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Marketing Automation Use Cases

Why Connect to Marketing Automation Platforms and ESPs?#

By synchronizing customer profile information with Marketing Automation Platforms, you can make sure that your customers will receive relevant emails based on their latest on-site and in-app interactions with your brand. On the other hand, by pulling in customer profile information from Marketing Automtion platforms, you can use interactions with email, SMS, push notifications, etc to learn more about your customer and provide more relevant on-site and in-app experiences.

For the purpose of this document, we will refer to Marketing Automation Platforms, Email Service Providers and Email Marketing Platforms as ESPs.

Although these are some of the integration scenarios we have worked with, their relevance and feasibility will depend heavily on the capabilities of the ESP. The following use cases assume that you have an ESP that supports these scenarios.

Enrich existing ESP Profiles or Create New Ones with data from Conscia#

Sync Conscia Profiles with ESP
  • Use Conscia to create a unified customer profile composed of declarative attributes, computed traits, journey stages, audience segments, raw behavioural data and associations (account mapping)
  • Share customer profile with ESP based on a common identifier, typically an email address
  • Create a new profile in ESP if it does not exist or enrich an existing profile if there is a match
  • Build audience segments in ESP for the purpose of creating a campaign (note that you can still build customer segments in Conscia that can be referenced by ESP segments)
  • Note that this does not require Marketers to create a new audience in Conscia. The profiles from Conscia are automatically synchronized with th ESP.

Build an audience in Conscia and send to an ESP#

Sync Conscia Profiles with ESP

Send profiles to ESP for trigger-based, drip, or journey campaigns

  • Create a unified customer profile composed of declarative attributes, computed traits, journey stages, audience segments, raw behavioural data and associations (account mapping)
  • Use Conscia's Segment Builder to create Audience Segments
  • Share Audience with ESP
  • Create a one-off email campaign within the ESP
  • ESP sends email

Send profiles to ESP for trigger-based, drip, or journey campaigns

  • Create a unified customer profile composed of declarative attributes, computed traits, journey stages, audience segments, raw behavioural data and associations (account mapping)
  • Use Conscia's Segment Builder to create Audience Segments
  • Create an Audience with the ESP
  • Create a trigger-based, drip or complex journey campaigns within the ESP
  • ESP sends email

Personalizing Communications with Conscia#

There are a few different ways in which you can personalize your communications and interactions with Conscia. These include email, sms, push notifications and in-app messages.

Most Marketing Automation Platforms and ESPs provide basic level of personalization such as 'Hello {Name}', while others go further and pull in dynamic content based on customer attributes into their email templates. Some ESPs allows you to store and reference content in a mini-CMS within their own platform, while others allow you to insert external content into their email templates via API integration.

Conscia has the ability to instruct the ESP on what content is relevant for each customer based on sophisticated content recommendation algorithms and rule-based control outlined in the Personalization section.

Dynamic Content Injection

Following are some examples of personalized content recommendations that can be injected into an existing email template that you are managing within your ESP:

  • Next Best Offer
  • Personalized list of Recommended Products
  • Personalized list of editorial content
  • Surveys
  • Progressive Registration
Sync Conscia Profiles with ESP

Here are the high-level workflow for personalizing emails through dynamic content injection from Conscia:

  • Marketing team creates an email template in ESP
  • Use Connected Content or Dynamic Content blocks to insert dynamic content from Conscia by calling Conscia's Personalization API
  • Create a campaign within ESP. Note that the audience or list may have been created by Conscia by invoking a specific ESP API endpoint or it could have been created in the ESP itself
  • Send email to the desired audience.

Create and Store complete Email HTML within Conscia

You can manage a fully personalized html within Conscia and simply use your ESP to send the email. This is typically the workflow for transactional emails such as 'customer opts in', 'customer makes a purchase', 'customer subscribes to a service', etc.

Sync Conscia Profiles with ESP

Here is the high-level workflow for personalizing transactional emails:

  • Create html for the transactional email using your desired tool (this could be your ESP, Conscia WYSIWYG editor, or another third party tool)
  • Use Handlebars to define dynamic tags that need to be filled in by Conscia. These tags could include person's name, product recommendations, content recommendations, or anything that either exists on the customer's profile or a suggestion from the Relevance engine for that specific individual.
  • Import the email html into a data collection within Conscia's intelligent data hub
  • Classify these emails using tags and taxonomies within Conscia
  • Create personalization rules within Conscia that allow marketers to marry customer attributes to the relevant email
  • Create an event trigger and connect it to the ESP destination within Conscia
    • This will allow events captured by Conscia to flow to the ESP
    • The event pushed to your ESP will contain a custom field (sometimes referred to as a merge tag by the ESPs) that includes the entire Email HTML that should be sent to the customer
  • Create a transactional email campaign within your ESP and inject the HTML within the custom field/merge tag found on the contact's profile

Create and store pure, html-free Content within Conscia and let your ESP assemble the final Transactional Email

There maybe a situation where you want to manage the overall email template within your ESP, but want to insert dynamic content provided by Conscia.

Sync Conscia Profiles with ESP

Here is the high-level workflow for this scenario:

  • Create the html template for the transactional email using your ESP.
  • Create individual Experience Segments within Conscia - these could be product recommendations, recommended articles, etc.
  • Create personalization rules within Conscia that allow marketers to marry customer attributes to content metadata
  • Use Custom API block to make a call out to Conscia at 'Send time' to get the most current suggested content for a particular individual
  • Use Handlebars to parse through the response from Conscia
  • Create an event trigger and connect it to the ESP destination within Conscia
    • This will allow events captured by Conscia to flow to the ESP
  • Create a transactional email campaign with trigger conditions that reference the event piped in from Conscia CDP

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