Besides ensuring new users use our services, retaining existing users to encourage reuse and acquisition is an important part of our marketing. Actions aimed at attracting only new customers without retaining them will slow down the development of the service and entail a lot of costs.
There are many different retention methods, but the most common and powerful actions include configuring scenarios based on customer behavior and sending personalized marketing messages through push messages, in-app banners, Zalo, and text messages.
So how many companies have sent marketing messages so far?
- Find customer data to send messages between scattered customer data
- Copy and paste the found data into Excel to create a new data table.
- Push that data into the messaging solution.
- Thinking about what to send
- Press the ‘Submit’ button directly at the desired time
If data is missing or not filtered properly during data copying and pasting, the company loses that money. On top of that, the most important thing in the process is to worry about what “message” to send, if you waste time on tasks (1) to (3), the time spent on the most important tasks will inevitably decrease.
Did you know that all of these activities, from finding a target to sending a message in a database, creating a private group, drawing a scenario of when to send a message in advance, and actually sending it, are possible with the DataS growth action function? In addition, you can check how effective this message really is in the form of a report, which is useful in better understanding.
By using growth actions, you can continue to do all of these processes without a hitch. Take advantage of the Growth Action of Determination so you can focus on the work that really matters.
👉 What is growth action?
1) Go to the set audience group (i.e. the person to whom the push message is sent)
2) Send messages with pre-designed conditions based on behavioral and device data
3) Since you can analyze and view reactions to messages at the in-app action level,
This is a powerful function that allows you to verify the actual effectiveness of the message and devise engagement strategies.
🗂️ Create real-time customer segments based on specific behaviors
Before sending messages, it is necessary to segment and define the audience to convey the desired message. The important point is that this data is filtered in ‘real-time’.
The segmentation of your customers will depend on the “purpose” you want to send the message to. For example, you can use it like this:
- Offer coupons to buyers who have seen ads
- Encourage repeat purchases from first-time customers
- Encourage customers to make a purchase after putting it in their cart and not responding for 3 days
- The event is organized for users who have purchased more than 1 million VND in 30 days
👆Complete marketing scripts with just a few clicks
Growth Action hypothesizes campaign messages (=scenarios) for customer engagement based on user data (region, device model name, OS version, etc.) and user behavior data (registration, login, purchase, etc.) and sends push messages. Powerful features to analyze results.
All you have to do is think about when and what message to send, and just draw a scenario according to the image in your head.
After configuring the script, it is necessary to configure the messages sent based on the event trigger. Hyper-personalized targeted messages can be placed in channels that suit the purpose, such as in-app push messages, SMS, and Zalo.
Assuming you want to send push messages to ‘users who have purchased from VND 1 million or more in 30 days’ as set above, you can select the audience you created as shown below and write a message in the push message widget. If you set up this feature, messages will automatically be sent to relevant users according to the above scenario.
Tips for setting up different notifications depending on how long it takes to predict bounce rate!
By using the bounce rate prediction function provided by Defery, you can send different messages depending on the bounce rate prediction interval. This method hits two birds with one arrow by discouraging customers who have painstakingly attracted customers to a competing service, while also helping customers refocus on the service.
- Predicted churn rate below 30%: Send messages about new products, services, and products to customers who are unlikely to churn based on their recent purchase history or purchase amount. This is the most appropriate audience to encourage repeat purchases, and loyalty can also increase if you use information Hyper-personalization. Check out the new summer products prepared exclusively for users[name*]! 🩱
- The predicted churn rate is 30-60%: Although this is not a high-risk group, because this is a group of customers who are likely to ignore competitors at any time, a process is needed to attract them back to the service and increase. interest through sales over time, etc. A marketing message that leverages the strengths that only our services can show compared to other companies can be the secret to winning the hearts of customers again. 🕛20% off the product you’re viewing right now until 12pm tomorrow🕛
- Predicted churn rate exceeding 60%: When the risk of churn is detected, it is necessary to provide maximum benefits to customers. Actively take advantage of coupons with high discount rates and 1+1 events. 🚨Coupon up to 70% 🚨 available now
💡 Examples of Good Use of Growth Action
1) Trading Company A
- Add users who failed to meet target actions (sign-ups, membership registrations, purchases, etc.) within 3 days of launching the app into the segment.
- Send push messages like Time Attack to shorten purchase consideration time
2) Beauty Company C
- Only gather users who buy more than 1 million won per month and set them as an audience
- Start A/B testing your push messages to encourage repeat purchases
- Segment customers in more detail by monthly purchase amount and get a better understanding of which messages work best for which audience.
3) Game R Company
- Added new user segment who installs app after seeing Facebook’s game launch ad
- Predict and prevent churn by sending push messages that involve launching and maintaining predictions
4) S Financial Company
- Add a segment of users who launched your app through push messages
- Verify effectiveness by analyzing the actions they took in the app
Conclude
In this article, we’ve discussed the importance of hyper-personalized marketing in attracting and retaining customers. There’s no more important time to connect and impress consumers. Remember that each customer is an individual with unique needs and preferences, and it’s your chance to create a unique experience for them.
The act of growth in marketing requires not only innovation and insight into customer data, but also commitment and patience. Don’t be afraid to experiment and adjust your marketing strategy to reflect changes in customer behavior.
Finally, remember that hyper-personalized marketing is not just a temporary strategy but a long-term implementation to build relationships with customers, provide real value to them, and in turn, drive the growth of your business. I wish you success in adopting hyper-personalized marketing and achieving strong growth in the future!