Newsletter

Ometria Customer Success Monthly Digest

Hey there, it’s Liam here from the Customer Success team, with some of our highlights from the past month. Hit 'reply' to get in touch with any questions!

Ometria is very excited to release a deeper integration with our SMS partners Attentive. You can now sync both your contacts and segments in Ometria with Attentive to use them to power your SMS campaigns ensuring a unified, consistent and relevant customer experience.

The sync is real-time and updates Attentive every time there is a change to a synced segment, so any contacts who enter or exit your Ometria segment will also be added or removed from your Attentive segment.

Increasingly accurate data across both platforms presents a clear opportunity to drive more revenue with follow up campaigns. For example, you’ll be able to target contacts with a SMS who clicked on your latest email broadcast campaign, but didn’t place an order. This follow up strategy can be used for campaigns where the contact would get a clear actionable value, such as:

• Big Sale Events
• New product launch 
• Early Access (VIP)
• Surveys

Similarly there is the opportunity to retarget contacts who haven’t performed a certain condition within automation campaigns. A common use case, much like retargeting to social channels, enables contacts who don’t interact with your email to be easily synced with Attentive to receive an SMS journey on their, potentially preferential, channel - enabling those marketing experiences your customers will love.

Of course, the new development in our integration with Attentive also lets marketers put together a different strategy for contacts who are only opted-in to SMS. Now these contacts can get additional touchpoints based on the enriched data Ometria holds, making it easy for SMS only opt-ins to start receiving Winback and Birthday campaigns, for example.

As SMS continues to make waves in retail marketing, we are excited to see how our clients utilise these enhancements to our integration, create ever more personalised experiences and surpass their goals and expectations.

Lay the groundwork for SMS

No doubt, you’ll be considering utilising SMS as an additional marketing channel, whether that’s today, tomorrow or in the near future. It doesn’t only offer great opportunities for increased revenues but interacting with customers on their mobile is a great opportunity to capture their attention, build trust and create a joined up cross-channel marketing experience.

Now is the time to get ahead and lay the groundwork for SMS in your database. Doing this will ensure you are set up for success and give you much greater ROI, with faster time to value. Follow these steps to prepare your database for SMS:

First: Ensure you are collecting your contacts phone numbers. If you are a Shopify user your contacts phone numbers are automatically passed to Ometria. For other e-commerce platforms, use the Data API to pass these in real time. Alternatively, you can manually upload them via CSV.

Next: Start collecting your contacts' SMS marketing preferences. Use Ometria’s Contact API to pass these in real time or you can manually upload them via CSV.

Finally: Request checkboxes to be added to your Ometria subscription forms giving your contacts the choice to opt-in for SMS and email communications separately:

To include these new checkboxes in your forms, raise a Support request. You can then get in touch with your Customer Success Manager to talk about updating your preferences centre and unsubscribe page to include SMS opt-in.

Patch

The plant retailer used a test-and-learn strategy to create a successful automated win-back campaign using SMS messages

Campaign close-up

This month Non-stop dogwear’s welcome campaign set our tails wagging! Just like they teach you at The Kennel Club, the success of the campaign is built on solid foundations from the get go. 

We’ve spoken much of late about the rise of walled gardens - big tech giants are closing up their ecosystems, leaving marketers with soaring costs, little control over the messages that are delivered by increasingly opaque ad networks, and no data to feed back into customer profiles.

It’s therefore even more important to start to learn about your customers and build first party data that’s going to enhance your ability to market successfully and provide amazing customer experiences.

Non-stop dogwear has unleashed the potential to do this right from the start.. Their website sign up sources CTA, links through to a tailored Ometria form that asks for a few pieces of data that allows them to tailor each contact's experience in the first few months with the brand.

Learning both the customer and pet name is perfect for driving personalised experiences by leveraging  merge tags in subject lines, pre-headers and email bodies. As well as your dog’s breed and any activities and interests you have which subsequently aid’s segmentation, appropriate content and product recommendations across the onboarding journey of each contact.

If we needed any more convincing that this use case is best in show, Non-stop dogwear have also implemented double opt-in to ensure the long term integrity of their database. Doesn’t that deserve a round of a-paws?

The Welcome Series is subsequently tailored to each contact based on their selection at sign-up. Each receives an introductory guide focusing on knowledge sharing instead of being product focussed in order to build the narrative around the brand and its value proposition as well as the activity and interest, in my case Bikejoring!

The second email introduces products for the dog and largely maintains an editorial feel, focusing on knowledge and providing guidance into some of these niche sports. The first product based touchpoint is included at the bottom of the email with product recommendations based on what dog you selected at sign-up.

The third email shares a podcast with a professional athlete- a champion in Bikejoring, again focusing on knowledge sharing, education and expertise as they build their brand and comprehensively introduces the sport. They are cleverly marketing a few chosen products here through athlete’s recommendations and social proof. 

Like most four legged friends, there’s a lot of love here. Be sure to sign up to Non-stop dogwear to keep the lead on their highly personalised marketing experiences. 

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