We love a good cross-channel marketing strategy. Quick refresher: when we say cross-channel marketing we mean when a customer, regardless of how they interact with your brand (mobile, email, web, etc.) has a consistent experience. The key to creating a seamless cross-channel customer experience is using the right platform (*cough cough* Iterable).
Care.com, a leading two-sided marketplace where people can find caregiver jobs and high-quality family care, recognized the importance of creating a cross-channel experience and switched to Iterable to make that happen.
Why Care.com Switched to Iterable
Long story short: they needed to save time. Traditionally, marketers lose efficiency and time when their martech stack does not support cross-channel campaign building. In looking to manage multiple channels at scale while still personalizing, Ellen Rockdale, Senior Marketing Operations Manager for the CRM and Lifecycle team at Care.com, and team sought out a platform that could allow for both.
What stood out to Ellen about Iterable’s cross-channel capabilities, versus platforms they’ve used in the past, is how easy it is to manage multiple communication channels at scale, while still maintaining a positive user experience.
They can automate their lifecycle marketing program with Iterable Studio and manage over-messaging their users on different channels by seeing where and how each user is engaging. For instance, if they send a push notification, they can wait for a period of time to see if the user opens it. If they have, they can avoid sending that same message in an email.
“Iterable allows us to create harmonious touch points across all channels, all in one place, which has been a huge unlock for us in launching new products, where we rely on timely customer updates. We’re now able to build everything end to end without relying on third-party tools. Not having to jump between different tools to share multiple links to all of our different teams saves us a lot of additional work,” said Ellen.
How Iterable AI Made All the Difference
A huge factor in the Care.com team’s ability to save time is automation. Iterable’s AI suite provides tools that give marketers the ability to automate otherwise manual processes while simultaneously learning from existing customer data. Care.com is no exception.
As Ellen said, “The way that we’re thinking about cross-channel communications is by taking an individualized approach to how and what we send. If a user has our app, then we’ll send them push notifications or in-app messages, depending on the level of urgency of the message. If it’s a critical, time-sensitive message, we’ll sometimes engage them across all channels, including email, push, in-app, and SMS, to make sure that they see it. If it’s a targeted promotional message, we use Channel Optimization, an Iterable AI feature that takes the guesswork out of which channel a user is most likely to engage with.”
As a result of this automation, Care.com has been able to scale in a much faster way than if they partnered with a less powerful and less flexible platform. By keeping everything in house with Iterable, and with its automation tools, they gain back 25% of time. With these hours saved Ellen and her team can spend more time mapping out their long-term strategy with Iterable.
The Road Ahead
Looking ahead to the future, Care.com’s vision with Iterable is to ensure they’re taking advantage of its full platform capabilities, including new feature releases.
“That’s another great thing about Iterable—they’re constantly innovating for the needs of their customers. We’re excited about all of the AI capabilities coming out so we can continue to improve our campaigns, making them even more impactful,” shared Ellen.
To learn more about the Care.com story, check out the full case study. And, if you’re interested in getting your brand on the Iterable platform, schedule a demo today.
