《Braze ：移動營銷指南-如何利用短信營銷激發潛在客戶（英文版）（37頁）.pdf》由會員分享，可在線閱讀，更多相關《Braze ：移動營銷指南-如何利用短信營銷激發潛在客戶（英文版）（37頁）.pdf（37頁珍藏版）》請在三個皮匠報告上搜索。

1、BRAZETable of Contents 1BRAZETodays brands are facing a challenging landscape when it comes to mobile engagement.A growing focus on data privacy among governments,tech giants,and consumers alike is making it harder to use third-party data to support traditional digital marketing efforts.But at the s

2、ame time,customers have been conditioned by leading brands to expect timely,relevant brand experiences wherever and whenever they engage.To handle this challenge,brands need to embrace cross-channel mobile messaging campaigns that balance in-product(e.g.in-app messages)and out-of-product(e.g.SMS and

3、 mobile push)channels to provide an impactful,cohesive brand experience.Looking to get started?This collection of more than 20 mobile-focused customer engagement uses cases provides an unprecedented window into the digital campaigns being leveraged by todays savviest brands to effectively activate,m

4、onetize,and retain their customers.INTRODUCTION2BRAZEIf youre actively involved in the customer engagement space,youre probably familiar with mobile messaging channels.Theyre designed to make it possible to deliver content and outreach to your brands customers across different platforms and devices.

5、But while you may already be using some of these channels,the odds are that there are others you arent as familiar with yet.Heres a list of key channels to keep in mind for your customer engagement campaigns.Key Mobile Messaging Channels:What You Need to Know CHANNELS3BRAZEEvery customer engagement

6、program is made up of a mix of different messaging campaigns and brand experiences,supported by technology and an overriding marketing strategy thats specific to each particular company.To help you find the campaigns that make the most sense for your customer engagement strategy,well be taking a loo

7、k at three major growth levers:Campaign Inspiration to Drive Business GrowthLIFECYCLE4BRAZEJust because youve acquired a customer doesnt mean that particular user is primed to make effective use of the products or services your brand offers.Leveraging messaging to successfully activate your audience

8、 is an essential part of building an impactful customer engagement strategyand the first step is understanding the activation-focused campaigns that are at your disposal.Activation Campaigns5BRAZEACTIVATION USE CASEFree TrialProblem:Your team wants to encourage new visitors on your app or website to

9、 sign up for free trials.Campaign Solution:Experiment with the channels,content,and timing of your messaging to more effectively highlight your free trial offering and increase conversions.By hooking users with the chance to experience what makes you special,you can make it far more likely they take

10、 the plunge and become a paying customer.Value:Free trials present a low-cost method to extend your customer base,allowing your product to do all the talking.Including deep links in your CTA and driving users directly to personalized content within your app delivers a 4%boost in conversion rates for

11、 free trials.IAMContent CardsEFFORT LEVELSUGGESTED CHANNELSPRO TIP123Mobile Push6BRAZEACTIVATION USE CASEApp RatingsProblem:Your apps discoverability is suffering in the increasingly crowded app store.Campaign Solution:Highly segmented messaging triggered by customer actions(e.g.after a user makes a

12、 second order)urging users to rate and review the app can be delivered to your most engaged and satisfied customers.Using customer data to spotlight the elements of the product that they are happiest with can create a funnel to encourage positive reviews.Value:Positive ratings boost placement in app

13、 stores and promote discoverability.User ratings deliver social proof that your product is valuable to real people.Use customer data to segment individuals by brand affinity,NPS,and activity level to encourage the best and most relevant ratings.IAMEFFORT LEVELSUGGESTED CHANNELSPRO TIP123Mobile Push7

14、BRAZEACTIVATION USE CASEMessage and Data Opt-InProblem:Your customer engagement efforts are hampered by low channel opt-in rates and lack of access to essential user data.Campaign Solution:Encourage users to subscribe to messaging across multiple channels or to share essential information by demonst

15、rating the value of doing so or by providing incentives.Value:Understand and engage your customers more effectively to boost conversions,purchases,and retention via smarter targeting and cross-channel messaging,increasing their exposure to your content and making your brand a key component of their

16、digital ecosystem.Using in-app messaging results in an 84%boost in conversion rates for opt-in campaigns.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123IAM8Content CardsBRAZEACTIVATION USE CASEPreferencesProblem:Your attempts to understand your customers and their motivations are being undermined by a lack

17、 of data on their preferences and goals for your product,impacting engagement and driving up unsubscribe rates(due to irrelevant messages).Campaign Solution:Leverage in-product message types like in-app messages to encourage users to provide additional data as part of their regular engagement with y

18、our app.Provide transparency and highlight your value prop by explaining to customers why you want this information and how you plan to use it to improve their experience of your brand.Value:Gathering more relevant,nuanced user data makes it possible to more effectively target and personalize the me

19、ssages and brand experiences you provide,resulting in higher engagement,stronger monetization,and better retention over the long haul.Use survey templates in your in-app messages to quickly provide users a frictionless way to give their input.IAMEFFORT LEVELSUGGESTED CHANNELSPRO TIP1239BRAZEACTIVATI

20、ON USE CASEOnboardingProblem:Your new customers arent grasping the initial value and utility of your offering,complicating your engagement and retention efforts.Campaign Solution:Leverage a dedicated onboarding flow walking your audience through the values and benefits of what you offer,powered by i

21、n-app messaging skinned to look identical to your product.By reaching them with relevant information for their lifecycle stage as they first explore your app,you can provide an effective path forward to deeper engagement.Value:A good onboarding experience proves your brands value right away by drivi

22、ng customers to your best content and stickiest features.Leverage customer journey orchestration capabilities to turn your one-off onboarding campaigns into cohesive messaging flows that adjust and grow with each users progress.IAMEFFORT LEVELSUGGESTED CHANNELSPRO TIP123Content Cards10BRAZEACTIVATIO

23、N USE CASEAccount CreationProblem:Your users are actively browsing,but arent creating accounts on your app,limiting these anonymous users ability to take advantage of all of your products and services.Campaign Solution:Encourage user sign-ups by leveraging in-product messages(e.g.in-app messages,Con

24、tent Cards,etc.)to highlight the benefits of signing up for an account and seamlessly link to a sign-up page.Make sure the signing up process is as frictionless as possible and leverage messaging to highlight any high-importance information related to that process and to encourage users to express a

25、ny relevant interests or preferences.Value:Window shoppers are converted to users who can be encouraged to grow their engagement with your business.Anonymous users spend 20%more if they receive cross-channel campaigns that include both in-product(e.g.in-app messages)and out-of-product(e.g.SMS channe

26、lsplus,theyre 21X more likely to become buyers in the first place.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123Mobile PushIAMContent CardsSMS/MMS11BRAZEACTIVATION USE CASEReferralsProblem:You need organic or more cost-effective ways to grow your base of loyal,engaged customers.Campaign Solution:Use custo

27、mer messaging channels to encourage satisfied existing customers to promote your product to their friends and family via a referral program,supporting your ongoing acquisition and activation strategy.Rewards make the process pay off for both sidesyou gain customers and existing ones have new incenti

28、ves to spread the word.Value:A larger audience is built using the timeless power of word of mouth,growing your customer base in a more targeted and less expensive wayplus,users referred by a connection tend to be healthier customers over the long haul.Keep it moving!Including animated GIFs in your m

29、essages leads to 2.6X more referrals.Mobile PushIAMContent CardsEFFORT LEVELSUGGESTED CHANNELSPRO TIP12312SMS/MMSBRAZEAt the end of the day,your business needs to make money to survive.Once youve brought users on board and deepened their engagement,it still can take work to get them to make more fre

30、quent,larger purchases.Messaging campaigns can use a number of strategies to nudge customers to spend,from helping users complete the checkout process to highlighting special occasions with targeted outreach.Monetization Campaigns13BRAZEDiscounts&SalesProblem:Customer awareness of time-sensitive eve

31、nts and promotions is low.Campaign Solution:Take advantage of cohesive,cross-channel campaigns to send a flow of promotional messages that engage recipients across different channels and platforms.Value:Increased awareness of your brands promotions leads to more conversionsand more revenue.Consider

32、using exception events to automatically cancel additional messages in your cross-channel promotional flow once a given customer has made a purchase.Mobile PushIAMEFFORT LEVELSUGGESTED CHANNELSPRO TIP123SMS/MMSMONETIZATION USE CASE14BRAZEMONETIZATION USE CASECart AbandonmentProblem:Your customers are

33、 abandoning the checkout flow and failing to complete transactions before they depart.Campaign Solution:Send automated reminders to users who have not finished their transactions to bring them back into the checkout flow.Leverage A/B testing to determine the ideal timing windows for these messages a

34、nd use personalized messages and special offers to nudge recipients to come back and complete their purchase.Value:Being able to automatically recapture potential purchases beyond the browsing stage results in higher sales with minimal effort.In-app messages are the most impactful channels for drivi

35、ng purchases after a cart is abandonedtheyre 10X more effective than email and over 8X more effective than mobile push,the most commonly used channel.Mobile PushEFFORT LEVELSUGGESTED CHANNELSPRO TIP123SMS/MMS15BRAZESeasonal PromotionsMobile PushIAMEFFORT LEVELSUGGESTED CHANNELS3SMS/MMSMONETIZATION U

36、SE CASE12Problem:Your audience is growing and so are their needs,preferences,and locations.Your one-size-fits-all promotional messaging no longer resonates.Campaign Solution:Build a promotional calendar around regional,national,and global holidays and events to inform relevant sales and messaging.Ma

37、ke these messages sing by personalizing them with behavioral data,deep linking to relevant pages in your app,and leveraging time-sensitive promotion codes.Value:By using regional,national,and global holidays and events as a jumping off point for promotional campaigns,you can effectively drive conver

38、sions over a specific period.When promoting content around a set time frame,use rate limiting to keep your customer flow steady and your tech stable.PRO TIP16BRAZEFlash Sales/Limited Time OffersMobile PushIAMEFFORT LEVELSUGGESTED CHANNELS3SMS/MMSMONETIZATION USE CASE12Problem:Conversions are flaggin

39、g and to meet business goals your company needs to spike sales quickly.Campaign Solution:Use time-sensitive messaging campaigns to spotlight short-term discounts,sales,and special offers to recipients.Segment your audience based on their channel preferences to ensure that users are notified about fl

40、ash sales on the channels they use most.Value:Effectively drive immediate purchases by emphasizing high-interest,short-term offers.Dont sleep on Content Cardsthis messaging channel is 38X more effective than email at driving sales over a 72-hour period.PRO TIP17Content CardsBRAZEFree to Paid Subscri

41、ptionIAMEFFORT LEVELSUGGESTED CHANNELS3MONETIZATION USE CASE12Problem:Free trial users arent converting to paid subscribers.Campaign Solution:Leverage eye-catching messaging that captures user attention and illustrates the advantages of upgrading to a premium experience.Consider triggering these mes

42、sages when users encounter gated content or features,or when they hit retention milestones.Use the data at your disposal to spotlight features that complement their activity.Value:Subscription income is a steady revenue driver that provides a financial foundation for growth.Consider A/B testing diff

43、erent creative for these campaigns to zero in on the top-performing version.PRO TIPContent Cards18Mobile PushBRAZEBack-in-Stock/Price DropEFFORT LEVELSUGGESTED CHANNELS3MONETIZATION USE CASE12Problem:Your customers arent aware of key changes in product availability or price that might motivate purch

44、ase decisions.Campaign Solution:Tap into behavioral data to identify specific items that users have favorited or otherwise engaged with,then use this information to trigger messages when items go on sale,come back into stock,or have other status changes.These messages seamlessly return lapsed custom

45、ers directly to their cart or checkout,removing obstacles on the way to the finish line.Value:Interested customers return to your app to take advantage of new deals,complete unfinished purchases,or secure desired products before theyre out of stock.Take advantage of dynamic content personalization t

46、o seamlessly pull product names,descriptions,and images into your mobile messages.PRO TIP19Mobile PushBRAZEReal,sustainable success is built on customer retention.Brands that engage customers on a regular,consistent basis tend to see higher retention than ones that dont.Driving that kind of engageme

47、nt can take significant work and thought on your part,but it also provides your brand with a major competitive advantage and supports your marketing efforts over the long haul.Lets explore the campaigns that can help you get there.Retention Campaigns20BRAZERETENTION USE CASENew ProductsProblem:Your

48、team spent months preparing and launching a new feature,product,or service.Its available now,but nobody is engaging with it.Campaign Solution:Take advantage of cross-channel messaging to highlight new products,features,and services and the value they provide for your users.Consider triggering messag

49、es when a given user takes an action or views a product that suggests that your new offering would be a good fit for them.Value:The more features or services a customer uses,the harder it will be for them to leave your brand.Using both in-product(e.g.in-app messages)and out-of-product(e.g.SMS)messag

50、ing boosts 30-day retention by 13%Mobile PushIAMContent CardsEFFORT LEVELSUGGESTED CHANNELSPRO TIP12321SMS/MMSBRAZERETENTION USE CASEApp UpdateProblem:Users are not updating to new versions of your mobile app,keeping them from being able to access the latest features.Campaign Solution:Use in-app mes

51、saging and mobile push notifications to communicate the value of these free updates and the simplicity of installing them.By informing users that there is an update available while theyre already on their mobile device,youve removed barriers and made the process as simple as 1-2 clicks.Value:Keeping

52、 apps up to date simplifies the work required of your support team and allows you to take advantage of new customer engagement features and functionality on iOS and Android.The best way to get users to update?Take advantage of in-app messages and Content Cards.Mobile PushIAMContent CardsEFFORT LEVEL

53、SUGGESTED CHANNELSPRO TIP12322BRAZERETENTION USE CASERewards&PerksProblem:Your company needs to strengthen loyalty and reward power users to boost positive brand sentiment.Campaign Solution:Use customer data(e.g.time spent in-app,purchase amounts,social mentions)to target top-tier users with dynamic

54、 messages encouraging them to stay active.Leverage deep links to make it easier for them to leave positive reviews or share content on social media.Value:Engaged users can be your most effective advocates,spreading the word of your company beyond traditional marketing channels.A/B testing reward amo

55、unts gives you the power to measure and maximize ROI.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123IAMContent Cards23Mobile PushSMS/MMSBRAZERETENTION USE CASEContinue-Your-Streak CampaignsProblem:Users are engaging now,but that engagement might not stay high on its own.Campaign Solution:Capitalize on cons

56、istently strong engagement from individual users by sending targeted,personalized messages calling out notable engagement streaks(e.g.“Youve meditated for seven straight days!”),effectively gamifying future engagement and giving users another reason to come back tomorrow.Value:Maintaining high engag

57、ement levels builds brand loyalty and helps drive sales.Triggering these messages based on user actionsinstead of using traditional time-based schedulingis 2.8X more effective at driving continued engagement streaks.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123IAMContent Cards24Mobile PushBRAZERETENTION

58、USE CASEOrder Tracker/FulfillmentProblem:When customers dont know the status of their recent purchase,they become frustrated and contact your support team.Campaign Solution:Update users on their order or delivery status,with messages timed at important milestones like when a product is shipped or a

59、courier has picked up their item.These real-time tracking notifications extend the bond of trust between your company and the customer,reinforcing that you care about their satisfaction beyond the financial transaction.Value:Real-time tracking builds trust with customers and provides another way to

60、engage post-purchase.API-triggered fulfillment messaging campaigns are 3.6X more effective at driving users to your app,compared to time-based fulfillment campaigns.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123SMS/MMS25Mobile PushBRAZERETENTION USE CASEEvent AttendanceProblem:Users who dont attend in-per

61、son events miss out on unique opportunities and experiences.Campaign Solution:Develop messaging campaigns to encourage event attendance,using location-targeting and cross-channel communication to reach potential customers where they are.Inviting users to relevant physical events makes them feel spec

62、ial,especially with personalized messaging that leverages their previous activity with your brand.Value:Encouraging users to attend live events or visit brick-and-mortar locations deepens brand awareness and creates new customer engagement opportunities.new customer engagement opportunities.Consider

63、 using geofences or location marketing technology solutions to provide nuanced,location-based targeting for these kinds of campaigns.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123IAMMobile PushSMS/MMS26BRAZERETENTION USE CASEProduct Feedback/Net Promoter Score(NPS)Problem:You cant make meaningful improvem

64、ents to the customer experience because you dont know what users do and dont like.Campaign Solution:Use feedback surveyspromoted by or contained within your cross-channel messagesfollowing key engagement moments(e.g.post-onboarding,after first purchase)to capture details about what your customers lo

65、ve about your brand,as well as what theyd want to see improved.Value:Bolstering your insights into customer opinions makes it easier to take a data-driven approach to prioritizing future enhancements that keep customers coming back.Using custom keywords in your SMS messages makes your requests for a

66、dditional information feel personal and important.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123IAMMobile Push27SMS/MMSBRAZERETENTION USE CASEProduct AdoptionProblem:Even after onboarding,some users arent organically discovering and using key features of your product.Campaign Solution:Highlight the value

67、of your core functionality via personalized cross-channel messages and introduce additional features or components in a measured way,building on each other as recipients adopt them.Leverage segmentation to direct messages specifically to users who havent begun using a given feature to avoid irreleva

68、nt outreach.Value:Helping users adoptand establish habits aroundkey features allows you to position your business as an essential,natural part of their daily life and drive stronger product adoption and usage.Content Cards help users get to the information they need quickly and organically.Use them

69、with in-app messages to boost conversions.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123IAMContent Cards28BRAZERETENTION USE CASEUrgent CommunicationsUse cross-channel messaging to make sure that users get the information they need on the channels that speak to them.EFFORT LEVELSUGGESTED CHANNELSPRO TIP12

70、3Mobile PushIAMProblem:You need to let customers know about critical information related to your product or offering(e.g.credit card expiration,time-sensitive travel updates),even if theyre not currently using your app or website.Campaign Solution:Leverage out-of-product messaging channels like push

71、 notifications and SMS for time-sensitive communications to keep users up to date on essential information when the relationship between your company and your customer could be affected by external factors,and to clarify changes,meet their needs,and communicate what they need to know quickly and cle

72、arly.Value:Sending prompt,proactive updates draws users back to your app,gives them the information they require to make decisions that meet their needs,and builds trust in your relationship.29SMS/MMSBRAZERETENTION USE CASEMilestone/Anniversary CampaignsProblem:Your brand is focused on increasing th

73、e average lifetime of your user base and you want to acknowledge loyal customers.Campaign Solution:Congratulate users who are actively engaged when they reach usage milestones with your product/services.Humans have an innate desire to watch numbers go up,and rewardseven if they have no financial val

74、ueare a strong motivator.Recognizing these milestones with personalized outreach right when they happen make these communications even more powerful.Value:Bolster customer retention by building in these usage reminders,showcasing their use of your brand and encouraging continued engagement.Take adva

75、ntage of dynamic content personalization or API-triggered campaigns to automate these campaigns more effectively.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123IAMContent Cards30BRAZERETENTION USE CASELapsing UserProblem:Some of your users are engaging less frequently,raising the risk that they stop engagi

76、ng altogether.Campaign Solution:Create segments of lapsing users based on their engagement data and reach out to them via mobile push or SMS with tailored content,supporting more frequentand deeperengagement.Customize these messages with information about each users historical activity and purchases

77、 to highlight their previous usage.Value:By providing users who are drifting away with concrete reasons to come back and deepen their relationship with your brand,you can more effectively sustain growth and see stronger revenue over time.Messages that deep link to specific app pages are 21%more effe

78、ctive at driving conversions within 72 hours.It pays to save a click!EFFORT LEVELSUGGESTED CHANNELSPRO TIP123Mobile PushSMS/MMS31BRAZERETENTION USE CASELoyalty CampaignsProblem:Users arent taking advantage of loyalty program benefits,which can lead to customer churn over time.Campaign Solution:When

79、users reach key points milestones or hit redemption opportunities,highlight those opportunities with personalized messaging powered by loyalty program data.Value:By pulling in relevant information and deep linking right to redemption opportunities,you can ensure customers are able to leverage their

80、rewards while positioning the program as a valuable addition to your core business.Triggering campaigns when users take an action leads to a 6.9X increase in campaign conversion rate over scheduled messaging.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123IAMContent Cards32BRAZERETENTION USE CASEContent Rec

81、ommendationsProblem:Your users leave your app when they dont see anything relevant to them.Campaign Solution:Use the data you have on user behaviors and preferences to surface relevant content in real time and draw them back into your product offering.Value:By personalizing content recommendations,y

82、ou can boost engagement,retention,and your bottom line.Use dynamic content personalization to connect to third-party recommendation engines or internal systems to automatically personalize your messaging at send time.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123IAMContent CardsMobile PushSMS/MMS33BRAZERE

83、TENTION USE CASEGamificationProblem:Users arent in the habit of using your product regularlyand simple notifications arent motivating them to take action.Campaign Solution:Gamify the customer experience by adding quizzes,competitive features,and other interactive elements to your customer engagement

84、 mix.Consider using the data at your disposal to build personalized messaging campaigns to drive users to participate.Value:Interactive games and features motivate users to take specific and repeated actions.Leverage in-app messages with custom HTML to seamlessly include dynamic,engaging interactive

85、 elements to drive clicks.EFFORT LEVELSUGGESTED CHANNELSPRO TIP123IAM34BRAZEConclusionNow that youre up to speed on the full range of customer engagement use cases,its time to put these insights into practice.There are so many ways to leverage data,personalization,and optimization toolsfrom A/B test

86、ing to predictive featuresto boost the effectiveness of your outreach.So drop back into the Inspiration Guide when your team is brainstorming new messaging to find innovative ways to meet your goals,or when an existing campaign needs to be taken to the next level.Want to add a new channel to your engagement mix to expand the marketing options at your disposal?Check out“Brilliant Experiences,Channel by Channel”for an inside look at how to supplement your existing channels with the right additional options.35