Customer Spotlight Calamos Investments, a global investment VP of digital marketing and design, Chris management firm, uses Predictive Intelligence Howard, said, “Email remains the primary form to generate personalized email content for of communication for advisors, so we’ll continue its subscribers. The Calamos team populates to innovate engaging ways to reach them via messages in real time based on the recipient that channel. Marketing Cloud gives us the advisor’s firm, content viewed by similar users, tools to do that.” A four-email welcome series and unique browsing behavior. is among these initiatives for new users. In the series, Calamos recommends content based With Predictive Intelligence, Calamos translates on fund page popularity and browsing history. advisor behavior into relevant, content-driven Hoping to drive more traffic to the service’s campaigns, such as individually catered email fund pages, an abandoned browser campaign journeys. “Tailoring these messages has was launched. Advisors who have clicked on a increased the average number of page views by specific fund page are sent an email suggesting double digits,” said Stephanie Kendle, manager of related resources. The efforts have paid off. Since eBusiness channel marketing. launching these email campaigns, fund pages make up 65% of the most popular content on the Calamos website. 16 | exacttarget.com