Global Customer Engagement Benchmarks Report, 2022
  • Email Marketing benchmarks and trends
  • Mobile Push Notification engagement statistics
  • SMS (Text Messages) usage trends
  • Mobile In-app Messages benchmarks and performance
  • Website Banners metrics and campaign benchmarks
  • WhatsApp adoption and usage trends
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The Global Customer of 2022 Wants More Personalized Experiences…

  • 71.43% of Americans above the age of 55 do not receive personalized TV shows, movies, and music albums recommendations frequently
  • Only 12% of Europeans claim to receive relevant updates from shopping brands frequently
  • 54.8% of Indians do not get frequent personalized communication about new release updates for movies, TV shows, or music that they like
  • 56.20% of Indian shoppers claim they do not get frequent updates from shopping brands about products that they like
  • 74% of consumers in Indonesia do not get relevant news and sports updates frequently
  • Only 16.80% of shoppers in Singapore claim to get frequent updates about products they like
  • 64.8% of Chileans say news and sports updates they receive are not personalized often
  • Only 29.20% of consumers in the Middle East receive relevant updates about news or sports updates frequently

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…and Has New Digital Customer Channel Preferences

  • 50.2% of Americans want to learn about loan offers and updates via Emails
  • 19.60% of Germans prefer to get subscription renewal reminders and alerts via WhatsApp
  • 59% of Europeans want to get KYC (Know Your Customer) updates and reminders via Emails
  • 26% of Brazilians want subscription renewal reminders and updates on WhatsApp
  • 35.8% of Latin Americans prefer to get travel information and hotel regulations for their stay from Emails
  • 17.60% of consumers in the UAE get updates about the stock market and their investment portfolio via Push Notifications
  • SMS is the fastest-growing channel for Indians to get subscription renewal reminders and alerts
  • Consumers in Indonesia want banks to send them loan offers and updates on Whatsapp
  • Travelers in Singapore want to get travel information and hotel regulations through Mobile Push Notifications

Digital Customer Engagement Metrics Brands and Marketing Teams Need to Measure in 2022

Email marketing metrics

• Delivery rate
• Open rate
• Click-through rate
• Click-to-open rate
• Conversion rate
• Unsubscription rate

Mobile Push Notification metrics

• Delivery rate
• Click-through rate
• Conversion rate

SMS metrics

• Click-through rate
• Conversion rate

Mobile In-app Message metrics

• Click-through rate
• Conversion rate

Website Banner metrics

• Click-through rate
• Conversion rate

WhatsApp metrics

• Delivery Rate
• Click-through rate
• Conversion rate

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How Does Personalization Help Improve Digital Customer Engagement in 2022?

  • Personalizing emails based on customer behavior boosts open rates by 2.7x
  • Push Notifications personalized based on customer behavior lead to 5.47x more clicks
  • Consumers are 3.86x more likely to click on mobile in-app messages and website banners personalized based on customer journey
  • When brands personalize Text Messages (SMS) based on customer journey, they witness 6x more conversions

Data from the customer engagement report showing how personalization and AI segmentation can help a global company boost engagement

How can Businesses Build a Personalized Experience using a Customer Engagement Platform?

AI-based personalization helps companies drive customer engagement by gathering the right insights and improving communication strategies.

Marketing teams can create segments by observing customer behavior on their mobile app or website, and engage customers by sending relevant messages.

Learn the impact of segmentation and personalization on Customer Engagement now!

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What Are the Latest Digital Customer Engagement Trends in 2022?

WhatsApp adoption is on the rise among mobile-first consumers

• 14.20% of Indians prefer brands to send shipping updates and alerts via WhatsApp

• Consumers in Indonesia want banks to send them loan offers and updates on WhatsApp

• 16.40% of Germans use WhatsApp to learn about the latest updates to the stock market or investment portfolio

• 19.60% of Germans prefer to get subscription renewal reminders and alerts via WhatsApp

• 26% of Brazilians want subscription renewal reminders and updates on WhatsApp

Mobile push notifications and emails continue to be most-preferred channels

• 17.80% of Indians rely on mobile push notifications to get news alerts or sports updates

• 20.40% of shoppers in Singapore want to receive updates on new products from shopping brands via email

• 15.20% of travelers in Singapore rely on push notifications to get travel information

• 40% of Brits prefer getting updates about new products via Email

• 50.2% of Americans want to learn about loan offers and updates via Emails

Mobile in-app messages and website banners help discover latest information

• 33.60% of Indians learn about the latest updates to the stock market or their investment portfolio from mobile in-app messages or website banners

• 21.20% of consumers in Vietnam get the latest updates to the stock market or investment portfolio via mobile in-app messages and website banners

• 12.52% of Europeans below the age of 44 prefer mobile in-app messages or website banners to get travel information

• 30.40% of Brits prefer mobile in-app messages or website banners to learn about the latest updates to the stock market or investment portfolio

SMS is the most favorable channel to get reminders, updates, and alerts

• 26.80% of Indian shoppers want to get shipping updates and alerts via SMS

• 26.20% of Indians prefer to get KYC (Know Your Customer) updates and reminders from SMS

• 28% of shoppers in the Philippines prefer to get shipping updates and alerts via Text Message (SMS)

• 36.80% of consumers in the Philippines rely on email to learn about loan offers and updates from banks

• 14.80% of Brits prefer to get subscription renewal reminders and alerts via SMS

Proven Customer Engagement Strategies Executed by Brands Using Segmentation Capabilities

NATIV

1. Media & Entertainment (OTT Audio & Video Streaming, Gaming, Sports, Digital Publications)

Xstream, Airtel’s video streaming platform, caters to the entertainment needs of over 17 million Indians accessing 350+ Live TV Channels, 10000+ Movies, 100+ TV Shows, Originals, and much more on the Xstream iOS and Android mobile apps.

The Growth team at Xstream implemented the RFM model to analyze and segment customers based on their recency and frequency of app usage.

This enabled the teams to run data-backed campaigns and win back inactive customers.


2. Shopping (E-commerce, Retail, D2C, Groceries)

Alfamart is one of the popular convenience stores across Indonesia and the Philippines. After opening over 15,000 retail stores in Southeast Asia, the brand launched a digital app called Alfagift to bring a new shopping experience to the brand’s loyal members.

Alfagift’s Marketing team wanted to build a go-to E-commerce app for loyal customers and a single stop for all their daily needs.

The team created workflows that triggered whenever customers would complete or abandon an action inside the app, and automatically a message was sent to nudge them to either complete the action or opt for something else.


3. Banking and Finance (Online and Traditional Banks, Fintech, Insurance, Peer-to-Peer Lending, Crypto)

AXISNet is an Indonesian cellular brand licensing service owned by XL Axiata, a subsidiary of the Axiata Group. With 382 international roaming partners in 159 countries, AXISNet has coverage in 80% of the population across 400 cities in Indonesia.

The team wanted to drive mobile app adoption, particularly among the young population in Indonesia, engage consumers and convert them via the app.

The team achieved this by segmenting customers based on their actions in the mobile app and attributes and then running omnichannel campaigns.


4. Travel & Hospitality (Hotels and Homestays, Online Travel, Room Rentals)

OYO is the world’s leading chain of hotels and homes, operating in over 800 cities in 80 countries, including the U.S., Europe, U.K., India, Middle East, Southeast Asia, and Japan.

OYO’s Marketing team wanted to build a seamless omnichannel customer experience that resonates with OYO’s brand identity and offer personalized hotel recommendations and price offers.

The team identifies customer segments based on their past booking behavior, browsing patterns, and price preferences. This helps the team send hyper-personalized offers and hotel recommendations through push notifications, SMS, and emails.

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Frequently Asked Questions

What is the Customer Engagement Report? How did you gather insights in this report?

The Customer Engagement Report is a collection of the voice of the global customer and the latest benchmarks from the Shopping, Banking, Media & Entertainment, and Travel industry. The Customer Engagement Report helps marketing teams in global companies understand the latest digital Customer Engagement strategies that will help them in engaging existing customers using data. The Customer Engagement Report also has a collection of stories of how marketing teams of global companies are engaging customers on their site or mobile app by using a Customer Engagement platform like MoEngage.

What is the importance of first-party customer data for marketing teams?

First-party customer data will help marketing teams in global companies understand behavior on their site or mobile app, what they like the most, identify AHA moments and drop-off points, and learn what their customer preferences are with respect to the most preferred channel and the best time to send communication. This data has enabled marketing teams in global companies to build delightful and memorable moments by building personalized experiences and sending relevant communication.

How do the latest Customer Engagement stats help marketers in customer lifetime marketing?

Knowing the latest Customer Engagement statistics and customer engagement strategies will help brands optimize their engagement efforts by personalizing interaction with your brand and driving more ROI from campaigns.

What are the Customer Engagement metrics examples and data covered in this report?

According to the Customer Engagement Report, the most important engagement metrics for your company are: Email marketing metrics (Delivery rate, Open rate, Click-through rate, Click-to-open rate, Conversion rate, Unsubscription rate); Mobile Push Notification metrics (Delivery rate, Click-through rate, Conversion rate); SMS metrics (Click-through rates, Conversion rates); Mobile In-app and Website Banner metrics (Click-through rate, Conversion rate)

What digital marketing channels should I use across the customer journey?

Data from the Customer Engagement Report shows that your company must use Email, Mobile Push Notifications, SMS, WhatsApp, Website Banners, and Mobile In-app Messages for effective omnichannel engagement.

What is MoEngage? How does MoEngage help improve my marketing strategies using data?

MoEngage is an insights-led Customer Engagement platform that helps global businesses and companies understand customer preferences, likes, and behavior to send the right communication across multiple channels to drive Northstar metrics like revenue, LTV, retention, DAU (Daily Active Users), and MAU (Monthly Active Users).

What is Digital Customer Engagement? How does technology help drive better results for my company?

Digital Customer Engagement is the interaction between your company and your customers over digital channels. Data shows that technology like AI and machine learning can improve your Customer Engagement metrics by determining the right message to send to the right customer at the most optimum moment and on the best channel.