Emarsys, a leader in Forrester’s Q4 2019 Cross-Channel Campaign Management Wave, has announced a major update to its omnichannel customer engagement platform, with 26 new features driven by customer feedback and market insights.
Among the most significant of updates is revenue attribution analysis, which helps CMOs assess which digital campaigns are making the most money for their organisation. Emarsys believes this feature will be vital, at a time when Covid-19 is forcing 65% of marketing leaders to cut budgets, according to Gartner. Crucially this includes the ability to track the impact of digital campaigns and digital ads against KPIs in physical stores, as well as online stores in line with market demands from clients.
The new update also builds upon Emarsys’s artificial intelligence (AI) analytics and value measurement features, while enabling digital marketers to launch an entire loyalty offering in just a few clicks. The update also allows marketers to react to Shopify events in real time, bringing together ecommerce order fulfillment, customer engagement automations and post-purchase marketing across all channels and devices — while rapidly increasing speed to market for new brands on these platforms onboarding to Emarsys.
The updates overall will allow marketers to drive real-time channel-agnostic personalisation, while fostering customer loyalty and delivering measurable business outcomes faster than ever before.
Commenting on the speed with which the new platform can help with personalisation, Linh Calhoun, CMO at Replacement Ltd said: “[Before Emarsys], it took forever to send our communications to our customers. We wanted to be nimbler and faster in our personalisation and segmentation efforts. Instead of waiting or building in-house, with Emarsys, we got it NOW.”
Marcel Heck, CRM Lead at Gebrüder Goetz, added: “Clients respond positively to recommended products, which is evidence that the product recommendation engine works. We see a conversion rate for personalised direct mail of about 10%.”
The most recent platform updates have been a response to customer feedback and the key retail trends Emarsys has identified from ccinsight, its publicly available commerce tracker. One of the trends Emarsys spotted using ccinsight is brands struggling to manage customer retention at a time when web traffic is significantly higher than usual.
Now, with Emarsys’s updated platform, organisations can launch an entire customer loyalty program with artificial intelligence — including automatic scoring of customer groups, recommendations of tiers and pre-built marketing campaign templates — to encourage repeat purchases and increase customer lifetime value. Emarsys has already seen huge demand from customers for its loyalty solution and subsequent tactics.
The updated Emarsys’s platform is also helping customers connect offline and online commerce, driving footfall back to physical stores as Covid-19 lockdown restrictions begin to lift. The launch of the store dashboard enables digital teams to measure the impact of Facebook ads, Google ads, email, direct mail and SMS campaigns against stores sales, while assessing the impact on average order value and items per order at a product level — a world first within a digital marketing platform as a standard feature.
Omer Sharon, chief product officer at Emarsys, said: “Incorporating 26 new features, our summer update is designed to bring people, data and marketing closer together. We believe that people are strongest when they work together, that marketing is strongest when it’s unified across all channels, and that data is strongest when it’s accessible via a single platform. These are the principles that inspired our overhaul of the Emarsys platform.
By making it easier for marketing teams to understand customer data, collaborate with their organisations and conduct effective omnichannel campaigns, the new Emarsys platform helps drive real business outcomes, proving the value of marketing during this difficult time.”