As entrepreneurs, we wish to ship contextual messages so customers can derive worth from such communications. This technique not solely positively impacts your backside line, comparable to conversions, but additionally improves buyer engagement metrics, comparable to electronic mail opens, clicks, and extra.
And, let’s not overlook – including worth attracts extra clients and grabs their consideration. To attain this, is the segment-based strategy sufficient? Is a phase comparable to customers inside a particular age vary or gender sufficient to present 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 obligatory additionally to grasp
- Are customers participating 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 best resolution.
Introducing Engagement Rating by WebEngage
Now, increase your marketing campaign engagement with our engagement rating function. Undertake a nuanced strategy to your segmentation technique and simply monitor 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 signify the decrease finish of the spectrum and point out customers who interact the least, and scores between 7-10 signify the upper finish and level to extremely engaged customers. Nevertheless, you’ll be able to customise the factors for engagement scores for every consumer as per your small business objectives and wishes.
As an example, electronic mail opens may be assigned a weightage of three. Whereas an electronic mail click on may be given a weightage of 5, as clicks signify 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’ll be able to calculate engagement scores with none limitations, i.e., choose totally different knowledge factors, comparable to 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 interact together with your product all through their journey. This can make it easier to 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 based mostly on its significance to your engagement technique and consumer journey. Due to this fact, occasions of the least significance must be given the bottom rating, comparable to between 1-5 on a scale of 1-10. Occasions of upper significance must be assigned a better rating, comparable to 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 will also be based mostly on the channel, occasions may be decided for a specific channel, and weights may 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 varied contextual messages to attain a number of objectives and targets. For instance, supply extra perks to customers with an engagement rating between 8 to 10 and supply conditional affords to customers with an engagement rating between 5 to eight.
2. Lead Customers In the direction of A Desired Objective
Create a number of engagement scores based mostly on totally different scoring standards, comparable to electronic mail interactions, web page views, CTA clicks, and so on., and lead customers towards the specified aim 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 Person Well being and Enhance Communications
Measure consumer engagement ranges based mostly 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’ll be able to talk with them by way of one-time campaigns or add a phase block in journeys to develop 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 varied methods. Listed here are some methods to encourage you and make it easier to drive conversions:
1. Customise engagement rating aimed toward rising insurance coverage purchases
Create custom-made engagement scores to assist determine clients with the very best propensity to buy insurance coverage and associated merchandise. Accordingly, goal these clients with complimentary affords, 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 constructive buyer opinions to encourage engagement and gamify components to make the training 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 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 affords 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 high considered/trending exhibits 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 applications and referrals.
6. Enhance 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’ll be able to 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’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 function and share your suggestions. If you happen to want extra help, get in contact together with your Buyer Success Supervisor or attain out to product@webengage.com to get began.
