6 Ways Brands Can Turn Their Mobile Messages Into Triggered Messages
By Mike O'Brien | April 27, 2020
Triggered messages generate more than 75% of email ROI and why wouldn’t they? Direct responses to specific consumer behaviors such as adding an item to an online shopping cart or making a purchase, these messages are inherently personalized. And there’s no reason to limit them to your email marketing. Savvy brands are working triggers into their mobile messages, such as push notifications, and SMS and in-app messages.
Here are six strategies for brands looking to add triggers to their mobile messages, with inspiration from seven brands that are excelling at it.
Extending a Warm Welcome to App Downloaders
Welcome emails are one of the most common types of triggered messages. MATCHESFASHION brings that to mobile messages, sending push notifications when a new customer downloads the app, which “makes modern luxury shopping easy.” This messaging makes it clear that shoppers looking for a seamless way to shop luxury are in the right place. MATCHESFASHION keeps that personalization up, sharing relevant recommendations as part of its mobile app onboarding.
Nike is another brand that effectively works a warm welcome into mobile messages. With a rich in-app messaging center, Nike’s app experience starts with the initial welcome message before notifying customers about new releases and making personalized product recommendations.
Check Your Cart
Cart abandonment is another important triggered message, especially since about 70% of online shopping carts are abandoned. Century 21 sends triggered SMS messages reminding customers they have items in their cart. In case they’re still deciding, Century 21 prompts them to purchase with a discount code.
Fostering Engagement Post-Purchase
The post-purchase period is the prime time for brands to engage new customers and encourage loyalty. Brands can send mobile messages thanking customers and giving them the opportunity to engage in some way. These opportunities for engagement can include leaving a review, making another purchase, or offering an incentive to keep shopping with them.
H&M sends push notifications to check in on customers post-purchase. This message acknowledges the previous purchase and recommends a pair of boots that would complement the customer’s new jacket, completing their outfit.
Re-Engaging Lapsed Customers
Intending to re-engage lapsed customers, winback messages use a variety of tactics, such as reminding them what they’re missing out on or providing a discount. CB2 uses SMS to let people know what’s changed since they last shopped with the brand. The home retailer encourages customers to return to their site to look at the latest offerings and adds a discount to sweeten the deal.
Location-Based Mobile Messages
Brands can leverage location-based triggers to stay in contact with their customers as they move from place to place. These messages lend themselves especially well to mobile messaging as many people won’t leave home without their smartphones.
For example, when Sephora shoppers get close to a brick-and-mortar store, the beauty giant uses geotargeting to engage. Encouraging a visit, Sephora promotes a free mini makeover.
Responding to specific customer behaviors, the common triggered messages outlined above are inherently reactive. Brands can also send proactive triggered messages such as price drops, back-in-stock notifications and birthday wishes.
When Shopbop customers browse the brand’s site, they can mark items as favorites. This gives Shopbop some insight into their preferences, helping create a more personalized customer experience. In this case, that data also sets the foundation for this proactive push notification that alerts the customer one of her favorites is selling out. This message also adds a sense of urgency to motivate her to make that purchase quickly.
Wondering how you can enhance your email marketing program with these triggers? Click here to download our Ultimate Playbook for Triggered Messages here.
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With all that has happened this year, we expect to see a holiday season unlike any other. That said, the time to start testing and building out email and CRM strategies is now. Along with our Retail Advisor, former JustFab VP Monica Deretich, Sailthru has developed this playbook to help retailers crush Q4 and beyond.
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