November 16, 2018
The State (and Future) of Digital Marketplaces Webinar
In the past, communication between businesses and users was fairly straightforward. Companies sent push and email notifications en masse and hoped that users would engage with the content. While some targeting existed, it was limited to high-level demographic-based segments such as age, gender, and location.
High-level messaging is no longer enough to meet the needs of consumers. In order to be successful, companies need to leverage personalization, which is when businesses tailor their communication to be at a 1-to-1 level with their end users. Rather than sending out generic messages, effective campaigns involve optimizing the message content and send time to fit the needs of the individual user.
To be successful, companies need to use personalization, which is when businesses tailor their communication to be at a 1-to-1 level with end users.Click to tweet
For example, companies used to send messages along the lines of, “Hey there [First Name], we have a sale on [Product Name], today.” While it sometimes got the job done, for many users, such messages would go to waste due to improper timing. After all, it’s not like there’s a set time when the entire world checks their email or mobile notifications.
Curb, the #1 taxi app in the U.S., is used by over 100,000 drivers and powers millions of rides per month. By using Kahuna, Curb was able to reap the benefits of personalization by creating a unique experience for each rider and setting a new standard for customer experience.
Before embracing personalization, Curb took an ad-hoc approach to marketing. It relied on a single email service provider for one-off mass email campaigns, while ignoring other channels for communications. In fact, even though it’s a mobile application, Curb lacked the ability to deploy push and in-app notifications.
After implementing Kahuna, Curb was able to leverage one-to-one messaging to ensure riders only received messages that are relevant to them: on their preferred channel, at their preferred time for that channel, and with the message that compels them to engage.
Has this type of messaging created a measurable impact? Short answer is yes. By leveraging Kahuna SendOptimally™, Curb experienced a 127% increase in rider engagement versus users who were messaged without the optimization.
Kahuna SendOptimally™ was also used to detect user inactivity and nudge dormant users into the app at opportune times. Re-engagement campaigns using the optimization resulted in a 29x lift in conversion (rides booked) over dormant users who returned to the app on their own.
But this isn’t all. Take this opportunity to dive deeper into Curb’s case study and learn how else Kahuna helped the ride-hailing site achieve stronger marketing metrics. Simply click the button below!
A Bi-Weekly Newsletter Focused Exclusively on Online Marketplaces