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1、Monetizationin actionTurning engagement into revenue and profitSuccessfully using marketing.Conversion Thats why brands need to go beyond traditionalmessaging and engagement efforts and provide thekind of value that inspires completed transactions,repeat purchases,and increased lifetime value(LTV).B

2、uilding an effective conversion and monetizationprogram is a foundational part of customerengagement,delivering positive outcomes,drivinggrowth,and fueling long-term customer retention.Monetization isnt only a matter of money changinghands.Its a reflection of the value that customersfind in your bra

3、nd.It doesnt matter how big your audience is or howmany users engage with your company on a dailybasis if that customer interest doesnt impact thebottom line.XXXX02Introduction When customers take high-value actions,that boostsbrand revenue and profitabilityMonetization.to encourage customers to com

4、plete an action.which creates revenue.03Smart monetization isnt one and doneStronger lifetime valueRecurring revenueDirect sales growthFrom subscription renewal messages tocross-channel messaging campaigns,next-level monetization efforts dont just inspireone-off purchases,they drive repeatbehaviors

5、that benefit businesses over time.Converting free users to paid subscribers andturning casual browsers into loyalty programmembers deepens relationships and createsconsistent revenue streams that brands candepend on for the long run.A well-structured monetization programcan lead to increased sales a

6、nd bettershowcase the value of your productsthrough targeted promotions,upselling,and cross-selling opportunities.From short-term wins to long-term value,monetization touches every part of your business and can strengthen customer relationships.Recommendation for marketers Recommendation for markete

7、rs04Content overloadCompliance and privacy concernsMeasurement and attribution In a crowded digital landscape,standing outcan be a challenge.Marketers must createcompelling campaigns that captureattention and encourage action withoutoverwhelming recipients.With increasing data privacy regulations(e.

8、g.,GDPR,CCPA),marketers must be transparentabout how customer data is collected,stored,and utilized while still gaining insights needed tofuel the experiences that inspire conversions.Accurately measuring the impact ofmonetization efforts and attributingconversions to specific campaigns is difficult

9、,but its an essential part of determining whichstrategies are amplifying revenue.Recommendation for marketersReporting and analytics tools enable brands tomore easily determine business impact andsee how specific efforts are affectingconversions,revenue,retention,and more.Prioritize gathering zero-p

10、arty datadatacustomers intentionally sharethrough polls,preference centers,forms,and surveys,thenuse these insights to support monetization.Lean into smart segmentation for maximumrelevance,frequency capping to avoidmessaging overload,and send-timeoptimization to reach users when theyremost likely t

11、o engage.Cross-industry monetization challenges05The most common monetization use casesFree-to-paid subscription campaignsUpsell campaignsAbandonment campaignsFor companies with a subscription model,nudgingusers to upgrade from a free account to a paid plandrives stronger long-term results.Streaming

12、 service provider Peacock created acampaign that leveraged behavioral segmentationto target the users most likely to upgrade.Thisapproach increased upgrades from free-to-paidsubscriptions by 6%.When marketers understand each individualsbehaviors,they can create personalized upsell flowsthat demonstr

13、ate value and inspire users to upgradeto premium products or increase order sizes.According to Braze research,using ConnectedContent,custom filter triggers,deep links,IntelligentTiming,and API-triggered campaigns can helpincrease upsell conversions by as much as 7.5X.70%of digital transactions are n

14、ever completed,making abandoned cart reminders an ideal usecase for monetization.Braze research reveals using web pushnotifications to remind users about in-progresstransactions can increase results by up to 53%,while adding GIFs to these campaigns can boostconversions by 1.3X.Certain monetization i

15、ssues come up time and time again.Heres how to tackle them.Explore more complex use cases here.06When monetizationfalls shortIdentifying the right monetization use cases iskeybut many brands run into issues as theywork to implement and optimize them.Lets explore six common reasons thatmonetization e

16、fforts might fall short and howmarketers can respond effectively.1.Not educating new users2.Not leveraging both in-product and out-of-productmessagingProblem:Problem:Solution:Solution:When brands fail to explain thebenefits of their products andservices from the initial customerinteraction,thats a m

17、issedopportunity to help customers seethe value as early as possible.Not all marketers are taking advantageof the full range of channels at theirdisposal,risking disjointed experiencesand missed coversion opportunities.Together,in-product channels(like in-app and in-browser messages)andout-of-produc

18、t messaging channels,(such as email,SMS,WhatsApp,andpush notifications)can supercharge abrands monetization efforts.Inform first-time customers aboutyour value proposition and usecases from the beginning,takingadvantage of every touchpointincluding owned channels and allyour digital platforms.For th

19、e best results,use in-productmessaging to guide new usersthrough their buying journeys tocomplete a successful checkout.Plus,out-of-product messaging canencourage users to recover(andcomplete)abandoned carts as wellas return for repeat transactions andkeep your brand top of mind.3.Neglecting to ince

20、ntivize referralsProblem:Solution:Customer referrals helpcontrol acquisition costs andboost lifetime value,butmany companies lackeffective referral programs.Without a well-designedprogram,referringcustomers may not find itworthwhile to share abrands products andservices,and referredprospects may not

21、 see thebenefits of becomingcustomers.Gamifying the referral processcan help brands more effectivelymonetize both new and returningcustomers and unlock more valuecompared to other types ofacquisition channels and efforts.How?By making it fun for bothcustomers who share acompanys products and service

22、swith connections and the newusers who become customers as aresult of being referred.074.Failing to properly upsell customersProblem:Solution:Too often,brands lack theappropriate customerinsights to personalizetheir upsell campaigns.For instance,a travelbrand is more likely toencourage add-ons if th

23、eyknow the reason for acustomers trip.By understanding customersmotivations and behaviors usingeffective data collection andpersonalization strategies,companies can use these insightsto create tailored upsellcampaigns that achieve strongerresults.6.Lacking a thoughtful lifecycle strategyProblem:Solu

24、tion:For a more sophisticated strategy,brands should instead craftpersonalized customer lifecyclecampaigns that are responsive toreal-time behavior and interests torealize lasting outcomes.Forinstance,that could look likepaywall prompts sent to trialaccount holders who attempt touse a premium featur

25、e.08It can be tempting to preparebatch-and-blast stylemonetization campaigns thatcan be sent to everyone onyour companys subscriberlist.However,even if thisapproach does lead to arevenue bump in the shortrun,it isnt sustainable over time.Lean into testing capabilities to identify winning tactics and

26、 harness predictive AIcapabilities like Intelligent Timing,Intelligent Channel,and Intelligent Selection to optimizecampaigns for customers at the 1:1 levelRegularly review monetization campaign performance against both top-of-funnel andbottom-of-funnel metrics to accurately assess the full impact I

27、dentify opportunities to layer in additional personalization to increase campaign relevancyand support stronger customer LTV and retention Tips fortroubleshooting:5.Prioritizing short-term outcomes over LTVProblem:Solution:When brands prioritizesending high-volumecampaigns to elevate top-of-funnel m

28、etrics likeconversion rates andaverage order value(AOV)without considering thebigger-picture,higher-value,bottom-of-funnel KPIs likeretention and lifetime value(LTV)can suffer.Poor engagement can result whenbrands implement short-sightedtactics that lead to long-termcannibalization.Instead,ongoingen

29、gagement and lifetime valueshould be the goal.Thats possiblewhen brands execute monetizationefforts that consistently delivervalue for the customer.Leverage in-product messages and out-of-productmessages together to boost LTV by as much as 94%.Harness the power of cross-channelPersonalization is one

30、 of the ultimate monetizationlevers for customer engagement;it can result in anaverage 10-30%revenue uplift.Use customer data to personalizeexperiences more effectivelyUse automated orchestration tools to create,define,and trigger personalized user experiences based onspecific customer actions,encou

31、raging them tocomplete even more high-value actions.Embrace responsive orchestrationAction-based campaigns triggered by specific useractions,such as signing into their account,boosttransactions by 9X.Replace time-based scheduling withreal-time messaging094 steps to sustainedmonetization success Once

32、 youve addressed these potential pitfalls,itstime to think about the future.With the rightapproach,you can set up your monetization effortsfor success over the long haul.At its core,effective monetization is about nudgingusers to take high-value actionsthat supportsincreased revenue,but it also boos

33、ts new useractivation and drives stronger retention over time.But to persuade users to reach key milestones on thejourney from being one-off purchasers to repeatcustomers,brands need to take four key steps andleverage automation tools like BrazeAI to carrythem out in efficient,scalable ways.10Key Ta

34、keawaysUse data to understandcustomers and act onthose insights to createmessages that resonateand drive revenue.Target and tailorcampaigns to specificstages of the lifecycle.With a goal of better using their customer data to ignite sales,KFC Trinidad and Tobagopartnered with Braze to leverage their

35、 customized events and attributes to create automatedlifecycle campaigns aligned to their monetization KPIs.They launched a series of campaignsthat engage users with personalized content,including a mobile welcome series that resulted inan increase in average lifetime revenue by 9.37X,with the campa

36、ign accounting for 10%of theiraverage daily CRM revenue.How KFC Trinidad and Tobago increased averagelifetime revenue by 9.37XBeing responsive to customer signals andtapping these insights to personalizeexperiences can pay off in a big way.Intelligent Timing,one of the Brazeplatforms machine learnin

37、g-drivenintelligence capabilities,can increaseperformance for loyalty messagingcampaigns by 6.7X.Learn more about theimpact of customizing campaign contentselection,responsive customer journeypaths,and send-time optimization.Use customer datato personalizeexperiences moreeffectively11Key TakeawaysLe

38、ad with a valueproposition at relevantmoments to betterconvert free users intopaying subscribers.Use personalizedmessaging to deliver theright content at theright moment fosteringconversions and deeper,longer-lastingrelationships.Guide users down the specificmonetization journeys youd like themto ta

39、ke with Canvas,the Brazeplatforms dynamic,drag-and-drop,personalized customer journeyorchestration tool.You define thedesired outcomes,timeframe,prioritization,and triggers thatencourage the actions best aligned to acustomers stage in the lifecycle,resulting in more effective monetizationoutcomes.Em

40、braceresponsiveorchestrationWhen leading subscription brand Blinkist wanted to be able to effectively demonstrate thevalue of purchasing a premium subscription to the brands free users,they leveraged the Brazeplatforms Action Paths.By sending their users down different customer journey paths basedon

41、 their region,language,and customer segment,they showcased the value propositionassociated with a paid Blinkist subscription that was most relevant to each individual at scale.Ultimately,this approach resulted in a 64%increase in subscription purchases.How Blinkist converted users to paid subscriber

42、s withtargeted customer journeys12Key TakeawaysYour tech stack needs tomake things easier:Wealthsimples transitionto Braze underscores theimportance of easy-to-usetools for effectivecustomer engagement.Know your differentiators:Wealthsimple usedmessaging to demonstratethey live up to theirvalues.In

43、search of a user-friendly solution to better activate,monetize,and retain their millions ofclients at every stage of the lifecycle,Canadian money management platform Wealthsimpleturned to Braze to create and scale automated,dynamic campaigns across a wide variety of in-product and out-of-product cha

44、nnels.Using a series of emails,in-app messages,and BrazeContent Cards,the team launched a campaign incentivizing clients to transfer a certainamount of assets into their Wealthsimple accounts in exchange for a new phone that led to arecord month in net deposits and a 40%lift in quarterly deposits.Ho

45、w Wealthsimple increased net deposits with cross-channel engagementThe impact of using two messagingchannels instead of just one for customeroutreach can drive huge returns formonetization,leading to a 2.8X increasein purchases per user,according to Brazeresearch.Plus,brands that use email alone toe

46、ngage audiences can see gains byadding other channels to the mix.Incorporating in-app messages,mobilepush,and SMS to an existing emailstrategy can lead to 12.2X morepurchases per user compared tocustomers who receive email alone.Harness the power of cross-channel13Key TakeawaysReal-time messaging is

47、an incredibly powerfulway to keep customersengaged throughouttheir journey.Communicating withusers when theyreprimed to take actionmakes their experiencefeel personal andvaluable.Campaigns triggered by customerscompleting key actions ensure morepersonalized experiences thataccelerate conversions.Swi

48、tching from time-based,scheduleddelivery to action-based delivery or API-triggered delivery can boost conversionrates by as much as 1.6X and 2.4X,respectively.Replace time-based schedulingwith real-timemessagingLooking to replace a sluggish messaging platform,British price comparison serviceMoneySup

49、erMarket teamed up with Braze so they could send real-time campaigns in responseto user activities.By making this switch,they were able to connect their contentrecommendation engine and data warehousing systems and deploy personalized contentautomatically,resulting in hyper-relevant,cross-channel ex

50、periences and an impressive 25%conversion rate.How MoneySuperMarket upgraded to real-time messagingto achieve a 25%conversion rate14Successful customer engagement can result in increasedrevenue,profit,and customer lifetime value.By experimenting with different monetization use casesand optimizing ef

51、forts through the power of AI,cross-channel,personalization,and real-time messaging,brandscan accelerate outcomes and reap the advantages ofadvanced monetization.Ready to take your monetization efforts to the next level?Check out the Braze Inspiration Guide,which is packedwith 50 customizable campai

52、gns designed to fuelcustomer activation,monetization,and retention,thenexplore our customer engagement journey path for insightinto crafting relevant customer-centric journeys.ConclusionBraze is a leading comprehensive customer engagement platform that powers interactions between consumers and brand

53、s they love.With Braze,global brands can ingest andprocess customer data in real time,orchestrate and optimize contextually relevant,cross-channel marketing campaigns and continuously evolve their customer engagementstrategies.Braze has been recognized as one of Fortunes 2023 Best Workplaces in New York,2023 UK Best Workplaces for Women by Great Place to Work,and Fortunes 2022Best US Workplaces in Technology.The company is headquartered in New York with 10+offices across North America,Europe,and APAC.Learn more at .Get in touch to learn more.Connect