As entrepreneurs, we need to ship contextual messages so customers can derive worth from such communications. This technique not solely positively impacts your backside line, similar to conversions, but additionally improves buyer engagement metrics, similar to e-mail opens, clicks, and extra.
And, let’s not overlook – including worth attracts extra prospects and grabs their consideration. To attain this, is the segment-based method sufficient? Is a phase similar to customers inside a selected age vary or gender sufficient to offer a way of whether or not your messaging is correct or in case your message will resonate with every consumer within the phase? In all probability not.
Past consumer motion and attribute-based segments, it’s mandatory additionally to grasp
- Are customers partaking together with your emails?
- What number of customers click on on push notifications they obtain?
- And what number of customers truly land in your web site?
However how do you measure these interactions between customers and your model and their utilization of your product? We’ve simply the precise answer.
Introducing Engagement Rating by WebEngage
Now, increase your marketing campaign engagement with our engagement rating function. Undertake a nuanced method to your segmentation technique and simply observe consumer engagement in your WebEngage dashboard:
Our system mechanically assigns a rating to customers inside the vary of 1-10 primarily based on their actions. Scores between 1-3 characterize the decrease finish of the spectrum and point out customers who have interaction the least, and scores between 7-10 characterize the upper finish and level to extremely engaged customers. Nonetheless, you may customise the factors for engagement scores for every consumer as per your small business objectives and desires.
As an example, e-mail opens may be assigned a weightage of three. Whereas an e-mail click on may be given a weightage of 5, as clicks characterize a deeper engagement than opens.
Keen on attempting? Attain out to your Buyer Success Supervisor or write to us at product@webengage.com to expertise this access-control function.
Calculating Engagement Rating
You possibly can calculate engagement scores with none limitations, i.e., choose completely different information factors, similar to customized and system occasions, to reach at a rating for every consumer. Moreover, you’ve the flexibleness to create a number of engagement scores for various objectives.
Engagement rating calculation is a simple 3-step course of:
Step 1: Establish and outline your engagement objectives:
Begin by understanding how customers have interaction together with your product all through their journey. This can assist you determine vital occasions for the consumer to finish their journey efficiently. These occasions embody each system and customized occasions and sign the habits of an engaged consumer for every consumer persona phase.
Step 2: Assign weightage to every occasion
Now, assign weightage to every occasion primarily based on its significance to your engagement technique and consumer journey. Due to this fact, occasions of the least significance needs to be given the bottom rating, similar to between 1-5 on a scale of 1-10. Occasions of upper significance needs to be assigned the next rating, similar to above 5 on a scale of 1-10.
Step 3: Let our algorithm calculate engagement scores in your customers
The occasion values mixed provide the engagement rating in your customers, primarily based on which you’ll decide if the consumer is a much less engaged or extremely engaged consumer.
Our system permits you to create a number of engagement scores. The engagement scores may also be primarily based on the channel, occasions may be decided for a specific channel, and weights may be assigned to these occasions. Listed below are some examples that can assist you get began:
What Worth Does It Add?
1. Assume Small: Nuanced Segmentation, Contextual Message
Make your current segments extra nuanced by filtering customers primarily based on their engagement scores. Accordingly, goal these customers with varied contextual messages to attain a number of objectives and goals. For instance, supply extra perks to customers with an engagement rating between 8 to 10 and supply conditional presents to customers with an engagement rating between 5 to eight.
2. Lead Customers In the direction of A Desired Aim
Create a number of engagement scores primarily based on completely different scoring standards, similar to e-mail interactions, web page views, CTA clicks, and so on., and lead customers towards the specified objective consistent with their engagement rating. For instance, goal least engaged customers with function walkthroughs to assist them see your product’s worth and stop churn, and extremely engaged customers with rewards for his or her loyalty to retain them.
3. Monitor Consumer Well being and Enhance Communications
Measure consumer engagement ranges primarily based on their interactions together with your model and utilization of your product. The upper the rating, the more healthy and happier the consumer. Relying on the consumer’s well being, you may talk with them through one-time campaigns or add a phase block in journeys to broaden on a conditional logic-based method.
Making it a A part of Your Engagement Technique
Engagement rating can dictate your segmentation and message technique in varied methods. Listed below are some methods to encourage you and assist you drive conversions:
1. Customise engagement rating aimed toward rising insurance coverage purchases
Create personalized engagement scores to assist determine prospects with the very best propensity to buy insurance coverage and associated merchandise. Accordingly, goal these prospects with complimentary presents, wellness monitoring, and product suggestions to drive purchases.
2. Nudge learners in direction of profitable course completion.
Filter customers requiring a nudge to finish the course efficiently foundation their engagement scores. Spotlight studying outcomes and optimistic buyer critiques to encourage engagement and gamify components to make the training expertise enjoyable.
3. Supply technique completely different for various customers primarily based on buy quantity
Create a number of engagement scores primarily based on completely different buy quantities and ship focused communications consistent with these scores to attain varied objectives. As an example, ship product suggestions to customers with scores between 1-4 to extend their buy quantity and particular presents to customers with scores above 8 to reward them.
4. Monitor subscriber well being
Use time spent in your platform because the criterion, create engagement scores accordingly, and monitor subscriber well being. Nudge customers with scores under 5 to observe prime seen/trending reveals to extend their engagement stage and create a personalised watchlist for customers with scores above 5 to keep up their engagement stage.
5. Experiment with the frequency of your communication
Ship buyer journey-based orchestrated communications and alter their frequency relying on engagement scores. For customers with decrease scores, prohibit communications to disseminating vital data or occasional promotional campaigns. In distinction, communications may be extra frequent for customers with increased scores and pushed towards loyalty packages and referrals.
6. Improve AOV for customers with excessive engagement scores
Encourage customers with increased engagement scores to extend their common order values, as they’re better-suited candidates for cross-sell/upsell. You possibly can obtain this with exit-intent popups, providing freebies and limited-time reductions, and beginning a buyer loyalty program.
Wrapping Up
The correlation between consumer engagement and churn is excessive, and our engagement scoring function is a superb predictor of churn that evaluates your general product well being. Accordingly, you may revamp your segmentation technique, increase your marketing campaign creation course of and ship improved focused communications. Thus, enhancing consumer expertise and cultivating loyalty amongst your customers.
We hope you check out this function and share your suggestions. In case you want extra help, get in contact together with your Buyer Success Supervisor or attain out to product@webengage.com to get began.
