• by Jess Nelson , November 16, 2017

Evergage wrote the book on personalization, literally. 

The real-time digital marketing company published One-to-One Personalization in the Age of Machine Learning this week, a 175-page book detailing how brands can utilize data to power better customer experiences. 

Based outside Boston, Evergage is a real-time personalization platform that helps brands including Lenovo, Intuit, and Publishers ClearingHouse engage with customers cross-channel. Evergage’s email solution, Evergage for Email, automates the insertion of personalized content and product recommendations into outgoing email campaigns. The company’s Open-time Email Personalization feature ensures that email content populates at the moment of open so all promotions and products reflect subscribers’ most up-to-date interests. 

That email knowledge is highlighted in One-to-One Personalization in the Age of Machine Learning, which provides examples of how brands have used data-driven email marketing. The book is written by Karl Wirth, Evergage’s co-founder and CEO, and Katie Sweet, content marketing manager, Evergage. 

Email Marketing Daily received an early copy of the book, which included many real-world examples of how brands across industries have incorporated personalization into their marketing strategy. The book also includes best practices for how brands can incorporate personalization into their own programs, and recommendations for how to expand from one-channel personalization to cross-channel personalization. 

“When it comes to personalization, machine learning is changing the game. But for marketers, there’s still a lot of confusion around the term – how it works, the data that powers it and how businesses can take advantage of it, without ceding complete control,” states Sheryl Kingstone, research director for customer experience and commerce at 451 Research. “As personalization moves from a competitive differentiator to a business imperative, marketers need resources to get it right. This book sheds light on important concepts, and empowers marketers to create and measure successful campaigns.” 

The book is available as a free download through Evergage.