August 16, 2018
Best Practices for Using Cross-Channel Communications In Your Marketplace
Here at Kahuna, it’s our mission to deliver delight to every mobile person. To achieve this, we help the brands and apps we work with communicate with their customers in ways that enhance the user experience.
Today, we are excited to announce the all-new Wearable Engagement Algorithm, a special product feature designed to protect the Apple Watch and other wearables from notification “wrist-fatigue.”
Blast notifications are the junk mail of the mobile world, and the Kahuna Wearable Engagement Algorithm is a first-of-its-kind technology for apps to notify users on their wrists at the right time with intelligent, personalized messages that customers actually want to receive. The result? Delighted customers who become brand advocates.
We believe this is critical for brands and consumers alike. We’ve all experienced the errant email, mistimed text, or worst of all – the spammy push notification. These poor quality communications damage the user experience, and have given mobile messaging a bad name. Today’s “always-connected” customer faces increasing information overload, and it’s time to change the way brands interact with them on their mobile devices. The Kahuna Wearable Engagement Algorithm ensures that wearers receive only the right notifications, at the right time and on the right device from the brands they love.
There are countless use cases for this groundbreaking algorithm. Here are a few examples.
Dining & Delivery:
Joe orders dinner for his family from DoorDash every Tuesday around 6pm. One Tuesday, Joe gets distracted at work and forgets to place his order. Kahuna understands his weekly routine, and automatically alerts him on his Apple Watch at 6:05pm that he forgot to order. The notification includes a restaurant suggestion based on his history with the app, so Joe can simply re-order or choose something he knows his family will enjoy. More importantly, Joe will never receive this notification if he has already placed his order – it will only be sent if Joe forgets and needs a friendly reminder. Kahuna’s notifications are all dynamically personalized, so every message that Joe receives is unique to him, based on his order history, preferences and in-app behavior.
Taxi & Ride-Sharing:
Joe takes an Uber to work every morning. He’s on a budget, so he typically waits for surge pricing to resolve before requesting a ride. Kahuna understands his weekly routine, and automatically alerts him on his Apple Watch when surge pricing is no longer affecting his location. Joe will never receive this notification if he has already taken an Uber that morning – it will only be sent if Joe needs the alert. Kahuna’s notifications are all dynamically personalized, so every message that Joe receives is unique to him, based on his ride-sharing history, preferences, and in-app behavior.
E-Commerce & Retail:
Joe is nearly married, and Joe’s wife has a birthday right around the corner. Joe’s wife loves pink roses, and Joe has been using 1-800-Flowers to find for the perfect bouquet to brighten her day. Kahuna understands her preference for pink roses, and automatically alerts Joe on his Apple Watch the day before his wife’s birthday. The notification includes a bouquet suggestion prominently featuring pink roses, so Joe can place an order he knows his wife will enjoy. More importantly, Joe will never receive this notification if he has already ordered her flowers – it will only be sent if Joe forgets and needs a friendly reminder. Kahuna’s notifications are all dynamically personalized, so every message that Joe receives is unique to him, based on his flower order history, important dates and preferences and in-app behavior.
Travel & Booking:
Joe is a frequent traveler, and he uses Kayak to book his flights and hotels. He is currently planning a trip to Paris with his wife and has been browsing fares under $600 dollars on his computer at work. Kahuna understands his interest in cheap flights to Paris, and automatically alerts him on his Apple Watch when two tickets under $600 becomes available. With one click, Joe can take advantage of this personalized offer and delight in his budget-friendly trip. Joe will never receive this notification if he has already purchased a flight to Paris, and Kahuna’s notifications are all dynamically personalized, so every message that Joe receives is unique to him, based on his search history, favorites and preferences, and in-app behavior.
Interested in learning more? Here are some best practices to help apps and brands stand out from the deluge of mobile spam:
1) Make every customer feel special: Send the right message to the right person
Every person is unique, and every message you send should be relevant and valuable to the individual receiving it. This means you need to understand know your customers like you know yourself – who is he/she? what does he like? how has she engaged with your brand? Understanding each person with this level of depth makes it easy to personalize the messages you send them. Check out the 8 Push Notification Campaigns You Should Be Running, Right Now.
2) Timing is everything: Send your messages when your customers want to receive them
Just because you can access mobile users immediately and at all times, doesn’t mean you should. Great notifications must arrive at the right time for each user. If your marketing goal is engagement or revenue, you need your customers to actually want to receive your message. Ensure that each message arrives at the best time for each person – not at the time when you press or schedule “send.”
3) Delightful customer experiences are built across platforms: Send your messages through the best channel, not every channel
Your customers don’t want to hear the same messages from you everywhere, all the time. No matter how valuable the information, it’s starts to feel like spam. Make sure your email and notification systems talk to each other and aren’t just sending side by side. Intelligent marketing is about knowing how best to reach your customers – not resorting to “spray and prey.”
4) The Elegance is knowing when not to send a message: Make every message count
Messaging a user about a feature they have already tried or a piece of news they aren’t interested in is a sure-fire way to tell them that they received a generic message like everyone else. Rather, it’s all about making every message count, and knowing how to take advantage of your mobile moment. Dormant users should be messaged very differently, and at a different frequency, than engaged or new users. To learn more, check out Personalizing the Path from Install to Engage and How to Stop Spamming Your Users.
Kahuna is a marketing automation company dedicated to fostering consumer delight and driving engagement and revenue through mobile. We help you understand your customers and intelligently communicate with them wherever they are: email, mobile web and apps, social networks. Delightful customer experiences are created by sending the right message to the right person at the right time, and the Kahuna Customer Engagement Engine is the intelligence behind your omni-channel marketing success. Be the brand your customers want to hear from with Kahuna.
Kahuna is trusted by Yahoo, Fox, Hotel Tonight, and hundreds of others. The company was founded in 2012 and is funded by Sequoia Capital.