In 2020, India had the world’s second-largest internet population, clocking over 749 million internet users. Of these 99.3 percent (744 million) accessed the internet via their mobile phones.
According to a study conducted by MoEngage, 20 percent of Indians prefer to get subscription renewal reminders and alerts via SMS, 54.8 percent do not get new release updates for movies, TV shows, or music that they like frequently, 17.8 percent of Indians rely on mobile push notifications to get news alerts or sports updates while 42.4 percent receive relevant news alerts and sports updates frequently.
The study stated that around 24 percent of Indians prefer to get subscription renewal reminders and alerts via mobile push notifications, 22 percent via mobile in-app messages or website banners, 20 percent over text messages, 18 percent over WhatsApp or Facebook messenger, and 17 percent over email.
It was seen that personalizing emails based on customer behavior boost open rates by Indian consumers by 2.7 times. Moreover, personalization can be seen to impact email performance in terms of general broadcast, customer journey as well as customer behavior.
Also, personalized push notifications based on customer journey boost click-through rates by 1.32x, while it boosts conversion from mobile in-app messages and website banners by 3.81x.
The report suggests 3 steps for Media and Entertainment brands to follow:
In terms of shopping the study states, that while WhatsApp is the fastest growing channel in India to get shipping updates and alerts, 56.2 percent of Indians do not get frequent updates from shopping brands about the products they like.
While personalized text messages based on customer behavior lead to 1.72x more conversations among shoppers, personalized emails boost purchases by 1.71x. Moreover, there is a 3.27x more chance for a customer to click on personalized push notifications and they are 1.63x more likely to click when in-app messages and website banners are personalized.
It can be noted from the study that while 14.2 percent prefer brands to send shipping updates via WhatsApp, 26.8 percent prefer alerts via SMS. However, 56.2 percent of shoppers claimed they do not receive any updates from brands about the products that they like.
Personalized emails based on consumer behavior can be seen to boost purchases by 1.71x, while there is a 3.27x chance of shoppers clicking on personalized push notifications based on their journey.
The study further denotes that personalized text messages based on customer behavior lead to 1.72x more conversations among shoppers, while they are 1.63x more likely to click when in-app messages and website banners are personalized.
The report suggests 3 steps for shopping brands to follow:
In totality, creating personalized micro-moments at every customer touchpoint is the way forward for consumer brands in 2022 and beyond.
Personalization directly impacts customer retention, leading to higher brand loyalty and ultimately to an increase in Lifetime Value (LTV) and revenue.
The two key criteria for personalization are: