Category Archives: MAPP

8 Tips: Don’t Let The Coronavirus Infect Your Email Campaigns

Like it or not, the digital world is evolving. These changes might have happened over the course of a few years, but due to the coronavirus, the timeline has been shortened drastically. Flying cars aside, we already find ourselves living in hypothetical scenarios of a pseudo-future where everyone works from home, social contact is limited, and most of our time is spent in front of electronic devices (for now on the computer, the inevitable smartphone, and maybe even the tablet). For that reason, I was not surprised when my 4-year-old daughter thought the TV is broken when, by pressing the screen, she noticed that the Disney+ gallery wasn’t scrolling.

As social behaviors change, digital ones shift with them. The changes we are currently experiencing must be managed, not suffered through. Precisely because, consciously or not, we are an integral part of it. Even though change can be difficult, the show must go on! Whether you are trying to save your business, maintain it, or develop new avenues, email marketing can be an integral part of that strategy. But rushing to market with it can give way to avoidable errors.

So, if you really want to get started with email marketing during this period, I wouldn’t recommend pressing the send button before you’ve read these 8 tips:

1. Don’t send tearful emails

Nobody wants to get another email saying a company’s heart goes out to us in this challenging time and that they hope you and your family are in good health. You are a supplier. Kind, professional, generous, but still a supplier. Stay that way. Of course, if you already have a personal relationship with your audience, some empathy could be appreciated but in general, “buttering” customers up, even if in good faith, can be annoying and seem insincere.

Email deliverability consequences: cancellation, complaint, affected IP and sending domain reputation

2. Don’t hit the whole database

If you are thinking about sending emails to your whole list, your inactive audience may not take this positively. Especially because they have probably already received a ton of similar messages from other companies.

Email deliverability consequences: cancellation, complaint, spam traps affected, affected IP and sending domain reputation

3. Don’t send COVID promos

I know that business never sleeps, but your customers would feel “used” if you only focus on selling at this time, using COVID-19 as a selling point. Perhaps it is also not the most appropriate time to really push abandoned carts and send re-engagement emails with a commercial or carefree tone. Being commercially aggressive can be a slippery slope. Take this into consideration. Unless you sell medical masks or sanitizing products, pushing too much sales right now might have a bad boomerang effect.

Email deliverability consequences: cancellation, complaint, email into spam folder, affected IP and sending domain reputation, loss of loyalty

4. Only send when there’s a good reason

Don’t feel compelled to say something just because everyone else is doing it. If you don’t have a valid reason to communicate with your customers, it’s better to not say anything. In other words, don’t just send emails for the sake of it. In fact, you risk wasting time creating the campaign and only earning complaints as a result.

Email deliverability consequences: complaints

 5. Be patient

Online shopping trends are skyrocketing due to the temporary closure of many physical stores. So, the consumers who previously preferred traditional shopping will be forced to change their mind and make use of eCommerce stores. As a result, inactive users will recover their old/unused/forgotten account and reactivate it and new customers will start signing up.

Email deliverability consequences: having more active audience between your recipients, means higher reputation with ISPs and higher deliverability.

6. Be positive, but not happy

You are most likely about to send a campaign to consumers who have been at home with their family (some, also with the mother-in-law) for 24 hours a day, for the past weeks. As if that is not enough, they certainly receive daily, negative news updates about the pandemic. So, using an overly enthusiastic tone might lead the subscriber to think that you are sending emails from another planet (and which point they might envy you), or that you are pretending that nothing is happening in the world (at which point they will believe that you are out of mind). Please try to put yourself in your audience’s shoes and don’t force your happy talk on them.

Email deliverability consequences: complaints

7. Invest in security

Hacker attacks and phishing emails speculating about coronavirus are also increasing. ISPs raised the alert level and spam filters are more severe as well. If you haven’t done so yet, you can invest in sending securely (which ISPs really like) by properly configuring the SPF, DKIM and DMARC records, as well as the newcomer, BIMI.[https://mapp.com/blog/email-authentication-with-spf-dkim-and-dmarc/]

Email deliverability consequences: higher deliverability and open rates

8. Don’t underestimate the human anti-spam filter

Improving email deliverability can be done with many different strategies, rules, and tricks. What we often forget though is that the human spam filter remains the most effective. In fact, it’s the one that generates the complaints, unsubscribes, or just the deliberate ignoring of your message. More than ever before, we must give priority to the user experience rather than to percentages. It seems the email bombing panic we had at the times of GDPR is going to come again. (Pro tip: In general, never put a panicked person and an email marketing platform in the same room) Please, break away from the pack and don’t just follow the sheep when it comes to your email campaigns.

This article was first published by MAPP. Permission to use has been granted by the publisher.

Adapting to Change: How to Come Out on Top

Change. Sometimes it happens quickly. Often its agonizingly slow. But if the COVID-19 pandemic has shown us anything, it’s how quickly people, companies and governments can make huge changes and adapt their daily routines to get things done and meet the new normal when they absolutely have to. After all, necessity is the mother of invention.

There have been some incredible examples of companies using their skills and technology to pivot completely to making new products, such as face masks (Foxconn), hand sanitizer (LVMH), ventilators, and breathing support devices developed in a week which would otherwise take years for approvals (Mercedes F1 team). In addition, restaurants and pubs turning not only to takeaway, but selling fresh fruit, vegetable, flour, butter etc. The one in my village is even selling cask beer to take away! In other words, all the essentials.

There are always winners in any given situation, though perhaps some are less expected. Zoom, HouseParty, Netflix, Amazon, and supermarkets are some of the highest profile and perhaps obvious companies to benefit. But less expected are garden centers, DIY stores, gym equipment, garden toys and stationary brands, which are all seeing a huge rise in demand as people look to fill their time and teach at home. They’re perhaps not products you may have initially thought would soar in popularity — those and toilet paper, I guess.

It may be far from perfect, but change we did. And change on this scale comes with the equally important requirement of strong and accurate communication. We’re responding to our customers’ needs and changes in requirements as quickly as we possibly can, too. Analytics is more important than ever to make sense of the madness and make fast, informed, and actionable decisions based on insights, and then use direct forms of communication such as email, SMS, push notifications and social media to keep customers informed. We know that some of our clients are short on staff and resources (home-schooling taking up time, changes in staff priorities, varying ability to work remotely, at full capacity, and of course illness), which means that creative, copy, or data maybe isn’t delivered on time, either internally or via third parties — and they need some help.

Here’s how Mapp can help, beyond our digital marketing platform:

1. Campaign Management Services

Now more than ever, companies need to rely on digital marketing campaigns to reach their goals and KPIs. Mapp’s Campaign Management Team, based across Europe and the US, can deliver campaigns on your behalf from the Mapp Cloud platform, whether it’s to acquire new customers or engage current ones. More specifically, we can help with you deploy email and SMS campaigns, setup reactivation campaigns, and acquire new high-quality users to your user base.

Find out more campaign management

2. Strategic Data Consulting Services

Turn data into information and information into actionable insights. It’s all about understanding what the data means in order to optimize your current marketing programs and better align them with your business goals. Our team of data experts, based in Germany and the UK, work with Mapp customers to help them get more out of their data in our systems – and their systems – to drive better marketing.

Mapp’s Strategic Data Consulting can assist you with gaining actionable insights from your data, collecting more valuable data, or cleansing your user database. Learn how to look at data from a user-centric perspective to help find segments with low, medium or high performing users within your user base, and send more targeted email campaigns instead of BAU send outs perhaps better suited to normal business conditions.

Find out more about data consulting

3. Lead Generation Services

Online traffic and engagement are at an all-time high right now. Don’t miss out on the opportunity to get your brand in front of a new audience! Mapp’s Lead Generation Services can help you collect that crucial first-party data by building a fresh and engaged audience, nurtured with dynamic, personalised campaigns. This way your company can remain successful during these uncertain times – and you’ll be ready to jump straight into top gear when normal life resumes. We can build all of your creatives, overlays, pop-ups, banners, emails, landing pages, reports, and anything else you might need to grow your prospect database.

Find out more about lead generation

Consumer demand is changing as often as government policy and health advice, and with so much change, engaging the right person with the right campaign at the right time is more important than ever. We may not be able to manufacture ventilators, but we want to ensure new and existing customers can continue to build relationships with their own customers with the help of our technology, at a time when accurate and timely communication is vitally important.

This article was first published by Mapp. Permission to use has been granted by the publisher.

Survive and Thrive: Top Digital Strategies for The New Normal

Wednesday April 29th, 10 am Pacific, 1 pm Eastern

Every brand must find new ways to survive and thrive in these unprecedented times. In this Webinar, you will gain insights into the top strategies used by successful brands to help them grow their traffic, improve conversion rates, turn first-time customers into repeat buyers and build brand loyalty.

Now more than ever, brands are focusing on improving their digital strategies to weather this crisis, while also positioning themselves for future growth. Let us show you how easy this is to achieve with Mapp Cloud and its insight-led cross channel customer engagement capabilities.

Some categories have seen increased demand, some a stark drop, and others no change. Those that have seen a large increase are often faced with supply side problems. Whatever your situation, it is no doubt you’re being affected by the huge changes in consumer confidence and buying patterns. The question is….are you ready to face the challenge?

Join this webinar to:

· Learn strategies that work in these unprecedented times
· Apply these strategies to your own marketing program
· Optimize your results with Mapp Cloud and insight-led customer engagement.

This article was first published by MAPP. Permission to use has been granted by the publisher.

How Companies Can Stay Successful When Face-To-Face Marketing & Selling Are Impeded

Shopping cart and coffee on wooden table,online shopping concept with cocy space

You’ve probably seen it in the news every day, the coronavirus is changing the way people are going about their daily life. In light of the outbreak of COVID-19, companies are also struggling to go about business as usual. Digiday sums it up clearly: “The economic shock of coronavirus is unique in that it affects both the demand and supply sides of the economy. On the demand side, there is less travel and likely more hesitant consumer spending. On the supply side, manufacturing supply chains are disrupted.” To try to keep employees safe, companies are taking preventive measures. But with these preventative measures day-to-day business processes – including manufacturing, marketing, and selling – are being put to the test.

Who is it affecting?

Companies are caught in a spiral of uncertainty, as the outlook for the spread of the virus changes every day. In the B2B realm, a lot of in-person events are being postponed or canceled – which goes for Mapp too – making it harder to find new leads and conduct global business. According to The New York Times, “companies are telling investors sales are slumping because of the outbreak, conferences are being canceled, and workers are being instructed not to travel.”

B2C companies are also seeing a decrease in sales, especially traditional retailers, as people are choosing to stay home, instead of going shopping. But there is a silver lining for retailers… The current state is changing people’s buying habits: less brick and mortar, more online shopping. Forbes says that “both customers who want to avoid the crowds and those who are running into empty shelves at brick-and-mortar stores are turning to the internet to shop.”

Online retail sales increased by +81% in the week after the emergency state arose, according to Nielsen. Sales of products that can safeguard health, such as gloves, masks, and sanitizers jumped 817% in February compared with the previous month. In addition, online sales of toilet paper, canned goods, cold and flu medicine, and groceries have risen tremendously, USA Today states.

What can you do?

Whatever situation your company finds itself in at the moment, it’s time to move your resources to digital marketing in the coming months to keep the business running – and growing. Retailers can drive revenue by reallocating their budget to online marketing to drive people directly to their online store.

No one knows when things will go back to normal, but in the meantime, is your business ready to face the challenge?

Ask yourself these questions:

  • Is your eCommerce traffic growing?
  • Are you increasing your advertising spend to drive more traffic to your eCommerce store?
  • Can you track which channel/format is performing better?
  • Are you monitoring the customer journey on your eCommerce store?
  • Can you detect anomalies before it’s too late?
  • Do you have a strategy to convert new customers without burning your entire margin on discounts?
  • Are you asking your new customers for feedback after their first purchase?
  • Are you effectively managing abandoned baskets?
  • Can you classify customers by LTV and treat them accordingly?
  • Can you easily control which products sell more and why?
  • Do you have a strategy to engage new customers while they’re on your website?
  • Are you personalizing the customer experience on your website?
  • How do you turn a first-time customer into a repeat buyer?
How can a digital marketing platform help?
1. Drive people to your online store

If you’re only using email, it’s time to branch out. Use all your marketing channels to send consumers to your online store, including paid ads, push notifications, SMS, social media posts, etc. Businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates, according to Aspect Software. What’s more, those omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel. Think of appealing promotions that people might need or want right now to drive website traffic (but read the discount section below first!). Pro tip: Before directing consumers to your online store, make sure your eCommerce site is in good shape and ready to take on the influx – both on desktop and mobile.

Target existing customers with messaging that draws on their purchase history and encourages them to return and buy again. Target prospective customers using existing customer data and insights to build a lookalike audience for new ad segments. Then use web browsing behavior to finetune both of those target audiences. But make sure you don’t waste ad spend on the wrong people. Use AI to suppress paid ads after they have been shown to a user X amount of times and then build persona profiles to prevent the display of adverts to users exhibiting similar behaviors to the people not responding to your ad.

2. Personalize your website experience

Enhance the traditional purchasing path by adding value at every stage with personalized, relevant and automated engagement. Especially on your website, make every single customer-brand interaction count with relevant content. Recommend the best products based on their previous purchase history, as well as viewed products across multiple website visits and interactions. Show your website visitors content that they actually want to see in order to guarantee higher engagement rates and decreased bounce rates.

3. Optimize your abandoned basket campaigns

Is your abandoned cart strategy actually bringing people back? Abandoned basket marketing involves follow-up messages sent to consumers who leave a website without purchasing the items in their shopping cart. The typical shopping cart abandonment rate for online retailers varies between 60% and 80%. These consumers have left part-way through checkout, which means that, at one point, they were considering making a purchase. The potential here is huge! In order to optimize abandoned basket messaging, use analytics and insights to find out more about the people abandoning their purchase. Target and automate these emails, so that an abandoned cart series can go all out on its own – and have the most impact. Win back revenue that would otherwise have been lost.

4. Rely on the power of smart discounts

To acquire or retain customers, a coupon can help seal the deal. Discounts are an effective – but costly – way to entice prospects to buy something from your online shop; the higher the discount the more likely the sale. But not everyone needs to be incentivized. Those who would buy something even without a coupon make discount campaigns an expensive undertaking, as you are losing money on a sale that could have been at full price.

The perfect solution is actually very simple: only offer a discount to those who won’t buy without it. That way you won’t interfere with potential new customers in the checkout process who have already made up their mind. With the help of AI (part of an advanced platform like Mapp Cloud), you can predict the conversion probability of a consumer in terms of selecting who receives a discount. These predictions rely on real-time and historical data, taking into account all behavior of a user in the past and during the current session. Then you define the thresholds for the conversion probability, e.g. offer everyone below 60% probability a discount, users above this threshold will not see any discounts. This will reduce the cost of discount campaigns while enticing the unconvinced to visit your online store and make a purchase.

5. Build customer loyalty

If your inventory is linked to China and you’re grappling with logistical bottlenecks and product shortages caused by the coronavirus, you can still rely on digital marketing to keep your customer engaged. Don’t take for granted how important it is to maintain good customer communication. The most important thing is that you want customers to remain loyal even if things aren’t going the way they should. Keeping your customers in the know will relieve a lot of frustration. Customers might be upset or frustrated because they didn’t get what they expected, so it’s your job to let them know that you care. Send messages to keep them up to date on delays, when certain products are expected to be back in stock or to just tell them you appreciate their loyalty in this crazy time.

As we mentioned before, use all channels at your disposal to build that relationship with your customers, including web, email, mobile, and social. Wherever consumers are, meet them there. Keep it all manageable by automating these communications. Build targeted campaigns automating all steps ahead of time. The recipients’ response should be taken into account over the course of the orchestrated campaign sequence, as well as their individual preferences. For consumers who do not respond to the first message, the content can be repackaged and/or offered through a different channel.

Wrap up

There are companies that are unexpectedly seeing an uptick in business since the outbreak – and online retailers are among them. In a world where people are increasingly hesitant to go outside, consumers are starting to rely more heavily on the internet than ever to go about their daily life. Is your business ready to take on this new customer need in this challenging time? Mapp Cloud is an insight-driven marketing engagement platform that can help your company remain successful while face-to-face marketing and selling are impeded.

This article was first published by Mapp.com. Permission to use has been granted by the publisher.

How To Uncover Customer Insights In Cross-Channel Marketing

In an ideal marketing world, traditional and e-commerce retailers would always know how and when to interact with their target audience to engage them in the best possible way. If there was only one communication channel, it would be a breeze to identify customers, track their activities, and address them in the most appropriate way. But the reality is different: consumers now not only use a wide variety of devices for surfing and online shopping, but also regularly switch between channels such as Facebook, e-mail, and customer apps. The challenge is, therefore, to identify customers across devices and channels in order to gain profound insights about them through data analysis. The new insights gained from this analysis allow a one-to-one customer approach that is appropriate for each channel.

The need for such data analyses is enormous. According to a recent Gartner study, companies are already investing between 6.3 and 8.6 percent of their budgets in analysis measures. At the same time, 61 percent of all companies plan to further increase their spending on marketing analytics in the next three years.

This blog explains how companies can gain valuable customer insights through a stringent cross-channel strategy and use it to their advantage.

1. Integrate Data & Break Down Silos

A well thought-out data strategy is essential for successful cross-channel marketing. To get a 360-degree view of their customers, retailers and e-commerce providers must first consider what information sources are available to them. Customer data can be collected in three different ways: through direct customer surveys, through indirect customer tracking and by supplementing their own customer information with third-party data. The company’s own CRM, websites, and social media profiles are the most obvious data sources. In principle, all points of contact with the customer can be used as sources.

However, data abundance does not automatically mean that useful insights are gained from it. One of the main obstacles to real customer insights are incomplete customer profiles. The key is to break down data silos with the help of a technology partner and create individual, uniform customer profiles. By closing the gaps and consolidating all fragmented data sources in one central location, target groups can be identified across channels, their preferences recognized, and correlations sounded out. Data from first, second- and third-party customers then helps e-commerce providers and retailers to plan and execute highly personalized marketing activities.

2. Define Goals & Channels

Large data sets also open up an infinite number of possibilities for data evaluation. In order to save resources and work effectively, retailers should define key performance indicators in advance that are geared to the most important corporate goals. For example, if a goal is “20% increase in new customer acquisition”, relevant marketing indicators include newsletter subscriptions and ad click rates. Companies should also ensure that all the data collected meets the needs of the various stakeholders.

The channel mix that a company uses can also be derived from the defined goals. Retailers need to ask themselves where they are most likely to meet their target audiences, which channels are already operating successfully, and which in turn have great potential.

Marketing analytics are the best way to evaluate the data related to different channels. The results reveal how their own customers behave, what marketing measures are being used with the target group, and which products and areas in the online shop work. In order not to overlook any useful information, the data and insights should be prepared in a uniform way. Graphics-based data dashboards enable employees and decision-makers to display key figures in a variety of ways, for example by marketing channel, campaign, content, region or business unit. This allows the entire company to maintain an overview, never lose sight of the common goal and discover additional business opportunities.

3. Outline the Customer Journey

In order to establish truly relevant cross-channel communication, it is important to capture the customer journey of each target group. The Customer Journey Mapping method is the way to do this. By visualizing the customer’s points of contact with their own brand and offers, the customer experience becomes tangible. E-commerce providers and retailers view products or service offerings from the customer’s perspective and can more easily identify disruptive factors and opportunities for improvement. However, in customer journey mapping there is no right or wrong. Depending on their own goals, companies should choose their own format. Either large customer groups are examined or very specific buyer personas. Similarly, mapping can focus on a specific marketing channel and constellation (e.g. the customer journey on social media) or it can look directly at the entire journey from initial contact to the conclusion of a sale. The following points should be examined for each phase:

  • The customer needs and goals
  • Relevant contact points & their impact on the customer
  • What should be communicated?
  • How are the brand values communicated?
  • The emotions of the customers

It is particularly important to understand the intentions of the target groups. After all, every customer interaction with one’s own company is based on a certain feeling, which can change during the customer journey. Often there is a problem or a certain interest behind the action. When e-commerce providers and retailers identify these pain points, they gain valuable customer insights –and can thus actively accompany and shape the customer journey.

4. Insight-based Customer Engagement

Once the customer journey and the corresponding data have been prepared, customers can be activated individually and across channels with various measures and messages on the basis of the insights gained. Companies should differentiate between data, analytics, and insights. Data is the raw and unprocessed facts, which are usually available in the form of figures and texts from the various channels. Data is usually stored in databases and Excel files. Analytics, on the other hand, means interpreting data and identifying patterns and trends. Insights describe the added value that results from the analytics findings. Insights are the central basis for developing your own offering and identifying new business opportunities.

However, insight-based customer engagement is also based on AI-supported forecasting models that enable targeted customer interaction with self-optimizing cross-channel campaigns. Automated, customized messages can be sent in the most appropriate marketing channel, at the optimal time and with the right contact frequency. One-to-one personalization is also indispensable in modern cross-channel marketing and allows dynamic customer interaction in real-time. Therefore, each individual end consumer should be treated as an individual segment. Detailed analytics functions are essential for accurate segmentation.

5. Obtaining Consent

It should be said that anyone who wants to accompany and address customers through several channels in advertising must also take care of the associated opt-in processes. Regardless of whether it’s a newsletter, social media or app: customers must give their consent for the individual channels, otherwise data collection is not legally sound. Since the introduction of the DSGVO at the latest, there have been no exceptions to this rule. If they receive individually tailored and attractive offers, customers are happy to give their consent to receive information. This requires customer confidence that customer data is processed and used responsibly and sensitively. At the same time, retailers and e-commerce brands are well advised to rely on first-party data. Such proprietary and self-generated data can be obtained, among other things, from the company’s own online shops and apps, as well as from comparable marketing channels, with the company having the sole right of access. Amazon, Google, Facebook and Co. are therefore excluded.

Conclusion

Cross-channel marketing means that the channels are linked to each other and not just processed in parallel. The measures are particularly effective if the different customer needs are addressed by an appropriate channel mix and a consistent customer experience is created. So, if you want to run successful cross-channel campaigns, you need to build up knowledge about your own customers, the right channels, tools, functionalities, and data collection and analysis. What may seem like too much of a challenge at first quickly turns out to be a smart investment in the future of the company. Once you have familiarized yourself with the subject matter, you will successfully communicate messages that are precisely targeted and comprehensively coordinated. This results in better customer loyalty – and thus more sales.

Want to find out more about how to truly get to know your customers in a cross-channel world?
Download our eBook Here

This article was first published by MAPP. Permission to use has been granted by the publisher.

How Customer Analytics Can Give You Insights That Others Can’t – And Gain a Long-term Perspective

Most of the classical KPIs that are used by marketers and analysts, and are recommended by industry experts, are basically snapshots. They only look at a small timeframe and don’t consider customer or visitor types or even their development. Typically, when we talk about customer journey it means a time range between the first marketing contact and a conversion – sometimes even more reduced by limitations like 30 days post click or post view. But in the same way as no business can survive without a long-term strategy also no good reporting and analytics should exclude long-term effects and developments. In the worst scenario all classical KPIs show a good performance and still revenue stagnates or even sinks. And you would be surprised how often exactly that is happening.

That is why in our new Customer Insights Dashboards for Mapp Intelligence customer analytics and customer development play a crucial role and you will find KPIs with a long-term perspective in several of our dashboards. Mapp has good reasons for this, and I want to share with you one of the most remarkable customer cases.

Shortly after we developed our customer development KPIs, we got the chance to apply them to a customer case – and prove the insights you can get from them. Unfortunately, we need to keep the name of customer confidential, as well as their data. So, I will show you the case in an anonymized way, which is still valuable in demonstrating the importance of customer analytics (more than any fictional example ever could be).

Starting Conditions   

Our customer in the retail industry had a main concern about shrinking revenue and market share, despite major efforts and investments in buying new traffic and nurturing existing customers.

The following graphs show the development of KPIs in a time range of 2 years. The percentages in the small boxes show the average of the yearly comparison on a monthly basis. The color coding represents a rating of the development from green (no negative or positive development) to red (negative development).

Looking at the numbers above, they had a reduction in revenue of 12% within one year. The cause was a combination of less orders and less average order value. The corrective actions (and related analyses) were very much focused on the usual: improving CTR and CPO performance of the targeted marketing channels, optimizing onsite CR, and analyzing product popularity to increase up-selling and cross-selling. The challenge was that at least two KPIs they looked at were showing no significant drop and improvement.

Their efforts in new visitors and conversion rates seemed to be successful. Other typical marketing metrics were ok too. Onsite user behavior was fine. On the surface, everyone did a good job – but the most important KPI – revenue – was in free fall.

Applying Customer Analytics  

As a marketer or analyst, you need clear indications outside the usual range of fluctuation – proper actionable insights. When Mapp checked the customer development KPIs, we already had a suspicion but still were surprised by the results.

First, we looked at the Customer Conversion Ratewhich shows the relation between new customers and new visitors. The website was generating new visitors and we wanted to see what happened with them. A reduction by 13% was a first significant result. The (expensive) efforts in getting new visitors were obviously fizzling out, since they had no impact on the revenue – quite the opposite.

The typical retailer does not generate profit out of one-time buyers. Two or even more orders are required to justify the marketing investment (Customer Acquisition Costs vs. Customer Lifetime Value). Therefore, our next step was to check that performance… and it got even worse.

The Repeated Order Rateshows the relation between the first and the second order (How many customers repeat purchase?). As you can see, within one year the share of new customers who bought again (and become profitable) sank by 17% and the time between orders went up by 23% – resulting in not only less orders but also in a negative trend from a long-term perspective.

Since the main concern was the revenue, the next KPI we checked was the Order Value Increase– the relation between the order values of the first and the second order. It showed a very negative development, the relation went from around 6%+ at the beginning of the 2-year period to nearly 0 at the end. This means while in the past customers generated 6% more revenue, if they bought again, they stagnated now with a strong tendency towards even reducing their basket size in returning orders. For a business which relies on customer loyalty this is an alarming signal.

So What Happened?  

While the standard measurements showed some trends but gave no clear insights, customer development KPIs were pretty clear. Here’s the scenario Mapp could identify:

Due to investments in prospecting and branding, the company was generating new traffic for the website. The share of this new traffic even went up slightly in the 2-year time frame.

But the ability to convert new users into new customers was declining. In other words, the positive effect of new users turned into quite the opposite.

From the new customers, the retailer generated a strongly reduced share of contacts who bought a second time (or more often). This meant that the company was not just losing performance and revenue. More importantly, the company was losing the opportunity of turning traffic into profit.

Moreover, even if customers bought again, they were spending less money than before.

This whole trend cumulated into reduced revenue while the typical daily performance measurements around the orders showed no big decline or other negative effects.

While investing money in new traffic and nurturing old customers, they missed the important group in between – users on the way of becoming loyal customers – and with that gambled away not just current revenue but their future customer basis.

Conclusion

Working in a fast-moving business and under the influence of short-term performance KPIs, it is not so easy to keep an eye on long-term developments. Typical web analytics tools do not provide such KPIs for the long-term perspective, while a CRM might be long-term oriented but not give the full picture from new users becoming loyal customers. Mapp provides Customer Insights Dashboards, so that companies can easily gain a long-term perspective based on actionable insights.

Want to learn more about Customer Insights Dashboards and Mapp Intelligence get in touch with us: Get in Touch

This article was first published by MAPP.com. Permission to use has been granted by the publisher.

9 Keys to Optimizing your Welcome Email Program

With the New Year behind us, email marketers are quickly transitioning from planning to implementation. An often forgotten, but vital piece to your email marketing efforts is an effective Welcome Email Program. While an engaging welcome email experience doesn’t always have an immediate impact on revenue, it helps establish successful relationships early, and can drive higher customer lifetime value over the course of the relationship.

To expand on my last week’s article about triggered & transactional email campaigns, here are the key components to designing an effective Welcome Program:

1. Send a message confirming subscription right away: Immediacy is key to confirm the subscription. Thank customers for signing up and fulfill any incentives used to entice their subscription.

2. Implement a Welcome Series: Notice how I said ‘Welcome Program’ and not ‘Welcome Message’. Develop a true onboarding funnel using a series of messages to introduce subscribers to your brand, prime them for engagement and develop a long-term relationship.

3. Level set expectations: Use the Welcome Series to reiterate and clarify exactly what you’ll be sending them, when they will hear from you and how often. Provide a link to your preference center to allow subscribers to customize their content and cadence mix. This will go a long way in reducing complaints and inactivity – especially for those marketers who send frequently and have a diversified distribution calendar.

4. Remind subscribers where they came from: When customers engage in a multichannel environment, it’s important to recognize their preference per where they signed up. Demonstrate your understanding by tailoring your messaging accordingly to establish a solid relationship at the onset.

5. Request additional information: Limit the barriers to subscription by reducing the number of data points on your sign-up forms, and use your welcome funnel to expand on your subscribers profiles. Leverage Progressive Profiling to implicitly and explicitly gain additional data points to leverage down the road.

6. Educate subscribers: Take advantage of this introductory period to inform subscribers about special benefits, loyalty programs and social initiatives.

7. Optimize design for mobile: With mobile email consumption continuing to grow, ensure that your templates are designed responsively for mobile friendly rendering.

8. Send your first newsletter/promotional message in a timely fashion: Avoid a long lag between sign-up and first non-welcome series message delivery.

9. Test performance for continued optimization: Be sure to test performance to optimize cadence, content and call-to-action. In addition to standard response metrics, include KPIs like Time to First Purchase, Average Order Value, and Life Time Value in your evaluation.

The post subscription period is a highly engaged timeframe, so take advantage of it by implementing a well-designed program that lays the groundwork for a solid long-term relationship.

The Mapp Digital Marketing Services team is here to assist you with program development, creative design, system implementation and analysis, so contact us with any questions or needs!

Find out how we helped a media company to create a welcome email series that increased click-through rates by 26%.

This article was first published by MAPP. Permission to use has been granted by the publisher.

Mapp Cloud Now Has Magento 2 Support

Online shops and email marketing belong together. Hardly any other channel is as suitable as email is for informing contacts and existing customers about new offers. Because, regardless of whether on a computer or a smartphone, promo and newsletter emails are opened, read, and clicked.

However, creating and sending emails remains also a challenge in retail and e-commerce. Target audiences have to be formed, the content has to be written, mailings need to be created, sent and analyzed. This process is much easier if the online shop and the email marketing tool are optimally integrated. The combination of shop systems and marketing software allows highly targeted email marketing activities based on the customer lifecycle of each individual shopper. For successful retention marketing, existing customers can be engaged, and new customers can be converted into recurring shoppers.

In the current market, only very few shopping software is ready for professional use – even by large online stores. Magento 2 is one of them. With the retail sector being one of Mapp’s largest markets, it was a no brainer to integrate with one of the biggest and best online e-commerce platforms. It is with great gusto that we announce our integration with Magento 2.

This is an important time for us at Mapp. With our recent acquisition of Webtrekk, our platform’s features and functionality became an even better fit for retail markets. With that in mind, we wanted to take our time with Magento and do the integration right.

Online shop and email marketing sync at its best

Customers, subscribers, orders; anything goes. The integration with Magento 2 is seamless, allowing your Magento store to sync any sort of data with the Mapp Cloud.

Mapp Cloud then allows you to stay in contact with customers in a highly personalized manner. It also benefits the modern marketer by offering insights and analytics based on previous purchases and other information collected within the Magento ecosystem.

All of the integration is done using Mapp Connect technology to easily map fields and data sources to the customer profile. This means less time is spent setting up and maintaining the integration as these two systems update and change by themselves. It connects your online shop and automatically syncs crucial information to Mapp. You will be able to use your Magento data with Mapp Cloud to create customized audiences, personalize your messages, and automate retention marketing.

We are especially excited about the data points Magento offers Mapp Cloud users. Being able to utilize customer data, like orders and preferences, in Mapp’s Unified Customer Profile offers a complete image of a customer. This, in turn, allows you to launch more personalized campaigns and activate dynamic content for real one-to-one communications.

Benefits to you:
  1. Easily create marketing automations that take orders into consideration. Whether to stay in touch with your customers or to upsell them, it’s easy to use the data in automated workflows.
  2. Personalize messaging based on multiple data points – talk to the customer-of-the-past using historic order details or utilize the data-of-the-now through browse and engagement behavior.
  3. Segment smarter when you have the full picture. Using the unified customer view in Mapp Cloud, you can see which groups are performing and which segments you might want to target in the future.
Want to learn more about the Magento 2 integration with Mapp Cloud, get in touch with us: https://mapp.com/contact-us/

This article was first published by MAPP. Permission to use has been granted by the publisher.

Digital Marketing Trends in Retail that Drive Sales and Engage Shoppers

More and more retailers are embracing online marketing as it directs shoppers straight to their website. In today’s cross-channel world, providing service through the channels that customers prefer has never been more crucial. Retailers need to deliver a consistent experience across every channel, at the right time, and with the appropriate message.

As customers grow more accustomed to using different devices and channels to access information and communicate in their everyday lives, they expect retailers to act similarly and to intelligently respond to their needs in real-time. For retailers, this requires a deeper understanding of their customers and the ability to deliver the most relevant, timely and optimized messages based on all that they know about each customer.

By evoking data-driven strategies that leverage a mix of channels, retailers are able to make more informed decisions and develop ways to connect and engage with their customers – while inspiring them to become loyal brand advocates. Thus, more retailers embrace what state-of-the-art technology has to offer to reach more consumers, generate sales, boost conversion and encourage recurring purchases.

From a cross-channel perspective, email is still the most popular way to market to consumers. 83.7% of retailers surveyed in April 2019 by Internet Retailer use email for their digital marketing. Social media is the runner-up with 65.8%.

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Meanwhile, retailers need to stay atop of the ever-changing marketing landscape. Technology continues to evolve, and consumers are more demanding than ever. Here is our take on the top three trends in retail you should follow to keep up:

1. Personalization

Customers expect to receive targeted, relevant and personalized messages from retailers. The data collected from cross-channel customer touchpoints is the base for your marketing. This customer data, consolidated from multiple channels, is the base that enables retailers to deliver personalized customer experiences via email and marketing automation. Personalization should also be able to deliver customized on-site messages and highly relevant content through pop-ups, overlays, and product recommendations.

2. Customer engagement

True customer engagement is based on data. Smart retailers pool customer data centrally, analyze customer behavior with machine learning, and engage customers with the right content across all channels. Online behavioral data can be merged with CRM data to create a personalized experience. Retailers should also activate and enrich website data with information from other relevant marketing channels. Customer insight isn’t just about knowing who the customers are, it is about knowing how they behave. Demographic and transactional data needs to be combined with customer intelligence from a multitude of data sources.

3. Mobile Optimization

Retailers should look for ways to enable the optimal experience for mobile customers. According to an internet retailer, 41% shoppers make more than half of their online purchases on a mobile device and 57% made at least 25% of their purchases on mobile devices in the last 12 months.

Learn more about digital marketing and how it plays a crucial role in a cross-channel world by downloading the free report: “Marketing Strategies of the Top 1000.”

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This article was first published by MAPP. Permission to use has been granted by the publisher.

Witt Weiden Boosts Revenue From Email Marketing By 56% [Case Study]

Witt Weiden, founded in 1907, is a German mail-order house for clothing with a thriving presence in Europe, Russia, and the USA. Catering mainly to women aged 50+, they have generated more than €820 million in revenue in 2017, with a year-over-year growth of 4%. Witt Weiden sends around 250,000 packages every day from the small town of Weiden. The company is part of the OTTO Group, one of the world’s largest retailers operating in 30 countries with online sales of €7.9 billion.

The Challenge: Witt Weiden’s performance in the textile mail-order business is highly correlated with their marketing team’s email abilities. The company’s email marketing campaigns encompass at least 14 newsletters a week. Sustaining the company’s success means executing complex and challenging email marketing campaigns for its eight different brands operating in several countries.

The primary challenge, however, lay with their email marketing platform that was extremely time-consuming. More specifically, it was necessary to manually upload email lists at the beginning of every day, as there was no option to automate emails. Using another tool for newsletters, the team was required to copy-paste HTML code for every email into their email marketing tool. With all these disjointed tools, the chance of encountering errors and issues was very high. Email marketing managers were becoming frustrated, as they wanted to work on creative email ideas, but instead were bogged down by uploading files and troubleshooting HTML code.

According to the company’s Email Marketing Manager Peter Scholzuk, a seasoned marketing professional with 8 years of email marketing experience, Witt Weiden needed a much more efficient content management platform. Scholzuk emphasized that you can have the best marketing strategy, but if you have an incompetent partner or an inefficient tool, those plans might as well not exist. Therefore, this new tool needed to optimize the email marketing campaigns at all stages (i.e. creation, deliverability, management), as well as significantly improve the team’s productivity.

  • Ensure optimal deliverability of emails
  • Replace manual HTML email creation process with a drag-and-drop capability
  • Implement effective and easy-to-use API connections compatible with Witt Weiden’s proprietary CMS platform
  • Generate automated reports about email marketing campaigns on a weekly basis

The Solution: After a thorough evaluation of the tools proposed by several providers, Peter Scholzuk and his team chose Mapp Digital as their digital marketing platform. Powered by two solutions, Mapp Engage for email marketing and Mapp Connect to integrate with Witt Weiden’s in-house CMS, Peter’s team was able to get quickly up and running.

The platform has enabled the email marketing team to create newsletters by setting up a template once and then reusing it through the drag-and-drop capability, generating a variety of designs easily. With a unique time-saving process, Mapp Engage has done away with the need to code from scratch each time to create multiple newsletters. Mapp Engage also has an efficient reporting system embedded that generates automated weekly reports based on specified KPIs and stated information. Both internal newsletters and external communications with affiliate partners are now done using Mapp Engage, allowing complex email campaigns to be effortlessly executed.

Since its implementation, the growth has been phenomenal and the company is currently sending millions of emails every month. With Mapp Engage, Witt Weiden is planning future digital marketing campaigns that will provide customers with tailored content depending on their location.

The Results: Mapp Engage made it possible for Witt Weiden to automate its email marketing campaigns, putting an end to the manual handling of HTML code that caused numerous problems. Witt Weiden’s weekly newsletters have doubled from 15 to 32 on average after the implementation of the new solution. This has had a significant impact on the revenues generated through these email campaigns, with a significant increase of 56 percent.

Mapp Engage has lived up to the expectations of the email marketing team when it comes to both volume and deliverability, thus ensuring better reach and increased personalization of messages.

Last but not least, working with Mapp Engage, Peter Scholzuk and his team didn’t have to worry about modifying their data processing mechanisms or any other documentation-related issues when GDPR arrived. The email marketing operations carried out through the platform automatically comply with all the regulations enacted by the European Union.

  • Team productivity up by 42% due to the streamlined newsletter creation process
  • Number of email marketing campaigns has increased from 15 to 32 per week
  • Revenue generated via email marketing campaigns has increased by 56%
  • Significant increase in deliverability of emails to customers and prospects
  • More than 20 million emails sent monthly

Download the full case study here: mapp.com/case-studies/witt-weiden.pdf

This article was first published by MAPP. Permission to use has been granted by the publisher.

Are You Really a Data-Driven Marketer?

You’ve probably heard it a million times before: marketers need to be data-driven. Most organizations understand that, without data, bias and assumptions can lead to poor decision making. And yet, according to Invesp, 87% of marketers say data is their company’s most under-utilized asset. What’s more, another survey shows that 58% of companies base at least half of their regular business decisions on gut feel or intuition instead of data. Collectively, marketers talk a good game about the importance of making decisions based on data – but actually being data-driven is a very different thing.

Being data-driven isn’t just a buzzword to be dropped into meetings (and blog posts). Using your data to understand and communicate with your customers is the key to customer-centricity – which is what marketing is all about these days. So how do you know if you and your marketing team are really data-driven? Find out below.

1. You know your objective

You define metrics that align with key business objectives and measure outcomes to learn how well your customer experience efforts meet those objectives. As Adweek reinforces, “Ensure that any data collected is aligned with stakeholder needs.”

If you don’t know your objective, start here: What specifically do you want to learn about your customers? Wanting to learn new insights in general is not a goal. Your starting points needs to be much more specific than that if you want to be able to take action on it. Is what you are researching going to be valuable to your business? Alongside knowing what you want to learn, you also need to know why.

2. You own your data and the access to it

Ask yourself these crucial questions: Do I own that data? Can I move the data? The answer should be yes to both. In order to be data-driven, there are some prerequisites:

  • An organization must be collecting data
  • Data must be accessible and queryable

Not sure whether you own it? Make a list of all the platforms, technologies, and partners that you have in order to identify where your data is, who owns it, and how easy you can access it. You’ll likely also have to dig into the terms and conditions with all your vendors, just to make sure you are the owner of your data – no exceptions. According to Think with Google, “Make sure that no one else is benefiting from your data without your knowledge or permission, and confirm that you can take your data with you if and when you leave to work with other providers.

3. You visualize the data

You have moved away from simple spreadsheets and make your data more approachable with the help of data visualizations. Picturing the data into graphs and charts allows you to recognize patterns and trends which otherwise might be uncovered – and build predictive models.

So, it’s not only necessary to own the data, it’s equally important to be able to analyze and synthesize it. Data tells unique stories and, in order to not miss out on actionable information, it needs to be consistent in the way it’s presented. To answer even the most diverse questions,data dashboards allow decision-makers to view key figures in a variety of ways, for example, by marketing channel, campaign, content, region, or business area. Dashboards enable all departments to use and act on the same data.

4. You leverage technology

You don’t make decision based on your gut feeling when it comes to marketing. Instead, you use the latest technology and marketing stacks to analyze data and improve strategy. You track all activities and campaigns meticulously – analytics is your best friend.

Marketers often spend too much of their time taming technology, rather than focusing on the data that will make a difference for their business. If you feel like you are in a similar position, use the list from #2 (see above) to determine which marketing tools have core functionality and which ones don’t add real value to your stack.

Once you have eliminated the vendors that have become an obstacle, you can implement a centralized hub, or a many-in-one platform, to replace the functionalities you removed. A hub is typically a robust platform that gives you the ability to manage many (or most) of your marketing efforts within one ecosystem, making it much easier to unify and activate your data.

Wrap up:

Do the above four statement describe you as a marketer? If the answer is yes, then GO YOU! You can truly call yourself a data-driven marketer. If the answer is no, then you might not be as data-driven as you had hoped – yet. But you can change that.According to O’Reilly, “Data-drivenness is about building tools, abilities, and, most crucially, a culture that acts on data.”

And while this might sound hard, you don’t have to do it alone. Mapp can be the technology partner that helps you build that data-driven culture. Our platform, Mapp Cloud, allows for the fastest time from data to insights to action through real-time, comprehensive customer profiles that fuel cross-channel engagement. You will be able to draw from unified data, insightful dashboards, and AI-generated customer intelligence to establish a sustainable competitive advantage and long-term customer loyalty.

Now it’s time to make data your company’s most valuable data!

This article was first published by MAPP. Permission to use has been granted by the publisher.

Everything You Always Wanted to Know About Email Bounces

If you are in charge of creating and managing email campaigns, you’re probably dealing with emotions that only mass emailing can give you. Once you hit that “Send Campaign” button and get rid of the excess adrenaline with a nice shower or a liberating cry in the bathroom stall, it’s time to go back to the front lines. At this point in the game, it really gets tough: it’s time for analysis!

Put on your lab goggles and get ready to handle the results of your recent massive send out. A mix of registrations, purchases, compliments, but also (and above all) complaints, cancellations, and a lot of messages from a certain Mr. Daemon. Mailer Daemon.

Welcome to the world of bounce!

Why Does an Email Bounce Back?

Don’t panic. Or maybe you do panic… Because every bounce received is a notification that informs you that, for a certain reason, your message could not reach the recipient and this impacts your domain and your IP reputation.

Bounces are divided into Soft Bounces and Hard Bounces— a bit like porn (I’m sure I could have used a more professional metaphor, but I’m just as sure that, at least for a few seconds, I had your undivided attention).

1. Soft Bounces

The soft bounce refers to messages that are not delivered due to:

  • Sender domain and IP reputation
  • Temporary technical unavailability of the recipient server
  • Sending to recipients with a full mailbox
  • Messages that are too “heavy”
  • Messages containing “spammy” words (especially in the subject line), malicious code, and HTML that isn’t correctly generated

Your recipient’s mailbox is like a club that doesn’t let you in because you don’t match the required dress code. The security staff wants to maintain a certain type of quality and it seems that you are not, at that time, up to it. Soft bounces refer to a temporary problem. They are easily recognizable because the error message is often preceded by a three-digit number starting with 4.

But why does this happen? If your sending domain or IP reputation is low, it can be attributed to the major ISPs (Gmail, Yahoo, Microsoft, etc.). It is likely that your previous campaigns or even the one you just sent have generated a high rate of complaints (users who click on the “report as spam” button). This is considered the most important indicator for ISPs to choose which infernal round to place you in. They also consider many other parameters, including the number of spam traps hit or messages ignored.

How To Heal Your List From Soft Bounces

If the error text you get refers to messages rejected by the recipient server, then we have a reputation problem to fix. Usually, it is enough to send emails to loyal recipients (which you should always do anyway) who habitually interact with your messages, like opening the emails and clicking on available links. This is because ISPs tend to reward senders who take care of their mailing lists, scrubbing them clean from users who no longer show interest in those communications. List cleaning is also recommended in the case of “mailbox full” errors.

If the bounce is due to a technical problem of the recipient server, it is usually enough to wait a few hours and send the message again.

Note: For ISPs, sending mass emails with attachments (especially heavier than 1MB) is a big no-no. It puts a lot of strain on your SMTP server and the recipient’s mail server to download it. As a result, ISPs are a bit allergic to this practice and will reject the message.

Now that you know how to bounce back (pun intended) from soft bounces, let’s take a look at hard bounces.

2. Hard Bounces

Unlike soft bounces, hard bounces are permanent non-delivery notifications and always relate to the unavailability of the recipient’s mailbox. Just like when you break up with your girlfriend/boyfriend and start messaging your old friends again, but in the meantime, they’ve changed their phone number. Friendships must be nurtured. Similarly, if you don’t keep your mailing list clean or up to date, you risk finding yourself without recipients.

But hard bounces can also be the result of an inaccurate transcription from a paper form collected in-store or a clumsy user who did not write his email address correctly during registration (and your registration procedure does not include double opt-in).

How To Heal Your List From Hard Bounces

If you see an error message with a three-digit number starting with 5, there is only one solution: delete the related email address from your list. Hard bounces will damage your reputation with ISPs and could negatively affect your next send out in terms of performance and inbox rate. So it’s better to part ways with the email address, rather than to hold onto it “just in case.”

Wrap Up

In short, handle your list the way you would like other bulk mailers to handle your email address. A little humility doesn’t hurt. You can’t expect everyone to be interested in your messages. So let go and stop sending to uninterested users and focus on keeping new and active ones. If you do, you’ll hardly see bounces in your next campaign stats.

Soft or hard, it doesn’t matter… Your bounces will never go unnoticed. ISPs already know who you are, where you send from, when you do it, what you send, who your recipients are and how they behave with your emails – whether you like it or not 😉

This article was first published by MAPP. Permission to use has been granted by the publisher.

Marketers, Stop Saying Email is Dead

Business Team Meeting Discussion Ideas Concept

Like the seasons come and go, so do rumors of the death of the highest ROI-generating marketing channel, along with new marketing avenues replacing it.

According to Campaign Monitor, “The “death toll” of digital marketing channels continues to grow—but we can’t always believe the dramatic claims we hear… Email marketing isn’t dead but it is changing. Email marketing is evolving, and as marketers, we have to evolve with it.”

GDPR is often named as the main offender in killing email. If you are an email marketer, you’ve had to deal with new opt-in permission rules, proof of consent systems, and the fact that consumers can ask to have all their personal info deleted at the drop of a hat. For anyone relying on data collection to target users (aka every business doing it right), GDPR has drastically changed the way we market.

But GDPR has not killed email marketing!

In fact, email continues to be one of the worthiest investments businesses can make. Don’t take our word for it, though. Check out these impressive stats supporting that claim:

Email has become a foundation for our digital lives; people still browse their inboxes for updates, subscribe to lists for news, and send emails to keep records. However, as stated, email is evolving. Since 2017, email has been moving toward subscriber-centricity. Brands are putting the customer journey at the core of their email marketing strategy and, as a result, focusing on sending more relevant emails.

Now that we have established that email is definitely not dead, let’s take a look at what the future holds.

Here to take subscriber-centric emails to the next level is AMP for email, an exciting new development for email marketers. As Mapp’s experts claim: This is a technology extends email to be interactive and have dynamic content, and expands on the success of AMP – a way of building faster loading web pages for mobile devices, currently in use on a staggering 31 million domains.

Watch this webinar replay with Justis Saayman and Ajit Bola’s as they discuss the future of email and how you can go from 0-to-60 in no time at all with your current email strategy.

This article was first published by MAPP. Permission to use has been granted by the publisher.

How To Maximize Customer-Centricity In Your Mobile Marketing Approach

79% of consumers use their smartphones to help with shopping, according to Econsultancy. This is because today, traffic is driven by mobile. In fact, 1 in every 2 millennials in the US has downloaded a mobile shopping app. With the evolution of smartphones, tablets and other devices, your current and potential customers are never far away. In fact, if you look at the people around you, mobile truly seems to be at the center of their universe. On the other side, companies are continuing to adopt a mobile-centric approach when selling to customers. Just as mobile is at the center of our customers’ worlds, we need to continuously be sure that our customers are at the heart of our mobile strategy. Mobile has the ability to connect our customers with our brand 24 hours a day, 7 days a week. Real-time marketing with mobile is essential to our success! And just when you think you’ve figured out how to market to the millennial audience, here comes Generation Z, defined as those born between 1996 and 2010. Gen Z has never known a world without smartphones and social media, so imagine how quickly marketers need to capture their attention, and keep them engaged! For Generation Z users they are less eager to share their lives publically with the world. Rather, they prefer a more anonymous approach like Secret and Snapchat which don’t leave a permanent trail of their communications. So how do we approach our new and old users for the ultimate customer experience in mobile marketing? Here are tips to get you started.

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Tips for Putting your Customer First:
1. Engage and then engage some more 

Push messages are a key tool for brands to communicate with their app users as well as a great way of connecting with customers while they are on the go. There are three main use cases for Mobile Push:

  • Retention: to wake up dormant users and keep them engaged
  • Engagement-drive users down a funnel
  • Revenues: or increasing the value from active users

In our Digital Customer Engagement Index, 92% of companies had an app (Android/iOS or both) with 24% of Android apps that asked to send push notifications. But only 17% actually sent push notifications throughout the 4-week study. More so in Italy, 82% of the companies asked permission to send push notifications but only 18% sent any push messages. It’s not enough to just have an app, you need to use it to its full potential! Push notifications are there to be used as a means to engage with your customers. Brands need to take full advantage with the tools at their disposal.Over the past three years, we’ve witnessed a massive shift in the way people consume digital media and shop online; we are living in an app world. According to Smart Insights, 89% of people’s time spent on media is through mobile apps, while the remaining 11% of their time spent on media is through the mobile web. With statistics like these, it’s important to engage your customers where they spend their time, and are more likely to engage with your brand.

It’s important to engage your customers where they spend their time #mobilemarketing

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2. Consider the customer value lifecycle stage

 Another important aspect of your mobile strategy is to consider where your customer is in their lifecycle with your brand. For example, if you are looking to convert a subscriber to a customer, perhaps send an abandoned cart notification, or send a “limited time offer” SMS message. Location-based offers, confirmation notices, and promotional messages are key for the engagement stage of the customer lifecycle. And to retain current customers, consider sending birthday messages, loyalty program rewards, and reminders via mobile.The important point to keep in mind is that push notifications are they to strengthen your relationship with your users. The more you get to know them the more you can personalize your messages. The idea is to plan your campaigns in order to keep your users active and loyal. This is where A/B testing comes in order to identify which design and content is best suited for your customers. Segmentation will allow you to send test notifications to certain segments in order to discover the winning combination which you will send to the rest automatically.

3. Connect your data: provide sign-in option 

It is highly beneficial to offer your customers the option to sign into their accounts via your app. This will ensure you can sync data you have on that customer, from other channels or touch points. Which then allows you to offer the right message via the right channel, depending on which channel is most effective for your customer. Our Digital Customer Engagement Indexshowed that 81% of Android apps offered customers the option to sign into an account and 10% made it mandatory. The sign-in feature not only collects details of the customer to enable more individualization of future interactions but it also acts as an additional channel for communication via email, SMS and social media. However, be sure to make the sign-in optional so that you will not lose the users who do not want to sign-in.

It is highly beneficial to offer your customers the option to sign into their accounts via your app. This will ensure you can sync data you have on that customer, from other channels or touch points. Which then allows you to offer the right message via the right channel, depending on which channel is most effective for your customer. Our Digital Customer Engagement Indexshowed that 81% of Android apps offered customers the option to sign into an account and 10% made it mandatory. The sign-in feature not only collects details of the customer to enable more individualization of future interactions but it also acts as an additional channel for communication via email, SMS and social media. However, be sure to make the sign-in optional so that you will not lose the users who do not want to sign-in.

Make the sign-in optional so that you will not lose the users who do not want to sign-in #mobilemarketing

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4. Put your customers in control 

Get more relevant with your marketing as today, customers are in control. They expect an immediate response to their inquiries, and companies are challenged to keep up. As my colleague Ricardas Montvila, Head of Solutions Consulting comments: “customer-centricity is at the core of individualized marketing. It is rather simple to deliver highly customized messages to the consumers, but the difficulty is in being consistent across all channels.” The idea here is for brands to available for their customers, across multiple channels, but especially mobile. In order for your customer to feel in control you need to make sure to empower them with it. This is applicable to giving them choice when it comes to sign-in options or push preference centers. People are more receptive if they feel the cards are in their hands.Your customers should be able to choose via the channel they want to communicate. It is important to monitor closely the device they use as well as their behavior. By doing so you will develop a 360 degree picture of your customer’s journey and improve the buying process as well create a more enhanced and beneficially journey for your customers.

Final Thoughts Not only has mobile become an essential component to your customer’s everyday lives it has also become a pillar in marketing. Most brands are taking advantage of the multiple ways to smartly use mobile marketing and are hitting their target group, while others are clearly not there yet. These tips should be at the foundation of your mobile marketing strategy in order to create remarkable customer experiences and successful results. To find out more about our mobile marketing services click here.
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This article was first published by MAPP. Permission to use has been granted by the publisher.

MAPP Intelligence Takes Data-Driven Cross-Channel Marketing to the Next Level

Closeup shot of a businessman analyzing statistics on a digital tablet in an office

With the launch of Mapp Intelligence powered by Webtrekk, Mapp proudly introduces an intuitive solution that generates clear customer insights for the finance, e-commerce/retail, and publishing industries. This innovation is a substantial step towards the integration of Webtrekk’s customer intelligence and marketing analytics software with Mapp’s digital marketing cloud, Mapp Cloud.

Mapp Intelligence powered by Webtrekk enriches Mapp’s portfolio, comprising the Mapp Engage cross-channel execution engine and the Mapp Acquire data management platform to deliver a truly comprehensive package for real marketing intelligence. The customer intelligence solution – enabling the collection, analysis, and activation of first-party data – is the “brain” of Mapp’s digital marketing cloud.

Mapp Intelligence powered by Webtrekk delivers the following services:

  • Artificial Intelligence: Using artificial intelligence, predictive analytics can accurately forecast the customer lifetime value or conversion and churn probabilities. Future sales trends can thus be predicted and marketing budgets adjusted accordingly. The Smart Alert function also detects data anomalies and automatically issues warnings to the relevant stakeholders. As a result, positive anomalies can be identified so that successful developments and spikes can be leveraged in a targeted manner. Bugs and malfunctions can thereby also be detected and eliminated at an early stage.
  • Customer Insights: Patterns in customer behavior are identified and presented in easily scalable dashboards. Path Analysis visualizes the customer journey and performance of products. This enables companies to derive cross-device strategies for optimizing interaction.
  • Web Personalization: Onsite personalization enables highly personalized content to be presented in real time. Based on specific customer behavior or pre-defined customer profiles, personalized advertising banners and overlays can be activated to ensure the best possible customer experience.
  • Product Recommendations: Customized to reflect the individual click and purchase behavior of each customer, Mapp Intelligence produces personalized product recommendations. Shopping cart abandoners are persuaded to make a purchase with personalized offers.
  • Audience Stream: Data and user segments from websites, apps, emails, and social media are merged and transmitted to third-party systems in real time for customized remarketing campaigns. Companies retain complete control over their data.

Steve Warren, CEO of Mapp, says: “In an ever more complex marketing landscape, the launch of Mapp Intelligence powered by Webtrekk will provide companies with a solution that supports marketers by dramatically simplifying their daily work. By integrating Webtrekk’s analytics and AI expertise into Mapp Cloud, we can now deliver a fully comprehensive service to our customers that enables them to easily manage their entire cross-channel marketing. We are becoming a true marketing intelligence platform – delivering added value far beyond conventional marketing clouds.”

This article was first published by MAPP. Permission to use has been granted by the publisher.