Last month we shared some advice on how you can get started with mobile campaign personalization and move from Stage 1 to Stage 2. Now we’re going to level up by sharing examples of campaigns that can take your personalization efforts to Stage 3.
Stage 3 campaigns build on the targeted audiences of Stage 2 and incorporate liquid templating and a/b testing. This leads to even better open and conversion rates by getting even more personalized.
Quick refresher: Liquid templating allows you to pull information specific to each user, like their name, favorite content or categories, and other details into each message. The most common liquid templating uses data like a users location, transaction history, and lifecycle stage. It often looks something like this:
With A/B tests in Localytics you can send up to 10 variants of each message to determine which elements of your message work best. Tests on the header copy, emojis, and animated gifs have helped marketers determine which messages or offers their users prefer.
Let’s dig into how you can use both Liquid and A/B Testing in Stage 3.
We know that 80% of online shoppers abandon their carts. Retailers often use a well-timed message to remind users of any forgotten items in their cart. With liquid templating, you can boost the relevance of the message by including the specific items that were left behind and increase your conversion rates. To test these campaigns you can try using different offers, like offering a small discount or free shipping, to see which drive more users to convert.
Another good method for personalizing your campaigns is to reference a prior purchase. You can use liquid templating to introduce your users to new items that would complement what they’ve already bought by using liquid to reference their last purchase in the message. This strategy also applies to media apps. You can use past reading or viewing behavior to recommend other content and in the message itself include what you know the user has enjoyed in the past. To A/B test you can try creating a version of the message that includes an image and a text-only version to learn if seeing the product drives more engagement.
We know that a large number of app users begin to churn after 90 days so to bring them back into the app and keep their attention, you need to put forth your best, most relevant content. You can try sending a special promo, asking for feedback or sending a thank you note and personalizing it based on the users stated preferences. If your users have selected preferred genres of content, shopping categories or brands, you can use liquid to customize your message creative based on their preference and drive engagement.
By including dynamic content with liquid your messages become way more relevant to your users. It shows a level of familiarity with their needs and preferences that a general message can’t. It also saves you time. Instead of having to create unique segments for messaging users in a specific location or specific age group, you can create one message that when delivered, contains a unique detail about the user. WIth A/B testing, you’re going to learn the optimal message formats and content style, giving you the ability to be much more effective in the future.
While taking on the new techniques may seem scary at first, the upside is enormous! You get the benefit of building a better relationship with your customers by only sending them highly relevant messages and you’ll increase conversion rates. Don’t miss out on the opportunity to get even more out of your campaigns with personalization.
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