Unlocking the New Martech Ecosystem

What do customers want to feel in 2025

Welcome to 2025, the year when customer experiences transcend the ordinary. Gone are the days when a generic email blast or a simple loyalty program could win hearts. Today, brands must deliver more meaning and real personal value. They must answer a vital question: what do customers want to feel? The answer might not be the same for everyone. But it all starts with listening, innovating, and acting on emerging customer trends in 2025.

So we aim to explore the major 2025 customer experience trends shaping our landscape in this first blog post of the year. Whether you’re in banking, telecom, e-commerce & retail, insurance, or aviation & travel, these trends matter. They highlight what your customers truly expect from every product or service you offer.

Shifting Consumer Behaviors: The Roadmap to 2025

The business world moves fast. By now, we’ve seen how quickly consumer behaviors change. The global environment, evolving technology, and new social norms constantly push us to adapt yet the numbers are not optimistic. According to Forrester, this year, the average effectiveness of experiences fell to 64%, while the average ease of experiences fell to 66%.

These shifts can feel overwhelming. That’s why it helps to look at customer trends 2025 as a roadmap. They guide us through changing market demands.

According to various industry predictions—like those from Forrester and other thought-leaders—brands that prioritize CX leaders’ strategies are set to outpace their peers. They understand the power of customer engagement and appreciate the role of strong customer journeys. They see consumer trends evolving in real-time and make sure every step, from discovery to purchase, feels consistent and aligned with user expectations.

Yet, staying ahead isn’t just about technology. It’s also about emotion. What do customers want to feel by the time they complete an interaction with you? Some might crave a sense of belonging. Others look for efficiency and speed. Some want an in-depth brand relationship.

By observing consumer spending habits and the feedback from different markets, you can deliver a tailored experience that resonates on a personal level. This is the essence of hyper-personalization.

Hyper-Personalization: Making It Personal, at Scale

If you follow any customer experience (CX) discussions, you’ll notice hyper-personalization appears time and again. It’s a response to an overcrowded marketplace. Everyone is shouting for attention. Customers are tired of broad, one-size-fits-all messages. They want relevant offers, valuable content, and helpful service. They want brands to read between the lines of their behaviors.

Tailored Recommendations: Think of product suggestions based on past purchases or browsing history. For instance, a telecom company might detect a user’s preference for data-heavy packages, and then suggest an upgrade that fits their usage patterns.

Contextual Outreach: Some consumers hate spammy emails. Others welcome reminders if they’re about a special discount. By examining consumer behaviors, you can fine-tune your messaging to suit each audience segment.

Real-Time Adjustments: The best approach is continuous. It's about testing, learning, and recalibrating. That means collecting data from interactions across social media, apps, and in-store. Then, you adjust your offers or tone based on fresh insights.

McKinsey states that companies that grow faster drive 40% more of their revenue from personalization than their slower-growing counterparts. So in 2025, CX leaders are doubling down on personalization. They know it sparks deeper customer engagement while fostering loyalty. When people see real value, they return again and again. That’s how you turn occasional buyers into long-term advocates.

Generative AI: From Novelty to Necessity

For years, we’ve heard about AI-driven solutions. Some saw it as the future. Others felt it was hype. Now, generative AI has proved its worth across various industries. It’s no longer a sci-fi concept. It’s embedded in everyday tools, from chatbots that handle routine customer service queries to advanced analytics that detect anomalies in financial data.

Why is Gen-AI Gaining Momentum?

Speed and Efficiency: AI-powered systems can process data at lightning speed. They can generate product descriptions, draft personalized messages, and even predict user inquiries before they arise.

Cost Reduction: In some sectors, employing multiple human agents for repetitive tasks can be costly. AI-driven bots tackle mundane issues 24/7, freeing human talent for more complex tasks.

Enhanced Creativity: The term “generative” in generative AI speaks to its creative edge. It can craft new designs, marketing angles, or user flows that might not be intuitive to humans. It opens up fresh ideas for brand campaigns or packaging improvements.

But technology alone isn’t a magic bullet. The real value emerges when brands mix the best of machine efficiency with human empathy. Human agents still matter for nuanced inquiries and emotional connections. AI-driven solutions excel at tasks that require speed, data crunching, and pattern recognition. The synergy of both is what shapes top-notch customer experience trends.

Customer Service Reimagined: A Blend of AI and the Human Touch

Remember the days of waiting hours on hold, listening to dull elevator music? Those days are fading. In 2025, AI-powered chatbots resolve issues in seconds. Virtual assistants schedule appointments with ease. Yet, customers still want genuine human support for complex needs.

Simple Tasks: Use AI-driven chatbots to answer FAQs, track packages, or handle basic troubleshooting. This is especially effective in e-commerce & retail, where quick order updates can keep anxious buyers calm.

Escalation to Humans: If the bot senses frustration, it should swiftly escalate the chat to a human. In banking, for instance, clients might need a person for deeper financial advice.

Empathy and Understanding: Even the best AI can’t replicate the warmth of a concerned human. For emotional issues—like insurance claims after a crisis—it’s crucial to have human agents who can provide comfort.

Brands that blend automation with empathy see the highest satisfaction rates. They reduce wait times, meet logical needs, but still connect with people’s emotional side. This leads to stronger loyalty and better outcomes in the long term.

The Rise of Customer Journeys: Mapping Every Touchpoint

With so many channels available, from social media to offline stores, the modern customer journey isn’t linear. People jump from one platform to another. They read reviews, watch unboxing videos, and consult friends. They might browse on a phone, and then finalize their purchase on a desktop. That’s why you need a consistent message across channels.

Centralized Data: Keep all customer info in a unified database. When a telco user asks for help in the app, the agent should see their purchase history, preferences, and previous support tickets.

Smooth Transitions: If someone starts a query online, they shouldn’t have to repeat it if they move to phone support.

Personalized Path: Each person’s path is unique. In aviation & travel, for example, a traveler might begin searching for flights on a website, switch to a mobile app for seat selection, and contact chat support for upgrades. Map out these steps and tailor experiences to each stage.

Ensuring a seamless flow is no longer optional. It’s part of core customer experience trends. The brand that does this well stands out in a crowded market as it shows it cares about the entire journey, not just the final sale.

Why Customer Experience Is the Future

When we talk about 2025 customer experience trends, we don’t only mean fancy new tools or creative campaigns. It’s a mindset that focuses on building strong, lasting relationships. It’s about answering “What do customers want to feel?” at every stage. Whether they’re depositing money into a new account or choosing a seat on a flight, the goal is to enrich their life in a tangible way.

Brands that master customer experience see returns in the long term. That’s why 54% of chief marketing officers increased their budget for customer loyalty and retention this year. They drive loyalty. They reduce churn. They spark organic advocacy. They become part of someone’s daily routine. People trust them. People recommend them. People defend them.

In a year shaped by consumer trends, adopting an agile approach matters. Listen to your audience. Embrace new tools, like AI-powered solutions and generative AI, but never forget the human side. Keep focusing on customer engagement so they don’t drift to competitors. This combination of empathy, personalization, and innovation anchors modern CX trends.

Looking Ahead and Staying Competitive

We’ve seen many customer experience trends come and go over the years. But some fundamentals remain. People want convenience, efficiency, and a feeling that a brand sees them as individuals. As we head deeper into the future, keep these strategies in mind:

Leverage AI, Maintain Humanity: Leveraging AI is vital for growth, but always keep human agents ready for critical touchpoints.

Deliver Hyper-Personalization: Use data, machine learning, and gen-AI to create experiences tailored to each user.

Stay Flexible: The next big disruption can arrive at any time. Be ready to pivot your product or service offerings fast.

Focus on Value: Don’t just sell. Solve real problems. Answer what customers want to feel when they do business with you.

Think Long Term: Great customer experience is a marathon, not a sprint. Build trust step by step.

How Evam Empowers Customer Experience

Evam’s real-time omnichannel martech platform, evamX, brings all your customer touchpoints into one intelligent marketing hub. With evamX you can design and run real-time, batch, or hybrid campaigns and win customers’ hearts by being there whenever they may need you the most.

The AI-powered customer journey orchestration and design platform equips you with six powerful modules:

Journey Designer: Craft end-to-end customer journeys with ease. Visualize, plan, and deploy multi-channel campaigns that adapt to real-time user behavior.

Digital Engagement: Curate seamless, personalized experiences across the web, mobile, and more. Design effective push notifications, SMS campaigns, and tailored web interactions visually and generate content with gen-AI to delight customers.

Insight Tracker: Monitor performance at every step of your customer journey. Gain real-time metrics that help refine strategies and uncover hidden opportunities instantly.

Customer Feedback: Collect feedback when it matters most. Design and trigger surveys to listen to customers after critical interactions, then optimize journeys based on their voices.

NBX Decisioning: Harness AI-driven insights to predict customer needs. Offer next-best actions that feel uniquely personal and relevant.

With evamX, you’re ready to build remarkable customer experiences. Get in touch to discover our comprehensive solutions and learn how we can help you elevate customer engagement and meet your KPIs in 2025.

Push Notification Marketing: Strategies & Optimization

With so many brands vying for the attention of their user base, consumers are flooded with constant notifications from every direction. This information overload often leaves them feeling overwhelmed and disengaged.

Push notifications, although a powerful marketing tool that fosters loyalty for consumers with an on-the-go mindset, are no exception to this phenomenon. According to Forrester, 60% of consumers say push notifications have failed to elevate their app usage (by interaction), and 17% opt out of push notifications altogether.

In this article, we aim to highlight the importance of brands employing a push notification marketing strategy with a quality-over-quantity mindset. In this blog, we will be exploring how to craft such a strategy and providing tips for optimizing push notifications to ensure messaging is relevant, timely, and engaging.

What is Push Notification Marketing?

Push notifications are concise messages that are dispatched by a brand to a user’s device screen, whether it is a mobile device like a smartphone or tablet, a wearable such as a smartwatch, or a desktop computer.

Unlike other marketing channels, push notifications engage directly with the brand’s mobile app or website. This is one reason why push notifications tend to stand out more than email or SMS campaigns that often compete with other advertisements. Additionally, when a brand sends push notifications, they remain in a device’s notification center and can be interacted with anytime by the recipient.

The ability to appear directly on a user’s device screen and persist in a user’s view makes push notifications a powerful marketing tool for maintaining brand awareness among customer interactions.

To ensure that push notification campaigns achieve these goals and resonate with users, marketers need to develop a well-crafted push notification marketing strategy.

How to Build a Successful Push Notification Marketing Strategy

There are five simple marketing team steps to take to ensure that push notification marketing strategy is effective with a brand’s user base:

Define Goals and Objectives

Set clear, realistic, and measurable goals that set specific and attainable goals that will steer each push notification campaign to achieve. Whether it’s increasing user engagement, growing the number of app downloads, driving traffic to your website, or boosting user retention with reminders of upcoming events or abandoned cart notifications, marketers must aim to add value to a digital experience.

Segment Target Audiences

Once goals and objectives are set, marketing teams should then identify their target audience for their campaigns. After performing user segmentation, where they divide their audience into smaller groups based on factors such as demographics, interests, and behavior, marketers should tailor their messages based on what would resonate most with each segment.

Determine Frequency and Timing

When setting a schedule for push messages, marketers should establish a schedule for sending notifications that strikes a balance between maximizing engagement and avoiding notification fatigue. Marketing teams can experiment with different times and frequencies to identify when their audience is most receptive and adjust their strategy accordingly.

Evaluate Campaign Performance

Marketers should regularly test different types of push notifications and strategies and analyze the results to adapt their approach. They can use methods such as A/B testing to experiment with various content, frequency, and timing, and conduct data analysis to assess key performance indicators such as open rates, click-through rates, and opt-out rates.

Integrate with Other Marketing Strategies

Ensuring that a brand’s push notification campaigns are aligned with its other marketing efforts is key to establishing an effective omnichannel marketing strategy. This cohesive approach allows all channels to amplify the same message, ensuring consistency, and a user-centric experience.

By implementing these steps for building a successful push notification marketing strategy in place, the next crucial focus for marketers to focus on is optimizing push notification campaigns for performance.

Push Notification Optimization Tactics

In order to create relevant and engaging campaigns, marketing teams should implement the following five tactics for push notification optimization:

Craft Engaging Content

As the first piece of information the user notices of the campaign, marketers should design the content of a push notification message to be relevant and engaging. This could be done by using a mix of different types of content and media elements such as images, GIFs, videos, and interactive features. Additionally, compelling calls to action should be included to drive user engagement.

Embrace Personalization

By incorporating user personalization into push notifications as personalized content is preferred by individual users. Personalized push notifications take into consideration an individual’s preferences, demographics, behaviors, and circumstances to deliver more relevant, timely, and engaging content. Personalization also allows for dynamic changes in content based on factors such as location, time of day, and app usage habits for highly effective delivery personalization.

Location-Based Messaging

Marketers can deliver location-based push notifications to users to enhance the relevance and timeliness of their campaigns. For example, they can leverage geofencing to send promotional offers to users based on their physical proximity to a brand’s store, encouraging in-person purchases. Additionally, geo-targeting enables marketers to tailor the language of their campaigns, ensuring that messages are culturally relevant and appropriate.

Time-Sensitive Notifications

Marketers can also time-sensitive push notifications to communicate content that is relevant to specific timeframes. These notifications can include time deals, reminders for upcoming appointments or deadlines, tracking information and delivery updates, and last-minute offers. By emphasizing the urgency of the information, time-sensitive notifications promote immediate action and heightened awareness.

Customizable Notification Preferences

Marketers should allow users to customize their push notification preferences, including content, timing, and frequency to reduce the risk of notification fatigue. This means that brands should provide an option for users to pick what type of push notifications they want to receive and opt out of those that are not relevant. This communicates to users that a brand respects their opinions and feedback.

How to Choose the Best Push Notification Marketing Tool

Using a marketing tool that enables brands to design and orchestrate push notifications greatly improves efficiency and convenience for marketing teams.

User-Friendly Interface

A user-friendly marketing platform will allow marketing teams to set up and manage push notification campaigns intuitively, without needing support from IT.

User Segmentation

The platform should be able to perform contextual user segmentation based not only on demographics but user behavior, preferences, and current circumstances to create smaller, more focused segments.

Personalization Features

Personalizing push notifications to address individual users’ needs is crucial. The platform should support personalized, location-based, and time-sensitive campaigns for increased customer engagement.

Automation Capabilities

Automation features, such as sending behavioral triggers and scheduling the frequency and timing of push notifications, are key in creating campaigns that are timely and relevant.

Integration Into Existing Systems

The platform should seamlessly integrate with the brand’s existing CRM systems and data sources, ensuring no compatibility issues.

Analytics and Reporting

Reporting tools that track and analyze KPIs, such as conversion rates, open rates, and ROI, are essential in guiding marketers in their efforts and measuring campaign success.

Cost and Scalability

The platform should align with the brand’s budget and be flexible enough to scale with the brand’s growth, making it a worthwhile investment.

Multi-Device Support

A well-designed marketing tool should allow brands to enhance their user experience with a platform that can optimize push notifications for a variety of operating systems and devices seamlessly, increasing accessibility and user reach.

The Ultimate Omnichannel Marketing Platform

Brands that aim to deliver a seamless and cohesive user experience for their customers need a platform that can optimize push notifications for a variety of devices and operating systems.

A well-architected marketing platform lays the foundation for crafting successful push notification marketing strategies, enhances the effectiveness of push notification campaigns, and aligns them with the brand’s long-term goals.

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How CLV Drives Business Growth and Customer Loyalty

What is Customer Lifetime Value?

Generating Customer Lifetime Value (CLV), also known as Lifetime Value (LTV), is crucial for measuring the exact revenue a single customer will bring to a business throughout their relationship. It provides businesses with insights into their customers’ worth and helps them in planning and implementing strategies to retain their most valuable customers.

The Difference Between CLV and LTV

While Customer Lifetime Value and Lifetime Value are similar, there are slight differences in how businesses focus on their metrics. CLV refers to the revenue a customer generates during their relationship with the business. LTV focuses more broadly on the profitability of customers over time.

How to Calculate Customer Lifetime Value

Customer Lifetime Value can be calculated using a simple formula by businesses willing to retain long-term relationships with their customers:

CLV = Average Purchase Value × Average Purchase Frequency × Average Customer Lifespan

For example, consider the following numbers for a business:

Average Purchase Value: $50

Average Purchase Frequency: 12

Average Customer Lifespan: 3 years

Using the formula:

CLV = $50 × 12 × 3 = $1,800

This means that, on average, each customer generates $1,800 in revenue throughout their relationship with the business.

This data helps businesses evaluate their customers’ profitability and align their financial and operational decisions accordingly.

Why is Customer Lifetime Value Important?

Understanding and increasing Customer Lifetime Value allows businesses to focus on revenue and customer growth while improving relationship management. Here’s why it’s essential:

1. Increasing Customer Acquisition

CLV helps in identifying profitable customer segments, enabling businesses to invest more in acquiring high-value customers while reducing costs on less profitable ones.

2. Improving Customer Retention Rates

Calculating CLV can reveal important information regarding customers and their purchasing habits. Businesses can tailor their products and services to their customers’ needs by making informed decisions and developing loyalty programs, thereby improving retention rates.

3. Reducing Churn

By identifying patterns, studying CLV can show areas of weakness and enabling businesses to target at-risk behaviors. A focus on reducing churn creates a proactive approach to retaining valuable customers.

4. Better Resource Allocation

CLV can help businesses understand which customers are the most profitable and deserving of further investments while reducing costs on less profitable customers.

5. Boosting ROI

Businesses with strategies to improve CLV often see increased ROI as customers remain loyal, and the value derived from each customer grows over time.

Effective Strategies for Businesses to Increase CLV

There are several strategies businesses can implement to increase CLV:

1. Contextual Customer Segmentation

Divide customers into segments based on demographics, purchasing habits, and behaviors to create personalized marketing campaigns that engage and retain customers.

2. Personalization

Develop targeted campaigns based on customer data that address specific needs and preferences, ensuring relevancy and engagement.

3. Cross-Selling and Upselling

Offer related or complementary products to customers to increase average purchase value and engagement.

4. Customer Retention Programs

Design loyalty programs or offer discounts for repeat customers to encourage long-term relationships and consistent revenue streams.

5. Open Communication

Encourage regular feedback from customers to improve the relationship and keep them engaged with the brand.

6. Omnichannel Customer Experiences

Provide seamless transitions across different platforms and touchpoints, such as mobile apps, websites, and customer support channels, ensuring a consistent customer journey.

EVAM: Empowering Businesses to Enhance CLV

With advanced tools for segmentation, data analysis, and engagement, EVAM enables businesses to implement effective CLV strategies tailored to their unique customer base.

Are you ready to discover how EVAM can help your business improve customer engagement and boost customer lifetime value?

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Channel Optimization: How to Prevent Overload Communication

In today’s digital landscape, customers prefer interacting with businesses that offer them flexibility and a well-rounded customer experience through multiple interconnected marketing channels.

However, businesses must also be cautious not to overwhelm their customers by utilizing too many channels and presenting too much information at once.

The most efficient way to strike this balance and prevent overload channel communication is by embracing an optichannel marketing approach that empowers businesses to optimize their marketing channels.

Too Much, Too Often: Understanding Overload Channel Communication

Overload channel communication is a phenomenon where customers feel overwhelmed by the number of channels a business uses to interact with them and the amount of information they are presented with.

While keeping multiple lines open for communication is beneficial, utilizing every possible channel to reach a customer could start feeling repetitive and bothersome.

Consider a scenario where a business has a product launch it wants to make its customers aware of. Their customers receive an email newsletter about the new product, followed by SMS messages, and push notifications. They constantly hear about the product on the business’s website, mobile app, and social media.

Instead of feeling excited about a product that would normally pique their interest, the customers’ frustration with the recurrent advertising could lead them to abandon the brand altogether.

The Main Causes of Channel Overload

It’s not just the amount of information customers receive, but also its content that causes this overwhelm. Harvard Business Review refers to this as an information burden, and outlines four main reasons why such content creates distress:

Repetitive: This occurs when a business communicates messages that are similar or identical too frequently. Consumers can find this behavior too persistent or patronizing.

Inconsistent: The messages relayed to customers are inaccurate or conflicting across different channels. In a digital age where 90% of customers expect consistency across all channels, ensuring uniformity in messaging is vital.

Irrelevant: The content customers receive is too generic or unrelated to their interests or specific circumstances. Relevant communication is crucial, as 76% of consumers state they feel frustrated when the products or services they receive lack personalization.

Time-Consuming: This occurs when customers have to spend too much time and effort to read or understand the content being delivered to them. In today’s fast-paced world, consumers are already juggling multiple tasks at once. They don’t want to keep up with a brand’s engagement campaigns to feel burdensome as well.

In order to avoid creating a marketing campaign that falls into one or more of these four categories, businesses need to adopt a channel prioritization strategy.

What is Channel Prioritization?

Channel prioritization is an engagement strategy where a business determines which channels will be more effective in reaching different segments of its audience, otherwise known as optichannel marketing.

Adopting this strategy prevents overload channel communication, which grants businesses benefits such as:

Increasing Customer Satisfaction: Customers no longer feel stressed or overwhelmed by the communications they receive, leading to increased customer satisfaction.

Enhancing Quality Customer Interactions: Utilizing optimized channels embraces quality over quantity, ensuring all customer interactions are meaningful and personalized.

Boosting Conversion Rates: Targeted audience engagement ensures all communications are engaging and relevant, increasing the likelihood of capturing consumers’ interest and boosting conversion rates.

Improving Customer Retention: Effective re-engagement channel optimization strategies can reduce churn and help with customer retention.

Maximizing Return on Investment (ROI): Channel optimization in marketing ensures resources will be spent on campaigns that will be effective, saving precious time and maximizing ROI.

Key Considerations for Channel Prioritization

When determining which channels would be most suitable for certain marketing campaigns, there are various key considerations:

Audience Segmentation: Not every channel resonates with every customer. It’s important for a business to segment its audience based on factors such as demographics, characteristics, usage patterns, and behaviors to determine the channels that would yield the most effective results with each group.

Time-Sensitivity: For campaigns that are only active for a limited time or require immediate engagement, opting for marketing channels that elicit quicker responses is imperative. Customers engage with some marketing channels, such as push notifications, more frequently and quickly than other channels such as a business’s website.

Content Intensity: Some marketing campaigns are lengthier or more content-heavy than others. In order to communicate such campaigns effectively, it’s important to determine which channels are better suited for shorter vs. longer content.

Accessibility: In order for a business’s marketing efforts to resonate with diverse audiences, such efforts need to embrace accessibility. Some important accessibility factors to consider when optimizing channels are internet connectivity, device compatibility, language and localization features, and inclusive design elements such as voiceover or alt text.

Strategic Optichannel Integration within an Omni Channel Framework

In comparison to traditional marketing strategies such as multi-channel or cross-channel marketing, an omnichannel marketing platform allows a business to interconnect all its channels to prioritize customer satisfaction.

Coupled with an optichannel marketing strategy that aims to personalize the customer journey through channel prioritization, businesses can deliver seamless and tailored customer experiences at every touchpoint.

EVAM: A Leader in Unifying Optichannel & Omnichannel Marketing Strategies

EVAM’s Marketing Suite is an omnichannel marketing hub operating with an optichannel approach through features such as:

Smart audience segmentation for contextual marketing efforts

Customer journey builders for rich, real-time, and hybrid strategies

Data-driven automation capabilities for consistent messaging across touchpoints

Are you ready to discover how Evam can help you excel at channel optimization for more meaningful and relevant customer interactions?

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Personalized Push Notifications: Crafting Resonant Messages

In today’s digital landscape, customers are bombarded with an overwhelming amount of information daily, making it challenging for businesses to stand out from competitors.

A key marketing strategy that businesses have adopted for cutting through the noise and connecting with their customers is personalized marketing. By embracing personalization, businesses can tailor their products and services for their customers based on their behavior and preferences, ensuring an engaging customer experience.

Among the most effective tools for delivering such personalized experiences is personalized push notifications, which empower marketers to reach their audience with timely and relevant messages that drive user engagement and enhance customer satisfaction.

What Are Personalized Push Notifications?

Push notifications are messages sent by a brand to appear on the screen of a user’s device, such as a smartphone, tablet, or computer. These notifications are attention-grabbing and short to the point in their content and pop up even if the user is not actively utilizing the brand’s mobile app or visiting its website.

Push notification personalization leverages contextual audience segmentation and insights into user behavior, interests, and circumstances to ensure messages are more timely, relevant, and engaging.

The Benefits of Personalizing Push Notifications

Unlike generic push notification campaigns that deliver the same message to a brand’s entire user base, personalized push notifications are tailored specifically for individual users. There are several benefits of personalizing push notifications, which include:

Enhanced Customer Engagement

Personalized notifications contain offers, promotions, product recommendations, or information that are more aligned with the customer’s interests. This improves the likelihood that the customer will open and interact with the notification, leading to increased click-through rates, open rates, and overall customer engagement.

Increased Conversion Rates

By delivering push notifications that are relevant and timely for the customer’s unique circumstances, brands can drive higher conversion rates. For example, brands can send push notifications to customers with abandoned carts, encouraging them to complete their purchases with a rewarding incentive.

Improved Retention & Customer Loyalty

Push notifications that contain personalized content can address individuals’ specific needs at just the right moment, leading to improved customer satisfaction. Customers who feel their preferences and interests are understood and valued by a brand are much more likely to remain loyal to it.

Reduced Churn Rates

When customers receive personalized messaging during moments that matter to them instead of generic campaigns at irrelevant times, they’re less likely to experience notification fatigue. This lowers the chance of them unsubscribing from the brand’s communications or abandoning it altogether, leading to reduced churn rates.

Heightened Brand Awareness

Receiving relevant push notifications consistently creates a more positive impression of the brand in the customer’s mind, increasing overall brand awareness and recall. Through personalized messaging, brands not only reinforce their presence but form a stronger connection with their customers, leading to improved customer lifetime value.

Adopting a personalized push notification strategy lays the foundation for brands to form meaningful and long-lasting relationships with their customers.

How to Build a Personalized Push Notification Strategy

In order for brands to implement a successful personalized push notification strategy, they must follow these 5 steps:

Segment Audiences

Dividing users into smaller groups based on factors such as demographics, interests, purchasing habits, and behaviors allows for push notifications to be more specific and precise for each target audience. Gathering insights into which types of campaigns resonate more with each audience segment will help guide future marketing decisions.

Contextual Targeting

In addition to crafting unique messages for each audience segment, ensuring notifications are contextually relevant to users’ current circumstances is crucial for better customer interactions. Taking into account a user’s recent activity, their location, or dates that are significant to them presents valuable real-time engagement opportunities.

Here is an example for each:

Activity: A user has just completed a transaction. A personalized push notification is sent, thanking the user for their business, and presenting them with a discount for their next purchase.

Location: Upon detecting a user has arrived at the airport, a rideshare app sends them a personalized push notification welcoming them to the city. The notification includes a special promotional offer for transportation to their hotel.

Date: As the deadline for a credit card payment approaches, the bank sends the user a push notification reminding them of the due date. The message includes a direct link to make the payment for the user’s convenience.

Respect User Preferences

Brands should allow users to customize their notification settings, such as subject matter or frequency, and provide them with the option to opt out or unsubscribe from messages. Doing this decreases the risk of users growing frustrated with receiving irrelevant or too many notifications. Allowing for customization also communicates to the users that their input is valued, therefore increasing customer satisfaction and loyalty.

Test & Optimize

It’s important for brands to measure KPIs such as open rates and click-through rates and perform A/B testing to experiment with different targeting strategies. Evaluating the effectiveness of their personalized push notification campaigns through these methods will empower brands to make informed adjustments to their marketing efforts.

Integrate with Other Marketing Channels

Lastly, brands should ensure that their personalized push notifications are consistent with the content on their other marketing channels. This ensures no conflicting or outdated information is relayed to customers, paving the way for a cohesive brand experience and a successful omnichannel marketing strategy.

How Marketing Platforms Can Assist with Personalizing Push Notifications

A marketing platform that can segment audiences, gather insight into user preferences and behaviors and assess campaign performance can be instrumental in achieving these five steps to implement a successful personalized push notification strategy.

evamX is an omnichannel marketing platform with contextual audience segmentation, personalization, and real-time interaction capabilities. It empowers brands to gain valuable insights into their target audience’s interests, preferences, and habits, and seize real-time engagement opportunities for every step of the customer journey.

Brands can leverage personalized push notifications for various purposes, including reminding customers of upcoming events or deadlines, offering promotions to encourage more purchases, and requesting feedback through surveys regarding recent transactions. With EVAM’s AI-powered capabilities, brands can effortlessly design and preview personalized push notification messages for both desktop and mobile devices.

Cross-Channel vs. Omnichannel vs. Optichannel Marketing

In an era shaped by rapid technological progress, customer expectations are constantly evolving. To stay relevant, companies must continuously refine their marketing strategy to meet these ever-changing demands.

Opti-channel marketing emerges as the optimal channel approach to seamlessly deliver a cohesive and personalized customer experience through the channels customers prefer.

Let’s compare how opti-channel marketing fares against traditional marketing strategies such as multi-channel and cross-channel marketing, and explore the benefits of adopting an opti-channel strategy for better customer engagement.

Opti-Channel vs Multi-Channel Marketing

Multi-channel marketing is a strategy where a business provides multiple channels for its customers to interact with, such as a website, social media, push notifications, and email newsletters. This is an efficient business practice as it offers customers diverse options rather than confining them to a single channel.

However, these marketing channels are functioning independently from one another. With no system in place to coordinate a consistent shopping experience across all channels, customer interactions are siloed, and there is potential for conflicting messages being communicated on different platforms.

Opti-Channel vs Cross-Channel Marketing

Cross-channel marketing connects all physical and digital marketing channels, ensuring the brand experience remains consistent across all platforms.

While addressing the problems that arise in multichannel marketing due to siloed interactions, this channel strategy still needs to improve in maximizing opportunities for personalization during the customer journey.

Opti-Channel vs Omni-Channel Marketing

Omnichannel marketing interconnects all channels to provide customers with a seamless experience across all touchpoints. This approach focuses on improving customer engagement by ensuring all channels are cooperating to present customers with consistent, relevant, and personalized offers.

Offering multiple engagement options is crucial for businesses that want to stay current, as 73% of consumers prefer using multiple channels when interacting with a brand. However, there is also a concept known as “channel overload,” where customers feel overwhelmed by the number of choices they’re presented with.

How to Prevent Overload Channel Communication

Imagine a customer receiving an SMS about a marketing campaign, followed by an email newsletter, a push notification from the brand’s mobile app, and finally, a promotional social media post on their feed.

This could get quite repetitive, causing the customer to feel bombarded by receiving information from all directions. Instead of getting excited about a campaign that’s relevant to their interests, their exhaustion can result in them disengaging from the brand altogether.

Because of this phenomenon, it’s important for businesses to identify the preferred marketing channels each segment of their audience favors, and communicate with them through those.

Adopting an opti-channel approach empowers businesses to achieve just that.

What Does an Opti-Channel Approach Entail?

The process for adopting an opti-channel approach could be summarized in three steps: customer segmentation, optimized channels, and tracking performance.

Customer Segmentation

A business must segment its audience into smaller groups based on collected information such as demographics, characteristics, interests, and behavior to ensure the communication they receive is relevant to their circumstances.

Optimized Channels

The next step for a business is to figure out which marketing channels resonate the most with each segment and optimize communication efforts for those channels by building an opti-channel customer journey.

For example, an SMS message with time-sensitive offers would not be the optimal channel to engage with a customer who loves traveling and frequently has their phone on airplane mode when they’re visiting a different country. An email newsletter containing a one-time offer that could be used whenever the customer desires would be much more effective.

Tracking Performance

Lastly, a business must continuously track how its marketing channels are performing based on key performance indicators such as return on investment (ROI) and conversion rates, assess channels for any fixes or improvements, and adjust marketing strategies accordingly.

An omnichannel marketing platform combined with an opti-channel approach is the most effective solution for achieving these steps and improving customer satisfaction.

The Merging of Optichannel and Omnichannel Marketing

Rather than pitting opti-channel marketing vs omnichannel marketing against each other, it’s much more efficient for a business to build upon its existing omnichannel structure by integrating opti-channel strategies into its marketing approach.

This integration allows for a business to leverage the strengths of both omnichannel and opti-channel marketing, and provide their customers with personalized and optimized offers.

In addition to enhanced customer interactions and an improved customer experience, embracing this combined strategy also allows for better resource allocation for each channel campaign.

EVAM: An Omnichannel Marketing Hub Integrated with Optichannel Strategies

EVAM’s omnichannel marketing platform, EVAM Marketing Suite, can integrate opti-channel marketing strategies through:

Performing contextual audience segmentation to optimize channels

Mapping out customer journeys that enable personalization and real-time engagement

Tracking link performance for every channel and making improvements accordingly

Ready to discover how EVAM can help you unlock the potential of opti-channel and omnichannel marketing’s combined strengths?