The third P of Marketing A.I. brings us to ‘Personalisation.’ Personalisation helps marketers to power intelligent consumer experiences. Such as recommending highly targeted content, answering voice and text questions, optimising email send time at an individual recipient level, and most importantly, helping to personalise content, offers, and web experiences with images, text, and CTAs.
As seen from the image above, Sennheiser creates a customer experience that will allow a more in-depth and better communication between the business and the consumer. The picture above shows two communication types of interaction: how the company can reach the customers and vice versa.
Sennheiser allows customers to reach them through a customer service tab on their website named “Have a question?” pinned in the navigation screen. The tab creates convenience for readers to ask their queries in any part or section of the Sennheiser website. Upon clicking the tab, it first generates the most frequently asked questions (FAQ) by readers. If the readers’ questions are not inside the FAQ, the tab then allows the reader to post their problems, so readers will feel that the company hears them. This process subsequently collects customer information (such as email address) so that Sennheiser can keep track of its customer, allowing them to analyse who their audience is.
There is then an option to sign up for a “Newsletter” for Sennheiser customers tossing up to receive the latest news about the release of a product, press releases, discounts, and many more. The agreement is shown at the bottom of the section, which explains what will happen upon the registration of their “Newsletter.”
Yes, I hereby agree that my personal data provided by me may be processed by Sennheiser electronic GmbH & Co. KG (“Sennheiser”). The purpose of the processing is the sending of e-mails by Sennheiser to the e-mail address I have provided in order to receive information about products, services, software updates, news, current offers, campaigns, events, competitions as well as for statistical surveys. My personal data will not be passed on to third parties. I can withdraw my consent at any time by using a link provided in the newsletter, by sending a message to Sennheiser, Am Labor 1, 30900 Wedemark, or by e-mail to contact@sennheiser.com. The withdrawal of my consent shall not affect the lawfulness of the processing based on consent before its withdrawal.*
However, most email marketing by companies tends to get overlooked because of its generic sense of appeal, and because of other emails that are being sent at the same timing. Uninteresting email marketing then leads to most customers unsubscribing from the newsletter, which decreases Sennheiser’s customer lead when they want to announce special occasions or any other happenings in the future, which will then cause a negative consumer experience. Therefore, for the release of the Momentum True Wireless 2, Marketing Artificial Intelligence Institute recommend A.I. softwares like Emarsys.com to create an optimise email send time at an individual recipient level, at the same creating attention seeking email campaigns.
What is Emarsys?
Emarsys platform is a great tool for email marketing and automation. The software is something most companies are looking that will combine CRM functionality and email automation. One of Emarsys unique feature is leveraging on customers’ digital footprint for perfectly timed, contextual experiences, on different types of channels. Emarsys help consolidates data and makes it accessible for companies so that they can create a customer-centric experience. Upon registering with Emarsys, all of the companies data sources are synchronised in real time, unified and transformed into personalisation variables, centrally accessible to be used consistently on any channel.
Omnichannel programs like Emarsys can branch out into an unmanageable number of campaigns, increasing the workload in a companies marketing department, since personalisation can be time-consuming as it requires manual work.
“Emarsys reusable personalisation tokens increase a companies operational productivity. These out-of-the-box, reusable variables — such as loyalty status — fit a wide range of use cases specific to your industry.”
How can Sennheiser use this software in the production stage?
Given the human nature of ignoring things, we tend to overlook things that we do not find interesting nowadays. With the use of Emarsys as an A.I. software, Sennheiser is able to evolve their email communications with a specific focus on the timing and on being nimble and faster in their personalisation and segmentation efforts. Relying on internal resources, most of the time, can create a time delay due to the time-consuming process. If Sennheiser uses Emarsys for the email campaign to promote their Momentum True Wireless 2, they can expect an increase in scalability and ease of making changes for testing new concepts while maximising on the A.I. software technology. Emarsys is able to help the promote Sennheisers’ new product by creating an email campaign that will win consumers’ attention in today’s overcrowded inboxes.
Marc Yuan 