2025全渠道客户参与个性化实践指南

Actionable use casesfor omnichannel engagement Big Ideas, Real Results Personalization 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 you’ve cracked the code toengage your audience, their expectations shift. Marketerseverywhere are navigating a rapidly changing landscape, We’ve designed it to be as actionable as it is inspiring–leveraging real scenarios from our most successfulcustomers. Think of it as your partner in tackling thoseday-to-day challenges, offering you both fresh ideasand clear, step-by-step advice to implement them.Need to build a campaign that re-engages dormant That’s where our Personalized Playbook for Marketerscomes in. We get it. The life of a marketer is busy, often chaotic,and rarely predictable. That’s why this Playbook wascreated with empathy for the real-world pressures youface. Whether you’re stuck in a creative rut, overwhelmed A Leader in Personalization Engine’saccording to the Gartner® Magic Get the report Table of Find your play by business challenge: Pre-built Tactic Available Beginner 6Grow your database16Drive customer engagement A marketer that understandsthe fundamentals and hasstarted with entry level This indicates SAP Emarsysoffers a pre-built marketingautomation for the strategictactic used in the play to getyou started quickly. These can Find your play by use case: Convert abandoned cartshoppers on your mobile app Encourage unsubscribed database Advanced Expert A marketer that has masteredomnichannel campaigns andinnovates with new trending A marketer that has developedexpertise in multi-channelstrategic execution of Create an omnichannel progressiveprofiling opt-in experience Reactivate inactive loyaltyprogram members Drive leads from online to in-store Launch a new product offering Deliver time-sensitive messages Grow yourdatabase Beginner Encourage unsubscribed customers to resubscribe Use Case: During high peak sales seasons, ensure you take advantageof the heavy traffic of customers both new and old by What to measure: Active customer baseEmail re-opt-inRevenue generated from email re-opt-in Retail | eCommerce | Consumer Products | “ a sign-up form, what category are you interested in?And then we store that in a database, and we send that informationthrough an automation on the first day of the event.” Mauricio Gonzalez, Online Experience Manager, The Home Depot Beginner Encourage unsubscribed customers to resubscribe Channels Included Optional Resources •SAP Emarsys Services:Strategy, Technical, Creative,Execution, Optimization •Web Channel•Email Pre-built Tactic Available Solution •Target customers in your database who are currentlyopted out or are unidentified. These are potential highvalue customers.•Create a web channel form pop up, asking customers tore-optin, showcasing the value they’ll receive includingdata transparency. Advanced Create an omnichannel Use Case: What to measure: Gather data in stages rather than overwhelm prospectivecustomers with lengthy forms. Build detailed customerprofiles that enable personalized recommendations First purchaseCustomer churn Retail | eCommerce | Consumer Products | with our customers to deliver a more rewarding customer experience. And what'smost important is we have a deep level of understanding of our customer than everbefore. We're using the interactions that the customer has with our brand and using” Ellise Jones, Group Head of Loyalty, Total Tools Advanced Create an omnichannel Optional Resources Channels Included •Email•Digital Ads •SAP Emarsys Services:Strategy, Technical, Creative,Execution, Optimization Pre-built Tactic Available Solution •Entry node is a purchase made that triggers an emailfollow up, digital ad and web channel message asking about category preferences. •After a week, an automation triggers across channelsasking questions to capture interest. Drive Customer Advanced Launch a new product or offering Use Case: Introduce a new product to existing customers to generateexcitement about the brand and the new product with What to measure: Conversion & retentionProduct adoption Retail | eCommerce | Consumer Products | for increased conversion rate, develop segmentation strategies forimproved retention and conversion, implement automation triggers tonurture current and future customers, and educate our existing“” Lyla Holt, Global Digital Marketing Manager, Consumer Care, John Frieda Advanced Launch a new product or offering Channels Included Optional Resources •SAP Emarsys Services:Strategy, Technical, Creative,Execution, Optimization •Email•Conversational Channels Pre-built Tactic Available Solution •Create a target audience segment that would be mostinterested in your new offering with Smart Insightsand AI.•Create Personalization Tokens & Content Blocks thatyou can reuse across channels and campaigns. Advanced Deliver time-sensitive m