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Editor’s notice: Buyer Highlight is an initiative by MoEngage. In these articles, we speak to our clients 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 cell telephony and the second-largest supplier of fastened telephony in India. The group has been pushing the boundaries in digital service supply with a crucial concentrate on enhanced end-user expertise, round the clock infrastructure availability, and superior service high quality. Their video streaming service – Airtel XStream, additionally just lately achieved a 2 million paid subscriber milestone and is now India’s quickest rising OTT aggregator!
To prime 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 outstanding OTT partners- all accessible by means of the app. With an ample portfolio of choices and tons of of tens of millions of customers that avail Airtel’s providers, we needed to know how the model was in a position to facilitate clever buyer engagement for these clients utilizing MoEngage’s capabilities, particularly by means of push notifications.
Key Targets 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 have a look at the enterprise targets that Airtel wished to realize utilizing these initiatives:
- Driving clients to do numerous sorts of recharges (add-ons and expiry top-ups), be it within the type of web information pack, calling, DTH, Fiber, and so forth
- Cross-selling different Airtel choices to clients which might be lively/ have just lately executed 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 lively clients by prompting them to reap the benefits of the next choices:
– Ship and obtain cash straight of their financial institution
– Ship and obtain cash through Airtel UPI
– Scan any QR code to pay
– Pay on-line for services and products from their favourite outlets and apps - Disseminating info to their clients about all of the thrilling Airtel provides and rewards like free trials for Amazon Prime Video (cell editions) and entry to provides 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 important, sustaining a constant and interactive connection along with your clients by means of that content material is the way you assure buyer satisfaction. On this context, push notifications have grow to be essential for entrepreneurs throughout industries to interact with clients on their platforms proactively.
However what’s higher than fundamental push notifications? Personalized, stylized push notifications which might be customized in keeping with your clients! These kind of push notifications not solely solidify model voice however are additionally a good way of creating positive you interact along with your clients all through their lifecycle successfully. Listed here are a few of the methods by means of which Airtel was in a position to drive impeccable buyer communication by means of 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 clients concerning the further advantages and to drive the adoption of Airtel XStream.
Discover ways to attain clients and improve retention charges utilizing Push Notifications - Carousel Push Notifications: To reinforce 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 clients. This marketing campaign prompted the shoppers to enroll in Airtel Cloud Storage, recharge to unlock provides, obtain 50% off through the use of Airtel UPI to make a transaction, and entry provides 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 forth, 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 in a position so as to add a number of distinctive CTAs throughout the identical push notification. Subsequently, it makes cross-selling and selling the model’s companions rather more easy.
A/B Testing to Gauge the Affect of Vernacular-Primarily based, Picture Push Notifications
To check which kinds of push notifications carry out higher for the model, MoEngage got down to evaluate the impression of each picture and textual content push notifications. To research this, two kinds of campaigns had been executed by Airtel:
- Airtel Cloud Marketing campaigns: When a buyer efficiently completes a recharge through the Airtel Thanks App, they’d 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 forth would routinely be introduced within the type of push notifications.
Whereas initially, each these campaigns had been executed through text-only push notifications, the model moved onto Picture-only push notifications to see whether or not they made a extra optimistic impression on the CTR. Utilizing MoEngage’s Locale Break up, the model additional customized the notifications for his or her clients by splitting target market. This break up was based mostly on Circle IDs, which is actually a grouping of shoppers based mostly on their most popular languages and utilizing that to change 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 clients 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 broad 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 in a position to cater to their clients’ preferences in a manner that was private to them. Utilizing vernacular-based push notifications over the usual English ones, the model was in a position to reap an uplift of over 66% within the CTR!
This goes to point out that when executed appropriately, the advantages of push notifications will be exceptionally rewarding!
Need to know extra about how your model may craft lovely, stylized push notifications to drive higher engagement charges? Click on right here and guide a demo right this moment!
Right here’s What You Can Learn Subsequent:
- Discover the gaps in your present buyer engagement technique and learn to repair them in underneath 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 following degree utilizing Omnichannel advertising and marketing
