Make sure your messages reach your customers’ overflowing inbox (plus best practices across every channel)
TL;DR: Get one of our top-downloaded ebooks of the year, the 2020 Guide to Customer Messaging, with best practices for customer engagement across all channels.
As companies transition from their immediate COVID-19 response to adapting their business to ongoing demands related to the global pandemic, email is foundational to long-term customer engagement. Our global survey on customer engagement preferences found that, unless a message is urgent, 83 percent of consumers prefer to receive communications from businesses via email.
Read the full results from a survey of +2,500 consumers, and get the full guide on email deliverability.
And, they’re checking their email all the time: 84 percent of respondents check their email at least once a day, with the majority of people checking messages numerous times throughout the day.
Unlike other forms of messaging, though, email must conform to laws like CAN- SPAM and GDPR, as well as the …
How to build a contact tracing text messaging strategy for COVID-19
Messaging channels like SMS play a pivotal role in contact tracing as tracers inform potentially affected individuals and monitor the spread of COVID-19.
Tracers often call highly exposed contacts, but symptom tracking and notifications for those with lower exposure can be automated, saving valuable time and resources.
To effectively use messaging channels like SMS for contact tracing, it’s important to understand the task that you’re performing, compliance regulations in your region, and your options for the actual number sending the text message itself.
Let’s take a look at how you can build a framework to deliver critical messages to citizens at scale.
Common contact tracing tasks
Typically, there are two types of people tracers need to contact: patients who’ve tested positive for COVID-19, and exposed contacts identified by patients.
To communicate effectively, it’s important to consider how to deliver messages that prove legitimacy and build trust. Unfortunately, bad actors are …
What businesses can learn about SMS marketing engagement from political advocacy groups
2020 is already shaping up to be an unprecedented election year, with candidates’ vying for voters’ support through a variety of digital channels.
Ever since the 2016 presidential election, campaign offices have increased their adoption of 1-to-1 messaging to engage voters. Unlike robotexts or robocalls, peer-to-peer (P2P) texts are personal messages that come from volunteers who initiate a conversation with potential voters or supporters.
Messages can range from asking people to vote on election day to providing polling location information. Text messaging platform Hustle cited a 400 percent increase in texts sent between the 2016 and 2018 elections, and the 2018 midterm elections saw more than one billion texts sent between July and election day by political organizations using Twilio’s platform alone.
While the potential for political groups to galvanize and engage people with digital communication channels has never been greater, meeting constituents on their channel of choice …
What conversational messaging means for business
Today, the four largest messaging platforms, including WhatsApp, Facebook Messenger, and WeChat, have more active users than the four largest social media platforms, Facebook, Twitter, Instagram, LinkedIn –– 4.1 billion versus 3.4 billion.
It’s a sign of the times. A decade ago, the rise of social media pushed communications into the public sphere, incentivizing businesses to broadcast content to their followers. Now, consumers prefer secure, 1-to-1 communication, or group channels.
Overwhelmed by as many as 63.5 notifications per day, they’re muting notifications from non-essential mobile apps providing a singular function or one-off transaction. Only 12 percent of consumers prefer a company’s mobile app for receiving communications from a business. These shifts in technology and preferences are driving consumers to seek out more secure, authentic communications.
A powerful opportunity to engage
For companies, this shift represents an opportunity to transform how they connect with customers through personalized, context-rich conversations. …
Powering customer engagement with trusted communications: 90-second insights from Lyft
Ridesharing giant Lyft didn’t get to where it is today, worth $15 billion and operating in hundreds of cities, by luck. The industry leader has, from the start, placed a huge emphasis on customer experience and engagement to garner trust from its riders and drivers alike.
But how, exactly, did they do that? Here are some key takeaways from Jaime Gilliam-Swartz, Lyft’s VP of Customer Experience and Trust Operations.
1. Use the right channel, with the right message, at the right time.
Sending a message that is timely or even urgent via email isn’t the best strategy. Nor is making riders reach out via some convoluted reporting system when they have an emergency, like leaving an important item in their driver’s vehicle. Ensure the messages you send are appropriate for the channel they’re being sent on and are reaching readers at the right time.
“We have used email primarily for …
How leading financial services companies like ING differentiate through communication
From managing an online checking account to communicating with a mortgage advisor, today’s mobile customers are used to receiving texts and other messages from the financial services companies with whom they do business.
Payment-due reminders, low balance alerts, and suspicious activity warning notifications are all essential bits of information that shouldn’t end up in an email inbox. Customers need — and want — to receive these messages in real-time and via SMS, in-app chats, push notifications, and popular services like Facebook Messenger, WhatsApp, and other over-the-top (OTT) messaging applications.
Outside of regulatory compliance, customer retention is the biggest challenge facing financial services firms. According to a CustomerThink study, retail banking customer acquisition costs hover around $200.
With the average customer generating about $150 in revenue each year, a financial business would need to retain that customer for more than a year and a half just to recoup those costs.
How Ancestry, Deliveroo, and Podium build conversational experiences
The ground zero of business messaging is a simple one-way notification.
It gets the job done, but these days, it’s pretty impersonal.
For routine queries, companies are increasingly using in-app chats or texts to connect customers and employees to efficiently solve issues and create a better customer experience. Leading companies have figured out that the next evolution of great customer experience is through messaging.
But, integrating different messaging channels and maintaining the infrastructure to support cross-channel conversations presents a multifaceted technical challenge for businesses—including orchestration, participant management, and message archives.
Read what conversational messaging means for business.
During SIGNAL 2019, we discussed the notion of 'conversations' and how the concept could change the way we do business. We heard from three incredible presenters at different companies, all of which are building conversational experiences at scale to suit their unique business needs.
Here’s an abridged discussion between Twilio’s Christine Roberts, …