Here are some highlights from our 100+ improvements in April 2016:
Segment Builder: create segment from product/category
A new beta feature, "Segment Builder" was available for beta testing by selected clients (update: it's live now). This allows the creation and export of "segments", lists of email addresses based on the behavioral data collected and stored by the system, so that you can load them into your other marketing tools (read more)
For example, you can create lists of email addresses which have:
Browsed cameras in the past 30 days
Purchased gifts or toys in the past 7 days
Browsed cameras but not bought one in the past 30 days
Browsed anything on the site but not made a purchase in the past 14 days
Target Facebook Adverts to people such as your best customers - and optionally advertize to a much wider audience by targeting other people similar to them. This uses Segment Builder (read more).
For example, let's say you have a new product to sell. Use Segment Builder to select your existing customers who buy similar products, import this segment into Facebook as a "Custom Audience", create a "Lookalike Audience" in Facebook to select lots more people who resemble them and so are likely to buy, and show them Facebook adverts: read instructions, read more at facebook.com.
Data is now exchanged in near-real-time with the IBM Marketing Cloud, via Universal Business Exchange. For example:
Product View event - sent from Fresh Relevance to IBM Marketing Cloud when a website visitor views a product.
Cart Abandon event - sent from Fresh Relevance to IBM Marketing Cloud when a cart is abandoned.
Email Send event - sent from IBM Marketing Cloud to Fresh Relevance when an IBM Marketing Cloud campaign enail is sent to a recipient.
Email Open event - sent from IBM Marketing Cloud to Fresh Relevance when an IBM Marketing Cloud campaign email is opened by a recipient.
Email Click event - sent from IBM Marketing Cloud to Fresh Relevance when a (tracked) link in an IBM Marketing Cloud campaign email is clicked by a recipient.
Realtime triggered emails sent through IBM Marketing Cloud - cart and browse abandonment emails and other advanced triggered sends.
Hyper personalization of all marketing email sent through IBM Marketing Cloud, based on each visitors email and web activity.
Corresponding personalization of all web pages.
Realtime personalized content in web and email. For example countdown timers and product recommendations
We also attended several IBM events in April and May
Integrated ESP changed to SendGrid.
We provide a free integrated ESP for clients who want it, instead of using their own ESP (read more).
This was was previously based on Mandrill, but recent changes to the commercial model for Mandrill made this more expensive and fiddly (read more), so we switched to using SendGrid instead (read more). Migration was straightforward, and Client Services have already helped clients to migrate as required. Note that we still support Mandrill, along with a lot of alternative ESPs, for clients who want to use their own Mandrill account (read more).
In related news, our SendGrid support has been reworked and enhanced. It now uses UTF-8 by default, for compatibility with European and other languages. SendGrid templates can be used if required to help with managing the email creative, or the whole email creative can be managed in Fresh Relevance.
Several new slots rules are now available which greatly increase the ability of the system to personalize web pages based on the current displayed page:
Category of Product on Current Page. This allows specific content to be target to whole classes of product pages based on the product categories. It looks at the categories sent back from the client script and matches against a list of categories selected in the rules dropdowns. Various options are available including "Has One of", "Has None of" and "Has All of.
ID of Product on Current Page. This allows specific content to be target product pages based on the product IDs. It looks at the product ID sent back from the client script and matches against a list of product IDs selected in the rules dropdowns. Various options are available including "Has One of", "Has None of" and "Has All of".
Current Page URL or Querystring. These look at part/all of the URL for the current page and allow sophisticated targeting based on the URL. This allows, for example, targeting based on referer codes in the URL from affiliate networks or search.
Better Category Selection UI
The category selector UI is improved, particularly when dealing with large numbers of categories. For example:
Click for an alphabetical dropown list of all categories
Type part of a name or key - matching categories will be displayed for you to choose from
Type a category group name - categories within that group will be displayed for you to choose from