Here’s the thing about customer success, customer experience, and the customer journey: once you say it enough times, it doesn’t mean anything.
At Salesforce Connections 2015, the phrase “customer success” was repeated so often that there was a real risk the phrase became more punctuation than anything else. While the keynote from Salesforce President Keith Block offered intense, space-themed videos beckoning marketers to rethink everything – especially the customer journey – the one piece I thought was missing was the next step.
Let’s say you know exactly who your customer is. You know what they tweet, the kinds of content they like, their product history, and what might prompt them to take action.
But now what? If you don’t come up with extremely compelling content that leads to a great customer experience, all that data is just going to help you create personalized messaging that still gets deleted.
On Day Two of Salesforce Connections 2015, one thing was clear: marketers are thinking about personalization. Or, to be more accurate, they’re thinking about how to keep in touch with customers across both physical and digital channels.
During a morning breakout session, “The Strategic Formula for Email Conversion Success,” Jon Powell, the senior manager of executive research and development for MECLABS Institute, explained that people open their inbox with their fingers on the delete key.
“You have to create an immediate personal connection with the customer,” Powell told attendees.
That starts with relevance. And to be relevant to customers, you need to know what interests them. Continue reading
Curious about what happened on Day One at Salesforce Connections 2015? So were we! Some Movable Inkers were there for Day 1 and told us that the biggest topics were definitively around how to use data effectively and how to build the best customer experience possible.
So we took to Twitter to gather some wisdom from attendees around those two topics. On Wednesday and Thursday, we’ll be at Booth #112. Come stop by and say hi!
From Tuesday through Thursday this week, Movable Ink will be attending Salesforce Connections at the Javits Center in New York City. We’re really excited to get on the floor and talk to sales and marketing professionals about the power of contextual marketing. If you’re around, stop by and say hello at Booth 112.
There are going to be plenty of great sessions at the conference, too. Here are five that really caught our eye:
Here at Movable Ink, we’re strong supporters of organizations taking strides to improve the world.
Movable Ink was founded with the belief that all companies today need digital tools to tell stories with personalized context to millions of people at the same time. This not only applies to eCommerce and travel brands, it’s also true for nonprofits focused on a mission.
But telling effective stories, which is one of the most effective ways for nonprofits to mobilize advocates, can be challenging when forced to do more with less.
In that spirit, we’re excited to announce that Movable Ink is teaming up with (RED), the AIDS organization founded in 2006 by Bono and Bobby Shriver.
(RED)’s mission is to engage people and businesses in the fight to end AIDS, and to date it has raised more than $300 million for the Global Fund to fight AIDS. And 100% of that money goes to work on the ground in Africa.
When you get an email from a brand, you’re not used to seeing anything that’s all that surprising. Maybe it’s about a sale, maybe it’s about an event. Either way, no one really gets a rush from checking their inbox.
Social media, on the other hand, is something that is constantly unpredictable and exciting. That’s why more than a quarter (28%) of the average user’s time online is spent on social networks.
That doesn’t necessarily mean social channels are more profitable. Email ROI is still much higher than social media. What marketers should really strive to do is integrate live social media feeds right within the inbox. That way, you combine the engaging power of social with the ROI power of email.
Instagram, as a visual medium, is especially powerful. Here’s why:
It’s well established that visual content is often much more appealing and effective than plain text when it comes to engagement and conversions across all customer touch points and marketing channels.
This holds true for products on eCommerce sites, social media posts, content marketing and email campaigns.
For example, research has shown:
– 60% of consumers are more likely to consider or contact a business when an image shows up in local search results
– 67% of eCommerce consumers say the quality of a product image is “very important” in selecting and purchasing a product
– The engagement rate on Facebook for posts with photos is 37% higher than text-only posts
But how can email marketers add context to the equation to further increase customer engagement and conversions?
This is the question I’ll be covering at the upcoming LDV Vision Summit on May 20.
Vivek Sharma, Movable Ink’s CEO, recently had a Q&A interview with Idea Mensch, where he discussed everything from the worst job he ever had to books he would recommend to entrepreneurs.
In the interview, Vivek also touches on how he and co-founder Michael Nutt originally came up with the idea for Movable Ink, how he stays productive, and why Twitter is one of his favorite digital tools.
Read the full interview here.
Here at Movable Ink, we’re serious about gender equality. We are excited to support initiatives aimed at bringing more women into STEM fields by getting involved and supporting community efforts advocating this cause.
This past week, Movable Pink hosted the inaugural event of the NYC Women in Machine Learning and Data Science meetup. This group fosters informal discussions on machine learning and data science related topics, with the purpose of building a community around women in these fields. The inaugural event consisted of a series of lightning talks and culminated with a keynote delivered by Claudia Perlich, Chief Data Scientist at Dstillery. If you have not heard of Claudia yet, let’s just say she’s a data science rockstar, and some of her accomplishments include the Advertising Research Foundation’s (ARF) Grand Innovation Award and being selected as a member of the Crain’s NY annual 40 Under 40 list.
Lightning talks – Some interesting machine learning/data science topics were covered by speakers from the industry. With a span of 5 minutes each, the lightning talks covered the following topics:
- Fashionably Data – speaker Anna Smith
- Big Data and Hadoop – speaker Esther Kundin
- Python Map Reduce vs Scalding – speaker Emily Samuels
- Clustering Ferguson – speaker Dara Elass
Who attended? We had a diverse attendance, spanning both the industry and academic scenes. Some of the represented groups include:
- Columbia university
- Blenheim capital
We were excited to see such a great turnout and vivid enthusiasm around machine learning and data science topics. Stay tuned for future events from the NYC Women in Machine Learning and Data Science meetup. Meanwhile, take a moment to check out some of the event pictures here.
A few weeks ago we discovered that Apple had changed the way it rendered HTML 5 videos in email on iOS 8 devices.
Here’s a recap. Let’s say you used agileEMAIL to embed a video in your email (because we know including videos within email makes it more engaging). When subscribers opened your email, your video would appear as a poster image with a play button, but the video didn’t play within the email itself. On top of this, your subscribers had no easy way to reach the video’s targeted landing page once video playback was complete.
It isn’t clear that Apple will revert back to the way they used to handle video in email—so our Engineering team crafted a solution within agileEMAIL that works with iOS 8 AND improved on the user experience!
Here’s how it works:
- • When subscribers open an email with an embedded video, the video poster image appears with a play button.
- • When the play button is tapped, QuickTime is launched within the mobile version of Safari, and the video plays in fullscreen mode.
- • In addition, you can now direct subscribers to the video’s targeted landing page—after video playback is complete, your subscribers can tap “Done” followed by the browser’s back button. This launches the video’s targeted landing page within Safari, making it faster and easier for your subscribers to reach the video’s landing page.
If you have any further questions about this, please contact your Client Experience team, or email firstname.lastname@example.org.