Companies need to find ways to boost retention and customer lifetime value as consumer loyalty declines amidst rising competition. To keep consumers coming back for more, businesses need to prioritize mobile, invest in a multi-channel strategy that goes beyond email, and focus on offering tailored, relevant content.
The way businesses engage with customers across devices and channels has undergone an irreversible change. While there are more opportunities for new consumer touchpoints, user expectations and desire for customized digital experiences have changed. Users increasingly demand hyper-personalized, timely, and relevant information at every touchpoint.
To meet these expectations, a multi-channel communication strategy is essential. The most successful companies improved customer engagement and retention by utilizing real-time, tailored, cross-channel communications in addition to the most efficient channels and outreach strategies.
Mobile Should Become the Top Priority
During the pandemic, mobile became a priority channel for businesses wanting to boost consumer loyalty. In the coming years, businesses will find that mobile push notifications are the best channel for re-engaging customers.
Push notifications aren’t as common as email, but they are still very visible to audiences and simple to use for both promotional and transactional marketing because they continue to reach audiences worldwide even after they’ve exited a website or app. C-suite leaders, sales, product, business owners, and marketing all rank push notifications as a crucial channel for their business. They are a great choice for re-engaging audiences and bringing them back.
The Benefits of a Multi-Channel Strategy
While new messaging channels are getting more popular as businesses value mobile communication, more traditional ones aren’t going away. The most important channels for businesses are email and mobile push notifications, which help them retain more customers than those that only use one.
Multi-channel communication strategy is crucial to user experience. It has been demonstrated that using numerous channels for consumer communication enables businesses to reach a broader audience, better match audience preferences, enhance user experience, and increase brand loyalty.
Email lasts longer in a user’s inbox than push notifications and offers more creative freedom with regard to message length and layout. Unlike email, which provides room to tell a story and is perfect for detailed communications like invoicing, newsletters, onboarding processes, and more push notifications and SMS is better suited to alerts and time-sensitive content. Email is a valuable resource, even for mobile apps, despite some early skepticism about its future in a mobile-first era.
Also Read: How Investing in ERP can Change the Game for Customer Engagement
Personalization is Crucial
Personalization is still very much alive and is now a basic expectation from customers. The engagement rate of messages with tailored content is higher than the engagement rate of messages without it. Engagement is higher for notifications that use intelligent delivery and take user localization and time zones into account than notifications that don’t. Utilizing personalization with audience segmentation will also increase engagement.
The level of customer engagement generated by personalization far exceeds that of non-personalized content and offers businesses a great opportunity to grow and gain a competitive advantage. User experience isn’t the only thing that suffers if businesses don’t personalize their brand communication.
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