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Editor’s word: Buyer Highlight is an initiative by MoEngage. In these articles, we discuss to our prospects to know their buyer development technique, engagement ways, and greatest practices throughout product and advertising and marketing.
With a satellite tv for pc community that spans 365,000+ RKMs in 50 international locations and 5 continents, a various product portfolio, and strategically situated submarine cables, it comes as no shock that Airtel is the biggest supplier of cellular telephony and the second-largest supplier of mounted telephony in India. The group has been pushing the boundaries in digital service supply with a essential deal with enhanced end-user expertise, round the clock infrastructure availability, and superior service high quality. Their video streaming service – Airtel XStream, additionally lately achieved a 2 million paid subscriber milestone and is now India’s quickest rising OTT aggregator!
To high all of it off, the communications big launched India’s first multiplex on the Partynite Metaverse platform simply days in the past. Airtel XStream multiplex is an extension of the corporate’s XStream Premium service and is a 20-screen platform with content material libraries from distinguished OTT partners- all accessible by the app. With an plentiful portfolio of choices and lots of of tens of millions of customers that avail Airtel’s providers, we needed to know how the model was capable of facilitate clever buyer engagement for these prospects utilizing MoEngage’s capabilities, particularly by push notifications.
Key Aims That Airtel Wished to Obtain Utilizing MoEngage’s Platform
Earlier than we discover the sort of impact Airtel noticed by optimizing their present buyer engagement methods utilizing MoEngage’s Insights-led engagement platform, let’s take a look at the enterprise targets that Airtel wished to realize utilizing these initiatives:
- Driving prospects to do varied sorts of recharges (add-ons and expiry top-ups), be it within the type of web knowledge pack, calling, DTH, Fiber, and so on
- Cross-selling different Airtel choices to prospects which are energetic/ have lately carried out some type of recharge on Airtel Wynk Music, Disney+ Hotstar Cell, or bought an Airtel XStream Cell Pack, amongst others
- Upselling Airtel Financial institution/UPI and Airtel Black providers to their energetic prospects by prompting them to make the most of the next choices:
– Ship and obtain cash immediately of their financial institution
– Ship and obtain cash by way of Airtel UPI
– Scan any QR code to pay
– Pay on-line for services from their favourite retailers and apps - Disseminating data to their prospects about all of the thrilling Airtel presents and rewards like free trials for Amazon Prime Video (cellular editions) and entry to presents on Apollo 24|7 Circle and FASTag
How Airtel Utilized MoEngage’s Push Notification Capabilities to Drive Buyer Engagement
Whereas offering related and actionable content material is crucial, sustaining a constant and interactive connection along with your prospects by that content material is the way you assure buyer satisfaction. On this context, push notifications have turn into essential for entrepreneurs throughout industries to interact with prospects on their platforms proactively.
However you understand what’s higher than primary push notifications? Personalized, stylized push notifications which are personalised in keeping with your prospects! These kind of push notifications not solely solidify model voice however are additionally an effective way of creating certain you have interaction along with your prospects all through their lifecycle successfully. Listed here are a number of the methods by which Airtel was capable of drive impeccable buyer communication by MoEngage’s Push Notification capabilities.
- Stylized Push Templates: Giving the push notifications a inventive edge through the use of colours and wealthy textual content to face out made all of the distinction in grabbing the shoppers’ consideration. MoEngage’s Stylized Push Template campaigns delivered 5% higher CTR than the fundamental push campaigns. The model additionally noticed a 20% uplift within the total CTR and over 22% uplift in campaigns-based CTR within the first quarter of 2022 alone! One instance of that is after a type of recharge was accomplished on the app, stylized image-only push notifications had been despatched to coach prospects in regards to the additional advantages and to drive the adoption of Airtel XStream.
Discover ways to attain prospects and enhance retention charges utilizing Push Notifications - Carousel Push Notifications: To boost the impression of stylized push templates additional, Airtel additionally used MoEngage’s Carousel Notification function to show these notifications into wealthy, interactive experiences utilizing carousels. One instance of this function is a marketing campaign Airtel ran for pay as you go prospects. This marketing campaign prompted the shoppers to join Airtel Cloud Storage, recharge to unlock presents, obtain 50% off through the use of Airtel UPI to make a transaction, and entry presents post-registration– all utilizing one push notification solely.
One other instance of a carousel the place the model prompted upsell and cross-sell of different choices of Airtel, like DTH, FIBER, and so on, is:
With carousel notifications, the model witnessed an uplift of over 42% within the CTR! The rationale for the upsurge is that with carousel notifications, manufacturers are ready so as to add a number of distinctive CTAs inside the identical push notification. Due to this fact, it makes cross-selling and selling the model’s companions far more easy.
A/B Testing to Gauge the Impression of Vernacular-Primarily based, Picture Push Notifications
To check which sorts of push notifications carry out higher for the model, MoEngage got down to examine the impression of each picture and textual content push notifications. To research this, two sorts of campaigns had been executed by Airtel:
- Airtel Cloud Marketing campaigns: When a buyer efficiently completes a recharge by way of the Airtel Thanks App, they might get entry to 2GB price of Airtel Cloud storage which typically goes unused, and one of many causes for that is the dearth of consumer consciousness.
- Airtel XStream Campaigns: When a buyer efficiently accomplished a recharge, the provide of free subscriptions to merchandise like XStream, Sonyliv, and so on would mechanically be offered within the type of push notifications.
Whereas initially, each these campaigns had been executed by way of text-only push notifications, the model moved onto Picture-only push notifications to see whether or not they made a extra constructive impression on the CTR. Utilizing MoEngage’s Locale Break up, the model additional personalised the notifications for his or her prospects by splitting target market. This cut up was based mostly on Circle IDs, which is actually a grouping of shoppers based mostly on their most well-liked languages and utilizing that to switch the language on the picture push notifications accordingly.
By including a layer of personalization over carousel push notifications utilizing stylized push templates with a number of CTAs, it turns into a lot simpler to cross-sell! Airtel noticed an total uplift of round 30-35% within the CTR! Moreover, Airtel prospects may choose the variety of days for which they wish to ‘snooze’ communication from the model. This allowed the shoppers to not obtain too many push notifications and get overwhelmed.
Since India’s demographic is extremely large with quite a lot of cultures and languages, tapping into the vernacular side is exceptionally essential for manufacturers. Utilizing geolocation and customers’ app language settings, Airtel was capable of cater to their prospects’ preferences in a approach that was private to them. Utilizing vernacular-based push notifications over the usual English ones, the model was capable of reap an uplift of over 66% within the CTR!
This goes to point out that when executed accurately, the advantages of push notifications might be exceptionally rewarding!
Need to know extra about how your model may also craft stunning, stylized push notifications to drive higher engagement charges? Click on right here and e book a demo immediately!
Right here’s What You Can Learn Subsequent:
- Discover the gaps in your present buyer engagement technique and discover ways to repair them in below 4 minutes!
- Perceive the position that buyer, journey, and marketing campaign insights play in your engagement technique
- Try how you can take your retail model’s buyer engagement technique to the subsequent stage utilizing Omnichannel advertising and marketing
