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.

How Content Recommendations Drive Blog Engagement for Datto, Inc.

These days, many B2B sites operate as a media or publisher site. While they remain focused on driving conversions and generating leads, they also want to increase engagement with the rich content they are continuously creating to educate the market and demonstrate their thought leadership. This publisher focus results in a challenge that most blog managers are familiar with: you drive traffic to a single blog post — typically from search, social, or backlinks — yet the majority of your traffic leaves before viewing an additional page on your website. You want to improve engagement on your blog by encouraging visitors to read more than just one article so you can grow your audience and make sure readers find something valuable. Datto, Inc. is familiar with this challenge. With a wide variety of content on its site — including blog [...]

4 Use Cases for Personalizing Emails at Open Time

According to the Radicati Group, 269 billion emails are sent and received every day. While there are certainly other channels marketers can use to reach customers, 72% of consumers indicate that they still prefer email as their main method of communication. And, of course, email remains a relatively low-cost method of communication that marketers can use to build and maintain relationships with customers. So despite the inbox overload, email remains a key channel for marketers. That’s why relevancy is so critical. Irrelevant emails are easy to ignore. But a relevant email has a better chance at standing out among the clutter. There are several ways to be relevant to recipients, but one key method is to ensure that emails are relevant at open time, rather than send time. This ensures that the decision of what content to display in the [...]

How to Conduct Initial Research for Your Personalization Strategy

When it comes down to it, your personalization strategy will only be as successful as the effort you apply. While it is certainly possible to see impressive results without a real strategy in place – simply by implementing campaigns here and there when you spot opportunities – a broader, long-term strategy can help you realize success over time. Even if it is simplistic, a defined strategy will help ensure you’re achieving specific goals, prioritizing your ideas, measuring your success, and ultimately creating improved customer experiences. As is the case with most new initiatives, you should start with some research first. We recommend three places to begin: 1. Your Challenges and Goals Begin by thinking about the challenges you are facing and the goals you want to achieve. Think about the key goals for the channels you are considering for personalization [...]

5 Ideas for E-Commerce Personalization Beyond Product Recs

Most retailers are accustomed to using algorithms for e-commerce personalization, particularly for product recommendations. And the best product recommendations leverage the individual preferences and in-the-moment intent of each shopper to help each person discover the products that are most relevant to them in the moment. Incorporating each person’s affinities and intent as part of your recommendations doesn’t just improve the experience for the shopper, it also makes good business sense. Gartner found that by 2020, smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%. But a personalized experience does not need to stop at product recommendations in select locations on your website. There are many other areas of your site that you can personalize to the individual. With that in mind, here are five ideas for leveraging machine-learning e-commerce [...]

Using Real-Time Weather Conditions for Website Personalization

Have you ever seen an ad or a promotion on a website that references the weather? Of course you have! Whether we like it or not, the weather affects our daily lives in a number of ways. So it is no surprise that marketers, including Evergage customers, often take local weather conditions into account when delivering messages or offers to customers. Of course, the weather differs based on location. Even within a specific geographic area during a certain season, temperatures and weather conditions can vary widely. In New England, for instance, it’s not uncommon to see a 58 degree Fahrenheit day immediately followed by an 82 degree day during certain times of the year. And even in the middle of the summer when you can expect it to be warm throughout the US, the weather can still be rainy in [...]

[New Videos] 3 Components You Need to Control Your Machine-Learning Algorithms

Every person in this world is unique. Each has his or her own preferences, behaviors and attributes. So if no two people are exactly the same, why treat them the same in your marketing? Consumers and business buyers are also demanding to be treated as the unique individuals they are. With so much to choose from on the internet, they are giving their time and attention to those companies that provide unique experiences and tailored, relevant content that cuts through the noise. Machine-learning algorithms allow you to provide such individually relevant experiences in a scalable way. The most common way we see marketers leverage algorithms today is with product or content recommendations, but they can be used to dynamically sort lists or arrange search results, modify navigation, and much more. Essentially, machine-learning algorithms intelligently determine the most relevant experience for [...]

Ideas for Driving Urgency on Your E-Commerce Site

In today’s fast-paced world, we want everything to happen now, not later. Instant gratification is the name of the game. A Microsoft study found that the average attention span has fallen to eight seconds, so as marketers, we have precious little time to capture a person’s attention! Once you have managed to get a shopper’s attention — such as by showing him a product he is interested in […]

Breaking Down Forrester’s Definition of Personalization

Last week, James McCormick, Principal Analyst at Forrester Research, was a guest presenter for a webinar with our CEO, Karl Wirth, entitled “Digital Intelligence: The Key to Delivering Personalized Customer Experiences.” In the webinar, they explored a key challenge facing marketers across industries: the experience delivery gap, originally identified by Bain and Company back in 2005. Back then, Bain discovered that while 80% of the companies they surveyed believed they were delivering a superior proposition to their customers, only 8% of those companies’ customers actually agreed with them. While a lot has changed since then, the experience delivery gap has not yet been closed. The data has shown that consumers expect personalization — in part due to the personalized experiences they are receiving from some of the bigger names on the Internet such as Amazon, Netflix and Spotify. In our [...]

The 6 Marketing Channels You Should Be Personalizing

It isn’t enough to master your marketing communications through one channel if your current or prospective customers engage with you in many different channels. And for most companies, it is pretty safe to assume that they are. The typical digital consumer now owns 3.64 connected devices. Forrester predicts that by 2021, 40% of in-store sales will be influenced by the internet. And even in financial services, 47% of bank customers engaged in at least one cross-channel interaction in the past 90 days. At Evergage, when we talk about cross-channel marketing, we don’t mean mass communication across channels. We mean personalized communication. Why? Consumers expect personalized experiences. Forrester found that 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. And Infosys uncovered that 74% of customers feel frustrated when website content is [...]

Individualized E-Commerce: Examples Across the E-Commerce Shopping Experience

We often think about the e-commerce shopping experience as a journey from the homepage to checkout. As an e-commerce professional, you want to optimize each page on your site to guide a shopper further down that journey. But it’s important to remember that the e-commerce shopping journey is unique for each shopper. One shopper may start his journey on a PDP and go straight to checkout. Another may click from an email to a PDP, then find her way to the homepage, then to several category pages before finding a product she decides to purchase. Meanwhile, each shopper has unique interests and attributes, so different experiences will appeal to different people. When it comes to personalization, think about each point of interaction on your site and how you can help individual shoppers achieve their goals at each point along the [...]

8 Ways to Grow E-Commerce Loyalty with Personalized Experiences

When it comes to e-commerce loyalty, there are two types: the type that brings a one-time buyer back to make a second and third purchase, and the type that drives a person to become a regular shopper over the long term. Creating personalized experiences across channels that are relevant at the individual level can help you develop both types of e-commerce loyalty. In this post, I’ll describe a few personalization ideas to get you started. Drive Incremental Purchases To drive incremental purchases, you need to focus on specific tactics to turn a one-time shopper into a second- and third-time shopper. Personalization can help you incentivize that one-time shopper to return to your site and re-capture his attention with relevant content. 1. Upsell/Cross-Sells in Order Confirmation Emails Your efforts to drive a second purchase can start as soon as the first [...]

4 Ideas for Starting Small with Website Personalization

A few weeks ago I attended the Conversion Conference in Las Vegas. The Evergage team and I got the chance to meet a lot of great marketers looking for innovative ways to improve their conversion rates. We shared with them that personalization is a proven tactic for increasing website conversions (not to mention improving the overall customer experience). But in speaking with these experienced marketers about how to leverage machine-learning algorithms to dynamically personalize their full website experience to the individual level, some of them got a little anxious. “I’m not sure we’re there yet” was a common refrain from marketers from both large and small teams. I am willing to bet that these marketers were voicing a concern that many others share. If your website is currently static — meaning it provides largely the same experience for every person [...]