In this episode of Retention and Subscription Powered by Stay Ai, Ron and Gina are joined by Alex Beller, Co-Founder and President of Postscript, to discuss the dos and don’ts of communicating with subscribers via email and SMS, with a focus on the importance of segmentation and the power of AI. Gina and Alex share their insights and experiences on how to build effective retention strategies, optimize frequency, and measure success.
📱 When it comes to list growth, SMS is more valuable than email due to its higher monetization potential.
📈 While many brands are under-sending SMS messages, the right frequency depends on factors like the product category, marketing calendar, and brand voice.
📊 LTV is becoming an increasingly important metric for retention strategies, as brands move towards an acquisition mindset.
❌ Over-segmenting at the start can be a mistake, and brands should consider how to handle customers who buy multiple products at once.
💡 Creative and engaging content, such as games, quizzes, and personalized interactions, can increase engagement and time spent on email and SMS.
0:00 - Intro.
1:26 - Evolution of SMS marketing.
3:21 - Predictive AI in marketing.
4:00 - Performance improvements in marketing programs.
6:10 - Subscription and segmenting dos and don'ts.
7:31 - Email vs. SMS for brand communication.
10:04 - Frequency of messages for subscribers.
11:06 - SMS for product updates and recommendations.
13:11 - Strategy for capturing data on SMS subscribers through conversational campaigns.
14:14 - Segmenting subscribers based on behavior and preferences.
21:06 - Shifting from fixed budgets to maximizing retention efforts.
22:53 - Post-purchase flows and buyer behavior.
24:03 - Managing message frequency for SMS marketing.
25:24 - Common fears and data collection in SMS campaigns.
27:05 - Streamlining opt-in processes for better conversion rates.
28:05 - QR codes to bridge offline and online experiences for SMS opt-ins.
30:07 - SMS opt-in ads in emails for advanced users.
32:23 - Subscriber behavior in email vs. SMS.
35:05 - Engaging content like crossword puzzles for retention.
38:16 - Unique characters like "Chad" for SMS engagement.
40:06 - Leveraging user-generated content for retention strategies.
44:25 - Quick URLs for easy customer actions.
46:06 - Predicting the future growth of SMS in marketing strategies.
48:15 - Final chews.
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