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Customers require personalized communication, so a customer data platform becomes a necessary tool for effective interaction.
In Yespo CDP, there's a plethora of data about contacts: personal information, purchases, and loyalty program data. This provides limitless possibilities for automated personalized communication and significantly saves the marketer's time on setups.
Thanks to CDP's ability to store everything in one place, we've set up many trigger communications – standard (abandoned carts, abandoned views) and unique ones created specifically for our client's audience. In particular, we've worked on the user journey to the first purchase, which has increased the number of those making a purchase within the first month after subscription/registration.
We often use segmentation by gender and purchases (quantity and frequency). During sales periods, we use segmentation based on viewing specific categories of products to avoid spamming. In terms of email activity and purchases, such campaigns have better conversion rates than ones for the entire base.
All clients are different, and each one requires a tailored approach. Some fundamentally don't read emails after receiving a subscription promo code, while others read most emails, and spamming such clients in other channels is unnecessary.
So, we're looking for better ways of interaction, which naturally affects brand perception. We also see the effect in terms of revenue. There are results even in the web push channel, which many consider controversial. On some projects, trigger pushes account for about 5% of transaction volume from trigger messages.
