What is Customer Engagement?
Customer Engagement, also known as User Engagement, is the art of interacting with users or customers by a consumer brand. Customer Engagement can happen through online (digital) or offline communication channels.
What is Customer Engagement Marketing?
The process of engaging customers or users by a consumer brand is called Customer Engagement Marketing. This process involves sending personalized communication that your customers find relevant and get excited about. Consumer brands use Customer Engagement Platforms like MoEngage to engage and interact with their users at scale. Customer Engagement Marketing includes the use of Email, Push Notifications, Web Push Messages, In-app Messages, Text Messages (SMS), and Social Media Advertisements.
Why is Customer Engagement important?
Customer Engagement is important to increase User Retention and build a loyal customer base. Engaged customers are 5X more likely to make repeat purchases, 4X more likely to refer other users, and 7X more likely to try a new offering or product by your brand.
How do you measure Customer Engagement?
Brands can measure Customer Engagement by tracking the number of DAU (Daily Active Users) and MAU (Monthly Active Users). A few other ways to measure Customer Engagement include the number of app downloads or website visits, the number of returning users, the frequency of use of your mobile app or website, and time spent (session duration) on your app or website.
What are Customer Engagement metrics?
The key North Star metrics for Customer Engagement are Open Rates, Click-through Rates (CTR), Click-though-to-open Rates (CTOR), Conversion Rates, and Delivery Rates (DR) of Emails, Push Notifications, SMS, In-app Messages and Website Banners and Pop-ups.
How to increase Customer Engagement?
Consumer brands can increase Customer Engagement by adopting an Insight-led Engagement approach. This means observing and analysing user behavior, understanding user preferences and affinity, sending relevant and hyper-personalized messages, building an omnichannel engagement strategy, and getting users back to your app or website to increase n-day User Retention.
What data does this report contain?
MoEngage's Customer Engagement Benchmarks Report has the latest data of digital consumption in Southeast Asia (DAU and MAU), and the performance benchmarks of different digital marketing channels. The report also contains strategies to improve Customer Engagement and tips from the top industry leaders in Southeast Asia.
What are the latest Email benchmarks in 2021?
1. Online Shopping – Delivery Rate: 98.36%, Open Rate: 11.69%, CTR: 0.37%, Conversion Rate: 4.17%, Unsubscription Rate: 1.88%
2. Banking & Fintech – Delivery Rate: 97.20%, Open Rate: 40.45%, CTR: 2.16%, Conversion Rate: 11.60%, Unsubscription Rate: 1.88%
3. Digital Entertainment (OTT) – Delivery Rate: 97.75%, Open Rate: 18.64%, CTR: 0.54%, Conversion Rate: 6.87%, Unsubscription Rate: 13.87%
What are the latest Push Notification benchmarks in 2021?
1. Online Shopping – DR: 62.38%, CTR: 4.67%, CVR: 22.27%
2. Banking & Fintech – DR: 70.91%, CTR: 8.71%, CVR: 22.58%
3. OTT Streaming – DR: 60.14%, CTR: 4.82%, CVR: 23.21%