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Real-time Email Marketing: Social Conversations in Email

Your email subscribers seeing “tweets from your official twitter account” live in your promotional email, how effective will it be? In fact, if you are running a twitter campaign with a hashtag, you can place the latest tweets in your promotional email and send to your subscribers. In that case, even the customers who haven’t logged in to their twitter for the time being, will get to know about this promotion. You can simply deliver the news to their inbox, in real-time, live and with latest tweets updated immediately.

If Social Media is the master of engagement, email marketing is the acquisition maestro. And when both are combined and delivered to inbox, you are actually creating a blend of successful marketing strategy. Social learning (or Social Proof), a human psychology that promotes personal learning and subsequent decision-making based on inputs gathered from surrounding environment (or society, ex: Facebook fans, twitteratti) is the fundamental driver of this feature.

Putting it simply, an email marketer can simply spread the positive words of mouth (people who like us!) about your brand in their inbox.

Uniqueness:

  • Real-time update of Facebook & Twitter Feeds
  • Customize the twitter feeds for account handles as well as for selected #hashtags
  • Customize twitter feeds also for mentions of your brand in twitter
  • Customize the colour/font/background colour as per your email design

For more information, visit http://realtimepersonalisation.com/

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RTP has built several APIs to make it truly platform independent

Hurray! Now RTP has built several APIs to make it truly platform independent.

These are the first of its kind APIs which will help our clients consume the power of Real Time Personalisation without any limitations. You can use any Email Editor, any Email Service Provider, any Email Gateway and still integrate with RTP seamlessly, within seconds.

These APIs will help you get data from any Recommender system you use and show respective recommendations live inside an email. This can be extended to any data available outside the RTP system. The APIs can also be used to extract live data from RTP system.

Some of the APIs can also be used to use the RTP widgets like Timers, Progress Bars, Twitter Feeds, etc. Even without logging into RTP platform. You can make these widgets on the fly & integrate it with any system you use..

Come, make use of these powerful APIs now.

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Real-time Email Marketing: Weather based Customization

(Specified Location: London, United Kingdom)

This is the exact replica of a “weather update” panel placed in a RTP Email. It enables your Email Marketing effort to bring on more contexts as per the geography and weather condition of the location where the email is being read.

The intention is clear and straight. If you are offering weather based deals to your customers, no need to worry about losing relevancy by sending an offer on a Raincoat to your customer facing extreme summer heat while making an offer on air cooler to another customer drenched in incessant rainfall.

There is an added sense of “proximity” that a reader can feel with your brand while he reads your mail. The customer/subscriber can easily surmise the weather condition by simply looking out of the window, we don’t need to inform that. But it’s all about activating the neurological response to your email by intuition, unconsciousness or effortless action. The second stage of such Neuromarketing process is deliberate action, we simply call it a qualified lead. But, as you can see, the weather feed strategically placed at the top of this article has made you read the article till this point. A valid claim, isn’t it?

So, next time you perform an email campaign that has something to do with a weather condition of any geography, say, invitation for a corporate event, place this weather feed that can also forecast the weather for next 6 days of the opening day/time of an Email.

Uniqueness:

  1. Real-time weather update
  2. Forecasting up to next 6 days
  3. Multiple formats are available, say, showing only single day weather format (showing weather condition of only the day when the Email is opened)
  4. The weather condition is captured on the basis of the exact time an Email is opened, not the time of sending. So, no scope of losing relevancy at any point of time.

RTP Enthusiasts who have used it:

Ecommerce Company (Weather based deals)

Large ESP based in Germany (Event Invitation)

For more information, visit http://realtimepersonalisation.com/

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Why adoption of Big Data Analytics is important more than ever in 2014

Big Data Analytics 2014

It’s nearly impossible to write a 2014 forecast on e-commerce without mentioning “big data”. While the term might be overused, its importance to e-commerce cannot be overstated.

Big Data and Analytics will evolve beyond segmentation for email lists. E-commerce merchants will collect and analyze data to discern shopping patterns that have predictive value and to understand consumer experiences in digital and physical contexts. Their users benefit from the digitally enhanced experience, and the data they create also provides usage insights that inform product design and e-commerce strategy.

The underlying tools for the management of this data will only grow smarter, faster and more affordable as companies catch up with an overabundance of data. Big Data Analytics should emerge in 2014 as not just a buzzy trend, but a core business practice that e-commerce firms use to understand their business and their customers in fundamentally new ways.

Big Data usually includes data sets with sizes beyond the ability of commonly used software tools to capture, curate, manage, and process the data within a tolerable elapsed time. Big data sizes are a constantly moving target, as of 2012 ranging from a few dozen terabytes to many petabytes of data in a single data set. This data is generated by any activity like page visit, login, transaction a customer does when he/she comes across your business. This data is gone already beyond our imaginations and the rate at which it’s growing will be huge challenge to handle.

Taming Big Data:

Big Data includes data sets whose size and type make them impractical to process and analyze traditional database technologies. The amount of data being generated is almost impossible to handle, therefore we need tools those can condense the data and intelligently present only what is relevant and contextual.

If we look at the numbers at which data is being generated, 2.7 Zetabytes of data exist in the digital universe today. Facebook stores, accesses, and analyzes 30+ Petabytes of user generated data. The rapid growth of unstructured data like YouTube users uploading 48 hours of new video every minute, roughly 175 million tweets every day on Twitter etc. may lead us to many questions about managing the big data and analyzing it.

According to the reports, Poor data across businesses and the government costs the U.S. economy $3.1 trillion dollars a year. Survey also reveals that poor data management or lack of data quality cited as main reason for overrunning project costs.

Key Facts about Big Data:

Despite industry hype, most organizations are yet to develop, implement or execute a Big Data strategy. The survey found that 12 percent of organizations are currently implementing or executing a big data strategy while 40% of them are still considering / exploring Big Data.

 

Fig 1 (Source – sas.com): Which of the following best describes your organization’s stage in using external big data to help make business decisions?

Capturing and Storing Is Only the Beginning

It’s true that big data has great potential for creating a more detailed model of the business, such as tracing a customer’s path through a store and analyzing post-sale sentiments expressed in social media to create better offers. But to date, there have been lots of talk about how it can be stored and captured and very little about the practical ways businesses can exploit it.

But storing and capturing big data won’t make it valuable. Additional tools are needed to explore and analyze it. As it turns out, the simplicity of Hadoop stops with capturing data. The real promise of big data is that it contains information that isn’t part of the typical well-structured view of the business world. It’s all about “not knowing what you don’t know.”

Making Big Data Relevant for Business Orders:

Measuring consumer sentiment, optimizing supply chains, detecting fraud – Big Data is powerful. But to harness that power, organizations must hire data scientists, craft complex algorithms, and make massive investments in infrastructure and software. That leaves business leaders and the IT professionals supporting them wondering: Is it possible to make Big Data useful for business users?

Data’s value can be unleashed for business users by condensing it and intelligently presenting only what is relevant and contextual to the problem at hand. For example, an executive might be interested in summary data across the company’s product lines, while a manager of a specific product or geography might need more detail, but only for the areas that he or she oversees.

More analytics, fewer Gut feelings:

Ecommerce companies will grow increasingly, focusing on data and willing to apply analytics-derived insights to key business operations. Intuitive decision-making will diminish somewhat as companies infuse analytics into everything that customer touch. Data analytics will be the driver for capturing more customers, upselling to existing customers and retaining them for the long term.

The need for automated tools will become increasingly critical.

It seems that the more data we have, the more we want“. But as data volumes increase, the need for pattern matching, simulation, and predictive analytics technologies become more crucial. Engines that can automatically sift through the growing mass of data, identify issues or opportunities, and even take automated action to capitalize on those findings will be a necessity.

An often overlooked benefit is an increase in the volume of analysis. After the process is automated, employees find out how easy it is to analyze the data. So they start doing it more frequently. Where before it was only done when absolutely necessary (if at all), now it becomes a routine part of their Jobs.

Offer Personalization and Customization:

Challenge your business to finally begin offering personalization and customization to both onsite and marketing creative. Work to apply analytics & segment marketing campaigns so that they address customers by name and with relevant products and offers that are based on an individual’s or group of shoppers’ stated preferences or on-site behavior.

Taking on this challenge means that the retailer’s marketing department will need to collect meaningful information about what interest shoppers and organize separate, custom campaigns around those interests.

Personalization and customization could be a significant competitive advantage in 2014.

Summary

Big data made substantial progress in 2013, especially with respect to business stakeholder engagement in the topic. But we have yet to drive widespread adoption of big data, especially from a business transformation perspective. 2014 seems like the right time to make that happen.

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10 THINGS TO LOOK FOR IN EMAIL MARKETING IN 2014

Email will not be the same as you have been looking at it till now. With the changing technology & the changing behavior, we will see lot of new things coming up in 2014.

1. Segment of One
Segment of One
The email marketing in 2014 will be heavily driven by the individualization we can bring in to the content. The individualization will not be limited to the static demographic data. It will be a much more complex system which will derive data from demographics, transactions, web behavior, etc. The old rule used for segmentation will go away. The new era has begun, where no one is alike & everyone will fall is completely different segment.

2. Personalisation
Personalization
The content needs to be personalized to everyone based on not only the demographics, behavior, etc. but also the data which is not available while sending an email, viz. location where email was opened, time when email is opened, device used to open an email, etc. Gathering live data & personalization based on this live data will be very important. As people will be travelling more than today & will have more than single device.

3. Creativity – Images, Music, Video & More

Creativity


We email clients like Gmail caching the content, there is now no limitation on the creativity used in the content. Initially Marketers used to send low quality creative so that they load faster. Now with caching, high quality creative can also be loaded in a fraction of a second. In addition, creativity will not be limited to the images. Much more involving content like music, videos, etc. will play a very important role in email marketing.

4. Live Social Angle to Email Marketing

Social feed


Email we no longer be a boring static medium of communication. It will now be possible to see live feeds from Facebook, Twitter, etc. You can see which of your friends opened or clicked on the emails. You can also share the emails with your friends on social networks. This will also open up a new angle to email marketing which will be more fun to interact with.

5. Advanced Analytics

Advanced Analytics


Email has this awesome property to be personalized based on who is seeing it. This allows us send unique content to their inbox. More we can analyse the data, better we can understand the behavior & hence we can communicate with people in much better way. With so much of data being generated every day, analytics will play an important role in email marketing.

6. Predictive Email Marketing

Predictive Email Marketing


Gone are the days of email broadcasting. Today you have to predict what your clients want. And prediction will not be done at the group level, but at the individual level. We will see lot of tools coming up who will predict what a person is going to buy, even before that person knows it. This will really help email marketing to be more relevant.

7. Multi-channel Marketing

Multi-channel Marketing


Email marketing will be used in conjunction with many other channels in 2014. A single tool which will support many channels of marketing will be very important. The data from various channels will be used to support email marketing & vice versa.

8. Single View of Customer

Single view of customer

With so many ways to interact with the brand, having a single view of every customer will be very important. This will help marketers to understand what their customers do at various other places & take quick decisions to keep them happy.

9. Data Enhancement

Profile Enhancement


Most of the companies take only email ids to make the checkout process faster. This creates a lot of problem when we have to communicate with them. Lot of tools will come out which will help marketers understand their customers much more than what data they have. Marketers will try to find out about their customers from other data sources.

10. Responsive Design

Responsive Design


Emails will be read on Mobile devices, more than the desktop. Additionally it will be opened on any size of mobile & in any mobile client. So the email sent has to be intelligent enough to be responsive & readable on mobile.

All this will make email marketing much more interesting & relevant for the Marketers & even the recipients.

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