7 Ways Predictive Intelligence Can Elevate Your Marketing

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7 Ways Predictive Intelligence Can Elevate Your Email Marketing

Email is the cornerstone of digital marketing. In fact, 68% of marketers say that email is core to their business¹. With competition for inbox attention at an all-time high, maximizing email impact is more important now than ever before.

Predictive intelligence technology can take your brand’s email marketing to the next level and create lasting customer relationships. Predictive Intelligence leverages sophisticated algorithms layered with business rules to help your brand use data you’ve gathered about your customers to communicate with them on a 1:1 level.

Every click, view, purchase, behavior, and preference collected by the engine is immediately converted into actionable messaging, creating an intuitive and holistic relationship between your brand and customers.

Consumers receive an average of 83 promotional emails each day, making the relevancy and timeliness of your emails critical². By leveraging the power of predictive intelligence in your email strategy, you make the “keep or delete” decision easier for subscribers with meaningful, personalized content that they won’t ignore.

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7 Ways Predictive Intelligence Can Elevate Your Email Marketing 3 salesforce.com/marketingcloud

Build a better understanding of how email and predictive intelligence can work together with a deeper look at these seven areas.

Predictive intelligence can boost your email marketing strategy in seven primary ways:

• Integrate data silos

• Build cohesive profiles

• Maximize relevancy

• Predict content

• Expand the traditional email experience

• Bridge the gap between web and email

• Nurture real-time relationships

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Integrate data silos

Data is a fundamental building block of customer interactions. Without data, brands must resort to mass marketing with less relevancy, more opt-outs, and disengaged audiences. Emails that aren’t powered by data don’t meet the high expectations of today’s empowered, connected, and informed consumers.

On the other hand, marketers who understand data-driven marketing know that it’s the foundation of 1:1 relationships. Today’s most successful marketers integrate their data silos, incorporating behavioral, CRM, and cross-channel data streams. This integration produces an actionable profile of preferences, creating a singular view of every consumer—and when you add this actionable profile to email, your messages will be more precisely targeted and ultimately better received by subscribers.

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Build cohesive profiles

One core capability missing from many marketers’ tool kits is the ability to personalize based on behavioral data. Personalization starts with knowing your customers. Who are they and what do they like? Marketers can gain insights to their customers’

preferences (and act on them) by asking questions and observing, looking at click, browse, and purchase behavior to determine a customer’s wants and needs.

Predictive intelligence technology, like the Salesforce Marketing Cloud’s Predictive Intelligence Engine, observes, collects, stores, and leverages behavioral data.

Imagine how much more effective your emails would be if they always included personalized content that connected with customers at critical moments in the customer journey.

SAN DIEGO, CALIFORNIA

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OUTDOORS

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Salesforce Marketing Cloud stores all of the profiles that brands collect from their customers, regardless of whether the customer is known or unknown. The behavioral touchpoints are collected when the brand deploys the Predictive Intelligence Observation Beacon across their digital channels. Once a brand begins using the stream of data collected by Observation Beacon, it can seamlessly integrate these insights into email marketing campaigns.

Because the Predictive Intelligence Engine operates natively on the existing Salesforce Marketing Cloud email platform, marketers can easily drag and drop predictive content into emails, transforming them from static mass communication into relevant 1:1 messages.

Without the hassle of managing your data, you can focus on what’s important: keeping your customers engaged.

Nolan

CALIFORNIA FINANCIAL ANALYST

28 Y/O

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Maximize relevancy

As a digital marketer, you’re constantly adapting to the latest trends and tools of the industry. Yet with so much rapidly changing in the marketing landscape, the thought of activating new customer engagement tactics can be daunting.

The Predictive Intelligence solution is intuitive and immediate, continuously delivering real-time content to your customers. By including personalized content in your email marketing strategy, your brand can gain credibility with customers and remain consistently relevant to the individual. With a sophisticated mechanism for collecting data and releasing actionable content, your brand can create 1:1 messages for each of your customers without the tedious tasks of creating broadly segmented emails - maximizing efficiency and streamlining the creative process.

As the system collects and recognizes behavioral data from customers, its ability to generate and automatically deliver pertinent content grows. The benchmark report from the Salesforce Marketing Cloud states that conversion rate increases dramatically from 6.32% in months 10-12 to 9.60% in months 13-18 when Predictive intelligence data is incorporated into digital marketing tactics³.

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As the system progressively aggregates and understands your audience’s behavior, it can more accurately recommend products and content to each person - maximizing relevancy.

Allowing predictive decisioning to deliver relevant content to your audience by using a simple drag-and-drop workflow strengthens your existing data and email base, reduces time to market, and manual effort gives you more time to focus on marketing strategy.

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Predict content

Eighty-six percent of surveyed marketers agree that they use personalization techniques based on broad segmentation and simple clustering techniques, and eighty-three percent agreed they use personalization based on simple business rules instead of real-time 1:1 personalization⁴. The future of customer relationships is in 1:1 marketing, not broad segments—so it’s time to automate and predict content to align with customers’ needs at critical moments.

To truly elevate email interactions, customer preferences can no longer be divided using simplistic and broad segments. Predictive intelligence takes your data and leverages sophisticated algorithms to allow your brand to capitalize on specific customer preferences. Working to automate relevant content on behalf of your customers, the engine provides in-moment-messages that align with a customer’s needs at critical moments within the customer lifecycle.

Whether you want to integrate products, content, creative assets, and calls to action, or simply drive engagement, the Predictive Intelligence Engine from the

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Salesforce Marketing Cloud provides relevant content that resonates with individual subscribers. Each email created and received is just as unique as the customer who opens it. Prove you’re listening to your customers by incorporating real-time behavioral insights into email communication. Even better: you’ll never have to choose a one-size-fits all message for all your subscribers. The tool predicts and provides content that customers want before they even know themselves.

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Expand the traditional email experience

Using your data to predict the best email content or offer for your customers is essential, but making sure you’re not sending generic batch-and-blast emails is just as important.

With in-moment messaging inherent to the Predictive Intelligence Engine, your brand has countless opportunities to make memorable connections with customers.

Whenever a pivotal moment within the customer journey is recognized, the Predictive Intelligence Engine can automate targeted emails in real-time. For example, you may want to send an email when a customer has abandoned a cart or browsed for a product in a specific category; when a favorite item is back in stock; or when a customer has a change in affinity.

The Predictive Intelligence Engine prioritizes communication for every moment in the customer lifecycle, instantly deciding the type of message that will produce the highest conversion rate, drive engagement, or build customer loyalty. With so many automation options, optimizing the customer journey becomes more effective and effortless.

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Bridge the gap between web and email

The customer journey isn’t a straight line; it’s a winding road unique to each customer.

That journey can transpire on a variety of channels, so if you’re only targeting emails based on email analytics, you’re missing a deep store of behavioral insight. By observing what individual customers do on your website, you gain insight into their wants, needs, and intentions. Bridge the gap and increase relevancy by connecting your brand’s web and email presence.

While most digital marketers acknowledge the importance of personalized experiences, only 34% of marketers report using real-time decisioning technology and customer data to drive interactions⁵. So how can the web experience be mimicked in your email marketing?

With predictive intelligence, consistently providing relevant content that incorporates the types of offers or products the customer would most likely purchase next is the key objective. The combination of web and email data lets you craft a more personalized and effective communication cadence with your customers. Predictive decisioning is an impactful and efficient re-engagement instrument, showing over a 20% influence in revenue during the first year after implementing alone⁶.

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Nurture real-time relationships

Today’s hyperconnected consumers expect to receive accurate cross-channel messaging whenever relevant content becomes available. According to Forrester, only 26% of marketers pull from their collected data on a daily basis, a trend putting many marketers in a perpetual game of catch-up⁷.

The Predictive Intelligence Engine immediately converts customer data into actionable content that can be used to automate messaging, eliminating lag time between data collection and the point of interaction. This immediacy allows your email communication to create significant touchpoints on the customer journey, driving interaction and future purchases.

Customer loyalty is built on brand trust and credibility. Prove your brand is listening to your customers in real-time, not your own time, by instantly responding to every interaction they have with you, regardless of the interaction type. Tailor the content in each message to the individual using the data you’re collecting and the unique profiles the Predictive Intelligence Engine is building, adding even more value with each interaction.

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Taking the Customer Journey to the Next Level

The customer experience can elevate or deflate the success of a brand. The future of your marketing depends on your brand’s ability to create meaningful 1:1 connections with your customers in every stage of the customer journey. With so much resting on email marketing, why risk your customers clicking “unsubscribe” just because you’re not treating them as individuals?

Ensure your brand is personalizing every customer’s journey with targeted, useful messaging according to customer preferences. An ever-improving email strategy and greater customer loyalty are possible with the power of Predictive Intelligence from the Salesforce Marketing Cloud.

Appendix

1 2014 Marketing Cloud Benchmark Report: Predictive Intelligence

2 Email Market, 2013 2017, The Radicati Group, Inc, 2013

4 Forrester Consulting. (July 2014) “Refresh your Approach to 1:1 Marketing.

A commissioned study conducted on behalf of Salesforce ExactTarget Marketing Cloud”

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