15 Brilliant Examples of Multi-Channel B2C Marketing Automation (That Work)

The advent of Automation isn’t just limited to the Manufacturing sector but has extended its reach to the realm of Marketing as well. Marketers are shifting their attention increasingly towards Marketing Automation. What is the whole brouhaha around B2C Marketing Automation all about? Statistically speaking, Marketing Automation makes a strong point for itself: A 2014 report by the Aberdeen group stated that “67% of industry-leading companies would be more likely to use Marketing Automation”.   According to B2C Marketing Automation Report India 2017 (Netcore), a whopping 70 % of Indian marketers have already adopted Marketing Automation to increase lead conversions. […]

Targeted Email Marketing- 8 examples of our own customers who do it like Amazon

Email has surpassed and has been surpassing all the marketing channels when you compare the revenue/expense ratio for each of them. Also, it is one of the preferred channels to receive marketing messages (source) and requires relatively lesser maintenance, skills, and cost, making even small businesses have the benefit of larger enterprises. However, not surprisingly, our tolerance level towards non-contextual emails is declining. Amid the technological advancement that makes capturing customer data and leveraging it for personalization easier than ever, this development is fairly understandable. For a brand, personalization is quickly transitioning from ‘advantage’ to ‘imperative’. For instance, DMnews had […]

8 Little-Known Ways to Get More People to Download Your App

How can you get more people to download your app? There’s a lot of competition out there. There are 2.8 million apps available in Apple’s App Store and 2.2 million available in Google Play as of March 2017, according to Statista. Here are the eight little-known ways to get more downloads and encourage your customers to download your app: 1. Get more reviews with an app plugin Online reviews are readily accessible these days, and positive reviews can turn a curious reader into a user. Research shows that 88% of consumers trust online reviews as much as personal recommendations. However, […]

In-App Notification vs. Push Notification: What’s Best for Customer Engagement

Targeted marketing is most effective with a multi-channel approach, and the best mobile campaigns often use a combination of mobile push notifications and in-app messaging. That’s because the complementary channels each offer their own advantages and disadvantages. Mobile app 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 […]

6 Easy Ways to Make Your Popups Look More Effective [With Examples]

Marketing overlays, website intercepts, web lightbox etc. more traditionally known as popups have been subjected to the superlative of hate by a large number of marketers and users alike. In fact, back in 2004, it was one of the most hated marketing techniques on the web. However, regardless of overlays blamed by multiple online communities for allegedly jeopardising user experience, there is something that nobody can claim to dispute- ‘overlays work’. Exit intent overlay is one of the widely used adaptation of an overlay. It is a form of an overlay which is flashed to the user right when it […]

Conversion Funnel Optimization 101 for Financial Services Companies [Part 3]

How Financial Services Companies can reactivate their Idle/Lost Users with the help of RFM Segmentation and Marketing Automation Conversion Funnel Optimization 101 is an all-inclusive Marketing Automation Guide for Financial Service Providers. In this post, we’ll discuss how they can identify their churned or inactive users with the RFM Model, and reactivate them by integrating a Marketing Automation platform. We’re finally at the last part of this blog series! The last two posts covered everything from reducing pre-purchase drop-offs to engaging with customers post-purchase. In this post, we’ll talk about how companies in the finance sector can identify inactive users with […]

Easiest Guide to Cohort Analysis (With Popular Use-Cases)

Cohort is a group of users experiencing a common event within the same time period. An oft-repeated but very relevant example of a cohort is- a group of students joining in the same year. So the class of 2017 is a cohort and so is a class of 18, and so on and so forth. What is cohort analysis? Cohort analysis is an analytical modeling employed to study the cohorts characteristics over a period of time and the elements that influence change in those characteristics. It traces its roots to medical research where cohort studies are done to identify the […]

Mistakes To Avoid With Mobile Marketing Automation

Mobile Marketing Automation Market Size 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 […]

24 Ways to Improve E-commerce Checkout Conversion Rate

“Shopping online: it’s easy when you know how” Want to know what a real online checkout looks like? here a video for you: In spite of the video above taking a humorous view of the online checkout process, it’s still very close to the reality; lengthy processes, long forgotten passwords and timeouts. Everyone has come across something annoying, frustrating or just plain stupid when they’ve tried to complete their purchase online. To retain customers and drive sales the online retailer has to find ways of minimising issues and delivering a fun, engaging shopping experience. On average, 31% of customers convert through […]

Beginner’s Guide To Web Push Notifications (with Examples)

An intro on what are Web Push Notifications? Web push notifications (also called Web Push) were first introduced by Chrome in early 2015 in its 42 version. The version included “two new APIs that together allow sites to push native notifications to their users even after the page is closed—provided the user has granted explicit permission.” In fact, the biggest exploiter of this channel is perhaps Facebook which, via this medium, has acquired the power to send you notifications, even if you don’t have the Facebook app installed. In fact, very interestingly there was quite a chaos among a significant […]

How to Use Micro Segmentation Marketing Effectively in Marketing Automation

What is micro-segmentation marketing? 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-segmention marketing strategy combines multiple variables from the above categories with certain demographics, such as age, sex, life cycles, job, and income, to create a target persona. While a high-end RV dealership might target a wealthy, retired male over […]

Conversion Funnel Optimization 101 for Financial Services Companies [Part 2]

How Financial Services Companies can master Post-Purchase Customer Engagement with Marketing Automation Conversion Funnel Optimization 101 is an all-inclusive Marketing Automation Guide for Financial Services Companies. In this post, we’ll discuss how they can engage with their customers post-purchase by using Marketing Automation. In our previous post, we revealed the hacks for reducing pre-purchase drop-offs with marketing automation. Now let’s discuss how Financial Services Companies (FSCs) such as Banks, Micro-Lending Firms, Insurance Companies, etc. can engage and retain their customers post-purchase. And that too with our favorite marketing automation. WHY marketing automation for post-purchase communication, you ask? Here’s why.   […]

How To Use RFM Segmentation for Customer Lifecycle Marketing

One of the founding tenets of modern marketing is a widely used concept of Segmentation, Targeting and Positioning. STP has stood the test of time to stay relevant in these ever evolving, dynamic times. At an elementary level segmentation is at the core of all successful marketing campaigns. Using segmentation you divide your audience into homogenous groups in order to send them relevant communication that resonates with them. One such data backed segmentation technique is RFM segmentation, through RFM analysis you can segment your customers into buckets like best customers, loyal customers, big spenders, lost customers etc. much needed for […]

4 Conversion Rate Optimization Best Practices

What is Conversion Rate Optimization (CRO) Conversion Rate Optimisation (CRO) is the process of understanding pain points associated with a conversion path (e.g. from click to sale, lead or other important business metric) and creating test hypotheses from which to create incremental growth. If you analyse incoming traffic sources, device usage and perhaps other segments such as the country of visit, recency, bounce and exit rates via your analytics tool, you’ll quickly discover some interesting data points. Perhaps your bounce rate on the homepage is higher than the oft-cited 30% benchmark? Maybe on desktop devices it is much lower and […]

Conversion Funnel Optimization 101 for Financial Services Companies [Part 1]

How Can A Financial Service Provider Fix Leakages In A Purchase Cycle to Reduce Drop-Offs Conversion Funnel Optimization 101 is an all-inclusive Marketing Automation Guide for Financial Services Companies. In this post, we’ll discuss how Financial Businesses can optimize their Purchase Cycle with Marketing Automation.  Financial Services Companies like Banks, Micro-Lending Firms, Insurance Companies, etc. possess gold mines of customer data. They gather prolific amount of micro-data like personal identifiable information (PII), demography, employment, financial background, etc. at every stage of their sales funnel. However, their inability to utilize such data to their advantage often results in hampered customer experience and […]

4 Simple Ways To Increase Your Blog Engagement

If you are in the business of blogs or even familiar with the sphere, you would know Buzzfeed is bigger than The New York Times when it comes to traffic. Mashable, Huffington Post, Business Insider and Lifehacker are bigger than many premier news websites when it comes to visitor counts. We are all awed by the success of these blogs and websites. We also want to be there, shining in the glory of a fan base. Life would have been so easy if we created content and visitors came pouring from all sides, but obviously, it isn’t the case. These […]

Guilty of causing ‘Marketing Fatigue’? Fix it before it sabotages your business. Here’s how

When your marketing crosses a certain threshold it no more remains marketing. It becomes a headache to your customers. That’s marketing fatigue in a nutshell. The above snippet from the article by one Jessica Miller-Merrell in her blog summarises the communication fatigue that every wifi-connected soul is a victim of. The volume of marketing communication has anyway surpassed our attention zone whose size anyway would make us envious of goldfish. Marketing fatigue explained by Marginal Utility law The Law of diminishing marginal utility tells us that anything surplus, regardless of its utility loses its value. Do you recall water/diamond paradox? […]

6 reasons why your business needs Triggered SMS Marketing [Campaign Ideas Inside]

Lately, on a weekend I went out dining with friends to an expensive restaurant. After a sumptuous meal, I was asked to fill out a feedback form on an iPad. When I could’ve declined, I casually obliged to put in my contact information. What followed next was blatant misuse of the permission I gave in good faith. In a matter of just one week my phone got inundated with the pile of messages that they thought would make me a loyalist of the restaurant. From coupon codes, to special offer on mother’s day, to Super Saver Wednesday; I received too […]

5 Best Website Survey & Feedback Questions for Users Online

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 […]

User Generated Content & 3 Ways to Engage Users With It

What is User-Generated Content (UGC)? There is no better way to repeatedly engage with your audience than by using content generated by your website visitors and target demographic. In this article, I’m going to detail some of the most effective types of user-generated content, and the practical ways to maximise the value that can be derived from them.  Why should you be Using it? Because it is amazing how much content is created based solely on assumption and gut feel. This needs to stop. Some really great websites have stopped blogging; industry experts have stopped writing insightful articles; content producers […]

How B2C Marketing Cloud Helps 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 user 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 […]

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 Reasons Why Triggered Email Marketing Works [With Examples]

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 […]

Net Promoter Score: Learn what Promoters and Detractors hide from you

People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising. –Mark Zuckerberg Remember the last time you checked out a new online shopping site and actually purchased something from it? Out of many reasons that persuaded you to buy one would certainly stand out, and that would be – a recommendation from a friend/colleague/family member. That is the power of referrals. They are the strongest of the lot among advertising, cold calls, PPC ads and zillion […]

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 […]

6 Landing Page Optimization Best Practices [With Example]

Why to Optimize any Landing Page 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 […]

How e-commerce firms can automate customer lifecycle marketing with these 13 trigger events

On the face of millions of user triggered events on the website and app per hour, the only way to invariably provide value to every user is to automate your customer lifecycle marketing, which explains the flourishing marketing automation industry that it is today (we are one of them). The good thing is that marketing automation is no more the playground of large enterprises. With the onslaught of new companies which have transgressed into what was earlier the territory of Adobe and Oracle, marketing automation has become more affordable and easier to execute. In fact, the marketing bombardment has so […]

Best Features & Benefits of SaaS (Software as a Service) [With Example]

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 SaaS Benefits and Features: […]

[Humor] 8 Worst Push Notifications that Justify App Uninstall

It was the easiest post ever. That’s a sadistic statement perhaps. It shouldn’t be easy to find ‘worst’ push notifications. But unfortunately, our mobile devices are swamped with them. One look at the phone and you have countless notifications, in-waiting desperately begging your attention, more than often in the most ludicrous manner possible. Push notification as a channel has been so royally screwed by mobile marketers like there is no tomorrow. Why? It makes your messaging unavoidable. It doesn’t sink in the inbox like email or vanishes in the social media chaos, it’s on the face. A user has to […]

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 Micro Segmentation Marketing Examples That You Haven’t Thought of Yet

Customer segmentation strategy 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 implemented micro segmentation marketing 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 […]

7 Tips For Effective Email Unsubscribe Pages (With Examples)

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 Build A SaaS Website Homepage 2018 (10 Untapped Ways)

Did you know that web designers (thus websites) have about 50 ms to make a good first impression? Yeah! That’s all. If people judge your website that quickly it is high time you optimize the page spearheading your site – The Homepage. It is the ‘red carpet’ you roll for users to come in and eventually become paying customers. Often we talk about optimizing the conversion funnel and end up working around personalizing the user experience around the later stages of the funnel. In the process, the start of the funnel that is the Homepage loses focus. On the home […]

Automate Email Marketing With Customer Journey (Real Examples) to Increase Lifetime Value

Email is the marketing goldmine of the internet. Unlike many of today’s tools and methods of communication, email has withstood the test of time and continues to perform as admirably as when it represented the cutting edge of network technology. Most importantly for businesses, email marketing continues to deliver unrivaled ROI. The average ROI on email marketing is $40 per dollar spent! No other channel comes close. But moving past net ROI, let’s talk about the REAL reason email marketing automation is your key to online profits. The reason your email list will always outperform your social followings, advertising, and […]