sailthru
see how our diverse clients achieve success with sailthru, in their own words .
above: a sign on the wall of sailthru' s new york headquarters .
read more about how sailthru and our retail and digital media customers are modernizing marketing .
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sailthru has announced personalization engine, a new cross - channel marketing product that coordinates customer experiences cross - platform. the new product adds online and mobile marketing to sailthru’s email personalization platform .
danny rosen, an engineer who joined sailthru on january 2012, has witnessed the rapid changes .
being a sailthru customer, incorporating question and answers software is smooth, effortless and time saving process .
our team is driven by customer success. engineers, salespeople, account managers and everyone who joins sailthru rallies together as a single, global team to innovate and improve. we’re growing. find out more about careers at sailthru .
find out below how sailthru helps drive success for leading publishers such as business insider, sheknows media and san francisco chronicle .
sailthru helps modern # marketers build lasting relationships with their customers across email, web & mobile with 1: 1 personalization .
2​015 was sailthru’s inaugural year on deloitte’s technology fast 500 list for north america. sailthru’s # 88 ranking was the highest ranking received by a marketing technology platform specializing in personalization, automation and cross­ - channel experience management. 2015 revenue continued to increase from new customer acquisition and retention, with sailthru posting a net dollar retention rate of more than 100% in the last two quarters of 2015 as existing customers expanded use of sailthru’s product and services. in 2015 alone, personalized email send volume topped 68. 5 billion messages, representing 94% growth over 2014 and making sailthru the world' s largest sender of personalized email .
© 2018 sailthru. inc. all rights reserved. . one world trade center. suite 48a. new york, ny 10007
we are one team that succeeds together, fails together and learns together. as one sailthru we transcend the boundaries of geography, product, role and function, and operate as a single team, aligned for our customers’ success and the success of sailthru .
we define sailthru’s success by the value we create for our customers. customer success drives our strategy, our decisions, and our investments .
one of sailthru’s biggest clients, business insider, has seen 100 percent growth in pageviews driven by the personalized email newsletters created by sailthru, according to ian white, co - founder and chief technology officer of the company. when subscribers browse business insider, sailthru will glean the preferences of each user based on the articles they read and send personalized recommendations via pop - up windows, on - site links, and email newsletters .
to increase the acquisition of revenue - producing readers, high - performing digital media enterprises work with sailthru to connect their audience acquisition and retention initiatives .
find out how innovative retailers including justfab, rent the runway and alex and ani are working with sailthru to retain more customers and generate more revenue .
“headlines are driven by acquisition but profitability is driven by retention. sailthru has been a great tool; one partner that can actually make this a lot simpler. ”
“with sailthru, our email and onsite personalization is so accurate that my mom, who’s a business insider subscriber, thinks that i select the stories for her personally. ”
formerly a sailthru client and a long - time direct marketer, cassie joined sailthru from gerson lehrman group (glg) where as vp marketing analytics & business intelligence, she led the company' s intrapreneurship efforts and evangelized lean development and business analytics across the organization. previously, she served as vp marketing for savored (acquired by groupon) .
jason grunberg is the vice president of marketing at sailthru. his background combines cross - channel marketing, content strategy, engagement strategy, and digital and core brand communications execution across a wide range of industries including technology, engineering, spirits and business services. prior to assuming the role of vice president of marketing, jason served as the senior director of marketing at sailthru. before joining sailthru, jason spent 12 years in strategy roles at boutique agencies serving clients including verizon, johnson & johnson and other fortune 500 brands .
“sailthru isn’t just a technology company; it’s a competitive differentiator. predictions manager is just one example of how they make modern marketing easy. no one else can match this. ”
“there’s no true, true competitors for us that do everything that we do, ” white said. “there’s no vendor that does full service in a way like sailthru does. ”
the key to sailthru’s products and all the digital marketing platforms is simple: data. typically, companies will pass along information such as user’s email address, articles they read, and products they viewed to sailthru, which uses its algorithm to provide users with more relevant content. gradually, the database of users has amounted to half a billion people, white estimated .
the idea is that users will be more engaged and more likely to click through on stories in those personalized emails, making the newsletter a better marketing tool for sailthru' s clients .
natalie leads the people team with responsibility for overseeing a number of disciplines including talent acquisition, hr business partnership, hr operations, office operations and it for sailthru' s six locations .
tom leads engineering at sailthru and is focused on building an industry - leading product. he brings 20 years of experience in growing and building teams and products in early and growth stage companies .
people targeted by sailthru are protected in a number of ways, white said. first, consumers are able to opt out of email newsletters and being tracked by sailthru in one single step with no sign - in or multiple pages required. second, access to raw and unencrypted email addresses is prohibited on the api shared with programmers outside the company and is strictly limited to selected individuals of the company. third, no data is shared between sailthru’s clients. the bottom line, white said, is to make sure consumers “choose”, not be forced, to receive personalized information .
before joining sailthru, david built the data science team at bonobos as the vp of data science. prior to bonobos, david lead data teams at several leading ecommerce companies including groupon and netflix .
david has more than 15 years of experience in data analysis and data science. he leads the data science team at sailthru, driving innovation and development of data driven products powered by prediction models and algorithms .
neil brings more than 25 years of experience in software, hardware and cloud technologies to sailthru. as president and chief executive officer, he leads the development and execution of the company’s strategic vision and daily operations .
prior to sailthru, tom was cto at blackfynn where he led product and engineering. before joining blackfynn, tom was svp of engineering at monetate where he was an early employee and led engineering for 7 years .
the company has built out a behavioral email platform called horizon, and sailthru cofounder and ceo neil capel tells us the financing will help the company lead its push to sign up new, big clients for the product .
“we use sailthru personalization across the site and in emails to make sure we understand what a user is looking for in both arenas, and definitely plan to extend incorporating as many channels as possible into the mix. ”
of course, sailthru is not the only company to benefit from this trend. in fact, it was not even the fastest - growing one: five companies in the same industry expanded even faster between 2009 to 2012, according to inc. ’s 5000 list. competition among personalized marketers is tough, with sailthru up against industry leaders such as exacttarget and responsys, both of which are public traded companies that focus on digital marketing .
coincidentally, sailthru' s financing has also allowed the company to bring on cofounder and cto ian white full time. ian has been our lead developer for a couple of years, and we' re currently hiring his replacement !
a 5% improvement in customer retention can increase profits by up to 95% , which is why the world’s most innovative publishers and fastest growing retailers work with sailthru to build deeper, longer - lasting connection with their customers .
we are dedicated to helping retailers and publishers exceed their marketing goals, especially where highly personalized email, website and mobile experiences are priority. download the full report and learn why sailthru is positioned in gartner' s magic quadrant .
we' ve been testing sailthru' s horizon product for our daily
business insider select
email newsletter for several months, and indeed, our open rates and clickthrough rates are higher than in our traditional
static
newsletters .
connecting email, web, in - store and mobile marketing data is easy with sailthru. our customers have access to a robust single customer view for every individual to power effective, personalized engagement at every point of the customer lifecycle .
if you pay a little more attention to email newsletters from media companies such as business insider and huffington post or commerce companies such as alex and ani, you will find a little blue logo at the bottom of each email: sailthru .
cassie is responsible for both the sales and post - sales customer experience at sailthru, overseeing a variety of sales and customer - focused teams who are focused on one common goal: empowering our clients to drive quantifiable lift in their marketing programs .
the engineering team is responsible for designing, building, and maintaining the core sailthru platform. we accomplish this by partnering with our product team and the rest of the company to best identify and design the features and services for our clients and users .
the customer success team helps clients navigate sailthru’s products and capabilities. the goal of our csm team is to enable clients with the tools and methods needed to drive quantifiable lift and roi in their marketing programs and ultimately, to help them grow their businesses .
unlike static, editorial - created email newsletters, horizon tracks users' browsing habits on its clients' sites and creates personalized email newsletters custom - built for each user, based on the content that sailthru' s algorithms thinks they' ll find most interesting .
still, the five - year - old company shows it can take on the challenges. by incorporating multichannel marketing and user - centric personalization into its products, sailthru has now become the hidden hand behind over 400 companies and keeps adding new clients to its giant database .
sailthru also offers content recommendations, based off historical customer data, so email marketers can now align multichannel data and real - time action into their marketing campaigns. examples include creating individualized discounts for customers or recommending specific products based on past engagement and / or predicted purchase behaviors .
sailthru’s revenue comes from a flat subscription fee it charges companies. white declined to disclose the exact number but said it was in the range of $ 50, 000 to a couple of million dollars, depending on the size of the contract. based on the subscription model, sailthru reported $ 8. 1 million of revenue in 2012 and has gone through “over one hundred percent year - over - year growth” in 2013, according to white. in the next two years, white said, the boat could reach a milestone of $ 50 million revenue for the year .
but white argued that sailthru could take on these larger players because it allows its clients to communicate to end - users through “omnichannel” methods — reaching out through a variety of devices, including computer browsers and mobile applications, not only through emails. unlike companies such as exacttarget, which are built on earlier generation of technology that focused only on email marketing and expanded its reach to users through acquisitions, white said, sailthru’s technology is innately more unified in terms of multichannel communication. it’s built on a “user - centric architecture, ” rather than “email - centric, ” as white put it .
personalization engine overview personalization engine algorithms personalization engine setup personalization engine meta tags personalization engine meta tag examples personalization engine auto tagging personalization engine setup: include / exclude pages personalization engine in email templates custom personalization engine tags personalization engine content library sailthru. track (for legacy horizon js) personalization engine via the api
we believe that quality of life is about more than just balance; it’s about having access to the tools and resources you need to live a happy, healthy life and to plan for your future. that' s why we' ve assembled a set of amazing benefits for sailthru employees in every office .
question and answers for sailthru empowers you to clear all your customer’s doubts and solve their queries from a single place - your product page! customers prefer all the necessary information in front of them before going on to make the purchase, they need to be assured about the quality and deliverability of the product .
before you begin, ensure that your company has subscribed to spm and that it has been enabled. to confirm, you can visit the spm interface at urltoken. if you are redirected to another page, this means that spm has not yet been enabled for your account; please contact your sailthru representative for more information on how to get started .
before joining sailthru, neil served as president and ceo of vendavo, a leading provider of revenue and price optimization and management solutions. prior to joining vendavo, neil successfully directed ariba’s north american field operations and, previously, european operations; preceded by 16 years at ibm, serving in a variety of sales and sales management roles in ecommerce solutions .
since 2008, sailthru has been powering commerce and media companies with personalized email newsletter, targeted on - site recommendations, and in - app notifications to the end users. from 2009 to 2012, the marketing communication platform has gone through 7, 322 percent revenue growth and was listed as the no. 2 fastest - growing startup in new york city by inc. magazine .
my experience at sailthru has been nothing short of exciting! as a manager in customer success, i' m surrounded by a team of smart / driven individuals working with our customer base of top media and ecommerce clients. our team, culture, and innovation as a company has inspired me to reach higher and given me the opportunity to take my career to the next level .
this is one example of rosen believed structural changes would come along the expansion of the company. sailthru’s motto, “think big, speak up, get it done” encouraged a culture where “anyone can make a change, ” he said. along the way, more challenges are to come, more mistakes are to be made, but with a growing number of talented team members, rosen is very optimistic :
a bigger challenge for sailthru than privacy comes from the fast growth itself. in two years, the company added offices in san francisco and london, expanded its talent pool by five times, and added $ 39 million in funding. in the next five years, the company is aiming to establish more foreign offices and filing for ipo. the most pressing issue for white and his co - founders is how to manage such an expanding organization .
more than 60% of marketers use email open rates to determine the effectiveness of their email marketing. most fail to go deeper than opens and clicks in their analysis because of the challenges faced in bringing together multiple data sets, and the time it takes to surface insights that impact revenue. with sailthru’s real - time campaign statistics and long - term cohort measurement, you’ll go beyond short - term metrics to track what truly matters to your business. find out more >
when sailthru creates k - tiles for each prediction, your users are sorted from least likely to most likely to perform a predicted outcome or generate a value, and are then divided into buckets of 1000. traversing across your user base, from the first k - tile to the 1000th k - tile, users are increasingly likely to engage in a predicted outcome (e. g. make a purchase), or have a larger predicted outcome (e. g. revenue) .
more than half of marketing executives plan to invest in solutions for providing a seamless customer experience. but the challenges are significant: poor quality customer profiles, a lack of understanding of messages and offers that will resonate with customers, and the inability to deliver personalized messages and experiences. with sailthru, you can coordinate 1: 1 personalized product and content recommendations to individual consumers across your digital channels, personalize acquisition tactics, serve personalized upsell and renewal messages, and more. find out more >
personalization is a critical investment priority if your goals are to maintain long - term, profitable growth, increase repeat purchase rates, repeat site visits and total revenue. modern personalization is designed to engage with individual consumers based on their behaviors, interests, engagement patterns, and the context in which they interact with your brand. with sailthru’s personalization engine, you’ll easily go beyond recommendations to personalize content, cadence and channel; offering every individual customer or reader a unique experience. find out more >
one strong wind comes from the overall prosperity of the marketing and advertising industry during the last few years. according to inc. , the marketing and advertising sector has grown for 170 percent from 2009 to 2012, making itself the fourth fastest - growing industry in the united states. one of the newest areas of growth is personalized marketing, like sailthru’s services, which was made possible by a new generation of technology that enabled advertisers to track consumers’ online behavior and provide more targeted marketing pitches .
imagine how your marketing would change if you knew what every individual customer or reader would do next—who would purchase, how much would they spend, and what specific products will they buy? who might generate large volumes of pageviews, open email newsletters—or even opt - out? using predictive analytics to drive segmentation far outperforms recency, frequency and monetary value (rfm) models—both in accuracy and speed. with sailthru, you can easily identify your most valuable customers and readers using our predictive analytics capability. find out more >
email is the most profitable digital marketing channel: it pays for itself in spades, with every $ 1 spent on email yielding an average $ 44 return. but email has changed more in the last 5 years than any other form of direct marketing. leading marketers now view email as part of a complete retention strategy capable of delivering significant revenue, instead of just a standalone channel. sailthru is the largest sender of personalized email in the world. we send more than 70 billion personalized email messages every year. find out more >
match the right content to the user based on past user actions for example, the client recently purchased a new pair of boots and is unlikely to want to immediately purchase another, so recommend other types of products .
restrict the pool of content available for recommendation to a specific feed for example, only select content to recommend for the homepage hero spot from a “hero” feed .
allow for updated or additional recommended content based on user actions on a page for example, a media client displays content dynamically in a list with infinite - scroll and wants to receive recommendations based on what a visitor does on the page .
enable total control over site aesthetics, even with a complex design and layout have spm return content as raw json, offering total control over how the recommendations are displayed .
use consistent messaging across email and onsite for example, a media client wants the same content (or price / discount) and a similar layout to be reflected on the landing page that the user visits .
uses a particular content feed and set of rules to determine which content to display .
can be implemented on a single page or reused across multiple pages–each instance can differ based on context .
can produce html / css code, rendered according to your template, or a raw json data feed for your site to format .
who receive alternate feeds, feed - filtering rules, and / or templates .
each audience corresponds to a known - user list of your choosing, whether it’s a newly created list or one that you also leverage for email campaigns .
if the user does not match any audience, the parent section’s default settings are used .
spm supports all mobile and desktop browsers that have 1% or greater north american market share and will continue to support all newer versions of those respective browsers, regardless of market share .
when you’re ready to begin, see the spm implementation page. if you have already implemented spm, you can read more about how to create a rule, configure a section, view site personalization analytics, or use overlays .
have a question? email support at support @ urltoken. or log a ticket, and we' ll respond as soon as possible .
offers a series of user - level predictions of future behavior. you can visualize the predicted data across your user base, target groups of users or dynamically tailor content to them based on their predicted values, and view all predictions for any individual user .
the predicted behaviors include interactions with your content–such as email open rates, opt - outs, pageviews–and for e - commerce, the quantity and value of purchases, future revenue from each user, and specific products a user is most likely to engage with or purchase .
each prediction exists as a dynamic variable value on each user profile, updated daily, and accessible for use in your template logic and audience builder queries–for example, as dynamic smart list criteria. for any prediction, you can also view an interactive chart of its distribution over your entire user base, allowing you to identify and target custom segments .
using prediction manager, you can make better decisions based on users’ predicted future behaviors instead of reacting to their past actions .
for detailed information on all user predictions and examples of how to use them, see the user predictions page .
on a graph, visualize your user base–including automatically generated segments–for each prediction, and view corresponding data in a table .
generate marketing lists or snapshot reports corresponding to any segment based on prediction manager values. when you export from the prediction manager interface, audience builder is launched with the desired criteria filled in automatically. you can also manually enter criteria in audience builder. (for example, for any set of your users, create a dynamic smart list of all who have a certain value or k - tile greater than x. )
+ time series inputs are collected for each user, representing several hundred data points. this adds up to billions of data points across a user base .
the last 30 days of data are isolated, and compared against the models .
every action your users perform is a trail of breadcrumbs that paint a picture of future behavior. prediction manager uses a large scale of data (billions of data points per organization) and timespan (365 days) to create millions of predictive models. these models are tested against the last 30 days of data to validate the predictions’ accuracy. since new models are made every night, prediction manager predictions are adaptive and update daily .
product predictions allow you to recommend products a user is likely to purchase. learn more on the product predictions page .
– values in the form of probability (%), dollars ($), or quantity (#) .
– a k - tile is similar to a percentile. each k - tile refers to a segment of a broader set when it is divided into 1000 parts, as opposed to a percentile, which refers to one part among 100. you can convert a k - tile to a percentile using the formula: [ k - tile value ] x 0. 1 = percentile .
while both a number and k - tile are available for each prediction, in the case of several prediction types, only one is commonly used .
rticular action. (for example, the top 10% of users in terms of likelihood to make a purchase in the next week; that is, those users who have a purchase _ 7 value greater than [ k - tile ] 990. )
use the number when you want to target users based on a value. (for example, all customers with a predicted aov above $ 300 .) you can use the value in this manner with the following predictions :
ome predictions, you may choose to leverage either the number or the k - tile. (for example, you can identify the top 10% of customers based on predicted revenue over the next 30 days or identify customers that are predicted to be worth more than $ 150 in the next 30 days .) use whichever makes sense for your strategy .
oftentimes, the vast majority of a brand’s future revenue comes from a very small portion of its existing customers. this concentration makes it incredibly important to identify that small group of customers that drive a brand’s value. predictive modeling shows that the traditional recency, frequency, monetary (rfm) analysis lacks when it comes to identifying such high - value users. consider the following :
identifies only about 40% of your top - 10% highest value users .
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has raised a $ 1 million round of financing, led by dfj gotham .
other backers include metamorphic, rre, pilot group, thrive, and lerer media .
neil is a native of new york city and holds a bachelor of science degree in computer science and applied mathematics from state university of new york at albany .
cassie was an early employee at theladders. com, where she oversaw direct marketing and analytics for the company' s subscription business and drove 7x growth in revenue and readership in just a few years. she started her career as an internet and media analyst at citigroup investment bank and has also consulted for leading digital brands such as aol and sapientnitro .
cassie graduated from duke university and holds an mba from the tuck school of business at dartmouth .
marty has a unique background having been the cfo, coo or president of seven venture backed technology companies. marty has raised over $ 250m in venture funding and has closed five significant m & a; transactions with companies such as cisco systems, lucent technologies, motorola, and ibm with a combined transaction value of over $ 1b. marty has deep domain expertise in ecommerce, consumer internet, networking, security, media technology and enterprise software industries .
marty is an expert in m & a; due diligence, sophisticated contract and legal negotiations, and has successfully closed deals with some of the largest and most demanding organizations and partners such as google, hasbro, target, at & t; , verizon, bell canada, telus, disney, paramount, nbc universal, mlbam, directv, hewlett packard, technicolor, telefonica, webroot and microsoft among many others. in addition, marty has crafted commercial agreements for one - tier and two - tier global distribution, vars, saas hosting, software licensing, professional services and hardware system sales .
marty graduated from boston university with a degree in biomedical engineering and spent seven years as a systems test engineer for raytheon and stratus computer. while at stratus, marty earned his mba degree in finance and accounting from babson college. he grew up in new york and is passionate about baseball and live music .
natalie previously worked for russell reynolds associates in their ceo and board practice, executing c - suite level search work for fortune 500 clients in a wide range of industries .
she began her career in business development and marketing and has also held consulting engagements at tiffany & co. and domino media group .
she currently served on the board of white flower farm. natalie graduated from colgate university and holds an mba from the university of virginia darden school of business .
david holds a bachelor’s degree from the mccombs school of business at the university of texas at austin .
optimize and personalize the customer experience across your most valuable owned channels—email, web and mobile .
“we use retention analytics to understand the value of customers we acquire over the long - term, and how that value changes based on our marketing. we’re simultaneously improving value from retained customers and able to evaluate acquisition sources for audience quality. ”
we have offices in nyc, london, san francisco and los angeles, all of which need top talent—like you—to continue to grow .
in a digital world, we believe that human connections matter more than ever. this guiding principle shapes the passion and enthusiasm we bring for our teams, our customers, and our shareholders .
we measure ourselves by what we accomplish, and how we convert our passion into impact. we recognize that getting things done requires collaboration, focus and execution .
we are honest, fair and respectful in our behavior with fellow team members, clients, prospects, and partners. we act with integrity, only tolerating constructive engagement .
decisions come from data. we seek to avoid confrontations of opinion, and instead use the best available data to make decisions. we must have the courage to act when data lead us to make difficult choices. but we must also have the openness to admit prior mistakes and learn from them .
we will always innovate, challenge the status quo, and take calculated risks to move forward. we push ourselves; we try new approaches, continuously learn, and explore .
there’s a lot of learn - as - you - go and think - on - your - feet type of work. i find this to be extremely satisfying. i like the feeling of seeing my accomplishments have a tangible effect on the product and on the platform .
we are experts in growth strategies, and our products and services are designed to deliver transformative benefits to retailers, publishers, and mobile - focused brands .
digital media and publishing enterprises continue to struggle to increase revenue. the ongoing evolution of consumer behaviors and media distribution from print to digital, and now to social platforms, requires publishers to remain nimble. yet, while digital continues to grow faster than all other forms of revenue, just a handful of brands headline this trend .
email marketing continues to be a primary driver of revenue for digital publishers. nearly 81% of media marketers and audience development leaders cite increasing traffic from email as a top priority .
learn how to modernize your rfp approach across the four core areas that will deliver meaningful impact for increasing pageviews and optimizing email performance .
until recently, audience volume was the hallmark of most revenue strategies. forward - thinking publishers now realize that cultivating loyal audiences not only delivers more revenue over time, but also strengthens a publisher’s selling proposition to advertisers .
there’s no value in audience growth if you’re constantly working to replace readers and subscribers that have disengaged or churned. through a range of proactive strategies, marketers can predict, preempt and prevent audience attrition .
email, website and mobile marketing personalization are critical to driving paid subscription conversion and renewal. it takes more than discounted offers to nurture potential subscribers; more than triggered reminders to confirm renewals .
savvy retailers know that the key to success is to prioritize solutions that help build deeper, longer - lasting relationships with their customers. these retailers believe that human connections matter more than ever—and that by identifying and retaining their best customers, they can build sustainable, profitable growth .
customer lifetime value is one of the metrics that matter most to high - performing retailers. it’s not a proprietary model for calculating lifetime value that makes these retailers unique, it’s that they connect their acquisition and retention efforts in an ongoing cycle, allowing them to increase this vital performance metric .
a healthy volume of repeat purchasers is essential to a healthy business—on average 40% to 80% of retail revenue comes from repeat buyers. but for most retailers, few customers convert into loyal shoppers. this is why more than 50% of retail marketers cite increasing this metric as a key priority for the year ahead .
increasing average order value by mere percentage points among your top customers can have a dramatic impact on total revenue. to do so, you must have the ability to recognize and capitalize on every individual revenue opportunity .
while email is the most profitable digital marketing channel, there is much more that retailers can do to increase revenue from retained customers—as well as to acquire and activate new customers. in a recent forrester research review of 70 email marketing campaigns, 94% failed to pass basic performance criteria .
email is not a standalone channel. learn how to modernize your rfp approach to evaluate for innovation and continuous advancement in this guide .
retail businesses fail when potential buyers churn more often than they purchase, or before they ever purchase at all. with the right mix of proactive strategies, marketers can predict, preempt and prevent customer attrition .
mobile is one of the fastest growing marketing channels. while many brands succeed at creating well - designed mobile apps, brands struggle both with building an audience for their app and monetizing app engagement for long - term revenue growth .
our customers include fortune 500 and other global retail, media, finance, travel and consumer packaged goods companies including cnn, air new zealand, kfc, oreo, ampm, and penguin random house to engage more mobile customers and grow mobile revenue .
according to comscore, mobile has officially outpaced the number of global desktop consumers. and while many brands have built apps to meet the demand of consumers, mobile app monetization outside of ads is still a significant challenge for many marketers .
57% of marketers say that increasing repeat purchase rates is a crucial goal for the year ahead. learn how the best do it .
building an app and acquiring downloads is one thing - - keeping mobile app users coming back is another. 67% of new app users delete or don’t open apps one week after download .
mobile smartphones and tablets are quickly taking over traditional desktop and laptop computers as a consumer’s primary device. there are officially more mobile devices than people in the world - - and they are everywhere your consumers go .
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has some insight on how personalization can be a key strategy in the cx plan .
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engaged readers can boost revenues in many ways beyond ad dollars. at buzzfeed, readers’ clicks to ecommerce sites are bringing in affiliate revenue. investor’s business daily has replaced the focus groups traditionally used for new product development with data from engaged readers. and a new survey shows that the practice of showrooming works very differently than once assumed .
like many of today’s digital media properties, buzzfeed is looking beyond advertising in trying to develop new revenue streams. the publication spent the past year building up a 12 - person team devoted to creating content that can host multiple affiliate links, reports
while these posts look like any other lifestyle coverage, they live in buzzfeed’s shopping section and include this disclaimer: “we hope you love the products we recommend! just so you know, buzzfeed may collect a share of sales from the links on this page. ”
buzzfeed has developed an in - house tool for onboarding shopping sites and provides writers with another tool that helps estimate how much revenue a given post will generate. the publisher has also experimented with automatically adding affiliate links to other lifestyle or entertainment stories that mention specific products .
, so buzzfeed writers can add product links from any merchant that uses shopify. buzzfeed’s cut from these sales can be as much as 10 to 25 percent. that’s much bigger than most affiliate deals allow, but for sellers, it’s still a good deal. they’re selling direct to consumers, and doing an end - run around retailers—amazon and otherwise—that take their own chunk of change from merchants’ sales .
focus groups used to be de rigueur for publishers testing new products and ideas. no longer. now that reader preferences can be tracked by watching their progress through mobile devices and websites, publishers have access to a vast collection of powerfully relevant data to inform business decisions .
at investor’s business daily (ibd), user data provided the basis for two mobile product launches in 2016 that now generate eight - figure revenues. “because we’re subscription based, we’re able to learn…more about our customers, ” commented ibd president jerry ferrara to
one of the mobile products ibd released last year, called swingtrader, was developed after watching users interact with one of ibd’s digital subscription products. the data on how often users checked swing trading content per day showed that a mobile app would be an ideal format for its delivery. launched in december, the app, which costs $ 695 per year, has already generated millions for ibd .
reveals that 55 percent of shoppers visit stores to see products before buying them online. this is an ironic twist on click - and - collect, which assumes that the online purchase comes before the in - store experience .
despite the many paths to purchase now available, the desire to “kick the tires, ” especially among older shoppers, remains strong. the older a shopper, the more likely he or she is to want to have physical contact with an item before buying. younger shoppers are more likely to seek out digital content to help research purchases .
still, no matter the age of the customer, these results underscore the importance of omnichannel strategies for compelling consumer engagement .
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although it’s kept to its own corner of the advertising world — personalized marketing — it is bumping up against bigger and more established competitors such as exacttarget and responsys. even more challenging to the company is the rising concern over consumer data and information privacy: how can it earn the trust of the end users ?
“when you receive your newsletter, it’s the permutation of stories that we generate based on the digital finger print of your interest. ” said white, sitting in front of a sign that reads, “every user is unique. ”
not far from the room, a poster featuring a boat was up on the wall. with eight sails representing “marketing”, “sales”, “people”, etc. , the boat was sailing on the blue ocean .
“it’s like getting a message across, getting your message sailing through to the other person you are trying to reach, ” said white, explaining the company’s name .
on the upper right corner of the poster, two numbers reveal the boat’s next stop: “ $ 50mm in revenue, 1 billion events a day. ”
however, a smooth journey does not only depend on the structure of the boat or the talent of its crew; it relies on another important factor: the wind .
the “full service” mainly involves the optimization of the recommendation links, on - site personalized content in mobile apps, and targeted email newsletters. for example, business insider subscribers can find pop - up windows at the bottom of the webpage that link them to articles similar to they have just read; potential consumers on online retail store urltoken will be given suggestions based on their previous purchase records .
“data is money, ” said white, “but data must be used in a way that respects the end users. ”
“if you are on a particular website, just like you walk into a store, there’s expectation that the store is going to do a better job trying to communicate to you based on your reactions on the store, ” said white .
“if you are on a website, there’s expectation that the website is going to try to do a better job of controlling what kind of information that website is displaying to you. ”
“it’s a very different organization now when we are 140 people from when we were 50. and it will be very different when we are 300, ” said white .
“an organization is like an organism, as it grows, things change and we try to keep getting better at what we do. ”
“i feel like i’ve been under five different companies being under one company, ” rosen said .
one change he recently experienced came from management: three managers in the engineering team were cut down to one, which rosen said would put a larger amount of responsibility on the manager to make the right decisions .
“we trust each other to make mistakes, we trust each other to learn from those mistakes, and we also trust each other not to make those mistakes again. ”
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dove says email personalization is more important than ever before with the introduction of wearable technology. he predicts that unsubscribes and opt - outs will rise in tandem with wearable popularity .
the “annoyance factor of pinging a customer repeatedly on their wrist, ” says dove, will impact roi - - especially when compared to push notifications or the traditional desktop inbox .
the wearable technology market is predicted to grow at a compound annual rate of 35% over the next five years, according to a recent bi intelligence report. they estimate smartwatch shipments will increase even faster, and predict an annual growth of 41% .
the solution for email marketers may lie in engaging with customers on an individual level, says dove. the challenge, however, is that many marketers haven’t fully embraced big data as the solution .
“to one email marketer, personalization means using a customer name in the subject line and greeting of an email. to another, it means using a fully dynamic email template where all content is populated using algorithmic - decisioning, ” says dove. modern personalization, he says, should be defined as the ability to coordinate personalized messages across all channels, contiguously, and in real - time .
dove cites a recent gartner research report that says brands that fully invest in modern personalization outsell their competitors by 20% . “modern personalization is proven to increase response, conversion and customer lifetime value, ” says dove. “you can’t just insert a name into a subject line and expect to get there. ”
the company expects initial testing results and metrics from beta customers in the next three to four weeks .
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sailthru helps modern marketers at leading retail and media companies build deeper , longer-lasting relationships with their customers . sailthru personalizes individual customer experiences across digital communication channels — in email , on a brand ’s website and in their mobile applications . the company has offices in new york city , san francisco , los angeles , london and new zealand . 
sailthru helps modern marketers at leading retail and media companies build deeper, longer-lasting relationships with their customers. sailthru personalizes individual customer experiences across digital communication channels — in email, on a brand ’s website and in their mobile applications. the company has offices in new york city, san francisco, los angeles, london and new zealand.
sailthru helps modern marketers at leading retail and media companies build deeper, longer-lasting relationships with their customers. sailthru personalizes individual customer experiences across digital communication channels — in email, on a brand ’s website and in their mobile applications. the company has offices in new york city, san francisco, los angeles, london and new zealand.