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Activate Summit NA Deep Dive: StreetEasy

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Activate simply ended…miss us but? If you’re itching for extra Activate content material, don’t have any worry, there’s one other Activate to sit up for on the horizon. But, to whet your urge for food throughout this Activate in-between, we need to hold the unbelievable audio system at Activate Summit North America, and the inspirational classes they introduced, prime of thoughts.

In this restricted collection we’ll be overlaying a handful of probably the most cherished classes in-depth, offering skimmable, sharable tidbits. How is our reminiscence that good, you ask? It’s not! All of the session recordings can be found on-demand proper now. We know not everybody has half-hour to observe a recording, so we’re offering a written breakdown of a few of these classes (however we do strongly suggest listening to the audio system inform it themselves. They do a lot better than we ever might).

Connect & Collect: Propelling Customer Journeys With the Power of Automation

Connect & Collect: Propelling Customer Journeys With the Power of Automation was introduced by Nate Casimiro, StreetEasy’s Senior Marketing Operations Specialist. StreetEasy is Zillow’s New York-specific actual property app, tailor-made to the complicated boroughs and neighborhoods of NYC.

To give a way of the size StreetEasy operates inside, Nate highlighted that StreetEasy sends over 80 million messages a month utilizing over 150 journeys and triggered campaigns (most of which use Catalog or information feeds).

In his session, Nate coated 5 methods StreetEasy makes use of Iterable options to automate once-manual advertising and marketing processes: content material and purposes, confirmations and alerts, itemizing playing cards and proposals, bulletins and studies, and weblog updates and rollups.

Gated Content & Applications

To automate gated content material creation and purposes for information assortment, Nate talked about how his crew employs third get together purposes and webhooks. While it could have been a daring option to kick off the session with third get together purposes, Nate made level. He stated, “Let’s face it. Everyone here has a super hyper complex, convoluted marketing tech stack, so you probably have some platform you have to make work.”

Four necessities for third get together purposes and webhook journeys:

  • Web varieties: I desire a message triggered when a person fills out a type on our web site.
  • Gated content material: I need to ship content material that isn’t simply accessible by others to particular folks.
  • Update different platforms: I need to replace one other platform when an motion is taken in a communication despatched by way of Iterable.
  • Real-time triggers: I would like my communications to fireside as quickly as an motion is taken.

Confirmations & Alerts

When automating confirmations and alerts, Nate’s crew makes use of customized occasions and journeys. Nate used resetting a password as an ideal instance of a customized occasion as a result of you need to go by means of a token to reset it, however you additionally need the email to run out in 24 hours.

Four necessities for customized occasions and journeys:

  • Real time triggers: I would like my communications to fireside as quickly as an motion is taken.
  • Filter by subject: Once an occasion is triggered, I need to filter which customers obtain communications primarily based on occasion or person profile information.
  • Product information: I need to populate information from my product inside a communication.
  • Timelines & schedules: I need to set off a communication in actual time however maintain a ship till particular days of the week or time of day.

Listing Cards & Recommendations

Nate’s crew makes use of catalogs, collections, and snippets to create itemizing playing cards and proposals. StreetEasy makes use of greater than 12 catalogs with tens of hundreds of values in every catalog. Nate says his crew makes use of Catalog once they need to mechanically sync with information of their product, retailer and compile it in Iterable, and pull it into emails, as wanted. (Think: Zillow’s itemizing advice emails.)

Four necessities for catalogs, collections, and snippets:

  • Dynamic content material: I need to populate particular property particulars primarily based on a single key worth utilizing a minimal quantity of code.
  • Code collections: I need to simply reproduce this outcome throughout a variety of templates with minor changes.
  • Minimize engineering: I need to iterate variations of this content material whereas minimizing the quantity of engineering effort.
  • Personalized information: I need to show items of knowledge and content material inside a message that’s private to a person.

Announcements & Reports

To create bulletins and studies, one among Nate’s “favorite things to talk about,” the StreetEasy crew makes use of each Catalog and Google sheets to automate the method. In the instance offered, Nate explains how the emails his crew sends to brokers are half populated by Catalog, and half populated by a Google sheet, making it extraordinarily straightforward to edit with out breaking the email template.

Four necessities for catalogs and Google sheets:

  • Self service: I would like copywriters or different crew members to edit the copy of a marketing campaign, at will, with out me.
  • Safety first: I don’t need the copywriters to have the flexibility to vary any code and break my template.
  • Time after time: I need to reuse this course of each week, month, and so forth.
  • Style savant: I would like copywriters with elementary HTML abilities to have the ability to change colours, textual content kinds, and so forth.

Blog Updates & Rollups

To ship weblog updates and rollup emails, Nate’s crew makes use of information feeds. Nate factors out that one of many principal causes to make use of information feeds is as a result of it’s real-time. Data feeds mechanically pull in data that already exists elsewhere and doesn’t have to be created from scratch, like within the emails despatched to brokers.

Four necessities for information feeds:

  • Blog content material: I need to populate content material I’ve created in one other platform, akin to WordPress.
  • One and achieved: my copywriters don’t need to rewrite copy for email that they’ve already summarized on net.
  • Time after time: I need to reuse this course of each week, month, and so forth.
  • Safety first: I don’t need the copywriters to have the flexibility to vary any code and break my template.

Data Feeds Versus Catalog

To shut out the presentation, Nate introduced an analogy to assist make clear the distinction between Catalog and information feeds. He stated, “you probably have a visitor over at your home, they usually’re thirsty they usually need some water, you’d go into your fridge and you possibly can get them a bottle of water—perhaps you’ve gotten ten bottles of water. That’s sort of a catalog. It’s handy, you’ll be able to hand it to them, they will take it some place else.

But, in order for you a knowledge feed, that’s like handing them only a glass they usually stroll as much as your fridge—the water dispenser—they usually fill the glass with water. You’re by no means going to expire of water.”

We needed to embrace this analogy as a result of it’s an especially useful visible to make clear during which situations you’d need to make use of Catalog versus information feeds. Nate additionally shares StreetEasy examples to assist make clear additional, so you’ll want to try the complete recording you probably have the time.

Each Activate session was jam-packed with useful data, so you’ll want to try a few of the different classes. Plus, don’t miss the prospect to see subsequent 12 months’s Activate in-person! Save the date for Activate ‘23.

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