Challenge
An FMCG company was facing difficulties communicating effectively with its customers. They observed that recipients had varying preferences for communication channels, but their existing tools limited them to sending only email messages. This restricted, single-channel approach resulted in poor engagement. The company sought to implement a comprehensive omnichannel strategy using a new system to ensure customers received relevant, personalized content regardless of their preferred channel. They selected iPresso for its necessary functionality.
Action
The company utilized iPresso to identify channel preferences and automate personalized cross-channel delivery:
- Contact Segmentation: Consumers were divided into distinct segments based on their demonstrated favorite communication channel and their overall engagement level with the brand.
- Creating Omnichannel Campaigns: The company designed multiple versions of messages tailored to different platforms. Content was prepared specifically for delivery via email, SMS, or web push notifications.
- Automating Mailings: Using iPresso's advanced scenario builder, the company created marketing automation workflows. These scenarios ensured that each recipient received the correct message through their preferred communication channel, rather than a generic one.
Results
The strategic shift to personalized omnichannel communication delivered significant improvements in engagement and loyalty:
- Email Open Rates: By ensuring emails were sent only to people who frequently checked their inboxes, the email open rate increased by 28%.
- Click-Through Rate (CTR): Message recipients showed substantially higher engagement, with the link click-through rate increasing by more than 20%.
- Conversion Rate: The relevant, timely nature of omnichannel communication successfully encouraged purchases, leading to a 19% increase in the conversion rate.
- Customer Retention: Using the appropriate and preferred forms of communication kept more customers returning for repeat purchases. The company saw a substantial 25% increase in consumer retention.
