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Adapting to an Automated Marketing Landscape: Using Modern Martech [Revolution Video Presentations]

Lindsay Tjepkema
Lindsay Tjepkema , Marketing Director, Americas , Emarsys

This article features content from Revolution 2018. Join us for in London March 2020 for our next event. Interested in learning more? Click here

On Day 2 of our recent Emarsys Revolution event in London, speakers from Emarsys shared insights, ideas, and actionable ways to implement personalized campaigns within the Emarsys Marketing Platform. As such, this training content will be of most value for existing clients – or those interested in learning more about how the platform works.

Winning in a World of Automation

Conversion Optimization and Consumer Psychology Should Work Hand-in-Hand

When selling products, we often don’t pay enough attention to how our customers feel – but as consumers ourselves, we know that many make decisions based on how they’re feeling. Using customer behavior and data, you can create personalized recommendations that shorten the decision-making process by offering convenience and showing you understand your customer’s unique wants and needs. Emese Balogh, Global Training Team Leader, offers her thoughts on conversion optimization (in conjunction with consumer psychology and neuroscientific development), mobile optimization, and shares five types of friction/conflicts to be wary of (technical and emotional), plus the value of personalization and recommendations.


“We are chained to our mobile devices. Every user spends 3 hours per day on their mobile phones. Data usage doubles every year around the world. Google ranks mobile-friendly sites much higher than regular sites. We just cannot escape mobile anymore!”

Emese Balogh • Head of Product Training, Emarsys

Applying Data Insights to Drive Better Business Outcomes: Business Intelligence vs. Business Impact

Moving from business intelligence – data, tools, insights, and understandings about making your business better – to business impact means applying and executing based on what you know. Data is the raw product that, when structured and organized, becomes information. This information is useful as-is, but when you can extract insights that may lead to a competitive advantage – something novel and profound – then you are gaining insight.

Alex Timlin, VP of Retail and E-Commerce Vertical, offers tangible tips and takeaways for transforming what you learn about your business (and customers) into marketing that gets conversions.

As Alex explains:

  • It’s important to understand the difference between information and insight.
  • Using Average Order Value as a single metric can lead to a lot of assumptions that hold you back. Using AOV alone to increase revenue is flawed because it aggregates different customers/groups into a single metric and can isolate your best customers.
  • Calculating Customer Lifetime Value can help you identify your highest value customers and focus on what’s making you money.
  • Use customer behavior data – like purchase and browse history – to convert defecting customers.
  • Understanding your product catalog – and which products are revenue drivers versus order drivers – can make a huge impact on your business.
  • As marketers, understanding our customer data and using it to draw insights is the best way to create impactful business results. It’s important to analyze the right metrics in tandem, not as single metrics to avoid a static, flat view of your customers.
As @ARTimlin explains, using #AOV alone to measure return is flawed b/c it aggregates different customer groups into a single metric & can isolate your best customers.       CLICK TO TWEET

Using the Emarsys Marketing Platform to Make it Happen

Bridging the Gap Between Social & Email: How to Manage for Cross-Channel Interactions and Drive Results

Bridging the gap between social and email is an under-emphasized element of most organizations’ marketing efforts. Connect the two flawlessly by enabling clickable social links in emails (and retargeting people that click them), leveraging live, contextual content including social feeds within emails, and by working with automation to create CRM ads.

As Eloise described and demonstrated, you can connect email and social by:

  • Segmenting contacts that click on social links.
  • Creating an email with social content only visible to certain segments.
  • Showing a live Twitter stream within an email.
  • Personalizing your email-to-website experience for contacts to see specialized offers.
  • Using Automation to send Facebook and Google ads to socially active contacts.

Foundation of Automations: Building the Right Approach for Your Business

With all the challenges and demands marketers face today, it can be hard to step back from the day-to-day grind to consider strategy. But sometimes it’s beneficial to disconnect and realign what you’re doing. Taking a step back allows you to see your entire strategy, what’s working, and where you need to focus more of your attention. Even if you have several automations built, step back to take a look at how they are performing and how you can improve them. Any good automation success truly starts with a solid foundation of strategy and the big “why.”

Sometimes, you have to take a step back from the day-to-day work within your #marketingautomation platform to consider your #strategy & where to focus more attention       CLICK TO TWEET

Fred Miller, U.S. Training Manager at Emarsys, offers first-hand insights on foundational and supplemental/advanced layers of automation, and how to execute each step – plus areas where many marketers “go wrong.”


As Fred describes, Automations essentially entail three levels:

  • Level 1 → Inclusion/Exclusion rules and channel engagement
  • Level 2 → Filtering and scheduling
  • Level 3 → API integrations and automation linking

He also describes how:

  • To make sure you have the right marketing automation platform before creating automations.
  • A successful automation strategy should include a goal, a starting point, which channels to include, offers, and frequency. Too many marketers create automations without a goal in mind! If you read about a cool automation you want to try, make sure it aligns with your goals and audience before launching. And never be afraid to tweak (or delete) automations that aren’t serving your goals.
  • Not to let design elements hold up an entire automation. If you find yourself stuck waiting on an image for an email, ask yourself if the automation can be launched with one email and layered with additional strategy later.
  • To stay simple. Automations don’t have to be 50 steps to be successful. Consider creating bite size automations that can be linked together to better serve your goals and your audience.

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About the Author

Lindsay Tjepkema is Marketing Director, Americas at Emarsys and host of the Marketer + Machine podcast. . She and her team deliver resources that empower marketers to seek out solutions and strategies that will allow them to focus on what they love – strategy, content, and creative – not technology. Although her true love is tech marketing, Lindsay’s experience is built on time spent leading in-house teams, in agency settings, and independently running her own marketing consultancy.

Connect with Lindsay: LinkedIn@blueprintmkt

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