Blueshift partners with branch to offere personalized deep linking for email, mobile

Branch and Blueshift: Enabling seamless cross-channel personalization

With Blueshift’s personalization and Branch’s deep linking capabilities, marketers can now deliver  frictionless personalized experiences to their users across all channels.

Let’s take the instance of Jane. Jane is browsing through email on her mobile phone during her short break, and an email promotion for a weekend get-away grabs her attention. Clicking on the email leads her to the app’s home page where she spends a few secs looking for the promotional offer. Frustrated, she moves on to the next email assuming the get away is not meant to be, and makes alternate plans for the weekend. Not only did Jane not convert, she also had a frustrating experience with the app, making it less likely for her to go back.

In the example above, if Jane did not have the app installed, she might have been taken to the right page on the mobile website in her browser, albeit without any of the advantages of frictionless transaction on the app. Just like mobile websites have URLs that can “deep-link” to the right content, marketers need the ability to deep-link into mobile apps. Additionally, they need the ability to automatically detect if the customer has an app installed, and route the customer appropriately to the deep-linked content on the website or the app.

That is why we are excited to partner with Branch, the leader in deep linking. Combined with Blueshift’s personalization and recommendation capabilities on email, mobile apps and mobile websites, this provides the modern marketer a way to deliver seamless personalization to the perpetually connected customer.

Deliver frictionless experience with deep links

Deep links automatically take a user to in-app content or to the web if the app is not already installed. Mobile apps with deep links show 3x higher conversion. Blueshift supports deep links at scale in both email (for web and mobile) and SMS/push notifications and provides full attribution from first campaign to final conversion.

Here is an example of Blueshift’s native support for deep-linking:

 

Deepen engagement with personalization

Unlike other marketing platforms, Blueshift’s AI powered platform listens to every behavior in real-time and allows you to automatically add personalized content and products that are most relevant to the user in any channel. You can lead users to personalized in-app content or landing pages by adding deep links to your email, SMS or push notifications – driving higher conversions across. Track and optimize campaigns as you go with full attribution across all your channels.

With data, automation and AI – all in one platform, and integration with Branch.io, Blueshift allows you to deliver highly relevant and frictionless cross-channel experiences that lead to higher engagement, conversion and thereby, revenues.

Getting AI into the Driver’s Seat of Marketing

While AI is receiving a lot of hype these days, applications of AI and machine learning have been around for a long time. What has changed however, is that AI finally has the potential to stop being a mildly helpful and sometimes annoying backseat driver, and finally operate in the driver’s seat.

This is happening, quite literally, in the world of automobiles, with the advent of self-driving cars. What does it take to make the same transformation happen in other domains?

I shared my thoughts on this subject with TheNextWeb in a feature titled “Why artificial intelligence is stuck in the backseat“. I talked about how “A.I. in marketing technology is the same as A.I. anywhere else. Self driving cars are finally becoming a reality because of a massive amount of map and street view data that helps the A.I. anticipate every possible scenario. Professionals in any industry must prioritize higher quality data input to get A.I. out of the backseat.”

At Blueshift, we focus on putting AI in the driver’s seat of marketing. Compared to Marketing Automation 1.0, which was simply pushing buttons, putting AI in the driver’s seat of marketing helps brands deliver 1:1 Customer Journeys at scale.

Read the full article at TheNextWeb: “Why artificial intelligence is stuck in the backseat

True Hospitality When It Matters Most

What’s the #1 thing that matters in the hospitality industry? Isn’t it hospitality? Irrespective of having the right combination of amenities, service, management and business formula, what really matters is hospitality in its truest essence. According to Dictionary.com, hospitality is the friendly reception and treatment of guests or “strangers”.

With floods hitting various parts of the world, it is time for brands to step up and extend true hospitality to those in need. We are pleased to see traditional hospitality companies such as OYO rooms, one of Bueshift’s customers, offer free shelter to strangers stuck in Mumbai rains and Airbnb provide free housing to those affected by #Harvey.

Many brands outside hospitality are also extending their help in unique ways such as Amazon, Walmart, Chobani. Another unexpected example, Anheuser paused making beer to supply water (great example of true hospitality for “strangers”).

Our prayers to those affected by #Harvey #TexasFloods #MumbaiRains and #SouthEastAsia #Floods.

India’s largest hotel network, OYO rooms:

Leading short-term rental company, Airbnb:

For those not familiar with OYO rooms:
OYO rooms is India’s largest hotel network spread across 200 cities with 6500+ hotels offering standardized and hassle-free stay experiences at an unmatched price. Their mission is to change the way people stay away from home.

Welcoming Chandar, former CMO of Marketo, to the Blueshift Board

I am thrilled to welcome Chandar Pattabhiram as the first independent board member at Blueshift. Chandar is currently the CMO at Coupa Software. Previously, as the CMO at Marketo, he helped shape the marketing automation industry. Chandar has recently been named by LinkedIn as one of the top 5 CMOs to follow for thought leadership in digital marketing.

At Blueshift, we pride ourselves on the fact that we are “built for marketers, by marketers”. As a widely recognized marketing leader, Chandar’s advice will be invaluable as we continue to help marketing organization across the world connect with a Segment-of-One at scale.

In the world of automobiles, AI is moving from “driver-assist” to “self-driving cars”. Similarly, in the world of marketing, AI is poised to help marketers orchestrate entire customer journeys. In Chandar’s own words, “The time is now for AI technologies in marketing to move from the backseat into the driver’s seat”.  Read more here.

 

 

 

Blueshift Launches First AI-Powered Cross-Channel Visual Journey Builder

Blueshift Launches First of It’s Kind AI-Powered Cross-Channel Visual Journey Builder

“One of the biggest challenges for marketers in 2017 will be understanding the connected customer journey across all touch points and how best to interact on a more personal, content-rich level.”
– CMO Council

Introducing The AI-Powered Cross-Channel Visual Journey Builder

Today, we announce the public launch of our AI-Powered Cross-Channel Visual Journey Builder. Blueshift solves the problem of building personalized, content-rich campaigns and customer journeys with a first-of-its-kind approach to customer engagement that brings Data, Artificial Intelligence, and Cross-Channel Automation together into a unified, quick to implement product.

AI_journey

Today’s marketers must build unique, 1:1 user experiences at scale to meet the increasing demands of their perpetually connected customers across all devices and touch points. Only by combining behavioral data, artificial intelligence, and automation does this becomes a reality.

What Makes Blueshift’s Visual Journey Builder Different?

Unlike legacy systems, Blueshift’s AI-Powered Visual Journey Builder enables marketers to trigger cross-channel customer journeys and campaigns based on AI-Computed Predictive Scores, as well as to include AI-Powered content and product recommendations at every step…all through a highly visual and intuitive interface.

This unique approach of combining behavioral data, AI, and automation in a unified product gives marketers the full control they need to respond to every customer behavior with a 1:1 customer experience on every channel. Beyond merely building a simple workflow tool, Blueshift built a unified platform that provides a powerful segmentation engine, multichannel campaign orchestration, predictive scoring (powered by AI), and A/B testing.


Contact us today to schedule a demo to see how AI will make every user experience more personal and relevant.


Unlike legacy marketing cloud solutions and overly simplistic “point-and-click” tools that do not have AI at the core, this unified approach provides the following advantages:

Enter Customers into Journeys at Exactly the Right Time & Right Channel, Based on AI.
In the past, marketers struggled to define rules that should determine when customers enter a journey. With Blueshift, marketers can use AI-Powered Predictive Scores to launch journeys at the perfect time for each customer.

Insert AI-Powered Content Recommendations at Each Step.
With legacy systems, it is often hard to combine content-rich personal experience with automated campaigns. With Blueshift, the visual campaign builder is fully integrated with an AI-Powered Recommendation Studio for content & product recommendations, ensuring a content-rich 1:1 experience across channels. Marketers can even a/b test different types of recommendations.

Track & Measure Campaigns in an Intuitive, Visual Interface.
Legacy systems are unable to tie back attribution data and visualize the data at each step of the customer journey. With Blueshift’s unique integrated approach, marketers select their own conversion metrics from any part of their funnel, customize their attribution models, and visualize campaign performance at each step.

 

But Don’t Take Our Word For It…


Udacity finds success with Blueshift's AI-Powered Visual Journey Builder.Early adopters of the solution include online learning leader, Udacity, who needed a solution that would provide their online students a more personalized experience at every step in the education journey.

 

“Blueshift’s new approach of combining behavioral data, AI and cross-channel automation in a unified product finally enables us to launch more direct customer engagement at scale.”
– Kristy Ng, Sr. Manager, Digital Marketing, Udacity

 

A New Approach that Drives Results


Vouchercloud finds success with Blueshift's AI=Powered Visual Journeys with 81% increase in revenue
Another early adopter, UK’s biggest money saving app, Vouchercloud, has used Blueshift’s Visual Journey Builder to deliver more than 1 billion emails & mobile push notifications, with a small team of marketers.

“Using Blueshift’s AI-Powered customer journeys, our small team has been able to deliver over 1 billion emails and push notifications across 12 countries. The messages are highly personalized with behavior-based, localized recommendations. In just 6 months with Blueshift, we’ve seen engagement rates climb to 40% and year over year direct email revenue has increased by 81%, far exceeding our expectations.”
– Becky Spurr, Head of Communications, Vouchercloud/em>

Read the the full case study here >


Contact us today to schedule a demo to see how AI will make every user experience more personal and relevant.


Blueshift and Redmart Win MARKies Award for Best Use of Programmatic

Blueshift Disrupts Programmatic Technology with MARKies Award Win

Last night, Blueshift disrupted the programmatic technology space by winning a coveted MARKies Award for “Best Use of Programmatic” with their client RedMart, Singapore’s leading online grocer. The 11th Annual MARKies Awards were held in Singapore to honor work by top marketers, agencies, and brands across over two dozen categories. Winners of the MARKies set the benchmark for the industry and are recognized as top performers in their field.

“This is a win for the whole team at RedMart and Blueshift. In the last few years, the word “programmatic” has come to be associated solely with Advertising. Blueshift is disrupting that thought process in the industry, by demonstrating that programmatic techniques can be applied to CRM as well.” ~ Dhruv Shanker, VP – APAC | Blueshift

From Left to Right: Dhruv Shanker (APAC VP of Sales, Blueshift), Bi Ying Wong (Customer Engagement Marketing Manager, RedMart), and Penny Cox (VP of Commercial & Marketing, RedMart)

From Left to Right: Dhruv Shanker (VP – APAC, Blueshift), Bi Ying Wong (Customer Engagement Marketing Manager, RedMart), and Penny Cox (VP of Commercial & Marketing, RedMart)

The category “Best Use of Programmatic” is a new category for the awards. Programmatic is a term typically used to refer to advertising technology that strips out the manual placing of bids and targeting and makes it more automated through sophisticated software/platforms. Blueshift disrupts the marketing industry itself with the introduction of their Programmatic CRM built for forward-thinking brands, like RedMart, ready to harness behavior-based marketing coupled with powerful AI. With the recognition that Blueshift has received by winning a MARKies Award in Programmatic, it is evident that marketers are ready to take the next step with their CRM to overcome the current limitations of scaling behavior-based cross-channel personalization.

“Blueshift’s Programmatic CRM has helped us drive targeted lifecycle marketing, and dramatically improve our re-engagement rates. With Blueshift, we are now able to launch personalized campaigns on email & mobile app push notifications, and drive a consistent message across different marketing channels.”
~ Penny Cox, VP Marketing | RedMart

RedMart’s lean, forward-thinking marketing team used Blueshift’s Programmatic CRM platform to gain a 3x lift in purchases with personalized multi-channel lifecycle marketing.

Read the case study here>>


Blueshift-and-Redmart-win-Best-Use-of-Programmatic-at-MARKies-Awards

Thousands of entries were submitted to the judges, but only a handful were actually recognized for excellence by winning. Within the “Best Use of Programmatic” category, dozens of advertising, technology, and automation companies entered. Blueshift and RedMart competed against Amnet (Microsoft), Publicis (Scoot Airlines), and Vizeum (IKEA) as finalists.

Building The Growth Marketing Team Of Your Dreams

A growth marketing team requires a diverse pool of skills. They come from different aspects of an organization.  Even when you have all the right skills, forming a team can be a daunting task. Here’s a look at the skill needed and the primary ways to build your growth marketing team.

Skills

The approach to creating your winning growth team starts with, quite simply, an inventory of the skills needed. These skills are often shared by many people across a number of departments. The key is to understand the importance of these skills for the long term success of your growth marketing efforts.

Product Management Know How: 
This individual has to have a comprehensive understanding of key elements of the product experience, the essential product metrics, and a basic understanding of technologies like tag management and API’s to integrate the product experience into marketing channels.

Familiarity with Data Science: 
This team member has to know the basic concepts around data science and statistics to ensure that recommendations and testing are based on sound principles.

Development of Creative:
Every team needs a designer to create templates for emails, push notifications etc, and coding the templates with the right variables.

Expertise in Marketing Channels: 
A guru of marketing channels is essential for a growth marketing team. They have to know the mechanics and metrics for each of the marketing channels being used in the marketing strategy.

Teams:

With these different cross-functional skill set needed at one table, organizing such a team is a big challenge. Do we have the budget for it? Can we find the talent in-house rather than hire? Should it be organized under marketing or product? Who do they report back to? Should there be a stand alone team? Every business has varying requirements and depending on the stage the business is in and how mature their many organizations are, there can be multiple ways of structuring a growth marketing team. Here are some of the most popular options in organizing your team.

Marketing Oriented Growth Team:
Mature organizations with significant expertise and infrastructure for multiple marketing channels often choose to staff the growth team under the digital marketing organization. The strength of this model is the strong alignment with marketing and brand messages, but the challenges are around staffing the team with the right data science and product skills.

Product Oriented Growth Team:
Startups and product centric companies often choose to build a growth team within their product (or merchandising) teams. The biggest advantage in this model is the strong product knowledge delivering a personalized experience. The key thing to watch for in this setup is to ensure that the team is delivering brand experience while keeping true to their brand design and look.

Integrated Growth Team:
Reporting to the CEO – e.g. Facebook. Led by a versatile leader who has both the product, data, and marketing skills, this team brings together all the various growth skills into one integrated team. This is potentially the strongest model for driving growth, provided you can find that rare leading who can manage such a multi-function integrated team.

Distributed Growth Team:
In this structure, the growth team consists of members from different functional teams like data science, marketing and product, who come together around projects. This configuration is not a good long-term option, but might help you get off the ground with a few early wins in growth marketing.

Once you have the people with the right skills, it’s time to lay out the plan to bring everything together. From my experience, a growth team will evolve over time. The beauty of the growth marketer mentality is around striving for excellence based on results. Not only does this apply to campaigns, it also builds a center of excellence within an organization that drives results and change.


Watch out for more posts about growth marketing, and check out our comprehensive guide here for everything you need to know about the subject.

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The 4 Best Growth Marketing Campaigns That Delight Travelers

This series of blogs goes into detailed campaigns that growth marketers can run for specific industries. These campaigns are tailored towards goals and revenue that growth marketers are responsible for. Our third industry deep dive takes a look at the digital travel booking industry and campaigns specifically tailored for growth marketers to move users along the buying cycle fast and keep them coming back for more purchases.

The digital travel industry has come a long way in the past decade. What started from a handful of booking sites has grown into thousands of websites all fighting for attention through price comparisons, user experience, loyalty benefits, convenience, etc. Everyone is working hard to differentiate themselves from their competition. What they all have in common is thousands of people coming to their site everyday, ever changing inventory and prices, and millions of unique searches of what people are looking for. This creates the perfect recipe for growth marketers to cook up something new in digital engagement campaigns.

Below are 4 personalized email and notification campaigns growth marketers at digital travel companies launch to reduce churn. 

Abandoned Search

For your known users who make a search on your site and do not make a purchase, you can recommend fares based on their recent search with the dates and location from the search. This has to be sent out 1, 3, & 7 days after the search since it is a time sensitive search.

Add a Hotel/Car

A great up-sell campaign for customers who have recently booked a flight on your site is a personalized offer to add a hotel or car to their booking on those same dates based on the flight location/dates. This has to be executed immediately or between 1 and 3 days of the customer booking the flight.

Trending Getaway Deals

This is a great evergreen campaign for all your users to send them the latest and trending weekend getaway deals personalized based on their specific location. It can be sent on a weekly or monthly recurring basis. below is an example using a visitors location to deliver weekend getaways within relatively close distance to them.

Screen Shot 2017-03-01 at 12.11.38 PM

Location based recommendations

 

Promotions

Screen Shot 2017-03-01 at 12.04.36 PM

Promotional Sale

Another great evergreen campaign that requires little work on the marketers part is a promotions campaign. Airlines and hotels put out promotional offers every now and then and those can be used to send personalized offers of deals from nearby airports/locations based on the user’s location to your active customers on a weekly or monthly basis.

 

 

 

 

 


Watch out for more posts about growth marketing, and check out our comprehensive guide here for everything you need to know about the subject.

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Top 4 Campaigns that Reduce Churn for Subscription Service Companies

This series of blogs goes into detailed campaigns that growth marketers can run for specific industries. These campaigns are tailored towards goals and revenue that growth marketers are responsible for. Our second industry deep dive takes a look at the subscription service industry and campaigns for growth marketers to reduce churn and increase customer loyalty.

The subscription service model is unique compared to the conventional retail sales cycle. They measure their business with different metrics and have different goals. Some metrics that growth marketers at subscription companies are held accountable for are churn, up-sell, and win-backs. Much can be done to impact each of these metrics at different stages of the customer lifecycle. Here is a breakdown of personalized emails and push notification campaigns to use for reducing churn and increasing revenue for a subscription service company.

Churn Intervention: Marketing teams can use churn score rates to create a segment of at-risk customers based on their behavior or low engagement with the product. These customers can be sent personalized offers or incentives based on their purchase or browse history to continue the subscription on day 1, 7, and 30 days after they qualify for the churn list.

Subscription Upsell

Subscription upsell example from Birchbox. Prompting customers to gift a box for valentine’s day.

Subscription Up-sell: AI driven scoring can highlight customers with high up-sell propensity based on high engagement volume with the product. These highly engaged customers are great for incentivizing to switch to the next subscription tier since they are satisfied with their current tier. These messages can be sent out 1, 7, and 30 days after they show behavior of high up-sell propensity.

Abandoned Cart Email

Sense of urgency for customers who have not signed up.

 

 

 

 

Abandoned Cart: For the visitors on your site who have shared their email address but not made their first purchase or were in the middle of making a purchase but abandoned the session can be reached out to with very specific product they were looking at. Since these customers have not yet made a purchase it is imperative that the outreach be fast and timely (1, 3, 7 days after abandonment) or else they lose their intent to make a purchase or reason for considering the product in the first place.

Win Back Email

Offering a free snack and discount to churned customers

 

 

Win-back: For those hard to convince churned customers, growth marketers can offer personalized promotions based on an uplift strategy. The cadence can be 1, 2, and 3 months after churn since you don’t want to annoy these customers who are already out of the buying cycle. They no longer see the value in the service and it’s very hard to change their mindset while not putting them off.

 

 

 

 


Watch out for more posts about growth marketing, and check out our comprehensive guide here for everything you need to know about the subject.

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5 Must-Have Campaigns for Media and Publishing Marketers to Drive Growth

In this series of blogs I go into detailed campaigns that growth marketers can run for specific industries. These campaigns are tailored towards goals and revenue that growth marketers are responsible for. Our first industry deep dive is taking a look at the media and publishing industry.

Weekly digest email

Weekly Digest by grow by Acorns

The media and publishing industry is very content heavy and always changing. This high volume of time sensitive content gives growth marketers an opportunity to serve users fresh 1:1 content in many creative ways. With new content being added continuously and hundreds of thousands of people interacting with their content every hour, growth marketers have a huge amount of data at their disposal for engaging their readers and keep them coming back everyday. Below are the 5 top programs growth marketers in media and publishing industry use to drive higher customer engagement.

Personalized weekly digest: Recommend the best content of the week based on a user’s browsing history and attributes like location to all active users on a weekly basis.

 

Developing story alert

Developing Story Alert by Huffington Post

 

 

Developing story alerts: For news publications, updates to stories that users have previously expressed an interest or interacted with. This can be indicated by their browsing history or previous searches. Because of the news being time sensitive, the update should be sent within 15 min of the update.

 

Category affinity

Category Affinity Email by Flipboard

Category Affinity: Many media companies ask users about what topics they are interested in and want to see more of. Users can also show their affinity with a strong browsing and buying preference for a few categories. Recommend trending content from the categories preferred by the user on a weekly recurring basis.

 

Subscription Upsell: Convert freemium users to paid subscribers with relevant offers who have shown high purchase intent based on predictive scores. The cadence can be 1, 7, and 30 days after customer’s behavior indicates that they have a high intent.

 

Trending Content: Push out messages to highly active users recommending content that’s trending now in terms of views as soon as some new content becomes trending or newsworthy.

 


Watch out for more posts about growth marketing, and check out our comprehensive guide here for everything you need to know about the subject.

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