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[Customer Spotlight] How Airtel Used Stylized Push Templates to Uplift Their CTR


Studying Time: 6 minutes

Editor’s notice: Buyer Highlight is an initiative by MoEngage. In these articles, we speak to our prospects to know their buyer development technique, engagement ways, and greatest practices throughout product and advertising. 

 

With a satellite tv for pc community that spans 365,000+ RKMs in 50 nations and 5 continents, a various product portfolio, and strategically positioned submarine cables, it comes as no shock that Airtel is the biggest supplier of cell telephony and the second-largest supplier of fastened telephony in India. The group has been pushing the boundaries in digital service supply with a important concentrate on enhanced end-user expertise, round the clock infrastructure availability, and superior service high quality. Their video streaming service – Airtel XStream, additionally lately achieved a 2 million paid subscriber milestone and is now India’s quickest rising OTT aggregator!

To prime all of it off, the communications large launched India’s first multiplex on the Partynite Metaverse platform simply days in the past. Airtel XStream multiplex is an extension of the corporate’s XStream Premium service and is a 20-screen platform with content material libraries from outstanding OTT partners- all accessible by the app. With an considerable portfolio of choices and a whole lot of tens of millions of customers that avail Airtel’s providers, we needed to know how the model was in a position to facilitate clever buyer engagement for these prospects utilizing MoEngage’s capabilities, particularly by push notifications.

 

Key Aims That Airtel Wished to Obtain Utilizing MoEngage’s Platform

Earlier than we discover the type of impact Airtel noticed by optimizing their present buyer engagement methods utilizing MoEngage’s Insights-led engagement platform, let’s have a look at the enterprise objectives that Airtel wished to realize utilizing these initiatives:

  1. Driving prospects to do varied sorts of recharges (add-ons and expiry top-ups), be it within the type of web information pack, calling, DTH, Fiber, and so on
  2. Cross-selling different Airtel choices to prospects which are energetic/ have lately achieved some type of recharge on Airtel Wynk Music, Disney+ Hotstar Cell, or bought an Airtel XStream Cell Pack, amongst others
  3. Upselling Airtel Financial institution/UPI and Airtel Black providers to their energetic prospects by prompting them to benefit from the next choices:
    – Ship and obtain cash straight of their financial institution
    – Ship and obtain cash by way of Airtel UPI
    – Scan any QR code to pay
    – Pay on-line for services from their favourite outlets and apps
  4. Disseminating data to their prospects about all of the thrilling Airtel affords and rewards like free trials for Amazon Prime Video (cell editions) and entry to affords on Apollo 24|7 Circle and FASTag

Key Objectives That Airtel Wished to Achieve Using MoEngage’s Platform

How Airtel Utilized MoEngage’s Push Notification Capabilities to Drive Buyer Engagement

Whereas offering related and actionable content material is crucial, sustaining a constant and interactive connection together with your prospects by that content material is the way you assure buyer satisfaction. On this context, push notifications have develop into essential for entrepreneurs throughout industries to interact with prospects on their platforms proactively.

However you realize what’s higher than fundamental push notifications? Custom-made, stylized push notifications which are customized in response to your prospects! These kind of push notifications not solely solidify model voice however are additionally an effective way of creating positive you interact together with your prospects all through their lifecycle successfully. Listed below are a number of the methods by which Airtel was in a position to drive impeccable buyer communication by MoEngage’s Push Notification capabilities.

  1. Stylized Push Templates: Giving the push notifications a artistic edge by utilizing colours and wealthy textual content to face out made all of the distinction in grabbing the shoppers’ consideration. MoEngage’s Stylized Push Template campaigns delivered 5% higher CTR than the fundamental push campaigns. The model additionally noticed a 20% uplift within the general CTR and over 22% uplift in campaigns-based CTR within the first quarter of 2022 alone! One instance of that is after a type of recharge was accomplished on the app, stylized image-only push notifications had been despatched to coach prospects concerning the additional advantages and to drive the adoption of Airtel XStream.Stylized Push Templates by MoEngage
    Discover ways to attain prospects and improve retention charges utilizing Push Notifications
  2. Carousel Push Notifications: To boost the impression of stylized push templates additional, Airtel additionally used MoEngage’s Carousel Notification characteristic to show these notifications into wealthy, interactive experiences utilizing carousels. One instance of this characteristic is a marketing campaign Airtel ran for pay as you go prospects. This marketing campaign prompted the shoppers to join Airtel Cloud Storage, recharge to unlock affords, obtain 50% off by utilizing Airtel UPI to make a transaction, and entry affords post-registration– all utilizing one push notification solely.Carousel Push Notifications by MoEngage
    One other instance of a carousel the place the model prompted upsell and cross-sell of different choices of Airtel, like DTH, FIBER, and so on, is:Carousel Push Notifications by MoEngage
    With carousel notifications, the model witnessed an uplift of over 42% within the CTR! The explanation for the upsurge is that with carousel notifications, manufacturers are ready so as to add a number of distinctive CTAs throughout the identical push notification. Due to this fact, it makes cross-selling and selling the model’s companions far more easy.

 

A/B Testing to Gauge the Impression of Vernacular-Based mostly, Picture Push Notifications

To check which kinds of push notifications carry out higher for the model, MoEngage got down to examine the impression of each picture and textual content push notifications. To research this, two kinds of campaigns had been executed by Airtel:

  1. Airtel Cloud Marketing campaigns: When a buyer efficiently completes a recharge by way of the Airtel Thanks App, they’d get entry to 2GB price of Airtel Cloud storage which typically goes unused, and one of many causes for that is the dearth of consumer consciousness.
  2. Airtel XStream Campaigns: When a buyer efficiently accomplished a recharge, the supply of free subscriptions to merchandise like XStream, Sonyliv, and so on would routinely be offered within the type of push notifications.

A/B Tested Push Campaigns by Airtel using MoEngage
Whereas initially, each these campaigns had been executed by way of text-only push notifications, the model moved onto Picture-only push notifications to see whether or not they made a extra constructive impression on the CTR. Utilizing MoEngage’s Locale Cut up, the model additional customized the notifications for his or her prospects by splitting audience. This break up was primarily based on Circle IDs, which is basically a grouping of consumers primarily based on their most popular languages and utilizing that to change the language on the picture push notifications accordingly.

Username personalization on push notifications

By including a layer of personalization over carousel push notifications utilizing stylized push templates with a number of CTAs, it turns into a lot simpler to cross-sell! Airtel noticed an general uplift of round 30-35% within the CTR! Moreover, Airtel prospects might choose the variety of days for which they need to ‘snooze’ communication from the model. This allowed the shoppers to not obtain too many push notifications and get overwhelmed.

Since India’s demographic is extremely extensive with quite a lot of cultures and languages, tapping into the vernacular side is exceptionally essential for manufacturers. Utilizing geolocation and customers’ app language settings, Airtel was in a position to cater to their prospects’ preferences in a manner that was private to them. Utilizing vernacular-based push notifications over the usual English ones, the model was in a position to reap an uplift of over 66% within the CTR!

This goes to indicate that when executed appropriately, the advantages of push notifications will be exceptionally rewarding!

Need to know extra about how your model may craft lovely, stylized push notifications to drive higher engagement charges? Click on right here and ebook a demo right this moment!

Right here’s What You Can Learn Subsequent:

  1. Discover the gaps in your present buyer engagement technique and discover ways to repair them in beneath 4 minutes!
  2. Perceive the function that buyer, journey, and marketing campaign insights play in your engagement technique
  3. Take a look at find out how to take your retail model’s buyer engagement technique to the following stage utilizing Omnichannel advertising
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