For marketers, few things are more satisfying than building a relationship with a new customer. Getting a customer “through the door” so they sign up or make that first purchase is a victory for your whole marketing team.
But then what? Many brands place such a premium on acquisition that they forget about the next step: engagement. Once you’ve started a customer relationship, it’s your team’s job to nurture that relationship so that the customer keeps coming back.
For global freelance marketplace Fiverr, visualizing the customer journey with Braze Canvas has helped their team strengthen the coordination of their messaging and quickly find and address pain points in the customer journey. Fiverr’s use of Braze Canvas to optimize the customer lifecycle highlights five key customer engagement strategies that every brand can learn from:
With Braze Canvas, Fiverr was able to quickly test different variants of their campaigns. Once the outcomes of these tests were clear, their team could adjust campaigns on the fly to ensure high customer engagement.
Fiverr found that cross-channel campaigns drove the most engagement. For instance, your team might find that leveraging a mix of web and push notifications, in-app messaging, and email content helps you stay in conversation with your customers—wherever their journey might take them.
You can design the best creative in the world—but if you deliver this content at the wrong time, you might miss your customers. That’s why Fiverr used send-time optimization to ensure their messaging was always timely and relevant. We’ve found that these send-time tools can boost engagement by up to 25%.
Personalizing your messaging to each customer is one of the best ways to increase engagement. Whether you’re using Connected Content or segmenting your audience, keeping your messaging personal has been proven to help brands nurture relationships with customers.
With all these data-driven insights swirling around us, it’s easy to forget a simple fact: The best marketing feels human. That’s why it’s so important to keep your brand’s voice natural and responsive whenever you communicate with customers.
With these strategies in mind, Fiverr was able to improve the customer journey and increase their conversion rate and campaign revenue. To learn more about bringing a human touch to your customer engagement strategy to drive stronger business results, check out our in-depth Humanity in Action customer engagement ebook.
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