Dubai : MoEngage is an insights-led customer engagement platform, highlighted that personalization and digitization will become key to engage with the rising wave of tech-savvy customers in the Middle East for consumer brands. The study revealed that 67% of Middle East consumers are shifting to digital channels for engaging with brands. These statistics indicate that consumer brands in the Middle East have to prioritize digitalization proactively to thrive in this hyper-competitive space. This became even more pertinent during the pandemic that transformed consumer behavior.
A study conducted by MoEngage, found that emails and push notifications have outperformed all other communication channels in the Middle East. The study will help consumer brands stay connected with the digital consumer and provide insights into preferred channels, design winning personalization strategies, and realize higher engagement with customers.
The Middle East Asian market is one of the fastest-growing regions, marked by a young population (half of it sub-25) that is also digitally savvy. At the current pace of growth, the UAE will have an internet penetration of 96% by 2025. Online retail sales are poised to grow by 20% in 2022, outpacing brick-and-mortar sales.
Digital communication offers plenty of opportunities for consumer brands to engage with the growing tribe of tech-savvy customers that is inundated with an abundance of online and offline triggers, touchpoints and interactions
The study covered over 7500 email and push notification campaigns sent to two million consumers in 2021 by top brands in the Middle East. It showed that consumer brands in the Middle East that sent out personalized emails and push notifications witnessed a better performance in their campaigns. The study touched upon factors like proven communication channels, impact of personalization on customer engagement and retention, personalization tips for shopping, banks and financial institutions, and media and entertainment (OTT streaming) segments.
- Personalized emails had an OR of 19.34% compared to 7.91 % of broadcast emails
- A 28.63% increase in click-through rates (CTR) for broadcast emails from 1.44%, when email communication was personalized.
- An 8.45% conversion rate when emails were personalized compared to 4.08% for email broadcasts.
- Push notifications showed a CTR of 7.73%, as against 8.17% of personalized messages.
- CR jumped to 21.12% from 5.58% with personalization of push notifications.
Whether the communication is about transactions, education, notifications or suggestions, personalization helps boost engagement metrics. “The most frustrating experience for consumers is when brands don’t ‘get them’ and end up sending irrelevant messages. This frustration snowballs into reduced engagement and eventually a decline in LTV. To avoid this, marketers need to embrace an insights-led approach to engagement by strengthening their analytics and intelligence capabilities. The growing loyal customer base and brand advocates of leaders like The Landmark Group and Mashreq is a testament to their Insights-led Engagement strategy,” said Raviteja Dodda, CEO & Co-Founder, MoEngage.
Retail giant Landmark Group and banking behemoth Mashreq are perfect examples of how digitization and personalized communication can win over millennial engagement resulting in higher conversion rates.
Post digitization, Landmark observed a 30% uplift in delivery and engagement rates and a 5% increase in conversion rates. Similarly, Mashreq Neo witnessed a 16% boost in debit card activation after personalizing its communication to customers.
This was enabled through digital communication to a generation faced with several paths-to-purchase and is opting for digital channels to engage with brands.
Knowing which customer cohort needs to be engaged with the right message sent at the right time on the right communication channel will make or break your engagement efforts. But doing this manually at scale for millions of users with billions of preferences is not feasible. “This is where technology steps in. Coupled with AI, MoEngage’s Dynamic Product Messaging automates personalization at scale on communication channels like Emails and Push Notifications, helping marketers create relevant, delightful, and memorable experiences for their customers,” points out Mangesh Chaudhari, Director of Growth and Strategy (MENA), MoEngage.
MoEngage is an insights-led customer engagement platform, trusted by more than 1000 global consumer brands such as Ally Financial, McAfee, Flipkart, Domino’s, Nestle, Deutsche Telekom, Travelodge and more. MoEngage empowers marketers and product owners with insights into customer behavior and the ability to act on those insights to engage customers across the web, mobile, email, social and messaging channels. Consumer brands across 35 countries use MoEngage to power digital experiences for over 900 million users every month. With offices in nine countries, MoEngage is backed by Steadview Capital, Multiples Private Equity, Eight Roads, F-Prime Capital, Matrix Partners, Ventureast and Helion Ventures.
To learn more, visit www.moengage.com.
For addition information, please contact:
Pooja Jain Poddar
© Press Release 2021
Disclaimer: The contents of this press release was provided from an external third party provider. This website is not responsible for, and does not control, such external content. This content is provided on an “as is” and “as available” basis and has not been edited in any way. Neither this website nor our affiliates guarantee the accuracy of or endorse the views or opinions expressed in this press release.
The press release is provided for informational purposes only. The content does not provide tax, legal or investment advice or opinion regarding the suitability, value or profitability of any particular security, portfolio or investment strategy. Neither this website nor our affiliates shall be liable for any errors or inaccuracies in the content, or for any actions taken by you in reliance thereon. You expressly agree that your use of the information within this article is at your sole risk.
To the fullest extent permitted by applicable law, this website, its parent company, its subsidiaries, its affiliates and the respective shareholders, directors, officers, employees, agents, advertisers, content providers and licensors will not be liable (jointly or severally) to you for any direct, indirect, consequential, special, incidental, punitive or exemplary damages, including without limitation, lost profits, lost savings and lost revenues, whether in negligence, tort, contract or any other theory of liability, even if the parties have been advised of the possibility or could have foreseen any such damages.