Kristen House
Kristen House
Kristen House is the messaging product manager. She loves delivering buzz-worthy email and mobile messaging features to clients so that they can take their guest engagement program to the next level.

Fuel, Buy, Love. Building Lasting Customer Journeys

I love a compelling story. So much so, I majored in English as an undergraduate…and I’m also a member of two book clubs.

When I went back to school for my master’s in business, I realized that these professors cared about stories just as much as my English professors did – they just called it by another name: the customer journey. Traditionally, marketing experts depicted the customer journey in a linear framework, from awareness to advocacy.

In the early 2000s, McKinsey & Co. revolutionized the notion of customer journeys, unveiling a new non-linear shape. Customers, they said, inhabit a journey “loop,” with four discrete stages: […]

Why is the Beloved Open Rate Failing Marketers?

pinkberryA cornerstone of email marketing is testing. Perhaps it’s the day of the week that you send the message, or even the imagery and text inside the message. Arguably the
most prevalent element marketers test is the subject line. The appeal of doing so is clear: You have approximately two seconds to get the reader’s attention in their inbox as their finger hovers over the delete button. Optimizing those seconds is mission critical. Search for “subject line testing” on Google and you’ll be consumed by over 6.4 million results. The majority of that content will tell you that the “winning” subject line hinges on one key metric: the message’s open rate.

One of our clients, Pinkberry, performed an A/B subject line test. With an open rate that was 12 percent higher than subject line A, subject line B outperformed its counterpart. Based on conventional wisdom, Pinkberry should have gauged subject line B as the clear winner, right? Wrong. Most email marketers […]

Amping Up Campaigns

The 2016 Paytronix User Experience was full of valuable insights – we reviewed program structure, hot promotions, and, most importantly, heard from you, our clients about how you leverage our software to take your program to the next echelon.

During the conference, it was my privilege to present tactics our clients can use to amp up their campaigns. I was joined by Data Insights strategist and resident loyalty powerhouse Christina Hurley. Together, we dissected campaigns, addressed relevancy drivers, and unveiled our 9 Gold Standard Campaigns that repeatedly drive material value for our client
A dissected campaign is comprised of three factors: segmentation, message, and reward. Any single campaign can include one or more combinations of these. For example, a typical “Birthday” reward has the following components: […]

Technology Wonderland: Inside Google I/O

Google iobadgeFrom driverless cars to virtual reality, the Google I/O developers conference in San Francisco had no shortage of technological sparkle. Paytronix was on-the-ground, soaking up all the trends you should know about in 2015 and beyond:

One-Tap Commerce is Coming.
Google is doing its part to push the NFC revolution steadily onward. At its Keynote address, Google announced that its Google Wallet product, which has supported NFC payment, loyalty cards (Paytronix partners with this aspect of Google’s platform), money transfers and more for years, will soon morph into Android Pay. The next day, Google linked up with Jamba Juice to demonstrate one-tap pay, which passes the loyalty credential straight through an Android Pay transaction. Demonstrators seamlessly redeemed a $2 offer without any manual intervention from the consumer.

Why should restaurant brands care about Android Pay? For starters, Google is an industry leader, with millions of loyal followers. Also, consumers are attracted to technology that helps them consolidate their messy wallet of tickets, loyalty cards, cash, credit cards, and family photos. Google executives cited that 3.3 billion loyalty programs exist in the United States alone, which equates to approximately 29 per household.

Browser Push Notifications Boost Engagement.
At the conference, Google unveiled a push notifications in its native Chrome browser. This will enable marketers to surface messages to the lock screen of smartphones and tablets, serving as an effective digital supplement to your mobile strategy. UK-based news outlet The Guardian discovered that 40% of its page views were generated by Chrome-based push notifications. Keep an eye on this new engagement lever.

Virtual Reality Will Soon Reach the Masses.
Google Cardboard is the company’s unassuming Trojan horse for bringing virtual reality to the masses. VR enthusiasts simply open the Cardboard app (yes, it works on iOS too), pop their smartphone into the back of the cardboard contraption and, in the blink of an eye, enter a virtual world. Throughout the conference, Google painted a picture of a future where classrooms of fourth graders could “walk” around the Palace of Versailles, the Smithsonian, or a remote mountain top.

To see videos from the conference, click here.