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, akin to conversions, but additionally improves buyer engagement metrics, akin to electronic mail opens, clicks, and extra.
And, let’s not neglect – including worth attracts extra prospects and grabs their consideration. To realize this, is the segment-based method sufficient? Is a phase akin to customers inside a selected 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 person within the phase? Most likely not.
Past person motion and attribute-based segments, it’s needed 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 got simply the appropriate answer.
Introducing Engagement Rating by WebEngage
Now, increase your marketing campaign engagement with our engagement rating function. Undertake a nuanced method to your segmentation technique and simply observe person engagement in your WebEngage dashboard:
Our system routinely assigns a rating to customers throughout the vary of 1-10 based mostly on their actions. Scores between 1-3 symbolize the decrease finish of the spectrum and point out customers who have interaction the least, and scores between 7-10 symbolize the upper finish and level to extremely engaged customers. Nevertheless, you may customise the factors for engagement scores for every person as per your enterprise objectives and desires.
For example, electronic mail opens might be assigned a weightage of three. Whereas an electronic mail click on might be given a weightage of 5, as clicks symbolize a deeper engagement than opens.
Fascinated by making an attempt? 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 may calculate engagement scores with none limitations, i.e., choose completely different information factors, akin to customized and system occasions, to reach at a rating for every person. Moreover, you’ve got the flexibleness to create a number of engagement scores for various objectives.
Engagement rating calculation is a simple 3-step course of:
Step 1: Establish and outline your engagement objectives:
Begin by understanding how customers have interaction together with your product all through their journey. This may provide help to determine vital occasions for the person to finish their journey efficiently. These occasions embrace each system and customized occasions and sign the conduct of an engaged person for every person 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 person journey. Due to this fact, occasions of the least significance ought to be given the bottom rating, akin to between 1-5 on a scale of 1-10. Occasions of upper significance ought to be assigned the next rating, akin 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 person is a much less engaged or extremely engaged person.
Our system means that you can create a number of engagement scores. The engagement scores can be based mostly on the channel, occasions might be decided for a specific channel, and weights might be assigned to these occasions. Listed here are some examples that can assist 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 realize a number of objectives and goals. For instance, supply extra perks to customers with an engagement rating between 8 to 10 and supply conditional presents 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 completely different scoring standards, akin to electronic mail interactions, web page views, CTA clicks, and so forth., and lead customers towards the specified objective 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 person 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 person. Relying on the person’s well being, you may talk with them by way of one-time campaigns or add a phase block in journeys to develop on a conditional logic-based method.
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 provide help to drive conversions:
1. Customise engagement rating geared toward growing insurance coverage purchases
Create personalized engagement scores to assist determine prospects with the very best propensity to buy insurance coverage and associated merchandise. Accordingly, goal these prospects with complimentary presents, 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 evaluations to encourage engagement and gamify components to make the educational expertise enjoyable.
3. Provide technique completely different for various customers based mostly on buy quantity
Create a number of engagement scores based mostly on completely different buy quantities and ship focused communications consistent with these scores to realize varied objectives. For example, ship product suggestions to customers with scores between 1-4 to extend their buy quantity and particular presents 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 prime seen/trending reveals to extend their engagement degree and create a customized watchlist for customers with scores above 5 to keep up their engagement degree.
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 vital info or occasional promotional campaigns. In distinction, communications might be extra frequent for customers with greater scores and pushed towards loyalty packages and referrals.
6. Improve 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 may obtain this with exit-intent popups, providing freebies and limited-time reductions, and beginning a buyer loyalty program.
Wrapping Up
The correlation between person engagement and churn is excessive, and our engagement scoring function is a good predictor of churn that evaluates your total product well being. Accordingly, you may revamp your segmentation technique, increase your marketing campaign creation course of and ship improved focused communications. Thus, enhancing person expertise and cultivating loyalty amongst your customers.
We hope you check out this function and share your suggestions. In case you want extra help, get in contact together with your Buyer Success Supervisor or attain out to product@webengage.com to get began.
