At Movable Ink, our mission is to help marketing teams of all sizes engage each and every customer through scalable, highly personalized campaigns. Today’s economic climate presents unique challenges which will continue to change customer behavior, and it’s more important than ever for marketers to quickly adapt to these shifts.
We know that marketers are no strangers to navigating change, so the challenge is now the scale and speed at which campaign plans and strategies need to evolve. Though we can’t predict exactly what the future will bring, we do know that mobile channels will be pivotal for any successful marketing strategy. That’s why we launched our Inkredible Mobile Integrations blog series, where we’re highlighting all the different ways companies can use Movable Ink’s partner integrations to take their one-to-one campaign personalization to the next level.
In this post, we’ll show you how to leverage mobile messaging to drive results in the nurture stage of the customer lifecycle.
Showcase exciting and in-demand products
It’s no secret that rich push notifications perform better than text-only notifications. With Movable Ink’s partner integration with Airship, marketers can add advanced image personalization into their mobile app messaging.
A very effective way to boost conversion is to alert customers to exciting and in-demand products, like new arrivals, current best sellers, and most viewed items. Instead of manually selecting each featured product and designing creative every time a message goes out, marketers can set conditions for a campaign and let the technology take it from there. Not only will this ensure users are seeing compelling items at the appropriate time, but it’ll save marketing teams precious time and energy.
Here, the Very Group is leveraging Movable Ink and Airship to create push messages to drive in-app engagement by showing customers the most purchased products from the website, as well as how many people viewed each one in the past 24 hours. Information was pulled directly from the company’s website — including images — so the marketing team could rest assured each message was relevant, eye-catching, and up-to-date.
Notify customers of delivery options
Circumstances surrounding the pandemic have posed some tricky fulfilment challenges, so it’s more important than ever to make customers aware of which delivery options are available to them. The ability to acquire a product same-day or avoid in-person pickup have become increasingly important factors in purchase decisions. And given supply chain issues, they aren’t always a given. When customers are browsing, companies can use in-app messages to notify them if an item is available to buy online and/or pick up in-store. It may seem small, but this convenience could be the edge that sets you above competitors and turns a browser into a buyer.
Keep customers updated on customer service matters
In order to adapt to sudden shifts in a fluid landscape, many companies have had to quickly adjust their customer service procedures. Often, this means we can’t give customers as much of a heads-up as we’d like.
However, since we’re all going through the pandemic at the same time, consumers are generally pretty understanding of bumps that may happen along the way — as long as companies are up-front about them. In-app messages are a quick and efficient way to keep them informed on customer service updates, like new business hours, shipping times, or changes to protocol. And with the right messaging, it doesn’t have to just be damage control, but a way to build trust.
Create account-specific alerts
Push and in-app messages can also be used to foster the relationship between brand and customer a little further into the nurture stage. Whether you’re alerting them to transaction activity, spend insights, or account notices, keeping users in-the-loop opens up new opportunities for engagement. For instance, a push notification could remind them of soon-to-expire rewards points, nudging them to redeem them before they disappear. Since Movable Ink’s technology lets brands to populate mobile notifications with account-specific details, each message is part of a two-way conversation, where companies can speak to each person’s individual behavior and interests.
To learn more about Movable Ink’s partner integrations, visit the Exchange.