Back to Basics: Goals of your Messaging Strategy
For many of our clients, it’s imperative that we dive into advanced topics of mobile engagement topics and customer experience strategies to get the best use of the Upland Localytics platform. However, it’s also important to take a step back and discuss basic use cases. Last week, we talked about audience segmentation and its values for creating a personalized experience. In this post, we’ll discuss mobile messaging strategies and the variety of goals and KPIs brands set within their mobile engagement strategy.
Mobile Messaging Basics
Mobile messaging is more than just one channel. Mobile messaging encompasses SMS, MMS, push notifications, app inbox, and in-app messages. Brands set a variety of goals, not just an increase in revenue, that these channels drive toward. There are different tactics and strategies brands take with each of these channels for how to get there, which we’ll discuss in this series next week – stay posted.
But with mobile engagement, brands can provide a variety of interactions and engagements for their users. Personalized campaigns can drive toward so many different goals beyond making a sale. Below are four main goals brands have and work toward through their mobile platforms.
Goal 1: Increase Revenue
The first goal is fairly straight forward – make a sale. Many brands, especially in the retail industry, build mobile apps as another channel to drive revenue. Many consumers love to shop on their phones and providing them with this option can offer more ROI investment in your app.
But to increase revenue with your app, brands must drive engagement. With your messaging strategy, there’s a variety of ways to initiate a session in your app. For a retail brand, your messaging strategy can focus on new products, clearance sales, personalized product recommendations based on insights into how your users interact with your app and other digital channels, and the list goes on. Brands can set up campaigns to drive this type of engagement. The options are vast and there are so many creative ways to make an extra sale, such as:
- Send a push notification focused on completing abandoned carts
- Send an inbox message about a new product line
- Send a text message about a sale in their local area based on geolocation
- Trigger an in-app message for upsell opportunities before checking out.
Goal 2: Reduce Churn
One of the greatest challenges is getting noticed in a sea of competition and retaining your customers. Customers are willing to switch brands and will do so quickly. One of the worst ways to push customers away is to bombard them with messages too often or that are irrelevant to their lives.
One of the best defenses against this can be a personalized engagement strategy that lets your customers know that your brand understands them. Personalizing your messages for each user will let them know that you took the time to send them content that would benefit and understand them. They’ll be less likely to churn if they love each and every one of their engagements.
Goal 3: Drive Content Engagement
Some brands won’t want to drive point of sale revenue every time with their brand but will find increased ROI with more content engagement. Magazine, newspapers, and other media publications want more readership on their articles. Entertainment brands want more video engagement for their shows and movies. Retail brands may have how-to videos or other product content that isn’t solely revenue generating. The list goes on. Your messages may want to promote viewing this type of content; content that doesn’t directly increase revenue but enhances the customer experience and keeps them active with your brand. Promote your content through push notifications, in-app messages, and inbox to let relevant customers know the content is available and that they would be interested.
Goal 4: Company Updates and Customer Information
One of the most important use cases is communicating company updates and information for customers via your mobile channels. Your users aren’t visiting your website daily or maybe they’re not following your social channels, but their phone is always in their hand. Text messages have a , so it makes sense that our clients often opt for mobile messaging as a first-line strategy for communicating company updates. The COVID-19 pandemic has been a prime example of this, in which many of our clients have utilized mobile messaging platforms to communicate new store policies, new hours, open/closed updates, and more highlighting their approach to keeping their customers and employees safe. With mobile messaging, you have a better chance at reaching your customers than other channels.
There are many other goals that brands drive toward with a mobile engagement strategy. Whatever your goals may be, Upland Localytics will help guide you through the journey from mobile beginners to masters toto reach your goals. Get in contact with us today to discuss your goals and see how we can help get you there. Stay tuned for next week, we’ll discuss mobile messaging tactics that help you reach these goals as well.