By Raviteja Dodda
When it comes to making successful brand-customer connections, and every customer experience counts, it’s only purposeful personalization that comes out as a top prerequisite. Generic personalization is now outdated, and brands must rise above mundane messages to connect and engage deeply with customers. Addressing customers by their first names doesn’t really foster long-term loyalty for brands. To put it simply, generic personalization is like attending a party where the host greets every guest with the same rehearsed greeting. It lacks the individual attention and warmth that makes guests feel truly welcomed and valued.
Personalization is an essential capability that punches above its weight, irrespective of whether a company is a digital native or a primarily brick-and-mortar player. In fact, customers today don’t just wish for personalization; they demand it. And with a surge in brands and apps from across the globe within the palm of their hands, customers’ loyalty furiously vacillates between yes and no. So, it’s all the more essential for brands to get the communication right every time and send messages with striking and relevant content. Hyper-personalized messages not only resonate better with lapsed and current customers, but also with potential ones. This involves driving personalized communications through the customers’ preferred channels.
Implementing insights-led engagement platforms can help brands yield highly engaged customers. These are extremely powerful tools that provide brands with the capability to identify customer needs and interests in real time.
Using such platforms can bring brands closer to their target audience by pushing out real-time product updates, promotions, and alerts, therefore enhancing the brand’s visibility.
Behavior-based Push Campaigns to Unlock High Conversion Rates
When done right, push notifications can boost app launches, engagement, and retention. They are a great way to strategically incentivize re-engagement from mobile app users and drive retention. But if not done right, they could create a weak and sometimes unhealthy brand association, resulting in a rise in app uninstalls and opt-outs.
A sure-shot course of action to realize positive outcomes is to have personalized push notifications suited to each customer’s shopping behavior. Crafting personalized notifications tailored to the unique preferences and needs of the customer not only captivates attention but also fuels engagement through their undeniable relevance.
A recent customer engagement benchmark report also resonates with this. It highlights that brands sending behavior-based push notifications saw a 1.79X uplift in clickthrough rates (CTR) and 2.17X in conversion rates (CVR) – compared to the ones that sent out generalized push notifications. Brands that effectively utilize behavioral data to personalize push campaigns observe a significant boost in engagement. Additionally, the report concludes engaging in the art of journey-based push notifications led to a staggering 295% surge in conversion rates, leaving behind the traditional methods of generic push campaigns in the digital dust.
The report also found that 6 out of 7 Indian shoppers preferred using their smartphones for online shopping. This is an incentive for brands to employ the push channel to their advantage. Therefore, brands must time their push campaigns strategically, ensuring that the content is relevant to the customer’s buying stage and past purchase behavior for maximum impact.
Behavior-based push notifications transform the ordinary into extraordinary and are a great way of drawing customers back to your brand’s app. These cleverly timed nudges, tailored to past user actions/behavior, not only spark conversations that lead to conversions but also uplift retention and dramatically reduce cart abandonments, ensuring your brand stays in your customers’ hearts and minds long after that first purchase.
The author is co-founder and CEO, MoEngage