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Evergage Blog

Ideas and Strategies for Real-Time Personalization
Katie Sweet

About Katie Sweet

Katie is content marketing manager at Evergage, focused on crafting relevant content and maintaining the Evergage blog. When Katie isn’t meeting challenging deadlines, chasing blog contributors, and driving content at Evergage, she is constantly reading, homebrewing, traveling, and trying adventurous foods.

What to Look for in Personalization Technology for 2018

As we come upon a new year, marketers everywhere are considering their marketing strategies for 2018, and many are finally thinking about pursuing personalization programs. If you have put off personalizing your customers’ or prospects’ digital experiences thus far, it may have been for any number of reasons: you haven’t felt that your company was ready for it, it seemed like too big of an undertaking, you wanted to focus on other priorities, etc. But you don’t need to put it off any longer. The right technology partner can make it easy to get started. In this blog post, I’ll walk through the high-level requirements for any personalization technology you invest in next year. There are, of course, many individual features and nitty-gritty details you’ll want to look for as well. You’ll want to figure out if any solution can [...]

9:17 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on What to Look for in Personalization Technology for 2018

Irrelevant Emails Are No Longer Acceptable to Consumers

We’ve reached the point in the year when marketers aren’t holding back on their outbound communications. I woke up on Black Friday to an absolute deluge of emails from essentially any retailer I’ve ever had any interaction with (or not), informing me of their incredible sales and promotions. Those emails continued into the rest of the day, the rest of the weekend and into this week as well. I feel as though I have never received so many emails in my life. I’m sure I’m not alone in this feeling. This week, The Wall Street Journal published an article entitled “Retailers’ Emails Are Misfires for Many Holiday Shoppers.” In the article, Suzanne Kapner outlines the problem clearly: retailers are sending too many emails and consumers are frustrated. In fact, according to Yes Lifecycle Marketing, as cited in the article, the [...]

11:08 am|E-commerce Optimization|Comments Off on Irrelevant Emails Are No Longer Acceptable to Consumers

How to Recognize and Convert Comparison Shoppers During the Holiday Season

While we haven’t reached Thanksgiving yet, we’re already deep into the holiday shopping season. During this time, many shoppers are on the hunt for one particular product. These shoppers are highly engaged — and often ready to convert. But before they buy, they want to shop around to find the best deal. As an e-commerce marketer, it’s essential to do everything you can to encourage those comparison shoppers to convert with you rather than a competitive site. That requires you to 1) be able to recognize when a visitor is a comparison shopper and 2) provide relevant and appropriate messaging to her in real time. Without the ability to accomplish both tasks, you won’t be able to reach these comparison shoppers within their shopping window. But how can you identify them? And how should you message them? I’ll walk through [...]

9:03 am|E-commerce Optimization|Comments Off on How to Recognize and Convert Comparison Shoppers During the Holiday Season

Out-of-Stock Pages: An Overlooked Holiday Shopping Necessity

Black Friday and Cyber Monday are nearly upon us, so your holiday campaigns have likely been set for months. At this critical time of year, your campaigns are aimed at converting as much of your increased traffic as possible. Yet no matter how much time and effort have gone into planning inventory levels, you can’t plan for every potential situation. It’s likely that at some point during the holiday shopping season, some of your inventory will go out of stock. Particularly during this time of year, an out-of-stock page can be dangerous. A visitor that is ready to buy can be quick to leave your site when he encounters an out-of-stock page – resulting in a lost conversion for you. While out-of-stock inventory is inevitable, you want to be able to minimize the damage in the moment. In this blog [...]

6:31 am|E-commerce Optimization|Comments Off on Out-of-Stock Pages: An Overlooked Holiday Shopping Necessity

The Data You Need for Personalization as Told By Your Thanksgiving Dinner

If you want to personalize the experience on your website, mobile app, or any other channel so it is relevant to each individual, the first thing you need is the right data. It should be obvious why that is: because you can’t create a personalized experience if you don’t know anything about the person. But what data do you need to create a complete picture of an individual? In the spirit of Thanksgiving, I want to answer that question for you, relating each type of data to a Thanksgiving dish. Because just like every individual dish on Thanksgiving can come together to create a delicious meal, different types of data can come together to create a clear picture of each of your customers or prospects. So loosen up that belt, fasten your bib, and let’s dive right into this festive [...]

9:22 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on The Data You Need for Personalization as Told By Your Thanksgiving Dinner

Breathe New Life into Your CRO Program with these Testing Tips from Top Experts

Testing and conversion rate optimization (CRO) have been around for a long time. So most marketers — B2C and B2B alike — are already familiar with the importance of testing. They know why they need to test, the benefits that come from continuous optimization, and, at a minimum, the basics of designing successful tests. But testing can be more complicated than it appears. How do you decide what to test? How do you know when a test is done? What do you do if your results are inconclusive? If you aren’t an expert conversion rate optimizer, these answers are not obvious. To give you a little motivation, we’ve compiled some testing tips from experts in the conversion rate optimization field. Customer Research Will Tell You What to Test The data tells you where the story is, not what the story [...]

9:06 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Breathe New Life into Your CRO Program with these Testing Tips from Top Experts

How Machine Learning Scales One-to-One Personalization

The world of marketing is no stranger to buzzwords. While many marketing buzzwords words start off as real strategies or tactics that can improve a company’s marketing efforts, their meanings often become diluted the more they are used. Over the years, we’ve seen words like “sales enablement,” “social media,” “account-based marketing,” and even “personalization” become buzzwords that marketers can throw around without actually incorporating them deeply into their marketing strategies. “Machine learning” is on its way to becoming one of those buzzwords too. Marketers are talking about it a lot and working out the best way to implement it in their marketing strategies, but many are not truly using it in a way that has a real impact on their business. Machine learning isn’t just something for marketers to pay lip service to, however. It has enormous potential for generating [...]

4:01 pm|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on How Machine Learning Scales One-to-One Personalization

Managing Internal Objections to Adopting Personalization

In our annual survey, we found that 73% of marketers believe that personalization should be a bigger priority in their organizations. This number is up from last year’s 64%, showing us that personalization is growing in importance to many marketers, yet internal barriers are still getting in the way. We often hear this from Evergage prospects. We hear that it “just isn’t the right time” to get started with personalization, for a variety of reasons. Depending on your role in your organization, you could be facing objections from executive leadership or other members of the marketing team, or both. In this blog post, I’ll walk through some of the main objections we hear, and the answers we recommend sharing with your team to overcome them. Starting with the leadership team, these are the main objections we hear: I don’t see [...]

9:25 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Managing Internal Objections to Adopting Personalization

4 Key Use Cases for Triggered Emails

We are all familiar with the struggle of a cluttered inbox. I receive more emails than I care to count across my personal and professional inboxes every day, and I probably delete at least 80% of these emails without opening them — making a snap judgment based on the sender or subject line. You probably feel similar about your own cluttered inboxes. According to the Radicati Group, 269 billion emails are sent and received every day. Yet despite the deluge of emails we all receive every day, email remains a critical marketing channel. I still check my email all the time and continue to receive valuable emails from companies that I regularly interact with. The inbox clutter dilemma is why delivering personally relevant emails, rather than “batch and blast” ones, is critical. We’ve written a bit on the blog in [...]

9:34 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on 4 Key Use Cases for Triggered Emails

Customer Experience in Financial Services According to the Influencers

According to Gartner, 89% of marketers will compete primarily on the basis of customer experience this year. But who are they competing against? In today’s world, consumers compare their experiences across industries. That means that they don’t just compare one bank to another — they compare their experience with one bank against their experiences with all the other companies they interact with in their daily lives. So as a marketer in the financial services industry, you aren’t just competing with your direct competitors, you’re competing with the likes of Amazon, Netflix, Uber, and more. One of my favorite quotes that illustrates this phenomenon is from PwC: “The omni-digital customer who just ordered a pizza on her smartphone may ask herself why banks make it so hard.” Personally, as a consumer, I get annoyed when I encounter a company that provides [...]

9:30 am|Customer Success|Comments Off on Customer Experience in Financial Services According to the Influencers

A Behind-the-Scenes Look at Our Personalization Campaigns

At Evergage, we firmly believe in the importance of practicing what we preach. We regularly discuss the benefits of personalization on this blog, so how would it look if we didn’t use personalization ourselves? Our marketing team uses the Evergage platform to deliver a wide variety of personalized experiences for our prospects and customers. With considerable experience under our belts, we know that executing a personalization program has its challenges. Ideas may not come easily, and prioritizing those ideas can be tough. Tests can be inconclusive, and ideas you think are brilliant don’t always produce optimal results. But all of your winning campaigns that drive lift for the business make the investment worth it. To address some of these topics and share learnings from a variety of campaigns, we recently hosted a webinar led by Evergage’s CMO, Andy Zimmerman, and [...]

9:12 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on A Behind-the-Scenes Look at Our Personalization Campaigns

What Behavioral Data Do You Need for One-to-One Personalization?

If you are a sales associate in a retail store, you want to help each shopper find what he’s looking for so he can ultimately make a purchase. In most cases, you would have a conversation with him to identify how you could help. But what if you couldn’t speak to him first? What if you could only uncover his interests and his reason for visiting the store by observing him? In that case, you would need to pay close attention to how he interacts with every item in the store. In other words, you would need to track his behavior and draw conclusions about what that behavior means. Then you could use that information to determine how you can best help him. That’s exactly what marketers do online when they track someone’s digital behaviors and use machine-learning algorithms to [...]

8:43 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on What Behavioral Data Do You Need for One-to-One Personalization?