For digital businesses like yours, your web and app platforms are mere extensions of the overall brand persona, product/solution offering, and customer support. This holds true for a lot of traditional industries such as airlines, telcos, and banking.
In this backdrop, telecom app marketers, like you, have your jobs cut out. Your objectives in this scenario would be the following:
- To establish a channel of self-service engagement that complements the brand positioning
- To facilitate product discovery and user acquisition
- To drive monetisation efforts through mobile channels
The only way you can hope to up your marketing ROI is by getting your carefully acquired users to engage and transact more on your app.
As part of the app user lifecycle for your telecom app, user engagement should remain your north star metric. Engage, engage, and engage with the most personalised, relevant, contextual, and timely multi-channel campaigns to leverage key mobile moments that eventually drive user retention.
Here are 5 messaging campaigns to help your telecom app scale the pinnacle of user engagement, consistently:
- First-Time Conversion Campaigns
While driving app downloads is critical from a user acquisition perspective, it defeats the purpose if your users aren’t increasing adoption, post download.
Unified customer view allows you to create individual personas including details such as full name, geographic location, mobile number, email address, user category etc. In fact, this comprehensive feature allows you to create a timeline of every in-app activity that your user undertakes.
Using these insights, you can identify specific user segments that have recently downloaded your app, launched it perhaps once, but haven’t made an in-app transaction.
Once such relevant segments are identified, you can then effortlessly craft and deliver effective, hyper-personalised push notification and email campaigns with compelling calls to action and attractive incentives. Your message copy should not sound too promotional as that just comes across as a hard-sell and might turn off new users right at the onset. The idea is to communicate actual value that your app can deliver.
- Abandoned Cart Campaigns
Almost 40% of users looking to purchase a prepaid recharge top-up, data extension package, special international roaming deal, etc. abandon or postpone purchase at the very last stage, for a variety of reasons.
One way to recapture lost sales is by reaching out to these users and grabbing their attention within an optimal window of opportunity. Such users make up an immediate segment ready for targeting.
This segment of users can then be targeted separately with highly focused and personalised push notifications triggered within 30 minutes of an abandoned cart situation, to increase chances of conversion.
Not only does this remind your users to relaunch the app and complete the transaction, but, it also establishes a reliable mode of automated engagement in the long-run.
You can add another layer of automation to this by triggering an email with the same message to a sub-segment of users that don’t open this push notification. The idea is to eventually identify what is the most preferred channel for outreach for each user based on his/her historical response behaviours.
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- Multiple Transaction Campaigns
Sustainable success is built by repeatedly monetising your active users through focused multi-channel messaging campaigns.
Get users who have transacted at least once to purchase again with timely push notifications and SMS that communicate absolutely meaningful information like bills due, payment confirmation, new data plans, limited-time discounts, convenient payment options, etc.
- Geolocation-based Campaigns
Create location-specific push notification and SMS campaigns to engage users that travel internationally. For instance, if one of your users is travelling from Mumbai to Madrid, send him a personalised message welcoming him to Spain the moment he lands. Include a backlink to your app, highlighting the local roaming and data charges for his plan.
- User Feedback Campaigns
A great way to gain insights on your app and service is by asking users for their feedback. Run personalised push notification, in-app, or email campaigns for users who have made at least 3 transactions or service requests to request ratings or reviews.
Honest feedback gives you valuable insights into what your users think of your brand and network. Not only does this help you understand your relationship with your customers better, suggestions and recommendations can also help you rectify app bugs, improve the entire user interface, and deliver more satisfactory user experiences, leading to higher app adoption and retention.
Better ratings and favourable reviews are also likely to positively influence your other network users to download your app off the app stores. More gain for minimal effort on your App Store Optimisation (ASO)!
While driving these campaigns, you do need to be extremely smart about the user segments that you target. Pushing a new user to rate your app when he/she hasn’t experienced enough value off your app will cause more dissonance than benefit. And, that’s the last thing you want!
While you’re at it, check out our Mastering Martech video on how you can maximise conversions on your app using push notifications that win!
There has been a lot of advancement in the telecom industry in recent years (including 5G, IoT, artificial intelligence, etc.). Despite this, the core proposition that drives brand growth is customer trust.
Never Hang Up on your Users!
Remember that your app will always be an extension of your brand, the network service provider. Never allow either to tarnish your brand image.
Also, note that it is relatively easy to build loyalty for your telecom app, given the fact that the user’s default network will determine his/her download choice. This can also work against you if your network service isn’t up to scratch and the user decides to switch to another network altogether! So, beware!
There’s a lot of scope to experiment with your campaign messaging, content, and creatives to achieve optimal results.
Don’t be afraid of experimenting, based on user behaviour-driven insights, as you strive to deliver differentiated user experiences at scale!
To learn more about how Smartech can enable you to elevate your mobile marketing ROI, schedule a demo, today!
Original Article Published Here.