How Marketing Cloud helps online consumer businesses improve retention

In the mad rush to acquire customers, online consumer businesses spend frivolously on customer acquisition. Although, once the new customers get acquired the next big challenge is retention. It is because businesses simply do not have coffers with perennially available cash to burn on acquisition or reacquire churned customers. Moreover, research done by Adobe attributes 41% of revenue to just 8% of customers, no marks for guessing, the 8% are repeat buyers. Fundamentally, this means that focusing on retaining existing customers is rewarding. Let’s get basics right – Retention Rate = # of customers in cohort that your business has […]

How To Use Small Data For Personalized Communication In Hotel Industry

Customer Journey Mapping for the Hospitality Industry (Part II) When I got my hands on Martin Lindstrom’s Small Data: The Tiny Clues that Uncover Huge, it was unputdownable. In the world where big data is religiously worshiped and employed by every Marketer, his book was a breath of fresh air. What piqued my interest was how small data was being used to not only save companies like Lego from bankruptcy but also to trigger the creation of some of the biggest innovations like Post-It and Snapchat. However, despite its obvious primacy, Lindstrom stated, “The issue here is that as we become […]

6 Data Backed Reasons Why Every Business Should Use Triggered Emails

The value of using automated emails—those triggered by customer actions, such as a purchase or download—goes deeper than just saving the marketer the trouble of sending individual emails manually. Consider just a few of the many ways an automated email could escort a customer to the next step in their engagement: Updating a customer about the price or availability of a product in their wish list Reducing cart abandonment with reminders and/or discounts Reminding customers about the upcoming subscription renewals for products and services Alerting customers about travel changes Onboarding new customers with multi-step triggers For those who still doubt […]

B2B vs B2C Marketing Automation Platform. What’s the Primary Difference?

Marketing Automation doesn’t have a unique or scientific definition that you can fall back on to qualify a certain marketing tool as a marketing automation solution. Most definitions over the internet that you may find would be either vague or molded to suit the interest of the company publishing it. For instance, without naming anybody, resource posts by ESPs would make you believe that marketing automation is all about creating automated email workflows which is a total misleading definition. Eventually, amid the clutter of definitions, I hit the one by Scott Brinker and found peace. Scott Brinker, Editor, ChiefMartec “I […]

The right time to send NPS survey and how to automate it

“We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience. Then we let the customers be our marketing. Historically, our number-one growth driver has been from repeat customers and word-of-mouth.” – Tony Hsieh, CEO Zappos (source) Like Hsieh, any CEO will concur with the convenience of building up business through referrals over scouting for customers through advertising, cold calls, marketing. Referrals from existing customers easily bring new customers leading to organic growth, sustainable in the long run. You must have heard of Word of Mouth, Referrals, Customer Lifetime […]

How to Improve Customer Retention in Hotel Industry with Marketing Automation

Customer Journey Mapping for the Hospitality Industry (Part I) The hospitality industry, with a global industry revenue of US $550 billion in 2016, is engaging with customers like never before. With weapons like multi-channel Marketing Automation at their disposal, hotels are turning no stones unturned in making the stay of their guests a unique experience. After all, keeping them engaged and interested is a crucial part of their customer retention strategies. Before you start bestowing ‘the most amazing experience’ on your hotel guests, it is highly imperative to understand the Hotel Guest Lifecycle. Robert King explained the basic model of […]

Why your push notification sucks? A cognitive look into how to identify the right triggers for a push message

Push notification gave promising engagement to apps at its peak. But, driven by their nature to over-exploit anything that works for them, marketers have gradually reduced mobile push messaging to a trifle blast marketing medium. However, the omnipresence of mobile, and the increasing impetus by iOS and Android to make push notifications more feature-istic suggests that it is here for a long haul. To this day push offers higher engagement than email and CTR is as high as 40%, nearly 4x than that of the worst. But what is pushing push messaging down? 1. Anything tends to lose its significance […]

6 Reasons Why WebEngage’s Content Marketing Sucked and How We Fixed Them

It goes without saying that ‘Content is the king’. It not only holds the power to make or break a marketing campaign, but also plays a key role in conversion and lead generation. However, not many of us realize that it’s a hard cookie to crack. Content writers often find themselves stuck in the labyrinth of content-related issues like: never getting the right balance between being preachy and salesy; constantly juggling between the ‘right’ and the ‘trending’ topic; not able to archive a spectrum of content written on diverse topics in varied styles by different writers (both in-house and guest […]

10 Deadly Sins of Mobile Marketing Automation

Implementing marketing automation—the practice of using software, templates, and behavioral triggers to create systematic marketing campaigns and responses—is strongly correlated with business growth. Just look at these statistics: Gleanster’s Marketing Automation Benchmark found that 79% of top-performing companies had been using marketing automation for more than two years. A Lenskold and Pedowitz Group study found that 63% of companies that are outgrowing their competitors use marketing automation. That same Lenskold and Pedowitz study found that 78% of successful marketers report that marketing automation had been the biggest factor in improving revenue. With Digital Trends reporting that Americans spend an average […]

Push vs. In-app Messaging: When to Use What For Best Engagement

Targeted marketing is most effective with a multi-channel approach, and the best mobile campaigns often use a combination of push notifications and in-app messaging. That’s because the complementary channels each offer their own advantages and disadvantages. Push notifications, for example, are reported to garner about 4 times greater engagement and 2 times greater retention, but they can only be sent to users who have opted in. Right now, the average opt-in rate across all industries is hovering around 43%. In-app messaging, on the other hand, is reported to give apps a 27% higher open rate and provide a 53% higher […]

6 Ways to Segment Your Audience That You Haven’t Thought of Yet

Audience segmentation is responsible for some serious increases in sales. In fact, according to the research on email marketing by Lyris (now Aurea), 39% of companies who segmented based on audience-specific information and tailored their messaging accordingly got 39% higher open rates, 28% lower unsubscribe rates, and 24% make more money from their email marketing efforts. And that’s just email. Imagine the possibilities if you could segment your audience and adjust your messaging accordingly across push notifications, SMS, landing pages, and in-app displays. It’s a big deal, to say the least. And typically, when you run the data on a […]

Designing unsubscribe page? 7 foul tricks to avoid, though allowed by CAN-SPAM act

I come across some 3-5 emails every day in my inbox which I open only to scout for ‘unsubscribe’ link or mark as spam. But true to their reputation, they show up again the next day and I painfully repeat the same process. Marketers at large don’t give priority to creating an easy unsubscribe flow for their subscribers and the reason is fairly understandable- nobody bets money on a lame horse. A person unsubscribing you is adding negative value to your business, as there is a significant cost involved in acquiring a subscriber. Moreover, you would be least concerned about […]

How to Use Micro-Segmentation Effectively in Marketing Automation

If you’ve collected information about your customers, now is the time to put that extra effort to good use—with micro-segmentation. What is micro-segmentation? The practice includes dividing customers into four general groups—by demographics, geography, behavior and lifestyle—then segmenting each group even more. Geography, for example, could be broken down into regions, then states, then cities, then neighborhoods. Behavior could mean frequent purchases, seasonal-only purchases, coupon-only purchases or “window shoppers.” Lifestyle could be an adventurer, fashionista, world traveler and tech savvy. Micro-segmenting combines multiple variables from the above categories with certain demographics, such as age, sex, life cycles, job, and income, […]

Creating mobile website? 10 crucial things to take care that will increase conversion

Conversions are pretty much the key to any good business, right? Everybody knows that. You can’t really have a business if you don’t convert leads into customers and make sales. So you’ve gotten your website completely optimized and it’s doing really well with people…at least, it’s doing really well with people who are viewing it on their laptops or desktop computers. However, and especially since Google’s serious crackdown on mobile responsiveness, ­­it is absolutely essential that your website also converts well over mobile. 80% of customers use their smartphones to shop and 70% of online searches end in a conversion […]

6 Easy Tips to Increase Your Mobile App Conversion Rate (Also Learn How to Implement Them)

Ignoring mobile as a platform dooms a company to huge losses. Soon, mobile will overtake other devices for all purposes – research, information gathering, news, and, of course, e-commerce. Within the realm of e-commerce specifically, all types of conversions will be important, from securing contact information to purchases. Here are some statistics that bear out the rising significance of mobile: A ComScore study revealed the following data: Smartphone use increased by 394% between 2010-2014 Tablet use increased by 1,721% during those same years 60% of digital time spent was on mobile devices 21% of millennials didn’t use desktops at all, […]

These 10 Ultimate Examples of Automated Email Campaigns Are What You Need to Get Started

Is your company using automation to send email campaigns? Automation emails have a 119 percent higher click rate than mass emails, and businesses that use automation see conversion rates as high as 50 percent. Email automation should be part of every company’s email marketing strategy. Automation allows businesses to set up emails to certain groups of customers and set triggers to send them. For example, when a subscriber signs up for your email list, you can create a welcome email ahead of time and have it automatically land in that subscriber’s inbox after he or she has signed up. Why […]

Features vs. Benefits: In SaaS Industry Benefits win hands down

When I was in B-School, we were explicitly taught about the importance of communicating benefits over features. One professor said, “Benefits sell, Features tell.” Another advocated, “Customers buy benefits not features.” Then while doing a project on brand communication strategy, I created my own – “In the minds of customers Benefits stick, Features recede.” While marketing professors professed, we followed their lead. Didn’t delve deeper into the why’s and how’s of the features vs. benefits contest. Here, I take this opportunity to dig deeper into why communicating benefits is important than just enumerating product features. Distinguishing Benefits and Features: A […]

Buyer Personas: What, How And The Hack to Create It

“Out of 50,000 MUVs, the Primary Conversion is an impressive 27.3%, but the Secondary Conversion is just 14.6%.“ Change the numbers according to the size and performance of a company and you get the language your CRO guy or your Marketer speaks. It makes sense to keep metrics on fingertips and refer to data when it comes to deciding what converts and what doesn’t. What doesn’t make sense is – They have traits such as age, location, hobbies, income and many others that influence almost everything they do on your website and elsewhere. It is impossible to understand individual user personality, […]

5 Simple Website Survey Questions Every Online Store Must Ask

A massive jump in your conversion rate will come from solutions to problems that are unique to your online store. Special fixes to increase your sales could be improving a poor quality product, decreasing the product price because your visitors are comparison shoppers, refining the checkout process, or having high-resolution product photography because an important feature was previously unseen. How do you find these revenue-impacting growth opportunities? You ask the right question at the right time! “Successful people ask better questions,” said performance coach Tony Robbins, “and as a result, they get better answers.” You discover what matters to people […]

6 Best Landing Page Optimization Tips Has Just One Secret

There is a lot that has been written about creating better landing pages and you have most probably read a lot about landing page optimization tips to create better landing pages that gets higher conversion. So why the heck should you read this post as well? Because it underlines one important aspect, one secret that marketers like you and me forget when crunching numbers – listening to what the customer says. You have converted customers before you optimized for conversion and you will be losing customers ever after optimization. The point is, you have been doing a few things right […]