Once acquiring your target audience, retaining them through regular communication is key. The most popular way to do this is through triggered messages which is sent individually or through blast messages which are sent in bulk.
Once acquiring your target audience, retaining them through regular communication is key. The most popular way to do this is through triggered messages which is sent individually or through blast messages which are sent in bulk;
Triggered messages are carried out as soon as a customer completes a set goal / action (e.g. subscribes to a newsletter, abandons a shopping basket, makes a purchase…etc). Once the action has been made, a message is sent to the customer in order to encourage them to return to the website.
Blast messages are sent in bulk and are usually personalised to the customer in order to promote products / services. This is a smart way to lead customers down the company’s sales funnel.
It is imperative that the right channels are being used to broadcast your marketing message. The most common channels these days are email, SMS and push notifications.
Email to date still achieves the highest ROI of all marketing channels. However, they can be repetitive and so in order to ensure a high open rate is achieved, interactive emails are the way forward; adding GIFs, graphics, maps, goals and videos.
SMS is more personal and the success rate reflects this with recent reports revealing that up to 97% read rate is achieved through SMS marketing. SMS is usually used as a “flash” update whereby an event (e.g. Sale), with an end-date, is advertised or an appointment is being confirmed / the customer is sent a reminder.
Push notifications in a recent Statista report, 48% of the respondents used a smartphone to connect to the internet. Using push notifications to advertise can increase open rates by 800%.
Campaigns driven by behavioural data boosts user engagement as they heavily focus on their activity.
A welcome campaign is triggered when a new user carries out a signup event (e.g. subscribes to a newsletter). They are sent to encourage further action such as visit the site, purchase an item or follow the brand on other channels (e.g. social media or download an app).
Cart Abandonment Campaigns
Customers are known to abandon their shopping basket either due to no longer wanting the item(s) or to continue with the purchase at a later stage / on a different device. However, with many e-retailers, a shopping basket has a time period for when the products will be released from the customer’s basket. Therefore, to get a better chance at getting the customer to return and complete the purchase, a ‘Cart Abandonment’ campaign is created.
Retaining a customer and ensuring they are engaged can be hard. The best way to win back dormant customers is to remind them of the brand by sending a recurring re-engagement campaign that can be triggered through an app’s push notification, email or SMS (e.g. a ‘We miss you, here’s 10% off’ message).
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