We're entering an interesting age when it comes to big data and personalization. Platforms like Sailthru can personalize the frequency and topic of the messaging you're sending via mobile or email – and then personalize the content of the site that the user is landing on. I have been writing for a long time that the limitation of modern analytics is that it only raises more questions, not actual answers. Personalization platforms like Sailthru are shifting the paradigm – taking the analytical data and optimizating the visitor's experience to increase revenue… and doing it automatically via messaging and the web.
While this personalization generates an superior user experience and higher conversions, I'm curious how search and social will catch up. If I have a personalized experience… chances are that the Googlebot doesn't. Or if I share my personalized experience, will you get the same? Perhaps, or perhaps not. We'll see… but for now, personalization platforms are driving fantastic engagement and conversions. It seems the day of the standalone email marketing platform is behind us!
By driving deeper engagement, platforms such as Sailthru have been proven to increase overall revenue. Here's how:
- Relevant and timely triggered communications – the Sailthru Smart Strategies solution allows you to set sophisticated drip campaigns designed to automatically re-engage older users, accelerate repeat purchases, recapture cart abandonment, offer a free trial, etc. at the most opportune times.
- Personalized content and recommendations – Sailthru's proprietary technology tracks site, email, mobile, offline and social behavior to develop an interest profile for each unique customer. From there, they can automatically populate all of your communications with the most pertinent content and products.
- Transcend segmentation for more targeted marketing – use Sailthru to build dynamic, sophisticated user groups based on the extensive behavioral data available for each customer.
- Intuitive and actionable revenue management – Sailthru’s standard revenue and pageview metrics empower marketers and editorial/curation teams to optimize their marketing campaigns and promotions based on real dollars rather than just opens or clicks.