"The customer is king". For this reason, every single customer should be addressed individually and offered a personalized shopping experience. To achieve this, there is the omnichannel customer engagement platform Emarsys. This all-in-one marketing automation platform enables 1:1 personalization in real time across all channels. All of the customer's information is collected in a compact format and used to create an individualized offer.
E-commerce companies are particularly well served by the Emarsys marketing automation platform, as the functions of the Omnichannel customer engagement platform are perfectly tailored to the needs of e-commerce. A highlight of Emarsys is the ability to easily manage the platform inhouse (in your own company) and to no longer be dependent on external providers. The marketing automation platform, which has been part of SAP since 2022, offers many advantageous functions, which we explain in this article step by step according to Emarsys' cross-channel campaign management.
Step 1: Data collection
In marketing, it is a major challenge to collect and consolidate data for a personalized customer experience. Bringing together all data sources from the company, e-commerce and analytics can be a complex and time-consuming task. However, Emarsys' Integrated Data Layer makes it possible to break down all data silos and unify the sources of data into one platform. This makes it possible to obtain a holistic view of the customer and not miss any important customer data, information or activities.
In addition, historical and real-time data can be unified to activate personalized experiences. By using the Emarsys marketing automation platform, there is no need to ask the IT department for relevant information, as all data is bundled here in an organized way. This omnichannel automation increases efficiency and offers a lean solution that does not require switching between multiple platforms.
Step 2: Acceleration
Now that all data has been standardized in Emarsys, the next step is to turn leads into active buyers and complete a purchase. The most suitable tactic or strategy depends on the position of the potential customer in the customer lifecycle. However, by standardizing the data across all channels (online, offline or mobile), the right strategy can be selected to quickly lead this contact in particular to a purchase. This can be a reminder of a product that has already been viewed or a welcome message for a new customer.
With the Emarsys marketing automation platform, you save time in planning, as the execution can be carried out immediately using pre-defined automations and automation workflows to target customers with the relevant content via their preferred channels.
Step 3: Personalization
The intention here is to send the customer the right message at the right time based on data collection and analysis. Using channel-specific editors (email, SMS, web channel, web push), all campaigns can be personalized and flexibly adapted. In this step, customers are now sent personalized offers in the appropriate way. Whether it is an email, push message or letter - all information contained in the personalized message is optimally adapted to the needs of the customer.
The Emarsys marketing automation platform combines empirical values, forecasts and the lifecycle status of customers for an optimal approach. Loyalty marketing also plays an important role in personalization. There are discounts and special offers for long-standing customers. The customer engagement platform enables you to easily increase your sales with personalized product recommendations.
Step 4: Automation
In automation, the marketing channels are now linked together. This includes emails, ads or SMS messages and much more. Your company can decide for itself when to interact with a specific lead. Suitable moments are, for example, when a product is back in stock or when customers should be made aware that a product has become cheaper. Of course, Emarsys also adapts these automations to the lifecycle. Where is the customer in the purchasing process? Has nothing been bought for a long time? Are they new or inactive customers? Accordingly, suitable automated actions are sought in order to achieve a first or repeat purchase.
The advantage of the Emarsys marketing automation platform is that no IT department or external provider is required for automation. New use cases can therefore be implemented quickly and procedures for better performance can be changed at any time.
Step 5: Evaluation
Analyzing and evaluating the data is almost the most important step in cross-channel campaigns. Once again, lifecycle marketing plays an important role here, as the historical data of each customer is analyzed for purchasing behavior. Analyses can also be carried out across customer groups in order to answer questions such as: "Why are customers no longer shopping at a certain point in time?". Another important form of analysis is predictive marketing. Here, a purchase probability and an approximate purchase amount that the respective customer will spend are calculated based on past activities. This allows Emarsys to make recommendations on how to prevent churn and help to optimize processes.
An AI-supported analysis also brings together the most important key figures of each individual customer and calculates where an increase in sales is possible in the customer lifecycle. Based on these findings, a new or revised cross-channel campaign can now be implemented.
Conclusion on the Emarsys marketing automation solution
Emarsys is an omnichannel customer engagement platform that offers many advantages and functions. It is particularly worthwhile for B2C and e-commerce companies to evaluate it and compare the costs with the benefits. After all, the Emarsys marketing automation platform creates a holistic, personalized shopping experience.
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