Satisfies-Customers-Appetites-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/08\/082917_Blue-Apron-vs.-HelloFresh-Whose-Marketing-Satisfies-Customers-Appetites-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/08\/082917_Blue-Apron-vs.-HelloFresh-Whose-Marketing-Satisfies-Customers-Appetites-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/08\/082917_Blue-Apron-vs.-HelloFresh-Whose-Marketing-Satisfies-Customers-Appetites-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/08\/082917_Blue-Apron-vs.-HelloFresh-Whose-Marketing-Satisfies-Customers-Appetites-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/08\/082917_Blue-Apron-vs.-HelloFresh-Whose-Marketing-Satisfies-Customers-Appetites.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/blue-apron-vs-hellofresh-whose-marketing-satisfies-customers-appetites\/"},{"ID":2572,"post_author":"7","post_date":"2017-07-31 18:42:22","post_date_gmt":"2017-07-31 18:42:22","post_content":"Back-to-school season may only be weeks away, but there\u2019s still time left to enjoy the summer with a well-earned vacation. Just a few clicks to book a hotel, flight and rental car, and you could be on your way to soaking up the sun.\r\n\r\nThe online travel booking market is worth <a href=\"https:\/\/www.statista.com\/download\/outlook\/whiterpaper\/Online_Travel_Booking_Outlook_1216.pdf\" target=\"_blank\" rel=\"noopener\">$179 billion<\/a> in global revenue and is expected to grow to $288 billion by 2021. With the multitude of sites available today, the competition is heating up as companies battle to become the world\u2019s digital travel agent.\r\n\r\nTwo such industry leaders are <a href=\"http:\/\/expedia.com\" target=\"_blank\" rel=\"noopener\">Expedia<\/a> and <a href=\"http:\/\/priceline.com\" target=\"_blank\" rel=\"noopener\">Priceline<\/a>. Their parent companies hold the lion\u2019s share of the market: Expedia, Inc. also manages 200 additional sites, including Travelocity, Orbitz, and Hotels.com, while The Priceline Group owns five other brands, including Kayak and Booking.com.\r\n\r\nBut which business does a better job marketing to its customers across channels? To give you an inside look into their messaging strategies, we conducted a <a href=\"https:\/\/www.slideshare.net\/Iterable\/expedia-vs-priceline-user-engagement-teardown\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a> comparing the two household names.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, downloaded their mobile apps and abandoned package deals with both services.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose marketing strategy achieves omni-channel relevance and wins over today\u2019s travelers. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/expedia-vs-priceline-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past comparative teardowns (including Uber vs. Lyft and Marriott vs. Airbnb) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Expedia and Priceline are not Iterable customers.<\/em>","post_title":"Expedia vs. Priceline: Whose Marketing Stands Out to Travelers?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"expedia-vs-priceline-whose-marketing-stands-out-to-travelers","to_ping":"","pinged":"","post_modified":"2017-12-21 04:35:47","post_modified_gmt":"2017-12-21 04:35:47","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterableblogimport.wordpress.com\/2017\/07\/31\/expedia-vs-priceline-whose-marketing-stands-out-to-travelers\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"July 31, 2017","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/07\/073117_Expedia-vs.-Priceline-Whose-Marketing-Stands-Out-to-Travelers-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/07\/073117_Expedia-vs.-Priceline-Whose-Marketing-Stands-Out-to-Travelers-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/07\/073117_Expedia-vs.-Priceline-Whose-Marketing-Stands-Out-to-Travelers-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/07\/073117_Expedia-vs.-Priceline-Whose-Marketing-Stands-Out-to-Travelers-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/07\/073117_Expedia-vs.-Priceline-Whose-Marketing-Stands-Out-to-Travelers-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/07\/073117_Expedia-vs.-Priceline-Whose-Marketing-Stands-Out-to-Travelers-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/07\/073117_Expedia-vs.-Priceline-Whose-Marketing-Stands-Out-to-Travelers-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/07\/073117_Expedia-vs.-Priceline-Whose-Marketing-Stands-Out-to-Travelers-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/07\/073117_Expedia-vs.-Priceline-Whose-Marketing-Stands-Out-to-Travelers.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/expedia-vs-priceline-whose-marketing-stands-out-to-travelers\/"},{"ID":2565,"post_author":"7","post_date":"2017-06-19 15:55:47","post_date_gmt":"2017-06-19 15:55:47","post_content":"Competition in the world of grocery delivery is becoming increasingly cut-throat, as seen with <a href=\"http:\/\/www.businesswire.com\/news\/home\/20170616005338\/en\/Amazon-Acquire-Foods-Market\" target=\"_blank\" rel=\"noopener\">Amazon\u2019s recent acquisition of Whole Foods<\/a> for $13.4 billion.\r\n\r\nThe grocery industry accounts for around <a href=\"https:\/\/www.nytimes.com\/2017\/06\/16\/business\/dealbook\/amazon-whole-foods.html\" target=\"_blank\" rel=\"noopener\">$700\u2013800 billion in annual sales<\/a>, and the showdown has intensified between long-standing supermarket chains and rapidly growing disruptors.\r\n\r\nTwo such competitors at odds are <a href=\"http:\/\/safeway.com\" target=\"_blank\" rel=\"noopener\">Safeway<\/a>, a household name with over 1,300 locations, and <a href=\"http:\/\/instacart.com\" target=\"_blank\" rel=\"noopener\">Instacart<\/a>, the Silicon Valley unicorn currently valued at $3.4 billion. Both companies provide same-day grocery delivery services in most major U.S. cities.\r\n\r\nBut which business does a better job marketing to its customers using omni-channel strategies? To give you an inside look into their messaging strategies, we conducted a <a href=\"https:\/\/www.slideshare.net\/Iterable\/safeway-vs-instacart-user-engagement-teardown\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a> comparing the two brands.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles, downloaded their mobile apps and ordered groceries with both services, all in the spirit of observing which types of behavioral data might trigger activity-based messaging.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn whose marketing delivers a fresher experience. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/safeway-vs-instacart-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past comparative teardowns (including Uber vs. Lyft and Marriott vs. Airbnb) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Safeway and Instacart are not Iterable customers.<\/em>","post_title":"Safeway vs. Instacart: Whose Marketing Delivers a Fresher Service?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"safeway-vs-instacart-whose-marketing-delivers-a-fresher-service","to_ping":"","pinged":"","post_modified":"2017-12-20 23:20:30","post_modified_gmt":"2017-12-20 23:20:30","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/safeway-vs-instacart-whose-marketing-delivers-a-fresher-service\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"June 19, 2017","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/061917_Safeway-vs.-Instacart-Whose-Marketing-Delivers-a-Fresher-Service-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/061917_Safeway-vs.-Instacart-Whose-Marketing-Delivers-a-Fresher-Service-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/061917_Safeway-vs.-Instacart-Whose-Marketing-Delivers-a-Fresher-Service-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/061917_Safeway-vs.-Instacart-Whose-Marketing-Delivers-a-Fresher-Service-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/061917_Safeway-vs.-Instacart-Whose-Marketing-Delivers-a-Fresher-Service-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/061917_Safeway-vs.-Instacart-Whose-Marketing-Delivers-a-Fresher-Service-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/061917_Safeway-vs.-Instacart-Whose-Marketing-Delivers-a-Fresher-Service-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/061917_Safeway-vs.-Instacart-Whose-Marketing-Delivers-a-Fresher-Service-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/06\/061917_Safeway-vs.-Instacart-Whose-Marketing-Delivers-a-Fresher-Service.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/safeway-vs-instacart-whose-marketing-delivers-a-fresher-service\/"},{"ID":2562,"post_author":"7","post_date":"2017-05-24 14:15:35","post_date_gmt":"2017-05-24 14:15:35","post_content":"The weather is heating up and so is the competition between travel and hospitality companies eager to profit off vacationers this summer.\r\n\r\nWhen it comes to lodging, travelers often choose to book a hotel room, but leaders of the sharing economy have increased the demand for short-term home rentals.\r\n\r\nIf you\u2019ve ever wondered how omni-channel marketing strategies differ between a long-standing brand like <a href=\"http:\/\/marriott.com\" target=\"_blank\" rel=\"noopener\">Marriott<\/a> and an industry disruptor like <a href=\"http:\/\/airbnb.com\" target=\"_blank\" rel=\"noopener\">Airbnb<\/a>, then you\u2019ll love our latest <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a>.\r\n\r\nWe analyzed how these two household names are messaging consumers across email and mobile as two critical pieces of their omni-channel marketing program.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We completed our profiles and downloaded their mobile apps, before booking and canceling reservations.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well when it comes to personalizing, segmenting and engaging their users and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn who is the host with the most when it comes to user engagement. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/marriott-vs-airbnb-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past comparative omni-channel teardowns (including Uber vs. Lyft and Indeed vs. Angellist) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Marriott and Airbnb are not Iterable customers.<\/em>\r\n<figure><\/figure>","post_title":"Marriott vs. Airbnb: Whose Marketing Delivers a Luxury Experience?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"marriott-vs-airbnb-whose-marketing-delivers-a-luxury-experience","to_ping":"","pinged":"","post_modified":"2017-12-20 23:35:08","post_modified_gmt":"2017-12-20 23:35:08","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/marriott-vs-airbnb-whose-marketing-delivers-a-luxury-experience\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"May 24, 2017","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/052417_Marriott-vs.-Airbnb-Whose-Marketing-Delivers-a-Luxury-Experience-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/052417_Marriott-vs.-Airbnb-Whose-Marketing-Delivers-a-Luxury-Experience-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/052417_Marriott-vs.-Airbnb-Whose-Marketing-Delivers-a-Luxury-Experience-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/052417_Marriott-vs.-Airbnb-Whose-Marketing-Delivers-a-Luxury-Experience-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/052417_Marriott-vs.-Airbnb-Whose-Marketing-Delivers-a-Luxury-Experience-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/052417_Marriott-vs.-Airbnb-Whose-Marketing-Delivers-a-Luxury-Experience-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/052417_Marriott-vs.-Airbnb-Whose-Marketing-Delivers-a-Luxury-Experience-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/052417_Marriott-vs.-Airbnb-Whose-Marketing-Delivers-a-Luxury-Experience-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/05\/052417_Marriott-vs.-Airbnb-Whose-Marketing-Delivers-a-Luxury-Experience.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/marriott-vs-airbnb-whose-marketing-delivers-a-luxury-experience\/"},{"ID":937,"post_author":"7","post_date":"2017-04-24 18:12:58","post_date_gmt":"2017-04-24 18:12:58","post_content":"","post_title":"Iterable_CaseStudy_Zillow","post_excerpt":"","post_status":"inherit","comment_status":"open","ping_status":"closed","post_password":"","post_name":"iterable_casestudy_zillow","to_ping":"","pinged":"","post_modified":"2019-05-19 17:29:41","post_modified_gmt":"2019-05-20 00:29:41","post_content_filtered":"","post_parent":3098,"guid":"https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/Iterable_CaseStudy_Zillow.pdf","menu_order":0,"post_type":"attachment","post_mime_type":"application\/pdf","comment_count":"0","filter":"raw","primary_term":"Case Study","pretty_date":"April 24, 2017","terms":[{"term_id":20,"name":"Case Study","slug":"case-study","term_group":0,"term_taxonomy_id":20,"taxonomy":"resource_type","description":"","parent":1696,"count":2,"filter":"raw","term_order":"2"}],"term_slugs":["case-study"],"term_names":["Case Study"],"thumbnail":"","url":"https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/Iterable_CaseStudy_Zillow.pdf"},{"ID":2555,"post_author":"7","post_date":"2017-04-10 16:44:51","post_date_gmt":"2017-04-10 16:44:51","post_content":"Grab your popcorn and take a seat, because it\u2019s time for another inside look into the omni-channel messaging strategies of leading B2C brands.\r\n\r\nThis installment features two leading movie theater chains in the U.S., <a href=\"https:\/\/www.amctheatres.com\/\" target=\"_blank\" rel=\"noopener\">AMC Theatres<\/a> and <a href=\"https:\/\/drafthouse.com\/\" target=\"_blank\" rel=\"noopener\">Alamo Drafthouse<\/a>. While AMC is now the leading theater chain globally, Texas-based Alamo Drafthouse is expanding rapidly as well.\r\n\r\nIn our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a>, we analyze how these competitors are marketing their services across email and SMS.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of three weeks. We then completed our profiles, downloaded their mobile apps and booked movie tickets.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn who gets two thumbs up when it comes to user engagement. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/amc-theatres-vs-alamo-drafthouse-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past comparative teardowns (including Uber vs. Lyft and Indeed vs. Angellist) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: AMC Theatres and Alamo Drafthouse are not Iterable customers.<\/em>","post_title":"AMC Theatres vs. Alamo Drafthouse: Whose Marketing Receives Five Stars?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"amc-theatres-vs-alamo-drafthouse-whose-marketing-receives-five-stars","to_ping":"","pinged":"","post_modified":"2017-12-21 04:51:40","post_modified_gmt":"2017-12-21 04:51:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/amc-theatres-vs-alamo-drafthouse-whose-marketing-receives-five-stars\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"April 10, 2017","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/041017_AMC-Theatres-vs.-Alamo-Drafthouse-Whose-Marketing-Receives-Five-Stars-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/041017_AMC-Theatres-vs.-Alamo-Drafthouse-Whose-Marketing-Receives-Five-Stars-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/041017_AMC-Theatres-vs.-Alamo-Drafthouse-Whose-Marketing-Receives-Five-Stars-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/041017_AMC-Theatres-vs.-Alamo-Drafthouse-Whose-Marketing-Receives-Five-Stars-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/041017_AMC-Theatres-vs.-Alamo-Drafthouse-Whose-Marketing-Receives-Five-Stars-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/041017_AMC-Theatres-vs.-Alamo-Drafthouse-Whose-Marketing-Receives-Five-Stars-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/041017_AMC-Theatres-vs.-Alamo-Drafthouse-Whose-Marketing-Receives-Five-Stars-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/041017_AMC-Theatres-vs.-Alamo-Drafthouse-Whose-Marketing-Receives-Five-Stars-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/04\/041017_AMC-Theatres-vs.-Alamo-Drafthouse-Whose-Marketing-Receives-Five-Stars.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/amc-theatres-vs-alamo-drafthouse-whose-marketing-receives-five-stars\/"},{"ID":9226,"post_author":"97","post_date":"2017-04-01 22:44:49","post_date_gmt":"2017-04-01 22:44:49","post_content":"<p>We compare Uber and Lyft's marketing efforts and offer recommendations on how similar businesses can increase user engagement across all channels.<\/p>","post_title":"Best Practices for Mobile-First Marketing","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"best-practices-for-mobile-first-marketing","to_ping":"","pinged":"","post_modified":"2017-04-01 22:44:49","post_modified_gmt":"2017-04-01 22:44:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=4998","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"April 01, 2017","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/best-practices-for-mobile-first-marketing\/"},{"ID":2552,"post_author":"7","post_date":"2017-03-21 20:44:07","post_date_gmt":"2017-03-21 20:44:07","post_content":"Whether it\u2019s gaming apps, subscription services or leaders in the sharing economy, more businesses have been built around the mobile experience.\r\n\r\nWhich marketing strategies should these mobile-first companies deploy to better engage their customers?\r\n\r\nConsidered Silicon Valley \u201cunicorns,\u201d ride-sharing companies <a href=\"http:\/\/www.uber.com\" target=\"_blank\" rel=\"noopener\">Uber<\/a> and <a href=\"http:\/\/www.lyft.com\" target=\"_blank\" rel=\"noopener\">Lyft<\/a> are two top mobile-first businesses in a race to acquire and retain new users.\r\n\r\nIn our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a>, we analyze how these competitors are marketing their services across email and SMS.\r\n\r\nTo conduct our research, we signed up for an account on each site and increased our level of activity over the course of two weeks. We then completed our profiles and downloaded their mobile apps to book rides and refer their services to friends.\r\n\r\nAfter analyzing the content of all messages received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn who receives a 5-star rating when it comes to user engagement. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/uber-vs-lyft-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past comparative teardowns (including Indeed vs. Angellist and Starbucks vs. Peet\u2019s and Philz) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: Uber and Lyft are not Iterable customers.<\/em>","post_title":"Uber vs. Lyft: Whose Marketing Wins the Race?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"uber-vs-lyft-whose-marketing-wins-the-race","to_ping":"","pinged":"","post_modified":"2017-12-20 23:54:32","post_modified_gmt":"2017-12-20 23:54:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/uber-vs-lyft-whose-marketing-wins-the-race\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"March 21, 2017","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/03\/032117_Uber-vs.-Lyft-Whose-Marketing-Wins-the-Race-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/03\/032117_Uber-vs.-Lyft-Whose-Marketing-Wins-the-Race-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/03\/032117_Uber-vs.-Lyft-Whose-Marketing-Wins-the-Race-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/03\/032117_Uber-vs.-Lyft-Whose-Marketing-Wins-the-Race-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/03\/032117_Uber-vs.-Lyft-Whose-Marketing-Wins-the-Race-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/03\/032117_Uber-vs.-Lyft-Whose-Marketing-Wins-the-Race-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/03\/032117_Uber-vs.-Lyft-Whose-Marketing-Wins-the-Race-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/03\/032117_Uber-vs.-Lyft-Whose-Marketing-Wins-the-Race-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/03\/032117_Uber-vs.-Lyft-Whose-Marketing-Wins-the-Race.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/uber-vs-lyft-whose-marketing-wins-the-race\/"},{"ID":2548,"post_author":"7","post_date":"2017-02-15 16:32:56","post_date_gmt":"2017-02-15 16:32:56","post_content":"The start of a new year is a popular time for job searching (<a href=\"https:\/\/iterable.com\/careers\/\" target=\"_blank\" rel=\"noopener\">hint: we are hiring!<\/a>), so if you\u2019re in the process of finding your next gig, there\u2019s a good chance that you began by browsing for listings on <a href=\"http:\/\/indeed.com\" target=\"_blank\" rel=\"noopener\">Indeed<\/a> or <a href=\"http:\/\/angel.co\" target=\"_blank\" rel=\"noopener\">AngelList<\/a>.\r\n\r\nBut which company does a better job of sharing their job postings through the different communication channels? We\u2019ve created a <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a> that compares the omni-channel strategies of each leading career site.\r\n\r\nFounded in 2004, Indeed is an incumbent in the job search industry that serves over 200 million monthly users globally.\r\n\r\nAngelList, a popular Silicon Valley alternative founded in 2010, focuses on serving the startup community.\r\n\r\nWe wanted to know how these companies engaged their users, so we signed up for an account on each site and increased our level of activity over the course of two weeks.\r\n\r\nWe completed our resumes and downloaded their mobile apps to search for and save job opportunities. Then we applied to positions on both desktop and mobile.\r\n\r\nAfter analyzing the content of all emails and push notifications received, we identified what these businesses are doing well and what areas could use improvement.\r\n\r\nTake a look at the teardown below to learn who landed the job when it comes to user engagement. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/indeed-vs-angellist-user-engagement-teardown[\/embed]\r\n\r\nYou can see our past teardowns (including Pinterest, Dollar Shave Club and more) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\/\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\nFor more information on how to build world-class user engagement campaigns achieving omni-channel relevance, take a look at our <a href=\"https:\/\/iterable.com\/resources\/case-studies\/\" target=\"_blank\" rel=\"noopener\">recent case studies<\/a> and <a href=\"https:\/\/iterable.com\/demo\" target=\"_blank\" rel=\"noopener\">request a demo<\/a>.\r\n\r\n<em>Note: Indeed and AngelList are not Iterable customers.<\/em>","post_title":"Who Lands the Job? Indeed vs. AngelList","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"who-lands-the-job-indeed-vs-angellist","to_ping":"","pinged":"","post_modified":"2017-12-21 04:58:38","post_modified_gmt":"2017-12-21 04:58:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterableblogimport.wordpress.com\/2017\/02\/15\/who-lands-the-job-indeed-vs-angellist\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"February 15, 2017","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/02\/021517_Who-Lands-the-Job-Indeed-vs.-AngelList-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2017\/02\/021517_Who-Lands-the-Job-Indeed-vs.-AngelList-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/02\/021517_Who-Lands-the-Job-Indeed-vs.-AngelList-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/02\/021517_Who-Lands-the-Job-Indeed-vs.-AngelList-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/02\/021517_Who-Lands-the-Job-Indeed-vs.-AngelList-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/02\/021517_Who-Lands-the-Job-Indeed-vs.-AngelList-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/02\/021517_Who-Lands-the-Job-Indeed-vs.-AngelList-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/02\/021517_Who-Lands-the-Job-Indeed-vs.-AngelList-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2017\/02\/021517_Who-Lands-the-Job-Indeed-vs.-AngelList.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/who-lands-the-job-indeed-vs-angellist\/"},{"ID":9227,"post_author":"97","post_date":"2017-02-01 22:56:46","post_date_gmt":"2017-02-01 22:56:46","post_content":"<p>We look at welcome, shopping cart abandonment and blast campaigns and show aggregate data as well as examples of what to emulate and what to avoid.<\/p>","post_title":"Email Strategies of the Top 100 E-Retailers","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"email-strategies-of-the-top-100-e-retailers","to_ping":"","pinged":"","post_modified":"2017-02-01 22:56:46","post_modified_gmt":"2017-02-01 22:56:46","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=resource&#038;p=5000","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Webinar","pretty_date":"February 01, 2017","terms":[{"term_id":3401,"name":"Webinar","slug":"webinar","term_group":0,"term_taxonomy_id":3401,"taxonomy":"resource_type","description":"","parent":1696,"count":73,"filter":"raw","term_order":"5"}],"term_slugs":["webinar"],"term_names":["Webinar"],"thumbnail":"","url":"https:\/\/iterable.com\/email-strategies-of-the-top-100-e-retailers\/"},{"ID":2537,"post_author":"7","post_date":"2016-08-04 18:31:01","post_date_gmt":"2016-08-04 18:31:01","post_content":"With 100 days left to the election, the US presidential race is in the final stretch. Things are heating up. In fact, that\u2019s quite an understatement.\r\n\r\nSo we thought it would be interesting to take one more look at how the Trump and Hillary campaigns are engaging their supporters across different channels. We <a href=\"https:\/\/iterable.com\/blog\/user-engagement-teardown-hillary-vs-trump\" target=\"_blank\" rel=\"noopener\">analyzed both campaigns back in October<\/a> and found some stark differences in how they were messaging their followers. (We\u2019re re-posting the Slideshare at the end of this post in case you want to review that first teardown.)\r\n\r\nSome things have changed but others haven\u2019t. First what has changed:\r\n<ol>\r\n \t<li>The Trump campaign has ramped up their messaging. The number of emails sent more than doubled, and they are now active on SMS.<\/li>\r\n \t<li>The Hillary campaign has also ramped up messaging, from an already high base. It also more than doubled, and they are also now active on SMS.<\/li>\r\n<\/ol>\r\nAnd the things that have <em>not<\/em> changed:\r\n<ol>\r\n \t<li>The Hillary campaign is still sending <em>way more<\/em> messages than Trump.<\/li>\r\n \t<li>The Hillary campaign is still presenting followers with more opportunities to engage (e.g., win Hamilton tickets, DNC tickets, etc.).<\/li>\r\n \t<li>The content of both campaigns\u2019 messages has actually converged. Most of the messages look very similar and have a similar tone.<\/li>\r\n \t<li>Even if both campaigns are adopting an omni-channel approach, neither of them is doing much coordination and alignment across channels (in this case email, SMS and social media).<\/li>\r\n<\/ol>\r\nWithout further ado, see below for the Hillary vs. Trump User Engagement Teardown (Take 2). <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/hillary-vs-trump-user-engagement-teardown-take-2[\/embed]\r\n\r\nFor those of you that want to look at the original teardown, here it is:\r\n\r\n[embed]http:\/\/www.slideshare.net\/Iterable\/iterable-hillary-trumpteardown[\/embed]\r\n\r\nYou can download the slides and see our past teardowns (including Pinterest, Dollar Shave Club and more) on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: The Hillary and Trump campaigns are not <\/em><em>Iterable<\/em><em> customers.<\/em>","post_title":"Things Are Heating Up: Hillary vs. Trump","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"things-are-heating-up-hillary-vs-trump","to_ping":"","pinged":"","post_modified":"2017-12-21 05:58:38","post_modified_gmt":"2017-12-21 05:58:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/things-are-heating-up-hillary-vs-trump\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"August 04, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/things-are-heating-up-hillary-vs-trump\/"},{"ID":2536,"post_author":"7","post_date":"2016-07-21 18:24:08","post_date_gmt":"2016-07-21 18:24:08","post_content":"How does a billion-dollar startup engage its customers? Today\u2019s <a href=\"https:\/\/iterable.com\/user-engagement-teardowns?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a> answers that question.\r\n\r\nFrom their <a href=\"https:\/\/www.youtube.com\/watch?v=ZUG9qYTJMsI\" target=\"_blank\" rel=\"noopener\">viral launch video<\/a> in 2012 to <a href=\"http:\/\/fortune.com\/2016\/07\/19\/unilever-buys-dollar-shave-club-for-1-billion\/\" target=\"_blank\" rel=\"noopener\">this week\u2019s $1B acquisition<\/a> by Unilever, <a href=\"https:\/\/www.dollarshaveclub.com\/\" target=\"_blank\" rel=\"noopener\">Dollar Shave Club<\/a> has been a massive success. In just four years they captured 15% of their market and became legitimate competitors to consumer packaged goods (CPG) giants like P&amp;G and Unilever.\r\n\r\nIn fact, their user engagement activities give us a peek into the future of CPG marketing. Their style stands in deep contrast to traditional CPG marketing that relies primarily on mass-market TV and radio advertising.\r\n\r\nGiven Dollar Shave Club\u2019s subscription business model, ongoing user engagement is especially important. From initial conversion to re-activation, building strong, long-term customer relationships is crucial for their business. They have a great product and service, but they also have to be doing something right in how they engage customers.\r\n\r\nWe took 21 days to analyze what Dollar Shave Club does to convert users into customers and customers into loyal brand advocates. We signed up, subscribed, downloaded, followed, liked, clicked, tapped, browsed, and even purchased, and now we\u2019re sharing it with you.\r\n\r\nTake a look at the teardown slides below. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/Iterable\/dollar-shave-clubs-billion-dollar-user-engagement-64256508[\/embed]\r\n\r\nIf you\u2019re short of time, here are some of the highlights (but we really encourage you to look at the slides!):\r\n\r\n<strong>Welcome Series \u2014 <\/strong>Dollar Shave Club sent an excellent multi-message welcome series that included five emails spread out across the first 19 days.\r\n\r\n<strong>Blast Emails \u2014 <\/strong>Dollar Shave Club sent only one blast email, related to Father\u2019s Day. We like that the brand prioritized triggered campaigns over general blast emails. However, there is value to be found in regular blasts, especially if they are personalized.\r\n\r\n<strong>Triggered Emails<\/strong> \u2014 We received a <a href=\"https:\/\/iterable.com\/resources\/whitepapers?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">shopping cart abandonment email<\/a> two days after we put items in our cart. It matched the rest of the emails in design and the subject line caught our attention (\u201cWhere did you go?\u201d). However, there is definitely a lot of potential for more triggered, personalized campaigns in their mix.\r\n\r\n<strong>Transactional Emails<\/strong> \u2014 Dollar Shave Club included all the necessary information (e.g., order number, delivery date, items ordered, and package tracking), but they stand out by including links to their blog, a preference center link, referral codes, and a link to download their app.\r\n\r\n<strong>Push Notifications \u2014 <\/strong>Even though we downloaded their Android and iOS apps, we only received one push notification. We would have loved to see omni-channel coordination. Building a brand that feels seamless across email, push, and social media could increase conversions and encourage long-term, loyal brand advocates.\r\n\r\n<strong>Social Media \u2014 <\/strong>Dollar Shave Club posted very regularly on the major social media channels (Twitter, Facebook and Instagram), mostly linking to blog content and the occasional product feature, but it was almost never coordinated with their email messaging.\r\n\r\n<strong>Reactivation \u2014 <\/strong>There could have been more ongoing engagement, especially around reactivation. Two weeks after canceling our service we still haven\u2019t received any personalized messages trying to win us back.\r\n\r\nAs always, anything we recommend in the teardowns can be done using the <a href=\"https:\/\/iterable.com?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">Iterable Growth Marketing Platform<\/a>.\r\n\r\nInterested in more User Engagement Teardowns? You can find them all on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">teardowns page<\/a>, where you can also subscribe to get emails when we publish new ones.\r\n\r\nFor more information on how to build world-class user engagement campaigns, take a look at our <a href=\"https:\/\/iterable.com\/resources\/case-studies?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">recent case studies<\/a> and <a href=\"https:\/\/pages.iterable.com\/demo\/?utm_source=blog&amp;utm_medium=text&amp;utm_campaign=post\" target=\"_blank\" rel=\"noopener\">request a demo<\/a>.\r\n\r\n<em>Note: Dollar Shave Club is not an Iterable customer.<\/em>","post_title":"Dollar Shave Club\u2019s Billion-Dollar User Engagement","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"dollar-shave-clubs-billion-dollar-user-engagement","to_ping":"","pinged":"","post_modified":"2017-12-21 02:02:22","post_modified_gmt":"2017-12-21 02:02:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/dollar-shave-clubs-billion-dollar-user-engagement\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"July 21, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/07\/072116_Dollar-Shave-Club\u2019s-Billion-Dollar-User-Engagement-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/07\/072116_Dollar-Shave-Club\u2019s-Billion-Dollar-User-Engagement-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/07\/072116_Dollar-Shave-Club\u2019s-Billion-Dollar-User-Engagement-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/07\/072116_Dollar-Shave-Club\u2019s-Billion-Dollar-User-Engagement-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/07\/072116_Dollar-Shave-Club\u2019s-Billion-Dollar-User-Engagement-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/07\/072116_Dollar-Shave-Club\u2019s-Billion-Dollar-User-Engagement-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/07\/072116_Dollar-Shave-Club\u2019s-Billion-Dollar-User-Engagement-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/07\/072116_Dollar-Shave-Club\u2019s-Billion-Dollar-User-Engagement-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/07\/072116_Dollar-Shave-Club\u2019s-Billion-Dollar-User-Engagement.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/dollar-shave-clubs-billion-dollar-user-engagement\/"},{"ID":2529,"post_author":"7","post_date":"2016-06-02 17:30:31","post_date_gmt":"2016-06-02 17:30:31","post_content":"Today, we\u2019re excited to share our latest <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a>, analyzing and comparing the user engagement of some of the country\u2019s most prolific coffee brands: <strong>Peet\u2019s Coffee &amp; Tea<\/strong>, <strong>Starbucks<\/strong> and <strong>Philz Coffee<\/strong>.\r\n\r\nAnd there is something new in this teardown: we also followed each of the brands on their social media channels and mapped their activity against their messaging!\r\n\r\nUser engagement is about more than just sending email and push notifications; it encompasses every single possible touchpoint across channels, and social media is a big part of how brands today engage with their users\/customers. Few companies today are coordinating their omni-channel messaging, but we believe this will change.\r\n\r\n<strong>So how are Peet\u2019s, Starbucks and Philz doing?<\/strong>\r\n\r\nThe full teardown is below, but here are just a few quick takeaways:\r\n<ul>\r\n \t<li>Peet\u2019s sent great blast emails that included beautiful product images and sale details. However, we were bummed to only see one welcome email instead of a more robust \u201cseries.\u201d<\/li>\r\n \t<li>Starbucks employed almost the exact opposite strategy, sending only an extensive triggered welcome series. On social, their posts were frequent and featured beautiful imagery.<\/li>\r\n \t<li>The number of touchpoints from Philz was low, but from what we did receive, the email was beautiful and included a simple call to action that linked to other great content.<\/li>\r\n<\/ul>\r\nAs always, we\u2019ve identified things these companies do well and some areas where there is room for improvement. We hope you enjoy this teardown as much as you enjoy the coffee from these three great companies!\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare below, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/BghMECDXRN2kL9[\/embed]\r\n\r\nInterested in more teardowns? You can find them all on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns?utm_source=blog&amp;utm_medium=bottombanner&amp;utm_campaign=learn\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns page<\/a>, where you can also subscribe to get emails when we publish new ones.\r\n\r\nTo learn more about how to build world-class user engagement campaigns, check out Iterable and <a href=\"https:\/\/iterable.com\/demo\/\" target=\"_blank\" rel=\"noopener\">request a demo<\/a>.\r\n\r\n<em>Note: Peet\u2019s Coffee &amp; Tea, Starbucks and Philz Coffee are not Iterable customers.<\/em>","post_title":"User Engagement Teardown: Which Coffee Is the Cream of the Crop?","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-which-coffee-is-the-cream-of-the-crop","to_ping":"","pinged":"","post_modified":"2017-12-21 06:48:53","post_modified_gmt":"2017-12-21 06:48:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/user-engagement-teardown-which-coffee-is-the-cream-of-the-crop\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"June 02, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/06\/060216_User-Engagement-Teardown-Which-Coffee-Is-The-Cream-Of-The-Crop-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/06\/060216_User-Engagement-Teardown-Which-Coffee-Is-The-Cream-Of-The-Crop-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/06\/060216_User-Engagement-Teardown-Which-Coffee-Is-The-Cream-Of-The-Crop-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/06\/060216_User-Engagement-Teardown-Which-Coffee-Is-The-Cream-Of-The-Crop-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/06\/060216_User-Engagement-Teardown-Which-Coffee-Is-The-Cream-Of-The-Crop-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/06\/060216_User-Engagement-Teardown-Which-Coffee-Is-The-Cream-Of-The-Crop-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/06\/060216_User-Engagement-Teardown-Which-Coffee-Is-The-Cream-Of-The-Crop-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/06\/060216_User-Engagement-Teardown-Which-Coffee-Is-The-Cream-Of-The-Crop-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/06\/060216_User-Engagement-Teardown-Which-Coffee-Is-The-Cream-Of-The-Crop.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-which-coffee-is-the-cream-of-the-crop\/"},{"ID":2526,"post_author":"7","post_date":"2016-03-10 17:00:43","post_date_gmt":"2016-03-10 17:00:43","post_content":"As the \u201clargest community marketplace for fashion,\u201d Poshmark is engaging its millions of shoppers through growth marketing campaigns that include omni-channel messages like blast and triggered emails and mobile push notifications.\r\n\r\nWe created an account on Poshmark and spent three weeks to gather details on all the ways Poshmark connected with us.\r\n\r\nOverall, we loved the welcome series which included both emails and push notifications. However, the content of the series could have included more details on the community aspect of the experience as well as more personalization when it came to the brands we were following.\r\n\r\nThe frequency of the daily blast emails and the push notifications was great because it kept Poshmark top of mind. We\u2019d recommend coordinating those messages across channels to build more awareness and even excitement about a particular campaign.\r\n\r\nCheck out the full teardown below to learn more. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/4MLmOgIdyamvOk[\/embed]\r\n\r\nFor more information on how to build world-class,\u00a0omni-channel campaigns, take a look at our recent <a href=\"https:\/\/iterable.com\/resources\/case-studies?utm_source=blog&amp;utm_medium=bottombanner&amp;utm_campaign=learn\" target=\"_blank\" rel=\"noopener\">case studies<\/a>.\r\n\r\nInterested in more user engagement teardowns? You can find them all on our <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\" target=\"_blank\" rel=\"noopener\">Teardowns page<\/a>, where you can also subscribe to get emails when we publish new ones.\r\n\r\n<em>Note: Poshmark is not an Iterable customer.<\/em>","post_title":"User Engagement Teardown: Poshmark Sends Excellent User Engagement Campaign to New Users","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-poshmark-sends-excellent-user-engagement-campaign-to-new-users","to_ping":"","pinged":"","post_modified":"2017-12-21 06:48:31","post_modified_gmt":"2017-12-21 06:48:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterableblogimport.wordpress.com\/2016\/03\/10\/user-engagement-teardown-poshmark-sends-excellent-user-engagement-campaign-to-new-users\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"March 10, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/031016_User-Engagement-Teardown-Poshmark-Sends-Excellent-User-Engagement-Campaign-To-New-Users-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/031016_User-Engagement-Teardown-Poshmark-Sends-Excellent-User-Engagement-Campaign-To-New-Users-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/031016_User-Engagement-Teardown-Poshmark-Sends-Excellent-User-Engagement-Campaign-To-New-Users-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/031016_User-Engagement-Teardown-Poshmark-Sends-Excellent-User-Engagement-Campaign-To-New-Users-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/031016_User-Engagement-Teardown-Poshmark-Sends-Excellent-User-Engagement-Campaign-To-New-Users-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/031016_User-Engagement-Teardown-Poshmark-Sends-Excellent-User-Engagement-Campaign-To-New-Users-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/031016_User-Engagement-Teardown-Poshmark-Sends-Excellent-User-Engagement-Campaign-To-New-Users-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/031016_User-Engagement-Teardown-Poshmark-Sends-Excellent-User-Engagement-Campaign-To-New-Users-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/031016_User-Engagement-Teardown-Poshmark-Sends-Excellent-User-Engagement-Campaign-To-New-Users.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-poshmark-sends-excellent-user-engagement-campaign-to-new-users\/"},{"ID":31,"post_author":"7","post_date":"2016-03-09 17:00:52","post_date_gmt":"2016-03-09 17:00:52","post_content":"Wanelo, an online \u201cmall on your phone\u201d curated by its millions of users, has taken advantage of growth marketing tools to build a user engagement program that spans multiple channels including email, mobile push and SMS.\r\n\r\nWe\u2019ve taken 21 days to investigate their user engagement and here\u2019s what we found regarding their omni-channel strategy.\r\n\r\nThe emails are well-designed and they seem to be coordinated with the push notifications from the Wanelo application. However, Wanelo might benefit from a more engaging, personalized welcome series and a shopping cart abandonment series.\r\n\r\nCheck out the full teardown below to learn more. <em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/Bdib2tjlw0Z16P[\/embed]\r\n\r\nFor more information on how to build a world-class user engagement campaigns, take a look at our recent <a href=\"https:\/\/iterable.com\/resources\/case-studies?utm_source=blog&amp;utm_medium=bottombanner&amp;utm_campaign=learn\" target=\"_blank\" rel=\"noopener\">case studies<\/a>.\r\n\r\n<em>Note: Wanelo is not an Iterable customer.<\/em>\r\n<figure><\/figure>","post_title":"User Engagement Teardown: Wanelo Coordinates Growth Marketing Campaigns Across Channels","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-wanelo-coordinates-growth-marketing-campaigns-across-channels","to_ping":"","pinged":"","post_modified":"2017-12-20 22:56:16","post_modified_gmt":"2017-12-20 22:56:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/user-engagement-teardown-wanelo-coordinates-growth-marketing-campaigns-across-channels\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"March 09, 2016","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/030916_User-Engagement-Teardown-Wanelo-Coordinates-Growth-Marketing-Campaigns-Across-Channels-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/030916_User-Engagement-Teardown-Wanelo-Coordinates-Growth-Marketing-Campaigns-Across-Channels-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/030916_User-Engagement-Teardown-Wanelo-Coordinates-Growth-Marketing-Campaigns-Across-Channels-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/030916_User-Engagement-Teardown-Wanelo-Coordinates-Growth-Marketing-Campaigns-Across-Channels-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/030916_User-Engagement-Teardown-Wanelo-Coordinates-Growth-Marketing-Campaigns-Across-Channels-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/030916_User-Engagement-Teardown-Wanelo-Coordinates-Growth-Marketing-Campaigns-Across-Channels-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/030916_User-Engagement-Teardown-Wanelo-Coordinates-Growth-Marketing-Campaigns-Across-Channels-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/030916_User-Engagement-Teardown-Wanelo-Coordinates-Growth-Marketing-Campaigns-Across-Channels-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/03\/030916_User-Engagement-Teardown-Wanelo-Coordinates-Growth-Marketing-Campaigns-Across-Channels.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-wanelo-coordinates-growth-marketing-campaigns-across-channels\/"},{"ID":29,"post_author":"7","post_date":"2015-10-05 16:04:02","post_date_gmt":"2015-10-05 16:04:02","post_content":"For this User Engagement Teardown, we are doing something a bit different: we are looking at the presidential campaigns of <a href=\"http:\/\/hillaryclinton.com\" target=\"_blank\" rel=\"noopener\">Hillary Clinton<\/a> and <a href=\"http:\/\/donaldjtrump.com\" target=\"_blank\" rel=\"noopener\">Donald Trump<\/a>.\r\n\r\nWhile political campaigns aren\u2019t exactly B2C companies, modern campaigns (especially at the presidential level) absolutely need to do savvy political marketing across channels. Having a strong user engagement strategy is a big part of a successful campaign.\r\n\r\nAs you\u2019ll see in the teardown below, there are some big differences in the Hillary and Trump campaign strategies.\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/1hiMtTWtomwkiQ[\/embed]\r\n\r\nYou can download the slides and see our past teardowns (Pinterest, Vox and Jet.com) on our dedicated <a href=\"https:\/\/iterable.com\/user-engagement-teardowns\" target=\"_blank\" rel=\"noopener\">User Engagement Teardowns<\/a> page.\r\n\r\n<em>Note: The Hillary and Trump campaigns are not <\/em><em>Iterable<\/em><em> customers.<\/em>\r\n<figure><\/figure>","post_title":"User Engagement Teardown: Hillary vs. Trump","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-hillary-vs-trump","to_ping":"","pinged":"","post_modified":"2017-12-21 05:48:20","post_modified_gmt":"2017-12-21 05:48:20","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterableblogimport.wordpress.com\/2015\/10\/05\/user-engagement-teardown-hillary-vs-trump\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"October 05, 2015","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2016\/08\/080416_Things-Are-Heating-Up-Hillary-vs.-Trump.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-hillary-vs-trump\/"},{"ID":2524,"post_author":"7","post_date":"2015-09-21 16:07:37","post_date_gmt":"2015-09-21 16:07:37","post_content":"In this <a href=\"https:\/\/iterable.com\/teardown\" target=\"_blank\" rel=\"noopener\">User Engagement Teardown<\/a>, we are taking a look at <a href=\"http:\/\/pinterest.com\" target=\"_blank\" rel=\"noopener\">Pinterest<\/a>, the wildly successful visual bookmarking or \u201cpinning\u201d site. As of October 2016, they have over <a href=\"https:\/\/blog.pinterest.com\/en\/150-million-people-finding-ideas-pinterest\" target=\"_blank\" rel=\"noopener\">150M active users<\/a>!\r\n\r\nYou would expect Pinterest to have done a good job of user engagement and that is indeed what we found. We created an account on Pinterest, studied how they communicated with their subscribers across the channels in a course of three weeks.\r\n\r\nTake a look at the slides below for more \u2014 we think there are some great lessons and ideas there for all marketers who want to drive their engagement with users.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/358rLsp8a2fqBy[\/embed]\r\n\r\n<em>Note: Pinterest is not an Iterable customer.<\/em>\r\n<figure><\/figure>","post_title":"User Engagement Teardown: Pinterest","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-pinterest","to_ping":"","pinged":"","post_modified":"2017-12-20 22:32:01","post_modified_gmt":"2017-12-20 22:32:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/user-engagement-teardown-pinterest\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"September 21, 2015","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/092115_User-Engagement-Teardown-Pinterest-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/092115_User-Engagement-Teardown-Pinterest-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/092115_User-Engagement-Teardown-Pinterest-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/092115_User-Engagement-Teardown-Pinterest-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/092115_User-Engagement-Teardown-Pinterest-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/092115_User-Engagement-Teardown-Pinterest-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/092115_User-Engagement-Teardown-Pinterest-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/092115_User-Engagement-Teardown-Pinterest-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/092115_User-Engagement-Teardown-Pinterest.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-pinterest\/"},{"ID":2523,"post_author":"7","post_date":"2015-09-09 16:02:55","post_date_gmt":"2015-09-09 16:02:55","post_content":"We published our <a href=\"http:\/\/blog.iterable.com\/introducing-the-user-engagement-teardown\/\" target=\"_blank\" rel=\"noopener\">first User Engagement Teardown (of Jet.com)<\/a> two weeks ago and we\u2019re now following it up with the next one: a look into how <a href=\"http:\/\/vox.com\" target=\"_blank\" rel=\"noopener\">Vox<\/a> engages its readers.\r\n\r\nVox is a general news site, part of the <a href=\"http:\/\/www.voxmedia.com\/\" target=\"_blank\" rel=\"noopener\">Vox Media<\/a> group of sites, and its engagement goals are therefore very different to those of Jet. In the teardown we take a look at what they\u2019re doing today and offer a few recommendations that could increase their readers\u2019 engagement.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare below, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/wiETl9nZwpXBjG[\/embed]","post_title":"User Engagement Teardown: Vox","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"user-engagement-teardown-vox","to_ping":"","pinged":"","post_modified":"2017-12-21 01:26:48","post_modified_gmt":"2017-12-21 01:26:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/user-engagement-teardown-vox\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"September 09, 2015","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"512\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/090915_User-Engagement-Teardown-Vox-768x512.png\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/090915_User-Engagement-Teardown-Vox-768x512.png 768w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/090915_User-Engagement-Teardown-Vox-300x200.png 300w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/090915_User-Engagement-Teardown-Vox-1024x683.png 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/090915_User-Engagement-Teardown-Vox-600x400.png 600w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/090915_User-Engagement-Teardown-Vox-532x356.png 532w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/090915_User-Engagement-Teardown-Vox-81x54.png 81w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/090915_User-Engagement-Teardown-Vox-162x108.png 162w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/09\/090915_User-Engagement-Teardown-Vox.png 1500w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/user-engagement-teardown-vox\/"},{"ID":23,"post_author":"7","post_date":"2015-08-26 15:27:13","post_date_gmt":"2015-08-26 15:27:13","post_content":"We\u2019re excited to announce something we\u2019ve been working on for the last few weeks. We\u2019re calling it a <strong>\u201cUser Engagement Teardown\u201d<\/strong> and it\u2019s an <strong>analysis of how companies engage their users in the 3 weeks following a signup<\/strong>.\r\n\r\n<a href=\"https:\/\/iterable.com\/blog\/marketing-stack-user-acquisition-and-engagement\/\" target=\"_blank\" rel=\"noopener\">User engagement<\/a> is a key part of the marketing stack and a strong lever in driving growth. We think marketers will derive a lot of value from seeing and analyzing how leading companies engage their users.\r\n\r\nTo kick things off, we focused on <a href=\"http:\/\/jet.com\" target=\"_blank\" rel=\"noopener\">Jet.com<\/a>\u200a\u2014\u200aa recently launched e-commerce company. Take a look at the teardown below\u200a\u2014\u200ait gives some background on Jet, explains how we analyzed their engagement and shows the results.\r\n\r\n<em>(Note: if you can\u2019t see the embedded SlideShare, make sure to turn off any ad blockers!)<\/em>\r\n\r\n[embed]https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/I0EuknX5udU9iP[\/embed]\r\n\r\n<em>Note: Jet.com is not an Iterable customer. <\/em>\r\n<figure><\/figure>","post_title":"Introducing the \u201cUser Engagement Teardown:\u201d Jet.com","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"open","post_password":"","post_name":"introducing-the-user-engagement-teardown","to_ping":"","pinged":"","post_modified":"2017-12-21 05:50:34","post_modified_gmt":"2017-12-21 05:50:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/uncategorized\/introducing-the-user-engagement-teardown\/","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw","primary_term":"Teardown","pretty_date":"August 26, 2015","terms":[{"term_id":21,"name":"Teardown","slug":"teardown","term_group":0,"term_taxonomy_id":21,"taxonomy":"resource_type","description":"","parent":1696,"count":33,"filter":"raw","term_order":"3"}],"term_slugs":["teardown"],"term_names":["Teardown"],"thumbnail":"<img width=\"768\" height=\"428\" src=\"https:\/\/iterable.com\/wp-content\/uploads\/2015\/08\/jcom-768x428.jpg\" class=\"attachment-medium_large size-medium_large wp-post-image\" alt=\"\" decoding=\"async\" srcset=\"https:\/\/iterable.com\/wp-content\/uploads\/2015\/08\/jcom-768x428.jpg 768w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/08\/jcom-300x167.jpg 300w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/08\/jcom-1024x570.jpg 1024w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/08\/jcom-97x54.jpg 97w, https:\/\/iterable.com\/wp-content\/uploads\/2015\/08\/jcom-194x108.jpg 194w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>","url":"https:\/\/iterable.com\/blog\/introducing-the-user-engagement-teardown\/"}]