On July 7, 2018 in an exclusive story "AVARI launches predictive email marketing solutions marketers can actually use," Jon Cifuentes of VentureBeat announced the commercial release of AVARI's Next Best Content,TM a new predictive content targeting solution for content marketers and brand publishers to deliver individually relevant and continuously optimized emails.
[NEWS RELEASE] – BERLIN, July 7, 2018. We're pleased to announce the launch of a first-of-its-kind technology that allows brand publishers and content marketers to easily inject individually relevant marketing materials into any email campaign. AVARI is positioned at the crossroads of the top three commercially important digital marketing trends of 2018 – content marketing, big data and marketing automation – and we’re bringing an innovative approach to personalization in email.
Our new technology is called Next Best ContentTM and it’s powered by AVARI’s advanced predictive analytics and machine learning technology to automatically determine what a person wants to read next. AVARI pulls from a brand’s content marketing arsenal and injects articles, data sheets, decks, guides, infographics, videos and more into a brand's email campaigns using any marketing platform.
For example, a big financial institution produces a lot of content for a diverse global audience of customers, investors, consultants, and CEOs. Their marketer sends a single email to 100,000 people and each recipient gets material relevant to the financial markets they’re interested in. There are no rules, segments or triggers required. AVARI finds the best content based on an understanding of each person’s history, current activity and predicted intent and pushes it into the campaign automatically.
AVARI’s Next Best Content is unique in the market for two key reasons:
AVARI uses both explicit and implicit data for the recommendations as well as real-time machine learning optimization to achieve true one-to-one content personalization. Implicit data includes subtle behaviors like reading time or form abandonment. It’s the best indicator of interest since an explicit event like a purchase doesn’t usually happen with content.
The AVARI integration is easy enough for a junior marketer to handle without tech support. A code snippet is added the header of a website for visitor behavior mapping. Then, the plug-and-play dynamic content blocks are styled and dropped into any kind of email. The app is intuitive and requires no training or support services to use. It works with any platform including ExactTarget, Pardot, Silverpop, Infusionsoft, and Mailchimp.
Companies are putting big money into content marketing but getting it in front of the right people is one of the biggest challenges brand publishers face. AVARI’s Next Best Content makes it incredibly simple to determine an individual’s interests and present exactly the items that drives them closer to conversion. It’s a big leap forward for optimization of the content marketing funnel using a marketer’s most powerful channel – email.