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.

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]

The Main Elements of Machine-Learning Personalization

More and more, marketers across industries are figuring out how to use machine learning in their marketing. They are discovering that machine learning is critical for communicating with customers and prospects at the individual level. For those who need a quick definition: machine-learning personalization utilizes algorithms and predictive analytics to dynamically present the most relevant content or experience for each and every visitor at the one-to-one level. Machine-learning personalization provides a scalable way to personalize any and all aspects of your website. While using machine learning for personalization can sound overwhelming to marketers who have never personalized before, or have historically only used rules for personalization, setting up your own custom strategy – or what we call “recipes” – can be easy with the right solution. There are four main components to each recipe: base algorithms, filters, boosters and variations. [...]

How Content Recommendations Drive Blog Engagement for Datto

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 [...]

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

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 […]