Triggering messages to customers in reaction to real-time activities provides you with the opportunity to strike while the iron is hot and communicate with your customers when they are most likely to convert.
That being said, real-time marketing doesn’t take into account the customer’s historical data and can result in negative experiences or damage other personalization efforts that you have implemented.
The best way to maximize the potential of real-time marketing is to combine real-time events and behaviors with historical customer data, to provide a contextual and unified customer experience.
Below are example use cases, split by vertical, that you can implement to maximize the potential of your marketing campaigns:
Retail
Reactivate Churned Customers Upon Website Visit
Customers may churn for a multitude of reasons, but a customer who visits your website again is signaling that they may want to be willing to give you another shot, and therefore, they are prime candidates for real-time reactivation campaigns.
One of the best times to incentivize churned customers to complete a purchase is while they are on your website and keen to make a purchase. By activating a website pop-up, you are sure to communicate with them at an optimal time.
To prevent profit cannibalization, it is important to only trigger the pop-up to customers who have actually churned. By combining real-time and historical customer data, you can trigger the pop-up to churned customers alone. To customize the pop-up message for each customer, you can offer special discounts on the customer’s favorite items or on categories they’ve previously purchased from, thus increasing the likelihood of them completing the order.
Build your target groups using the lifecycle stages “Active” and “Churn” to split customers into two groups, and schedule a campaign for the churned customers only:
|
Target group
|
Selection Criteria
|
Campaign Incentive Example
|
|---|---|---|
|
Active Customers
|
Lifecycle: Active
|
No campaign
|
|
Churned Customers
|
Lifecycle: Churn
|
“Spend over {{Average Order Value (AOV)}} in {{Favorite Category}} and get 10% off“
|
Create a triggered campaign for this target group, using the relevant web pop-up event:
Watch this video to learn more about this use case:
For example, to set up instructions, click here.
Increase Engagement with Back in Stock Campaigns
Customers tend to revisit the same brands in pursuit of the same, or similar products, that they previously purchased. Customers who visit your brand and see the item they’re interested in is currently out of stock may leave empty-handed.
Triggering a real-time campaign when certain products are back in stock is a great engagement opportunity with the potential to increase conversions. However, triggering a campaign every time an item is back in stock, without taking into account the customers who would be interested in the specific product, is bound to alienate your customers and damage your marketing efforts.
To identify customers who would be interested in that product, you can target customers who visited a specific product page during the time that the product was out of stock.
Alternatively, for replenishable products, you can target customers who are expected to run out of the same product in the near future and inform them that the item is now in stock, reminding them to make their next purchase.
Personalize these campaigns further, by using historical data and segment your customers into three tiers based on their average order amount: low, medium, and high. This will allow you to offer different discounts to each customer based on their tier, to increase the monetary value of your campaign.
Build your target groups using the “Average Order Value” Customer Attribute to split customers into three groups.
For each group, add the relevant Web & App activity, for example, “Black Jeans Viewed”, during the dates this certain item was out of stock.
|
Player Tier/Target Group |
Selection Criteria |
Campaign Incentive Example |
|---|---|---|
|
The customer showed interest in the product, Low Tier
|
Average Order Value < $101, Jeans Category Viewed
|
“{{Product}} is back in stock, order now and get 20% off”
|
|
The customer showed interest in the product, Mid Tier
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Average Order Value is between $101 -$299, Jeans Category Viewed
|
“{{Product}} is back in stock, order now and get 15% off”
|
|
The customer showed interest in the product, High Tier
|
Average Bet Amount > 299, Jeans Category Viewd
|
“{{Product}} is back in stock, order now and get 10% off”
|
Create triggered campaigns for these target groups, using the relevant Back in the Stock event:
Watch this video to learn more about this use case:
For example, set up instructions, click here (you will be redirected to the Cart/Browse Abandonment Emails use case, however, the setup is very similar).
Incentivize Order Completion with an Abandoned Cart Sequence
Customers may churn for a multitude of reasons, but a customer who visits your website again is signaling that they may want to be willing to give you another shot, and therefore, they are prime candidates for real-time reactivation campaigns.
One of the best times to incentivize churned customers to complete a purchase is while they are on your website and keen to make a purchase. By activating a website pop-up, you are sure to communicate with them at an optimal time.
To prevent profit cannibalization, it is important to only trigger the pop-up to customers who have actually churned. By combining real-time and historical customer data, you can trigger the pop-up to churned customers alone. To customize the pop-up message for each customer, you can offer special discounts on the customer’s favorite items or on categories they’ve previously purchased from, thus increasing the likelihood of them completing the order.
Build your target groups using the lifecycle stages “Active” and “Churn” to split customers into two groups, and schedule a campaign for the churned customers only:
|
Customer Tier/Target Group
|
Selection Criteria
|
Campaign Incentive Example
|
|---|---|---|
|
Low Risk of Churn
|
Churn factor < 1
|
No campaign
|
|
Mid Risk of Churn
|
Churn factor between 1 and 2
|
“Purchase {{Item in Cart}} now
before it runs out!”
|
|
High Risk of Churn
|
Churn factor > 3
|
“Purchase now and get 15% off your cart”
|
Create triggered campaigns for these target groups, using the Cart Abandonment event:
Watch this video to learn more about this use case:
For example, to set up instructions, click here.
Gaming
Incentivize Deposits by Leveraging Balance Drops
Certain player attributes are higher predictors of a player remaining active. By identifying them and cultivating certain player behaviors, you can improve player engagement and retention.
One such attribute is the player’s remaining balance. Players with a remaining balance are not only more likely to remain active but are also more likely to reactivate if they churn.
To maintain players’ balance, you can identify balance drops and use them as an opportunity to encourage making another deposit.
Triggering an incentive every time a player’s balance drops may cut into your brand’s profits, as well as agitate the player, therefore using the player’s historical data to optimize the timing of this incentive is crucial.
To identify the ideal time to trigger this campaign, we recommend leveraging a custom metric called “bet factor.” The bet factor is calculated by dividing the average amount a player bet per day by the player’s remaining balance. A bet factor equal to one means the player has enough remaining balance for one average betting activity day.
|| Don’t have a bet factor? Ask your CSM to add it for you.
Build your target groups using the “Bet Factor“ customer attribute:
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Player Tier/Target Group
|
Selection Criteria
|
Campaign Incentive Example
|
|---|---|---|
|
Low remaining balance
|
Bet Factor < 1
|
“Deposit now and get a 10% Match up"
|
|
Enough remaining balance
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Bet Factor => 1
|
No Campaign
|
Create a triggered campaign for these target groups, using the relevant Balance Drop event:
Watch this video to learn more about this use case:
For example, to set up instructions click here.
Prevent Churn by Discouraging Withdrawals
In many cases, withdrawal is one of the first symptoms indicating that a player is about to churn; however, it may also be part of the player’s typical playing pattern.
Although it may be tempting to offer heavy incentives, such as triggering a promotion in response to a withdrawal, it’s important to combine historical data and differentiate between your players to ensure you’re not offering heavy incentives to players who are not at risk of churning.
Use the “Number of withdrawals in the last three months’’ attribute to easily divide your players into three target groups based on their risk of churn: low, medium, or high.
|
Player Tier/Target Group
|
Selection Criteria
|
Campaign Incentive Example
|
|---|---|---|
|
Low Risk of Churn
|
Number of withdrawals in the last three months > 3
|
"Place your bet on {{Favorite Product}} and get 10% Cash Back”
|
|
Mid Risk of Churn
|
Number of withdrawals in the last three months between 1 and 3
|
“Place your bet on {{Favorite
Product}} and get 15% CB”
|
|
High Risk of Churn
|
Number of withdrawals in the last three months < 1
|
“Place your bet on {{Favorite
Product}} and get 20% CB”
|
Players who initiated a withdrawal but have had no previous withdrawals in the last three months are those you should be concerned about and should receive heavier promotions. While those with three withdrawals or more are heavily engaged and less likely to churn.
To personalize this campaign further, use personalization tags to offer promotions on the player’s favorite product.
Create triggered campaigns using these target groups and the relevant event:
Watch this video to learn more about this use case:
For example set up instructions click here (you will be redirected to the Deposit Abandoned use case, however, the setup for a withdrawal event is very similar).
Increase Engagement by Customizing Big Win Messages
The more activities players have, the more likely they are to continue to play. A good time to encourage players to place additional bets is right after they experience a big win, while they are still feeling euphoric.
Using a combination of real-time and historical customer data you can leverage a player’s payout ratio to trigger a web pop-up after a big win.
A player’s payout ratio is a custom Optimove metric where the total bet amount the player won is divided by the total bet amount the player made. For example, players who bet $100 and won $50 have a payout ratio of 0.5. A big win, and therefore a good experience, would be a payout ratio of 0.75 or higher.
|| Don’t have a payout ratio? Ask your CSM to add it for you.
To personalize this pop-up and increase the likelihood of conversion, you can segment your players into three tiers (low, medium, and high) based on their “Average Betting Amount.”
Doing so allows you to encourage players to increase their engagement, while setting different thresholds for the same bonus, thus maximizing your profits without discouraging any of your players with conditions they won’t meet. Set the popup’s trigger to Payout Ratio > 0.75, and segment the players based on their Average Bet Amount. For example:
|
Player Tier/Target Group
|
Selection Criteria
|
Campaign Incentive Example
|
|---|---|---|
|
Active Low Tier
|
Average Bet Amount < $100
|
“Bet $10+ and get $5”
|
|
Active Mid Tier
|
Average Bet Amount is between $101 - $499
|
“Bet $100 + and get $15”
|
|
Active High Tier
|
Average Bet Amount > $499
|
“Bet $500+ and get $50”
|
Create triggered campaigns using these target groups and the relevant event:
Watch this video to learn more about this use case:
For example, use case and set up instructions click here.