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1、For MarketersPersonalization PlaybookActionable use cases for omnichannel engagement2|423|42Personalization today can feel like a never-ending sprint.Your to-do list grows faster than you can check things off,and just when you think youve cracked the code to engage your audience,their expectations s

2、hift.Marketers everywhere are navigating a rapidly changing landscape,trying to meet growing demands for new channels,real-time engagement,and results that dont just look good on a dashboard but truly drive business outcomes.Thats where our Personalized Playbook for Marketers comes in.Weve designed

3、it to be as actionable as it is inspiringleveraging real scenarios from our most successful customers.Think of it as your partner in tackling those day-to-day challenges,offering you both fresh ideas and clear,step-by-step advice to implement them.Need to build a campaign that re-engages dormant cus

4、tomers?Its in here.Trying to figure out how to create a seamless omnichannel experience that feels effortless for your customers?Weve got you covered.This Playbook is about answering the question how how to take an idea and turn it into a strategy,how to take a strategy and bring it to life.We get i

5、t.The life of a marketer is busy,often chaotic,and rarely predictable.Thats why this Playbook was created with empathy for the real-world pressures you face.Whether youre stuck in a creative rut,overwhelmed by too many challenges with too little resources,or simply need a fresh perspective,this reso

6、urce is here to guide you forward.Michael Jonas,Chief Customer Success Officer,SAP EmarsysBig Ideas,Real Results2|42Get the reportA Leader in Personalization Engines according to the Gartner Magic Quadrant 6 times in a row4|425|42Table of contentsFind your play by business challenge:6 Grow your data

7、base16 Drive customer engagement26 Increase customer retentionFind your play by use case:8 Encourage unsubscribed database to resubscribe 12 Create an omnichannel progressive profiling opt-in experience 18 Launch a new product offering22 Deliver time-sensitive messages when a product is back in stoc

8、kPre-built Tactic AvailableAdvancedBeginnerExpertThis indicates SAP Emarsys offers a pre-built marketing automation for the strategic tactic used in the play to get you started quickly.These can be customized to be as simple or as complex as you need to meet your business requirements.A marketer tha

9、t has developed expertise in multi-channel strategic execution of marketing automations using data-driven insights.A marketer that understands the fundamentals and has started with entry level marketing automation channels like email.A marketer that has mastered omnichannel campaigns and innovates w

10、ith new trending channels and tactics.4|425|4228 Convert abandoned cart shoppers on your mobile app32 Reactivate inactive loyalty program members 36 Drive leads from online to in-store for first purchase6|427|426|42Grow your database7|428|42Use Case:During high peak sales seasons,ensure you take adv

11、antage of the heavy traffic of customers both new and old by encouraging them to opt-in to your email campaign and maximize your first party data.Retail|eCommerce|Consumer Products|Sports&Entertainment What to measure:Active customer base Email re-opt-in Revenue generated from email re-opt-inEncoura

12、ge unsubscribed customers to resubscribe.on the landing page for the Hot Sales season,we ask them through a sign-up form,what category are you interested in?And then we store that in a database,and we send that information through an automation on the first day of the event.Mauricio Gonzalez,Online

13、Experience Manager,The Home Depot“”Beginner9|42Business Challenge:Grow Your DatabaseWeb Pop Upspowered by predictive intelligence ensure the best content is shared with the right customer at the right time.Pre-Built Formshelp you to understand the category preference.8|4210|4211|42Channels Included

14、Web Channel Email Solution Target customers in your database who are currently opted out or are unidentified.These are potential high value customers.Create a web channel form pop up,asking customers to re-optin,showcasing the value theyll receive including data transparency.Its important to set the

15、 value node used to update the opt-in field to True.Once opted in,automate a follow up email with personalized product recommendations and content based on their preferences.Optional Resources SAP Emarsys Services:Strategy,Technical,Creative,Execution,OptimizationEncourage unsubscribed customers to

16、resubscribeBeginnerBusiness Challenge:Grow Your DatabasePre-built Tactic AvailableUse Send Time Optimization to deliver a personalized follow up email at the time most likely to be opened.Once the form is completed,send a personalized email with content relevant to each subscriber.Trigger the automa

17、tion with a customized form to collect helpful information about your customers with a web pop up.10|4212|42What to measure:First purchase Customer churn Active customer revenueCreate an omnichannel progressive profiling opt-in experience Advanced13|42Business Challenge:Grow Your DatabaseBusiness Ch

18、allenge:Grow Your DatabaseSAP Emarsys has really become the center of how we orchestrate the conversation with our customers to deliver a more rewarding customer experience.And whats most important is we have a deep level of understanding of our customer than ever before.Were using the interactions

19、that the customer has with our brand and using the products that they show interest in to drive a conversation with them.Ellise Jones,Group Head of Loyalty,Total Tools“”Use Case:Gather data in stages rather than overwhelm prospective customers with lengthy forms.Build detailed customer profiles that

20、 enable personalized recommendations and services for an improved customer experience.Retail|eCommerce|Consumer Products|Sports&Entertainment Capture the essentialsEnrich their experienceUnderstand the customer12|4214|4215|42Channels Included Email Digital Ads Web Channel Solution Entry node is a pu

21、rchase made that triggers an email follow up,digital ad and web channel message asking about category preferences.After a week,an automation triggers across channels asking questions to capture interest.Use email and web channel to capture SMS opt-in to help reach on-the-go customers.Optional Resour

22、ces SAP Emarsys Services:Strategy,Technical,Creative,Execution,OptimizationCreate an omnichannel progressive profiling opt-in experience AdvancedBusiness Challenge:Grow Your DatabasePre-built Tactic Available14|42Create a participation check to make sure you have the best target audience to deliver

23、a progressive profile opt-in experience.Use personalized digital ads to encourage engagement.16|4217|4216|42Drive Customer Engagement17|4218|42Use Case:Introduce a new product to existing customers to generate excitement about the brand and the new product with a focus on meeting customers on their

24、channel of choice.Retail|eCommerce|Consumer Products|Sports&Entertainment What to measure:Conversion&retention Product adoption Audience growthLaunch a new product or offeringFor lifecycle marketing,we wanted to provide personalized experiences for increased conversion rate,develop segmentation stra

25、tegies for improved retention and conversion,implement automation triggers to nurture current and future customers,and educate our existing audience and identify customer needs for this new product line.Lyla Holt,Global Digital Marketing Manager,Consumer Care,John Frieda“”Advanced19|42Business Chall

26、enge:Drive Customer EngagementAI MarketingPredict your highest value segments by identifying overlap in customer affinity for similar products.Automate WhatsApp messages to deliver personalized experiences.Capture consent and unlock a new revenue channel to engage your customers.18|4220|4221|42Chann

27、els Included Email Conversational Channels Solution Create a target audience segment that would be most interested in your new offering with Smart Insights and AI.Create Personalization Tokens&Content Blocks that you can reuse across channels and campaigns.Use our pre-built tactic for product launch

28、es to get you started,then personalize based on your goals&channels available.Include Send-Time Optimization to deliver messages at the right moment.Optional Resources SAP Emarsys Services:Strategy,Technical,Creative,Execution,OptimizationLaunch a new product or offeringAdvancedBusiness Challenge:Dr

29、ive Customer EngagementPre-built Tactic AvailableAnnounce your new product with a quiz or product comparison content to help increase product discovery.Invite them to a product launch event via WhatsApp conversational message.Use Smart Insightsand AI Segments to identify your audience with similar p

30、roduct interests.Share tips,recipes etc.for the newly launched product.20|4222|4223|42Business Challenge:Drive Customer EngagementBusiness Challenge:Drive Customer EngagementWhat to measure:SMS click rate Product adoption SMS opt-insDeliver time-sensitive messages when a product is back in stockAdva

31、ncedToday with SAP Emarsys,we can automate personalized experiences to deliver the perfect product that the customer was looking for based on the customers behavior in the moment.For us,that has been very beneficial to build relationships and drive business results.Brbara Schlindwein,CRM Lead for Ar

32、ezzo Brand“”Use Case:Inform customers about popular products,tickets,and offerings that are back in stock,to drive immediate sales and increase customer engagement.Take advantage of channels like SMS that can meet your on-the-go customers in the moments that matter most.Retail|eCommerce|Consumer Pro

33、ducts Capture consent and unlock a new revenue channel to engage your customers.Personalize your SMS message by including the name of the product back-in-stock as well as a direct link to explore.22|4224|4225|42Business Challenge:Drive Customer EngagementChannels Included Email SMS Solution Check fo

34、r updates on your product catalog on a daily interval and specify a back-in-stock change to trigger this automation.Target your audiences based on contact behavior where the customer has viewed the product in the past 5 days.Be sure to exclude contacts who have already made the purchase within the p

35、ast 5 days.Deliver a personalized SMS messages for those opted-in to receiving SMS.Optional Resources SAP Emarsys Services:SMS concept&writing,personalization&ESL,Transactional messaging,use case&automation creationDeliver time-sensitive messages when a product is back in stockAdvancedPre-built Tact

36、ic AvailableConnect Emarsys to your Commerce Product Catalog to capture the latest products in-stock.Let customers know an item is back in stock+product recommendations.Send an SMS message to drive a sense of urgency for the newly stocked item.24|4226|4227|4226|42Increase Customer Retention27|4228|4

37、2Use Case:Keep mobile app users engaged by reminding them of items they have left in their cart via a strategic series of push notifications over the optimal amount of time.Retail|eCommerce|Consumer Products|Sports&Entertainment What to measure:Push notification open rate Revenue from event attribut

38、ion Abandoned cart conversion rateConvert abandoned cart shoppers on your mobile appMobile Engage allows us to reach more contacts with our triggered app messages such as Abandoned Cart or Wishlist messages.Especially the Abandoned Cart program is showing pretty good results with an Open Rate of 8%a

39、nd a Conversion Rate of 10.5%.Franziska Fischer,Senior CRM Manager,NBB(notebooksbilliger.de)“”Beginner29|42Business Challenge:Increase Customer RetentionUse personalization tokens to easily promote the product abandoned.28|4230|4231|42Channels Included Mobile Push Solution Trigger a cart abandoned c

40、ustom mobile event for this automation.Isolate only app users and target both anonymous and known customers.Send a cart abandoned push notification.Deliver a reminder notification if no purchase has been made.Optional Resources SAP Emarsys Services:Mobile Push concept&writing,design&execution,person

41、alization&ESL,transactional messages,automations/interactions,in-app templates,geofence&beaconsConvert abandoned cart shoppers on your mobile appBeginnerBusiness Challenge:Increase Customer RetentionPre-built Tactic AvailableTrigger an automation from a mobile app abandoned cart event.Personalize th

42、e push message with the product name&imagery.30|4232|42Use Case:Reignite interest among inactive members.This use casetransforms passive audiences into active participants with targeted messages that drive action and build loyalty.Retail|eCommerce|Consumer Products|Sports&Entertainment What to measu

43、re:Customer churn Purchase frequency Premium customer revenueReactivate inactive loyalty program membersAdvanced33|42Business Challenge:Increase Customer RetentionThe SAP Emarsys platform and loyalty solution offered versatile ways of connecting with our customers across dynamic touchpoints.This als

44、o provided valuable insights into customer behavior both online and in-store through enriched first-party data.Our strategy centered around leveraging these valuable customer insights and robust first-party data to drive better personalized experiences for our customers.Mike Cheng,Head of Digital,Ci

45、ty Beach“”32|4234|4235|42Channels Included Email Mobile In-App Mobile Push Solution Every month,trigger an email send to a loyalty segment of members with no activity in the last 30 days Use personalization tokens to personalize incentive email Follow up with a reminder email to same audience segmen

46、t 12 days later Optional Resources SAP Emarsys Services:Strategy,Technical,Creative,Execution,Optimization Partner:Annex Cloud IntegrationReactivate inactive loyalty program membersAdvancedBusiness Challenge:Increase Customer RetentionPre-built Tactic Available34|42Send a timely mobile in-app or pus

47、h message automatically alongside a personalized email.36|42Use Case:Help your customers research online then point them to an offer they can redeem by adding directly to their mobile wallet,allowing for easy and convenient in-store identification,richer customer insights,and frictionless customer e

48、xperiences.Retail|Consumer Products What to measure:In-store or event engagement Mobile wallet downloads Mobile wallet redemptionDrive leads from online to in-store for first purchaseExpert37|42Business Challenge:Increase Customer RetentionMobile is the one channel thats always with the customer,so

49、its an important part of our omnichannel mix.Mobile Wallet in particular allows us to reach customers anywhere theyre at,which unlocks a whole new set of use cases to better connect our digital and in-store experiences.James Neill,Customer Lifecycle Manager,City Beach Australia“”Meet customers where

50、 they are with a mobile wallet offer embedded in your email.36|4238|4239|42Channels Included Mobile Wallet Email Digital Ads Web Push Solution Create a mobile wallet campaign with a voucher to redeem in store or at an event.Build a segment for this automation and set up a reccurring filter.Use filte

51、r switches to predict whether the customer is most likely to engage online or via email.Can optionally add multiple waiting periods to test the optimal time period to be in a web or digital ad campaign.Refresh your list to remove dormant customers and focus on the hottest leads.Optional Resources SA

52、P Emarsys Services:Strategy,Technical,Creative,Execution,OptimizationDrive leads from online to in-store for first purchaseExpertBusiness Challenge:Increase Customer RetentionPre-built Tactic Available38|42Include a mobile wallet offer within your email to redeem in your store or at your event.Use A

53、I to predict which leads are most likely to engage online.Create a reccurring filter to automatically update your audience daily.41|4241|42Go Time!The work doesnt stop with the Playbook in fact,this is just the beginning.Now its time to take action,turn insights into strategies,and strategies into r

54、esults.Wherever you are in your marketing journey,SAP Emarsys has the tools and support to help you go further.Marketing success doesnt happen overnight,but with the right tools,partners,and guidance,youll be ready to tackle any challenge.Lets take this journey together and make your next big move c

55、ount.Get to know SAP Emarsys See personalization in action with our 3-min demo video.Watch nowDiscover nowLearn more40|4240|4241|42Looking for ways to expand your omnichannel personalization?Extend your capabilities,unlock additional value,and add the functionality you need to scale through the exte

56、nsible SAP Emarsys Partner Ecosystem.Ready for hands-on support to turn your vision into reality?Our Services Team offers expert support to help you implement the ideas in this playbook and more to drive real impact.42|42Gartner,Magic Quadrant for Personalization Engines,Penny Gillespie,Alex De Furs

57、ac Gash,Mike Froggatt,Jessica Dervyn,Jason Daigler,Julia Lintern,4 February 2025GARTNER is a registered trademark and service mark of Gartner,Inc.and/or its affiliates in the U.S.and internationally,and MAGIC QUADRANT is a registered trademark of Gartner,Inc.and/or its affiliates and are used herein

58、 with permission.All rights reserved.Gartner does not endorse any vendor,product or service depicted in its research publications,and does not advise technology users to select only those vendors with the highest ratings or other designation.Gartner research publications consist of the opinions of G

59、artners research organization and should not be construed as statements of fact.Gartner disclaims all warranties,expressed or implied,with respect to this research,including any warranties of merchantability or fitness for a particular purpose.SAP was recognized as Emarsys in Gartner report prior it

60、s acquisition in 2020 SAP Emarsys is the customer engagement solution of Intelligent CX from SAP,empowering businesses to deliver personalized,AI-driven,omnichannel experiences.Built for scalability and extensibility,Intelligent CX from SAP integrates commerce,sales,service,marketing,and customer da

61、ta,enabling businesses to exceed customer expectations with real-time,relevant engagement.From digitally native disruptors to global enterprises,SAP Emarsys helps bring out the best CX in every business by meeting customers where they are with the products,information,and experiences they need,exact

62、ly when and where they need them.For more information,visit 2025 SAP Emarsys.All rights reserved.SAP Emarsys,the SAP Emarsys Marketing Platform,SAP Emarsys Artificial Intelligence Marketing and others are trademarks of SAP Emarsys.The SAP Emarsys logo and other creative assets are owned and protected under copyright and/or trademark law.