What you'll learn in this playbook
Messaging solves the major challenges retail and ecommerce brands face with CRM marketing & loyalty program engagement.
Re-engaging dormant customers is a struggle for lifecycle marketers.
Many people limit, or completely turn off, mobile app notifications on their phones. And even when notifications are turned on, it’s not easy to compete for attention among the many notifications apps send on a daily basis.
With email engagement rates suffering and increasingly limited insights in customer activities, marketers need to find new ways to engage their audiences and increase customer LTV.
How exactly can messaging achieve the above? Let’s dive into how it works at each step of the customer journey.
One to one conversational journey across customer lifecycle
Here’s an overview of what the customer journey looks like from start to finish. It’s a best practice example from one of our customers.
It shows you how to upload audiences into the messaging channel, engage and qualify them, the typical conversion paths, and best practices on re-engagement to increase customer lifetime value.
1 | Upload CRM contacts
using phone numbers to build a directly reachable audience list on WhatsApp Business.
2 | Send notification
to opted-in users to trigger a one to one conversation on WhatsApp.
3 | Qualify and convert
by sending personalized offers in private DMs based on zero party data shared in chat.
4 | Re-engage with notifications
on their preferred messaging app to drive ongoing engagement and upsell them.
5 | Increase loyalty
with tailored and timely offers that grow sales and boost customer LTV.
Now that the steps of the customer journey are clear, let’s look at the type of customer data that is captured at each step.
ONE TO ONE PERSONALIZATION
Capture zero party data in a privacy-safe channel to improve your customer profiles, segment audiences, and reach them directly.
Engaging and qualifying customers in chat with a guided experience helps you capture zero party data on their preferences. You can use this to personalize your buyer journey in real-time.
Below is an example of how to structure the data from chat so you can build audience segments to re-engage customers one to one with push notifications from the messaging app.
This helps maximize conversions during the first engagement. But is also acts as the foundation for your re-engagement strategy. Each data point helps you build hyper-specific segments to personalize follow-up messages.
Segments you build in messaging channels can be continuously monetized over time. Kind of like email marketing, except that comparison doesn’t do the performance of messaging channels justice.
Re-engagement messages on messaging apps have open rates of around 80% with 25-45% CTR on average depending on the level of personalization.
Compare that to average email performance and you start to see why messaging can drive such a big revenue impact.
Hello Fresh increased their order volume and customer loyalty with personal discounts sent via WhatsApp
Hello Fresh wins customers back with personalized offers in their desired category in a one to one WhatsApp experience.
Hello Fresh launched an automated customer experience on WhatsApp using their already existing CRM data. The meal kit company first uploaded their CRM contacts to WhatsApp, and then built a continuously monetizable audience on the app.
Once uploading their customer list, they were able to send notifications to their audience with customized offers and voucher codes to encourage repeat orders. The personalized offers activated a wide range audience, which enabled Hello Fresh to increase its order volume while reducing cost per first order.
Once you’ve proven the impact, how can you scale it?
Grow your messaging audience faster by scaling entry points and channels.
Messaging playbooks help to quickly validate messaging as a revenue channel for your business.
Once you’ve validated the impact of your use case, you can start scaling this to new channels and growing your audience faster by introducing new entry points.
Here’s an overview of how you can connect with customers where they are, in the high intent moments that matter.