Challenge
An FMCG company was struggling to communicate with consumers. It noticed that recipients preferred different forms of communication, but unfortunately it didn't have the right tools, so it always sent only email messages. The company wanted to implement an omnichannel strategy at its site, so it had to change the current system.
It contacted iPresso, in search of functionality to implement omnichannel communications, where regardless of the communication channel, recipients would receive relevant, personalized content.
Action
- Segmentation of contacts
Consumers were divided into several segments, depending on their favorite communication channel and engagement with the brand. - Creating omnichannel campaigns
The company designed several types of messages depending on the communication channel, so some messages were prepared to be sent as emails, SMS or web push. - Automating mailings
With iPresso, the company created different scenarios so the recipient got the message through their preferred communication channel.
Results
- Consumers began to read the messages sent to them. Emails were received only by people who frequently browsed email inboxes, so email open rates increased by 28%.
- Message recipients showed more engagement and link click-through rates increased by more than 20%.
- Omnichannel communication encouraged consumers to buy and the conversion rate increased by 19%.
- Appropriate forms of communication kept more people coming back to make more purchases. The company saw a 25% increase in consumer retention.
