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Evergage Blog

Ideas and Strategies for Real-Time Personalization
Katie Sweet

About Katie Sweet

Katie is senior manager, content marketing 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, traveling, and trying adventurous foods.

Webinar Recap – CDP Hype vs. Reality: A Discussion Between Experts

There are three things we know about the customer experience. First: Nothing should matter more to a business than its customers and future customers. There would not be a business without them. Second: Customer data is essential for relating to and caring for those customers. Unless all customer interactions take place between one single employee who can remember everything about each customer, a company needs to store and access data to recognize a customer from one interaction to the next — both online and offline.   Third: Most companies’ customer data is not in great shape. It is siloed across different systems and business units. As a result, it’s not easy to create a single picture of each customer. With all of that in mind, it’s no surprise that the promise of a customer data platform (CDP) is appealing to [...]

10:37 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Webinar Recap – CDP Hype vs. Reality: A Discussion Between Experts

Q&A: CX Expert Don Peppers talks Omnichannel, Competitive Advantages and Goldfish

We all know that the customer experience (CX) is important. Nobody likes to have a bad experience, so it goes without saying that every business should deliver a good experience. One of the leading experts guiding brands to prioritize and deliver such good experiences is Don Peppers — CX luminary and co-author of the seminal book The One to One Future (among many others), and advisor to Evergage. I had the pleasure of interviewing him about his background, his books and his experiences at The Personalization Summit last month where he was a speaker. Check out his keynote presentation and read on for some great insights he shared with me! Hi, Don. Thanks for speaking with me today. To get started, can you share a little about your background?  Sure. I didn’t study business or marketing in school. But after [...]

9:05 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Q&A: CX Expert Don Peppers talks Omnichannel, Competitive Advantages and Goldfish

How Personalized Emails Improve Customer Success and Loyalty

Think about your inbox for a second – both your personal and work accounts. How many emails do you receive in a week that are completely irrelevant to you? Cold emails copied and pasted from generic templates, email blasts from companies you never subscribed to, promotions from companies you bought from that one time seven years ago…there are probably dozens (or even hundreds for some). But how many are from companies you have a long-term relationship with? Your banking and insurance companies, retailers you buy from multiple times throughout the year, software you use either in your personal or professional life. I bet there are just as many (or more) of those emails in your inbox. And I’d argue it’s more important for those companies to get their emails right. You have an established relationship with them. If they send [...]

9:38 am|Customer Success|Comments Off on How Personalized Emails Improve Customer Success and Loyalty

Asking “Golden Questions”: Using Surveys as Part of Your Personalization Strategy

You can learn a lot about your customers and prospects from the data you already have in your CRM, email marketing solution, and other sources in your organization. And you can get a much clearer picture of them when you combine that data with deep behavioral data. You can use that understanding to personalize the experience people have with your company on your website, mobile apps, emails, in-person channels, and more. But sometimes, the best way to learn something specific about a person is just to ask. Gathering explicit data about someone is generally done through the use of a survey. But you have to be careful. Too many questions will only annoy your customers. They’re just trying to go about their business — they don’t want to be interrupted time and again with questions that don’t seem to add [...]

9:30 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Asking “Golden Questions”: Using Surveys as Part of Your Personalization Strategy

4 Reasons You Should Be Personalizing Your Emails at Open Time

As an email marketer, you always want to send highly effective messages. You want your emails to stand out, resonate with your recipients, and deliver value. But no matter how hard you try to send something relevant, you can’t control when your emails are opened. Some people will read your email right away on their phones. Others may check their emails on their desktop in a day, a week or more. And in that timeframe – even if it’s just an hour or less – a lot can change. Even if your email is as relevant as it could be when you send it, it doesn’t mean that it will still be relevant when it gets opened. What can you do about that? That’s where open-time personalization comes in. Rather than personalize an email at send time, you can personalize [...]

9:24 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on 4 Reasons You Should Be Personalizing Your Emails at Open Time

3 Types of Personalization You Should Be Using to Make Your Emails More Relevant

A few years ago, I implemented an email unsubscribe massacre in my inbox. I realized I was tired of deleting multiple emails from the same brands every single day — emails that I never even considered opening. I decided that instead of simply deleting these emails as they came in, I would unsubscribe every time I received an email that didn’t provide value. I was ruthless about it. After a few days, I was able to breathe a sigh of relief. But now, a few years later, my inbox is overrun with unhelpful emails again. How annoying. As a marketer, I understand why companies send so many emails. Email remains a critical marketing channel for most industries, and it is incredibly affordable compared to other channels. As a consumer, I often learn about a sale or a new product from [...]

9:06 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on 3 Types of Personalization You Should Be Using to Make Your Emails More Relevant

Moving Beyond the What to the How: The Importance of Operationalizing Personalization

Most of the time, the question that comes naturally after “what should I do?” is “how should I do it?” It applies to many areas of life. If the question you’re facing is “what should I do this weekend?” you may answer “visit my parents.” After you’ve answered that question, you have to answer the next one: “how will I accomplish this plan?” Will you drive or take a train? Can you leave early from work on Friday, or do you need to plan around rush hour traffic? Essentially, once you’ve worked out the what, you need to address the how. Last week, Evergage hosted the 5th annual Personalization Summit, the theme for which was “Realizing the One-to-One Dream.” In the last two years of my experience at this event, many of the conversations and sessions have centered around the [...]

9:19 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Moving Beyond the What to the How: The Importance of Operationalizing Personalization

What Actions Can Be Used to Trigger an Email?

The more relevant your email is to a recipient, the more likely the person is to open it. This may seem pretty obvious. With so many emails cluttering our inboxes, why would we waste our time on anything we don’t care about? Sending triggered emails is one great way to ensure your emails are relevant. If you take a quick look through your inbox, you’ll likely find at least one example of the most popular type of triggered email: an e-commerce abandonment email. I did just that — took a quick look through my inbox — and found a bunch. For example, yesterday I browsed through one of my favorite retail sites and left without making a purchase. Later that day, I received an email reminding me of a pair of earrings I had looked at (and really liked). This [...]

9:55 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on What Actions Can Be Used to Trigger an Email?

An Introduction to Customer Data Platforms

Whenever a new classification of marketing technology emerges, there’s alway a period of confusion. Each marketer has a lot of questions to answer. What exactly is this new solution? Do I need it, or is it really just a fancy new term for a tool I already have? How does it fit with my current tech stack? Is everything I’m hearing just hype, or is this an investment I need to make? Needless to say, it takes some time for best practices to shake out and for thought leaders to gain credibility. One of the newest martech categories to emerge is the customer data platform (CDP). It’s no surprise that it’s making such a splash. We live in a world where consumers and business buyers are demanding that businesses understand them better and deliver more relevant experiences. But what’s the [...]

9:10 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on An Introduction to Customer Data Platforms

Using Personalization to Engage Prospects in the Complex Sale

Seventy-five percent of Netflix users rely on Netflix’s recommendations to help them choose what to watch. As a Netflix user myself, that number doesn’t surprise me at all. With so much content available on the platform, I’ve come to rely on those recommendations to help narrow my focus to the content that’s most interesting to me. I want Netflix to understand my preferences as much as possible so I can spend more time watching and less time searching. When it comes to personalized experiences, Netflix is probably top-of-mind for many of us, along with other big names like Amazon and Spotify. But with these services, they are quick, simple purchases: you buy something from Amazon in a few clicks, you keep renewing your Netflix and Spotify subscriptions because you find them valuable. It may get less attention, but personalization has [...]

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6 Ideas for Delivering Content Recommendations from Real Companies

Have you ever wanted to start a new book or take on a new binge-watch, but couldn’t decide what to choose? There’s a lot of content out there and you need to sift through it all to find something you’ll enjoy. So if you’re like most people I know, you turn to your network of family, friends, colleagues, or internet acquaintances for help. They know what you like, so you ask them to suggest a book or TV series for you to take on next. We rely on those content recommendations from humans just as much as we do from machines these days. For example, Netflix’s algorithms start recommending TV shows and movies you’ll like as soon as you start engaging with the service. Spotify helps you find new music with its spot-on recommendations. News and media sites recommend articles [...]

9:24 am|Content Publishing, Demand Gen and ABM|Comments Off on 6 Ideas for Delivering Content Recommendations from Real Companies

Take Your Customer Success Program to the Next Level with Personalization

Every company wants its customers to be successful. Every company wants its customers to have good experiences, accomplish what they’re looking to accomplish, find value in the product or service they’ve purchased, and become long-term, loyal advocates. Companies typically employ a variety of tools and techniques to keep their customers happy and successful. But many don’t consider how they can use personalization technology to do this. We recently published a new eBook that provides marketers and customer success leaders – across industries – with 15 examples of how to use personalization to create more successful customers. I’ll dive into three of those examples here, but be sure to download the full (ungated) eBook to learn more! Avoid Overwhelming New Users The onboarding period is a critical time in any new customer relationship. It’s so important to make sure that each [...]

9:02 am|Customer Success|Comments Off on Take Your Customer Success Program to the Next Level with Personalization
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