How can Emarsys optimize your marketing?
AI speaks to the imagination but can also be quite vague. How can you leverage it for your company’s marketing activities? We've incorporated AI into the four W’s of our marketing strategy.
Who?
Artificial intelligence can help you understand your audience on an individual level. Why limit yourself to demographic data when there is so much more information available? Use cases:
- Machine learning generates profound insights into customer preferences.
- Emarsys' Predictive Intelligence calculates the likelihood of a purchase and its potential value based on their purchase history, browsing history and past interactions with your brand. The sum of all these individual predictions can be used to estimate your company’s total revenue.
- Gain insight into your customer lifecycle. What is the average time between repeat purchases? Who is ready for a repeat purchase? Which customers are inactive and at risk of loss?
- How invested is a customer in your product? Is it a loyal fan who makes repeat purchases, or a user who switches products often and pays little attention to the brand?
- Mirror the profiles of your best customers and use the characteristics of this group to create targeted advertisements. This way, you can appeal to new profiles who might be interested in your products.
What?
Data is a goldmine for personalization, especially with SAP Emarsys. Tailor your content to your customers and maximize your impact with minimum effort. For example:
- Use insights into your customer lifecycle to guide your target group from one phase to the next through upselling or loyalty programs.
- Identify the typical interval between repeat purchases for each customer and engage them right before their anticipated purchase.
- Personalize e-mails, banners and website content to align with the tastes and preferences of individual customers.
- Tailor your approach based on product affinity: reward loyal customers with discounts or a VIP program, while focusing on upselling and cross-selling for those who frequently switch products.
- Direct discounts and incentives towards receptive customers and protect your margins for those who are less sensitive to this approach.
When?
Timing is everything and AI by Emarsys is here to help. Through continuous testing and behavioral analysis, the software adapts to evolving consumer habits. For example:
- If a customer is nearing a repeat purchase of a consumable product, AI will calculate the ideal time for that individual.
- If your customers tend to check their e-mail at specific times of day, you can use send time optimization to deliver your messages at the right time.
Where?
From e-mail to apps to in-store purchases, discover your prospects’ preferred channels and tailor your marketing efforts accordingly. You can also adopt an omnichannel approach to synchronize messages across various channels – all through Emarsys.
- If a customer prefers physical purchases, send a text message to invite them to a VIP event, inform them of special opening hours, or just to let them know you’re here.
- If someone adds an item to their shopping cart, use an automatic abandoned cart e-mail to send them personalized messages with discounts or other interesting products.
Predictive Analytics with Emarsys
Every activity (or lack thereof) is an opportunity to learn. Predictive intelligence collects all of this information and projects it into the future. From their very first purchase, you can predict what your customers’ next step will be. Will they buy something else? When and how much will they spend? What are their preferred channels? With Emarsys, you can predict when customers are about to make or cancel a purchase, which gives you the opportunity to make personalized offers. Create a data-driven plan for future campaigns and estimate which campaigns will perform best.
Predictive Intelligence paves the way for truly proactive marketing that feels more like a personal service. Send a special offer when a customer is running low on a previously purchased product, make recommendations based on tastes and preferences, or respond to upcoming holidays, seasonal changes or major life events. This not only saves your customers time and energy, it also improves their experience and builds stronger brand loyalty.
Higher ROI with AI
With predictive insights into customer behavior and campaign performance, you can achieve higher returns on investment than ever before. Artificial intelligence by Emarsys can help you make data-driven decisions on how and where to allocate your budgets. For example, you can target campaigns to the most relevant users, provide offers and discounts only to those most likely to respond and focus on the channels with the highest ROI.
SAP Emarsys can also help you optimize your advertising efforts by analyzing your top-performing ads and assisting with real-time bidding for ad spaces that match your target audience. When combined with tracking, analytics and generative AI, your prospects see relevant ads at the right time and through their preferred channels.
Interested?
Why choose Emarsys as your AI-driven marketing tool?
- Emarsys AI is more than just an add-on; it’s seamlessly integrated into every layer and feature of the platform.
- The self-learning algorithms are based on proven industry tactics and adapt to the behavior of your customers.
- Emarsys is a CDP, marketing platform, and AI platform in one, eliminating the need to purchase and integrate multiple platforms and tools.
- Feed your content, set your strategy, define your audience, and let generative AI create campaigns and related tasks.
- Personalize omnichannel marketing at scale thanks to the unique combination of machine learning, generative AI and automation.
- Maximize your ROI with advanced insights into customer behavior and predictive analytics for campaign performance.
How can Elision help?
Our experienced experts can help you implement Emarsys software. We can integrate the system with your existing marketing platforms, providing custom integrations as needed, so you can continue working as you're used to, but more efficiently. Elision ensures seamless integration with any tech stack and helps your marketing department leverage Emarsys’ latest AI features. Discover how AI-driven marketing can transform your business.
