The integrated solution of Emarsys and Optimove helps increase customer engagement and spend by using predictive customer modeling to personalize retention campaigns.
Marketers use Optimove to plan their customer marketing campaigns based on the advanced customer segmentation available in the product. Using Optimove’s customer modeling system, marketers are able to easily define and discover interesting groups of customers to target – groups that the company’s marketers wouldn’t have been able to identify and target otherwise.
The next step is for the marketing team to develop the particular campaigns (offers or incentives) they want to send each target group of customers.
Every night, the Optimove software generates the specific lists of customer IDs to receive each pre-planned marketing campaign – along with the Emarsys email template ID and scheduled send time. Optimove pushes the lists to Emarsys via API and then Emarsys sends out each personalized campaign at the specified time.
During and after the campaign’s execution, Optimove reports on the financial success metrics of each campaign (compared to a pre-selected control group), or the winner of an A/B campaign test, and incorporates email delivery, open and click metrics acquired via Emarsys’ API.
To summarize, the Optimove software connects to Emarsys via API for two purposes:
- To instruct Emarsys to send out a particular email to a specified segment of customer IDs
- To receive email campaign metrics (delivery rate, open rate and click rate) from Emarsys
Making it Work
1. Prepare Customer Contact List in Emarsys
Once the marketer has opened at least one Emarsys account, his first step is to export the required customer data into Emarsys. At a minimum, this data will include customer ID, first name, last name and email address. Important notes:
- It is important to use Emarsys’ “ExternalID” field to hold the customer IDs.
- Exporting the relevant list of customers must be done separately for each Emarsys account.
- It is important that the freshness of this data be maintained on a daily basis. For example, when new customers join, their information must be promptly updated in the appropriate Emarsys List.
Who does it: the marketer, with support from Emarsys.
2. Prepare Customer Data for Import into Optimove
The marketer, usually with assistance from internal IT staff, prepares the company’s raw data into specific formats required by Optimove. These customer profile tables, which describe each customer's attributes, will be imported daily by Optimove. Optimove uses this data to segment customers into a variety of dimensions (lifecycle stages, micro-segments, etc.) and to track the behavior of customers and target groups over time.
Who does it: the marketer, with support from internal IT staff and Optimove integration staff. If necessary, Optimove staff can take a leading role in this stage.
3. Connecting Optimove to the Emarsys API
In order for Optimove to connect to the Emarsys API, it needs to receive login credentials to the client’s API instance. These include the user name, password, secured key and “ExternalID” field name for each account.
All communication between the Optimove and Emarsys servers is via the HTTP POST method (Web service). (For the technically inclined, Emarsys’ API guide is available here.)
Who does it: Optimove sets this up in the software, using the credentials provided by the marketer.
Creating and Sending Customer Campaigns
Retrieving the List of Email Templates
When the marketer sets up an email campaign in Optimove to be sent via Emarsys, the software retrieves a list of all available email templates via the Emarsys API. The user can choose the desired email template for the campaign from a drop-down list, and can also view a preview of the template itself from within Optimove. Email templates from all Emarsys accounts will be retrieved into the list shown in Optimove, but the user can filter them within the Optimove UI based on predefined template name prefixes.
Optimove supports Emarsys email templates of both the HTML and CMS types. To be recognized by Optimove, templates must have the status “In Design,” and the “Recipient Source” setting should be set to “Using the API” or “Via Contact List” for HTML templates or “Using the API” for CMS templates.
Sending an Email Campaign
Each time Optimove sends an email campaign via Emarsys, Optimove connects to the Emarsys API and performs the following steps:
- For each email campaign, Optimove creates a new Emarsys list containing the list of customers to receive the email. Notes:
- This customer list is generated by Optimove according to the current target group segmentation defined within Optimove.
- Optimove does not store actual customer addresses in its database. Rather, the customer IDs used by the client to identify each customer are used by both Optimove and Emarsys.
- Optimove instructs Emarsys to send the email by providing the following parameters:
- The list of customers to receive the email.
- The ID of the email template to use, as selected by the user in Optimove’s Run Campaign wizard (shown as “Email template” in the user interface). As mentioned above, Optimove will only show email templates that match the selected filter value and which have the status of “In Design”. Optimove will clone the email for each campaign (because Emarsys limits the usage of each email to a single campaign).
- The date and time of day when Emarsys should deliver the email (this is also specified by the user in the Run Campaign wizard).
Note that Optimove will determine which Emarsys account to use, based on the selected template’s prefix.
Retrieving Email Campaign Metrics
Once each day, for a period of one week following the sending of each Emarsys mailing, Optimove connects to the API in order to retrieve delivery rate, open rate and click rate metrics for the campaign. These metrics are displayed within Optimove’s Campaign Analysis page for each executed campaign.