[{"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":394,"filter":"raw","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\" fetchpriority=\"high\" 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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":1,"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":18,"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>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<\/div>\r\n<div>\u00a0<\/div>\r\n<div>Starting 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. Additionally, they also included some infrastructure and performance thresholds associated with commercial email best practices.\u00a0<\/div>\r\n<div>\u00a0<\/div>\r\n<div>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<\/div>\r\n<div>\u00a0<\/div>\r\n<div>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.<\/div>\r\n<div>\u00a0<\/div>\r\n<div>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.\u00a0<\/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<\/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>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":"2023-10-30 10:47:32","post_modified_gmt":"2023-10-30 17:47:32","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":394,"filter":"raw","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":3,"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":18,"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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":4,"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":18,"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 Well: Reduce Costs AND Keep Your 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":"2023-10-18 19:16:27","post_modified_gmt":"2023-10-19 02:16:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/iterable.com\/?post_type=webinar&#038;p=117303","menu_order":5,"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":18,"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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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 Using 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":"2023-09-14 07:39:21","post_modified_gmt":"2023-09-14 14:39:21","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":6,"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":70,"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 in Marketing Worth the Hype in 2023?","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":"2023-09-05 11:05:30","post_modified_gmt":"2023-09-05 18:05:30","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":"How AI in Localization & Translation Impact Global Marketing Strategies","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":"2023-08-17 07:25:32","post_modified_gmt":"2023-08-17 14:25:32","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":394,"filter":"raw","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":"Great Examples of AI in Marketing\u2026and 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":"2023-08-15 11:02:44","post_modified_gmt":"2023-08-15 18:02:44","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":394,"filter":"raw","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":394,"filter":"raw","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":7,"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":18,"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":394,"filter":"raw","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":394,"filter":"raw","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":"Your Checklist for Unlocking the Power of AI","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":"2023-07-28 11:09:09","post_modified_gmt":"2023-07-28 18:09:09","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":"10","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":"Busting the 3 Most Common 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":"2023-07-10 09:01:14","post_modified_gmt":"2023-07-10 16:01:14","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":394,"filter":"raw","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":394,"filter":"raw","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":8,"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":70,"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":"How a Composable CDP Fits Into the Martech Stack","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":"2023-06-29 08:43:29","post_modified_gmt":"2023-06-29 15:43:29","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":9,"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":70,"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":10,"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":18,"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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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":394,"filter":"raw","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 tactic