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, resembling conversions, but in addition improves buyer engagement metrics, resembling electronic 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 strategy sufficient? Is a section resembling customers inside a particular age vary or gender sufficient to provide a way of whether or not your messaging is correct or in case your message will resonate with every consumer within the section? Most likely not.
Past consumer motion and attribute-based segments, it’s crucial additionally to know
- Are customers participating along 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 have now simply the appropriate answer.
Introducing Engagement Rating by WebEngage
Now, increase your marketing campaign engagement with our engagement rating characteristic. Undertake a nuanced strategy to your segmentation technique and simply observe consumer engagement in your WebEngage dashboard:
Our system robotically assigns a rating to customers throughout the vary of 1-10 based mostly 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’ll be able to customise the standards for engagement scores for every consumer as per your enterprise objectives and desires.
As an illustration, electronic mail opens could be assigned a weightage of three. Whereas an electronic mail click on could be given a weightage of 5, as clicks characterize a deeper engagement than opens.
Considering attempting? Attain out to your Buyer Success Supervisor or write to us at product@webengage.com to expertise this access-control characteristic.
Calculating Engagement Rating
You possibly can calculate engagement scores with none limitations, i.e., choose totally different knowledge factors, resembling customized and system occasions, to reach at a rating for every consumer. Moreover, you may have the pliability to create a number of engagement scores for various objectives.
Engagement rating calculation is a straightforward 3-step course of:
Step 1: Determine and outline your engagement objectives:
Begin by understanding how customers have interaction along with your product all through their journey. This can aid you determine necessary occasions for the consumer to finish their journey efficiently. These occasions embody each system and customized occasions and sign the conduct of an engaged consumer for every consumer persona section.
Step 2: Assign weightage to every occasion
Now, assign weightage to every occasion based mostly on its significance to your engagement technique and consumer journey. Subsequently, occasions of the least significance must be given the bottom rating, resembling between 1-5 on a scale of 1-10. Occasions of upper significance must be assigned the next rating, resembling above 5 on a scale of 1-10.
Step 3: Let our algorithm calculate engagement scores to your customers
The occasion values mixed provide the engagement rating to your customers, based mostly on which you’ll be able to 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 can be based mostly on the channel, occasions could be decided for a selected channel, and weights could be assigned to these occasions. Listed here are some examples that will help you get began:
What Worth Does It Add?
1. Suppose Small: Nuanced Segmentation, Contextual Message
Make your present segments extra nuanced by filtering customers based mostly on their engagement scores. Accordingly, goal these customers with numerous contextual messages to attain a number of objectives and targets. For instance, supply further perks to customers with an engagement rating between 8 to 10 and supply conditional gives to customers with an engagement rating between 5 to eight.
2. Lead Customers In the direction of A Desired Purpose
Create a number of engagement scores based mostly on totally different scoring standards, resembling electronic mail interactions, web page views, CTA clicks, and so on., and lead customers towards the specified objective in step with their engagement rating. For instance, goal least engaged customers with characteristic 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 Person Well being and Enhance Communications
Measure consumer engagement ranges based mostly on their interactions along 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’ll be able to talk with them through one-time campaigns or add a section block in journeys to increase on a conditional logic-based strategy.
Making it a A part of Your Engagement Technique
Engagement rating can dictate your segmentation and message technique in numerous methods. Listed here are some methods to encourage you and aid you drive conversions:
1. Customise engagement rating aimed toward growing insurance coverage purchases
Create personalized engagement scores to assist determine prospects with the best propensity to buy insurance coverage and associated merchandise. Accordingly, goal these prospects with complimentary gives, wellness monitoring, and product suggestions to drive purchases.
2. Nudge learners in the 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 evaluations to encourage engagement and gamify components to make the educational expertise enjoyable.
3. Supply technique totally different for various customers based mostly on buy quantity
Create a number of engagement scores based mostly on totally different buy quantities and ship focused communications in step with these scores to attain numerous objectives. As an illustration, ship product suggestions to customers with scores between 1-4 to extend their buy quantity and particular gives 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 look at prime seen/trending reveals to extend their engagement stage and create a personalised watchlist for customers with scores above 5 to take care of 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, limit communications to disseminating necessary info or occasional promotional campaigns. In distinction, communications could be extra frequent for customers with greater scores and pushed towards loyalty packages and referrals.
6. Enhance AOV for customers with excessive engagement scores
Encourage customers with greater 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 characteristic is a good predictor of churn that evaluates your total product well being. Accordingly, you’ll be able to 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 characteristic and share your suggestions. Should you want extra help, get in contact along with your Buyer Success Supervisor or attain out to product@webengage.com to get began.
