Introducing Sailthru Mobile Enhancements: Connected Profiles, Lifecycle Optimization and App Personalization
By Mike O'Brien | January 30, 2018
Since Carnival.io became part of the Sailthru family, we’ve been working hard to integrate the two platforms. Now we’re proud to present some of the results of all our hustling: Channel optimization has never been easier across mobile, email and web through connected customer profiles.
By bringing the Sailthru and Carnival profiles together, we’re making it easier for marketers to reach customers where they most want to be reached. Consumers don’t think about mobile web vs. mobile apps vs. website, or set journeys. There is no “right channel” for individuals to be engaging a brand with — they will simply follow the easiest path to accomplish their goal.
This is why real-time connectivity between web, app, email — and increasingly in-store environments — is critical for every consumer brand. Retailers and publishers alike must be working toward supporting consumers as they shift channels, which starts at the profile level.
Thanks to this integration of connected customer profiles, the Sailthru ecosystem boasts three new enhancements to better personalize and connect the customer experience:
• Mobile queries and segmentation: Marketers can use Sailthru’s Audience Builder to build audiences based on customers’ mobile activity
• Push notifications within lifecycle optimization: Using Sailthru’s Lifecycle Optimizer, any event that would begin a flow with in email can now trigger a push notification
• Mobile app personalization: Recommendations for mobile customers can seamlessly be enabled through the Sailthru SDK and work in tandem with recommendations and behavioral data across email and web
Learn more about these enhancements below, as well as practical examples for how retail/ecommerce and media/publishing brands can benefit from connecting email, web and mobile.
Connected Profiles Power Rich Segmentation and Queries
With shared profiles, marketers can use our Audience Builder tool to segment audiences based on metrics such as app opens and app uninstalls. The ability to segment based on mobile engagement — or lackthereof — allows marketers to be more strategic about how they message their consumers across channels.
Example use cases for retail and publishing brands:
• Segmentation for app-lovers: Marketers can use Audience Builder to identify those who open and use the app but don’t open their email. They can then adjust communications strategies to emphasize push notifications and other forms of in-app messaging to the mobile majority segment. Marketers should also consider suppressing that segment from all or a portion of email messaging
• Re-engagement/survey after app uninstalls: If a user uninstalls your app and a predetermined amount of time passes with no other activity, you can begin a re-engagement campaign in email. You can also send a campaign to other users that have uninstalled your app via email to survey why they uninstalled, and urge them to give it another try.
• Upgrade to loyalty programs/paid subscriptions based on app opens: If a shopper has opened an app a predetermined number of times, encourage them to sign up for your loyalty program. If the user opens the app frequently but hasn’t purchased in a while, it might make sense to begin sending the customer app-specific offers. Similarly for media brands, if a reader opens an app a certain number of times, encourage them to upgrade to a subscription or other premium product.
• Grow app audiences once individuals joining email lists: If a customer subscribes to your list but doesn’t download your app, you can use email to encourage them to do so. (Note: You can do this automatically from a triggered flow with Lifecycle Optimizer, or simply as a campaign.)
• Grow app audiences after paid subscription sign ups: When a customer signs up for a paid subscription service, an email can encourage them to also download the publication’s or retailer’s app. (Note: You can do this automatically from a triggered flow with Lifecycle Optimizer, or simply as a campaign.)
Push Notifications Within Lifecycle Optimizer
Sailthru customers can now easily send push notifications from within Sailthru’s Lifecycle Optimizer, without having to perform any complicated integrations — and without running the risk of creating disconnected campaigns.
Push notifications can be leveraged for any moment in the customer’s relationship with a brand, whether a customer makes a purchase; sends, clicks on, or opens an email; joins a list; abandons a cart; signs up for an event; etc.
Use cases for retailers:
• Customer purchase: Order and shipping confirmations might best be sent via push notification
• Abandoned cart: Successive push notifications can begin by reminding the customer that there’s an item waiting in their cart; offer free shipping; and perhaps last, include a small discount
• Website browse abandonment: Customers who abandon an item after browsing on your website can receive a stream of push notifications similar to those used for cart abandonment
Use cases for publishers:
• Paid subscription: Triggered push notifications, and triggered emails, can work for publishers just as they do for retailers. When a print magazine or newsletter is in the mail, subscribers can get a message letting them know when it’s due to arrive
Personalize Your Mobile App
By integrating Carnival.io with Sailthru, marketers can have all the functionality of Sailthru’s Site Personalization Manager embedded into their mobile app. There’s lots we can do to help marketers get this functionality live, from installing the SDK and helping to decide how and when the recommendations will appear.
• Personalizing the mobile experience means that a shopper using a mobile app will see the ‘shop’ section of the app personalized just for them.
• Someone using a digital media app could see a personalized ‘articles’ section.
We’re also going to be rolling out personalization within individual push messages, which will give marketers the ability to leverage dynamic personalization in mobile the same way they can for other channels. You’ll be able to personalize the image in a push notification, the content itself, and the link to other content that appears with it. Publishers will be able to use their breaking news alerts to send much more than just a single story. And those stories—and related artwork and links – can now be personalized to increase their relevance to readers.
Ready to Get Started?
Are you a Sailthru client and want to learn more about our mobile solutions? Please get in touch with your Customer Success representative!
If you’re not yet part of the Sailthru community and want to make your omnichannel vision a reality, drop us a line here.
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