Marketing for the moment. Traditional campaigns are stuck in the past. You need an always-on marketing system like Iterable to help you connect with your customers by sending the right message at the right time. Iterable links your data to your comms so you can scale your biz + drive ROI.
Hear ye, hear ye. The marketing campaign is dead. Long live the new king of engagement: always-on, triggered messaging.
Did that announcement send a shudder down your spine? Worry not, for an exciting new journey lies ahead. We teamed up with Iterable to guide you through the world of moments-based marketing, a departure from rigid batch-and-blast campaigns and calendar-driven marketing and a move toward intelligent, one-to-one engagement in real time.
Do we sound confident? Well that’s because here at Morning Brew, we've embraced the power of Iterable’s AI Suite—such as Predictive Goals—to gain deeper insights into audience behavior around event registrations and newsletter engagement.
Additional features like Next Best Action and subject-line recommendations have not only sped up activations but also streamlined workflows, allowing our team to operate more efficiently and achieve more.
Come along for a look at how moments-based marketing can help marketers reach customers more effectively, especially when paired with Iterable’s AI-powered platform.
Off we go, friends.
Always on time
Always-on marketing helps your brand adapt to shifting trends in real time. In fact, triggered email messages average 70.5% higher open rates and 152% higher click-through rates than business-as-usual marketing messages (Epsilon Email Institute). Triggered messages only and always show up at the most relevant moment, and these higher rates reflect that intentionality.
Every marketer knows the defeat of sharing a post that immediately gets lost or buried on the internet. With moments-based marketing, your brand will always be online, poised to interact and engage via social, web, email, and ads.
With a strategy centered around moments-based marketing, you’ll constantly gather data on how and when customers interact with your brand. Set up triggers to send messages when your customers take certain actions such as creating an account, abandoning their cart, or hitting a loyalty milestone.
And moments-based marketing isn’t just faster, it’s simpler too.
Morning Brew’s own senior audience operations manager, Erika Olsen, has seen how transformative Iterable’s tools are for herself. You can read more about all the ways Iterable helps us streamline our marketing ops here.
“With Iterable, we consolidated our tools, allowing us to achieve all our daily goals within a single platform instead of using four different ones,” Olsen said.
Always building relationships
Looking for a little more data? Well, brands that use AI-driven personalization see a 20% increase in marketing ROI (McKinsey & Company).
AI-driven personalization does things that manual processes just can’t do. After all, sending personal messages to each of your customers would take…more time than you have. And it’s not just about saving time. Moments-based marketing can personalize at scale beyond just <first name>.
It all comes back to data. With data on how customers interact with your brand, you can customize your messaging to dialogue directly with customers and answer their unique needs and questions. And thanks to AI, you can send those messages automatically.
Always providing insights
We’ve said it once (actually twice), but we’ll say it again: Moments-based marketing provides a constant stream of valuable data that you can use to develop and refine your customer engagement strategy based on your unique objectives.
Curious about the best time of day to tap customers on their favorite channels? Got it. Wanna see the demographics of your most engaged audiences? Easy peasy. Want to know what’s keeping you from reaching that target CTR? Say no more.
Moments-based marketing is continuously collecting all that data for you—and presenting it in an intuitive way. And greater visibility means more trust in and familiarity with your brand, which typically leads to more customers and more sales.
Did we mention ease of use?
“We chose Iterable because the user interface is incredibly intuitive, making it accessible for both experienced marketers and new team members,” Olsen said.
With all those numbers rollin’ in, you’ll be positioned to make more informed decisions, personalize your messaging, optimize your ROI, and track performance + relevant KPIs.
Always engaging
Here’s the biggest reason why moments-based marketing has dethroned the traditional campaign: It replaces the campaign’s short bursts of engagement with *steady* engagement.
With moments-based marketing, content is deployed continuously across multiple channels and platforms, interactions are timely, and workflows are automated. Triggered messaging is more accurate, too. With the right tools, you can just set it and let it run—and optimize itself. These messages drive three times more revenue than one-size-fits-all sends (Data & Marketing Association).
With moments-based marketing’s plug-and-go model, don’t be surprised when engagement feels less like climbing a mountain and more like a walk in the park with your favorite customer.
Always AI-powered
Not all always-on marketing platforms and systems are made equal. Iterable uses AI to set their system apart from the ground up (seriously, it was architected for this moment).
What sets Iterable apart in this new era is Nova, the AI agent that powers moments-based marketing. In a sea of AI add-ons, Nova is Iterable’s boldest move yet, designed to redefine what AI-powered marketing should look like:
- Prescriptive. This built-in marketing advisor offers highly contextualized recommendations based on your brand’s data and stated business objectives.
- Conversational. Nova’s dialogue-driven experience lets you ask questions, analyze data, and surface insights instantly.
- Goal-based. Instead of building campaigns manually, Nova helps you focus on the business outcomes that matter most, constantly experimenting, optimizing, and adapting to maximize results.
Nova powers the features that set Iterable’s whole system apart. It’s designed to help you engage your audience more meaningfully by turning signals into strategy in real time.
And when issues arise, the (not AI) teams at Iterable will be there to help you get back on track.
“The teams at Iterable have been fantastic, with seamless communication and a genuine eagerness to learn about our brand,” Olsen said.
All hail the king
So here’s the official royal decree: Moments-based marketing is here to stay, and it’s easy to see why. Moments-based marketing meets customers right where they are, with the right message at the right time.
Pair that mindset with dynamic, AI-powered intelligence courtesy of Iterable, and you’ve got a no-sweat, all-automated way to reach your customers and turn them into lifelong fans of your brand.
The campaign is dead. Long may your moments-based marketing reign.