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But there are solutions to these obstacles...
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Shopify recently released their Future of Commerce trends report for 2022.

I knew that this one would be interesting, as 2020 was a great year (a silver lining of the pandemic was the ecommerce growth).

2021…well, not as easy. Supply chain issues, less profitable advertising campaigns, increased competition.

It’s a great read, which I recommend.

Their top two trends are urgent challenges for brands:
  1. Rising acquisition costs
  2. Death of third party cookies


On top of this, consumers have higher expectations for how brands market to them.

Relevance, timeliness, and personalized messaging is what consumers expect.

The challenge here: how do brands personalize messaging when there are fewer data points to work with?

Shopify’s report offers some answers to how brands are doing this: by prioritizing zero party data.

“Brands are turning to first-party data to fill the void third-party cookies will leave. This is the data a brand collects directly from their customer, with their customer’s consent. Our survey showed that in 2022, 42% of brands* plan to offer their customers personalized product recommendations through tools like quizzes, custom mobile apps, and first-party or third-party behavioral data. And to encourage data sharing, 44% of brands* already plan to be more transparent around how they use customer information.”
The important takeaway: consumers are comfortable sharing information about them if they trust who they are sharing it with.

The exchange of value in a quiz -- they provide information about themselves, and brands offer personalized recommendations or assessments -- is an effective way to build a zero-party data strategy. 

Read the full Shopify report here.
🎯 Seamless personalization is key in 2022

The holy grail for marketers: to personalize marketing efforts, at scale.

Klaviyo’s outlined some key steps to successful personalization:
  1. Connect your marketing tech stack (email, SMS, customer support,  so that you are listening across channels
  2. Segment - based on behaviors (on site, and email), and attributes (ie if it’s a skincare brand, has dry skin, or has acne)
  3. Send targeted messages to each segment

This is an oversimplification, but the point still stands:

Once your customer data points are all connected, and you continue to layer on the traits that you learn about customers, your marketing becomes far more advanced.

Here’s just a small example from The Farmers Dog, which I think does a great job of capturing, and using data to personalize the experience of buying dog food
How To Get 20% of All Revenue from SMS Marketing

How much of your online revenue comes from SMS?

It should be around 20%, says Blake Imperl of Attentive.

3 ideas to get there:

1. Focus on 2 way convos
2. Invest in Automations
3. Continue a/B testing

Just this week we launched our integration with Attentive, which automatically sends your Prehook quiz data.

This helps create more timely, relevant and compelling campaigns.

Listen to the full convo here for tactical advice on setting up better SMS campaigns.

That's all for this week.....if you need help getting your Attentive integration or quiz set up, just hit reply!

Gen







Gen Furukawa
Co-Founder, Prehook

Email Marketing by ActiveCampaign