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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.

Stop Phoning In Your Emails: Evaluate Your Email Marketing Resolutions for 2019

These days, you’re probably spending some time thinking about all the new trends and technologies that will affect your business this year. This is definitely important, but while you’re reading marketing predictions and contemplating how you’ll react to them, it can be easy to forget about your existing strategies. Take email marketing, for example. Email marketing has been around for a long time, but that doesn’t make it unimportant. In fact, it remains a great channel for engaging customers and prospects directly. But all you have to do is look at your inbox on any given day to see that many marketers aren’t approaching their email communications strategically. They are simply bombarding people with more and more emails they won’t open. With that in mind, take this opportunity to think about your email strategy and outline a few email marketing [...]

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The Future of Personalization: 2019 Predictions

The world of technology changes rapidly. It’s no different with personalization technology. With each passing day, advances are made that can help you better understand your customers and prospects and deliver more relevant experiences to them. It can be overwhelming to keep up. To help you get an idea of what will be coming this year, we’ve compiled some predictions for personalization in 2019 from a few experts in their fields and members of the Evergage leadership team. Let’s dive right in! Marketers Will Look to Improve Targeting with Continuous Learning By Karl Wirth, CEO and Co-Founder, Evergage The A/B test is a long-standing marketing staple. The challenge with a traditional A/B test, however, is that it only helps you find the best-performing, lowest-common-denominator experience for your site visitors. The reality is that no two people are the same, so [...]

10:30 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on The Future of Personalization: 2019 Predictions

10 Articles to Get You Up to Speed on Email Personalization for 2019

We found in our annual survey this year that three out of four marketers are personalizing their communications in email — which makes email the most personalized channel. This is great news, because with the volumes of email we all sift through every day, it doesn’t make sense to send irrelevant emails that will only serve to annoy your prospects and customers. But are marketers really doing enough to personalize their email communications? We think the answer is no. In the same survey, we found that the most common tactic for email personalization is to include the first or company name in the subject line or message — followed by delivering tailored messages by audience segment. This is a great start, but there is so much more that you could do with email personalization to send messages that are individualized [...]

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What to Look for in Personalization Technology for 2019

Believe it or not, 2019 is almost here! As you think through your marketing and customer communication strategies for the coming year, personalization is undoubtedly top-of-mind for you (after all, we found in our annual survey that 88% of marketers believe their prospects and customers expect a personalized experience). But a personalization strategy is only as good as the technology powering it. So whether you’re a personalization pro or you’re just beginning to explore its potential in 2019, you need the right technology and underlying platform to execute an effective personalization program. In this blog post, I’ll describe a few of the capabilities you should look for in personalization technology for 2019. There are, of course, many features you’ll need to meet your company’s specific requirements, but this list should cover the main areas of concern. Let’s dive in! Your [...]

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Financial Services Marketers: What to Read As You Plan Your 2019 CX Strategy

I don’t think I need to explain the importance of the customer experience. Without customers, you don’t have a business. While everyone understands this in theory, not every business prioritizes the customer experience. Jim Marous of The Financial Brand and The Digital Banking Report said it best: Despite all of the talk about improving the customer experience, most financial institutions have focused on using digital technologies to improve their bottom line. With regard to the consumer, the focus has almost entirely been on improving speed and simplicity. Improving the bottom line is certainly important for any business, but don’t forget that technology can and should be used to provide the best customer experience possible. As we look ahead to 2019, we’ve compiled a few articles financial services professionals can read to get up to speed on customer experience trends for [...]

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Frequently Asked Questions: Evergage Decisions™ Contextual Bandit

We recently announced a new Evergage module called Evergage Decisions, which includes a ground-breaking algorithm called “Contextual Bandit” that allows companies to deliver the optimal promotion, offer, hero image – or even complete experience — to each individual site visitor. To explain the algorithm in more detail, Cliff Lyon (VP of Engineering at Evergage) and Jordan Bentley (Senior Data Scientist at Evergage) presented a webinar earlier this month in which they discussed and demonstrated the power, benefits and uses of the new algorithm. I highly recommend you watch the full webinar replay for an explanation of the methodology and primary use cases of the algorithm, but I’ve pulled some of the highlights into an FAQ in this blog post. What is the Contextual Bandit? The Contextual Bandit is an algorithm that uses predictive machine learning to evaluate the probability of [...]

9:34 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Frequently Asked Questions: Evergage Decisions™ Contextual Bandit

How Invaluable Delivers 1-to-1 Experiences to Collectors Across Website and Email

Online shopping is fundamentally a personal experience. When you shop online as a consumer, you’re typically either looking for something to meet your specific needs right now (like when you’re trying to find something to help you clean the grout in your shower) or you’re looking for something that meets your specific preferences (like when you’re browsing a shoe sale for something that catches your eye). With that in mind, every e-commerce site’s biggest goal should be to help a shopper find what she’s looking for — something that addresses her current needs or fits her specific tastes and preferences — as quickly as possible, much like a sales associate would do in a physical store. Invaluable, the world’s leading online marketplace for fine art, antiques and collectibles, has this goal. It knows that fine art and antique collectors have [...]

8:39 am|E-commerce Optimization|Comments Off on How Invaluable Delivers 1-to-1 Experiences to Collectors Across Website and Email

Understanding Customer Data Platforms: 3 Levels of Functionality

Even though it may feel like everyone in marketing is talking about customer data platforms (CDPs) these days, the idea of the CDP as a martech category is still in its infancy. There’s a lot of confusion about how to categorize CDPs. Forrester’s Joe Stanhope mentioned in a recent Evergage webinar that he doesn’t consider “CDP” as a category on its own yet. He believes it needs a stronger sense of self before it can grow into its own category. Other industry experts, like David Raab from the CDP Institute, have already outlined a clear definition for the category. Since Evergage provides a customer data platform, we have spent a great deal of time thinking about the space and what makes Evergage similar to and different from other vendors. Our view is that there are three principal levels of CDP [...]

9:32 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Understanding Customer Data Platforms: 3 Levels of Functionality

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 [...]

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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
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